Question 1

All of the following are true statements about coupons,except:

Accepted Answer

A) a company's market share increases during the period immediately after coupons are distributed 
B) gross revenues can be decreased from purchases by already-loyal customers 
C) Groupon and Facebook offer electronic coupons 
D) a company's market share decreases during the period immediately after coupons are distributed 
A) a company's market share increases during the period immediately after coupons are distributed 
B) gross revenues can be decreased from purchases by already-loyal customers 
C) Groupon and Facebook offer electronic coupons 
D) a company's market share decreases during the period immediately after coupons are distributed

Question 2

Young and Rubicam,Inc.developed the "Softer Side of Sears" campaign for Sears to target middle-income women.This agency provided marketing research,media selection,copy development,artwork,and production services for Sears.Young and Rubicam is an example of a(n):

Accepted Answer

A) image consultant. 
B) consulting firm. 
C) full-service advertising agency. 
D) limited-service advertising agency. 
A) image consultant. 
B) consulting firm. 
C) full-service advertising agency. 
D) limited-service advertising agency.

Question 3

Reminder product and brand advertising is typically used to:

Accepted Answer

A) inform the target market. 
B) reinforce previous knowledge. 
C) persuade the target market. 
D) identify the target market. 
A) inform the target market. 
B) reinforce previous knowledge. 
C) persuade the target market. 
D) identify the target market.

Question 4

Flighting schedules would most likely be used for advertising:

Accepted Answer

A) wood-burning stoves. 
B) automobiles. 
C) bottled water. 
D) toys. 
A) wood-burning stoves. 
B) automobiles. 
C) bottled water. 
D) toys.

Question 5

A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate is known as a:

Accepted Answer

A) Merchandise lining 
B) Product enhancement 
C) Loyalty program 
D) Retail positioning 
A) Merchandise lining 
B) Product enhancement 
C) Loyalty program 
D) Retail positioning

Question 6

A news conference is a(n):

Accepted Answer

A) informational meeting to which representatives of the media are invited. 
B) free space or time in a newspaper or on a broadcast medium. 
C) publicity tool which utilizes high-visibility individuals in lobbying activities. 
D) meeting of top news executives to decide advertising policy. 
A) informational meeting to which representatives of the media are invited. 
B) free space or time in a newspaper or on a broadcast medium. 
C) publicity tool which utilizes high-visibility individuals in lobbying activities. 
D) meeting of top news executives to decide advertising policy.

Question 7

An ad for an international consulting firm was intended to communicate the company philosophy - that you can be big and nimble at the same time - rather than sell any one particular service provided by the company.The ad is an example of _____ advertising.

Accepted Answer

A) pioneering 
B) competitive 
C) advocacy 
D) reminder 
A) pioneering 
B) competitive 
C) advocacy 
D) reminder

Question 8

John's carwash featured an ad that said: "We provide full service car washing that cleans the dirtiest of cars.Stop by at our new location at 431 North Blvd." The purpose of this ad is to:

Accepted Answer

A) promote a specific brand's features and benefits. 
B) tell people what a product is, what it can do, and where it can be found. 
C) show one brand's strengths relative to those of competitors. 
D) reinforce previous knowledge of a product. 
A) promote a specific brand's features and benefits. 
B) tell people what a product is, what it can do, and where it can be found. 
C) show one brand's strengths relative to those of competitors. 
D) reinforce previous knowledge of a product.

Question 9

The offer of one free pizza with the purchase of two pizzas at the regular price might appeal to you one evening.This type of incentive offer is an example of:

Accepted Answer

A) mass-market communication. 
B) a trade promotion. 
C) a consumer-oriented sales promotion. 
D) consumer encoding. 
A) mass-market communication. 
B) a trade promotion. 
C) a consumer-oriented sales promotion. 
D) consumer encoding.

Question 10

The sign at the entrance to the men's store reads,"Buy one shirt,get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the men's store using?

Accepted Answer

A) a deal 
B) a contest 
C) a premium 
D) a rebate 
A) a deal 
B) a contest 
C) a premium 
D) a rebate

Question 11

Fear appeals suggest to the consumers that ____________.

Accepted Answer

A) they will be afraid, be very afraid 
B) they can avoid some negative experience through the purchase and use of a product or service 
C) they will be able to avoid deceptive implications by using the product or service 
D) they will become more attractive after using the product or service 
A) they will be afraid, be very afraid 
B) they can avoid some negative experience through the purchase and use of a product or service 
C) they will be able to avoid deceptive implications by using the product or service 
D) they will become more attractive after using the product or service

Question 12

Information and persuasive content can be combined to form:

Accepted Answer

A) sex, fear, and humorous appeals. 
B) guilt and enrichment appeals. 
C) hierarchical need satisfiers. 
D) perceptual modifiers and need enhancers. 
A) sex, fear, and humorous appeals. 
B) guilt and enrichment appeals. 
C) hierarchical need satisfiers. 
D) perceptual modifiers and need enhancers.

Question 13

Which of the following is an important guideline when using fear appeal?

Accepted Answer

A) Be sure to make it appeal to children. 
B) Make the appeal so strong that it appears humorous. 
C) Don't make the appeal so strong that consumers want to avoid the advertisement. 
D) Avoid any reference to death or dying. 
A) Be sure to make it appeal to children. 
B) Make the appeal so strong that it appears humorous. 
C) Don't make the appeal so strong that consumers want to avoid the advertisement. 
D) Avoid any reference to death or dying.

Question 14

Reasons for using the Internet as an advertising medium include each of the following EXCEPT:

Accepted Answer

A) its video and audio capabilities. 
B) its ability to use animation. 
C) the way that the ads can link customers and advertisers. 
D) it reaches 99 percent of the homes in Canada 
A) its video and audio capabilities. 
B) its ability to use animation. 
C) the way that the ads can link customers and advertisers. 
D) it reaches 99 percent of the homes in Canada

Question 15

The primary purpose of a competitive advertisement is to:

Accepted Answer

A) promote a specific brand's features and benefits. 
B) tell people what a product is, what it can do, and where it can be found. 
C) show one brand's strengths relative to those of competitors. 
D) reinforce previous knowledge of a product. 
A) promote a specific brand's features and benefits. 
B) tell people what a product is, what it can do, and where it can be found. 
C) show one brand's strengths relative to those of competitors. 
D) reinforce previous knowledge of a product.

Question 16

According to advertisers,those who watch online TV are more:

Accepted Answer

A) engaged 
B) happy 
C) likely to be multitasking at the same time 
D) busy and less engaged 
A) engaged 
B) happy 
C) likely to be multitasking at the same time 
D) busy and less engaged

Question 17

The objective of institutional advertisements is to ____,rather than promote a specific good or service.

Accepted Answer

A) support worthy charities 
B) increase frequency of purchases of new products 
C) increase the total amount of products used 
D) build goodwill or an image for an organization 
A) support worthy charities 
B) increase frequency of purchases of new products 
C) increase the total amount of products used 
D) build goodwill or an image for an organization

Question 18

Which of the following about user-generated content is FALSE?

Accepted Answer

A) Consumers do not wish to be shouted at by marketers. 
B) If a marketer has a strong brand, that marketer will benefit from positive consumer-generated media. 
C) If a marketer has a weak brand, then there is a chance that negative consumer-generated media will result. 
D) Consumers appreciate a loud message from marketers. 
A) Consumers do not wish to be shouted at by marketers. 
B) If a marketer has a strong brand, that marketer will benefit from positive consumer-generated media. 
C) If a marketer has a weak brand, then there is a chance that negative consumer-generated media will result. 
D) Consumers appreciate a loud message from marketers.

Question 19

Using near-field communication (NFC)technology and digital signage with video is advantageous when used in point-of-purchase displays because:

Accepted Answer

A) the technology can allow for instant communication when someone interacts with the display 
B) two-thirds of purchases occur when checking out 
C) individuals are more likely to use their smartphone to comparison shop 
D) all phones today have an NFC chip 
A) the technology can allow for instant communication when someone interacts with the display 
B) two-thirds of purchases occur when checking out 
C) individuals are more likely to use their smartphone to comparison shop 
D) all phones today have an NFC chip

Question 20

In the TB Figure 1,alternative "B" is the definition for which of the following?

Accepted Answer

A) A full-service agency 
B) A limited-service agency 
C) An in-house agency 
D) A media agency 
A) A full-service agency 
B) A limited-service agency 
C) An in-house agency 
D) A media agency

All of the following are true statements about coupons,except:

Young and Rubicam,Inc.developed the "Softer Side of Sears" campaign for Sears to target middle-income women.This agency provided marketing research,media selection,copy development,artwork,and production services for Sears.Young and Rubicam is an example of a(n):

Reminder product and brand advertising is typically used to:

Flighting schedules would most likely be used for advertising:

A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate is known as a:

A news conference is a(n):

An ad for an international consulting firm was intended to communicate the company philosophy - that you can be big and nimble at the same time - rather than sell any one particular service provided by the company.The ad is an example of _____ advertising.

John's carwash featured an ad that said: "We provide full service car washing that cleans the dirtiest of cars.Stop by at our new location at 431 North Blvd." The purpose of this ad is to:

The offer of one free pizza with the purchase of two pizzas at the regular price might appeal to you one evening.This type of incentive offer is an example of:

The sign at the entrance to the men's store reads,"Buy one shirt,get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the men's store using?

Fear appeals suggest to the consumers that ____________.

Information and persuasive content can be combined to form:

Which of the following is an important guideline when using fear appeal?

Reasons for using the Internet as an advertising medium include each of the following EXCEPT:

The primary purpose of a competitive advertisement is to:

According to advertisers,those who watch online TV are more:

The objective of institutional advertisements is to ____,rather than promote a specific good or service.

Which of the following about user-generated content is FALSE?

Using near-field communication (NFC)technology and digital signage with video is advantageous when used in point-of-purchase displays because:

In the TB Figure 1,alternative "B" is the definition for which of the following?

Marketing: Customer Value, satisfaction, relationships, and Experiences

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility in Marketing

Consumer Behaviour

Organizational Markets and Buyer Behaviour

Reaching Global Markets

Marketing Research: From Information to Action

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Products and Brands

Managing Services

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing

Integrated Marketing Communications and Direct Marketing

Personal Selling and Sales Management

Pulling It All Together: The Strategic Marketing Process

Using Social Media to Connect With Consumers

Filters

Exam 17: Advertising, Sales Promotion, and Public Relations

All of the following are true statements about coupons,except:

Young and Rubicam,Inc.developed the "Softer Side of Sears" campaign for Sears to target middle-income women.This agency provided marketing research,media selection,copy development,artwork,and production services for Sears.Young and Rubicam is an example of a(n):

Reminder product and brand advertising is typically used to:

Flighting schedules would most likely be used for advertising:

A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate is known as a:

A news conference is a(n):

An ad for an international consulting firm was intended to communicate the company philosophy - that you can be big and nimble at the same time - rather than sell any one particular service provided by the company.The ad is an example of _____ advertising.

John's carwash featured an ad that said: "We provide full service car washing that cleans the dirtiest of cars.Stop by at our new location at 431 North Blvd." The purpose of this ad is to:

The offer of one free pizza with the purchase of two pizzas at the regular price might appeal to you one evening.This type of incentive offer is an example of:

The sign at the entrance to the men's store reads,"Buy one shirt,get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the men's store using?

Fear appeals suggest to the consumers that ____________.

Information and persuasive content can be combined to form:

Which of the following is an important guideline when using fear appeal?

Reasons for using the Internet as an advertising medium include each of the following EXCEPT:

The primary purpose of a competitive advertisement is to:

According to advertisers,those who watch online TV are more:

The objective of institutional advertisements is to ____,rather than promote a specific good or service.

Which of the following about user-generated content is FALSE?

Using near-field communication (NFC)technology and digital signage with video is advantageous when used in point-of-purchase displays because:

In the TB Figure 1,alternative "B" is the definition for which of the following?

Marketing: Customer Value, satisfaction, relationships, and Experiences

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility in Marketing

Consumer Behaviour

Organizational Markets and Buyer Behaviour

Reaching Global Markets

Marketing Research: From Information to Action

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Products and Brands

Managing Services

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing

Integrated Marketing Communications and Direct Marketing

Personal Selling and Sales Management

Pulling It All Together: The Strategic Marketing Process

Using Social Media to Connect With Consumers

Filters