Question 1

Which of the following refers to the cost of reaching one member of the target market?

Accepted Answer

A)  Cost per click 
B)  Cost per contact 
C)  Media mix 
D)  Reach

Question 2

Advertising can affect the way consumers rank a brand's attributes.

Accepted Answer

A) True 
 B)False

Question 3

Corporations often use advocacy advertising to express their views on controversial issues.

Accepted Answer

A) True 
 B)False

Question 4

CamScan is a manufacturer of printers,scanners,and other office equipment.It announces a cash refund for corporate purchases in large quantities.Rick purchases 20 color printers for his office from CamScan during this sale.To collect the cash refund,he needs to fill out and mail a form provided by CamScan,along with proof of purchase.In this case,which type of sales promotions is CamScan offering?

Accepted Answer

A)  Premium 
B)  Bonus 
C)  Coupon 
D)  Rebate

Question 5

Decathlon Corp.,a sports shoe manufacturer,launches a new line of sports shoes.To promote the product,Fournotts Corp.invites its customers to try on the shoes for a period of one week and get a feel of its features.This is an example of _____.

Accepted Answer

A)  corporate communication 
B)  sponsorship 
C)  product placement 
D)  experiential marketing

Question 6

Which term describes a series of decisions that an advertiser makes regarding the selection and use of media,which allows the marketer to optimally and cost-effectively communicate the message to the target audience?

Accepted Answer

A)  Media planning 
B)  Advertising 
C)  Sales Promotion 
D)  Advertising campaign

Question 7

Which advertising appeal centers around issues such as social embarrassment,growing old,or losing one's health which,because of the power of the emotion it stirs,requires advertisers to exercise care in execution?

Accepted Answer

A)  Fear 
B)  Vanity and egotism 
C)  Environmental consciousness 
D)  Convenience

Question 8

Ryan's Hunting Emporium sells hunting equipment.The store advertises its equipment in a popular magazine that is distributed every Monday.A television commercial promoting Ryan's airs every Thursday at 5:00 p.m.for a three-month period.When new or updated equipment is introduced,the products are steadily advertised during a planned time period.Ryan's exemplifies a _____ media schedule.

Accepted Answer

A)  circular 
B)  flighted 
C)  continuous 
D)  seasonal

Question 9

Advertising can change consumers' deeply rooted values and attitudes.

Accepted Answer

A) True 
 B)False

Question 10

_____ is a public relations strategy that involves getting a product,service,or company name to appear in a movie,television show,radio program,magazine,newspaper,video game,video or audio clip,book,or commercial for another product; on the Internet; or at special events.

Accepted Answer

A)  Audience selectivity 
B)  Product placement 
C)  Corporate communication 
D)  Cooperative advertising

Question 11

People who buy the same product most or all of the time are known as brand switchers.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following is NOT true of publicity?

Accepted Answer

A)  Publicity is the effort to capture media attention. 
B)  Corporations usually prefer not to generate publicity through press releases. 
C)  Corporate donations and sponsorshipscreate favorable publicity for companies. 
D)  Both profit and not-for-profit organizations seek publicity.

Question 13

If the goal of the promotion plan is to improve the image of the company or the industry,_____ may be used.

Accepted Answer

A)  institutional advertising 
B)  pioneering advertising 
C)  competitive advertising 
D)  comparative advertising

Question 14

Brita LED (light emitting diode)lighting uses comparative advertising to emphasize the benefits of using LEDs over CFLs (cathode filament lamps).The advertisements emphasize that Brita's LEDs cost less than CFLs and other brands of LEDs,last longer,consume less energy,and need to be replaced less frequently than CFLs.In this scenario,which of the following advertising appeals is used in Brita's ads?

Accepted Answer

A)  Admiration 
B)  Profit 
C)  Vanity and egotism 
D)  Fun and pleasure

Question 15

If an advertiser wants to enhance the sales of a specific good or service,institutional advertising should be used.

Accepted Answer

A) True 
 B)False

Question 16

The term that describes the phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing returns is _____________.

Accepted Answer

A)  the advertising response function 
B)  institutional advertising 
C)  product advertising 
D)  new brand promotion

Question 17

Intermediaries receive push money as a bonus for pushing the manufacturer's brand through the distribution channel.

Accepted Answer

A) True 
 B)False

Question 18

Evaluating an advertising campaign is the simplest part of the advertising process because the factors that determine the effectiveness of an ad are limited and clear.

Accepted Answer

A) True 
 B)False

Question 19

A media scheduling strategy that runs advertising only during times of the year when the product is most likely to be used is known as a ____________.

Accepted Answer

A)  flighted media schedule 
B)  pulsing media schedule 
C)  continuous media schedule 
D)  seasonal media schedule

Question 20

Which of the following is NOT true of competitive advertising?

Accepted Answer

A)  Firms use competitive or brand advertising when a product enters the growth phase of the product life cycle. 
B)  The goal of competitive advertising is to influence demand for a specific brand. 
C)  Promotion becomes more informative and appeals less to emotions during competitive advertising phase. 
D)  Emphasis on branding begins during competitive advertising phase.

Exam 16: Advertising,public Relations,and Sales Promotion

Which of the following refers to the cost of reaching one member of the target market?

Advertising can affect the way consumers rank a brand's attributes.

Corporations often use advocacy advertising to express their views on controversial issues.

Decathlon Corp.,a sports shoe manufacturer,launches a new line of sports shoes.To promote the product,Fournotts Corp.invites its customers to try on the shoes for a period of one week and get a feel of its features.This is an example of _____.

Which term describes a series of decisions that an advertiser makes regarding the selection and use of media,which allows the marketer to optimally and cost-effectively communicate the message to the target audience?

Which advertising appeal centers around issues such as social embarrassment,growing old,or losing one's health which,because of the power of the emotion it stirs,requires advertisers to exercise care in execution?

Advertising can change consumers' deeply rooted values and attitudes.

_____ is a public relations strategy that involves getting a product,service,or company name to appear in a movie,television show,radio program,magazine,newspaper,video game,video or audio clip,book,or commercial for another product; on the Internet; or at special events.

People who buy the same product most or all of the time are known as brand switchers.

Which of the following is NOT true of publicity?

If the goal of the promotion plan is to improve the image of the company or the industry,_____ may be used.

If an advertiser wants to enhance the sales of a specific good or service,institutional advertising should be used.

The term that describes the phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing returns is _____________.

Intermediaries receive push money as a bonus for pushing the manufacturer's brand through the distribution channel.

Evaluating an advertising campaign is the simplest part of the advertising process because the factors that determine the effectiveness of an ad are limited and clear.

A media scheduling strategy that runs advertising only during times of the year when the product is most likely to be used is known as a ____________.

Which of the following is NOT true of competitive advertising?