Question 1

New brands with small market shares tend to spend higher on advertising and sales promotions than those with large market shares because:

Accepted Answer

A) a certain minimum level of exposure is needed to measurably affect purchase habits. 
B) spending more will inhibit the advertising response function. 
C) returns multiply beyond a certain level of spending. 
D) the value of market shares is directly proportionate to the amount of money spent on advertising. 
A) a certain minimum level of exposure is needed to measurably affect purchase habits. 
B) spending more will inhibit the advertising response function. 
C) returns multiply beyond a certain level of spending. 
D) the value of market shares is directly proportionate to the amount of money spent on advertising. A

Question 2

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

Accepted Answer

A) True 
 B)False  False

Question 3

Unlike trade sales promotion methods, consumer sales promotion methods are:

Accepted Answer

A) targeted at the ultimate consumer market. 
B) directed to members of the marketing channel. 
C) focused on persuading consumers to make slow purchases. 
D) concerned with offering free merchandise and store demonstrations. 
A) targeted at the ultimate consumer market. 
B) directed to members of the marketing channel. 
C) focused on persuading consumers to make slow purchases. 
D) concerned with offering free merchandise and store demonstrations. A

Question 4

Magnira Corp., a manufacturer of hygiene and personal care products, launches a new toothpaste "Tidy" that claims to be more effective in maintaining oral hygiene than other brands. The advertisements of Tidy provide valid research information. Which executional style of advertising does Magnira use?

Accepted Answer

A) Scientific 
B) Slice-of-life 
C) Spokesperson 
D) Mood or image 
A) Scientific 
B) Slice-of-life 
C) Spokesperson 
D) Mood or image

Question 5

Which of the following is true of advertising?

Accepted Answer

A) It is of less value for new entrants in the market. 
B) It ensures constant sales and market share improvements. 
C) It influences attitudes, beliefs, and ultimately, consumers' purchases. 
D) It can change consumers' deeply rooted values and attitudes. 
A) It is of less value for new entrants in the market. 
B) It ensures constant sales and market share improvements. 
C) It influences attitudes, beliefs, and ultimately, consumers' purchases. 
D) It can change consumers' deeply rooted values and attitudes.

Question 6

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

Accepted Answer

A) is not effective when used to reinforce and remind loyal customers about the benefits of a product. 
B) is effective in changing consumers' deeply rooted values and attitudes. 
C) is not used to publicize new brands introduced in the market. 
D) is effective at shaping attitudes when consumers already have a positive image of an advertised brand. 
A) is not effective when used to reinforce and remind loyal customers about the benefits of a product. 
B) is effective in changing consumers' deeply rooted values and attitudes. 
C) is not used to publicize new brands introduced in the market. 
D) is effective at shaping attitudes when consumers already have a positive image of an advertised brand.

Question 7

Newspapers and magazines have a high noise level.

Accepted Answer

A) True 
 B)False

Question 8

Eatalia is a popular chain of restaurants for authentic Italian food. Recently, a customer found a dead insect in the pasta he was served. The customer's negative review about the restaurant went viral. Eatalia's Chief Executive Officer (CEO) publicly apologized for the mishap and posted pictures of the restaurant's kitchen, after being fumigated, on several social networking websites. In this scenario, which of the following does Eatalia's CEO demonstrate?

Accepted Answer

A) Audience selectivity 
B) Crisis management 
C) Brand switching 
D) Media scheduling 
A) Audience selectivity 
B) Crisis management 
C) Brand switching 
D) Media scheduling

Question 9

Pioneering advertising is heavily used during the _____ of the product life cycle.

Accepted Answer

A) introductory stage 
B) growth stage 
C) formative stage 
D) conception stage 
A) introductory stage 
B) growth stage 
C) formative stage 
D) conception stage

Question 10

Unique selling proposition refers to the process of using game mechanics and a gaming mindset to engage an audience; it is increasingly important for marketers to know about and utilize.

Accepted Answer

A) True 
 B)False

Question 11

Unlike radio, a magazine has a relatively long life span, which is further increased by a high pass-along rate.

Accepted Answer

A) True 
 B)False

Question 12

If the goal of the promotion plan is to improve the image of the company or the industry, _____ may be used.

Accepted Answer

A) institutional advertising 
B) pioneering advertising 
C) competitive advertising 
D) comparative advertising 
A) institutional advertising 
B) pioneering advertising 
C) competitive advertising 
D) comparative advertising

Question 13

_____ 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) Cooperative advertising 
A) Audience selectivity 
B) Product placement 
C) Corporate communication 
D) Cooperative advertising

Question 14

Experiential marketing is the coordinated effort to handle the effects of unfavorable publicity, ensuring fast and accurate communication in times of emergency.

Accepted Answer

A) True 
 B)False

Question 15

Identify a true statement about an advertising campaign.

Accepted Answer

A) It circumvents the need for post-campaign evaluation. 
B) It extends for a defined period of time. 
C) It cannot focus on more than one advertising appeal. 
D) It does not use humor to promote a theme. 
A) It circumvents the need for post-campaign evaluation. 
B) It extends for a defined period of time. 
C) It cannot focus on more than one advertising appeal. 
D) It does not use humor to promote a theme.

Question 16

Reach is related to a medium's ratings, generally referred to in the industry as:

Accepted Answer

A) gross ratings points. 
B) cost per rating points. 
C) gross review points. 
D) target ratings points. 
A) gross ratings points. 
B) cost per rating points. 
C) gross review points. 
D) target ratings points.

Question 17

Unlike magazine advertising, radio advertising:

Accepted Answer

A) provides maximum flexibility. 
B) has longer lead time. 
C) poses difficulty in communicating humor. 
D) has long-term advertiser commitments. 
A) provides maximum flexibility. 
B) has longer lead time. 
C) poses difficulty in communicating humor. 
D) has long-term advertiser commitments.

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

Advertising can affect the way consumers rank a brand's attributes.

Accepted Answer

A) True 
 B)False

Question 20

Intermediaries receive push money as a bonus for pushing the manufacturer's brand through the distribution channel.

Accepted Answer

A) True 
 B)False

New brands with small market shares tend to spend higher on advertising and sales promotions than those with large market shares because:

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

Unlike trade sales promotion methods, consumer sales promotion methods are:

Which of the following is true of advertising?

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

Newspapers and magazines have a high noise level.

Pioneering advertising is heavily used during the _____ of the product life cycle.

Unique selling proposition refers to the process of using game mechanics and a gaming mindset to engage an audience; it is increasingly important for marketers to know about and utilize.

Unlike radio, a magazine has a relatively long life span, which is further increased by a high pass-along rate.

If the goal of the promotion plan is to improve the image of the company or the industry, _____ may be used.

_____ 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.

Experiential marketing is the coordinated effort to handle the effects of unfavorable publicity, ensuring fast and accurate communication in times of emergency.

Identify a true statement about an advertising campaign.

Reach is related to a medium's ratings, generally referred to in the industry as:

Unlike magazine advertising, radio advertising:

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

Advertising can affect the way consumers rank a brand's attributes.

Intermediaries receive push money as a bonus for pushing the manufacturer's brand through the distribution channel.

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

New brands with small market shares tend to spend higher on advertising and sales promotions than those with large market shares because:

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

Unlike trade sales promotion methods, consumer sales promotion methods are:

Which of the following is true of advertising?

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

Newspapers and magazines have a high noise level.

Pioneering advertising is heavily used during the _____ of the product life cycle.

Unique selling proposition refers to the process of using game mechanics and a gaming mindset to engage an audience; it is increasingly important for marketers to know about and utilize.

Unlike radio, a magazine has a relatively long life span, which is further increased by a high pass-along rate.

If the goal of the promotion plan is to improve the image of the company or the industry, _____ may be used.

_____ 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.

Experiential marketing is the coordinated effort to handle the effects of unfavorable publicity, ensuring fast and accurate communication in times of emergency.

Identify a true statement about an advertising campaign.

Reach is related to a medium's ratings, generally referred to in the industry as:

Unlike magazine advertising, radio advertising:

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

Advertising can affect the way consumers rank a brand's attributes.

Intermediaries receive push money as a bonus for pushing the manufacturer's brand through the distribution channel.

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