Question 1

Before any creative work can begin on an advertising campaign,it is important to:

Accepted Answer

A)  determine what goals or objectives the advertising should achieve. 
B)  set the marketing budget. 
C)  decide what executional style to use in the ads. 
D)  see if sales promotion is more important. 
E)  hire a spokesperson. 
A)  determine what goals or objectives the advertising should achieve. 
B)  set the marketing budget. 
C)  decide what executional style to use in the ads. 
D)  see if sales promotion is more important. 
E)  hire a spokesperson.

Question 2

M&M's famous slogan,"Melts in your mouth,not in your hand," is an example of a(n):

Accepted Answer

A)  unique selling proposition. 
B)  advertising objective. 
C)  basis for lifestyle strategy. 
D)  promotional mix. 
E)  basis for comparative advertising. 
A)  unique selling proposition. 
B)  advertising objective. 
C)  basis for lifestyle strategy. 
D)  promotional mix. 
E)  basis for comparative advertising.

Question 3

_____ is a measure of the number of times an individual is exposed to a brand message.It is used to measure the intensity of a specific medium's coverage.

Accepted Answer

A)  Synchronization 
B)  Reach 
C)  Cost per contact 
D)  Media scheduling 
E)  Frequency 
A)  Synchronization 
B)  Reach 
C)  Cost per contact 
D)  Media scheduling 
E)  Frequency

Question 4

What is sales promotion? What are the objectives of sales promotion?

Accepted Answer

Sales promotion is marketing communicati

Question 5

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 regulated by the FTC in the United States. 
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 regulated by the FTC in the United States. 
E)  Comparative advertising is illegal in the United States.

Question 6

Which of the following statements about online sales promotions is true?

Accepted Answer

A)  Internet sales promotions are more effective and cost-efficient at generating responses than their off-line counterparts. 
B)  One of the few types of sales promotion that cannot be used online is sampling. 
C)  Online coupons have lower redemption rates than off-line coupons. 
D)  Loyalty marketing programs are ineffective when used at Web sites to encourage traffic. 
E)  There is no way for a marketer to build long-term, mutually beneficial relationships with customers online. 
A)  Internet sales promotions are more effective and cost-efficient at generating responses than their off-line counterparts. 
B)  One of the few types of sales promotion that cannot be used online is sampling. 
C)  Online coupons have lower redemption rates than off-line coupons. 
D)  Loyalty marketing programs are ineffective when used at Web sites to encourage traffic. 
E)  There is no way for a marketer to build long-term, mutually beneficial relationships with customers online.

Question 7

Ads for Brita water filters describe how one Brita pitcher filter can reduce waste by effectively replacing as many as 300 standard plastic water bottles.What kind of appeal is this ad using?

Accepted Answer

A)  Environmental Consciousness 
B)  Vanity and Egotism 
C)  Health 
D)  Profit 
E)  Admiration 
A)  Environmental Consciousness 
B)  Vanity and Egotism 
C)  Health 
D)  Profit 
E)  Admiration

Question 8

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 9

Name and briefly define the two major types of advertising.

Accepted Answer

INSTITUTIONAL ADVERTISING is used when t

Question 10

Point-of-purchase promotions are seldom used as a sales promotion tool because most purchase decisions are made before consumers ever enter a store.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is what consumers will receive or achieve by using a product?

Accepted Answer

A)  Attribute 
B)  Benefit 
C)  Compensation 
D)  Market share 
E)  Functionality 
A)  Attribute 
B)  Benefit 
C)  Compensation 
D)  Market share 
E)  Functionality

Question 12

Oakley Grove and Abraham Enterprises both market oranges and grapefruits.Oakley Grove has been in business for almost 40 years,while Abraham Enterprises has only been selling citrus fruit for about 18 months.Abraham Enterprises would like to take business away from Oakley Grove,and Oakley Grove wants to retain all of its customers.Explain which sales promotions each should emphasize in its marketing mix.

Accepted Answer

Oakley Grove wants to maintain its curre

Question 13

Outdoor advertising is:

Accepted Answer

A)  inflexible and high-cost. 
B)  inflexible and low-cost. 
C)  flexible and high-cost. 
D)  flexible and low-cost. 
E)  not an actual medium. 
A)  inflexible and high-cost. 
B)  inflexible and low-cost. 
C)  flexible and high-cost. 
D)  flexible and low-cost. 
E)  not an actual medium.

Question 14

_____ advertising compares two or more specifically named or shown competing brands on one or more specific attributes.

Accepted Answer

A)  Contrasting 
B)  Comparative 
C)  Pioneering 
D)  Superlative 
E)  Differentiational 
A)  Contrasting 
B)  Comparative 
C)  Pioneering 
D)  Superlative 
E)  Differentiational

Question 15

The goal of advertising is to change people's values.

Accepted Answer

A) True 
 B)False

Question 16

An insurance company's advertisement poses the question,"Will your family survive if you die uninsured?" This is an example of a health appeal.

Accepted Answer

A) True 
 B)False

Question 17

Television is an example of an advertising:

Accepted Answer

A)  medium. 
B)  network. 
C)  attribute. 
D)  appeal. 
E)  execution. 
A)  medium. 
B)  network. 
C)  attribute. 
D)  appeal. 
E)  execution.

Question 18

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 19

Pepsi-Cola uses reminder advertising that runs steadily all year.This is an example of a _____ media schedule.

Accepted Answer

A)  seasonal 
B)  pulsing 
C)  flighted 
D)  consecutive 
E)  continuous 
A)  seasonal 
B)  pulsing 
C)  flighted 
D)  consecutive 
E)  continuous

Question 20

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

Exam 31: Advertising Public Relations and Sales Promotion

Before any creative work can begin on an advertising campaign,it is important to:

M&M's famous slogan,"Melts in your mouth,not in your hand," is an example of a(n):

_____ is a measure of the number of times an individual is exposed to a brand message.It is used to measure the intensity of a specific medium's coverage.

What is sales promotion? What are the objectives of sales promotion?

Which of the following statements about comparative advertising is true?

Which of the following statements about online sales promotions is true?

Ads for Brita water filters describe how one Brita pitcher filter can reduce waste by effectively replacing as many as 300 standard plastic water bottles.What kind of appeal is this ad using?

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

Name and briefly define the two major types of advertising.

Point-of-purchase promotions are seldom used as a sales promotion tool because most purchase decisions are made before consumers ever enter a store.

Which of the following is what consumers will receive or achieve by using a product?

Outdoor advertising is:

_____ advertising compares two or more specifically named or shown competing brands on one or more specific attributes.

The goal of advertising is to change people's values.

An insurance company's advertisement poses the question,"Will your family survive if you die uninsured?" This is an example of a health appeal.

Television is an example of an advertising:

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

Pepsi-Cola uses reminder advertising that runs steadily all year.This is an example of a _____ media schedule.

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

An Overview of Marketing

Case Study Girl Scout Cookies

Strategic Planning for Competitive Advantage

Case Study Disney: The Happiest Brand on Earth

Ethics and Social Responsibility

Case Study Barclays Bank: Banking on Ethics

The Marketing Environment

Case Study Daimler/BMW: A New Breed of Driver

Developing a Global Vision

Case Study P&G Unilever Panasonic: The $2-a-Day Initiative

Consumer Decision Making

Case Study eBay: Creating Customers on the Move

Business Marketing

Case Study Pantone: This Year’s Color: Honeysuckle

Segmenting and Targeting Markets

Coke Zero

Marketing Research

Case Study Marriott International: A Marriott Site for Those on the Move

Product Concepts

Case Study Ford Motor Co.: One Ford; One Big Turnaround

Developing and Managing Products

Case Study Harmonix: Embrace Your Inner Rock Star

Services and Nonprofit Organization Marketing

Minute Clinic

Supply Chain Management

The U.S.Transportation Industry: Planning for a Potential Post-Recession Capacity Crunch

Marketing Channels and Retailing

Nordstrom's

Marketing Communications

HBO's True Blood

Burger King

Personal Selling and Sales Management

Ron Popeil

Social Media and Marketing

Facebook: Advertising’s Troubling Future

Pricing Concepts

Groupon vs.LivingSocial: Coupon Wars

Setting the Right Price

Black Friday Sales: Deal…or No Deal?

Telekom Austria Group: Sustainability to Increase Value

Mary Kay Inc: Taps into a Changing Demographic

Prestige Brands Inc-Transforming the Business

Cutco Cutlery Corporation: Direct to Consumer for Over 60 Years!

Lap Dance at Boston Blazers Lacrosse Game: Promotional Mistake or Creative Genius?

Will a New Reservation System Translate to Higher Prices for Travelers?

Concerns over Sustainability Result in Social Media Disaster for Nestlé

Four Loko Targets Young College Hedonists

McAfee Virus Protection Update Crashes Computers Worldwide

Microsoft Implies Distribution of Angry Birds on Windows Phone 7

Yellow Tail’s Tails-for-Tails Campaign

Concerns over Sustainability Result in Social Media Disaster for Nestlé

Filters