Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

Unlike magazine advertising,radio advertising:

Accepted Answer

A)  ​provides maximum flexibility.
B)  has longer lead time.
C)  poses difficulty in communicating humor.
D)  ​has high unit and production costs.E) A) and B)
F) All of the above

Question 3

Which of the following statements is true of executional styles?

Accepted Answer

A)  ​Executional styles often dictate what type of media is to be employed to convey the message.
B)  Injecting humor into an advertisement is the least effective executional style.
C)  A message can be easily communicated through humor in print or magazine advertising.
D)  ​Scientific executional styles lend themselves well to billboard advertising.E) B) and D)
F) All of the above

Question 4

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) B) and D)
F) C) and D)

Question 5

Evaluating an advertising campaign is the simplest part of the advertising process because the factors that determine the effectiveness of an ad are limited and clear.

Accepted Answer

A) True 
 B)False

Question 6

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 D)
F) None of the above

Question 7

Which of the following statements is true of pioneering advertising?

Accepted Answer

A)  ​It offers consumers in-depth information about the benefits of the product class.
B)  It is heavily used during the growth stage of the product life cycle.
C)  It focuses on influencing demand for a specific brand over other brands.
D)  ​It is used mainly to compare brands on one or more specific attributes.E) A) and B)
F) All of the above

Question 8

Fournotts Corp.,a sports shoe manufacturer,launched a new sports shoe.As a part of publicity,it invited its customers to try the shoes and get a feel of its features.This is an example of _____.

Accepted Answer

A)  ​corporate communication
B)  sponsorship
C)  product placement
D)  ​experiential marketingE) All of the above
F) B) and D)

Question 9

Newspapers and magazines have a high noise level.

Accepted Answer

A) True 
 B)False

Question 10

In the context of campaign evaluation,testing ad effectiveness can be done only after the advertising campaign is over.

Accepted Answer

A) True 
 B)False

Question 11

Explain the importance of media planning in advertising.

Accepted Answer

Answers will vary.A major decision for a...

Question 12

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) A) and D)
F) B) and D)

Question 13

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

Accepted Answer

A)  ​Personal selling
B)  Advertising
C)  Sales promotion
D)  ​Public relationsE) A) and D)
F) All of the above

Question 14

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 15

A disadvantage of newspaper advertising is that:

Accepted Answer

A)  ​it has low geographic selectivity and flexibility.
B)  it may not be the best vehicle for marketers trying to reach a very narrow market.
C)  it does not lend itself well to cooperative advertising.
D)  ​it does not allow manufacturers and retailers to split the costs of advertising.E) B) and C)
F) B) and D)

Question 16

A product's benefit is simply a feature of the product such as its easy-open package,special formulation,or new lower price.

Accepted Answer

A) True 
 B)False

Question 17

The Federal Trade Commission does not allow the identification of competing brands in comparative advertising.

Accepted Answer

A) True 
 B)False

Question 18

Experiential marketing involves minimal engagement with a brand's consumers.

Accepted Answer

A) True 
 B)False

Question 19

In a free-press environment,publicity is easily controlled in a crisis.

Accepted Answer

A) True 
 B)False

Question 20

Discuss the effects of advertising on consumers.

Accepted Answer

Answers will vary.Advertising affects pe...

Exam 16: Advertising, Public Relations and Sales Promotion

Discuss the effects of advertising on consumers.

Correct AnswerverifiedAnswers will vary.Advertising affects pe...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Experiential marketing involves minimal engagement with a brand's consumers.

Correct AnswerverifiedShow Answer

Explain the importance of media planning in advertising.

Correct AnswerverifiedAnswers will vary.A major decision for a...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following statements is true of pioneering advertising?

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

A disadvantage of newspaper advertising is that:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A product's benefit is simply a feature of the product such as its easy-open package,special formulation,or new lower price.

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

The Federal Trade Commission does not allow the identification of competing brands in comparative advertising.

Correct AnswerverifiedShow Answer

Evaluating an advertising campaign is the simplest part of the advertising process because the factors that determine the effectiveness of an ad are limited and clear.

Correct AnswerverifiedShow Answer

Newspapers and magazines have a high noise level.

Correct AnswerverifiedShow Answer

Which of the following statements is true of executional styles?

Correct AnswerverifiedShow Answer

In a free-press environment,publicity is easily controlled in a crisis.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Fournotts Corp.,a sports shoe manufacturer,launched a new sports shoe.As a part of publicity,it invited its customers to try the shoes and get a feel of its features.This is an example of _____.

Correct AnswerverifiedShow Answer

In the context of campaign evaluation,testing ad effectiveness can be done only after the advertising campaign is over.

Correct AnswerverifiedShow Answer

Unlike magazine advertising,radio advertising:

Correct AnswerverifiedShow Answer

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Answers will vary.Advertising affects pe...
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Answers will vary.A major decision for a...
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