Question 1

Which of the following statements about radio as an advertising medium is true?

Accepted Answer

A) Radio advertising is typically quite expensive. 
B) National radio advertising opportunities are simple to purchase. 
C) One advantage of radio advertising is its flexibility. 
D) Radio prohibits the use of segmentation strategies. 
E) Radio is defined as a place-based medium. 
A) Radio advertising is typically quite expensive. 
B) National radio advertising opportunities are simple to purchase. 
C) One advantage of radio advertising is its flexibility. 
D) Radio prohibits the use of segmentation strategies. 
E) Radio is defined as a place-based medium.

Question 2

Which of the following is true about a continuous advertising schedule?

Accepted Answer

A) It is less difficult to evaluate than a pulsing schedule. 
B) It reduces a firm's need for public relations. 
C) It is much less expensive than a flighting schedule. 
D) It can lead to advertising wear-out. 
E) It is more effective than a pulsing schedule for seasonal products. 
A) It is less difficult to evaluate than a pulsing schedule. 
B) It reduces a firm's need for public relations. 
C) It is much less expensive than a flighting schedule. 
D) It can lead to advertising wear-out. 
E) It is more effective than a pulsing schedule for seasonal products.

Question 3

Which of the following is defined as nonpersonal communication paid for by an identified sponsor using mass media to persuade or inform an audience?

Accepted Answer

A) public relations 
B) direct marketing 
C) direct selling 
D) advertising 
E) sales promotion 
A) public relations 
B) direct marketing 
C) direct selling 
D) advertising 
E) sales promotion

Question 4

________ are goods offered either free or at low cost as an incentive to buy a product;they may be in-pack,on-pack,or delivered through the mail.

Accepted Answer

A) Rebates 
B) Bonus packs 
C) Price-off packs 
D) Premiums 
E) Sweepstakes 
A) Rebates 
B) Bonus packs 
C) Price-off packs 
D) Premiums 
E) Sweepstakes

Question 5

A downside to ________ is that if used too frequently,consumers become conditioned to purchase the product only at the lower promotional price.

Accepted Answer

A) promotional products 
B) a merchandising allowance 
C) contests 
D) premiums 
E) price-based consumer sales promotion 
A) promotional products 
B) a merchandising allowance 
C) contests 
D) premiums 
E) price-based consumer sales promotion

Question 6

Which of the following is a strategy that involves a company "ambushing" consumers with promotional content in places consumers would typically not expect to see information about a product or service?

Accepted Answer

A) sales promotion 
B) guerrilla marketing 
C) sponsorships 
D) internal PR 
E) crowdsourcing 
A) sales promotion 
B) guerrilla marketing 
C) sponsorships 
D) internal PR 
E) crowdsourcing

Question 7

Ads that are intended only to inform consumers about a brand or a product will not benefit from the use of a slogan or jingle.

Accepted Answer

A) True 
 B)False

Question 8

Crisis management is typically a public relations function.

Accepted Answer

A) True 
 B)False

Question 9

In an attempt to set the company apart from its competitors,United Parcel Service has its employees wear brown uniforms and drive brown trucks.What type of public relations tool is UPS using?

Accepted Answer

A) buzz marketing 
B) social networking 
C) corporate identity materials 
D) product publicity 
E) public service materials 
A) buzz marketing 
B) social networking 
C) corporate identity materials 
D) product publicity 
E) public service materials

Question 10

Planning a public relations campaign is a two-step process: develop objectives and then execute those objectives.

Accepted Answer

A) True 
 B)False

Question 11

Compare and contrast proactive public relations activities and crisis management.

Accepted Answer

Proactive public relations activities st

Question 12

________ is the practice of sending unsolicited email directed to five or more people not personally known to the sender.

Accepted Answer

A) Spimming 
B) Spamming 
C) Junking 
D) Appealing 
E) Reaching 
A) Spimming 
B) Spamming 
C) Junking 
D) Appealing 
E) Reaching

Question 13

The most common way for public relations specialists to communicate is through the use of ________.

Accepted Answer

A) sponsorship 
B) lobbying 
C) press releases 
D) special events 
E) speech writing 
A) sponsorship 
B) lobbying 
C) press releases 
D) special events 
E) speech writing

Question 14

What is a USP? When would a marketer use a USP strategy?

Accepted Answer

USP stands for unique selling

Question 15

________ are messages that champion an issue or promote not-for-profit organizations that serve society in some way.

Accepted Answer

A) Advocacy advertisements 
B) Product advertisements 
C) Public service advertisements 
D) Institutional advertisements 
E) Brand advertisements 
A) Advocacy advertisements 
B) Product advertisements 
C) Public service advertisements 
D) Institutional advertisements 
E) Brand advertisements

Question 16

There are three steps involved in creating a public relations campaign.The first step is to ________.

Accepted Answer

A) conduct a SWOT analysis 
B) develop objectives 
C) formulate a mission statement 
D) recruit and train public relations specialists 
E) pretest components of the proposed public relations campaign 
A) conduct a SWOT analysis 
B) develop objectives 
C) formulate a mission statement 
D) recruit and train public relations specialists 
E) pretest components of the proposed public relations campaign

Question 17

Product placements in television programs and movies are examples of ________.

Accepted Answer

A) advergaming 
B) branded entertainment 
C) augmented reality 
D) advertising exposure 
E) pulsing 
A) advergaming 
B) branded entertainment 
C) augmented reality 
D) advertising exposure 
E) pulsing

Question 18

A company newsletter is an example of ________.

Accepted Answer

A) media relations 
B) sponsorship 
C) corporate identity 
D) internal PR 
E) publicity 
A) media relations 
B) sponsorship 
C) corporate identity 
D) internal PR 
E) publicity

Question 19

Which of the following would a marketer use to track customers as they pass through the aisles of a retail outlet?

Accepted Answer

A) RFID technology 
B) augmented reality technology 
C) permission-based marketing 
D) cookies 
E) digital signage 
A) RFID technology 
B) augmented reality technology 
C) permission-based marketing 
D) cookies 
E) digital signage

Question 20

Quaker Oats inserted $5 million worth of gold and silver coins in Ken-L Ration dog food packages.This is an example of a contest.

Accepted Answer

A) True 
 B)False

Which of the following statements about radio as an advertising medium is true?

Which of the following is true about a continuous advertising schedule?

Which of the following is defined as nonpersonal communication paid for by an identified sponsor using mass media to persuade or inform an audience?

________ are goods offered either free or at low cost as an incentive to buy a product;they may be in-pack,on-pack,or delivered through the mail.

A downside to ________ is that if used too frequently,consumers become conditioned to purchase the product only at the lower promotional price.

Which of the following is a strategy that involves a company "ambushing" consumers with promotional content in places consumers would typically not expect to see information about a product or service?

Ads that are intended only to inform consumers about a brand or a product will not benefit from the use of a slogan or jingle.

Crisis management is typically a public relations function.

In an attempt to set the company apart from its competitors,United Parcel Service has its employees wear brown uniforms and drive brown trucks.What type of public relations tool is UPS using?

Planning a public relations campaign is a two-step process: develop objectives and then execute those objectives.

Compare and contrast proactive public relations activities and crisis management.

________ is the practice of sending unsolicited email directed to five or more people not personally known to the sender.

The most common way for public relations specialists to communicate is through the use of ________.

What is a USP? When would a marketer use a USP strategy?

________ are messages that champion an issue or promote not-for-profit organizations that serve society in some way.

There are three steps involved in creating a public relations campaign.The first step is to ________.

Product placements in television programs and movies are examples of ________.

A company newsletter is an example of ________.

Which of the following would a marketer use to track customers as they pass through the aisles of a retail outlet?

Quaker Oats inserted $5 million worth of gold and silver coins in Ken-L Ration dog food packages.This is an example of a contest.

Welcome to the World of Marketing: Create and Deliver Value

Strategic Market Planning: Take the Big Picture

Thrive in the Marketing Environment: the World Is Flat

Marketing Research: Gather, analyze, and Use Information

Consumer Behavior: How and Why We Buy

Business-To-Business Markets: How and Why Organizations Buy

Sharpen the Focus: Target Marketing Strategies and Customer Relationship Management

Create the Product

Manage the Product

Services and Other Intangibles: Marketing the Product That Isnt There

Price the Product

Old and New Media: From One-To-Many to Many-To-Many

Many to Many: Trade Promotion, direct Marketing, and Personal Selling

Deliver Value Through Supply Chain Management, channels of Distribution, and Logistics

Retailing: Bricks and Clicks

Filters

Exam 13: One to Many: Advertising, public Relations, and Consumer Sales Promotions

Which of the following statements about radio as an advertising medium is true?

Which of the following is true about a continuous advertising schedule?

Which of the following is defined as nonpersonal communication paid for by an identified sponsor using mass media to persuade or inform an audience?

________ are goods offered either free or at low cost as an incentive to buy a product;they may be in-pack,on-pack,or delivered through the mail.

A downside to ________ is that if used too frequently,consumers become conditioned to purchase the product only at the lower promotional price.

Which of the following is a strategy that involves a company "ambushing" consumers with promotional content in places consumers would typically not expect to see information about a product or service?

Ads that are intended only to inform consumers about a brand or a product will not benefit from the use of a slogan or jingle.

Crisis management is typically a public relations function.

In an attempt to set the company apart from its competitors,United Parcel Service has its employees wear brown uniforms and drive brown trucks.What type of public relations tool is UPS using?

Planning a public relations campaign is a two-step process: develop objectives and then execute those objectives.

Compare and contrast proactive public relations activities and crisis management.

________ is the practice of sending unsolicited email directed to five or more people not personally known to the sender.

The most common way for public relations specialists to communicate is through the use of ________.

What is a USP? When would a marketer use a USP strategy?

________ are messages that champion an issue or promote not-for-profit organizations that serve society in some way.

There are three steps involved in creating a public relations campaign.The first step is to ________.

Product placements in television programs and movies are examples of ________.

A company newsletter is an example of ________.

Which of the following would a marketer use to track customers as they pass through the aisles of a retail outlet?

Quaker Oats inserted $5 million worth of gold and silver coins in Ken-L Ration dog food packages.This is an example of a contest.

Welcome to the World of Marketing: Create and Deliver Value

Strategic Market Planning: Take the Big Picture

Thrive in the Marketing Environment: the World Is Flat

Marketing Research: Gather, analyze, and Use Information

Consumer Behavior: How and Why We Buy

Business-To-Business Markets: How and Why Organizations Buy

Sharpen the Focus: Target Marketing Strategies and Customer Relationship Management

Create the Product

Manage the Product

Services and Other Intangibles: Marketing the Product That Isnt There

Price the Product

Old and New Media: From One-To-Many to Many-To-Many

Many to Many: Trade Promotion, direct Marketing, and Personal Selling

Deliver Value Through Supply Chain Management, channels of Distribution, and Logistics

Retailing: Bricks and Clicks

Filters