Question 1

Mariah Goldberg, a marketing manager for a manufacturer of children's toys, is looking for ways to reach potential customers who typically avoid salespeople and advertisements.Which of the following would be the most economical promotional tool for Mariah to use?
direct marketing
sales promotions
public relations
brand contacts
personal selling

Accepted Answer

The answer of Mariah Goldberg, a marketing manager for a...

Question 2

An ad for Mongoose mountain bikes shows a serious biker traversing remote and rugged but beautiful terrain and states, "There are places that are so awesome and so killer that you'd like to tell the whole world about them.But please, don't." This ad uses the ________ execution style.
slice of life
lifestyle
fantasy
scientific evidence
personality symbol

Accepted Answer

The answer of An ad for Mongoose mountain bikes shows...

Question 3

When Taco Bell uses a Chihuahua, a small dog, to represent its product, which type of execution style is being used?
mood or image
fantasy
personality symbol
technical expertise
musical

Accepted Answer

The answer of When Taco Bell uses a Chihuahua, a...

Question 4

An ad for a new convection oven shows a busy professional woman serving dinner to her family.The convection oven is seen in the background, and the headline reads, "The latest development in time travel." This is an example of what type of execution style?
slice of life
testimonial evidence
fantasy
scientific evidence
mood or image

Accepted Answer

The answer of An ad for a new convection oven...

Question 5

You receive a report that says the 68% of your target market had been exposed to your ad campaign during a given period of time.This is an example of ________.
reach
frequency
impact
engagement
qualitative value

Accepted Answer

The answer of You receive a report that says the...

Question 6

You are looking to advertise your new product, and you want good mass-marketing coverage and low cost per exposure.You should choose ________ as your advertising media.
newspaper
radio
outdoor
television
direct mail

Accepted Answer

The answer of You are looking to advertise your new...

Question 7

Mass markets have fragmented; thus, marketers are shifting away from mass marketing.

Accepted Answer

With the rise of digital media and personalized advertising, mass markets have become fragmented and marketers are now targeting more niche audiences. This shift away from mass marketing allows for more tailored and effective messaging to specific target groups.

Question 8

In its advertisements, Timex promotes its affordable and sturdy watches.Fossil emphasizes style and fashion in its advertisements, while Rolex stresses luxury and status.These are all examples of ________ appeals.
creative
meaningful
believable
entertainment
distinctive

Accepted Answer

The answer of In its advertisements, Timex promotes its affordable...

Question 9

When Proctor & Gamble developed the Mr.Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint.What type of campaign was most likely used by Proctor & Gamble for the Mr.Clean Magic Eraser?
informative advertising
persuasive advertising
reminder advertising
developmental advertising
comparative advertising

Accepted Answer

The answer of When Proctor & Gamble developed the Mr.Clean...

Question 10

Large companies still routinely invest large chunks of their advertising budgets in mass-media outlets such as television and magazines.

Accepted Answer

Despite the growth of digital advertising, large companies still allocate a significant portion of their advertising budgets to traditional mass-media outlets like TV and magazines.

Question 11

When Maxwell House shows one of its buyers carefully selecting coffee beans, which type of execution style is being used?
mood or image
fantasy
personality symbol
musical
technical expertise

Accepted Answer

The answer of When Maxwell House shows one of its...

Question 12

Kathy Champe, a public relations specialist for a regional chain of pharmacies, regularly contacts members of the local and state-wide media with information about community events and charity fundraisers sponsored by her company.This is an example of the ________ function of public relations.
press relations
product publicity
public affairs
lobbying
development

Accepted Answer

The answer of Kathy Champe, a public relations specialist for...

Question 13

A company's marketing communications mix is also called its promotion mix.

Accepted Answer

This statement is true. The promotion mix is one of the four elements of the marketing mix, which also includes product, price, and place. The promotion mix includes advertising, public relations, sales promotion, personal selling, and direct marketing, all of which are used to communicate with and persuade customers.

Question 14

In an attempt to set the company apart from its competitors, United Parcel Service has its employees wear brown uniforms and drive brown trucks.What type of public relations tool is UPS using?
buzz marketing
social networking
corporate identity materials
product publicity
public service materials

Accepted Answer

The answer of In an attempt to set the company...

Question 15

Mike's Bike Shop has a new print advertisement appearing in the local newspaper.Readers will notice which of the following first in the advertisement?
headline
illustration
copy
subheadlines
color

Accepted Answer

The answer of Mike's Bike Shop has a new print...

Question 16

Chris Stemen, the owner of an independent gift store, is developing an advertising budget.Chris has totaled his company's revenues and deducted operating expenses and capital outlays.He intends to use a percentage of the remaining funds for advertising.Which budget setting method is Chris using?
affordable method
integrated method
percentage-of-sales method
competitive-parity method
objective-and-task method

Accepted Answer

The answer of Chris Stemen, the owner of an independent...

Question 17

Clean and Clear, a large producer of all-natural hair care and beauty products, is most likely to use which of the promotion mix strategies to gain increased shelf space in stores and to gain increased customer sales?
push
pull
push and pull
pulse
continuity

Accepted Answer

The answer of Clean and Clear, a large producer of...

Question 18

Suave ran ads featuring a woman with beautiful hair questioning "Suave or Matrix? Can You Tell?" This is an example of ________.
informative advertising
reminder advertising
comparative advertising
secondary advertising
buzz marketing

Accepted Answer

The answer of Suave ran ads featuring a woman with...

Question 19

Apple recently ran ads featuring real people who had switched from Microsoft Windows-based PCs to Macs.When companies use people, actors, or sports celebrities as product endorsers, what kind of execution style is being used?
musical
testimonial evidence
scientific evidence
lifestyle
fantasy

Accepted Answer

The answer of Apple recently ran ads featuring real people...

Question 20

Franklin & Marshall College wishes to contact high school seniors at independent schools in British Columbia.Which of the following media would be most effective and efficient?
a 30-second commercial on local cable channels throughout the state
local newspapers ads throughout the state
radio ads throughout the state
a direct mail piece sent to the schools
billboards throughout the state

Accepted Answer

The answer of Franklin & Marshall College wishes to contact...

Quiz 12: Communicating Customer Value: Advertising and Public Relations

When Taco Bell uses a Chihuahua, a small dog, to represent its product, which type of execution style is being used? mood or image fantasy personality symbol technical expertise musical

You receive a report that says the 68% of your target market had been exposed to your ad campaign during a given period of time.This is an example of ________. reach frequency impact engagement qualitative value

You are looking to advertise your new product, and you want good mass-marketing coverage and low cost per exposure.You should choose ________ as your advertising media. newspaper radio outdoor television direct mail

Mass markets have fragmented; thus, marketers are shifting away from mass marketing.

In its advertisements, Timex promotes its affordable and sturdy watches.Fossil emphasizes style and fashion in its advertisements, while Rolex stresses luxury and status.These are all examples of ________ appeals. creative meaningful believable entertainment distinctive

Large companies still routinely invest large chunks of their advertising budgets in mass-media outlets such as television and magazines.

When Maxwell House shows one of its buyers carefully selecting coffee beans, which type of execution style is being used? mood or image fantasy personality symbol musical technical expertise

A company's marketing communications mix is also called its promotion mix.

In an attempt to set the company apart from its competitors, United Parcel Service has its employees wear brown uniforms and drive brown trucks.What type of public relations tool is UPS using? buzz marketing social networking corporate identity materials product publicity public service materials

Mike's Bike Shop has a new print advertisement appearing in the local newspaper.Readers will notice which of the following first in the advertisement? headline illustration copy subheadlines color

Clean and Clear, a large producer of all-natural hair care and beauty products, is most likely to use which of the promotion mix strategies to gain increased shelf space in stores and to gain increased customer sales? push pull push and pull pulse continuity

Suave ran ads featuring a woman with beautiful hair questioning "Suave or Matrix? Can You Tell?" This is an example of ________. informative advertising reminder advertising comparative advertising secondary advertising buzz marketing

Apple recently ran ads featuring real people who had switched from Microsoft Windows-based PCs to Macs.When companies use people, actors, or sports celebrities as product endorsers, what kind of execution style is being used? musical testimonial evidence scientific evidence lifestyle fantasy