Question 1

A print ad for Real Simple Magazine shows a group of women sitting on a sofa talking and laughing.Which executional style is being used in this ad?

Accepted Answer

A)  demonstration 
B)  slice-of-life 
C)  fantasy 
D)  mood or image 
E)  testimonial 
A)  demonstration 
B)  slice-of-life 
C)  fantasy 
D)  mood or image 
E)  testimonial B

Question 2

IMC stands for interactive marketing communications.

Accepted Answer

A) True 
 B)False  False

Question 3

_____ is a measure of the number of times an individual is exposed to a brand message.It is used to measure the intensity of a specific medium's coverage.

Accepted Answer

A)  Synchronization 
B)  Reach 
C)  Cost per contact 
D)  Media scheduling 
E)  Frequency 
A)  Synchronization 
B)  Reach 
C)  Cost per contact 
D)  Media scheduling 
E)  Frequency E

Question 4

The primary advantage of newspaper advertising is demographic selectivity.

Accepted Answer

A) True 
 B)False

Question 5

Effective promotions are designed to either inform,persuade,or remind the target audience.

Accepted Answer

A) True 
 B)False

Question 6

How can advertising affect consumers?

Accepted Answer

A)  changes cultural practices and conventions 
B)  changes strongly held values 
C)  manipulates society against its will 
D)  changes negative attitudes to positive ones 
E)  makes people buy things they do not want 
A)  changes cultural practices and conventions 
B)  changes strongly held values 
C)  manipulates society against its will 
D)  changes negative attitudes to positive ones 
E)  makes people buy things they do not want

Question 7

_____ is any form of impersonal (one way)paid communication in which the sponsor or company is identified.

Accepted Answer

A)  Advertising 
B)  Publicity 
C)  Promotion 
D)  Public relations 
E)  Nonpaid communication 
A)  Advertising 
B)  Publicity 
C)  Promotion 
D)  Public relations 
E)  Nonpaid communication

Question 8

The DAGMAR approach is method one of setting advertising objectives.

Accepted Answer

A) True 
 B)False

Question 9

_____ measures the number of different target consumers who are exposed to a commercial at least once.

Accepted Answer

A)  Noise level 
B)  Frequency 
C)  Reach 
D)  Synchronization 
E)  Cost per contact 
A)  Noise level 
B)  Frequency 
C)  Reach 
D)  Synchronization 
E)  Cost per contact

Question 10

_____ is communications by marketers that inform,persuade,and remind potential buyers of a product in order to influence an opinion or elicit a response.

Accepted Answer

A)  Distributive communication 
B)  Perceptual communication 
C)  Statistically provable advertising 
D)  Promotion 
E)  Publicity 
A)  Distributive communication 
B)  Perceptual communication 
C)  Statistically provable advertising 
D)  Promotion 
E)  Publicity

Question 11

Definition communication and its two forms.For each form,give a specific example of how a company could use that form.

Accepted Answer

Communication is the process by which in

Question 12

Which of the following is appropriate for products in the decline stage of the product life cycle?

Accepted Answer

A)  heavy use of persuasive advertising to reenergize demand for the product 
B)  heavy public relations to maintain brand loyalty 
C)  personal selling to obtain distribution 
D)  sales promotion to build market share 
E)  none of these are appropriate 
A)  heavy use of persuasive advertising to reenergize demand for the product 
B)  heavy public relations to maintain brand loyalty 
C)  personal selling to obtain distribution 
D)  sales promotion to build market share 
E)  none of these are appropriate

Question 13

An ad for a prescription-only antihistamine that does not make its users sleepy like many other allergy medications was run in several health and fitness magazines.The ad said that if you were interested in learning more about the new product or trying it out,you should ask your physician.The manufacturer of the drug was using a _____ promotional strategy.

Accepted Answer

A)  reinforcement 
B)  personal selling 
C)  push 
D)  pull 
E)  kinetic 
A)  reinforcement 
B)  personal selling 
C)  push 
D)  pull 
E)  kinetic

Question 14

On Subway napkins,they compare the nutritional information for their 6-inch subs to McDonald's Big Mac and Burger King Whopper.This is an example of competitive advertising.

Accepted Answer

A) True 
 B)False

Question 15

LeBlanc's Pecan Company
Betty and Orville LeBlanc recently opened LeBlanc's Pecan Company retail store.In addition to shelled and unshelled pecans,the Texas store sells pecan pies,tortes,fruitcakes,fudge,pralines,chocolate pecan bark,homemade pecan ice cream toppings,and jams and jellies.At this time,there are no other stores of this type in the Houston area.The LeBlancs are considering developing an advertising campaign for their store focusing on its wide assortment of pecan-related products.Orville LeBlanc has drawn up a list of communication tasks the advertising must accomplish.He used the DAGMAR approach to draw up this list.
-Refer to LeBlanc's Pecan Company.When Orville LeBlanc created the list of communication tasks the advertising must accomplish,he was setting his:

Accepted Answer

A)  marketing mix 
B)  media schedule 
C)  advertising objectives 
D)  advertising life span 
E)  media profile 
A)  marketing mix 
B)  media schedule 
C)  advertising objectives 
D)  advertising life span 
E)  media profile

Question 16

The United States's top advertiser,according to dollars spent per year,is:

Accepted Answer

A)  Sony Corporation 
B)  Time Warner 
C)  Procter & Gamble 
D)  General Motors Corporation 
E)  McDonald's Corporation 
A)  Sony Corporation 
B)  Time Warner 
C)  Procter & Gamble 
D)  General Motors Corporation 
E)  McDonald's Corporation

Question 17

Why do companies with new brands that have a small market share tend to spend proportionately more for advertising and sales promotions compared to those with a large market share for existing products?

Accepted Answer

A)  as a result of experiential marketing research 
B)  to create the appropriate level of institutional advertising 
C)  to determine which executional appeal is the most effective 
D)  to achieve a certain minimum level of exposure to measurably affect purchase habits 
E)  to prevent product cannibalization 
A)  as a result of experiential marketing research 
B)  to create the appropriate level of institutional advertising 
C)  to determine which executional appeal is the most effective 
D)  to achieve a certain minimum level of exposure to measurably affect purchase habits 
E)  to prevent product cannibalization

Question 18

Promotion is communication by marketers that informs,persuades,and reminds potential buyers of a product in order to influence their opinion or elicit a response.

Accepted Answer

A) True 
 B)False

Question 19

Ads for Oreck vacuums claim that it removes 99% of allergens with its heppa filter,which is based on testing from an independent laboratory.Which executional framework is this?

Accepted Answer

A)  factual 
B)  demonstration 
C)  scientific 
D)  rational 
E)  testimonial 
A)  factual 
B)  demonstration 
C)  scientific 
D)  rational 
E)  testimonial

Question 20

Name five major advertising media.List two advantages and two disadvantages associated with the use of each.

Accepted Answer

TELEVISION.Advantages: (1)wide reach,(2)

A print ad for Real Simple Magazine shows a group of women sitting on a sofa talking and laughing.Which executional style is being used in this ad?

IMC stands for interactive marketing communications.

_____ is a measure of the number of times an individual is exposed to a brand message.It is used to measure the intensity of a specific medium's coverage.

The primary advantage of newspaper advertising is demographic selectivity.

Effective promotions are designed to either inform,persuade,or remind the target audience.

How can advertising affect consumers?

_____ is any form of impersonal (one way)paid communication in which the sponsor or company is identified.

The DAGMAR approach is method one of setting advertising objectives.

_____ measures the number of different target consumers who are exposed to a commercial at least once.

_____ is communications by marketers that inform,persuade,and remind potential buyers of a product in order to influence an opinion or elicit a response.

Definition communication and its two forms.For each form,give a specific example of how a company could use that form.

Which of the following is appropriate for products in the decline stage of the product life cycle?

On Subway napkins,they compare the nutritional information for their 6-inch subs to McDonald's Big Mac and Burger King Whopper.This is an example of competitive advertising.

The United States's top advertiser,according to dollars spent per year,is:

Why do companies with new brands that have a small market share tend to spend proportionately more for advertising and sales promotions compared to those with a large market share for existing products?

Promotion is communication by marketers that informs,persuades,and reminds potential buyers of a product in order to influence their opinion or elicit a response.

Ads for Oreck vacuums claim that it removes 99% of allergens with its heppa filter,which is based on testing from an independent laboratory.Which executional framework is this?

Name five major advertising media.List two advantages and two disadvantages associated with the use of each.

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics & Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Product Concepts

Developing and Managing Products

Marketing Channels and Supply Chain Management

Retailing

Public Relations, Sales Promotion, and Personal Selling

Pricing Concepts

Filters

Exam 14: Marketing Communications and Advertising

A print ad for Real Simple Magazine shows a group of women sitting on a sofa talking and laughing.Which executional style is being used in this ad?

IMC stands for interactive marketing communications.

_____ is a measure of the number of times an individual is exposed to a brand message.It is used to measure the intensity of a specific medium's coverage.

The primary advantage of newspaper advertising is demographic selectivity.

Effective promotions are designed to either inform,persuade,or remind the target audience.

How can advertising affect consumers?

_____ is any form of impersonal (one way)paid communication in which the sponsor or company is identified.

The DAGMAR approach is method one of setting advertising objectives.

_____ measures the number of different target consumers who are exposed to a commercial at least once.

_____ is communications by marketers that inform,persuade,and remind potential buyers of a product in order to influence an opinion or elicit a response.

Definition communication and its two forms.For each form,give a specific example of how a company could use that form.

Which of the following is appropriate for products in the decline stage of the product life cycle?

On Subway napkins,they compare the nutritional information for their 6-inch subs to McDonald's Big Mac and Burger King Whopper.This is an example of competitive advertising.

The United States's top advertiser,according to dollars spent per year,is:

Why do companies with new brands that have a small market share tend to spend proportionately more for advertising and sales promotions compared to those with a large market share for existing products?

Promotion is communication by marketers that informs,persuades,and reminds potential buyers of a product in order to influence their opinion or elicit a response.

Ads for Oreck vacuums claim that it removes 99% of allergens with its heppa filter,which is based on testing from an independent laboratory.Which executional framework is this?

Name five major advertising media.List two advantages and two disadvantages associated with the use of each.

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics & Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Product Concepts

Developing and Managing Products

Marketing Channels and Supply Chain Management

Retailing

Public Relations, Sales Promotion, and Personal Selling

Pricing Concepts

Filters