Question 1

Legislation regulates the placement of outdoor advertising near interstate highways.

Accepted Answer

A) True 
 B)False

Question 2

Integrated marketing communications (IMC)broadens promotion to include all the ways a customer has contact with an organization.​

Accepted Answer

A) True 
 B)False

Question 3

Promotion of a concept,an idea,a philosophy,or the goodwill of an industry,company,organization,person,geographic location,or government agency is called _____ advertising.

Accepted Answer

A) institutional 
B) product 
C) retail 
D) cooperative 
A) institutional 
B) product 
C) retail 
D) cooperative

Question 4

Which of the following is a posttest that assesses advertising effectiveness after it has appeared in a print or broadcast medium?

Accepted Answer

A) Miller test 
B) Unaided recall test 
C) Risk-utility test 
D) Oakes test 
A) Miller test 
B) Unaided recall test 
C) Risk-utility test 
D) Oakes test

Question 5

The headlines and illustrations in the print ad typically include the company name,address,phone number,Web address,slogan,trademark,or simply a product photo.

Accepted Answer

A) True 
 B)False

Question 6

Persuasive advertising is typically used in the latter part of the maturity stage and throughout the decline stage of the product lifecycle.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is a strategy in which a retailer shares advertising costs with a manufacturer or a wholesaler?

Accepted Answer

A) Cooperative advertising 
B) Corporate advertising 
C) Institutional advertising 
D) Community advertising 
A) Cooperative advertising 
B) Corporate advertising 
C) Institutional advertising 
D) Community advertising

Question 8

IMC broadens the concept of promotion to include all the ways a customer has contact with the organization,adding packaging,store displays,and online advertising to traditional media.

Accepted Answer

A) True 
 B)False

Question 9

When a pharmaceutical company advertises that its product has a greater pain-relieving effect than Tylenol,it is using _____ advertising.

Accepted Answer

A) cooperative 
B) comparative 
C) retail 
D) institutional 
A) cooperative 
B) comparative 
C) retail 
D) institutional

Question 10

Match each item with the correct statement below.
-Promotion that attempts to increase demand for an existing good,service,organization,person,place,idea,or cause is called _____.

Accepted Answer

A) noise 
B) advertising 
C) promotion 
D) publicity 
E) sales promotion
F)guerrilla marketing
G)posttesting
H)split runs
I)cooperative advertising
J)marketing public relations
K)media scheduling
L)pretesting
M)informative advertising
N)persuasive advertising
O)retail advertising
P)missiles
Q)cross-promotion
R)interactive advertising
S)sponsorship
T)institutional marketing 
A) noise 
B) advertising 
C) promotion 
D) publicity 
E) sales promotion
F)guerrilla marketing
G)posttesting
H)split runs
I)cooperative advertising
J)marketing public relations
K)media scheduling
L)pretesting
M)informative advertising
N)persuasive advertising
O)retail advertising
P)missiles
Q)cross-promotion
R)interactive advertising
S)sponsorship
T)institutional marketing

Question 11

Which of the following methods of creating a promotional budget allocates a predetermined amount to each sales or production unit?

Accepted Answer

A) The fixed-sum-per-unit method 
B) The meeting competition method 
C) The percentage-of-sales method 
D) The task-objective method 
A) The fixed-sum-per-unit method 
B) The meeting competition method 
C) The percentage-of-sales method 
D) The task-objective method

Question 12

Match each item with the correct statement below.
-A strategy in which a retailer shares advertising costs with a manufacturer or wholesaler is known as _____.

Accepted Answer

A) noise 
B) advertising 
C) promotion 
D) publicity 
E) sales promotion
F)guerrilla marketing
G)posttesting
H)split runs
I)cooperative advertising
J)marketing public relations
K)media scheduling
L)pretesting
M)informative advertising
N)persuasive advertising
O)retail advertising
P)missiles
Q)cross-promotion
R)interactive advertising
S)sponsorship
T)institutional marketing 
A) noise 
B) advertising 
C) promotion 
D) publicity 
E) sales promotion
F)guerrilla marketing
G)posttesting
H)split runs
I)cooperative advertising
J)marketing public relations
K)media scheduling
L)pretesting
M)informative advertising
N)persuasive advertising
O)retail advertising
P)missiles
Q)cross-promotion
R)interactive advertising
S)sponsorship
T)institutional marketing

Question 13

Sam watches an ad on TV for a new laptop from Sony.This ad is an example of product advertising.

Accepted Answer

A) True 
 B)False

Question 14

Think Green,a not-for-profit organization,promotes its "go vegan" lifestyle by publishing advertisements in the print media as well as electronic media.This is an example of _____ advertising.

Accepted Answer

A) product 
B) institutional 
C) retail 
D) cooperative 
A) product 
B) institutional 
C) retail 
D) cooperative

Question 15

The four major elements of a print advertisement are the headline,illustration,body copy,and signature. ​
​What is the purpose of the signature?

Accepted Answer

A) ​to stimulate buying action 
B) ​to draw the customer in 
C) ​to inform the customer 
D) ​to name the sponsoring organization 
E) ​to leave the customer with questions 
A) ​to stimulate buying action 
B) ​to draw the customer in 
C) ​to inform the customer 
D) ​to name the sponsoring organization 
E) ​to leave the customer with questions

Question 16

Compare and contrast marketing public relations with nonmarketing public relations.

Accepted Answer

Nonmarketing public relations refers to

Question 17

Oriental Insurance promotes identity theft insurance with an advertisement that warns viewers about stolen credit cards and fake Social Security numbers.Which appeal is being used in this commercial to motivate the viewers to act?

Accepted Answer

A) Fact 
B) Humor 
C) Cooperation 
D) Fear 
A) Fact 
B) Humor 
C) Cooperation 
D) Fear

Question 18

Consumer perceptions of superiority pay off in the firm's ability to raise prices without losing market share.

Accepted Answer

A) True 
 B)False

Question 19

Nonpersonal selling of a particular good or service is called _____ advertising.

Accepted Answer

A) institutional 
B) product 
C) corporate 
D) retail 
A) institutional 
B) product 
C) corporate 
D) retail

Question 20

_____ are an outcropping of banner ads that appear on the results page of a search and are specific to the searched term.

Accepted Answer

A) Pop-ups 
B) Interstitials 
C) Advergames 
D) Keyword ads 
A) Pop-ups 
B) Interstitials 
C) Advergames 
D) Keyword ads

Exam 16: Integrated Marketing Communications, advertising, and Public Relations

Legislation regulates the placement of outdoor advertising near interstate highways.

Integrated marketing communications (IMC)broadens promotion to include all the ways a customer has contact with an organization.​

Promotion of a concept,an idea,a philosophy,or the goodwill of an industry,company,organization,person,geographic location,or government agency is called _____ advertising.

Which of the following is a posttest that assesses advertising effectiveness after it has appeared in a print or broadcast medium?

The headlines and illustrations in the print ad typically include the company name,address,phone number,Web address,slogan,trademark,or simply a product photo.

Persuasive advertising is typically used in the latter part of the maturity stage and throughout the decline stage of the product lifecycle.

Which of the following is a strategy in which a retailer shares advertising costs with a manufacturer or a wholesaler?

IMC broadens the concept of promotion to include all the ways a customer has contact with the organization,adding packaging,store displays,and online advertising to traditional media.

When a pharmaceutical company advertises that its product has a greater pain-relieving effect than Tylenol,it is using _____ advertising.

Match each item with the correct statement below. -Promotion that attempts to increase demand for an existing good,service,organization,person,place,idea,or cause is called _____.

Which of the following methods of creating a promotional budget allocates a predetermined amount to each sales or production unit?

Match each item with the correct statement below. -A strategy in which a retailer shares advertising costs with a manufacturer or wholesaler is known as _____.

Sam watches an ad on TV for a new laptop from Sony.This ad is an example of product advertising.

Think Green,a not-for-profit organization,promotes its "go vegan" lifestyle by publishing advertisements in the print media as well as electronic media.This is an example of _____ advertising.

The four major elements of a print advertisement are the headline,illustration,body copy,and signature. ​ ​What is the purpose of the signature?

Compare and contrast marketing public relations with nonmarketing public relations.

Oriental Insurance promotes identity theft insurance with an advertisement that warns viewers about stolen credit cards and fake Social Security numbers.Which appeal is being used in this commercial to motivate the viewers to act?

Consumer perceptions of superiority pay off in the firm's ability to raise prices without losing market share.

Nonpersonal selling of a particular good or service is called _____ advertising.

_____ are an outcropping of banner ads that appear on the results page of a search and are specific to the searched term.

Marketing: the Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, ethics, and Social Responsibility

Social Media: Living in the Connected World

E-Business: Managing the Customer Experience

Consumer Behavior

Business-To-Business B2bmarketing

Global Marketing

Market Segmentation, targeting, and Positioning

Marketing Research in the Era of Big Data

Relationship Marketing and Customer Relationship Management Crm

Product and Service Strategies

Developing and Managing Brand and Product Categories

Marketing Channels and Supply Chain Management

Retailers, wholesalers, and Direct Marketers

Personal Selling and Sales Promotion

Pricing Concepts

Pricing Strategies

Developing an Effective Marketing Plan

Financial Analysis in Marketing

Filters

Integrated marketing communications (IMC)broadens promotion to include all the ways a customer has contact with an organization.

The four major elements of a print advertisement are the headline,illustration,body copy,and signature. What is the purpose of the signature?