Question 1

The California Raisin Advisory Board used to run ads featuring "The California Raisins," a fictitious R&B musical group composed of dancing raisins that boogied to the song "I Heard It Through the Grapevine." The ads,which were hugely popular and which gave rise to a line of raisin-themed merchandise,were designed to encourage raisin consumption.This campaign was an example of

Accepted Answer

A)  product-focused advertising. 
B)  consumer-generated advertising. 
C)  public service announcements. 
D)  institutional advertising. 
E)  push strategies.

Question 2

Jami is managing an extended advertising campaign for a local convenience store chain.The campaign includes a series of television,radio,and print messages.As part of monitoring the campaign,which of the following offers a good indicator of advertising effectiveness?

Accepted Answer

A)  the cost of the media buy 
B)  past economic conditions 
C)  planned store expansions in similar markets 
D)  new advertising concepts 
E)  the daily and weekly sales volume

Question 3

For an advertiser,the target audience can be understood as

Accepted Answer

A)  consumers who currently use or like the product. 
B)  consumers who do not use the product. 
C)  consumers whom its research designates as its target market. 
D)  consumers who prefer the competitor's product. 
E)  consumers who are unaware of the product.

Question 4

Cross-promotion is most successful when

Accepted Answer

A)  one product is well known and one product is less known. 
B)  the firms have a prior marketing relationship. 
C)  the two products are similar in price. 
D)  the promotion takes place over a very short time period. 
E)  the two products appeal to the same target market.

Question 5

__________ appeals help consumers make purchase decisions by offering facts in advertising messages and strong arguments built around relevant issues,explaining key benefits of the firm's products and services.

Accepted Answer

A)  Emotional 
B)  Niche marketing 
C)  Informational 
D)  Institutional 
E)  Reminder

Question 6

First Lady Michelle Obama recorded an ad encouraging parents to teach their children good nutrition habits to stem the increase in child obesity.This message is an example of

Accepted Answer

A)  product-focused advertising. 
B)  consumer-generated advertising. 
C)  a public service announcement. 
D)  reminder advertising. 
E)  a flighting campaign.

Question 7

A __________ is an advertisement that focuses on public welfare issues.

Accepted Answer

A)  product-focused advertisement 
B)  consumer-generated advertisement 
C)  public service announcement 
D)  reminder advertisement 
E)  push strategy

Question 8

When businesses support cultural or sporting events,such as the Discover Orange Bowl football game,this is known as cause-related marketing.

Accepted Answer

A) True 
 B)False

Question 9

Chet was struggling selling his golf photography outside a PGA event.When he offered a T-shirt with a golf photograph on it with any framed golf photo,sales picked up.Chet discovered the value of sales promotions-specifically _________-in encouraging customers to buy.

Accepted Answer

A)  deals 
B)  premiums 
C)  samples 
D)  sweepstakes 
E)  rebates

Question 10

Loyalty programs are sales promotions designed to retain current customers and encourage multiple purchases over time with the promise of a reward or premium.

Accepted Answer

A) True 
 B)False

Question 11

Yesenia is working on an advertisement to promote consumer awareness of the danger of solar radiation causing skin cancer.Yesenia's first concern will be to

Accepted Answer

A)  get consumers' attention. 
B)  enlist creative advertising designers. 
C)  make sure firms producing sunscreen lotions approve. 
D)  collect a petition in support of controls against global warming. 
E)  use public relations to buy advertising space.

Question 12

Sarah goes through the newspaper looking for coupons to help reduce her living expenses.Her roommate Paige doesn't read newspapers,let alone look through them for coupons.But Paige filled out a form from inside a cereal box entering her in a drawing for free exercise equipment.What kind of sales promotion reached Paige?

Accepted Answer

A)  loyalty program 
B)  contest 
C)  deal 
D)  premium 
E)  sweepstakes

Question 13

Greg is planning an advertising campaign to promote his kayak tour company.The success of his ad campaign depends on

Accepted Answer

A)  the quality of his kayaks. 
B)  how much money he spends. 
C)  how well he can identify his target audience. 
D)  how much consumers like him. 
E)  whether he can gain commitments from manufacturers for complementary products.

Question 14

The key to a successful emotional advertising appeal is to use the emotion to

Accepted Answer

A)  make consumers cry. 
B)  create a bond between the consumer and the brand. 
C)  get consumers to think about the benefits of the product. 
D)  balance social marketing with product-focused advertising. 
E)  deliver a logical message.

Question 15

In very simple words,advertising is really about

Accepted Answer

A)  improving brand image. 
B)  personal selling. 
C)  linking emotions with products. 
D)  getting consumers' attention. 
E)  being creative.

Question 16

Because advertising is the most visible form of marketing,

Accepted Answer

A)  many people think of marketing and advertising as synonymous. 
B)  it is the most important part of a marketing mix. 
C)  everyone prefers to be in advertising. 
D)  marketing budgets always emphasize advertising over other forms of communication. 
E)  it is the largest source of employment opportunities for marketing graduates.

Question 17

Beverage companies often pay movie producers to have their products used and shown in movies.This is an example of product placement.

Accepted Answer

A) True 
 B)False

Question 18

Reminder advertising is primarily used to

Accepted Answer

A)  prompt repurchase of a product. 
B)  create and build brand awareness. 
C)  accelerate market acceptance. 
D)  gather information about consumers. 
E)  persuade consumers to change existing perceptions.

Question 19

_______ channels are used to reach a broad audience; _______ channels are used to reach a narrower segment of consumers.

Accepted Answer

A)  Niche media; mass media 
B)  Media mix; media buy 
C)  Media buy; media mix 
D)  Mass media; niche media 
E)  Promotion; institutional

Question 20

To get us to remember their ad and the product or brand in the ad,advertisers must first

Accepted Answer

A)  use persuasion. 
B)  offer incentives. 
C)  create effective PSAs. 
D)  get our attention. 
E)  vary between flighting and pulsing scheduling.

Exam 19: Advertising,public Relations,and Sales Promotions

Jami is managing an extended advertising campaign for a local convenience store chain.The campaign includes a series of television,radio,and print messages.As part of monitoring the campaign,which of the following offers a good indicator of advertising effectiveness?

For an advertiser,the target audience can be understood as

Cross-promotion is most successful when

__________ appeals help consumers make purchase decisions by offering facts in advertising messages and strong arguments built around relevant issues,explaining key benefits of the firm's products and services.

First Lady Michelle Obama recorded an ad encouraging parents to teach their children good nutrition habits to stem the increase in child obesity.This message is an example of

A __________ is an advertisement that focuses on public welfare issues.

When businesses support cultural or sporting events,such as the Discover Orange Bowl football game,this is known as cause-related marketing.

Chet was struggling selling his golf photography outside a PGA event.When he offered a T-shirt with a golf photograph on it with any framed golf photo,sales picked up.Chet discovered the value of sales promotions-specifically _________-in encouraging customers to buy.

Loyalty programs are sales promotions designed to retain current customers and encourage multiple purchases over time with the promise of a reward or premium.

Yesenia is working on an advertisement to promote consumer awareness of the danger of solar radiation causing skin cancer.Yesenia's first concern will be to

Greg is planning an advertising campaign to promote his kayak tour company.The success of his ad campaign depends on

The key to a successful emotional advertising appeal is to use the emotion to

In very simple words,advertising is really about

Because advertising is the most visible form of marketing,

Beverage companies often pay movie producers to have their products used and shown in movies.This is an example of product placement.

Reminder advertising is primarily used to

_ channels are used to reach a broad audience; _ channels are used to reach a narrower segment of consumers.

To get us to remember their ad and the product or brand in the ad,advertisers must first