Question 1

One of the disadvantages associated with radio as an advertising medium is that it

Accepted Answer

A) has a short exposure time. 
B) cannot target specific audiences. 
C) cannot use humor,sound,and intimacy effectively. 
D) has a very limited amount of advertising time available. 
E) is easy to convey complex messages. 
A) has a short exposure time. 
B) cannot target specific audiences. 
C) cannot use humor,sound,and intimacy effectively. 
D) has a very limited amount of advertising time available. 
E) is easy to convey complex messages.

Question 2

Recent Bayer ads stating,"We cure more headaches than you think," are intended to inform consumers that the company produces many products in addition to aspirin.What type of ad is this?

Accepted Answer

A) pioneering institutional advertisement 
B) competitive institutional advertisement 
C) advocacy institutional advertisement 
D) reminder institutional advertisement 
E) subliminal institutional advertisement 
A) pioneering institutional advertisement 
B) competitive institutional advertisement 
C) advocacy institutional advertisement 
D) reminder institutional advertisement 
E) subliminal institutional advertisement

Question 3

The use of deceased celebrities such as John Wayne or Fred Astaire in commercials

Accepted Answer

A) creates a humorous appeal. 
B) avoids the possibility of a spokesperson's image changing. 
C) creates a fear appeal. 
D) creates a product ambiance that limits its appeal to older consumers. 
E) targets the Gen Y consumer. 
A) creates a humorous appeal. 
B) avoids the possibility of a spokesperson's image changing. 
C) creates a fear appeal. 
D) creates a product ambiance that limits its appeal to older consumers. 
E) targets the Gen Y consumer.

Question 4

Cooperative advertising refers to

Accepted Answer

A) advertising programs by which a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products. 
B) advertising programs by which a manufacturer pays for national ad distribution and the retailer pays for local advertising expenses. 
C) advertising that is paid collectively for all stores located within a specified geographic area,such as a five-mile radius around a particular shopping center or strip mall. 
D) advertising paid for by multiple independent firms to promote a product class rather than an individual product or firm. 
E) advertising paid for by several unrelated firms to promote a worthy cause such as cancer research. 
A) advertising programs by which a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products. 
B) advertising programs by which a manufacturer pays for national ad distribution and the retailer pays for local advertising expenses. 
C) advertising that is paid collectively for all stores located within a specified geographic area,such as a five-mile radius around a particular shopping center or strip mall. 
D) advertising paid for by multiple independent firms to promote a product class rather than an individual product or firm. 
E) advertising paid for by several unrelated firms to promote a worthy cause such as cancer research.

Question 5

A mother handed her college-aged son a piece of paper and said,"By redeeming this you will receive 25 cents off your next purchase of Birds Eye lima beans." Birds Eye is using a __________ to stimulate demand (trial)for its lima beans.

Accepted Answer

A) coupon 
B) rebate 
C) sample 
D) deal 
E) premium 
A) coupon 
B) rebate 
C) sample 
D) deal 
E) premium

Question 6

Geico ads that feature a talking pig,cavemen,a gecko,or a stack of money 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 7

What is the difference between a coupon and a deal?

Accepted Answer

Coupons are sales promotions that offer

Question 8

When Steve Ballmer,CEO of Microsoft,launched Office 2013 at an event in San Francisco,representatives of the media were invited to attend.The company announced the worldwide availability of Microsoft Office 2013 for business customers worldwide.This is an example of a __________.

Accepted Answer

A) news release 
B) news conference 
C) promotional giveaway 
D) PSA 
E) cooperative advertisement 
A) news release 
B) news conference 
C) promotional giveaway 
D) PSA 
E) cooperative advertisement

Question 9

A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate is referred to as

Accepted Answer

A) a merchandise deal. 
B) a product enhancement. 
C) a loyalty program. 
D) retail positioning. 
E) experiential decoding. 
A) a merchandise deal. 
B) a product enhancement. 
C) a loyalty program. 
D) retail positioning. 
E) experiential decoding.

Question 10

Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as __________ advertisements.

Accepted Answer

A) product 
B) public service 
C) institutional 
D) reminder 
E) repositioning 
A) product 
B) public service 
C) institutional 
D) reminder 
E) repositioning

Question 11

Which of the following statements regarding billboards is most accurate?

Accepted Answer

A) Billboards are a good supplemental reinforcement for well-known products. 
B) Billboards are well-suited for pioneering product advertising. 
C) Contrary to popular belief,billboards are not driving hazards since they help keep drivers alert. 
D) Billboards are often too expensive for small local firms and are better suited for national campaigns. 
E) Billboards are more effective in rural areas than in metropolitan areas. 
A) Billboards are a good supplemental reinforcement for well-known products. 
B) Billboards are well-suited for pioneering product advertising. 
C) Contrary to popular belief,billboards are not driving hazards since they help keep drivers alert. 
D) Billboards are often too expensive for small local firms and are better suited for national campaigns. 
E) Billboards are more effective in rural areas than in metropolitan areas.

Question 12

One of the advantages associated with television as an advertising medium is that it

Accepted Answer

A) has a short exposure time. 
B) is a low-cost medium. 
C) as an unlimited amount of advertising time available. 
D) can be used to convey complex messages. 
E) can use sight,sound,and motion. 
A) has a short exposure time. 
B) is a low-cost medium. 
C) as an unlimited amount of advertising time available. 
D) can be used to convey complex messages. 
E) can use sight,sound,and motion.

Question 13

The three primary types of product advertisement are pioneering,competitive,and __________.

Accepted Answer

A) informational 
B) industrial 
C) reminder 
D) persuasive 
E) subliminal 
A) informational 
B) industrial 
C) reminder 
D) persuasive 
E) subliminal

Question 14

All of the following statements are true about newspapers EXCEPT:

Accepted Answer

A) local retailers often use newspapers as their sole advertising medium. 
B) newspapers are generally limited to ads that call for an immediate customer response. 
C) national advertising campaigns rarely include this medium except in conjunction with local distributors of their products. 
D) a long lead-time is needed to place an ad in a local newspaper. 
E) newspapers have excellent GRPs potential. 
A) local retailers often use newspapers as their sole advertising medium. 
B) newspapers are generally limited to ads that call for an immediate customer response. 
C) national advertising campaigns rarely include this medium except in conjunction with local distributors of their products. 
D) a long lead-time is needed to place an ad in a local newspaper. 
E) newspapers have excellent GRPs potential.

Question 15

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 2 states,"It's best to do __________ really,really well."

Accepted Answer

A) one thing 
B) everything 
C) whatever you love 
D) what you are afraid of 
E) your job 
A) one thing 
B) everything 
C) whatever you love 
D) what you are afraid of 
E) your job

Question 16

In television or radio advertising,a rating refers to

Accepted Answer

A) the number of different people or households exposed to an advertisement and they buy the offering that was advertised. 
B) the average number of times a person in the target audience is exposed to a message or advertisement. 
C) the percentage of households in a market that are tuned to a particular television or radio station. 
D) a commonly used reference number an advertiser calculates (reach multiplied by frequency)to determine whether it has achieved its advertising objectives. 
E) the percentage points of market share a firm garners for its advertisements relative to its competitors. 
A) the number of different people or households exposed to an advertisement and they buy the offering that was advertised. 
B) the average number of times a person in the target audience is exposed to a message or advertisement. 
C) the percentage of households in a market that are tuned to a particular television or radio station. 
D) a commonly used reference number an advertiser calculates (reach multiplied by frequency)to determine whether it has achieved its advertising objectives. 
E) the percentage points of market share a firm garners for its advertisements relative to its competitors.

Question 17

The M&Ms ad shown above is an example of which type of advertising?

Accepted Answer

A) reminder 
B) competitive 
C) pioneering 
D) institutional 
E) differentiation 
A) reminder 
B) competitive 
C) pioneering 
D) institutional 
E) differentiation

Question 18

All of the following are alternative forms of institutional advertisements EXCEPT:

Accepted Answer

A) competitive 
B) public service 
C) reminder 
D) pioneering 
E) advocacy 
A) competitive 
B) public service 
C) reminder 
D) pioneering 
E) advocacy

Question 19

A printed or an e-mailed announcement that is sent to members of the business press from German pharmaceutical giant Bayer stating that it is looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool?

Accepted Answer

A) news release 
B) public trade announcement 
C) lobbying 
D) news conference 
E) event management 
A) news release 
B) public trade announcement 
C) lobbying 
D) news conference 
E) event management

Question 20

What is the difference between a contest and a sweepstakes?

Accepted Answer

A contest requires consumers to apply th

Exam 18: Advertising, Sales Promotion, and Public Relations

One of the disadvantages associated with radio as an advertising medium is that it

Recent Bayer ads stating,"We cure more headaches than you think," are intended to inform consumers that the company produces many products in addition to aspirin.What type of ad is this?

The use of deceased celebrities such as John Wayne or Fred Astaire in commercials

Cooperative advertising refers to

A mother handed her college-aged son a piece of paper and said,"By redeeming this you will receive 25 cents off your next purchase of Birds Eye lima beans." Birds Eye is using a __________ to stimulate demand (trial)for its lima beans.

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

What is the difference between a coupon and a deal?

When Steve Ballmer,CEO of Microsoft,launched Office 2013 at an event in San Francisco,representatives of the media were invited to attend.The company announced the worldwide availability of Microsoft Office 2013 for business customers worldwide.This is an example of a __________.

A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate is referred to as

Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as __________ advertisements.

Which of the following statements regarding billboards is most accurate?

One of the advantages associated with television as an advertising medium is that it

The three primary types of product advertisement are pioneering,competitive,and __________.

All of the following statements are true about newspapers EXCEPT:

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 2 states,"It's best to do __________ really,really well."

In television or radio advertising,a rating refers to

The M&Ms ad shown above is an example of which type of advertising?

All of the following are alternative forms of institutional advertisements EXCEPT:

A printed or an e-mailed announcement that is sent to members of the business press from German pharmaceutical giant Bayer stating that it is looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool?

What is the difference between a contest and a sweepstakes?

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility in 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 to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Building an Effective Marketing Plan

Financial Aspects of Marketing

Filters