Question 1

One significant advantage to using television for advertising is the ________.

Accepted Answer

A)  entertainment carryover 
B)  high audience selectivity 
C)  long life for the message 
D)  short preparation time 
E)  low cost for production 
A)  entertainment carryover 
B)  high audience selectivity 
C)  long life for the message 
D)  short preparation time 
E)  low cost for production

Question 2

Premium Hardware is an American manufacturer of hardware products that sells its products across the country.The firm runs a full-page ad in the local newspapers in Chicago,advertising specials that are available at Venture Hardware Store,a chain of retail outlets in Chicago.Since both Venture Hardware Store and Premium Hardware have shared the cost of this ad,this would be ________ advertising.

Accepted Answer

A)  comparative 
B)  bait and switch 
C)  reminder 
D)  specialty 
E)  cooperative 
A)  comparative 
B)  bait and switch 
C)  reminder 
D)  specialty 
E)  cooperative

Question 3

The single most important idea the company hopes to convey to its target audience about a product is the ________.

Accepted Answer

A)  promotional mix 
B)  marketing mix 
C)  core message 
D)  call to action 
E)  media mix 
A)  promotional mix 
B)  marketing mix 
C)  core message 
D)  call to action 
E)  media mix

Question 4

The new social model of customer communication differs from the conventional promotion model in that the social communication model ________.

Accepted Answer

A)  is unidirectional and intrusive 
B)  is hierarchical and static 
C)  views audiences as passive recipients of messages 
D)  is interactive and conversational 
E)  broadcasts carefully scripted messages to a mass audience 
A)  is unidirectional and intrusive 
B)  is hierarchical and static 
C)  views audiences as passive recipients of messages 
D)  is interactive and conversational 
E)  broadcasts carefully scripted messages to a mass audience

Question 5

TechSmart,Inc.,a software solutions firm,runs full-page advertisements in the newspaper and commercials emphasizing the firm's commitment to employment generation,affirmative action,and multiculturalism.The aim of the promotional strategy is to create goodwill and build a positive image for the firm.In this example,TechSmart,Inc.uses ________ advertising.

Accepted Answer

A)  product advertising 
B)  institutional advertising 
C)  comparative advertising 
D)  bait and switch advertising 
E)  reminder advertising 
A)  product advertising 
B)  institutional advertising 
C)  comparative advertising 
D)  bait and switch advertising 
E)  reminder advertising

Question 6

The conventional promotion model differs from the new social model of customer communication in that the conventional promotion model ________.

Accepted Answer

A)  tends to be interactive and conversational 
B)  tends to be bidirectional or multidirectional 
C)  tends to have a higher message frequency 
D)  focuses on collaboration with customers 
E)  tends to be intrusive and unidirectional 
A)  tends to be interactive and conversational 
B)  tends to be bidirectional or multidirectional 
C)  tends to have a higher message frequency 
D)  focuses on collaboration with customers 
E)  tends to be intrusive and unidirectional

Question 7

Discuss integrated marketing communications.

Accepted Answer

With the number of communication vehicle

Question 8

Bell Laboratories,a pharmaceutical company,launches a new,over-the-counter drug for pain relief.The firm supplies the new drug to pharmacies and physicians at a discounted rate to encourage the retailers to carry the new product.In this example,Bell Laboratories uses which of the following promotional strategies?

Accepted Answer

A)  point-of-purchase displays 
B)  product placement 
C)  conversation marketing 
D)  trade allowances 
E)  premiums 
A)  point-of-purchase displays 
B)  product placement 
C)  conversation marketing 
D)  trade allowances 
E)  premiums

Question 9

An in-person or online gathering of media representatives at which companies announce new information is called a ________.

Accepted Answer

A)  press conference 
B)  press release 
C)  conversation marketing 
D)  sale promotion 
E)  trade promotion 
A)  press conference 
B)  press release 
C)  conversation marketing 
D)  sale promotion 
E)  trade promotion

Question 10

With a push strategy,the producer appeals directly to end customers.

Accepted Answer

A) True 
 B)False

Question 11

The defining characteristic of ________ is that it tells past customers that a product is still available or a company is ready to serve their needs.

Accepted Answer

A)  reminder advertising 
B)  cooperative advertising 
C)  bait and switch advertising 
D)  comparative advertising 
E)  advocacy advertising 
A)  reminder advertising 
B)  cooperative advertising 
C)  bait and switch advertising 
D)  comparative advertising 
E)  advocacy advertising

Question 12

Institutional advertisements that present a company's point of view on public issues such as education or health care are known as ________ advertising.

Accepted Answer

A)  product 
B)  comparative 
C)  cooperative 
D)  advocacy 
E)  consultative 
A)  product 
B)  comparative 
C)  cooperative 
D)  advocacy 
E)  consultative

Question 13

Which of the following is an advantage of product placement?

Accepted Answer

A)  It is predictable. 
B)  Its effectiveness is independent of the popularity of the programming. 
C)  It provides extensive choice of vehicles. 
D)  It offers a way to get around viewers' advertising filters. 
E)  It has low visibility. 
A)  It is predictable. 
B)  Its effectiveness is independent of the popularity of the programming. 
C)  It provides extensive choice of vehicles. 
D)  It offers a way to get around viewers' advertising filters. 
E)  It has low visibility.

Question 14

________ involve(s)short-term incentives to build the reputation of a brand and stimulate interest in a product.

Accepted Answer

A)  Direct selling 
B)  Sales promotion 
C)  Institutional advertising 
D)  Public relations 
E)  Brand communities 
A)  Direct selling 
B)  Sales promotion 
C)  Institutional advertising 
D)  Public relations 
E)  Brand communities

Question 15

Jones' Treats,a food manufacturing company located in Massachusetts,produces a range of candy products.The firm negotiates with its retailers to set up jars with Jones' Treats candies at the billing counters.Jones' Treat also puts up wall posters and window clings advertising its candies in the retail stores that stock its products.In this example,Jones' Treats uses which of the following promotional strategies?

Accepted Answer

A)  rebates 
B)  trade allowances 
C)  point-of-purchase displays 
D)  specialty advertising 
E)  coupons 
A)  rebates 
B)  trade allowances 
C)  point-of-purchase displays 
D)  specialty advertising 
E)  coupons

Question 16

Immediately after a news report about people getting sick from eating at Waikiki Delights,a delicatessen store,the President of Waikiki Delights appeared on a number of TV shows to describe their stringent supply chain management and health regulations.This communication can be best classified as ________.

Accepted Answer

A)  sales promotion 
B)  conversation advertising 
C)  social media 
D)  public relations 
E)  personal selling 
A)  sales promotion 
B)  conversation advertising 
C)  social media 
D)  public relations 
E)  personal selling

Question 17

Advertising differs from direct marketing in that advertising ________.

Accepted Answer

A)  often uses personally addressable media 
B)  doesn't involve the purchase of time or space in other media 
C)  often excludes a direct response aspect 
D)  works to build lasting relationships with customers 
E)  involves personal sales contacts 
A)  often uses personally addressable media 
B)  doesn't involve the purchase of time or space in other media 
C)  often excludes a direct response aspect 
D)  works to build lasting relationships with customers 
E)  involves personal sales contacts

Question 18

Which of the following is a disadvantage of using fixed web (from stationary computers)as an advertising media?

Accepted Answer

A)  reduced clutter 
B)  limited media options 
C)  cannot be measured 
D)  changes and additions cannot be made easily 
E)  extreme degree of audience fragmentation 
A)  reduced clutter 
B)  limited media options 
C)  cannot be measured 
D)  changes and additions cannot be made easily 
E)  extreme degree of audience fragmentation

Question 19

Direct marketing differs from advertising in that direct marketing ________.

Accepted Answer

A)  is carried by someone else's medium 
B)  promotes the features and benefits of specific products 
C)  refers to personal sales contacts 
D)  involves the purchase of time or space in other media 
E)  often uses personally addressable media 
A)  is carried by someone else's medium 
B)  promotes the features and benefits of specific products 
C)  refers to personal sales contacts 
D)  involves the purchase of time or space in other media 
E)  often uses personally addressable media

Question 20

Discuss the guidelines that companies should follow while using social media.

Accepted Answer

Social media can be a powerful communica

One significant advantage to using television for advertising is the ________.

The single most important idea the company hopes to convey to its target audience about a product is the ________.

The new social model of customer communication differs from the conventional promotion model in that the social communication model ________.

The conventional promotion model differs from the new social model of customer communication in that the conventional promotion model ________.

Discuss integrated marketing communications.

An in-person or online gathering of media representatives at which companies announce new information is called a ________.

With a push strategy,the producer appeals directly to end customers.

The defining characteristic of ________ is that it tells past customers that a product is still available or a company is ready to serve their needs.

Institutional advertisements that present a company's point of view on public issues such as education or health care are known as ________ advertising.

Which of the following is an advantage of product placement?

________ involve(s)short-term incentives to build the reputation of a brand and stimulate interest in a product.

Advertising differs from direct marketing in that advertising ________.

Which of the following is a disadvantage of using fixed web (from stationary computers)as an advertising media?

Direct marketing differs from advertising in that direct marketing ________.

Discuss the guidelines that companies should follow while using social media.

Developing a Business Mindset

Understanding Basic Economics

The Global Marketplace

Business Ethics and Corporate Social Responsibility

Forms of Ownership

Entrepreneurship and Small Business Ownership

Management Roles, Functions, and Skills

Organization and Teamwork

Production Systems

Employee Motivation

Human Resources Management

Labor Relations

The Art and Science of Marketing

Product and Pricing Strategies

Distribution and Marketing Logistics

Financial Information and Accounting Concepts

Financial Management

Financial Markets and Investment Strategies

The Money Supply and Banking Systems

Filters

Exam 16: Customer Communication

One significant advantage to using television for advertising is the ________.

The single most important idea the company hopes to convey to its target audience about a product is the ________.

The new social model of customer communication differs from the conventional promotion model in that the social communication model ________.

The conventional promotion model differs from the new social model of customer communication in that the conventional promotion model ________.

Discuss integrated marketing communications.

An in-person or online gathering of media representatives at which companies announce new information is called a ________.

With a push strategy,the producer appeals directly to end customers.

The defining characteristic of ________ is that it tells past customers that a product is still available or a company is ready to serve their needs.

Institutional advertisements that present a company's point of view on public issues such as education or health care are known as ________ advertising.

Which of the following is an advantage of product placement?

________ involve(s)short-term incentives to build the reputation of a brand and stimulate interest in a product.

Advertising differs from direct marketing in that advertising ________.

Which of the following is a disadvantage of using fixed web (from stationary computers)as an advertising media?

Direct marketing differs from advertising in that direct marketing ________.

Discuss the guidelines that companies should follow while using social media.

Developing a Business Mindset

Understanding Basic Economics

The Global Marketplace

Business Ethics and Corporate Social Responsibility

Forms of Ownership

Entrepreneurship and Small Business Ownership

Management Roles, Functions, and Skills

Organization and Teamwork

Production Systems

Employee Motivation

Human Resources Management

Labor Relations

The Art and Science of Marketing

Product and Pricing Strategies

Distribution and Marketing Logistics

Financial Information and Accounting Concepts

Financial Management

Financial Markets and Investment Strategies

The Money Supply and Banking Systems

Filters