Question 1

In-store advertising,including ads on shopping carts,in aisles,on shelves,on the floor,and "talking" shelves,are all examples of ________ advertising.

Accepted Answer

A) point-of-decision 
B) product-placement 
C) point-of-purchase 
D) branding 
E) advertising 
A) point-of-decision 
B) product-placement 
C) point-of-purchase 
D) branding 
E) advertising C

Question 2

Readers of Vogue may pay more attention to ads than do readers of Newsweek.In this example,Vogue has greater ________ than Newsweek.

Accepted Answer

A) ad-placement policies 
B) editorial quality 
C) audience-attention probability 
D) audience quality 
E) lead generation 
A) ad-placement policies 
B) editorial quality 
C) audience-attention probability 
D) audience quality 
E) lead generation C

Question 3

Supply-side measurement of event effectiveness focuses on ________.

Accepted Answer

A) potential exposure to the brand by assessing the extent of media coverage 
B) reported exposure from consumers 
C) incremental sales earned during the event 
D) incremental sales earned as a result of the event 
E) reported changes in customer perception of the brand 
A) potential exposure to the brand by assessing the extent of media coverage 
B) reported exposure from consumers 
C) incremental sales earned during the event 
D) incremental sales earned as a result of the event 
E) reported changes in customer perception of the brand A

Question 4

What is the appeal of point-of-purchase advertising?

Accepted Answer

The appeal of point-of-purchas

Question 5

The easiest measure of MPR effectiveness is the number of ________ carried by the media.

Accepted Answer

A) stories 
B) exposures 
C) customers 
D) articles 
E) none of the above 
A) stories 
B) exposures 
C) customers 
D) articles 
E) none of the above

Question 6

________ involve(s)a variety of programs designed to promote or protect a company's image or its individual products.

Accepted Answer

A) Corporate communications 
B) Press releases 
C) Press relations 
D) Publicity 
E) Public relations 
A) Corporate communications 
B) Press releases 
C) Press relations 
D) Publicity 
E) Public relations

Question 7

Your research has shown that your consumers have a high forgetting rate on your product.In fact,the forgetting rate is as high as 20%.To reverse this trend,you will undertake an advertising campaign designed to get the message back into memory by emphasizing ________.

Accepted Answer

A) complicity 
B) impact 
C) reach 
D) frequency 
E) none of the above 
A) complicity 
B) impact 
C) reach 
D) frequency 
E) none of the above

Question 8

When retailers buy more cases than are needed in a region in which the manufacturer offered a deal and ship the surplus to their stores in nondeal regions,is known as ________.

Accepted Answer

A) forward buying 
B) purchasing intent 
C) de facto buying 
D) trade buying 
E) diverting 
A) forward buying 
B) purchasing intent 
C) de facto buying 
D) trade buying 
E) diverting

Question 9

When calculating the cost per thousand persons reached by a vehicle,marketers need to adjust the measure for audience quality and audience-attention probability.

Accepted Answer

A) True 
 B)False

Question 10

Strategically,outdoor advertising is often more effective at enhancing brand awareness or reinforcing brand image than creating new brand associations.

Accepted Answer

A) True 
 B)False

Question 11

In attempting to measure the effectiveness of your advertising,you undertake to pretest the advertising.What are the three methods of pretesting?

Accepted Answer

The three methods ar

Question 12

In launching a new product,the advertiser chooses among continuity,concentration,flighting,and ________ advertising patterns.

Accepted Answer

A) reflective 
B) periodic 
C) continuous 
D) pulsing 
E) running 
A) reflective 
B) periodic 
C) continuous 
D) pulsing 
E) running

Question 13

Marketers pay fees so that their products make cameo appearances in movies and on television.This is called ________.

Accepted Answer

A) branded entertainment 
B) point of purchase 
C) advertorials 
D) product placement 
E) individualization 
A) branded entertainment 
B) point of purchase 
C) advertorials 
D) product placement 
E) individualization

Question 14

The way the promotional material gets to the consumer is known as the ________.For example,a 15-cents-off coupon can be sent by mail,offered in stores,or attached to the product packaging.

Accepted Answer

A) condition 
B) distribution vehicle 
C) duration 
D) supply side 
E) implementation 
A) condition 
B) distribution vehicle 
C) duration 
D) supply side 
E) implementation

Question 15

Sellers in the United States are legally obligated to avoid bait-and-switch advertising that attracts buyers under false pretenses.

Accepted Answer

A) True 
 B)False

Question 16

Sales promotion,with its incessant prices off,coupons,deals,and premiums,may ________ the product offering in the buyers' mind.

Accepted Answer

A) detract 
B) augment 
C) confuse 
D) devalue 
E) increase 
A) detract 
B) augment 
C) confuse 
D) devalue 
E) increase

Question 17

A competitive product is advertised as being able to "keep the floor clean" for six months.Testing by your firms' laboratories refutes this advertising message.Under U.S.law,the competition is practicing ________.

Accepted Answer

A) deceptive advertising 
B) puffery 
C) creative license 
D) acceptable risks 
E) none of the above 
A) deceptive advertising 
B) puffery 
C) creative license 
D) acceptable risks 
E) none of the above

Question 18

Manufacturers use a number of trade promotion tools.Give four reasons why manufacturers award money to the trade.

Accepted Answer

Manufacturers award money to the trade (

Question 19

In designing and evaluating an ad campaign,it is important to distinguish the message strategy or positioning of an ad from it creative strategy.To develop a message strategy,advertisers go through three steps.List and explain these three steps.

Accepted Answer

The first step is message generation and

Question 20

Examples of retailer promotions include price cuts,feature advertising,retailer coupons,and retailer contests or premiums.

Accepted Answer

A) True 
 B)False

Exam 18: Managing Mass Communications:

In-store advertising,including ads on shopping carts,in aisles,on shelves,on the floor,and "talking" shelves,are all examples of ________ advertising.

Readers of Vogue may pay more attention to ads than do readers of Newsweek.In this example,Vogue has greater ________ than Newsweek.

Supply-side measurement of event effectiveness focuses on ________.

What is the appeal of point-of-purchase advertising?

The easiest measure of MPR effectiveness is the number of ________ carried by the media.

________ involve(s)a variety of programs designed to promote or protect a company's image or its individual products.

Your research has shown that your consumers have a high forgetting rate on your product.In fact,the forgetting rate is as high as 20%.To reverse this trend,you will undertake an advertising campaign designed to get the message back into memory by emphasizing ________.

When retailers buy more cases than are needed in a region in which the manufacturer offered a deal and ship the surplus to their stores in nondeal regions,is known as ________.

When calculating the cost per thousand persons reached by a vehicle,marketers need to adjust the measure for audience quality and audience-attention probability.

Strategically,outdoor advertising is often more effective at enhancing brand awareness or reinforcing brand image than creating new brand associations.

In attempting to measure the effectiveness of your advertising,you undertake to pretest the advertising.What are the three methods of pretesting?

In launching a new product,the advertiser chooses among continuity,concentration,flighting,and ________ advertising patterns.

Marketers pay fees so that their products make cameo appearances in movies and on television.This is called ________.

The way the promotional material gets to the consumer is known as the ________.For example,a 15-cents-off coupon can be sent by mail,offered in stores,or attached to the product packaging.

Sellers in the United States are legally obligated to avoid bait-and-switch advertising that attracts buyers under false pretenses.

Sales promotion,with its incessant prices off,coupons,deals,and premiums,may ________ the product offering in the buyers' mind.

A competitive product is advertised as being able to "keep the floor clean" for six months.Testing by your firms' laboratories refutes this advertising message.Under U.S.law,the competition is practicing ________.

Manufacturers use a number of trade promotion tools.Give four reasons why manufacturers award money to the trade.

In designing and evaluating an ad campaign,it is important to distinguish the message strategy or positioning of an ad from it creative strategy.To develop a message strategy,advertisers go through three steps.List and explain these three steps.

Examples of retailer promotions include price cuts,feature advertising,retailer coupons,and retailer contests or premiums.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Dealing With Competition

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Personal Communications:

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

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