Question 1

On the Internet you may find interactive ads that have drop-down menus, built-in games, or search engines to engage viewers, which are referred to as

Accepted Answer

A)   rich media.
B)   banner ads.
C)   interactive media.
D)   pay-per-click ads.
E)   infotainment ads.F) All of the above
G) B) and D)

Question 2

Consumer-oriented sales promotions are

Accepted Answer

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

Question 3

A reminder ad

Accepted Answer

A)   reinforces previous knowledge of a product.
B)   states the position of a company on an issue.
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) A) and B)
G) B) and C)

Question 4

Some studies show that ________ are superior to other advertising strategies.

Accepted Answer

A)   flighting schedules
B)   continuous schedules
C)   opportunistic schedules
D)   pulsing schedules
E)   intermittent schedulesF) B) and E)
G) A) and B)

Question 5

A western clothing retail store marketing vice president is developing an advertising budget using the objective and task method. She has the objective of clearing slow-moving merchandise from her shelves and is trying to choose between using radio ads or newspaper ads. Which of these is an advantage of radio relative to newspapers as a medium for achieving the objective?

Accepted Answer

A)   better frequency
B)   more effective visuals
C)   saving of ads by consumers
D)   better segmentation capability
E)   more effective in conveying complex informationF) All of the above
G) C) and D)

Question 6

Identify the three different approaches used to schedule advertising.

Accepted Answer

Setting schedules requires an understand...

Question 7

Bridgestone uses ________ institutional ads in its "One Team. One Planet" campaign to inform people about its rubber tree farms, tire recycling, and environmentally friendly factories.

Accepted Answer

A)   competitive
B)   pioneering
C)   advocacy
D)   reminder
E)   politicalF) C) and D)
G) B) and E)

Question 8

What is a product placement? Give an example.

Accepted Answer

Product placement involves the growing u...

Question 9

The purpose of pioneering institutional advertisements is to

Accepted Answer

A)   promote a specific brand's features and benefits.
B)   inform people what a company is, what it can do, and where it is located.
C)   state the position of a company on an issue.
D)   reinforce previous knowledge of a product.
E)   promote the advantages of one product class over another.F) A) and B)
G) A) and D)

Question 10

One disadvantage of using directories as an advertising medium is that

Accepted Answer

A)   there is public concern over environmental impact of print versions.
B)   the marketer cannot control the exact message that is published.
C)   the ads are perishable.
D)   few households with telephones have them.
E)   they have high delivery costs.F) B) and E)
G) A) and E)

Question 11

Tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select among alternative versions of the advertisement are referred to as

Accepted Answer

A)   posttests.
B)   pretests.
C)   test screenings.
D)   aided recall testing.
E)   sales tests.F) A) and B)
G) A) and C)

Question 12

Sales promotions that usually offer an immediately discounted price to the consumer, which encourages trial of the product, are commonly referred to as

Accepted Answer

A)   deals.
B)   rebates.
C)   samples.
D)   coupons.
E)   premiums.F) A) and E)
G) A) and B)

Question 13

A trade promotion that compensates retailers that transport orders from the manufacturer's warehouse is referred to as a

Accepted Answer

A)   carry allowance.
B)   haulage allowance.
C)   finance allowance.
D)   case allowance.
E)   freight allowance.F) B) and E)
G) A) and E)

Question 14

A local television station reported that one-fifth of the television households in your market were watching a special prime time movie on its TV channel during the 9 p.m. to 11 p.m. time period during the November "sweeps" period. What would be the movie's rating?

Accepted Answer

A)   10
B)   20
C)   30
D)   40
E)   50F) B) and C)
G) B) and D)

Question 15

Advertising agency Fallon Worldwide has a philosophy its management describes as "________ as a business model."

Accepted Answer

A)   interactive media
B)   speed
C)   innovation
D)   family
E)   perfectionF) B) and D)
G) A) and D)

Question 16

TransWave International is a small company that has developed a system that uses the Internet and patented electronic sensors as an early-warning device for pipeline leaks. With recent growth in the natural gas industry, the timing is right for this company's success, but it must use ________ advertising so oil companies will know of its product's existence.

Accepted Answer

A)   reminder
B)   competitive
C)   pioneering
D)   institutional
E)   objectiveF) B) and E)
G) B) and D)

Question 17

Marketing firm Valassis created and managed a Nutella promotion to induce trial of the product. Nutella is a creamy, chocolaty, hazelnut spread that is imported into the United States from Italy. A Valassis polybag containing a 20-gram "Coppetta" packet of Nutella spread, a cracker, a Nutella coupon, and a product brochure were delivered to consumers' doors via the Sunday newspaper. In addition to the coupon, what type of sales promotion was used here?

Accepted Answer

A)   product placement
B)   sample
C)   premium
D)   sweepstakes.
E)   dealF) B) and E)
G) C) and D)

Question 18

Nontraditional advertising options found in airports, health clubs, and theaters are called

Accepted Answer

A)   remote media.
B)   electronic advertising.
C)   product placements.
D)   cooperative advertising.
E)   place-based media.F) C) and D)
G) A) and B)

Question 19

A new sandwich shop has opened just off campus and would like the university students to frequent the shop whenever they are hungry. What is the best type of sales promotion to use to reach them and why?

Accepted Answer

The best type of sales promotion is to u...

Question 20

When Milk-Bone dog biscuits offered a ball toy for $1.99 and two proofs of purchase, it was using a

Accepted Answer

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

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

Some studies show that ________ are superior to other advertising strategies.

Correct Answer
verified

Nontraditional advertising options found in airports, health clubs, and theaters are called

Correct Answer
verified

A reminder ad

Correct Answer
verified

A trade promotion that compensates retailers that transport orders from the manufacturer's warehouse is referred to as a

Correct Answer
verified

A local television station reported that one-fifth of the television households in your market were watching a special prime time movie on its TV channel during the 9 p.m. to 11 p.m. time period during the November "sweeps" period. What would be the movie's rating?

Correct Answer
verified

Advertising agency Fallon Worldwide has a philosophy its management describes as "________ as a business model."

Correct Answer
verified

Tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select among alternative versions of the advertisement are referred to as

Correct Answer
verified

The purpose of pioneering institutional advertisements is to

Correct Answer
verified

Correct Answer
verified

Consumer-oriented sales promotions are

Correct Answer
verified

Correct Answer
verified

When Milk-Bone dog biscuits offered a ball toy for $1.99 and two proofs of purchase, it was using a

Correct Answer
verified

One disadvantage of using directories as an advertising medium is that

Correct Answer
verified

Correct Answer
verified

On the Internet you may find interactive ads that have drop-down menus, built-in games, or search engines to engage viewers, which are referred to as

Correct Answer
verified

Identify the three different approaches used to schedule advertising.

Correct Answer
verified
Setting schedules requires an understand...
View Answer

A new sandwich shop has opened just off campus and would like the university students to frequent the shop whenever they are hungry. What is the best type of sales promotion to use to reach them and why?

Correct Answer
verified
The best type of sales promotion is to u...
View Answer

Sales promotions that usually offer an immediately discounted price to the consumer, which encourages trial of the product, are commonly referred to as

Correct Answer
verified

Bridgestone uses ________ institutional ads in its "One Team. One Planet" campaign to inform people about its rubber tree farms, tire recycling, and environmentally friendly factories.

Correct Answer
verified

What is a product placement? Give an example.

Correct Answer
verified
Product placement involves the growing u...
View Answer

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

Some studies show that ________ are superior to other advertising strategies.

Correct AnswerverifiedShow Answer

Nontraditional advertising options found in airports, health clubs, and theaters are called

Correct AnswerverifiedShow Answer

A reminder ad

Correct AnswerverifiedShow Answer

A trade promotion that compensates retailers that transport orders from the manufacturer's warehouse is referred to as a

Correct AnswerverifiedShow Answer

A local television station reported that one-fifth of the television households in your market were watching a special prime time movie on its TV channel during the 9 p.m. to 11 p.m. time period during the November "sweeps" period. What would be the movie's rating?

Correct AnswerverifiedShow Answer

Advertising agency Fallon Worldwide has a philosophy its management describes as "________ as a business model."

Correct AnswerverifiedShow Answer

Tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select among alternative versions of the advertisement are referred to as

Correct AnswerverifiedShow Answer

The purpose of pioneering institutional advertisements is to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Consumer-oriented sales promotions are

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

When Milk-Bone dog biscuits offered a ball toy for $1.99 and two proofs of purchase, it was using a

Correct AnswerverifiedShow Answer

One disadvantage of using directories as an advertising medium is that

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

On the Internet you may find interactive ads that have drop-down menus, built-in games, or search engines to engage viewers, which are referred to as

Correct AnswerverifiedShow Answer

Identify the three different approaches used to schedule advertising.

Correct AnswerverifiedSetting schedules requires an understand...View AnswerShow Answer

A new sandwich shop has opened just off campus and would like the university students to frequent the shop whenever they are hungry. What is the best type of sales promotion to use to reach them and why?

Correct AnswerverifiedThe best type of sales promotion is to u...View AnswerShow Answer

Sales promotions that usually offer an immediately discounted price to the consumer, which encourages trial of the product, are commonly referred to as

Correct AnswerverifiedShow Answer

Bridgestone uses ________ institutional ads in its "One Team. One Planet" campaign to inform people about its rubber tree farms, tire recycling, and environmentally friendly factories.

Correct AnswerverifiedShow Answer

What is a product placement? Give an example.

Correct AnswerverifiedProduct placement involves the growing u...View AnswerShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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verified

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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Setting schedules requires an understand...
View Answer

Correct Answer
verified
The best type of sales promotion is to u...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Product placement involves the growing u...
View Answer