Question 1

A form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes is called:

Accepted Answer

A)   institutional advertising.
B)   product advertising.
C)   corporate advertising.
D)   comparative advertising.E) All of the above
F) A) and D)

Question 2

_____ is the element in the promotional mix of a marketing plan that evaluates the public's attitudes,identifies issues that may elicit their concern,and executes programs to gain their understanding and acceptance.

Accepted Answer

A)   Personal selling
B)   Cooperative advertising
C)   Sales promotion
D)   Public relationsE) B) and C)
F) A) and D)

Question 3

A disadvantage of newspaper advertising is that:

Accepted Answer

A)   it has low geographic selectivity and flexibility.
B)   it encounters distractions from competing ads and news stories.
C)   it seldom lends itself well to cooperative advertising.
D)   it lacks news value,immediacy,and year-round readership.E) A) and B)
F) C) and D)

Question 4

Serious or emotional advertisements are largely used to change consumers' deeply rooted values and attitudes.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following models does an advertising campaign often follow?

Accepted Answer

A)   BCG matrix
B)   The IMC model
C)   The AIDA model
D)   SWOT matrixE) All of the above
F) B) and D)

Question 6

Burger King,a popular chain of fast-food restaurants,offers an official Burger King Kids' Meal backpack free with every purchase of its newly introduced luxury meal pack.In this case,which of the following types of sales promotions does Burger King offer?

Accepted Answer

A)   Trade allowance
B)   Push money
C)   Rebate
D)   PremiumE) C) and D)
F) All of the above

Question 7

A form of advertising designed to enhance a company's image rather than promote a particular product is called __________.

Accepted Answer

A)   institutional advertising
B)   product advertising
C)   pioneering advertising
D)   competitive advertisingE) B) and D)
F) C) and D)

Question 8

People who buy a competitor's product most or all of the time are price buyers.

Accepted Answer

A) True 
 B)False

Question 9

Unlike trade sales promotion methods,consumer sales promotion methods are:

Accepted Answer

A)   targeted at the ultimate consumer market.
B)   directed toward members of the marketing channel.
C)   focused on persuading consumers to make slow purchases.
D)   concerned with offering free merchandise and store demonstrations.E) A) and C)
F) B) and D)

Question 10

La Wear,a very expensive brand of clothing and accessories,promotes its products by appointing famous personalities as its brand ambassadors.Given this information,which of the following types of advertising appeals is used by La Wear?

Accepted Answer

A)   Health
B)   Fear
C)   Convenience
D)   AdmirationE) None of the above
F) B) and D)

Question 11

An alternative to a commercial spot is a(n) _____,a thirty-minute or longer advertisement,which is relatively inexpensive to produce and air.

Accepted Answer

A)   podcast
B)   premium
C)   sweepstakes
D)   infomercialE) All of the above
F) A) and C)

Question 12

The number of target customers who are exposed to a commercial at least once during a specific period (usually four weeks) is called ______.

Accepted Answer

A)   reach
B)   frequency
C)   cost per click
D)   cost per contactE) None of the above
F) All of the above

Question 13

Advocacy advertising is a form of product advertising that is typically used to safeguard against negative consumer attitudes and to promote the benefits of a specific good or service.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is NOT a characteristic of outdoor media?

Accepted Answer

A)   Flexibility
B)   High cost
C)   Ability to reach a broad and diverse market
D)   Promotion of convenience products and servicesE) B) and C)
F) B) and D)

Question 15

Run,a sports shoe manufacturing company,began its campaign by spending $1 million on advertising.Currently,Run spends $200 million on advertising.Initially,the advertisements contributed to the gradual increase in returns,but the company now confronts diminishing returns.In this scenario,which of the following phenomena explains Run's diminishing returns?

Accepted Answer

A)   A unique selling proposition
B)   The advertising response function
C)   Switch and bait advertising
D)   Strategic advertisingE) A) and B)
F) C) and D)

Question 16

Which of the following refers to public relations strategy in which a company spends money to support an issue,cause,or event that is consistent with corporate objectives,such as improving brand awareness or enhancing corporate image?

Accepted Answer

A)   Sponsorship
B)   Product placement
C)   New product publicity
D)   Sales promotionE) A) and B)
F) A) and C)

Question 17

Which of the following is NOT a criterion used to evaluate an advertising appeal?

Accepted Answer

A)   Believability
B)   Exclusiveness
C)   Extravagant claims
D)   DesirabilityE) None of the above
F) B) and C)

Question 18

Discuss the effects of advertising on consumers

Accepted Answer

Answers will vary.Advertising is defined...

Question 19

Flighted schedules are more effective than are continuous ones at driving sales through television advertisements.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is a difference between pioneering advertising and competitive advertising?

Accepted Answer

A)   Pioneering advertising is used to promote a company's image,whereas competitive advertising is used to manage customer criticisms.
B)   Pioneering advertising is a form of institutional advertising,whereas competitive advertising is a form of advocacy advertising.
C)   Pioneering advertising is used during a product's introductory stage,whereas competitive advertising is used during a product's growth stage.
D)   Pioneering advertising compares competing brands,whereas competitive advertising is intended to stimulate primary demand for a new product.E) A) and D)
F) A) and B)

Exam 16: Advertising,public Relations,and Sales Promotion

Discuss the effects of advertising on consumers

Correct Answer
verified
Answers will vary.Advertising is defined...
View Answer

Burger King,a popular chain of fast-food restaurants,offers an official Burger King Kids' Meal backpack free with every purchase of its newly introduced luxury meal pack.In this case,which of the following types of sales promotions does Burger King offer?

Correct Answer
verified

Which of the following models does an advertising campaign often follow?

Correct Answer
verified

Which of the following is a difference between pioneering advertising and competitive advertising?

Correct Answer
verified

Correct Answer
verified

La Wear,a very expensive brand of clothing and accessories,promotes its products by appointing famous personalities as its brand ambassadors.Given this information,which of the following types of advertising appeals is used by La Wear?

Correct Answer
verified

A form of advertising designed to enhance a company's image rather than promote a particular product is called __________.

Correct Answer
verified

An alternative to a commercial spot is a(n) _____,a thirty-minute or longer advertisement,which is relatively inexpensive to produce and air.

Correct Answer
verified

Which of the following is NOT a characteristic of outdoor media?

Correct Answer
verified

Advocacy advertising is a form of product advertising that is typically used to safeguard against negative consumer attitudes and to promote the benefits of a specific good or service.

Correct Answer
verified

Flighted schedules are more effective than are continuous ones at driving sales through television advertisements.

Correct Answer
verified

Which of the following refers to public relations strategy in which a company spends money to support an issue,cause,or event that is consistent with corporate objectives,such as improving brand awareness or enhancing corporate image?

Correct Answer
verified

The number of target customers who are exposed to a commercial at least once during a specific period (usually four weeks) is called ______.

Correct Answer
verified

A form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes is called:

Correct Answer
verified

_____ is the element in the promotional mix of a marketing plan that evaluates the public's attitudes,identifies issues that may elicit their concern,and executes programs to gain their understanding and acceptance.

Correct Answer
verified

A disadvantage of newspaper advertising is that:

Correct Answer
verified

People who buy a competitor's product most or all of the time are price buyers.

Correct Answer
verified

Unlike trade sales promotion methods,consumer sales promotion methods are:

Correct Answer
verified

Serious or emotional advertisements are largely used to change consumers' deeply rooted values and attitudes.

Correct Answer
verified

Which of the following is NOT a criterion used to evaluate an advertising appeal?

Correct Answer
verified

Exam 16: Advertising,public Relations,and Sales Promotion

Discuss the effects of advertising on consumers

Correct AnswerverifiedAnswers will vary.Advertising is defined...View AnswerShow Answer

Burger King,a popular chain of fast-food restaurants,offers an official Burger King Kids' Meal backpack free with every purchase of its newly introduced luxury meal pack.In this case,which of the following types of sales promotions does Burger King offer?

Correct AnswerverifiedShow Answer

Which of the following models does an advertising campaign often follow?

Correct AnswerverifiedShow Answer

Which of the following is a difference between pioneering advertising and competitive advertising?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

La Wear,a very expensive brand of clothing and accessories,promotes its products by appointing famous personalities as its brand ambassadors.Given this information,which of the following types of advertising appeals is used by La Wear?

Correct AnswerverifiedShow Answer

A form of advertising designed to enhance a company's image rather than promote a particular product is called __________.

Correct AnswerverifiedShow Answer

An alternative to a commercial spot is a(n) _____,a thirty-minute or longer advertisement,which is relatively inexpensive to produce and air.

Correct AnswerverifiedShow Answer

Which of the following is NOT a characteristic of outdoor media?

Correct AnswerverifiedShow Answer

Advocacy advertising is a form of product advertising that is typically used to safeguard against negative consumer attitudes and to promote the benefits of a specific good or service.

Correct AnswerverifiedShow Answer

Flighted schedules are more effective than are continuous ones at driving sales through television advertisements.

Correct AnswerverifiedShow Answer

Which of the following refers to public relations strategy in which a company spends money to support an issue,cause,or event that is consistent with corporate objectives,such as improving brand awareness or enhancing corporate image?

Correct AnswerverifiedShow Answer

The number of target customers who are exposed to a commercial at least once during a specific period (usually four weeks) is called ______.

Correct AnswerverifiedShow Answer

A form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes is called:

Correct AnswerverifiedShow Answer

_____ is the element in the promotional mix of a marketing plan that evaluates the public's attitudes,identifies issues that may elicit their concern,and executes programs to gain their understanding and acceptance.

Correct AnswerverifiedShow Answer

A disadvantage of newspaper advertising is that:

Correct AnswerverifiedShow Answer

People who buy a competitor's product most or all of the time are price buyers.

Correct AnswerverifiedShow Answer

Unlike trade sales promotion methods,consumer sales promotion methods are:

Correct AnswerverifiedShow Answer

Serious or emotional advertisements are largely used to change consumers' deeply rooted values and attitudes.

Correct AnswerverifiedShow Answer

Which of the following is NOT a criterion used to evaluate an advertising appeal?

Correct AnswerverifiedShow Answer

Correct Answer
verified
Answers will vary.Advertising is defined...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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