Question 1

The Rustic Market, a small antique shop, periodically runs advertisements in the local newspaper to keep its name before the public.This is known as ____ advertising.

Accepted Answer

A)   primary-demand
B)   immediate-response
C)   Reminder
D)   Comparative
E)   public relationsF) A) and C)
G) B) and E)

Question 2

If Home Depot, Delta Faucets, and Armstrong Floor Coverings pay for a television show about remodeling a kitchen on the Home and Garden Network, these companies are ____ the show.

Accepted Answer

A)   buying time spots for
B)   purchasing network time for
C)   creating infomercials for
D)   Sponsoring
E)   AdvertisingF) All of the above
G) B) and E)

Question 3

In preparing for summer sales, Sunsheen Tanning Products is placing in its retail outlets life-size cardboard cutouts of this year's Miss Tan that attach to existing store displays.The cutout, featuring Miss Tan in a bikini holding a bottle of lotion, is an example of a(n)

Accepted Answer

A)   deceptive advertising practice.
B)   outdoor advertisement.
C)   point-of-purchase display.
D)   trade sales promotion method.
E)   in-store demonstration.F) A) and E)
G) C) and D)

Question 4

Walmart is opening a new store in a shopping mall.It announces a grand-opening sale in the local newspapers.This type of advertising is referred to as ____ advertising.

Accepted Answer

A)   primary-demand
B)   Comparative
C)   Institutional
D)   Reminder
E)   immediate-responseF) D) and E)
G) A) and D)

Question 5

Ted Paine wants to facilitate exchange for his products by informing groups and influencing them to accept his firm's products.What would you suggest?

Accepted Answer

A)   Select the appropriate channel of distribution.
B)   Select the appropriate promotional activities.
C)   Select the best manufacturer for his products.
D)   Don't worry; intelligent people will find good products.
E)   Avoid expensive advertising.F) C) and E)
G) C) and D)

Question 6

The advertising objectives are the ____ of the advertising campaign.

Accepted Answer

A)   Steps
B)   Goals
C)   evaluation
D)   features
E)   selling pointsF) B) and E)
G) D) and E)

Question 7

Stabilising sales is the goal of promotion efforts that

Accepted Answer

A)   are aimed at customer loyalty.
B)   are used to increase sales during slack periods.
C)   develop an image for a product.
D)   disseminate information about a product.
E)   increase product usage.F) A) and C)
G) A) and E)

Question 8

To develop a reliable advertising platform for an ad campaign, companies should invest in

Accepted Answer

A)   careful product development.
B)   consumer opinion research.
C)   the media most likely to reach the target market.
D)   a budget larger than will be needed.
E)   an advertising agency.F) A) and D)
G) A) and B)

Question 9

All of the following are helpful in evaluating the effectiveness of advertising except

Accepted Answer

A)   past sales.
B)   responses to coupon offers.
C)   salespersons' salaries.
D)   consumer surveys by research organisations.
E)   current sales.F) A) and C)
G) C) and D)

Question 10

Radio advertising is the most expensive advertising medium.

Accepted Answer

A) True 
 B)False

Question 11

The Home Depot runs a television campaign that demonstrates its support of Olympic athletes in order to enhance the firm's image.This is ____ advertising.

Accepted Answer

A)   Brand
B)   institutional
C)   comparative
D)   primary-demand
E)   immediate-responseF) A) and B)
G) B) and E)

Question 12

The income level of the target market influences the choice of promotion techniques the most.

Accepted Answer

A) True 
 B)False

Question 13

A feature article is a type of publicity that is generally one typed page of about three hundred words.

Accepted Answer

A) True 
 B)False

Question 14

Information about a company, its employees, or its products that is published or broadcast in the mass media free of charge is called

Accepted Answer

A)   advertising.
B)   publicity.
C)   notoriety.
D)   promotion.
E)   personal selling.F) All of the above
G) D) and E)

Question 15

The most expensive but most adaptable method of the promotion mix is

Accepted Answer

A)   sales promotion.
B)   advertising.
C)   direct mail.
D)   personal selling.
E)   publicity.F) C) and D)
G) B) and E)

Question 16

A return of part of the purchase price to the consumer is known as a

Accepted Answer

A)   premium.
B)   rebate.
C)   sample.
D)   point-of-purchase coupon.
E)   discount.F) A) and E)
G) A) and B)

Question 17

Direct-mail advertising is the most selective medium for reaching a specific audience.

Accepted Answer

A) True 
 B)False

Question 18

Turner's Garage, an automotive repair shop, sends out a direct-mail offer for a complete tune-up for first-time customers at a greatly reduced price.Which sales promotion objective is Turner's Garage trying to accomplish?

Accepted Answer

A)   Neutralising competitive promotional offers
B)   Increasing reseller inventories
C)   Boosting sales to current customers
D)   Steadying irregular sales patterns
E)   Drawing new customersF) A) and E)
G) D) and E)

Question 19

A banner ad is a rectangular graphic that appears at the top of a magazine cover.

Accepted Answer

A) True 
 B)False

Question 20

Advertising that is used to sell a particular brand of product is called

Accepted Answer

A)   creative.
B)   selective-demand.
C)   institutional.
D)   personal.
E)   primary-demand.F) A) and B)
G) A) and C)

Exam 14: Marketing Communications

All of the following are helpful in evaluating the effectiveness of advertising except

Correct AnswerverifiedShow Answer

The Home Depot runs a television campaign that demonstrates its support of Olympic athletes in order to enhance the firm's image.This is ____ advertising.

Correct AnswerverifiedShow Answer

The Rustic Market, a small antique shop, periodically runs advertisements in the local newspaper to keep its name before the public.This is known as ____ advertising.

Correct AnswerverifiedShow Answer

Stabilising sales is the goal of promotion efforts that

Correct AnswerverifiedShow Answer

In preparing for summer sales, Sunsheen Tanning Products is placing in its retail outlets life-size cardboard cutouts of this year's Miss Tan that attach to existing store displays.The cutout, featuring Miss Tan in a bikini holding a bottle of lotion, is an example of a(n)

Correct AnswerverifiedShow Answer

A feature article is a type of publicity that is generally one typed page of about three hundred words.

Correct AnswerverifiedShow Answer

The income level of the target market influences the choice of promotion techniques the most.

Correct AnswerverifiedShow Answer

If Home Depot, Delta Faucets, and Armstrong Floor Coverings pay for a television show about remodeling a kitchen on the Home and Garden Network, these companies are ____ the show.

Correct AnswerverifiedShow Answer

Information about a company, its employees, or its products that is published or broadcast in the mass media free of charge is called

Correct AnswerverifiedShow Answer

Advertising that is used to sell a particular brand of product is called

Correct AnswerverifiedShow Answer

Ted Paine wants to facilitate exchange for his products by informing groups and influencing them to accept his firm's products.What would you suggest?

Correct AnswerverifiedShow Answer

A banner ad is a rectangular graphic that appears at the top of a magazine cover.

Correct AnswerverifiedShow Answer

A return of part of the purchase price to the consumer is known as a

Correct AnswerverifiedShow Answer

The most expensive but most adaptable method of the promotion mix is

Correct AnswerverifiedShow Answer

To develop a reliable advertising platform for an ad campaign, companies should invest in

Correct AnswerverifiedShow Answer

The advertising objectives are the ____ of the advertising campaign.

Correct AnswerverifiedShow Answer

Direct-mail advertising is the most selective medium for reaching a specific audience.

Correct AnswerverifiedShow Answer

Walmart is opening a new store in a shopping mall.It announces a grand-opening sale in the local newspapers.This type of advertising is referred to as ____ advertising.

Correct AnswerverifiedShow Answer

Radio advertising is the most expensive advertising medium.

Correct AnswerverifiedShow Answer

Turner's Garage, an automotive repair shop, sends out a direct-mail offer for a complete tune-up for first-time customers at a greatly reduced price.Which sales promotion objective is Turner's Garage trying to accomplish?

Correct AnswerverifiedShow Answer

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