Question 1

Discuss the major types of advertising media.

Accepted Answer

The major types of advertising media are

Question 2

If you were looking for an advertising medium that worked for segmented audiences,had prestige,had a long shelf life,and money was of no object,which of the following would you select?​

Accepted Answer

A) ​interactive ads 
B) ​television 
C) ​magazines 
D) ​direct mail 
E) ​radio 
A) ​interactive ads 
B) ​television 
C) ​magazines 
D) ​direct mail 
E) ​radio

Question 3

Your company has manufactured a new gadget that can help users track weight loss and create personalized health plans.The product is aimed at middle-class women between the ages of 21 and 40.The product will sell in the $200-250 price range and will be made available in sports retailers as well as online.Because the product is new,your team has been given $250,000 to market the product. ​
​Which of the following factors is missing from the promotional mix in the scenario described above?

Accepted Answer

A) ​nature of the product 
B) ​nature of the market 
C) ​stage in the product life cycle 
D) ​funds available for promotion 
E) ​evaluation of promotional effectiveness 
A) ​nature of the product 
B) ​nature of the market 
C) ​stage in the product life cycle 
D) ​funds available for promotion 
E) ​evaluation of promotional effectiveness

Question 4

Discuss fear and humor as types of advertising appeal.Give examples of advertisements that make use of either or both types of appeals.

Accepted Answer

Selecting the tone of an advertisement i

Question 5

A newly opened spa uses a print ad to promote the service packages it offers to customers.This is an example of _____ advertising.

Accepted Answer

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

Question 6

Discuss product advertising,institutional advertising,and corporate advertising.

Accepted Answer

1. Product advertising is nonpersonal se

Question 7

The greatest share of television advertising revenues comes from local advertisers,while most newspaper advertising revenues come from organizations that advertise nationally.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following is true of celebrity testimonials?

Accepted Answer

A) The most effective celebrity testimonial ads use the most popular celebrity regardless of his/her credibility as a message source. 
B) The most effective celebrity testimonial ads link the celebrity and the advertised good or service. 
C) The most effective celebrity testimonial ads feature those celebrities who endorse the most number of products. 
D) The celebrity testimonial ads tend to be effective only when they are displayed in print media. 
A) The most effective celebrity testimonial ads use the most popular celebrity regardless of his/her credibility as a message source. 
B) The most effective celebrity testimonial ads link the celebrity and the advertised good or service. 
C) The most effective celebrity testimonial ads feature those celebrities who endorse the most number of products. 
D) The celebrity testimonial ads tend to be effective only when they are displayed in print media.

Question 9

A manufacturer of a well-known brand of cosmetics offering buyback allowances to its retailers for a new line of lip color is an example of:

Accepted Answer

A) guerrilla marketing. 
B) product placement. 
C) trade promotion. 
D) personal selling. 
A) guerrilla marketing. 
B) product placement. 
C) trade promotion. 
D) personal selling.

Question 10

The assumption behind recognition tests is that future sales are related to advertising readership.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following methods of promotion is most likely to be used for promoting a consumer product targeted at a geographically dispersed market if the audiences are likely to respond to the same promotional messages?

Accepted Answer

A) Trade promotion 
B) Advertising 
C) Trade shows 
D) Personal selling 
A) Trade promotion 
B) Advertising 
C) Trade shows 
D) Personal selling

Question 12

A sponsor purchases access to the sponsored activity's audience and the image associated with the activity.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is an example of personal selling?

Accepted Answer

A) Banners on websites 
B) Videoconferencing 
C) Print ads 
D) Direct mailers 
A) Banners on websites 
B) Videoconferencing 
C) Print ads 
D) Direct mailers

Question 14

When a major pharmaceutical scandal shook people's belief in the Federal Drug Administration,the public relations department devised an IMC strategy to positively influence public perception.An evaluation of the effectiveness of the IMC strategy reported a positive change in the public perception of the government agency.In the context of the communication process,this change in perception represents _____.

Accepted Answer

A) encoding 
B) channeling 
C) feedback 
D) noise 
A) encoding 
B) channeling 
C) feedback 
D) noise

Question 15

Interactive advertising creates dialogue between marketers and individual shoppers,providing more materials at the user's request.

Accepted Answer

A) True 
 B)False

Question 16

When marketing partners share the cost of a promotional campaign that meets their mutual needs,they are said to be engaged in:

Accepted Answer

A) ambush marketing. 
B) cross-promotion. 
C) guerrilla promotion. 
D) personal selling. 
A) ambush marketing. 
B) cross-promotion. 
C) guerrilla promotion. 
D) personal selling.

Question 17

A local newspaper is planning to come up with a special series on the growth of entrepreneurship within the community.Each week an article featuring a different business owner and his or her success story will be published.For the featured business owners,this type of promotion would constitute _____.

Accepted Answer

A) sales promotion 
B) publicity 
C) trade promotion 
D) direct selling 
A) sales promotion 
B) publicity 
C) trade promotion 
D) direct selling

Question 18

The advertiser's challenge in interactive advertising is to gain and hold consumer interest in an environment where these individuals control what they want to see.

Accepted Answer

A) True 
 B)False

Question 19

​Downstate Drug Company relies heavily on fear appeals in its advertising for prescription medications.As the new promotions director,you will soon advise the CEO to begin transitioning to different kinds of messages.Choose the argument(s)you are unlikely to make.

Accepted Answer

A) ​Fear appeals for drug products have been disappearing in recent years. 
B) ​The FDA is about to ban prescription drug advertising on TV. 
C) ​Consumers may tune out statements they perceive as too strong. 
D) ​There may be a future backlash against fear appeals because so much drug advertising relies on them. 
E) ​You would be likely to make all of the above arguments. 
A) ​Fear appeals for drug products have been disappearing in recent years. 
B) ​The FDA is about to ban prescription drug advertising on TV. 
C) ​Consumers may tune out statements they perceive as too strong. 
D) ​There may be a future backlash against fear appeals because so much drug advertising relies on them. 
E) ​You would be likely to make all of the above arguments.

Question 20

Which of the following is an advantage of newspaper advertising?​

Accepted Answer

A) ​offers high levels of flexibility 
B) ​high reproduction quality 
C) ​low circulation 
D) ​highly segmented audience 
A) ​offers high levels of flexibility 
B) ​high reproduction quality 
C) ​low circulation 
D) ​highly segmented audience

Discuss the major types of advertising media.

If you were looking for an advertising medium that worked for segmented audiences,had prestige,had a long shelf life,and money was of no object,which of the following would you select?

Discuss fear and humor as types of advertising appeal.Give examples of advertisements that make use of either or both types of appeals.

A newly opened spa uses a print ad to promote the service packages it offers to customers.This is an example of _____ advertising.

Discuss product advertising,institutional advertising,and corporate advertising.

The greatest share of television advertising revenues comes from local advertisers,while most newspaper advertising revenues come from organizations that advertise nationally.

Which of the following is true of celebrity testimonials?

A manufacturer of a well-known brand of cosmetics offering buyback allowances to its retailers for a new line of lip color is an example of:

The assumption behind recognition tests is that future sales are related to advertising readership.

Which of the following methods of promotion is most likely to be used for promoting a consumer product targeted at a geographically dispersed market if the audiences are likely to respond to the same promotional messages?

A sponsor purchases access to the sponsored activity's audience and the image associated with the activity.

Which of the following is an example of personal selling?

Interactive advertising creates dialogue between marketers and individual shoppers,providing more materials at the user's request.

When marketing partners share the cost of a promotional campaign that meets their mutual needs,they are said to be engaged in:

The advertiser's challenge in interactive advertising is to gain and hold consumer interest in an environment where these individuals control what they want to see.

Downstate Drug Company relies heavily on fear appeals in its advertising for prescription medications.As the new promotions director,you will soon advise the CEO to begin transitioning to different kinds of messages.Choose the argument(s)you are unlikely to make.

Which of the following is an advantage of newspaper advertising?

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

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

Discuss the major types of advertising media.

If you were looking for an advertising medium that worked for segmented audiences,had prestige,had a long shelf life,and money was of no object,which of the following would you select?​

Discuss fear and humor as types of advertising appeal.Give examples of advertisements that make use of either or both types of appeals.

A newly opened spa uses a print ad to promote the service packages it offers to customers.This is an example of _____ advertising.

Discuss product advertising,institutional advertising,and corporate advertising.

The greatest share of television advertising revenues comes from local advertisers,while most newspaper advertising revenues come from organizations that advertise nationally.

Which of the following is true of celebrity testimonials?

A manufacturer of a well-known brand of cosmetics offering buyback allowances to its retailers for a new line of lip color is an example of:

The assumption behind recognition tests is that future sales are related to advertising readership.

Which of the following methods of promotion is most likely to be used for promoting a consumer product targeted at a geographically dispersed market if the audiences are likely to respond to the same promotional messages?

A sponsor purchases access to the sponsored activity's audience and the image associated with the activity.

Which of the following is an example of personal selling?

Interactive advertising creates dialogue between marketers and individual shoppers,providing more materials at the user's request.

When marketing partners share the cost of a promotional campaign that meets their mutual needs,they are said to be engaged in:

The advertiser's challenge in interactive advertising is to gain and hold consumer interest in an environment where these individuals control what they want to see.

​Downstate Drug Company relies heavily on fear appeals in its advertising for prescription medications.As the new promotions director,you will soon advise the CEO to begin transitioning to different kinds of messages.Choose the argument(s)you are unlikely to make.

Which of the following is an advantage of newspaper advertising?​

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

If you were looking for an advertising medium that worked for segmented audiences,had prestige,had a long shelf life,and money was of no object,which of the following would you select?

Downstate Drug Company relies heavily on fear appeals in its advertising for prescription medications.As the new promotions director,you will soon advise the CEO to begin transitioning to different kinds of messages.Choose the argument(s)you are unlikely to make.

Which of the following is an advantage of newspaper advertising?