Question 1

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

Accepted Answer

A) has a short exposure time. 
B) cannot target specific audiences. 
C) must use pictures, print, sound, and motion for effect. 
D) has a limited amount of advertising time available. 
E) is not effective for conveying simple messages. 
A) has a short exposure time. 
B) cannot target specific audiences. 
C) must use pictures, print, sound, and motion for effect. 
D) has a limited amount of advertising time available. 
E) is not effective for conveying simple messages.

Question 2

A news conference is a(n)

Accepted Answer

A) announcement regarding changes in a company or product line. 
B) free space or time in a newspaper or on a broadcast medium. 
C) publicity tool which utilizes high-visibility individuals in lobbying activities. 
D) meeting of top news executives to decide advertising policy. 
E) an informational meeting to which representatives of the media are invited. 
A) announcement regarding changes in a company or product line. 
B) free space or time in a newspaper or on a broadcast medium. 
C) publicity tool which utilizes high-visibility individuals in lobbying activities. 
D) meeting of top news executives to decide advertising policy. 
E) an informational meeting to which representatives of the media are invited.

Question 3

A publicity tool that is heavily relied on by nonprofit organizations, and which involves free space or time donated by the media is referred to as a _________.

Accepted Answer

A) public service announcement 
B) quid pro quo advertisement 
C) news conference 
D) news moment 
E) news item 
A) public service announcement 
B) quid pro quo advertisement 
C) news conference 
D) news moment 
E) news item

Question 4

Sales promotions used to support a company's advertising and personal selling directed to ultimate consumers are referred to as _________.

Accepted Answer

A) trade promotions 
B) manufacturers promotions 
C) channel promotions 
D) consumer-oriented sales promotions 
E) public service promotions 
A) trade promotions 
B) manufacturers promotions 
C) channel promotions 
D) consumer-oriented sales promotions 
E) public service promotions

Question 5

In a(n) __________ test, the test ad is placed in a collection with several other ads and stores, and consumers are asked to read through the collection.Afterward, subjects are asked for their impressions of the ads on several evaluative scales.

Accepted Answer

A) pretest 
B) range test 
C) group test 
D) portfolio test 
E) assortment test 
A) pretest 
B) range test 
C) group test 
D) portfolio test 
E) assortment test

Question 6

The speed with which buyers forget about a brand if advertising is not seen is referred to as

Accepted Answer

A) overlook rate. 
B) disregard rate. 
C) unrecall rate. 
D) forgetting rate. 
E) recall dissipation. 
A) overlook rate. 
B) disregard rate. 
C) unrecall rate. 
D) forgetting rate. 
E) recall dissipation.

Question 7

FIGURE 16-1  
-is an example of which type of advertising?

Accepted Answer

A) reminder 
B) comparative 
C) pioneering 
D) institutional 
E) differentiation 
A) reminder 
B) comparative 
C) pioneering 
D) institutional 
E) differentiation

Question 8

One of the disadvantages associated with radio as an advertising medium is that it

Accepted Answer

A) has a long exposure time. 
B) cannot target specific audiences. 
C) cannot use humor, sound, and intimacy effectively. 
D) has an unlimited amount of advertising time available. 
E) has a perishable message. 
A) has a long exposure time. 
B) cannot target specific audiences. 
C) cannot use humor, sound, and intimacy effectively. 
D) has an unlimited amount of advertising time available. 
E) has a perishable message.

Question 9

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 3 states, "Fast is better than _________."

Accepted Answer

A) slow 
B) last 
C) perfect 
D) accurate 
E) pretty fast 
A) slow 
B) last 
C) perfect 
D) accurate 
E) pretty fast

Question 10

Bebe is a contemporary women's clothing store.When Bebe uses evocative imagery in its advertising it is using which type of advertising appeal?

Accepted Answer

A) reminder 
B) fear 
C) sex 
D) guilt 
E) self-esteem 
A) reminder 
B) fear 
C) sex 
D) guilt 
E) self-esteem

Question 11

One disadvantage of using the Internet as an advertising medium is

Accepted Answer

A) it is almost impossible to segment markets. 
B) it is difficult to translate messages into foreign texts. 
C) the medium is new so effectiveness is still uncertain. 
D) it often creates more traffic than a firm can actually handle. 
E) although the Internet is open 24/7, most firms are not. 
A) it is almost impossible to segment markets. 
B) it is difficult to translate messages into foreign texts. 
C) the medium is new so effectiveness is still uncertain. 
D) it often creates more traffic than a firm can actually handle. 
E) although the Internet is open 24/7, most firms are not.

Question 12

The first 3-D advertisements were 30-second spots on

Accepted Answer

A) American Idol. 
B) the Super Bowl. 
C) Tiger Woods PGA tour. 
D) the Vancouver Winter Olympics. 
E) Barack Obama's Presidential inauguration. 
A) American Idol. 
B) the Super Bowl. 
C) Tiger Woods PGA tour. 
D) the Vancouver Winter Olympics. 
E) Barack Obama's Presidential inauguration.

Question 13

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

Accepted Answer

A) is a low-cost medium. 
B) has a short exposure time. 
C) can reach extremely large audiences. 
D) can be used to convey complex messages. 
E) has an unlimited amount of advertising time available. 
A) is a low-cost medium. 
B) has a short exposure time. 
C) can reach extremely large audiences. 
D) can be used to convey complex messages. 
E) has an unlimited amount of advertising time available.

Question 14

In planning and obtaining publicity, a frequently used tool is the _________, which is an announcement regarding changes in the company or the product line.

Accepted Answer

A) infomercial trade 
B) news release 
C) trade magazine 
D) double-page spread 
E) magazine insert 
A) infomercial trade 
B) news release 
C) trade magazine 
D) double-page spread 
E) magazine insert

Question 15

A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate is referred to as

Accepted Answer

A) merchandise lining. 
B) product enhancement. 
C) loyalty programs. 
D) retail positioning. 
E) experiential decoding. 
A) merchandise lining. 
B) product enhancement. 
C) loyalty programs. 
D) retail positioning. 
E) experiential decoding.

Question 16

Directed to ultimate consumers, consumer-oriented sales promotions, or simply _________, are sales tools used to support a company's advertising and _________.

Accepted Answer

A) customer promotions; public relations 
B) consumer promotions; personal selling 
C) customer incentives; publicity 
D) consumer incentives; direct marketing 
E) customer draw; personal selling 
A) customer promotions; public relations 
B) consumer promotions; personal selling 
C) customer incentives; publicity 
D) consumer incentives; direct marketing 
E) customer draw; personal selling

Question 17

Showing ad copy to a panel of consumers and having them rate how they liked it, how much it drew their attention, and how attractive they thought it was, takes place during _________.

Accepted Answer

A) jury tests 
B) focus groups 
C) portfolio tests 
D) theater tests 
E) performance tests 
A) jury tests 
B) focus groups 
C) portfolio tests 
D) theater tests 
E) performance tests

Question 18

A sales promotion in which the consumer is invited to apply their skill or analytical or creative thinking to try to win a price is commonly referred to as a _________.

Accepted Answer

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

Question 19

The Beef Council promotes a series of ads in which the tag line is "Beef-it's what's for dinner." The purpose of these ads is to encourage the audience to eat more beef.This type of ad is a(n) _________.

Accepted Answer

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

Question 20

Reinforcement ads are reminder ads that

Accepted Answer

A) repeat the original theme in a slightly varied form to help avoid burnout. 
B) repeat ad campaigns that have been used before in order to remind customers of past loyalty. 
C) reassure consumers they have made the correct choice in choosing the product. 
D) reaffirm a company's position on an issue of importance or interest. 
E) reassure the company it has made the right choice in advertising the product. 
A) repeat the original theme in a slightly varied form to help avoid burnout. 
B) repeat ad campaigns that have been used before in order to remind customers of past loyalty. 
C) reassure consumers they have made the correct choice in choosing the product. 
D) reaffirm a company's position on an issue of importance or interest. 
E) reassure the company it has made the right choice in advertising the product.

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

A news conference is a(n)

A publicity tool that is heavily relied on by nonprofit organizations, and which involves free space or time donated by the media is referred to as a _________.

Sales promotions used to support a company's advertising and personal selling directed to ultimate consumers are referred to as _________.

In a(n) __________ test, the test ad is placed in a collection with several other ads and stores, and consumers are asked to read through the collection.Afterward, subjects are asked for their impressions of the ads on several evaluative scales.

The speed with which buyers forget about a brand if advertising is not seen is referred to as

FIGURE 16-1 -is an example of which type of advertising?

One of the disadvantages associated with radio as an advertising medium is that it

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 3 states, "Fast is better than _________."

Bebe is a contemporary women's clothing store.When Bebe uses evocative imagery in its advertising it is using which type of advertising appeal?

One disadvantage of using the Internet as an advertising medium is

The first 3-D advertisements were 30-second spots on

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

In planning and obtaining publicity, a frequently used tool is the _________, which is an announcement regarding changes in the company or the product line.

A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate is referred to as

Directed to ultimate consumers, consumer-oriented sales promotions, or simply _, are sales tools used to support a company's advertising and _.

Showing ad copy to a panel of consumers and having them rate how they liked it, how much it drew their attention, and how attractive they thought it was, takes place during _________.

A sales promotion in which the consumer is invited to apply their skill or analytical or creative thinking to try to win a price is commonly referred to as a _________.

The Beef Council promotes a series of ads in which the tag line is "Beef-it's what's for dinner." The purpose of these ads is to encourage the audience to eat more beef.This type of ad is a(n) _________.

Reinforcement ads are reminder ads that

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

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

A news conference is a(n)

A publicity tool that is heavily relied on by nonprofit organizations, and which involves free space or time donated by the media is referred to as a _________.

Sales promotions used to support a company's advertising and personal selling directed to ultimate consumers are referred to as _________.

In a(n) __________ test, the test ad is placed in a collection with several other ads and stores, and consumers are asked to read through the collection.Afterward, subjects are asked for their impressions of the ads on several evaluative scales.

The speed with which buyers forget about a brand if advertising is not seen is referred to as

FIGURE 16-1 -is an example of which type of advertising?

One of the disadvantages associated with radio as an advertising medium is that it

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 3 states, "Fast is better than _________."

Bebe is a contemporary women's clothing store.When Bebe uses evocative imagery in its advertising it is using which type of advertising appeal?

One disadvantage of using the Internet as an advertising medium is

The first 3-D advertisements were 30-second spots on

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

In planning and obtaining publicity, a frequently used tool is the _________, which is an announcement regarding changes in the company or the product line.

A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate is referred to as

Directed to ultimate consumers, consumer-oriented sales promotions, or simply _________, are sales tools used to support a company's advertising and _________.

Showing ad copy to a panel of consumers and having them rate how they liked it, how much it drew their attention, and how attractive they thought it was, takes place during _________.

A sales promotion in which the consumer is invited to apply their skill or analytical or creative thinking to try to win a price is commonly referred to as a _________.

The Beef Council promotes a series of ads in which the tag line is "Beef-it's what's for dinner." The purpose of these ads is to encourage the audience to eat more beef.This type of ad is a(n) _________.

Reinforcement ads are reminder ads that

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

Directed to ultimate consumers, consumer-oriented sales promotions, or simply _, are sales tools used to support a company's advertising and _.