Question 1

Serious or emotional advertisements are largely used to change people's deeply rooted values and attitudes.

Accepted Answer

A) True 
 B)False

Question 2

_____ is the number of times an individual is exposed to a given message during a specific period.

Accepted Answer

A) ​Reach 
B) Life span 
C) Frequency 
D) ​Contact 
A) ​Reach 
B) Life span 
C) Frequency 
D) ​Contact

Question 3

Laelle Corp.,a furniture manufacturing company,uses marketing efforts like paid television commercials and magazine inserts to publicize its products.These are examples of activities associated with:

Accepted Answer

A) ​advertising. 
B) franchising. 
C) personal selling. 
D) ​nonstore retailing. 
A) ​advertising. 
B) franchising. 
C) personal selling. 
D) ​nonstore retailing.

Question 4

Which of the following statements is true of cooperative advertising?

Accepted Answer

A) ​It does not allow retailers to devote effort to the manufacturer's lines. 
B) It resolves the impracticality of listing all the dealers of the brand in national advertising. 
C) It doubles the revenue generation for the retailer. 
D) ​It cannot be used for advertising through radio. 
A) ​It does not allow retailers to devote effort to the manufacturer's lines. 
B) It resolves the impracticality of listing all the dealers of the brand in national advertising. 
C) It doubles the revenue generation for the retailer. 
D) ​It cannot be used for advertising through radio.

Question 5

A _____ is 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) ​circular media schedule 
B) flighted media schedule 
C) continuous media schedule 
D) ​seasonal media schedule 
A) ​circular media schedule 
B) flighted media schedule 
C) continuous media schedule 
D) ​seasonal media schedule

Question 6

Advertising campaigns follow the _____.

Accepted Answer

A) ​BCG matrix 
B) IMC model 
C) AIDA model 
D) ​SWOT matrix 
A) ​BCG matrix 
B) IMC model 
C) AIDA model 
D) ​SWOT matrix

Question 7

Corporations often use advocacy advertising to express their views on controversial issues.

Accepted Answer

A) True 
 B)False

Question 8

_____ is the channel used to convey a message to a target market.

Accepted Answer

A) ​A medium 
B) An advertising appeal 
C) Reach 
D) ​Audience selectivity 
A) ​A medium 
B) An advertising appeal 
C) Reach 
D) ​Audience selectivity

Question 9

In the context of the effects of advertisements,humorous advertisements:

Accepted Answer

A) ​cannot be used to reinforce and remind loyal customers about the benefits of a product. 
B) are effective in changing consumers' deeply rooted values and attitudes. 
C) cannot be used by companies that introduce new products. 
D) ​are effective at shaping attitudes when consumers already have a positive image of an advertised brand. 
A) ​cannot be used to reinforce and remind loyal customers about the benefits of a product. 
B) are effective in changing consumers' deeply rooted values and attitudes. 
C) cannot be used by companies that introduce new products. 
D) ​are effective at shaping attitudes when consumers already have a positive image of an advertised brand.

Question 10

A trade allowance is a price reduction offered by retailers to customers who are buying homogeneous shopping goods.

Accepted Answer

A) True 
 B)False

Question 11

Understanding the advertising response function helps marketers:

Accepted Answer

A) ​increase the sales and market share of a brand. 
B) use their advertising budgets wisely to suit the target market. 
C) know the real effect of an advertising campaign. 
D) ​gain publicity for a brand. 
A) ​increase the sales and market share of a brand. 
B) use their advertising budgets wisely to suit the target market. 
C) know the real effect of an advertising campaign. 
D) ​gain publicity for a brand.

Question 12

_____ is a public relations strategy that involves getting a product,service,or company name to appear in a movie,television show,radio program,magazine,newspaper,video game,video or audio clip,book,or commercial for another product; on the Internet; or at special events.

Accepted Answer

A) ​Audience selectivity 
B) Product placement 
C) Corporate communication 
D) ​Advergaming 
A) ​Audience selectivity 
B) Product placement 
C) Corporate communication 
D) ​Advergaming

Question 13

New brands with a small market share tend to spend proportionately more for advertising and sales promotion than those with a large market share because:

Accepted Answer

A) ​a certain minimum level of exposure is needed to measurably affect purchase habits. 
B) spending more will prevent advertising response function. 
C) returns multiply beyond a certain level of spending. 
D) ​product sales and market share improve drastically and keep increasing with more spending. 
A) ​a certain minimum level of exposure is needed to measurably affect purchase habits. 
B) spending more will prevent advertising response function. 
C) returns multiply beyond a certain level of spending. 
D) ​product sales and market share improve drastically and keep increasing with more spending.

Question 14

Which of the following is a similarity between trade sales promotion and consumer sales promotion?

Accepted Answer

A) ​Both focus on providing incentives to consumers or wholesalers to make an immediate purchase. 
B) Both focus on providing push money and trade allowance to loyal consumers. 
C) Both aim to increase sales by using point-of-purchase display. 
D) ​Both aim to segment a market based on its characteristics. 
A) ​Both focus on providing incentives to consumers or wholesalers to make an immediate purchase. 
B) Both focus on providing push money and trade allowance to loyal consumers. 
C) Both aim to increase sales by using point-of-purchase display. 
D) ​Both aim to segment a market based on its characteristics.

Question 15

At Rue's Hunting Emporium,a retail store,equipment required for hunting is sold.When a new or revised equipment is introduced,it advertises those products steadily throughout a planned period of time.This is an example of a _____.

Accepted Answer

A) ​circular media schedule 
B) flighted media schedule 
C) continuous media schedule 
D) ​seasonal media schedule 
A) ​circular media schedule 
B) flighted media schedule 
C) continuous media schedule 
D) ​seasonal media schedule

Serious or emotional advertisements are largely used to change people's deeply rooted values and attitudes.

_____ is the number of times an individual is exposed to a given message during a specific period.

Laelle Corp.,a furniture manufacturing company,uses marketing efforts like paid television commercials and magazine inserts to publicize its products.These are examples of activities associated with:

Which of the following statements is true of cooperative advertising?

A _____ is 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.

Advertising campaigns follow the _____.

Corporations often use advocacy advertising to express their views on controversial issues.

_____ is the channel used to convey a message to a target market.

In the context of the effects of advertisements,humorous advertisements:

A trade allowance is a price reduction offered by retailers to customers who are buying homogeneous shopping goods.

Understanding the advertising response function helps marketers:

_____ is a public relations strategy that involves getting a product,service,or company name to appear in a movie,television show,radio program,magazine,newspaper,video game,video or audio clip,book,or commercial for another product; on the Internet; or at special events.

New brands with a small market share tend to spend proportionately more for advertising and sales promotion than those with a large market share because:

Which of the following is a similarity between trade sales promotion and consumer sales promotion?

At Rue's Hunting Emporium,a retail store,equipment required for hunting is sold.When a new or revised equipment is introduced,it advertises those products steadily throughout a planned period of time.This is an example of a _____.

An Overview of Marketing

Strategic Planning for 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

Serious or emotional advertisements are largely used to change people's deeply rooted values and attitudes.

_____ is the number of times an individual is exposed to a given message during a specific period.

Laelle Corp.,a furniture manufacturing company,uses marketing efforts like paid television commercials and magazine inserts to publicize its products.These are examples of activities associated with:

Which of the following statements is true of cooperative advertising?

A _____ is 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.

Advertising campaigns follow the _____.

Corporations often use advocacy advertising to express their views on controversial issues.

_____ is the channel used to convey a message to a target market.

In the context of the effects of advertisements,humorous advertisements:

A trade allowance is a price reduction offered by retailers to customers who are buying homogeneous shopping goods.

Understanding the advertising response function helps marketers:

_____ is a public relations strategy that involves getting a product,service,or company name to appear in a movie,television show,radio program,magazine,newspaper,video game,video or audio clip,book,or commercial for another product; on the Internet; or at special events.

New brands with a small market share tend to spend proportionately more for advertising and sales promotion than those with a large market share because:

Which of the following is a similarity between trade sales promotion and consumer sales promotion?

At Rue's Hunting Emporium,a retail store,equipment required for hunting is sold.When a new or revised equipment is introduced,it advertises those products steadily throughout a planned period of time.This is an example of a _____.

An Overview of Marketing

Strategic Planning for 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