Question 1

An advertising allowance:

Accepted Answer

A)  is paid to newspapers and magazines in order to reserve page space to counter a competitive advertising blitz. 
B)  equals the portion of the marketing budget to be used for advertising. 
C)  refers to the proportion of the audience that is exposed to an ad message but does not remember it. 
D)  is a kind of cash discount offered by a manufacturer to a retailer to encourage the retailer to advertise or . prominently display a product. 
E)  equals the percentage of the product price that is spent for advertising. 
A)  is paid to newspapers and magazines in order to reserve page space to counter a competitive advertising blitz. 
B)  equals the portion of the marketing budget to be used for advertising. 
C)  refers to the proportion of the audience that is exposed to an ad message but does not remember it. 
D)  is a kind of cash discount offered by a manufacturer to a retailer to encourage the retailer to advertise or . prominently display a product. 
E)  equals the percentage of the product price that is spent for advertising.

Question 2

The Cattlemen's Beef Board has developed a logo, which it hopes will tell consumers to "Look for the sign of a great meal." The logo is the word BEEF and the silhouette of a cow's head in a circle-around the exterior of the circle is written the words MARK OF QUALITY. Ads in which the board encourage consumers to eat more beef are examples of _____ advertising.

Accepted Answer

A)  secondary-demand 
B)  institutional 
C)  primary-demand 
D)  selective-demand 
E)  cooperative 
A)  secondary-demand 
B)  institutional 
C)  primary-demand 
D)  selective-demand 
E)  cooperative

Question 3

Heather can receive free recipes for Kikkoman soy sauces if she will just write to the address listed in the ad and request the recipes. This recipe offer is an example of:

Accepted Answer

A)  personal selling. 
B)  medium selection. 
C)  publicity. 
D)  a sales promotion. 
E)  public relations. 
A)  personal selling. 
B)  medium selection. 
C)  publicity. 
D)  a sales promotion. 
E)  public relations.

Question 4

An advertiser who wants to check how many frozen foods distributors recall seeing an ad for Roadway Transportation System in Traffic World could use a direct test.

Accepted Answer

A) True 
 B)False

Question 5

_____ advertising involves firms on different levels of distribution.

Accepted Answer

A)  Vertical cooperative 
B)  Vertically integrated 
C)  Horizontal cooperative 
D)  Horizontal comparison 
E)  Horizontally integrated 
A)  Vertical cooperative 
B)  Vertically integrated 
C)  Horizontal cooperative 
D)  Horizontal comparison 
E)  Horizontally integrated

Question 6

An advertisement sponsored by the Steel Packaging Council of the American Iron and Steel Institute explains why you should buy produce that is sealed in steel cans as soon as possible after it is picked rather than produce that sits around at the supermarket. This ad is an example of _____ advertising.

Accepted Answer

A)  institutional 
B)  customer-service 
C)  primary-demand 
D)  direct-action 
E)  reminder 
A)  institutional 
B)  customer-service 
C)  primary-demand 
D)  direct-action 
E)  reminder

Question 7

Which of the following factors typically influences the choice of sales promotional device used?

Accepted Answer

A)  the nature of the target audience 
B)  the organization's promotional objectives 
C)  the cost of the device 
D)  current economic conditions 
E)  all of the above 
A)  the nature of the target audience 
B)  the organization's promotional objectives 
C)  the cost of the device 
D)  current economic conditions 
E)  all of the above

Question 8

Which of the following statements about cooperative advertising is True?

Accepted Answer

A)  Cooperative advertising has been encouraged by the Federal Trade Commission as a way to stimulate selective demand. 
B)  Most cooperative advertising is done on radio. 
C)  Cooperative advertising appears most frequently on TV. 
D)  The two types of cooperative advertising are direct-action and indirect-action. 
E)  Cooperative advertising is often used to extend a firm's promotion budget. 
A)  Cooperative advertising has been encouraged by the Federal Trade Commission as a way to stimulate selective demand. 
B)  Most cooperative advertising is done on radio. 
C)  Cooperative advertising appears most frequently on TV. 
D)  The two types of cooperative advertising are direct-action and indirect-action. 
E)  Cooperative advertising is often used to extend a firm's promotion budget.

Question 9

The rum producers of Puerto Rico have formed an alliance to urge consumers to drink more rum. In terms of primary-demand advertising, these ads are intended to act as _____ advertising.

Accepted Answer

A)  demand-sustaining 
B)  demand-creating 
C)  pioneering 
D)  competitive 
E)  comparative 
A)  demand-sustaining 
B)  demand-creating 
C)  pioneering 
D)  competitive 
E)  comparative

Question 10

As an advertising medium, out-of-home advertising:

Accepted Answer

A)  appeals to the environmentally-aware consumer. 
B)  is most appropriate for brief messages. 
C)  is a high cost-per-exposure medium. 
D)  is the most selective of all advertising media. 
E)  is a low-CPM medium because of its broad reach. 
A)  appeals to the environmentally-aware consumer. 
B)  is most appropriate for brief messages. 
C)  is a high cost-per-exposure medium. 
D)  is the most selective of all advertising media. 
E)  is a low-CPM medium because of its broad reach.

Question 11

The two types of sales promotions are:

Accepted Answer

A)  primary-demand and selective-demand. 
B)  product and service. 
C)  consumer and trade. 
D)  sponsor-identified and sponsor-unknown. 
E)  direct-action and indirect-action. 
A)  primary-demand and selective-demand. 
B)  product and service. 
C)  consumer and trade. 
D)  sponsor-identified and sponsor-unknown. 
E)  direct-action and indirect-action.

Question 12

In Southern Living magazine, Dillard's department store ads often feature various brands carried by the retailer, such as Estee Lauder cosmetics, Lenox china, and Emma James clothing for women. If Dillard's and the manufacturers share the cost, these ads would be classified as _____ advertising.

Accepted Answer

A)  vertical cooperative 
B)  integrated 
C)  direct-action 
D)  horizontal cooperative 
E)  comparison 
A)  vertical cooperative 
B)  integrated 
C)  direct-action 
D)  horizontal cooperative 
E)  comparison

Question 13

People at the beginning of the business decision-making process typically use the yellow pages.

Accepted Answer

A) True 
 B)False

Question 14

Typical advertising objectives include:

Accepted Answer

A)  expanding the use of a product. 
B)  counteracting product substitution. 
C)  improving dealer relations. 
D)  supporting personal selling efforts. 
E)  doing all of the above. 
A)  expanding the use of a product. 
B)  counteracting product substitution. 
C)  improving dealer relations. 
D)  supporting personal selling efforts. 
E)  doing all of the above.

Question 15

An advertisement for a Charleston, South Carolina Hilton hotel reminding travelers of the historic hospitality, the fine food, and horse-drawn carriage rides available in Charleston is an example of _____ advertising.

Accepted Answer

A)  secondary-demand 
B)  primary-demand 
C)  selective-demand 
D)  indirect-action 
E)  pioneering 
A)  secondary-demand 
B)  primary-demand 
C)  selective-demand 
D)  indirect-action 
E)  pioneering

Question 16

Which of the following describes one of the benefits to be gained from the use of publicity?

Accepted Answer

A)  lower credibility than with advertising 
B)  limited exposure 
C)  timeliness 
D)  higher costs than advertising or personal selling 
E)  loss of control over the message 
A)  lower credibility than with advertising 
B)  limited exposure 
C)  timeliness 
D)  higher costs than advertising or personal selling 
E)  loss of control over the message

Question 17

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)  business-to-business 
B)  institutional 
C)  direct-action 
D)  business-to-consumer 
E)  service 
A)  business-to-business 
B)  institutional 
C)  direct-action 
D)  business-to-consumer 
E)  service

Question 18

An ad in Ladies' Home Journal paid for by The Potato Board encourages people to eat potatoes, America's favorite vegetable. It even includes a recipe that features potatoes as one the main ingredients. This ad is an example of _____ advertising.

Accepted Answer

A)  technical 
B)  business-to-business 
C)  primary-demand 
D)  selective-demand 
E)  cooperative 
A)  technical 
B)  business-to-business 
C)  primary-demand 
D)  selective-demand 
E)  cooperative

Question 19

All advertisers like publicity because publicity is free.

Accepted Answer

A) True 
 B)False

Question 20

An institutional ad for the Atlanta Gas Company would more likely focus on how to save our ozone layer than on gas-powered appliances the company sells.

Accepted Answer

A) True 
 B)False

An advertising allowance:

Heather can receive free recipes for Kikkoman soy sauces if she will just write to the address listed in the ad and request the recipes. This recipe offer is an example of:

An advertiser who wants to check how many frozen foods distributors recall seeing an ad for Roadway Transportation System in Traffic World could use a direct test.

_____ advertising involves firms on different levels of distribution.

Which of the following factors typically influences the choice of sales promotional device used?

Which of the following statements about cooperative advertising is True?

The rum producers of Puerto Rico have formed an alliance to urge consumers to drink more rum. In terms of primary-demand advertising, these ads are intended to act as _____ advertising.

As an advertising medium, out-of-home advertising:

The two types of sales promotions are:

In Southern Living magazine, Dillard's department store ads often feature various brands carried by the retailer, such as Estee Lauder cosmetics, Lenox china, and Emma James clothing for women. If Dillard's and the manufacturers share the cost, these ads would be classified as _____ advertising.

People at the beginning of the business decision-making process typically use the yellow pages.

Typical advertising objectives include:

An advertisement for a Charleston, South Carolina Hilton hotel reminding travelers of the historic hospitality, the fine food, and horse-drawn carriage rides available in Charleston is an example of _____ advertising.

Which of the following describes one of the benefits to be gained from the use of publicity?

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.

An ad in Ladies' Home Journal paid for by The Potato Board encourages people to eat potatoes, America's favorite vegetable. It even includes a recipe that features potatoes as one the main ingredients. This ad is an example of _____ advertising.

All advertisers like publicity because publicity is free.

An institutional ad for the Atlanta Gas Company would more likely focus on how to save our ozone layer than on gas-powered appliances the company sells.

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

An advertising allowance:

Heather can receive free recipes for Kikkoman soy sauces if she will just write to the address listed in the ad and request the recipes. This recipe offer is an example of:

An advertiser who wants to check how many frozen foods distributors recall seeing an ad for Roadway Transportation System in Traffic World could use a direct test.

_____ advertising involves firms on different levels of distribution.

Which of the following factors typically influences the choice of sales promotional device used?

Which of the following statements about cooperative advertising is True?

The rum producers of Puerto Rico have formed an alliance to urge consumers to drink more rum. In terms of primary-demand advertising, these ads are intended to act as _____ advertising.

As an advertising medium, out-of-home advertising:

The two types of sales promotions are:

In Southern Living magazine, Dillard's department store ads often feature various brands carried by the retailer, such as Estee Lauder cosmetics, Lenox china, and Emma James clothing for women. If Dillard's and the manufacturers share the cost, these ads would be classified as _____ advertising.

People at the beginning of the business decision-making process typically use the yellow pages.

Typical advertising objectives include:

An advertisement for a Charleston, South Carolina Hilton hotel reminding travelers of the historic hospitality, the fine food, and horse-drawn carriage rides available in Charleston is an example of _____ advertising.

Which of the following describes one of the benefits to be gained from the use of publicity?

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.

An ad in Ladies' Home Journal paid for by The Potato Board encourages people to eat potatoes, America's favorite vegetable. It even includes a recipe that features potatoes as one the main ingredients. This ad is an example of _____ advertising.

All advertisers like publicity because publicity is free.

An institutional ad for the Atlanta Gas Company would more likely focus on how to save our ozone layer than on gas-powered appliances the company sells.

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