Question 1

Sales promotion aimed at company's own sales force is sometimes called trade promotion.

Accepted Answer

A) True 
 B)False  False

Question 2

Most M&M's are sold as consumer products, but M&M's printed with special messages or brand logos have become an effective (and sweet) sales promotion tool for business customers.

Accepted Answer

A) True 
 B)False  True

Question 3

When an advertiser pays a fixed amount (e.g. 70 cents) each time a Web surfer clicks on the advertiser's ad and links to the advertiser's Web site, this process is called a(n):

Accepted Answer

A)  copy thrust. 
B)  pay-per-view. 
C)  pioneering ad. 
D)  pay-per-click. 
E)  advertising allowance. 
A)  copy thrust. 
B)  pay-per-view. 
C)  pioneering ad. 
D)  pay-per-click. 
E)  advertising allowance. D

Question 4

When a Web site places a small file (containing information about the visitor) on the computer of people who visit its site, this file is called a(n):

Accepted Answer

A)  product. 
B)  cookie. 
C)  reminder. 
D)  cooperative. 
E)  institution. 
A)  product. 
B)  cookie. 
C)  reminder. 
D)  cooperative. 
E)  institution.

Question 5

Advertising can usually get sales results sooner than sales promotion.

Accepted Answer

A) True 
 B)False

Question 6

Regarding Internet advertising:

Accepted Answer

A)  Most ads are seeking a direct response. 
B)  All three types of ads (banner, pop-up, and pop-under) encourage viewers to visit the advertiser's Web site for more information. 
C)  Some Web sites are better than others for reaching target customers. 
D)  At some Web sites, ads are free if they don't get results. 
E)  All of the above. 
A)  Most ads are seeking a direct response. 
B)  All three types of ads (banner, pop-up, and pop-under) encourage viewers to visit the advertiser's Web site for more information. 
C)  Some Web sites are better than others for reaching target customers. 
D)  At some Web sites, ads are free if they don't get results. 
E)  All of the above.

Question 7

"Copy thrust" refers to the choice of media to deliver a message to the target audience.

Accepted Answer

A) True 
 B)False

Question 8

Use this information for questions that refer to the Super Gaming Company and Accessories (SGCA) case.
Kayla Jurgenson, marketing manager for Super Gaming Computers and Accessories (SGCA), is reviewing her company's plans for the coming year.
SGCA sells its products through retail computer dealers and some specialty gaming stores. Currently, SGCA is carried in 25 percent of all retail computer stores nationwide, but in California is carried in only 10 percent of stores. So, Kayla has set an objective of being in 25% of all retail computer stores in California within one year.
SGCA plans to introduce a new SuperDuperGamer model with special features that fits its target market of teen and young adult gamers. The SuperDuperGamer uses a new technology and is expected to be a breakthrough product, but it will be important to build awareness for it to succeed. So, the advertising objective is for 40% of SGCA's target market to be aware of the new SuperDuperGamer model within 3 months. SGCA also wants to help its retailers reduce their current stock of SuperGamer computers before the new model comes out in a month. The SuperGamer has been on the market for two years and has been a top seller in the category. SGCA's advertising objective for the SuperGamer computer is to reduce current dealer stock by 80% within the next month.
SGCA is also introducing a SuperEnhancer sound card, which is designed to significantly enhance the game-playing experience with older computers. Research with gamers show that it is very well received, so the advertising objective for the SuperEnhancer sound card is to gain 40% market share among all gaming-specific sound cards in the next year. To help achieve that objective, Jurgenson is planning to use an ad that shows the sound card and a game player being knocked off his chair by the sound. The headline on the ad reads, "9 Out of 10 Gamers Say that the SuperEnhancer Sound Beats All Others!"
-If Jurgenson wanted to demonstrate the new SuperDuperComputer, which media would be best? Refer To: Super Gaming Computers

Accepted Answer

A)  Yellow pages 
B)  Television 
C)  Magazine 
D)  Radio 
E)  Each of these media would be equal in this regard. 
A)  Yellow pages 
B)  Television 
C)  Magazine 
D)  Radio 
E)  Each of these media would be equal in this regard.

Question 9

To guarantee good media selection, the advertiser FIRST must clearly specify its

Accepted Answer

A)  promotion objectives. 
B)  target market. 
C)  budget. 
D)  advertising campaign. 
A)  promotion objectives. 
B)  target market. 
C)  budget. 
D)  advertising campaign.

Question 10

In Switzerland,

Accepted Answer

A)  any advertisement targeted directly at children is banned. 
B)  political ads are limited on TV. 
C)  print ads must be identified so they are not confused with editorial matter. 
D)  competitive and comparative advertising is banned. 
E)  an advertiser cannot use an actor to represent a consumer. 
A)  any advertisement targeted directly at children is banned. 
B)  political ads are limited on TV. 
C)  print ads must be identified so they are not confused with editorial matter. 
D)  competitive and comparative advertising is banned. 
E)  an advertiser cannot use an actor to represent a consumer.

Question 11

Comparative ads for a product work best in which stage of the adoption process?

Accepted Answer

A)  Awareness 
B)  Interest 
C)  Evaluation and trial 
D)  Decision 
E)  Confirmation 
A)  Awareness 
B)  Interest 
C)  Evaluation and trial 
D)  Decision 
E)  Confirmation

Question 12

Cooperative advertising involves intermediaries and producers sharing in the cost of ads.

Accepted Answer

A) True 
 B)False

Question 13

In __________, print ads must be identified so they are not confused with editorial matter.

Accepted Answer

A)  USA 
B)  Canada 
C)  New Zealand 
D)  Japan 
E)  Switzerland 
A)  USA 
B)  Canada 
C)  New Zealand 
D)  Japan 
E)  Switzerland

Question 14

Which of the following is the LEAST appropriate advertising objective?

Accepted Answer

A)  To increase sales by 20 percent this year. 
B)  To improve consumer goodwill and help sell the product. 
C)  To increase target customers' brand awareness by 50 percent this year. 
D)  To increase a brand's market share by 10 percent. 
E)  To obtain 20 new accounts in the Oakland Bay area. 
A)  To increase sales by 20 percent this year. 
B)  To improve consumer goodwill and help sell the product. 
C)  To increase target customers' brand awareness by 50 percent this year. 
D)  To increase a brand's market share by 10 percent. 
E)  To obtain 20 new accounts in the Oakland Bay area.

Question 15

Regarding media selection:

Accepted Answer

A)  the media available in a country may limit the choices. 
B)  the low cost of television makes it a "must buy." 
C)  the use of "mass market magazines" is growing in popularity--to cut costs. 
D)  the only advertising medium available for direct-response ads is mail. 
E)  All of the above. 
A)  the media available in a country may limit the choices. 
B)  the low cost of television makes it a "must buy." 
C)  the use of "mass market magazines" is growing in popularity--to cut costs. 
D)  the only advertising medium available for direct-response ads is mail. 
E)  All of the above.

Question 16

Though it is common in the U.S. to use cartoon characters in advertising to children, both Japan and France limit that practice, and Canada bans any advertising targeted directly at children.

Accepted Answer

A) True 
 B)False

Question 17

The vast majority of advertising agencies are large (20 or more employees), but the smaller, more creative agencies account for most of the billings.

Accepted Answer

A) True 
 B)False

Question 18

The basic job of pioneering advertising is to persuade, not inform.

Accepted Answer

A) True 
 B)False

Question 19

Price reductions given to channel members to encourage them to advertise or otherwise promote a firm's products locally are:

Accepted Answer

A)  quantity discounts. 
B)  brokerage allowances. 
C)  push money allowances. 
D)  advertising allowances. 
E)  trade incentives. 
A)  quantity discounts. 
B)  brokerage allowances. 
C)  push money allowances. 
D)  advertising allowances. 
E)  trade incentives.

Question 20

Sales promotion problems are likely to be greater when an advertising or sales manager, instead of a sales promotion manager, has responsibility for sales promotion.

Accepted Answer

A) True 
 B)False

Exam 16: Advertising, Publicity, and Sales Promotion

Sales promotion aimed at company's own sales force is sometimes called trade promotion.

Most M&M's are sold as consumer products, but M&M's printed with special messages or brand logos have become an effective (and sweet) sales promotion tool for business customers.

When an advertiser pays a fixed amount (e.g. 70 cents) each time a Web surfer clicks on the advertiser's ad and links to the advertiser's Web site, this process is called a(n):

When a Web site places a small file (containing information about the visitor) on the computer of people who visit its site, this file is called a(n):

Advertising can usually get sales results sooner than sales promotion.

Regarding Internet advertising:

"Copy thrust" refers to the choice of media to deliver a message to the target audience.

To guarantee good media selection, the advertiser FIRST must clearly specify its

In Switzerland,

Comparative ads for a product work best in which stage of the adoption process?

Cooperative advertising involves intermediaries and producers sharing in the cost of ads.

In __________, print ads must be identified so they are not confused with editorial matter.

Which of the following is the LEAST appropriate advertising objective?

Regarding media selection:

Though it is common in the U.S. to use cartoon characters in advertising to children, both Japan and France limit that practice, and Canada bans any advertising targeted directly at children.

The vast majority of advertising agencies are large (20 or more employees), but the smaller, more creative agencies account for most of the billings.

The basic job of pioneering advertising is to persuade, not inform.

Price reductions given to channel members to encourage them to advertise or otherwise promote a firm's products locally are:

Sales promotion problems are likely to be greater when an advertising or sales manager, instead of a sales promotion manager, has responsibility for sales promotion.

Marketings Value to Consumers, Firms, and Society

Marketing Strategy Planning

Evaluating Opportunities in the Changing Marketing Environment

Focusing Marketing Strategy With Segmentation and Positioning

Demographic Dimensions of Global Consumer Markets

Final Consumers and Their Buying Behavior

Business and Organizational Customers and Their Buying Behavior

Improving Decisions With Marketing Information

Elements of Product Planning for Goods and Services

Product Management and New-Product Development

Place and Development of Channel Systems

Distribution Customer Service and Logistics

Retailers,wholesalers,and Their Strategy Planning

Promotion-Introduction to Integrated Marketing Communications

Personal Selling and Customer Service

Pricing Objectives and Policies

Price Setting in the Business World

Implementing and Controlling Marketing Plans: Evolution and Revolution

Managing Marketings Link With Other Functional Areas

Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

Economics Fundamentals

Marketing Arithmetic

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