Question 1

CPM Marketing Dashboard
  
-According to the Marketing Dashboard above,the CPM for the Super Bowl would be approximately

Accepted Answer

A) $35. 
B) $120. 
C) $132. 
D) $165. 
E) $209. 
A) $35. 
B) $120. 
C) $132. 
D) $165. 
E) $209.

Question 2

A Mercedes-Benz ad features the introduction of its new self-driving car.What type of product advertisement is this ad?

Accepted Answer

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

Question 3

A sales promotion in which consumers are invited to apply their skill or analytical or creative thinking to try to win a prize is referred to as a

Accepted Answer

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

Question 4

A popular local car dealership runs television commercials in the fall featuring vehicles driving in deep snow and recommends its services to winterize cars and trucks before the snow falls.Which type of ad is this?

Accepted Answer

A) seasonal 
B) subliminal 
C) reminder 
D) pioneering 
E) comparative 
A) seasonal 
B) subliminal 
C) reminder 
D) pioneering 
E) comparative

Question 5

A Taste of Greece,a restaurant chain that is known for its Extra Juicy Gyro sandwich,wants to encourage repeat purchases and create long-term customers.Which sales promotion should it employ?

Accepted Answer

A) a loyalty program that allows buyers to earn free food after making 10 purchases 
B) a two-for-the-price-of-one deal that is only offered on New Year's Eve 
C) a coupon for a free soft drink with a gyro purchase 
D) a game with food prizes 
E) free Extra Juicy Gyro samples at local fairs and concerts 
A) a loyalty program that allows buyers to earn free food after making 10 purchases 
B) a two-for-the-price-of-one deal that is only offered on New Year's Eve 
C) a coupon for a free soft drink with a gyro purchase 
D) a game with food prizes 
E) free Extra Juicy Gyro samples at local fairs and concerts

Question 6

In terms of scheduling advertising,buyer turnover refers to

Accepted Answer

A) the amount of time between repeat purchases for a given product. 
B) how often new buyers enter the market to buy a product. 
C) the amount of time for a buyer to enter and exit a product's life cycle. 
D) how often a consumer will try competitive brands before becoming a brand loyal customer of the firm's product. 
E) the ratio of repeat purchases to the number of buyers for an offering. 
A) the amount of time between repeat purchases for a given product. 
B) how often new buyers enter the market to buy a product. 
C) the amount of time for a buyer to enter and exit a product's life cycle. 
D) how often a consumer will try competitive brands before becoming a brand loyal customer of the firm's product. 
E) the ratio of repeat purchases to the number of buyers for an offering.

Question 7

List and briefly describe the four forms of institutional advertising.

Accepted Answer

Institutional advertisements are designe

Question 8

A trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a

Accepted Answer

A) finance allowance. 
B) promotional allowance. 
C) merchandise allowance. 
D) slotting fee. 
E) failure fee. 
A) finance allowance. 
B) promotional allowance. 
C) merchandise allowance. 
D) slotting fee. 
E) failure fee.

Question 9

Which of the following statements about online advertising is most accurate?

Accepted Answer

A) It is easier to measure the impact of online advertising than other media. 
B) Although annoying,click fraud and web-tipping are not causing real financial damage. 
C) Although popular with younger generations,few baby boomers order online. 
D) Though all online ads may not result in "clicks," studies show they can still result in higher purchases and website traffic. 
E) "Clickbots" can help eliminate fraud in online advertising. 
A) It is easier to measure the impact of online advertising than other media. 
B) Although annoying,click fraud and web-tipping are not causing real financial damage. 
C) Although popular with younger generations,few baby boomers order online. 
D) Though all online ads may not result in "clicks," studies show they can still result in higher purchases and website traffic. 
E) "Clickbots" can help eliminate fraud in online advertising.

Question 10

When developing the advertising program,specifying the advertising objectives helps advertisers with other choices in the process such as selecting media and

Accepted Answer

A) identifying the target audience. 
B) evaluating a campaign. 
C) designing the advertising. 
D) pretesting the advertising. 
E) scheduling the advertising program. 
A) identifying the target audience. 
B) evaluating a campaign. 
C) designing the advertising. 
D) pretesting the advertising. 
E) scheduling the advertising program.

Question 11

Reinforcement ads are reminder ads that

Accepted Answer

A) assure current users they made the correct choice in choosing the product. 
B) reinforce previous knowledge of a product. 
C) repeat ad campaigns that have been used before in order to remind consumers of how good the ads were. 
D) reaffirm a company's position on an issue of importance or interest. 
E) reassure the company it has made the right choice in advertising the product. 
A) assure current users they made the correct choice in choosing the product. 
B) reinforce previous knowledge of a product. 
C) repeat ad campaigns that have been used before in order to remind consumers of how good the ads were. 
D) reaffirm a company's position on an issue of importance or interest. 
E) reassure the company it has made the right choice in advertising the product.

Question 12

The Beef Council promoted a series of ads in which the tagline was "Beef-it's what's for dinner." The purpose of these ads was to encourage the audience to eat more beef.This type of ad is a(n)

Accepted Answer

A) reminder institutional ad. 
B) pioneering institutional ad. 
C) product institutional ad. 
D) competitive institutional ad. 
E) advocacy ad. 
A) reminder institutional ad. 
B) pioneering institutional ad. 
C) product institutional ad. 
D) competitive institutional ad. 
E) advocacy ad.

Question 13

Ben & Jerry's offers a complimentary scoop of ice cream on "Free Cone Day." This is what type of sales promotion?

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 14

Google generates revenue by offering online ________ opportunities next to search results or on specific web pages.

Accepted Answer

A) advertising 
B) sales promotion 
C) banking 
D) publishing 
E) store 
A) advertising 
B) sales promotion 
C) banking 
D) publishing 
E) store

Question 15

When preparing to go shopping after the Christmas holidays,Christy actively scans the ads in the local newspaper for coupons and contests.While in the store,Christy also looks for free samples of new products and products she hasn't purchased previously.The coupons,contests,and free samples are all examples of

Accepted Answer

A) advertising. 
B) publicity. 
C) sales promotion. 
D) personal selling. 
E) direct marketing. 
A) advertising. 
B) publicity. 
C) sales promotion. 
D) personal selling. 
E) direct marketing.

Question 16

Advertising agencies that specialize in one aspect of the advertising process,such as providing creative services to develop the advertising copy,buying previously unpurchased media (media agencies),or providing Internet services (Internet agencies),are referred to as

Accepted Answer

A) full-service agencies. 
B) in-house agencies. 
C) modified-service agencies. 
D) functional agencies. 
E) limited-service agencies. 
A) full-service agencies. 
B) in-house agencies. 
C) modified-service agencies. 
D) functional agencies. 
E) limited-service agencies.

Question 17

Which sales promotion tool is the best match for the growth in consumer- (or user-)generated content?

Accepted Answer

A) samples 
B) sweepstakes 
C) coupons 
D) contests 
E) deals 
A) samples 
B) sweepstakes 
C) coupons 
D) contests 
E) deals

Question 18

Media buyers use many terms to help select the right media for an advertising campaign.Define reach,rating,frequency,gross rating points (GRPs),and cost per thousand (CPM).

Accepted Answer

Reach is the number of different people

Question 19

Which of the following is one of the forms of institutional advertising?

Accepted Answer

A) sustainable 
B) persuasive 
C) philanthropic 
D) informational 
E) advocacy 
A) sustainable 
B) persuasive 
C) philanthropic 
D) informational 
E) advocacy

Question 20

A flighting schedule combined with a steady schedule because of increases in demand,heavy periods of promotion,or introduction of a new product is referred to as a(n)

Accepted Answer

A) continuous schedule. 
B) phased schedule. 
C) pulse schedule. 
D) turnover schedule. 
E) intermittent schedule. 
A) continuous schedule. 
B) phased schedule. 
C) pulse schedule. 
D) turnover schedule. 
E) intermittent schedule.

Exam 18: Advertising,sales Promotion,and Public Relations

CPM Marketing Dashboard -According to the Marketing Dashboard above,the CPM for the Super Bowl would be approximately

A Mercedes-Benz ad features the introduction of its new self-driving car.What type of product advertisement is this ad?

A sales promotion in which consumers are invited to apply their skill or analytical or creative thinking to try to win a prize is referred to as a

A popular local car dealership runs television commercials in the fall featuring vehicles driving in deep snow and recommends its services to winterize cars and trucks before the snow falls.Which type of ad is this?

A Taste of Greece,a restaurant chain that is known for its Extra Juicy Gyro sandwich,wants to encourage repeat purchases and create long-term customers.Which sales promotion should it employ?

In terms of scheduling advertising,buyer turnover refers to

List and briefly describe the four forms of institutional advertising.

A trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a

Which of the following statements about online advertising is most accurate?

When developing the advertising program,specifying the advertising objectives helps advertisers with other choices in the process such as selecting media and

Reinforcement ads are reminder ads that

The Beef Council promoted a series of ads in which the tagline was "Beef-it's what's for dinner." The purpose of these ads was to encourage the audience to eat more beef.This type of ad is a(n)

Ben & Jerry's offers a complimentary scoop of ice cream on "Free Cone Day." This is what type of sales promotion?

Google generates revenue by offering online ________ opportunities next to search results or on specific web pages.

Advertising agencies that specialize in one aspect of the advertising process,such as providing creative services to develop the advertising copy,buying previously unpurchased media (media agencies),or providing Internet services (Internet agencies),are referred to as

Which sales promotion tool is the best match for the growth in consumer- (or user-)generated content?

Media buyers use many terms to help select the right media for an advertising campaign.Define reach,rating,frequency,gross rating points (GRPs),and cost per thousand (CPM).

Which of the following is one of the forms of institutional advertising?

A flighting schedule combined with a steady schedule because of increases in demand,heavy periods of promotion,or introduction of a new product is referred to as a(n)

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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