Question 1

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

Accepted Answer

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

Question 2

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 3

Which of the following statements about contests and sweepstakes is true?

Accepted Answer

A)  Contests depend on luck, and participation is free. 
B)  Contests are generally effective tools for creating long-term relationships with customers. 
C)  Sweepstakes are promotions that require participants to exhibit some skill. 
D)  Sweepstakes usually draw about ten times more participants than contests. 
E)  Contests and sweepstakes are not useful for creating interest and publicity. 
A)  Contests depend on luck, and participation is free. 
B)  Contests are generally effective tools for creating long-term relationships with customers. 
C)  Sweepstakes are promotions that require participants to exhibit some skill. 
D)  Sweepstakes usually draw about ten times more participants than contests. 
E)  Contests and sweepstakes are not useful for creating interest and publicity.

Question 4

How do public relations professionals use Internet Web sites?

Accepted Answer

A)  To introduce new products 
B)  To promote existing products 
C)  To obtain consumer feedback 
D)  To showcase upcoming events 
E)  To do all of these things 
A)  To introduce new products 
B)  To promote existing products 
C)  To obtain consumer feedback 
D)  To showcase upcoming events 
E)  To do all of these things

Question 5

Kraft's marketing efforts for its Macaroni & Cheese include television commercial and magazine inserts.These are all activities associated with:

Accepted Answer

A)  advertising. 
B)  publicity. 
C)  public relations. 
D)  sales promotions. 
E)  direct marketing. 
A)  advertising. 
B)  publicity. 
C)  public relations. 
D)  sales promotions. 
E)  direct marketing.

Question 6

LeBlanc's Pecan Company
Betty and Orville LeBlanc recently opened LeBlanc's Pecan Company retail store. In addition to shelled and unshelled pecans, the Texas store sells pecan pies, tortes, fruitcakes, fudge, pralines, chocolate pecan bark, homemade pecan ice cream toppings, and jams and jellies. At this time, there are no other stores of this type in the Houston area. The LeBlancs are considering developing an advertising campaign for their store, focusing on its wide assortment of pecan-related products. Orville LeBlanc has drawn up a list of communication tasks the advertising must accomplish. He used the DAGMAR approach to draw up this list.
-Refer to LeBlanc's Pecan Company.One of their advertisements featured Mrs.LeBlanc showing how several of the products sold in the shop can be used when entertaining guests.This is an example of which executional style for advertising?

Accepted Answer

A)  Mood or image 
B)  Store demonstration 
C)  Scientific 
D)  Fantasy 
E)  Convenience 
A)  Mood or image 
B)  Store demonstration 
C)  Scientific 
D)  Fantasy 
E)  Convenience

Question 7

Companies increasingly are using the Internet in their public relations strategies.

Accepted Answer

A) True 
 B)False

Question 8

Billboard advertisements often have to compete for a driver's attention with traffic,passengers,radio,or other billboards.Billboard advertising would be described as:

Accepted Answer

A)  lacking any geographic selectivity. 
B)  the most flexible advertising medium. 
C)  having a high noise level. 
D)  having a low noise level. 
E)  being a great channel for informative ads. 
A)  lacking any geographic selectivity. 
B)  the most flexible advertising medium. 
C)  having a high noise level. 
D)  having a low noise level. 
E)  being a great channel for informative ads.

Question 9

Point-of-purchase promotions work best for:

Accepted Answer

A)  high-involvement products. 
B)  purchases that require extensive decision making. 
C)  complex products that require technical knowledge to operate. 
D)  impulse buys. 
E)  expensive products like perfume and jewelry. 
A)  high-involvement products. 
B)  purchases that require extensive decision making. 
C)  complex products that require technical knowledge to operate. 
D)  impulse buys. 
E)  expensive products like perfume and jewelry.

Question 10

LeBlanc's Pecan Company
Betty and Orville LeBlanc recently opened LeBlanc's Pecan Company retail store. In addition to shelled and unshelled pecans, the Texas store sells pecan pies, tortes, fruitcakes, fudge, pralines, chocolate pecan bark, homemade pecan ice cream toppings, and jams and jellies. At this time, there are no other stores of this type in the Houston area. The LeBlancs are considering developing an advertising campaign for their store, focusing on its wide assortment of pecan-related products. Orville LeBlanc has drawn up a list of communication tasks the advertising must accomplish. He used the DAGMAR approach to draw up this list.
-Refer to LeBlanc's Pecan Company.When Orville LeBlanc created the list of communication tasks the advertising must accomplish,he was setting his:

Accepted Answer

A)  marketing mix. 
B)  media schedule. 
C)  advertising objectives. 
D)  advertising life span. 
E)  media profile. 
A)  marketing mix. 
B)  media schedule. 
C)  advertising objectives. 
D)  advertising life span. 
E)  media profile.

Question 11

_____ advertising has the advantages of being both timely and geographically flexible.

Accepted Answer

A)  Television 
B)  Newspaper 
C)  Outdoor 
D)  Magazine 
E)  Catalog 
A)  Television 
B)  Newspaper 
C)  Outdoor 
D)  Magazine 
E)  Catalog

Question 12

Kia Motors runs television advertisements that encourage the purchase of their Kia Soul compact car.This is an example of _____ advertising.

Accepted Answer

A)  pioneering 
B)  circumstantial 
C)  product 
D)  advocacy 
E)  comparative 
A)  pioneering 
B)  circumstantial 
C)  product 
D)  advocacy 
E)  comparative

Question 13

Placing advertising messages in Web-based or video games to advertise or promote a product,service,organization,or issue is known as:

Accepted Answer

A)  embedded message. 
B)  subliminal advertising. 
C)  advergaming. 
D)  blogging. 
E)  social networking. 
A)  embedded message. 
B)  subliminal advertising. 
C)  advergaming. 
D)  blogging. 
E)  social networking.

Question 14

Products such as snowblowers,chocolate Easter eggs,mittens,and sunscreen lotion are most likely to be advertised with a _____ media schedule.

Accepted Answer

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

Question 15

What is the most significant recent trend that has affected television advertising? Describe the trend and how it impacts television networks,and explain how television networks have been dealing with it.

Accepted Answer

The most significant trend to affect tel

Question 16

New brands with a small market shares tend to spend proportionately more for advertising and sales promotion than do those with large market shares.

Accepted Answer

A) True 
 B)False

Question 17

Why do companies with new brands that have a small market share tend to spend proportionately more for advertising and sales promotions compared to those with a large market share for existing products?

Accepted Answer

A)  As a result of experiential marketing research 
B)  To create the appropriate level of institutional advertising 
C)  To determine which executional appeal is the most effective 
D)  To achieve a certain minimum level of exposure to measurably affect purchase habits 
E)  To prevent product cannibalization 
A)  As a result of experiential marketing research 
B)  To create the appropriate level of institutional advertising 
C)  To determine which executional appeal is the most effective 
D)  To achieve a certain minimum level of exposure to measurably affect purchase habits 
E)  To prevent product cannibalization

Exam 31: Advertising Public Relations and Sales Promotion

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

Which of the following statements about contests and sweepstakes is true?

How do public relations professionals use Internet Web sites?

Kraft's marketing efforts for its Macaroni & Cheese include television commercial and magazine inserts.These are all activities associated with:

Companies increasingly are using the Internet in their public relations strategies.

Billboard advertisements often have to compete for a driver's attention with traffic,passengers,radio,or other billboards.Billboard advertising would be described as:

Point-of-purchase promotions work best for:

_____ advertising has the advantages of being both timely and geographically flexible.

Kia Motors runs television advertisements that encourage the purchase of their Kia Soul compact car.This is an example of _____ advertising.

Placing advertising messages in Web-based or video games to advertise or promote a product,service,organization,or issue is known as:

Products such as snowblowers,chocolate Easter eggs,mittens,and sunscreen lotion are most likely to be advertised with a _____ media schedule.

What is the most significant recent trend that has affected television advertising? Describe the trend and how it impacts television networks,and explain how television networks have been dealing with it.

New brands with a small market shares tend to spend proportionately more for advertising and sales promotion than do those with large market shares.

Why do companies with new brands that have a small market share tend to spend proportionately more for advertising and sales promotions compared to those with a large market share for existing products?

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

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