MKT304 PAO PASSED

Direct marketing:A. is not a useful tool for a company that is using an integrated marketing communicationsplan.B. seeks the same objectives as advertising, sales promotion, and personal selling strategies inan IMC plan.C. is one of the slowest growing forms of promotion in terms of dollar expenditures.D. can generate immediate behavioral response.E. cannot be combined with other forms of promotional media.

D

Unlike traditional marketing, the typical goal of direct marketing is to:A. create brand image.B. generate an immediate behavioral response.C. utilize telephone communication exclusively.D. create awareness.E. convey detailed information.

B

Direct marketing response can take the form of:A. an inquiry.B. awareness.C. knowledge about the product.D. sales promotion.E. push promotional strategy

A

Which of the following is an example of direct-response media?A. BillboardsB. Place-based mediaC. The InternetD. Product placementE. Guerrilla media

C

Which of the following promotional media create an immediate response in theform of an inquiry, a purchase or even a vote?A. Trade advertisingB. PublicityC. Public relationsD. Direct marketingE. Synchro marketing

D

Which of the following statements is true about direct marketing?A. Direct marketing is suitable only for consumer-to-consumer advertising.B. Direct response media includes interactive TV and print media.C. Direct marketing is not popular among industrial marketers.D. Direct marketing as a promotional media is suitable only for small retailers.E. Rapid increase in dual income families in America has led to a reduction in the use ofdirect marketing as a promotional media.

B

One of the reasons for the recent, rapid growth of direct marketing in Americansociety is due to the:A. the fact the U.S. has moved from an industrialized nation to a service nation.B. increase in the number of hours individuals spend watching television.C. proliferation of cellular phones.D. increased use of consumer credit cards.E. development of four-color printing presses.

D

___ was known as the stepchild of the promotional mix.A. AdvertisingB. Direct marketingC. Sales promotionD. Public relationsE. Publicity

B

In the _____ approach of direct marketing, the medium is used directly to obtainan order.A. one-to-oneB. one-to-manyC. indirectD. one-stepE. two-step

D

All the television commercials and other print ads that urge the customer to pickup the phone and call the toll free number to place an order immediately make use of the_____ approach of direct marketing.A. one-stepB. two-stepC. one-to-oneD. indirectE. telemarketing

A

The _____ approach of direct marketing involves the use of more than onemedium.A. two-stepB. one-stepC. RFM scoringD. indirectE. all-in-one

a

Which of the following statements is true about the Internet?A. Internet is interactive.B. Internet allows for a one-way flow.C. The increase in low speed internet connections has led users to spend more time online.D. Internet is a unidirectional medium.E. Internet allows consumer to control the messages but does not allow them to provide theirown content.

A

____ is the place where providers make information available to users of theInternet.A. ComputerB. InterstitialsC. Web siteD. LinksE. E-commerce

C

What was the primary objective marketers sought when they first employed theInternet as a communications tool?A. To sell their productB. To stimulate repurchase of their productC. To level the competitive playing fieldD. To disseminate informationE. To create a competitive advantage

D

iTunes.com allows for a "sampling" of songs before you purchase in order to:A. disseminate information.B. create awareness.C. build an image.D. create a strong brand.E. stimulate trial.

E

Marketers have found it most difficult to _____ on the Internet because of a needto develop creative strategies adapted to the medium.A. disseminate informationB. provide current price listsC. create viable links to suppliers and other sites of interest to usersD. overcome buying center barriersE. create an image

E

Direct selling of goods and services on the Internet is known as:A. direct response advertising.B. consumer-to-consumer selling.C. business-to-business selling.D. e-commerce.E. blogging

D

___ is the management function that evaluates public attitudes, identifies thepolicies and procedures of an organization with the public interest, and executes a program ofaction to earn public understanding and acceptance.A. Public relationsB. Image advertisingC. Corporate advertisingD. Dyadic communicationsE. Integrated marketing communications

A

In public relations targeting, external audiences include:A. customers.B. the public at large.C. suppliers.D. stockholders.E. employees.

B

Which of the following is considered an internal audience for a public relationsactivity?A. CustomerB. MediaC. GovernmentD. Financial communityE. Civic groups

A

Marketers should assess advertising effectiveness measures in order to:A. determine the break-even point for total costs of advertising.B. create data for marginal cost pricing strategies.C. determine if advertising objectives are achieved.D. make sure advertising supported middlemen.E. ensure all kinds of promotional techniques are used.

c

_____ testing takes place at the earliest stage of the development for either aprint ad or a broadcast commercial.A. FunctionalB. ConceptC. ElementaryD. ProductE. Brainstorm

B

Which of the following is the methodology that a manufacturer of computergame software could use to test the concepts being used to create an ad to appeal to preteens?A. A split-run testB. A storyboardC. The Delphi techniqueD. Computer simulationE. A focus group

E

The _____ tests are used in order to determine whether the ad or commercialconveys the meaning intended. A. day-after recall B. recognitionC. inquiryD. comprehensionE. portfolio

D

The part of a firm's marketing functions that is the most visible to consumers aswell as the most culture-bound is its:A. pricing.B. promotion.C. product development.D. distribution.E. inventory management.

b

Participants in a consumer panel rated all aspects of an ad based on thepopularity of the product being advertised as being good. This is referred to as a _____effect.A. haloB. recencyC. stimulus-responseD. visual option sourceE. contextual

a

Which of the following is an example of a major external environmental factorthat a company must consider when analyzing the international marketing environment?A. economic factorsB. product factorsC. promotional factorsD. pricing factorsE. advertising factors

a

Which of the following is a cultural factor affecting international marketing? A. Currency stability. B. Lifestyles. C. Distribution of wealth D. Nationalism. E. Government policies

b

Factors such as size of the population, age distribution, education, and incomelevels are part of a country's _____ characteristics.A. economicB. demographicC. culturalD. political/legalE. lifestyle

b

Variables such as language, customs, tastes, values and lifestyles are part of acountry's:A. cultural environment.B. infrastructure.C. demographic environment.D. regulatory environment.E. political/legal environment

a

A beverage company entered a new market in which it saw great potential.However, though its products matched those of local competitors in quality and price, saleswere sluggish. The company realized that consumers believed that the local brands werebetter just because they were local. It had failed to account for the _____ of the consumersduring the planning process.A. demographicsB. ethnocentrismC. pluralismD. cultural relativismE. xenocentrism

b

Better Business Bureaus provide control over advertising practices at a _____level while the Council of Better Business Bureaus plays a major role in controllingadvertising practices at a(n) _____ level.A. local; nationalB. national; localC. distributor; manufacturerD. industry-wide; individual companyE. regional; locala

a

___ are moral principles and values that govern the actions and decisions of anindividual or group.A. RegulationsB. GuidelinesC. PoliciesD. EthicsE. Normsd

d

ValueClick, an ad servicing and technology company, used Internet ads offeringfree iPods, PS3s, and plasma TVs. When people clicked on the ads, instead of providingfreebies, ValueClick tricked people into signing up for useless services and then failed tosafeguard their personal information. This type of ads could be called _____ advertisements.A. offensiveB. bad tasteC. exploitativeD. odiousE. deceptive

e

Advertisers have made false or misleading claims or failed to award prizespromoted in a contest or sweepstakes. Such false claims can be reckoned as _____advertisements.A. deceptiveB. bad tasteC. offensiveD. exploitativeE. odious

a

A recent trend in advertising is ____, in which marketers use nudity, sexualsuggestiveness, or other startling images to get consumers' attention.A. surrogate advertisingB. open advertisingC. shock advertisingD. covert advertisingE. celebrity advertisingc

c

The Children's Advertising Review Unit guidelines urge that products andcontent inappropriate for children should not be advertised or promoted:A. directly to children.B. through main-stream channels.C. to children or their parents.D. through traditional media.E. during prime time and through print media.

a

At the website for iVillage.com, there is an ad that stretches across the top of the page for Clinique cosmetics. If you click on the ad, it will take you to the Clinique website where you can purchase Clinique cosmetics. The Clinique ad that appears at the iVillage website is an example of a(n): A. interstitial B. banner C. pop-up D. sponsorship E. CPC

B

If you go to the iwon.com website, you will find that gap.com, the Internet site for The Gap, has not only provided money to advertise on that site, but has also participated in providing content. This is an example of: A. content sponsorship B. an interstitial C. push technology D. functional sponsorship E. a pop-up

A

While Winnie waited for the Tommy Hilfiger apparel site to download, a small ad encouraging her to check out the summer clothes at the Sears website appeared on her computer screen. The Sears ad is an example of: A. content sponsorship B. an interstitial C. push technology D. functional sponsorship E. a pop-up

B

Yesterday when Enrique checked his e-mail, he had an offer to buy software that would make it easier for him to file his income tax next year. This e-mail offer is an example of how the Internet and _____ can complement each other. A. sales promotion B. personal selling C. direct marketing D. public relations E. advertising

C

The Internet may not be the optimal medium for awareness in many situations due to its limited _____. A. recall B. branding C. frequency D. reach E. none of these

d

Which of the following statements about the Internet's objective of disseminating information is true? A. In business-to-business markets, having a website has become a necessity, especially for buyers to get detailed information about the seller's offerings. B. All levels of government use the Internet to provide citizens with a wide range of information. C. For many consumer companies, their websites serve as a means of communicating more information about their products and services. D. All of these are true. E. None of these are true.

D

Businesses use the Internet to: A. create awareness B. disseminate information C. build a brand image D. all of these E. answers A and C are correct

D

Which of the following statements is true regarding time of day targeting? A. Working people are accessing Internet media during the day for business purposes, primarily in the morning. B. Internet accessing declines during the afternoon and dinner time and then peaks again during the evening for leisure purposes. C. Recent Canadian data suggest that the biggest growth in Internet media use is daytime access of news and information sites. D. All of these are true. E. None of these are true.

D

The most common form of advertising on the Web is: A. pop-ups B. interstitials C. banners D. links E. sponsorships

C

______ are ads that appear underneath the Web page and become visible only when the user leaves the site. A. Pop-unders B. Cookies C. Interstitials D. Buttons E. Pop-ups

A

A substantial form of advertising on the Internet is _____. A. banners B. pop-unders C. pop-ups D. paid search E. content sponsorship

D

_____ is a medium that uses the Internet to distribute audio and video files for downloading to various portable handheld devices for learning or entertainment purposes. A. Paid search B. Video on demand C. Really Simple Syndication (RSS) D. Podcasting E. A blog

D

1. Which of the following statements about newspapers and magazines as advertising media vehicles is true? A. Newspapers are exclusively a local advertising medium.B. Newspapers are primarily a local advertising medium but are also used by national advertisers.C. Magazines are primarily a local advertising medium.D. Magazines are the primary advertising media in terms of ad revenue and number of advertisers.E. Because of the difference in media format, there is no competition between broadcast and print media.

B

2. The primary advertising medium in terms of both ad revenue and number of advertisers is: A. network television.B. radio.C. magazines.D. newspapers.E. direct mail.

D

3. Which of the following statements about newspapers and magazines as advertising media is true? A. Most magazines and newspapers could survive without advertising revenue.B. Newspapers are a primary source of shopping information for many consumers.C. The number of daily newspapers in most cities has been increasing due to a dramatic increase in the amount of readily available advertising revenue.D. Magazines are not really dependent on advertising revenue since they can charge higher prices for their publications.E. In order for newspapers and magazines to be read by a large audience, the print media should include lots of advertisements.

B

4. _____ are often referred to as high-involvement media, because they generally require some attention and effort on the part of the consumer to process the information that they provide. A. Newspapers and magazinesB. Newspapers and televisionC. Magazines and radioD. Radio and televisionE. Radio and newspapers

A

5. What does it mean when the text describes newspapers and magazines as high-involvement media? A. They have to be acquired outside the home.B. Unlike network television, they must be actively sought.C. They are not purchased using routine purchase decision-making techniques.D. They generally require consumers to expend some time and energy to process the information they provide.E. They provide connotative meanings to life.

D

6. More companies buy advertising _____ than in any other medium. A. in newspapersB. in magazinesC. on cable televisionD. on radioE. on network television

B

7. Avia makes athletic shoes. Its marketing research has shown there are a large number of serious runners living in the Pacific Northwest region of the United States. These individuals would be willing to pay over $200 for a good pair of running shoes. To reach this market, the best media option would probably be: A. regional editions of general interest magazines such as Time or Newsweek.B. the sports section of national newspapers such as USA Today.C. regional editions of general sports magazines such as a Sports Illustrated.D. regional editions of specialty magazines such as Runner's World.E. local television

D

8. Which of the following statements about the role of magazines and newspapers as advertising media vehicles is true? A. The advantages and disadvantages associated with the use of either magazines or newspapers as advertising media vehicles are the same.B. Special-interest magazines reach a very selective audience and are very valuable for reaching specific types of consumers or market segments.C. Magazines generate most of their total revenue from advertising.D. Business magazines generate most of their revenue from subscriptions and single copy sales and are not really dependent on advertising.E. Both newspapers and magazines are generally considered low-involvement media.

B

9. _____ classifies magazines into three major categories and is the primary reference source for media planners. A. Standard Rate and Data ServiceB. Simmons Market Research BureauC. Audit Bureau of CirculationsD. Media Mark Research, Inc.E. A. C. Nielsen Co.

A

10. According to Standard Rate and Data Service (SRDS), magazines can be classified as: A. consumer, health care, and business publications.B. regional, national, and international publications.C. agrarian, industrial, and specialized publications.D. general, specialized, and niche publications.E. affective, behavioral, and cognitive publications.

A

11. According to SDRS's classification of magazines, _____ magazines are bought by the general public for information and/or entertainment. A. nicheB. consumerC. businessD. nationalE. farm

B

12. Nearly two-thirds of all advertising dollars spent in magazines, are spent in _____ magazines. A. consumerB. internationalC. businessD. regionalE. national

A

13. Better Homes & Gardens, Newsweek, and Cosmopolitan are all examples of: A. general interest consumer magazines.B. demographically-targeted magazines.C. trade publications.D. professional magazines.E. special interest business magazines.

A

14. _____ magazines assemble consumers with similar lifestyles or interests and offer marketers an efficient way to reach these people with little wasted coverage or circulation. A. NicheB. General interest consumerC. InternationalD. CulturalE. Special-interest consumer

E

15. Which of the following industries spends most of its advertising media budget in magazines since it is prohibited from advertising in broadcast media? A. BeerB. TobaccoC. LingerieD. ToiletriesE. Pharmaceuticals

B

16. A magazine such as Farm Journal is an example of a _____ while a publication such as National Hog Farmer is a ____. A. general interest farm publication; specialized farm publicationB. specialized farm publication; trade magazineC. specialized farm publication; general interest farm publicationD. general interest farm publication; special interest consumer magazineE. general interest business magazine; general interest farm publication

A

17. Why are farm publications not classified with business publications? A. Because historically farms were not perceived as businesses.B. Because adding up farm magazines with business magazines would make the category too large.C. Because farm magazines are a hybrid of consumer and business magazines.D. Because the service that did the initial classification of magazines was owned by a farm publication.E. Because federal laws require the breakout of farm magazines because subscriptions to these magazines help to determine farm allowances.

A

18. Which of the following is an example of a trade magazine? A. FortuneB. National Law ReviewC. Farm JournalD. Progressive GrocerE. Architectural Digest

D

19. Floral Management is a publication aimed at providing information to retail florists so they can manage their stores more efficiently and profitably. This is an example of a(n) _____ publication. A. general businessB. tradeC. professionalD. industrialE. consumer-oriented

B

20. Offshore is a publication that provides information on world trends and technology to offshore oil and gas operations. This is an example of a(n) _____ publication. A. general businessB. tradeC. professionalD. industrialE. consumer-oriented

D

21. Which of the following does Standard Rate and Data Service (SRDS) classify as a general business magazine? A. ForbesB. Drug Store NewsC. Restaurant NewsD. Architectural DigestE. Floral Management

A

22. Business publications are important to advertisers because: A. they provide information on various industries to readers.B. they provide an effective way to reach consumers who work in specific businesses.C. they provide entertainment to business readers.D. they provide an efficient way of reaching the specific types of individuals who constitute their target market.E. they are a way of boosting membership in labor organizations.

D

23. Selectivity, reproduction quality, creative flexibility, and prestige are all potential advantages of which of the following advertising medium? A. Place-based mediaB. MagazinesC. Local radioD. BillboardsE. Local newspapers

B

24. A company that manufactures paintball equipment might prefer to advertise in specialized publications such as Paintball Sports magazine rather than general interest magazines and sports magazines such as Sports Illustrated because of: A. the broader reach of specialized publications.B. the greater audience selectivity of specialized publications.C. fewer ads and less clutter in specialized publications.D. because of the higher degree of pass-along readership.E. the creative flexibility available in specialized magazines that are not available in general-interest publications.

B

25. One of the primary advantages of using magazines as an advertising medium is their: A. selectivity.B. low clutter level.C. limited reach and frequency.D. low absolute costs.E. long lead time.

A

26. The fact that most magazines are published for special-interest groups gives them a high degree of: A. permanence.B. flexibility.C. selectivity.D. reach.E. clutter.

C

27. The magazine The Georgia Peace Officer is targeted to everyone in law enforcement in the State of Georgia. As a medium, this magazine offers a manufacturer of bullet-proof vests a high degree of: A. permanence.B. flexibility.C. selectivity.D. reach.E. clutter.

C

28. Modern Maturity, Playboy, and Seventeen are all magazines that offer advertisers _____ selectivity. A. demographicB. geographicC. lifestyleD. affectiveE. behavioral

A

29. The Top Line is a Canadian publication targeted to high school teens. It offers Canadian advertisers _____ selectivity. A. demographicB. psychographicC. lifestyleD. affectiveE. behavioral

A

30. Advertisers who want to achieve geographic selectivity in their magazine media schedule can do so by advertising in: A. magazines like Chicago and Nashville.B. special-interest farm publications.C. trade publications.D. international editions of magazines only.E. general-interest farm magazines.

A

31. Marketers can achieve geographic selectivity in magazine advertising by using: A. magazines edited for and targeted toward particular regions, cities, or areas.B. national editions of major magazines that cover the entire country.C. general-interest business publications.D. magazines targeted to adults.E. magazines targeted specifically to men and women.

A

32. Buying ad space in regional editions of national magazines: A. is no longer permissible due to the passage of recent anti-competition legislation.B. can reduce an advertiser's cost per thousand for reaching desired audiences.C. diminishes the value of pass-along readership.D. creates overlapping subscription data.E. can eradicate the problem of clutter.

B

33. Gatefolds, bleed pages, inserts, and creative space buys are ways of increasing: A. the cost efficiency of magazines.B. the geographic flexibility of magazines.C. the selectivity of magazines.D. the creativity of magazine ads and their ability to attract readers' attention.E. decreasing ad clutter in magazines.

D

34. The use of a third page that folds out to create an extra large advertising spread in a magazine is called a(n): A. bleed page.B. printacular.C. gatefold.D. page manipulator.E. overrun.

C

35. The inside cover of the Business 2.0 magazine opens up to reveal a large advertising spread on the Cadillac Escalade. This ad is an example of a(n): A. bleed page.B. printacular.C. gatefold.D. page manipulator.E. overrun.

C

36. Magazine advertisements that extend to the end of the page rather than leaving a margin around the ad are called: A. gatefolds.B. bleed pages.C. maximum coverage ads.D. overruns.E. total page ads.

B

37. An ad for California Almonds is a close-up view of a swirl of white and milk chocolate topped with sliced almonds. The chocolate swirls extend to the very edge of the page. This ad is an example of a(n): A. gatefold.B. bleed page.C. maximum coverage ad.D. overrun.E. total page ad.

B

38. Novell makes security systems for computer networks. Recognizing user fingerprints is of its offerings. An ad for Novell products shows a thumb with the words "Access Granted" painted on it. The blue background behind the thumb extends to the very edge of the page. This ad is an example of a(n): A. gatefold.B. bleed page.C. maximum coverage ad.D. overrun.E. total page ad.

B

39. Ads in magazines that utilize pop-ups, heavy inserts, talking ads or other techniques to attract readers' attention are sometimes referred to as: A. multisensory ads.B. enhanced advertising pages.C. printaculars.D. fine-tuned sensory interceptors (FSIs).E. distracters.

C

40. Brut Champagne ran an ad in Esquire magazine featuring a cardboard replica of a champagne bottle that pops up when the magazine is opened to that page. This is an example of a(n): A. action page.B. gatefold.C. multisensory ad.D. printacular.E. run-of-page ad.

D

41. Critics argue that printaculars: A. limit the creative flexibility of print media.B. alter the appearance and feel of a magazine and the reader's relationship to it.C. are not used enough to be considered a separate advertising category.D. result in horizontal promotional conflict among advertisers.E. hinder the evaluation of the overall benefits of a media.

B

42. Janome manufactures sewing machines. In an issue of Home Companion, Janome purchases the bottom quarter ad space on three successive pages to advertise the winter clearance sale on different models of sewing machines at Janome authorized dealers. Janome is using _____ to attract reader's attention. A. gatefoldB. bleed pageC. creative space buysD. overrunE. total page ad

C

43. Bob Wilkes shoes horses for a living. He has a large list of customers who often ask him for unusual features such as "Is there any sort of shock absorbers available for horses?" To answer these questions, he subscribes to American Farriers Journal and stores all of his previous issues so he can use them as reference material. The way Wilkes uses this publication demonstrates which of the following advantages of magazines? A. Geographic selectivityB. Creative flexibilityC. PrestigeD. PermanenceE. Services

D

44. Cal O'Hanlon, an avid skier, takes a weeklong ski vacation every winter. To help plan his vacation, O'Hanlon keeps all of the past issues of Skiing magazine he has received so he can consult them as he makes his selection of a ski resort. O'Hanlon's use of the magazines in this way demonstrates which of the following advantages of magazines as an advertising medium? A. ServicesB. PermanenceC. PrestigeD. Creative flexibilityE. Geographic selectivity

B

45. The Hathaway Shirt Company uses most of its media budget to advertise in publications such as Esquire and The New Yorker magazines. The company thinks these magazines are very well respected and provide a favorable environment that helps enhance the image of its products. This example demonstrates which of the following advantages of magazines as an advertising medium? A. Geographic selectivityB. Creative flexibilityC. PrestigeD. PermanenceE. Costs

C

46. The advertising manager for a fashionable, upscale women's clothing line is concerned over an ad agency recommendation to run ads for the brand in People magazine. She thinks the editorial environment of the magazine may not be appropriate to the high fashion and trendy positioning strategy being used for the brand. This reflects concern over which of the following aspect of magazine advertising? A. PermanenceB. Creative optionsC. Prestige of the publicationD. Reproduction qualityE. Costs

C

47. You won't find Armani advertising its new line of men's toiletries in just any men's magazine. The company is striving to position its new line of toiletries as a product for the man with discerning tastes who only buys the finest products. While selecting a print medium to run an ad for this new product, Armani would be most concerned with the publication's: A. permanence.B. pass-along-readership.C. prestige.D. reproduction quality.E. cost.

C

48. Consumers are generally receptive to advertising in magazines because: A. the ads are relevant to them and can be of value in making a purchase decision.B. ads in magazines are intrusive and cannot be ignored.C. magazines are a low-involvement medium.D. most magazines do not contain many ads, and thus, clutter is not a problem.E. of its very short lead time.

A

49. Which of the following statements provides a reason why consumers are more receptive to magazine advertising than to television advertising? A. Unlike television ads, magazine ads are intrusive and not easy to ignore.B. Because they are interested in the content and ads provide additional information relevant to the issue or topic area.C. There are not many ads in most magazines, so they do not bother consumers.D. Because more creative options are available for magazines than for television advertising, that is, magazine ads are more interesting.E. Magazine advertising does not provide the psychographic or demographic selectivity that the television does.

B

50. The advertising agency of Sony Electronics has prepared two print ads for the company's new DVD. Ad 'A' uses a straightforward informational appeal, which discusses the DVD player's features, while ad 'B' is an image ad that promotes the overall quality of the player. The purpose of both ads is to encourage readers to send in a card or call a toll-free number to request more information about Sony's DVD player and other products. To get idea about which ad might work best and should be used in the national campaign, Sony can: A. conduct a split run test where one of the ads is placed in Stereo Review magazine and the other is placed in Time.B. conduct a split run test where one of the ads is placed in Stereo Review magazine and the other is placed in a major newspaper.C. make a cross media buy that includes both newspapers and magazines.D. conduct a split run test, where both ads are printed in alternate copies of the same issue of a magazine and then measure which one generates more inquiries.E. use bleed pages for the two ads and publish them in various magazines.

D

51. A(n) _____ test is a service offered by magazines where two or more versions of an ad are run in alternate copies of a particular issue of a publication. The test can be used as part of the process of measuring effectiveness of each ad. A. split runB. overrunC. gatefoldD. bleed pageE. day-after-recall

A

52. Aprilee Lindsey read the April issue of Farm Journal magazine when she visited her parents in North Dakota and was entranced with an ad for John Deere garden tractors, which featured toddlers dressed in overalls and straw hats. When she got home to Alabama and looked for the same ad in her April issue of Farm Journal, she found the ad for John Deere Garden tractors. This ad listed 25 reasons for buying a John Deere brand tractor and had no illustration. What is the explanation for finding two completely different ads in the same issue of a magazine? A. The magazine is a regional publication.B. The magazine uses demographics such as educational levels to target its reading audience.C. John Deere purchased a split run.D. John Deere could only afford a printacular ad in a portion of the market reached by the magazine.E. John Deere was taking part in a Gallup Robinson impact test.

C

53. Selective binding and ink-jet imaging make it possible for magazines to offer: A. personalized ads.B. high reach and frequency.C. reduced advertising rates.D. lower delivery costs.E. higher pass-along readership.

A

54. _____ is a computerized production process that allows the creation of hundreds of copies of a magazine in one continuous sequence. A. Split runB. Over runC. GatefoldD. PrintacularE. Selective binding

E

55. _____ is a computerized production process that enables magazines to send different editorial or advertising messages to groups of subscribers within the same issue of a magazine. A. Split runsB. Selective bindingC. Cross media bindingD. Controlled circulationE. Desk top publishing

B

56. Which of the following processes makes it possible to personalize an advertising message? A. Cross-market transactionB. Ink-jet imagingC. Cross media bindingD. Controlled circulationE. Desk top publishing

B

57. Which of the following is a disadvantage associated with advertising in magazines? A. Lack of permanenceB. Lack of prestigeC. Lack of consumer receptivity to adsD. Limited reach and frequencyE. No creative flexibility

D

58. Advertisers who are seeking broad reach and frequency in their media schedules: A. find magazines very effective since individual publications reach a very broad target audience.B. can use monthly magazines to easily obtain desired frequency.C. must purchase space in a number of magazines since most publications have thin penetration of households.D. need to advertise repeatedly in the same magazine.E. will find broad reach and frequency an easy goal to accomplish with magazines.

C

59. Which of the following statements about the reach and frequency of consumer magazines is true? A. Popular consumer magazines have broad reach and frequency.B. For a broad-reach strategy, magazines should be used in conjunction with other media.C. Using multiple ads in the same issue of a magazine is a viable way of increasing the reach of the publication.D. Advertisers seeking broad reach through the use of magazines cannot accomplish this goal by making media buys in a number of different publications.E. Advertisers who are seeking broad reach and frequency in their media schedules must use monthly magazines in order to obtain desired frequency.

B

60. Which of the following is a disadvantage inherent in advertising in magazines? A. Lack of geographic selectivityB. Lack of demographic selectivityC. Poor reproduction qualityD. Long lead timesE. Low publication prestige

D

61. Which of the following is one of the disadvantages associated with the use of magazines as an advertising medium? A. Low receptivity to advertising by readersB. Low demographic selectivityC. Thin penetration of most individual magazinesD. Long reading life and permanence of publicationE. Difficulty associated with the processing of complex messages in magazines

C

62. The high ratio of advertising to editorial content in most magazines causes magazines to have a problem with: A. clutter.B. limited frequency.C. long lead times.D. high costs.E. low reproduction quality.

A

63. Which of the following statements is true about clutter in magazine advertising? A. Clutter is not really a problem at all in magazine advertising.B. Most magazines devote less than 30 percent of their pages to advertising so clutter is a controlled problem.C. The clutter problem for a magazine increases as they become more successful since they attract more ad pages.D. Most magazines are not concerned about the clutter problem since there is usually no other way for advertisers to reach the market they serve.E. Clutter is a more serious issue for magazines than it is for either television or radio.

C

64. Clutter is viewed as less of a problem for magazines than radio or television because: A. consumers tend to be less receptive to print advertising than they are to broadcast advertising.B. consumers have been trained to expect more ad messages than they can decode.C. exposure to magazine ads is easier to control as the consumer can simply turn a page if uninterested in an ad.D. print ads are always more creative and interesting than television ads.E. print ads come in different sizes and colors, which can mask the feeling of clutter.

C

65. While purchasing advertising space in magazines, media planners will focus primarily on the: A. lead time for placing ads.B. absolute costs.C. cost of the advertising space relative to the size and composition of the audience reached.D. preproduction and production costs.E. circulation of the publication.

C

66. _____ is the number of magazine copies distributed to original subscribers or purchasers. A. Primary circulationB. Total circulationC. Primary readershipD. Guaranteed circulationE. Basic readership

A

67. Many publications base their rates on _____ and give refunds to advertisers if the number of delivered magazines is below that quantity. A. total circulationB. primary circulationC. guaranteed circulationD. circulation verificationE. rebate circulation

C

68. When magazines set advertising rates based on a set average circulation figure delivered by the publication but do not guarantee a rebate if they fail to meet it they are using: A. guaranteed circulation.B. circulation verification.C. pass-along circulation rates.D. a circulation rate base system.E. a rebate system.

D

69. Many business magazines are sent free to individuals who, a publisher believes, are appropriate members of a target audience and can influence purchases for products and services advertised in the publication. This is known as _____ basis. A. primary circulationB. guaranteed circulationC. free circulationD. circulation verificationE. controlled circulation

E

70. _____ verifies the circulation of consumer magazines and farm publications in the United States. A. The Audit Bureau of CirculationsB. Business Publications AuditC. Standard Rate and Data ServiceD. Simmons Market Research BureauE. Mediamark Research, Inc.

A

71. Which of the following criteria should be met by a magazine in order to be eligible for verification audits by Audit Bureau of Circulations? A. It must be published on a controlled-circulation basis.B. It must be a business publication.C. The publication should have 70 percent or more paid circulation.D. The publication must be a member of the Magazine Publishers of America trade association.E. The first 70 percent that have the lowest amount of clutter.

C

72. Circulation verification figures are important to media planners because: A. the figures provide them with reliable information about the size and distribution of a magazine's circulation.B. the figures show how many of the magazines were actually read.C. the figures provide information on the lifestyle characteristics of the individuals who read various magazines.D. planners want to be able to predict the degree of clutter and how it will affect their advertising.E. planners receive advertising funding from various trade associations based on the number of magazines that were distributed.

A

73. _____ describes a situation where a primary subscriber or purchaser of a magazine gives it to another person to read or where a magazine is read in public places. A. Primary readershipB. Guaranteed readershipC. Pass-along readershipD. Total readershipE. A place-based medium

C

74. Which of the following comparisons of primary in-home readers of a magazine and pass-along readers is true? A. Advertisers attach greater value to primary in-home readers.B. Advertisers attach greater value to pass-along readers.C. Pass-along readers should be totally discounted in evaluating magazine readership.D. Pass-along readers generally spend more time with a magazine and pick it up more often than do primary readers.E. Advertisers generally attach greatest value to out-of-home readers.

A

75. A magazine with a circulation of 2.5 million and 3 readers per copy would have a total audience or readership of _____ million. A. 2.5B. 4.5C. 5.5D. 7.5E. 8.3

D

76. A magazine with a circulation of 100,000 and 2 readers per copy would have a _____ of 200,000. A. certified audienceB. calculated marketC. total audienceD. circumscribed marketE. market aggregate

C

77. The cost of advertising space in magazines is primarily a function of: A. the price of the product being advertised.B. the type of the product being advertised.C. the frequency of ad insertions.D. the circulation of the publication.E. whether color is used in the ad.

D

78. Which of the following statements is true about the use of color in magazine advertising? A. The more color used in the ad, the lower the cost.B. Advertisers prefer using black and white because of the greater visual impact it makes.C. Research has shown that color ads are superior to black and white ads in terms of attracting and holding attention.D. Bleed pages are less expensive than color pages with margins because less fine-tuning is required with bleed pages.E. Black and white ads are generally considered superior to color in terms of recall, awareness, and retention.

C

79. _____ offer advertisers the opportunity to buy space in a group of publications as a package deal. A. Cross media organizationsB. Magazine networksC. Publication verification networksD. Magazine blocksE. News networks

B

80. _____ newspapers originate in small towns or suburbs and usually focus on news, sports and events relevant to a local area or community. A. DailyB. WeeklyC. LocalD. RegionalE. Special-audience

B

81. National advertisers tend to avoid weekly newspapers because of: A. their poor image.B. their high absolute cost.C. difficulties associated with contracting for and placing ads in them.D. an overly broad geographic focus.E. the large number of local ads they typically contain.

C

82. The New York Times and USA Today are examples of _____ newspapers. A. weeklyB. nationalC. regionalD. special-audienceE. weekday

B

83. Linn's Stamp News is a newspaper written specifically for stamp collectors and published weekly. It contains information that is interest to people who collect stamps. It is an example of a: A. trade newspaper.B. special-audience newspaper.C. demographically-oriented newspaper.D. newspaper supplement.E. regional newspaper.

B

84. Which of the following is an example of special-audience newspaper? A. The Los Angeles TimesB. The Washington PostC. The Wall Street JournalD. The newspaper published by your collegeE. USA Today

D

85. Parade and USA Weekend are examples of: A. daily newspapers.B. national newspapers.C. syndicated Sunday newspaper supplements.D. freestanding inserts.E. special-audience newspapers.

C

86. The New York Times Sunday Magazine is an example of a: A. special audience newspaperB. newspaper supplement published by a major newspaperC. syndicated newspaper supplementD. national newspaperE. consumer magazine

B

87. Which of the following statements is true about newspaper supplements? A. Most national advertisers avoid them because of high clutter.B. Newspaper supplements carry no national advertising.C. Some of these publications are similar to national magazines and carry national and regional ads in four-color.D. They appeal to advertisers who are not concerned about reproduction quality and who prefer to use black and white ads.E. Newspaper supplements are a category of newspapers just like daily, weekly, and national newspapers are.

C

88. _____ advertising is a category of advertising that is found throughout a newspaper and generally uses illustrations, headlines, white space, and other visual devices in addition to the copy text. A. DisplayB. ClassifiedC. Preprinted insertD. SupplementE. Index

A

89. The largest percentage of newspaper advertising revenue comes from: A. display advertising by advertisers.B. classified advertising.C. display advertising by national advertisers.D. freestanding inserts.E. real estate ads.

A

90. Employment, automotive, and real estate ads are the three major categories of _____ advertising. A. displayB. supplementC. special insertD. classifiedE. retail

D

91. JCPenney's department store distributed a four-color catalog in newspapers in major metropolitan areas advertising its President's Day Sale. This is an example of ____. A. display advertisingB. classified advertisingC. preprinted insertD. printacularE. gatefold advertising

C

92. Because of the medium's ability to turn information around quickly and deliver a detailed message, many companies who provide critical services to consumers often choose to advertise in _____ to respond to natural disasters such as earthquakes or hurricanes. A. televisionB. magazinesC. newspapersD. direct mailE. radio

C

93. When America Online's customers were unhappy with their ability to access the Internet quickly, CompuServe, its major competitor, quickly ran ads taking advantage of AOL's problems. Which of the following characteristics of a newspaper made this possible for CompuServe? A. Extensive penetrationB. SelectivityC. FlexibilityD. PermanenceE. Reader involvement

C

94. Newspapers generally offer more _____ than any other medium except for direct mail. A. demographic selectivityB. geographic selectivityC. color advertisingD. permanenceE. creative options

B

95. Which of the following statements about the geographic selectivity offered by newspapers is true? A. Newspapers offer less geographic selectivity than most other media.B. Newspapers in large cities provide very little geographic selectivity to advertisers.C. Newspapers provide little geographic selectivity to national advertisers.D. Many newspapers publish several geographic or zone editions and thus provide selectivity to local advertisers.E. Newspaper offer more geographic selectivity when compared to direct mail.

D

96. Which of the following is an example of special services offered by newspapers? A. Merchandising programs to help make the trade aware of a company's productsB. Complete in-house advertising agency competitive with many of the finest agencies in the U.S.C. High reproduction qualityD. Circulation verificationE. Reduction in clutter

A

97. An advertiser preparing to run a large ad in a weekly newspaper needs to know that _____ can be a disadvantage associated with the selection of newspapers as the media vehicle. A. lack of geographic selectivityB. lack of demographic selectivityC. noise as defined by the communications processD. pass-along readershipE. lack of reader involvement

B

98. One of the greatest limitations of newspapers as an advertising medium is _____ due to the coarse paper stock used in printing most newspapers. A. its pass-along readershipB. the lack of reader interest and involvementC. consumer distrust of newspapers as a credible sourceD. its lack of geographic selectivityE. its poor reproduction quality

E

99. Which of the following statements about the level of advertising clutter in newspapers is true? A. Clutter is really not a problem in newspaper advertising since most ads are very large.B. Clutter is not a problem with newspapers even though nearly two thirds of the average daily paper is devoted to advertising.C. The term clutter only relates to broadcast media, not print media.D. Clutter is a particularly difficult problem in newspaper advertising because it is difficult to do anything unique or creative that will grab the reader's attention.E. There are no advertising techniques that will cause an ad to break though newspaper clutter.

D

100. A clothing store retailer would use an island ad to: A. break through the clutter typically found in newspapers.B. create high reproduction quality ads.C. act as a means of making the newspaper accountable for the sales generated by the ad.D. reduce overall costs of newspaper advertising.E. identify potential target markets.

A

101. The _____ is a market outside of a city whose residents regularly do business within the city. A. city zoneB. retail trading zoneC. area of dominant influenceD. MSAE. designated market area

B

102. The goal of the National Newspaper Network, which was created by the Newspaper Association of America in 1993, is to: A. make newspaper advertising rates the same for everyone.B. attract more newspaper advertising dollars from national advertisers in specific product categories by facilitating the purchasing process.C. make sure national advertisers who use newspapers on a limited basis pay higher rates than those who are already regular users.D. attract more newspaper advertising from local companies.E. enhance the reproduction quality of the newspapers.

B

103. Traditionally, newspaper advertising space for national advertisers has been sold by the: A. standard advertising units (SAUs).B. column inch.C. agate line.D. cost per thousand (CPM).E. page.

C

104. Madison has recently learned that newspaper advertising space for national advertisers has been sold by the SAU. The letters SAU stand for: A. sales and advertising units.B. standard advertising units.C. standardized aggregated utility.D. space for advertising usage.E. space for advertising unit.

B

105. _____ is a system that was created in 1984 to make newspaper advertising rates comparable to other media that sell space and time in standardized units. A. The column inchB. The flat rate systemC. Standard advertising unitsD. The portfolio inchE. Agate lines

C

106. When a newspaper offers no discounts for quantity or repeated space buys, it is using a(n) _____ structure. When discounts are available, it is using a(n) _____ structure. A. preferred position; flat rateB. preferred position; open-rateC. open-rate; flat rateD. flat rate; open rateE. flat rate; preferred position

D

107. Basic rates quoted by newspapers that call for an ad to be placed on any page or in any position desired by the paper are known as _____ rates. A. preferred positionB. openC. flatD. run-of-paperE. combination

D

108. The promoter of a boxing match would probably want to place an ad in the sports section of the newspaper and, therefore, pay a(n) _____ rate. A. flatB. run-of-paperC. preferred positionD. agateE. bleed page

C

109. The National Newspaper Network: A. reproduces national ads in a pass-along system throughout the country.B. facilitates Web-based advertising options in newspapers across the country.C. provides advertising auditing services to local marketing firms.D. limits the misuse of advertising in selective run binding networks.E. offers controlled-circulation flat rates for preferred position marketers.

B

27. (p. 495; 496) Which of the following statements is true about the Internet? A. Internet is interactive.B. Internet allows for a one-way flow.C. The increase in low speed internet connections has led users to spend more time online.D. Internet is a unidirectional medium.E. Internet allows consumer to control the messages but does not allow them to provide their own content.

A

28. (p. 496) When major corporations first began to conduct business on the Internet, they put up Web sites primarily for: A. information purposes.B. creating brand awareness.C. increasing interest.D. inducing trial.E. increasing sales.

a

29. (p. 496) _____ is the place where providers make information available to users of the Internet. A. ComputerB. InterstitialsC. Web siteD. LinksE. E-commerce

c

30. (p. 498) Naomi has a small consulting business. She wants to use her Web site to provide background about her company's qualifications and answer frequently asked questions. Naomi will design her website with the primary objective of: A. brand image.B. allowing customer sampling.C. providing information.D. handling objections.E. inducing trial.

c

31. (p. 498) What was the primary objective marketers sought when they first employed the Internet as a communications tool? A. To sell their productB. To stimulate repurchase of their productC. To level the competitive playing fieldD. To disseminate informationE. To create a competitive advantage

d

32. (p. 498) Which of the following is difficult to achieve through the Internet? A. Creating awarenessB. Generating interestC. Disseminating informationD. Creating an imageE. Creating a strong brand

d

33. (p. 498) iTunes.com allows for a "sampling" of songs before you purchase in order to: A. disseminate information.B. create awareness.C. build an image.D. create a strong brand.E. stimulate trial.

e

34. (p. 496) Which of the following statements about the role of the Web site is true? A. Web sites are only used to disseminate information.B. A Web site is the place where a provider makes information available to users of the Internet.C. The maintenance of a Web site requires very little time and effort.D. Other media cannot be integrated with the Web site.E. Making a Web site work and having one work successfully is the same thing.

b

35. (p. 498) Which of the following is a valid objective for a marketer who is employing the Internet as a communications vehicle? A. To create a sustainable competitive advantageB. To implement a diversification strategyC. To create a strong brandD. To prevent a price warE. To create a target market

c

36. (p. 498) Cheerwine is a cherry-flavored cola. A visit to its Web site shows consumers where the regional cola can be purchased, offers visitors a store where they can purchase clothes and other items bearing the Cheerwine brand, a selection of recipes using Cheerwine, and links to the Cheerwine NASCAR site. From this information, which of the following communications objective does this site have? A. To generate interest in CheerwineB. To create disintermediationC. To serve as a point-of-purchase displayD. To replace traditional advertisingE. To disseminate information to nonusers

a

37. (p. 498) CDW Computer Centers sells computer equipment to small- and mid-sized businesses. Its Web site provides in-depth information on its products, its customer service, its shipping policies, and its suppliers. Like most business-to-business sites, the primary objective of this Web site is to: A. create a sustainable competitive advantage.B. create an image.C. disseminate information.D. replace advertising in trade journals.E. prevent price wars.

c

38. (p. 498) Marketers have found it most difficult to _____ on the Internet because of a need to develop creative strategies adapted to the medium. A. disseminate informationB. provide current price listsC. create viable links to suppliers and other sites of interest to usersD. overcome buying center barriersE. create an image

e

39. (p. 498) The manufacturer of 'Aleve' pain reliever offered a free sample of the product to visitors who registered at its Web site. In this case, the communications objective for the Web site was to: A. disseminate information.B. create a route for disintermediation.C. create an e-commerce site.D. stimulate trial.E. create a brand image.

d

40. (p. 499) Direct selling of goods and services on the Internet is known as: A. direct response advertising.B. consumer-to-consumer selling.C. business-to-business selling.D. e-commerce.E. blogging.

d

41. (p. 499) E-commerce is _____ on the Internet. A. indirect distributionB. integrated marketing commerceC. direct salesD. personal sellingE. business-to-business sales

c

42. (p. 499) _____ is generally referred to as the first decade or so of the World Wide Web, ending with the "bursting of the dot-com bubble". A. E-commerceB. B2B sellingC. Web 1.0D. Web 2.0E. Interstitial

c

43. (p. 499) Which of the following statements is true about Web 1.0? A. It started with the 'bursting of the dot-com bubble'.B. It consists mainly of static sites.C. It provides for two-way flow of information.D. It has led to dramatic changes in the World Wide Web, with information provided by users as contributors.E. Web 2.0 users act as contributors in Web 1.0.

b

44. (p. 500) The most common form of advertising on the Web is: A. pop-ups.B. interstitials.C. banners.D. links.E. video sharing.

c

45. (p. 500) _____ may take on a variety of forms as well as a number of names such as side panels, skyscrapers, or verticals. A. LinksB. Pop-upsC. InterstitialsD. Pop-undersE. Banner ads

e

46. (p. 500) Banner ads are also known as: A. interstitials.B. paid searches.C. pop-ups.D. side panels.E. links.

d

47. (p. 500) At the Web site for Ivillage.com, there is an ad that stretches across the top of the page for 'Clinique' cosmetics. If you click on the ad, it will take you to the 'Clinique' Web site where you can purchase Clinique cosmetics. The Clinique ad that appears at the iVillage Web site is an example of a(n): A. interstitial.B. banner.C. pop-up.D. sponsorship.E. paid search.

b

48. (p. 500) _____ occur when a company pays to sponsor a section of a site. A. Paid searchesB. InterstitialsC. Regular sponsorshipsD. Content sponsorshipsE. Irregular sponsorships

c

49. (p. 500) Regular sponsorship occurs when: A. the sponsor participates in providing the content.B. the sponsor approves the content of the site.C. a company pays to sponsor a section of the site.D. the sponsor contributes all or part of the content.E. advertisers pay only when a consumer clicks on their ad or link from a search engine page.

c

50. (p. 500) If you go to the GirlsOn.com Web site, you'll find a book section sponsored by Amazon.com. Amazon.com, the largest retailer of books on the Internet also has a similar arrangement with Dogpile.com, and at other computer search engine Web sites. Amazon.com is using: A. a button.B. a banner.C. a regular sponsorship.D. an interstitial.E. push technology.

c

51. (p. 500-501) The Weather Channel provides dollars in return for its name association with www.iwon.com, an Internet portal. The Weather Channel also contributes weather information to the site. What method for advertising on the Internet does the Weather Channel use? A. InterstitialB. A regular sponsorshipC. Push technologyD. Pop-undersE. Content sponsorship

e

52. (p. 501) While one uses the Internet, _____ are a small windows or a creatures of some sorts that appears on the screen in an attempt to get one's attention. A. pop-upsB. interstitialsC. linksD. banner adsE. blogs

a

53. (p. 501) _____ are ads that appear underneath the webpage and become visible only when the user leaves the site. A. LinksB. InterstitialsC. Banner adsD. Pop-undersE. Blogs

d

54. (p. 501) While Ginger waited for iVillage.com's apparel site to download, a small ad encouraging her to check out the summer clothes at Nordstrom department store and at its Web site appeared on her computer screen. The Nordstrom's ad is an example of: A. content sponsorship.B. a pop-up.C. push technology.D. functional sponsorship.E. a pop-under.

b

55. (p. 501) After Jones finished reading an article on the 101 Dumbest Moments in Business at the Business 2.0 Web site, he closed the file. Then he saw on his screen an ad that invited him to subscribe to the magazine. This ad was an example of: A. content sponsorship.B. a pop-up.C. push technology.D. functional sponsorship.E. a pop-under.

e

56. (p. 501) _____ are ads that appear on your computer screen while you are waiting to download content from the site? A. Pop-undersB. Surround soundsC. InterstitialsD. SkyscrapersE. Floating ads

c

57. (p. 501) Funster.com is a Web site for people who enjoy word games and competing against others who enjoy word games. On the Funster.com Web site is a(n) _____ to Amazon.com where you can buy books that improve your word game skills. A. click-throughB. bufferC. linkD. surf buttonE. interconnect

c

58. (p. 501) One of the most used forms of advertising on the Internet is: A. click-through.B. URL.C. paid search.D. surf button.E. interconnect.

c

59. (p. 501) Many shopping bots have become _____ or search engines in which advertisers pay only when a consumer clicks on their ad or link from a search engine page. A. paid searchesB. URLsC. portalsD. surf buttonsE. interconnects

a

60. (p. 501) When Internet visitors using Yahoo's search engine type in travel books, one of the advertisements they see is for Lonely Planet guides, Lonely Planet is using a(n) _____ to target Internet users interested in their products. A. interconnectB. URLC. portalD. surf buttonE. paid search

e

61. (p. 501) _____ dominates the paid search advertising market. A. NetscapeB. GoArmy.govC. GoogleD. YahooE. Microsoft

c

62. (p. 502) _____ is the process of improving the volume of traffic driven to one's site by a search engine through unpaid (organic) results as opposed to paid inclusions. A. Search engine optimizationB. LinkingC. Rich media marketingD. Behavioral targetingE. Contextual targeting

a

63. (p. 502) _____ is an Internet advertising strategy that is based on advertisers' targeting consumers by tracking their website surfing behaviors, such as which websites they have visited and/or searches they have made. A. Search engine optimizationB. LinkingC. Rich media marketingD. Behavioral targetingE. Contextual targeting

d

64. (p. 502) Advertisers which target consumers based on the website-surfing patterns are using: A. behavioral targeting.B. advertising allowance analysis.C. rich media marketing.D. video substitution selection.E. contextual advertising.

a

65. (p. 502) Nevada Bob's Golf company wants to place ads on websites providing information about golf and golf products. Nevada Bob's wants to use: A. behavioral targeting.B. advertising allowance analysis.C. rich media marketing.D. video substitution selection.E. contextual advertising.

a

66. (p. 503) Advertisers which target their advertising based on the information provided on web pages are using: A. behavioral targeting.B. advertising allowance analysis.C. rich media marketing.D. video substitution selection.E. contextual advertising.

e

67. (p. 503) Advertisers who target their ads based on the content of the webpage are using: A. rich media advertising.B. contextual advertising.C. content sponsorships.D. behavioral targeting.E. blogging.

b

68. (p. 503) _____ are defined as "a broad range of interactive digital media that exhibit dynamic motion, taking advantage of enhanced sensory features such as video, audio and animation." A. InterstitialsB. LinksC. Contextual adsD. Content sponsorshipsE. Rich media

e

69. (p. 503) _____ include all the content that is created in flash. A. Banner adsB. LinksC. InterstitialsD. Rich mediaE. Paid searches

d

70. (p. 504) _____ are short featured films in which companies create their own content to advertise their products. A. Online commercialsB. Video on demandC. BlogsD. WebisodesE. Interstitials

d

71. (p. 504) The term _____ is commonly associated with Web applications that facilitate interactive information sharing, interoperability, user-centered design, and collaboration on the World Wide Web. A. Web 1.0B. Web 2.0C. paid searchD. rich mediaE. E-commerce

b

72. (p. 504) _____ allow(s) users to share ideas, activities, events, and interests within their individual networks. A. Social networking sitesB. Contextual advertisingC. Behavioral targetingD. User-generated video sharingE. Podcasting

a

73. (p. 504) Facebook, Twitter, Friendster, and Bebo are examples of: A. blogs.B. wikis.C. Web 1.0.D. podcasting Web sites.E. social networking sites

e

74. (p. 504) YouTube is an example of: A. social networking site.B. user generated video sharing Web site.C. podcast.D. blog.E. paid search engine.

b

75. (p. 506) _____ is a medium that uses the Internet to distribute radiolike files for downloading into iPods and other MP3 players. A. Paid searchB. InterstitialC. PodcastingD. BloggingE. Contextual advertising

c

76. (p. 506) As the market for iPods and MP3 players grows, the attractiveness of which of the following medium would increase? A. Social networking sitesB. Really simple syndicationC. User generated video sharing sitesD. BlogsE. Podcasting

e

77. (p. 506) _____ organize and format Web-based content in a standard way, sending out notification whenever new material is available. A. BlogsB. VlogsC. PodcastsD. Really Simple SyndicationE. Links

d

78. (p. 506) _____ is a specification that uses XML to organize and format Web-based content in a standard way. A. PodcastingB. BlogC. Pop-upD. Really Simple SyndicationE. Interstitial

d

79. (p. 507) ____, a common feature on various Web sites, allow users to share a piece of content by posting it to a news feed for dissemination to others. A. BlogsB. PodcastsC. WidgetsD. QR codesE. Links

c

80. (p. 507) _____ is a term that applies to computer-simulated environments that can simulate places in the real world, as well as in imaginary worlds. A. PodcastingB. Virtual realityC. BloggingD. WebcastingE. Really simple syndication (RSS)

b

81. (p. 507) A _____ is a Web-based publication consisting primarily of periodic articles, normally presented in reverse chronological order. A. widgetB. buttonC. linkD. blogE. podcast

d

82. (p. 507) Buick conducted a sweepstakes in which people could enter to win the car Tiger Woods uses during tournaments. To enter sweepstakes, consumers had to visit Buick's site. Buick used which promotional mix element on the Internet? A. Direct marketingB. Personal sellingC. Television advertisingD. Public relationsE. Sales promotions

e

83. (p. 507) Which element within the marketing mix would you expect to be most used by a Web site called www. winfreestuff.com? A. Direct marketingB. Personal sellingC. Television advertisingD. Public relationsE. Sales promotions

e

84. (p. 507) A professional fisherman who has freshly-caught salmon in Oregon that he wants to sell can go to www. GoFish.com and locate and negotiate a sale with a restaurant owner in New Jersey who is interested in serving salmon to restaurant patrons. The connecting of buyers and sellers is one way the Internet performs _____ activity. A. direct marketingB. personal sellingC. television advertisingD. public relationsE. sales promotions

b

85. (p. 509) Which of the following statements describes the relationship between the Internet and personal selling in an integrated marketing communications program? A. The Internet is not a good source of leads for a company's sales force.B. Customer service can only be provided by an actual person.C. One-to-one relationships can only be established by the salesperson and not on a computer.D. In a well-designed IMC program, the use of the Internet and personal selling should be complementary.E. A company's Web site cannot be expected to stimulate trial purchase; only salespeople can do this.

d

86. (p. 509) Recent press releases about what is going on in the company are available at the ArvinMeritor Web site. Anyone doing research on the company has access to these stories. In this way, ArvinMeritor uses the Internet as a(n) _____ tool. A. sales promotionB. personal sellingC. direct marketingD. public relationsE. advertising

d

87. (p. 509) Good Mews is a no-cage, no-kill cat shelter that tries to care for and find homes for cats and kittens that have been abandoned by their owners. The non-profit group uses a Web site to show cats that are available for adoption, how cats are cared for at the shelter, and to spotlight various volunteers' efforts. This is an example of how the Internet can be used as a(n) _____ tool. A. sales promotionB. personal sellingC. direct marketingD. public relationsE. advertising

d

88. (p. 510) When Eli checked his e-mail, he had an offer to buy software that would make it easier for him to file his income tax next year. This e-mail offer is an example of how the Internet and _____ can complement each other. A. sales promotionB. personal sellingC. direct marketingD. public relationsE. interconnects

c

89. (p. 510) Less targeted and unwanted e-mails are referred to as: A. blogs.B. podcasts.C. webisodes.D. spams.E. buttons.

d

90. (p. 510) When Dakota checked her e-mail after returning from a week's trip, she found had 53 e-mails and only two contained information she needed. The rest were unwanted and unrequested, which are referred to as: A. mistargted e-mail.B. electronic commercial messages.C. spam.D. interconnects.E. interstitials.

c

91. (p. 511) Which of the following is a traditional method of measuring the effectiveness of the Internet? A. Unique visitorsB. Post-click conversionsC. View-through rateD. Webpage eye trackingE. Recall and retention

e

92. (p. 511) Which of the following is an Internet specific measure? A. Recall testsB. Retention testsC. SalesD. Return on investment (ROI)E. Cost per conversion

e

93. (p. 512) Which of the following statements is true about the Internet? A. A major advantage of the Web is the ability to target very specific groups of individuals.B. One major disadvantage of the Internet is that it leads to a lot of waste coverage.C. In the consumer market, the Internet resembles a combination trade magazine and trade show, as only those most interested in the products and/ or services a site has to offer will visit the site.D. The Internet does not offer to carry one-to-one marketing messages.E. One of the main disadvantages of the Internet is the lack of creative opportunity associated with its use.

a

94. (p. 512) Which of the following has been cited as an advantage associated with using the Internet? A. PrestigeB. AnnoyanceC. PrivacyD. Ability to tailor message to target marketE. Reliability

d

95. (p. 512) Which of the following has been cited as an advantage associated with using the Internet? A. PrivacyB. ReliabilityC. AnnoyanceD. PrestigeE. Target marketing

e

96. (p. 513) Which of the following has been cited as a disadvantage associated with using the Internet? A. Inability to use message tailoringB. Lack of sales potentialC. High costsD. IrritationE. Lack of creativity

d

97. (p. 513) Some marketers believe the Internet will eventually replace traditional forms of advertising. Others disagree. Which of the following weaknesses of the Internet would support those who disagree? A. Lack of reliability of the research numbers generatedB. Its inability to provide in-depth informationC. Its inability to offer sight and soundD. Its lack of sales potentialE. Its lack of creativity

a

98. (p. 513) Interactive TV, interactive CD-ROMs, kiosks, and interactive phones: A. are viewed by businesses as breaches of consumer rights to privacy.B. can be used as contributors to an IMC program.C. cannot be linked with traditional advertising media.D. will replace the Internet in most IMC programs.E. are not viewed as being viable elements within a well-designed IMC program.

b

99. (p. 514) _____ allows the viewer of a television program to interact with the program and the ads, essentially merging television and the Internet. A. An interstitialB. A blogC. A podcastD. Interactive TVE. Virtual reality

d

100. (p. 515) No other medium is as personal or interactive and constantly with the viewer as is the: A. television.B. radio.C. cell phone.D. newspaper.E. direct mail.

c

. The traditional method of compensating ad agencies is through: A. a commission system.B. hourly billings.C. a fee system.D. a straight salary method.E. an objective-and-task compensation system.

a

Agency compensation under the commission system is based on: A. total number of hours worked.B. a percentage of a client's marketing budget.C. a specified percentage of the cost of any advertising time or space the agency purchases for its client.D. a percentage of advertising production costs.E. the client's position in the distribution channel.

c

An advertising agency works with its clients under a traditional commission system compensation arrangement. The agency places a 30-second spot for one of its clients on an episode of Friends, which costs $500,000. A reasonable estimate of the agency's commission on this space buy is: A. $15,000.B. $30,000.C. $45,000.D. $75,000.E. $80,000.

d

Opponents of the agency commission system argue this system is not effective because: A. a commission keeps the emphasis on creative skills not the bottom-line.B. a commission is simple to administer.C. the agency time spent on an account may not be proportional to the compensation received for it.D. a commission encourages agencies to limit their client's advertising expenditures.E. a commission does not tie agency compensation to media costs.

c

Which of the following statements about changes in the way advertising agencies are being compensated is true? A.Most clients do not pay full commissions to their agencies because they prefer to use some type of feeor incentive-based system as they seem more equitable than the commission system.B.With the move toward integrated marketing services, it is likely that there will be a return to thecommission system of compensation.C.From the viewpoints of both the client and the agency, the traditional commission system is muchsuperior to negotiated commissions.D.Since most clients want their agencies to be in total charge of the integrated marketing communicationsprocess, they are willing to compensate them based on media commissions.E. In a negotiated commission system, commission is usually greater than 15 percent.

d

A major argument put forth by defenders of the commission system is that a commission: A. keeps the agencies from placing advertising in expensive media.B. ties agency compensation to the inflation in media costs.C. is very complex to administer.D. is simple and keeps the emphasis in agency compensation on non-price factors.E. encourages agencies to use noncommissionable media such as direct mail.

d

Critics argue the use of _____ can encourage agencies to ignore cost accounting systems and avoid mediasuch as direct mail and sales promotions. A. percentage chargesB. fixed fee arrangementsC. cost-plus agreementsD. the commission systemE. the objective-and-task compensation system

d

Under which type of compensation system might an agency be more inclined to recommend expensivemedia such as network television and national magazines to its clients? A. Commission systemB. Fee arrangement systemC. Cost-plus systemD. Incentive-based compensation system

a

. _____ is the process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world. A. Information searchB. Problem solvingC. PerceptionD. MotivationE. Integration

c

_____ is the immediate, direct response of the senses to stimuli like the smell of coffee, the feel of an ocean breeze, and the taste of chocolate. A. EvocationB. SensationC. PerceptionD. Attitudinal adjustmentE. Perception retrieval

b

Perception is an important consideration when creating attention-getting ads. Obsession and other brands of perfume use scented strips in their ads to influence _____ and to increase the probability that the adwill be perceived. A. the consumer's level of sensory inputB. consumer personalityC. the internal information searchD. perception retrievalE. subliminal perception

a

The perceptual process has often been referred to as the consumer's _____ process. A. shapingB. information retrievalC. filteringD. situation-definingE. modeling

c

. _____ is a filtering or screening of exposure, attention, comprehension, and retention of stimuli. A. Subliminal perceptionB. Information discriminationC. SensationD. Selective perceptionE. Information retrieval

d

Micah and Jeremy both watched the Sugar Bowl on television. Micah was especially interested in the ads for Ford and GMC trucks because he is planning on buying a new truck. Jeremy did not notice the truck, but because he is a theater major, he did notice the ads for a new movie based on an Alfred Hitchcock classic. _____ accounts for why the two watched the same television show and saw different commercials. A. Selective attentionB. Selective exposureC. Subliminal perceptionD. Selective retentionE. Selective comprehension

a

_____ occurs when Mae reads only the book section of the New York Times Sunday newspaper and not look at the other sections of the paper. A. Selective retrievalB. Selective exposureC. Selective comprehensionD. Selective retentionE. Subliminal perception

b

. The perception process whereby consumers interpret information based on their own attitudes, beliefs, motives and experiences is known as: A. selective attention.B. selective exposure.C. selective comprehension.D. selective retention.E. subliminal perception.

c

As you are watching television, have you ever seen the same commercial repeated numerous times over a period of days? The best explanation for the repetitive ads is the advertisers' desire to create: A. selective attention.B. selective exposure.C. selective comprehension.D. selective retention.E. subliminal perception.

d

Through the use of mnemonics, advertisers hope consumers will engage in _____ when they see the advertisements. A. selective attentionB. selective exposureC. selective comprehensionD. selective retentionE. subliminal perception

d

Digital outdoor media takes three forms. They are video advertising networks, ambient advertising and: A. aerial advertising.B. digital billboards.C. speciality advertising.D. viral marketing.E. network advertising.

b

64 Promotional products marketing is the more up-to-date name for what used to be called: A. aerial marketing.B. mobile marketing.C. viral marketing.D. specialty advertising.E. sales promotion.

d

Guerilla marketing is also known as: A. viral marketing and buzz marketing.B. outdoor marketing and traditional marketing.C. street marketing and aerial marketing.D. mobile marketing and measured marketing.E. in-store marketing and synchro marketing.

a

Many companies are attempting ______________, where their brand come-ons become part of popular culture and consumers are lured into spreading the message. A. direct-response advertisingB. buzz marketingC. exchange-driven communicationD. external marketing alliancesE. integrated internal advertising allowances

b

The creation of video and/or music content by an advertiser in an attempt to entertain viewers while advertising their products is known as: A. video on demand.B. digital advertising.C. product integration.D. buzz marketing.E. advertainment.

e

. _____ is a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic role of a variety of communication disciplines and combines them to provide clarity, consistency, and maximum impact. A. Marketing mixB. Buzz marketingC. ExchangeD. Integrated marketing communicationsE. Promotional planning

d

_____ is a tool of direct marketing that is used to call customers directly and attempt to sell the products and services, or qualify them as sales leads. A. AdvertisingB. Buzz marketingC. TelemarketingD. Direct response marketingE. Door-to-door selling

c

_____ is a medium of advertising, sales promotion, and motivational communication employingimprinted, useful, or decorative products called advertising specialties, a subset of promotionalproducts. A. Buzz marketingB. Specialty advertisingC. Syncro marketingD. Multi - level marketingE. Direct response advertising

b

1. Putting thoughts, ideas or information together in symbolic form is called:A. encoding.B. deciphering.C. shaping.D. flighting.E. decoding.

a

2. The communication process begins with the process of , which leads to the development of a that contains the information or meaning a source hopes to convey.A. encoding; messageB. encrypting; transmissionC. encoding; responseD. decoding; messageE. decoding; transmission

a

3. The encoding process leads to the development of:A. a message.B. noise.C. a channel.D. feedback.E. a receiver.

a

4. The source or sender of an advertising communication:A. is typically a salesperson.B. is never a nonpersonal entity.C. is typically identified as the owner of the medium in which the communication appeared.D. can be an individual who appears in the ad or a nonpersonal entity.is never involved in the encoding process

d

is defined as the passing of information, the exchange of ideas or process of establishing a commonness of thought between a sender and receiver.A. AdvertisingB. Sales promotionC. EncodingD. DecodingE. Communication

e

Donna gets impatient during long commercial breaks, so she often records shows and fast-forwards through the commercials when she watches them. Donna engages in: A. pulsing.B. zooming.C. encoding.D. zipping

d

. Commercial speech is most accurately defined as:A. both an encoding and a decoding tool for communications. B. speech that promotes a commercial transaction.C. any type of comparative advertising. D. any advertising on a broadcast media.E. speech governed by the First Amendment to the U.S. Constitution.

b

_____ is a state of psychological tension or post-purchase doubt a consumer may experience after makinga difficult purchase decision. A. Post-purchase evaluationB. Self-serving biasC. Cognitive dissonanceD. Conditioned anxietyE. Affective response

c

For which of the following products is the consumer most likely to experience cognitive dissonance? A. Chewing gumB. Diamond ringC. Office suppliesD. PencilE. Nail polish

b

. Information such as product knowledge, meanings, and beliefs is combined to evaluate alternativesthrough: A. motive stimulation.B. subliminal perception.C. integration processes.D. cognitive dissonance.E. affective reasoning.

c

. _____ is an outcome of the alternative evaluation process and represents a predisposition to buy a certainbrand. A. A purchase decisionB. A purchase intentionC. Affective behaviorD. SatisfactionE. Cognitive dissonance

b

_____ is a preference for a particular brand that results in its repeated purchase. A. A purchase intentionB. Brand affectationC. Cognitive dissonanceD. Brand loyaltyE. A heuristic

d

. David Pruitt owns several rental apartments. He has used many appliance brands in his apartments andhas been dissatisfied with their short life span. David now purchases only Maytag brand appliances to gointo his apartments. His repeat purchases indicate: A. the existence of cognitive dissonance.B. the absence of any affect referral decision rule.C. strong brand loyalty.D. extensive decision making and strong psychosocial consequences.E. a lack of evaluative criteria.

c

. _____ occurs when consumer's expectations are either met or exceeded. A. Cognitive DissonanceB. SatisfactionC. DissatisfactionD. ShapingE. Post purchase evaluation

b

. _____ is the process by which individuals acquire the purchase and consumption knowledge andexperience they apply to future related behavior. A. Information searchB. Cognitive dissonanceC. Consumer learningD. Selective comprehensionE. Alternative evaluation

c

Variables such as language, customs, tastes, values and lifestyles are part of a country's: A. cultural environment.B. infrastructure.C. demographic environment. D. regulatory environment.E. political/legal environment.

a

. The communications, transportation, financial and distribution networks of a country are part of its: A. political/legal environment.B. cultural environment.C. economic infrastructure.D. demographic environment. E. international interface.

c

_____ is defined as the complexity of learned meanings, values, norms and customs shared by members of a society. A. CultureB. Social classC. Reference groupsD. Aspirational groupsE. Situational influences

a

_____ are groups or segments in a society that possess similar beliefs, values, norms and patterns of behavior that set them apart from the larger mainstream. A. Demographic groupsB. SubculturesC. NeighborhoodsD. Social classesE. Reference groups

b

Ads for cruises, vacation time shares, and resort areas often show a couple enjoying quiet time together. Many of these ads contain two men or two women rather than a man and a woman in order to appeal to the lucrative gay market. This type of ad campaign with same sex couples is an example of how _____ affect marketing. A. demographic groupsB. subculturesC. culturesD. social classesE. reference groups

b

A _____ is a group of contemporaries, all born during the same period, having shared interests andattitudes. A. social classB. cultureC. subcultureD. generationE. reference group

d

. _____ refers to relatively homogeneous divisions in a society into which people sharing similar lifestyles,values, norms, interests, and behaviors can be grouped. A. GenerationB. HispanicsC. Social classD. CultureE. Reference group

c

A _____ is a group whose presumed perspective or values are used by an individual as the basis for his orher judgments, opinions, and actions. A. subcultureB. social classC. reference groupD. demographic groupE. cultural mix

c

The part of a firm's marketing functions that is the most visible to consumers as well as the most culture- bound is its:A. pricing.B. promotion.C. product development. D. distribution.E. inventory management.

b

Which of the following statements about cultural values is true?A. In today's globalized market, cultural differences are negligible.B. The values and beliefs of a society can affect its members' receptivity toward foreign products and services.C. Cultural values are personal values and are only applicable on an individual level. D. A highly ethnocentric culture will be extremely receptive to foreign products.E. Cultural values have no effect on the market or consumer behavior.

b

U.S. brands have become popular in many other European countries as well as in Asia. Marketers attribute the rising popularity of many U.S.-made products to:A. the increased familiarity of foreign nationals with American culture, values, and lifestyles. B. their superior quality.C. the low prices of the products.D. the centralized organizational approach adopted by most U.S companies. E. the increasingly ethnocentric attitude of the consumers around the world.

a

. The approach recognizes similar desires, goals, needs, and uses for products and services, but tailors advertising to the local cultures and conditions in each market.A. concentrated marketingB. think globally, act locallyC. localizedD. domesticE. globalized marketing

b

Asian-Americans are: A. not generally targeted by ad campaigns.B. overrepresented in advertisements in terms of their proportion in the U.S.C. portrayed in ads as a subculture that values fun over work.D. less likely than any other minority group to appear in U.S. ads.E. more likely to appear in major roles rather than background roles.

b

Some advertising and marketing people are skeptical about the value of semiotics because they believe: A. the meaning of an advertisement and all other forms of marketing communication lies solely in the messageB. social scientists may read too much into advertising messages and are overly intellectual in interpreting these messagesC. consumers interpret advertising messages in basically the same wayD. it costs too much money to conduct semiotic analysis of advertising messagesE. culture cannot be explained by anything as simplistic as semiotics

b

Which of the following is an example of a major external environmental factor that a company must consider when analyzing the international marketing environment?A. economic factorsB. product factorsC. promotional factorsD. pricing factorsE. advertising factors

a

The only South American country where Coca-Cola is not the market leader is Peru, where local tastes prefer Inca Kola. Inca Kola is golden-yellow in color and tastes like banana-flavored bubble gum. Which environmental factor is most responsible for the fact Coca-Cola does not sell well in Peru?A. EconomicB. DemographicC. PoliticalD. CulturalE. Infrastructure

d

Which of the following statements describes a weakness inherent in the use of the marginal analysis model for establishing an advertising budget? A. It is unsuitable as a basis for budgeting in case of direct response advertising.B. Only environmental factors that are considered by the model will affect the effectiveness of thepromotional program.C. Budgetary amount is often set by fiat.D. The budget is determined by management solely on the basis of what is felt to be necessary. E. It is very illogical and virtually no theoretical base is used to determine the budgets.

e

Promotional expenditures on advertising, sales promotion, and personal selling: A. are not relevant when determining a pricing structure.B. are incomes that must be covered in a firm's pricing structure.C. contribute to a product's cost and price and thus make it harder to sell.D. are expenses that must be covered but can also help reduce costs by creating demand for a product.E. are examples of fixed costs on an organization's income statement.

d

The positive relationship between high relative advertising and price levels is weakest for products inthe introductory stage of the product life cycle.B. The positive relationship between high relative advertising and price levels is weakest for products thatare market leaders.C. Companies with high-quality products are damaged the least, in terms of return on investment, byinconsistent advertising and pricing strategies.D. Brands with low relative advertising budgets are able to charge premium prices.E.High relative ad expenditures should accompany premium prices, and low relative ad expendituresshould be tailored to low prices.

e

Media planning is not an easy task. Which of the following is a reason why media planning is sodifficult? A. Information overloadB. Product life cycles differencesC. Media objectives conflict with communication objectivesD. Time pressures inhibit proper planningE. Non-standardization of the task of media planning

d

Samples would be an appropriate promotional strategy to: A. support an every day low price (EDLP) strategy.B. as the key tactic in a push promotional strategy.C. introduce a new flavor of sport drink to the marketplace.D. support reminder advertising for a product in the decline stage of its product life cycle.E. to build long term relationship with customers.

c

The objective and task method is most difficult to use when: A. the product to be promoted is intangible and in the maturity stage of its product life cycle. B. the product to be promoted is in the decline stage of its product life cycle.C. the product to be promoted is a cash cow.D. the product to be promoted is new to the market.E. a service is being promoted.

d

The "We try harder" and Wendy's "Where's the beef?" advertising campaign themes are examples of: A. universal selling propositions (USPs).B. big ideas that have been the basis for effective advertising campaigns.C. inherent drama approaches to developing big ideas.D. big ideas for ad campaigns that did not last very long.E. creative platforms that support products in the pioneering stage of their product life cycles.

b

Which of the following media would most likely be vulnerable to influence and pressure from advertisers on the type of stories the medium covers? A. High-revenue media-companies.B. Large broadcast stations of the country.C. Media in the maturity stage of its product life cycle.D. Small magazines.E. Companies with a diverse range of advertisers.

d

The tremendous growth in advertising and promotion throughout the world is due to: A. a redefining of the term marketingB. the growth of the U.S. and global economiesC. the lack of print and broadcast media in many nationsD. the tremendous growth in the number of advertising agencies worldwideE. an international tendency to abandon growth strategy and promote existing products in the growth and maturity stages of their product life cycles

b

A brand's market position refers to its: A. relative market shareB. location on store shelvesC. imageD. distribution intensityE. stage in the product life cycle

c

Which of the following statements about the interaction of pricing with advertising and promotion is true? A. The positive relationship between high relative advertising and price levels is weakest for products in the introductory stage of the product life cycle.B. The positive relationship between high relative advertising and price levels is weakest for products that are market leaders.C. Companies with high-quality products are damaged the least, in terms of return on investment, by inconsistent advertising and pricing strategies.D. Brands with low relative advertising budgets are able to charge premium prices.E. None of the above statements about the interaction of pricing with advertising and promotion is true.

e

The "Softer Side of Sears" and Dr Pepper's "Just What the Doctor Ordered" advertising campaign themes are examples of: A. universal selling propositions (USPs)B. big ideas that have been the basis for effective advertising campaignsC. inherent drama approaches to developing big ideasD. big ideas for ad campaigns that did not last very longE. creative platforms that support products in the pioneering stage of their product life cycles

b

Brown & Williamson tobacco company created an IMC program for Kool cigarettes, which focused on the brand's multicultural strengths. The campaign was initially run only in Hawaii and then slightly modified after posttest results were gathered and analyzed. Brown & Williamson used:A. test marketing.B. persuasive measures.C. comprehensive measures. D. psychological measures. E. single-source tracking.

a

. Before setting objectives for advertising and promotion, an organization should: A. conduct a situation analysis to identify marketing and promotional issues facing the firm.B. develop its media plan and allocate the budget to each media.C. evaluate the effectiveness of the advertising and promotional strategies.D.conduct test marketing to check the effectiveness of the marketing strategies developed for the currentproducts and services.E. set its advertising and promotional budgets.

a

Commercials and print ads are post-tested to: A. gain relatively inexpensive feedback.B. avoid the use of surveys.C. determine if a campaign is accomplishing the objectives sought.D. determine if the organization's mission statement needs to be modified. E. locate new product ideas.

c

Which of the following factors is limiting growth opportunities in the U.S. market for many companies? A. Huge population growthB. Saturated markets for many products and servicesC. Low competition from domestic companiesD. Low competition from foreign companiesE. Large markets for foreign products

B

Many tobacco companies and breweries in the U.S. are focusing their efforts on international markets to sustain growth because of: A. high population growth, which leads to an unfavorable market environment.B. the unsaturated domestic market, which leaves little possibility for expansion.C. declining domestic consumption as a result of restrictions on their marketing and advertising efforts.D. the saturated markets in foreign countries.E. the high competition prevalent in foreign markets.

C

Had globalization not occurred, most European companies would not have been able to compete against larger U.S. and Japanese companies because of: A. the lack of funds among Europeans.B. the inability to achieve economies of scale owing to the small size of most of the European nations.C. the lack of education about international markets.D. the cultural differences prevailing amongst nations.E. the political and legal differences amongst the nations.

B

Swiss-based Nestlé and Netherlands-based Unilever are two of the world's largest consumer-product companies as a result of: A. the favourable climatic conditions prevailing in the countries.B. the large population existing in these countries.C. the intense competition they face from domestic companies.D. their ability to market their brands to consumers around the world.E. their concentration on domestic markets and minimal expansion to international markets.

D

The difference between the monetary value of a nation's exports and imports is its: A. added value.B. international trade.C. balance of trade.D. balance of payments.E. value of exports.

C

A balance of trade deficit exists when the: A. value of imports exceeds that of exports.B. value of exports exceeds that of imports.C. supply of imports exceeds the demand for them.D. the value added by the exporting nation exceeds that added by the importing nation.E. the value of exports and imports are about equal.

A

The U.S. has been experiencing a continuing balance of trade ____. This _____ the importance of international marketing efforts by U.S. companies. A. surplus; increasesB. surplus; decreasesC. deficit; increasesD. deficit; decreasesE. increase; increases

C

The part of a firm's marketing functions that is the most visible to consumers as well as the most culture-bound is its: A. pricing.B. promotion.C. product development.D. distribution.E. inventory management.

B

Which of the following is an example of a major external environmental factor that a company must consider when analyzing the international marketing environment? A. economic factorsB. product factorsC. promotional factorsD. pricing factorsE. advertising factors

A

Which of the following is a part of the economic environment of a foreign country? A. LanguageB. Values and ethicsC. Currency stabilityD. Size of populationE. Education levels

C

Which of the following is a cultural factor affecting international marketing? A. Currency stabilityB. LifestylesC. Distribution of wealthD. NationalismE. Government policies

B

_____ is an example of a cultural factor affecting international marketing. A. LawsB. Currency stabilityC. Income levelsD. LanguageE. Government regulations

D

Which of the following forms a part of the demographic environment of a country? A. Age distributionB. Distribution of wealthC. LifestylesD. Norms and customsE. Exchange rates

A

The communications, transportation, financial and distribution networks of a country are part of its: A. political/legal environment.B. cultural environment.C. economic infrastructure.D. demographic environment.E. international interface.

C

For companies wishing to enter a new market, a country's economic conditions indicate its ____, since products and services can be sold only to countries where there is enough income to buy them. A. size of populationB. attitudes towards multinationalsC. cultural norms and valuesD. present and future potential for consumingE. occupation distribution

D

When the CEO of International Partners, Ltd. was in Katmandu, the capital of Nepal, he found that 90 percent of his telephone calls didn't connect to the party he was calling. This represents a problem with Nepal's: A. demographic environment.B. economic infrastructure.C. balance of payments.D. cultural system.E. advertising system.

B

A U.S. executive in Namibia in Africa experienced trouble negotiating a franchise deal with local investors because the electricity was constantly shutting off. One of the investors was unable to attend the meeting because there is so little public transportation in the country. These problems indicate a problem with Namibia's: A. demographic environment.B. economic infrastructure.C. balance of payments.D. cultural system.E. advertising system.

B

China and India in particular are two countries that are transforming the global economy. One of the main reasons for this is: A. high population growth rate.B. lack of savings habit among the nations.C. less demand and needs.D. lower economic growth rates.E. lack of demand for luxury items.

A

Factors such as size of the population, age distribution, education, and income levels are part of a country's _____ characteristics. A. economicB. demographicC. culturalD. political/legalE. lifestyle

B

In the past few years, international toy manufacturers have been targeting the South American market as a result of the growth in the youngest segment of the population. Which of the following factors has influenced this decision? A. Psychographic factorsB. Geographic factorsC. Demographic factorsD. Cultural factorsE. Legal factors

C

A U.S. exporter of baby furniture is planning to export its products to another country. The company wants to know how many people are in the Full Nest I stage of the family life cycle in that country. This type of information is part of a nation's _____ environment. A. economicB. demographicC. culturalD. political/legalE. lifestyle

B

_____ variables marketers must consider include language, customs, tastes, attitudes, lifestyles, values, and ethical/moral standards. A. DemographicB. EconomicC. PoliticalD. CulturalE. Legal

D

The Polaroid Corporation encountered great problems when it attempted to market instant cameras in France. The French consumer saw little need for having a picture developed instantly. This indicates Polaroid did not understand the French _____ environment. A. demographicB. economicC. culturalD. political/legalE. media

C

Variables such as language, customs, tastes, values and lifestyles are part of a country's: A. cultural environment.B. infrastructure.C. demographic environment.D. regulatory environment.E. political/legal environment.

A

_____ factors of the international environment probably create more problems for advertisers than any others since they directly impact the ability to communicate effectively with consumers in foreign countries. A. DemographicB. EconomicC. CulturalD. PoliticalE. Marketing mix

C

Most Asian women are shy about their bodies. This would be important _____ information to a company like Victoria's Secret as it expands into Korean markets. A. demographicB. economicC. culturalD. politicalE. infrastructure

C

To market on the Belgian home shopping channel, advertisers have to prepare programs in Flemish (a version of Dutch), Dutch and German because all three languages are commonly spoken in Belgium. This language difficulty represents a _____ problem for a U.S. company trying to sell its products on the Belgian home shopping channel. A. demographicB. economicC. infrastructureD. politicalE. cultural

E

A delivery service must understand that as a result of _____ differences, Europeans are not as time-sensitive as Americans, and Asians are even less time-sensitive than Europeans. A. economicB. demographicC. politicalD. culturalE. infrastructure

D

The only South American country where Coca-Cola is not the market leader is Peru, where local tastes prefer Inca Kola. Inca Kola is golden-yellow in color and tastes like banana-flavored bubble gum. Which environmental factor is most responsible for the fact Coca-Cola does not sell well in Peru? A. EconomicB. DemographicC. PoliticalD. CulturalE. Infrastructure

D

In France, cosmetics are used heavily by men as well as women and advertising directed to the male market is common. Consumers in the U.S. are heavier users of personal hygiene products such as deodorants and mouthwashes. These are examples of _____ differences that affect consumption patterns. A. demographicB. economicC. culturalD. regulatoryE. generic

D

_____ refers to the tendency of individuals to view their own group or society as the center of the universe. A. Central perceptionB. Halo effectC. Origin-of-country effectD. EthnocentrismE. Xenocentrism

D

Which of the following statements about cultural values is true? A. In today's globalized market, cultural differences are negligible.B. The values and beliefs of a society can affect its members' receptivity toward foreign products and services.C. Cultural values are personal values and are only applicable on an individual level.D. A highly ethnocentric culture will be extremely receptive to foreign products.E. Cultural values have no effect on the market or consumer behavior.

B

A beverage company entered a new market in which it saw great potential. However, though its products matched those of local competitors in quality and price, sales were sluggish. The company realized that consumers believed that the local brands were better just because they were local. It had failed to account for the _____ of the consumers during the planning process. A. demographicsB. ethnocentrismC. pluralismD. cultural relativismE. xenocentrism

B

n the U.S., promotions for Agile Sports products emphasize individualism and independence. In Japan, however, the company had to change its message to one that focused on team values and cooperation, due to the differing _____ in the two countries. A. demographicsB. religious beliefsC. cultural valuesD. ethicsE. lifestyles

C

U.S. brands have become popular in many other European countries as well as in Asia. Marketers attribute the rising popularity of many U.S.-made products to: A. the increased familiarity of foreign nationals with American culture, values, and lifestyles.B. their superior quality.C. the low prices of the products.D. the centralized organizational approach adopted by most U.S companies.E. the increasingly ethnocentric attitude of the consumers around the world.

A

Chinese values are centered around ____, which stresses loyalty and interpersonal relationships. A. ethnocentrismB. ConfucianismC. the country-of-origin effectD. the halo effectE. xenocentrism

B

To reach out to the youth market in the Middle East, Coca-Cola and Pepsi have: A. pressured area governments into creating a single set of laws on advertising in the Middle East and established strict policies for their enforcement.B. called for each Middle Eastern country to determine its own policies on advertising regulation.C. used a variety of IMC tools including sponsorships and branded entertainment.D. emphasized their association with America and American foreign policies.E. targeted parents because of their strong influence on teenagers' consumption preferences.

C

An American sporting goods manufacturer wanting to sell on the Belgian home shopping channel would find that different laws govern the people who live in the Flemish communities, the German communities and the French communities that exist in the nation. For instance, in the French-speaking community of Walloon in Belgium, the home shopping channel is legal. It is an illegal operation, however, in Flanders, the area of the country where Flemish is spoken. This is an example of how _____ factors affect global marketing. A. economicB. demographicC. political/legalD. culturalE. infrastructure

C

Since the European Union banned the use of food dyes in seafood, the salmon market has suffered. People mistakenly believe that salmon is naturally pink. Unfortunately, salmon is an unappetizing gray color. This is an example of how _____ factors can inadvertently hurt small businesses. A. economicB. demographicC. political/legalD. geographicE. infrastructure

C

Diet Coke is known as Coca-Cola Light in Germany, France and many other countries because these countries have legal restrictions prohibiting the use of the word diet. This is an example of how _____ factors affect global marketing. A. economicB. demographicC. political/legalD. culturalE. infrastructure

C

_____ is a strategy of advertising in which certain banned products are indirectly advertised by labeling a non-banned product with a familiar logo so as to develop brand image and easy recall. A. Aerial advertisingB. Transit advertisingC. Surrogate advertisingD. Cross-sellingE. Ethnocentrism

C

The UB Group named its airline business Kingfisher, after its popular beer brand of the same name. This is one of the most successful examples of ____. The extension of the Kingfisher brand to the airline gave a great push to the original category, beer, which cannot be advertised in many parts of the world. A. ethnocentrismB. subliminal perceptionC. aerial advertisingD. surrogate advertisingE. puffery

D

_____ is a marketing approach that assumes that the needs satisfied by a product or service and the way it is used are the same everywhere in the world, and therefore utilizes a common approach in all countries. A. Global marketingB. Complementary marketingC. Localized marketingD. Nationalized marketingE. Countertrading

A

The concept of ______ deals with all elements of a firm's marketing mix while the concept of _____ deals specifically with the communication aspect of marketing. A. global marketing: global advertisingB. global advertising: standardizationC. global advertising: global marketingD. standardization: global marketingE. adaptation: standardization

A

_____ was the marketing scholar who popularized the concept of global marketing. A. Phillip KotlerB. John NaisbittC. Theodore LevittD. Peter DruckerE. Robert Holloway

C

Production standardization leads to: A. high production costs.B. lower prices of products.C. lower marketing efficiency.D. increased competition.E. higher lead times.

B

British Airways believes it is very difficult to differentiate itself from other major airlines on the basis of schedules, routes and price. However, the airline thinks it can be differentiated on the basis of service and has decided to focus much of its effort on image advertising using the theme "The World's Favorite Airline". Which of the following is correct regarding this type of advertising campaign? A. This campaign will definitely require a localized approach with different ads for each country.B. This campaign could easily be adapted to a global campaign since the focus is on service and image, which are easily understood by airline passengers in all countries.C. This campaign will require a localized strategy since perceptions of service will definitely be different among airline passengers in every country.D. British Airlines should forget the service campaign and focus on price since international flights are chosen on a price basis.E. The campaign will definitely fail as 'service' is intangible.

B

For which of the following will worldwide appeals NOT be appropriate? A. Brands or messages that have great visual appealB. Image campaigns that play to universal needs, values, and emotions.C. High-tech products and new productsD. Products that evoke the country-of-origin effectE. Products that are steeped in cultural traditions and significance

E

Products such as Swiss watches, German automobiles and French wines are automatically assumed to be superior to similar products from other countries because: A. they are all high-tech products.B. they appeal to market segments with universal tastes and interests.C. they come from countries that have strong reputations for making these products.D. they can be advertised using totally visual appeals.E. they appeal to a market segment with universally similar tastes, interests, needs, and values.

C

Products from countries with national reputations for quality and/or a distinctive image that can be used as the basis for global advertising capitalize on the: A. ability to cross-sell.B. country-of-origin effect.C. customary and accepted perception.D. self-regulation of global images rule.E. Central Hudson test.

B

_____ refers to consumers' general perceptions of quality for products made in a given country. A. Cross-sellingB. Country-of- origin effectC. Halo effectD. Global imagingE. Central Hudson test

B

_____ is an advertising format where ads follow the same basic approach but themes, copy, and visual elements may be adjusted. A. Global advertisingB. Local advertisingC. Pattern advertisingD. Formatted advertisingE. Ad standardization

C

The _____ approach recognizes similar desires, goals, needs, and uses for products and services, but tailors advertising to the local cultures and conditions in each market. A. concentrated marketingB. think globally, act locallyC. localizedD. domesticE. globalized marketing

B

Weight Watchers, having achieved a 50 percent market share in the United States, was ready to move into international markets. The company found it had to introduce new diets and weight-loss measures on a country-by-country basis even though it maintained its basic ad campaign. Weight Watchers used: A. localized advertising.B. consistency advertising.C. a standardized formatting strategy.D. pattern advertising.E. undifferentiated marketing.

D

Gillette had a worldwide advertising campaign for its Sensor razors using the ad campaign theme "Gillette—the best a man can get." Some of the ads featured sports stars from the host country rather than using only one sports star in all of the ads. This is an example of a(n): A. localized advertising approach.B. application of the "think global, act regionally" approach to international advertising.C. totally global or standardized approach.D. totally customized approach.E. ethnocentric approach to advertising.

B

The dominant strategy used by most international advertisers today is to: A. centralize all of the marketing mix elements except promotion.B. use localized advertising.C. "think locally and act globally".D. "think globally and act regionally".E. use standardized advertising.

D

Three basic options for organizing international marketing are: centralization at the home office or headquarters, decentralization of decision-making to local foreign markets, and: A. centralization at local foreign markets.B. centralization at regional markets.C. decentralization of headquarters.D. a combination of centralization and decentralization.E. decentralization of regional offices.

D

In case of a _____ approach to international advertising and promotion function, all decisions about agency selection, research, creative strategy and campaign development, media strategy, and budgeting are made at the firm's home office. A. centralizedB. decentralizedC. localizedD. combinationE. regional

A

Complete _____ of international advertising is likely when market and media conditions are similar from one country to another, when the company has only one or a few international agencies handling all of its advertising, when the company can use standardized advertising, or when it desires a consistent image worldwide. A. localizationB. globalizationC. decentralizationD. centralizationE. regionalization

D

Automated Logic Systems manufactures high-tech building automation systems and sells them to Latin American and Asian buyers. The company has decided to use _____ and make all major strategy and budgeting decisions at the home office. A. a centralized organizational structureB. a decentralized organizational structureC. a combination structureD. a localized structureE. combination marketing

A

Allise Industries manufactures and exports copper wiring to markets all over the world. It has adopted an advertising organizational structure in which its managers in each country or region have the authority to make decisions for their market. Allise Industries has a _____ organizational structure. A. centralizedB. decentralizedC. matrixD. individualizedE. globalized

B

In planning advertising for the 2008 Olympics, international travel agencies discovered they needed to use different ad campaigns to appeal to travelers from different countries. Americans wanted a trip that allowed them to have an extended stay. Japanese travelers went to attend specific events and wanted to return home as soon as the events were over. Global travel agencies gave the managers of their foreign offices the authority to develop country-appropriate advertising. This is an example of how a _____ advertising organizational structure works. A. centralizedB. decentralizedC. patternD. globalizedE. matrix

B

In which of the following cases would centralization of the advertising function be a disadvantage? A. When the advertiser wants to maintain a consistent brand image across markets.B. When the advertiser wants to keep control of its brand message and image.C. When the product is a high-technology product with universal appeal.D. When the market conditions in the various markets differ widely.E. When the company wants to save costs.

D

For its international advertising, Levi Strauss & Co. uses an organizational approach in which a vice president of global marketing who oversees the company's marketing program in 60 countries but still provides autonomy to local and regional marketing directors. This is an example of a: A. centralized approach.B. totally global approach.C. decentralized approach.D. combination of the centralized and decentralized approaches.E. matrix network.

D

When beginning an international marketing campaign, many American companies prefer to use an international ad agency based in the U.S. with foreign offices in other countries. This is because: A. U.S. agencies are the most creative.B. U.S. agencies understand world markets better than foreign agencies do.C. agencies based in the U.S. give the advertiser better control of the advertising process and facilitate the coordination of international advertising.D. U.S.-based agencies generally understand local markets better than agencies located in these countries.E. the U.S. culture is the most used as a basis for understanding other cultures.

C

Why are global marketers consolidating their advertising into one agency? A. To implement the philosophies of Theodore Levitt.B. Due to terrorists' activities in other parts of the world.C. Because the importance of cultural barriers has declined significantly.D. Because agencies now have the ability to communicate globally.E. In order to distribute costs among the different participating countries.

D

Marketers who think it is important to have advertising done by an agency that has a very good understanding of each international market in which it sells its products are likely to use a(n): A. U.S.-based international agency.B. U.S.-based agency with regional offices that could serve each country.C. local agency for each national market.D. in-house agency.E. specialty agency.

C

When Campbell's introduced its condensed soup in Great Britain it made no changes to the product as we know it in the U.S. The British, however, thought the soup was expensive and in very small cans—they were unaware of the need to add water. When this campaign was developed, Campbell's undoubtedly did not use: A. a centralized approach to its advertising.B. local agency for each national market.C. a public relations agency.D. creative boutiques.E. a hierarchical approach to its advertising.

B

In the United States, people with golden tans are generally seen as attractive and possibly even well-to-do. However, in other countries, such as the Philippines, suntans are indicative of laborers and underprivileged people. A U.S. company planning on marketing a line of tanning lotions, bronzing creams, and salves for sunburns globally realizes it is important to select an advertising agency that truly understands each foreign market. The company should: A. use a U.S.-based international agency.B. use a U.S. based agency that has a few offices in foreign countries.C. use local agencies for each country it wants to enter.D. use a superagency with global marketing capabilities.E. use a globalized marketing strategy.

C

The primary reason many companies do not conduct advertising research in international markets is due to: A. the language differences.B. high costs.C. efficiencies of scale.D. the fear of losing a competitive advantage.E. the lack of local advertising agencies.

B

During a World Cup soccer match, both McDonald's and Coca-Cola made the mistake of reprinting the Saudi Arabia flag, which includes sacred words from the Koran, on disposable packaging used in promotions. The uproar over this misuse of a cultural symbol forced a recall of the offending items. _____ could have prevented this recall. A. Advertising researchB. Dyadic communicationC. Creative decision-makingD. A global approach to advertisingE. A centralized approach to advertising

A

The U.S. federal government agency that works closely with U.S. companies to help them sell their products and services to foreign markets is the: A. Federal Trade Commission.B. Overseas Business Commission.C. U.S. Department of Commerce.D. United Nations.E. National Chamber of Commerce.

C

Which of the following types of marketing information would be most difficult to find in foreign markets, especially in developing countries? A. Demographic characteristicsB. Information on economic conditionsC. Information on cultural norms and valuesD. Information on consumers' product usage, brand attitudes and media preferences and usageE. Information on population size and characteristics

D

The _____ is an annual report that provides demographic and economic data on more than 200 countries. A. Predicast ReportB. NCH Promotional Services ReportC. World Population ReportD. United Nations Statistical YearbookE. International Marketing Handbook

D

Which of the following statements about making creative decisions for international advertising is true? A. The creative approach used in a company's primary market usually will transfer well to foreign markets.B. Creative strategies may have to be different for each market depending on factors such as consumers' usage patterns, cultural backgrounds and lifestyles.C. Emotional appeals such as humor work well in virtually any country.D. Sexual appeals work very well in nearly every country.E. Dramatization ads work well only in United States and Europe.

B

If advertisers use a ____, the agency will know that humorous advertising appeals are popular in the United Kingdom but German consumers do not respond well to them. A. global marketing strategyB. sales promotion tacticC. global public relations strategyD. localized advertising strategyE. centralized marketing strategy

D

When companies follow a ____, the creative team must determine what type of selling idea, ad appeal, and execution style will work in each market. A. global marketing strategyB. sales promotion tacticC. global public relations strategyD. localized advertising strategyE. centralized marketing strategy

D

Time Inc., has launched new editions of Sports Illustrated and InStyle in China; People and Sports Illustrated in India; Fortune in Korea; and InStyle in Thailand. Which of the following is true for advertisers in these magazines? A. As these are international publications, cultural differences between markets will be negligible.B. Readers of these publications are usually upscale, high-income individuals who are desirable target markets for many products.C. Their reach in foreign countries will be extremely high.D. The magazines offer an excellent advertising medium for marketers of mass consumption products.E. Print is not an effective medium for international advertising.

B

Sales promotion is growing in international markets due to: A. the deregulation and/or privatization of media.B. the number of avid sports fans around the world.C. increased global literacy.D. the way news media responds to press releases.E. increased risk taken by marketers.

A

Unlike advertising, which can be conducted on a global basis, sales promotion: A. should never include sales contests in global markets.B. offers better opportunities for salespeople than advertising.C. must be adapted to local markets.D. should avoid being adjusted for the level of economic development in a country.E. should challenge the existing trade structure.

C

Which of the following statements about the use of advertising and sales promotion in international markets is true? A. Advertising can often be done on a global basis while sales promotion must often be adapted to local markets.B. Sales promotion can often be done on a global basis while advertising must often be adapted to local markets.C. Advertising and sales promotion can be done either locally or globally with equal effectiveness.D. Sales promotion is most effective when done on a global basis.E. Advertising is subject to varying regulations in foreign markets but sales promotion is not.

A

Which of the following statements about international sales promotions is true? A. Because product sampling is so closely regulated, sampling is not effective outside the U.S.B. Event sponsorship is ineffective because of an absence of media needed to publicize the event.C. In many less developed countries, spending on sales promotions often exceeds media spending on television, radio and in print ads.D. Sales promotions must be done on a global basis for legal reasons.E. The economic environment does not influence the use or choice of sales promotions.

C

In many countries, sales promotion faces problems with distribution and retailers' resistance to processing coupons, setting up displays and dealing with premiums. These are sales promotion difficulties associated with: A. the country's stage of economic development.B. the country's market maturity.C. the country's consumer perceptions.D. the country's trade structure.E. the country's regulation.

D

Which of the following statements about the use of sales promotion tools in international markets is true? A. International marketers typically find coupons to be the best way to reach their target markets.B. Some countries limit the value of premium offers to a certain percentage of the retail price of the product.C. Laws governing sales promotion are more restrictive in the U.S. than in most foreign countries.D. Variations in rules and regulations among countries are minor and rarely require that marketers develop separate consumer sales promotions programs for individual countries.E. Sweepstakes are encouraged by national governments in virtually every country in Europe.

B

In 2006, the Harvard faculty pressured President Lawrence Summers into resigning. Some alumni were upset by this incident. Harvard will most likely use _____ to soothe alumni feelings. A. samplingB. public relationsC. trade allowancesD. couponingE. events sponsorship

B

_____ is the promotional function that deals with problems involving local governments, media, trade associations and the general public. A. AdvertisingB. MarketingC. Personal sellingD. Sales promotionE. Public relations

E

Cartoon Network encountered problems introducing the cable channel to Scandinavian television because of opposition to the violent nature of some cartoons like those with the Road Runner and Tom and Jerry. Turner could have used _____ to counter negative publicity and communicate the company's commitment to non-violence. A. advertisingB. sales promotionC. public relationsD. direct mailE. the Internet

C

Which of the following statements about the international use of the Internet is true? A. The Internet cannot be efficiently used with an IMC program in the global marketplace.B. Many companies hope word-of-mouth advertising will encourage greater use of the Internet.C. The Internet is an important IMC tool for both large and small companies around the world.D. Though English is the native language for only 8 percent of the world's population, English is the language used in less than 20 percent of all e-commerce Web sites.E. During its formative years, the Internet was largely an Asian phenomenon.

C

Direct marketing: A. is not a useful tool for a company that is using an integrated marketing communications plan.B. seeks the same objectives as advertising, sales promotion, and personal selling strategies in an IMC plan.C. is one of the slowest growing forms of promotion in terms of dollar expenditures.D. can generate immediate behavioral response.E. cannot be combined with other forms of promotional media.

D

Unlike traditional marketing, the typical goal of direct marketing is to: A. create brand image.B. generate an immediate behavioral response.C. utilize telephone communication exclusively.D. create awareness.E. convey detailed information.

b

Direct marketing response can take the form of: A. an inquiry.B. awareness.C. knowledge about the product.D. sales promotion.E. push promotional strategy.

a

Which of the following promotional media create an immediate response in the form of an inquiry, a purchase or even a vote? A. Trade advertisingB. PublicityC. Public relationsD. Direct marketingE. Synchro marketing

d

Which of the following is an example of direct-response media? A. BillboardsB. Place-based mediaC. The InternetD. Product placementE. Guerrilla media

c

Which of the following statements is true about direct marketing? A. Direct marketing is suitable only for consumer-to-consumer advertising.B. Direct response media includes interactive TV and print media.C. Direct marketing is not popular among industrial marketers.D. Direct marketing as a promotional media is suitable only for small retailers.E. Rapid increase in dual income families in America has led to a reduction in the use of direct marketing as a promotional media.

b

The major impetus behind the growth of direct marketing was the: A. increase in the number of working women.B. invention of the printing press.C. development and expansion of the U.S. Postal Service.D. development of multinational companies and international markets.E. law that mandated public education.

c

One of the reasons for the recent, rapid growth of direct marketing in American society is due to the: A. the fact the U.S. has moved from an industrialized nation to a service nation.B. increase in the number of hours individuals spend watching television.C. proliferation of cellular phones.D. increased use of consumer credit cards.E. development of four-color printing presses.

d

Which of the following statements is true about the growth of direct marketing? A. Direct marketing is being used as a promotional media only after the invention of Internet.B. All the purchases being made with the use of credit cards are as a result of direct marketing.C. One of the major factors contributing to the success of direct marketing is that so many Americans are now 'time rich and money poor'.D. Increase in poverty has led to a rapid increase in direct marketing.E. The rapid technological advancement of the electronic media and the Internet has led to growth in direct marketing.

e

The print ad of 'Fedex' read 'Call 1-800-FEDEX (toll free) to send gifts this Christmas to your loved ones anywhere in the world'. This print ad uses direct marketing combined with which of the following promotional media? A. AdvertisingB. Sales promotionC. PublicityD. Public relationsE. Personal selling

a

Joy receives print ads from 'HP' marketing their ink cartridges to him as it is seen that he is a regular buyer of HP ink cartridges. 'HP' is making use of which of the following combination of promotional mix? A. Advertising and sales promotionB. Direct marketing and advertisingC. Sales promotion and public relationsD. Direct marketing and sales promotionE. Public relations and support media

b

OASIS, a charitable foundation, makes use of telemarketing for soliciting funds for charities that go towards child education. This is an example of the use of direct marketing along with: A. advertising.B. sales promotion.C. informercials.D. public relations.E. support media.

d

Telemarketing and _____ are two methods of personal selling used to generate sales. A. advertisingB. sales promotionC. direct sellingD. informercialsE. homeshopping

c

Airlines send out mailers or e-mails announcing promotional airfares. Which of the combinations of promotional media do they make use of? A. Advertising and sales promotionB. Advertising and direct marketingC. Sales promotion and direct marketingD. Sales promotion and public relationsE. Direct marketing and personal selling

c

A press conference called by the Winchester County Museum informed the public of the need for major repairs to prevent water damage to the museum's collection of primitive paintings. During the conference, the museum representative announced that each family in Winchester County and neighboring counties could expect to receive a donation envelope in the mail within the next few days. This is an example of the combining of direct marketing with: A. a trade promotion.B. public relations.C. advertising.D. personal selling.E. consumer promotion.

b

When the University of Miami has volunteers call its alumni and ask them to make contributions to pay for the remodeling of the administration building, it is an example of the combining of direct marketing with: A. a trade promotion.B. public relations.C. advertising.D. personal selling.E. consumer promotion.

d

Red Bud Florist received a mail with an offer from Aquafoam, a water-soluble foam brick frequently used for arranging fresh flowers. According to the offer, if the owner of Red Bud places an order with Aquafoam, she would be automatically registered to win $10,000 in a customer appreciation contest. This is an example of the combining of direct marketing with: A. a trade promotion.B. public relations.C. advertising.D. personal selling.E. a consumer promotion.

a

Adding a(n) _____ to a direct mailer has proved to increase response rates. A. contestB. promotional productC. informercialD. needledropE. sweeps period

b

The success of a direct-marketing program is in large part tied to the ability to: A. combine advertising with direct marketing.B. do group marketing.C. do homeshopping.D. combine sales promotion with public relations.E. do one - to - one marketing.

e

_____ is the use of specific information about individual customers and/or prospects to implement more effective and efficient marketing communications. A. Information miningB. Public relationsC. Data warehousingD. A marketing information system (MIS)E. Database marketing

e

For customer relationship management (CRM) to work effectively, a(n) _____ is required. A. databaseB. sweepstakeC. TV spotD. product listE. informercial

a

Which of the following situations offers the advertiser the most attractive marketing opportunity?Select one: a. Low brand development index (BDI) and high category development index (CDI) b. High brand development index (BDI) and high category development index (CDI) c. Low brand development index (BDI) and low category development index (CDI) d. High brand development index (BDI) and low category development index (CDI)

B

Nearly two-thirds of all advertising dollars spent in magazines, are spent in _____ magazines.Select one: a. national b. regional c. international d. business e. consumer

E

Advertisers can prevent consumers from ____ their commercials by producing commercials that are meaningful and that attract and hold attention. Select one: a. criticizing b. whooping c. zapping d. zipping e. hating

C

Consumers are generally receptive to advertising in magazines because:Select one: a. the ads are relevant to them and can be of value in making a purchase decision. b. most magazines do not contain many ads, and thus, clutter is not a problem. c. magazines are a low-involvement medium. d. ads in magazines are intrusive and cannot be ignored. e. of its very short lead time.

A

Which of the following statements about the role of magazines and newspapers as advertising media vehicles is true? Select one: a. Special-interest magazines reach a very massive audience and are very valuable for reaching general types of consumers or market segments. b. None of the answers are correct. c. The advantages and disadvantages associated with the use of either magazines or newspapers as advertising media vehicles are the same. d. Magazines generate most of their total revenue from advertising. e. Both newspapers and magazines are generally considered high-involvement media.

A

_____ was known as the stepchild of the promotional mix.Select one: a. Direct marketing b. Sales promotion c. Publicity d. Public relations e. Advertising

A

The share of a television audience indicates the:Select one: a. percentage of all households using television during a specific time period. b. average number of exposures to a message received by each member of the target market. c. percentage of households using TV tuned to a particular program in a specified time period. d. percentage of the defined target market that is exposed to a message at least once during the relevant time period. e. number of people who responded to a televised direct-response ad.

C

To encourage customers to open mail offering them a subscription to Home Companion, the front of the envelope advised there was a gift inside. Inside was an attractively laminated bookmark. This is an example of combining direct marketing with:Select one: a. product placement. b. place-based media. c. support media. d. advertising. e. personal selling.

C

Selectivity, reproduction quality, creative flexibility, and prestige are all potential advantages of which of the following advertising medium?Select one: a. Local radio b. Billboards c. Local newspapers d. Place-based media e. Magazines

E

The people who develop ads and commercials are known as ____.Select one: a. animatics b. innovators c. illuminators d. creative types e. copy makers

D

McCann-Erickson researchers believe the strongest relationship that develops between a brand and the consumer is based on:Select one: a. competitive advantage over similar products in the market. b. all are correct c. brand personality. d. product benefits. e. feelings or emotional attachments to the brand.

E

One of the primary advantages of using magazines as an advertising medium is their:Select one: a. low absolute costs. b. limited reach and frequency. c. low clutter level. d. selectivity. e. long lead time.

D

Which of the following statements is true about creative strategy and execution?Select one: a. Good creative strategy cannot help a struggling brand regain its former prominence. b. A good creative strategy and execution guarantees a brand will exceed its sales objectives. c. A good creative strategy almost never helps generate sales for a brand. d. Companies have no trouble coming up with creative advertising that differentiates their brands from the competition. e. Ads that are very creative may not increase sales of a brand.

E

_____ may take on a variety of forms as well as a number of names such as side panels, skyscrapers, or verticals.Select one: a. Interstitials b. Pop-ups c. Pop-unders d. Banner ads e. Links

D

Nearly two-thirds of all advertising dollars spent in magazines, are spent in _____ magazines.Select one: a. consumer b. national c. international d. business e. regional

A

When we mention _____, it refers to commercials on local television stations for which the advertisers negotiate directly with the individual stations. Select one: a. sponsorship b. regional advertising c. network advertising d. spot advertising e. syndication

D

Many companies are willing to spend hundreds of millions of dollars each year on creative advertising because:Select one: a. they believe strongly in competitive parity. b. they want to win creative awards in order to respond to the intangibility and homogeneity characteristics of service. c. they realize marketing success is unrelated to their creative advertising effort. d. they know that good creative strategy and execution are often critical to the success of a product or service. e. the development of good creative strategy is a science and is explained by marketing research.

D

Which of the following media strategies is suitable for a new product with a target audience concentrated in a well-defined market segment?Select one: a. One that emphasizes frequency rather than reach b. One that balances reach and frequency c. One that emphasizes reach rather than frequency d. One that allows continuous communication e. One that uses a high cost per thousand approach

C

The _____ is used as the central theme of the advertising campaign and translated into attention-getting, distinctive, and memorable messages.Select one: a. brand name b. big idea c. copy platform d. logo e. animatic

B

TV commercials often rely on the concept of _____, whereby they portray the characters in the ad as entertaining, arousing, upbeat, and/or exciting that can affect the emotions of consumers and put them in a favorable frame of mind.Select one: a. outcome integration. b. rational integration. c. mood transfer. d. emotional integration. e. informational integration.

D

______ is defined as a direct inducement that offers an extra value or incentive for the product to the sales force, distributors, or to ultimate consumer with the primary objective of creating an immediate sale. A. Brand advertisingB. Sales promotionC. Direct marketingD. Promotional allowanceE. Specialty marketing

B

Which of the following elements of the integrated marketing communications programs is designed to provide an extra incentive to consumers to purchase a brand? A. AdvertisingB. Direct mailC. Public relationsD. PriceE. Sales promotion

E

When a marketer distributes coupons for a brand with a specific expiration date, they are attempting to use sales promotion as a(n): A. brand franchise building promotion.B. brand equity building promotion.C. acceleration tool.D. value added tool.E. promotional marketing tool.

C

Coupons, bonus packs, premiums, and samples are promotional offers that are targeted towards: A. consumers.B. retailers.C. wholesalers.D. salespeople.E. employees.

A

Consumer-oriented sales promotions are part of a promotional _____ strategy. A. cooperativeB. pullC. tradeD. premiumE. push

B

Which of the following is an example of consumer-oriented sales promotion activity? A. Off-invoice allowancesB. Promotional allowancesC. Point-of-purchase displaysD. Trade showsE. Coupons

E

Which of the following is an example of trade-oriented sales promotion activity? A. SamplesB. CouponsC. Refunds/rebatesD. Trade showsE. Bonus packs

D

Which of the following statements is true about sales promotion programs? A. Sales promotion programs are targeted only at consumers.B. Many sales promotion programs are designed to motivate distributors and retailers to carry a product and push it to their customers.C. Nearly three quarters of all sales promotion dollars are spent on consumer promotions.D. Sales promotion strategies aimed at customers are called push strategies.E. Sales promotion strategies aimed at marketing intermediaries are called pull strategies.

B

How has the view of sales promotions changed during the past decades? A. Sales promotions are now considered an essential part of an organization's branding strategies.B. Sales promotion tactics are now developed before the strategy is determined.C. Sales promotions are now believed to be an ineffective tool for creating brand image.D. Creatives have become more sophisticated, and this sophistication has led to a decline in their dependence on sales promotion.E. There is no difference between how marketers used to treat sales promotions and how they treat them now.

A

Which of the following serves as a reason for the increase in sales promotion? A. Power shift in market place from manufactures to retailersB. Increasing brand loyalty of the customersC. Need for long-term increase in salesD. Decreased promotional sensitivityE. Decreased competition

A

Why are organizations like KFC, Heinz Foods, Toys R Us, and Anheuser Busch placing more emphasis on sales promotions than ever before? A. Because they want to use sales promotions rather than engage in price wars.B. Because they are convinced that sales promotions can be used to build brand equity more effectively and more quickly than other promotional mix elements.C. Because the use of sales promotions allows them to cut back and/or completely eliminate the use of coupons.D. Because consumers have less time to shop.E. Because the use of allowances, deals, and premiums confuse consumers.

B

Which of the following developments have resulted in a transfer of power from manufacturers to retailers? A. The advent of optical scanners and computers gave manufacturers access to sales information.B. Manufacturers are spending more money on media advertising.C. Consolidation in the grocery industry has resulted in larger chains with greater buying power and clout.D. Manufacturers are spending more money on marketing research.E. Manufacturers are introducing more private-label brands.

C

One reason for consumer's increased sensitivity to sales promotion is: A. decrease in competition.B. increased brand loyalty.C. the increased amount of power in the hands of the manufacturers.D. that they save money.E. the decline in consumer choice.

D

How are marketers responding to the fragmentation of the consumer market? A. They are using more direct selling to make event sponsorship more successful.B. They are using less direct marketing.C. They are using more sales promotions that are tied to local events.D. They are employing clipping services to determine the effectiveness of their press releases.E. They have basically ignored the fragmentation of the consumer market and continued doing business as usual.

C

What do some businesspeople give as a reason for the increasingly short-term focus on performance and sales volume in business today? A. The primacy effectB. The more rapid movement of consumers through the hierarchy of effects modelC. A habit of frequent repositioningD. Synergistic buyingE. The brand management system

E

Marketers who are being held accountable for strategy implementation often need concrete methods to show the effectiveness of their decision-making. For this reason, many marketers rely on: A. personal selling instead of mass-media advertising.B. a strategy that eliminates any advertising carryover effect.C. sales promotions such as coupons and price discounts.D. event sponsorships.E. out-of-home advertising media.

C

_____ is a recent development whereby companies are customizing their sales promotion programs for key retailers. A. Incentive marketingB. Accountability marketingC. Account-specific marketingD. Trade marketingE. Franchise building

C

Another name for account-specific marketing is: A. a planogram program.B. comarketing.C. dual sponsorship.D. piggyback marketing.E. key-account communications

B

Marketing planning and reward systems may lead to an increase in the use of sales promotion because sales promotions encourage: A. managers to use advertising to build brand equity.B. managers to use consumer-oriented sales promotion to meet long-term performance goals.C. marketing managers not to use promotions to help get orders from retailers.D. the use of price-oriented promotions to generate short-term sales.E. long - term increased sales of the companies.

D

Hasbro, a toy company, teamed with the retailer Toys R Us to create direct mail booklets offering discounts on Hasbro toys only at Toys R Us stores. This is an example of: A. incentive marketing.B. a franchise building promotion.C. brand equity building.D. account-specific marketing.E. brand extension.

D

Heinz Foods created a Cinco de Maio celebration for a large supermarket that targets Mexican-Americans, a market that Heinz sees as an area of potential growth. Heinz paid for a mariachi band to serenade shoppers during the day and also set up a food-sampling booth at the store's entry. This would be an example of: A. incentive marketing.B. a franchise building promotion.C. brand equity building.D. account-specific marketing.E. horizontal cooperative integration

D

Which of the following explains the reason for the increase in sales promotion activities over the last decade? A. The increase of brand loyalty in many product categoriesB. The tremendous decrease in the number of new productsC. The increased emphasis on long term strategy and performance by most companiesD. The advertising clutter problemE. Increased long-term focus of the companies

D

A promotional offer in an ad can _____ that is prevalent in most media today. A. increase the clutterB. break through the clutterC. decrease competitionD. increase brand loyaltyE. inhibit flighting

B

Critics of sales promotions contend the increase in sales promotions is leading to a decrease in: A. retailer power.B. ad readership scores.C. brand equity.D. promotional traps.E. consumer primacy.

C

_____ is an intangible asset of added value or goodwill that results from consumers' favorable image, impressions of differentiation, and/or strength of attachment to a brand. A. Brand positionB. PatentC. Brand equityD. Customer loyaltyE. Logo

C

Brand equity is also known as: A. customer loyalty.B. customer franchise.C. brand position.D. brand logo.E. trademark.

B

Which of the following statements describes how brand equity is affected by the increased role of sales promotion? A. Critics argue sales promotions generally result in higher brand equity.B. Sales promotions do not contribute to the erosion of brand equity.C. Proponents of brand equity argue increased spending on sales promotion is coming at the expense of media advertising, and this is leading to decline in brand equity.D. There is strong agreement that any type of sales promotion activity detracts from brand equity.E. Marketing experts generally agree that sales promotion plays an important role in building and maintaining a brand's image and position.

C

Sales promotion activities that communicate distinctive brand attributes and contribute to the development and reinforcement of brand identity are known as: A. nonfranchise building promotions.B. franchise building promotions.C. high-involvement sales promotions.D. sales promotion traps.E. event marketing.

B

Which of the following is an example of consumer franchise building promotion? A. Frequent flyer program of Lufthansa airways that gives the customer points on each travel that can be redeemed against various other purchases.B. 'Buy one get one free' offer by Heinz ketchup.C. 'Flat 30%' off on all merchandise at Nike exclusive stores only.D. Limited offer of 'Get a toothbrush free along with a 50gm toothpaste' by Crest.E. A premium by Kellogg's that provides the customer with 'Zip Zap toy' along with the purchase of a 200gm pack of 'Kellogg's Chocos'.

A

In a sales promotion sponsored jointly by Puerto Rico Tourism Board and Rums of Puerto Rico, couples were invited to enter a contest for a chance to win the perfect wedding. According to the ad, enjoying Puerto Rican hospitality is "As Easy As Saying I Do." The contest is an example of: A. a nonfranchise building promotion.B. a franchise building promotion.C. a high-involvement sales promotion.D. a sales promotion trap.E. event marketing.

B

Tropicana developed a "Win the Perfect Vacation" sweepstakes to complement an advertising campaign theme promoting its grapefruit juice as the perfect beverage. This is an example of: A. a nonfranchise building promotion.B. a franchise building promotion.C. a high-involvement sales promotion.D. a sales promotion trap.E. event marketing.

B

Which of the following is an example of a sales promotion that can be used to contribute to franchise building? A. A 50-cents off coupon on a box of Minute Rice to encourage repurchase.B. A sweepstakes or contest that uses a theme which is consistent with the image or positioning of the brand.C. A $50-rebate offer on the purchase of a Lane cedar chest.D. A price reduction of $5 on a pair of Lee jeans.E. A 'buy one get one free' offer on a pack of noodles.

B

Consumer-franchise-building for a brand: A. is the exclusive responsibility of advertising.B. is accomplished through short-term price-oriented promotions.C. is impossible to achieve through consumer promotions.D. can be accomplished through consumer promotions that reinforce established brand images or positioning.E. is becoming less important to marketers as competition intensifies.

D

Which of the following is an example of a nonfranchise building promotion? A. Consumer samplingB. Contests targeted to ultimate consumersC. Price-off dealsD. Event sponsorshipE. Frequency programs

C

Van Kamp Sea Foods devotes most of its marketing budget to trade discounts in the form of off-invoice and promotional allowances so its canned tuna and salmon brands can remain price competitive with private label brands. The heavy emphasis on trade promotion makes it difficult to: A. encourage consumers to buy on the basis of price.B. build and maintain store equity for retailers that carry the Van Kamp brand.C. build relationships with the traders.D. build a Van Kamp brand identity and image.E. encourage retailers to use Van Kamp's planograms.

D

Promotional activities designed to accelerate the purchase process and generate an immediate increase in sales without communicating information about a brand's unique features or benefits are known as: A. consumer franchise-building promotion.B. nonfranchise-building promotion.C. sweepstakes.D. image promotions.E. trade promotions.

B

The sales promotion tool that critics contend is most guilty of detracting from brand equity and at the same time being detrimental to a brand franchise is: A. sweepstakes.B. contests.C. frequent patronage programs.D. trade promotions.E. event sponsorships.

D

When Campbell Soup Company introduced its V8 Splash fruit medley juices, the company gave out free samples at Sam's Clubs and distributed millions of 50-cents-off coupons. The objective(s) of these sales promotion tools was to: A. defend the brand's customer base.B. obtain trial and repurchase.C. target a specific market.D. increase consumption of an established brand.E. create long-term brand equity.

B

Promotional incentives such as coupons or refund offers are often included with a sample to: A. develop customer loyalty.B. build customer relationship management.C. create awareness.D. encourage repeat purchase.E. impart information.

D

The objective of a $.75-off coupon for Selsun Blue dandruff shampoo was most likely to: A. attract non-users of the product category.B. identify new uses for the brand.C. defend current customers.D. show new usage situation for the brand.E. target a specific market segment.

C

Smucker's ran a sweepstakes promoting Smucker's ice cream toppings. The sweepstakes was designed to let NASCAR fans know Smucker's sponsored a NASCAR racing team. The purchase of any specially-marked toppings gave customers a chance to win a new Ford Taurus or thousands of other prizes instantly from Smucker's. In this example, a sales promotion was used to: A. attract non-users of the product category.B. identify new uses for the brand.C. attract users of a competitive brand.D. show new usage situation for the brand.E. target a specific market segment.

E

_____ involves a variety of procedures whereby consumers are given some quantity of a product for no charge to induce trial. A. RebatesB. RefundsC. SamplingD. CouponingE. Sweepstakes

C

_____ is generally considered the most effective method for generating trial of a new product. A. Event marketingB. SamplingC. A rebate awardD. A bonus packE. A contest

B

Sampling for a product such as expensive skin cream that is designed to reduce wrinkles over a long period of time might not be feasible because: A. it cannot be broken down into small sizes.B. it may be too expensive to give away sample sizes that would be adequate to demonstrate the cream's benefits since it has to be used repeatedly.C. it may be too difficult to find a way to distribute the samples.D. consumers may think it is of poor quality since samples are being given away.E. it would create an easily imitated competitive advantage.

B

Which of the following is an advantage of the sampling method of sales promotion? A. It is the least expensive of all other methods of sales promotion.B. The costs of the sampling program can easily be recovered with just a few purchases.C. Results of sampling could be easily seen immediately for all products.D. It is extremely useful for products and services that do not have subtle features.E. Sampling generates much higher trial rates than advertising.

E

_____ is used when it is important to control where the sample is delivered. A. Mail SamplingB. CouponingC. Door-to-door samplingD. On package samplingE. Mobile coupon

C

_____ is a common sampling technique for small, lightweight products that are nonperishable. A. Door-to-door samplingB. Sampling through the mailC. In-store samplingD. On-package samplingE. Location sampling

B

The oldest, most widely used, and most effective sales promotion tool is: A. cents-off coupons.B. sampling.C. rebates.D. event sponsorship.E. bonus packs.

A

An advantage of coupons is that they: A. elicit faster consumer response than samples.B. generally elicit immediate response from consumers.C. are very effective even without brand name awareness.D. allow a marketer to offer a price reduction to consumers who are price sensitive.E. build brand loyalty.

D

Which of the following is a disadvantage associated with couponing? A. It can be difficult to estimate how many consumers will use a coupon and when.B. It is not useful in encouraging trail.C. Response to a coupon is immediate.D. It does not help in encouraging non - users to try a brand.E. It may encourage regular users to trade down to inexpensive brands.

A

Which of the following statements is true about couponing? A. Coupons offer price reductions only to those consumers who are price sensitive.B. Coupons are often used by consumers who are already loyal to the brand.C. Coupons for established brands or products are not redeemed.D. Coupons are more effective than sampling for inducing initial product trial in a short period.E. The redemption rate of coupons is very high.

B

The most popular method for distributing coupons is: A. newspaper freestanding inserts.B. direct mail.C. in/on packs.D. magazines.E. newspaper supplements.

A

What advantage does distribution of coupons through direct mail have over other forms of coupon delivery? A. Precise reachB. Lower costC. Lower redemption rateD. Lack of geographic and demographic specializationE. Cooperative advertising opportunities

A

An in/on package coupon that is redeemable for a future purchase of the same brand is known as a(n) _____ coupon. A. cross-ruffB. bounce-backC. instantD. cross sellE. same purchase

B

_____ coupons are on/in pack coupons that are redeemable on the purchase of a different product, usually one made by the same company but occasionally through a tie-in with another manufacturer. A. Bounce backB. Cross-ruffC. InstantD. Cross sellE. In-store

B

One of the main types of on package coupons is the _____ coupon which is attached to the outside of the package so the consumer can rip it off and redeem it immediately at the time of purchase. A. bounce backB. cross-ruffC. instantD. cross sellE. premium

C

On the inside of the Tortino's brand pizza box was a $1-off coupon for the purchase of the next Tortino's pizza. Tortino's used a(n) _____ coupon. A. cross-ruffB. bounce-backC. instantD. cross sellE. same purchase

B

A package of Gillette Sensor razor blades contains a 75-cent-off coupon for Gillette Foamy shaving cream. This is an example of a(n) _____ coupon. A. cross-ruffB. bounce backC. same purchase couponD. instant couponE. rebate coupon

A

Kellogg's places a 50-cent-off coupon for Rice Krispies brand cereal on the outside of a box of its Frosted Mini-Wheats brand of cereal. This is an example of a(n) _____ coupon. A. bounce-backB. cross-ruffC. instantD. premiumE. cross-sell

B

Affixed to the front of a bag of Aunt Jemima corn meal was a(n) _____ coupon that could be torn off (without damaging the bag) and redeemed at the time of the purchase. A. bounce-backB. cross-ruffC. instantD. premiumE. cross-sell

C

Which of the following is a disadvantage associated with bounce back coupons? A. It does not attract non-users of the particular brand.B. It is redeemable on the purchase of a different product.C. It does not induce customers to repurchase the brand.D. It is not useful for a brand that has reached the maturity stage.E. It is not useful for products that are in their early phases of their life cycle.

A

_____ couponing is a method for distributing coupons by identifying a customer's purchases through bar codes scanners and then printing the coupon for a competing or complementary product. A. On-packageB. In-StoreC. Shelf-dispensedD. Cross-ruffE. Instant

B

Gillette's market research shows that most consumers decide upon a brand of deodorant at the point-of-purchase rather than before entering the store. Based on these findings, what form of promotion should be most effective for Gillette's Right Guard brand? A. Direct mail couponsB. Event marketingC. Coupons distributed through freestanding inserts in newspapersD. In-store couponsE. Spiffs

D

Which of the following couponing methods allows companies to reach users of competitive brands rather than consumers who already use their brand? A. On-package couponsB. Bounce back couponsC. In package couponsD. Checkout couponsE. Direct mail coupons

D

Electronically dispensed checkout coupons: A. generate impulse buying and product trial.B. have no redemption deadline.C. are available at Web sites and must be printed off to be used.D. are cost-effective and can be targeted to specific categories of consumers.E. are attached to the outside of the package so they could be ripped off and redeemed immediately.

D

A(n) _____ is an offer of an item of merchandise or service either free or at a reduced price that is used to provide an extra incentive to purchase. A. couponB. sampleC. premiumD. rebateE. off-price deal

C

Serta, the manufacturer of mattresses, gave away a Serta Sheep Plushie toy to any customer who purchased a mattress from a Serta dealer. The toy was only available for a limited time. The stuffed toy is an example of a: A. coupon.B. sample.C. free premium.D. rebate.E. self-liquidating premium.

C

Quaker Oats cereal included tubes of Colgate Junior toothpaste inside each box of Life brand cereal. This is an example of a: A. free premium.B. self-liquidating premium.C. rebate.D. bonus pack.E. non-subsidized premium.

A

Consumers must pay the manufacturers' out-of-pocket costs for a _____ premium. A. cost-coveredB. self-liquidatingC. subsidizedD. cost-plusE. base-cost

B

Kellogg's promoted a Bart Simpson watch to consumers who mailed in $2.95 and 3 UPCs from boxes of Kellogg's cereal. This is an example of a _____ premium. A. cost-coveredB. self-liquidatingC. subsidizedD. cost-plusE. base-cost

B

Which of the following statements about the use of premiums as a sales promotion tool is true? A. The use of premiums is very popular among fast food restaurants as a way of attracting children.B. Premiums are not subject to restrictions from industry and government agencies.C. Redemption rates for mail-in premium offers are very high.D. Consumers are always required to pay at least some of the costs of a premium offer.E. Mail-in premiums offer immediate reinforcement to the purchaser

A

Which of the following statements about the use of premium offers by fast-food chains such as McDonald's and Burger King is true? A. Many of the premiums used by these companies have cross-promotional tie-ins with popular movies.B. Most of the premiums used by these companies are self-liquidating.C. Many of the premium offers used by these companies are targeted at adults.D. Most of the premium offers used by these restaurants are not effective at generating incremental sales.E. Free premiums always produce positive public relations for the company providing them.Many of the premium offers used by the fast-food giants have cross-promotional tie-ins with popular movies and can be very effective at generating incremental sales.

A

Kellogg's promoted a Bart Simpson watch to consumers who mailed in $2.95 and 3 UPCs from boxes of Kellogg's cereal. The appearance of Bart Simpson on the watch instead of the Kellogg's logo would: A. detract from the consumer franchise building value of the promotion.B. create problems in supply and demand.C. make inventory forecasting easier.D. fully support Kellogg's in its consumer franchise building promotion.E. make it unnecessary for Kellogg's to run a nonfranchise building promotion.

A

An effective premium is one that: A. distracts consumers from the firm's main reason for existing.B. ties into the overall positioning and communications campaign of the brand.C. induces one-time trial purchase of a brand for which there is low awareness.D. encourages repeat purchase of some brand other than that for which the premium is delivered.E. has no impact on an organization's pioneering advertising.

B

Which of the following would be the best example of a premium offer that contributes to consumer-franchise building efforts for a brand? A. A free tube of Colgate toothpaste in a box of Life cerealB. A pack of baseball cards in a box of Cheerios cerealC. A free sport bottle with the purchase of a four-pack of GatoradeD. A dish towel in a box of Tide laundry detergentE. A pack of golf tees inside a box of golf balls

C

With a _____ consumers compete for prizes and/or money on the basis of skills or ability, while with a(n) _____ winners are determined purely by chance. A. sweepstakes; contestB. contest; sweepstakesC. contest; event sponsorshipD. sweepstakes; event sponsorshipE. contest; rebate

B

Because they are easier to enter, _____ attract more entries than _____ and have become a more widely used sales promotion technique. A. contests; sweepstakesB. sweepstakes; contestsC. sweepstakes; premiumsD. contests; premiumsE. contests; rebates

B

Arm & Hammer maker of Crystal Blend scoopable cat litter, Super Scoop, the baking soda clumping litter, Super Clay, the premium lightweight clay litter, and Cat Litter Deodorizer ran a contest to find the "Coolest Cat Trick." First prize was $10,000, and several smaller prizes were awarded to other participants. The most likely reason why Arm & Hammer used this contest was to: A. move consumers to the conviction stage of the hierarchy of effects model.B. reposition the brand name.C. create an easily measured ad recency effect.D. generate excitement and interest about the Arm & Hammer brand cat litters.E. get users of other brands to try Arm & Hammer brand.

D

Sweepstakes and contests: A. are primarily used to move consumers into the conviction stage of the hierarchy of effects model.B. can be used to generate excitement and involvement with a popular and timely event.C. contribute minimally to consumer franchise building.D. do not distract from consumer franchise building activities.E. are synonymous to one another.

B

Which of the following sales promotion techniques is impacted negatively by the presence of professionals or hobbyists who take advantage of the promotion without making a purchase? A. SamplingB. PremiumsC. Contests and sweepstakesD. Event sponsorshipsE. Bonus packs

C

Which of the following statements is true about rebates? A. Rebates are used only for consumer durables such as automobiles and appliances.B. Most retailers want to be involved with rebate programs.C. Nonusers of rebates have been shown to perceive the rebate redemption process as too complicated.D. Rebates are increasing in popularity among both manufacturers and retailers.E. Rebates are ineffective in encouraging repeat purchases.

C

The redemption rate for refunds is lower than that for coupons because: A. the payoff is smaller.B. the reinforcement is immediate.C. more effort is required.D. the payoff is larger.E. the offers tend to expire very quickly.

C

Acushnet ran a promotion offering a box of fifteen Pinnacle golf balls for the same price as twelve balls. This is an example of a: A. price-off deal.B. premium.C. bonus pack.D. rebate.E. trade allowance.

C

Bonus packs: A. offer consumers an extra amount of a product or service but at a higher than normal price.B. provide marketers with a way to provide extra value to consumers without having them to do anything other than purchase the product.C. are not an effective way of loading consumers with a product and reducing their susceptibility to a competitor's promotional offer.D. are always welcome by retailers since bonus packs never require extra shelf space and increase retailers' profit margins.E. result in a higher cost per unit for the consumer.

B

When reductions from the regular price of a product are offered at the point-of- purchase through specially marked packages, a marketer is using a: A. bonus pack.B. rebate.C. refund offer.D. bounce back coupon.E. price-off deal.

E

Super-Sav supermarket gives customers VIC (very important customer) cards, which allows customers to take advantage of additional discounts on certain products and notification of special, customer-only sales. In addition, customers can accrue points each time they present their cards. These points can be used to purchase cookware, dishes, and other similar hard goods. Super-Sav is using a: A. bonus program.B. frequency program.C. customer rewards contest.D. self-liquidating promotion.E. subsidized program.

B

Every time Beth buys a book at Waldenbooks, she presents her Waldenbooks card, and the sales associate enters her purchase in a database. When she has purchased five books at regular price, she is sent a coupon for a free book to be picked out on her next visit to the store. This is an example of a: A. bonus program.B. frequency program.C. customer rewards contest.D. self-liquidating promotion.E. subsidized program.

B

Why have frequency programs become so popular with marketers? A. Frequency programs support the goal of customer retention.B. Frequency programs are especially effective when used for a new product introduction.C. Frequency programs are a type of sweepstakes that generate a great deal of consumer interest.D. Frequency programs allow marketers to set cookies so they can track consumers' activities.E. Frequency programs are a promotional form of brand extension strategies.

A

Coors Light beer's heavy financial involvement with and support of freestyle skiing competitions, beach volleyball tournaments, and other sporting events are examples of: A. premiums.B. trade shows.C. exhibitions.D. event marketing.E. contests.

D

May is National Arthritis Month. To celebrate this month, the manufacturer of Aleve pain reliever sponsored fundraiser walks to raise money to find a cure for arthritis. Aleve's manufacturer engaged in: A. a self-liquidating premium.B. a trade show.C. an exhibition.D. event marketing.E. a corporate contest.

D

Which of the following statements about event sponsorships is true? A. The amount of money spent on event sponsorships has been declining in recent years.B. Event sponsorships are not typically integrated into a company's marketing communications strategy.C. Event marketing and event sponsorship are synonymous.D. Decisions and objectives for event sponsorships are often part of an organization's public relations activities.E. Event marketing, unlike other forms of promotion, is ineffective in connecting with consumers in an environment where they are comfortable with receiving a promotional message.

D

Programs involving cash payments directly to the sales force to reward them for selling the manufacturer's products involve the use of: A. slotting fees.B. pull money.C. push money.D. pricing promotions.E. promotional allowances.

C

Which of the following promotions is targeted toward the trade rather than consumers? A. spiffsB. couponsC. premiums and sweepstakesD. bonus packsE. bounce back coupons

A

An appliance manufacturer offers a $50 payment to salespeople who work at Rutgers Appliance if they sell one of the company's new refrigerators. This payment is known as: A. a slotting fee.B. coop money.C. a spiff.D. pull money.E. a trade allowance.

C

A discount or deal offered to a retailer or wholesaler to encourage them to stock, promote or display a manufacturer's product is known as: A. cooperative advertising.B. merchandising support.C. a trade allowance.D. a spiff.E. push money.

C

Ocean Spray offers its retail accounts a $3.00 per case discount on all of the cranberry juice they purchase during the month of May. This discount will be deducted straight from the bill. This is an example of: A. push money.B. a slotting allowance.C. an off-invoice allowance.D. a display allowance.E. a coop allowance.

C

Payments offered by manufacturers to resellers for merchandising products or running special in-store programs are called: A. cooperative advertising.B. push monies.C. advertising subsidies.D. promotional allowances.E. slotting allowances.

D

Another term used for push money that is given to retailers' or wholesalers' sales staff to encourage them to promote and sell a company's product is: A. pull money.B. a rebate.C. a spiff.D. an off-invoice allowance.E. a slotting fee.

C

Money that must be paid to a retailer so it will take on a company's new product is known as: A. slotting allowances.B. failure fees.C. spiffs.D. new product fees.E. trade discounts.

A

Which of the following statements is true about the slotting allowances charged by many retailers? A. Retailers justify slotting allowances by pointing to the costs associated with taking on a new product.B. Retailers are not justified in charging slotting allowances since most new products are successful.C. Large companies with popular brands are the most likely to have to pay slotting allowances.D. Slotting allowances are illegal and banned by the federal government.E. The costs slotting allowances add to new product introductions are minimal.

A

Some retailers have demanded payment for new products that do not reach a minimum sales target. These payments are called: A. failure fees.B. slotting allowances.C. push monies.D. slotting fees.E. street monies.

A

A _____ is a configuration of products that occupy a shelf section in a store offered to resellers by manufacturers. A. slotting planB. planogramC. promotional layoutD. retail formatE. store layout

B

Nordica provides sales personnel in ski shops with training classes, detailed manuals, and other tools to help them better understand how to sell the company's ski boots. This is an example of: A. cooperative advertising.B. a planogram.C. sales training programs.D. event marketing.E. spiffs.

C

_____ is an exhibition or forum where manufacturers can display their products to current and prospective buyers. A. A planogramB. A trade layoutC. Cooperative advertisingD. A trade showE. Event marketing

D

The five resorts in the Bahamas that combined their promotional budgets to sponsor an "It's better in the Bahamas'" ad campaign, is an example of: A. horizontal cooperative advertising.B. vertical cooperative advertising.C. integrated dyadic communications.D. ingredient-producer co-op advertising.E. a joint trade promotion.

A

Intel and several different manufacturers of personal computers have joined to create and sponsor ads that promote both the computer and the microprocessor by sharing the cost of advertising. Intel and the PC manufacturers are using: A. cooperative advertising.B. forward promotion.C. dyadic communications.D. comparative advertising.E. diverting.

A

_____ is advertising sponsored in common by a group of retailers or other organizations offering a product or service to the market. A. Horizontal cooperative advertisingB. Vertical cooperative advertisingC. Indirect advertisingD. Ingredient-sponsored cooperative advertisingE. Dyadic communication

A

_____ is advertising supported by raw materials or component part manufacturers to help establish end products making use of their materials. A. Vertical cooperative advertisingB. Ingredient-sponsored cooperative advertisingC. Horizontal cooperative advertisingD. Support advertisingE. Integrated dyadic communications

B

When New Balance sponsors a campaign advertising the availability of its running shoes at FootLocker stores, this is an example of _____ advertising. A. horizontal cooperativeB. vertical cooperativeC. dyadicD. ingredient-producer cooperativeE. aggregated

B

The "Visa on the Label" program under which Visa provides uniform and linen manufacturers with advertising monies based on the number of yards of Visa fabric they buy from the company is an example of: A. vertical cooperative advertising.B. ingredient-sponsored cooperative advertising.C. horizontal cooperative advertising.D. a rebate cooperative advertising.E. a sales training program.

B

Advertising implemented by retailers and paid for (at least in part) by a manufacturer is called: A. joint sales promotions.B. horizontal cooperative advertising.C. vertical cooperative advertising.D. joint trade promotions.E. reseller advertising.

C

When advertising and sales promotion efforts work well together and create sales results greater than those achievable from either element being used alone, they are producing a _____ effect. A. stimulus-responseB. symbioticC. hierarchicalD. synergisticE. dyadic

D

Which of the following statements is true about the coordination of advertising and sales promotion efforts? A. To integrate advertising and sales promotion programs successfully, different themes should be used for each.B. Consumers are less likely to redeem a coupon or respond to a price-off deal for a brand they are familiar with than one they know nothing about.C. Product trial created through sales promotion techniques such as sampling or couponing is more likely to result in long-term use of the brand when accompanied by advertising.D. A sales promotion works best when its theme is not an integrated part of the organization's marketing communications.E. Media support for a sales promotion program should not be coordinated with the media program for the ad campaign.

C

According to attribution theory, a consumer who purchases a product on promotion may not repurchase it because the: A. purchase behavior is attributed to an external incentive.B. relationships between promotions and attitudes are weak.C. primary reinforcement is the brand, and not the promotional incentive.D. consumer really does not care about which brand is purchased.E. purchase is internally motivated and unaffected by an external incentive.

A

Delta Airlines began offering triple miles to members of its frequent flyer program when they took any Delta flight from New York to Miami. Then United and other airlines immediately matched the offer, and it was believed for a long time that they all must continue the program or lose their competitive position. This situation is an example of: A. a synergistic effect.B. a sales promotional trap or spiral.C. a multilevel sales promotion.D. a trade-off allowance.E. the attribution theory in operation.

B

Which of the following actions has the potential to create a sales promotion trap or spiral in the fast-food industry? A. the use of celebrity spokespersons such as Shaquille O'NeillB. the addition of new items to the menus of fast food chainsC. the use of 99-cent specials to promote popular items such as Burger King's Whopper and McDonald's Big MacD. the location of fast food restaurants in airports and on college campusesE. the promotional tying of fast food with movies

C

In many areas of the country, supermarkets have gotten in the trap of doubling or even tripling manufacturers' coupons resulting in: A. a synergistic effect allowing for diversification and a push toward energy independence.B. devaluing what consumers think the manufacturers' products are worth.C. decreased brand equity.D. reduced profit margins.E. the creative destruction theory in operation.

D

Ads have been placed on the back of envelopes that contain airplane tickets and on banners pulled by planes that are flown over sports arenas. Both of these are examples of: A. support media.B. out-of-home advertising.C. indirect communications.D. advertising accessories.E. category ads.

a

_____ media are used to reach those people in the target market the primary media may not have effectively reached and to reinforce, or support, their messages. A. AdvertisingB. Direct responseC. TraditionalD. Sales promotionE. Support

e

Media used to reinforce communications messages that may have been received from other forms of advertising are called: A. support media.B. source media.C. indirect communications.D. accessory advertising.E. category ads.

a

Another name for alternative media is: A. functional communications.B. nontraditional media.C. techno media.D. responsive media.E. nonstructured communications.

b

Support media can be broadly divided into: A. outdoor media and transit media.B. non traditional media and below-the-line media.C. outdoor media and in-store media.D. traditional support media and non-traditional support media.E. aerial media and ambient media.

d

_____ media includes billboards, street furniture, alternative media, and transit—as well as specific forms of radio. A. Radio advertisingB. Aerial advertisingC. Viral advertisingD. Multi-level advertisingE. Out-of-home advertising

e

The _____ categorizes billboards, street furniture, alternative media, and transit—as well as specific forms of radio as out-of-home or outdoor media. A. Traffic Audit Bureau (TAB)B. Outdoor Advertising Association of America (OAAA)C. Competitive media reportD. American Public Transportation Association (APTA)E. Point of Purchase Advertising Institute

b

Of all out-of-home media, _____ advertising enjoys the highest gross billings and the largest percentage of the market. A. transitB. sports stadiumC. airportD. billboardE. in-store

d

Which of the following statements about outdoor advertising is true? A. The number of billboards for outdoor advertising has been increasing.B. Outdoor advertising does not have a negative image problem as do some other types of advertising.C. Outdoor advertising is typically used by national companies like Kraft and IBM.D. Outdoor advertising is the only form of advertising that is not regulated by national legislation.E. Outdoor advertising is a pervasive medium.

e

Which of the following pieces of federal legislation had the greatest impact on outdoor advertising? A. Fair Packaging and Labeling Act (1966)B. Wheeler-Lea Act (1938)C. Highway Beautification Act of 1965D. National Environmental Policy Act (1969)E. Consumer Product Safety Act (1972)

c

A major reason for the continued success of outdoor advertising is: A. ability to communicate complex messages.B. low cost.C. elimination of waste coverage.D. innovation through technology.E. ability to provide extremely accurate measures of the medium's reach.

d

Which of the following is an example of ambient advertising? A. Anne receives a SMS containing an ad that informed her about the ongoing sale at 'Levis'.B. Anna views a huge balloon flying in the air which reads 'McDonald's - I'm loving it'.C. Alice watches a truck painted with an ad for 'Levis' jeans.D. Christa sees a full page ad for 'Covergirl' cosmetics in the 'Beauty in Vogue' magazine.E. Jane comes across a small ad like sticker for 'Whisper' sanitary napkins in the restroom of a hotel.

e

Video advertising, digital billboards, and ambient advertising are forms of: A. aerial advertising.B. television advertising.C. magazine advertising.D. digital out-of-home media.E. network advertising.

d

_____ include digital video screens that appear in offices, stores, theaters, inside transit networks, and entertainment venues such as health clubs, sporting arenas, bars, and restaurants. A. Aerial advertisingB. Speciality advertisingC. Video advertising networksD. Network advertisingE. Mobile billboards

c

_____ are screens which transmit in LED (light emitting diodes) or LCD (liquid crystal display) technologies. A. Digital billboardsB. Advertising specialitiesC. Video advertising networksD. MnemonicsE. Mobile billboards

a

_____ include(s) smaller signs that appear in restrooms, stairs, personal vehicles, and on specialty items. A. Mobile billboardsB. Ambient advertisingC. Transit advertisingD. Aerial advertisingE. Digital billboards

b

Airplanes pulling banners, skywriting, and blimps all constitute: A. transit advertising.B. mobile advertising.C. digital advertising.D. aerial advertising.E. speciality advertising.

d

Which of the following statements is true about aerial advertising? A. It is not expensive in absolute terms.B. It is not a good tool for reaching specific target audiences.C. It includes video advertising networks and digital billboards.D. It includes advertising on aisle displays and store leaflets.E. It is targeted at the millions of people who are exposed to commercial transportation facilities, including buses, taxis, commuter trains, trolleys, airplanes, and subways.

a

Which of the following statements about aerial advertising is true? A. It is expensive in absolute terms.B. It can be used to reach specific target markets.C. It is seldom used by local advertisers.D. It is illegal at sporting events.E. It is generally done inside stores and small supermarkets.

b

Which of the following is an example of an aerial ad? A. Anne receives a SMS containing an ad that informed her about the ongoing sale at 'Levis'.B. Anna views a huge balloon flying in the air which reads 'McDonald's - I'm loving it'.C. Alice watches a truck painted with an ad for 'Levis' jeans.D. Christa sees a full page ad for 'Covergirl' cosmetics in the 'Beauty in Vogue' magazine.E. Jane comes across a small ad like sticker for 'Whisper' sanitary napkins in the restroom of the hotel.

b

Ads on small billboards that are mounted on trailers and driven around or parked in the geographic areas being targeted are known as: A. aerial ads.B. mobile billboards.C. advertising specialities.D. skyscrapers.E. pop - ups.

b

The cost of mobile billboards depend on: A. number of clicks.B. number of recalls.C. sales of the product advertised.D. the geographic area.E. the speed of the billboard.

d

A City of Macon public transit system bus painted to look like a large moving loaf of Wonder Bread is an example of: A. out-of-store advertising.B. a mobile billboard.C. free-form advertising.D. a spectacular.E. a sales promotion.

b

Aisle displays, store leaflets, shopping cart signage, and in-store TV are examples of _____ media. A. aerialB. transitC. mobileD. in-storeE. interactive television

d

_____ is targeted at the millions of people who are exposed to commercial transportation facilities, including buses, taxis, commuter trains, trolleys, airplanes, and subways. A. Aerial advertisingB. Transit advertisingC. In-store advertisingD. Specialty advertisingE. Promotional products marketing

b

Truck sides, taxi displays and wrapped vehicles are all examples of: A. transit media.B. in-office media outlets.C. areas where government has regulated advertising.D. product placements.E. specialty advertising.

a

Based on research figures, approximately two-thirds of all consumers' purchase decisions are made while shopping. Given this fact, which of the following media should be most effective in influencing consumer decisions? A. Nationally televised adsB. In-store mediaC. Local newspaper coupon supplementsD. Parking meter advertisementsE. Billboards

b

Advertising placed on buses and taxis are called: A. sales promotions.B. stationary advertising.C. transit advertising.D. aerial advertising.E. free-form advertising.

c

An ad in a subway for a local Mexican restaurant is an example of: A. a sales promotion.B. stationary advertising.C. transit advertising.D. aerial advertising.E. free-form advertising.

c

Transit advertising has been around for a long time, but interest in it has increased over the last few years. This increase is due to increased audience segmentation, the rising cost of TV advertising, and: A. the increased number of women in the workforce.B. the development of Internet advertising.C. the ban on advertising cigarettes on billboards.D. an increase in the number of consumers who are over 60.E. a change in entertainment venues.

a

At the Chicago's O'Hare Airport, Kevin saw an ad for Alamo Car Rental on the trolley as he made his way to his departure gate. The ad Kevin saw was an example of: A. a sales promotion.B. stationary advertising.C. transit advertising.D. aerial advertising.E. free-form advertising.

c

There are three forms of transit advertising. They are inside cards, station, platform or terminal posters, and: A. mobile billboards.B. aerial banners.C. spectaculars.D. outside posters.E. promotional cards.

d

The advertisements that are placed above the seats and luggage area in a commuter bus advertising restaurants, TV or radio stations, or a myriad of other products and services are known as: A. aerial ads.B. in-store ads.C. terminal posters.D. inside cards.E. mobile ads.

d

The digital screens in transit vehicles, which deliver news, video ads, and restaurant information are examples of: A. digital ads.B. mobile billboards.C. transit ads.D. interactive television.E. aerial ads.

c

_____ appear on the sides, backs, and/or roofs of buses, taxis, trains, and subway and trolley cars. A. Inside cardsB. Aerial adsC. Speciality adsD. Product placementsE. Outside posters

e

A company uses a global positioning system to adjust the advertising messages shown on top of a taxi cab. This is an example of technology-driven _____ advertising. A. specialtyB. transitC. aerialD. movieE. radio

b

Floor displays, island showcases, electronic signs, and other forms of advertising that appear in train or subway stations and airline terminals are all forms of: A. transit advertising.B. aerial advertising.C. product placements.D. branded entertainment.E. specialty advertising.

a

Which of the following is an advantage of outdoor advertising? A. Ability to communicate complex messagesB. Low costC. Elimination of waste coverageD. Geographic flexibilityE. Ability to provide extremely accurate measures of the medium's reach

d

Which of the following is an advantage of outdoor advertising? A. No waste coverageB. Ease of measurement of audience sizeC. Wide coverage of local marketsD. Low costsE. Slow wearout

c

Outdoor advertising would best be suited for a company whose communication objective is to: A. attain brand awareness.B. explain a complex product advantage.C. create attitude change.D. stimulate product trial for a new type of computer.E. influence immediate behavior.

a

Which of the following support media provides advertisers with wide coverage of local markets and high levels of frequency? A. Outdoor advertisingB. Mail advertisingC. Airport advertisingD. In-store and out-of-store advertisingE. Newspaper and transit advertising

a

Which of the following is a disadvantage associated with transit advertising? A. Low frequency of exposureB. High relative costsC. Copy and creative limitationsD. Short exposure timesE. High absolute costs

c

Which of the following is an advantage associated with transit advertising? A. Excellent reachB. The elimination of waste coverageC. No copy limitationsD. Superior frequencyE. Image factors

a

_____ is "the advertising or promotional medium or method that uses promotional products, such as ad specialties, premiums, business gifts, awards, prizes, or commemoratives." A. Aerial advertisingB. Mobile advertisingC. Promotional products marketingD. Synchro marketingE. Multi-level marketing

c

Promotional products marketing is the more up-to-date name for what used to be called: A. aerial marketing.B. mobile marketing.C. viral marketing.D. specialty advertising.E. sales promotion.

d

The more up-to-date name for what was once called "specialty advertising" is: A. in-store advertising.B. promotional products marketing.C. public relations enhancement.D. giveaway marketing.E. product placement.

b

_____ is a medium of advertising, sales promotion, and motivational communication employing imprinted, useful, or decorative products called advertising specialties, a subset of promotional products. A. Buzz marketingB. Specialty advertisingC. Syncro marketingD. Multi - level marketingE. Direct response advertising

b

Products, such as free pens, calendars, and coffee mugs featuring advertising and used as promotional tools are referred to as: A. premiums.B. advertising specialties.C. sales promotions.D. publicity.E. giveaways.

b

Useful articles of merchandise, such as sports bottles, calendars, and pens, imprinted with an advertiser's name, message, or logo that are distributed free are examples of: A. advertising specialties.B. product placements.C. transportable advertising.D. sales promotions.E. trade promotions.

a

Which of the following statements is true about public relations? A. Public relations is same as publicity.B. Public relations is a short term strategy of enhancing the image of the company.C. Public relations is not concerned with the evaluation of public attitudes.D. An effective public relations program continues over months or even years.E. Public relations deals only with the activities designed to sell a product or service.

D

In the traditional perspective, public relations is viewed as a(n) _____ function whose primary responsibility is to maintain mutually beneficial relationships between the organization and its publics. A. advertisingB. direct responseC. marketingD. nonmarketingE. sales

D

_____ is the management function that evaluates public attitudes, identifies the policies and procedures of an organization with the public interest, and executes a program of action to earn public understanding and acceptance. A. Public relationsB. Image advertisingC. Corporate advertisingD. Dyadic communicationsE. Integrated marketing communications

A

The new role of public relations is one characterized by: A. less of a communication role.B. less of a marketing orientation.C. a tighter, more tightly defined role.D. a broader, less marketing-oriented role.E. a broader, more marketing-oriented role.

E

Public relations activities that are designed to support marketing objectives are known as: A. publicity.B. vertically integrated activities.C. marketing public relations functions.D. image-oriented advertising.E. branding.

C

Marketing objectives that may be aided by _____ activities include raising awareness, informing and educating, gaining understanding, building trust, giving consumers a reason to buy, and motivating consumer acceptance. A. sales promotionalB. public relationsC. advertisingD. direct-responseE. outdoor marketing

B

Which of the following statements describes an advantage derived from the use of marketing public relations (MPR)? A. The effectiveness of MPR can be easily measured.B. It is easy to tie slogans in with MPR activities.C. MPR breaks through the clutter.D. The use of MPR guarantees a specific media time and place.E. It helps in increasing control over media.

C

Miller & Sons Inc. has revived the dying art of stone masonry. Roy Miller and his two sons are all European trained artisans who would like to work on repairing of old stonework on churches and buildings constructed before 1940. The business is not thriving even though the company has been featured in news articles in several regional magazines and newspapers for its help in restoring old cemeteries and as a potentially important new business. What should the company do? A. Use the objective-task method for setting its budgetB. Change its nameC. Conduct research to determine the public attitude toward the companyD. Lower its pricesE. Add product line extensions

C

In public relations targeting, external audiences include: A. customers.B. the public at large.C. suppliers.D. stockholders.E. employees.

B

Which of the following is considered an internal audience for a public relations activity? A. CustomerB. MediaC. GovernmentD. Financial communityE. Civic groups

A

Which of the following is considered an external audience for a public relations activity? A. CustomersB. SuppliersC. Members of the local communityD. StockholdersE. Press

E

Organizational newsletters, notices on bulletin boards, awards ceremonies and events, direct mail, and annual reports are some of the methods used to communicate with: A. current customers of the organization.B. employees of the firm.C. the press.D. government officials.E. community members

B

One of the most critical external publics is the ____, which determine what you will read in your newspapers or see on TV, and how this news will be presented. A. supplierB. customerC. governmentD. mediaE. investor

D

Which of the following groups would most likely be the target of public relations efforts designed to increase communications with external audiences? A. Potential investors and the mediaB. Current customers and employees of the firmC. The media and current customersD. Suppliers and employees of the firmE. The public at large and stockholders

A

Companies that support lobbying efforts: A. are trying to reach internal audiences.B. are engaged in flighting.C. have targeted government bodies.D. have determined the importance of homogeneity.E. are targeting educators.

C

When the Financial Times published an article about The Mills Corporation building, a multi-leisure complex in Madrid, Spain, the company supplied the written information. The author of the articles needed to write knowledgeably about a complex that will offer a blend of entertainment, retailing, lodging and offices. In fact, this information was made available to several different European and U.S. newspapers. Which public relations tool was employed? A. Community involvementB. Integrated public relations activities (IPRA)C. ExclusivesD. Marketing public relations (MPR)E. Press release

E

Unilever is the world's largest manufacturer of ice cream. When the Anglo-Dutch company decided to invest in retailing ice cream, it gathered news representatives from the major newspapers to a meeting in which the company unveiled its prototype ice-cream van and showed pictures of ice-cream kiosks that it was setting up on the world's beaches. Which public relations tool was employed? A. Community involvementB. Integrated public relations activities (IPRA)C. ExclusivesD. Press conferenceE. Press release

D

When a right to a public relations effort (such as a particular story) is offered to one particular medium since the medium reaches a substantial number of people in the target audience, it is known as a(n) ____. A. needledrop.B. mnemonic.C. interview.D. exclusive.E. press conference.

D

For areas of the United States that have experienced lengthy periods of time without utilities due to some act of nature, Budweiser packages water in black and white cans and gives it to people who are without water. Which public relations tool was employed? A. Community involvementB. Integrated public relations activities (IPRA)C. ExclusivesD. Press conferenceE. Press release

A

Organizations can use the Internet as a means of disseminating their public relations information. How does the way the Internet is used differ from how other traditional media is used? A. The Internet offers longer exposure times than other media.B. The Internet is confined by time and space limitations that do not inhibit other media.C. The Internet offers the ability to build internal links to provide instant access to as much information as needed.D. The Internet cannot be used by organizations to defend themselves against negative publicity.E. The Internet is not used as a public relations source.

C

Because public relations communications are typically perceived as ____, they are not subject to the problems with clutter that are common to other forms of promotional communication. A. corporate-sponsored advertisementsB. altruisticC. image buildersD. news itemsE. exclusives

D

Which of the following statements is true about public relations? A. This medium of promotion lacks credibility.B. The relative costs of public relations is very low.C. The absolute costs of public relations is very high when its possible effects are considered.D. Public relation messages are subject to a lot of clutter.E. Public relations is ineffective in generating sales leads.

B

Which of the following is an advantage associated with public relations? A. Effectiveness at completing the communications product.B. High absolute cost but low relative cost.C. Ease with which PR activities are coordinated with other promotional activities even when the activities are performed in different departments.D. Use as an effective lead generator.E. Strong connection of the receiver to the source.

D

Criteria for measuring the effectiveness of public relations activities include: A. number of press releases developed.B. number of personal interviews given by company representatives.C. dollar value of community involvement.D. percentage of positive and negative articles over time.E. percentage of people who have come across the press release

D

Measuring the effectiveness of PR activities provides which of the following advantages? A. It helps deal with the problem of clutter.B. It reduces the high absolute costs connected with PR activities.C. It helps in reaching specific audience groups.D. It helps in completing the communication process.E. It gives management a way to judge the quality of public relations achievements and activities.

E

Which of the following is a method for measuring the effectiveness of public relations activities? A. Number of customer complaintsB. Public opinion and surveysC. SalesD. Computer simulationsE. Trend analyses

B

_____ refers to the generation of news about a person, product, or service that appears in broadcast or print media. A. AdvertisingB. Direct response advertisingC. Sales promotionsD. PublicityE. Advertainment

D

Which of the following statements about publicity and public relations is true? A. Publicity always originates within the firm.B. Public relations is typically a short term strategy.C. Publicity is always positive.D. Publicity is typically a short-term strategy.E. Publicity is synonymous to public relation.

D

An article in the Financial Times about Iressa, a new lung cancer drug made by AstraZeneca, said the drug was not the miracle drug it was supposed to be. The article described how the drug had been linked with 174 deaths in eight months and 300 cases of serious side effects. This is an example of: A. an advertorial.B. negative publicity.C. controlled public relations.D. image advertising.E. negative lobbying

B

Unlike other forms of promotions, _____ is not usually perceived as being sponsored by the company, especially in negative instances. A. direct marketingB. outdoor advertisingC. publicityD. transit advertisingE. trade promotion

C

Which of the following is one of the important reasons for the high power of publicity as a form of promotion? A. Lack of clutterB. Leads to increase in salesC. Its news value and the frequency of exposure it generatesD. Its lack of ability to generate word of mouth informationE. Its low relative costs

C

Why is publicity considered by many marketers to be the strongest form of marketing communications? A. Its effectiveness at completing the communications process.B. Its ability to make or destroy a brand.C. The fact that consumers perceive the communication as biased.D. The ease with which it is coordinated with other communications activities.E. The positive image it always attaches to products and organizations

B

Which of the following communications methods is potentially the most powerful? A. Sales promotionsB. AdvertorialsC. Specialty advertisingD. PublicityE. Advocacy advertising

D

Why is publicity viewed as being so much more important than advertising, sales promotion, or other forms of public relations? A. Control of the messageB. Timing of the messageC. Credibility of the messageD. Accuracy of the messageE. Lack of clutter

C

There are some who believe Beanie Babies, Ninja Turtles, and other high-selling products were the beneficiaries of staged events in which buyers were paid to stand in line in attempts to purchase the products. If this is true, what strategy were these companies employing? A. Press conferencesB. The management of publicityC. Press releasesD. Video news releasesE. Sponsorships

B

_____ is a publicity piece produced by publicists so that stations can air it as a news story. A. Video news releasesB. Public relationsC. Spilt-run testsD. MnemonicsE. Dramatization ads

A

Star News ran a two-minute story on "phishing" scams. The news report featured testimony from Jessica, a phishing victim, and a computer security expert from Trend Micro Software. In no uncertain terms, the report recommended PC-Cilin, a $50 Internet security program from Trend Micro, as "a first line of defense" against phishing scams. However, it was later known that the report was funded by Trend Micro. This news report is an example of: A. image advertising.B. advocacy advertising.C. cause-related advertising.D. video news release.E. direct response advertising

D

Cartoon Network ran a holiday feature on the best and worst high-tech gifts for children. In it, technology expert and "Internet Mom" recommended the Oxyride battery, the Pac-Man and a few more games that came from either Panasonic, Namco or Techno Source. If this holiday feature were jointly funded by Panasonic, Namco and Techno Source, it would be called a(n): A. cause related ad.B. mnemonic.C. image ad.D. video news release.E. event sponsorship

D

Marketers use _____ when they want to have as much control as possible over publicity. A. press conferencesB. advertorialsC. press releasesD. video news releasesE. sponsorships

D

One of the main disadvantages of publicity is: A. lack of control.B. low credibility.C. perception of being endorsed by the media.D. the ability of the marketer to control the timing.E. non-identification of the sponsor.

A

Communications activities designed to promote a firm's overall image, without reference to a specific product, are called: A. corporate advertising.B. advocacy advertising.C. advertorials.D. lobbying.E. continuity advertising

A

The illustration in the ad for Accenture showed an elephant walking a narrow log suspended between two cliffs. The headline read, "Who says you can't be big and nimble?" Since the ad made no reference to the specific products offered by Accenture, it is an example of: A. corporate advertising.B. advocacy advertising.C. an advertorial.D. lobbying.E. continuity advertising.

A

ACE Guaranty RE changed its name to Ace Guaranty Corp to better reflect the scope of its products. Headline "Sometimes a name change can make a big difference." The ad showed photographs of stars who had changed their names and made no mention of what services the corporation offers. This ad is an example of: A. corporate advertising.B. advocacy advertising.C. an advertorial.D. lobbying.E. continuity advertising

A

Which of the following best reflects an example of corporate advertising? A. Revlon's use of the actress that plays Buffy, the vampire slayer, as a spokesperson.B. Toyota promoting its concern for the environment.C. Titleist golf equipment signing of golfer Tiger Woods as a spokesperson.D. M&M conducting a contest to determine the new color for M&M candies.E. Haven Funeral Home giving out free calendars to all of its regular customers

B

Which of the following statements about corporate advertising is true? A. It is cheap form of advertising.B. It attracts the interest of consumers.C. Consumers prefer watching such advertising that provide a lot of meaning to them.D. Corporate ads are not easy to write.E. It concentrates on the promotion of one specific product or service

D

The term _____ tends to be used as a catchall for any type of advertising run for the direct benefit of the corporation rather than its products or services. A. direct marketingB. sales promotionC. aerial advertisingD. corporate advertisingE. trade promotion

D

The two main goals of corporate advertising are creating a positive image for the firm and: A. developing interest in the product and services.B. creating awareness about the new products of the firm.C. inducing trial.D. inviting feedback.E. communicating the organization's views on social, business, and environmental issues

E

_____ is the form of corporate advertising devoted to promoting the organization's overall image. A. Transit advertisingB. Cause - related advertisingC. Image advertisingD. Advocacy advertisingE. Symbolic advertising

C

An advertisement for dishes pictured a bride and groom sitting down to a table setting, with a line of copy indicating that the Queen of England had used similar dishes at her wedding dinner. This is an example of which of the following types of image advertising? A. Cause-related advertisingB. Advocacy advertisingC. General positioning adD. Direct response adE. Financial support ad

C

The Grand Thornton's print ad states that, "If you have a passion for accounting and want to work with others who share that passion, you might be interested in the Grant Thornton accounting firm". This is an example of which of the following types of advertising? A. Direct-response advertisingB. Image advertisingC. Cause-related advertisingD. Advocacy advertisingE. Event sponsorship

B

An American Airlines ad shows a golf ball laying at a green. The copy reads, "It's hard to believe that people can be so passionate about an inanimate object that merely flies through the air and lands on the ground. We, however, understand completely." This ad shows American Airlines creating an image of safety for itself. It is an example of which type of image advertising? A. Direct response adsB. SponsorshipsC. Cause related adsD. General positioning adsE. Financial support ads

D

In an ad, Toyota explained its Global Earth Charter, which has led to the recycling of 376 million pounds of steel annually and an aggressive recycling program keeps 18 million pounds of other scrap metals from landfill. It is an example of which type of image advertising? A. Recruitment adsB. SponsorshipsC. Paid positive publicityD. General positioning adsE. Financial support ads

D

When Allstate refers to itself as "The good hands people," this is an example of: A. positioning advertising.B. recruitment advertising.C. advocacy advertising.D. public relations.E. publicity

A

If you follow college football you may have noticed over the years that bowl games are using large corporation names such as the Nokia Sugar Bowl. What type of advertising is being used when a large corporation like Nokia sponsors a college bowl game? A. Advocacy advertisingB. Image advertisingC. Issue advertisingD. Cause-related advertisingE. Advertorial marketing

B

Why would World Wrestling Entertainment (WWE) sponsor a car on the NASCAR racing circuit? A. To build equity and gain affinity with its target marketB. To show its position on sports marketingC. To create a generic positioning strategyD. To further segment its target marketE. To reduce its overall promotional expenses

A

Many companies are attracted to event sponsorships because: A. they help build equity and gain affinity with target audiences.B. they are unidimensional.C. they are less expensive forms of advertising.D. they help in propagating ideas and elucidating controversial social issues of public importance.E. they explain management's position on a particular environmental or social issue.

A

_____ is a major form of corporate advertising that addresses social, business, or environmental issues. A. Image advertisingB. Aerial advertisingC. Advocacy advertisingD. Event sponsorshipE. Trade promotion

C

While still seeking the objective of portraying an image for the company or organization, _____ does so indirectly by adopting a position on a particular issue rather than by promoting the organization itself. A. advocacy advertisingB. publicityC. a sponsorshipD. public relations advertisingE. image advertising

A

_____ advertising is concerned with propagating ideas and elucidating controversial social issues of public importance in a manner that supports the interests of the sponsor. A. AdvocacyB. ImageC. AerialD. EventE. Interactive

A

An oil company in United States developed an advertisement promoting off shore oil drilling in the United States. Such ads might tout the availability of oil resources, the reduction of dependence on foreign oil, and other benefits, with the goal of getting members of the public to support offshore drilling. This is an example of: A. image advertising.B. trade promotion.C. direct-response advertising.D. event sponsorship.E. advocacy advertising.

E

Budweiser's effort to promote "responsible drinking and driving" is an example of: A. advocacy advertising.B. image advertising.C. direct-response advertising.D. event marketing.E. aerial advertising

A

When Mobil Oil runs an advertisement urging citizens to support and to donate to a law enforcement memorial fund, this is an example of: A. advocacy advertising.B. publicity.C. specialty advertising.D. a paid public relations activity.E. event sponsorship.

A

Mobil Oil ran an ad in which it addressed the potential problem of global warming. The ad encouraged others to take time to truly understand the problem and to not act hastily. This ad is an example of: A. advocacy advertising.B. publicity.C. a sponsorship.D. public relations advertising.E. image advertising.

A

Which of the following statements is true about advocacy advertising? A. Only small firms employ this form of advertising.B. Advocacy ads may be sponsored by a firm or by a trade association.C. Advocacy ads are always used in conjunction with cause-related marketing.D. Advocacy ads reflect a company's position on some upcoming legislative or judicial ruling.E. Advocacy ads are not a controversial form of advertising.

B

While considered a form of advocacy advertising, _____ ads may have no affiliation with a corporate or trade sponsor but may be sponsored by an organization to bring attention to what they consider to be an important issue. A. direct-response adsB. imageC. general positioningD. issueE. transit

D

A departmental store ad about a consumer tax issue would constitute _____ advertising. A. imageB. eventC. direct-responseD. tradeE. issue

E

An increasingly popular method of image building is _____ marketing, in which companies link with charities or nonprofit organizations as contributing sponsors. A. cause-relatedB. eventC. imageD. transitE. cooperative

A

Cause-related marketing refers to: A. all advertising designed to cause sales.B. all advertising designed to cause attitude change.C. the linking of companies with charities with the former being a contributing sponsor to the latter.D. corporate advertising designed to change the image of an organization.E. advertising developed in response to any negative publicity faced by the firm

C

Making outright donations to a nonprofit cause, having companies volunteer for the cause, donating materials or supplies, running public service announcements, or even providing event refreshments are some of the ways of _____ marketing. A. cause-relatedB. eventC. imageD. transitE. cooperative

A

McDonald's sponsorship of the Ronald McDonald House, where families of hospitalized children can stay free of charge, is an example of: A. advocacy advertising.B. cause-related marketing.C. publicity.D. advertorial marketing.E. transactional marketing

B

Liberty Mutual Insurance paid for an ad supporting the efforts of Students Against Drunk Driving (SADD) and safe teen driving. This ad was an example of: A. advocacy advertising.B. cause-related marketing.C. publicity.D. advertorial marketing.E. transactional marketing

B

Which of the following is a criticism commonly applied to corporate advertising? A. Poor vehicle for repositioning a company or a brandB. Does not take advantage of any benefits derived from public relationsC. Not effective at reaching the target marketD. Questionable effectivenessE. Lack of control over public opinion

D

The attempt to measure the effectiveness of PR activities is often difficult to achieve. Which of the following measures would be most useful in this effort? A. Tying PR activities directly to salesB. Timing the amount of time a sponsored logo appears on televisionC. Conducting studies to determine the relationship between corporate advertising and stock pricesD. Computer simulationsE. Measuring effectiveness of the sales promotional tools instead

C

From a marketer's perspective, the unfortunate part of negative publicity is it can occur as a result of factors beyond the control of the company and: A. for reasons the company might never anticipate B. as result in increased advertising effectiveness C. result in reduced censorship guidelines D. cause an increase in online advertising E. create increased exit audits

A

The examples of negative publicity in the opening vignette suggest: A. top management needs to look for more creative ways to communicate with the target market(s) B. companies should never cut their public relations budget C. negative publicity can come from a variety of sources D. good things happen to good people E. none of the above

C

An advertiser who is "managing the buzz" is dealing with something that is a topic of conversation for lots of consumers—it is what is hot in society. In terms of the promotional mix, "managing the buzz" would be most closely associated with: A. corporate advertising B. sales promotions C. personal selling D. publicity and public relations

D

_____ is the management function that evaluates public attitudes, identifies the policies and procedures of an organization with the public interest, and executes a program of action to earn public understanding and acceptance. A. Public relations B. Image advertising C. Corporate advertising D. Dyadic communications

A

Which of the following is a required stage in the public relations process? A. the integration of sales promotion and personal selling with the public relations process B. the identification of what portion of the budget is specifically designated to public relations C. the hiring of a specialized firm that understands the public relations process D. the determination and evaluation of public attitudes E. all of the above

E

Which of the following would most reflect the traditional role of public relations? A. a company's sponsorship of a Little League team B. a company's donations to a local charity C. sponsorship within an organization of a blood drive D. the mailing of a press release announcing a new product E. all of the above

E

Which of the following best reflects the new role of public relations in an integrated marketing communication program? A. sponsoring the local Little League team B. supporting local charities C. sponsoring Olympic events to gain brand name association. D. issuing a press release announcing a new CEO E. advertising to announce an organization's support of a school bond referendum

C

According to the new definition of public relations, the function of public relations personnel is to: A. assess public attitudes B. promote products or services directly C. create a favorable corporate image D. develop and execute communications programs designed to bring about public understanding and acceptance E. do all of the above

E

The new role of public relations is one characterized by: A. less of a communication role B. less of a marketing orientation C. a tighter, more tightly defined role D. a broader, less marketing-oriented role E. a broader, more marketing-oriented role

E

Which of the following promotional activities would best exemplify the new role of public relations? A. use of Brittany Spears as a spokesperson for Pepsi B. initiation of a contest to find a new spokesperson for a brand C. donation of money to the favorite charity of a firm's CEO D. sponsorship of a marathon E. donation of money to support a local children's soccer team

B

Marketing public relations (MPR) activities designed to support marketing objectives add value to the integrated marketing program by: A. building marketplace excitement B. creating advertising news where there is none C. providing a value-added customer service D. defending products at risk and giving consumers a reason to buy E. doing all of the above

E

MPR activities are used by public relations agencies to: A. receive discounts in various media B. place new releases in mass media simultaneously C. "microsegment" the market D. achieve feedback from public relations activities E. do none of the above

E

Which of the following statements describes an advantage derived from the use of marketing public relations (MPR)? A. The effectiveness of MPR can be easily measured. B. It is easy to tie slogans in with MPR activities. C. MPR breaks through the clutter. D. The use of MPR guarantees a specific media time and place. E. All of the above statements describe advantages derived from the use of MPR.

C

Which of the following statements describes an advantage derived from the use of marketing public relations (MPR)? A. MPR benefits from the endorsement of independent and objective third parties who have association with the product. B. MPR supports advertising programs by making messages more credible.C. MPR can circumvent consumer resistance to sales effort.D. MPR is a highly targeted way to conduct public relations. E. All of the above statements describe advantages derived from the use of MPR

E

Which of the following is NOT a reason for conducting research to determine public attitudes? A. It provides input into the planning process. B. It leads directly to more product sales. C. It serves as an "early warning system" to detect problems. D. It results in more internal support. E. It increases the effectiveness of communications.

B

A good reason for conducting research to determine public attitudes is because: A. it is a way to determine whether to use status quo pricing B. it allows the company to appear to care about its publics C. it is similar to and more effective than a SWOT analysis D. it serves as an early warning system for identifying potential problems E. it can reveal any untapped target markets through demographic evaluations

D

In public relations, internal audiences include all of the following EXCEPT: A. the public at large B. suppliers C. customers D. stockholders E. investors

A

When determining relevant target audiences for public relations efforts, all of the following groups are considered internal audiences EXCEPT: A. employees of the firm B. the media C. current customers D. investors E. suppliers

B

In public relations targeting, external audiences include: A. customers B. the public at large C. suppliers D. stockholders E. all of the above

B

Which of the following is NOT one of the ten questions suggested for use in evaluating public relations plans? A. Does the plan include analysis of recent editorial coverage? B. Do the PR people understand the product's strengths and weaknesses? C. Is the plan acceptable to marketing? D. Are the objectives specific and measurable? E. Does the program clearly describe what the PR activity will be and how it will benefit the company?

C

Which of the following groups would most likely be the target of public relations efforts designed to increase communications with external audiences? A. potential investors and the media B. current customers and employees of the firm C. the media and current customers D. suppliers and employees of the firm E. the public at large and stockholders

A

Companies that support lobbying efforts: A. are trying to reach internal audiences B. are engaged in flighting C. have targeted government bodies D. have determined the importance of homogeneity E. are targeting educators

C

Which of the following is a recommended tool for improving the likelihood that the public relations story will be told? A. press conferences B. interviews C. the Internet D. exclusives E. all of the above

E

When the Financial Times published an article about The Mills Corporation building a multi-leisure complex in Madrid, Spain, the company supplied the written information the author of the articles needed to write knowledgeably about a complex that will offer a blend of entertainment, retailing, lodging and offices. In fact, this information was made available to several different European and U.S. newspapers. Which public relations tool was employed? A. community involvement B. integrated public relations activities (IPRA) C. exclusives D. MPR E. press release

E

Unilever is the world's largest manufacturer of ice cream. When the Anglo-Dutch company decided to invest in retailing ice cream, it gathered news representatives from the major newspapers to a meeting in which the company unveiled its prototype ice-cream van and showed pictures of ice-cream kiosks that it was setting up on the world's beaches. Which public relations tool was employed? A. community involvement B. integrated public relations activities (IPRA) C. exclusives D. press conference E. press release

D

Offering a press release to only one particular medium may be termed: A. an exclusive B. an advertorial C. advocacy advertising D. lobbying E. image advertising

A

For areas of the United States that have experienced lengthy periods of time without utilities due to some act of nature, Budweiser packages water in black and white cans and gives it to people who are without water. Which public relations tool was employed? A. community involvement B. integrated public relations activities (IPRA) C. exclusives D. press conference E. press release

A

Organizations can use the Internet as a means of disseminating their public relations information. How does the way the Internet is used differ from how other traditional media is used? A. The Internet offers longer exposure times than other mediaB. The Internet is confined by time and space limitations that do not inhibit other media. C. The Internet offers the ability to build internal links to provide instant access to as much information as needed. D. The Internet cannot be used by organizations to defend themselves against negative publicity. E. The Internet is not used as a public relations source.

C

Which of the following is an advantage associated with public relations? A. greater credibilityB. ability to build positive image C. avoidance of clutter D. low absolute and relative cost E. all of the above

E

Which of the following is an advantage associated with public relations? A. effectiveness at completing the communications product B. high absolute cost but low relative cost C. ease with which PR activities are coordinated with other promotional activities even when the activities are performed in different departments D. use as an effective lead generator E. all of the above

D

Because public relations communications are typically perceived as _____, they are not subject to the problems with clutter that are common to other forms of promotional communication. A. corporate-sponsored advertisements B. altruistic C. image buildersD. news items E. exclusives

D

Public relations campaigns must be evaluated in order to: A. determine their contribution toward achieving communications objectives B. tell management what has been achieved through PR activities C. provide management quantitative ways to judge PR activities D. provide management ways to judge the quality of PR activities E. do all of the above

E

Criteria for measuring the effectiveness of public relations activities include: A. number of press releases developed B. number of personal interviews given by company representatives C. dollar value of community involvement D. percentage of positive and negative articles over time E. all of the above

D

A system developed by Lotus HAL for measuring a public relations program's effectiveness uses all of the following criterion EXCEPT: A. percentage of negative articles over time B. ratio of marketing to public relations activities C. percentage of positive articles over time D. total number of impressions over time E. ratio of positives to negatives

B

Which of the following would NOT be a criterion used to measure the effectiveness of a public relations campaign? A. a comparison of the number of positive and negative articles appearing on the subject B. a counting of the number of positive articles appearing in a medium C. a counting of the number of negative articles appearing in a medium D. a counting of the number of persons in the target audience for the messages E. a determination of the total number of impressions the campaign created

D

All of the following are suggested as means for effective analysis of public relations programs EXCEPT: A. internal audits B. the team approach C. the test market theorem D. external audits E. MBO (management by objectives)

C

Which of the following is a method suggested by the text for measuring the effectiveness of public relations activities? A. number of customer complaints B. public opinion and surveys C. sales D. computer simulations E. trend analyses

B

According to the text, Harold Mendelsohn suggests that to achieve attitude modification throughout public relations campaigns, an organization should use: A. the team approach B. the reach/frequency system C. the traditional public relations activities D. a highly credible spokesperson E. publicity only

A

Internal audits of a financial investment company would be conducted by: A. the Securities and Exchange Commission B. the Federal Trade Commission C. a public relations specialist commissioned to do the job D. top managers within the marketing department E. community watchdog organizations

D

External audits of a financial investment company would be conducted by: A. its investors B. a public relations specialist hired specifically to conduct the audit C. top managers within the marketing department D. media specialists E. creatives

B

Which of the following statements about publicity and public relations is true? A. Publicity always originates within the firm. B. Public relations is typically a short term strategy. C. Publicity is always positive. D. Publicity is typically a short term strategy. E. None of the above are differences.

D

An article in the Financial Times about Iressa, a new lung cancer drug made by AstraZeneca, said the drug was not the miracle drug it was supposed to be. The article described how the drug had been linked with 174 deaths in eight months and 300 cases of serious side effects. This is an example of: A. an advertorial B. negative publicity C. controlled public relations D. image advertising E. negative lobbying

B

Publicity: A. is typically a long-term strategy B. is designed to provide positive information about the competition C. is news about a person, product, or service that appears in broadcast or print media D. is always under the control of the firm E. may not originate from sources other than the firm

C

Why is publicity considered by many marketers to be the strongest form of marketing communications? A. its effectiveness at completing the communications process B. its ability to make or destroy a brand. C. the fact that consumers perceive the communication as biased D. the ease with which it is coordinated with other communications activities E. the positive image it always attaches to products and organizations

B

Which of the following communications methods is potentially the most powerful? A. sales promotionsB. advertorials C. specialty advertising D. publicity E. advocacy advertising

D

Why is publicity viewed as being so much more important than advertising, sales promotion, or other forms of public relations? A. control of the message B. timing of the message C. credibility of the message D. accuracy of the message E. all of the above

C

There are some who believe Beanie Babies, Ninja Turtles, and other high-selling products were the beneficiaries of staged events in which buyers were paid to stand in line in attempts to purchase the products. If this is true, what strategy were these companies employing? A. press conferences B. the management of publicity C. press releases D. video news releases E. sponsorships

B

Marketers use _____ when they want to have as much control as possible over publicity. A. press conferences B. advertorials C. press releases D. video news releases E. sponsorships

D

Advantages inherent in the use of publicity include: A. the perception of being endorsed by the media in which the publicity appears B. significant word-of-mouth communication resulting from the publicity C. high degree of credibility D. strong news value E. all of the above

E

The two major problem areas that most commonly inhibit the effectiveness of publicity are: A. timing and accuracy B. reach and frequency C. media time and space D. encoding and decoding E. measurement and reach

A

Communications activities designed to promote a firm overall, without reference to a specific product, are called: A. corporate advertising B. advocacy advertising C. advertorials D. lobbying E. continuity advertising

A

ACE Guaranty RE changed its name to Ace Guaranty Corp to better reflect the scope of its products. Headline "Sometimes a name change can make a big difference." The ad showed photographs of stars who had changed their names and made no mention of what services the corporation offers. This ad is an example of: A. corporate advertising B. advocacy advertising C. advertorials D. lobbying E. continuity advertising

A

Corporate advertising, an extension of the public relations function, is considered controversial because: A. consumers are not interested in this form of advertising B. a belief held by consumers and critics that the only reason firms engage in corporate advertising is because they are in trouble C. corporate ads are considered a costly form of self-indulgence on the part of top managers D. corporate ads do not appeal directly to anyone, and the logical conclusion is that they are a waste of money E. of all of the above reasons

E

Which of the following is NOT an example of a corporate advertising objective? A. to help to ease consumer uncertainty for a newly deregulated company B. to reach targeted goals for specific branded products C. to establish identity for a parent firm D. to smooth labor relations E. to boost employee morale

B

Which of the following is NOT an example of image advertising? A. recruitment ads B. sponsorships C. paid political announcements D. general positioning ads E. financial support ads

C

An American Airlines ad shows a golf ball laying at a green. The copy reads, "It's hard to believe that people can be so passionate about an inanimate object that merely flies through the air and lands on the ground. We, however, understand completely." This ad shows American Airlines creating an image of safety for itself. It is an example of which type of image advertising? A. recruitment adsB. sponsorships C. paid positive publicity D. general positioning ads E. financial support ads

D

When Allstate refers to itself as "The good hands people," this is an example of: A. positioning advertising B. recruitment advertising C. advocacy advertising D. public relations E. publicity

A

If you follow college football you may have noticed over the years that bowl games are using large corporation names such as the Nokia Sugar Bowl. What type of advertising is being used when a large corporation like Nokia sponsors a college bowl game? A. advocacy advertising B. image advertising C. issue advertising D. cause-related advertising E. advertorial marketing

B

To be effective image advertising also requires: A. quality products B. sound financial practices C. good corporate citizenship D. innovation E. All of the above

B

Why would World Wrestling Entertainment (WWE) sponsor a car on the NASCAR racing circuit? A. to build equity and gain affinity with its target market B. to show its position on sports marketing C. to create a generic positioning strategy D. to further segment its target market E. to reduce its overall promotional expenses

A

While still seeking the objective of portraying an image for the company or organization, _____ does so indirectly by adopting a position on a particular issue rather than by promoting the organization itself. A. advocacy advertisingB. publicity C. a sponsorship D. public relations advertising E. image advertising

A

When Mobil Oil runs an advertisement urging citizens to support and to donate to a law enforcement memorial fund, this is an example of: A. advocacy advertising B. publicityC. specialty advertising D. a paid public relations activity E. event sponsorship

A

Mobil Oil ran an ad in which it addressed the potential problem of global warming. The ad encouraged others to take time to truly understand the problem and to not act hastily. This ad is an example of: A. advocacy advertising B. publicity C. a sponsorship D. public relations advertising E. image advertising

A

Which of the following statements about advocacy advertising is true? A. Only small firms employ this form of advertising. B. Companies such as AT&T and Mobil commonly employ advocacy ads. C. Advocacy ads are always used in conjunction with cause-related marketing. D. Advocacy ads reflect a company's position on some upcoming legislative or judicial ruling. E. Advocacy ads are not a controversial form of advertising.

B

Cause-related marketing refers to: A. all advertising designed to cause sales B. all advertising designed to cause attitude change C. the linking of companies with charities with the former being a contributing sponsor to the latter D. corporate advertising designed to change the image of an organization E. none of the above

C

McDonald's sponsorship of the Ronald McDonald House, where families of hospitalized children can stay free of charge, is an example of: A. advocacy advertising B. cause-related marketing C. publicity D. advertorial marketing E. transactional marketing

B

Liberty Mutual Insurance paid for an ad supporting the efforts of Students Against Drunk Driving (SADD) and safe teen driving. This ad was an example of: A. advocacy advertising B. cause-related marketing C. publicity D. advertorial marketing E. transactional marketing

B

Which of the following describes a potential benefit associated with cause-related marketing? A. product differentiation B. increased sales C. increased profits D. positive image effects E. all of the above

E

Which of the following statements about cause-related marketing is true? A. Cause-related marketing is designed to enhance the organization's image. B. Cause-related marketing has been shown to increase sales. C. Many consumers support cause-related marketing. D. A majority of consumers believe cause-related marketing is designed for the sole purpose of boosting the firm's image. E. All of the above statements about cause-related marketing are true.

E

Which of the following is NOT an advantage associated with corporate advertising? A. potential good will B. its use as a potential positioning vehicle C. benefits from public relations D. the ability to reach people different from those reached by other types of advertising E. consistent effectiveness

E

Which of the following is a criticism commonly applied to corporate advertising? A. poor vehicle for repositioning a company or a brand B. does not take advantage of any benefits derived from public relations C. not effective at reaching the target market D. questionable effectiveness E. all of the above

D

Which of the following is a technique used to measure the effectiveness of corporate advertising? A. attitude surveys B. split run tests C. experiential marketing research D. computer simulations E. all of the above

A

The attempt to measure the effectiveness of PR activities is often difficult to achieve. Which of the following measures would be most useful in this effort? A. tying PR activities directly to sales B. timing the amount of time a sponsored logo appears on television C. conducting studies to determine the relationship between corporate advertising and stock prices D. computer simulations E. none of the above

C

The _____ is a planning tool that can be used by marketers to consider how controllable elements of the communications process interact with the consumers' response process. A. dissonance/attribution modelB. persuasion matrixC. AIDA modelD. response modelE. elaboration likelihood model (ELM)

B

A mobile phone company uses Catherine Zeta-Jones in all of its print and broadcast advertising. The extremely attractive and talented English-born actress is used because she is more likely to attract the potential consumers of mobile phones. In terms of the response stages of the persuasion matrix, the mobile phone company is trying to influence: A. reception.B. channel.C. attention.D. presentation.E. behavior.

C

Marketers try to select spokespeople whose traits will maximize their message influence. According to Herbert Kelman, the three categories of source attributes that should be considered during the selection process are: A. power, image, and knowledge.B. credibility, attractiveness, and power.C. knowledge, fee, and recognizability.D. consistency, credibility, and continuity.E. credibility, recognizability, and individuality.

B

Marketers who try to select spokespeople whose traits will maximize their message influence are concerned about their credibility. The two important dimensions associated with credibility are: A. consistency and image.B. image and trustworthiness.C. recognizability and expertise.D. expertise and trustworthiness.E. image and expertise.

D

_____ is the process where the receiver adopts the opinion of the credible communicator since he or she believes information from this source is accurate. A. IdentificationB. ComplianceC. InternalizationD. ConformityE. Yielding

C

A marketer of supercomputers would recruit individuals with backgrounds in computer science and engineering to work as salespeople in order to ensure its sales force has high levels of: A. expertise.B. trustworthiness.C. attractiveness.D. attention.E. yielding.

A

The owner of Shane Corporation, a jewelry retail chain, is the voiceover on all of his stores' commercials. He explains how his company differs from other chain stores and gives advice on buying jewelry. Because he is recognized as a professional jewelry expert, his appearance in his company's ads can enhance the ads' source: A. credibility.B. attractiveness.C. power.D. recognizability.E. likability.

A

Which of the following statements is true about source credibility? A. High credibility sources are always more effective than low credibility sources.B. The use of a low credibility source is more effective when the audience has an unfavorable initial opinion or attitude on the issue.C. The persuasiveness of a low credibility source may decline over time due to the sleeper effect phenomenon.D. A low or moderately credible source can be more effective than a high credibility source when the receiver has a favorable initial attitude or opinion.E. Low credibility sources are more effective than high credibility sources when they are arguing for a position opposing their own best interest.

D

When can a high credibility source be less effective than a moderately credible source? A. When a receiver has an unfavorable initial attitude or position on the issue.B. When a receiver has a favorable initial attitude or position on the issue.C. When the source is arguing for a position that is not in line with his or her own best interest.D. When the high credibility source is a celebrity.E. High credibility sources are always more effective than low credibility sources.

B

The notion that a low credibility source may be just as effective as a high credibility source with the passing of time is known as the: A. sleeper effect.B. time/place consequence.C. identification outcome.D. decay effect.E. mirage effect.

A

The source characteristic of attractiveness encompasses: A. power, expertise, and recognizability.B. similarity, likeability, and familiarity.C. comfort, recognizability, and beauty.D. beauty, familiarity, and recognizability.E. expertise, familiarity, and comfort.

B

McCracken developed a model relating to the use of celebrity endorsers. Which of the following statements represents a major implication of that model? A. Companies should choose celebrities with stopping power as endorsers.B. Companies should use physically attractive celebrities to endorse their products.C. Companies should use as endorsers celebrities who project the image or meaning they want for their products.D. The image of a celebrity comes primarily from the products she or he endorses.E. Decisions regarding the choice of a celebrity to use as an endorser can only be made on the basis of judgment or intuition.

C

For which of the following products would a marketer find the use of a physically attractive model to be most effective? A. Cattle feedB. BricksC. Azalea bushesD. Biscuit mixE. Lipstick

E

Presenting the strongest arguments at the beginning of the commercial message assumes that a _____ is operating. A. primacy effectB. recency effectC. sleeper effectD. credibility effectE. compliance hierarchy

A

The commercial for Burpee gardening supplies begins with a discussion of how beautiful and enjoyable gardens can be. It ends with the directive to visit the company at Burpee. com and let Burpee's experience get you off to a good start. By placing the strongest point at the end of the ad, Burpee is hoping to benefit from the: A. primacy effect.B. recency effect.C. sleeper effect.D. credibility effect.E. compliance hierarchy.

B

A marketer may not want to put weak arguments at the beginning of an advertising message because this action may: A. reduce the level of counterargument.B. increase retention of the message.C. lead to a high level of counterargument.D. increase the level of interest in the message.E. deter recipients from drawing their own conclusions.

C

What type of message structure should a marketer use if immediate behavior is not an objective of the advertiser and repeated exposure will give the target audience opportunity to draw their own conclusions? A. An open-ended messageB. A close-ended messageC. A primacy messageD. A refutational appealE. A fear appeal

A

_____ are messages that mention only positive product attributes or benefits. A. One-sided messagesB. Two-sided messagesC. Refutational appealsD. Conclusive messagesE. Slice-of-life messages

A

Most advertisers refuse to use two-sided messages because they: A. are concerned about the impact of a two-sided message on source credibility.B. are concerned over presenting only the negative attributes of their brands.C. are concerned over the negative effects of acknowledging a weakness in their brand.D. have been proven ineffective by a number of different advertising research studies.E. cause consumers to expect more than any product can offer.

C

When marketers want to build attitudes that are resistant to attacks or criticism of their product by a competitor, they can use a(n): A. one-sided message.B. nonverbal message.C. emotional appeal.D. refutational appeal.E. slice-of-life appeal.

D

An advertiser may design an ad in which the visual portion is incongruent with or contradicts the verbal information as a strategy to: A. gain consumers' attention.B. confuse consumers.C. distract consumers.D. get consumers to engage in more simplistic processing.E. distract consumers from the negative aspects of the product.

A

Which of the following situations would be most conducive for the use of a comparative advertising message? A. A company is a market leader with high market share.B. A company is a market leader and is concerned about a new, small company entering the market.C. A market leader wants to promote its brand to loyal users of a major competitor.D. A company with a new brand wants to position that brand against established brands and, thus, enter the customers' evoked set.E. A company wants its audience to know the different competitors that it is competing with.

D

_____ is advertising that, either directly or indirectly, names competitors and compares the brands on one or more attributes. A. One-sided advertisingB. Two-sided advertisingC. Comparative advertisingD. Verbal appealsE. Refutation

C

Which of the following is a reason to use comparative advertising? A. It prevents a new market entrant from positioning itself against established brands.B. It is a way of helping position a brand in the evoked or choice set of alternatives that consumers consider.C. It may be perceived as more ethical than non-comparative ads.D. It does not work for market leaders and, therefore, gives competitive advantage to new entrants.E. It is generally permitted by the Federal Trade Commission.

B

The ad in the parenting magazine stated that Lysol Basin Tub & Tile Cleaner cleans soap scum better than either Scrubbing Bubbles marketed by SC Johnson & Son, Inc. or Tilex marketed by the Clorox Company. Therefore, this ad is an example of: A. confrontational advertising.B. two-sided advertising.C. comparative advertising.D. a recency appeal.E. refutational advertising.

C

The _____ is another approach to explain the curvilinear nature of fear appeals. The model suggests both the cognitive appraisal of information in a fear appeal message and the emotional response mediate persuasion. A. protection motivation modelB. non-monotonic modelC. cognitive response modelD. response-stimuli hierarchyE. persuasive delimiter model

A

Humorous messages may be effective because they enhance _____ and reduce ____. A. counterargument; support arguingB. counterargument; attentionC. attention; support arguingD. attention; counterargumentE. counterargument; distraction

D

The tendency of a commercial to lose its effectiveness when it is seen repeatedly by viewers is known as: A. repetition.B. the qualitative effect.C. wearout.D. commercial reactance.E. frequency overexposure.

C

Some marketers avoid the use of humor in their advertising because: A. humor can draw attention away from the product.B. humor has no shock value and does not draw consumers' attention to the ad.C. effective humor is no challenge for creatives to produce.D. humor can put the consumer in a good mood and increase liking of the ad.E. humor compels the receiver to engage in counterargument.

A

Humor is more commonly used and is typically more effective with _____ products. A. low-involvement, thinkingB. high-involvement, thinkingC. low-involvement, feelingD. high-involvement, feelingE. high-involvement, analyzing

C

For which of the following media is the processing of information in advertisements likely to be externally paced? A. Television and radioB. Magazines, billboards, and radioC. Magazines and newspapersD. Transit advertising, billboards, and all forms of outdoor advertisingE. Magazines, newspapers, and direct mail

A

Information from ads presented in the broadcast media is: A. externally paced.B. self-paced.C. internally paced.D. personally paced.E. qualitative media.

A

A direct mail piece, advertising a collection of home maintenance books, would have its information: A. externally paced.B. self-paced.C. virtually paced.D. controlled by the message recipient.E. placed in qualitative media.

B

The attractive editorial and advertising environment created by a publication such as Architectural Digest has a(n) _____ on advertising messages contained within its slick pages. A. externally paced impactB. positive quantitative media effectC. cluttered effectD. shaping effectE. positive qualitative media effect

E

A magazine entitled Natural Health: The Guide to True Wellness would have a strong _____ on an ad for organic produce. A. externally paced impactB. positive quantitative media effectC. cluttered effectD. shaping effectE. positive qualitative media effect

E

Companies are willing to pay premium rates to advertise on special events such as the Olympic Games or Christmas specials because these televised events: A. attract only affluent viewers.B. create positive moods that can make viewers more responsive to commercials.C. show very few commercials.D. have low levels of advertising clutter.E. have affective appeals that are minimized by the cognitive appeal of the commercials.

B

_____ is defined as the amount of advertising in a medium. A. Qualitative media effectB. WearoutC. ClutterD. Familiarity scoreE. Refutation

C

All nonprogram material that appears in a broadcast environment including commercials, public service announcements, and promotions for upcoming programs contribute to the _____ problem. A. message comparison phenomenonB. comparative advertisingC. clutterD. media reductionE. quantitative media effect

C

2. (p. 179) According to the persuasion matrix, which of the following is a dependable variable of the communications model? A. Source B. Message C. Comprehension D. Channel E. Type of message appeal

C

3. (p. 179) The independent variable in the persuasion matrix that takes into account the passage of information from one person to another is: A. the source. B. the message. C. behavior. D. retention. E. destination.

E

4. (p. 179) According to the persuasion matrix, which of the following is an independent variable or stage in the response process? A. Attention B. Comprehension C. Destination D. Yielding E. Retention

C

5. (p. 180) What combination of independent and dependent variables of the persuasion matrix did The Golf Channel consider when it hired Canadian golfing pro Steve Allen to be its spokesperson in a Canadian advertising campaign and assumed he would be noticed by Canadians who golf and are interested in golf? A. Source/yielding B. Message/yielding C. Channel/attention D. Source/attention E. Message/retention

D

6. (p. 180) When FX cable network promotes its television show The Shield, it shows bloody and provocative excerpts from upcoming episodes. Which combination of independent and dependent variables does the advertiser using the persuasion matrix consider for this commercial? A. Source/attention B. Source/comprehension C. Message/yielding D. Channel/behavior E. Receiver/attention

C

8. (p. 180) A spokesperson who delivers an advertising message and/or demonstrates a product or service is known as a(n): A. direct source. B. indirect source. C. message shaper. D. source mirage. E. source echo.

A

9. (p. 180) A(n) _____ doesn't actually deliver a message but draws attention to and/or enhances the appearance of the ad. A. direct source B. indirect source C. message shaper D. source mirage E. source echo

B

11. (p. 181) _____ is the extent to which the recipient sees the source as having relevant knowledge, skill, or experience and trusts the source to give unbiased, objective information. A. Source attractiveness B. Source popularity C. Source credibility D. Source power E. Source identification

C

14. (p. 181) Expertise and trustworthiness are very important when focusing on source ____, one of the categories of source attributes. A. power B. attractiveness C. credibility D. identification E. image

C

15. (p. 181; 182) A study conducted by Roobina Ohanian about consumers' perceptions of celebrity endorsers found that the characteristic which influenced consumers' intentions to purchase a product endorsed by a celebrity is his/her perceived: A. expertise. B. attractiveness. C. trustworthiness. D. similarity. E. likability.

A

17. (p. 183) One way a supermarket can make its ads seem more trustworthy is by: A. showing customers talking about the supermarket on hidden cameras. B. hiring new attractive actors and actresses who look like people wished they looked. C. using cartoon characters in humorous shopping experiences. D. using loud music or an unsettling color combination. E. advertising repetitively in short intervals.

A

19. (p. 185) Which of the following statements is true about the use of corporate leaders as advertising spokespersons? A. Many companies believe the use of a company president or CEO is an ineffective way of expressing the company's commitment to quality and customer service. B. Only major Fortune 500 type companies use corporate leaders as spokespersons. C. The use of corporate leaders as spokespersons can create problems if the firm's image becomes too closely tied to this individual. D. Corporate spokespersons are ineffective for consumer products. E. Corporate spokespersons improve the message source image but have no effect on its trustworthiness.

C

23. (p. 185) According to the sleeper effect phenomenon: A. the impact of persuasive messages diminishes over time. B. people retain advertising messages when they see them right before going to bed and rehearse them in their sleep. C. the impact of persuasive messages from low-credibility sources can increase over time, since the message content becomes disassociated from the source. D. the impact of persuasive messages from low-credibility sources decreases over time, since people forget the content of the message. E. people instinctively disassociate low-credibility sources from messages when they are paying less than full attention to the message.

C

25. (p. 185) _____ is defined as an attraction for a source based on a resemblance between the source and receiver. A. Likability B. Familiarity C. Similarity D. Expertise E. Power

C

26. (p. 185) _____ is defined as affection for a source as a result of the source's physical appearance, behavior, or other physical characteristics. A. Expertise B. Power C. Compliance D. Familiarity E. Likeability

E

27. (p. 186) Source attractiveness leads to persuasion through a process of: A. internalization. B. identification. C. compliance. D. repositioning. E. comprehension.

B

28. (p. 186) The use of celebrities in commercials is generally based on the source characteristics of _____ and represents an attempt to induce persuasion through the ______ process. A. expertise; yielding B. expertise; identification C. power; identification D. attractiveness; identification E. attractiveness; internalization

D

29. (p. 186) Marketers can try to capitalize on source similarity by hiring: A. a beautiful model to appear in an ad. B. a well known athlete to endorse a cosmetic in a commercial. C. salespeople who have characteristics that match those of their customers. D. individuals with liberal arts backgrounds to work as sales representatives for technical products. E. actors to pretend that they are ordinary consumers.

C

30. (p. 186) A commercial for a floor-cleaner shows a young mother having to clean her kitchen floor after feeding her toddler. This _____ commercial is effective in part because it utilizes high source similarity. A. comparative B. reputational C. slice-of-life D. spokesperson-oriented E. power-based

C

31. (p. 186) A slice-of-life commercial that shows an average head of household having great difficulty filing his federal income tax is designed to utilize which source characteristic? A. Power B. Compliance C. Expertise D. Similarity E. Attractiveness

D

32. (p. 187) Which source characteristic is likely to suffer when a celebrity endorses too many products and is seen too often by consumers? A. Expertise B. Trustworthiness C. Physical attractiveness D. Compliance E. Internalization

B

33. (p. 188) Which of the following statements is true about celebrity endorsers? A. Consumers who are very knowledgeable about a product or service tend to be most persuaded by celebrity endorsers.B. The teenage market is generally not receptive to celebrity endorsers.C. An individual who has strong feelings about a product will be less likely to be influenced by a celebrity endorser than someone who has a neutral attitude about the same product.D. Recent studies suggest celebrity endorsements are becoming increasingly more important in purchase decisions.E. Marketers do not have to worry about the personal images of the celebrities while choosing one to endorse a product or a service.

C

34. (p. 190) According to the _____ model, marketers may experience negative publicity if their product endorser is accused of immoral behavior. A. celebrity expertise B. meaning transfer C. celebrity popularity D. endorsement shift E. consumer-celebrity merging

B

35. (p. 190) Sachin Tendulkar, India's top cricketer, was paid $4.14 million over three years to promote motorbikes made by TVS, an Indian manufacturer. TVS hoped to use _____ to build brand credibility for its motorbikes. A. celebrity expertise B. meaning transfer C. celebrity knowledge D. endorsement shift E. consumer-celebrity merging

B

36. (p. 190) Using the meaning transfer model of the celebrity endorsement process, celebrities draw their meanings from: A. the products they endorse. B. their popularity among consumers. C. their physical appearance. D. the roles they assume in their careers and the objects, persons, and contexts these roles bring them into contact with. E. the commercial development process and media selection.

D

37. (p. 191) Which of the following statements describes a good reason for using celebrities in ads and having them endorse a company's product or service? A. Celebrities cannot draw attention to advertising messages in a cluttered media environment. B. The respect, popularity or admiration a celebrity enjoys may carry over to the product she or he endorses. C. Celebrities may be unable to enhance the target audience's perceptions of the products' image or performance. D. Consumers may focus attention on the celebrity and not attend to the product and advertising message. E. The celebrity may be overexposed that would help achieve the recognition that is desired.

B

38. (p. 191) Which of the following is the best example of a celebrity endorser enhancing consumers' perceptions of the performance capabilities of a product? A. Professional golfer Arnold Palmer endorsing Pennzoil motor oil B. Former boxer George Foreman endorsing Meineke automobile repair service C. Actress Catherine Zeta-Jones endorsing a mobile phone service D. Model Cindy Crawford endorsing Revlon cosmetics E. Racecar driver Ward Burton endorsing Ferris brand lawn mowers

D

41. (p. 194) The _____ score indicates the percentage of the people who have heard of the endorser or the performer. A. familiarity B. attractiveness C. similarity D. one of my favorites E. Q rating

A

42. (p. 194) The _____ score is an absolute measure of the appeal or popularity of the celebrity. A. Q rating B. familiarity C. similarity D. one of my favorites E. compliance

D

43. (p. 194) Marketing Evaluations Inc.'s Q rating measures: A. the popularity of television shows. B. the size of television viewing audiences that prefer to buy a product solely based on the celebrity who endorsed it. C. the percentage of people who recognize a celebrity and rate him or her as one of their favorite performers. D. the percentage of people who see celebrities as trendsetters. E. the feedback from advertisements.

C

44. (p. 196) Which of the following statements is true about source power? A. It can never be used in nonpersonal selling situations. B. It is most effective in nonpersonal selling situations. C. Persuasion induced through compliance is always long-term. D. Perceived scrutiny is an important factor of source power. E. Power as a source characteristic is very easy to apply in a nonpersonal influence situations.

D

45. (p. 196) If viewers of the commercial perceived Barnes as being able to mete out punishment if the census forms were not filled out, then Barnes, as a message source, is said to have: A. perceived control. B. control persuasion. C. perceived scrutiny. D. expertise. E. perceived concern

A

46. (p. 196) If viewers of the commercial perceived Barnes as being sincerely interested in whether every citizen filled out a census form, then Barnes, as a message source, is said to have: A. perceived control. B. control persuasion. C. perceived scrutiny. D. expertise. E. perceived concern.

E

47. (p. 196) If citizens of Georgia filled out the census form because they thought that Barnes (the message source) had the power to negatively impact their quality of life. In this case, Barnes would have influence through: A. internalization. B. compliance. C. identification. D. attractiveness. E. referent power.

B

48. (p. 196) The process by which a source with high power can influence behavior is known as: A. internalization. B. identification. C. compliance. D. retention. E. scrutiny.

C

49. (p. 196) When a source is able to administer rewards and punishments to the receiver, influence occurs through a process known as: A. compliance. B. identification. C. internalization. D. retention. E. perceived concern.

A

50. (p. 197) Message sidedness, order of presentation, and refutation are all related to which communication variable? A. channel B. source C. message structure D. receiver E. emotional appeals

C

52. (p. 197) A commercial that begins, "Is it just forgetfulness or Alzheimer's disease?" and then lists the warning signs of Alzheimer's is stating its strongest point first to gain reader attention on a subject that most people would rather not consider. The rest of the ad describes a new prescription medicine used to treat mild and moderate cases of Alzheimer's. The advertising is using a _____ to arouse interest. A. primacy effect B. recency effect C. sleeper effect D. credibility effect E. compliance hierarchy

A

53. (p. 197) A commercial that places the strongest points at the end of the message assumes a ____, whereby the last arguments presented are the most persuasive. A. recency effectB. primacy effectC. sleeper effectD. credibility effectE. compliance hierarchy

A

55. (p. 197) The commercial to convince people to stop smoking uses three teens bungee jumping off a bridge. When they reach the ground, each grabs a can, opens it, and takes a drink. As the third person takes a drink, the can explodes and kills him. The final screen reads, "No other product but tobacco kills every third consumer." By placing the strongest point in the ad at the end, the ad's source is hoping its message benefits from the: A. primacy effect. B. recency effect. C. sleeper effect. D. credibility effect. E. compliance hierarchy.

B

56. (p. 197) The top of the ad in a magazine targeted to women reads, "Synvise can be a great approach to osteoarthritis knee pain, says LPGA golfer Nancy Lopez and Synvise user." The rest of the ad copy explains how the prescription medication works and describes possible side-effects. The ad's source is hoping its message benefits from the: A. primacy effect.B. recency effect.C. sleeper effect.D. credibility effect.E. compliance hierarchy.

A

58. (p. 197) A marketer should present the strong points at the beginning of an advertisement only when: A. the target audience supports and can connect well with the communicators' position and the message. B. the target audience is not interested in the topic. C. the target audience is interested in the topic. D. the target audience has used the product and has favorable image of the product. E. immediate action is an objective.

B

59. (p. 198) Marketers should draw definite conclusions in their advertising messages when: A. the audience is highly educated. B. the product or service is highly personal or emotionally involving so that the audience does not have the time to draw a conclusion. C. immediate action is an objective, and the audience does not have the time or opportunity to draw a conclusion. D. the marketer wants to increase the audiences' involvement in the message. E. the message is simple and likely to be easily understood by the audience.

C

60. (p. 198) The headline for the Dodge Caravan ad reads, "What idiot coined the phrase 'stay-at-home-mom'?" The only other information in the ad is directions on where to call to find the nearest Dodge dealer. This ad is: A. an example of a fear appeal. B. designed to let the target audience draw its own conclusions. C. an example of a refutational appeal. D. designed to express a two-sided message. E. effective no matter what the context of the ad medium.

B

61. (p. 198) A marketer may want to use a message that draws an explicit conclusion for a target audience if the audience is: A. highly involved with the topic. B. highly educated. C. low in complexity. D. exposed to the message frequently. E. less educated.

E

64. (p. 198) In its ads, Listerine claims effectiveness but admits to less than perfect taste. This is an example of a(n): A. one-sided message. B. two-sided message. C. confrontational appeal. D. conclusive message. E. slice-of-life commercial.

B

65. (p. 198) When a target audience already holds a favorable opinion on a topic or issue, a(n) _____ is most effective. A. one-sided message B. two-sided message C. nonverbal appeal D. open-ended message E. fear appeal

A

68. (p. 199) A radio commercial begins with the following line: "Our competitors think we can't sell furniture for so little money, but we want our customers to know that we work hard to bring you value for your dollar, and our prices are for real." The furniture store is using a(n) _____ appeal. A. one-sided B. functional C. emotional D. refutational E. slice-of-life

D

69. (p. 199) The Potato Board ran ads recognizing the perception held by many people that potatoes are fattening but then presenting information countering this belief. This is an example of: A. conclusion drawing. B. a fear appeal. C. a refutational appeal. D. a humorous appeal. E. an affective conclusion.

C

70. (p. 199) Ad campaigns centered around the theme, "Pork, the Other White Meat" is designed to show consumers that pork is not all fat as some people think. These ads are using _____ to convince consumers that pork is as lean as chicken. A. conclusion drawing B. fear appeal C. refutational appeal D. humorous appeal E. affective conclusion

C

71. (p. 199) When a communicator presents information on both sides of an issue and offers arguments to counter an opposing viewpoint, a(n) _____ message appeal is being used. A. confrontational B. recency C. nonverbal D. refutational E. one-sided

D

72. (p. 199) Refutational appeals, where an communicator presents both sides of an issue then refutes the opposing viewpoint, may be effective because they: A. present only arguments favoring the advertiser's position.B. put the strongest arguments at the middle of the message.C. inoculate the target audience against a competitor's counterclaim.D. increase the level of counterargument.E. are easily understood.C. inoculate the target audience against a competitor's counterclaim

C

73. (p. 199) The visual portion of an advertisement may reduce its persuasiveness because: A. the picture may attract too much attention to the product. B. the processing stimulated by the picture may be less controlled and less favorable than the processing stimulated by words. C. pictures are always low in imagery value. D. pictures may have a negative effect on recall. E. verbal communication is always more effective than nonverbal communications.

B

74. (p. 200) An ad picturing a young boy using a toilet has the headline, "Don't expect Windex Wipes to do a Clorox Wipes job," and the copy explains that Clorox is a disinfectant and Windex is not. In this ad, the: A. visual element reinforces the copy. B. advertiser is using a poster appeal. C. visual element is superfluous.D. source relied on a recency effect. E. mass marketing strategy is clearly defined.

A

80. (p. 202) "Try new OHM by Olay Body Wash. It's better for your skin than Bath & Body Works, Origins, Aveda, or Clinique." This headline from an Olay Body Wash ad in Ladies Home Journal is an example of: A. confrontational advertising. B. two-sided advertising. C. comparative advertising. D. a recency appeal. E. refutational advertising.

C

81. (p. 202) A magazine ad picturing a young boy using a toilet has the headline, "Don't expect Windex Wipes to do a Clorox Wipes job," and the copy explains that Windex is a disinfectant and Clorox is a disinfectant as well as a cleanser. This ad is an example of: A. confrontational advertising. B. two-sided advertising. C. comparative advertising. D. a verbal appeal. E. refutational advertising.

C

82. (p. 202) An ad for Tums antacid shows a patron at a diner asking for Tums to alleviate his heartburn. The waitress points to a bowl that is filled with a jumble of Maalox, Rolaids, Tums and other antacids. The waitress says that all antacids are the same, and the patron then explains her to that Tums is the only antacid that has calcium. Tums is using: A. one-sided advertising.B. two-sided advertising.C. comparative advertising.D. verbal appeals.E. refutation.

E

83. (p. 203) Advertising appeals that express or imply some type of physical or emotional danger and try to arouse consumers to take steps to remove the threat are known as _____ appeals. A. comparative B. irrational C. humor D. fear E. nonverbal

D

84. (p. 203) A dental hygienist in an ad for toothpaste is quoted as saying, "If patients could see what I see, they'd all use Colgate Total." Since everyone who goes to a dentist regularly is worried about plaque, gingivitis, and cavities, and her statement implies other brands do a poorer job than Colgate Total at preventing dental problems, Colgate is using a(n) _____ appeal. A. comparative B. irrational C. humor D. fear E. nonverbal

D

85. (p. 203) An ad campaign to convince people to stop smoking uses three teens bungee jumping off a bridge. When they reach the ground, each grabs a soda can, opens it, and takes a drink. As the third person takes a drink, the can explodes and kills him. The final screen reads, "No other product but tobacco kills every third consumer." This ad is using a(n) _____ appeal. A. comparative B. irrational C. leveling D. fear E. nonverbal

D

86. (p. 203) The Blooms deodorant ad campaign that used the slogan, "Aren't you glad you use Blooms? Don't you wish everybody did?" is a good example of: A. a low fear appeal.B. an irrational appeal.C. comparative advertising.D. a refutational appeal.E. source power.

A

87. (p. 204) A potential problem of using advertising with a strong fear appeal message to try to discourage drug abuse by teenagers is that: A. there is no appropriate medium. B. fear appeals never work with teenagers. C. a message with a high level of fear may have inhibiting effects and be tuned out by teenagers. D. the high fear message may not work among teenagers who are low in self-confidence and want to avoid the issue. E. parents may be offended if the message is perceived as too frightening.

C

89. (p. 205) An ad for Snorestop Extinguisher, a nose spray to eliminate snoring, has the headline, "Wife shoots husband and rests in peace." This ad uses _____ to attract attention and convey a key selling point. A. a two-sided message approach B. a humor appeal C. comparative advertising D. a refutational appeal E. a primacy appeal

B

91. (p. 205) NYNEX owned a substantial portion of the yellow pages advertising business in the New York/New England region, which it needed to protect following the breakup of AT&T. To protect itself from competitors, NYNEX ran a series of ads. One was a picture of a blue rabbit and headlined, "Hair Tinting." Another showed Barbie and Ken dressed in doctor costumes and headlined "Plastic Surgeons." At the bottom of each ad was the tag line, "If it's out there, it's in NYNEX yellow pages." This approach to yellow pages listings was successful because it had a _____ appeal. A. fearB. two-sidedC. refutationalD. comparativeE. humorous

E

93. (p. 206) Which of the following statements is true about the use of ad campaigns based on humorous commercials? A. Humorous commercials never become boring. B. Low involvement products are more suitable for humor advertising. C. Research evidence proves humor does not wear out as fast as other types of advertising appeals. D. All well-designed commercial are immune to commercial wearout. E. Humorous advertisements could be made for all kinds of products, services, and audiences.

B

97. (p. 207) When an advertiser wants to present a detailed message with a large amount of information, which medium should be used? A. Radio. B. Television. C. Billboards. D. Magazines. E. Transit signs.

D

98. (p. 207) Information from ads presented in the broadcast media is: A. externally paced. B. self-paced. C. internally paced. D. personally paced. E. qualitative media.

A

102. (p. 208) Advertisers who want to advertise on Emmy-winning television shows are looking to have the positive impressions of the show transfer to their products. This transference. is. called a: A. self-paced impact B. positive quantitative media effect C. cluttered effect. D. shaping effect. E. positive qualitative media effect

E

103. (p. 208) A _____ is the influence the medium has on a message. A. qualitative media effectB. quantitative media effectC. media mix effectD. promotional mix influenceE. self-paced effect

A

105. (p. 209) Commercials placed in programs that induce negative moods are: A. processed more systematically than ads placed in programs that put viewers in positive moods.B. processed less systematically than ads placed in programs that put viewers in positive moods.C. useful when the message is intended to work through a central route to persuasion.D. useful when viewers are knowledgeable and analyze an ad in detail.E. helpful in exciting the readers and viewers of the message about the product or the service

B

106. (p. 209) An advertiser whose message is placed in the middle of five consecutive commercials during a program break is facing a problem known as: A. clutter.B. media flooding.C. media bombardment.D. flighting.E. information overload.

A

109. (p. 210) Which of the following factors contribute the most to the "clutter" problem in television advertising? A. The use of celebrities in adsB. The use of emotional appealsC. The trend toward shorter commercialsD. The increase in zapping or channel changing via remote controlE. The use of fear appeals

C

Which of the following situations offers the advertiser the most attractive marketing opportunity?a. Low brand development index (BDI) and high category development index (CDI)b. High brand development index (BDI) and high category development index (CDI)c. Low brand development index (BDI) and low category development index (CDI)d. High brand development index (BDI) and low category development index (CDI)

B

Nearly two-thirds of all advertising dollars spent in magazines, are spent in _____ magazines.a. nationalb. regionalc. internationald. businesse. consumer

E

Advertisers can prevent consumers from ____ their commercials by producing commercials that are meaningful and that attract and hold attention.a. criticizingb. whoopingc. zappingd. zippinge. hating

C

Consumers are generally receptive to advertising in magazines because:a. the ads are relevant to them and can be of value in making a purchase decision.b. most magazines do not contain many ads, and thus, clutter is not a problem.c. magazines are a low-involvement medium.d. ads in magazines are intrusive and cannot be ignored.e. of its very short lead time.

A

Which of the following statements about the role of magazines and newspapers as advertising media vehicles is true?a. Special-interest magazines reach a very massive audience and are very valuable for reaching general types of consumers or market segments.b. None of the answers are correct.c. The advantages and disadvantages associated with the use of either magazines or newspapers as advertising media vehicles are the same.d. Magazines generate most of their total revenue from advertising.e. Both newspapers and magazines are generally considered high-involvement media.

A

_____ was known as the stepchild of the promotional mix.a. Direct marketingb. Sales promotionc. Publicityd. Public relationse. Advertising

A

The share of a television audience indicates the:a. percentage of all households using television during a specific time period.b. average number of exposures to a message received by each member of the target market.c. percentage of households using TV tuned to a particular program in a specified time period.d. percentage of the defined target market that is exposed to a message at least once during the relevant time period.e. number of people who responded to a televised direct-response ad.

C

To encourage customers to open mail offering them a subscription to Home Companion, the front of the envelope advised there was a gift inside. Inside was an attractively laminated bookmark. This is an example of combining direct marketing with:a. product placement.b. place-based media.c. support media.d. advertising.e. personal selling.

C

Selectivity, reproduction quality, creative flexibility, and prestige are all potential advantages of which of the following advertising medium?a. Local radiob. Billboardsc. Local newspapersd. Place-based mediae. Magazines

E

The people who develop ads and commercials are known as ____.a. animaticsb. innovatorsc. illuminatorsd. creative typese. copy makers

D

McCann-Erickson researchers believe the strongest relationship that develops between a brand and the consumer is based on:a. competitive advantage over similar products in the market.b. all are correctc. brand personality.d. product benefits.e. feelings or emotional attachments to the brand.

E

One of the primary advantages of using magazines as an advertising medium is their:a. low absolute costs.b. limited reach and frequency.c. low clutter level.d. selectivity.e. long lead time.

D

Which of the following statements is true about creative strategy and execution?a. Good creative strategy cannot help a struggling brand regain its former prominence.b. A good creative strategy and execution guarantees a brand will exceed its sales objectives.c. A good creative strategy almost never helps generate sales for a brand.d. Companies have no trouble coming up with creative advertising that differentiates their brands from the competition.e. Ads that are very creative may not increase sales of a brand.

E

_____ may take on a variety of forms as well as a number of names such as side panels, skyscrapers, or verticals.a. Interstitialsb. Pop-upsc. Pop-undersd. Banner adse. Links

D

When we mention _____, it refers to commercials on local television stations for which the advertisers negotiate directly with the individual stations.a. sponsorshipb. regional advertisingc. network advertisingd. spot advertisinge. syndication

D

Many companies are willing to spend hundreds of millions of dollars each year on creative advertising because:a. they believe strongly in competitive parity.b. they want to win creative awards in order to respond to the intangibility and homogeneity characteristics of service.c. they realize marketing success is unrelated to their creative advertising effort.d. they know that good creative strategy and execution are often critical to the success of a product or service.e. the development of good creative strategy is a science and is explained by marketing research.

D

Which of the following media strategies is suitable for a new product with a target audience concentrated in a well-defined market segment?a. One that emphasizes frequency rather than reachb. One that balances reach and frequencyc. One that emphasizes reach rather than frequencyd. One that allows continuous communicatione. One that uses a high cost per thousand approach

C

The _____ is used as the central theme of the advertising campaign and translated into attention-getting, distinctive, and memorable messages.a. brand nameb. big idea.c. copy platformd. logoe. animatic

B

TV commercials often rely on the concept of _____, whereby they portray the characters in the ad as entertaining, arousing, upbeat, and/or exciting that can affect the emotions of consumers and put them in a favorable frame of mind.a. outcome integration.b. rational integration.c. mood transfer.d. emotional integration.e. informational integration.

C

Once consumers perceive a problem or need that can be satisfied by the purchase of a product or service, they begin to make_____ to go to a purchase decision.a. postpurchase evaluationb. problem recognitionc. subliminal problem avoidanced. purchase decisione. information search

E

Companies prefer sponsorship arrangements for buying advertising time because it:a. is relatively inexpensive.b. broadens advertising reach, saves money, and reaches a more aggregated market when compared to buying national spots.c. gives the advertiser less control over the placement and the length of its commercials.d. means the advertiser can run more commercials per hour since time regulations do not apply.e. allows companies to capitalize on the image of a high-quality program.

E

According to the _____ hierarchy, advertisers of products like light bulbs, ketchup, computer paper, nail clippers, and other items bought without a lot of thought need to use a heavy repetition strategy.a. Maslow'sb. high involvementc. standard learningd. individual responsee. low-involvement

E

Brand equity is also known as:a. trademark.b. customer franchise.c. brand logo.d. customer loyaltye. brand position

B

Airlines send out mailers or e-mails announcing promotional airfares. Which of the combinations of promotional media do they make use of?a. Sales promotion and direct marketingb. Sales promotion and public relationsc. Direct marketing and personal sellingd. Advertising and direct marketinge. Advertising and sales promotion

A

How does the integrated marketing communications (IMC) plan approach differ from traditional approaches to promotion?a. IMC puts more emphasis on advertising and less on sales promotion.b. IMC places barriers around the various marketing and promotional functions and requires that they be planned and managed separately.c. IMC recognizes that marketers must be able to use a wide range of marketing and promotional tools to present a consistent image to target audiences.d. IMC puts more emphasis on sales promotion and less on advertising.e. IMC predominately makes use of mass media communications in order to attract and retain customers.

C

A( n ) _____ is a document that evolves from an organization's overall corporate strategy and serves as a guide for specific marketing programs and policies.a. situation analysisb. opportunity analysisc. integrated marketing communications pland. competitive plane. strategic marketing plan

E

Company A is a major participant in the advertising and promotion process. It attracts various others companies who buy space and time with them which they can provide at discounted rates. Company A helps these companies reach the target market effectively with the message. Company A is a ( n ):a. advertiserb. full service agencyc. consultancyd. media organizatione. advertising agency

D

Which of the following statements is false about source credibility?a. A very credible source is less important when the audience has a neutral position, and such a source may even be less effective than a moderately credible source when the receiver's initial attitude is favorable.b. A low or moderately credible source can be more effective than a high credibility source when the receiver has a favorable initial attitude or opinion.c. The persuasiveness of a low credibility source may decline over time due to the sleeper effect phenomenon.d. High credibility sources are more effective than low credibility sources when they are arguing for a position opposing their own best interest.e. High credibility sources are not always more effective than low credibility sources.

D

Media planning is not an easy task. Which of the following is a reason why media planning is so difficult?a. Product life cycles differencesb. Non-standardization of the task of media planningc. Information overloadd. Media objectives conflict with communication objectivese. Time pressures inhibit proper planning

E

_____ is the process for planning, executing, evaluating, and controlling the use of the various promotional-mix elements to effectively communicate with target audiences.a. Market auditingb. Integrated marketing communications managementc. Integrated advertising marketingd. Communications process accountinge. Situation analysis

B

During stage of alternative evaluation of the consumer decision making, process like _____ and _____ are consequences important.a. Postpurchase evaluationb. Psychosocialc. Functionald. purchase decisione. information search

B C

Which of the following statements is true about spot advertising?a. Spot advertising is mostly confined to station breaks between programs on network-originated shows.b. Spot advertising is easier to buy than advertising on national networks.c. Spot advertising is subject to less clutter than network advertising.d. Spot advertising does not allow advertisers to adjust to local market conditions.e. Only local advertisers use spot advertising.

A

A commercial for Omachi shows singer My Linh preparing breakfast for her husband and children. She also talks about her point of view in choosing appropriate noodles for her family. This commercial is effective in part because it utilizes _____ and _____ .a. celebrity expertiseb. spokesperson-orientedc. slice-of-lifed. reputationale. power-based

A B

The ad for Vaseline lotion indicated that it has both beta hydroxy to defoliate dry skin and alpha hydroxy to moisturize skin. Someone who knew something about these additives work might respond to the ad by thinking, "If it has both those ingredients, it must be really good for my skin. I'm going to buy a bottle." The individual's response to the ad's copy would be an example of a:a. positive execution thought.b. source derogation.c. support argument.d. negative ad execution thought.e. counterargument.

c