Question 1

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

Accepted Answer

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

Question 2

A political ad that incorporates a fear appeal would most likely be expressed as

Accepted Answer

A) religious repercussions after death. 
B) disenfranchisement from mainstream society. 
C) a lack of patriotic responsibility. 
D) a lack of self-respect or self-worth. 
E) warnings against the rise of other, unpopular ideologies. 
A) religious repercussions after death. 
B) disenfranchisement from mainstream society. 
C) a lack of patriotic responsibility. 
D) a lack of self-respect or self-worth. 
E) warnings against the rise of other, unpopular ideologies.

Question 3

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 10 states, " ___________ just isn't good enough."

Accepted Answer

A) Great 
B) Close 
C) Second 
D) Almost 
E) Maybe 
A) Great 
B) Close 
C) Second 
D) Almost 
E) Maybe

Question 4

What is the difference between a coupon and a deal?

Accepted Answer

Coupons are sales promotions that offer

Question 5

The Wall Street Journal and USA Today, each have a national distribution of more than

Accepted Answer

A) 2 million readers. 
B) 19 million readers. 
C) 27 million readers. 
D) 32 million readers. 
E) 59 million readers. 
A) 2 million readers. 
B) 19 million readers. 
C) 27 million readers. 
D) 32 million readers. 
E) 59 million readers.

Question 6

Advertising agencies that specialize in one aspect of the advertising process such as providing creative services to develop advertising copy, buying previously unpurchased media space, or providing Internet services are referred to as a(n) _________.

Accepted Answer

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

Question 7

DreamWorks' CEO Katzenberg considered __________ the company's first __________ movie "...a real revolution." It was so important that all future DreamWorks movies would incorporate this technology.

Accepted Answer

A) Monsters vs.Aliens; 3D 
B) Toy Story; digitally enhanced 
C) Kung Fu Panda; HD 
D) Oobermind; HD Dolby 
E) Shrek the Musical; Sound synthetization 
A) Monsters vs.Aliens; 3D 
B) Toy Story; digitally enhanced 
C) Kung Fu Panda; HD 
D) Oobermind; HD Dolby 
E) Shrek the Musical; Sound synthetization

Question 8

One advantage of using the Internet as an advertising medium is

Accepted Answer

A) there is no need to segment markets. 
B) messages are automatically translated into multiple languages. 
C) there are no real costs except computers used for initial encoding. 
D) it is relatively simple to run national online campaign across multiple sites. 
E) it offers a way to reach younger consumers who have developed a preference for online communication. 
A) there is no need to segment markets. 
B) messages are automatically translated into multiple languages. 
C) there are no real costs except computers used for initial encoding. 
D) it is relatively simple to run national online campaign across multiple sites. 
E) it offers a way to reach younger consumers who have developed a preference for online communication.

Question 9

One advantage of using outdoor advertising as an advertising medium is

Accepted Answer

A) it is environmentally friendly. 
B) it has universal appeal. 
C) it is particularly suited to national campaigns. 
D) it is a relatively low-cost advertising alternative. 
E) it is especially suited for persuasive advertisements. 
A) it is environmentally friendly. 
B) it has universal appeal. 
C) it is particularly suited to national campaigns. 
D) it is a relatively low-cost advertising alternative. 
E) it is especially suited for persuasive advertisements.

Question 10

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

Accepted Answer

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

Question 11

Short-term price reductions commonly used to increase trial among potential customers or to retaliate against a competitor's actions is commonly referred to as a _________.

Accepted Answer

A) deal 
B) coupon 
C) sample 
D) premium 
E) product placement 
A) deal 
B) coupon 
C) sample 
D) premium 
E) product placement

Question 12

The primary purpose of a pioneering advertisement is to

Accepted Answer

A) promote a specific brand's features and benefits. 
B) tell people what a product is, what it can do, and where it can be found. 
C) show one brand's strengths relative to those of competitors. 
D) reinforce previous knowledge of a product. 
E) build goodwill or an image for an organization rather than promote a specific product or service. 
A) promote a specific brand's features and benefits. 
B) tell people what a product is, what it can do, and where it can be found. 
C) show one brand's strengths relative to those of competitors. 
D) reinforce previous knowledge of a product. 
E) build goodwill or an image for an organization rather than promote a specific product or service.

Question 13

Google's first search engine was called " __________."

Accepted Answer

A) Pack rat 
B) Back rub 
C) Rub down 
D) Black eye 
E) elgoog 
A) Pack rat 
B) Back rub 
C) Rub down 
D) Black eye 
E) elgoog

Question 14

TransWave International is a small company that has developed a system that uses the Web and patented electronic sensors as an early-warning device for pipeline leaks.Pipeline safety is becoming a big issue in the U.S.as more natural gas lines are being laid near population centers.The timing is right for this company to be extremely successful, but it must use __________ advertising so oil companies will know of its product's existence.

Accepted Answer

A) reminder 
B) objective 
C) pioneering 
D) competitive 
E) institutional 
A) reminder 
B) objective 
C) pioneering 
D) competitive 
E) institutional

Question 15

Which of the following statements about comparative advertising is most accurate?

Accepted Answer

A) Comparative advertisements now constitute over 90% of all television ads. 
B) Comparative advertisements attract less consumer attention in the advertiser's brand. 
C) Comparative advertisements increase the perceived quality of the advertiser's brand. 
D) Comparative advertisements have been banned by the Federal Trade Commission. 
E) Comparative advertisements can, and often, do more harm than good. 
A) Comparative advertisements now constitute over 90% of all television ads. 
B) Comparative advertisements attract less consumer attention in the advertiser's brand. 
C) Comparative advertisements increase the perceived quality of the advertiser's brand. 
D) Comparative advertisements have been banned by the Federal Trade Commission. 
E) Comparative advertisements can, and often, do more harm than good.

Question 16

Some studies show that __________ are superior to other advertising strategies.

Accepted Answer

A) flighting schedules 
B) pulsing schedules 
C) continuous schedules 
D) opportunistic schedules 
E) hit and run schedules 
A) flighting schedules 
B) pulsing schedules 
C) continuous schedules 
D) opportunistic schedules 
E) hit and run schedules

Question 17

Reminder advertisements are especially effective for products in which stage of the product life cycle?

Accepted Answer

A) introduction 
B) maturity 
C) harvesting 
D) growth 
E) entry 
A) introduction 
B) maturity 
C) harvesting 
D) growth 
E) entry

Question 18

A sales promotion prominently displayed in a store aisle is called a(n) __________ display.

Accepted Answer

A) seasonal 
B) automated 
C) interactive 
D) point-of-purchase 
E) product sampling 
A) seasonal 
B) automated 
C) interactive 
D) point-of-purchase 
E) product sampling

Question 19

The purpose of a reminder advertisement is to

Accepted Answer

A) promote a specific brand's features and benefits. 
B) tell people what a product is, what it can do, and where it can be found. 
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 product is, what it can do, and where it can be found. 
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 20

Verizon's ad for its new IN calling and messaging service informs the target market about what the service is and what it can do.It is an example of a(n) __________ ad.

Accepted Answer

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

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

A political ad that incorporates a fear appeal would most likely be expressed as

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 10 states, " ___________ just isn't good enough."

What is the difference between a coupon and a deal?

The Wall Street Journal and USA Today, each have a national distribution of more than

Advertising agencies that specialize in one aspect of the advertising process such as providing creative services to develop advertising copy, buying previously unpurchased media space, or providing Internet services are referred to as a(n) _________.

DreamWorks' CEO Katzenberg considered the company's first movie "...a real revolution." It was so important that all future DreamWorks movies would incorporate this technology.

One advantage of using the Internet as an advertising medium is

One advantage of using outdoor advertising as an advertising medium is

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

Short-term price reductions commonly used to increase trial among potential customers or to retaliate against a competitor's actions is commonly referred to as a _________.

The primary purpose of a pioneering advertisement is to

Google's first search engine was called " __________."

Which of the following statements about comparative advertising is most accurate?

Some studies show that __________ are superior to other advertising strategies.

Reminder advertisements are especially effective for products in which stage of the product life cycle?

A sales promotion prominently displayed in a store aisle is called a(n) __________ display.

The purpose of a reminder advertisement is to

Verizon's ad for its new IN calling and messaging service informs the target market about what the service is and what it can do.It is an example of a(n) __________ ad.

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

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

A political ad that incorporates a fear appeal would most likely be expressed as

Much of Google's success is based on the ten guidelines of its corporate philosophy.Guideline 10 states, " ___________ just isn't good enough."

What is the difference between a coupon and a deal?

The Wall Street Journal and USA Today, each have a national distribution of more than

Advertising agencies that specialize in one aspect of the advertising process such as providing creative services to develop advertising copy, buying previously unpurchased media space, or providing Internet services are referred to as a(n) _________.

DreamWorks' CEO Katzenberg considered __________ the company's first __________ movie "...a real revolution." It was so important that all future DreamWorks movies would incorporate this technology.

One advantage of using the Internet as an advertising medium is

One advantage of using outdoor advertising as an advertising medium is

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

Short-term price reductions commonly used to increase trial among potential customers or to retaliate against a competitor's actions is commonly referred to as a _________.

The primary purpose of a pioneering advertisement is to

Google's first search engine was called " __________."

Which of the following statements about comparative advertising is most accurate?

Some studies show that __________ are superior to other advertising strategies.

Reminder advertisements are especially effective for products in which stage of the product life cycle?

A sales promotion prominently displayed in a store aisle is called a(n) __________ display.

The purpose of a reminder advertisement is to

Verizon's ad for its new IN calling and messaging service informs the target market about what the service is and what it can do.It is an example of a(n) __________ ad.

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

DreamWorks' CEO Katzenberg considered the company's first movie "...a real revolution." It was so important that all future DreamWorks movies would incorporate this technology.