Question 1

Briefly define public relations.Why is public relations an important part of a marketing campaign?

Accepted Answer

Public relations involves managing commu

Question 2

Anne's Pita Bread Chips offers free POP (point-of-purchase)displays to retailers ordering its product.Anne's is using a __________ strategy.

Accepted Answer

A)  pull 
B)  puffery 
C)  publicity 
D)  push 
E)  posttesting 
A)  pull 
B)  puffery 
C)  publicity 
D)  push 
E)  posttesting

Question 3

One problem facing advertisers is that consumers screen out messages that are not relevant to them.

Accepted Answer

A) True 
 B)False

Question 4

Almost everyone in advertising agencies wants to be part of the creative team,coming up with potential award-winning ads.What admonition needs to be considered when creating advertisements and why?

Accepted Answer

Creativity should not overshadow the mes

Question 5

__________ is when two or more firms join to reach a target audience.

Accepted Answer

A)  Promotional co-branding 
B)  Cross-promotion 
C)  Joint-venture promotion 
D)  Multitarget promoting 
E)  Convenience promoting 
A)  Promotional co-branding 
B)  Cross-promotion 
C)  Joint-venture promotion 
D)  Multitarget promoting 
E)  Convenience promoting

Question 6

To be effective,what three qualities does a selling proposition in an advertising campaign need to have?

Accepted Answer

The selling proposit

Question 7

The target audience for advertisers is not always the same as current users of the product.

Accepted Answer

A) True 
 B)False

Question 8

Whenever the major beverage companies develop a new product,they advertise it heavily using television and print media.These efforts are designed to

Accepted Answer

A)  generate goodwill for the company. 
B)  pull the product into retail stores through consumer demand. 
C)  signal strategy changes to market competitors. 
D)  make it easier to do posttesting. 
E)  push the product into retail stores so customers can purchase it. 
A)  generate goodwill for the company. 
B)  pull the product into retail stores through consumer demand. 
C)  signal strategy changes to market competitors. 
D)  make it easier to do posttesting. 
E)  push the product into retail stores so customers can purchase it.

Question 9

You are assigned the task of developing an advertising plan for the marketing program at your university.What will you include in your plan?

Accepted Answer

Your advertising plan will begin with th

Question 10

Each year in December,Anheuser-Busch runs television ads featuring the Clydesdale horses pulling a stagecoach with an Anheuser-Busch logo.The message is low-key,wishing everyone well during the holiday season.This is an example of _________ advertising.

Accepted Answer

A)  informative 
B)  persuasive 
C)  reminder 
D)  discussive 
E)  institutional 
A)  informative 
B)  persuasive 
C)  reminder 
D)  discussive 
E)  institutional

Question 11

Create three one-sentence advertising messages for the nearest fast-food restaurant: one that is informative,one that is persuasive,and one that is a reminder ad.

Accepted Answer

Answers will vary,but could include mess

Question 12

Traditionally,marketers have seen the role of __________ as generating short-term results,whereas the goal of __________ was to lead to long-term results.

Accepted Answer

A)  public relations; institutional advertising 
B)  advertising; personal selling 
C)  sales promotion; advertising 
D)  advertising; public relations 
E)  corporate blogs; public relations 
A)  public relations; institutional advertising 
B)  advertising; personal selling 
C)  sales promotion; advertising 
D)  advertising; public relations 
E)  corporate blogs; public relations

Question 13

An iPad mini advertisement appearing in New York Times is an example of using a niche media channel.

Accepted Answer

A) True 
 B)False

Question 14

The primary federal agencies that regulate advertising activities in the United States are the Fed,FEMA,and the FC
C.

Accepted Answer

A) True 
 B)False

Question 15

Persuasive advertising is often used when competition

Accepted Answer

A)  is nonexistent. 
B)  is cooperating. 
C)  is most intense. 
D)  is declining. 
E)  is ineffective. 
A)  is nonexistent. 
B)  is cooperating. 
C)  is most intense. 
D)  is declining. 
E)  is ineffective.

Question 16

When a product has gained a certain level of brand awareness,firms use __________ advertising to motivate consumers to take action.

Accepted Answer

A)  informative 
B)  persuasive 
C)  institutional 
D)  discussive 
E)  reminder 
A)  informative 
B)  persuasive 
C)  institutional 
D)  discussive 
E)  reminder

Question 17

P&G's Tide laundry detergent has been around since 1948 and is still a market leader.P&G has used __________ advertising to reposition Tide several times over the product's life,trying to motivate new consumer segments to use the product.

Accepted Answer

A)  informative 
B)  persuasive 
C)  social marketing 
D)  emotional 
E)  institutional 
A)  informative 
B)  persuasive 
C)  social marketing 
D)  emotional 
E)  institutional

Question 18

Priscilla opened a new financial services office about two years ago.Now she is established and known in her local market.How will her advertising message change?

Accepted Answer

As a new business,Priscilla needed to cr

Question 19

Brent is working on an advertising campaign to promote downtown businesses.He knows the increasing number of advertising communication channels available and changes in consumers' media usage

Accepted Answer

A)  will force him to use PSAs. 
B)  increases consumers' preference for high-pressure persuasive advertising. 
C)  makes his job more difficult. 
D)  makes it easier to select media. 
E)  makes budget more important, and creativity less important. 
A)  will force him to use PSAs. 
B)  increases consumers' preference for high-pressure persuasive advertising. 
C)  makes his job more difficult. 
D)  makes it easier to select media. 
E)  makes budget more important, and creativity less important.

Question 20

Contests and sweepstakes are both forms of sales promotions,but a contest requires some sort of skill or effort,while a sweepstakes is a drawing of entrants' names.

Accepted Answer

A) True 
 B)False

Briefly define public relations.Why is public relations an important part of a marketing campaign?

Anne's Pita Bread Chips offers free POP (point-of-purchase)displays to retailers ordering its product.Anne's is using a __________ strategy.

One problem facing advertisers is that consumers screen out messages that are not relevant to them.

Almost everyone in advertising agencies wants to be part of the creative team,coming up with potential award-winning ads.What admonition needs to be considered when creating advertisements and why?

__________ is when two or more firms join to reach a target audience.

To be effective,what three qualities does a selling proposition in an advertising campaign need to have?

The target audience for advertisers is not always the same as current users of the product.

Whenever the major beverage companies develop a new product,they advertise it heavily using television and print media.These efforts are designed to

You are assigned the task of developing an advertising plan for the marketing program at your university.What will you include in your plan?

Each year in December,Anheuser-Busch runs television ads featuring the Clydesdale horses pulling a stagecoach with an Anheuser-Busch logo.The message is low-key,wishing everyone well during the holiday season.This is an example of _________ advertising.

Create three one-sentence advertising messages for the nearest fast-food restaurant: one that is informative,one that is persuasive,and one that is a reminder ad.

Traditionally,marketers have seen the role of as generating short-term results,whereas the goal of was to lead to long-term results.

An iPad mini advertisement appearing in New York Times is an example of using a niche media channel.

The primary federal agencies that regulate advertising activities in the United States are the Fed,FEMA,and the FC C.

Persuasive advertising is often used when competition

When a product has gained a certain level of brand awareness,firms use __________ advertising to motivate consumers to take action.

P&G's Tide laundry detergent has been around since 1948 and is still a market leader.P&G has used __________ advertising to reposition Tide several times over the product's life,trying to motivate new consumer segments to use the product.

Priscilla opened a new financial services office about two years ago.Now she is established and known in her local market.How will her advertising message change?

Brent is working on an advertising campaign to promote downtown businesses.He knows the increasing number of advertising communication channels available and changes in consumers' media usage

Contests and sweepstakes are both forms of sales promotions,but a contest requires some sort of skill or effort,while a sweepstakes is a drawing of entrants' names.

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Conscious Marketing,corporate Social Responsibility,and Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation,targeting,and Positioning

Marketing Research

Product,branding,and Packaging Decisions

Developing New Products

Services: the Intangible Product

Pricing Concepts for Establishing Value

Supply Chain and Channel Management

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Personal Selling and Sales Management

Filters

Exam 19: Advertising,public Relations,and Sales Promotions

Briefly define public relations.Why is public relations an important part of a marketing campaign?

Anne's Pita Bread Chips offers free POP (point-of-purchase)displays to retailers ordering its product.Anne's is using a __________ strategy.

One problem facing advertisers is that consumers screen out messages that are not relevant to them.

Almost everyone in advertising agencies wants to be part of the creative team,coming up with potential award-winning ads.What admonition needs to be considered when creating advertisements and why?

__________ is when two or more firms join to reach a target audience.

To be effective,what three qualities does a selling proposition in an advertising campaign need to have?

The target audience for advertisers is not always the same as current users of the product.

Whenever the major beverage companies develop a new product,they advertise it heavily using television and print media.These efforts are designed to

You are assigned the task of developing an advertising plan for the marketing program at your university.What will you include in your plan?

Each year in December,Anheuser-Busch runs television ads featuring the Clydesdale horses pulling a stagecoach with an Anheuser-Busch logo.The message is low-key,wishing everyone well during the holiday season.This is an example of _________ advertising.

Create three one-sentence advertising messages for the nearest fast-food restaurant: one that is informative,one that is persuasive,and one that is a reminder ad.

Traditionally,marketers have seen the role of __________ as generating short-term results,whereas the goal of __________ was to lead to long-term results.

An iPad mini advertisement appearing in New York Times is an example of using a niche media channel.

The primary federal agencies that regulate advertising activities in the United States are the Fed,FEMA,and the FC C.

Persuasive advertising is often used when competition

When a product has gained a certain level of brand awareness,firms use __________ advertising to motivate consumers to take action.

P&G's Tide laundry detergent has been around since 1948 and is still a market leader.P&G has used __________ advertising to reposition Tide several times over the product's life,trying to motivate new consumer segments to use the product.

Priscilla opened a new financial services office about two years ago.Now she is established and known in her local market.How will her advertising message change?

Brent is working on an advertising campaign to promote downtown businesses.He knows the increasing number of advertising communication channels available and changes in consumers' media usage

Contests and sweepstakes are both forms of sales promotions,but a contest requires some sort of skill or effort,while a sweepstakes is a drawing of entrants' names.

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Conscious Marketing,corporate Social Responsibility,and Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation,targeting,and Positioning

Marketing Research

Product,branding,and Packaging Decisions

Developing New Products

Services: the Intangible Product

Pricing Concepts for Establishing Value

Supply Chain and Channel Management

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Personal Selling and Sales Management

Filters

Traditionally,marketers have seen the role of as generating short-term results,whereas the goal of was to lead to long-term results.