Question 1

A consumer demanding a product after watching its ad on television has responded to pull advertising.

Accepted Answer

A) True 
 B)False

Question 2

The aim of ________ is to make ads 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 3

________ 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 4

Sales promotion is the best promotion tool to build personal and long-lasting relationships with customers.

Accepted Answer

A) True 
 B)False

Question 5

The ________ style of advertising shows ordinary people clearly using a product in a normal setting.

Accepted Answer

A)  personality symbol 
B)  slice of life 
C)  mood or image 
D)  testimonial evidence 
E)  technical expertise 
A)  personality symbol 
B)  slice of life 
C)  mood or image 
D)  testimonial evidence 
E)  technical expertise

Question 6

Which of the following promotion mix approaches involves a producer promoting a product to different channel members who in turn promote the product to customers?

Accepted Answer

A)  direct marketing 
B)  a push strategy 
C)  the publish-subscribe method 
D)  a pull strategy 
E)  vertical integration 
A)  direct marketing 
B)  a push strategy 
C)  the publish-subscribe method 
D)  a pull strategy 
E)  vertical integration

Question 7

What is the primary disadvantage of outdoor advertising?

Accepted Answer

A)  It provides low flexibility. 
B)  It permits low repeat exposure. 
C)  It provides poor positional selectivity. 
D)  It provides little audience selectivity. 
E)  It has high message competition. 
A)  It provides low flexibility. 
B)  It permits low repeat exposure. 
C)  It provides poor positional selectivity. 
D)  It provides little audience selectivity. 
E)  It has high message competition.

Question 8

Which of the following best describes the personality symbol style of advertising?

Accepted Answer

A)  using ordinary people to show how a product affects them in their daily lives 
B)  using scientific evidence to support claims about a product in an advertisement 
C)  using an animated character or mascot to represent a product in an advertisement 
D)  using a technical expert to recommend a product in an advertisement 
E)  using a celebrity to endorse a product in an advertisement 
A)  using ordinary people to show how a product affects them in their daily lives 
B)  using scientific evidence to support claims about a product in an advertisement 
C)  using an animated character or mascot to represent a product in an advertisement 
D)  using a technical expert to recommend a product in an advertisement 
E)  using a celebrity to endorse a product in an advertisement

Question 9

Mercury Electric,a leading manufacturer of kitchen appliances,releases a new line of blenders called SpinPro.To boost sales,Mercury Electric gives scratch-and-win coupons to all buyers and provides a three-day trip to Hawaii for the winner.Which element of the promotion mix has Mercury Electric used in this scenario?

Accepted Answer

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

Question 10

Product placement is a form of brand integration.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is true of advertising in the new marketing communications model?

Accepted Answer

A)  Advertisers are increasingly shifting toward digital media. 
B)  Advertisers are spending more on broadcast advertising. 
C)  Advertisers are finding traditional media less expensive. 
D)  Advertisers are using less targeted media to reach customers. 
E)  Advertisers have replaced print catalogues with digital versions. 
A)  Advertisers are increasingly shifting toward digital media. 
B)  Advertisers are spending more on broadcast advertising. 
C)  Advertisers are finding traditional media less expensive. 
D)  Advertisers are using less targeted media to reach customers. 
E)  Advertisers have replaced print catalogues with digital versions.

Question 12

A company that uses telephone marketing to sell its products to customers is most likely using the promotion tool of ________.

Accepted Answer

A)  advertising 
B)  public relations 
C)  direct marketing 
D)  retailing 
E)  merchandising 
A)  advertising 
B)  public relations 
C)  direct marketing 
D)  retailing 
E)  merchandising

Question 13

In a promotion mix,________ involves personally connecting with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.

Accepted Answer

A)  direct marketing 
B)  advertising 
C)  public relations 
D)  predictive analytics 
E)  indirect procurement 
A)  direct marketing 
B)  advertising 
C)  public relations 
D)  predictive analytics 
E)  indirect procurement

Question 14

Usually,when using public relations,a company pays for the space or time in the media.

Accepted Answer

A) True 
 B)False

Question 15

The primary objective of ________ advertising is to build selective demand.

Accepted Answer

A)  reminder 
B)  classified 
C)  personal 
D)  informative 
E)  persuasive 
A)  reminder 
B)  classified 
C)  personal 
D)  informative 
E)  persuasive

Question 16

An ad that shows real-life examples of people whose lives have changed due to a product is an example of the ________ style of advertising.

Accepted Answer

A)  scientific evidence 
B)  testimonial evidence 
C)  technical expertise 
D)  mood or image 
E)  fantasy 
A)  scientific evidence 
B)  testimonial evidence 
C)  technical expertise 
D)  mood or image 
E)  fantasy

Question 17

Contrast pull and push promotion mix strategies with suitable examples.

Accepted Answer

(Students' answers may vary.The answer g

Question 18

Which of the following is an example of a combination of sales promotions and direct marketing?

Accepted Answer

A)  a company giving discounts on their product prices in order to gain a brand image 
B)  a company releasing a nationwide television ad about every buyer having a chance to win a lottery prize 
C)  a company holding a press conference to talk about their new product 
D)  a company's sales representatives meeting customers directly to present customized offerings 
E)  a company sending an e-mail to a customer about a discount on a product during a holiday season 
A)  a company giving discounts on their product prices in order to gain a brand image 
B)  a company releasing a nationwide television ad about every buyer having a chance to win a lottery prize 
C)  a company holding a press conference to talk about their new product 
D)  a company's sales representatives meeting customers directly to present customized offerings 
E)  a company sending an e-mail to a customer about a discount on a product during a holiday season

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

A ________ strategy involves a company spending a lot of money on advertising and promotion to induce consumers into buying the product by creating a demand vacuum.

Accepted Answer

A)  push 
B)  direct marketing 
C)  vertical integration 
D)  pull 
E)  publish-subscribe 
A)  push 
B)  direct marketing 
C)  vertical integration 
D)  pull 
E)  publish-subscribe

A consumer demanding a product after watching its ad on television has responded to pull advertising.

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

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

Sales promotion is the best promotion tool to build personal and long-lasting relationships with customers.

The ________ style of advertising shows ordinary people clearly using a product in a normal setting.

Which of the following promotion mix approaches involves a producer promoting a product to different channel members who in turn promote the product to customers?

What is the primary disadvantage of outdoor advertising?

Which of the following best describes the personality symbol style of advertising?

Product placement is a form of brand integration.

Which of the following is true of advertising in the new marketing communications model?

A company that uses telephone marketing to sell its products to customers is most likely using the promotion tool of ________.

In a promotion mix,________ involves personally connecting with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.

Usually,when using public relations,a company pays for the space or time in the media.

The primary objective of ________ advertising is to build selective demand.

An ad that shows real-life examples of people whose lives have changed due to a product is an example of the ________ style of advertising.

Contrast pull and push promotion mix strategies with suitable examples.

Which of the following is an example of a combination of sales promotions and direct marketing?

A ________ strategy involves a company spending a lot of money on advertising and promotion to induce consumers into buying the product by creating a demand vacuum.

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer 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

A consumer demanding a product after watching its ad on television has responded to pull advertising.

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

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

Sales promotion is the best promotion tool to build personal and long-lasting relationships with customers.

The ________ style of advertising shows ordinary people clearly using a product in a normal setting.

Which of the following promotion mix approaches involves a producer promoting a product to different channel members who in turn promote the product to customers?

What is the primary disadvantage of outdoor advertising?

Which of the following best describes the personality symbol style of advertising?

Product placement is a form of brand integration.

Which of the following is true of advertising in the new marketing communications model?

A company that uses telephone marketing to sell its products to customers is most likely using the promotion tool of ________.

In a promotion mix,________ involves personally connecting with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.

Usually,when using public relations,a company pays for the space or time in the media.

The primary objective of ________ advertising is to build selective demand.

An ad that shows real-life examples of people whose lives have changed due to a product is an example of the ________ style of advertising.

Contrast pull and push promotion mix strategies with suitable examples.

Which of the following is an example of a combination of sales promotions and direct marketing?

A ________ strategy involves a company spending a lot of money on advertising and promotion to induce consumers into buying the product by creating a demand vacuum.

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer 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