Question 1

________ seeks to determine whether an ad is communicating effectively.

Accepted Answer

A)  Copy testing 
B)  Flighting 
C)  Pulsing 
D)  Frequency capping 
E)  Square inch analysis 
A)  Copy testing 
B)  Flighting 
C)  Pulsing 
D)  Frequency capping 
E)  Square inch analysis A

Question 2

________ aims to convince current purchasers that they made the right choice.

Accepted Answer

A)  Persuasive advertising 
B)  Informational advertising 
C)  Reinforcement advertising 
D)  Reminder advertising 
E)  Comparative advertising 
A)  Persuasive advertising 
B)  Informational advertising 
C)  Reinforcement advertising 
D)  Reminder advertising 
E)  Comparative advertising C

Question 3

Reinforcement advertising _________________________________.

Accepted Answer

A)  elicits cognitive and behavioral motivations simultaneously 
B)  tries to minimize brand dilution 
C)  aims to convince current purchasers that they made the right choice. 
D)  elicits affective motivation, followed by cognitive motivation 
E)  uses negative fear appeals 
A)  elicits cognitive and behavioral motivations simultaneously 
B)  tries to minimize brand dilution 
C)  aims to convince current purchasers that they made the right choice. 
D)  elicits affective motivation, followed by cognitive motivation 
E)  uses negative fear appeals C

Question 4

________ represents the proportion of company advertising of a product to all advertising of that product.

Accepted Answer

A)  Share of wallet 
B)  Share of mind 
C)  Share of voice 
D)  Share of market 
E)  Share of cost 
A)  Share of wallet 
B)  Share of mind 
C)  Share of voice 
D)  Share of market 
E)  Share of cost

Question 5

Brands in highly-differentiated product classes require heavy advertising to establish a differential image.

Accepted Answer

A) True 
 B)False

Question 6

Explain the classification of advertising objectives.

Accepted Answer

(1) Informative advertising aims to crea

Question 7

Which of the following consumer promotion tools involves using one brand to advertise another noncompeting brand?

Accepted Answer

A)  tie-in promotion 
B)  frequency programs 
C)  specialty advertising 
D)  cross-promotion 
E)  patronage awards 
A)  tie-in promotion 
B)  frequency programs 
C)  specialty advertising 
D)  cross-promotion 
E)  patronage awards

Question 8

The rationale behind place advertising is that marketers are better off reaching people where they work, play, and shop.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is an example of a trade promotion?

Accepted Answer

A)  free samples 
B)  discount coupons 
C)  display allowances 
D)  contests for sales reps 
E)  premiums 
A)  free samples 
B)  discount coupons 
C)  display allowances 
D)  contests for sales reps 
E)  premiums

Question 10

Examples of manufacturer promotions include price cuts and feature advertising.

Accepted Answer

A) True 
 B)False

Question 11

________ is the number of times the average buyer buys a product during the period.

Accepted Answer

A)  Buyer turnover 
B)  Purchase frequency 
C)  Customer retention rate 
D)  Advertising impressions 
E)  Total number of exposures 
A)  Buyer turnover 
B)  Purchase frequency 
C)  Customer retention rate 
D)  Advertising impressions 
E)  Total number of exposures

Question 12

An advertiser makes "local buys" when it buys TV time in just a few markets or in regional editions of magazines.

Accepted Answer

A) True 
 B)False

Question 13

JBJ Sports is a leading sports goods maker. It has recently initiated a program in association with the Children of God Foundation, which bids to raise funds to promote nutritional awareness and education of young children from Bangladesh. The company plans to donate $1 for every item it sells in the SEA market. Also, JBJ has roped in professional sports teams associated with it to wear the Children of God logo on their team gear. Which of the following best describes the motivation for JBJ's involvement in the program?

Accepted Answer

A)  entertaining key clients or rewarding key employees 
B)  expressing commitment to the community or on social issues 
C)  permitting merchandising or promotional opportunities 
D)  stimulating quicker or greater purchase of particular brands 
E)  identifying with a particular target market or lifestyle 
A)  entertaining key clients or rewarding key employees 
B)  expressing commitment to the community or on social issues 
C)  permitting merchandising or promotional opportunities 
D)  stimulating quicker or greater purchase of particular brands 
E)  identifying with a particular target market or lifestyle

Question 14

Becoming part of a personally relevant moment in consumers' lives through ________ can broaden and deepen a company or brand's relationship with the target market.

Accepted Answer

A)  advertisements 
B)  events and experiences 
C)  sales promotions 
D)  public relations 
E)  direct marketing efforts 
A)  advertisements 
B)  events and experiences 
C)  sales promotions 
D)  public relations 
E)  direct marketing efforts

Question 15

Which of the following advertising practices involves advertisers paying filmmakers to have their products make cameo appearances in movies and television shows?

Accepted Answer

A)  brand extension 
B)  flyposting 
C)  co-branding 
D)  product placement 
E)  ambush marketing 
A)  brand extension 
B)  flyposting 
C)  co-branding 
D)  product placement 
E)  ambush marketing

Question 16

Which of the following conditions necessitates that the objective of advertising should be to stimulate more usage of a product?

Accepted Answer

A)  the advertised product belongs to a nascent product category 
B)  the company is not the market leader 
C)  the advertised brand is superior to the market leader 
D)  the product class is mature 
E)  brand usage for the product is very high 
A)  the advertised product belongs to a nascent product category 
B)  the company is not the market leader 
C)  the advertised brand is superior to the market leader 
D)  the product class is mature 
E)  brand usage for the product is very high

Question 17

What is the gross rating points (GRP) for a media schedule that reaches 60 percent of homes with an average exposure frequency of 4 and impact of 1.5?

Accepted Answer

A)  15 
B)  160 
C)  360 
D)  240 
E)  10 
A)  15 
B)  160 
C)  360 
D)  240 
E)  10

Question 18

An advertising objective is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.

Accepted Answer

A) True 
 B)False

Question 19

________ refers to simple exaggerations in advertisements that are not meant to be believed and that are permitted by law.

Accepted Answer

A)  Puffery 
B)  Boosterism 
C)  Astroturfing 
D)  Doublethink 
E)  Subliminal advertising 
A)  Puffery 
B)  Boosterism 
C)  Astroturfing 
D)  Doublethink 
E)  Subliminal advertising

Question 20

Which of the following retailer practices involves buying more units than needed of a product under a sales promotion in a region where the manufacturer offers a promotion deal and shipping the surplus to their stores in non-deal regions?

Accepted Answer

A)  diverting 
B)  panic buying 
C)  hoarding 
D)  stockpiling 
E)  forward buying 
A)  diverting 
B)  panic buying 
C)  hoarding 
D)  stockpiling 
E)  forward buying

Exam 18: Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations

________ seeks to determine whether an ad is communicating effectively.

________ aims to convince current purchasers that they made the right choice.

Reinforcement advertising _________________________________.

________ represents the proportion of company advertising of a product to all advertising of that product.

Brands in highly-differentiated product classes require heavy advertising to establish a differential image.

Explain the classification of advertising objectives.

Which of the following consumer promotion tools involves using one brand to advertise another noncompeting brand?

The rationale behind place advertising is that marketers are better off reaching people where they work, play, and shop.

Which of the following is an example of a trade promotion?

Examples of manufacturer promotions include price cuts and feature advertising.

________ is the number of times the average buyer buys a product during the period.

An advertiser makes "local buys" when it buys TV time in just a few markets or in regional editions of magazines.

Becoming part of a personally relevant moment in consumers' lives through ________ can broaden and deepen a company or brand's relationship with the target market.

Which of the following advertising practices involves advertisers paying filmmakers to have their products make cameo appearances in movies and television shows?

Which of the following conditions necessitates that the objective of advertising should be to stimulate more usage of a product?

What is the gross rating points (GRP) for a media schedule that reaches 60 percent of homes with an average exposure frequency of 4 and impact of 1.5?

An advertising objective is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.

________ refers to simple exaggerations in advertisements that are not meant to be believed and that are permitted by law.

Which of the following retailer practices involves buying more units than needed of a product under a sales promotion in a region where the manufacturer offers a promotion deal and shipping the surplus to their stores in non-deal regions?

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, Satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Marketing Channels and Value Networks

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Personal Communications: Direct Marketing and Personal Selling

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization for the Long Run

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