Question 1

conferences would most likely be used during which stage of a product's life cycle?

Accepted Answer

A)  introductory 
B)  harvest 
C)  mature 
D)  growth 
E)  decline 
A)  introductory 
B)  harvest 
C)  mature 
D)  growth 
E)  decline

Question 2

advantage of using the Internet as an advertising medium is

Accepted Answer

A)  there is no need to segment markets. 
B)  messages are automatically translated into multiple languages. 
C)  initial encoding is easily outsourced. 
D)  online ads almost always result in a "click," an action that leads to the purchasing of a product. 
E)  it can use animation to capture attention. 
A)  there is no need to segment markets. 
B)  messages are automatically translated into multiple languages. 
C)  initial encoding is easily outsourced. 
D)  online ads almost always result in a "click," an action that leads to the purchasing of a product. 
E)  it can use animation to capture attention.

Question 3

is publicity? What are the main types of publicity tools? What is the main objective of each type of tool?

Accepted Answer

Publicity is a nonpersonal presentation

Question 4

Posttests that involve studies such as controlled experiments (e.g.,using radio ads in one market and newspaper ads in another and comparing the results)and consumer purchase tests (measuring retail sales that result from a given advertising campaign)are examples of

Accepted Answer

A)  aided recall. 
B)  unaided recall. 
C)  attitude tests. 
D)  sales tests. 
E)  inquiry tests. 
A)  aided recall. 
B)  unaided recall. 
C)  attitude tests. 
D)  sales tests. 
E)  inquiry tests.

Question 5

While many commercials that use humorous appeals gain the attention of the audience,they

Accepted Answer

A)  are effective across cultures when used in a global campaign. 
B)  contain no information to help consumers. 
C)  do not appeal to either men or women. 
D)  wear out quickly, boring the consumer. 
E)  don't appeal to the Generation Y target audience. 
A)  are effective across cultures when used in a global campaign. 
B)  contain no information to help consumers. 
C)  do not appeal to either men or women. 
D)  wear out quickly, boring the consumer. 
E)  don't appeal to the Generation Y target audience.

Question 6

hardware store owner placed an advertisement for Sylvania LED light bulbs in the local newspaper.Sylvania provided the storeowner with several high-quality,camera-ready sample advertisements and also paid 50 percent of the cost to place the ad in the paper.Sylvania was using __________ to promote its products.

Accepted Answer

A)  strategic channel partnership 
B)  cooperative advertising 
C)  retail publicity 
D)  reseller consumer promotion 
E)  manufacturer incentive advertising 
A)  strategic channel partnership 
B)  cooperative advertising 
C)  retail publicity 
D)  reseller consumer promotion 
E)  manufacturer incentive advertising

Question 7

Informational ads,particularly those with specific information,have been found to be interesting,convincing,and

Accepted Answer

A)  inexpensive. 
B)  humorous. 
C)  expensive. 
D)  effective. 
E)  competitive. 
A)  inexpensive. 
B)  humorous. 
C)  expensive. 
D)  effective. 
E)  competitive.

Question 8

Allyn went to get his newspaper,he found the paper in a plastic bag along with a packet containing one dose of Alka-Seltzer Heartburn Relief medication.In this example,which type of sales promotion is Alka-Seltzer using?

Accepted Answer

A)  a sample 
B)  a deal 
C)  a premium 
D)  a point-of-purchase display 
E)  a introductory offer 
A)  a sample 
B)  a deal 
C)  a premium 
D)  a point-of-purchase display 
E)  a introductory offer

Question 9

M&Ms Ad
-ad for Campbell's soup reads,"We haven't changed that great taste your family's always loved." This is an example of __________ advertising.

Accepted Answer

A)  advocacy 
B)  comparative 
C)  persuasive 
D)  informative 
E)  reminder 
A)  advocacy 
B)  comparative 
C)  persuasive 
D)  informative 
E)  reminder

Question 10

Sales promotions that require participants to submit some kind of entry form but are purely games of chance requiring no analytical or creative effort by the consumer are referred to as

Accepted Answer

A)  premiums. 
B)  rebates. 
C)  deals. 
D)  contests. 
E)  sweepstakes. 
A)  premiums. 
B)  rebates. 
C)  deals. 
D)  contests. 
E)  sweepstakes.

Question 11

of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 3 states,"Fast is better than __________."

Accepted Answer

A)  last 
B)  perfect 
C)  slow 
D)  accurate 
E)  pretty fast 
A)  last 
B)  perfect 
C)  slow 
D)  accurate 
E)  pretty fast

Question 12

Consumer-oriented sales promotions refer to

Accepted Answer

A)  sales tools used to support a company's advertising and personal selling directed to ultimate consumers. 
B)  promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products. 
C)  methods used to get a nonpersonal, indirectly paid presentation of a company or its products. 
D)  advertisements that show actual consumers using the product. 
E)  sales promotions that supplement advertising and personal selling but are directed to wholesalers, retailers, or distributors. 
A)  sales tools used to support a company's advertising and personal selling directed to ultimate consumers. 
B)  promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products. 
C)  methods used to get a nonpersonal, indirectly paid presentation of a company or its products. 
D)  advertisements that show actual consumers using the product. 
E)  sales promotions that supplement advertising and personal selling but are directed to wholesalers, retailers, or distributors.

Question 13

western clothing retail store marketing vice president is developing an advertising budget using the objective and task method.She has the objective of clearing slow-moving merchandise from her shelves and is trying to choose between radio and newspaper ads.Which of the following is an advantage of radio relative to newspapers as a medium for achieving the objective?

Accepted Answer

A)  better reach 
B)  more effective visuals 
C)  ads can be saved by consumers 
D)  better segmentation capability 
E)  more effective in conveying complex information 
A)  better reach 
B)  more effective visuals 
C)  ads can be saved by consumers 
D)  better segmentation capability 
E)  more effective in conveying complex information

Question 14

studies estimate that __________ of a consumer's buying decisions are made in the store.

Accepted Answer

A)  20% 
B)  33% 
C)  40% 
D)  60% 
E)  75% 
A)  20% 
B)  33% 
C)  40% 
D)  60% 
E)  75%

Question 15

Geico ads that feature cavemen,a gecko,or a stack of money with eyes are using which type of advertising appeal?

Accepted Answer

A)  reminder 
B)  fear 
C)  humor 
D)  sex 
E)  cognitive 
A)  reminder 
B)  fear 
C)  humor 
D)  sex 
E)  cognitive

Question 16

Which of the following statements regarding billboards is MOST accurate?

Accepted Answer

A)  Billboards offer opportunities for lengthy advertising copy. 
B)  Billboards are not a good supplemental reinforcement for well-known products. 
C)  Billboards are well-suited for pioneering advertising. 
D)  Billboard sites depend on traffic patterns and sight lines. 
E)  Billboards are often too expensive for small local firms and are better suited for national campaigns. 
A)  Billboards offer opportunities for lengthy advertising copy. 
B)  Billboards are not a good supplemental reinforcement for well-known products. 
C)  Billboards are well-suited for pioneering advertising. 
D)  Billboard sites depend on traffic patterns and sight lines. 
E)  Billboards are often too expensive for small local firms and are better suited for national campaigns.

Question 17

increasing effort by advertising agencies,trade associations,and marketing associations to impose standards upon themselves that reflect the values of society is referred to as

Accepted Answer

A)  legislation. 
B)  self-regulation. 
C)  business practice. 
D)  business ethics. 
E)  government regulation. 
A)  legislation. 
B)  self-regulation. 
C)  business practice. 
D)  business ethics. 
E)  government regulation.

Question 18

Which of the following statements about comparative advertising is true?

Accepted Answer

A)  Comparative advertisements now constitute over 90% of all television ads. 
B)  Comparative advertisements attract less consumer attention for the advertiser's brand. 
C)  Comparative advertisements need market research to provide legal support for their claims. 
D)  Comparative advertisements have been banned by the Federal Trade Commission. 
E)  Comparative advertisements can, and often do, cause more harm than good. 
A)  Comparative advertisements now constitute over 90% of all television ads. 
B)  Comparative advertisements attract less consumer attention for the advertiser's brand. 
C)  Comparative advertisements need market research to provide legal support for their claims. 
D)  Comparative advertisements have been banned by the Federal Trade Commission. 
E)  Comparative advertisements can, and often do, cause more harm than good.

Question 19

form of click fraud is called "PTR," which is an acronym for

Accepted Answer

A)  Paid-to-Read. 
B)  Ping-to-Read. 
C)  Profit-to-Read. 
D)  Place-to-Read 
E)  Priced-to-Read. 
A)  Paid-to-Read. 
B)  Ping-to-Read. 
C)  Profit-to-Read. 
D)  Place-to-Read 
E)  Priced-to-Read.

Question 20

advantage of using magazines as an advertising medium is

Accepted Answer

A)  the ability to target specific audiences. 
B)  the relatively short time it takes to place an ad. 
C)  the extremely low cost. 
D)  the opportunity to compete with other magazine features. 
E)  the simplicity of the message. 
A)  the ability to target specific audiences. 
B)  the relatively short time it takes to place an ad. 
C)  the extremely low cost. 
D)  the opportunity to compete with other magazine features. 
E)  the simplicity of the message.

conferences would most likely be used during which stage of a product's life cycle?

advantage of using the Internet as an advertising medium is

is publicity? What are the main types of publicity tools? What is the main objective of each type of tool?

Posttests that involve studies such as controlled experiments (e.g.,using radio ads in one market and newspaper ads in another and comparing the results)and consumer purchase tests (measuring retail sales that result from a given advertising campaign)are examples of

While many commercials that use humorous appeals gain the attention of the audience,they

Informational ads,particularly those with specific information,have been found to be interesting,convincing,and

Allyn went to get his newspaper,he found the paper in a plastic bag along with a packet containing one dose of Alka-Seltzer Heartburn Relief medication.In this example,which type of sales promotion is Alka-Seltzer using?

M&Ms Ad -ad for Campbell's soup reads,"We haven't changed that great taste your family's always loved." This is an example of __________ advertising.

Sales promotions that require participants to submit some kind of entry form but are purely games of chance requiring no analytical or creative effort by the consumer are referred to as

of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 3 states,"Fast is better than __________."

Consumer-oriented sales promotions refer to

studies estimate that __________ of a consumer's buying decisions are made in the store.

Geico ads that feature cavemen,a gecko,or a stack of money with eyes are using which type of advertising appeal?

Which of the following statements regarding billboards is MOST accurate?

increasing effort by advertising agencies,trade associations,and marketing associations to impose standards upon themselves that reflect the values of society is referred to as

Which of the following statements about comparative advertising is true?

form of click fraud is called "PTR," which is an acronym for

advantage of using magazines as an advertising medium is

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

Exam 18: Advertising, Sales Promotion, and Public Relations

conferences would most likely be used during which stage of a product's life cycle?

advantage of using the Internet as an advertising medium is

is publicity? What are the main types of publicity tools? What is the main objective of each type of tool?

Posttests that involve studies such as controlled experiments (e.g.,using radio ads in one market and newspaper ads in another and comparing the results)and consumer purchase tests (measuring retail sales that result from a given advertising campaign)are examples of

While many commercials that use humorous appeals gain the attention of the audience,they

Informational ads,particularly those with specific information,have been found to be interesting,convincing,and

Allyn went to get his newspaper,he found the paper in a plastic bag along with a packet containing one dose of Alka-Seltzer Heartburn Relief medication.In this example,which type of sales promotion is Alka-Seltzer using?

M&Ms Ad -ad for Campbell's soup reads,"We haven't changed that great taste your family's always loved." This is an example of __________ advertising.

Sales promotions that require participants to submit some kind of entry form but are purely games of chance requiring no analytical or creative effort by the consumer are referred to as

of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 3 states,"Fast is better than __________."

Consumer-oriented sales promotions refer to

studies estimate that __________ of a consumer's buying decisions are made in the store.

Geico ads that feature cavemen,a gecko,or a stack of money with eyes are using which type of advertising appeal?

Which of the following statements regarding billboards is MOST accurate?

increasing effort by advertising agencies,trade associations,and marketing associations to impose standards upon themselves that reflect the values of society is referred to as

Which of the following statements about comparative advertising is true?

form of click fraud is called "PTR," which is an acronym for

advantage of using magazines as an advertising medium is

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