Deck 11: Communicating Via Advertising, trade Shows and PR

Question 1

Specialty advertising is the use of products to advertise another product or company.

Answer 1

True

Question 2

Business advertising is usually criticized for containing too little information.

Answer 2

False

Question 3

The percentage of show audience that has influence in the buying process for the specific product exhibited is net buying influences.

Answer 3

True

Question 4

Advertising is especially effective in getting a product into the evoked set of consumers.

Question 5

Unlike consumers,business buyers often make purchases based solely on advertising.

Question 6

Any premium used regularly by the recipient has greater value to both the recipient and marketing company.

Question 7

One advantage of the net is that searching for vendors can be relatively easy.

Question 8

The efficiency of advertising is usually determined by comparing inputs with outputs.

Question 9

Audience quality is more important than reach and/or frequency in the selection of trade publications.

Question 10

Like other parts of the communications mix,trade shows must be guided by BOTH positioning AND action objectives.

Question 11

Horizontal shows have proven to be the most effective and cost-efficient use of the trade show portion of the marketing strategy.

Question 12

Public relations and publicity are essentially the same activity.

Question 13

Unlike creative strategies used in the consumer market,strategies employed in the business market focus only upon rational appeals.

Question 14

National shows are usually the least expensive shows to participate in because they are smaller shows.

Question 15

CPM should always be the most important factor in selecting media among sellers interested in maximizing communications efficiency and effectiveness.

Question 16

Trade shows rank second only to advertising with regard to budgetary support.

Question 17

The effectiveness of a trade show for a specific firm in that show is BEST measured by attraction efficiency,the total attendance at the show.

Question 18

Trade shows are the only events that companies use to create an environment conducive for showing offerings.

Question 19

The planning and staging of an event in order to generate publicity is press agentry.

Question 20

Radio can deliver the frequency and reach of television and at a much more affordable rate.

Question 21

A publication having a controlled circulation:

A) Is distributed only to qualified readers
B) Focuses on general professions or industries
C) Is sold at a cost to all readers
D) Allows subscriptions to even those who do not meet the purchasing criteria
E) Is a paid-for subscription

Question 22

A position is:

A) The product's market share
B) The summation of beliefs about the product
C) The product's benefit statement
D) The product's relative price
E) The needs the product should meet

Question 23

What is the most important variable to consider when selecting a publication?

A) Frequency
B) Performance objectives
C) Audience quality
D) Attraction efficiency
E) Publicity

Question 24

Most business marketers rely on _____,which are written for a particular trade,profession or industry.

A) Sales literature
B) Newspapers
C) Newsletters
D) Trade publications
E) Brochures

Question 25

Circulation audits are used to verify:

A) CPM estimates
B) The readership of trade magazines
C) Ad agency fees
D) The viability of the firm's audit department
E) Sales made

Question 26

When a typical ad lacks visual interest:

A) Creativity should be invoked
B) A positioning and branding strategy should be created
C) Products and benefits should be placed in unusual or unrelated contexts
D) The focus should be on solving the problem
E) One important benefit, from the customer's perspective, should be highlighted

Question 27

From a creative strategy statement,a(n)_____ would be developed,which can be based on rational motives or emotional motives.

A) Interest
B) Opinion
C) Image
D) Appeal
E) Medium

Question 28

Those products of which the consumer is aware compose his/her:

A) Hold set
B) Primary set
C) Reject set
D) Choice set
E) Evoked set

Question 29

The media plan:

A) Determines what the content of the advertising message will be
B) Chooses the channel of communication
C) Includes performance objectives
D) Is also called a creative plan
E) Supports staged events

Question 30

In terms of common B2B advertising mistakes,what should be done when a typical ad has too much information?

A) A positioning and branding strategy should be created
B) Focus should be on solving the problem
C) Over-sensationalizing company capabilities should be avoided
D) Creativity should be invoked
E) One important benefit, from the customer's perspective, should be highlighted

Question 31

Which of the following is an action objective?

A) Generate leads for field or telemarketing salespeople
B) Develop the brand
C) Create a favorable climate for personal sales calls
D) Stimulate derived demand
E) Create favorable image among difficult-to-reach influencers

Question 32

Advertising objectives include:

A) Position and action goals
B) Budgetary and positioning goals
C) Performance and audience goals
D) Awareness and evoked set goals
E) CPM and IMC

Question 33

In terms of 'advertising leads to action',which of the following statements is false?

A) Advertising can move prospects more quickly through the decision process when it leads to action
B) Buying is the result of a series of decisions
C) A number of actions can be taken as a result of seeing an ad
D) Industrial buyers will purchase mostly as a result of seeing an advertisement
E) The desired action may vary from ad to ad

Question 34

_____ describes the number of times a potential buyer is exposed to an ad.

A) Reach
B) Recurrence
C) Repetition
D) CPM
E) Frequency

Question 35

Which of the following statements about business marketers/ marketing is true?

A) Business marketers typically create exciting advertising
B) Business advertising fails to connect with buyers
C) Business advertising typically has too little information
D) Business marketers typically create engaging advertising
E) Business advertising connects with customers

Question 36

Not considering the cost of a sales force,the largest portion of the marketing communication budget is devoted to:

A) Branding
B) Advertising
C) Trade shows
D) Public relations
E) Telemarketing

Question 37

What is the primary objective of business advertising?

A) To talk to large groups
B) To create a personal relationship between buyer and seller
C) To create awareness in particular segments
D) To create favorable attitudes in financial markets
E) To strengthen attitudes

Question 38

The total number of buyers that see an ad is described as:

A) Frequency
B) CPM
C) Reach
D) Positioning
E) Composition

Question 39

Which of the following is a positioning objective?

A) Secure investment in company through sale of stock
B) Generate leads for field or telemarketing salespeople
C) Increase attendance at a trade show
D) Increase distribution of catalogs
E) Create favorable image among difficult-to-reach influencers

Question 40

The content of an advertising message is specified by the:

A) Creative plan
B) Business plan
C) Media plan
D) Positioning plan
E) Marketing plan

Question 41

The number of times someone looks at home pages is often measured in:

A) CPIs
B) Click-throughs
C) CPMs
D) Hits
E) CPAs

Question 42

Which of the following is an action measure?

A) Recall
B) Position
C) Inquiries
D) Reach
E) CPM

Question 43

What is the disadvantage of the net?

A) A particular site may not have enough prospects in it to justify the expense
B) Only a small portion of the audience represents potential prospects
C) Searching for vendors can be difficult
D) It is difficult to purchase national coverage
E) It is not used a great deal in business marketing

Question 44

Dividing the cost of an ad's space by the number of readers,in thousands,yields:

A) CTR
B) CPM
C) CPI
D) CPA
E) CPC

Question 45

What is the disadvantage of television?

A) Anyone can put just about anything on the television, so credibility is somewhat suspect
B) It does not allow for a high degree of creativity
C) Due to long production times, ads cannot be easily altered
D) It is difficult to purchase national coverage
E) The audience watching a particular show may not have enough prospects in it to justify the expense

Question 46

Which of the following statements about IBEX is false?

A) It is a virtual marketplace designed to overcome the limitation of searching for vendors on the net
B) Because IBEX is not a private network but an internet service, users expect IBEX to provide greater security for transactions
C) Companies that have IBEX software can enter offers to buy or sell, which are then matched
D) Once an agreement is reached, IBEX offers both parties the ability to review each other's profiles
E) It was launched by the U.S. Chamber of Commerce

Question 47

Which advertising measure uses the sum of bingo cards,faxbacks or calls to the 800 number in an ad?

A) Inquiries
B) Recall
C) Position
D) Reach
E) CPM

Question 48

Attention and memory impact are BEST measured by:

A) Recall tests
B) Inquiry surveys
C) Position surveys
D) Reach audits
E) CPM calculations

Question 49

_____ is a measure of how deep into a website the visitor goes.

A) CPA
B) Hits
C) CPM
D) Attraction efficiency
E) Click-through

Question 50

Any attempt to evaluate advertising effectiveness must compare results to:

A) Recall
B) Objectives
C) CPM averages
D) Position
E) Reach

Question 51

_____ on the net can attract attention and are the small advertisements that one sees when one uses a search engine like Yahoo or Lycos.

A) Pop-under ads
B) Specialty ads
C) Block ads
D) Banner ads
E) Tile ads

Question 52

Which of the following statements about outdoor media is true?

A) Ads can be easily and inexpensively altered should the need arise
B) It is not used a great deal in business marketing
C) It is used most often to encourage action within a local market
D) It combines both sound and visuals
E) Outdoor media ads can have more impact than ads in other media

Question 53

Readership audits are used to calculate:

A) Inquiries
B) Position
C) CPM
D) Reach
E) Recall

Question 54

In terms of broadcast media,which of the following statements is false?

A) Many members of the audience may not be part of the desired market
B) Television and radio are forms of broadcast media where the audience is audited
C) In most cases, audits do not determine the position or industry of a viewer
D) A large portion of the audience represents potential prospects
E) There is more waste as advertising reaches unintended audiences

Question 55

Which of the following statements about "hits" is false?

A) Keeping account of "hits" is an accurate measurement of a home page's effectiveness
B) Many service providers audit the readership of some home pages so that advertisers know who hit the page
C) Creative home pages are often hit by other people who have to make their own home pages
D) Some hits are not worth counting
E) Even though someone may hit a site repeatedly, it is difficult to determine new hits from repeats without an audit service

Question 56

In terms of measuring advertising performance,how is position calculated?

A) Sum of bingo cards, faxbacks or calls to the 800 number in an ad
B) Using circulation or readership audits, the number of readers among the target market is calculated
C) Divide cost by readership, expressed in thousands
D) Surveys of magazine readers or television viewers asking which ads they remember seeing
E) Preadvertisement and postadvertisement surveys of attitudes toward a product

Question 57

Which of the following statements about radio as a broadcast medium is true?

A) It inhibits creativity
B) It can deliver the frequency and reach of TV, but at a cost
C) It is used most often to encourage action within a local market
D) It has long production times
E) It can easily purchase national coverage

Question 58

Which of the following statements about television as a broadcast medium is true?

A) Television shows may not have enough prospects in them to justify the expense
B) It is used most often to encourage action within a local market
C) It can deliver the frequency and reach of radio and at a much more affordable rate
D) It is not used a great deal in business marketing
E) Television watchers are more involved than magazine readers

Question 59

Media selection is BEST guided by:

A) Recall
B) Inquiries
C) CPM
D) Position
E) Reach

Question 60

Which of the following media offers the best combination of creativity,flexibility and short production times?

A) Television
B) Print
C) Radio
D) Billboard
E) The web

Question 61

This is a form of a company's public relations and can range from sponsoring a children's soccer team to underwriting the costs of charity events to loaning an executive to run a charitable organization.

A) Community involvement
B) Lobbying
C) Press agentry
D) Publicity
E) Evoked set

Question 62

This type of specialty advertising is becoming popular,where half of the freebie is mailed to the prospect and the other half is given to the prospect after listening to the sales pitch at the booth.

A) Evoked set
B) Press agentry
C) Press kit
D) CPM
E) Split premium

Question 63

Write a brief note on television and radio as broadcast media.What are their advantages and disadvantages?

Question 64

Which of the following statements about reprints is true?

A) They are magazines written for a particular trade, profession or industry
B) They contain copies of information about the event and key information for publication in news stories
C) They are brief memos or reports containing news information
D) They are copies of articles published in trade journals that were written about the firm or the company's products
E) They include an annual directory of companies for a particular industry

Question 65

The percentage of audience planning to buy exhibited products within the next 12 months is described as:

A) Net buying influences
B) Evoked set
C) Attraction efficiency
D) Total buying plans
E) Traffic densities

Question 66

Hosting a press party at a trade show and demonstrating a new product would be considered:

A) Lobbying
B) Attraction efficiency
C) Press agentry
D) Reach
E) Specialty advertising

Question 67

This is a brief memo or report containing news information,such as the announcement of a new product,award or change in management.

A) Fact sheet
B) Press kit
C) News article
D) Trade publication
E) News release

Question 68

This is a management function that focuses on the relationships and communications with individuals and groups in order to create mutual goodwill.

A) Advertising
B) Selling
C) Sales promotion
D) Public relations
E) Channel management

Question 69

Write a short note on specialty advertising and the different types of specialty advertising?

Question 70

Dealing with community groups is the task of:

A) Press agentry
B) Public affairs
C) Human resources
D) Advertising
E) Speaker's bureaus

Question 71

Compare and contrast the two elements of advertising strategy?

Question 72

These are exhibitions that occur as a sideline to a convention and conference of a trader or professional association.

A) For-profit shows
B) Regional shows
C) Association-sponsored shows
D) Horizontal shows
E) Global shows

Question 73

_____ trade shows include many industries and professions.

A) Vertical
B) Regional
C) Global
D) Horizontal
E) Association-sponsored

Question 74

What is public relations? Compare and contrast the two forms of public relations?

Question 75

These are lists of company officials who will speak at civic and industry events.

A) Press kits
B) Speaker's bureaus
C) News releases
D) Trade publications
E) Vertical shows

Question 76

Which of the following types of trade shows occur in conjunction with seminars but the primary focus is on the exhibition?

A) Association-sponsored shows
B) For-profit shows
C) Global shows
D) Horizontal shows
E) Regional shows

Question 77

The generation of news about a person,product or organization that appears in broadcast or electronic media is:

A) Publicity
B) Advertising
C) Personal selling
D) Sales promotion
E) Telemarketing

Question 78

What are the different types of shows an exhibit manager can use to exhibit?

Question 79

A(n)_____ trade show focuses on one industry or profession,that narrowly define their target market.

A) Association-sponsored
B) Vertical
C) Regional
D) Horizontal
E) Global

Question 80

The percentage of trade show attendees that can impact the buying process for exhibited goods is described as:

A) Total buying plans
B) Net buying influences
C) Attraction efficiency
D) Evoked set
E) Traffic densities