Question 1

Generally,which of the following media outlets relies on a mix of visual and auditory techniques and is typically very expensive?

Accepted Answer

A)  the Internet 
B)  newspaper 
C)  radio 
D)  television 
E)  billboards 
A)  the Internet 
B)  newspaper 
C)  radio 
D)  television 
E)  billboards

Question 2

__________ are special incentives or excitement-building programs that encourage consumers to purchase a particular product,often used in conjunction with advertising or personal selling programs.

Accepted Answer

A)  B2B programs 
B)  Trade incentives 
C)  Sales promotions 
D)  Push programs 
E)  Targeted leader items 
A)  B2B programs 
B)  Trade incentives 
C)  Sales promotions 
D)  Push programs 
E)  Targeted leader items

Question 3

Which of the following is the best example of a mass media advertising channel?

Accepted Answer

A)  Weight Watchers Magazine 
B)  magazine 
C)  Home and Garden TV (HGTV) 
D)  USA Today 
E)  Skateboarder magazine 
A)  Weight Watchers Magazine 
B)  magazine 
C)  Home and Garden TV (HGTV) 
D)  USA Today 
E)  Skateboarder magazine

Question 4

Tyler runs a parasailing business on Hilton Head Island,South Carolina.Tyler closes his business in winter when the water gets too cold.Tyler should use a __________ advertising schedule.

Accepted Answer

A)  continuous 
B)  flighting 
C)  pulsing 
D)  penetrating 
E)  purposeful 
A)  continuous 
B)  flighting 
C)  pulsing 
D)  penetrating 
E)  purposeful

Question 5

When Microsoft introduces a new version of its Windows operating system,it typically uses selected magazine,Internet,and direct mail advertising.This combination of advertising outlets represents Microsoft's

Accepted Answer

A)  niche buy. 
B)  advertising plan. 
C)  media mix. 
D)  product placement. 
E)  supply chain messaging. 
A)  niche buy. 
B)  advertising plan. 
C)  media mix. 
D)  product placement. 
E)  supply chain messaging.

Question 6

Generally speaking,all advertising messages are designed to

Accepted Answer

A)  meet the needs of society. 
B)  inform, persuade, or remind customers. 
C)  comply with FCC rules combined with FTC antitrust regulations. 
D)  entertain or apprise. 
E)  match production scheduling with consumer demand. 
A)  meet the needs of society. 
B)  inform, persuade, or remind customers. 
C)  comply with FCC rules combined with FTC antitrust regulations. 
D)  entertain or apprise. 
E)  match production scheduling with consumer demand.

Question 7

Advertising slogans such as "Don't text and drive" and "Buy flood insurance before it is too late" are examples of ads designed to

Accepted Answer

A)  provide information. 
B)  remind consumers. 
C)  recruit employees. 
D)  persuade consumers to take action. 
E)  generate goodwill. 
A)  provide information. 
B)  remind consumers. 
C)  recruit employees. 
D)  persuade consumers to take action. 
E)  generate goodwill.

Question 8

_______ refers to the process of evaluating and selecting the ________.

Accepted Answer

A)  Advertising; media buy 
B)  Media planning; media mix 
C)  Promotion planning; advertising mix 
D)  Media buying; media mix 
E)  Media mixing; media buy 
A)  Advertising; media buy 
B)  Media planning; media mix 
C)  Promotion planning; advertising mix 
D)  Media buying; media mix 
E)  Media mixing; media buy

Question 9

Kevin is recognized by his friends as an activist on many fronts.He prefers to buy products from firms that will donate part of the total purchase price to organizations he supports.Marketers recognize that this approach can be an important competitive tool; it is called

Accepted Answer

A)  social activist marketing. 
B)  voluntary premium pricing. 
C)  cause-related marketing. 
D)  business/social responsibility. 
E)  the do-gooder syndrome. 
A)  social activist marketing. 
B)  voluntary premium pricing. 
C)  cause-related marketing. 
D)  business/social responsibility. 
E)  the do-gooder syndrome.

Question 10

In the "create advertisements" step when planning and executing an ad campaign,often the execution style for the ad will

Accepted Answer

A)  determine the pretesting pulse of the ad. 
B)  dictate the type of medium used to deliver the message. 
C)  determine which push-pull strategy will accompany the ad. 
D)  dictate how advertising will be flighted. 
E)  deliver integrated marketing. 
A)  determine the pretesting pulse of the ad. 
B)  dictate the type of medium used to deliver the message. 
C)  determine which push-pull strategy will accompany the ad. 
D)  dictate how advertising will be flighted. 
E)  deliver integrated marketing.

Question 11

The __________ is the primary enforcement agency for mass media advertising.

Accepted Answer

A)  FDA 
B)  FCC 
C)  FTC 
D)  BATF 
E)  USPS 
A)  FDA 
B)  FCC 
C)  FTC 
D)  BATF 
E)  USPS

Question 12

Many small "main street" retailers find advertising either too expensive or ineffective.In this situation,these business owners turn to sales promotion to complement or augment their advertising efforts.Describe three kinds of sales promotion a small,main street retailer might use,including the advantages and disadvantages of each sales promotion method.

Accepted Answer

Answers will vary,but could include almo

Question 13

An advertisement for Titleist golf balls that airs on the cable television Golf Channel network is an example of what type of media channel?

Accepted Answer

A)  niche 
B)  mass 
C)  select 
D)  product placement 
E)  institutional 
A)  niche 
B)  mass 
C)  select 
D)  product placement 
E)  institutional

Question 14

Regardless of the objective of an advertising campaign,each campaign's objectives must be

Accepted Answer

A)  sincere and emotional. 
B)  consistent with those of the available media. 
C)  either informative or persuasive but not both. 
D)  specific and measurable. 
E)  designed for use in both a pull and a push strategy. 
A)  sincere and emotional. 
B)  consistent with those of the available media. 
C)  either informative or persuasive but not both. 
D)  specific and measurable. 
E)  designed for use in both a pull and a push strategy.

Question 15

Walmart's "Everyday low prices" selling proposition is effective primarily because it is

Accepted Answer

A)  unique to the industry. 
B)  meaningful to the consumer. 
C)  variable over time. 
D)  a one-time message. 
E)  generally unsustainable. 
A)  unique to the industry. 
B)  meaningful to the consumer. 
C)  variable over time. 
D)  a one-time message. 
E)  generally unsustainable.

Question 16

Often,advertisers will employ a variety of media to deliver their message.When using different media,advertisers need to deliver

Accepted Answer

A)  value-based posttesting. 
B)  niche media emotional appeals to the mass market. 
C)  a consistent and compelling message. 
D)  selective, continuous pulsing. 
E)  mild puffery. 
A)  value-based posttesting. 
B)  niche media emotional appeals to the mass market. 
C)  a consistent and compelling message. 
D)  selective, continuous pulsing. 
E)  mild puffery.

Question 17

Why is tracking the impact of an advertising campaign challenging?

Accepted Answer

Many factors other than the advertising

Question 18

A television ad showing a crowd holding candles and singing "I'd like to teach the world to sing," followed by the words "Happy Holidays from your Coca-Cola bottler," is an example of reminder advertising.

Accepted Answer

A) True 
 B)False

Question 19

After using market research to identify the target audience for his advertising campaign,Jorge will next use this information to

Accepted Answer

A)  develop creative advertising copy. 
B)  assess the potential effectiveness of his ad campaign. 
C)  buy advertising time. 
D)  set explicit and measurable objectives for the campaign. 
E)  develop PSAs for distribution in lieu of advertising. 
A)  develop creative advertising copy. 
B)  assess the potential effectiveness of his ad campaign. 
C)  buy advertising time. 
D)  set explicit and measurable objectives for the campaign. 
E)  develop PSAs for distribution in lieu of advertising.

Question 20

__________ is a particularly good advertising medium for groceries and fast food.

Accepted Answer

A)  Television 
B)  Internet 
C)  Direct mail 
D)  Radio 
E)  Newspaper 
A)  Television 
B)  Internet 
C)  Direct mail 
D)  Radio 
E)  Newspaper

Generally,which of the following media outlets relies on a mix of visual and auditory techniques and is typically very expensive?

__________ are special incentives or excitement-building programs that encourage consumers to purchase a particular product,often used in conjunction with advertising or personal selling programs.

Which of the following is the best example of a mass media advertising channel?

Tyler runs a parasailing business on Hilton Head Island,South Carolina.Tyler closes his business in winter when the water gets too cold.Tyler should use a __________ advertising schedule.

When Microsoft introduces a new version of its Windows operating system,it typically uses selected magazine,Internet,and direct mail advertising.This combination of advertising outlets represents Microsoft's

Generally speaking,all advertising messages are designed to

Advertising slogans such as "Don't text and drive" and "Buy flood insurance before it is too late" are examples of ads designed to

_ refers to the process of evaluating and selecting the __.

Kevin is recognized by his friends as an activist on many fronts.He prefers to buy products from firms that will donate part of the total purchase price to organizations he supports.Marketers recognize that this approach can be an important competitive tool; it is called

In the "create advertisements" step when planning and executing an ad campaign,often the execution style for the ad will

The __________ is the primary enforcement agency for mass media advertising.

An advertisement for Titleist golf balls that airs on the cable television Golf Channel network is an example of what type of media channel?

Regardless of the objective of an advertising campaign,each campaign's objectives must be

Walmart's "Everyday low prices" selling proposition is effective primarily because it is

Often,advertisers will employ a variety of media to deliver their message.When using different media,advertisers need to deliver

Why is tracking the impact of an advertising campaign challenging?

A television ad showing a crowd holding candles and singing "I'd like to teach the world to sing," followed by the words "Happy Holidays from your Coca-Cola bottler," is an example of reminder advertising.

After using market research to identify the target audience for his advertising campaign,Jorge will next use this information to

__________ is a particularly good advertising medium for groceries and fast food.

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

Generally,which of the following media outlets relies on a mix of visual and auditory techniques and is typically very expensive?

__________ are special incentives or excitement-building programs that encourage consumers to purchase a particular product,often used in conjunction with advertising or personal selling programs.

Which of the following is the best example of a mass media advertising channel?

Tyler runs a parasailing business on Hilton Head Island,South Carolina.Tyler closes his business in winter when the water gets too cold.Tyler should use a __________ advertising schedule.

When Microsoft introduces a new version of its Windows operating system,it typically uses selected magazine,Internet,and direct mail advertising.This combination of advertising outlets represents Microsoft's

Generally speaking,all advertising messages are designed to

Advertising slogans such as "Don't text and drive" and "Buy flood insurance before it is too late" are examples of ads designed to

_______ refers to the process of evaluating and selecting the ________.

Kevin is recognized by his friends as an activist on many fronts.He prefers to buy products from firms that will donate part of the total purchase price to organizations he supports.Marketers recognize that this approach can be an important competitive tool; it is called

In the "create advertisements" step when planning and executing an ad campaign,often the execution style for the ad will

The __________ is the primary enforcement agency for mass media advertising.

An advertisement for Titleist golf balls that airs on the cable television Golf Channel network is an example of what type of media channel?

Regardless of the objective of an advertising campaign,each campaign's objectives must be

Walmart's "Everyday low prices" selling proposition is effective primarily because it is

Often,advertisers will employ a variety of media to deliver their message.When using different media,advertisers need to deliver

Why is tracking the impact of an advertising campaign challenging?

A television ad showing a crowd holding candles and singing "I'd like to teach the world to sing," followed by the words "Happy Holidays from your Coca-Cola bottler," is an example of reminder advertising.

After using market research to identify the target audience for his advertising campaign,Jorge will next use this information to

__________ is a particularly good advertising medium for groceries and fast food.

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

_ refers to the process of evaluating and selecting the __.