Question 1

Discuss the three primary objectives of advertising.

Accepted Answer

Marketers use advertising messages to ac

Question 2

Nonmarketing public relations refer to a company's messages about general management issues.

Accepted Answer

A) True 
 B)False

Question 3

Companies who use exaggerated claims of a product's superiority or the use of subjective or vague statements that may not be literally true are using _____.​

Accepted Answer

A) ​puffery 
B) ​candor 
C) ​deception 
D) ​poetic license 
A) ​puffery 
B) ​candor 
C) ​deception 
D) ​poetic license

Question 4

You work for a national fast food chain restaurant whose executives want to revamp your marketing strategies.They use a promotional strategy that allows them to showcase their foods and services as better than the myriad fast food restaurants out there. ​
Which type of advertising did the company use?

Accepted Answer

A) ​retail advertising 
B) ​reminder advertising 
C) ​informative advertising 
D) ​cooperative advertising 
E) ​comparative advertising 
A) ​retail advertising 
B) ​reminder advertising 
C) ​informative advertising 
D) ​cooperative advertising 
E) ​comparative advertising

Question 5

Match each item with the correct statement below.
-Banners have evolved into a more target-specific technique for Internet advertising with the advent of _____ which are messages that appear on the screen at exactly the right moment.

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 6

An apparel marketer pays a percentage of the cost of a retail store's newspaper advertisement featuring its product lines.This is an example of:

Accepted Answer

A) comparative advertising. 
B) cost-effective advertising. 
C) budget advertising. 
D) cooperative advertising. 
A) comparative advertising. 
B) cost-effective advertising. 
C) budget advertising. 
D) cooperative advertising.

Question 7

Which of the following is the most common type of advertising on the web?

Accepted Answer

A) Banner advertisements 
B) Pop-ups 
C) Interstitials 
D) Advergames 
A) Banner advertisements 
B) Pop-ups 
C) Interstitials 
D) Advergames

Question 8

Which of the following elements of a print advertisement contains the company name,address,web address,slogan,trademark,logo,or names the sponsoring organization?

Accepted Answer

A) Slogan 
B) Headline 
C) Illustration 
D) Signature 
A) Slogan 
B) Headline 
C) Illustration 
D) Signature

Question 9

In an attempt to expand viewership of the television show Mystery Science Theater 3000 in its early days,the producers encouraged viewers to make copies of the show on videotapes and give them to friends.The closing credits included the words "Keep circulating the tapes!" This is an example of:

Accepted Answer

A) guerrilla marketing. 
B) cause marketing. 
C) ambush marketing. 
D) cloud marketing. 
A) guerrilla marketing. 
B) cause marketing. 
C) ambush marketing. 
D) cloud marketing.

Question 10

Institutional advertising is limited to advertising sponsored by a specific profit-seeking group.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following methods develops a promotional budget based on a sound evaluation of the firm's promotional goals?

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

According to the Uniform Commercial Code,puffery is a quantifiable statement about product quality or performance that constitutes an "express warranty," which obligates the company to stand behind its claim.

Accepted Answer

A) True 
 B)False

Question 13

A popular morning TV program shows its host and guests drinking beverages from mugs that have been engraved with the logo of a popular coffee chain.This is an example of:

Accepted Answer

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

Question 14

The receiver's response,known as _____,completes the communication process.

Accepted Answer

A) epistle 
B) encoded message 
C) feedback 
D) channeled data 
A) epistle 
B) encoded message 
C) feedback 
D) channeled data

Question 15

A disadvantage of using radio as an advertising medium is that:

Accepted Answer

A) it has a highly segmented audience. 
B) the message cannot be tailored easily to adapt to local preferences. 
C) it is expensive. 
D) it lacks flexibility. 
A) it has a highly segmented audience. 
B) the message cannot be tailored easily to adapt to local preferences. 
C) it is expensive. 
D) it lacks flexibility.

Question 16

Banners have evolved into a more target-specific technique for Internet advertising with the advent of:

Accepted Answer

A) pop-ups. 
B) interstitials. 
C) missiles. 
D) advergames. 
A) pop-ups. 
B) interstitials. 
C) missiles. 
D) advergames.

Question 17

Mass consumption and geographically dispersed markets make advertising particularly appropriate for marketing goods and services aimed at large audiences likely to respond to the same promotional messages.

Accepted Answer

A) True 
 B)False

Question 18

Bethany is 7 years old and loves watching the Disney channel.Recently,she saw a television advertisement for My Little Pony toys and told her parents that she wanted one for her birthday.Which step in the AIDA model does Bethany's request for a My Little Pony toy reflect?​

Accepted Answer

A) ​desire 
B) ​attention 
C) ​interest 
D) ​action 
A) ​desire 
B) ​attention 
C) ​interest 
D) ​action

Question 19

Which of the following is a benefit of an integrated marketing communications (IMC)program?​

Accepted Answer

A) ​a unified personality for a brand or product can be created 
B) ​firms need only work with one outside vendor 
C) ​only those working in the communications division assist with IMC programs 
D) ​marketers focus on traditional network TV such as NBC, CBS and ABC 
A) ​a unified personality for a brand or product can be created 
B) ​firms need only work with one outside vendor 
C) ​only those working in the communications division assist with IMC programs 
D) ​marketers focus on traditional network TV such as NBC, CBS and ABC

Question 20

The aspect of public relations most directly related to promoting a firm's products is publicity.

Accepted Answer

A) True 
 B)False

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

Discuss the three primary objectives of advertising.

Nonmarketing public relations refer to a company's messages about general management issues.

Companies who use exaggerated claims of a product's superiority or the use of subjective or vague statements that may not be literally true are using _____.​

Match each item with the correct statement below. -Banners have evolved into a more target-specific technique for Internet advertising with the advent of _____ which are messages that appear on the screen at exactly the right moment.

An apparel marketer pays a percentage of the cost of a retail store's newspaper advertisement featuring its product lines.This is an example of:

Which of the following is the most common type of advertising on the web?

Which of the following elements of a print advertisement contains the company name,address,web address,slogan,trademark,logo,or names the sponsoring organization?

In an attempt to expand viewership of the television show Mystery Science Theater 3000 in its early days,the producers encouraged viewers to make copies of the show on videotapes and give them to friends.The closing credits included the words "Keep circulating the tapes!" This is an example of:

Institutional advertising is limited to advertising sponsored by a specific profit-seeking group.

Which of the following methods develops a promotional budget based on a sound evaluation of the firm's promotional goals?

According to the Uniform Commercial Code,puffery is a quantifiable statement about product quality or performance that constitutes an "express warranty," which obligates the company to stand behind its claim.

A popular morning TV program shows its host and guests drinking beverages from mugs that have been engraved with the logo of a popular coffee chain.This is an example of:

The receiver's response,known as _____,completes the communication process.

A disadvantage of using radio as an advertising medium is that:

Banners have evolved into a more target-specific technique for Internet advertising with the advent of:

Mass consumption and geographically dispersed markets make advertising particularly appropriate for marketing goods and services aimed at large audiences likely to respond to the same promotional messages.

Bethany is 7 years old and loves watching the Disney channel.Recently,she saw a television advertisement for My Little Pony toys and told her parents that she wanted one for her birthday.Which step in the AIDA model does Bethany's request for a My Little Pony toy reflect?​

Which of the following is a benefit of an integrated marketing communications (IMC)program?​

The aspect of public relations most directly related to promoting a firm's products is publicity.

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

Companies who use exaggerated claims of a product's superiority or the use of subjective or vague statements that may not be literally true are using _____.

Bethany is 7 years old and loves watching the Disney channel.Recently,she saw a television advertisement for My Little Pony toys and told her parents that she wanted one for her birthday.Which step in the AIDA model does Bethany's request for a My Little Pony toy reflect?

Which of the following is a benefit of an integrated marketing communications (IMC)program?