Deck 17: Advertising, public Relations, and Sales Promotion

Question 1

Which form of advertising is designed to influence demand for a specific brand?

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

Answer 1

C

Question 2

Which of the following is an example of publicity?

A)Neon Power,a manufacturer of electronic goods,uses its salesforce to sell directly to its customers.
B)Silky Blue,an apparel store,announces huge discounts on its products for the year-end sale.
C)The Blue Bird,a daily newspaper,publishes a review about the latest model car from Storm,a car manufacturing company.
D)Neil's Food Factory,a manufacturer of food products,relies largely on paid-for advertisements on television for its products.

Answer 2

C

Question 3

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

Answer 3

False

Question 4

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 a limited number of people.
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 larger number of people.

Question 5

Evaluating an advertising campaign can be the most demanding task facing advertisers.

Question 6

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

Question 7

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

Question 8

Which of the following best describes message execution?

A)It is the way an advertisement portrays its information.
B)It is the series of steps taken by marketers to finalize a product's unique selling proposition.
C)It is the process where a manufacturer and retailer split the costs of advertising the manufacturer's brand.
D)It is the manner in which consumers interpret an advertisement.

Question 9

Testing ad effectiveness can be done before and/or after the campaign.

Question 10

Push money is one of the efforts taken by manufacturers to make wholesalers push the manufacturer's brands through the distribution channel.

Question 11

Promotional objectives and the appeal and executional style of advertising strongly affect the selection of media.

Question 12

Ads for Gelly candy feature children enjoying the candies with their parents during family trips.Which of the following executional styles of advertising is used by these ads?

A)Slice-of-life
B)Lifestyle
C)Animated product symbol
D)Demonstration

Question 13

Marketing managers use experiential marketing as a means of developing public relations.

Question 14

A series of related advertisements focusing on a common theme,slogan,and set of advertising appeals is referred to as a(n):

A)advertising campaign.
B)advertising objective.
C)media schedule.
D)infomercial.

Question 15

Ads for Brita LED Lightings use comparative advertising to emphasize the benefits of using LEDs over CFLs.The ads emphasize that LEDs last longer,consume lesser energy,and need to be replaced fewer number of times than CFLs.In this case,what kind of appeal is used by these ads?

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

Question 16

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

Question 17

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 18

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

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

Question 19

Humorous advertisements have been shown to be more effective at shaping attitudes when consumers already have a positive image of an advertised brand.

Question 20

Publicity is easily controlled in a free-press environment.

Question 21

__________is the effort to capture media attention-for example,through articles or editorials in publications or through human-interest stories on radio or television programs.

Question 22

Kraft's marketing efforts for its Macaroni & Cheese include paid television commercials and magazine inserts.These are examples of activities associated with:

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

Question 23

Meek's Hunting Emporium is a retail store that sells equipment required for hunting.It has established an advertising plan that allows it to advertise every day prior to the opening of quail,deer,and turkey hunting seasons on four local radio stations,as well as in the local newspapers.This is an example of:

A)message execution.
B)a media profile.
C)audience selectivity.
D)a media schedule.

Question 24

Why do brands with a large market share spend proportionally less on advertising compared to brands with a small market share?

A)Diminishing returns set in beyond a certain level of spending for advertising.
B)Certain industries have a practice of spending more for sales than for advertising.
C)A minimum level of exposure is required for advertising to have an effect on sales.
D)Advertising will not stimulate economic growth for the industry.

Question 25

Duski,a very expensive brand of clothing and accessories,promotes its products by using advertisements that feature beautiful women wearing its products.What kind of an advertising appeal is used by Duski?

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

Question 26

The advertising response function helps marketers:

A)create ads that will be noticed by consumers each time the ad runs.
B)use their advertising budgets wisely.
C)calculate the break-even points for each product being advertised.
D)determine the reach and frequency of a specific medium

Question 27

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

A)An attribute is what consumers achieve by using a product,while a benefit is a characteristic of a product.
B)An attribute is a temporary part of a product,while a benefit is always associated with a product.
C)An attribute is bought by consumers,while a benefit is not bought by consumers.
D)An attribute is a feature of a product,while a benefit is what consumers receive by using a product.

Question 28

A thirty-minute or longer advertisement that looks more like a television talk show than a sales pitch is known as a(n)__________.

Question 29

Which of the following is true of pioneering advertising?

A)It offers consumers in-depth information about the benefits of a new product.
B)It is highly used during the growth stage of the product life cycle.
C)It focuses on influencing demand for a specific brand.
D)It is used mainly to compare brands on one or more specific attributes.

Question 30

A(n)__________designates the channel to be used,the specific vehicles,and the insertion dates of advertising.

Question 31

A disadvantage of newspaper advertising is that it has__________.

Question 32

An advertising campaign:

A)may contain a wide variety of themes and slogans.
B)extends for a defined period of time.
C)acts as a base for defining an advertising objective.
D)starts with determining the appropriate media for the campaign.

Question 33

__________is a form of advertising designed to enhance a company's image rather than promote a particular product.

Question 34

__________is the series of decisions advertisers make regarding the selection and use of media,allowing the marketer to optimally and cost-effectively communicate the message to the target audience.

Question 35

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

Question 36

Which of the following types of advertisements is likely to be more successful in transforming a person's negative attitude toward a product into a positive one?

A)Advertisements aimed at changing the person's deep-rooted values
B)Advertisements emphasizing luxury
C)Humorous advertisements
D)Dramatic advertisements

Question 37

Kriyoto Inc.is a retailer of printers,scanners,and other office equipment.It announced a cash refund for corporate purchases in quantities more than ten.Rick purchased ten 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)trade allowance.
C)push money.
D)rebate.

Question 38

A(n)__________is the channel used to convey a message to a target market.

Question 39

__________is the cost of reaching one member of the target market.

Question 40

__________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.

Question 41

_____ is the cost of reaching one member of the target market.​

A)Cost per click
B)​Cost per thousand
C)​Pay for order
D)Pay for placement

Question 42

A(n)_____ is the channel used to convey a message to a target market.​

A)medium
B)​product network
C)​attribute
D)appeal

Question 43

A(n) _____ designates the channel to be used,the specific vehicles,and the insertion dates of advertising.​

A)advertising response function
B)​media schedule
C)​AIDA plan
D)ad outline

Question 44

A thirty-minute or longer advertisement that looks more like a television talk show than a sales pitch is known as a(n)_____.​

A)advocacy advertisement
B)​premium
C)​trade sales promotion
D)infomercial

Question 45

Explain the importance of media planning in advertising.

Question 46

Justify the statement,"A brand with a distinct personality is more likely to have a larger base of loyal customers and market share."

Question 47

_____ is the series of decisions advertisers make regarding the selection and use of media,allowing the marketer to optimally and cost-effectively communicate the message to the target audience.​

A)Promotional implementation
B)​Media mix
C)​Media planning
D)Market segmentation

Question 48

_____ is a form of advertising designed to enhance a company's image rather than promote a particular product.​

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

Question 49

_____ 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 50

Explain how marketers manage unfavorable publicity using an example.

Question 51

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

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

Question 52

A disadvantage of newspaper advertising is that it has _____.​

A)low geographic selectivity and flexibility
B)​limited color capabilities
C)​low individual market coverage
D)high lead time

Question 53

_____ is the effort to capture media attention-for example,through articles or editorials in publications or through human-interest stories on radio or television programs.​

A)Personal selling
B)​Advertising
C)​Sales promotion
D)Publicity

Question 54

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