Question 1

Because of the expense involved in creating and running ads, all retailers use outside advertising agencies.

Accepted Answer

A) True 
 B)False

Question 2

The newspaper announcement that Shaw Industries will donate $10,000 to help a family injured in a head-on accident with a drunk driver is an example of positive public relations.

Accepted Answer

A) True 
 B)False

Question 3

When Anata heard the announcer in the television say, "Unlike Tylenol, Excedrin Migraine has a special formula that's approved to relieve all your migraine symptoms, she knew she was seeing an example of _____ advertising.

Accepted Answer

A)  secondary-demand 
B)  comparison 
C)  direct-action 
D)  primary-demand 
E)  institutional 
A)  secondary-demand 
B)  comparison 
C)  direct-action 
D)  primary-demand 
E)  institutional

Question 4

An advertising researcher who asks Brian if he has ever seen an ad for Fisher nuts is using an unaided recall test.

Accepted Answer

A) True 
 B)False

Question 5

Given the different types of advertising media, why would the owner of a plant nursery determine that radio is an inappropriate advertising medium?

Accepted Answer

A)  Audience attention levels are often low. 
B)  Radio has a high CPM. 
C)  Radio ads can be changed quickly to respond to environmental changes. 
D)  Radio ads must be very brief. 
E)  None of the above describes a disadvantage associated with radio. 
A)  Audience attention levels are often low. 
B)  Radio has a high CPM. 
C)  Radio ads can be changed quickly to respond to environmental changes. 
D)  Radio ads must be very brief. 
E)  None of the above describes a disadvantage associated with radio.

Question 6

An advertisement for Today's Gourmet, a cookbook series, contains an order form the magazine's readers can use to order a preview copy of the first volume in the series. This is an example of _____ advertising.

Accepted Answer

A)  indirect-action 
B)  public service 
C)  direct-action 
D)  pioneering 
E)  comparison 
A)  indirect-action 
B)  public service 
C)  direct-action 
D)  pioneering 
E)  comparison

Question 7

Flonase is a nasal spray that clears up all stuffy noses for 24 hours without becoming habit forming or creating drowsiness. It is targeted to adults who suffer from seasonal allergies but are unable to use conventional remedies. To minimize wasted market coverage, its manufacturer could most efficiently use _____ as an advertising medium.

Accepted Answer

A)  television 
B)  direct mail 
C)  radio 
D)  magazines 
E)  newspapers 
A)  television 
B)  direct mail 
C)  radio 
D)  magazines 
E)  newspapers

Question 8

It was in February, when the proprietors of Triangle Hofbrau, a German restaurant in Pequannock, New Jersey, read the mean-spirited review in the local paper. The owner had no idea why the review was so negative, but there it was for everyone in the community to read. This illustrates which characteristic of publicity?

Accepted Answer

A)  the absence of control over the message 
B)  the timeliness of publicity 
C)  the lower cost associated with publicity 
D)  the short-term nature of publicity 
E)  all of the above 
A)  the absence of control over the message 
B)  the timeliness of publicity 
C)  the lower cost associated with publicity 
D)  the short-term nature of publicity 
E)  all of the above

Question 9

A magazine article about the problems Intel is experiencing with competition and how new products may replace Intel microprocessors in computers is an example of:

Accepted Answer

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

Question 10

Cooperative advertising is a cash discount offered by a manufacturer to a retailer to encourage the retailer to advertise or prominently display a product.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is an example of two companies that might work together in vertical cooperative advertising?

Accepted Answer

A)  the manufacturers of Prego and Ragu spaghetti sauce 
B)  all of the retailers in downtown Franklin 
C)  all of the Ford dealers in the Southeast 
D)  the manufacturer of Barbie dolls and Toys "R" Us 
E)  all of the above 
A)  the manufacturers of Prego and Ragu spaghetti sauce 
B)  all of the retailers in downtown Franklin 
C)  all of the Ford dealers in the Southeast 
D)  the manufacturer of Barbie dolls and Toys "R" Us 
E)  all of the above

Question 12

An ad for Pepcid AC says, "Pepcid AC is better than Tagamet HB in 5 important ways," and then goes on to list those five ways. This ad is an example of _____ advertising.

Accepted Answer

A)  primary-demand 
B)  comparison 
C)  direct-action 
D)  institutional 
E)  cooperative 
A)  primary-demand 
B)  comparison 
C)  direct-action 
D)  institutional 
E)  cooperative

Question 13

_____ advertising promotes products of two or more firms that share the cost of advertising.

Accepted Answer

A)  Primary-demand 
B)  Public relations 
C)  Institutional 
D)  Comparison 
E)  Cooperative 
A)  Primary-demand 
B)  Public relations 
C)  Institutional 
D)  Comparison 
E)  Cooperative

Question 14

_____ is any communication through the media about an organization, its products, or policies that is not  paid for by the organization.

Accepted Answer

The answer of _____ is any communication through the media...

Question 15

Based on total advertising dollars spent, which advertising medium has been the most widely used during 2001?

Accepted Answer

A)  radio 
B)  direct mail 
C)  newspaper 
D)  television 
E)  out-of-home 
A)  radio 
B)  direct mail 
C)  newspaper 
D)  television 
E)  out-of-home

Question 16

When Russell Crowe picks up a readily recognizable bottle of Coca-Cola and takes a long drink in his latest movie, you should suspect that Coke is using product placement to advertise its product.

Accepted Answer

A) True 
 B)False

Question 17

An ad for Seminole Floral Delivery Trays in a trade journal for retail and wholesale florists is an example of a trade promotion.

Accepted Answer

A) True 
 B)False

Question 18

FTD, a service that makes it possible for a person to send flowers to someone far away, advertises in the trade publication Floral Management. The ads, which encourage retail florists to join the FTD system, are 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 19

The brevity of Chevy's ad message, "Like a Rock," makes it well-suited to billboard advertising.

Accepted Answer

A) True 
 B)False

Question 20

As an advertising medium, magazines:

Accepted Answer

A)  can reach a national market at a relatively low cost. 
B)  are an excellent medium when high-quality printing and color are desirable. 
C)  have a high pass-along readership. 
D)  have a relatively long life. 
E)  are described by all of the above. 
A)  can reach a national market at a relatively low cost. 
B)  are an excellent medium when high-quality printing and color are desirable. 
C)  have a high pass-along readership. 
D)  have a relatively long life. 
E)  are described by all of the above.

Because of the expense involved in creating and running ads, all retailers use outside advertising agencies.

The newspaper announcement that Shaw Industries will donate $10,000 to help a family injured in a head-on accident with a drunk driver is an example of positive public relations.

When Anata heard the announcer in the television say, "Unlike Tylenol, Excedrin Migraine has a special formula that's approved to relieve all your migraine symptoms, she knew she was seeing an example of _____ advertising.

An advertising researcher who asks Brian if he has ever seen an ad for Fisher nuts is using an unaided recall test.

Given the different types of advertising media, why would the owner of a plant nursery determine that radio is an inappropriate advertising medium?

An advertisement for Today's Gourmet, a cookbook series, contains an order form the magazine's readers can use to order a preview copy of the first volume in the series. This is an example of _____ advertising.

A magazine article about the problems Intel is experiencing with competition and how new products may replace Intel microprocessors in computers is an example of:

Cooperative advertising is a cash discount offered by a manufacturer to a retailer to encourage the retailer to advertise or prominently display a product.

Which of the following is an example of two companies that might work together in vertical cooperative advertising?

An ad for Pepcid AC says, "Pepcid AC is better than Tagamet HB in 5 important ways," and then goes on to list those five ways. This ad is an example of _____ advertising.

_____ advertising promotes products of two or more firms that share the cost of advertising.

_____ is any communication through the media about an organization, its products, or policies that is not paid for by the organization.

Based on total advertising dollars spent, which advertising medium has been the most widely used during 2001?

When Russell Crowe picks up a readily recognizable bottle of Coca-Cola and takes a long drink in his latest movie, you should suspect that Coke is using product placement to advertise its product.

An ad for Seminole Floral Delivery Trays in a trade journal for retail and wholesale florists is an example of a trade promotion.

FTD, a service that makes it possible for a person to send flowers to someone far away, advertises in the trade publication Floral Management. The ads, which encourage retail florists to join the FTD system, are an example of _____ advertising.

The brevity of Chevy's ad message, "Like a Rock," makes it well-suited to billboard advertising.

As an advertising medium, magazines:

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

Because of the expense involved in creating and running ads, all retailers use outside advertising agencies.

The newspaper announcement that Shaw Industries will donate $10,000 to help a family injured in a head-on accident with a drunk driver is an example of positive public relations.

When Anata heard the announcer in the television say, "Unlike Tylenol, Excedrin Migraine has a special formula that's approved to relieve all your migraine symptoms, she knew she was seeing an example of _____ advertising.

An advertising researcher who asks Brian if he has ever seen an ad for Fisher nuts is using an unaided recall test.

Given the different types of advertising media, why would the owner of a plant nursery determine that radio is an inappropriate advertising medium?

An advertisement for Today's Gourmet, a cookbook series, contains an order form the magazine's readers can use to order a preview copy of the first volume in the series. This is an example of _____ advertising.

A magazine article about the problems Intel is experiencing with competition and how new products may replace Intel microprocessors in computers is an example of:

Cooperative advertising is a cash discount offered by a manufacturer to a retailer to encourage the retailer to advertise or prominently display a product.

Which of the following is an example of two companies that might work together in vertical cooperative advertising?

An ad for Pepcid AC says, "Pepcid AC is better than Tagamet HB in 5 important ways," and then goes on to list those five ways. This ad is an example of _____ advertising.

_____ advertising promotes products of two or more firms that share the cost of advertising.

_____ is any communication through the media about an organization, its products, or policies that is not paid for by the organization.

Based on total advertising dollars spent, which advertising medium has been the most widely used during 2001?

When Russell Crowe picks up a readily recognizable bottle of Coca-Cola and takes a long drink in his latest movie, you should suspect that Coke is using product placement to advertise its product.

An ad for Seminole Floral Delivery Trays in a trade journal for retail and wholesale florists is an example of a trade promotion.

FTD, a service that makes it possible for a person to send flowers to someone far away, advertises in the trade publication Floral Management. The ads, which encourage retail florists to join the FTD system, are an example of _____ advertising.

The brevity of Chevy's ad message, "Like a Rock," makes it well-suited to billboard advertising.

As an advertising medium, magazines:

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