Question 1

The first decision in developing an advertising program is to

Accepted Answer

A) set the budget. 
B) state the mission of the advertising program. 
C) identify the target audience. 
D) select the appeal. 
E) select the media. 
A) set the budget. 
B) state the mission of the advertising program. 
C) identify the target audience. 
D) select the appeal. 
E) select the media.

Question 2

Publicity tools refer to

Accepted Answer

A) methods of tying charitable contributions of a firm directly to the customer revenues produced through the promotion of one of its products. 
B) methods used to get a nonpersonal, directly paid presentation of a company or its products, examples are news releases, news conferences, and public service announcements. 
C) short-term inducements of value offered to arouse interest in buying a product or service. 
D) methods of obtaining nonpersonal presentation of an organization, product, or service without direct cost, such as news releases, news conferences, and public service announcements. 
E) questionable methods of influencing stakeholder opinion about some action or proposed action that may be perceived by some as unethical. 
A) methods of tying charitable contributions of a firm directly to the customer revenues produced through the promotion of one of its products. 
B) methods used to get a nonpersonal, directly paid presentation of a company or its products, examples are news releases, news conferences, and public service announcements. 
C) short-term inducements of value offered to arouse interest in buying a product or service. 
D) methods of obtaining nonpersonal presentation of an organization, product, or service without direct cost, such as news releases, news conferences, and public service announcements. 
E) questionable methods of influencing stakeholder opinion about some action or proposed action that may be perceived by some as unethical.

Question 3

who read at least half of the ad (read most).

Accepted Answer

A) who remember seeing a specific magazine ad 
B) who felt the ad was vague or ambiguous 
C) who felt elements of the ad were inappropriate 
D) who could summarize the key ad points in their own words 
E) who remembered having seen the ad before and had already tried the product 
A) who remember seeing a specific magazine ad 
B) who felt the ad was vague or ambiguous 
C) who felt elements of the ad were inappropriate 
D) who could summarize the key ad points in their own words 
E) who remembered having seen the ad before and had already tried the product

Question 4

List two advantages and two disadvantages of using television, radio, magazines, newspapers, direct mail, and billboards for advertising.

Accepted Answer

The answer of List two advantages and two disadvantages of...

Question 5

Consumer-oriented sales promotions refer to

Accepted Answer

A) promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products. 
B) methods used to get a nonpersonal, indirectly paid presentation of a company or its products. 
C) advertisements that show actual consumers using the product. 
D) sales promotions that supplement advertising and personal selling but are directed to wholesalers, retailers, or distributors. 
E) sales tools used to support a company's advertising and personal selling directed to ultimate consumers. 
A) promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products. 
B) methods used to get a nonpersonal, indirectly paid presentation of a company or its products. 
C) advertisements that show actual consumers using the product. 
D) sales promotions that supplement advertising and personal selling but are directed to wholesalers, retailers, or distributors. 
E) sales tools used to support a company's advertising and personal selling directed to ultimate consumers.

Question 6

Google's mission is

Accepted Answer

A) to receive 20 billion inquiries each day. 
B) to be the first company to generate 100 billion every year. 
C) to be the most socially responsible company on earth. 
D) to obtain corporate sustainability by the year 2015. 
E) to organize the world's information and make it universally accessible and useful. 
A) to receive 20 billion inquiries each day. 
B) to be the first company to generate 100 billion every year. 
C) to be the most socially responsible company on earth. 
D) to obtain corporate sustainability by the year 2015. 
E) to organize the world's information and make it universally accessible and useful.

Question 7

Sampling is an appropriate strategy for which type of products?

Accepted Answer

A) products which are classified as shopping goods 
B) products in the introductory stage of their product life cycle 
C) commodity products like salt, sugar, and baking soda 
D) products which are perishable 
E) products which are classified as specialty goods 
A) products which are classified as shopping goods 
B) products in the introductory stage of their product life cycle 
C) commodity products like salt, sugar, and baking soda 
D) products which are perishable 
E) products which are classified as specialty goods

Question 8

One advantage of using the yellow pages as an advertising medium is

Accepted Answer

A) there is no competition. 
B) the print pages are quicker and easier to use than the Internet. 
C) they are more mobile than other information sources. 
D) they have excellent coverage of geographic segments. 
E) there are no delivery costs. 
A) there is no competition. 
B) the print pages are quicker and easier to use than the Internet. 
C) they are more mobile than other information sources. 
D) they have excellent coverage of geographic segments. 
E) there are no delivery costs.

Question 9

Which of the following statements about sales tests is most accurate?

Accepted Answer

A) With sales tests, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the cost inquiries are presumed to be the most effective. 
B) With sales tests, a question such as, "What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages. 
C) Sales tests involve studies such as controlled experiments and consumer purchase tests to measure actual purchases. 
D) In a sales test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favorable attitude toward the product advertised. 
E) In a sales test, respondents are first shown an ad and then asked whether their previous exposure to it was through reading, viewing, or listening. 
A) With sales tests, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the cost inquiries are presumed to be the most effective. 
B) With sales tests, a question such as, "What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages. 
C) Sales tests involve studies such as controlled experiments and consumer purchase tests to measure actual purchases. 
D) In a sales test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favorable attitude toward the product advertised. 
E) In a sales test, respondents are first shown an ad and then asked whether their previous exposure to it was through reading, viewing, or listening.

Question 10

FIGURE 16.8  
-Figure 16.8 above is an example of a _________.

Accepted Answer

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

Question 11

There are five common approaches to posttests: _________, unaided recall, attitude tests, inquiry tests, and sales tests.

Accepted Answer

A) aided recall 
B) experience tests 
C) exposure testing 
D) performance tests 
E) comparison tests 
A) aided recall 
B) experience tests 
C) exposure testing 
D) performance tests 
E) comparison tests

Question 12

The sign at the entrance to the men's store reads, "Buy one shirt, get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the men's store is using?

Accepted Answer

A) a deal 
B) a rebate 
C) a contest 
D) a sample 
E) a premium 
A) a deal 
B) a rebate 
C) a contest 
D) a sample 
E) a premium

Question 13

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 1 states, "Focus on the __________ and all else will follow."

Accepted Answer

A) user 
B) prize 
C) seller 
D) brand 
E) bottom line 
A) user 
B) prize 
C) seller 
D) brand 
E) bottom line

Question 14

One advantage of using newspapers as an advertising medium is their

Accepted Answer

A) ability to cover mass markets. 
B) excellent use of color graphics. 
C) long consumer response. 
D) their relatively low cost. 
E) limited distraction from other features. 
A) ability to cover mass markets. 
B) excellent use of color graphics. 
C) long consumer response. 
D) their relatively low cost. 
E) limited distraction from other features.

Question 15

Institutional advertisement that tell people what a company is, what it can do, and where it is located is referred to as

Accepted Answer

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

Question 16

One advantage of using the yellow pages as an advertising medium is

Accepted Answer

A) there is no competition. 
B) the print pages are quicker and easier to use than the Internet. 
C) they are more mobile than other information sources. 
D) almost all households with telephones have them. 
E) there are no delivery costs. 
A) there is no competition. 
B) the print pages are quicker and easier to use than the Internet. 
C) they are more mobile than other information sources. 
D) almost all households with telephones have them. 
E) there are no delivery costs.

Question 17

The purpose of competitive 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 18

The type of appeal used to imply either directly or subtly that the product is more fun or more exciting than competitors' offerings is referred to as _________.

Accepted Answer

A) authoritarian appeal 
B) humorous appeal 
C) coercive appeal 
D) family appeal 
E) sex appeal 
A) authoritarian appeal 
B) humorous appeal 
C) coercive appeal 
D) family appeal 
E) sex appeal

Question 19

Advertising programs in which a manufacturer pays a percentage of a retailer's local advertising expense for advertising the manufacturer's products are referred to as

Accepted Answer

A) trade promotion programs. 
B) consumer promotion programs. 
C) shared-responsibility programs. 
D) cooperative advertising programs. 
E) cause-related marketing programs. 
A) trade promotion programs. 
B) consumer promotion programs. 
C) shared-responsibility programs. 
D) cooperative advertising programs. 
E) cause-related marketing programs.

Question 20

According to The American Cancer Society, 57,000 Americans a year die from colon cancer.They estimate that this number would drop significantly if people over 50 were checked regularly.But being tested for colon cancer is not a pleasant experience and most people of course fear the possibility of bad news.To encourage people to get tested for colon cancer, several ads using a man (known as "Polyp Man"), dressed in a big red suit making him look more like Mr.M&M to encourage people to get tested.This is an example of _________ appeal.

Accepted Answer

A) humorous 
B) cognitive 
C) rhetorical 
D) fear 
E) sex 
A) humorous 
B) cognitive 
C) rhetorical 
D) fear 
E) sex

The first decision in developing an advertising program is to

Publicity tools refer to

who read at least half of the ad (read most).

List two advantages and two disadvantages of using television, radio, magazines, newspapers, direct mail, and billboards for advertising.

Consumer-oriented sales promotions refer to

Google's mission is

Sampling is an appropriate strategy for which type of products?

One advantage of using the yellow pages as an advertising medium is

Which of the following statements about sales tests is most accurate?

FIGURE 16.8 -Figure 16.8 above is an example of a _________.

There are five common approaches to posttests: _________, unaided recall, attitude tests, inquiry tests, and sales tests.

The sign at the entrance to the men's store reads, "Buy one shirt, get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the men's store is using?

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 1 states, "Focus on the __________ and all else will follow."

One advantage of using newspapers as an advertising medium is their

Institutional advertisement that tell people what a company is, what it can do, and where it is located is referred to as

One advantage of using the yellow pages as an advertising medium is

The purpose of competitive institutional advertisements is to

The type of appeal used to imply either directly or subtly that the product is more fun or more exciting than competitors' offerings is referred to as _________.

Advertising programs in which a manufacturer pays a percentage of a retailer's local advertising expense for advertising the manufacturer's products are referred to as

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 first decision in developing an advertising program is to

Publicity tools refer to

who read at least half of the ad (read most).

List two advantages and two disadvantages of using television, radio, magazines, newspapers, direct mail, and billboards for advertising.

Consumer-oriented sales promotions refer to

Google's mission is

Sampling is an appropriate strategy for which type of products?

One advantage of using the yellow pages as an advertising medium is

Which of the following statements about sales tests is most accurate?

FIGURE 16.8 -Figure 16.8 above is an example of a _________.

There are five common approaches to posttests: _________, unaided recall, attitude tests, inquiry tests, and sales tests.

The sign at the entrance to the men's store reads, "Buy one shirt, get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the men's store is using?

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 1 states, "Focus on the __________ and all else will follow."

One advantage of using newspapers as an advertising medium is their

Institutional advertisement that tell people what a company is, what it can do, and where it is located is referred to as

One advantage of using the yellow pages as an advertising medium is

The purpose of competitive institutional advertisements is to

The type of appeal used to imply either directly or subtly that the product is more fun or more exciting than competitors' offerings is referred to as _________.

Advertising programs in which a manufacturer pays a percentage of a retailer's local advertising expense for advertising the manufacturer's products are referred to as

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