Question 1

According to the text, the most logical budget-setting method in advertising is the ________ method.

Accepted Answer

A)  adaptive-control 
B)  objective-and-task 
C)  competitive-parity 
D)  affordable 
E)  percentage-of-sales 
A)  adaptive-control 
B)  objective-and-task 
C)  competitive-parity 
D)  affordable 
E)  percentage-of-sales

Question 2

________ is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

Accepted Answer

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

Question 3

Lobbying refers to a PR department maintaining relationships with shareholders and others in the financial community.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following is an effect of the advancement of technology on marketing?

Accepted Answer

A)  Fragmented markets have assimilated into a few mass markets. 
B)  Marketers go through more intermediaries to connect with consumers. 
C)  Consumers rely less on marketer-supplied information than in the past. 
D)  Marketers have increasingly moved toward mass-marketing techniques. 
E)  Marketers tend to supply less information to consumers than in the past. 
A)  Fragmented markets have assimilated into a few mass markets. 
B)  Marketers go through more intermediaries to connect with consumers. 
C)  Consumers rely less on marketer-supplied information than in the past. 
D)  Marketers have increasingly moved toward mass-marketing techniques. 
E)  Marketers tend to supply less information to consumers than in the past.

Question 5

In advertising, reach is a measure of the percentage of people in the target market who are exposed to an ad campaign during a given period of time.

Accepted Answer

A) True 
 B)False

Question 6

In any medium, the relevance of advertising content to an audience is less important than how many people the advertisement reaches.

Accepted Answer

A) True 
 B)False

Question 7

A consumer demanding a product from a retailer after watching an ad on television has responded to a pull promotional advertising strategy.

Accepted Answer

A) True 
 B)False

Question 8

How has the new communications model changed the face of today's marketing communications?

Accepted Answer

(Students' answers may vary. The answer

Question 9

In the context of execution styles in advertising, using an animated character that represents a product in an advertisement is an example of an endorsement.

Accepted Answer

A) True 
 B)False

Question 10

The affordable method of setting an advertising budget depends on the total revenues of a company.

Accepted Answer

A) True 
 B)False

Question 11

The principle behind the percentage-of-sales method of budget setting is viewing sales as the result of advertising.

Accepted Answer

A) True 
 B)False

Question 12

John Deere's sales force working with Lowe's, Home Depot, independent dealers, and other channel members to promote their products to final consumers is an example of a push promotion strategy.

Accepted Answer

A) True 
 B)False

Question 13

Why do today's firms need integrated marketing communications systems? How do firms benefit from such systems?

Accepted Answer

(Students' answers may vary. The answer

Question 14

Which of the following is most likely a difference between advertising and sales promotion?

Accepted Answer

A)  Advertising is a sales-directed form of communication, while sales promotions are endorsed as company news. 
B)  Advertising can be used to build up a long-term image for a product while sales promotion effects can be short lived. 
C)  Advertising can be used to dramatize product offers, but sales promotion cannot be used for this purpose. 
D)  Advertising can trigger quick sales, while sales promotions cannot. 
E)  Advertising is not as effective in building long-term brand preferences as sales promotions. 
A)  Advertising is a sales-directed form of communication, while sales promotions are endorsed as company news. 
B)  Advertising can be used to build up a long-term image for a product while sales promotion effects can be short lived. 
C)  Advertising can be used to dramatize product offers, but sales promotion cannot be used for this purpose. 
D)  Advertising can trigger quick sales, while sales promotions cannot. 
E)  Advertising is not as effective in building long-term brand preferences as sales promotions.

Question 15

How does public relations help in creating an integrated marketing communications system?

Accepted Answer

An integrated marketing communications s

Question 16

The aim of ________ is to make ads and brand content so engaging or useful that people want to watch them.

Accepted Answer

A)  branded entertainment 
B)  advertainment 
C)  social advertising 
D)  subliminal advertising 
E)  infotainment advertising 
A)  branded entertainment 
B)  advertainment 
C)  social advertising 
D)  subliminal advertising 
E)  infotainment advertising

Question 17

What is consumer-generated content? Provide an example.

Accepted Answer

(Students' answers may vary. The answer

Question 18

Karen Dodd is employed by Dell and responsible for calling on primary schools in her home state of Maine to promote the company's offerings. She demonstrates the Dell line of products including desktop computers, laptops, and tablets and fields questions from teachers and administrators alike. This is an example of which promotion tool?

Accepted Answer

A)  digital advertising 
B)  personal selling 
C)  sales promotion 
D)  public relations 
E)  television advertising 
A)  digital advertising 
B)  personal selling 
C)  sales promotion 
D)  public relations 
E)  television advertising

Question 19

Trainstar, a sportswear equipment manufacturer, releases a new line of energy drinks called VitaZing. The television ad for the energy drink shows people jogging, working out in a gym, and doing aerobics. The actors then take a break to drink VitaZing, which visibly re-energizes them and leads them to continue exercising. Which advertising style is most likely used in the VitaZing ad?

Accepted Answer

A)  scientific evidence 
B)  technical expertise 
C)  personality symbol 
D)  testimonial evidence 
E)  lifestyle 
A)  scientific evidence 
B)  technical expertise 
C)  personality symbol 
D)  testimonial evidence 
E)  lifestyle

Question 20

Trendy Appliances has introduced a new product, Minute Yogurt, into the yogurt maker appliance market. Minute Yogurt differs from competitive offerings because it takes a minute to blend and a minute to clean. Which type of advertising would be best for promoting Minute Yogurt?

Accepted Answer

A)  informative advertising 
B)  reminder advertising 
C)  classified advertising 
D)  comparative advertising 
E)  personalized advertising 
A)  informative advertising 
B)  reminder advertising 
C)  classified advertising 
D)  comparative advertising 
E)  personalized advertising

According to the text, the most logical budget-setting method in advertising is the ________ method.

________ is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

Lobbying refers to a PR department maintaining relationships with shareholders and others in the financial community.

Which of the following is an effect of the advancement of technology on marketing?

In advertising, reach is a measure of the percentage of people in the target market who are exposed to an ad campaign during a given period of time.

In any medium, the relevance of advertising content to an audience is less important than how many people the advertisement reaches.

A consumer demanding a product from a retailer after watching an ad on television has responded to a pull promotional advertising strategy.

How has the new communications model changed the face of today's marketing communications?

In the context of execution styles in advertising, using an animated character that represents a product in an advertisement is an example of an endorsement.

The affordable method of setting an advertising budget depends on the total revenues of a company.

The principle behind the percentage-of-sales method of budget setting is viewing sales as the result of advertising.

John Deere's sales force working with Lowe's, Home Depot, independent dealers, and other channel members to promote their products to final consumers is an example of a push promotion strategy.

Why do today's firms need integrated marketing communications systems? How do firms benefit from such systems?

Which of the following is most likely a difference between advertising and sales promotion?

How does public relations help in creating an integrated marketing communications system?

The aim of ________ is to make ads and brand content so engaging or useful that people want to watch them.

What is consumer-generated content? Provide an example.

Trendy Appliances has introduced a new product, Minute Yogurt, into the yogurt maker appliance market. Minute Yogurt differs from competitive offerings because it takes a minute to blend and a minute to clean. Which type of advertising would be best for promoting Minute Yogurt?

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

New Product Development and Product Life-Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

The Global Marketplace

Social Responsibility and Ethics

Filters

Exam 12: Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

According to the text, the most logical budget-setting method in advertising is the ________ method.

________ is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

Lobbying refers to a PR department maintaining relationships with shareholders and others in the financial community.

Which of the following is an effect of the advancement of technology on marketing?

In advertising, reach is a measure of the percentage of people in the target market who are exposed to an ad campaign during a given period of time.

In any medium, the relevance of advertising content to an audience is less important than how many people the advertisement reaches.

A consumer demanding a product from a retailer after watching an ad on television has responded to a pull promotional advertising strategy.

How has the new communications model changed the face of today's marketing communications?

In the context of execution styles in advertising, using an animated character that represents a product in an advertisement is an example of an endorsement.

The affordable method of setting an advertising budget depends on the total revenues of a company.

The principle behind the percentage-of-sales method of budget setting is viewing sales as the result of advertising.

John Deere's sales force working with Lowe's, Home Depot, independent dealers, and other channel members to promote their products to final consumers is an example of a push promotion strategy.

Why do today's firms need integrated marketing communications systems? How do firms benefit from such systems?

Which of the following is most likely a difference between advertising and sales promotion?

How does public relations help in creating an integrated marketing communications system?

The aim of ________ is to make ads and brand content so engaging or useful that people want to watch them.

What is consumer-generated content? Provide an example.

Trendy Appliances has introduced a new product, Minute Yogurt, into the yogurt maker appliance market. Minute Yogurt differs from competitive offerings because it takes a minute to blend and a minute to clean. Which type of advertising would be best for promoting Minute Yogurt?

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

New Product Development and Product Life-Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

The Global Marketplace

Social Responsibility and Ethics

Filters