Question 1

An e-mailed announcement that was sent to members of the business press from German pharmaceutical giant Bayer stating that it was looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool?

Accepted Answer

A)   news release
B)   public trade announcement
C)   lobbying
D)   news conference
E)   event managementF) B) and C)
G) B) and E)

Question 2

Life insurance companies like Prudential hope to get you to worry about how your loved ones will provide for themselves once you have passed away. They paint a very gloomy picture of the possible consequences of not having life insurance, and they make a point of recommending that you act immediately because you never know when it is going to be too late. This is an example of a

Accepted Answer

A)   fear appeal.
B)   rhetorical appeal.
C)   life-cycle appeal.
D)   humorous appeal.
E)   security appeal.F) B) and C)
G) None of the above

Question 3

Tests conducted after an advertisement has been shown to the target audience to determine whether an ad accomplished its intended purpose are referred to as

Accepted Answer

A)   jury testing.
B)   tracking tests.
C)   exposure testing.
D)   posttesting.
E)   pretesting.F) A) and B)
G) A) and E)

Question 4

Trade promotions are

Accepted Answer

A)   promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products.
B)   methods used to get a nonpersonal, indirectly paid presentation of a company's products.
C)   advertisements that show actual consumers using the product in a barter or countertrade situation.
D)   sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers.
E)   sales promotions that are directed to ultimate consumers and are used to support advertising and personal selling.F) A) and B)
G) All of the above

Question 5

A Taste of Greece, a restaurant chain that is known for its Extra Juicy Gyro sandwich, wants to encourage repeat purchases and create long-term customers. Which sales promotion should it employ?

Accepted Answer

A)   a loyalty program that allows buyers to earn free food after making 10 purchases
B)   a two-for-the-price-of-one deal that is only offered on New Year's Eve
C)   a coupon for a free soft drink with a gyro purchase
D)   a game with food prizes
E)   free Extra Juicy Gyro samples at local fairs and concertsF) A) and B)
G) B) and E)

Question 6

All of these statements are true about using sex appeals in advertising except which?

Accepted Answer

A)   Sexual content is most effective when there is a strong fit between the use of a sex appeal in the ad and the image and positioning of the brand.
B)   Sex appeals increase attention by helping advertising stand out in today's cluttered media environment.
C)   Sexual content in ads does not always lead to changes in recall, recognition, or purchase intent.
D)   Sex appeals can be found in almost any product category, from automobiles to toothpaste.
E)   Advertisers must be sure that a sex appeal is strong enough to get the audience's attention but not so strong that it will lead them to tune out the message.F) B) and E)
G) B) and D)

Question 7

What is a point-of-purchase display? Discuss two reasons firms use them.

Accepted Answer

Point-of-purchase displays are often use...

Question 8

One disadvantage of using newspapers as an advertising medium is

Accepted Answer

A)   their inability to cover local markets.
B)   readers damage the newspaper when clipping its ads.
C)   their short life span.
D)   the high cost of ads.
E)   their quick consumer response.F) C) and D)
G) A) and B)

Question 9

Most advertising messages are made up of two elements, which are

Accepted Answer

A)   rhetorical and persuasive.
B)   informational and persuasive.
C)   functional and creative.
D)   functional and persuasive.
E)   creative and rhetorical.F) A) and B)
G) A) and C)

Question 10

A pioneering (or informational)  ad

Accepted Answer

A)   reinforces previous knowledge of a product.
B)   assures current users they made the right choice.
C)   promotes a specific brand's features and benefits.
D)   tells people what a product is, what it can do, and where it can be found.
E)   shows one brand's strengths relative to those of competitors.F) D) and E)
G) B) and E)

Question 11

Informational ads, particularly those with specific information, have been found to be interesting, convincing, and

Accepted Answer

A)   inexpensive.
B)   humorous.
C)   expensive.
D)   effective.
E)   competitive.F) B) and E)
G) A) and D)

Question 12

A promotional tool often used with consumers that consists of merchandise offered free or at a significant savings over its retail price is referred to as a

Accepted Answer

A)   deal.
B)   rebate.
C)   sample.
D)   premium.
E)   coupon.F) B) and D)
G) A) and D)

Question 13

"Inspired by Threads-A Fashion Challenge" is a ________ run each year by Threads magazine, which is targeted toward professional clothiers and seamstresses. The idea is to design and sew a garment and send the entry into Threads to compete with others for prizes such as sewing machines and cash.

Accepted Answer

A)   premium
B)   sweepstakes
C)   contest
D)   deal
E)   end-run sampleF) None of the above
G) B) and E)

Question 14

All of these are among the most popular premiums except which?

Accepted Answer

A)   writing instruments
B)   toys for dogs and cats
C)   cups and mugs
D)   desk accessories
E)   apparelF) C) and D)
G) A) and B)

Question 15

All of these statements are true about newspapers except which?

Accepted Answer

A)   Local retailers often use newspapers as their sole advertising medium.
B)   Newspapers are generally limited to ads that call for an immediate customer response.
C)   National advertising campaigns rarely include this medium except in conjunction with local distributors of their products.
D)   A long lead time is needed to place an ad in a local newspaper.
E)   Newspapers have excellent reach potential.F) A) and D)
G) None of the above

Question 16

The use of deceased celebrities such as John Wayne or Fred Astaire in commercials

Accepted Answer

A)   creates a humorous appeal.
B)   avoids the possibility of a spokesperson's image changing.
C)   creates a fear appeal.
D)   creates a product ambience that limits its appeal to older consumers.
E)   targets the Gen Y consumer.F) C) and D)
G) B) and E)

Question 17

A mother handed her college-aged son a clipped ________ and said, "Use this to get 25 cents off the Birds Eye lima beans I need you to pick up for dinner," which shows that Birds Eye has been successful in its attempt to stimulate demand.

Accepted Answer

A)   coupon
B)   rebate
C)   sample
D)   deal
E)   premiumF) A) and B)
G) None of the above

Question 18

What is cooperative advertising?

Accepted Answer

Cooperative advertising is a sales promo...

Question 19

A variation of the case allowance is the ________ approach, whereby retailers receive some amount of the product free based on the amount ordered, such as 1 case free for every 10 cases ordered.

Accepted Answer

A)   complementary sampling
B)   bonus volume
C)   Buy One Get One (BOGO) 
D)   free goods
E)   promotional allowanceF) A) and C)
G) A) and B)

Question 20

The American Cancer Society reports that 57,000 Americans die from colon cancer each year, a number that would drop significantly if people over 50 were checked regularly. But being tested for colon cancer is not a pleasant experience and most people fear the possibility of bad news. The ACS sponsored several ads using "Polyp Man" dressed in a big red suit to encourage people to get tested. This is most likely an example of a ________ appeal.

Accepted Answer

A)   humorous
B)   cognitive
C)   rhetorical
D)   fear
E)   sexF) A) and E)
G) B) and E)

Exam 19: Using Social Media and Mobile Marketing to Connect With Consumers

One disadvantage of using newspapers as an advertising medium is

Correct Answer
verified

Correct Answer
verified

A Taste of Greece, a restaurant chain that is known for its Extra Juicy Gyro sandwich, wants to encourage repeat purchases and create long-term customers. Which sales promotion should it employ?

Correct Answer
verified

Informational ads, particularly those with specific information, have been found to be interesting, convincing, and

Correct Answer
verified

A variation of the case allowance is the ________ approach, whereby retailers receive some amount of the product free based on the amount ordered, such as 1 case free for every 10 cases ordered.

Correct Answer
verified

Correct Answer
verified

A promotional tool often used with consumers that consists of merchandise offered free or at a significant savings over its retail price is referred to as a

Correct Answer
verified

Most advertising messages are made up of two elements, which are

Correct Answer
verified

All of these statements are true about newspapers except which?

Correct Answer
verified

The use of deceased celebrities such as John Wayne or Fred Astaire in commercials

Correct Answer
verified

All of these statements are true about using sex appeals in advertising except which?

Correct Answer
verified

What is cooperative advertising?

Correct Answer
verified
Cooperative advertising is a sales promo...
View Answer

A mother handed her college-aged son a clipped ________ and said, "Use this to get 25 cents off the Birds Eye lima beans I need you to pick up for dinner," which shows that Birds Eye has been successful in its attempt to stimulate demand.

Correct Answer
verified

A pioneering (or informational) ad

Correct Answer
verified

Tests conducted after an advertisement has been shown to the target audience to determine whether an ad accomplished its intended purpose are referred to as

Correct Answer
verified

An e-mailed announcement that was sent to members of the business press from German pharmaceutical giant Bayer stating that it was looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool?

Correct Answer
verified

Trade promotions are

Correct Answer
verified

All of these are among the most popular premiums except which?

Correct Answer
verified

"Inspired by Threads-A Fashion Challenge" is a ________ run each year by Threads magazine, which is targeted toward professional clothiers and seamstresses. The idea is to design and sew a garment and send the entry into Threads to compete with others for prizes such as sewing machines and cash.

Correct Answer
verified

What is a point-of-purchase display? Discuss two reasons firms use them.

Correct Answer
verified
Point-of-purchase displays are often use...
View Answer

Exam 19: Using Social Media and Mobile Marketing to Connect With Consumers

One disadvantage of using newspapers as an advertising medium is

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A Taste of Greece, a restaurant chain that is known for its Extra Juicy Gyro sandwich, wants to encourage repeat purchases and create long-term customers. Which sales promotion should it employ?

Correct AnswerverifiedShow Answer

Informational ads, particularly those with specific information, have been found to be interesting, convincing, and

Correct AnswerverifiedShow Answer

A variation of the case allowance is the ________ approach, whereby retailers receive some amount of the product free based on the amount ordered, such as 1 case free for every 10 cases ordered.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A promotional tool often used with consumers that consists of merchandise offered free or at a significant savings over its retail price is referred to as a

Correct AnswerverifiedShow Answer

Most advertising messages are made up of two elements, which are

Correct AnswerverifiedShow Answer

All of these statements are true about newspapers except which?

Correct AnswerverifiedShow Answer

The use of deceased celebrities such as John Wayne or Fred Astaire in commercials

Correct AnswerverifiedShow Answer

All of these statements are true about using sex appeals in advertising except which?

Correct AnswerverifiedShow Answer

What is cooperative advertising?

Correct AnswerverifiedCooperative advertising is a sales promo...View AnswerShow Answer

A mother handed her college-aged son a clipped ________ and said, "Use this to get 25 cents off the Birds Eye lima beans I need you to pick up for dinner," which shows that Birds Eye has been successful in its attempt to stimulate demand.

Correct AnswerverifiedShow Answer

A pioneering (or informational) ad

Correct AnswerverifiedShow Answer

Tests conducted after an advertisement has been shown to the target audience to determine whether an ad accomplished its intended purpose are referred to as

Correct AnswerverifiedShow Answer

An e-mailed announcement that was sent to members of the business press from German pharmaceutical giant Bayer stating that it was looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool?

Correct AnswerverifiedShow Answer

Trade promotions are

Correct AnswerverifiedShow Answer

All of these are among the most popular premiums except which?

Correct AnswerverifiedShow Answer

"Inspired by Threads-A Fashion Challenge" is a ________ run each year by Threads magazine, which is targeted toward professional clothiers and seamstresses. The idea is to design and sew a garment and send the entry into Threads to compete with others for prizes such as sewing machines and cash.

Correct AnswerverifiedShow Answer

What is a point-of-purchase display? Discuss two reasons firms use them.

Correct AnswerverifiedPoint-of-purchase displays are often use...View AnswerShow Answer

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
Cooperative advertising is a sales promo...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Point-of-purchase displays are often use...
View Answer