Question 1

Which of the following is an example of direct-action advertising?

Accepted Answer

A)  an ad announcing Dillard's department store carries Dooney & Bourke handbags 
B)  an ad describing the safety, comfort, and convenience of electricity 
C)  a television commercial for Snapper riding lawn mowers 
D)  an ad in the newspaper for The Book Depot stressing that Monday is "Buy-Two-Get-One-Book-Free" day at the store 
E)  all of the above 
A)  an ad announcing Dillard's department store carries Dooney & Bourke handbags 
B)  an ad describing the safety, comfort, and convenience of electricity 
C)  a television commercial for Snapper riding lawn mowers 
D)  an ad in the newspaper for The Book Depot stressing that Monday is "Buy-Two-Get-One-Book-Free" day at the store 
E)  all of the above D

Question 2

An ad sponsored by The Avocado Growers of California that tries to get you to eat more avocados is a form of primary-demand advertising.

Accepted Answer

A) True 
 B)False  True

Question 3

The ad for the Life and Health Insurance Foundation for Education asks you to imagine what would happen to your family if you were to die. The most likely objective of this advertising is to:

Accepted Answer

A)  eliminate its competition. 
B)  encourage comparison shopping. 
C)  support personal selling. 
D)  introduce a product line extension. 
E)  create demand for trade promotions. 
A)  eliminate its competition. 
B)  encourage comparison shopping. 
C)  support personal selling. 
D)  introduce a product line extension. 
E)  create demand for trade promotions. C

Question 4

Manufacturers can improve dealer relations with advertising campaigns.

Accepted Answer

A) True 
 B)False

Question 5

The press conference that Milton Bradley called to announce it was sponsoring a search for the world's messiest dorm room is an example of publicity.

Accepted Answer

A) True 
 B)False

Question 6

_____ media are media that permits the advertising message recipient to respond immediately using the same medium.

Accepted Answer

A)  Execution 
B)  Synergistic 
C)  Individualized 
D)  Interactive 
E)  Out-of-home 
A)  Execution 
B)  Synergistic 
C)  Individualized 
D)  Interactive 
E)  Out-of-home

Question 7

As an advertising medium, newspapers:

Accepted Answer

A)  are not geographically selective. 
B)  have a relatively high cost per person reached. 
C)  have a short life. 
D)  accept only four different sizes of commercial advertisements. 
E)  do not offer much format variety. 
A)  are not geographically selective. 
B)  have a relatively high cost per person reached. 
C)  have a short life. 
D)  accept only four different sizes of commercial advertisements. 
E)  do not offer much format variety.

Question 8

In terms of the target audience, advertising can be classified as either:

Accepted Answer

A)  business-to-consumer or business-to-business advertising. 
B)  selective-demand advertising or primary demand advertising. 
C)  indirect-action advertising or direct-action advertising. 
D)  strategic advertising or tactical advertising. 
E)  mass advertising or personalized advertising. 
A)  business-to-consumer or business-to-business advertising. 
B)  selective-demand advertising or primary demand advertising. 
C)  indirect-action advertising or direct-action advertising. 
D)  strategic advertising or tactical advertising. 
E)  mass advertising or personalized advertising.

Question 9

Often when you're sitting in a Waffle House, the jukebox will periodically play a tune even though no one has been near the machine. It is hoped that hearing this music will encourage patrons at the restaurant to actually buy more music. This is an example of:

Accepted Answer

A)  sampling 
B)  couponing 
C)  a trade promotion 
D)  sponsorship 
E)  product placement 
A)  sampling 
B)  couponing 
C)  a trade promotion 
D)  sponsorship 
E)  product placement

Question 10

Colorado-based Debra St. Claire invented her vegetarian strong peppermints to compete with Altoids. On the back of her package, which looks very much like the big competitor's can, you can read that she donates 10 percent of her sales to the Ethno-Medicine Preservation Project, The, project's goal is to purchase land in the Amazon to preserve the medicinal plants of the indigenous peoples. This is an example of a _____ effort to build a more favorable image for the mints company.

Accepted Answer

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

Question 11

Advertising:

Accepted Answer

A)  is a mass communication message that can best be delivered effectively by one and only one medium. 
B)  is a personal communication with an identifiable sponsor. 
C)  is a form of mass communication that may or may not have an identified sponsor. 
D)  consists of all activities involved in presenting to a group a nonpersonal, sponsor-identified message . about a product or an organization. 
E)  consists of any mass communication message delivered through any medium. 
A)  is a mass communication message that can best be delivered effectively by one and only one medium. 
B)  is a personal communication with an identifiable sponsor. 
C)  is a form of mass communication that may or may not have an identified sponsor. 
D)  consists of all activities involved in presenting to a group a nonpersonal, sponsor-identified message . about a product or an organization. 
E)  consists of any mass communication message delivered through any medium.

Question 12

An _____ _____ is an independent company that provides specialized advertising services and may also  offer more general marketing assistance.

Accepted Answer

The answer of An _____ _____ is an independent company...

Question 13

When selecting advertising media, an organization should consider:

Accepted Answer

A)  the objectives of the ad. 
B)  whether the message fits the medium. 
C)  the geographic distribution of the medium. 
D)  the cost of the medium. 
E)  all of the above. 
A)  the objectives of the ad. 
B)  whether the message fits the medium. 
C)  the geographic distribution of the medium. 
D)  the cost of the medium. 
E)  all of the above.

Question 14

Ortho makes products for caring for rose bushes. A recent ad featured a picture of a red rose bud. Readers of the ad were instructed to take the picture to their nearest Ortho retailer and see if their picture matched the one on the bags of Ortho Rose Care products. If the roses matched, the person matching the roses would win $20,000. This is an example of:

Accepted Answer

A)  a trade promotion. 
B)  a publicity stunt. 
C)  public relations. 
D)  a consumer promotion. 
E)  personal selling. 
A)  a trade promotion. 
B)  a publicity stunt. 
C)  public relations. 
D)  a consumer promotion. 
E)  personal selling.

Question 15

As an advertising medium, magazines:

Accepted Answer

A)  are an excellent medium when high-quality printing and color are desirable. 
B)  have a low pass-along readership. 
C)  have a more flexible production schedule than newspapers. 
D)  have a relatively high cost per reader. 
E)  are described by all of the above. 
A)  are an excellent medium when high-quality printing and color are desirable. 
B)  have a low pass-along readership. 
C)  have a more flexible production schedule than newspapers. 
D)  have a relatively high cost per reader. 
E)  are described by all of the above.

Question 16

An ad for Caterpillar brand heavy equipment used in moving logs and lumber in a millyard is in a magazine targeted to lumber producers is an example of _____ advertising.

Accepted Answer

A)  institutional 
B)  primary-demand 
C)  direct-action 
D)  business-to-consumer 
E)  selective-demand 
A)  institutional 
B)  primary-demand 
C)  direct-action 
D)  business-to-consumer 
E)  selective-demand

Question 17

In the fall of 2005, you could purchase one package of Huggies baby wipes and get one Huggies Bath & Body products free. The free product is a form of:

Accepted Answer

A)  trade promotion. 
B)  personal selling. 
C)  consumer promotion. 
D)  direct-action advertising. 
E)  indirect-action advertising. 
A)  trade promotion. 
B)  personal selling. 
C)  consumer promotion. 
D)  direct-action advertising. 
E)  indirect-action advertising.

Question 18

An ad by the Natural Frozen Food Association telling consumers to celebrate March as National Frozen Food Month is an example of a primary demand ad that is intended to act as _____ advertising.

Accepted Answer

A)  demand-sustaining 
B)  demand-creating 
C)  institutional 
D)  competitive 
E)  comparison 
A)  demand-sustaining 
B)  demand-creating 
C)  institutional 
D)  competitive 
E)  comparison

Question 19

Yellow pages ads:

Accepted Answer

A)  are difficult for a retailer to use if it wants to differentiate the products it sells. 
B)  provide the user with multiple choices. 
C)  are used by consumers at or near the time of the buying decision. 
D)  are a source of information with which most consumers are familiar. 
E)  are accurately described by all of the above. 
A)  are difficult for a retailer to use if it wants to differentiate the products it sells. 
B)  provide the user with multiple choices. 
C)  are used by consumers at or near the time of the buying decision. 
D)  are a source of information with which most consumers are familiar. 
E)  are accurately described by all of the above.

Question 20

The term CPM refers to:

Accepted Answer

A)  a competitive promotional measure used by advertising researchers. 
B)  any cost-prohibitive promotion. 
C)  cause-related pull metrics. 
D)  consumer perceptual metrics. 
E)  none of the above. 
A)  a competitive promotional measure used by advertising researchers. 
B)  any cost-prohibitive promotion. 
C)  cause-related pull metrics. 
D)  consumer perceptual metrics. 
E)  none of the above.

Which of the following is an example of direct-action advertising?

An ad sponsored by The Avocado Growers of California that tries to get you to eat more avocados is a form of primary-demand advertising.

The ad for the Life and Health Insurance Foundation for Education asks you to imagine what would happen to your family if you were to die. The most likely objective of this advertising is to:

Manufacturers can improve dealer relations with advertising campaigns.

The press conference that Milton Bradley called to announce it was sponsoring a search for the world's messiest dorm room is an example of publicity.

_____ media are media that permits the advertising message recipient to respond immediately using the same medium.

As an advertising medium, newspapers:

In terms of the target audience, advertising can be classified as either:

Often when you're sitting in a Waffle House, the jukebox will periodically play a tune even though no one has been near the machine. It is hoped that hearing this music will encourage patrons at the restaurant to actually buy more music. This is an example of:

Advertising:

An _ _ is an independent company that provides specialized advertising services and may also offer more general marketing assistance.

When selecting advertising media, an organization should consider:

As an advertising medium, magazines:

An ad for Caterpillar brand heavy equipment used in moving logs and lumber in a millyard is in a magazine targeted to lumber producers is an example of _____ advertising.

In the fall of 2005, you could purchase one package of Huggies baby wipes and get one Huggies Bath & Body products free. The free product is a form of:

An ad by the Natural Frozen Food Association telling consumers to celebrate March as National Frozen Food Month is an example of a primary demand ad that is intended to act as _____ advertising.

Yellow pages ads:

The term CPM refers to:

The Field of Marketing

The Dynamic Marketing Environment

Global Markets and Marketing

Consumer Markets and Buying Behavior

Business Markets and Buying Behavior

Marketing Research and Market Information

Product Planning and Development

Product-Mix Strategies

Brands, Packaging, and Other Product Features

Services Marketing

Price Determination

Pricing Strategies

Channels of Distribution

Retailing

Wholesaling and Physical Distribution

Integrated Marketing Communications

Personal Selling and Sales Management

Strategic Marketing Planning

Marketing Implementation and Evaluation

Marketing and the Information Economy

Market Segmentation Targeting and Positioning

Filters

Exam 19: Advertising, Sales Promotion, and Public Relations

Which of the following is an example of direct-action advertising?

An ad sponsored by The Avocado Growers of California that tries to get you to eat more avocados is a form of primary-demand advertising.

The ad for the Life and Health Insurance Foundation for Education asks you to imagine what would happen to your family if you were to die. The most likely objective of this advertising is to:

Manufacturers can improve dealer relations with advertising campaigns.

The press conference that Milton Bradley called to announce it was sponsoring a search for the world's messiest dorm room is an example of publicity.

_____ media are media that permits the advertising message recipient to respond immediately using the same medium.

As an advertising medium, newspapers:

In terms of the target audience, advertising can be classified as either:

Often when you're sitting in a Waffle House, the jukebox will periodically play a tune even though no one has been near the machine. It is hoped that hearing this music will encourage patrons at the restaurant to actually buy more music. This is an example of:

Advertising:

An _____ _____ is an independent company that provides specialized advertising services and may also offer more general marketing assistance.

When selecting advertising media, an organization should consider:

As an advertising medium, magazines:

An ad for Caterpillar brand heavy equipment used in moving logs and lumber in a millyard is in a magazine targeted to lumber producers is an example of _____ advertising.

In the fall of 2005, you could purchase one package of Huggies baby wipes and get one Huggies Bath & Body products free. The free product is a form of:

An ad by the Natural Frozen Food Association telling consumers to celebrate March as National Frozen Food Month is an example of a primary demand ad that is intended to act as _____ advertising.

Yellow pages ads:

The term CPM refers to:

The Field of Marketing

The Dynamic Marketing Environment

Global Markets and Marketing

Consumer Markets and Buying Behavior

Business Markets and Buying Behavior

Marketing Research and Market Information

Product Planning and Development

Product-Mix Strategies

Brands, Packaging, and Other Product Features

Services Marketing

Price Determination

Pricing Strategies

Channels of Distribution

Retailing

Wholesaling and Physical Distribution

Integrated Marketing Communications

Personal Selling and Sales Management

Strategic Marketing Planning

Marketing Implementation and Evaluation

Marketing and the Information Economy

Market Segmentation Targeting and Positioning

Filters

An _ _ is an independent company that provides specialized advertising services and may also offer more general marketing assistance.