Question 1

Many companies are now opting for commercial time on live events rather than programs that consumers might

Accepted Answer

A) avoid because there are too many commercial interruptions. 
B) watch while multitasking. 
C) watch later on a DVR. 
D) believe are commercial-free. 
E) have seen previously. 
A) avoid because there are too many commercial interruptions. 
B) watch while multitasking. 
C) watch later on a DVR. 
D) believe are commercial-free. 
E) have seen previously. C

Question 2

What are the two conflicting goals that advertisers face when choosing advertising media? What is the relationship of reach and frequency to these goals?

Accepted Answer

The conflicting goals are maximizing exposure and minimizing costs.Because advertisers try to maximize the number of individuals in the target market exposed to the message,they must be concerned with reach.In general,advertisers try to maximize reach in their target market at the lowest cost.Although reach is important,advertisers are also interested in exposing their target audience to a message more than once because consumers often do not pay attention to advertising messages.When they want to reach the audience more than once,the advertisers are concerned with frequency.Like reach,greater frequency is desirable but because of cost,the advertiser (or media planner)must balance reach and frequency.

Question 3

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 6 states,"You can make money without

Accepted Answer

A) an MBA." 
B) doing evil." 
C) compromising ethics." 
D) cheating the other guy." 
E) working 24/7." 
A) an MBA." 
B) doing evil." 
C) compromising ethics." 
D) cheating the other guy." 
E) working 24/7." B

Question 4

Sales promotions where the consumer is offered the product free or at a greatly reduced price are referred to as

Accepted Answer

A) deals. 
B) rebates. 
C) samples. 
D) premiums. 
E) discounts. 
A) deals. 
B) rebates. 
C) samples. 
D) premiums. 
E) discounts.

Question 5

A recent Progressive ad highlights its competitive rates compared to other auto insurers.What type of product advertisement is the Progressive ad?

Accepted Answer

A) reminder 
B) pioneering 
C) reinforcement 
D) comparative 
E) persuasive 
A) reminder 
B) pioneering 
C) reinforcement 
D) comparative 
E) persuasive

Question 6

A variation of product placement,called ________,brings fictional products to the marketplace.

Accepted Answer

A) an advanced placement 
B) product continuity 
C) reverse product placement 
D) trade-oriented sales promotion 
E) subliminal advertising 
A) an advanced placement 
B) product continuity 
C) reverse product placement 
D) trade-oriented sales promotion 
E) subliminal advertising

Question 7

When people outside the target market for the product see a firm's advertisement,it is referred to as

Accepted Answer

A) wasted coverage. 
B) media divergence. 
C) dual exposure. 
D) overexposure. 
E) advertising spillover. 
A) wasted coverage. 
B) media divergence. 
C) dual exposure. 
D) overexposure. 
E) advertising spillover.

Question 8

There are five common approaches to posttests,including which of these?

Accepted Answer

A) inquiry tests 
B) jury tests 
C) tracking tests 
D) performance tests 
E) comparison tests 
A) inquiry tests 
B) jury tests 
C) tracking tests 
D) performance tests 
E) comparison tests

Question 9

A trade promotion that compensates retailers that transport orders from the manufacturer's warehouse is referred to as a

Accepted Answer

A) carry allowance. 
B) haulage allowance. 
C) finance allowance. 
D) case allowance. 
E) freight allowance. 
A) carry allowance. 
B) haulage allowance. 
C) finance allowance. 
D) case allowance. 
E) freight allowance.

Question 10

An advertising message usually focuses on the ________ of the product that are important to a prospective buyer in making trial and adoption decisions.

Accepted Answer

A) emotional aspects 
B) price points 
C) psychological aspects 
D) financial risks 
E) key benefits 
A) emotional aspects 
B) price points 
C) psychological aspects 
D) financial risks 
E) key benefits

Question 11

Media selection decisions are related to the target audience,the type of product,the nature of the message,campaign objectives,available budget,and

Accepted Answer

A) the capabilities of the advertising agency. 
B) audience preferences. 
C) the costs of alternative media. 
D) media spending by competitors. 
E) available airtime. 
A) the capabilities of the advertising agency. 
B) audience preferences. 
C) the costs of alternative media. 
D) media spending by competitors. 
E) available airtime.

Question 12

An ad for Mercedes-Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo.There was no mention of the company name nor any sign of a product in the ad.This ad was an example of ________ advertising.

Accepted Answer

A) competitive institutional 
B) competitive product 
C) advocacy 
D) pioneering product 
E) reminder institutional 
A) competitive institutional 
B) competitive product 
C) advocacy 
D) pioneering product 
E) reminder institutional

Question 13

Advertising refers to

Accepted Answer

A) any nonpaid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor. 
B) any paid form of personal communication about an organization,product,service,or idea by an identified sponsor. 
C) any nonpaid form of personal communication about an organization,product,service,or idea by an unidentified sponsor. 
D) any paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor. 
E) any paid form of nonpersonal communication about an organization,product,service,or idea by an unidentified sponsor. 
A) any nonpaid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor. 
B) any paid form of personal communication about an organization,product,service,or idea by an identified sponsor. 
C) any nonpaid form of personal communication about an organization,product,service,or idea by an unidentified sponsor. 
D) any paid form of nonpersonal communication about an organization,product,service,or idea by an identified sponsor. 
E) any paid form of nonpersonal communication about an organization,product,service,or idea by an unidentified sponsor.

Question 14

One of the advantages associated with television as an advertising medium is that it

Accepted Answer

A) has a short exposure time. 
B) is a low-cost medium. 
C) has an unlimited amount of advertising time available. 
D) can be used to convey complex messages. 
E) can use sight,sound,and motion. 
A) has a short exposure time. 
B) is a low-cost medium. 
C) has an unlimited amount of advertising time available. 
D) can be used to convey complex messages. 
E) can use sight,sound,and motion.

Question 15

A reminder ad

Accepted Answer

A) reinforces previous knowledge of a product. 
B) states the position of a company on an issue. 
C) promotes a specific brand's features and benefits. 
D) tells people what a product is,what it can do,and where it can be found. 
E) shows one brand's strengths relative to those of competitors. 
A) reinforces previous knowledge of a product. 
B) states the position of a company on an issue. 
C) promotes a specific brand's features and benefits. 
D) tells people what a product is,what it can do,and where it can be found. 
E) shows one brand's strengths relative to those of competitors.

Question 16

Competitive advertisements that show the relative strength of one brand over another are referred to as ________ advertisements.

Accepted Answer

A) advocacy 
B) competitive 
C) reminder 
D) comparative 
E) differentiation 
A) advocacy 
B) competitive 
C) reminder 
D) comparative 
E) differentiation

Question 17

While reading the newspaper,Jordan noticed an advertisement containing a coupon from Bayer that is redeemable only at Target stores.This ad is an example of

Accepted Answer

A) co-branding. 
B) a finance allowance. 
C) cooperative advertising. 
D) a merchandise allowance. 
E) specialty advertising. 
A) co-branding. 
B) a finance allowance. 
C) cooperative advertising. 
D) a merchandise allowance. 
E) specialty advertising.

Question 18

America's dairy farmers and milk processors use their "Milk Life" campaign to increase demand for milk as it competes against other beverages.This campaign consists of ________ ads.

Accepted Answer

A) competitive institutional 
B) competitive product 
C) advocacy 
D) pioneering product 
E) pioneering institutional 
A) competitive institutional 
B) competitive product 
C) advocacy 
D) pioneering product 
E) pioneering institutional

Question 19

Which of the following statements regarding billboards is most accurate?

Accepted Answer

A) Billboards are a good supplemental reinforcement for well-known products. 
B) Billboards are well-suited for pioneering product advertising. 
C) Contrary to popular belief,billboards are not driving hazards since they help keep drivers alert. 
D) Billboards are often too expensive for small local firms and are better suited for national campaigns. 
E) Billboards are more effective in rural areas than in metropolitan areas. 
A) Billboards are a good supplemental reinforcement for well-known products. 
B) Billboards are well-suited for pioneering product advertising. 
C) Contrary to popular belief,billboards are not driving hazards since they help keep drivers alert. 
D) Billboards are often too expensive for small local firms and are better suited for national campaigns. 
E) Billboards are more effective in rural areas than in metropolitan areas.

Question 20

When the Lorillard Tobacco Co.places ads discouraging teenagers from smoking,the firm is using which type of advertising?

Accepted Answer

A) pioneering 
B) competitive 
C) reminder 
D) comparative 
E) advocacy 
A) pioneering 
B) competitive 
C) reminder 
D) comparative 
E) advocacy

Exam 18: Advertising,sales Promotion,and Public Relations

Many companies are now opting for commercial time on live events rather than programs that consumers might

What are the two conflicting goals that advertisers face when choosing advertising media? What is the relationship of reach and frequency to these goals?

Much of Google's success is based on the 10 guidelines of its corporate philosophy.Guideline 6 states,"You can make money without

Sales promotions where the consumer is offered the product free or at a greatly reduced price are referred to as

A recent Progressive ad highlights its competitive rates compared to other auto insurers.What type of product advertisement is the Progressive ad?

A variation of product placement,called ________,brings fictional products to the marketplace.

When people outside the target market for the product see a firm's advertisement,it is referred to as

There are five common approaches to posttests,including which of these?

A trade promotion that compensates retailers that transport orders from the manufacturer's warehouse is referred to as a

An advertising message usually focuses on the ________ of the product that are important to a prospective buyer in making trial and adoption decisions.

Media selection decisions are related to the target audience,the type of product,the nature of the message,campaign objectives,available budget,and

An ad for Mercedes-Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo.There was no mention of the company name nor any sign of a product in the ad.This ad was an example of ________ advertising.

Advertising refers to

One of the advantages associated with television as an advertising medium is that it

A reminder ad

Competitive advertisements that show the relative strength of one brand over another are referred to as ________ advertisements.

While reading the newspaper,Jordan noticed an advertisement containing a coupon from Bayer that is redeemable only at Target stores.This ad is an example of

America's dairy farmers and milk processors use their "Milk Life" campaign to increase demand for milk as it competes against other beverages.This campaign consists of ________ ads.

Which of the following statements regarding billboards is most accurate?

When the Lorillard Tobacco Co.places ads discouraging teenagers from smoking,the firm is using which type of advertising?

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, targeting, and Positioning

Developing New Products and Services

Managing Successful Products, services, and Brands

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Writing Successful Marketing and Business Plans: Tips and Guidelines

Financial Statements and Ratios

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