Question 1

Which of the following types of advertising media dominates local markets?

Accepted Answer

A) Radio 
B) Network television 
C) Cable television 
D) Newspapers

Question 2

Match each item with the correct statement below.
-Research that evaluates an ad during its development stage is called _____.

Accepted Answer

A) noise 
B) advertising 
C) promotion 
D) publicity 
E) sales promotion
F)guerrilla marketing
G)posttesting
H)split runs
I)cooperative advertising
J)marketing public relations
K)media scheduling
L)pretesting
M)informative advertising
N)persuasive advertising
O)retail advertising
P)missiles
Q)cross-promotion
R)interactive advertising
S)sponsorship
T)institutional marketing

Question 3

List and describe the major types of posttests used to evaluate advertising effectiveness.

Accepted Answer

The answer of List and describe the major types of...

Question 4

​A firm has contracted with a global advertising agency.In a meeting to discuss ways of promoting the client's products abroad,the agency representatives mentioned the challenges involved in reducing or eliminating noise.Choose the forms of noise they could have talked about.

Accepted Answer

A) ​Too many competing messages 
B) ​Poor technology 
C) ​Inaccurate translation 
D) ​Heavy use of buzzwords or jargon 
E) ​Only answers c and d, since these relate to language

Question 5

​The delivery service where Debbie works advertises that its vehicles are "the fastest you'll find anywhere in the globe." Debbie does not believe this claim is literally true,so she seeks an opinion from the firm's legal counsel.The lawyer informs her that such "puffery" is:

Accepted Answer

A) ​Regulated as a form of warranty by the Uniform Commercial Code 
B) ​A new development 
C) ​Distinguished from a warranty by the Uniform Commercial Code 
D) ​Potentially unethical 
E) ​Commonly illegal

Question 6

The primary disadvantage of magazine advertising is that magazines lack the flexibility of newspaper,radio,and TV.

Accepted Answer

A) True 
 B)False

Question 7

Match each item with the correct statement below.
-Ineffective promotional appeals,inappropriate advertising media,or poor radio or television reception that interferes with the transmission of the message and reduce its effectiveness are examples of _____ in a communication channel.

Accepted Answer

A) noise 
B) advertising 
C) promotion 
D) publicity 
E) sales promotion
F)guerrilla marketing
G)posttesting
H)split runs
I)cooperative advertising
J)marketing public relations
K)media scheduling
L)pretesting
M)informative advertising
N)persuasive advertising
O)retail advertising
P)missiles
Q)cross-promotion
R)interactive advertising
S)sponsorship
T)institutional marketing

Question 8

Which of the following is a disadvantage of advertising as a promotional strategy?

Accepted Answer

A) It is expensive due to high cost per contact. 
B) It allows very little control over the final promotional message. 
C) It does not permit totally accurate measurements of results. 
D) It cannot be adapted to either mass audience or specific audience segments.

Question 9

When a fast food restaurant chain joins with a movie studio to promote a new film,it is an example of cross-promotion.

Accepted Answer

A) True 
 B)False

Question 10

Although the types of promotion may vary from a highly personalized sales presentation to such nonpersonal promotions as television advertising and dollar-off coupons,each goes through every stage in the communications process.

Accepted Answer

A) True 
 B)False

Question 11

Match each item with the correct statement below.
-_____ involves two-way promotional messages transmitted through communication channels that induce message recipients to participate actively in the promotional effort.

Accepted Answer

A) noise 
B) advertising 
C) promotion 
D) publicity 
E) sales promotion
F)guerrilla marketing
G)posttesting
H)split runs
I)cooperative advertising
J)marketing public relations
K)media scheduling
L)pretesting
M)informative advertising
N)persuasive advertising
O)retail advertising
P)missiles
Q)cross-promotion
R)interactive advertising
S)sponsorship
T)institutional marketing

Question 12

Southwest Airlines and Carnival Cruises collaborated to market "fly and cruise" specials from major cities to Carnival's ports in New Orleans,Galveston and Miami.The collaboration enabled both firms to share the cost of the campaign.This strategy is known as:

Accepted Answer

A) ​cross-promotion 
B) ​cooperative advertising 
C) ​comparative advertising 
D) ​interactive advertising

Question 13

Discuss the role that integrated marketing communications (IMC)plays in the development of a promotional mix.

Accepted Answer

The answer of Discuss the role that integrated marketing communications...

Question 14

Advertising that reinforces previous promotional activity by keeping the name of a good,service,organization,person,place,idea,or cause before the public is called _____ advertising.

Accepted Answer

A) ambush 
B) reminder 
C) informative 
D) guerrilla

Question 15

An IMC strategy sends product-focused messages.

Accepted Answer

A) True 
 B)False

Question 16

The first step in the AIDA concept involves convincing the would-be buyer of the product's ability to satisfy his or her needs.

Accepted Answer

A) True 
 B)False

Question 17

Match each item with the correct statement below.
-Relationship in which an organization provides funds or in-kind resources to an event or activity in exchange for a direct association with that event or activity is called a(n)_____.

Accepted Answer

A) noise 
B) advertising 
C) promotion 
D) publicity 
E) sales promotion
F)guerrilla marketing
G)posttesting
H)split runs
I)cooperative advertising
J)marketing public relations
K)media scheduling
L)pretesting
M)informative advertising
N)persuasive advertising
O)retail advertising
P)missiles
Q)cross-promotion
R)interactive advertising
S)sponsorship
T)institutional marketing

Question 18

Some types of products like cigarettes and smokeless tobacco are banned from television advertising.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following terms do advertisers use to describe a promotional environment that is filled with hundreds of competing 15- and 30-second commercials?

Accepted Answer

A) Noise 
B) Click-through 
C) Split run 
D) Clutter

Question 20

Compared with personal selling,advertising,and sales promotion,expenditures for public relations usually are high in most firms.

Accepted Answer

A) True 
 B)False

Exam 16: Integrated Marketing Communications, advertising, and Public Relations

Which of the following types of advertising media dominates local markets?

Match each item with the correct statement below. -Research that evaluates an ad during its development stage is called _____.

List and describe the major types of posttests used to evaluate advertising effectiveness.

A firm has contracted with a global advertising agency.In a meeting to discuss ways of promoting the client's products abroad,the agency representatives mentioned the challenges involved in reducing or eliminating noise.Choose the forms of noise they could have talked about.

The delivery service where Debbie works advertises that its vehicles are "the fastest you'll find anywhere in the globe." Debbie does not believe this claim is literally true,so she seeks an opinion from the firm's legal counsel.The lawyer informs her that such "puffery" is:

The primary disadvantage of magazine advertising is that magazines lack the flexibility of newspaper,radio,and TV.

Match each item with the correct statement below. -Ineffective promotional appeals,inappropriate advertising media,or poor radio or television reception that interferes with the transmission of the message and reduce its effectiveness are examples of _____ in a communication channel.

Which of the following is a disadvantage of advertising as a promotional strategy?

When a fast food restaurant chain joins with a movie studio to promote a new film,it is an example of cross-promotion.

Although the types of promotion may vary from a highly personalized sales presentation to such nonpersonal promotions as television advertising and dollar-off coupons,each goes through every stage in the communications process.

Match each item with the correct statement below. -_____ involves two-way promotional messages transmitted through communication channels that induce message recipients to participate actively in the promotional effort.

Southwest Airlines and Carnival Cruises collaborated to market "fly and cruise" specials from major cities to Carnival's ports in New Orleans,Galveston and Miami.The collaboration enabled both firms to share the cost of the campaign.This strategy is known as:

Discuss the role that integrated marketing communications (IMC)plays in the development of a promotional mix.

Advertising that reinforces previous promotional activity by keeping the name of a good,service,organization,person,place,idea,or cause before the public is called _____ advertising.

An IMC strategy sends product-focused messages.

The first step in the AIDA concept involves convincing the would-be buyer of the product's ability to satisfy his or her needs.

Match each item with the correct statement below. -Relationship in which an organization provides funds or in-kind resources to an event or activity in exchange for a direct association with that event or activity is called a(n) _____.

Some types of products like cigarettes and smokeless tobacco are banned from television advertising.

Which of the following terms do advertisers use to describe a promotional environment that is filled with hundreds of competing 15- and 30-second commercials?

Compared with personal selling,advertising,and sales promotion,expenditures for public relations usually are high in most firms.

Exam 16: Integrated Marketing Communications, advertising, and Public Relations

Which of the following types of advertising media dominates local markets?

Match each item with the correct statement below. -Research that evaluates an ad during its development stage is called _____.

List and describe the major types of posttests used to evaluate advertising effectiveness.

​A firm has contracted with a global advertising agency.In a meeting to discuss ways of promoting the client's products abroad,the agency representatives mentioned the challenges involved in reducing or eliminating noise.Choose the forms of noise they could have talked about.

​The delivery service where Debbie works advertises that its vehicles are "the fastest you'll find anywhere in the globe." Debbie does not believe this claim is literally true,so she seeks an opinion from the firm's legal counsel.The lawyer informs her that such "puffery" is:

The primary disadvantage of magazine advertising is that magazines lack the flexibility of newspaper,radio,and TV.

Match each item with the correct statement below. -Ineffective promotional appeals,inappropriate advertising media,or poor radio or television reception that interferes with the transmission of the message and reduce its effectiveness are examples of _____ in a communication channel.

Which of the following is a disadvantage of advertising as a promotional strategy?

When a fast food restaurant chain joins with a movie studio to promote a new film,it is an example of cross-promotion.

Although the types of promotion may vary from a highly personalized sales presentation to such nonpersonal promotions as television advertising and dollar-off coupons,each goes through every stage in the communications process.

Match each item with the correct statement below. -_____ involves two-way promotional messages transmitted through communication channels that induce message recipients to participate actively in the promotional effort.

Southwest Airlines and Carnival Cruises collaborated to market "fly and cruise" specials from major cities to Carnival's ports in New Orleans,Galveston and Miami.The collaboration enabled both firms to share the cost of the campaign.This strategy is known as:

Discuss the role that integrated marketing communications (IMC)plays in the development of a promotional mix.

Advertising that reinforces previous promotional activity by keeping the name of a good,service,organization,person,place,idea,or cause before the public is called _____ advertising.

An IMC strategy sends product-focused messages.

The first step in the AIDA concept involves convincing the would-be buyer of the product's ability to satisfy his or her needs.

Match each item with the correct statement below. -Relationship in which an organization provides funds or in-kind resources to an event or activity in exchange for a direct association with that event or activity is called a(n) _____.

Some types of products like cigarettes and smokeless tobacco are banned from television advertising.

Which of the following terms do advertisers use to describe a promotional environment that is filled with hundreds of competing 15- and 30-second commercials?

Compared with personal selling,advertising,and sales promotion,expenditures for public relations usually are high in most firms.

A firm has contracted with a global advertising agency.In a meeting to discuss ways of promoting the client's products abroad,the agency representatives mentioned the challenges involved in reducing or eliminating noise.Choose the forms of noise they could have talked about.

The delivery service where Debbie works advertises that its vehicles are "the fastest you'll find anywhere in the globe." Debbie does not believe this claim is literally true,so she seeks an opinion from the firm's legal counsel.The lawyer informs her that such "puffery" is: