Question 1

Advergaming is an Internet advertising format where companies put ad messages in Web-based or video games to advertise or promote products.

Accepted Answer

A) True 
 B)False

Question 2

LeBlanc's Pecan Company
Betty and Orville LeBlanc recently opened LeBlanc's Pecan Company retail store.In addition to shelled and unshelled pecans,the Texas store sells pecan pies,tortes,fruitcakes,fudge,pralines,chocolate pecan bark,homemade pecan ice cream toppings,and jams and jellies.At this time,there are no other stores of this type in the Houston area.The LeBlancs are considering developing an advertising campaign for their store focusing on its wide assortment of pecan-related products.Orville LeBlanc has drawn up a list of communication tasks the advertising must accomplish.He used the DAGMAR approach to draw up this list.
-Refer to LeBlanc's Pecan Company.One of their advertisements featured Mrs.LeBlanc showing how several of the products sold in the shop can be used when entertaining guests.This is an example of which executional style for advertising?

Accepted Answer

A)  mood or image 
B)  demonstration 
C)  scientific 
D)  fantasy 
E)  convenience 
A)  mood or image 
B)  demonstration 
C)  scientific 
D)  fantasy 
E)  convenience

Question 3

The American Plastics Council wants to create more consumer demand for products that are packaged in plastic.The council has developed a(n)_____ that sets out how it will use all of the elements of the promotional mix to create a coordinated plan that will become an integral part of the organization's marketing strategy.

Accepted Answer

A)  promotional strategy 
B)  tactic for communication 
C)  mass aggregation strategy 
D)  communication objective 
E)  informative strategy 
A)  promotional strategy 
B)  tactic for communication 
C)  mass aggregation strategy 
D)  communication objective 
E)  informative strategy

Question 4

I'm a Mac
On and off for several years Apple Inc.has been running its "I'm a Mac" advertising campaign.In the ads,seen on television and on the Internet,actors play the roles of a Mac and a Windows PC.The actor that plays the PC,often known as the PC guy,John Hodgeman,is portrayed as a nerd,while the Mac guy,played by Justin Long,is (of course)the "cool" guy.The ads tout the many advantages of the Macintosh operating system,ranging from its ease of use to its freedom from the many viruses that plague Windows-based PCs.For example,in one ad the PC guy tapes a camera to his head to make a video only to be reminded that all Macs come with a built-in camera.In another the PC guy sings a country song bemoaning the problems of the Windows operating system.
-Refer to I'm a Mac.The promotional campaign in which Apple tells consumers about the features and benefits of the Mac is attempting to achieve which goal of promotion?

Accepted Answer

A)  rewarding 
B)  persuading 
C)  informing 
D)  influencing 
E)  reminding 
A)  rewarding 
B)  persuading 
C)  informing 
D)  influencing 
E)  reminding

Question 5

A plan for the optimal use of advertising,personal selling,sales promotion,and public relations is called a:

Accepted Answer

A)  promotional strategy 
B)  set of promotion goals 
C)  marketing mix 
D)  communication mix 
E)  selling plan 
A)  promotional strategy 
B)  set of promotion goals 
C)  marketing mix 
D)  communication mix 
E)  selling plan

Question 6

Which of the following statements about Internet advertising is true?

Accepted Answer

A)  It is easy to measure ad effectiveness with this medium. 
B)  It is a medium to which all consumers have access. 
C)  It is the fastest growing of all the advertising media. 
D)  There is a long lead time required for creating Internet ads. 
E)  By its very nature,this medium reaches a broad,diverse audience. 
A)  It is easy to measure ad effectiveness with this medium. 
B)  It is a medium to which all consumers have access. 
C)  It is the fastest growing of all the advertising media. 
D)  There is a long lead time required for creating Internet ads. 
E)  By its very nature,this medium reaches a broad,diverse audience.

Question 7

The UPS Store's advertising "What Brown Can do for You" whiteboard campaign tells business consumers that when it comes to getting their products delivered somewhere or need shipping software or ship products worldwide that UPS can help.The advertising is focusing on:

Accepted Answer

A)  creating advertising appeal 
B)  production implementation 
C)  a product mission 
D)  creating product loyalty 
E)  a product benefit 
A)  creating advertising appeal 
B)  production implementation 
C)  a product mission 
D)  creating product loyalty 
E)  a product benefit

Question 8

One of the reasons for the growing popularity of integrated marketing communications is the reduction of media choices.

Accepted Answer

A) True 
 B)False

Question 9

Even though a message is received,it will not necessarily be properly decoded; receivers interpret messages based on their own frames of reference.

Accepted Answer

A) True 
 B)False

Question 10

What are the three basic tasks of promotion? For each of these three tasks,give two specific promotions examples of how that task might be accomplished.

Accepted Answer

INFORM
•Increase awareness of a new prod

Question 11

_____ is the collaboration and sharing of online content between the sender and the receiver--the brand and the consumer.

Accepted Answer

A)  Advergaming 
B)  Podcasting 
C)  Stealth marketing 
D)  Social media marketing 
E)  Integrated marketing communications 
A)  Advergaming 
B)  Podcasting 
C)  Stealth marketing 
D)  Social media marketing 
E)  Integrated marketing communications

Question 12

Progressive Bank uses billboard,television,newspaper,and magazine advertising to inform consumers about their products.This is an example of _____ communication.

Accepted Answer

A)  referential 
B)  mass 
C)  factual 
D)  interpersonal 
E)  public 
A)  referential 
B)  mass 
C)  factual 
D)  interpersonal 
E)  public

Question 13

Because dishwashers are in the maturity stage of their product life cycle,which promotional mix element should NOT be emphasized in the marketing of this product?

Accepted Answer

A)  public relations 
B)  persuasive advertising 
C)  sales promotion 
D)  reminder advertising 
E)  personal selling 
A)  public relations 
B)  persuasive advertising 
C)  sales promotion 
D)  reminder advertising 
E)  personal selling

Question 14

Fans of Cheerwine cherry-flavored cola are able to explain why Cheerwine is superior to any other type of cherry cola.They are scattered throughout the southeastern United States and are extremely brand loyal.The characteristics of this target market indicate that a promotional mix with _____ should be used.

Accepted Answer

A)  less publicity and sales promotion and more personal selling 
B)  more advertising and sales promotion and less personal selling 
C)  more sales promotion and personal selling and less advertising 
D)  less sales promotion and more advertising and personal selling 
E)  more advertising and less sales promotion and public relations 
A)  less publicity and sales promotion and more personal selling 
B)  more advertising and sales promotion and less personal selling 
C)  more sales promotion and personal selling and less advertising 
D)  less sales promotion and more advertising and personal selling 
E)  more advertising and less sales promotion and public relations

Question 15

_____ is the process by which we exchange or share meanings through a common set of symbols.People also assign meanings to feelings,ideas,facts,and attitudes.

Accepted Answer

A)  Feedback 
B)  Promotion 
C)  Advertising 
D)  Publicity 
E)  Communication 
A)  Feedback 
B)  Promotion 
C)  Advertising 
D)  Publicity 
E)  Communication

Question 16

The main function of a promotional strategy is to:

Accepted Answer

A)  convince the target customers that a firm's products offer competitive advantages over those of its competition 
B)  find a niche in the marketplace for the firm and its products 
C)  provide the firm with research information about the success of its marketing effort 
D)  create efficient distribution channels 
E)  guarantee control over the length of the stages of the product life cycle 
A)  convince the target customers that a firm's products offer competitive advantages over those of its competition 
B)  find a niche in the marketplace for the firm and its products 
C)  provide the firm with research information about the success of its marketing effort 
D)  create efficient distribution channels 
E)  guarantee control over the length of the stages of the product life cycle

Question 17

The U.S.Army created a video game called America's Army to boost its recruiting efforts.The game is an example of:

Accepted Answer

A)  an interconnect 
B)  a videomercial 
C)  advergaming 
D)  a relationship tool 
E)  an infomercial 
A)  an interconnect 
B)  a videomercial 
C)  advergaming 
D)  a relationship tool 
E)  an infomercial

Question 18

Outdoor advertising:

Accepted Answer

A)  is often used to sell specialty products 
B)  is a flexible low-cost medium that can take many forms 
C)  is a high-cost medium 
D)  can be used to reach a narrow,selective target market 
E)  is not affected by noise 
A)  is often used to sell specialty products 
B)  is a flexible low-cost medium that can take many forms 
C)  is a high-cost medium 
D)  can be used to reach a narrow,selective target market 
E)  is not affected by noise

Question 19

The many uses of Oxy-clean products are shown in a program-length television commercial.This is a(n)_____ form of advertising.

Accepted Answer

A)  mega-mercial 
B)  ad expander 
C)  infomercial 
D)  prolonged ad 
E)  extended sales pitch 
A)  mega-mercial 
B)  ad expander 
C)  infomercial 
D)  prolonged ad 
E)  extended sales pitch

Question 20

Arc Promotional Agency created the first mobile blogging competition and online reality show for SingTel,a telecommunications company in Singapore.The campaign let SingTel customers pick their dream couple and follow their lives through a moblog.SingTel used _____ to communicate with its consumers.

Accepted Answer

A)  a corporate blog 
B)  an interactive Web site 
C)  narrowcasting 
D)  a noncorporate blog 
E)  a market concentration strategy 
A)  a corporate blog 
B)  an interactive Web site 
C)  narrowcasting 
D)  a noncorporate blog 
E)  a market concentration strategy

Advergaming is an Internet advertising format where companies put ad messages in Web-based or video games to advertise or promote products.

A plan for the optimal use of advertising,personal selling,sales promotion,and public relations is called a:

Which of the following statements about Internet advertising is true?

The UPS Store's advertising "What Brown Can do for You" whiteboard campaign tells business consumers that when it comes to getting their products delivered somewhere or need shipping software or ship products worldwide that UPS can help.The advertising is focusing on:

One of the reasons for the growing popularity of integrated marketing communications is the reduction of media choices.

Even though a message is received,it will not necessarily be properly decoded; receivers interpret messages based on their own frames of reference.

What are the three basic tasks of promotion? For each of these three tasks,give two specific promotions examples of how that task might be accomplished.

_____ is the collaboration and sharing of online content between the sender and the receiver--the brand and the consumer.

Progressive Bank uses billboard,television,newspaper,and magazine advertising to inform consumers about their products.This is an example of _____ communication.

Because dishwashers are in the maturity stage of their product life cycle,which promotional mix element should NOT be emphasized in the marketing of this product?

_____ is the process by which we exchange or share meanings through a common set of symbols.People also assign meanings to feelings,ideas,facts,and attitudes.

The main function of a promotional strategy is to:

The U.S.Army created a video game called America's Army to boost its recruiting efforts.The game is an example of:

Outdoor advertising:

The many uses of Oxy-clean products are shown in a program-length television commercial.This is a(n)_____ form of advertising.

Arc Promotional Agency created the first mobile blogging competition and online reality show for SingTel,a telecommunications company in Singapore.The campaign let SingTel customers pick their dream couple and follow their lives through a moblog.SingTel used _____ to communicate with its consumers.

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics & Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Product Concepts

Developing and Managing Products

Marketing Channels and Supply Chain Management

Retailing

Public Relations, Sales Promotion, and Personal Selling

Pricing Concepts

Filters

Exam 14: Marketing Communications and Advertising

Advergaming is an Internet advertising format where companies put ad messages in Web-based or video games to advertise or promote products.

A plan for the optimal use of advertising,personal selling,sales promotion,and public relations is called a:

Which of the following statements about Internet advertising is true?

The UPS Store's advertising "What Brown Can do for You" whiteboard campaign tells business consumers that when it comes to getting their products delivered somewhere or need shipping software or ship products worldwide that UPS can help.The advertising is focusing on:

One of the reasons for the growing popularity of integrated marketing communications is the reduction of media choices.

Even though a message is received,it will not necessarily be properly decoded; receivers interpret messages based on their own frames of reference.

What are the three basic tasks of promotion? For each of these three tasks,give two specific promotions examples of how that task might be accomplished.

_____ is the collaboration and sharing of online content between the sender and the receiver--the brand and the consumer.

Progressive Bank uses billboard,television,newspaper,and magazine advertising to inform consumers about their products.This is an example of _____ communication.

Because dishwashers are in the maturity stage of their product life cycle,which promotional mix element should NOT be emphasized in the marketing of this product?

_____ is the process by which we exchange or share meanings through a common set of symbols.People also assign meanings to feelings,ideas,facts,and attitudes.

The main function of a promotional strategy is to:

The U.S.Army created a video game called America's Army to boost its recruiting efforts.The game is an example of:

Outdoor advertising:

The many uses of Oxy-clean products are shown in a program-length television commercial.This is a(n)_____ form of advertising.

Arc Promotional Agency created the first mobile blogging competition and online reality show for SingTel,a telecommunications company in Singapore.The campaign let SingTel customers pick their dream couple and follow their lives through a moblog.SingTel used _____ to communicate with its consumers.

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics & Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Product Concepts

Developing and Managing Products

Marketing Channels and Supply Chain Management

Retailing

Public Relations, Sales Promotion, and Personal Selling

Pricing Concepts

Filters