Question 1

A news conference is

Accepted Answer

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

Question 2

Consumer-oriented sales promotions are

Accepted Answer

A) sales tools used to support a company's advertising and personal selling directed to ultimate consumers. 
B) promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products. 
C) methods used to get a nonpersonal, indirectly paid presentation of a company or its products. 
D) advertisements that show actual consumers using the product. 
E) sales promotions that supplement advertising and personal selling but are directed to wholesalers, retailers, or distributors. 
A) sales tools used to support a company's advertising and personal selling directed to ultimate consumers. 
B) promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products. 
C) methods used to get a nonpersonal, indirectly paid presentation of a company or its products. 
D) advertisements that show actual consumers using the product. 
E) sales promotions that supplement advertising and personal selling but are directed to wholesalers, retailers, or distributors.

Question 3

During the Pillsbury Bake-Off, thousands of people across the country compete to create the best new recipe using the sponsor's products. Not only does the company benefit from the publicity surrounding the event and the great recipes that can be used later to increase product usage, but also there is an increase in product sales as contenders buy items to practice their new recipes. The top 100 finalists are flown to Orlando, Florida, to compete for cash and merchandise that exceeds $1 million! This is an example of a very successful __________ promotion.

Accepted Answer

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

Question 4

For marketers, the primary objective of a point-of-purchase display is to

Accepted Answer

A) eliminate the need for any special pricing promotion. 
B) retaliate against competitors' actions. 
C) encourage present customers to buy more. 
D) build business inventory. 
E) increase product trial and provide in-store support for other promotions. 
A) eliminate the need for any special pricing promotion. 
B) retaliate against competitors' actions. 
C) encourage present customers to buy more. 
D) build business inventory. 
E) increase product trial and provide in-store support for other promotions.

Question 5

There are four commonly used forms of institutional advertising: __________, pioneering, competitive, and reminder.

Accepted Answer

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

Question 6

What is the difference between a contest and sweepstakes?

Accepted Answer

A contest requires consumers to apply th

Question 7

The key objective of competitive advertising is to

Accepted Answer

A) tell people what a product is, what it can do, and where it can be found. 
B) show one brand's strengths relative to those of competitors. 
C) reinforce previous knowledge of a product. 
D) promote the advantages of one product class over another. 
E) persuade the target market to select the firm's brand rather than that of a competitor. 
A) tell people what a product is, what it can do, and where it can be found. 
B) show one brand's strengths relative to those of competitors. 
C) reinforce previous knowledge of a product. 
D) promote the advantages of one product class over another. 
E) persuade the target market to select the firm's brand rather than that of a competitor.

Question 8

America's dairy farmers and milk processors use their "Milk Life" campaign to increase demand for milk relative to other beverages. This campaign consists of __________ ads.

Accepted Answer

A) competitive institutional 
B) competitive product 
C) advocacy 
D) pioneering product 
E) pioneering institutional 
A) competitive institutional 
B) competitive product 
C) advocacy 
D) pioneering product 
E) pioneering institutional

Question 9

List and briefly describe the four forms of institutional advertising.

Accepted Answer

Institutional advertisements are designe

Question 10

A political ad that incorporates a fear appeal would most likely be expressed as

Accepted Answer

A) religious repercussions after death. 
B) disenfranchisement from mainstream society. 
C) a lack of patriotic responsibility. 
D) a lack of self-respect or self-worth. 
E) warnings against the rise of other unpopular ideologies. 
A) religious repercussions after death. 
B) disenfranchisement from mainstream society. 
C) a lack of patriotic responsibility. 
D) a lack of self-respect or self-worth. 
E) warnings against the rise of other unpopular ideologies.

Question 11

Gross rating points (GRPs) are determined by the formula

Accepted Answer

A) reach multiplied by frequency. 
B) reach multiplied by rating. 
C) rating multiplied by frequency. 
D) cost divided by reach. 
E) cost divided by (reach multiplied by frequency). 
A) reach multiplied by frequency. 
B) reach multiplied by rating. 
C) rating multiplied by frequency. 
D) cost divided by reach. 
E) cost divided by (reach multiplied by frequency).

Question 12

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

Accepted Answer

A) Comparative advertisements increase the perceived quality of the advertiser's brand. 
B) Comparative advertisements now constitute over 90 percent of all television ads. 
C) Comparative advertisements attract less consumer attention to the advertiser's brand. 
D) Comparative advertisements have been banned by the Federal Trade Commission. 
E) Comparative advertisements can, and often do, cause more harm than good. 
A) Comparative advertisements increase the perceived quality of the advertiser's brand. 
B) Comparative advertisements now constitute over 90 percent of all television ads. 
C) Comparative advertisements attract less consumer attention to the advertiser's brand. 
D) Comparative advertisements have been banned by the Federal Trade Commission. 
E) Comparative advertisements can, and often do, cause more harm than good.

Question 13

A full-service advertising agency is

Accepted Answer

A) an advertising agency that not only provides a complete range of services, including market research, media selection, copy development, artwork, and production, but it also has input into actual product design. 
B) an advertising agency that specializes in one aspect of the advertising process such as developing advertising copy or providing social media services. 
C) an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production. 
D) a firm that is large enough to carry its own in-house advertising staff to provide all advertising services the company needs. 
E) one that sets a firm's advertising objectives, designs the market research, recommends media selection, suggests copy development and artwork, and then allows the firm to implement the recommendations to save the firm money. 
A) an advertising agency that not only provides a complete range of services, including market research, media selection, copy development, artwork, and production, but it also has input into actual product design. 
B) an advertising agency that specializes in one aspect of the advertising process such as developing advertising copy or providing social media services. 
C) an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production. 
D) a firm that is large enough to carry its own in-house advertising staff to provide all advertising services the company needs. 
E) one that sets a firm's advertising objectives, designs the market research, recommends media selection, suggests copy development and artwork, and then allows the firm to implement the recommendations to save the firm money.

Question 14

All of the following statements are true about the changing aspects of traditional television viewing except

Accepted Answer

A) industry experts predict that holographic televisions, where viewers can insert themselves into reality TV game shows, will be sold by 2020. 
B) American viewers watch television programming on multiple devices, including traditional TVs, computers, tablets, and smartphones. 
C) viewers are increasingly time-shifting their viewing habits with DVRs, DVDs, and subscription services such as Netflix. 
D) the future will bring 4K TVs that are four times as sharp as today's 3-D HDTVs. 
E) the amount of time allocated to television viewing is increasing, now exceeding 40 hours each week. 
A) industry experts predict that holographic televisions, where viewers can insert themselves into reality TV game shows, will be sold by 2020. 
B) American viewers watch television programming on multiple devices, including traditional TVs, computers, tablets, and smartphones. 
C) viewers are increasingly time-shifting their viewing habits with DVRs, DVDs, and subscription services such as Netflix. 
D) the future will bring 4K TVs that are four times as sharp as today's 3-D HDTVs. 
E) the amount of time allocated to television viewing is increasing, now exceeding 40 hours each week.

Question 15

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

Accepted Answer

A) has a short exposure time. 
B) cannot target specific audiences. 
C) cannot use humor, sound, and intimacy effectively. 
D) has a very limited amount of advertising time available. 
E) is easy to convey complex messages. 
A) has a short exposure time. 
B) cannot target specific audiences. 
C) cannot use humor, sound, and intimacy effectively. 
D) has a very limited amount of advertising time available. 
E) is easy to convey complex messages.

Question 16

A researcher asked Kelly, as a subscriber to Fitness magazine, which ads she remembered seeing in the most recent issue. Then Kelly was asked questions about the content and appearance of the ads she remembered. The researcher was using __________ to test the effectiveness of ads in the magazine.

Accepted Answer

A) inquiry testing 
B) concept testing 
C) portfolio testing 
D) aided recall 
E) unaided recall 
A) inquiry testing 
B) concept testing 
C) portfolio testing 
D) aided recall 
E) unaided recall

Question 17

As traditional media have become more expensive and cluttered, advertisers have been attracted to a variety of nontraditional advertising options called place-based media or also called

Accepted Answer

A) out-of-home advertising. 
B) invasive placements. 
C) electronic advertising. 
D) product placements. 
E) cooperative advertising. 
A) out-of-home advertising. 
B) invasive placements. 
C) electronic advertising. 
D) product placements. 
E) cooperative advertising.

Question 18

A basic approach to scheduling when seasonal factors are unimportant and advertising is run at a constant or steady schedule through the year is referred to as

Accepted Answer

A) a continuous schedule. 
B) a flighting schedule. 
C) a pulse schedule. 
D) a phased schedule. 
E) an unceasing schedule. 
A) a continuous schedule. 
B) a flighting schedule. 
C) a pulse schedule. 
D) a phased schedule. 
E) an unceasing schedule.

Question 19

One advantage of using magazines as an advertising medium is

Accepted Answer

A) the cost of placing a magazine ad is extremely low. 
B) it takes a relatively short time to place the ad. 
C) the ease of translating consumer interests into a successful publication. 
D) there is little need or benefit to incorporate four-color graphics. 
E) the ads can be clipped and saved. 
A) the cost of placing a magazine ad is extremely low. 
B) it takes a relatively short time to place the ad. 
C) the ease of translating consumer interests into a successful publication. 
D) there is little need or benefit to incorporate four-color graphics. 
E) the ads can be clipped and saved.

Question 20

One advantage of using newspapers as an advertising medium is

Accepted Answer

A) the ability to cover national markets. 
B) the short lead time for placing an ad. 
C) excellent color graphics. 
D) minimum distraction from other features. 
E) extended life span. 
A) the ability to cover national markets. 
B) the short lead time for placing an ad. 
C) excellent color graphics. 
D) minimum distraction from other features. 
E) extended life span.

Exam 18: Advertising Sales Promotion and Public Relations

A news conference is

Consumer-oriented sales promotions are

For marketers, the primary objective of a point-of-purchase display is to

There are four commonly used forms of institutional advertising: __________, pioneering, competitive, and reminder.

What is the difference between a contest and sweepstakes?

The key objective of competitive advertising is to

America's dairy farmers and milk processors use their "Milk Life" campaign to increase demand for milk relative to other beverages. This campaign consists of __________ ads.

List and briefly describe the four forms of institutional advertising.

A political ad that incorporates a fear appeal would most likely be expressed as

Gross rating points (GRPs) are determined by the formula

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

A full-service advertising agency is

All of the following statements are true about the changing aspects of traditional television viewing except

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

A researcher asked Kelly, as a subscriber to Fitness magazine, which ads she remembered seeing in the most recent issue. Then Kelly was asked questions about the content and appearance of the ads she remembered. The researcher was using __________ to test the effectiveness of ads in the magazine.

As traditional media have become more expensive and cluttered, advertisers have been attracted to a variety of nontraditional advertising options called place-based media or also called

A basic approach to scheduling when seasonal factors are unimportant and advertising is run at a constant or steady schedule through the year is referred to as

One advantage of using magazines as an advertising medium is

One advantage of using newspapers as an advertising medium is

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

Filters