Question 1

Under U.S.law,advertisers must not ________.

Accepted Answer

A)  copy other's ads 
B)  make false claims 
C)  advertise to children 
D)  advertise after 3 a.m. 
E)  demonstrate a product 
A)  copy other's ads 
B)  make false claims 
C)  advertise to children 
D)  advertise after 3 a.m. 
E)  demonstrate a product

Question 2

In designing and evaluating an ad campaign,it is important to distinguish the message strategy or positioning of an ad from its ________.

Accepted Answer

A)  brand strategy 
B)  creative strategy 
C)  test strategy 
D)  medium strategy 
E)  corporate strategy 
A)  brand strategy 
B)  creative strategy 
C)  test strategy 
D)  medium strategy 
E)  corporate strategy

Question 3

When retailers buy a greater quantity of product during a deal period than they can sell during the deal period,we call this ________.

Accepted Answer

A)  purchasing intent 
B)  forward buying 
C)  trade buying 
D)  de facto buying 
E)  diverting 
A)  purchasing intent 
B)  forward buying 
C)  trade buying 
D)  de facto buying 
E)  diverting

Question 4

Advertisers and their agencies must be sure advertising does not overstep social and legal norms.Public policy makers have developed a substantial body of laws and regulations to govern advertising.List some of the restraints imposed upon advertisers and their clients today.

Accepted Answer

First,advertisers must not make false cl

Question 5

________ expresses the rate at which new buyers enter the market; the higher this rate,the more continuous the advertising should be.

Accepted Answer

A)  Buyer demographics 
B)  Purchase frequency 
C)  Purchase intent 
D)  Buyer turnover 
E)  Buyer profile 
A)  Buyer demographics 
B)  Purchase frequency 
C)  Purchase intent 
D)  Buyer turnover 
E)  Buyer profile

Question 6

The main advantage of nontraditional media is that a very precise and-because of the nature of the setting involved-captive audience often can be reached in a ________ manner.

Accepted Answer

A)  new 
B)  effective 
C)  cost-effective 
D)  targeted 
E)  individualized 
A)  new 
B)  effective 
C)  cost-effective 
D)  targeted 
E)  individualized

Question 7

Marketers pay fees so that their products make cameo appearances in movies and on television.This is called ________.

Accepted Answer

A)  branded entertainment 
B)  point of purchase 
C)  advertorials 
D)  product placement 
E)  individualization 
A)  branded entertainment 
B)  point of purchase 
C)  advertorials 
D)  product placement 
E)  individualization

Question 8

A company has to decide on how to allocate its advertising budget over space as well as over time.A company makes "spot buys" when it buys TV time in just a few markets or in regional editions of magazines.These markets are called ________.

Accepted Answer

A)  areas of dominant influence 
B)  trading areas 
C)  short-term marketing opportunities 
D)  SMSA 
E)  none of the above 
A)  areas of dominant influence 
B)  trading areas 
C)  short-term marketing opportunities 
D)  SMSA 
E)  none of the above

Question 9

Manufacturers use a number of trade promotion tools.Give four reasons why manufacturers award money to the trade.

Accepted Answer

Manufacturers award money to the trade (

Question 10

Marketing public relations (MPR)supports corporate or product promotion and image making and plays a crucial role in ________.

Accepted Answer

A)  creating publicity 
B)  protecting the company from liabilities 
C)  repositioning a mature product 
D)  securing free ad spaces 
E)  building a word-of-mouth campaign 
A)  creating publicity 
B)  protecting the company from liabilities 
C)  repositioning a mature product 
D)  securing free ad spaces 
E)  building a word-of-mouth campaign

Under U.S.law,advertisers must not ________.

In designing and evaluating an ad campaign,it is important to distinguish the message strategy or positioning of an ad from its ________.

When retailers buy a greater quantity of product during a deal period than they can sell during the deal period,we call this ________.

Advertisers and their agencies must be sure advertising does not overstep social and legal norms.Public policy makers have developed a substantial body of laws and regulations to govern advertising.List some of the restraints imposed upon advertisers and their clients today.

________ expresses the rate at which new buyers enter the market; the higher this rate,the more continuous the advertising should be.

The main advantage of nontraditional media is that a very precise and-because of the nature of the setting involved-captive audience often can be reached in a ________ manner.

Marketers pay fees so that their products make cameo appearances in movies and on television.This is called ________.

A company has to decide on how to allocate its advertising budget over space as well as over time.A company makes "spot buys" when it buys TV time in just a few markets or in regional editions of magazines.These markets are called ________.

Manufacturers use a number of trade promotion tools.Give four reasons why manufacturers award money to the trade.

Marketing public relations (MPR)supports corporate or product promotion and image making and plays a crucial role in ________.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, Satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Dealing with Competition

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Personal Communications:

Introducing New Market Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization

Filters

Exam 18: Managing Mass Communications:

Under U.S.law,advertisers must not ________.

In designing and evaluating an ad campaign,it is important to distinguish the message strategy or positioning of an ad from its ________.

When retailers buy a greater quantity of product during a deal period than they can sell during the deal period,we call this ________.

Advertisers and their agencies must be sure advertising does not overstep social and legal norms.Public policy makers have developed a substantial body of laws and regulations to govern advertising.List some of the restraints imposed upon advertisers and their clients today.

________ expresses the rate at which new buyers enter the market; the higher this rate,the more continuous the advertising should be.

The main advantage of nontraditional media is that a very precise and-because of the nature of the setting involved-captive audience often can be reached in a ________ manner.

Marketers pay fees so that their products make cameo appearances in movies and on television.This is called ________.

A company has to decide on how to allocate its advertising budget over space as well as over time.A company makes "spot buys" when it buys TV time in just a few markets or in regional editions of magazines.These markets are called ________.

Manufacturers use a number of trade promotion tools.Give four reasons why manufacturers award money to the trade.

Marketing public relations (MPR)supports corporate or product promotion and image making and plays a crucial role in ________.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, Satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Dealing with Competition

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Personal Communications:

Introducing New Market Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization

Filters