Question 1

_____ advertising compares two or more specifically named or shown competing brands on one or more specific attributes.

Accepted Answer

A)  Contrasting 
B)  Comparative 
C)  Pioneering 
D)  Superlative 
E)  Differentiational 
A)  Contrasting 
B)  Comparative 
C)  Pioneering 
D)  Superlative 
E)  Differentiational

Question 2

An ad for Crystal Geyser bottled water shows why and how the bottler supports the reforestation of America's forests.What kind of an advertising appeal is this ad using?

Accepted Answer

A)  environmental consciousness 
B)  concern 
C)  health 
D)  profit 
E)  admiration 
A)  environmental consciousness 
B)  concern 
C)  health 
D)  profit 
E)  admiration

Question 3

The American Plastics Council wants to stimulate more consumer demand for products that are packaged in plastic.The ads will be run in consumer magazines and will hopefully cause customers to ask retailers to carry more products packaged in plastic.The American Plastics Council is planning to use a(n)_____ strategy.

Accepted Answer

A)  kinetic 
B)  pull 
C)  inertia 
D)  advertorial 
E)  push 
A)  kinetic 
B)  pull 
C)  inertia 
D)  advertorial 
E)  push

Question 4

The most successful global marketing managers realize that:

Accepted Answer

A)  senders of messages can communicate effectively with other cultures even if they know nothing of the other culture 
B)  any message can be considered uniform by easily translating the message into all the other languages 
C)  consumers' cultural environments do not play a large role in the communication process and affect decoding 
D)  it is imperative that every message be completely customized to each subculture 
E)  translation and possible miscommunication of their promotional messages can occur 
A)  senders of messages can communicate effectively with other cultures even if they know nothing of the other culture 
B)  any message can be considered uniform by easily translating the message into all the other languages 
C)  consumers' cultural environments do not play a large role in the communication process and affect decoding 
D)  it is imperative that every message be completely customized to each subculture 
E)  translation and possible miscommunication of their promotional messages can occur

Question 5

Informative promotion is generally used:

Accepted Answer

A)  when memory stimulus is needed 
B)  when the brand name is well-known to consumers 
C)  during the early stages of the product life cycle 
D)  during an attempt to gain the immediate action of a consumer 
E)  when advertising a simple,nontechnical,mature product 
A)  when memory stimulus is needed 
B)  when the brand name is well-known to consumers 
C)  during the early stages of the product life cycle 
D)  during an attempt to gain the immediate action of a consumer 
E)  when advertising a simple,nontechnical,mature product

Question 6

Amtrak
Amtrak is taking the gloves off in advertisements and belittling its major competition,which is the airline shuttles.Amtrak's new name for its Metroliner is The Smart Shuttle.Gone are ads that were inner-directed and sold the Metroliner on its leisurely pace.In their place are ads showing rapid shots of the sleek train and business executives conducting no-nonsense meetings "eyeball-to-eyeball." The campaign,which includes television,radio,print,billboards,and posters in commuter railroad cars,targets business travelers,who,Amtrak says,incorrectly believe the train takes far longer than the airplane to travel between two cities.One television spot opens with a shot of airplanes stacked up in a tarmac traffic jam.Another shows a business traveler lumbering into the airport during a snowstorm.The announcer says,"Schedule a meeting.Take the shuttle.Then cross your fingers." The poor soul looks up at the departure board and sees a row of "Canceled" signs.The announcer continues,"Schedule a meeting.Take the Metroliner.Then cross your legs."
-Refer to Amtrak.Amtrak originated the new campaign.Amtrak represents the _____ in the communication process.

Accepted Answer

A)  promotional impetus 
B)  decoder 
C)  sender 
D)  channeler 
E)  receiver 
A)  promotional impetus 
B)  decoder 
C)  sender 
D)  channeler 
E)  receiver

Question 7

Toys 'R' Us
Retailers are using social media in unprecedented levels,with more than half of them using it for the 2009 holiday season.That's a monumental increase given the fact that only 4% used it in 2007.The majority focused on Facebook (76%),but they also used Twitter and MySpace.Toys 'R' Us was one of those retailers.The retailer enlisted basketball superstar,Shaquille O'Neal,in a "Join Shaq Give Back" promotion in which $1 was donated to a charity for every new Facebook fan.Shaq tweeted about his "Shaq-a-Claus" challenge to his 2.6 million followers.The Facebook site also focused on parents with the song "I don't want to grow up."
-Refer to Toys 'R' Us.What appeal is Toy 'R' Us using by enlisting Shaquille O'Neal in the "Join Shaq Give Back" promotion?

Accepted Answer

A)  admiration 
B)  love and romance 
C)  vanity and egotism 
D)  environmental consciousness 
E)  profit 
A)  admiration 
B)  love and romance 
C)  vanity and egotism 
D)  environmental consciousness 
E)  profit

Question 8

The goal of persuasive promotion is to:

Accepted Answer

A)  stimulate a purchase or other action 
B)  increase brand awareness 
C)  describe available services 
D)  remind the consumers of where to buy the product 
E)  maintain top-of-mind consumer awareness 
A)  stimulate a purchase or other action 
B)  increase brand awareness 
C)  describe available services 
D)  remind the consumers of where to buy the product 
E)  maintain top-of-mind consumer awareness

Question 9

When a doctor asks a pharmaceutical sales representative about the side effects of a new drug the rep was informing the doctor about in hopes that he will prescribe it for patients,it was an example of:

Accepted Answer

A)  feedback 
B)  decoding 
C)  noise 
D)  indirect transmission 
E)  nonverbal communication 
A)  feedback 
B)  decoding 
C)  noise 
D)  indirect transmission 
E)  nonverbal communication

Question 10

The marketing function that evaluates public attitudes,identifies areas within the organization that are of public interest,and executes a program of action to gain public understanding is:

Accepted Answer

A)  public relations 
B)  advertising 
C)  implicit communications 
D)  personal selling 
E)  sales promotion 
A)  public relations 
B)  advertising 
C)  implicit communications 
D)  personal selling 
E)  sales promotion

Question 11

Which of the following elements of the promotional mix would be most effective for helping highly involved consumers make complex buying decisions?

Accepted Answer

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

Question 12

In which medium do advertisers spend the most?

Accepted Answer

A)  direct mail 
B)  newspaper 
C)  TV 
D)  radio 
E)  Internet 
A)  direct mail 
B)  newspaper 
C)  TV 
D)  radio 
E)  Internet

Question 13

Explain the concept of integrated marketing communications (IMC)and discuss why it has been growing in popularity.

Accepted Answer

Integrated marketing communications is t

Question 14

Which form of advertising is designed to influence demand for a specific brand?

Accepted Answer

A)  institutional advertising 
B)  primary advertising 
C)  competitive advertising 
D)  direct advertising 
E)  growth advertising 
A)  institutional advertising 
B)  primary advertising 
C)  competitive advertising 
D)  direct advertising 
E)  growth advertising

Question 15

Name and briefly define the two major types of advertising.

Accepted Answer

INSTITUTIONAL ADVERTISING is used when t

Question 16

Products in the latter stages of the product life cycle,which are advertised on a reminder basis,use a(n)_____ media schedule.

Accepted Answer

A)  intermittent 
B)  bursting 
C)  continuous 
D)  trailing 
E)  unremitting 
A)  intermittent 
B)  bursting 
C)  continuous 
D)  trailing 
E)  unremitting

Question 17

NutriFoods is concerned that its advertising messages are not getting through to the target market as intended because there are so many advertisements on television and in the magazines in which it advertises.The other ads are examples of noise in the communication process.

Accepted Answer

A) True 
 B)False

Question 18

An advertising _____ identifies a reason for a person to buy a product.

Accepted Answer

A)  profile 
B)  execution 
C)  format 
D)  execution. 
E)  appeal 
A)  profile 
B)  execution 
C)  format 
D)  execution. 
E)  appeal

Question 19

The promotional mix consists of:

Accepted Answer

A)  advertising,publicity,direct marketing,and personal selling 
B)  public relations,direct marketing,personal selling,and publicity 
C)  product,promotion,price,and place 
D)  advertising,personal selling,sales promotion,and public relations 
E)  advertising,telemarketing,public relations,and sales promotions 
A)  advertising,publicity,direct marketing,and personal selling 
B)  public relations,direct marketing,personal selling,and publicity 
C)  product,promotion,price,and place 
D)  advertising,personal selling,sales promotion,and public relations 
E)  advertising,telemarketing,public relations,and sales promotions

Question 20

Define advertising and explain why new brands with small market share tend to spend proportionately more for advertising and sales promotion than those with a large market share.

Accepted Answer

Advertising is impersonal,one-way mass c

_____ advertising compares two or more specifically named or shown competing brands on one or more specific attributes.

An ad for Crystal Geyser bottled water shows why and how the bottler supports the reforestation of America's forests.What kind of an advertising appeal is this ad using?

The most successful global marketing managers realize that:

Informative promotion is generally used:

The goal of persuasive promotion is to:

When a doctor asks a pharmaceutical sales representative about the side effects of a new drug the rep was informing the doctor about in hopes that he will prescribe it for patients,it was an example of:

The marketing function that evaluates public attitudes,identifies areas within the organization that are of public interest,and executes a program of action to gain public understanding is:

Which of the following elements of the promotional mix would be most effective for helping highly involved consumers make complex buying decisions?

In which medium do advertisers spend the most?

Explain the concept of integrated marketing communications (IMC)and discuss why it has been growing in popularity.

Which form of advertising is designed to influence demand for a specific brand?

Name and briefly define the two major types of advertising.

Products in the latter stages of the product life cycle,which are advertised on a reminder basis,use a(n)_____ media schedule.

NutriFoods is concerned that its advertising messages are not getting through to the target market as intended because there are so many advertisements on television and in the magazines in which it advertises.The other ads are examples of noise in the communication process.

An advertising _____ identifies a reason for a person to buy a product.

The promotional mix consists of:

Define advertising and explain why new brands with small market share tend to spend proportionately more for advertising and sales promotion than those with a large market share.

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

_____ advertising compares two or more specifically named or shown competing brands on one or more specific attributes.

An ad for Crystal Geyser bottled water shows why and how the bottler supports the reforestation of America's forests.What kind of an advertising appeal is this ad using?

The most successful global marketing managers realize that:

Informative promotion is generally used:

The goal of persuasive promotion is to:

When a doctor asks a pharmaceutical sales representative about the side effects of a new drug the rep was informing the doctor about in hopes that he will prescribe it for patients,it was an example of:

The marketing function that evaluates public attitudes,identifies areas within the organization that are of public interest,and executes a program of action to gain public understanding is:

Which of the following elements of the promotional mix would be most effective for helping highly involved consumers make complex buying decisions?

In which medium do advertisers spend the most?

Explain the concept of integrated marketing communications (IMC)and discuss why it has been growing in popularity.

Which form of advertising is designed to influence demand for a specific brand?

Name and briefly define the two major types of advertising.

Products in the latter stages of the product life cycle,which are advertised on a reminder basis,use a(n)_____ media schedule.

NutriFoods is concerned that its advertising messages are not getting through to the target market as intended because there are so many advertisements on television and in the magazines in which it advertises.The other ads are examples of noise in the communication process.

An advertising _____ identifies a reason for a person to buy a product.

The promotional mix consists of:

Define advertising and explain why new brands with small market share tend to spend proportionately more for advertising and sales promotion than those with a large market share.

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