mkt chapter 18 practice

Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as __________.
a. publicity
b. sales promotion
c. advertising
d. personal selling
e. direct marketing
c
Advertisements basically consist of two types: __________ and __________.
a. re-purchase; postpurchase
b. promotional; reinforcement
c. promotional; informative
d. product; service
e. product; institutional
e
Product advertisements refer to advertisements that focus on
a. a product class rather than on an individual brand.
b. building goodwill or an image for an organization.
c. counteracting negative opinions.
d. selling a product or service.
e. clarifying misconceptions.
d
The three primary types of product advertisements are __________.
a. pioneering, institutional, and informational
b. humor, sex, and fear
c. pioneering, competitive, and reminder
d. competitive, subliminal, and institutional
e. cognitive, affective, and behavioral
e
A pioneering (or informational) ad
a. reinforces previous knowledge of a product.
b. assures current users they made the right choice.
c. promotes a specific brand’s features and benefits.
d. tells people what a product is, what it can do, and where it can be found.
e. shows one brand’s strengths relative to those of competitors.
d
Another name for pioneering advertising is __________ advertising.
a. differentiation
b. persuasive
c. prospecting
d. awareness
e. informational
e
Informational ads, particularly those with specific information, have been found to be interesting, convincing, and
a. inexpensive.
b. humorous.
c. expensive.
d. effective.
e. competitive.
d
Verizon’s ad for its new IN calling and messaging service informs the target market about what the service is and what it can do. It is an example of a(n) __________ ad.
a. reminder product
b. reminder institutional
c. competitive product
d. informational institutional
e. pioneering product
e
TransWave International is a small company that has developed a system that uses the Internet and patented electronic sensors as an early-warning device for pipeline leaks. Pipeline safety is becoming a big issue in the U.S. as more natural gas lines are located near population centers. The timing is right for this company to be extremely successful, but it must use __________ advertising so oil companies will know of its product’s existence.
a. reminder
b. competitive
c. pioneering
d. institutional
e. objective
c
Advertising that promotes a specific brand’s features and benefits is referred to as __________ advertising.
a. competitive
b. institutional
c. differentiation
d. pioneering
e. reminder
a
When Cadillac uses advertising to promote specific features of its Escalade hybrid, it is using which type of product advertisement?
a. reminder
b. competitive
c. pioneering
d. institutional
e. differentiation
b
Which of the following statements about comparative advertising is MOST accurate?
a. Comparative advertisements now constitute over 90% of all television ads.
b. Comparative advertisements attract more consumer attention for the advertiser’s brand.
c. Comparative advertisements can decrease the perceived quality of the advertiser’s brand.
d. Comparative advertisements have been banned by the Federal Trade Commission.
e. Comparative advertisements can, and often do, cause more harm than good.
b
An ad for Allegra allergy medicine highlights the competitive advantage of Allegra over its primary competitors Benadryl, Tylenol, and Chlor-Trimeton. This is ad is an example of __________ advertising.
a. reinforcement
b. persuasive
c. comparative
d. informative
e. reminder
c
Advertisements that reinforce previous knowledge of a product are referred to as __________ advertisements.
a. advocacy
b. comparative
c. persuasive
d. informative
e. reminder
c
An ad for Campbell’s soup reads, “We haven’t changed that great taste your family’s always loved.” This is an example of __________ advertising.
a. advocacy
b. comparative
c. persuasive
d. informative
e. reminder
e
An FTD ad shows a woman holding a very large vase of flowers. The background is red and the only text in the ad is “Mother’s Day.” What type of ad is this?
a. special occasion
b. subliminal
c. reminder
d. pioneering
e. comparative
c
Reinforcement ads are reminder ads that
a. assure current users they made the correct choice in choosing the product.
b. reinforce previous knowledge of a product.
c. repeat ad campaigns that have been used before in order to remind consumers of how good the ads were.
d. reaffirm a company’s position on an issue of importance or interest.
e. reassure the company it has made the right choice in advertising the product.
a
Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as __________ advertisements.
a. product
b. public service
c. institutional
d. reminder
e. repositioning
c
The purpose of an advocacy advertisement is to
a. promote a specific brand’s features and benefits.
b. tell people what a company is, what it can do, and where it is located.
c. state the position of a company on an issue.
d. reinforce previous knowledge of a product.
e. promote the advantages of one product class over another.
c
When Chevron places ads like the one shown above, it conveys its position of supporting renewable energy despite the public perception of its role in the energy shortage. Which type of advertising is Chevron using?
a. reminder
b. competitive
c. pioneering
d. advocacy
e. objective
d
When the Lorillard Tobacco Company places ads discouraging teenagers from smoking, the firm is using which type of advertising?
a. pioneering
b. competitive
c. reminder
d. comparative
e. advocacy
e
Advertisements that state the position of a company on an issue, such as the ads sponsored by the Miller Brewing Company encouraging the responsible use of alcohol, are __________ advertisements.
a. advocacy
b. pioneering
c. competitive
d. reminder
e. political
a
The purpose of pioneering institutional advertisements is to
a. promote a specific brand’s features and benefits.
b. inform people what a company is, what it can do, and where it is located.
c. state the position of a company on an issue.
d. reinforce previous knowledge of a product.
e. promote the advantages of one product class over another.
b
Recent Bayer ads stating, “We cure more headaches than you think,” are intended to inform consumers that the company produces many products in addition to aspirin. What type of ad is this?
a. pioneering institutional advertisement
b. competitive institutional advertisement
c. advocacy institutional advertisement
d. reminder institutional advertisement
e. subliminal institutional advertisement
a
When Philip Morris changed its name to Altria, it ran __________institutional ads to inform consumers.
a. competitive
b. advocacy
c. pioneering
d. reminder
e. stakeholder
c
An ad for an international consulting firm was intended to communicate the company’s philosophy—that you can be big and nimble at the same time—rather than sell any one particular service the company provides. The ad is an example of __________ institutional advertising.
a. competitive
b. pioneering
c. advocacy
d. reminder
e. political
b
The purpose of competitive institutional advertisements is to
a. promote a specific brand’s features and benefits.
b. tell people what a company is, what it can do, and where it is located..
c. state the position of a company on an issue.
d. reinforce previous knowledge of a product.
e. promote the advantages of one product class over another.
e
America’s dairy farmers and milk processors use their “Got Milk?” campaign to increase demand for milk relative to other beverages. This campaign is an example of a __________ campaign.
a. competitive institutional
b. competitive product
c. advocacy
d. pioneering product
e. pioneering institutional
a
The Florida Department of Citrus developed the “To Your Health” campaign to show the benefits of orange juice. The goal of these ads is to increase demand for orange juice as compared to other beverages. This is an example of a __________ advertisement.
a. competitive product
b. product advocacy
c. competitive institutional
d. pioneering product
e. pioneering institutional
c
The Beef Council promotes a series of ads in which the tag line is “Beef—it’s what’s for dinner.” The purpose of these ads is to encourage the audience to eat more beef. This type of ad is a(n) _____________.
a. reminder institutional ad
b. pioneering institutional ad
c. product institutional ad
d. competitive institutional ad
e. advocacy ad
d
The purpose of reminder institutional advertisements is to
a. promote a specific brand’s features and benefits.
b. tell people what a company is, what it can do, and where it is located.
c. state the position of a company on an issue.
d. bring the company’s name to the attention of the target market again.
e. promote the advantages of one product class over another.
d
An ad for Mercedes Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo. There was no mention of the company name or sign of a product in the ad. This ad was an example of __________ advertising.
a. competitive institutional
b. competitive product
c. advocacy
d. pioneering product
e. reminder institutional
e
The first decision in developing an advertising program is to
a. set the budget.
b. state its mission.
c. identify the target audience.
d. select the appeal.
e. select the media.
c
When developing the advertising program, specifying __________ helps advertisers with other choices in the process such as selecting media and evaluating a campaign.
a. product or service features
b. time constraints
c. pricing constraints
d. target audiences
e. advertising objectives
e
In 1990, a 30-second ad during the Super Bowl cost $700,000. By 2011, the cost had soared to $3 million for a 30-second spot. The MOST LIKELY reason for the escalating cost is that
a. the number of TV viewers for the Super Bowl is growing.
b. the ads are much more elaborate.
c. the NFL knows advertisers will pay more.
d. the ad agencies have dramatically increased their fees.
e. the companies that create Super Bowl ads do not have to run any other ads all year long.
a
An advertising message usually focuses on the __________that is/are important to a prospective buyer in making trial and adoption decisions.
a. emotional aspects
b. price
c. psychological aspects
d. financial risks
e. key benefits of the product
e
Most advertising messages are made up of two elements, which are
a. expository and persuasional.
b. informational and persuasional.
c. informational and creative.
d. functional and persuasional.
e. creative and expository
b
Information and persuasive content are commonly combined to form
a. sex, fear, and humor appeals.
b. guilt, financial risk, and self-esteem appeals.
c. sex, fear, and self-worth appeals.
d. demographic, psychographic, and lifestyle appeals.
e. gender, ethnicity, and reference group appeals.
a
The type of appeal used to suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service, a change in behavior, or a reduction in the use of a product is referred to as a(n) _________.
a. authoritarian appeal
b. coercive appeal
c. family appeal
d. guilt appeal
e. fear appeal
e
A testimonial ad for a carbon monoxide detector features parents who are discussing the dangers of CO2 poisoning. In the ad, the homeowners tell the target audience how purchasing and using the advertised product can avert disaster. Such advertisements use _________.
a. compassionate appeals
b. guilt appeals
c. family appeals
d. fear appeals
e. coercive appeals
d
Life insurance companies like Prudential attempt to appeal to a person’s sense of “Don’t wait until it’s too late.” The purpose of these ads is to convince an individual that his or her loved ones won’t be able to provide for themselves once he/she is dead. Because of the consequences of dying without insurance are so grim, the insurance company urges viewers to act before it’s too late. This is an example of a _________.
a. fear appeal
b. rhetorical appeal
c. life cycle appeal
d. humorous appeal
e. security appeal
a
A political ad that incorporates a fear appeal would MOST likely be expressed as
a. religious repercussions after death.
b. disenfranchisement from mainstream society.
c. a lack of patriotic responsibility.
d. a lack of self-respect or self-worth.
e. warnings against the rise of other unpopular ideologies.
e
When the office of National Drug Control Policy ran an ad with the headline, “Marijuana Harmless? Didn’t see merging truck.” it was using which type of ad appeal?
a. humor
b. fear
c. sex
d. nostalgic
e. guilt
b
The type of appeal used to suggest to the audience that the product will increase the attractiveness of the user is referred to as a(n) _________.
a. authoritarian appeal
b. coercive appeal
c. family appeal
d. fear appeal
e. sex appeal
e
An ad for Hydrozycut, an advanced weight loss formula by GNC, shows a beautiful woman who claims that she lost “an incredible 23 pounds.” This ad is using a(n) __________.
a. rhetorical appeal
b. sex appeal
c. humorous appeal
d. appeal to self-esteem
e. fear appeal
b
The type of appeal used to imply either directly or subtly that the product is more fun or more exciting than competitors’ offerings is referred to as a(n) _________.
a. authoritarian appeal
b. coercive appeal
c. family appeal
d. humorous appeal
e. sex appeal
d
Geico ads that feature cavemen, a gecko, or a stack of money with eyes are using which type of advertising appeal?
a. reminder
b. fear
c. humor
d. sex
e. cognitive
c
According to the American Cancer Society, 57,000 Americans a year die from colon cancer. Regular screening is recommended after age 50. Because colonoscopies are dreaded by many, the American Cancer Society created an ad campaign featuring “Mr. Polyp Man” to lightheartedly encourage people to get tested for colon cancer. The red-suited character looks like a harmless, animated M&M. This is an example of a _________ appeal.
a. humorous
b. cognitive
c. rhetorical
d. fear
e. sex
a
Advertisers use a mix of media forms and vehicles to maximize the exposure of the message to the target audience while at the same time minimizing
a. reach.
b. frequency.
c. costs.
d. ratings.
e. cost per share point.
c
The number of different people or households exposed to an advertisement is referred to as
a. scope.
b. share.
c. CPM.
d. rating.
e. reach.
e
The owners of a small bookstore want to run an ad in their local newspaper. Their objective is to create awareness for the bookstore among the town’s consumers. Which of the following measures should be used to compare the number of different people or households exposed to the advertisement?
a. reach
b. rating
c. GRPs
d. CPM
e. frequency
a
The percentage of households in a market that are tuned to a particular television show or radio station is referred to as __________.
a. gross rating points
b. CPM
c. reach
d. rating
e. share points
d
The average number of times a person in the target audience is exposed to an advertisement is referred to as __________.
a. the exposure rate
b. GRPs
c. frequency
d. the hit rate
e. CPM
c
The owners of a small toy store with a limited advertising budget were very concerned about spending their advertising dollars wisely. One of their primary advertising goals was to expose customers in a limited market area to their advertising messages as often as possible. The owners of the toy store were concerned with
a. reach.
b. frequency.
c. gross rating points.
d. cost per thousand.
e. ratings.
b
Gross rating points (GRPs) are determined by the formula
a. reach multiplied by frequency.
b. reach multiplied by rating.
c. rating multiplied by frequency.
d. cost divided by reach.
e. cost divided by frequency.
a
The cost of reaching 1,000 individuals or households with the advertising message in a given medium is referred to as
a. GRP
b. CPA
c. TMP
d. CPM
e. M
d
One of the most common measures in advertising is
a. cost per thousand impressions.
b. cost per thousand occurrences.
c. cost per thousand incidences.
d. cost per million impressions
e. cost per thousand frequencies.
a
One of the most common measures in advertising is cost per thousand impressions (CPM). The CPM is calculated as follows:
a. CPM = Advertising cost ($) ÷ Impressions generated (in 100s).
b. CPM = Total revenue ($) ÷ Impressions generated in 1,000s).
c. CPM = Total profit ($) ÷ Impressions generated (in 1,000s).
d. CPM = Advertising cost ($) ÷ Impressions generated (in 1,000s).
e. CPM = Advertising cost ($) ÷ Impressions generated (in 1,000,000s).
d
One of the advantages associated with television as an advertising medium is that it
a. has a short exposure time.
b. is a low-cost medium.
c. as an unlimited amount of advertising time available.
d. can be used to convey complex messages.
e. can use pictures, print, sound, and motion.
e
One of the advantages associated with television as an advertising medium is that it
a. is a low-cost medium.
b. has a short exposure time.
c. can target specific audiences.
d. has an unlimited amount of advertising time available.
e. can be used to convey complex messages.
c
All of the following statements are true about the changing aspects of television as an advertising medium EXCEPT:
a. a growing number of households have game consoles or DVRs.
b. many households have dropped their cable or satellite subscriptions and view limited programming on alternative options such as YouTube, Hulu, Netflix, and other Internet or streamed video services.
c. industry experts also predict that more than 100 million 3-D televisions will be sold by 2014.
d. DVR manufacturers have removed the “skip” button on their remotes to limit ad-zapping in response to advertiser complaints.
e. there are also many opportunities for out-of-home TV viewing as televisions are in many bars, hotels, offices, airports, and on college campuses.
d
One of the disadvantages associated with television as an advertising medium is that it
a. has a short exposure time.
b. cannot target specific audiences.
c. must use print for effect.
d. has an unlimited amount of advertising time available.
e. is not effective for conveying simple messages.
a
One of the disadvantages associated with television as an advertising medium is that it
a. cannot target specific audiences.
b. is very expensive to prepare and run ads.
c. must use print for effect.
d. has an unlimited amount of advertising time available.
e. is not effective for conveying simple messages.
b
One of the disadvantages associated with television as an advertising medium is that it
a. requires a long exposure time.
b. cannot target specific audiences.
c. must use print for effect.
d. cannot be used to convey complex messages.
e. has an unlimited amount of advertising time available.
d
When people outside the target market for the product see a firm’s advertisement, it is referred to as __________.
a. wasted coverage
b. media divergence
c. dual exposure
d. over-exposure
e. advertising spill-over
a
One way TV advertising can reduce wasted coverage is to
a. identify the target market it wishes to address within the first three seconds of the commercial so the message can be ignored by non-targeted viewers.
b. run shorter ads in a greater number of geographical areas.
c. identify specific times of day or night when the target audience would be more likely to tune in.
d. develop more creative ads so that more people will choose to see them.
e. run the ads on less expensive, narrowly focused, specialized cable and satellite channels
e
of the advantages associated with radio as an advertising medium is that it
a. can target specific audiences.
b. has a long exposure time.
c. has a perishable message.
d. has an unlimited amount of advertising time available.
e. is relatively simple to convey complex messages.
a
One of the advantages associated with radio as an advertising medium is that it
a. has a long exposure time.
b. has a perishable message.
c. has an unlimited amount of advertising time available.
d. allows ads to be placed quickly.
e. is relatively simple to convey complex messages.
d
One of the advantages associated with radio as an advertising medium is that it
a. has a long exposure time.
b. can target general audiences.
c. has an unlimited amount of advertising time available.
d. is relatively simple to convey complex messages.
e. uses humor, sound, and intimacy effectively.
e
One of the disadvantages associated with radio as an advertising medium is that it
a. has a long exposure time.
b. cannot target specific audiences.
c. has a perishable message.
d. cannot use humor, sound, and intimacy effectively.
e. has an unlimited amount of advertising time available.
c
One of the disadvantages associated with radio as an advertising medium is that it
a. has a short exposure time.
b. cannot target specific audiences.
c. cannot use humor, sound, and intimacy effectively.
d. has a very limited amount of advertising time available.
e. is easy to convey complex messages.
a
One of the disadvantages associated with radio as an advertising medium is that it
a. has a long exposure time.
b. can target specific audiences.
c. uses humor, sound, and intimacy effectively.
d. has an unlimited amount of advertising time available.
e. is difficult to convey complex messages.
e
One advantage of using magazines as an advertising medium is
a. the ability to target specific audiences.
b. the relatively short time it takes to place an ad.
c. the extremely low cost.
d. the opportunity to compete with other magazine features.
e. the simplicity of the message.
a
One advantage of using magazines as an advertising medium is
a. the relatively short time it takes to place an ad.
b. high-quality color is available if needed or desired.
c. the cost of placing a magazine ad is extremely low.
d. the ease of translating consumer interests into a successful publication.
e. there is little need or benefit to incorporate four-color graphics.
b
Which of the following is an advantage of using magazines as an advertising medium?
a. a magazine ad has a long life
b. it takes a relatively short time to place the ad
c. the cost of placing a magazine ad is extremely low
d. it is easy to translate consumer interests into a successful publication
e. there is little need or benefit to incorporate four-color graphics
a
One advantage of using magazines as an advertising medium is
a. the cost of placing a magazine ad is extremely low.
b. it takes a relatively short time to place the ad.
c. the ads can be clipped and saved.
d. the ease of translating consumer interests into a successful publication.
e. there is little need or benefit to incorporate four-color graphics.
c
One advantage of using magazines as an advertising medium is
a. it takes a relatively short time to place the ad.
b. there is little need or benefit to incorporate four-color graphics.
c. there is little noise in the communications process.
d. many are available as digital versions of their print counterparts.
e. the cost of placing a magazine ad is extremely low.
d
One disadvantage of using magazines as an advertising medium is
a. the inability to target specific audiences.
b. the long lead-time needed to place an ad.
c. the extremely low cost.
d. the trend to create sex or humor appeals often dilutes the effectiveness of the message.
e. the lack of noise associated with their use in the communication channel
b
One disadvantage of using magazines as an advertising medium is
a. the inability to target specific audiences.
b. the short lead-time needed to place an ad.
c. the relatively high cost.
d. the lack of noise associated with the use of magazines in the communication channel.
e. the trend to create sex or humor appeals often dilutes the effectiveness of the message.
c
One disadvantage of using magazines as an advertising medium is
a. the inability to target specific audiences.
b. the short lead-time needed to place an ad.
c. the lack of noise associated with the use of magazines in the communication channel.
d. the infrequent nature of their publication.
e. there is little opportunity to tie in magazine advertisements with rest of an ad campaign.
d
One advantage of using newspapers as an advertising medium is
a. their ability to cover local markets.
b. the long lead time for placing an ad.
c. the long life span.
d. the relatively high cost.
e. competition for reader attention with other features in the newspaper.
a
One advantage of using newspapers as an advertising medium is
a. the ability to cover national markets.
b. the short lead time for placing an ad.
c. excellent color graphics.
d. minimum distraction from other features.
e. the extended life span.
b
One advantage of using newspapers as an advertising medium is
a. their long life span.
b. the excellent use of color graphics.
c. ads can be clipped and saved.
d. quick consumer response.
e. limited distraction from other features.
c
One advantage of using newspapers as an advertising medium is their
a. ability to cover national markets.
b. excellent use of color graphics.
c. quick consumer response.
d. relatively high cost.
e. limited distraction from other features
c
One disadvantage of using newspapers as an advertising medium is
a. their inability to cover local markets.
b. readers damage the newspaper when clipping its ads.
c. their short life span.
d. the high cost of ads.
e. their quick consumer response.
c
One disadvantage of using newspapers as an advertising medium is their __________.
a. relatively poor color reproduction
b. inability to cover local markets
c. long lead time for placing an ad
d. relatively high cost
e. lack of noise during the communication process
a
One disadvantage of using newspapers as an advertising medium is their
a. inability to cover local markets.
b. long lead time for placing an ad.
c. long life span.
d. relatively high cost.
e. competition for reader attention with other features in the newspaper.
e
Which of the following is a trend that influences newspapers today?
a. Newspapers are enjoying increasing circulation.
b. Newspapers are increasing the number of printed pages.
c. There is a growth in new types of news organizations.
d. More cities are increasing the number of newspapers that are available.
e. Cheaper newsstand prices have rekindled an interest in newspapers.
c
Which of the following is a trend that influences newspapers today?
a. There is a growth in online newspapers.
b. Newspapers are enjoying increasing circulation.
c. Newspapers are increasing the number of printed pages.
d. More cities are increasing the number of newspapers that are available.
e. Cheaper newsstand prices have rekindled an interest in newspapers.
a
One advantage of using the yellow pages as an advertising medium is
a. the short life span.
b. they are used more than 150 billion times annually.
c. the print pages are quicker and easier to use than the Internet.
d. they are more mobile than other information sources.
e. they are available 24/7/365.
e
One advantage of using the yellow pages as an advertising medium is
a. there is no competition.
b. the print pages are quicker and easier to use than the Internet.
c. they are more mobile than other information sources.
d. they have excellent coverage of geographic segments.
e. there are no delivery costs.
d
One advantage of using the yellow pages as an advertising medium is
a. there is no competition.
b. the print pages are quicker and easier to use than the Internet.
c. they have a long life span.
d. they are more mobile than other information sources.
e. there are no delivery costs.
c
One disadvantage of using the yellow pages as an advertising medium is
a. the proliferation of directories in many cities.
b. they have extensive accountability and ROI metrics.
c. the ads are perishable.
d. few households with telephones have them.
e. advertisers must create extensive databases for delivery.
a
One disadvantage of using the yellow pages as an advertising medium is
a. there is no similar competition.
b. they are difficult to keep up to date.
c. the ads are perishable.
d. few households with telephones have them.
e. advertisers must create extensive databases for delivery.
b
One disadvantage of using the yellow pages as an advertising medium is
a. there is no similar competition.
b. they are facing increasing public concern about the environmental impact of their paper-based print versions.
c. the ads are perishable.
d. few households with telephones have them.
e. advertisers must create extensive databases for delivery .
b
Yellow pages publishers are facing increasing public concern about
a. the competition among directories.
b. the lack of online yellow pages.
c. the difficulty of keeping the ads up-to-date.
d. privacy.
e. the environmental impact of the directories.
e
One advantage of using the Internet as an advertising medium is
a. it is similar to print advertising since it offers a visual message.
b. there is no need to segment markets.
c. messages are automatically translated into multiple languages.
d. initial encoding is easily outsourced.
e. it is relatively simple to run national online campaign across multiple sites.
a
One advantage of using the Internet as an advertising medium is
a. there is no need to segment markets.
b. it has video and audio capabilities similar to television.
c. initial encoding is easily outsourced.
d. online ads almost always result in a “click,” an action that leads to the purchasing of a product.
e. messages are automatically translated into multiple languages.
b
One advantage of using the Internet as an advertising medium is
a. there is no need to segment markets.
b. messages are automatically translated into multiple languages.
c. Internet advertising can use rich media to create interactive ads.
d. initial encoding is easily outsourced.
e. online ads almost always result in a “click,” an action that leads to the purchasing of a product.
c
One advantage of using the Internet as an advertising medium is
a. there is no need to segment markets.
b. messages are automatically translated into multiple languages.
c. initial encoding is easily outsourced.
d. online ads almost always result in a “click,” an action that leads to the purchasing of a product.
e. it can use animation to capture attention
e
One advantage of using the Internet as an advertising medium is
a. there is no need to segment markets.
b. messages are automatically translated into multiple languages.
c. initial encoding is easily outsourced.
d. there are a variety of online advertising options.
e. online ads almost always result in a “click,” an action that leads to the purchasing of a product.
d
One disadvantage of using the Internet as an advertising medium is
a. as a relatively new medium, it has attracted limited use.
b. it is difficult to translate messages that can be used in social media networks like Facebook and Twitter.
c. the medium is new so standards for various formats are still evolving.
d. it often creates more traffic than a firm can actually handle.
e. pay-per-click search ads on Google are expensive and ineffective.
c
One disadvantage of using the Internet as an advertising medium is
a. as a relatively new medium, it has attracted limited use.
b. pay-per-click search ads on Google are expensive and ineffective.
c. it is difficult to translate messages that can be used in social media networks like Facebook and Twitter.
d. it often creates more traffic than a firm can actually handle.
e. animation can require a long download time.
e
One disadvantage of using the Internet as an advertising medium is
a. as a relatively new medium, it has attracted limited use.
b. the click-through rate has been declining because consumers are developing “banner blindness.”
c. pay-per-click search ads on Google are expensive and ineffective.
d. it is difficult to translate messages that can be used in social media networks like Facebook and Twitter.
e. it often creates more traffic than a firm can actually handle.
b
Interactive ads that have drop-down menus, built-in games, or search engines to engage viewers are referred to as __________.
a. rich media
b. banner ads
c. interactive media
d. pay-per-click ads
e. infotainment ads
a
The fastest growing form of Internet advertising is __________.
a. interstitials
b. rich media
c. paid search
d. spam
e. wikis
c
Which of the following statements about online advertising is MOST accurate?
a. It is easier to measure the impact of online advertising than other media.
b. Although annoying, click fraud and webtipping are not causing real financial damage.
c. Although popular with the younger generation, few Baby Boomers order online.
d. Standards for the various formats used online are still evolving.
e. One way online companies benefit is through employing PTR in order to increase site traffic.
d
The most common form of outdoor advertising is/are __________.
a. transit
b. point-of-purchase displays
c. billboards
d. kiosks
e. in-store signage
c
One advantage of using billboards as an advertising medium is
a. it is environmentally friendly.
b. it is relatively low-cost.
c. it has universal appeal.
d. it is particularly suited to national campaigns.
e. it is especially suited for pioneering product advertisements.
b
One advantage of using billboards as an advertising medium is
a. it is environmentally friendly.
b. it has universal appeal.
c. it is particularly suited to national campaigns.
d. it has good reach and frequency.
e. it is especially suited for persuasive advertisements.
d
One advantage of using billboards as an advertising medium is
a. it is environmentally friendly.
b. it has universal appeal.
c. it is particularly suited to national campaigns.
d. it is especially suited for persuasive advertisements.
e. it has high visibility.
e
Which of the following statements regarding billboards is MOST accurate?
a. Billboards offer opportunities for lengthy advertising copy.
b. Billboards are not a good supplemental reinforcement for well-known products.
c. Billboards are well-suited for pioneering advertising.
d. Billboard sites depend on traffic patterns and sight lines.
e. Billboards are often too expensive for small local firms and are better suited for national campaigns
d
Messages on the interior and exterior of buses, subway cars, and taxis are referred to as
a. transportation messages.
b. public service announcements.
c. transit advertising.
d. public advertising.
e. transport advertising.
c
buses. These ads are examples of __________.
a. mobile advertising
b. place-based billboards
c. mobile signage
d. transit advertising
e. transportation advertising
d
The three approaches to setting advertising schedules are
a. flexible, seasonal, and continuous.
b. spontaneous, continuous, and intermittent.
c. continuous, flighting, and pulse.
d. daytime, primetime, and off-peak.
e. sporadic, intermittent, and infrequent.
c
A basic approach to scheduling when seasonal factors are unimportant and advertising is run at a constant or steady schedule through the year is referred to as a
a. continuous schedule.
b. flighting schedule.
c. pulse schedule.
d. relentless schedule.
e. unceasing schedule.
a
Continuous scheduling would most likely be used for advertising _________.
a. fishing rods
b. bathing suits
c. gardening supplies
d. bathroom cleaners
e. children’s toys
d
Periods of advertising scheduled between periods of no advertising to reflect seasonal demand, represent the __________ schedule of advertising.
a. steady
b. flighting
c. dripping
d. pulsing
e. burst
b
Flighting schedules would most likely be used for advertising __________.
a. snowboards
b. automobiles
c. bottled water
d. toothpaste
e. bathroom cleaners
a
A flighting schedule combined with a steady schedule because of increases in demand, heavy periods of promotion, or introduction of a new product is referred to as a __________.
a. continuous schedule
b. phased schedule
c. pulse schedule
d. turnover schedule
e. intermittent schedule
c
Pulse scheduling would most likely be used for advertising __________.
a. bathroom cleaner
b. breakfast cereal
c. socks
d. motor oil
e. long-stemmed roses
e
Some studies show that __________ are superior to other advertising strategies.
a. flighting schedules
b. continuous schedules
c. opportunistic schedules
d. pulsing schedules
e. intermittent schedules
d
Tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select among alternative versions of the advertisement are referred to as __________.
a. posttests
b. pretests
c. test screenings
d. aided recall testing
e. sales tests
b
Because advertising is expensive, marketers want to be certain the advertisements they run communicate the intended message to the target audience. In order to accomplish this communication goal, marketers conduct __________ before advertisements are placed in a medium.
a. pretests
b. double blind tests
c. efficacy trials
d. aided recall tests
e. sales tests
a
In a(n) __________ test, the test ad is placed in a collection with several other ads and stories, and consumers are asked to read through the collection. Afterward, subjects are asked for their impressions of the ads on several evaluative scales.
a. pretest
b. range test
c. group test
d. portfolio test
e. assortment test.
d
A(n) ___________ is an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production.
a. limited-service agency
b. full spectrum agency
c. multi-service agency
d. in-house agency
e. full-service agency
e
Advertising agencies that specialize in one aspect of the advertising process such as providing creative services to develop advertising copy, buying previously unpurchased media space, or providing Internet services are referred to as __________.
a. full-service agencies
b. in-house agencies
c. modified-service agencies
d. promotional firms
e. limited-service agencies
e
An advertising agency that deals in creative work and is compensated by a contractual agreement for the services performed is referred to as _________.
a. full-service agencies
b. in-house agencies
c. modified-service agencies
d. limited-service agencies
e. promotional firms
d
Tests conducted after an advertisement has been shown to the target audience to determine whether an ad accomplished its intended purpose, are referred to as __________.
a. jury testing
b. tracking tests
c. exposure testing
d. posttests
e. pretests
d
a. inquiry test
b. sales test
c. attitude test
d. unaided recall test
e. jury test
e
The Starch test is a(n) __________ to determine the percentage of those who (1) remember seeing a specific magazine ad (noted), (2) saw or read any part of the ad identifying the product or brand (seen-associated), (3) read any part of the ad’s copy (read some), and (4) read at least half of the ad (read most).
a. aided recall test
b. attitude test
c. prompted response test
d. inquiry test
e. concept test
a
researcher asked Kelly, as a subscriber to Fitness magazine, which ads she remembered seeing in the most recent issue. Then Kelly was asked questions about the content and appearance of the ads she remembered. The researcher was using __________ to test the effectiveness of ads in the magazine.
a. inquiry testing
b. concept testing
c. portfolio testing
d. aided recall
e. unaided recall
e
Which of the following statements about sales tests is MOST accurate?
a. With sales tests, additional product information, product samples, or premiums are offered to an ad’s readers or viewers, and ads generating the cost inquiries are presumed to be the most effective.
b. With sales tests, a question such as, “What ads do you remember seeing yesterday?” is asked of respondents without any other prompting to determine whether they saw or heard advertising messages.
c. Sales tests involve studies such as controlled experiments and consumer purchase tests to measure actual purchases.
d. In a sales test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favorable attitude toward the product advertised.
e. In a sales test, respondents are first shown an ad and then asked whether their previous exposure to it was through reading, viewing, or listening.
c
Posttests that involve studies such as controlled experiments (e.g., using radio ads in one market and newspaper ads in another and comparing the results) and consumer purchase tests (measuring retail sales that result from a given advertising campaign) are examples of
a. aided recall.
b. unaided recall.
c. attitude tests.
d. sales tests.
e. inquiry tests.
d
Sales promotions used to support a company’s advertising and personal selling directed to ultimate consumers are referred to as __________.
a. trade-oriented sales promotions
b. manufacturers’ promotions
c. channel promotions
d. consumer-oriented sales promotions
e. public service promotions
d
Directed to ultimate consumers, consumer-oriented sales promotions are sales tools used to support a company’s __________ and __________.
a. advertising; public relations
b. advertising; personal selling
c. personal selling; public relations
d. personal selling; direct marketing
e. advertising; direct marketing
b
When preparing to go shopping after the Christmas holidays, Christy actively scans the ads in the local newspaper for coupons and contests. While in the store, Christy also looks for free samples of new products and products she hasn’t purchased previously. The coupons, contests, and free samples are all examples of __________.
a. advertising
b. publicity
c. sales promotions
d. personal selling
e. direct marketing
c
Sales promotions that usually offer a discounted price to the consumer, which encourages trial of the product, are commonly referred to as __________.
a. deals
b. testers
c. samples
d. coupons
e. premiums
d
For marketers, the primary objective of coupons is to __________.
a. increase foot traffic in supermarkets
b. encourage repeat purchases
c. stimulate demand
d. retaliate against competitor’s actions
e. minimize brand-switching
c
A mother handed her college-aged son a piece of paper and said, “By redeeming this you will receive 25 cents off your next purchase of Birds Eye lima beans.” Birds Eye is using a __________ to stimulate demand for its lima beans.
a. coupon
b. rebate
c. sample
d. deal
e. premium
a
Short-term price reductions commonly used to increase trial among potential customers or to retaliate against a competitor’s actions is commonly referred to as a _________.
a. coupon
b. deal
c. sample
d. premium
e. product placement
b
The sign at the entrance to the men’s store reads, “Buy one shirt, get a second shirt of equal or lower value for only one dollar.” Which type of sales promotion is the men’s store is using?
a. a contest
b. a premium
c. a deal
d. a rebate
e. a sample
e
A promotional tool often used with consumers which consists of merchandise offered free or at a significant savings over its retail price is referred to as a
a. deal.
b. rebate.
c. sample.
d. premium.
e. coupon.
d
McDonald’s offered eight collectable toys related to the FIFA World Cup for free with the purchase of a Happy Meal. These FIFA collectibles are an example of a __________.
a. deal
b. rebate
c. coupon
d. sample
e. premium
e
The radio commercial said, “Send three proofs of purchase and $3 for postage and handling to receive your monogrammed T-shirt.” This ad was offering customers a __________.
a. sample
b. deal
c. premium
d. rebate
e. coupon
c
A print ad for Allegra allergy medication offers a free purple seat cushion to all who request additional information about the drug. This seat cushion is an example of a __________.
a. sample
b. deal
c. rebate
d. premium
e. coupon
d
With the purchase of a Happy Meal, McDonald’s offered free, collectable toys that portrayed the movie characters in Rio. These toys are an example of a __________.
a. deal
b. premium
c. rebate
d. coupon
e. sample
b
When Milk-Bone dog biscuits offered a ball toy for $8.99 and two proofs of purchase, it was using a __________.
a. deal
b. rebate
c. coupon
d. sample
e. premium
e
A sales promotion in which the consumer is invited to apply their skill or analytical or creative thinking to try to win a price is commonly referred to as a _________.
a. contest
b. challenge
c. competition
d. sweepstakes
e. public relations campaign
a
For marketers, the primary objective of a contest is to
a. demonstrate product use.
b. retaliate against competitors’ actions.
c. encourage present customers to buy more and minimize brand-switching behavior.
d. encourage new product trial.
e. increase consumer purchases and build business inventory.
e
The “Crash the Super Bowl” sales promotion sponsored by PepsiCo, where people submit a 30-second TV ad for a $1 million prize, is an example of a __________.
a. deal
b. sweepstakes
c. sponsor-generated content
d. contest
e. loyalty program
d
During the Pillsbury Bake Off, thousands of people across the country compete to create the best new recipe using the sponsor’s products. Not only does the company benefit from publicity surrounding the event and the great recipes that it can use later to increase product usage, but also there is an increase in product sales as contenders buy items to practice their new recipes. This is an example of a very successful __________.
a. challenge
b. contest
c. sweepstakes
d. competition
e. public relations campaign
b
Sales promotions that require participants to submit some kind of entry form but are purely games of chance requiring no analytical or creative effort by the consumer are referred to as
a. premiums.
b. rebates.
c. deals.
d. contests.
e. sweepstakes.
e
For marketers, the primary objective of a sweepstakes is to
a. generate store traffic.
b. retaliate against competitors’ actions.
c. encourage present customers to buy more and minimize brand-switching behavior.
d. build goodwill.
e. encourage retailer support.
c
Bernina, a sewing machine manufacturer, has an ongoing ad campaign in which it encourages sewers to stop in to their local Bernina dealer to register to win a new sewing machine. No purchase is necessary. Bernina is using a __________ to measure the effectiveness of its ads.
a. sweepstakes
b. lottery
c. contest
d. premium
e. deal
a
Sales promotions where the consumer is offered the product free or at a greatly reduced price are referred to as
a. deals.
b. rebates.
c. samples.
d. premiums
e. discounts.
c
Sampling is an appropriate strategy for which type of products?
a. products that are classified as shopping goods
b. new products
c. commodity products like salt, sugar, and baking soda
d. products that are perishable
e. products that are classified as specialty goods
b
Taco Bell introduced its new low-fat Border Lights fare by giving away 8 million free tacos and burritos in one day. In this example, Taco Bell used a sales promotion technique called
a. a self-liquidating premium.
b. a special deal.
c. a rebate.
d. sampling.
e. product placement.
d
When Allyn went to get his newspaper, he found the paper in a plastic bag along with a packet containing one dose of Alka-Seltzer Heartburn Relief medication. In this example, which type of sales promotion is Alka-Seltzer using?
a. a sample
b. a deal
c. a premium
d. a point-of-purchase display
e. a introductory offer
a
A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate is referred to as
a. a merchandise deal.
b. product enhancement.
c. a loyalty program.
d. retail positioning.
e. experiential decoding.
c
The most popular loyalty programs today are __________ reward programs.
a. fast food
b. airline travel
c. hotel accommodations
d. credit card
e. grocery store items
d
A Taste of Greece, a restaurant chain that is known for its Extra Juicy Gyro sandwich, wants to encourage repeat purchases and create long-term customers. Which sales promotion should it employ?
a. a trading stamp program that allows buyers to earn free food after making ten purchases
b. a two-for-the-price-of-one deal that is only offered on New Year’s Eve
c. a coupon for a free soft drink with a Gyro purchase
d. a game with food prizes
e. free Extra Juicy Gyro samples at local fairs and concerts
a
A sales promotion prominently displayed in a store aisle is called a(n) __________ display.
a. seasonal
b. automated
c. interactive
d. point-of-purchase
e. product sampling
d
A Nabisco display in the grocery store is designed to maximize the consumer’s attention to lunch box and after-school snacks and to provide storage for the products. It is placed in a high-traffic area of the store. This type of sales promotion is referred to as __________.
a. a sample
b. a freestanding insert
c. a point-of-purchase display
d. a premium
e. a deal
c
Apple recently offered consumers a __________ of $100 when they purchased a computer and a printer.
a. premium
b. deal
c. coupon
d. rebate
e. student incentive
d
The consumer sales promotion that involves the use of a brand-name product in a movie, television show, video, or a commercial for another product is referred to as __________.
a. co-branding
b. subliminal tie-in
c. product placement
d. partnership promotion
e. product parallelism
c
Product placement refers to
a. the consumer promotion that involves the use of a brand-name product in a movie, television show, video, or a commercial for another product.
b. the relative value of a product’s physical location based on line-of-sight positioning on a retailer’s shelf.
c. the placement of a brand-name product on retailers’ shelves or in showrooms based on the slotting fee paid by the manufacturer.
d. the use of a brand-name product in a move, television show, or commercial without the manufacturer’s knowledge or permission, and without compensation.
e. a variable fee paid by producers of movies, television products, or commercials to a manufacturer for the rights to use a product as a prop in one of their creative scenes.
a
After the release of the movie E.T., sales of Hershey’s Reese’s Pieces soared while Mars, the makers of M&M’s, regretted not permitting its product to be used in the film. This is an example of _________.
a. product continuity
b. subsidized advertising
c. subliminal direction
d. reverse product placement
e. product placement
e
7-Eleven rebranded 11 of its American stores and one Canadian store as “Kwik-E-Marts,” selling some real-life versions of products seen in episodes of The Simpsons, such as Buzz Cola and Krusty-O’s cereal. This form of promotion is referred to as _________.
a. a product placement
b. product continuity
c. a reverse product placement
d. trade-oriented sales promotion
e. subliminal advertising
c
Sales tools used to support a company’s advertising and personal selling directed to wholesalers, distributors, or retailers are referred to as
a. trade-oriented sales promotions.
b. consumer-oriented promotions.
c. reseller-oriented promotions.
d. wholesaler-oriented promotions.
e. retailer-oriented promotions.
a
A(n) __________ reimburses a retailer for extra in-store support or special featuring of a brand.
a. organizational allowance
b. case allowance
c. finance allowance
d. manufacturer’s inducement
e. merchandise allowance
e
A discount on each case of goods ordered during a specific period of time is referred to as a
a. functional allowance.
b. merchandise allowance.
c. case allowance.
d. finance allowance.
e. manufacturer’s inducement.
c
A trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a __________.
a. finance allowance
b. promotional allowance
c. merchandise allowance
d. case allowance
e. failure fee
a
A trade promotion where the manufacturer gives a retailer a case allowance price for products in their warehouse, which prevents shelf stock from running down during the promotional period is referred to as a __________.
a. level stock protection program
b. floor stock protection program
c. ceiling stock protection program
d. ground stock protection program
e. hedge stock protection program
b
A trade promotion which compensates retailers that transport orders from the manufacturer’s warehouse is referred to as a _________.
a. carry allowance
b. haulage allowance
c. finance allowance
d. case allowance
e. freight allowance
e
Advertising programs in which a manufacturer pays a percentage of a retailer’s local advertising expense for advertising the manufacturer’s products are referred to as
a. trade promotion programs.
b. consumer promotion programs.
c. cooperative advertising programs.
d. cause-related marketing programs
e. shared-responsibility programs
c
While reading the newspaper, Belinda noticed an advertisement containing a coupon from Bayer that is redeemable only at Target stores. This ad is an example of
a. cooperative advertising.
b. co-branding.
c. a finance allowance.
d. a merchandise allowance.
e. specialty advertising.
a
Methods for obtaining nonpersonal presentation of an organization, product, or service without direct cost, such as news releases, news conferences, and public service announcements, are referred to as
a. promotional tools.
b. free advertising.
c. public promotions.
d. market-oriented promotions.
e. publicity tools.
e
All of the following are publicity tools EXCEPT:
a. high-visibility individuals.
b. PSAs.
c. news releases.
d. contests.
e. news conferences.
d