Deck 16: Advertising, Public Relations and Sales Promotion

Question 1

Intermediaries receive push money as a bonus for pushing the manufacturer's brand through the distribution channel.

Answer 1

 True

Question 2

Evaluating an advertising campaign is the simplest part of the advertising process because the factors that determine the effectiveness of an ad are limited and clear.

Answer 2

 False

Question 3

Advertising can affect the way consumers rank a brand's attributes.

Answer 3

 True

Question 4

Unlike radio,a magazine has a relatively long life span,which is further increased by a high pass-along rate.

Question 5

In the context of the effects of advertisements,humorous advertisements:

A)​cannot be used to reinforce and remind loyal customers about the benefits of a product.
B)are effective in changing consumers' deeply rooted values and attitudes.
C)cannot be used by companies that introduce new products.
D)​are effective at shaping attitudes when consumers already have a positive image of an advertised brand.

Question 6

New brands with a small market share tend to spend proportionately more for advertising and sales promotion than those with a large market share because:

A)​a certain minimum level of exposure is needed to measurably affect purchase habits.
B)spending more will prevent advertising response function.
C)returns multiply beyond a certain level of spending.
D)​product sales and market share improve drastically and keep increasing with more spending.

Question 7

Corporations often use advocacy advertising to express their views on controversial issues.

Question 8

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

Question 9

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

Question 10

The Federal Trade Commission does not allow the identification of competing brands in comparative advertising.

Question 11

Newspapers and magazines have a high noise level.

Question 12

Experiential marketing involves minimal engagement with a brand's consumers.

Question 13

Serious or emotional advertisements are largely used to change people's deeply rooted values and attitudes.

Question 14

Laelle Corp.,a furniture manufacturing company,uses marketing efforts like paid television commercials and magazine inserts to publicize its products.These are examples of activities associated with:

A)​advertising.
B)franchising.
C)personal selling.
D)​nonstore retailing.

Question 15

Tread Inc.is the market leader for sports shoes in the subcontinent of Gavon.Though the brand has not introduced any new product lines over the past decade,its signature products enjoy a high demand and have always remained popular.According to the concept of advertising response function,which of the following should be Tread Inc.'s advertising strategy?

A)​It should have a large budget for advertising expenditures.
B)It should spend proportionately less on advertising than on a newer line.
C)It should penetrate consumers' perceptual defenses and affect purchase intentions.
D)​Its advertisements should easily affect target consumers' deeply rooted values and attitudes.

Question 16

In the context of campaign evaluation,testing ad effectiveness can be done only after the advertising campaign is over.

Question 17

Which of the following is an example of unmeasured media ad spending?

A)​Cable TV
B)Magazines
C)Catalogs
D)​Newspapers

Question 18

The selection of media is not dependent on promotional objectives,the appeal,or executional style of advertising.

Question 19

Understanding the advertising response function helps marketers:

A)​increase the sales and market share of a brand.
B)use their advertising budgets wisely to suit the target market.
C)know the real effect of an advertising campaign.
D)​gain publicity for a brand.

Question 20

A trade allowance is a price reduction offered by retailers to customers who are buying homogeneous shopping goods.

Question 21

Firms use competitive or brand advertising when a product enters the _____ of the product life cycle and other companies begin to enter the marketplace.

A)​introductory stage
B)growth stage
C)formative stage
D)​decline stage

Question 22

Advertisements of Brita LED Lightings are in the form of comparative advertising to emphasize the benefits of using LEDs over CFLs.The ads emphasize that Brita's LEDs cost less than CFLs or other brands' LEDs,last longer,consume lesser energy,and need to be replaced fewer times than CFLs.In this case,which of the following advertising appeals is used in these ads?

A)​Admiration
B)Profit
C)Vanity and egotism
D)​Health

Question 23

Reach is related to a medium's ratings,generally referred to in the industry as:

A)​gross ratings points.
B)cost per rating points.
C)gross review points.
D)​target ratings points.

Question 24

Duski,a very expensive brand of clothing and accessories,promotes its products by using advertisements that feature beautiful women clothed in its brands.Given this information,which of the following advertising appeals is used by Duski?

A)​Health
B)Environmental consciousness
C)Profit
D)​Vanity and egotism

Question 25

_____ is a form of advertising designed to influence demand for a specific brand.

A)​Institutional advertising
B)Advocacy advertising
C)Competitive advertising
D)​Pioneering advertising

Question 26

Advertising campaigns follow the _____.

A)​BCG matrix
B)IMC model
C)AIDA model
D)​SWOT matrix

Question 27

If the goal of the promotion plan is to improve the image of the company or the industry,_____ may be used.

A)​institutional advertising
B)pioneering advertising
C)competitive advertising
D)​comparative advertising

Question 28

Identify a true statement about an advertising campaign.

A)​It contains a wide variety of themes and slogans.
B)It extends for a defined period of time.
C)It cannot focus on more than one advertising appeal.
D)​It follows the Boston Consulting Group's matrix.

Question 29

Which of the following is a difference between an attribute and a benefit of a product?

A)​An attribute includes pleasure or improved health, while a benefit includes an easy-open package or a special formulation.
B)An attribute cannot be experienced by consumers, while a benefit is tangible and can be experienced.
C)An attribute is bought by consumers, while a benefit is not bought by consumers.
D)​An attribute is simply a feature of a product, while a benefit is what consumers receive by using a product.

Question 30

_____ is the number of times an individual is exposed to a given message during a specific period.

A)​Reach
B)Life span
C)Frequency
D)​Contact

Question 31

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

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.

Question 32

If an advertiser wants to enhance the sales of a specific good or service,_____ should be used.

A)​institutional advertising
B)product advertising
C)corporate advertising
D)​advocacy advertising

Question 33

An alternative to a commercial spot is _____,a thirty-minute or longer advertisement,which is relatively inexpensive to produce and air.

A)​the frequent buyer program
B)a premium
C)a sweepstake
D)​the infomercial

Question 34

Which of the following statements is true of executional styles?

A)​Executional styles often dictate what type of media is to be employed to convey the message.
B)Injecting humor into an advertisement is the least effective executional style.
C)A message can be easily communicated through humor in print or magazine advertising.
D)​Scientific executional styles lend themselves well to billboard advertising.

Question 35

_____ is the channel used to convey a message to a target market.

A)​A medium
B)An advertising appeal
C)Reach
D)​Audience selectivity

Question 36

Which of the following statements is true of cooperative advertising?

A)​It does not allow retailers to devote effort to the manufacturer's lines.
B)It resolves the impracticality of listing all the dealers of the brand in national advertising.
C)It doubles the revenue generation for the retailer.
D)​It cannot be used for advertising through radio.

Question 37

A disadvantage of newspaper advertising is that:

A)​it has low geographic selectivity and flexibility.
B)it may not be the best vehicle for marketers trying to reach a very narrow market.
C)it does not lend itself well to cooperative advertising.
D)​it does not allow manufacturers and retailers to split the costs of advertising.

Question 38

Which of the following statements is true of pioneering advertising?

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 focuses on influencing demand for a specific brand over other brands.
D)​It is used mainly to compare brands on one or more specific attributes.

Question 39

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

A)​introductory stage
B)growth stage
C)formative stage
D)​conception stage

Question 40

Magnira Corp.,a manufacturer of hygiene and personal care products,launches a new toothpaste "Tidy" that is more effective in maintaining oral hygiene than other brands.The advertisements of Tidy provide highly valid research information.This is an example of _____.

A)​scientific executional style
B)slice-of-life executional style
C)lifestyle executional style
D)​demonstration executional style

Question 41

_____ is the element in the promotional mix that evaluates people's attitudes,identifies issues that may elicit their concern,and executes programs to gain their understanding and acceptance.

A)​Personal selling
B)Advertising
C)Sales promotion
D)​Public relations

Question 42

Kriyoto Inc.is a manufacturer of printers,scanners,and other office equipment.It announced a cash refund for corporate purchases in quantities more than ten.Rick purchased 20 color printers for his office from Kriyoto during this sale.To avail the cash refund,he had to mail in a proof of purchase,purpose of purchase,proof of his company's legality,and his cash register receipt.In this case,Rick has received a:

A)​premium.
B)bonus.
C)push money.
D)​rebate.

Question 43

A _____ is a media scheduling strategy in which ads are run heavily every other month or every two weeks to achieve a greater impact with an increased frequency and reach at those times.

A)​circular media schedule
B)flighted media schedule
C)continuous media schedule
D)​seasonal media schedule

Question 44

At Rue's Hunting Emporium,a retail store,equipment required for hunting is sold.When a new or revised equipment is introduced,it advertises those products steadily throughout a planned period of time.This is an example of a _____.

A)​circular media schedule
B)flighted media schedule
C)continuous media schedule
D)​seasonal media schedule

Question 45

Explain with an example how marketers manage unfavorable publicity during a crisis.

Question 46

Explain the importance of media planning in advertising.

Question 47

How is a sales promotion cheaper and easier to measure than advertising? Explain using an example.

Question 48

_____ is a public relations strategy that involves getting a product,service,or company name to appear in a movie,television show,radio program,magazine,newspaper,video game,video or audio clip,book,or commercial for another product; on the Internet; or at special events.

A)​Audience selectivity
B)Product placement
C)Corporate communication
D)​Advergaming

Question 49

Describe the emergence of Internet as a tool for sales promotion.

Question 50

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

A)​Both focus on providing incentives to consumers or wholesalers to make an immediate purchase.
B)Both focus on providing push money and trade allowance to loyal consumers.
C)Both aim to increase sales by using point-of-purchase display.
D)​Both aim to segment a market based on its characteristics.

Question 51

Discuss the effects of advertising on consumers.

Question 52

Kelly's Kitchen,a popular chain of fast food restaurants,offers a kids' meal pack free with every purchase of its newly introduced luxury meal pack.This is an example of a:

A)​trade allowance.
B)loyalty marketing program.
C)rebate.
D)​premium.

Question 53

Unlike magazine advertising,radio advertising:

A)​provides maximum flexibility.
B)has longer lead time.
C)poses difficulty in communicating humor.
D)​has high unit and production costs.

Question 54

_____ is the ability of an advertising medium to reach a precisely defined market.

A)​Audience selectivity
B)Target sensitivity
C)Projection efficiency
D)​Target efficiency

Question 55

Fournotts Corp.,a sports shoe manufacturer,launched a new sports shoe.As a part of publicity,it invited its customers to try the shoes and get a feel of its features.This is an example of _____.

A)​corporate communication
B)sponsorship
C)product placement
D)​experiential marketing