Question 1

Explain the importance of media planning in advertising.

Accepted Answer

Answers will vary. A major decision for

Question 2

Kelly's Kitchen, a popular chain of fast food restaurants, offers a kids' meal pack free with every purchase of its newly introduced luxury meal pack. In this case, which of the following types of sales promotions does Kelly's Kitchen offer?

Accepted Answer

A) Trade allowance 
B) Push money 
C) Rebate 
D) Premium 
A) Trade allowance 
B) Push money 
C) Rebate 
D) Premium

Question 3

_____ is the ability of an advertising medium to reach a precisely defined market.

Accepted Answer

A) Audience selectivity 
B) Target sensitivity 
C) Projection efficiency 
D) Target efficiency 
A) Audience selectivity 
B) Target sensitivity 
C) Projection efficiency 
D) Target efficiency

Question 4

_____ is the series of decisions advertisers make regarding the selection and use of media, enabling the marketer to optimally and cost-effectively communicate the message to the target audience.

Accepted Answer

A) Media planning 
B) Cost per click 
C) Media fragmentation 
D) Cross-media advertising 
A) Media planning 
B) Cost per click 
C) Media fragmentation 
D) Cross-media advertising

Question 5

_____ is the element in the promotional mix that evaluates the public's attitudes, identifies issues that may elicit their concern, and executes programs to gain their understanding and acceptance.

Accepted Answer

A) Personal selling 
B) Cooperative advertising 
C) Sales promotion 
D) Public relations 
A) Personal selling 
B) Cooperative advertising 
C) Sales promotion 
D) Public relations

Question 6

Corporations often use advocacy advertising to express their views on controversial issues.

Accepted Answer

A) True 
 B)False

Question 7

_____ is the number of times an individual is exposed to a given message during a specific period.

Accepted Answer

A) Reach 
B) Life span 
C) Frequency 
D) Contact 
A) Reach 
B) Life span 
C) Frequency 
D) Contact

Question 8

Tread Inc., a sports shoe manufacturing company, began its campaign by spending one million dollars on advertising. Currently, Tread Inc. spends 200 million dollars on advertising. Initially, the advertisements contributed to the gradual increase in returns, but the company now confronts diminishing returns. In this scenario, which of the following phenomena explains Tread Inc.'s diminishing returns?

Accepted Answer

A) A unique selling proposition 
B) The advertising response function 
C) Switch and bait advertising 
D) Strategic advertising 
A) A unique selling proposition 
B) The advertising response function 
C) Switch and bait advertising 
D) Strategic advertising

Question 9

Which of the following is a difference between an attribute and a benefit of a product?

Accepted Answer

A) An attribute includes pleasure or improved health, whereas a benefit includes an easy-open package or a special formulation. 
B) An attribute cannot be experienced by consumers, whereas a benefit is tangible and can be experienced. 
C) An attribute is the goal to sell a product, whereas a benefit is an apparent part of a product. 
D) An attribute is simply a feature of a product, whereas a benefit is what consumers receive by using a product. 
A) An attribute includes pleasure or improved health, whereas a benefit includes an easy-open package or a special formulation. 
B) An attribute cannot be experienced by consumers, whereas a benefit is tangible and can be experienced. 
C) An attribute is the goal to sell a product, whereas a benefit is an apparent part of a product. 
D) An attribute is simply a feature of a product, whereas a benefit is what consumers receive by using a product.

Question 10

Which of the following statements is true of pioneering advertising?

Accepted Answer

A) It offers consumers in-depth information about the benefits of the product class. 
B) It is heavily used during the growth stage of the product life cycle. 
C) It is used to enhance a company's image rather than promote a particular product. 
D) It is used mainly to compare brands on one or more specific attributes. 
A) It offers consumers in-depth information about the benefits of the product class. 
B) It is heavily used during the growth stage of the product life cycle. 
C) It is used to enhance a company's image rather than promote a particular product. 
D) It is used mainly to compare brands on one or more specific attributes.

Question 11

Laelle Corp., a furniture manufacturing company, uses marketing efforts like paid television commercials and magazine inserts to publicize its products. These are examples of activities associated with:

Accepted Answer

A) advertising. 
B) franchising. 
C) personal selling. 
D) nonstore retailing. 
A) advertising. 
B) franchising. 
C) personal selling. 
D) nonstore retailing.

Question 12

If an advertiser wants to enhance the sales of a specific good or service, institutional advertising should be used.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is a similarity between trade sales promotion and consumer sales promotion?

Accepted Answer

A) Both focus on providing incentives to consumers or wholesalers to make an immediate purchase. 
B) Both are directed to members of the marketing channel, such as wholesalers and retailers. 
C) Both aim to increase sales by using point-of-purchase display. 
D) Both aim to segment a market based on its characteristics. 
A) Both focus on providing incentives to consumers or wholesalers to make an immediate purchase. 
B) Both are directed to members of the marketing channel, such as wholesalers and retailers. 
C) Both aim to increase sales by using point-of-purchase display. 
D) Both aim to segment a market based on its characteristics.

Question 14

Fournotts Corp., a sports shoe manufacturer, launches a new line of sports shoes. As a part of its promotion, Fournotts Corp invites its customers to try on the shoes for a period of one week and get a feel of its features. This is an example of _____.

Accepted Answer

A) corporate communication 
B) sponsorship 
C) product placement 
D) experiential marketing 
A) corporate communication 
B) sponsorship 
C) product placement 
D) experiential marketing

Question 15

In the context of campaign evaluation, testing ad effectiveness can be done only after the advertising campaign is over.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following models does an advertising campaign often follow?

Accepted Answer

A) BCG matrix 
B) IMC model 
C) AIDA model 
D) SWOT matrix 
A) BCG matrix 
B) IMC model 
C) AIDA model 
D) SWOT matrix

Question 17

Which of the following is a difference between pioneering advertising and competitive advertising?

Accepted Answer

A) Pioneering advertising is used to promote a company's image, whereas competitive advertising is used to manage customer criticisms. 
B) Pioneering advertising is a form of institutional advertising, whereas competitive advertising is a form of advocacy advertising. 
C) Pioneering advertising is used during a product's introductory stage, whereas competitive advertising is used during a product's growth stage. 
D) Pioneering advertising compares competing brands, whereas competitive advertising is intended to stimulate primary demand for a new product. 
A) Pioneering advertising is used to promote a company's image, whereas competitive advertising is used to manage customer criticisms. 
B) Pioneering advertising is a form of institutional advertising, whereas competitive advertising is a form of advocacy advertising. 
C) Pioneering advertising is used during a product's introductory stage, whereas competitive advertising is used during a product's growth stage. 
D) Pioneering advertising compares competing brands, whereas competitive advertising is intended to stimulate primary demand for a new product.

Question 18

The Federal Trade Commission does not allow the identification of competing brands in comparative advertising.

Accepted Answer

A) True 
 B)False

Question 19

People who buy a competitor's product most or all of the time are price buyers.

Accepted Answer

A) True 
 B)False

Question 20

Duski, a very expensive brand of clothing and accessories, promotes its products by appointing famous personalities as its brand ambassador. Given this information, which of the following advertising appeals is used by Duski?

Accepted Answer

A) Health 
B) Fear 
C) Convenience 
D) Admiration 
A) Health 
B) Fear 
C) Convenience 
D) Admiration

Explain the importance of media planning in advertising.

Kelly's Kitchen, a popular chain of fast food restaurants, offers a kids' meal pack free with every purchase of its newly introduced luxury meal pack. In this case, which of the following types of sales promotions does Kelly's Kitchen offer?

_____ is the ability of an advertising medium to reach a precisely defined market.

_____ is the series of decisions advertisers make regarding the selection and use of media, enabling the marketer to optimally and cost-effectively communicate the message to the target audience.

_____ is the element in the promotional mix that evaluates the public's attitudes, identifies issues that may elicit their concern, and executes programs to gain their understanding and acceptance.

Corporations often use advocacy advertising to express their views on controversial issues.

_____ is the number of times an individual is exposed to a given message during a specific period.

Which of the following is a difference between an attribute and a benefit of a product?

Which of the following statements is true of pioneering advertising?

Laelle Corp., a furniture manufacturing company, uses marketing efforts like paid television commercials and magazine inserts to publicize its products. These are examples of activities associated with:

If an advertiser wants to enhance the sales of a specific good or service, institutional advertising should be used.

Which of the following is a similarity between trade sales promotion and consumer sales promotion?

Fournotts Corp., a sports shoe manufacturer, launches a new line of sports shoes. As a part of its promotion, Fournotts Corp invites its customers to try on the shoes for a period of one week and get a feel of its features. This is an example of _____.

In the context of campaign evaluation, testing ad effectiveness can be done only after the advertising campaign is over.

Which of the following models does an advertising campaign often follow?

Which of the following is a difference between pioneering advertising and competitive advertising?

The Federal Trade Commission does not allow the identification of competing brands in comparative advertising.

People who buy a competitor's product most or all of the time are price buyers.

Duski, a very expensive brand of clothing and accessories, promotes its products by appointing famous personalities as its brand ambassador. Given this information, which of the following advertising appeals is used by Duski?

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

Explain the importance of media planning in advertising.

Kelly's Kitchen, a popular chain of fast food restaurants, offers a kids' meal pack free with every purchase of its newly introduced luxury meal pack. In this case, which of the following types of sales promotions does Kelly's Kitchen offer?

_____ is the ability of an advertising medium to reach a precisely defined market.

_____ is the series of decisions advertisers make regarding the selection and use of media, enabling the marketer to optimally and cost-effectively communicate the message to the target audience.

_____ is the element in the promotional mix that evaluates the public's attitudes, identifies issues that may elicit their concern, and executes programs to gain their understanding and acceptance.

Corporations often use advocacy advertising to express their views on controversial issues.

_____ is the number of times an individual is exposed to a given message during a specific period.

Which of the following is a difference between an attribute and a benefit of a product?

Which of the following statements is true of pioneering advertising?

Laelle Corp., a furniture manufacturing company, uses marketing efforts like paid television commercials and magazine inserts to publicize its products. These are examples of activities associated with:

If an advertiser wants to enhance the sales of a specific good or service, institutional advertising should be used.

Which of the following is a similarity between trade sales promotion and consumer sales promotion?

Fournotts Corp., a sports shoe manufacturer, launches a new line of sports shoes. As a part of its promotion, Fournotts Corp invites its customers to try on the shoes for a period of one week and get a feel of its features. This is an example of _____.

In the context of campaign evaluation, testing ad effectiveness can be done only after the advertising campaign is over.

Which of the following models does an advertising campaign often follow?

Which of the following is a difference between pioneering advertising and competitive advertising?

The Federal Trade Commission does not allow the identification of competing brands in comparative advertising.

People who buy a competitor's product most or all of the time are price buyers.

Duski, a very expensive brand of clothing and accessories, promotes its products by appointing famous personalities as its brand ambassador. Given this information, which of the following advertising appeals is used by Duski?

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