Question 1

is the difference between a coupon and a deal?

Accepted Answer

Coupons are sales promotions that offer

Question 2

There are a variety of online advertising options.The most popular are:

Accepted Answer

A)  free search, classifieds, interactives, and interstitials. 
B)  free search, banner ads, spamming, and video. 
C)  wikis, RSS feeds, interstitials, and cookies. 
D)  paid search, banner ads, classified ads, and video. 
E)  pop-ups, paid search, streaming video, and spamming. 
A)  free search, classifieds, interactives, and interstitials. 
B)  free search, banner ads, spamming, and video. 
C)  wikis, RSS feeds, interstitials, and cookies. 
D)  paid search, banner ads, classified ads, and video. 
E)  pop-ups, paid search, streaming video, and spamming.

Question 3

consumer sales promotion that involves the use of a brand-name product in a movie,television show,video,or a commercial for another product is referred to as __________.

Accepted Answer

A)  co-branding 
B)  subliminal tie-in 
C)  product placement 
D)  partnership promotion 
E)  product parallelism 
A)  co-branding 
B)  subliminal tie-in 
C)  product placement 
D)  partnership promotion 
E)  product parallelism

Question 4

purpose of an advocacy advertisement is to

Accepted Answer

A)  promote a specific brand's features and benefits. 
B)  tell people what a company is, what it can do, and where it is located. 
C)  state the position of a company on an issue. 
D)  reinforce previous knowledge of a product. 
E)  promote the advantages of one product class over another. 
A)  promote a specific brand's features and benefits. 
B)  tell people what a company is, what it can do, and where it is located. 
C)  state the position of a company on an issue. 
D)  reinforce previous knowledge of a product. 
E)  promote the advantages of one product class over another.

Question 5

basic approach to scheduling when seasonal factors are unimportant and advertising is run at a constant or steady schedule through the year is referred to as a

Accepted Answer

A)  continuous schedule. 
B)  flighting schedule. 
C)  pulse schedule. 
D)  relentless schedule. 
E)  unceasing schedule. 
A)  continuous schedule. 
B)  flighting schedule. 
C)  pulse schedule. 
D)  relentless schedule. 
E)  unceasing schedule.

Question 6

Which of the following is a trend that influences newspapers today?

Accepted Answer

A)  Newspapers are enjoying increasing circulation. 
B)  Newspapers are increasing the number of printed pages. 
C)  There is a growth in new types of news organizations. 
D)  More cities are increasing the number of newspapers that are available. 
E)  Cheaper newsstand prices have rekindled an interest in newspapers. 
A)  Newspapers are enjoying increasing circulation. 
B)  Newspapers are increasing the number of printed pages. 
C)  There is a growth in new types of news organizations. 
D)  More cities are increasing the number of newspapers that are available. 
E)  Cheaper newsstand prices have rekindled an interest in newspapers.

Question 7

Three common trade-oriented sales approaches are targeted uniquely to wholesalers,retailers,and distributers include: (1)allowances and discounts, (2)__________,and (3)training of distributor's salesforce.

Accepted Answer

A)  reminder advertising 
B)  cooperative advertising 
C)  pioneering advertising 
D)  competitive advertising 
E)  comparative advertising 
A)  reminder advertising 
B)  cooperative advertising 
C)  pioneering advertising 
D)  competitive advertising 
E)  comparative advertising

Question 8

1990,a 30-second ad during the Super Bowl cost $700,000.By 2011,the cost had soared to $3 million for a 30-second spot.The MOST LIKELY reason for the escalating cost is that

Accepted Answer

A)  the number of TV viewers for the Super Bowl is growing. 
B)  the ads are much more elaborate. 
C)  the NFL knows advertisers will pay more. 
D)  the ad agencies have dramatically increased their fees. 
E)  the companies that create Super Bowl ads do not have to run any other ads all year long. 
A)  the number of TV viewers for the Super Bowl is growing. 
B)  the ads are much more elaborate. 
C)  the NFL knows advertisers will pay more. 
D)  the ad agencies have dramatically increased their fees. 
E)  the companies that create Super Bowl ads do not have to run any other ads all year long.

Question 9

owners of a small toy store with a limited advertising budget were very concerned about spending their advertising dollars wisely.One of their primary advertising goals was to expose customers in a limited market area to their advertising messages as often as possible.The owners of the toy store were concerned with

Accepted Answer

A)  reach. 
B)  frequency. 
C)  gross rating points. 
D)  cost per thousand. 
E)  ratings. 
A)  reach. 
B)  frequency. 
C)  gross rating points. 
D)  cost per thousand. 
E)  ratings.

Question 10

developing the advertising program,specifying the advertising objectives helps advertisers with other choices in the process such as selecting media and __________.

Accepted Answer

A)  identifying the target audience 
B)  evaluating a campaign 
C)  designing the advertising 
D)  pretesting the advertising 
E)  scheduling the advertising program 
A)  identifying the target audience 
B)  evaluating a campaign 
C)  designing the advertising 
D)  pretesting the advertising 
E)  scheduling the advertising program

Question 11

After the release of the movie E.T.,sales of Hershey's Reese's Pieces soared while Mars,the makers of M&M's,regretted not permitting its product to be used in the film.This is an example of _________.

Accepted Answer

A)  product continuity 
B)  subsidized advertising 
C)  subliminal direction 
D)  reverse product placement 
E)  product placement 
A)  product continuity 
B)  subsidized advertising 
C)  subliminal direction 
D)  reverse product placement 
E)  product placement

Question 12

Frequency refers to

Accepted Answer

A)  the number of different advertisements, sales promotions, or publicity events in an IMC campaign for a product or service. 
B)  the total number of times an advertisement is aired on television or radio. 
C)  the average number of times a firm airs an advertisement. 
D)  the number of times an advertisement can be shown before it begins to lose its effectiveness. 
E)  the average number of times a person in the target audience is exposed to an advertisement. 
A)  the number of different advertisements, sales promotions, or publicity events in an IMC campaign for a product or service. 
B)  the total number of times an advertisement is aired on television or radio. 
C)  the average number of times a firm airs an advertisement. 
D)  the number of times an advertisement can be shown before it begins to lose its effectiveness. 
E)  the average number of times a person in the target audience is exposed to an advertisement.

Question 13

Sales promotions used to support a company's advertising and personal selling directed to ultimate consumers are referred to as __________.

Accepted Answer

A)  trade-oriented sales promotions 
B)  manufacturers' promotions 
C)  channel promotions 
D)  consumer-oriented sales promotions 
E)  public service promotions 
A)  trade-oriented sales promotions 
B)  manufacturers' promotions 
C)  channel promotions 
D)  consumer-oriented sales promotions 
E)  public service promotions

Question 14

Got Milk? Ad
-Beef Council promotes a series of ads in which the tag line is "Beef-it's what's for dinner." The purpose of these ads is to encourage the audience to eat more beef.This type of ad is a(n)_____________.

Accepted Answer

A)  reminder institutional ad 
B)  pioneering institutional ad 
C)  product institutional ad 
D)  competitive institutional ad 
E)  advocacy ad 
A)  reminder institutional ad 
B)  pioneering institutional ad 
C)  product institutional ad 
D)  competitive institutional ad 
E)  advocacy ad

Question 15

Valpak is a firm that sends consumers a package of __________ to stimulate selective demand (encourage the trial)of various products by offering them a discounted price.

Accepted Answer

A)  deals 
B)  rebates 
C)  samples 
D)  premiums 
E)  coupons 
A)  deals 
B)  rebates 
C)  samples 
D)  premiums 
E)  coupons

Question 16

Starch Test Image
-Starch test shown above is an example of a(n)

Accepted Answer

A)  sales test 
B)  unaided recall test 
C)  aided recall test 
D)  inquiry test 
E)  concept test 
A)  sales test 
B)  unaided recall test 
C)  aided recall test 
D)  inquiry test 
E)  concept test

Question 17

Which of the following statements about inquiry tests is MOST accurate?

Accepted Answer

A)  With inquiry tests, a question such as, "What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages. 
B)  With inquiry tests, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the most inquiries are presumed to be the most effective. 
C)  Inquiry tests involve studies such as controlled experiments and consumer purchase tests. 
D)  In an inquiry test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favorable attitude toward the product advertised. 
E)  In an inquiry test, respondents are first shown an ad and then asked whether their previous exposure to it was through reading, viewing, or listening. 
A)  With inquiry tests, a question such as, "What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages. 
B)  With inquiry tests, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the most inquiries are presumed to be the most effective. 
C)  Inquiry tests involve studies such as controlled experiments and consumer purchase tests. 
D)  In an inquiry test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favorable attitude toward the product advertised. 
E)  In an inquiry test, respondents are first shown an ad and then asked whether their previous exposure to it was through reading, viewing, or listening.

Question 18

Sampling is an appropriate strategy for which type of products?

Accepted Answer

A)  products that are classified as shopping goods 
B)  new products 
C)  commodity products like salt, sugar, and baking soda 
D)  products that are perishable 
E)  products that are classified as specialty goods 
A)  products that are classified as shopping goods 
B)  new products 
C)  commodity products like salt, sugar, and baking soda 
D)  products that are perishable 
E)  products that are classified as specialty goods

Question 19

percentage of households in a market that are tuned to a particular television show or radio station is referred to as __________.

Accepted Answer

A)  gross rating points 
B)  CPM 
C)  reach 
D)  rating 
E)  share points 
A)  gross rating points 
B)  CPM 
C)  reach 
D)  rating 
E)  share points

Question 20

1&1 Ad
-Studies indicate that comparative ads attract more attention and increase the perceived quality of the advertiser's brand although their impact may vary by product type,message content,and audience __________.

Accepted Answer

A)  gender 
B)  education 
C)  income 
D)  ethnicity 
E)  occupation 
A)  gender 
B)  education 
C)  income 
D)  ethnicity 
E)  occupation

Exam 18: Advertising, Sales Promotion, and Public Relations

is the difference between a coupon and a deal?

There are a variety of online advertising options.The most popular are:

consumer sales promotion that involves the use of a brand-name product in a movie,television show,video,or a commercial for another product is referred to as __________.

purpose of an advocacy advertisement is to

basic approach to scheduling when seasonal factors are unimportant and advertising is run at a constant or steady schedule through the year is referred to as a

Which of the following is a trend that influences newspapers today?

Three common trade-oriented sales approaches are targeted uniquely to wholesalers,retailers,and distributers include: (1)allowances and discounts, (2)__________,and (3)training of distributor's salesforce.

1990,a 30-second ad during the Super Bowl cost $700,000.By 2011,the cost had soared to $3 million for a 30-second spot.The MOST LIKELY reason for the escalating cost is that

developing the advertising program,specifying the advertising objectives helps advertisers with other choices in the process such as selecting media and __________.

After the release of the movie E.T.,sales of Hershey's Reese's Pieces soared while Mars,the makers of M&M's,regretted not permitting its product to be used in the film.This is an example of _________.

Frequency refers to

Sales promotions used to support a company's advertising and personal selling directed to ultimate consumers are referred to as __________.

Got Milk? Ad -Beef Council promotes a series of ads in which the tag line is "Beef-it's what's for dinner." The purpose of these ads is to encourage the audience to eat more beef.This type of ad is a(n)_____________.

Valpak is a firm that sends consumers a package of __________ to stimulate selective demand (encourage the trial)of various products by offering them a discounted price.

Starch Test Image -Starch test shown above is an example of a(n)

Which of the following statements about inquiry tests is MOST accurate?

Sampling is an appropriate strategy for which type of products?

percentage of households in a market that are tuned to a particular television show or radio station is referred to as __________.

1&1 Ad -Studies indicate that comparative ads attract more attention and increase the perceived quality of the advertiser's brand although their impact may vary by product type,message content,and audience __________.

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation,Targeting,and Positioning

Developing New Products and Services

Managing Successful Products,Services,and Brands

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multi-Channel Marketing

Pulling It All Together: The Strategic Marketing Process

Filters