Question 1

Which type of advertising is most likely to be used when a product category is in the introductory stage of its product life cycle?

Accepted Answer

A)  intensive 
B)  comparative 
C)  selective-demand 
D)  demand-sustaining 
E)  pioneering

Question 2

When florists make floral arrangements the flowers are stuck into a piece of foam that is soaked in water and cut to fit the flowers being arranged. An ad placed in Floral Management for Aquafoam, one of the principal brands of foam used by florists, describes a contest with a $10,000 prize that any florist can enter by simply placing a telephone order for Aquafoam. The objective of this ad is to:

Accepted Answer

A)  eliminate Aquafoam's competition. 
B)  counteract product cannibalization. 
C)  improve the company's relations with its dealers. 
D)  support Aquafoam's personal selling efforts. 
E)  do all of the above.

Question 3

_____ is any communication through the media about an organization, its product, or policies that is not paid for by the organization.

Accepted Answer

A)  Public relations 
B)  Publicity 
C)  Sales promotion 
D)  Advertising 
E)  Personal selling

Question 4

An ad for Campbell's soup is designed to persuade consumers to buy Campbell's brand soup rather than any other brand. Campbell's uses _____ advertising.

Accepted Answer

A)  intensive 
B)  primary-demand 
C)  selective-demand 
D)  indirect-action 
E)  pioneering

Question 5

In 2005, a planet-friendly company introduced a pair of lightweight travel pajamas woven from seaweed-based fibers. What type of advertisement could be used to make consumers aware of this new product?

Accepted Answer

A)  intensive 
B)  customer service 
C)  selective-demand 
D)  demand-sustaining 
E)  pioneering

Question 6

If the advertising department counted the number of people who redeemed the Arm & Hammer cat litter deodorizer coupon in Better Homes & Gardens, it would be an example of a _____ test of advertising  effectiveness.

Accepted Answer

The answer of If the advertising department counted the number...

Question 7

Which of the following does NOT explain why it is difficult to measure the sales impact of an advertisement?

Accepted Answer

A)  All ads do not have the same objective. 
B)  Human motivation is too complicated to be explained by a single factor. 
C)  It is not possible to determine who is exposed to a particular ad. 
D)  All of the elements of the marketing mix are intertwined. 
E)  It is hard to determine when an ad influences consumers.

Exam 19: Advertising, Sales Promotion, and Public Relations

Which type of advertising is most likely to be used when a product category is in the introductory stage of its product life cycle?

_____ is any communication through the media about an organization, its product, or policies that is not paid for by the organization.

An ad for Campbell's soup is designed to persuade consumers to buy Campbell's brand soup rather than any other brand. Campbell's uses _____ advertising.

In 2005, a planet-friendly company introduced a pair of lightweight travel pajamas woven from seaweed-based fibers. What type of advertisement could be used to make consumers aware of this new product?

If the advertising department counted the number of people who redeemed the Arm & Hammer cat litter deodorizer coupon in Better Homes & Gardens, it would be an example of a _____ test of advertising effectiveness.

Which of the following does NOT explain why it is difficult to measure the sales impact of an advertisement?