Question 1

An ad explaining why UPS package-delivery service has modified its logo after thirty years would be an example of _____ advertising.

Accepted Answer

A)  product 
B)  comparison 
C)  primary-demand 
D)  industrial 
E)  institutional 
A)  product 
B)  comparison 
C)  primary-demand 
D)  industrial 
E)  institutional

Question 2

Janome sewing machine ads feature sewing machine storeowner Andrew Singletary in which he says, ""I'll repair any brand, but I'll only sell Janome." The source for this ad would be classified as:

Accepted Answer

A)  commercial. 
B)  public. 
C)  social. 
D)  private. 
E)  testimonial. 
A)  commercial. 
B)  public. 
C)  social. 
D)  private. 
E)  testimonial.

Question 3

Cirrus Design Corp. is a manufacturer of small single-engine airplanes. It equips its airplanes with a ballistic parachute of its own design to bring the plane down safely in the event of an emergency. It is the only manufacturer to use the ballistic parachute in its design. Why would Cirrus use pioneering advertising?

Accepted Answer

A)  to point out differences between its airplanes and those made by its competitors 
B)  to persuade the target market to buy airplanes 
C)  to inform the target market about the benefits and features of the ballistic parachute design 
D)  to show that Cirrus supports the marketing concept 
E)  to move Cirrus from the growth stage of its life cycle into the maturity stage 
A)  to point out differences between its airplanes and those made by its competitors 
B)  to persuade the target market to buy airplanes 
C)  to inform the target market about the benefits and features of the ballistic parachute design 
D)  to show that Cirrus supports the marketing concept 
E)  to move Cirrus from the growth stage of its life cycle into the maturity stage

Question 4

The owner of Hairousel, a hair salon targeted to children, ran an ad stating that for each first-time patron of the salon on June 12 and 13, its owner would donate $5 to the American Cancer Society. By counting how many people took advantage of this offer, the hair salon owner had a way to measure the effectiveness of the ad. This is an example of a(n) _____ test.

Accepted Answer

A)  concept 
B)  direct 
C)  indirect 
D)  recall 
E)  usage 
A)  concept 
B)  direct 
C)  indirect 
D)  recall 
E)  usage

Question 5

An ad for Betty Crocker's new banana split cake mix had a 50-cents-off coupon. The ad was located in an FSI: This means the ad was:

Accepted Answer

A)  discovered only after the cake mix package was opened 
B)  . in a free standing insert 
C)  part of a coupon dispensed at the supermarket 
D)  a free service from the Internet. 
E)  in a frequency-sensitive inquiry 
A)  discovered only after the cake mix package was opened 
B)  . in a free standing insert 
C)  part of a coupon dispensed at the supermarket 
D)  a free service from the Internet. 
E)  in a frequency-sensitive inquiry

Question 6

All _____ advertising is a type of selective-demand advertising.

Accepted Answer

A)  public service 
B)  word-of-mouth 
C)  pioneering 
D)  sponsor-identified 
E)  comparison 
A)  public service 
B)  word-of-mouth 
C)  pioneering 
D)  sponsor-identified 
E)  comparison

Question 7

The cost of direct mail advertising on a per person basis is quite high when compared to other advertising media.

Accepted Answer

A) True 
 B)False

Question 8

In January, Masterfoods USA, one of the world's leading food manufacturers, announced its renewal of the FLW Outdoors sponsorship for the 2003 tournament season. The food company that owns such brands as Snickers, M&M`s, Uncle Ben's rice and Pedigree dog food has been a partner of the premier fishing-tournament organization in the United States since 2001. During the 2003 season, Masterfoods USA will promote its new Snickers Almond Bar to the nation's 55 million anglers. This will mark the company's second promotional campaign introducing a new product during FLW Tour events. During the 2001 season, the company promoted its Snickers Cruncher Bar, a crisped-rice version of the original. The partnership ensures visibility for Masterfoods USA along FLW Outdoors` broad spectrum of tournament circuits that includes the $5.76 million Wal-Mart FLW Tour, the world's most lucrative bass-tournament series; the $3.88 million EverStart Series, the pathway to the FLW Tour; and the $3.07 million Wal-Mart RCL Walleye Tour, the world's most lucrative walleye-tournament series.
-According to the text, event sponsorship is classified as:

Accepted Answer

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

Question 9

The manufacturer of Broyhill furniture often shares the costs of advertising with furniture stores that feature its products in local advertisements. This is an example of _____ 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 10

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)  loss of control over the message 
D)  higher costs than advertising or personal selling 
E)  none of the above 
A)  lower credibility than with advertising 
B)  limited exposure 
C)  loss of control over the message 
D)  higher costs than advertising or personal selling 
E)  none of the above

Question 11

Some advertisers confuse attributes with benefits, or assume that if they present the product's attribute, the audience will infer the correct benefits.

Accepted Answer

A) True 
 B)False

Question 12

_____ advertising is undertaken by firms on the same level of distribution and is a way to share the costs of advertising.

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 13

The two types of product advertising are:

Accepted Answer

A)  institutional and direct-action. 
B)  advocacy and public service. 
C)  personal-source and commercial-source. 
D)  direct-action and indirect-action. 
E)  broadcast and print. 
A)  institutional and direct-action. 
B)  advocacy and public service. 
C)  personal-source and commercial-source. 
D)  direct-action and indirect-action. 
E)  broadcast and print.

Question 14

Georgia's Electric Membership Corporations sponsored an advertisement explaining how electricity can improve the quality of your life by increasing productivity and reducing pollution. This ad, which was designed to stimulate demand for products that run on electricity, is an example of _____ advertising.

Accepted Answer

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

Question 15

The message in the Chantilly perfume ad is "Chantilly: The Spray Lingerie." The shortness of the message makes it especially appropriate to use in which media?

Accepted Answer

A)  magazines 
B)  out-of-home 
C)  television 
D)  newspapers 
E)  direct mail 
A)  magazines 
B)  out-of-home 
C)  television 
D)  newspapers 
E)  direct mail

Question 16

An _____ _____ consists of all the tasks involved in transforming a theme into a coordinated advertising  program to accomplish a specific goal for a product or brand.

Accepted Answer

advertisin

Question 17

Trade promotions are sales promotions directed to the members of the distribution channel.

Accepted Answer

A) True 
 B)False

Question 18

Advertisers are using _____television to reach attractive target audiences who have become less accessible through traditional media. Advertisers are putting televisions in classrooms, waiting rooms, supermarkets, airports, and health clubs.

Accepted Answer

A)  place-based 
B)  support-media 
C)  broad-band 
D)  supplementary-media 
E)  utility 
A)  place-based 
B)  support-media 
C)  broad-band 
D)  supplementary-media 
E)  utility

Question 19

Ads for Pine-Sol liquid cleaner claim, "Less is more." According to the ads, even 3 bottles of Lemon Lysol can't beat the cleaning power in just one bottle of Pine-Sol cleaner. This is 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 20

The _____ ad for ExxonMobil promotes the petroleum company's sensitivity to the environment and  explains what steps it takes to protect the environment.

Accepted Answer

The answer of The _____ ad for ExxonMobil promotes the...

An ad explaining why UPS package-delivery service has modified its logo after thirty years would be an example of _____ advertising.

Janome sewing machine ads feature sewing machine storeowner Andrew Singletary in which he says, ""I'll repair any brand, but I'll only sell Janome." The source for this ad would be classified as:

An ad for Betty Crocker's new banana split cake mix had a 50-cents-off coupon. The ad was located in an FSI: This means the ad was:

All _____ advertising is a type of selective-demand advertising.

The cost of direct mail advertising on a per person basis is quite high when compared to other advertising media.

The manufacturer of Broyhill furniture often shares the costs of advertising with furniture stores that feature its products in local advertisements. This is an example of _____ advertising.

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

Some advertisers confuse attributes with benefits, or assume that if they present the product's attribute, the audience will infer the correct benefits.

_____ advertising is undertaken by firms on the same level of distribution and is a way to share the costs of advertising.

The two types of product advertising are:

The message in the Chantilly perfume ad is "Chantilly: The Spray Lingerie." The shortness of the message makes it especially appropriate to use in which media?

An _ _ consists of all the tasks involved in transforming a theme into a coordinated advertising program to accomplish a specific goal for a product or brand.

Trade promotions are sales promotions directed to the members of the distribution channel.

Advertisers are using _____television to reach attractive target audiences who have become less accessible through traditional media. Advertisers are putting televisions in classrooms, waiting rooms, supermarkets, airports, and health clubs.

Ads for Pine-Sol liquid cleaner claim, "Less is more." According to the ads, even 3 bottles of Lemon Lysol can't beat the cleaning power in just one bottle of Pine-Sol cleaner. This is an example of _____ advertising.

The _____ ad for ExxonMobil promotes the petroleum company's sensitivity to the environment and explains what steps it takes to protect the environment.

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 ad explaining why UPS package-delivery service has modified its logo after thirty years would be an example of _____ advertising.

Janome sewing machine ads feature sewing machine storeowner Andrew Singletary in which he says, ""I'll repair any brand, but I'll only sell Janome." The source for this ad would be classified as:

An ad for Betty Crocker's new banana split cake mix had a 50-cents-off coupon. The ad was located in an FSI: This means the ad was:

All _____ advertising is a type of selective-demand advertising.

The cost of direct mail advertising on a per person basis is quite high when compared to other advertising media.

The manufacturer of Broyhill furniture often shares the costs of advertising with furniture stores that feature its products in local advertisements. This is an example of _____ advertising.

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

Some advertisers confuse attributes with benefits, or assume that if they present the product's attribute, the audience will infer the correct benefits.

_____ advertising is undertaken by firms on the same level of distribution and is a way to share the costs of advertising.

The two types of product advertising are:

The message in the Chantilly perfume ad is "Chantilly: The Spray Lingerie." The shortness of the message makes it especially appropriate to use in which media?

An _____ _____ consists of all the tasks involved in transforming a theme into a coordinated advertising program to accomplish a specific goal for a product or brand.

Trade promotions are sales promotions directed to the members of the distribution channel.

Advertisers are using _____television to reach attractive target audiences who have become less accessible through traditional media. Advertisers are putting televisions in classrooms, waiting rooms, supermarkets, airports, and health clubs.

Ads for Pine-Sol liquid cleaner claim, "Less is more." According to the ads, even 3 bottles of Lemon Lysol can't beat the cleaning power in just one bottle of Pine-Sol cleaner. This is an example of _____ advertising.

The _____ ad for ExxonMobil promotes the petroleum company's sensitivity to the environment and explains what steps it takes to protect the environment.

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 _ _ consists of all the tasks involved in transforming a theme into a coordinated advertising program to accomplish a specific goal for a product or brand.