Deck 19: Advertising, Sales Promotion, and Public Relations

Question 1

All advertisements involve:

A) delivery through one or more media.
B) a sponsor who is identified.
C) a verbal and/or visual message.
D) payment by the sponsor to the media carrying the message.
E) all of the above.

Answer 1

all of the above.

Question 2

All advertisements involve:

A) a personal source of information.
B) two-way communication.
C) delivery through one of more media.
D) encoding by the receiver.
E) communication distribution.

Answer 2

delivery through one of more media.

Question 3

Advertising:

A) is a mass communication message that can best be delivered effectively by one and only one medium.
B) is a personal communication with an identifiable sponsor.
C) is a form of mass communication that may or may not have an identified sponsor.
D) consists of all activities involved in presenting to a group a nonpersonal, sponsor-identified message . about a product or an organization.
E) consists of any mass communication message delivered through any medium.

Answer 3

consists of all activities involved in presenting to a group a nonpersonal, sponsor-identified message . about a product or an organization.

Question 4

Based on total advertising dollars spent, which advertising medium has been the most widely used during 2001?

A) radio
B) direct mail
C) newspaper
D) television
E) out-of-home

Question 5

In terms of the target audience, advertising can be classified as either:

A) business-to-consumer or business-to-business advertising.
B) selective-demand advertising or primary demand advertising.
C) indirect-action advertising or direct-action advertising.
D) strategic advertising or tactical advertising.
E) mass advertising or personalized advertising.

Question 6

When 3M Company sends a brochure to hospital administrators advertising its heart-lung machines, it is an example of _____ advertising.

A) business-to-business
B) institutional
C) direct-action
D) business-to-consumer
E) service

Question 7

An ad for Caterpillar brand heavy equipment used in moving logs and lumber in a millyard is in a magazine targeted to lumber producers is an example of _____ advertising.

A) business-to-business
B) institutional
C) direct-action
D) business-to-consumer
E) service

Question 8

FTD, a service that makes it possible for a person to send flowers to someone far away, advertises in the trade publication Floral Management. The ads, which encourage retail florists to join the FTD system, are an example of _____ advertising.

A) business-to-business
B) institutional
C) direct-action
D) business-to-consumer
E) service

Question 9

_____ advertising is designed to stimulate demand for a generic category of a product such as orange juice, chicken, or almonds.

A) Institutional
B) Selective-demand
C) Intensive
D) Comparative
E) Primary-demand

Question 10

An ad in Ladies' Home Journal paid for by The Potato Board encourages people to eat potatoes, America's favorite vegetable. It even includes a recipe that features potatoes as one the main ingredients. This ad is an example of _____ advertising.

A) technical
B) business-to-business
C) primary-demand
D) selective-demand
E) cooperative

Question 11

The Cattlemen's Beef Board has developed a logo, which it hopes will tell consumers to "Look for the sign of a great meal." The logo is the word BEEF and the silhouette of a cow's head in a circle-around the exterior of the circle is written the words MARK OF QUALITY. Ads in which the board encourage consumers to eat more beef are examples of _____ advertising.

A) secondary-demand
B) institutional
C) primary-demand
D) selective-demand
E) cooperative

Question 12

An ad for Caterpillar brand heavy equipment used in moving logs and lumber in a millyard is in a magazine targeted to lumber producers is an example of _____ advertising.

A) institutional
B) primary-demand
C) direct-action
D) business-to-consumer
E) selective-demand

Question 13

Georgia's Electric Membership Corporations sponsored an advertisement explaining how electricity can improve the quality of your life by increasing productivity and reducing pollution. This ad, which was designed to stimulate demand for products that run on electricity, is an example of _____ advertising.

A) technical
B) institutional
C) primary-demand
D) selective-demand
E) cooperative

Question 14

An advertisement sponsored by the Steel Packaging Council of the American Iron and Steel Institute explains why you should buy produce that is sealed in steel cans as soon as possible after it is picked rather than produce that sits around at the supermarket. This ad is an example of _____ advertising.

A) institutional
B) customer-service
C) primary-demand
D) direct-action
E) reminder

Question 15

_____ advertising is intended to stimulate demand for an individual brand such as Peters all-purpose plant food, Oneida cutlery, Celestial Seasonings herbal teas, and Anne Klein watches.

A) Pioneering
B) Selective-demand
C) Intensive
D) Customer service
E) Primary-demand

Question 16

An ad for Campbell's soup is designed to persuade consumers to buy Campbell's brand soup rather than any other brand. Campbell's uses _____ advertising.

A) intensive
B) primary-demand
C) selective-demand
D) indirect-action
E) pioneering

Question 17

An advertisement for a Charleston, South Carolina Hilton hotel reminding travelers of the historic hospitality, the fine food, and horse-drawn carriage rides available in Charleston is an example of _____ advertising.

A) secondary-demand
B) primary-demand
C) selective-demand
D) indirect-action
E) pioneering

Question 18

Pioneering advertising is a form of _____ advertising.

A) demand-sustaining
B) cooperative
C) comparative
D) primary-demand
E) selective-demand

Question 19

Cirrus Design Corp. is a manufacturer of small single-engine airplanes. It equips its airplanes with a ballistic parachute of its own design to bring the plane down safely in the event of an emergency. It is the only manufacturer to use the ballistic parachute in its design. Why would Cirrus use pioneering advertising?

A) to point out differences between its airplanes and those made by its competitors
B) to persuade the target market to buy airplanes
C) to inform the target market about the benefits and features of the ballistic parachute design
D) to show that Cirrus supports the marketing concept
E) to move Cirrus from the growth stage of its life cycle into the maturity stage

Question 20

Which type of advertising is most likely to be used when a product category is in the introductory stage of its product life cycle?

A) intensive
B) comparative
C) selective-demand
D) demand-sustaining
E) pioneering

Question 21

In 2005, a planet-friendly company introduced a pair of lightweight travel pajamas woven from seaweed-based fibers. What type of advertisement could be used to make consumers aware of this new product?

A) intensive
B) customer service
C) selective-demand
D) demand-sustaining
E) pioneering

Question 22

An ad by the Natural Frozen Food Association telling consumers to celebrate March as National Frozen Food Month is an example of a primary demand ad that is intended to act as _____ advertising.

A) demand-sustaining
B) demand-creating
C) institutional
D) competitive
E) comparison

Question 23

The rum producers of Puerto Rico have formed an alliance to urge consumers to drink more rum. In terms of primary-demand advertising, these ads are intended to act as _____ advertising.

A) demand-sustaining
B) demand-creating
C) pioneering
D) competitive
E) comparative

Question 24

Comparison advertising is a form of _____ advertising.

A) selective-demand
B) demand-sustaining
C) institutional
D) pioneering
E) primary-demand

Question 25

All _____ advertising is a type of selective-demand advertising.

A) public service
B) word-of-mouth
C) pioneering
D) sponsor-identified
E) comparison

Question 26

Ads for Pine-Sol liquid cleaner claim, "Less is more." According to the ads, even 3 bottles of Lemon Lysol can't beat the cleaning power in just one bottle of Pine-Sol cleaner. This is an example of _____ advertising.

A) secondary-demand
B) comparison
C) direct-action
D) primary-demand
E) institutional

Question 27

When Anata heard the announcer in the television say, "Unlike Tylenol, Excedrin Migraine has a special formula that's approved to relieve all your migraine symptoms, she knew she was seeing an example of _____ advertising.

A) secondary-demand
B) comparison
C) direct-action
D) primary-demand
E) institutional

Question 28

An ad for 2000 Flushes toilet cleaner claims that the product will keep on doing its job cleaning the toilet for months unlike Vanish Drop-Ins and Toilet Duck, which only last six to eight weeks. This ad is an example of _____ advertising.

A) primary-demand
B) comparative
C) direct-action
D) institutional
E) cooperation

Question 29

An ad for Pepcid AC says, "Pepcid AC is better than Tagamet HB in 5 important ways," and then goes on to list those five ways. This ad is an example of _____ advertising.

A) primary-demand
B) comparison
C) direct-action
D) institutional
E) cooperative

Question 30

An ad for Glendale Federal Bank in California pokes fun at "the stagecoach bankers." They are obviously referring to Wells Fargo, one of the biggest banks in the state. This is an example of _____ advertising.

A) primary-demand
B) comparison
C) direct-action
D) institutional
E) cooperative

Question 31

The two types of product advertising are:

A) institutional and direct-action.
B) advocacy and public service.
C) personal-source and commercial-source.
D) direct-action and indirect-action.
E) broadcast and print.

Question 32

A print ad that urges consumers to call or write for additional information by using either a toll-free number or a coupon is an example of _____ advertising.

A) indirect-action
B) public service
C) direct-action
D) pioneering
E) comparative

Question 33

An ad for Gevalia Kaffe, a leading coffee marketer in Europe, asks readers of the ad to call 1-800-GEVALIA for more information on the types of coffee sold by the company. This ad is an example of _____ advertising.

A) indirect-action
B) public service
C) direct-action
D) pioneering
E) comparison

Question 34

An advertisement for the Holiday Inn in Williamsburg, Virginia, includes a toll-free number to call for reservations. This is an example of _____ advertising.

A) indirect-action
B) public service
C) direct-action
D) pioneering
E) comparison

Question 35

An advertisement for Today's Gourmet, a cookbook series, contains an order form the magazine's readers can use to order a preview copy of the first volume in the series. This is an example of _____ advertising.

A) indirect-action
B) public service
C) direct-action
D) pioneering
E) comparison

Question 36

Which of the following is an example of direct-action advertising?

A) an ad announcing Dillard's department store carries Dooney & Bourke handbags
B) an ad describing the safety, comfort, and convenience of electricity
C) a television commercial for Snapper riding lawn mowers
D) an ad in the newspaper for The Book Depot stressing that Monday is "Buy-Two-Get-One-Book-Free" day at the store
E) all of the above

Question 37

_____ advertising is designed to stimulate demand for a brandover a long period of time by pointing out its benefits.

A) Indirect-action
B) Public service
C) Direct-action
D) Pioneering
E) Comparison

Question 38

Advertisements for Redken Color Extend shampoo and conditioner promise the products infuse your hair with antioxidant Vitamin E and UV filters to keep your hair color from fading. This is an example of _____ advertising.

A) indirect-action
B) public service
C) direct-action
D) pioneering
E) comparison

Question 39

An advertisement in Traffic World for Expressport, the port authority of New York/New Jersey, explains that its 10,000 trucking companies represent ten times the number of motor carriers available at any other North Atlantic port. The Expressport ad is an example of _____ advertising.

A) market
B) public service
C) superlative
D) indirect-action
E) comparison

Question 40

Holiday saw a television commercial describing the features of Levi 501 jeans. This, like most television advertisements, is an example of _____ advertising.

A) comparison
B) cooperative
C) personal
D) indirect-action
E) direct-action

Question 41

_____ advertising attempts to create a particular image for a company or tries to build goodwill toward the organization.

A) Product
B) Comparison
C) Primary-demand
D) Industrial
E) Institutional

Question 42

An ad explaining how and why Toyota recycles 376 million pounds of steel annually and uses aggressive recycling programs to keep 18 million pounds of other scrap metals from ending up in landfills is an example of _____ advertising.

A) product
B) comparison
C) primary-demand
D) industrial
E) institutional

Question 43

An ad explaining why UPS package-delivery service has modified its logo after thirty years would be an example of _____ advertising.

A) product
B) comparison
C) primary-demand
D) industrial
E) institutional

Question 44

Janome sewing machine ads feature sewing machine storeowner Andrew Singletary in which he says, ""I'll repair any brand, but I'll only sell Janome." The source for this ad would be classified as:

A) commercial.
B) public.
C) social.
D) private.
E) testimonial.

Question 45

Before designing an advertising campaign for Hormel low-fat turkey chili, Hormel Foods advertising department needs to:

A) identify the target market for low-fat chili.
B) establish the overall promotional goals for Hormel turkey chili.
C) set the total promotional budget for all types of Hormel chili.
D) determine the overall promotional theme for Hormel chili.
E) do all of the above.

Question 46

Typical advertising objectives include:

A) expanding the use of a product.
B) counteracting product substitution.
C) improving dealer relations.
D) supporting personal selling efforts.
E) doing all of the above.

Question 47

When florists make floral arrangements the flowers are stuck into a piece of foam that is soaked in water and cut to fit the flowers being arranged. An ad placed in Floral Management for Aquafoam, one of the principal brands of foam used by florists, describes a contest with a $10,000 prize that any florist can enter by simply placing a telephone order for Aquafoam. The objective of this ad is to:

A) eliminate Aquafoam's competition.
B) counteract product cannibalization.
C) improve the company's relations with its dealers.
D) support Aquafoam's personal selling efforts.
E) do all of the above.

Question 48

The most likely objective of an ad for Recourses, a management consulting firm that can provide a complete analysis of any type of business and make recommendations for improvement, is to:

A) eliminate its competition.
B) encourage comparison shopping.
C) support personal selling.
D) introduce a product line extension.
E) create demand for trade promotions.

Question 49

The ad for the Life and Health Insurance Foundation for Education asks you to imagine what would happen to your family if you were to die. The most likely objective of this advertising is to:

A) eliminate its competition.
B) encourage comparison shopping.
C) support personal selling.
D) introduce a product line extension.
E) create demand for trade promotions.

Question 50

_____ advertising promotes products of two or more firms that share the cost of advertising.

A) Primary-demand
B) Public relations
C) Institutional
D) Comparison
E) Cooperative

Question 51

A billboard for Wolverine work shoes shows that Wolverine brand shoes can be purchased at Andeason Shoe Store. The billboard is most likely an example of _____ advertising.

A) primary-demand
B) public relations
C) institutional
D) comparison
E) cooperative

Question 52

Which of the following statements about cooperative advertising is True?

A) Cooperative advertising has been encouraged by the Federal Trade Commission as a way to stimulate selective demand.
B) Most cooperative advertising is done on radio.
C) Cooperative advertising appears most frequently on TV.
D) The two types of cooperative advertising are direct-action and indirect-action.
E) Cooperative advertising is often used to extend a firm's promotion budget.

Question 53

_____ advertising involves firms on different levels of distribution.

A) Vertical cooperative
B) Vertically integrated
C) Horizontal cooperative
D) Horizontal comparison
E) Horizontally integrated

Question 54

Which of the following is an example of two companies that might work together in vertical cooperative advertising?

A) the manufacturers of Prego and Ragu spaghetti sauce
B) all of the retailers in downtown Franklin
C) all of the Ford dealers in the Southeast
D) the manufacturer of Barbie dolls and Toys "R" Us
E) all of the above

Question 55

Which of the following could engage in vertical cooperative advertising?

A) Mystery Ink bookstore with Walker & Co. mystery book publisher
B) WaldenBooks with B. Dalton Booksellers
C) Mayfield and Sealtest dairies
D) all the retailers who carry Sherwin-Williams paint
E) Ace hardware stores

Question 56

The manufacturer of Broyhill furniture often shares the costs of advertising with furniture stores that feature its products in local advertisements. This is an example of _____ advertising.

A) vertical cooperative
B) integrated
C) direct-action
D) horizontal cooperative
E) comparison

Question 57

In Southern Living magazine, Dillard's department store ads often feature various brands carried by the retailer, such as Estee Lauder cosmetics, Lenox china, and Emma James clothing for women. If Dillard's and the manufacturers share the cost, these ads would be classified as _____ advertising.

A) vertical cooperative
B) integrated
C) direct-action
D) horizontal cooperative
E) comparison

Question 58

An advertising allowance:

A) is paid to newspapers and magazines in order to reserve page space to counter a competitive advertising blitz.
B) equals the portion of the marketing budget to be used for advertising.
C) refers to the proportion of the audience that is exposed to an ad message but does not remember it.
D) is a kind of cash discount offered by a manufacturer to a retailer to encourage the retailer to advertise or . prominently display a product.
E) equals the percentage of the product price that is spent for advertising.

Question 59

The difference between cooperative advertising and advertising allowances is the:

A) type of media selected.
B) advertising objective.
C) length of the distribution channel.
D) method used to evaluate the results of such advertising.
E) control exerted by the manufacturer over how the money is spent.

Question 60

_____ advertising is undertaken by firms on the same level of distribution and is a way to share the costs of advertising.

A) Vertical cooperative
B) Vertically integrated
C) Horizontal cooperative
D) Horizontal comparison
E) Horizontally integrated

Question 61

Which of the following might engage in horizontal cooperative advertising?

A) the producers of Hormel Foods with Winn-Dixie supermarkets
B) the manufacturers of Calgon water softeners with a bed-and-bath shop
C) J. L. Lester and Son wholesale grocers with Super-Sav supermarket
D) all of the Budget Car rental agencies in the Atlanta area
E) the wholesale distributors of Sherwin-Williams paint with Tru-Value Hardware Stores

Question 62

Which of the following might engage in horizontal cooperative advertising?

A) De Beers diamonds with Tiffany jewelry stores
B) all the Kia dealers in the southeastern United States
C) the manufacturer of Titlist golf balls with Huntington Country Club
D) the manufacturer of Thomasville furniture with the Rhodes Furniture Store chain
E) the manufacturers of Gerber baby care products with Kroger supermarkets

Question 63

If during the month of July, Chantal spa and American Tourister advertised a program that gave everyone who purchased a new set of American Tourister luggage and who could show a receipt for that purchase a free stress-reduction massage, it would be an example of _____ advertising.

A) vertical cooperative
B) integrated
C) direct-action
D) horizontal cooperative
E) comparative

Question 64

The advertisement for Sherwin-Williams H&C concrete stains has the headline, "Now dull gray concrete is a thing of the past." This emphasizes how the stain will clean, protect, and seal concrete sidewalks, driveways, and garage floors is an example of an advertising message's:

A) appeal.
B) execution.
C) subjectivity.
D) influence.
E) perception.

Question 65

The advertisement for Huggies Natural Care baby wipes is headlined by the following: "Huggies Natural Care keep skin naturally healthy as they clean." The copy in the ad explains how the product's ingredients clean the skin and leave it healthy. This emphasis on how the product benefits a baby is an example of an advertising message's:

A) appeal.
B) execution.
C) subjectivity.
D) influence.
E) perception.

Question 66

In an ad for Neutrogena moisturizer with superior sun protection, a dermatologists' report is quoted as saying, "A year of incidental sun equals baking for a week at the beach!" The emphasis on the need to use the Neutrogena product to protect your skin is an example of the advertising message's:

A) appeal.
B) execution.
C) subjectivity.
D) influence.
E) perception.

Question 67

_____ is defined as the combining in a convincing, compatible way the feature or device that gets attention for the ad with the ad's appeal.

A) Advertising strategy
B) Advertising vision
C) The promotional mix
D) Ad execution
E) The advertising mix

Question 68

When selecting advertising media, an organization should consider:

A) the objectives of the ad.
B) whether the message fits the medium.
C) the geographic distribution of the medium.
D) the cost of the medium.
E) all of the above.

Question 69

According to the text, when selecting advertising media, an organization should consider:

A) its organizational mission.
B) whether the message fits the medium.
C) what kind of distribution channel the product requires.
D) how the product being advertised is produced.
E) its organizational flow chart.

Question 70

The standard measure provided to prospective advertisers to describe the relationship between the cost of the medium and the size of the audience is:

A) the cost per new customer reached.
B) the immediacy of exposure.
C) the cost per 1,000 persons reached.
D) the effective response rate.
E) none of the above.

Question 71

The term CPM refers to:

A) a competitive promotional measure used by advertising researchers.
B) any cost-prohibitive promotion.
C) cause-related pull metrics.
D) consumer perceptual metrics.
E) none of the above.

Question 72

As an advertising medium, newspapers:

A) are not geographically selective.
B) have a relatively high cost per person reached.
C) have a short life.
D) accept only four different sizes of commercial advertisements.
E) do not offer much format variety.

Question 73

Why would a local hardware store decide running a weekly ad in the local newspaper was good for business?

A) Newspapers are not a flexible media.
B) Newspaper ads can be changed quickly.
C) The cost per thousand for a newspaper ad is relatively high.
D) Newspapers have a long life.
E) Because newspapers offer such broad variety in format, it is relatively easy to design an ad that will stand out.

Question 74

Given the different types of advertising media, why would the operator of a car towing service determine that newspapers were an inappropriate advertising medium?

A) Newspapers are not geographically selective.
B) The life of a newspaper is relatively short.
C) Newspapers require ads to be submitted several weeks before they are run.
D) Cost per person reached with a newspaper is relatively high.
E) Newspapers accept only four different sizes of commercial advertising.

Question 75

As an advertising medium, television:

A) combines motion and sound.
B) provides wide geographic coverage.
C) is a relatively expensive medium.
D) is not appropriate for a complicated message.
E) is described by all of the above.

Question 76

A regional paint company has invented a latex paint that can turn any wallboard, concrete, or brick wall into a surface that will hold magnets. Research indicates people who have not actually seen the paint work are highly skeptical of the claimed magnetism. Which of the following advertising media would be most appropriate for the paint company?

A) radio
B) direct mail
C) television
D) newspapers
E) magazines

Question 77

Advertisers are using _____television to reach attractive target audiences who have become less accessible through traditional media. Advertisers are putting televisions in classrooms, waiting rooms, supermarkets, airports, and health clubs.

A) place-based
B) support-media
C) broad-band
D) supplementary-media
E) utility

Question 78

The most personal and selective of all the advertising media is:

A) radio.
B) direct mail.
C) television.
D) newspapers.
E) magazines.

Question 79

Flonase is a nasal spray that clears up all stuffy noses for 24 hours without becoming habit forming or creating drowsiness. It is targeted to adults who suffer from seasonal allergies but are unable to use conventional remedies. To minimize wasted market coverage, its manufacturer could most efficiently use _____ as an advertising medium.

A) television
B) direct mail
C) radio
D) magazines
E) newspapers

Question 80

As an advertising medium, direct mail:

A) has a relatively low cost per person reached.
B) has almost no wasted coverage.
C) is not typically used by consumer product manufacturers.
D) presents messages that are always received.
E) is described by all of the above.