Deck 15: Advertising and Public Relations

Question 1

The process of planting a news story about a company or one of its products in the media is known as:

A) buzz marketing.
B) social network promotion.
C) publicity.
D) public relations.
E) seeding word of mouth.

Answer 1

C

Question 2

A small restaurant that provides its customers with homestyle cooking would like to advertise. It is considering outdoor advertising. Outdoor advertising would:

A) allow tremendous audience selectivity.
B) allow the restaurant to create very creative ads.
C) give its ad high repeat exposure.
D) not have to contend with clutter.
E) provide all of the above benefits to the restaurant.

Answer 2

C

Question 3

According to studies cited in your text, the most important factor in advertising success is the:

A) quality or creativity of the advertising message.
B) size of the advertising agency.
C) number of times the message is repeated.
D) size of the potential market.
E) size of the advertising budget.

Answer 3

A

Question 4

The traditional approach to promotional strategy where the seller promotes to and through the members of the channel of distribution is known as:

A) marketing.
B) channelling.
C) distributing.
D) pulling.
E) pushing.

Question 5

A skincare manufacturer is planning a magazine advertising campaign and wants to identify the best possible women's magazine for this task. Some preliminary background on the top selling Australian magazines, their readership and advertising rates has been prepared and is summarised in the figure

Figure Ad rates and readership figures for selected women's magazines
$\begin{array} { | l | l | l | } \hline \text { Magazine Title } & \begin{array} { l } \text { Advertising Rate } \\\text { (Full page, four colour) }\end{array} & \begin{array} { l } \text { Readers } \\\text { hip } \\\text { (Number } \\\text { of } \\\text { people) }\end{array} \\\hline \text { Harper's Bazaar } & \$ 10,500 & 213,000 \\\hline \text { Cleo } & \$ 16,180 & 378,000 \\\hline \text { Cosmopolitan } & \$ 18,950 & 529,000 \\\hline \text { Marie Claire } & \$ 20,600 & 420,000 \\\hline \text { Vogue Australia } & \$ 12,500 & 356,000 \\\hline\end{array}$

-Which of the five magazine titles has the lowest reach?

A) Cosmopolitan
B) Vogue Australia
C) Cleo
D) Harper's Bazaar
E) Marie Claire

Question 6

Which of the following statements about print advertisements is FALSE?

A) Less than 10 per cent of the exposed audience will read most of the body copy.
B) The advertisement will be noted by less than 50 per cent of the exposed audience.
C) Only about 30 per cent of the exposed audience will recall the main point of the headline.
D) Only about 25 per cent of the exposed audience will remember the advertiser's name.
E) More than 60 per cent of the exposed audience will decode the illustration.

Question 7

The "Life Insurance Isn't for the People Who Die. It's for the People Who Live" ad showed a family being evicted from their home. This ad is an example of a(n) appeal.

A) rational
B) reciprocal
C) emotional
D) practical
E) provocative

Question 8

McDonald's uses reminder advertising that runs steadily all year. This is an example of in a media schedule.

A) flighting
B) pulsing
C) stability
D) seasonality
E) continuity

Question 9

As the firm seeks to build selective demand in the face of increasing competition, the type of advertising that becomes more important is:

A) informative.
B) product category.
C) persuasive.
D) generic.
E) brand specific.

Question 10

A small town Ford dealership buys an ad in every issue of the weekly newspaper and four ads daily on the local radio station. The Ford dealer has used this pattern of advertising for almost five years. Which of the following terms best describes the Ford dealer's media timing?

A) pulsing
B) concentration
C) flighting
D) continuity
E) bursting

Question 11

Infomercials are advertisements that run for about 4- 6 minutes and tend to have a common format. Firstly the presenter establishes a need for the product by citing multiple benefits and applications. This is typically followed by presenting a range of objections which are immediately countered. Finally the presenter sums up by making favourable comparisons between the product's benefits and the consumer's sacrifices in both monetary and non- monetary terms while a voice- over gives details for placing a direct response order. These infomercials are best described as:

A) educational.
B) moral.
C) comparative.
D) informative.
E) persuasive.

Question 12

Dealing with legislators and government officials to promote or defeat legislation and regulation that potentially affects a firm's activities is known as:

A) influence marketing.
B) public relations.
C) lobbying.
D) press agentry.
E) publicity.

Question 13

Media that carry messages without personal contact or feedback are called:

A) automated communication channels.
B) non- personal communication channels.
C) unattended communication channels.
D) public communication channels.
E) none of the above

Question 14

Michelin Tyres has commercials featuring diaper- clad babies sitting in Michelin Tyres. A voiceover tells you the tyres are more expensive than many brands but that what is riding on them is priceless. This is an example of a(n) appeal.

A) emotional
B) discriminant
C) social
D) rational
E) moral

Question 15

Mini Case 15- 1
Aspirin is so potent that many in the health professions contend that if it were invented today, it would be only available by prescription. In 1897, Felix Hoffman chemically concocted the first synthetic aspirin compound, known as acetylsalicylic acid. At the time he was working for the Bayer Company. In 1899, Bayer Aspirin was introduced. It was the first tablet ever to be marketed as a water- soluble pill. Fifty billion aspirins are consumed worldwide annually. A variety of painkillers line the store shelves today, but only aspirin has been subject to rigourous scientific testing that shows it has long- term cardiovascular and anti- cancer benefits. In spite of these positive aspects, a particular concern is that aspirin might contribute to the very rare Reye's Syndrome in children, a disease that affects the brain and liver, has led to aspirin having an identity crisis. There is a generation of individuals who have grown up assuming other drugs have completely replaced aspirin. Ask someone for an aspirin these days, and you're likely to receive a Panadol or any other brand of pain killer. Aspirin manufacturers are trying to educate people that simple aspirin, especially when taken in low dosages, can have important preventive health benefits.
Refer to Mini Case 15- 1. What type of communication should the aspirin industry use if its goal is to promote the benefits of aspirin in a manner that the public perceive the message to be news rather than manufacturer- sponsored messages?

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

Question 16

If the communication objective for a dairy producer were to stimulate consumer action and purchase, it might:

A) emphasise its low price and offer sales promotions.
B) use personal selling.
C) emphasise its community service and worker- friendly environment, in its public relations and advertising efforts.
D) run numerous commercials stressing its name and logo.
E) promote its products' quality in its advertisements.

Question 17

The use of sales effects as a measure of advertising effectiveness is problematic because:

A) sales are affected by many factors other than advertising.
B) there is a time lag between when advertisements are aired and when sales response occurs.
C) sales are difficult to measure.
D) all of the above
E) none of the above

Question 18

A Melbourne based university wants to contact year 12 students studying at Victoria's public schools. Which of the following advertising options would be the most efficient way to reach this audience?

A) billboards throughout the state
B) a direct mail piece sent to the schools
C) radio ads throughout the state
D) a 30- second commercial on local pay TV channels throughout the state
E) local newspapers ads throughout the state

Question 19

A long running TV advertising campaign for Herron pain relief tablets claims that all common brands of analgesic are made from the same active ingredients but that Herron is the only brand that is Australian made and owned. In the background, viewers can see a collection of other brands, in which some of the brands are clearly recognizable from the distinctive shape of the packaging. These other brands include Herron's closest rival, Panadol. This is an example of advertising.

A) informative
B) lifestyle
C) persuasive
D) instructive
E) comparative

Question 20

Mini Case 15- 1
Aspirin is so potent that many in the health professions contend that if it were invented today, it would be only available by prescription. In 1897, Felix Hoffman chemically concocted the first synthetic aspirin compound, known as acetylsalicylic acid. At the time he was working for the Bayer Company. In 1899, Bayer Aspirin was introduced. It was the first tablet ever to be marketed as a water- soluble pill. Fifty billion aspirins are consumed worldwide annually. A variety of painkillers line the store shelves today, but only aspirin has been subject to rigourous scientific testing that shows it has long- term cardiovascular and anti- cancer benefits. In spite of these positive aspects, a particular concern is that aspirin might contribute to the very rare Reye's Syndrome in children, a disease that affects the brain and liver, has led to aspirin having an identity crisis. There is a generation of individuals who have grown up assuming other drugs have completely replaced aspirin. Ask someone for an aspirin these days, and you're likely to receive a Panadol or any other brand of pain killer. Aspirin manufacturers are trying to educate people that simple aspirin, especially when taken in low dosages, can have important preventive health benefits.
Refer to Mini Case 15- 1. The headline of an ad for another brand of pain killer with different active ingredients reads "Don't kill your babies by giving them aspirin!" This ad used a(n) appeal.

A) cognitive
B) rational
C) emotional
D) social
E) amoral

Question 21

MasterFoods is an Australian producer of condiments, relishes and sauces, etc. It is preparing its promotional budget for next year. If its first step is to forecast next year's sales, then MasterFoods is using the method.

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

Question 22

JogMate is a protein that comes in a tube and is designed to be consumed within 30 minutes of when you finish exercising. The product claims it increases glycogen storage, decreases protein breakdown, and allows your muscles to recover faster from a strenuous workout. Steve Tilford is a Bike Masters' World Champion who endorses the use of JogMate. Its ad reads "Why Steve Tilford Gets More Out of His Workouts Than You Do." For bicyclists, this headline would have a(n) appeal.

A) moral
B) emotional
C) cognitive
D) social
E) rational

Question 23

Chez Ritz depends heavily upon lighting, decor, music, gourmet cuisine, and impeccable service to signal its prestige image to current and potential patrons. The firm is using:

A) trickle media.
B) events.
C) public relations.
D) atmospheres.
E) none of the above

Question 24

Which promotional tool is most cost effective when a product is in the decline stage of its product life cycle?

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

Question 25

The Beta Corporation would like each member of its target audience to be exposed to its advertising messages at least 5 times. The firm is primarily interested in:

A) reach.
B) frequency.
C) impact.
D) exposure.
E) content.

Question 26

Barbara is in the third year of a business degree, majoring in music industry management. To gain work experience, she volunteered to work as a manager for a local jazz- funk fusion band. As time progressed, Barbara found her duties primarily consisted of securing free listings in gig guides and on music websites. She also writes reviews of the band's performances for music industry magazines and maintains the band's blog. Finally, Barbara has assisted the band to apply for an Arts Council grant for the purpose of taking the band on tour into regional and remote Australia. Barbara is primarily engaged in:

A) buzz marketing.
B) public relations.
C) advertising.
D) publicity.
E) social network advertising.

Question 27

The set of symbols transmitted by the sender is the:

A) communication.
B) noise.
C) message.
D) response.
E) none of the above

Question 28

The promotion tool that is the best to use when the seller wants to reward quick response is:

A) personal selling.
B) sales promotion.
C) public relations.
D) publicity.
E) advertising.

Question 29

The main advantages of television as an advertising medium are:

A) audience selectivity, creativity and credibility.
B) immediacy, interactivity and audience selectivity.
C) credibility, influence and low cost.
D) coverage, attention and low cost.
E) impact, short lead times and attention.

Question 30

A measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time is known as:

A) frequency.
B) impact.
C) saturation.
D) reach.
E) exposure.

Question 31

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

A) lobbying
B) counselling
C) media vehicle selection
D) product publicity
E) public affairs

Question 32

A skincare manufacturer is planning a magazine advertising campaign and wants to identify the best possible women's magazine for this task. Some preliminary background on the top selling Australian magazines, their readership and advertising rates has been prepared and is summarised in the figure
Figure Ad rates and readership figures for selected women's magazines
$\begin{array} { | l | l | l | } \hline \text { Magazine Title } & \begin{array} { l } \text { Advertising Rate } \\\text { (Full page, foutr colour) }\end{array} & \begin{array} { l } \text { Readers } \\\text { hip } \\\text { (Number } \\\text { of } \\\text { people) }\end{array} \\\hline \text { Harper's Bazaar } & \$ 10,500 & 213,000 \\\hline \text { Cleo } & \$ 16,180 & 378,000 \\\hline \text { Cosmopolitan } & \$ 18,950 & 529,000 \\\hline \text { Marie Claire } & \$ 20,600 & 420,000 \\\hline \text { Vogue Australia } & \$ 12,500 & 356,000 \\\hline\end{array}$

-Given that the advertiser wants to reach the largest number of readers in the most efficient manner (i.e. in terms of cost per thousand), which magazine should be used for the campaign?

A) Harper's Bazaar
B) Vogue Australia
C) Cleo
D) Marie Claire
E) Cosmopolitan

Question 33

The Beta Corporation's "flagship" product has been on the market for years and is well- known. The firm's promotional efforts for this product are most likely to consist primarily of:

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

Question 34

Bea Ware has estimated that a recent advertising campaign resulted in a sales increase of $20 million. She knows that her company spent $2.5 million on the campaign so she divides the sales increase by the advertising budget. Bea is estimating:

A) return on advertising investment.
B) advertising effectiveness.
C) return on investment.
D) copy effectiveness.
E) media effectiveness.

Question 35

The largest advertising budget is controlled by:

A) a service organisation.
B) a national brand advertiser.
C) the government.
D) a charitable institution.
E) a political party.

Question 36

Of the following budgeting methods, the one that would be most likely to be used by firms seeking to protect their market position without generating a promotion war is the method called:

A) competitive- parity.
B) affordable.
C) objective- and- task.
D) percentage- of- sales.
E) none of the above

Question 37

Which of the following environmental factors is having a major impact on modern marketing communications?

A) Consumer markets have become more fragmented.
B) Advertisers confront increased levels of clutter.
C) The advent of new communications technologies.
D) Media costs are rising.
E) all of the above

Question 38

If a company's communication objective were to increase consumer preference, it might:

A) run print ads that gave little vignettes explaining the history of the company.
B) create point- of- purchase displays for its retailers.
C) run numerous commercials stressing its name and logo.
D) emphasise its community service and worker- friendly environment, in its public relations and advertising efforts.
E) promote its product's quality, value and performance in its advertisements.

Question 39

An advertising agency is preparing a magazine ad that will feature a picture of a bowl of green beans featuring French's fried onions in the foreground. It is now trying to decide on an appropriate background for the bowl. In terms of the communications model, the agency is in the process of:

A) encoding.
B) selecting the message content.
C) providing feedback.
D) filtering noise.
E) decoding.

Question 40

Bea Ware is currently selecting media for an advertising campaign. She is studying some research findings from a cross- media study which, for a number of popular media vehicles, provides relative measures of ad recall; the amount of attention audience members pay to the medium and whether audience members have acted on the information in the ad. Bea is investigating:

A) media reach.
B) media interactivity.
C) media frequency.
D) media impact.
E) none of the above

Question 41

Atmospheres are BEST defined as:

A) designed environments that create or reinforce the buyer's leanings toward buying a product or service.
B) sensory elements such as lighting, colour, and furnishings in a commercial space.
C) outdoor spaces that are suitable for the placement of outdoor advertising messages.
D) the layout and decorative features of a retail store or service environment.
E) none of the above

Question 42

When introducing a new product category, the advertiser would be wise to use:

A) persuasive advertising.
B) humourous advertising appeals.
C) emotional advertising appeals.
D) informative advertising.
E) comparative advertising.

Question 43

In terms of advertising expenditure, the fastest growing advertising medium is:

A) television.
B) outdoor.
C) cinema.
D) radio.
E) the Internet.

Question 44

The process of putting thought into symbolic form is called:

A) feedback.
B) decoding.
C) symbolisation.
D) encoding.
E) semiotics.

Question 45

Business- to- business markets typically spend the most on which of the following forms of promotion?

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

Question 46

The elements of an advertisement including its headline, copy, illustrations, colour, message size shape and movement are collectively known as the advertisement's:

A) layout.
B) style.
C) structure.
D) format.
E) design.

Question 47

The Port Douglas Tourism Board would be using a(n) _ promotional strategy by advertising heavily in consumer magazines and offering consumer discounts on hotels and airfare. The Port Douglas Tourism Board wants travellers to ask their travel agents to make all the arrangements to send them to Port Douglas for a holiday.

A) mass marketing
B) push
C) pull
D) inertia
E) product development

Question 48

Fremantle Corporation stresses the quality, economy and durability of its product in its promotional messages. The firm is relying on:

A) emotional appeals.
B) moral appeals.
C) functional appeals.
D) rational appeals.
E) all of the above

Question 49

Which of the following would NOT normally be considered as a suitable medium for a mass communications campaign?

A) outdoor advertising
B) newspapers
C) radio
D) location TV
E) magazines

Question 50

Harry Curry is in the process of selecting media for an advertising campaign. He is studying some data provided by television networks that lists the number of people in various demographic markets who watch popular TV programmes at different times of the day. Harry is investigating:

A) media reach.
B) media interactivity.
C) media frequency.
D) media impact.
E) none of the above

Question 51

Which of the following would NOT normally be considered a suitable medium for a targeted communications campaign?

A) door- to- door selling
B) special events
C) location TV
D) catalogues
E) outdoor advertising

Question 52

When a brand faces stiff competition, the advertiser should consider using:

A) informative advertising.
B) reminder advertising.
C) comparative advertising.
D) persuasive advertising.
E) either C or D

Question 53

Assume you are advertising expensive Native African jewellery which sells to women belonging to higher socioeconomic segments. Credibility and prestige are important for this segment. The best medium for your advertising message is:

A) newspapers.
B) television.
C) magazine.
D) direct mail.
E) radio.

Question 54

The process by which a receiver interprets an advertising message is called:

A) encoding.
B) decoding.
C) interpretation.
D) analysis.
E) feedback.

Question 55

Any activity designed to build good relations with a company's various publics by obtaining publicity, building corporate image or handling unfavourable rumours is known as:

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

Question 56

Firms seek to persuade potential consumers that purchasing the product is the right thing to do in the stage of the buyer- readiness process called:

A) conviction.
B) attention.
C) purchase.
D) awareness.
E) preference.

Question 57

The attempt to build and/or maintain a good "corporate image" is referred to as:

A) personal selling.
B) public relations.
C) sales promotion.
D) advertising.
E) none of the above

Question 58

Mini Case 15- 2
Pitt Street Advertising is developing a marketing campaign for a cat food manufacturer. The manufacturer wants a pull strategy. The greatest emphasis has been placed on the design of a series of ads featuring cat owners and their cats. The agency has pretested the recall of these print ads. As part of the ad evaluation process, the agency determined the cat food manufacturer's share of voice is 28.6 per cent and its share of market is 31.4 per cent for its last ad campaign during which it spent $3 million. As part of this integrated marketing campaign, Pitt Street Advertising is also designing sales promotion activities. The cat food manufacturer wants to link the sales of its best- selling canned food to its new cat food that controls hairballs without cannibalising sales of the established product. This is the first- ever cat food that promises to control hairballs. As Pitt Street Advertising gears up for this campaign, the CEO of the cat food manufacturer announces he really wants to build community awareness of what the company does, especially its charitable work in the area of protecting wildlife and preventing cruelty to animals. This new promotional task is being added after most of the budget has already been allocated. Pitt Street Advertising is searching for a way to meet the CEO's goals within his current budget.
Refer to Mini Case 15- 2. What would be the most likely advertising objectives for the two cat food products; that is the established product and the new product?

A) informative for the new product; reminder for the best- selling cat food
B) informative for both products
C) persuasive for the new product; informative for the best- selling cat food
D) persuasive for the new product; reminder for the best- selling cat food
E) persuasive for both products

Question 59

Which of the following statements about international advertising is FALSE?

A) Some countries regulate the size of advertising budgets.
B) Global advertisers do not always use standardised advertising in different geographic markets.
C) A major consideration for global advertisers is the extent to which advertising should be standardised or adapted.
D) Australian regulations do not permit the use of imported advertisements.
E) Standardised advertising across various different geographic markets generally delivers cost benefits.

Question 60

A skincare manufacturer is planning a magazine advertising campaign and wants to identify the best possible women's magazine for this task. Some preliminary background on the top selling Australian magazines, their readership and advertising rates has been prepared and is summarised in the figure

Figure Ad rates and readership figures for selected women's magazines
$\begin{array} { | l | l | l | } \hline \text { Magazine Title } & \begin{array} { l } \text { Advertising Rate } \\\text { (Full page, four colour) }\end{array} & \begin{array} { l } \text { Readers } \\\text { hip } \\\text { (Number } \\\text { of }\\ \text { people) }\end{array} \\\hline \text { Harper's Bazaar } & \$ 10,500 &213,000\\\hline \text { Cleo } & \$ 16,180 & 378,000 \\\hline \text { Cosmopolitan } & \$ 18,950 &529,000\\\hline \text { Marie Claire } & \$ 20,600 & 420,000 \\\hline \text { Vogue Australia } & \$ 12,500 &356,000 \\\hline\end{array}$

-What is the cost of reaching one thousand Marie Claire readers?

A) $20,600
B) $39. 11
C) $390.11
D) $49.05
E) $490.05

Question 61

Coburg Auto Sales advertises regularly both on radio and in the daily newspaper. At strategic sales points such as the end of the month and holiday periods, Sam buys extra advertising space and time. This is an example of in a scheduling plan.

A) seasonality
B) continuity
C) pulsing
D) flighting
E) interruption

Question 62

Advertisements in which the sponsor's brand is directly pitted against the identified offerings of specified competitors are examples of:

A) combative advertising.
B) persuasive advertising.
C) communicative advertising.
D) competitive advertising.
E) comparative advertising.

Question 63

Promotional tools vary in cost effectiveness at different stages of buyer readiness. What promotional tools are most important when the buyer is in the awareness stage?

A) sales promotion and advertising
B) advertising and personal selling
C) personal selling and sales promotion
D) advertising and publicity
E) publicity and personal selling

Question 64

Designed environments that create or reinforce the buyer's leanings toward buying a product are called:

A) atmospheres.
B) selective media.
C) mass media.
D) events.
E) all of the above

Question 65

King Island Inc is preparing to introduce a new product. To achieve the firm's goal of building primary demand, King Island should employ:

A) promotional advertising.
B) informative advertising.
C) brand advertising.
D) persuasive advertising.
E) all of the above

Question 66

Which of the following is a weakness of the percentage- of- sales method of establishing the promotion budget?

A) The percentage- of- sales method of establishing the promotion budget discourages promotional wars.
B) The percentage- of- sales method of establishing the promotion budget assumes the competition knows what it is doing.
C) The percentage- of- sales method of establishing the promotion budget ignores the role of promotion as an investment in the business.
D) The percentage- of- sales method of establishing the promotion budget is a complicated, time- consuming process.
E) The percentage- of- sales method of establishing the promotion budget leads to a budget that ignores market opportunities.

Question 67

An advertising campaign for Clean Up Australia encouraged the public to "Do the Right Thing: Put It in the Bin." This is an example of which type of advertising appeal?

A) educational
B) persuasive
C) informative
D) moral
E) comparative

Question 68

You receive a report that informs you that 60% of your target audience have been exposed to the advertising message in your lastest campaign, up to and including the current week. This is an example of:

A) reach.
B) frequency.
C) engagement.
D) behavioural effect.
E) impact.

Question 69

Mini Case 15- 2
Pitt Street Advertising is developing a marketing campaign for a cat food manufacturer. The manufacturer wants a pull strategy. The greatest emphasis has been placed on the design of a series of ads featuring cat owners and their cats. The agency has pretested the recall of these print ads. As part of the ad evaluation process, the agency determined the cat food manufacturer's share of voice is 28.6 per cent and its share of market is 31.4 per cent for its last ad campaign during which it spent $3 million. As part of this integrated marketing campaign, Pitt Street Advertising is also designing sales promotion activities. The cat food manufacturer wants to link the sales of its best- selling canned food to its new cat food that controls hairballs without cannibalising sales of the established product. This is the first- ever cat food that promises to control hairballs. As Pitt Street Advertising gears up for this campaign, the CEO of the cat food manufacturer announces he really wants to build community awareness of what the company does, especially its charitable work in the area of protecting wildlife and preventing cruelty to animals. This new promotional task is being added after most of the budget has already been allocated. Pitt Street Advertising is searching for a way to meet the CEO's goals within his current budget.
Refer to Mini Case 15- 2. How can Pitt Street Advertising best accomplish the new added- on goals of his CEO client, given budgetary restraints?

A) Use the more flexible broadcast advertising instead of print advertising.
B) Modify the ads already designed.
C) Implement a marketing public relations plan.
D) Develop inexpensive trade promotion incentives.
E) Increase the use of the sales force.

Question 70

The method of budgeting for advertising that views sales as the cause of promotion rather than as the result is known as:

A) competitive- parity.
B) percentage- of- sales.
C) objective- and- task.
D) affordable.
E) none of the above

Question 71

Of all the promotional tools, which one is BEST able to offer advertisers the opportunity for customised and interactive messages?

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

Question 72

A well- known model used to develop effective advertising messages is the AIDA model. AIDA is an acronym that stands for which of the following?

A) Awareness, Interest, Demand, Appeal
B) Attention, Image, Declaration, Access
C) Attention, Idea, Deal, Action
D) Attention, Interest, Desire, Action
E) Appeal, Interrogate, Defend, Accuracy

Question 73

The distinct benefits of are its ability to communicate, its ability to act as an incentive, and its invitation to consumers to buy now.

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

Question 74

The process of planning and organising all a company's communication tools in a way that achieves synergies across the entire mix and across the various media elements is known as:

A) incorporated marketing communications.
B) integrated marketing communications.
C) marketing communications.
D) media scheduling.
E) advertising planning.

Question 75

If the marketing director of a polymer system for recycling plastics is concerned with the buyer- readiness stages of conviction and action, the best promotional tool for him to use would be:

A) personal selling.
B) advertising.
C) direct mail.
D) public relations and publicity.
E) sales promotion.

Question 76

Which of the following statements about a pull promotional strategy is true?

A) The target of pull strategies is the trade channel.
B) With pull strategies, manufacturers use consumers to ask intermediaries to carry products.
C) Advertising and consumer promotions are the most commonly used promotional tools to implement pull strategies.
D) Pull strategies work best with low- involvement products.
E) With pull strategies, promotional tools are directed toward intermediaries to get them to order and to carry the product.

Question 77

The headline for an ad for a brand of snacks reads "Hits the Spot. Anytime, Anywhere." This ad is an example of a(n) appeal.

A) emotional
B) provocative
C) reciprocal
D) practical
E) rational

Question 78

An advertising message should get attention, hold interest, arouse desire, and obtain action according to the model known as:

A) ACTA.
B) GHAO.
C) ADIA.
D) AIDA.
E) hierarchy of effects.

Question 79

A staged occurrence that communicates messages to target audiences are known as:

A) atmospheres.
B) public relations.
C) word- of- mouth communications.
D) events.
E) none of the above

Question 80

"News stories" to create/maintain a favourable image of the firm are utilised by:

A) personal selling.
B) publicity.
C) sales promotion.
D) public relations.
E) advertising.