Question 1

Which of the following is an example of an unaided recall test?

Accepted Answer

A)  Saffi was asked to list all the sewing machine ads she remembered seeing in the newest issue of Martha Stewart Living magazine. 
B)  Azi was shown an ad for Goodyear tires and asked if he had seen the ad before. 
C)  Bob was asked if he had ever seen a television ad for Dell computers. 
D)  Jean was asked if she had ever heard a radio ad for Burger King during her commute to and from work. 
E)  Mandy was shown three ads for Morton Salt and asked to point out which ones she remembered seeing before. 
A)  Saffi was asked to list all the sewing machine ads she remembered seeing in the newest issue of Martha Stewart Living magazine. 
B)  Azi was shown an ad for Goodyear tires and asked if he had seen the ad before. 
C)  Bob was asked if he had ever seen a television ad for Dell computers. 
D)  Jean was asked if she had ever heard a radio ad for Burger King during her commute to and from work. 
E)  Mandy was shown three ads for Morton Salt and asked to point out which ones she remembered seeing before.

Question 2

An article appeared in the Financial Times newspaper about how Mother's Work, a manufacturer of maternity clothes, has decided to develop clothing in response to the body-conscious maternity-wear trend that has been gradually changing the industry. This article 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 3

The Coors "Literacy. Pass It On." program donated $25,000 to a women's literacy organization. This donation can be viewed as a _____ effort to build a more favorable image for the brewing 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 4

Trade shows are:

Accepted Answer

A)  expensive for exhibitors. 
B)  a category of sales promotion. 
C)  an efficient way to locate sales prospects. 
D)  used to sell everything from books to surgical equipment to computers. 
E)  accurately described by all of the above. 
A)  expensive for exhibitors. 
B)  a category of sales promotion. 
C)  an efficient way to locate sales prospects. 
D)  used to sell everything from books to surgical equipment to computers. 
E)  accurately described by all of the above.

Question 5

As an advertising medium, television:

Accepted Answer

A)  combines motion and sound. 
B)  provides wide geographic coverage. 
C)  is a relatively expensive medium. 
D)  is not appropriate for a complicated message. 
E)  is described by all of the above. 
A)  combines motion and sound. 
B)  provides wide geographic coverage. 
C)  is a relatively expensive medium. 
D)  is not appropriate for a complicated message. 
E)  is described by all of the above.

Question 6

In a 21-minute episode of the sitcom, Arrested Development, viewers saw the Chiquita brand logo on the family's banana stand, some of the shirts they wore, and the refrigerator in the kitchen. Chiquita paid for the appearance of its logo in this show. This is an example of:

Accepted Answer

A)  product placement 
B)  out-of-home 
C)  competitive 
D)  specialty 
E)  primary-demand 
A)  product placement 
B)  out-of-home 
C)  competitive 
D)  specialty 
E)  primary-demand

Question 7

One of the factors that influence the selection of a sales promotion device is the nature of the target audience.

Accepted Answer

A) True 
 B)False

Question 8

An ad explaining how and why Toyota recycles 376 million pounds of steel annually and uses aggressive recycling programs to keep 18 million pounds of other scrap metals from ending up in landfills is 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 9

An ad for 2000 Flushes toilet cleaner claims that the product will keep on doing its job cleaning the toilet for months unlike Vanish Drop-Ins and Toilet Duck, which only last six to eight weeks. This ad is an example of _____ advertising.

Accepted Answer

A)  primary-demand 
B)  comparative 
C)  direct-action 
D)  institutional 
E)  cooperation 
A)  primary-demand 
B)  comparative 
C)  direct-action 
D)  institutional 
E)  cooperation

Question 10

The most likely objective of an ad for Recourses, a management consulting firm that can provide a complete analysis of any type of business and make recommendations for improvement, 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.

Question 11

Which of the following advertising messages is most appropriate for a billboard?

Accepted Answer

A)  an ad for Cheerios cereal that promotes a free software premium 
B)  an ad with a coupon for Bryan wieners 
C)  an ad for lemon juice that says, "Make fish ZING this spring!" 
D)  an ad inviting consumers to celebrate National Frozen Food Month by buying a variety of differentfrozen foods, buying Woman's Day for the frozen food coupons, and visiting a Web site for more idea 
E)  an ad for a check printing company showing 12 different styles 
A)  an ad for Cheerios cereal that promotes a free software premium 
B)  an ad with a coupon for Bryan wieners 
C)  an ad for lemon juice that says, "Make fish ZING this spring!" 
D)  an ad inviting consumers to celebrate National Frozen Food Month by buying a variety of differentfrozen foods, buying Woman's Day for the frozen food coupons, and visiting a Web site for more idea 
E)  an ad for a check printing company showing 12 different styles

Question 12

Several factors in the marketing environment contribute to the surging popularity of sales promotions. These include:

Accepted Answer

A)  a long-term orientation. 
B)  less price-conscious consumers. 
C)  high quality retail selling. 
D)  the lack of competitive pressure. 
E)  short-term results. 
A)  a long-term orientation. 
B)  less price-conscious consumers. 
C)  high quality retail selling. 
D)  the lack of competitive pressure. 
E)  short-term results.

Question 13

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.
-What would be the principal difficulty in justifying the company's sponsorship expenditures?

Accepted Answer

A)  sampling the target market 
B)  making sure coupons get into the hands of people who are unaware of the new candy 
C)  measuring its promotional effectiveness 
D)  creating brand equity 
E)  maintaining a tolerable level of variable costs 
A)  sampling the target market 
B)  making sure coupons get into the hands of people who are unaware of the new candy 
C)  measuring its promotional effectiveness 
D)  creating brand equity 
E)  maintaining a tolerable level of variable costs

Question 14

_____ advertising is designed to stimulate demand for a generic category of a product such as orange juice, chicken, or almonds.

Accepted Answer

A)  Institutional 
B)  Selective-demand 
C)  Intensive 
D)  Comparative 
E)  Primary-demand 
A)  Institutional 
B)  Selective-demand 
C)  Intensive 
D)  Comparative 
E)  Primary-demand

Question 15

Given the different types of advertising media, what is the most likely reason why a Ford dealer would select out-of-home advertising instead of some other medium?

Accepted Answer

A)  Out-of-home advertising is the most selective of all advertising media. 
B)  Billboards are most appropriate for long messages. 
C)  Billboards appeal to the mobile nature of our society. 
D)  Out-of-home advertising is timely and flexible. 
E)  Out-of-home advertising has a low cost per exposure. 
A)  Out-of-home advertising is the most selective of all advertising media. 
B)  Billboards are most appropriate for long messages. 
C)  Billboards appeal to the mobile nature of our society. 
D)  Out-of-home advertising is timely and flexible. 
E)  Out-of-home advertising has a low cost per exposure.

Question 16

Holiday saw a television commercial describing the features of Levi 501 jeans. This, like most television advertisements, is an example of _____ advertising.

Accepted Answer

A)  comparison 
B)  cooperative 
C)  personal 
D)  indirect-action 
E)  direct-action 
A)  comparison 
B)  cooperative 
C)  personal 
D)  indirect-action 
E)  direct-action

Question 17

Magellan Behavioral Health, the nation's leading specialty-managed-healthcare organization, is a corporate sponsor of an organization called K.I.D.S., Kids in a Drug-Free Society. K.I.D.S. is a national organization that hopes to convince kids to stay drug, alcohol, and tobacco free. Articles about the financial support provided by Magellan will provide the healthcare organization with _____, a way to enhance its corporate image.

Accepted Answer

A)  publicity 
B)  advertising 
C)  personal selling 
D)  integrated marketing communications 
E)  sales promotion 
A)  publicity 
B)  advertising 
C)  personal selling 
D)  integrated marketing communications 
E)  sales promotion

Question 18

The difference between cooperative advertising and advertising allowances is the:

Accepted Answer

A)  type of media selected. 
B)  advertising objective. 
C)  length of the distribution channel. 
D)  method used to evaluate the results of such advertising. 
E)  control exerted by the manufacturer over how the money is spent. 
A)  type of media selected. 
B)  advertising objective. 
C)  length of the distribution channel. 
D)  method used to evaluate the results of such advertising. 
E)  control exerted by the manufacturer over how the money is spent.

Question 19

Which of the following is identified as one way a company can get publicity for itself?

Accepted Answer

A)  company tours 
B)  press releases 
C)  lobbying 
D)  press conferences 
E)  all of the above 
A)  company tours 
B)  press releases 
C)  lobbying 
D)  press conferences 
E)  all of the above

Question 20

_____ is defined as the combining in a convincing, compatible way the feature or device that gets attention for the ad with the ad's appeal.

Accepted Answer

A)  Advertising strategy 
B)  Advertising vision 
C)  The promotional mix 
D)  Ad execution 
E)  The advertising mix 
A)  Advertising strategy 
B)  Advertising vision 
C)  The promotional mix 
D)  Ad execution 
E)  The advertising mix

Which of the following is an example of an unaided recall test?

An article appeared in the Financial Times newspaper about how Mother's Work, a manufacturer of maternity clothes, has decided to develop clothing in response to the body-conscious maternity-wear trend that has been gradually changing the industry. This article is an example of:

The Coors "Literacy. Pass It On." program donated $25,000 to a women's literacy organization. This donation can be viewed as a _____ effort to build a more favorable image for the brewing company.

Trade shows are:

As an advertising medium, television:

In a 21-minute episode of the sitcom, Arrested Development, viewers saw the Chiquita brand logo on the family's banana stand, some of the shirts they wore, and the refrigerator in the kitchen. Chiquita paid for the appearance of its logo in this show. This is an example of:

One of the factors that influence the selection of a sales promotion device is the nature of the target audience.

An ad explaining how and why Toyota recycles 376 million pounds of steel annually and uses aggressive recycling programs to keep 18 million pounds of other scrap metals from ending up in landfills is an example of _____ advertising.

An ad for 2000 Flushes toilet cleaner claims that the product will keep on doing its job cleaning the toilet for months unlike Vanish Drop-Ins and Toilet Duck, which only last six to eight weeks. This ad is an example of _____ advertising.

The most likely objective of an ad for Recourses, a management consulting firm that can provide a complete analysis of any type of business and make recommendations for improvement, is to:

Which of the following advertising messages is most appropriate for a billboard?

Several factors in the marketing environment contribute to the surging popularity of sales promotions. These include:

_____ advertising is designed to stimulate demand for a generic category of a product such as orange juice, chicken, or almonds.

Given the different types of advertising media, what is the most likely reason why a Ford dealer would select out-of-home advertising instead of some other medium?

Holiday saw a television commercial describing the features of Levi 501 jeans. This, like most television advertisements, is an example of _____ advertising.

The difference between cooperative advertising and advertising allowances is the:

Which of the following is identified as one way a company can get publicity for itself?

_____ is defined as the combining in a convincing, compatible way the feature or device that gets attention for the ad with the ad's appeal.

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 an unaided recall test?

An article appeared in the Financial Times newspaper about how Mother's Work, a manufacturer of maternity clothes, has decided to develop clothing in response to the body-conscious maternity-wear trend that has been gradually changing the industry. This article is an example of:

The Coors "Literacy. Pass It On." program donated $25,000 to a women's literacy organization. This donation can be viewed as a _____ effort to build a more favorable image for the brewing company.

Trade shows are:

As an advertising medium, television:

In a 21-minute episode of the sitcom, Arrested Development, viewers saw the Chiquita brand logo on the family's banana stand, some of the shirts they wore, and the refrigerator in the kitchen. Chiquita paid for the appearance of its logo in this show. This is an example of:

One of the factors that influence the selection of a sales promotion device is the nature of the target audience.

An ad explaining how and why Toyota recycles 376 million pounds of steel annually and uses aggressive recycling programs to keep 18 million pounds of other scrap metals from ending up in landfills is an example of _____ advertising.

An ad for 2000 Flushes toilet cleaner claims that the product will keep on doing its job cleaning the toilet for months unlike Vanish Drop-Ins and Toilet Duck, which only last six to eight weeks. This ad is an example of _____ advertising.

The most likely objective of an ad for Recourses, a management consulting firm that can provide a complete analysis of any type of business and make recommendations for improvement, is to:

Which of the following advertising messages is most appropriate for a billboard?

Several factors in the marketing environment contribute to the surging popularity of sales promotions. These include:

_____ advertising is designed to stimulate demand for a generic category of a product such as orange juice, chicken, or almonds.

Given the different types of advertising media, what is the most likely reason why a Ford dealer would select out-of-home advertising instead of some other medium?

Holiday saw a television commercial describing the features of Levi 501 jeans. This, like most television advertisements, is an example of _____ advertising.

The difference between cooperative advertising and advertising allowances is the:

Which of the following is identified as one way a company can get publicity for itself?

_____ is defined as the combining in a convincing, compatible way the feature or device that gets attention for the ad with the ad's appeal.

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