Deck 13: Advertising,sales Promotion,and Public Relations

Question 1

Which of the following advertising situations would LEAST likely be considered "puffery"?

A)a retired couple drinking a vitamin and protein shake and then going bicycling
B)toned thighs and legs as a result of using the Thigh Master for only 15 minutes each day
C)children growing into attractive adults as a result of drinking milk
D)a sleepy mom who wakes up to a gray day,drinks a cup of coffee,and then looks out her window to see golden sunshine,beautiful flowers blooming,songbirds singing,and a rainbow on the horizon
E)a mouthwash that claims to make your mouth feel its freshest

Answer 1

A

Question 2

Which of the following is an example of a sales promotion?

A)a news release encouraging voters to support a new bond issue for a local elementary school
B)a listing of all the television programs to be shown by Charter Cable the week of March 16
C)a reduced price on a movie ticket for customers willing to attend a matinee
D)a plan to increase ice cream sales by adding two new flavors
E)a coupon for $5 off a visit to an amusement park

Answer 2

E

Question 3

Which of the following statements about radio as an advertising medium is true?

A)National radio advertising opportunities are simple to purchase.
B)Radio advertising is typically quite expensive.
C)Radio prohibits the use of segmentation strategies.
D)Radio is defined as a place- based medium.
E)One advantage of radio advertising is its flexibility.

Answer 3

E

Question 4

A company newsletter is an example of .

A)corporate identity
B)sponsorship
C)internal PR
D)media relations
E)publicity

Question 5

Which of the following is true about a continuous advertising schedule?

A)It is much less expensive than a flighting schedule.
B)It reduces a firm's need for public relations.
C)It is more effective than a pulsing schedule for seasonal products.
D)It can lead to media spillover.
E)It can lead to advertising wear- out.

Question 6

What type of advertising delivers a message that focuses on a specific good or service?

A)brand placement
B)institutional advertising
C)retail advertising
D)product advertising
E)advocacy advertising

Question 7

Advertising "puffery" is a term for .

A)a subliminal appeal to customers
B)a straightforward promotional message
C)a claim of superiority that cannot be proven or disproven
D)a value- added promotion
E)an emotional appeal to customers

Question 8

is a measure of the percentage of people in the target market who are exposed to the media vehicle.

A)Exposure
B)Reach
C)Impression
D)Frequency
E)Aperture

Question 9

An office supply store that pays a discounted price when it orders more than twelve metal filing cabinets is receiving a .

A)merchandising allowance
B)price- off pack
C)case allowance
D)bundled promotion
E)bonus pack

Question 10

can be classified by primary purpose-whether the aim is to inform,persuade,or remind.

A)Advertising appeals
B)Media plans
C)Message objectives
D)Budget objectives
E)Creative strategies

Question 11

Prior to the 2008 U.S.presidential election,MTVs "Choose or Lose" campaign encouraged millions of young people ages eighteen to thirty to learn about the issues,to vote,and to be a deciding factor in the election.This campaign is an example of .

A)local advertising
B)brand placement
C)institutional advertising
D)product advertising
E)advocacy advertising

Question 12

Some television shows have shown actors drinking a cup of Starbucks coffee.In these instances,Starbucks has chosen as a marketing tool.

A)testimonial
B)a promotional product
C)public relations
D)brand placement
E)media promotion

Question 13

An ad for Ford did not advertise any cars,but instead explained the meaning of the company's slogan,"no boundaries." This ad is an example of .

A)retail advertising
B)institutional advertising
C)advocacy advertising
D)product advertising
E)a sales promotion

Question 14

A manufacturer of toilet tissue sent its brand mascot to help refurbish restrooms at fairgrounds across the country.As part of this project,each restroom was to provide fairgoers with a clean oasis featuring aromatherapy,soothing music,constant maintenance,and premium toilet tissue.The use of this brand in this clean- up effort is an example of .

A)sponsorship
B)a promotional product
C)media relations
D)a premium
E)corporate identity

Question 15

Mariah Goldberg,a marketing manager for a manufacturer of children's toys,is looking for ways to reach potential customers who typically avoid salespeople,catalogs,on- line marketing,and advertisements.Which of the following would be the most economical promotional tool for Mariah to use?

A)sales promotion
B)brand placement
C)direct marketing
D)direct selling
E)public relations

Question 16

A(n)provides most or all of the services needed to mount an advertising campaign.

A)creative services agency
B)in- house agency
C)full- service agency
D)limited- service agency
E)institutional agency

Question 17

Which of the following is true of advocacy advertising?

A)It is used only for non- profit causes.
B)It is intended to inform customers about a new product.
C)It is intended to influence public opinion.
D)It is also known as public- service advertising.
E)It is primarily used to support sales promotion activities.

Question 18

Which of the following is LEAST likely to be performed by a public relations department?

A)sponsorships
B)lobbying
C)media vehicle selection
D)product publicity
E)press releases

Question 19

In which type of media would you find buttons advertising products?

A)magazines
B)the Internet
C)place- based media
D)out- of- home media
E)directories

Question 20

are goods offered either free or at low cost as an incentive to buy a product; they may be in- pack,on- pack,or delivered through the mail.

A)Premiums
B)Price- off packs
C)Sweepstakes
D)Rebates
E)Bonus packs

Question 21

A manufacturer of toilet tissue sent its brand mascot to help refurbish restrooms at fairgrounds across the country.As part of this project,each restroom was to provide fairgoers with a clean oasis featuring aromatherapy,soothing music,constant maintenance,and premium toilet tissue.Newspaper articles about the company's role in making restrooms inviting are an example of .

A)media planning
B)publicity
C)sponsorship
D)image management
E)a sales promotion

Question 22

Manufacturers may offer a(n)in return for the retailer's agreement to feature the manufacturer's products in an advertisement or display.

A)allowance
B)POP display
C)rebate
D)incentive program
E)premium

Question 23

Keely was invited to examine a free copy of a new magazine called Coastal Living.If she did not enjoy the magazine,she could write "Refused" on the invoice for her subscription,which would arrive about three weeks after the free magazine.The magazine's publisher was using .

A)product placement
B)a rebate
C)a premium
D)a promotional product
E)sampling

Question 24

Which of the following is an example of a discount promotion given to members of the distribution channel?

A)trade shows
B)incentive programs
C)rebates
D)premiums
E)co- op advertising

Question 25

Which of the following is the type of advertising that the media run free of charge?

A)institutional advertisements
B)local advertisements
C)product advertisements
D)public service advertisements
E)advocacy advertisements

Question 26

Which of the following is NOT an example of a specialized task that is typically performed to create an advertising campaign?

A)research and marketing services
B)creative services
C)new product development
D)media planning
E)account management

Question 27

are messages that champion an issue or promote not- for- profit organizations that serve society in some way.

A)Product advertisements
B)Institutional advertisements
C)Advocacy advertisements
D)Public service advertisements
E)Brand advertisements

Question 28

Which of the following is a bonus paid by a manufacturer to a salesperson for selling its product?

A)a premium
B)a rebate
C)push money
D)a merchandising allowance
E)a cross- promotion

Question 29

Which of the following statements about magazines as an advertising medium is true?

A)Magazines typically use a mass marketing strategy.
B)Magazines have poor reproduction quality of images.
C)Magazines have long lead times.
D)Magazines do not accept local advertising.
E)Magazines have not benefited from advances in communication technologies.

Question 30

Kathy Champe,a public relations specialist for a regional chain of pharmacies,regularly contacts members of the local and state- wide media with information about community events and charity fundraisers sponsored by her company.This is an example of the function of public relations.

A)product publicity
B)lobbying
C)press releases
D)media relations
E)public affairs

Question 31

The coupon for a free six- inch sub sandwich with the purchase of a six- inch sub of equal or greater value and a thirty- two- ounce fountain drink is an example of a .

A)specialty pack
B)trade promotion
C)consumer promotion
D)premium
E)promotional product

Question 32

The basic rule of _ is "do something good,then talk about it."

A)customer relationship management
B)social marketing
C)promotions
D)public relations
E)public affairs

Question 33

An oil company distributed to newspapers and magazines a report describing how its research team had discovered a new drug that is instrumental in the fight to stop the spread of malaria.The report is an example of .

A)a corporate identity
B)lobbying
C)a press release
D)a sponsorship
E)advice and counsel

Question 34

Toro ran a clever preseason promotion on some of its snow blower models,offering some money back if the snowfall in the buyer's market area turned out to be below average.This is an example of a(n)_ .

A)rebate
B)sweepstake
C)premium
D)continuity program
E)incentive program

Question 35

An e- mail from Amazon.com offers free shipping on your next purchase of more than $35.This is an example of a(n).

A)allowance
B)sales promotion
C)incentive program
D)special pack
E)premium

Question 36

An example of a is a five- foot- high cardboard display of Cap'n Crunch next to Cap'n Crunch cereal boxes.

A)point of purchase (POP)display
B)special pack
C)co- op advertisement
D)promotional product
E)sample

Question 37

attempts to influence consumers while they are in the store by catching their attention with signs and showcased merchandise.

A)A point of purchase display
B)A trade show
C)An incentive program
D)Brand placement
E)A promotional product

Question 38

Which of the following would be most useful if a firm has an immediate objective to achieve,such as bolstering sales for a brand quickly or encouraging customers to try a new product?

A)public relations activities
B)sales promotions
C)product placement
D)sponsorships
E)out- of- home media

Question 39

involves a channel member purchasing large quantities of a product during a discount period,warehousing the product,and not buying the product again until another discount is offered.

A)Co- op buying
B)Discounting
C)Hoarding
D)Forward buying
E)Rebating

Question 40

Both _ go against the manufacturer's intent in offering case allowances.

A)forward buying and co- op advertising
B)special packs and price- off packs
C)rebates and refunds
D)forward buying and diverting
E)merchandising allowances and push money

Question 41

Which of the following types of sales promotions would NOT be offered to a final consumer?

A)sweepstakes
B)promotional products
C)rebates
D)bonus packs
E)push money

Question 42

You receive a report that says the 68% of your target market had been exposed to your ad campaign during a given period of time.This is an example of .

A)engagement
B)impact
C)impression
D)reach
E)frequency

Question 43

Apple recently ran ads featuring real people who had switched from Microsoft Windows- based PCs to Macs.When companies use people,actors,or sports celebrities as product endorsers,what kind of appeal is being used?

A)slice of life
B)testimonial
C)lifestyle
D)comparative
E)unique selling proposition

Question 44

Jell- O ads contain the phrase "Make some magic." All Ace Hardware store ads contain the statement "Life is an ongoing project." The American Dairy Farmers run ads that say,"Ahh,the power of cheese." These are all examples of .

A)slogans
B)unique selling propositions (USPs)
C)slice- of- life appeals
D)jingles
E)testimonials

Question 45

involves a retailer buying a product at a discounted promotional price,warehousing it,and after the promotion has expired,selling the inventory to other retailers at a price that is lower than the manufacturer's nondiscounted price but high enough to turn a profit for the retailer.

A)Forward buying
B)Discounting
C)Hoarding
D)Diverting
E)Rebating

Question 46

Of the major consumer promotion tools,which is the most effective for introducing a new product?

A)rebates
B)advertising
C)samples
D)continuity programs
E)coupons

Question 47

Which of the following types of ads can users block through the use of applications developed by Web browser providers?

A)pop- ups
B)directory listings
C)buttons
D)banners
E)search engine listings

Question 48

is the practice of sending unsolicited e- mail directed to five or more people not personally known to the sender.

A)Spamming
B)Spimming
C)Reaching
D)Junking
E)Appealing

Question 49

An example of a(n)is an airline's practice of awarding customers points for miles traveled that can be turned in for free airline trips.

A)price- off pack
B)rebate
C)loyalty program
D)premium
E)special pack

Question 50

The media planner looks both at the total cost of using a medium and at the .

A)cost per thousand
B)opportunity cost
C)cost of purchasing the medium itself
D)cost of premium offers
E)promotional cost

Question 51

One of the barriers to greater reliance on is the difficulty of gauging its effectiveness

A)sales promotion
B)catalogs
C)direct mail
D)m- commerce
E)public relations

Question 52

is the appeal that depicts typical people using the product in a normal setting.

A)Demonstration
B)Lifestyle
C)Fantasy
D)Testimonial
E)Slice of life

Question 53

The current event television shows that are specifically designed to be broadcast in U.S.high school classrooms contain some ads from sponsors of the educational program.The ads reach this captive audience through the use of media.

A)out- of- home
B)branded entertainment
C)place- based
D)mobile
E)permission

Question 54

is a problem- solving process for getting an advertising message to a specific target audience in the most effective fashion.

A)Pretesting
B)Lobbying
C)Media planning
D)Sampling
E)Media scheduling

Question 55

is the degree to which the target market will see an advertising message in a specific medium.

A)Gross rating point (GRP)
B)Advertising exposure
C)Reach
D)Aperture
E)Impression

Question 56

Which of the following promotion tools is most closely associated with building up a positive corporate image and handling unfavorable stories and events?

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

Question 57

involve providing discounts and deals or increasing industry visibility.

A)Co- op advertising
B)Incentive programs
C)Trade promotions
D)Trade shows
E)Consumer promotions

Question 58

Consumer promotions are usually used _.

A)by themselves as a sole form of marketing communication
B)alongside trade promotions
C)while developing the creative strategy
D)to support advertising campaigns
E)in B2B marketing

Question 59

Ads on the sides of delivery trucks,ads on the fence around a baseball field,and ads that you see on interstate billboards are all examples of media.

A)banner
B)place- based
C)branded entertainment
D)out- of- home
E)pop- up

Question 60

The Red Baron Gallery has provided funding to Georgia Public Television to help pay for the rights to broadcast the Antiques Roadshow and is credited at the beginning of the show for its financial support.This is an example of .

A)media relations
B)a sponsorship
C)image advertising
D)a sales promotion
E)a special event

Question 61

Which of the following would a consumer be most likely to consult just before making a purchase decision?

A)a directory
B)radio
C)branded entertainment
D)television
E)out- of- home media

Question 62

Which of the following is a technique for measuring the impact of an advertisement during the final step of developing an advertising campaign?

A)pretesting
B)gross rating points (GRPs)
C)cost per thousand (CPM)
D)attitudinal measures
E)impressions

Question 63

consists of short- term incentives to encourage the purchase or sale of a product or service.

A)A segmented promotion
B)A patronage reward
C)Sales promotion
D)Public relations
E)Advertising

Question 64

A trade show is a way for a company to do all of the following EXCEPT which one?

A)establish new business contacts
B)give away sample products
C)distribute literature about its product
D)showcase its new products in elaborate exhibits
E)pay a bonus to members of its salesforce

Question 65

Planning and implementing special events are typically responsibilities of .

A)a planning agency
B)a full- service agency
C)the PR department
D)creative services
E)the promotions department

Question 66

Avis positioned itself against market- leading Hertz by claiming,"We're number two,so we try harder." This is an example of .

A)a lifestyle appeal
B)demonstration advertising
C)a slice of life appeal
D)reminder advertising
E)comparative advertising

Question 67

Which type of allowance is a reimbursement to retailers for in- store support of a product,such as an off- shelf display?

A)advertising
B)co- op
C)merchandising
D)diverting
E)case

Question 68

Frequency is which of the following?

A)the percentage of people who will be exposed to an ad more than once
B)the total number of people who will be exposed to an ad placed in one media vehicle
C)the percentage of people who will be exposed to the media vehicle
D)the number of times a person in the target group will be exposed to an ad
E)the total number of ads in one advertising campaign

Question 69

in the form of logos,stationery,brochures,signs,business forms,business cards,buildings,uniforms,and company trucks can be used to help a company create an identity that the public immediately recognizes.

A)Corporate- identity materials
B)Social marketing
C)Sponsorships
D)Public service activities
E)Direct marketing

Question 70

offer consumers savings off the regular price of a product,with the reduced price marked by the producer directly on the label or package.

A)Premiums
B)Coupons
C)Bonus packs
D)Rebates
E)Price- off packs

Question 71

Which of the following practices helps to protect consumers from spamming?

A)permission marketing
B)adware installation
C)sampling
D)pop- up blocking
E)puffery

Question 72

To compare the relative cost- effectiveness of different media and of spots run on different vehicles in the same medium,media planners use .

A)impressions
B)advertising aperture
C)attitudinal measures
D)advertising exposure
E)gross rating points (GRPs)

Question 73

There are three steps involved in creating a public relations campaign.The first step is to .

A)pretest components of the proposed public relations campaign
B)conduct a SWOT analysis
C)recruit and train public relations specialists
D)develop objectives
E)formulate a mission statement

Question 74

A television commercial for Post Select cereal is an example of which of the following?

A)retail advertising
B)direct selling
C)sales promotion
D)product advertising
E)institutional advertising

Question 75

Which of the following is a relatively inexpensive objective measurement that public relations (PR)specialists can use to gauge the effectiveness of their efforts?

A)gross ratings points (GRP)
B)coverage in print and broadcast media
C)opinion surveys among the firm's publics
D)personal evaluation of PR activities
E)cost per thousand (CPM)

Question 76

Product placement in television programs and movies is an example of .

A)advergaming
B)advertising exposure
C)branded entertainment
D)pulsing
E)brand contact

Question 77

Which of the following is defined as nonpersonal communication paid for by an identified sponsor using mass media to persuade or inform an audience?

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

Question 78

Which of the following is NOT a public relations activity?

A)creative strategy
B)advice and counsel to management
C)sponsorships
D)speech writing
E)investor relations

Question 79

The first task for a media planner is to find out when and where people in the target market are most likely to be exposed to the communication.This is called the .

A)gross rating point (GRP)
B)advertising exposure
C)media vehicle
D)impression
E)aperture

Question 80

is the communication function that seeks to build good relationships with an organization's publics.

A)Public relations
B)Customer service
C)Mass marketing
D)Advertising
E)Promotions