Question 1

What is the least common emotional appeal that advertisers use?

Accepted Answer

A) fear 
B) anger 
C) humor 
D) love 
E) nostalgia 
A) fear 
B) anger 
C) humor 
D) love 
E) nostalgia

Question 2

Traditionally, marketers have seen the role of ________ as generating short-term results, whereas the goal of ________ was to lead to long-term results.

Accepted Answer

A) public relations; institutional advertising 
B) advertising; personal selling 
C) sales promotion; advertising 
D) advertising; public relations 
E) corporate blogs; public relations 
A) public relations; institutional advertising 
B) advertising; personal selling 
C) sales promotion; advertising 
D) advertising; public relations 
E) corporate blogs; public relations

Question 3

Unlike advertising, public relations

Accepted Answer

A) supports promotional efforts by generating free media attention and goodwill. 
B) accounts for the greatest part in marketing spending. 
C) converts mass media advertising into direct marketing. 
D) is considered a human resource function. 
E) should not be considered part of the marketing area. 
A) supports promotional efforts by generating free media attention and goodwill. 
B) accounts for the greatest part in marketing spending. 
C) converts mass media advertising into direct marketing. 
D) is considered a human resource function. 
E) should not be considered part of the marketing area.

Question 4

Because advertising is the most visible form of marketing communications,

Accepted Answer

A) many people think of marketing and advertising as synonymous. 
B) it is the most important part of a marketing mix. 
C) everyone prefers to be in advertising. 
D) marketing budgets always emphasize advertising over other forms of communication. 
E) it is the largest source of employment opportunities for marketing graduates. 
A) many people think of marketing and advertising as synonymous. 
B) it is the most important part of a marketing mix. 
C) everyone prefers to be in advertising. 
D) marketing budgets always emphasize advertising over other forms of communication. 
E) it is the largest source of employment opportunities for marketing graduates.

Question 5

Beverage companies often pay movie producers to have their products used and shown in movies. This is an example of product placement.

Accepted Answer

A) True 
 B)False

Question 6

Adam is reviewing the proposed assessment measures for an upcoming travel magazine campaign encouraging last-minute travel to his region. Adam knows he can measure the number of inquiries on the website in response to the ad, but he wants to monitor external factors that could influence consumers' responsiveness to the campaign. What factors should he monitor?

Accepted Answer

He will want to monitor weathe

Question 7

When Microsoft introduces a new version of its Windows operating system, it typically uses selected magazine, Internet, and direct mail advertising. This combination of advertising outlets represents Microsoft's

Accepted Answer

A) niche buy. 
B) advertising plan. 
C) media mix. 
D) product placement. 
E) supply chain messaging. 
A) niche buy. 
B) advertising plan. 
C) media mix. 
D) product placement. 
E) supply chain messaging.

Question 8

Campbell's Soup Company ran a series of radio ads tied to local weather forecasts. Before an impending storm the ads said, "Time to stock up on Campbell's Soup." During the storm the ads said, "Stay home and stay warm with Campbell's Soup." The first ad was ________ advertising, while the second ad was ________ advertising.

Accepted Answer

A) informative; persuasive 
B) persuasive; reminder 
C) reminder; persuasive 
D) public relations; informative 
E) institutional; persuasive 
A) informative; persuasive 
B) persuasive; reminder 
C) reminder; persuasive 
D) public relations; informative 
E) institutional; persuasive

Question 9

Briefly define public relations. Why is public relations an important part of a marketing campaign?

Accepted Answer

Public relations involves managing commu

Question 10

Each year in December, Anheuser-Busch runs television ads featuring the Clydesdale horses pulling a stagecoach with an Anheuser-Busch logo. The message is low-key, wishing everyone well during the holiday season. This is an example of ________ advertising.

Accepted Answer

A) informative 
B) persuasive 
C) reminder 
D) discussant 
E) institutional 
A) informative 
B) persuasive 
C) reminder 
D) discussant 
E) institutional

Question 11

Kiri has developed a vitamin-enriched crouton in crazy colors that can be added to children's salads to make them more nutritious and fun. She'd like to ethically advertise the product directly to the children, so she is examining

Accepted Answer

A) the complete FCC regulations. 
B) the provisions of the Children's Television Act of 1990. 
C) the Better Business Bureau's Children's Advertising Review Unit guidelines. 
D) the federal GAO regulations on advertising. 
E) the Food and Drug Administration guidelines. 
A) the complete FCC regulations. 
B) the provisions of the Children's Television Act of 1990. 
C) the Better Business Bureau's Children's Advertising Review Unit guidelines. 
D) the federal GAO regulations on advertising. 
E) the Food and Drug Administration guidelines.

Question 12

An emotional appeal aims to satisfy consumers' emotional desires rather than their utilitarian needs.

Accepted Answer

A) True 
 B)False

Question 13

After using market research to identify the target audience for his advertising campaign, George will next use this information to

Accepted Answer

A) develop creative advertising copy. 
B) assess the potential effectiveness of his ad campaign. 
C) buy advertising time. 
D) set goals and objectives for the campaign. 
E) develop PSAs for distribution in lieu of advertising. 
A) develop creative advertising copy. 
B) assess the potential effectiveness of his ad campaign. 
C) buy advertising time. 
D) set goals and objectives for the campaign. 
E) develop PSAs for distribution in lieu of advertising.

Question 14

An advertisement featuring a cartoon Smokey the Bear saying "Only you can prevent forest fires" is an example of a successful

Accepted Answer

A) push-and-pull advertisement. 
B) puffery campaign. 
C) sales promotion. 
D) product-focused advertisement. 
E) public service announcement. 
A) push-and-pull advertisement. 
B) puffery campaign. 
C) sales promotion. 
D) product-focused advertisement. 
E) public service announcement.

Question 15

________ channels are used to reach a broad audience; ________ channels are used to reach a narrower segment of consumers.

Accepted Answer

A) Niche media; mass media 
B) Media mix; media buy 
C) Media buy; media mix 
D) Mass media; niche media 
E) Promotion; institutional 
A) Niche media; mass media 
B) Media mix; media buy 
C) Media buy; media mix 
D) Mass media; niche media 
E) Promotion; institutional

Question 16

Special in-store displays for magazines and chewing gum are most likely to be effective if located

Accepted Answer

A) near the entrance to the store. 
B) near the restrooms. 
C) along the aisle or wall to the far right of the customer as he or she enters the store. 
D) near the checkout counter. 
E) in the window at the front of the store. 
A) near the entrance to the store. 
B) near the restrooms. 
C) along the aisle or wall to the far right of the customer as he or she enters the store. 
D) near the checkout counter. 
E) in the window at the front of the store.

Question 17

Firms are willing to offer generous rebates because

Accepted Answer

A) the retailer and manufacturer always split the cost. 
B) rebates increase sales, but firms may not have to pay off all the rebates offered. 
C) they are easier for the consumer to use than are coupons. 
D) rebates are the only type of sales promotion proven to impact sales. 
E) they tend to generate repeat customers. 
A) the retailer and manufacturer always split the cost. 
B) rebates increase sales, but firms may not have to pay off all the rebates offered. 
C) they are easier for the consumer to use than are coupons. 
D) rebates are the only type of sales promotion proven to impact sales. 
E) they tend to generate repeat customers.

Question 18

In the "create advertisements" step when planning and executing an ad campaign, often the execution style for the ad will

Accepted Answer

A) determine the pretesting pulse of the ad. 
B) dictate the type of medium used to deliver the message. 
C) determine which push-pull strategy will accompany the ad. 
D) dictate how advertising will be flighted. 
E) deliver integrated marketing. 
A) determine the pretesting pulse of the ad. 
B) dictate the type of medium used to deliver the message. 
C) determine which push-pull strategy will accompany the ad. 
D) dictate how advertising will be flighted. 
E) deliver integrated marketing.

Question 19

In general, which media outlet's advertising relies on a mix of visual and auditory techniques and is typically very expensive?

Accepted Answer

A) Internet 
B) newspaper 
C) radio 
D) television 
E) billboards 
A) Internet 
B) newspaper 
C) radio 
D) television 
E) billboards

Question 20

Pravat is trying to promote his new, self-published financial guidebook. By directly promoting it to readers in Wall Street Journal, he is using a push strategy.

Accepted Answer

A) True 
 B)False

What is the least common emotional appeal that advertisers use?

Traditionally, marketers have seen the role of as generating short-term results, whereas the goal of was to lead to long-term results.

Unlike advertising, public relations

Because advertising is the most visible form of marketing communications,

Beverage companies often pay movie producers to have their products used and shown in movies. This is an example of product placement.

When Microsoft introduces a new version of its Windows operating system, it typically uses selected magazine, Internet, and direct mail advertising. This combination of advertising outlets represents Microsoft's

Briefly define public relations. Why is public relations an important part of a marketing campaign?

Each year in December, Anheuser-Busch runs television ads featuring the Clydesdale horses pulling a stagecoach with an Anheuser-Busch logo. The message is low-key, wishing everyone well during the holiday season. This is an example of ________ advertising.

Kiri has developed a vitamin-enriched crouton in crazy colors that can be added to children's salads to make them more nutritious and fun. She'd like to ethically advertise the product directly to the children, so she is examining

An emotional appeal aims to satisfy consumers' emotional desires rather than their utilitarian needs.

After using market research to identify the target audience for his advertising campaign, George will next use this information to

An advertisement featuring a cartoon Smokey the Bear saying "Only you can prevent forest fires" is an example of a successful

channels are used to reach a broad audience; channels are used to reach a narrower segment of consumers.

Special in-store displays for magazines and chewing gum are most likely to be effective if located

Firms are willing to offer generous rebates because

In the "create advertisements" step when planning and executing an ad campaign, often the execution style for the ad will

In general, which media outlet's advertising relies on a mix of visual and auditory techniques and is typically very expensive?

Pravat is trying to promote his new, self-published financial guidebook. By directly promoting it to readers in Wall Street Journal, he is using a push strategy.

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Digital Marketing: Online, Social, and Mobile

Conscious Marketing, Corporate Social Responsibility, and Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation, Targeting, and Positioning

Marketing Research

Product, Branding, and Packaging Decisions

Developing New Products

Services: the Intangible Product

Pricing Concepts for Capturing Value

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Personal Selling and Sales Management

Filters

Exam 18: Advertising, Public Relations, and Sales Promotions

What is the least common emotional appeal that advertisers use?

Traditionally, marketers have seen the role of ________ as generating short-term results, whereas the goal of ________ was to lead to long-term results.

Unlike advertising, public relations

Because advertising is the most visible form of marketing communications,

Beverage companies often pay movie producers to have their products used and shown in movies. This is an example of product placement.

When Microsoft introduces a new version of its Windows operating system, it typically uses selected magazine, Internet, and direct mail advertising. This combination of advertising outlets represents Microsoft's

Briefly define public relations. Why is public relations an important part of a marketing campaign?

Each year in December, Anheuser-Busch runs television ads featuring the Clydesdale horses pulling a stagecoach with an Anheuser-Busch logo. The message is low-key, wishing everyone well during the holiday season. This is an example of ________ advertising.

Kiri has developed a vitamin-enriched crouton in crazy colors that can be added to children's salads to make them more nutritious and fun. She'd like to ethically advertise the product directly to the children, so she is examining

An emotional appeal aims to satisfy consumers' emotional desires rather than their utilitarian needs.

After using market research to identify the target audience for his advertising campaign, George will next use this information to

An advertisement featuring a cartoon Smokey the Bear saying "Only you can prevent forest fires" is an example of a successful

________ channels are used to reach a broad audience; ________ channels are used to reach a narrower segment of consumers.

Special in-store displays for magazines and chewing gum are most likely to be effective if located

Firms are willing to offer generous rebates because

In the "create advertisements" step when planning and executing an ad campaign, often the execution style for the ad will

In general, which media outlet's advertising relies on a mix of visual and auditory techniques and is typically very expensive?

Pravat is trying to promote his new, self-published financial guidebook. By directly promoting it to readers in Wall Street Journal, he is using a push strategy.

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Digital Marketing: Online, Social, and Mobile

Conscious Marketing, Corporate Social Responsibility, and Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation, Targeting, and Positioning

Marketing Research

Product, Branding, and Packaging Decisions

Developing New Products

Services: the Intangible Product

Pricing Concepts for Capturing Value

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Personal Selling and Sales Management

Filters

Traditionally, marketers have seen the role of as generating short-term results, whereas the goal of was to lead to long-term results.

channels are used to reach a broad audience; channels are used to reach a narrower segment of consumers.