Question 1

An article in the Wall Street Journal about GM's turn around strategy and new upcoming product,the Volt,would be an example of _____.

Accepted Answer

A)  direct selling 
B)  news marketing 
C)  publicity 
D)  event marketing 
E)  direct marketing 
A)  direct selling 
B)  news marketing 
C)  publicity 
D)  event marketing 
E)  direct marketing

Question 2

On Subway napkins,they compare the nutritional information for their 6-inch subs to McDonald's Big Mac and Burger King Whopper.This is an example of competitive advertising.

Accepted Answer

A) True 
 B)False

Question 3

Name five major advertising media.List two advantages and two disadvantages associated with the use of each.

Accepted Answer

TELEVISION.Advantages: (1)wide reach,(2)

Question 4

In which medium do advertisers spend the most?

Accepted Answer

A)  direct mail 
B)  newspaper 
C)  TV 
D)  radio 
E)  Internet 
A)  direct mail 
B)  newspaper 
C)  TV 
D)  radio 
E)  Internet

Question 5

Pioneering advertising,competitive advertising,and comparative advertising are all types of:

Accepted Answer

A)  institutional advertising 
B)  product advertising 
C)  primary advertising 
D)  commercial advertising 
E)  commissioned advertising 
A)  institutional advertising 
B)  product advertising 
C)  primary advertising 
D)  commercial advertising 
E)  commissioned advertising

Question 6

A Wall Street Journal headline is "Best Buy Wins iPhone Lineup.This article represents _____ for Best Buy and Apple Inc.

Accepted Answer

A)  marketing research 
B)  sales promotion 
C)  personal selling 
D)  advertising 
E)  publicity 
A)  marketing research 
B)  sales promotion 
C)  personal selling 
D)  advertising 
E)  publicity

Question 7

There are several criteria used in selecting media in an advertising campaign.Name and briefly discuss the impact of five of these criteria used to select media.

Accepted Answer

COST PER CONTACT is the cost of reaching

Question 8

The manufacturer of the George Forman grill has produced a 30-minute sales pitch in the form of a talk and demonstration show to be aired on local cable TV channels.This is an example of an infomercial.

Accepted Answer

A) True 
 B)False

Question 9

Around election time every year,we see ads on television claiming that one candidate is superior to another in terms of experience,capability,and/or ethics.Sometimes opponents are named and even vilified in these _____ ads.

Accepted Answer

A)  differential 
B)  cooperative 
C)  advocacy 
D)  comparative 
E)  image 
A)  differential 
B)  cooperative 
C)  advocacy 
D)  comparative 
E)  image

Question 10

The advertising response function helps marketers:

Accepted Answer

A)  create ads that will be noticed by consumers each time the ad runs 
B)  use their advertising budgets wisely 
C)  calculate the break-even points for each product being advertised 
D)  determine the reach and frequency of specific media 
E)  select an executional appeal appropriate to the product being advertised 
A)  create ads that will be noticed by consumers each time the ad runs 
B)  use their advertising budgets wisely 
C)  calculate the break-even points for each product being advertised 
D)  determine the reach and frequency of specific media 
E)  select an executional appeal appropriate to the product being advertised

Question 11

Cranium,the Seattle-based toy company,has recently introduced Giggle Gear,a toy designed to let kids' imagination run wild.With the face and headpieces that make up Giggle Gear,kids can change themselves into aliens,fairies,bugs,and robots. What type of advertising will this company be using to promote this new toy?

Accepted Answer

A)  pioneering 
B)  innovative 
C)  promotional 
D)  start-up 
E)  comparative 
A)  pioneering 
B)  innovative 
C)  promotional 
D)  start-up 
E)  comparative

Question 12

Which of the following explains why sales and market share begin to decrease no mater how much is spent on advertising and sales promotion?

Accepted Answer

A)  inverted promotion function 
B)  Weber's Law 
C)  AIDA 
D)  Just Noticeable Difference (JN
D)  
E)  advertising response function 
A)  inverted promotion function 
B)  Weber's Law 
C)  AIDA 
D)  Just Noticeable Difference (JN
D)  
E)  advertising response function

Question 13

The ad campaign for South Beach Living Cinnamon Raisin Cereal Bars highlights that the product is a good source of fiber and packed with ten grams of protein.This advertising highlights:

Accepted Answer

A)  a product attribute 
B)  the creation of brand loyalty 
C)  how negative consumers' attitudes are modified 
D)  a product benefit 
E)  a loyalty reward 
A)  a product attribute 
B)  the creation of brand loyalty 
C)  how negative consumers' attitudes are modified 
D)  a product benefit 
E)  a loyalty reward

Question 14

Which public relations tool involves a company spending money to support an issue,cause,or event that is consistent with corporate objectives?

Accepted Answer

A)  advocacy 
B)  lobbying 
C)  product placement 
D)  sponsorship 
E)  underwriting 
A)  advocacy 
B)  lobbying 
C)  product placement 
D)  sponsorship 
E)  underwriting

Question 15

Which of the following statements about comparative advertising is true?

Accepted Answer

A)  Comparative advertising is highly effective in Arabic countries. 
B)  The FCC is the only federal agency that has any regulatory power over comparative advertising. 
C)  Comparative advertising is often used for products experiencing strong growth. 
D)  Comparative advertising is highly regulated and is illegal in certain countries. 
E)  Comparative advertising is illegal in the United States. 
A)  Comparative advertising is highly effective in Arabic countries. 
B)  The FCC is the only federal agency that has any regulatory power over comparative advertising. 
C)  Comparative advertising is often used for products experiencing strong growth. 
D)  Comparative advertising is highly regulated and is illegal in certain countries. 
E)  Comparative advertising is illegal in the United States.

Question 16

Name and briefly define the two major types of advertising.

Accepted Answer

INSTITUTIONAL ADVERTISING is used when t

Question 17

All of the following are advantages offered by radio to its advertisers EXCEPT:

Accepted Answer

A)  high CPM 
B)  relatively low cost 
C)  targeting power 
D)  ability to change spots quickly 
E)  timelines and geographic flexibility 
A)  high CPM 
B)  relatively low cost 
C)  targeting power 
D)  ability to change spots quickly 
E)  timelines and geographic flexibility

Question 18

The DAGMAR approach is method one of setting advertising objectives.

Accepted Answer

A) True 
 B)False

Question 19

The Tween Scene is a retail store catering to 8-12 year-old boys and girls.It advertises regularly both on radio and in the daily newspaper.The month prior to the beginning of each new school year,the store buys extra advertising space and time.This is an example of a(n)_____ scheduling plan.

Accepted Answer

A)  continuous 
B)  replication 
C)  interval 
D)  seasonal 
E)  pulsing 
A)  continuous 
B)  replication 
C)  interval 
D)  seasonal 
E)  pulsing

Question 20

All of the following are used for making media mix decisions EXCEPT:

Accepted Answer

A)  media schedule 
B)  cost per thousand 
C)  reach 
D)  frequency 
E)  audience selectivity 
A)  media schedule 
B)  cost per thousand 
C)  reach 
D)  frequency 
E)  audience selectivity

An article in the Wall Street Journal about GM's turn around strategy and new upcoming product,the Volt,would be an example of _____.

On Subway napkins,they compare the nutritional information for their 6-inch subs to McDonald's Big Mac and Burger King Whopper.This is an example of competitive advertising.

Name five major advertising media.List two advantages and two disadvantages associated with the use of each.

In which medium do advertisers spend the most?

Pioneering advertising,competitive advertising,and comparative advertising are all types of:

A Wall Street Journal headline is "Best Buy Wins iPhone Lineup.This article represents _____ for Best Buy and Apple Inc.

There are several criteria used in selecting media in an advertising campaign.Name and briefly discuss the impact of five of these criteria used to select media.

The manufacturer of the George Forman grill has produced a 30-minute sales pitch in the form of a talk and demonstration show to be aired on local cable TV channels.This is an example of an infomercial.

Around election time every year,we see ads on television claiming that one candidate is superior to another in terms of experience,capability,and/or ethics.Sometimes opponents are named and even vilified in these _____ ads.

The advertising response function helps marketers:

Which of the following explains why sales and market share begin to decrease no mater how much is spent on advertising and sales promotion?

The ad campaign for South Beach Living Cinnamon Raisin Cereal Bars highlights that the product is a good source of fiber and packed with ten grams of protein.This advertising highlights:

Which public relations tool involves a company spending money to support an issue,cause,or event that is consistent with corporate objectives?

Which of the following statements about comparative advertising is true?

Name and briefly define the two major types of advertising.

All of the following are advantages offered by radio to its advertisers EXCEPT:

The DAGMAR approach is method one of setting advertising objectives.

The Tween Scene is a retail store catering to 8-12 year-old boys and girls.It advertises regularly both on radio and in the daily newspaper.The month prior to the beginning of each new school year,the store buys extra advertising space and time.This is an example of a(n)_____ scheduling plan.

All of the following are used for making media mix decisions EXCEPT:

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics & Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels

Supply Chain Management

Retailing

Promotional Planning for Competitive Advantage

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Customer Relationship Management (CRM)

Filters

Exam 17: Advertising and Public Relations

An article in the Wall Street Journal about GM's turn around strategy and new upcoming product,the Volt,would be an example of _____.

On Subway napkins,they compare the nutritional information for their 6-inch subs to McDonald's Big Mac and Burger King Whopper.This is an example of competitive advertising.

Name five major advertising media.List two advantages and two disadvantages associated with the use of each.

In which medium do advertisers spend the most?

Pioneering advertising,competitive advertising,and comparative advertising are all types of:

A Wall Street Journal headline is "Best Buy Wins iPhone Lineup.This article represents _____ for Best Buy and Apple Inc.

There are several criteria used in selecting media in an advertising campaign.Name and briefly discuss the impact of five of these criteria used to select media.

The manufacturer of the George Forman grill has produced a 30-minute sales pitch in the form of a talk and demonstration show to be aired on local cable TV channels.This is an example of an infomercial.

Around election time every year,we see ads on television claiming that one candidate is superior to another in terms of experience,capability,and/or ethics.Sometimes opponents are named and even vilified in these _____ ads.

The advertising response function helps marketers:

Which of the following explains why sales and market share begin to decrease no mater how much is spent on advertising and sales promotion?

The ad campaign for South Beach Living Cinnamon Raisin Cereal Bars highlights that the product is a good source of fiber and packed with ten grams of protein.This advertising highlights:

Which public relations tool involves a company spending money to support an issue,cause,or event that is consistent with corporate objectives?

Which of the following statements about comparative advertising is true?

Name and briefly define the two major types of advertising.

All of the following are advantages offered by radio to its advertisers EXCEPT:

The DAGMAR approach is method one of setting advertising objectives.

The Tween Scene is a retail store catering to 8-12 year-old boys and girls.It advertises regularly both on radio and in the daily newspaper.The month prior to the beginning of each new school year,the store buys extra advertising space and time.This is an example of a(n)_____ scheduling plan.

All of the following are used for making media mix decisions EXCEPT:

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics & Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels

Supply Chain Management

Retailing

Promotional Planning for Competitive Advantage

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Customer Relationship Management (CRM)

Filters