Question 1

The purpose of pioneering institutional advertisements is to

Accepted Answer

A) promote a specific brand's features and benefits. 
B) tell people what a company is, what it can do, and where it is located. 
C) state the position of a company on an issue. 
D) reinforce previous knowledge of a product. 
E) promote the advantages of one product class over another. 
A) promote a specific brand's features and benefits. 
B) tell people what a company is, what it can do, and where it is located. 
C) state the position of a company on an issue. 
D) reinforce previous knowledge of a product. 
E) promote the advantages of one product class over another.

Question 2

Why does DreamWorks consider Monsters and Aliens such a huge accomplishment?

Accepted Answer

DreamWorks' first 3-D movie, Monsters vs

Question 3

Identify the three different approaches used to schedule advertising.

Accepted Answer

Setting schedules requires an understand

Question 4

Purchase frequency refers to

Accepted Answer

A) the amount of time between trial and first repeat purchase of a given product. 
B) the amount of time it takes each generation to enter the product life cycle. 
C) how often a consumer will try a competitive brand before returning to the original choice. 
D) how often new buyers enter the market to buy the product. 
E) the idea that the more frequently the product is purchased, the less repetition is required. 
A) the amount of time between trial and first repeat purchase of a given product. 
B) the amount of time it takes each generation to enter the product life cycle. 
C) how often a consumer will try a competitive brand before returning to the original choice. 
D) how often new buyers enter the market to buy the product. 
E) the idea that the more frequently the product is purchased, the less repetition is required.

Question 5

A flighting schedule combined with a steady schedule because of increases in demand, heavy periods of promotion, or introduction of a new product is referred to as _________.

Accepted Answer

A) drip schedule 
B) blitz schedule 
C) pulse schedule 
D) turnover schedule 
E) intermittent schedule 
A) drip schedule 
B) blitz schedule 
C) pulse schedule 
D) turnover schedule 
E) intermittent schedule

Question 6

Life insurance companies like Prudential attempt to appeal to a person's sense of "Don't wait until it's too late." They hope to get people to worry about how their loved ones will provide for themselves once he/she is dead.They paint a very gloomy picture of the possible consequences of not having life insurance, and they make a point of recommending that you act immediately because you never know when it is going to be too late.This is an example of _________.

Accepted Answer

A) rhetorical appeal 
B) life cycle appeal 
C) humorous appeal 
D) security appeal 
E) fear appeal 
A) rhetorical appeal 
B) life cycle appeal 
C) humorous appeal 
D) security appeal 
E) fear appeal

Question 7

Advertising refers to

Accepted Answer

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

Question 8

The major advantage associated with radio as an advertising medium is that it

Accepted Answer

A) has a long exposure time. 
B) is a segmented medium. 
C) has a perishable message. 
D) has an unlimited amount of advertising time available. 
E) is relatively simple to convey complex messages. 
A) has a long exposure time. 
B) is a segmented medium. 
C) has a perishable message. 
D) has an unlimited amount of advertising time available. 
E) is relatively simple to convey complex messages.

Question 9

The means by which the advertising message is communicated to the target audience is through

Accepted Answer

A) advertising media. 
B) reach and frequency. 
C) a decoder. 
D) micromarketing. 
E) media convergence. 
A) advertising media. 
B) reach and frequency. 
C) a decoder. 
D) micromarketing. 
E) media convergence.

Question 10

McDonald's offered eight collectable toys related to the FIFA 2010 World Cup for free with the purchase of a Happy Meal.These FIFA collectibles are an example of a _________.

Accepted Answer

A) deal 
B) premium 
C) rebate 
D) coupon 
E) sample 
A) deal 
B) premium 
C) rebate 
D) coupon 
E) sample

Question 11

Movies promoted on the Super Bowl achieve __________ more revenue than movies not promoted on the Super Bowl; E*Trade increased the number of new accounts by 32 percent in the week after the game; and Go Daddy estimates that it received $11.7 million in publicity as a result of its ads.

Accepted Answer

A) 10% 
B) 20% 
C) 30% 
D) 40% 
E) 70% 
A) 10% 
B) 20% 
C) 30% 
D) 40% 
E) 70%

Question 12

In television or radio advertising, rating refers to

Accepted Answer

A) the relative quality of the show or program during which an ad will be seen or heard. 
B) the relative popularity of the show or program during which and ad will be seen or heard. 
C) the percentage of households in a market that are tuned to a particular television or radio station. 
D) the genre of programming such as comedy or drama for television or talk show versus music on the radio. 
E) the percentage point value of advertising on any given program, the more popular the show, the higher the price (based on the point value). 
A) the relative quality of the show or program during which an ad will be seen or heard. 
B) the relative popularity of the show or program during which and ad will be seen or heard. 
C) the percentage of households in a market that are tuned to a particular television or radio station. 
D) the genre of programming such as comedy or drama for television or talk show versus music on the radio. 
E) the percentage point value of advertising on any given program, the more popular the show, the higher the price (based on the point value).

Question 13

What is publicity and what are the main types of publicity tools? What is the main objective of each type of tool?

Accepted Answer

Publicity is a nonpersonal presentation

Question 14

One advantage of using magazines as an advertising medium is

Accepted Answer

A) it takes a relatively short time to place the ad. 
B) there is no need or benefit to incorporating graphics. 
C) their ability to target specific audiences. 
D) there is usually little competition with other magazine features. 
E) magazine ads encourage competition which promotes higher value to the consumer. 
A) it takes a relatively short time to place the ad. 
B) there is no need or benefit to incorporating graphics. 
C) their ability to target specific audiences. 
D) there is usually little competition with other magazine features. 
E) magazine ads encourage competition which promotes higher value to the consumer.

Question 15

An advertising agency may receive payment that is based according to an incentive plan that is based on performance.These plans typically pay for agency costs and a 5 to 10 percent profit, plus bonuses if specific goals are met.As such, this type of agency is referred to as _________.

Accepted Answer

A) full-service agencies 
B) in-house agencies 
C) modified-service agencies 
D) promotional firms 
E) limited-service agencies 
A) full-service agencies 
B) in-house agencies 
C) modified-service agencies 
D) promotional firms 
E) limited-service agencies

Question 16

During the Pillsbury BakeOff, thousands of people across the country compete to create the best new recipe using the sponsor's products.Not only does the company benefit from the publicity surrounding the event and the great recipes that can be used later to increase product usage, but there is an increase in product sales as contenders buy items to practice their new recipes.This is an example of a very successful _________.

Accepted Answer

A) challenge 
B) contest 
C) sweepstakes 
D) competition 
E) public relations campaign 
A) challenge 
B) contest 
C) sweepstakes 
D) competition 
E) public relations campaign

Question 17

FIGURE 16-9  
-What is a point of purchase display (like the Nabisco one shown in Figure 16-9 above)? Discuss two reasons why firms use them.

Accepted Answer

Point-of-purchase displays are often use

Question 18

The three primary types of product advertisement are _________, competitive, and reminder.

Accepted Answer

A) informational 
B) psychological 
C) industrial 
D) persuasive 
E) pioneering 
A) informational 
B) psychological 
C) industrial 
D) persuasive 
E) pioneering

Question 19

Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as _________.

Accepted Answer

A) publicity 
B) sales promotion 
C) advertising 
D) personal selling 
E) direct marketing 
A) publicity 
B) sales promotion 
C) advertising 
D) personal selling 
E) direct marketing

Question 20

Pulse scheduling would most likely be used for advertising _________.

Accepted Answer

A) socks 
B) motor oil 
C) breakfast cereal 
D) bathroom cleaner 
E) long-stemmed roses 
A) socks 
B) motor oil 
C) breakfast cereal 
D) bathroom cleaner 
E) long-stemmed roses

The purpose of pioneering institutional advertisements is to

Why does DreamWorks consider Monsters and Aliens such a huge accomplishment?

Identify the three different approaches used to schedule advertising.

Purchase frequency refers to

A flighting schedule combined with a steady schedule because of increases in demand, heavy periods of promotion, or introduction of a new product is referred to as _________.

Advertising refers to

The major advantage associated with radio as an advertising medium is that it

The means by which the advertising message is communicated to the target audience is through

McDonald's offered eight collectable toys related to the FIFA 2010 World Cup for free with the purchase of a Happy Meal.These FIFA collectibles are an example of a _________.

Movies promoted on the Super Bowl achieve __________ more revenue than movies not promoted on the Super Bowl; E*Trade increased the number of new accounts by 32 percent in the week after the game; and Go Daddy estimates that it received $11.7 million in publicity as a result of its ads.

In television or radio advertising, rating refers to

What is publicity and what are the main types of publicity tools? What is the main objective of each type of tool?

One advantage of using magazines as an advertising medium is

An advertising agency may receive payment that is based according to an incentive plan that is based on performance.These plans typically pay for agency costs and a 5 to 10 percent profit, plus bonuses if specific goals are met.As such, this type of agency is referred to as _________.

FIGURE 16-9 -What is a point of purchase display (like the Nabisco one shown in Figure 16-9 above)? Discuss two reasons why firms use them.

The three primary types of product advertisement are _________, competitive, and reminder.

Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as _________.

Pulse scheduling would most likely be used for advertising _________.

Creating Customer Relationships and Value Through Marketing

Developing Successful Marketing and Organizational Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility in 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

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Personal Selling and Sales Management

Building an Effective Marketing Plan

Filters

Exam 16: Advertising, Sales Promotion, and Public Relations

The purpose of pioneering institutional advertisements is to

Why does DreamWorks consider Monsters and Aliens such a huge accomplishment?

Identify the three different approaches used to schedule advertising.

Purchase frequency refers to

A flighting schedule combined with a steady schedule because of increases in demand, heavy periods of promotion, or introduction of a new product is referred to as _________.

Advertising refers to

The major advantage associated with radio as an advertising medium is that it

The means by which the advertising message is communicated to the target audience is through

McDonald's offered eight collectable toys related to the FIFA 2010 World Cup for free with the purchase of a Happy Meal.These FIFA collectibles are an example of a _________.

Movies promoted on the Super Bowl achieve __________ more revenue than movies not promoted on the Super Bowl; E*Trade increased the number of new accounts by 32 percent in the week after the game; and Go Daddy estimates that it received $11.7 million in publicity as a result of its ads.

In television or radio advertising, rating refers to

What is publicity and what are the main types of publicity tools? What is the main objective of each type of tool?

One advantage of using magazines as an advertising medium is

An advertising agency may receive payment that is based according to an incentive plan that is based on performance.These plans typically pay for agency costs and a 5 to 10 percent profit, plus bonuses if specific goals are met.As such, this type of agency is referred to as _________.

FIGURE 16-9 -What is a point of purchase display (like the Nabisco one shown in Figure 16-9 above)? Discuss two reasons why firms use them.

The three primary types of product advertisement are _________, competitive, and reminder.

Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as _________.

Pulse scheduling would most likely be used for advertising _________.

Creating Customer Relationships and Value Through Marketing

Developing Successful Marketing and Organizational Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility in 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

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Personal Selling and Sales Management

Building an Effective Marketing Plan

Filters