Question 1

A rebate is a certificate that entitles consumers to an immediate price reduction when the product is purchased.

Accepted Answer

A) True 
 B)False

Question 2

A well-known rule of thumb in the advertising industry is that the goal in advertising is to sell the attributes of the product,not its benefits.

Accepted Answer

A) True 
 B)False

Question 3

Placing advertising messages in web-based,mobile,console,or handheld video games to advertise or promote a product,service,organization,or issue is known as:

Accepted Answer

A)  infomercials. 
B)  advergaming. 
C)  podcasts. 
D)  media planning. 
A)  infomercials. 
B)  advergaming. 
C)  podcasts. 
D)  media planning.

Question 4

Which of the following advertising appeals is often used for fast-food restaurants and microwave foods?

Accepted Answer

A)  Convenience 
B)  Fun and pleasure 
C)  Profit 
D)  Admiration 
A)  Convenience 
B)  Fun and pleasure 
C)  Profit 
D)  Admiration

Question 5

Understanding the advertising response function helps marketers:

Accepted Answer

A)  invest a large amount of money on advertising and promotion. 
B)  use their advertising budgets wisely to reach their target market. 
C)  multiply returns by constantly increasing the money spent on advertising. 
D)  achieve consumer loyalty regardless of the quality of the product or service. 
A)  invest a large amount of money on advertising and promotion. 
B)  use their advertising budgets wisely to reach their target market. 
C)  multiply returns by constantly increasing the money spent on advertising. 
D)  achieve consumer loyalty regardless of the quality of the product or service.

Question 6

Which of the following indicates an element in the promotional mix that evaluates public attitudes,identifies issues that may elicit public concern,and executes programs to gain public understanding and acceptance?

Accepted Answer

A)  Advertising 
B)  Public Relations 
C)  Sales Promotion 
D)  Media Scheduling 
A)  Advertising 
B)  Public Relations 
C)  Sales Promotion 
D)  Media Scheduling

Question 7

Which of the following is true of advertising?

Accepted Answer

A)  It is of less value for new entrants in the market. 
B)  It ensures constant sales and market share improvements. 
C)  It influences attitudes,beliefs,and ultimately,consumers' purchases. 
D)  It can change consumers' deeply rooted values and attitudes. 
A)  It is of less value for new entrants in the market. 
B)  It ensures constant sales and market share improvements. 
C)  It influences attitudes,beliefs,and ultimately,consumers' purchases. 
D)  It can change consumers' deeply rooted values and attitudes.

Question 8

Which statement is true of cooperative advertising?

Accepted Answer

A)  It does not allow retailers to promote manufacturer's product lines. 
B)  It resolves the impracticality of listing all one's dealers in national advertising. 
C)  It requires retailers to bear the entire cost of advertising. 
D)  It cannot be used for advertising on the radio. 
A)  It does not allow retailers to promote manufacturer's product lines. 
B)  It resolves the impracticality of listing all one's dealers in national advertising. 
C)  It requires retailers to bear the entire cost of advertising. 
D)  It cannot be used for advertising on the radio.

Question 9

_____ is a form of institutional advertising.

Accepted Answer

A)  Advocacy advertising 
B)  Pioneering advertising 
C)  Competitive advertising 
D)  Comparative advertising 
A)  Advocacy advertising 
B)  Pioneering advertising 
C)  Competitive advertising 
D)  Comparative advertising

Question 10

Identify a true statement about an advertising campaign.

Accepted Answer

A)  It circumvents the need for post-campaign evaluation. 
B)  It extends for a defined period of time. 
C)  It cannot focus on more than one advertising appeal. 
D)  It does not use humor to promote a theme. 
A)  It circumvents the need for post-campaign evaluation. 
B)  It extends for a defined period of time. 
C)  It cannot focus on more than one advertising appeal. 
D)  It does not use humor to promote a theme.

Question 11

Which of the following refers to a media-scheduling strategy in which ads are run heavily every other month or every two weeks to achieve a greater impact with an increased frequency and reach at those times?

Accepted Answer

A)  Flighted media schedule 
B)  Pulsing media schedule 
C)  Continuous media schedule 
D)  Seasonal media schedule 
A)  Flighted media schedule 
B)  Pulsing media schedule 
C)  Continuous media schedule 
D)  Seasonal media schedule

Question 12

An arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand is called ______________advertising.

Accepted Answer

A)  cooperative 
B)  pioneer 
C)  competitive 
D)  institutional 
A)  cooperative 
B)  pioneer 
C)  competitive 
D)  institutional

Question 13

In cooperative advertising,the manufacturer and the supplier bear the entire cost of advertising the brand.

Accepted Answer

A) True 
 B)False

A rebate is a certificate that entitles consumers to an immediate price reduction when the product is purchased.

A well-known rule of thumb in the advertising industry is that the goal in advertising is to sell the attributes of the product,not its benefits.

Placing advertising messages in web-based,mobile,console,or handheld video games to advertise or promote a product,service,organization,or issue is known as:

Which of the following advertising appeals is often used for fast-food restaurants and microwave foods?

Understanding the advertising response function helps marketers:

Which of the following indicates an element in the promotional mix that evaluates public attitudes,identifies issues that may elicit public concern,and executes programs to gain public understanding and acceptance?

Which of the following is true of advertising?

Which statement is true of cooperative advertising?

_____ is a form of institutional advertising.

Identify a true statement about an advertising campaign.

Which of the following refers to a media-scheduling strategy in which ads are run heavily every other month or every two weeks to achieve a greater impact with an increased frequency and reach at those times?

An arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand is called ______________advertising.

In cooperative advertising,the manufacturer and the supplier bear the entire cost of advertising the brand.

An Overview of Marketing

Strategic Planning and Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Marketing Research

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Supply Chain Management and Marketing Channels

Retailing

Marketing Communications

Personal Selling and Sales Management

Social Media and Marketing

Pricing Concepts

Filters

Exam 16: Advertising,public Relations,and Sales Promotion

A rebate is a certificate that entitles consumers to an immediate price reduction when the product is purchased.

A well-known rule of thumb in the advertising industry is that the goal in advertising is to sell the attributes of the product,not its benefits.

Placing advertising messages in web-based,mobile,console,or handheld video games to advertise or promote a product,service,organization,or issue is known as:

Which of the following advertising appeals is often used for fast-food restaurants and microwave foods?

Understanding the advertising response function helps marketers:

Which of the following indicates an element in the promotional mix that evaluates public attitudes,identifies issues that may elicit public concern,and executes programs to gain public understanding and acceptance?

Which of the following is true of advertising?

Which statement is true of cooperative advertising?

_____ is a form of institutional advertising.

Identify a true statement about an advertising campaign.

Which of the following refers to a media-scheduling strategy in which ads are run heavily every other month or every two weeks to achieve a greater impact with an increased frequency and reach at those times?

An arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand is called ______________advertising.

In cooperative advertising,the manufacturer and the supplier bear the entire cost of advertising the brand.

An Overview of Marketing

Strategic Planning and Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Marketing Research

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Supply Chain Management and Marketing Channels

Retailing

Marketing Communications

Personal Selling and Sales Management

Social Media and Marketing

Pricing Concepts

Filters