Question 1

Which of the following is the type of advertising that the media run free of charge?

Accepted Answer

A)  product advertisements 
B)  advocacy advertisements 
C)  public service advertisements 
D)  institutional advertisements 
E)  local advertisements 
A)  product advertisements 
B)  advocacy advertisements 
C)  public service advertisements 
D)  institutional advertisements 
E)  local advertisements C

Question 2

Most consumer sales promotions temporarily change the price/value relationship.

Accepted Answer

A) True 
 B)False  True

Question 3

The percentage-of-sales method of setting a communication budget wrongly treats sales as a cause of promotion rather than a result.

Accepted Answer

A) True 
 B)False  True

Question 4

Word of mouth or buzz on social media is also referred to as ________.

Accepted Answer

A)  unaided recall 
B)  owned media 
C)  earned media 
D)  rich media 
E)  native advertising 
A)  unaided recall 
B)  owned media 
C)  earned media 
D)  rich media 
E)  native advertising

Question 5

Marketers can choose from two basic strategies: push or pull. Compare these two strategies.

Accepted Answer

Using the pull strategy, the producer di

Question 6

A traditional advertising medium can be used to publicize a sales promotion.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is true of advocacy advertising?

Accepted Answer

A)  It is also known as public-service advertising. 
B)  It is primarily used to support sales promotion activities. 
C)  It is used only for non-profit causes. 
D)  It is intended to inform customers about a new product. 
E)  It is intended to influence public opinion. 
A)  It is also known as public-service advertising. 
B)  It is primarily used to support sales promotion activities. 
C)  It is used only for non-profit causes. 
D)  It is intended to inform customers about a new product. 
E)  It is intended to influence public opinion.

Question 8

Which of the following is a media schedule of short, intense bursts alternating with periods of little to no activity?

Accepted Answer

A)  a continuous schedule 
B)  sequencing 
C)  segmenting 
D)  flighting 
E)  monetizing 
A)  a continuous schedule 
B)  sequencing 
C)  segmenting 
D)  flighting 
E)  monetizing

Question 9

Through word-of-mouth communication, consumers look to each other for product information and recommendations.

Accepted Answer

A) True 
 B)False

Question 10

Advertising and marketing are interchangeable terms.

Accepted Answer

A) True 
 B)False

Question 11

By definition, personal selling takes place in person.

Accepted Answer

A) True 
 B)False

Question 12

Why might a company address the issue of noise, as defined in the communication model, by purchasing a block of pages in a magazine to advertise its brand?

Accepted Answer

Noise is anything that interferes with e

Question 13

To compare the relative cost-effectiveness of different media and of spots run on different vehicles in the same medium, media planners use ________.

Accepted Answer

A)  cost per thousand (CPM) 
B)  aided recall 
C)  unaided recall 
D)  gross rating points (GRPs) 
E)  attitudinal measures 
A)  cost per thousand (CPM) 
B)  aided recall 
C)  unaided recall 
D)  gross rating points (GRPs) 
E)  attitudinal measures

Question 14

________ is the element of the promotion mix that involves direct interaction between a company representative and a customer.

Accepted Answer

A)  Word-of-mouth communication 
B)  Public relations 
C)  Advertising 
D)  Personal selling 
E)  Sales promotion 
A)  Word-of-mouth communication 
B)  Public relations 
C)  Advertising 
D)  Personal selling 
E)  Sales promotion

Question 15

An email from Amazon.com offers free shipping on your next purchase of more than $35. This is an example of ________.

Accepted Answer

A)  sales promotion 
B)  personal selling 
C)  public relations 
D)  stealth marketing 
E)  viral marketing 
A)  sales promotion 
B)  personal selling 
C)  public relations 
D)  stealth marketing 
E)  viral marketing

Question 16

In one section of the Sunday newspaper there are four-color, magazine-style advertisements for different stores. Each of these advertisements informs consumers of the products being marketed at sale prices during the coming week. How are these magazine-style advertisements examples of the implementation of sale promotions?

Accepted Answer

Sale promotions are programs such as con

Question 17

An example of a(n) ________ is an airline's practice of awarding customers points for miles traveled that can be turned in for free airline trips.

Accepted Answer

A)  allowance 
B)  rebate 
C)  incentive program 
D)  loyalty program 
E)  premium 
A)  allowance 
B)  rebate 
C)  incentive program 
D)  loyalty program 
E)  premium

Question 18

Which of the following would be the best medium for an advertisement encouraging customers to come to a local retailer's weekend sidewalk sale?

Accepted Answer

A)  magazine 
B)  network television 
C)  local newspaper 
D)  directory 
E)  advergaming 
A)  magazine 
B)  network television 
C)  local newspaper 
D)  directory 
E)  advergaming

Question 19

You are looking to advertise your new product, and you want good mass-marketing coverage that is cost effective. You should go with ________ as your advertising medium.

Accepted Answer

A)  directories 
B)  place-based media 
C)  branded entertainment 
D)  advergaming 
E)  television 
A)  directories 
B)  place-based media 
C)  branded entertainment 
D)  advergaming 
E)  television

Question 20

Which of the following is a posttesting technique used by telephone survey or personal interview to determine whether a person remembers seeing an ad during a specified period without giving the person the name of the brand?

Accepted Answer

A)  unaided recall 
B)  attitudinal measure 
C)  permission marketing 
D)  gross rating points (GRPs) 
E)  corrective advertising 
A)  unaided recall 
B)  attitudinal measure 
C)  permission marketing 
D)  gross rating points (GRPs) 
E)  corrective advertising

Which of the following is the type of advertising that the media run free of charge?

Most consumer sales promotions temporarily change the price/value relationship.

The percentage-of-sales method of setting a communication budget wrongly treats sales as a cause of promotion rather than a result.

Word of mouth or buzz on social media is also referred to as ________.

Marketers can choose from two basic strategies: push or pull. Compare these two strategies.

A traditional advertising medium can be used to publicize a sales promotion.

Which of the following is true of advocacy advertising?

Which of the following is a media schedule of short, intense bursts alternating with periods of little to no activity?

Through word-of-mouth communication, consumers look to each other for product information and recommendations.

Advertising and marketing are interchangeable terms.

By definition, personal selling takes place in person.

Why might a company address the issue of noise, as defined in the communication model, by purchasing a block of pages in a magazine to advertise its brand?

To compare the relative cost-effectiveness of different media and of spots run on different vehicles in the same medium, media planners use ________.

________ is the element of the promotion mix that involves direct interaction between a company representative and a customer.

An email from Amazon.com offers free shipping on your next purchase of more than $35. This is an example of ________.

An example of a(n) ________ is an airline's practice of awarding customers points for miles traveled that can be turned in for free airline trips.

Which of the following would be the best medium for an advertisement encouraging customers to come to a local retailer's weekend sidewalk sale?

You are looking to advertise your new product, and you want good mass-marketing coverage that is cost effective. You should go with ________ as your advertising medium.

Which of the following is a posttesting technique used by telephone survey or personal interview to determine whether a person remembers seeing an ad during a specified period without giving the person the name of the brand?

Welcome to the World of Marketing: Create and Deliver Value

Global, Ethical, and Sustainable Marketing

Strategic Market Planning

Market Research

Marketing Analytics: Welcome to the Era of Big Data

Understand Consumer and Business Markets

Segmentation, Target Marketing, and Positioning

Product I: Innovation and New Product Development

Product Ii: Product Strategy, Branding, and Product Management

Price: What Is the Value Proposition Worth

Deliver the Goods: Determine the Distribution Strategy

Deliver the Customer Experience: Goods and Services Via Bricks and Clicks

Promotion Ii: Social Media, Directdatabase Marketing, Personal Selling, and Public Relations

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Exam 13: Promotion I: Advertising and Sales Promotion

Which of the following is the type of advertising that the media run free of charge?

Most consumer sales promotions temporarily change the price/value relationship.

The percentage-of-sales method of setting a communication budget wrongly treats sales as a cause of promotion rather than a result.

Word of mouth or buzz on social media is also referred to as ________.

Marketers can choose from two basic strategies: push or pull. Compare these two strategies.

A traditional advertising medium can be used to publicize a sales promotion.

Which of the following is true of advocacy advertising?

Which of the following is a media schedule of short, intense bursts alternating with periods of little to no activity?

Through word-of-mouth communication, consumers look to each other for product information and recommendations.

Advertising and marketing are interchangeable terms.

By definition, personal selling takes place in person.

Why might a company address the issue of noise, as defined in the communication model, by purchasing a block of pages in a magazine to advertise its brand?

To compare the relative cost-effectiveness of different media and of spots run on different vehicles in the same medium, media planners use ________.

________ is the element of the promotion mix that involves direct interaction between a company representative and a customer.

An email from Amazon.com offers free shipping on your next purchase of more than $35. This is an example of ________.

An example of a(n) ________ is an airline's practice of awarding customers points for miles traveled that can be turned in for free airline trips.

Which of the following would be the best medium for an advertisement encouraging customers to come to a local retailer's weekend sidewalk sale?

You are looking to advertise your new product, and you want good mass-marketing coverage that is cost effective. You should go with ________ as your advertising medium.

Which of the following is a posttesting technique used by telephone survey or personal interview to determine whether a person remembers seeing an ad during a specified period without giving the person the name of the brand?

Welcome to the World of Marketing: Create and Deliver Value

Global, Ethical, and Sustainable Marketing

Strategic Market Planning

Market Research

Marketing Analytics: Welcome to the Era of Big Data

Understand Consumer and Business Markets

Segmentation, Target Marketing, and Positioning

Product I: Innovation and New Product Development

Product Ii: Product Strategy, Branding, and Product Management

Price: What Is the Value Proposition Worth

Deliver the Goods: Determine the Distribution Strategy

Deliver the Customer Experience: Goods and Services Via Bricks and Clicks

Promotion Ii: Social Media, Directdatabase Marketing, Personal Selling, and Public Relations

Filters