Question 1

Pioneering advertising is heavily used during the later stages of the product life cycle and emphasizes the product's exclusivity more than offering in-depth information about the product.

Accepted Answer

A) True 
 B)False

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

Which executional style for advertising depicts people in normal settings,such as at the dinner table or in a car?

Accepted Answer

A)   Slice-of-life
B)   Lifestyle
C)   Mood or image
D)   FantasyE) B) and D)
F) All of the above

Question 4

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 5

Which term refers to a marketer designating the media to be used,the choice of the specific publications or programs,and the insertion dates of the advertising?

Accepted Answer

A)   Media schedule
B)   Audience selectivity
C)   Reach
D)   Advertising planE) B) and C)
F) A) and D)

Question 6

Discuss crisis management and provide examples to support how marketers manage unfavorable publicity during a crisis.

Accepted Answer

Answers will vary.Crisis management mean...

Question 7

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 control
B)   Crisis management
C)   Lethargy
D)   Experiential sellingE) C) and D)
F) All of the above B

Question 8

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 D)
F) C) and D)

Question 9

Which of the following is an advantage of using cost per contact to determine the media mix for a product?

Accepted Answer

A)   It allows advertisers to increase an ad's effectiveness by reaching potential customers.
B)   It enables an advertiser to compare the relative expenses of specific media vehicles.
C)   It requires advertisers to pay only for the customers who view their ad.
D)   It allows marketers to minimize the cost of advertising by reaching a large number of people.E) A) and B)
F) A) and C)

Question 10

Which of the following is a similarity between trade sales promotion and consumer sales promotion?

Accepted Answer

A)   Both focus on providing incentives to consumers or wholesalers to make an immediate purchase.
B)   Both are directed toward members of the marketing channel,such as wholesalers and retailers.
C)   Both aim to increase sales by using point-of-purchase display.
D)   Both target at members of the marketing channel.E) A) and C)
F) C) and D)

Question 11

Sanicare,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 for Tidy provide valid research information.Which executional style of advertising is Sanicare using?

Accepted Answer

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

Question 12

Which of the following is correct about advertising appeals?

Accepted Answer

A)   It is a series of related advertisements focusing on a common theme or slogan.
B)   It identifies the specific communication task that should be accomplished for a specified target audience during a specified period.
C)   It is a form of advertising designed to influence demand for a specific brand.
D)   Its development is typically the responsibility of the creative team.E) A) and B)
F) A) and C)

Question 13

Define what is meant by sales promotion and identify two types of sales promotions that target two distinctly different markets.Discuss who offers the promotion,who benefits from it,and how sales promotion is cheaper than advertising.

Accepted Answer

Answers will vary.In addition to using a...

Question 14

Which of the following statements is true of executional styles for advertising?

Accepted Answer

A)   They often dictate which type of media is to be employed to convey the message.
B)   They are used in radio and television advertising and not in print or magazine advertising.
C)   They are seldom usedin advertisements for lower-risk,low-involvement,routine purchases.
D)   They require little or no modification for marketing campaigns for political candidates or issues.E) A) and C)
F) None of the above

Question 15

Push money is the money that manufacturers offer to channel intermediaries to encourage them to "push" products-that is,to encourage other members of the channel to sell their products.

Accepted Answer

A) True 
 B)False

Question 16

Impersonal,one-way mass communication about a product or organization that is paid for by a marketer is called ___________.

Accepted Answer

A)   advertising
B)   public relations
C)   sales promotion
D)   product promotionE) C) and D)
F) B) and C)

Question 17

Consumer sales promotion is directed toward members of the marketing channel,such as wholesalers and retailers.

Accepted Answer

A) True 
 B)False

Question 18

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 is used to enhance a company's image rather than promote a particular product.
D)   It is used mainly to compare brands on one or more specific attributes.E) C) and D)
F) A) and B) A

Question 19

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 20

In advergaming,companies advertise or promote a product,service,organization,or issue by putting ad messages in video games played in stand-alone systems.

Accepted Answer

A) True 
 B)False  False

Exam 16: Advertising,public Relations,and Sales Promotion

Pioneering advertising is heavily used during the later stages of the product life cycle and emphasizes the product's exclusivity more than offering in-depth information about the product.

Correct Answer
verified

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

Correct Answer
verified

Which executional style for advertising depicts people in normal settings,such as at the dinner table or in a car?

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

Which term refers to a marketer designating the media to be used,the choice of the specific publications or programs,and the insertion dates of the advertising?

Correct Answer
verified

Discuss crisis management and provide examples to support how marketers manage unfavorable publicity during a crisis.

Correct Answer
verified
Answers will vary.Crisis management mean...
View Answer

Correct Answer
verified
B

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

Correct Answer
verified

Which of the following is an advantage of using cost per contact to determine the media mix for a product?

Correct Answer
verified

Which of the following is a similarity between trade sales promotion and consumer sales promotion?

Correct Answer
verified

Sanicare,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 for Tidy provide valid research information.Which executional style of advertising is Sanicare using?

Correct Answer
verified

Which of the following is correct about advertising appeals?

Correct Answer
verified

Define what is meant by sales promotion and identify two types of sales promotions that target two distinctly different markets.Discuss who offers the promotion,who benefits from it,and how sales promotion is cheaper than advertising.

Correct Answer
verified
Answers will vary.In addition to using a...
View Answer

Which of the following statements is true of executional styles for advertising?

Correct Answer
verified

Push money is the money that manufacturers offer to channel intermediaries to encourage them to "push" products-that is,to encourage other members of the channel to sell their products.

Correct Answer
verified

Impersonal,one-way mass communication about a product or organization that is paid for by a marketer is called ___________.

Correct Answer
verified

Consumer sales promotion is directed toward members of the marketing channel,such as wholesalers and retailers.

Correct Answer
verified

Which of the following statements is true of pioneering advertising?

Correct Answer
verified
A

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

Correct Answer
verified

In advergaming,companies advertise or promote a product,service,organization,or issue by putting ad messages in video games played in stand-alone systems.

Correct Answer
verified
False

Exam 16: Advertising,public Relations,and Sales Promotion

Pioneering advertising is heavily used during the later stages of the product life cycle and emphasizes the product's exclusivity more than offering in-depth information about the product.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which executional style for advertising depicts people in normal settings,such as at the dinner table or in a car?

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

Which term refers to a marketer designating the media to be used,the choice of the specific publications or programs,and the insertion dates of the advertising?

Correct AnswerverifiedShow Answer

Discuss crisis management and provide examples to support how marketers manage unfavorable publicity during a crisis.

Correct AnswerverifiedAnswers will vary.Crisis management mean...View AnswerShow Answer

Correct AnswerverifiedB

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

Correct AnswerverifiedShow Answer

Which of the following is an advantage of using cost per contact to determine the media mix for a product?

Correct AnswerverifiedShow Answer

Which of the following is a similarity between trade sales promotion and consumer sales promotion?

Correct AnswerverifiedShow Answer

Sanicare,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 for Tidy provide valid research information.Which executional style of advertising is Sanicare using?

Correct AnswerverifiedShow Answer

Which of the following is correct about advertising appeals?

Correct AnswerverifiedShow Answer

Define what is meant by sales promotion and identify two types of sales promotions that target two distinctly different markets.Discuss who offers the promotion,who benefits from it,and how sales promotion is cheaper than advertising.

Correct AnswerverifiedAnswers will vary.In addition to using a...View AnswerShow Answer

Which of the following statements is true of executional styles for advertising?

Correct AnswerverifiedShow Answer

Push money is the money that manufacturers offer to channel intermediaries to encourage them to "push" products-that is,to encourage other members of the channel to sell their products.

Correct AnswerverifiedShow Answer

Impersonal,one-way mass communication about a product or organization that is paid for by a marketer is called ___________.

Correct AnswerverifiedShow Answer

Consumer sales promotion is directed toward members of the marketing channel,such as wholesalers and retailers.

Correct AnswerverifiedShow Answer

Which of the following statements is true of pioneering advertising?

Correct AnswerverifiedA

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

In advergaming,companies advertise or promote a product,service,organization,or issue by putting ad messages in video games played in stand-alone systems.

Correct AnswerverifiedFalse

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Correct Answer
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Answers will vary.Crisis management mean...
View Answer

Correct Answer
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B

Correct Answer
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Answers will vary.In addition to using a...
View Answer

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A

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False