Question 1

Recent studies comparing advertising in different media suggest that magazine advertising

Accepted Answer

A) takes a relatively short time to read. 
B) incorporates four-color graphics too frequently. 
C) usually has little competition with other media features. 
D) is quickly replacing television advertising. 
E) is perceived to be more trustworthy, inspirational, and engaging than other media. 
A) takes a relatively short time to read. 
B) incorporates four-color graphics too frequently. 
C) usually has little competition with other media features. 
D) is quickly replacing television advertising. 
E) is perceived to be more trustworthy, inspirational, and engaging than other media.

Question 2

Directed to ultimate consumers, consumer-oriented sales promotions are sales tools used to support a company's

Accepted Answer

A) advertising and public relations. 
B) advertising and personal selling. 
C) personal selling and public relations. 
D) personal selling and direct marketing. 
E) advertising and direct marketing. 
A) advertising and public relations. 
B) advertising and personal selling. 
C) personal selling and public relations. 
D) personal selling and direct marketing. 
E) advertising and direct marketing.

Question 3

Because consumers often do not pay close attention to advertising messages, advertisers want to reach the same audience more than once. This means that advertisers are concerned with

Accepted Answer

A) frequency. 
B) CPM. 
C) reach. 
D) rating. 
E) gross rating points. 
A) frequency. 
B) CPM. 
C) reach. 
D) rating. 
E) gross rating points.

Question 4

The average number of times a person in the target audience is exposed to an advertisement is referred to as

Accepted Answer

A) the exposure rate. 
B) GRPs. 
C) frequency. 
D) the hit rate. 
E) CPM. 
A) the exposure rate. 
B) GRPs. 
C) frequency. 
D) the hit rate. 
E) CPM.

Question 5

One disadvantage of using the Internet as an advertising medium is

Accepted Answer

A) technical and administrative standards for the various online advertising formats are still evolving. 
B) as a relatively new medium, it has attracted limited use. 
C) pay-per-click search ads on Google are expensive and ineffective. 
D) it is difficult to translate messages that can be used in social media networks such as Facebook and Twitter. 
E) it often creates more traffic than a firm can actually handle. 
A) technical and administrative standards for the various online advertising formats are still evolving. 
B) as a relatively new medium, it has attracted limited use. 
C) pay-per-click search ads on Google are expensive and ineffective. 
D) it is difficult to translate messages that can be used in social media networks such as Facebook and Twitter. 
E) it often creates more traffic than a firm can actually handle.

Question 6

An ad for Conesco Insurance asks the question, "How long will you wait to start planning for long-term care?" The ad shows an elderly women being assisted by a nurse as she tries to win money on a game show. The idea that she will not have the care she needs because she failed to plan her finances for the future when she was younger is an example of a

Accepted Answer

A) rhetorical appeal. 
B) baby boomer appeal. 
C) humorous appeal. 
D) fear appeal. 
E) security appeal. 
A) rhetorical appeal. 
B) baby boomer appeal. 
C) humorous appeal. 
D) fear appeal. 
E) security appeal.

Question 7

Publicity tools are

Accepted Answer

A) methods of tying charitable contributions of a firm directly to the customer revenues produced through the promotion of one of its products. 
B) methods used to get a nonpersonal, directly paid presentation of a company or its products. 
C) short-term inducements of value offered to arouse interest in buying a product or service. 
D) methods of obtaining nonpersonal presentation of an organization, product, or service without direct cost. 
E) free space or time donated by the media. 
A) methods of tying charitable contributions of a firm directly to the customer revenues produced through the promotion of one of its products. 
B) methods used to get a nonpersonal, directly paid presentation of a company or its products. 
C) short-term inducements of value offered to arouse interest in buying a product or service. 
D) methods of obtaining nonpersonal presentation of an organization, product, or service without direct cost. 
E) free space or time donated by the media.

Question 8

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 9

Many companies are now opting for commercial time on live events rather than programs that consumers might

Accepted Answer

A) avoid because there are too many commercial interruptions. 
B) watch while multitasking. 
C) watch later on a DVR. 
D) believe are commercial-free. 
E) have seen previously. 
A) avoid because there are too many commercial interruptions. 
B) watch while multitasking. 
C) watch later on a DVR. 
D) believe are commercial-free. 
E) have seen previously.

Question 10

One advantage of using newspapers as an advertising medium is

Accepted Answer

A) their ability to cover local markets. 
B) the long lead time for placing an ad. 
C) the long life span. 
D) the relatively high cost. 
E) competition for reader attention with other features in the newspaper. 
A) their ability to cover local markets. 
B) the long lead time for placing an ad. 
C) the long life span. 
D) the relatively high cost. 
E) competition for reader attention with other features in the newspaper.

Question 11

For marketers, the primary objective of coupons is to

Accepted Answer

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

Question 12

Trice Jewelers is a high-end independent jeweler located in Milwaukee. It specializes in custom jewelry and has been in business for decades. Which medium would be the best for Trice to use to reach its loyal customers with colorful long-lasting images and which reminds them that Trice is the source for all their gift-giving needs?

Accepted Answer

A) prime time national television 
B) magazines targeted toward wealthy residents of Milwaukee 
C) radio stations that targets millennials 
D) flyers sent to all the Milwaukee zip codes 
E) Milwaukee regional newspapers 
A) prime time national television 
B) magazines targeted toward wealthy residents of Milwaukee 
C) radio stations that targets millennials 
D) flyers sent to all the Milwaukee zip codes 
E) Milwaukee regional newspapers

Question 13

Sales promotion has become a key element of the promotional mix, which now accounts for __________ in annual expenditures.

Accepted Answer

A) $100 million 
B) $255 million 
C) $5 billion 
D) $25 billion 
E) $74 billion 
A) $100 million 
B) $255 million 
C) $5 billion 
D) $25 billion 
E) $74 billion

Question 14

Ben & Jerry's offers a complimentary scoop of ice cream on "Free Cone Day." What type of sales promotion has just been described?

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 15

Valpak is a firm that sends consumers a package of __________ to stimulate selective demand (encourage the trial) of various products by offering them a discounted price.

Accepted Answer

A) deals 
B) rebates 
C) samples 
D) premiums 
E) coupons 
A) deals 
B) rebates 
C) samples 
D) premiums 
E) coupons

Question 16

One of the disadvantages associated with television as an advertising medium is that it

Accepted Answer

A) cannot target specific audiences. 
B) is very expensive to prepare and run ads. 
C) must use print for effect. 
D) has a limited amount of advertising time available. 
E) is not effective for conveying simple messages. 
A) cannot target specific audiences. 
B) is very expensive to prepare and run ads. 
C) must use print for effect. 
D) has a limited amount of advertising time available. 
E) is not effective for conveying simple messages.

Question 17

Click fraud can occur when legitimate website visitors click on ads without any intention of looking at the advertiser's site to keep the original site visited free. This practice is called

Accepted Answer

A) click hamming. 
B) click spam. 
C) click botting. 
D) web tipping. 
E) web crawling. 
A) click hamming. 
B) click spam. 
C) click botting. 
D) web tipping. 
E) web crawling.

Question 18

A mother handed her college-aged son a piece of paper and said, "By redeeming this you will receive 25 cents off your next purchase of Birds Eye lima beans." Birds Eye is using a __________ to stimulate demand (trial) for its lima beans.

Accepted Answer

A) coupon 
B) rebate 
C) sample 
D) deal 
E) premium 
A) coupon 
B) rebate 
C) sample 
D) deal 
E) premium

Question 19

When Allyn went to get his newspaper, he found the paper in a plastic bag along with a box containing one dose of Alka-Seltzer Heartburn Relief medication. In this example, which type of sales promotion is Alka-Seltzer using?

Accepted Answer

A) a sample 
B) a deal 
C) a premium 
D) a point-of-purchase display 
E) an introductory offer 
A) a sample 
B) a deal 
C) a premium 
D) a point-of-purchase display 
E) an introductory offer

Question 20

Which of the following statements regarding billboards is most accurate?

Accepted Answer

A) Billboards offer opportunity for lengthy advertising copy. 
B) Billboards are not a good supplemental reinforcement for well-known products. 
C) Billboards are well-suited for pioneering advertising. 
D) Billboard sites depend on traffic patterns and sight lines. 
E) Billboards are often too expensive for small local firms and are better suited for national campaigns. 
A) Billboards offer opportunity for lengthy advertising copy. 
B) Billboards are not a good supplemental reinforcement for well-known products. 
C) Billboards are well-suited for pioneering advertising. 
D) Billboard sites depend on traffic patterns and sight lines. 
E) Billboards are often too expensive for small local firms and are better suited for national campaigns.

Exam 18: Advertising Sales Promotion and Public Relations

Recent studies comparing advertising in different media suggest that magazine advertising

Directed to ultimate consumers, consumer-oriented sales promotions are sales tools used to support a company's

Because consumers often do not pay close attention to advertising messages, advertisers want to reach the same audience more than once. This means that advertisers are concerned with

The average number of times a person in the target audience is exposed to an advertisement is referred to as

One disadvantage of using the Internet as an advertising medium is

Publicity tools are

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

Many companies are now opting for commercial time on live events rather than programs that consumers might

One advantage of using newspapers as an advertising medium is

For marketers, the primary objective of coupons is to

Sales promotion has become a key element of the promotional mix, which now accounts for __________ in annual expenditures.

Ben & Jerry's offers a complimentary scoop of ice cream on "Free Cone Day." What type of sales promotion has just been described?

Valpak is a firm that sends consumers a package of __________ to stimulate selective demand (encourage the trial) of various products by offering them a discounted price.

One of the disadvantages associated with television as an advertising medium is that it

Click fraud can occur when legitimate website visitors click on ads without any intention of looking at the advertiser's site to keep the original site visited free. This practice is called

A mother handed her college-aged son a piece of paper and said, "By redeeming this you will receive 25 cents off your next purchase of Birds Eye lima beans." Birds Eye is using a __________ to stimulate demand (trial) for its lima beans.

When Allyn went to get his newspaper, he found the paper in a plastic bag along with a box containing one dose of Alka-Seltzer Heartburn Relief medication. In this example, which type of sales promotion is Alka-Seltzer using?

Which of the following statements regarding billboards is most accurate?

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

Financial Aspects of Marketing

Building an Effective Marketing Plan

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