Question 1

Which of the following explains why sales and market share begin to decrease no matter how much is spent on advertising and sales promotion?

Accepted Answer

A) Inverted promotion function 
B) Weber's Law 
C) AIDA 
D) Just noticeable difference (JN
D)  
E) Advertising response function 
A) Inverted promotion function 
B) Weber's Law 
C) AIDA 
D) Just noticeable difference (JN
D)  
E) Advertising response function

Question 2

Billboard advertisements often have to compete for a driver's attention with traffic,passengers,radio,or other billboards.Billboard advertising would be described as:

Accepted Answer

A) lacking any geographic selectivity. 
B) the most flexible advertising medium. 
C) having a high noise level. 
D) having a low noise level. 
E) being a great channel for informative ads. 
A) lacking any geographic selectivity. 
B) the most flexible advertising medium. 
C) having a high noise level. 
D) having a low noise level. 
E) being a great channel for informative ads.

Question 3

Comparative advertising:

Accepted Answer

A) does not have high claim recall effectiveness. 
B) has always been legal but is in bad taste. 
C) allows advertisers to falsely describe the competition. 
D) was not allowed before the 1970s if the other brands were mentioned by name or shown. 
E) results in high recall of the brand name of the advertised goods,but not for the named,competing brand. 
A) does not have high claim recall effectiveness. 
B) has always been legal but is in bad taste. 
C) allows advertisers to falsely describe the competition. 
D) was not allowed before the 1970s if the other brands were mentioned by name or shown. 
E) results in high recall of the brand name of the advertised goods,but not for the named,competing brand.

Question 4

Ads for Brita water filters describe how one Brita pitcher filter can reduce waste by effectively replacing as many as 300 standard plastic water bottles.What kind of appeal is this ad using?

Accepted Answer

A) Environmental Consciousness 
B) Vanity and Egotism 
C) Health 
D) Profit 
E) Admiration 
A) Environmental Consciousness 
B) Vanity and Egotism 
C) Health 
D) Profit 
E) Admiration

Question 5

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 6

A newspaper article revealed that hazardous waste buried in an on-site landfill at a paper manufacturer was leaking into the local water supply.Even though the company quickly stopped the leak and paid for an additional water purification system for the town,it still received some very negative publicity.The company should have:

Accepted Answer

A) begun a pulsing advertising campaign. 
B) implemented its crisis management plan. 
C) used an ad campaign based on a fear appeal. 
D) done nothing until the actual damage levels were determined. 
E) ignored the publicity and assumed it would go away. 
A) begun a pulsing advertising campaign. 
B) implemented its crisis management plan. 
C) used an ad campaign based on a fear appeal. 
D) done nothing until the actual damage levels were determined. 
E) ignored the publicity and assumed it would go away.

Question 7

Publicity consists of programs developed by a company to capitalize on the factors that will enhance the firm's image and minimize those that generate negative images.

Accepted Answer

A) True 
 B)False

Question 8

One of the most popular approaches for Internet advertising is search engine ads.

Accepted Answer

A) True 
 B)False

Question 9

The manufacturer of the George Foreman grill has produced a 30-minute sales pitch in the form of a talk and demonstration show to be aired on local cable television channels.This is an example of an infomercial.

Accepted Answer

A) True 
 B)False

Question 10

Kraft's marketing efforts for its Macaroni & Cheese include television commercial and magazine inserts.These activities are all activities associated with:

Accepted Answer

A) advertising. 
B) publicity. 
C) public relations. 
D) sales promotions. 
E) direct marketing. 
A) advertising. 
B) publicity. 
C) public relations. 
D) sales promotions. 
E) direct marketing.

Question 11

DuPont has an advertisement that shows police officers describing how they were shot at close range in the line of duty.The advertisement explains that the lives of these public servants were saved by Kevlar bullet-proof vests and that Kevlar was invented by DuPont.This is an example of _____ advertising.

Accepted Answer

A) publicity 
B) attribute 
C) image 
D) pioneering 
E) institutional 
A) publicity 
B) attribute 
C) image 
D) pioneering 
E) institutional

Question 12

An example of product placement is when the judges on American Idol are shown sipping Coca-Cola during the broadcast.

Accepted Answer

A) True 
 B)False

Question 13

_____ is any form of impersonal,sponsor-paid,one-way mass communication.

Accepted Answer

A) Publicity 
B) Advertising 
C) Promotion 
D) Public relations 
E) Direct marketing 
A) Publicity 
B) Advertising 
C) Promotion 
D) Public relations 
E) Direct marketing

Which of the following explains why sales and market share begin to decrease no matter how much is spent on advertising and sales promotion?

Billboard advertisements often have to compete for a driver's attention with traffic,passengers,radio,or other billboards.Billboard advertising would be described as:

Comparative advertising:

Ads for Brita water filters describe how one Brita pitcher filter can reduce waste by effectively replacing as many as 300 standard plastic water bottles.What kind of appeal is this ad using?

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

Publicity consists of programs developed by a company to capitalize on the factors that will enhance the firm's image and minimize those that generate negative images.

One of the most popular approaches for Internet advertising is search engine ads.

The manufacturer of the George Foreman grill has produced a 30-minute sales pitch in the form of a talk and demonstration show to be aired on local cable television channels.This is an example of an infomercial.

Kraft's marketing efforts for its Macaroni & Cheese include television commercial and magazine inserts.These activities are all activities associated with:

An example of product placement is when the judges on American Idol are shown sipping Coca-Cola during the broadcast.

_____ is any form of impersonal,sponsor-paid,one-way mass communication.

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

Decision Support Systems and Marketing Research

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels

Supply Chain Management

Retailing

Integrated Marketing Communications

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Customer Relationship Management Crm

Social Media and Marketing

Filters

Exam 17: Advertising and Public Relations

Which of the following explains why sales and market share begin to decrease no matter how much is spent on advertising and sales promotion?

Billboard advertisements often have to compete for a driver's attention with traffic,passengers,radio,or other billboards.Billboard advertising would be described as:

Comparative advertising:

Ads for Brita water filters describe how one Brita pitcher filter can reduce waste by effectively replacing as many as 300 standard plastic water bottles.What kind of appeal is this ad using?

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

Publicity consists of programs developed by a company to capitalize on the factors that will enhance the firm's image and minimize those that generate negative images.

One of the most popular approaches for Internet advertising is search engine ads.

The manufacturer of the George Foreman grill has produced a 30-minute sales pitch in the form of a talk and demonstration show to be aired on local cable television channels.This is an example of an infomercial.

Kraft's marketing efforts for its Macaroni & Cheese include television commercial and magazine inserts.These activities are all activities associated with:

An example of product placement is when the judges on American Idol are shown sipping Coca-Cola during the broadcast.

_____ is any form of impersonal,sponsor-paid,one-way mass communication.

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

Decision Support Systems and Marketing Research

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels

Supply Chain Management

Retailing

Integrated Marketing Communications

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Customer Relationship Management Crm

Social Media and Marketing

Filters