Question 1

A disadvantage of using radio as an advertising medium is that:

Accepted Answer

A)  it has a highly segmented audience. 
B)  the message cannot be tailored easily to adapt to local preferences. 
C)  it is expensive. 
D)  it lacks flexibility. 
A)  it has a highly segmented audience. 
B)  the message cannot be tailored easily to adapt to local preferences. 
C)  it is expensive. 
D)  it lacks flexibility.

Question 2

Relationship in which an organization provides funds or in-kind resources to an event or activity in exchange for a direct association with that event or activity is called a(n)_____.

Accepted Answer

A) noise 
B) advertising 
C) promotion 
D) publicity 
E) sales promotion
F)guerrilla marketing
G)posttesting
H)split runs
I)cooperative advertising
J)marketing public relations
K)media scheduling
L)pretesting
M)informative advertising
N)persuasive advertising
O)retail advertising
P)missiles
Q)cross-promotion
R)interactive advertising
S)sponsorship
T)institutional marketing 
A) noise 
B) advertising 
C) promotion 
D) publicity 
E) sales promotion
F)guerrilla marketing
G)posttesting
H)split runs
I)cooperative advertising
J)marketing public relations
K)media scheduling
L)pretesting
M)informative advertising
N)persuasive advertising
O)retail advertising
P)missiles
Q)cross-promotion
R)interactive advertising
S)sponsorship
T)institutional marketing

Question 3

Which of the following is true of using publicity as a promotional strategy?

Accepted Answer

A)  Companies have to spend more for publicity than advertising or personal selling. 
B)  Companies have less control over whether the press publishes good or bad news. 
C)  Consumers tend to believe more in company-disseminated information than in publicity-generated news. 
D)  Companies tend to view all kinds of publicity-good or bad-as profitable for the company's reputation and its brand equity. 
A)  Companies have to spend more for publicity than advertising or personal selling. 
B)  Companies have less control over whether the press publishes good or bad news. 
C)  Consumers tend to believe more in company-disseminated information than in publicity-generated news. 
D)  Companies tend to view all kinds of publicity-good or bad-as profitable for the company's reputation and its brand equity.

Question 4

Setting the timing and sequence for a series of advertisements is called media scheduling.

Accepted Answer

A) True 
 B)False

Question 5

An assumption behind the task-objective approach is that marketers can measure the productivity of each promotional dollar.

Accepted Answer

A) True 
 B)False

Question 6

Define nonpersonal selling.Discuss advertising as a type of nonpersonal selling.

Accepted Answer

Nonpersonal selling is defined as promot

Question 7

According to the AIDA concept,which of the following is the first function of a promotional message?

Accepted Answer

A)  Arousing interest in the good or service 
B)  Gaining the potential consumer's attention 
C)  Stimulating desire by convincing the potential buyer of the product's ability to satisfy his or her needs 
D)  Producing an action in the form of a purchase or a more favorable attitude that may lead to a future purchase 
A)  Arousing interest in the good or service 
B)  Gaining the potential consumer's attention 
C)  Stimulating desire by convincing the potential buyer of the product's ability to satisfy his or her needs 
D)  Producing an action in the form of a purchase or a more favorable attitude that may lead to a future purchase

Question 8

Sam watches an ad on TV for a new laptop from Sony.This ad is an example of product advertising.

Accepted Answer

A) True 
 B)False

Question 9

Product placement is a form of non-personal selling where:

Accepted Answer

A)  a company pays a fee to have its products displayed prominently at department stores. 
B)  a company pays a fee to have its products displayed prominently in a film or TV show. 
C)  a company engages in promotional tie-ins with other firms through co-branding. 
D)  a company positions its TV commercials during prime hours for its target market. 
A)  a company pays a fee to have its products displayed prominently at department stores. 
B)  a company pays a fee to have its products displayed prominently in a film or TV show. 
C)  a company engages in promotional tie-ins with other firms through co-branding. 
D)  a company positions its TV commercials during prime hours for its target market.

Question 10

Explain the AIDA concept.

Accepted Answer

The AIDA concept represents the steps th

Question 11

Interactive advertising creates dialogue between marketers and individual shoppers,providing more materials at the user's request.

Accepted Answer

A) True 
 B)False

Question 12

A sponsor purchases access to the sponsored activity's audience and the image associated with the activity.

Accepted Answer

A) True 
 B)False

Question 13

Mass consumption and geographically dispersed markets make advertising particularly appropriate for marketing goods and services aimed at large audiences likely to respond to the same promotional messages.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following types of MPR responds to an external situation that has potential negative consequences for an organization?

Accepted Answer

A)  Active MPR 
B)  Passive MPR 
C)  Proactive MPR 
D)  Reactive MPR 
A)  Active MPR 
B)  Passive MPR 
C)  Proactive MPR 
D)  Reactive MPR

Question 15

In sponsored events,event organizers control the coverage,which typically focuses on the sponsor.

Accepted Answer

A) True 
 B)False

Question 16

A local newspaper is planning to come up with a special series on the growth of entrepreneurship within the community.Each week an article featuring a different business owner and his or her success story will be published.For the featured business owners,this type of promotion would constitute _____.

Accepted Answer

A)  sales promotion 
B)  publicity 
C)  trade promotion 
D)  direct selling 
A)  sales promotion 
B)  publicity 
C)  trade promotion 
D)  direct selling

Question 17

When Think Green,a not-for-profit organization,realizes that its campaign for a "go vegan" lifestyle has lost its steam; it decides to renew the campaign by holding an international culinary contest for the best vegetarian recipe.This is an example of _____ advertising.

Accepted Answer

A)  informative 
B)  reminder 
C)  evaluative 
D)  retentive 
A)  informative 
B)  reminder 
C)  evaluative 
D)  retentive

Question 18

Publicity is the marketing-oriented aspect of public relations.

Accepted Answer

A) True 
 B)False

Question 19

Discuss the role that integrated marketing communications (IMC)plays in the development of a promotional mix.

Accepted Answer

IMC (Integrated Marketing Communications

Question 20

Marketing public relations (MPR)refers to focused PR activities that directly support marketing goals.

Accepted Answer

A) True 
 B)False

Exam 16: Integrated Marketing Communications, Advertising, and Public Relations

A disadvantage of using radio as an advertising medium is that:

Relationship in which an organization provides funds or in-kind resources to an event or activity in exchange for a direct association with that event or activity is called a(n)_____.

Which of the following is true of using publicity as a promotional strategy?

Setting the timing and sequence for a series of advertisements is called media scheduling.

An assumption behind the task-objective approach is that marketers can measure the productivity of each promotional dollar.

Define nonpersonal selling.Discuss advertising as a type of nonpersonal selling.

According to the AIDA concept,which of the following is the first function of a promotional message?

Sam watches an ad on TV for a new laptop from Sony.This ad is an example of product advertising.

Product placement is a form of non-personal selling where:

Explain the AIDA concept.

Interactive advertising creates dialogue between marketers and individual shoppers,providing more materials at the user's request.

A sponsor purchases access to the sponsored activity's audience and the image associated with the activity.

Mass consumption and geographically dispersed markets make advertising particularly appropriate for marketing goods and services aimed at large audiences likely to respond to the same promotional messages.

Which of the following types of MPR responds to an external situation that has potential negative consequences for an organization?

In sponsored events,event organizers control the coverage,which typically focuses on the sponsor.

When Think Green,a not-for-profit organization,realizes that its campaign for a "go vegan" lifestyle has lost its steam; it decides to renew the campaign by holding an international culinary contest for the best vegetarian recipe.This is an example of _____ advertising.

Publicity is the marketing-oriented aspect of public relations.

Discuss the role that integrated marketing communications (IMC)plays in the development of a promotional mix.

Marketing public relations (MPR)refers to focused PR activities that directly support marketing goals.

Marketing: The Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, Ethics, and Social Responsibility

Social Media: Living in the Connected World

E-Business: Managing the Customer Experience

Consumer Behavior

Business-to-Business (B2B)Marketing

Global Marketing

Market Segmentation, Targeting, and Positioning

Marketing Research and Sales Forecasting

Relationship Marketing and Customer Relationship Management (CRM)

Product and Service Strategies

Developing and Managing Brand and Product Categories

Marketing Channels and Supply Chain Management

Retailers, Wholesalers, and Direct Marketers

Personal Selling and Sales Promotion

Pricing Concepts

Pricing Strategies

Your Career in Marketing

Developing an Effective Marketing Plan

Financial Analysis in Marketing

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