Question 1

Which of the following statements about inquiry tests is true?

Accepted Answer

A) Inquiry tests involve studies such as controlled experiments and consumer purchase tests. 
B) In an inquiry test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favourable attitude toward the product advertised. 
C) With inquiry tests, a question such as, "What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages. 
D) With inquiry test, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the most inquiries are presumed to be the most effective. 
A) Inquiry tests involve studies such as controlled experiments and consumer purchase tests. 
B) In an inquiry test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favourable attitude toward the product advertised. 
C) With inquiry tests, a question such as, "What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages. 
D) With inquiry test, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the most inquiries are presumed to be the most effective.

Question 2

One reason for using radio as an advertising medium is:

Accepted Answer

A) its inability to use humour. 
B) that it is a segmented medium offering distinctive formats. 
C) its multisensory appeal. 
D) its long lead time required for the placement of an ad. 
A) its inability to use humour. 
B) that it is a segmented medium offering distinctive formats. 
C) its multisensory appeal. 
D) its long lead time required for the placement of an ad.

Question 3

For marketers, the primary objective of a deal is to:

Accepted Answer

A) increase trial among potential customers as a retaliation against competitors' actions. 
B) extend a product's life cycle. 
C) encourage present customers to buy more, which should minimize brand switching behaviour. 
D) encourage new product trial. 
A) increase trial among potential customers as a retaliation against competitors' actions. 
B) extend a product's life cycle. 
C) encourage present customers to buy more, which should minimize brand switching behaviour. 
D) encourage new product trial.

Question 4

The first decision in developing an advertising program is to:

Accepted Answer

A) set the budget. 
B) select the appeal. 
C) identify the target audience. 
D) state the mission of the advertising program. 
A) set the budget. 
B) select the appeal. 
C) identify the target audience. 
D) state the mission of the advertising program.

Question 5

One of the advantages associated with television as an advertising medium is that it:

Accepted Answer

A) is a low-cost medium. 
B) has an unlimited amount of advertising time available. 
C) can target specific audiences. 
D) has a short exposure time. 
A) is a low-cost medium. 
B) has an unlimited amount of advertising time available. 
C) can target specific audiences. 
D) has a short exposure time.

Question 6

According to the co-founder of Ready Set Rocket, virtual reality is the "ultimate way" to do all of the following EXCEPT:

Accepted Answer

A) Rank customer perceptions. 
B) Highlight travel tourism activities. 
C) View a Fashion Week event. 
D) Showcase a late model car. 
A) Rank customer perceptions. 
B) Highlight travel tourism activities. 
C) View a Fashion Week event. 
D) Showcase a late model car.

Question 7

Which of the following statements describes a problem with using humorous appeals in advertising?

Accepted Answer

A) Most humorous advertisements offend someone. 
B) Humour tends to wear out quickly, boring the consumer. 
C) What adults find humorous, children do not. 
D) What children find humorous, adults do not. 
A) Most humorous advertisements offend someone. 
B) Humour tends to wear out quickly, boring the consumer. 
C) What adults find humorous, children do not. 
D) What children find humorous, adults do not.

Question 8

A brochure in the literature sent to retailers began with the following statement: "Retailers, these new sunglasses come with their own attractive free-standing carousel that fits perfectly next to your cash register." Which sales promotion does this exemplify?

Accepted Answer

A) a free-standing insert 
B) a point-of-purchase display 
C) a sample 
D) a premium 
A) a free-standing insert 
B) a point-of-purchase display 
C) a sample 
D) a premium

Question 9

Marketers can interface with user-generated content sites like YouTube. Which of the following would NOT be a way to interface on sites like YouTube?

Accepted Answer

A) make a duplicate copy of consumer-created media and market it as your own. 
B) allow users to create their own content and share it. 
C) sponsor an actual contest for users to create media. 
D) create own advertising on YouTube. 
A) make a duplicate copy of consumer-created media and market it as your own. 
B) allow users to create their own content and share it. 
C) sponsor an actual contest for users to create media. 
D) create own advertising on YouTube.

Question 10

Which of the following is the definition for purchase frequency?

Accepted Answer

A) how often new buyers enter the market to buy the product 
B) how often a consumer will try a competitive brand before returning to the original choice 
C) the amount of time it takes each generation to enter the product life cycle 
D) the more frequently the product is purchased, the less repetition is required 
A) how often new buyers enter the market to buy the product 
B) how often a consumer will try a competitive brand before returning to the original choice 
C) the amount of time it takes each generation to enter the product life cycle 
D) the more frequently the product is purchased, the less repetition is required

Question 11

All of the following are tools part of Google's advertising capabilities, except:

Accepted Answer

A) AdPersonal 
B) AdSense 
C) PageRank 
D) AdWords 
A) AdPersonal 
B) AdSense 
C) PageRank 
D) AdWords

Question 12

As Roderick was checking out of Office Depot the sales clerk said, "You'll probably want to take advantage of this offer." The offer read, "Mail in three UPCs and cash register tapes with the prices circled to receive a check for $25." The offer was an example of a:

Accepted Answer

A) rebate. 
B) point-of-purchase. 
C) coupon. 
D) deal. 
A) rebate. 
B) point-of-purchase. 
C) coupon. 
D) deal.

Question 13

Advertisements that are competitive and show the relative strength of one brand over another are known as:

Accepted Answer

A) Comparative 
B) Reminder 
C) Advocacy 
D) Competitive institutional 
A) Comparative 
B) Reminder 
C) Advocacy 
D) Competitive institutional

Question 14

Michael Angelo's Pepperoni Mini Calzones are easy-to-prepare snacks, but the manufacturer believes customers are not buying the product as predicted because they are unfamiliar with calzones. The manufacturer is interested in employing a sales
Promotion technique that will communicate the ease of preparation and encourage customers to try the product. Which method would it most likely employ?

Accepted Answer

A) Use a demonstrator hired by the company to prepare the snack in a grocery store and give away the snacks to the shoppers. 
B) Produce a point-of-purchase display that will be placed near a grocer's check-out register. 
C) Use a rebate to encourage customers to purchase the snack and increase customer confidence in the product. 
D) Provide a premium to build customer goodwill by receiving reduced price merchandise. 
A) Use a demonstrator hired by the company to prepare the snack in a grocery store and give away the snacks to the shoppers. 
B) Produce a point-of-purchase display that will be placed near a grocer's check-out register. 
C) Use a rebate to encourage customers to purchase the snack and increase customer confidence in the product. 
D) Provide a premium to build customer goodwill by receiving reduced price merchandise.

Question 15

Canada Place took another approach to user-generated media. It sponsored the "Canadian Experience Contest." Consumers were asked to create 60-second videos about what makes Canada great and what they love about being Canadian. The goal was to create more Canadian experiences at Canada Place. Which aspect of user-generated media is Canada Place generating?

Accepted Answer

A) Make a duplicate copy of user-created media and market it as your own. 
B) Create own advertising. 
C) Sponsor an actual contest for users to create media. 
D) Allow users to create their own content and share it. 
A) Make a duplicate copy of user-created media and market it as your own. 
B) Create own advertising. 
C) Sponsor an actual contest for users to create media. 
D) Allow users to create their own content and share it.

Question 16

With respect to objectives, advantages, and disadvantages, what are the differences between premiums and contests?

Accepted Answer

Premiums and contests are both promotion

Question 17

Canada Goose used the picture of Kate Upton, a model who appeared on the cover of Sports Illustrated Swimsuit edition wearing a Canada Goose Parka, as part of an online advertising campaign. Which strategy were they using?

Accepted Answer

A) logical appeals 
B) sex appeals 
C) humorous appeals 
D) rhetorical appeals 
A) logical appeals 
B) sex appeals 
C) humorous appeals 
D) rhetorical appeals

Question 18

The Niagara Region Grape Growers Association has an ongoing ad campaign in which it encourages people to think of pistachios when they think of good times and good friends. The ad asks readers to log onto HYPERLINK "http://www.pistachios.org/" www.pistachios.org to register to win a prize of pistachios for a year. The association is using a_________ to measure the Effectiveness of its ads.

Accepted Answer

A) sweepstake 
B) lottery 
C) contest 
D) premium 
A) sweepstake 
B) lottery 
C) contest 
D) premium

Question 19

A Taste of Greece, a restaurant chain that is known for its Extra Juicy Hero sandwich, wants to encourage repeat purchases and create customer loyalty. Which sales promotion should it employ?

Accepted Answer

A) a coupon for a free soft drink with a Hero purchase 
B) a two-for-the-price-of-one deal 
C) a trading stamp program, which allows buyers to earn free food after making a certain number of purchases 
D) a game with food prizes 
A) a coupon for a free soft drink with a Hero purchase 
B) a two-for-the-price-of-one deal 
C) a trading stamp program, which allows buyers to earn free food after making a certain number of purchases 
D) a game with food prizes

Question 20

TB Figure 1
  
-In the TB Figure 1, alternative "A" is the definition for which of the following?

Accepted Answer

A) A limited-service agency 
B) A media agency 
C) An in-house agency 
D) A full-service agency 
A) A limited-service agency 
B) A media agency 
C) An in-house agency 
D) A full-service agency

Which of the following statements about inquiry tests is true?

One reason for using radio as an advertising medium is:

For marketers, the primary objective of a deal is to:

The first decision in developing an advertising program is to:

One of the advantages associated with television as an advertising medium is that it:

According to the co-founder of Ready Set Rocket, virtual reality is the "ultimate way" to do all of the following EXCEPT:

Which of the following statements describes a problem with using humorous appeals in advertising?

A brochure in the literature sent to retailers began with the following statement: "Retailers, these new sunglasses come with their own attractive free-standing carousel that fits perfectly next to your cash register." Which sales promotion does this exemplify?

Marketers can interface with user-generated content sites like YouTube. Which of the following would NOT be a way to interface on sites like YouTube?

Which of the following is the definition for purchase frequency?

All of the following are tools part of Google's advertising capabilities, except:

As Roderick was checking out of Office Depot the sales clerk said, "You'll probably want to take advantage of this offer." The offer read, "Mail in three UPCs and cash register tapes with the prices circled to receive a check for $25." The offer was an example of a:

Advertisements that are competitive and show the relative strength of one brand over another are known as:

With respect to objectives, advantages, and disadvantages, what are the differences between premiums and contests?

Canada Goose used the picture of Kate Upton, a model who appeared on the cover of Sports Illustrated Swimsuit edition wearing a Canada Goose Parka, as part of an online advertising campaign. Which strategy were they using?

A Taste of Greece, a restaurant chain that is known for its Extra Juicy Hero sandwich, wants to encourage repeat purchases and create customer loyalty. Which sales promotion should it employ?

TB Figure 1 -In the TB Figure 1, alternative "A" is the definition for which of the following?

Creating Customer Value, Relationships, and Experiences Through Marketing

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility for Sustainable Marketing

Consumer Behaviour

Understanding Organizations As Customers

Reaching Global Markets

Marketing Research: From Information to Action

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Products and Brands

Managing Services

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing

Integrated Marketing Communications and Direct Marketing

Personal Selling and Sales Management

Pulling It All Together: the Strategic Marketing Process

Using Social Media and Mobile Marketing to Connect With Consumers

Filters

Exam 17: Advertising, Sales Promotion, and Public Relations

Which of the following statements about inquiry tests is true?

One reason for using radio as an advertising medium is:

For marketers, the primary objective of a deal is to:

The first decision in developing an advertising program is to:

One of the advantages associated with television as an advertising medium is that it:

According to the co-founder of Ready Set Rocket, virtual reality is the "ultimate way" to do all of the following EXCEPT:

Which of the following statements describes a problem with using humorous appeals in advertising?

A brochure in the literature sent to retailers began with the following statement: "Retailers, these new sunglasses come with their own attractive free-standing carousel that fits perfectly next to your cash register." Which sales promotion does this exemplify?

Marketers can interface with user-generated content sites like YouTube. Which of the following would NOT be a way to interface on sites like YouTube?

Which of the following is the definition for purchase frequency?

All of the following are tools part of Google's advertising capabilities, except:

As Roderick was checking out of Office Depot the sales clerk said, "You'll probably want to take advantage of this offer." The offer read, "Mail in three UPCs and cash register tapes with the prices circled to receive a check for $25." The offer was an example of a:

Advertisements that are competitive and show the relative strength of one brand over another are known as:

With respect to objectives, advantages, and disadvantages, what are the differences between premiums and contests?

Canada Goose used the picture of Kate Upton, a model who appeared on the cover of Sports Illustrated Swimsuit edition wearing a Canada Goose Parka, as part of an online advertising campaign. Which strategy were they using?

A Taste of Greece, a restaurant chain that is known for its Extra Juicy Hero sandwich, wants to encourage repeat purchases and create customer loyalty. Which sales promotion should it employ?

TB Figure 1 -In the TB Figure 1, alternative "A" is the definition for which of the following?

Creating Customer Value, Relationships, and Experiences Through Marketing

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility for Sustainable Marketing

Consumer Behaviour

Understanding Organizations As Customers

Reaching Global Markets

Marketing Research: From Information to Action

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Products and Brands

Managing Services

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing

Integrated Marketing Communications and Direct Marketing

Personal Selling and Sales Management

Pulling It All Together: the Strategic Marketing Process

Using Social Media and Mobile Marketing to Connect With Consumers

Filters