Question 1

Which of the following statements about advertising is true?

Accepted Answer

A)  Advertising is personal communication from an identified sponsor using the mass media. 
B)  Consumers perceive advertising as always having a high level of credibility. 
C)  Advertising can be used to establish and reinforce a distinctive brand identity. 
D)  Advertising tends to be comparatively inexpensive. 
E)  Advertising always relies on factual information.

Question 2

An ad for Mongoose mountain bikes shows a serious biker traversing remote and rugged but beautiful terrain and states, "There are places that are so awesome and so killer that you'd like to tell the whole world about them. But please, don't." This ad uses the ________ appeal.

Accepted Answer

A)  slice-of-life 
B)  lifestyle 
C)  fear 
D)  testimonial 
E)  straight-forward

Question 3

The creative strategy for an advertising campaign is summarized in a(n) ________.

Accepted Answer

A)  agency contract 
B)  account plan 
C)  media plan 
D)  creative brief 
E)  message objective

Question 4

Which of the following statements about radio as an advertising medium is true?

Accepted Answer

A)  Radio advertising is typically quite expensive. 
B)  National radio advertising opportunities are simple to purchase. 
C)  One advantage of radio advertising is its flexibility. 
D)  Radio prohibits the use of segmentation strategies. 
E)  Radio is defined as a place-based medium.

Question 5

Like sales promotion, public relations components of the promotion mix are used to create short-term increases in sales.

Accepted Answer

A) True 
 B)False

Question 6

In terms of the communication model, ________ is the process whereby a receiver assigns meaning to a message.

Accepted Answer

A)  sourcing 
B)  encoding 
C)  decoding 
D)  feedback 
E)  receiving

Question 7

The communications model is an effective way to look at traditional marketing communications, but not new word-of-mouth communications.

Accepted Answer

A) True 
 B)False

Question 8

Toro ran a clever preseason promotion on some of its snow blower models, offering some money back if the snowfall in the buyer's market area turned out to be below average. This is an example of a ________.

Accepted Answer

A)  rebate 
B)  premium 
C)  price-off pack 
D)  continuity program 
E)  sweepstake

Question 9

A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________.

Accepted Answer

A)  direct marketing 
B)  integrated marketing 
C)  competitive marketing 
D)  the promotion mix 
E)  target marketing

Question 10

Product placements in television programs and movies are examples of ________.

Accepted Answer

A)  advergaming 
B)  branded entertainment 
C)  authenticated streaming 
D)  rich media 
E)  consumer-generated media

Question 11

Declining brand loyalty has led marketers to place less of their total marketing communication budgets in sales promotions.

Accepted Answer

A) True 
 B)False

Question 12

A florist who decides to budget five percent of last year's sales for promotional activities is using which of the following budgeting techniques?

Accepted Answer

A)  bottom-up 
B)  objective-task 
C)  competitive-parity 
D)  percentage-of-sales 
E)  push-pull

Question 13

A merchandising allowance is a discount to a wholesaler or retailer based on the order volume of a product.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following types of sales promotions would NOT be offered to a final consumer?

Accepted Answer

A)  rebates 
B)  push money 
C)  bonus packs 
D)  sweepstakes 
E)  premiums

Question 15

In which step of the hierarchy of effects would a marketer most likely rely on samples and coupons?

Accepted Answer

A)  create awareness 
B)  inform the market 
C)  create desire 
D)  encourage purchase 
E)  build loyalty

Question 16

________ refers to the mood or attitude an advertisement conveys.

Accepted Answer

A)  Creative technique 
B)  Execution format 
C)  Unique selling proposition 
D)  Appeal 
E)  Tonality

Question 17

If the pull strategy is effective, consumers will then demand the product from channel members, who will, in turn, demand it from producers.

Accepted Answer

A) True 
 B)False

Question 18

Banners are online ads that pop up between changes on a Web site.

Accepted Answer

A) True 
 B)False

Question 19

________ components of the promotion mix do not seek a short-term increase in sales. Instead, with these communication activities, the company tries to maintain a positive image of an organization and its products.

Accepted Answer

A)  Personal selling 
B)  Sales promotion 
C)  Public relations 
D)  Word-of-mouth 
E)  Direct marketing

Question 20

For which of the following products would a continuous advertising schedule be most appropriate?

Accepted Answer

A)  swimming pool chemicals 
B)  ski goggles 
C)  heaters 
D)  mosquito repellent 
E)  lightbulbs

Exam 13: Promotion I: Advertising and Sales Promotion

Which of the following statements about advertising is true?

An ad for Mongoose mountain bikes shows a serious biker traversing remote and rugged but beautiful terrain and states, "There are places that are so awesome and so killer that you'd like to tell the whole world about them. But please, don't." This ad uses the ________ appeal.

The creative strategy for an advertising campaign is summarized in a(n) ________.

Which of the following statements about radio as an advertising medium is true?

Like sales promotion, public relations components of the promotion mix are used to create short-term increases in sales.

In terms of the communication model, ________ is the process whereby a receiver assigns meaning to a message.

The communications model is an effective way to look at traditional marketing communications, but not new word-of-mouth communications.

Toro ran a clever preseason promotion on some of its snow blower models, offering some money back if the snowfall in the buyer's market area turned out to be below average. This is an example of a ________.

A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________.

Product placements in television programs and movies are examples of ________.

Declining brand loyalty has led marketers to place less of their total marketing communication budgets in sales promotions.

A florist who decides to budget five percent of last year's sales for promotional activities is using which of the following budgeting techniques?

A merchandising allowance is a discount to a wholesaler or retailer based on the order volume of a product.

Which of the following types of sales promotions would NOT be offered to a final consumer?

In which step of the hierarchy of effects would a marketer most likely rely on samples and coupons?

________ refers to the mood or attitude an advertisement conveys.

If the pull strategy is effective, consumers will then demand the product from channel members, who will, in turn, demand it from producers.

Banners are online ads that pop up between changes on a Web site.

________ components of the promotion mix do not seek a short-term increase in sales. Instead, with these communication activities, the company tries to maintain a positive image of an organization and its products.

For which of the following products would a continuous advertising schedule be most appropriate?