Question 1

Which of the following is a publicity tool?

Accepted Answer

A) point-of-purchase display 
B) merchandise allowance 
C) news conference 
D) sweepstakes 
E) cooperative advertising 
A) point-of-purchase display 
B) merchandise allowance 
C) news conference 
D) sweepstakes 
E) cooperative advertising

Question 2

The type of appeal used to imply either directly or subtly that the product is more fun or exciting than competitors' offerings is referred to as a(n)

Accepted Answer

A) authoritarian appeal. 
B) coercive appeal. 
C) family appeal. 
D) humorous appeal. 
E) sex appeal. 
A) authoritarian appeal. 
B) coercive appeal. 
C) family appeal. 
D) humorous appeal. 
E) sex appeal.

Question 3

The Dial Soap ad with the tag line,"Aren't you glad you use Dial? Don't you wish everybody did?" is an example of which type of advertising?

Accepted Answer

A) fear appeal 
B) competitive 
C) pioneering 
D) institutional 
E) reinforcement 
A) fear appeal 
B) competitive 
C) pioneering 
D) institutional 
E) reinforcement

Question 4

While not all advertising options are as expensive as the Super Bowl,most alternatives

Accepted Answer

A) are at least 50 percent less effective. 
B) have little access to desirable target markets. 
C) still represent substantial financial commitments. 
D) are at least 50 percent more effective. 
E) are rarely watched other than on mobile devices. 
A) are at least 50 percent less effective. 
B) have little access to desirable target markets. 
C) still represent substantial financial commitments. 
D) are at least 50 percent more effective. 
E) are rarely watched other than on mobile devices.

Question 5

In the film Runaway Bride,Julia Roberts boarded a FedEx truck.Another actor gave voice to FedEx's service guarantee,saying she will arrive "by 10 a.m.the next business day." This is an example of

Accepted Answer

A) a product placement. 
B) product continuity. 
C) a deal. 
D) subliminal advertising. 
E) a reverse product placement. 
A) a product placement. 
B) product continuity. 
C) a deal. 
D) subliminal advertising. 
E) a reverse product placement.

Question 6

In planning and obtaining publicity,a frequently used tool is the ________,which is an announcement regarding changes in the company or the product line.

Accepted Answer

A) trade announcement 
B) news release 
C) infomercial 
D) news conference 
E) public trade announcement 
A) trade announcement 
B) news release 
C) infomercial 
D) news conference 
E) public trade announcement

Question 7

During the Pillsbury Bake-Off,thousands of people across the country compete to create the best new recipe using the sponsor's products.Not only does the company benefit from the publicity surrounding the event and the great recipes that can be used later to increase product usage,but also there is an increase in product sales as contenders buy items to practice their new recipes.The top 100 finalists are flown to Orlando,Florida,to compete for cash and merchandise that exceeds $1 million.This is an example of a very successful ________ promotion.

Accepted Answer

A) challenge 
B) contest 
C) sweepstakes 
D) competition 
E) public relations campaign 
A) challenge 
B) contest 
C) sweepstakes 
D) competition 
E) public relations campaign

Question 8

When the Campbell Soup Co.introduced its new Slow Kettle Style Soups,its advertising touted restaurant-quality soup with authentic ingredients and unique flavors available at the grocery store.What type of product advertisement was it most likely using in its ads?

Accepted Answer

A) reminder 
B) pioneering 
C) reinforcement 
D) comparative 
E) competitive 
A) reminder 
B) pioneering 
C) reinforcement 
D) comparative 
E) competitive

Question 9

One disadvantage of using magazines as an advertising medium is

Accepted Answer

A) the need to craft a simplistic message. 
B) the long lead time needed to place an ad. 
C) the perishable message. 
D) the unproven nature of its effectiveness. 
E) the lack of full-color,quality materials. 
A) the need to craft a simplistic message. 
B) the long lead time needed to place an ad. 
C) the perishable message. 
D) the unproven nature of its effectiveness. 
E) the lack of full-color,quality materials.

Question 10

A promotion related to the movie Kong: Skull Island was seen in stores throughout the United States.The goal of the sales promotion was designed to maximize the consumer's attention to a DVD release and provide storage for the products.This type of sales promotion is referred to as a

Accepted Answer

A) sample. 
B) freestanding insert. 
C) point-of-purchase display. 
D) premium. 
E) deal. 
A) sample. 
B) freestanding insert. 
C) point-of-purchase display. 
D) premium. 
E) deal.

Question 11

Pioneering advertisements would most likely be used during which stage of the product life cycle?

Accepted Answer

A) introduction 
B) decline 
C) maturity 
D) acceleration 
E) growth 
A) introduction 
B) decline 
C) maturity 
D) acceleration 
E) growth

Question 12

Marketing firm Valassis created and managed a Nutella promotion to induce trial of the product.Nutella is a creamy,chocolaty,hazelnut spread that is imported into the United States from Italy.A Valassis polybag containing a 20-gram "Coppetta" packet of Nutella spread,a cracker,a Nutella coupon,and a product brochure were delivered to consumers' doors via the Sunday newspaper.What type of sales promotion was used here?

Accepted Answer

A) product placement 
B) sample 
C) premium 
D) sweepstakes 
E) deal 
A) product placement 
B) sample 
C) premium 
D) sweepstakes 
E) deal

Question 13

An ad for Campbell's soup reads,"We haven't changed that great taste your family's always loved." This is an example of ________ advertising.

Accepted Answer

A) advocacy 
B) comparative 
C) pioneering 
D) informative 
E) reinforcement 
A) advocacy 
B) comparative 
C) pioneering 
D) informative 
E) reinforcement

Question 14

Using actor Samuel L.Jackson in a Capital One commercial or singer Beyoncé in an American Express ad rather than unknown actors is an example of a popular form of advertising today-the use of

Accepted Answer

A) a reference group appeal. 
B) snob appeals. 
C) peer spokespersons. 
D) a sex appeal. 
E) celebrity spokespersons. 
A) a reference group appeal. 
B) snob appeals. 
C) peer spokespersons. 
D) a sex appeal. 
E) celebrity spokespersons.

Question 15

Sales promotion expenditures account for ________ percent of all promotional spending.

Accepted Answer

A) 5 
B) 12 
C) 18 
D) 24 
E) 33 
A) 5 
B) 12 
C) 18 
D) 24 
E) 33

Question 16

A pioneering (or informational)ad

Accepted Answer

A) reinforces previous knowledge of a product. 
B) assures current users they made the right choice. 
C) promotes a specific brand's features and benefits. 
D) tells people what a product is,what it can do,and where it can be found. 
E) shows one brand's strengths relative to those of competitors. 
A) reinforces previous knowledge of a product. 
B) assures current users they made the right choice. 
C) promotes a specific brand's features and benefits. 
D) tells people what a product is,what it can do,and where it can be found. 
E) shows one brand's strengths relative to those of competitors.

Question 17

McDonald's partners with Hasbro each year to offer a Monopoly sales promotion.Customers who purchase selected menu items receive two tokens that correspond to the properties on the popular game board.If a set of tokens matches the color-coded properties,customers win cash prizes of up to $1 million.Customers may also win "Instant" prizes redeemable for specific food or drink items.What is this popular sales promotion called?

Accepted Answer

A) a lottery 
B) a contest 
C) a premium 
D) a sweepstakes 
E) a deal 
A) a lottery 
B) a contest 
C) a premium 
D) a sweepstakes 
E) a deal

Question 18

The State of Florida Department of Citrus developed the "To Your Health" campaign to show the benefits of orange juice.The goal of these ads is to increase demand for orange juice as it competes with other beverages.This is an example of a ________ advertisement.

Accepted Answer

A) competitive product 
B) product advocacy 
C) competitive institutional 
D) pioneering product 
E) pioneering institutional 
A) competitive product 
B) product advocacy 
C) competitive institutional 
D) pioneering product 
E) pioneering institutional

Question 19

For marketers,the primary objective of coupons is to

Accepted Answer

A) increase foot traffic in supermarkets. 
B) encourage repeat purchases. 
C) encourage trial. 
D) retaliate against competitor's actions. 
E) minimize brand-switching. 
A) increase foot traffic in supermarkets. 
B) encourage repeat purchases. 
C) encourage trial. 
D) retaliate against competitor's actions. 
E) minimize brand-switching.

Question 20

The most popular loyalty programs today are ________ reward programs.

Accepted Answer

A) fast-food 
B) airline travel 
C) hotel accommodations 
D) credit card 
E) grocery store items 
A) fast-food 
B) airline travel 
C) hotel accommodations 
D) credit card 
E) grocery store items

Exam 18: Advertising,sales Promotion,and Public Relations

Which of the following is a publicity tool?

The type of appeal used to imply either directly or subtly that the product is more fun or exciting than competitors' offerings is referred to as a(n)

The Dial Soap ad with the tag line,"Aren't you glad you use Dial? Don't you wish everybody did?" is an example of which type of advertising?

While not all advertising options are as expensive as the Super Bowl,most alternatives

In the film Runaway Bride,Julia Roberts boarded a FedEx truck.Another actor gave voice to FedEx's service guarantee,saying she will arrive "by 10 a.m.the next business day." This is an example of

In planning and obtaining publicity,a frequently used tool is the ________,which is an announcement regarding changes in the company or the product line.

When the Campbell Soup Co.introduced its new Slow Kettle Style Soups,its advertising touted restaurant-quality soup with authentic ingredients and unique flavors available at the grocery store.What type of product advertisement was it most likely using in its ads?

One disadvantage of using magazines as an advertising medium is

A promotion related to the movie Kong: Skull Island was seen in stores throughout the United States.The goal of the sales promotion was designed to maximize the consumer's attention to a DVD release and provide storage for the products.This type of sales promotion is referred to as a

Pioneering advertisements would most likely be used during which stage of the product life cycle?

An ad for Campbell's soup reads,"We haven't changed that great taste your family's always loved." This is an example of ________ advertising.

Using actor Samuel L.Jackson in a Capital One commercial or singer Beyoncé in an American Express ad rather than unknown actors is an example of a popular form of advertising today-the use of

Sales promotion expenditures account for ________ percent of all promotional spending.

A pioneering (or informational)ad

The State of Florida Department of Citrus developed the "To Your Health" campaign to show the benefits of orange juice.The goal of these ads is to increase demand for orange juice as it competes with other beverages.This is an example of a ________ advertisement.

For marketers,the primary objective of coupons is to

The most popular loyalty programs today are ________ reward programs.

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, targeting, and Positioning

Developing New Products and Services

Managing Successful Products, services, and Brands

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Writing Successful Marketing and Business Plans: Tips and Guidelines

Financial Statements and Ratios

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