Question 1

Product placement is a form of brand integration.

Accepted Answer

A) True 
 B)False

Question 2

Yuran Inc., a designer and seller of lifestyle products and inexpensive furniture, has decided to engage in brand integration to advertise its products. The decision coincides with Yuran's plan to release a new line of coffee tables that fold easily and do not take up much space. What are the different ways in which Yuran can achieve brand integration?

Accepted Answer

The answer of Yuran Inc., a designer and seller of...

Question 3

Which of the following is an example of branded entertainment?

Accepted Answer

A)  a company placing its product in a movie scene 
B)  a company using a celebrity to endorse a product 
C)  a company airing its advertisements in movie theaters 
D)  a company using an acclaimed movie director to film an advertisement 
E)  a company using a famous song in its advertisement

Question 4

Marketers need to know how customers connect with an ad and brand idea as a part of the broader brand relationship. This can be achieved by measuring ________ levels.

Accepted Answer

A)  media engagement 
B)  reach 
C)  frequency 
D)  listenership 
E)  readership

Question 5

Which of the following is true of consumers in the new marketing communications model?

Accepted Answer

A)  They are more reliant on traditional methods of marketing for product information. 
B)  They are less informed than before about companies and product marketing techniques. 
C)  They are more reliant on mass-media marketing methods for product information. 
D)  They are less powerful than before in affecting the way a company markets its products. 
E)  They are better equipped to find product and brand information on their own.

Question 6

The ________ method of setting an advertising budget typically overlooks how promotion affects sales.

Accepted Answer

A)  affordable 
B)  percentage-of-sales 
C)  objective-and-task 
D)  competitive parity 
E)  adaptive-control

Question 7

Which of the following media is most suitable for advertising a product that needs to be demonstrated?

Accepted Answer

A)  television 
B)  radio 
C)  newspaper 
D)  magazine 
E)  billboard

Question 8

"Informing the target market about a price change for a signature cookie dough product through a national TV campaign within three months" is an example of a(n)________ objective.

Accepted Answer

A)  reminder 
B)  comparative 
C)  informative 
D)  advertising 
E)  persuasive

Question 9

A pharmaceutical manufacturer offers monetary incentives to its sales representatives to promote a new drug to the medical professionals in their respective geographic territories. This is an example of a ________ strategy.

Accepted Answer

A)  push 
B)  direct marketing 
C)  vertical integration 
D)  pull 
E)  publish-subscribe

Question 10

Which of the following is an example of a firm utilizing public relations as a promotion tool?

Accepted Answer

A)  a firm using its personal sales force at an expo to sell its products 
B)  a firm sending its catalog directly to customers through e-mail 
C)  a firm informing customers of special discounts on its Web site 
D)  a firm providing interesting information about a product to the news media 
E)  a firm using a celebrity to endorse a product in a television commercial

Question 11

Which of the following is a disadvantage of using a magazine as an advertising medium?

Accepted Answer

A)  It has a poor pass-along readership. 
B)  It involves high costs. 
C)  It has low geographic selectivity. 
D)  It has low credibility and image. 
E)  It consists of low-quality reproduction.

Question 12

With a suitable example, show how advancements in technology help consumers avoid advertisement cluttering. What implications does this trend hold for advertisers?

Accepted Answer

The answer of With a suitable example, show how advancements...

Question 13

Which statement is most likely true about the affordable method of setting an advertising budget?

Accepted Answer

A)  Spending on advertising is calculated based on the financial objectives a company wishes to accomplish. 
B)  Spending on advertising is calculated after operating expenses and capital outlays are deducted from total revenues. 
C)  Spending on advertising is based on a predetermined percentage of current or forecasted sales for the year. 
D)  Spending on advertising is calculated as a percentage of the unit sales price. 
E)  Spending on advertising is based on a competitor's advertising outlays.

Question 14

Studio 19 is a dance studio geared to adults who want to learn ballroom and Latin dance. When individuals call the studio, they're encouraged to access the Web site to receive a $25 e-coupon entitling them to a free half hour of dance instruction. Once they become patrons, text messages are sent to share news about featured dance instructors and upcoming special events. Which of the following promotion mix tools does Studio 19 employ to reach target customers?

Accepted Answer

A)  public relations 
B)  personal selling 
C)  direct marketing 
D)  crowdcasting 
E)  retailing

Question 15

________ tends to legitimize products, is very expressive, allows brand or company dramatization, and can build up a long-term image for a product.

Accepted Answer

A)  Direct mailing 
B)  Telephone marketing 
C)  Door-to-door selling 
D)  Television advertising 
E)  Printed-catalog marketing

Question 16

In the competitive-parity method of setting an advertising budget, the budget is set based on ________.

Accepted Answer

A)  a percentage of future sales 
B)  the total revenues that a company makes 
C)  the amount spent by similar companies in the same industry 
D)  objectives set by the company and the cost required to accomplish them 
E)  a percentage of current sales

Question 17

Which of the following is a function of an integrated marketing communications system?

Accepted Answer

A)  designing products using environmentally friendly techniques 
B)  allowing suppliers or vendors to manage the inventory of products 
C)  controlling production levels by feedback received from customers 
D)  delivering a clear, consistent, and compelling message on the product to each brand contact 
E)  sharing company forecasting details with shareholders

Question 18

ColaBlue, a soft drink manufacturer, is sued by an environmental group for not meeting certain safety standards in its waste disposal. ColaBlue remedies the problem by adding higher-grade filters and purifiers. Which of the following actions by ColaBlue would constitute a public-relations effort to address the effects of the lawsuit and the consequent damage to its brand image?

Accepted Answer

A)  having well-trained personnel at retail outlets to explain the different ranges of products the company provides 
B)  tying in with local restaurants to promote exclusive sales of ColaBlue soft drinks 
C)  lowering prices of ColaBlue's products in the short term 
D)  holding a press conference to explain the remedial steps that ColaBlue has taken 
E)  making new advertisements for ColaBlue products and sponsoring shows on television

Question 19

The competitive-parity method of setting promotion budgets prevents promotion wars between companies.

Accepted Answer

A) True 
 B)False

Question 20

Comparative advertising is a type of persuasive advertising.

Accepted Answer

A) True 
 B)False

Exam 12: Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

Product placement is a form of brand integration.

Which of the following is an example of branded entertainment?

Marketers need to know how customers connect with an ad and brand idea as a part of the broader brand relationship. This can be achieved by measuring ________ levels.

Which of the following is true of consumers in the new marketing communications model?

The ________ method of setting an advertising budget typically overlooks how promotion affects sales.

Which of the following media is most suitable for advertising a product that needs to be demonstrated?

"Informing the target market about a price change for a signature cookie dough product through a national TV campaign within three months" is an example of a(n) ________ objective.

A pharmaceutical manufacturer offers monetary incentives to its sales representatives to promote a new drug to the medical professionals in their respective geographic territories. This is an example of a ________ strategy.

Which of the following is an example of a firm utilizing public relations as a promotion tool?

Which of the following is a disadvantage of using a magazine as an advertising medium?

With a suitable example, show how advancements in technology help consumers avoid advertisement cluttering. What implications does this trend hold for advertisers?

Which statement is most likely true about the affordable method of setting an advertising budget?

________ tends to legitimize products, is very expressive, allows brand or company dramatization, and can build up a long-term image for a product.

In the competitive-parity method of setting an advertising budget, the budget is set based on ________.

Which of the following is a function of an integrated marketing communications system?

The competitive-parity method of setting promotion budgets prevents promotion wars between companies.

Comparative advertising is a type of persuasive advertising.