Question 1

Which sales promotion tool is the best match for the growth in consumer-generated content?

Accepted Answer

A)  samples 
B)  sweepstakes 
C)  coupons 
D)  contests 
E)  deals 
A)  samples 
B)  sweepstakes 
C)  coupons 
D)  contests 
E)  deals D

Question 2

A pioneering advertisement should

Accepted Answer

A)  tell people what the company values are, and share its successes and advancements. 
B)  inform the target market about what a product is, what it can do, and where it can be found. 
C)  show one brand's strengths relative to those of competitors. 
D)  reinforce previous knowledge of a product. 
E)  build goodwill or an image for an organization rather than promote a specific product or service. 
A)  tell people what the company values are, and share its successes and advancements. 
B)  inform the target market about what a product is, what it can do, and where it can be found. 
C)  show one brand's strengths relative to those of competitors. 
D)  reinforce previous knowledge of a product. 
E)  build goodwill or an image for an organization rather than promote a specific product or service. B

Question 3

A Budweiser ad, as part of its "Responsibility Matters" campaign, promotes responsible drinking by encouraging the use of designated drivers. This ad is an example of ________ advertisement.

Accepted Answer

A)  a pioneering 
B)  a competitive 
C)  a reminder 
D)  a political 
E)  an advocacy 
A)  a pioneering 
B)  a competitive 
C)  a reminder 
D)  a political 
E)  an advocacy E

Question 4

When people outside the target market for the product see a firm's advertisement, it is referred to as

Accepted Answer

A)  wasted coverage. 
B)  media divergence. 
C)  dual exposure. 
D)  overexposure. 
E)  advertising spillover. 
A)  wasted coverage. 
B)  media divergence. 
C)  dual exposure. 
D)  overexposure. 
E)  advertising spillover.

Question 5

________ is an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production.

Accepted Answer

A)  A turnkey agency 
B)  A complete spectrum agency 
C)  A multi-service agency 
D)  An in-house agency 
E)  A full-service agency 
A)  A turnkey agency 
B)  A complete spectrum agency 
C)  A multi-service agency 
D)  An in-house agency 
E)  A full-service agency

Question 6

A trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a

Accepted Answer

A)  finance allowance. 
B)  promotional allowance. 
C)  merchandise allowance. 
D)  slotting fee. 
E)  failure fee. 
A)  finance allowance. 
B)  promotional allowance. 
C)  merchandise allowance. 
D)  slotting fee. 
E)  failure fee.

Question 7

During Super Bowl weekend, Pepsi introduced a new brand of soft drink. On that same weekend, Coca-Cola offered a "BOGO" (Buy One, Get One) promotion to make the Pepsi new product introduction more difficult. Which type of sales promotion was Coca-Cola using?

Accepted Answer

A)  a contest 
B)  a premium 
C)  a deal 
D)  a rebate 
E)  a sample 
A)  a contest 
B)  a premium 
C)  a deal 
D)  a rebate 
E)  a sample

Question 8

CPM Marketing DashboardAccording to the Marketing Dashboard above, the CPM for USA Today would be approximately

Accepted Answer

A)  $53. 
B)  $120. 
C)  $132. 
D)  $165. 
E)  $229. 
A)  $53. 
B)  $120. 
C)  $132. 
D)  $165. 
E)  $229.

Question 9

The sign at the entrance to a men's store reads, "Buy one shirt, get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the store using?

Accepted Answer

A)  a contest 
B)  a premium 
C)  a deal 
D)  a rebate 
E)  a sample 
A)  a contest 
B)  a premium 
C)  a deal 
D)  a rebate 
E)  a sample

Question 10

The three approaches to setting advertising schedules are

Accepted Answer

A)  flexible, seasonal, and continuous. 
B)  spontaneous, continuous, and intermittent. 
C)  continuous, flighting, and pulse. 
D)  day time, prime time, and off-peak. 
E)  sporadic, intermittent, and infrequent. 
A)  flexible, seasonal, and continuous. 
B)  spontaneous, continuous, and intermittent. 
C)  continuous, flighting, and pulse. 
D)  day time, prime time, and off-peak. 
E)  sporadic, intermittent, and infrequent.

Question 11

A popular NPR radio show encourages listeners to solve a puzzle each week. If they have the correct answer and send it in to the show and theirs is chosen, they win a prize. This is an example of a

Accepted Answer

A)  premium. 
B)  sweepstakes. 
C)  deal. 
D)  contest. 
E)  trade promotion. 
A)  premium. 
B)  sweepstakes. 
C)  deal. 
D)  contest. 
E)  trade promotion.

Question 12

Which of these is an important guideline when using a fear appeal?

Accepted Answer

A)  Ensure the advertisement is still appropriate for viewing by children. 
B)  Make the appeal so strong that it appears humorous. 
C)  Don't make the appeal so strong that consumers will want to tune out the advertisement. 
D)  Avoid any reference to death or dying. 
E)  Make sure to emphasize that the outcome rests in the viewers' hands. 
A)  Ensure the advertisement is still appropriate for viewing by children. 
B)  Make the appeal so strong that it appears humorous. 
C)  Don't make the appeal so strong that consumers will want to tune out the advertisement. 
D)  Avoid any reference to death or dying. 
E)  Make sure to emphasize that the outcome rests in the viewers' hands.

Question 13

In a ________, the test ad is placed in a collection with several other ads, and consumers are asked to read through the collection. Afterward, subjects are asked for their impressions of the ads on several evaluative scales.

Accepted Answer

A)  theater test 
B)  range test 
C)  group test 
D)  portfolio test 
E)  jury test 
A)  theater test 
B)  range test 
C)  group test 
D)  portfolio test 
E)  jury test

Question 14

What is the difference between a contest and sweepstakes?

Accepted Answer

A contest requires consumers to apply th

Question 15

The three primary types of product advertisements are

Accepted Answer

A)  pioneering, institutional, and informational. 
B)  humor, sex, and fear. 
C)  pioneering, competitive, and reminder. 
D)  competitive, subliminal, and institutional. 
E)  cognitive, affective, and behavioral. 
A)  pioneering, institutional, and informational. 
B)  humor, sex, and fear. 
C)  pioneering, competitive, and reminder. 
D)  competitive, subliminal, and institutional. 
E)  cognitive, affective, and behavioral.

Question 16

One of the disadvantages associated with radio as an advertising medium is that it

Accepted Answer

A)  has a long exposure time. 
B)  cannot target specific audiences. 
C)  has a perishable message. 
D)  cannot use humor, sound, and intimacy effectively. 
E)  is criticized as a traffic hazard. 
A)  has a long exposure time. 
B)  cannot target specific audiences. 
C)  has a perishable message. 
D)  cannot use humor, sound, and intimacy effectively. 
E)  is criticized as a traffic hazard.

Question 17

Which of these statements regarding billboards is most accurate?

Accepted Answer

A)  Billboards are a good supplemental reinforcement for well-known products. 
B)  Billboards are well-suited for pioneering product advertising. 
C)  Contrary to popular belief, billboards are not driving hazards since they help keep drivers alert. 
D)  Billboards are often too expensive for small local firms and are better suited for national campaigns. 
E)  Billboards are more effective in rural areas than in metropolitan ones. 
A)  Billboards are a good supplemental reinforcement for well-known products. 
B)  Billboards are well-suited for pioneering product advertising. 
C)  Contrary to popular belief, billboards are not driving hazards since they help keep drivers alert. 
D)  Billboards are often too expensive for small local firms and are better suited for national campaigns. 
E)  Billboards are more effective in rural areas than in metropolitan ones.

Question 18

Fallon Worldwide's planning process for an advertising campaign typically begins with the discovery of

Accepted Answer

A)  a social media pattern. 
B)  competitors' shortcomings. 
C)  a "human truth" based on research. 
D)  a new mission statement for the client. 
E)  brand initiatives that are unique. 
A)  a social media pattern. 
B)  competitors' shortcomings. 
C)  a "human truth" based on research. 
D)  a new mission statement for the client. 
E)  brand initiatives that are unique.

Question 19

The objective of institutional advertisements is to ________ rather than promote a specific product or service.

Accepted Answer

A)  generate support for nonprofit organizations 
B)  increase frequency of purchase of new products 
C)  tout the competitive advantages of one industry over another 
D)  build goodwill or an image for an organization 
E)  promote alternative uses for a product class 
A)  generate support for nonprofit organizations 
B)  increase frequency of purchase of new products 
C)  tout the competitive advantages of one industry over another 
D)  build goodwill or an image for an organization 
E)  promote alternative uses for a product class

Question 20

A sales promotion in which consumers are invited to apply their skill or analytical or creative thinking to try to win a prize is referred to as a

Accepted Answer

A)  contest. 
B)  challenge. 
C)  competition. 
D)  sweepstakes. 
E)  public relations campaign. 
A)  contest. 
B)  challenge. 
C)  competition. 
D)  sweepstakes. 
E)  public relations campaign.

Exam 19: Using Social Media and Mobile Marketing to Connect With Consumers

Which sales promotion tool is the best match for the growth in consumer-generated content?

A pioneering advertisement should

A Budweiser ad, as part of its "Responsibility Matters" campaign, promotes responsible drinking by encouraging the use of designated drivers. This ad is an example of ________ advertisement.

When people outside the target market for the product see a firm's advertisement, it is referred to as

________ is an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production.

A trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a

During Super Bowl weekend, Pepsi introduced a new brand of soft drink. On that same weekend, Coca-Cola offered a "BOGO" (Buy One, Get One) promotion to make the Pepsi new product introduction more difficult. Which type of sales promotion was Coca-Cola using?

CPM Marketing DashboardAccording to the Marketing Dashboard above, the CPM for USA Today would be approximately

The sign at the entrance to a men's store reads, "Buy one shirt, get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the store using?

The three approaches to setting advertising schedules are

A popular NPR radio show encourages listeners to solve a puzzle each week. If they have the correct answer and send it in to the show and theirs is chosen, they win a prize. This is an example of a

Which of these is an important guideline when using a fear appeal?

In a ________, the test ad is placed in a collection with several other ads, and consumers are asked to read through the collection. Afterward, subjects are asked for their impressions of the ads on several evaluative scales.

What is the difference between a contest and sweepstakes?

The three primary types of product advertisements are

One of the disadvantages associated with radio as an advertising medium is that it

Which of these statements regarding billboards is most accurate?

Fallon Worldwide's planning process for an advertising campaign typically begins with the discovery of

The objective of institutional advertisements is to ________ rather than promote a specific product or service.

A sales promotion in which consumers are invited to apply their skill or analytical or creative thinking to try to win a prize is referred to as a

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Successful Products, Services, and Brands

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Personal Selling and Sales Management

Implementing Interactive and Multi-Channel Marketing

Pulling It All Together: the Strategic Marketing Proces

Building an Effective Marketing Plan

Financial Aspects of Marketing

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