Question 1

Most Internet ads seek a delayed response.

Accepted Answer

A) True 
 B)False

Question 2

All of the following publicity tools are examples of one-way communication from a company to consumers or business customers EXCEPT:

Accepted Answer

A)   videos.
B)   blogs.
C)   podcasts.
D)   case studies.
E)   games.F) B) and E)
G) All of the above

Question 3

Using advertising to develop selective demand:

Accepted Answer

A)   may become necessary as a firm's product moves through its product life cycle.
B)   should only be tried with selective distribution.
C)   is needed when consumers do not know a new product is available.
D)   is intended to produce immediate buying action.
E)   is needed when a firm has a monopoly.F) B) and E)
G) A) and B)

Question 4

Sales promotion for frequently purchased consumer products usually has to change in mature markets. Why is this the case?

Accepted Answer

A)   Demand for more support for manufacturer brands.
B)   Increased competition from dealer brands in large, powerful retail chains.
C)   Greater price sensitivity among consumers.
D)   Limitations on shelf space in retail stores.
E)   All of these alternatives are correct.F) B) and D)
G) B) and C)

Question 5

Many countries forbid this form of advertising.

Accepted Answer

A)   Comparative advertising
B)   Pioneering advertising
C)   Competitive advertising
D)   Reminder advertising
E)   Institutional advertisingF) A) and B)
G) D) and E)

Question 6

Total advertising spending in other countries is lower than in the U.S.

Accepted Answer

A) True 
 B)False

Question 7

All of the following publicity tools are examples of one-way communication from a company to consumers or business customers EXCEPT:

Accepted Answer

A)   videos.
B)   MySpace.
C)   podcasts.
D)   case studies.
E)   commercial white papers.F) A) and B)
G) C) and D)

Question 8

Advertising agencies

Accepted Answer

A)   can be helpful, but they are always more expensive than a firm doing its own advertising work.
B)   must be selected very carefully since most agencies require long-term contracts.
C)   that are smaller in size will probably continue to play an important role despite the creation of mega-agencies.
D)   usually specialize in one particular type of work, such as sales promotion planning or website design.
E)   None of these alternatives is correct.F) D) and E)
G) B) and C)

Question 9

A major difference between reminder advertising and pioneering advertising is that:

Accepted Answer

A)   reminder advertising focuses on selective demand, while pioneering advertising tries to develop primary demand.
B)   reminder advertising is less likely to use "soft sell" ads.
C)   reminder advertising is emphasized in the early stages of the product life cycle.
D)   pioneering advertising is emphasized in the later stages of the product life cycle.
E)   None of these alternatives is true.F) A) and E)
G) A) and D)

Question 10

Behavioral targeting

Accepted Answer

A)   tries to place ads on websites that are designed to appeal to the firm's target market.
B)   decides how the messages will reach the target audience.
C)   allows advertisers to pay only when a customer clicks on the ad and links to the advertiser's website.
D)   tries to reach target customers who are actually interested in what the firm has to communicate.
E)   delivers ads to consumers based on previous websites the customer has visited.F) B) and C)
G) A) and E)

Question 11

In the United States, the _____ has the power to control unfair or deceptive business practices, including deceptive advertising.

Accepted Answer

A)   CPSC
B)   FTC
C)   FDA
D)   OSHA
E)   USDAF) A) and D)
G) None of the above

Question 12

Facebook, FourSquare, and LinkedIn are all examples of publicity tools for interactive communication between a company and final consumers or business customers.

Accepted Answer

A) True 
 B)False

Question 13

If the promotion objective is to get attention and hold interest, which type of publicity would work best?

Accepted Answer

A)   Customer reviews
B)   Articles in the press
C)   White papers
D)   Case studies
E)   WebinarsF) B) and C)
G) B) and D)

Question 14

Which of the following statements about sales promotion is False?

Accepted Answer

A)   Sales promotions may encourage brand switching more than they encourage brand loyalty.
B)   The design and management of sales promotions is often done by specialists from outside the firm.
C)   Sales promotions that are poorly run may reflect negatively on the firm sponsoring them, even if the firm uses an outside specialist to manage the promotion.
D)   Once a firm begins running regular sales promotions, it cannot change its strategy.
E)   Sales promotion should not be left to "amateurs."F) C) and D)
G) B) and D)

Question 15

The _____ type of competitive advertising points out product advantages to affect future buying decisions.

Accepted Answer

A)   direct
B)   interactive
C)   indirect
D)   strategic
E)   phoneticF) B) and D)
G) All of the above

Question 16

When Intuit, a tax and financial planning software company, created a website where its QuickBooks customers could interact about problems facing their small businesses, this was an example of a(n) :

Accepted Answer

A)   branded service.
B)   blog.
C)   online community.
D)   case study.
E)   webinar.F) B) and D)
G) All of the above

Question 17

If the advertising objective is to convince potential customers that "Safeway Cleaners" offers excellent dry-cleaning services, what medium would be best for reaching local prospects?

Accepted Answer

A)   Television
B)   Magazines
C)   Cinema
D)   Internet
E)   NewspapersF) B) and E)
G) A) and E)

Question 18

In the U.S., the largest share of advertising expenditures is spent on:

Accepted Answer

A)   direct mail.
B)   radio.
C)   TV (including cable) .
D)   billboards.
E)   newspapers.F) A) and E)
G) A) and B)

Question 19

Advertising allowances are price reductions given to firms further along in the channel to encourage them to advertise or otherwise promote a producer's products locally.

Accepted Answer

A) True 
 B)False

Question 20

The basic strategy planning decisions for advertising, publicity, and sales promotion are the same regardless of where in the world the target market is located.

Accepted Answer

A) True 
 B)False

Exam 15: Advertising, Publicity, and Sales Promotion

Total advertising spending in other countries is lower than in the U.S.

Correct AnswerverifiedShow Answer

If the promotion objective is to get attention and hold interest, which type of publicity would work best?

Correct AnswerverifiedShow Answer

Advertising allowances are price reductions given to firms further along in the channel to encourage them to advertise or otherwise promote a producer's products locally.

Correct AnswerverifiedShow Answer

Behavioral targeting

Correct AnswerverifiedShow Answer

Sales promotion for frequently purchased consumer products usually has to change in mature markets. Why is this the case?

Correct AnswerverifiedShow Answer

The basic strategy planning decisions for advertising, publicity, and sales promotion are the same regardless of where in the world the target market is located.

Correct AnswerverifiedShow Answer

Advertising agencies

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Many countries forbid this form of advertising.

Correct AnswerverifiedShow Answer

All of the following publicity tools are examples of one-way communication from a company to consumers or business customers EXCEPT:

Correct AnswerverifiedShow Answer

A major difference between reminder advertising and pioneering advertising is that:

Correct AnswerverifiedShow Answer

The _____ type of competitive advertising points out product advantages to affect future buying decisions.

Correct AnswerverifiedShow Answer

In the U.S., the largest share of advertising expenditures is spent on:

Correct AnswerverifiedShow Answer

Facebook, FourSquare, and LinkedIn are all examples of publicity tools for interactive communication between a company and final consumers or business customers.

Correct AnswerverifiedShow Answer

When Intuit, a tax and financial planning software company, created a website where its QuickBooks customers could interact about problems facing their small businesses, this was an example of a(n) :

Correct AnswerverifiedShow Answer

Which of the following statements about sales promotion is False?

Correct AnswerverifiedShow Answer

Most Internet ads seek a delayed response.

Correct AnswerverifiedShow Answer

In the United States, the _____ has the power to control unfair or deceptive business practices, including deceptive advertising.

Correct AnswerverifiedShow Answer

All of the following publicity tools are examples of one-way communication from a company to consumers or business customers EXCEPT:

Correct AnswerverifiedShow Answer

If the advertising objective is to convince potential customers that "Safeway Cleaners" offers excellent dry-cleaning services, what medium would be best for reaching local prospects?

Correct AnswerverifiedShow Answer

Using advertising to develop selective demand:

Correct AnswerverifiedShow Answer

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