Question 1

Which of the following is true of advertising?

Accepted Answer

A)  It is of less value for new entrants in the market.
B)  It ensures constant sales and market share improvements.
C)  It influences attitudes, beliefs, and ultimately, consumers' purchases.
D)  It can change consumers' deeply rooted values and attitudes.E) None of the above
F) B) and D)

Question 2

Pioneering advertising is heavily used during the _____ of the product life cycle.

Accepted Answer

A)  introductory stage
B)  growth stage
C)  formative stage
D)  conception stageE) A) and C)
F) B) and C)

Question 3

If the goal of the promotion plan is to improve the image of the company or the industry, _____ may be used.

Accepted Answer

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

Question 4

Intermediaries receive push money as a bonus for pushing the manufacturer's brand through the distribution channel.

Accepted Answer

A) True 
 B)False

Question 5

Advertising can affect the way consumers rank a brand's attributes.

Accepted Answer

A) True 
 B)False

Question 6

_____ is a public relations strategy that involves getting a product, service, or company name to appear in a movie, television show, radio program, magazine, newspaper, video game, video or audio clip, book, or commercial for another product; on the Internet; or at special events.

Accepted Answer

A)  Audience selectivity
B)  Product placement
C)  Corporate communication
D)  Cooperative advertisingE) A) and D)
F) C) and D)

Question 7

Reach is related to a medium's ratings, generally referred to in the industry as:

Accepted Answer

A)  gross ratings points.
B)  cost per rating points.
C)  gross review points.
D)  target ratings points.E) C) and D)
F) A) and B)

Question 8

Experiential marketing is the coordinated effort to handle the effects of unfavorable publicity, ensuring fast and accurate communication in times of emergency.

Accepted Answer

A) True 
 B)False

Question 9

Magnira Corp., a manufacturer of hygiene and personal care products, launches a new toothpaste "Tidy" that claims to be more effective in maintaining oral hygiene than other brands. The advertisements of Tidy provide valid research information. Which executional style of advertising does Magnira use?

Accepted Answer

A)  Scientific
B)  Slice-of-life
C)  Spokesperson
D)  Mood or imageE) All of the above
F) B) and C)

Question 10

Unique selling proposition refers to the process of using game mechanics and a gaming mindset to engage an audience; it is increasingly important for marketers to know about and utilize.

Accepted Answer

A) True 
 B)False

Question 11

In the context of the effects of advertising, humorous advertising:

Accepted Answer

A)  is not effective when used to reinforce and remind loyal customers about the benefits of a product.
B)  is effective in changing consumers' deeply rooted values and attitudes.
C)  is not used to publicize new brands introduced in the market.
D)  is effective at shaping attitudes when consumers already have a positive image of an advertised brand.E) None of the above
F) C) and D)

Question 12

Unlike radio, a magazine has a relatively long life span, which is further increased by a high pass-along rate.

Accepted Answer

A) True 
 B)False

Question 13

Unlike magazine advertising, radio advertising:

Accepted Answer

A)  provides maximum flexibility.
B)  has longer lead time.
C)  poses difficulty in communicating humor.
D)  has long-term advertiser commitments.E) A) and B)
F) C) and D)

Question 14

Eatalia is a popular chain of restaurants for authentic Italian food. Recently, a customer found a dead insect in the pasta he was served. The customer's negative review about the restaurant went viral. Eatalia's Chief Executive Officer (CEO)  publicly apologized for the mishap and posted pictures of the restaurant's kitchen, after being fumigated, on several social networking websites. In this scenario, which of the following does Eatalia's CEO demonstrate?

Accepted Answer

A)  Audience selectivity
B)  Crisis management
C)  Brand switching
D)  Media schedulingE) B) and C)
F) A) and B)

Question 15

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

Accepted Answer

A)  targeted at the ultimate consumer market.
B)  directed to members of the marketing channel.
C)  focused on persuading consumers to make slow purchases.
D)  concerned with offering free merchandise and store demonstrations.E) None of the above
F) A) and B) A

Question 16

Identify a true statement about an advertising campaign.

Accepted Answer

A)  It circumvents the need for post-campaign evaluation.
B)  It extends for a defined period of time.
C)  It cannot focus on more than one advertising appeal.
D)  It does not use humor to promote a theme.E) A) and D)
F) None of the above

Question 17

Newspapers and magazines have a high noise level.

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

New brands with small market shares tend to spend higher on advertising and sales promotions than those with large market shares because:

Accepted Answer

A)  a certain minimum level of exposure is needed to measurably affect purchase habits.
B)  spending more will inhibit the advertising response function.
C)  returns multiply beyond a certain level of spending.
D)  the value of market shares is directly proportionate to the amount of money spent on advertising.E) A) and C)
F) B) and C) A

Question 20

A trade allowance is a price reduction offered by retailers to customers who are buying homogeneous shopping goods.

Accepted Answer

A) True 
 B)False  False

Exam 16: Advertising, Public Relations, and Sales Promotion

Which of the following is true of advertising?

Correct Answer
verified

Pioneering advertising is heavily used during the _____ of the product life cycle.

Correct Answer
verified

If the goal of the promotion plan is to improve the image of the company or the industry, _____ may be used.

Correct Answer
verified

Intermediaries receive push money as a bonus for pushing the manufacturer's brand through the distribution channel.

Correct Answer
verified

Advertising can affect the way consumers rank a brand's attributes.

Correct Answer
verified

_____ is a public relations strategy that involves getting a product, service, or company name to appear in a movie, television show, radio program, magazine, newspaper, video game, video or audio clip, book, or commercial for another product; on the Internet; or at special events.

Correct Answer
verified

Reach is related to a medium's ratings, generally referred to in the industry as:

Correct Answer
verified

Experiential marketing is the coordinated effort to handle the effects of unfavorable publicity, ensuring fast and accurate communication in times of emergency.

Correct Answer
verified

Correct Answer
verified

Unique selling proposition refers to the process of using game mechanics and a gaming mindset to engage an audience; it is increasingly important for marketers to know about and utilize.

Correct Answer
verified

In the context of the effects of advertising, humorous advertising:

Correct Answer
verified

Unlike radio, a magazine has a relatively long life span, which is further increased by a high pass-along rate.

Correct Answer
verified

Unlike magazine advertising, radio advertising:

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified
A

Identify a true statement about an advertising campaign.

Correct Answer
verified

Newspapers and magazines have a high noise level.

Correct Answer
verified

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

Correct Answer
verified

New brands with small market shares tend to spend higher on advertising and sales promotions than those with large market shares because:

Correct Answer
verified
A

A trade allowance is a price reduction offered by retailers to customers who are buying homogeneous shopping goods.

Correct Answer
verified
False

Exam 16: Advertising, Public Relations, and Sales Promotion

Which of the following is true of advertising?

Correct AnswerverifiedShow Answer

Pioneering advertising is heavily used during the _____ of the product life cycle.

Correct AnswerverifiedShow Answer

If the goal of the promotion plan is to improve the image of the company or the industry, _____ may be used.

Correct AnswerverifiedShow Answer

Intermediaries receive push money as a bonus for pushing the manufacturer's brand through the distribution channel.

Correct AnswerverifiedShow Answer

Advertising can affect the way consumers rank a brand's attributes.

Correct AnswerverifiedShow Answer

_____ is a public relations strategy that involves getting a product, service, or company name to appear in a movie, television show, radio program, magazine, newspaper, video game, video or audio clip, book, or commercial for another product; on the Internet; or at special events.

Correct AnswerverifiedShow Answer

Reach is related to a medium's ratings, generally referred to in the industry as:

Correct AnswerverifiedShow Answer

Experiential marketing is the coordinated effort to handle the effects of unfavorable publicity, ensuring fast and accurate communication in times of emergency.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Unique selling proposition refers to the process of using game mechanics and a gaming mindset to engage an audience; it is increasingly important for marketers to know about and utilize.

Correct AnswerverifiedShow Answer

In the context of the effects of advertising, humorous advertising:

Correct AnswerverifiedShow Answer

Unlike radio, a magazine has a relatively long life span, which is further increased by a high pass-along rate.

Correct AnswerverifiedShow Answer

Unlike magazine advertising, radio advertising:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedA

Identify a true statement about an advertising campaign.

Correct AnswerverifiedShow Answer

Newspapers and magazines have a high noise level.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

New brands with small market shares tend to spend higher on advertising and sales promotions than those with large market shares because:

Correct AnswerverifiedA

A trade allowance is a price reduction offered by retailers to customers who are buying homogeneous shopping goods.

Correct AnswerverifiedFalse

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
A

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
A

Correct Answer
verified
False