Deck 11: Advertising, Public Relations, Promotions, Direct Marketing and Personal Selling

Question 1

Which of the following is true of institutional advertising?

A)It is also known as public-service advertising.
B)It describes products as customer services.
C)It is primarily used to support sales promotion activities.
D)It promotes the activities or point of view of an organization.
E)It is used only by non-profit and government organizations.

Answer 1

D

Question 2

Which of the following is the type of advertising that the media run free of charge?

A)product advertisements
B)advocacy advertisements
C)public service advertisements
D)institutional advertisements
E)local advertisements

Answer 2

C

Question 3

________ is the execution format that depicts typical people using the product in an everyday setting.

A)Lifestyle
B)Fantasy
C)Slice of life
D)Testimonial
E)Demonstration

Answer 3

C

Question 4

________ can be classified by primary purpose--whether the aim is to inform, persuade, or remind.

A)Budget objectives
B)Message objectives
C)Creative strategies
D)Advertising appeals
E)Media plans

Question 5

Advertising account managers are typically responsible for which of the following?

A)writing the advertising copy
B)acting as liaison between the agency and client
C)posttesting advertisements
D)collecting data to make informed strategic decisions
E)identifying the most effective communication vehicles for the advertising campaign

Question 6

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 to express the product's effectiveness, what kind of execution format is being used?

A)testimonial
B)lifestyle
C)comparative
D)unique selling proposition
E)slice of life

Question 7

The creative strategy for an advertising campaign is summarized in a(n) ________.

A)agency contract
B)account plan
C)media plan
D)creative brief
E)message objective

Question 8

Which of the following should be the first step of developing an advertising campaign?

A)set the budget objectives
B)establish the advertising message
C)understand the target audience
D)draft the creative brief
E)select the execution format

Question 9

What type of advertising delivers a message that focuses on a specific good or service?

A)retail advertising
B)product advertising
C)institutional advertising
D)brand placement
E)advocacy advertising

Question 10

Which of the following is true of advocacy advertising?

A)It is also known as public-service advertising.
B)It is primarily used to support sales promotion activities.
C)It is used only for non-profit causes.
D)It is intended to inform customers about a new product.
E)It is intended to influence public opinion.

Question 11

Advertising "puffery" is a term for a(n)________.

A)straightforward promotional message
B)claim of superiority that cannot be proven or disproven
C)emotional appeal to customers
D)subliminal appeal to customers
E)value-added promotion

Question 12

Video on demand(VOD), iPods, and DVRs (digital video recorders) present which of the following challenges for advertisers?

A)Consumers are watching less television programming.
B)Consumers have difficulty attending to specific advertising messages due to advertising clutter.
C)Audiences are less interested in media consumption.
D)Consumers have more choices about what advertisements to watch or not watch.
E)Television advertising is becoming more expensive.

Question 13

Which of the following is an example of Do-it-Yourself advertising?

A)Toyota's presence in online communities
B)Nike's Nike Plus running Web site
C)MasterCard's use of "Priceless" commercials shot by customers
D)Neiman Marcus's InCircle Rewards program for its best customers
E)The Lexus Covenant aimed at creating customer delight

Question 14

Which of the following provides a firm with one or more specialized services, such as media buying or creative development, that an advertising campaign requires?

A)a limited-service agency
B)an account management agency
C)a retail advertising agency
D)a media planning agency
E)an integrated marketing agency

Question 15

The central idea of an ad is expressed in its ________.

A)media vehicle
B)media schedule
C)reach
D)advertising appeal
E)message objective

Question 16

Which advertising agency specialist is responsible for acting as the voice of the consumer in creating effective advertising?

A)the account executive
B)the account planner
C)the creative director
D)the media planner
E)the art director

Question 17

CGM, which stands for ________, includes online consumer comments, discussions, reviews, photos, images, videos, podcasts, and webcasts.

A)crowd-generated media
B)community-generated media
C)consumer-generated media
D)content-graded media
E)consumer-generated messaging

Question 18

A(n) ________ provides most or all of the services needed to mount an advertising campaign.

A)institutional agency
B)limited-service agency
C)creative services agency
D)in-house agency
E)full-service agency

Question 19

A(n) ________ is a coordinated, comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in various media over a period of time.

A)sales promotion
B)advertising campaign
C)mass marketing plan
D)media schedule
E)integrated marketing communication campaign

Question 20

________ advertising promotes the company as a whole instead of the firm's individual products.

A)Advocacy
B)Public service
C)Public relations
D)Corporate
E)Testimonial

Question 21

A company newsletter is an example of ________.

A)media relations
B)sponsorship
C)corporate identity
D)internal PR
E)publicity

Question 22

Ads on the sides of delivery trucks, ads on the fence around a baseball field, and ads that you see on interstate billboards are all examples of ________ media.

A)out-of-home
B)place-based
C)branded entertainment
D)banner
E)pop-up

Question 23

The basic rule of ________ is "do something good, then talk about it."

A)customer relationship management
B)public affairs
C)public relations
D)social marketing
E)promotions

Question 24

____________ in the form of logos, stationery, brochures, signs, business forms, business cards, buildings, uniforms, and company trucks can be used to help a company create an identity that the public immediately recognizes.

A)Direct marketing
B)Social marketing
C)Public service activities
D)Corporate identity materials
E)Sponsorships

Question 25

Which of the following practices helps to protect consumers from spamming?

A)puffery
B)permission marketing
C)pop-up blocking
D)adware installation
E)sampling

Question 26

Which of the following would a marketer use to track customers as they pass through the aisles of a retail outlet?

A)RFID technology
B)augmented reality technology
C)permission-based marketing
D)cookies
E)digital signage

Question 27

The most common way for public relations specialists to communicate is through the use of ________.

A)sponsorship
B)lobbying
C)press releases
D)special events
E)speech writing

Question 28

________ is a measure of the percentage of people in the target market who are exposed to the media vehicle at least once during a given time period.

A)Reach
B)Frequency
C)Impression
D)Exposure
E)Gross rating

Question 29

Which of the following types of ads can users block through the use of applications developed by Internet access software?

A)banners
B)buttons
C)pop-ups
D)search engine listings
E)directory listings

Question 30

Web sites and mobile phones are examples of ________.

A)social networks
B)digital media
C)augmented realities
D)analog media
E)place-based media

Question 31

Which of the following is a technique for measuring the impact of an advertisement during the final step of developing an advertising campaign?

A)pretesting
B)attitudinal measures
C)pulsing
D)gross rating points (GRPs)
E)cost per thousand (CPM)

Question 32

Timely topics and research project stories are both types of ________.

A)advertising appeals
B)advocacy advertising
C)puffery
D)press releases
E)creative strategies

Question 33

There are three steps involved in creating a public relations campaign.The first step is to ________.

A)conduct a SWOT analysis
B)develop objectives
C)formulate a mission statement
D)recruit and train public relations specialists
E)pretest components of the proposed public relations campaign

Question 34

Planning and implementing special events are typically responsibilities of ________.

A)a planning agency
B)a full-service agency
C)creative services
D)the PR department
E)the sales promotion department

Question 35

Lobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is part of ________.

A)outdated business ethics
B)media relations
C)reactive PR
D)crisis management
E)public relations

Question 36

________ is a problem-solving process for getting an advertising message to a specific target audience in the most effective fashion.

A)Pretesting
B)Lobbying
C)Media pulsing
D)Media planning
E)Sampling

Question 37

You are looking to advertise your new product, and you want good mass-marketing coverage and low cost per exposure.You should go with ________ as your advertising medium.

A)radio
B)place-based media
C)branded entertainment
D)advergaming
E)television

Question 38

Which of the following statements about magazines as an advertising medium is true?

A)Magazines have long lead times and deadlines that can reduce flexibility.
B)Magazines have not benefited from advances in communication technologies.
C)Magazines typically use a mass marketing strategy.
D)Magazines do not accept local advertising.
E)Magazines have poor reproduction quality of images.

Question 39

________ refers to the mood or attitude an advertisement conveys.

A)Creative technique
B)Execution format
C)Unique selling proposition
D)Appeal
E)Tonality

Question 40

Which of the following promotion tools is most closely associated with building up a positive corporate image and handling unfavorable stories and events?

A)sales promotion
B)personal selling
C)direct marketing
D)public relations
E)advertising

Question 41

________ are the most common price promotion.

A)Rebates
B)Merchandising allowances
C)Coupons
D)Contests and sweepstakes
E)Premiums

Question 42

Of the major consumer promotion tools, which is the most effective for introducing a new product?

A)sponsorships
B)sampling
C)loyalty programs
D)lobbying
E)advertising

Question 43

________ is the promotional tool used to build interest in or encourage purchase of a good or service during a specified period.

A)A patronage reward
B)A segmented promotion
C)Advertising
D)Public relations
E)Sales promotion

Question 44

Which of the following types of sales promotions would NOT be offered to a final consumer?

A)rebates
B)push money
C)bonus packs
D)sweepstakes
E)premiums

Question 45

Which type of allowance is a reimbursement to retailers for in-store support of a product, such as an off-shelf display?

A)merchandising
B)case
C)diverting
D)advertising
E)co-op

Question 46

Which of the following is a strategy that involves a company "ambushing" consumers with promotional content in places consumers would typically not expect to see information about a product or service?

A)sales promotion
B)guerrilla marketing
C)sponsorships
D)internal PR
E)crowdsourcing

Question 47

Which kind of marketing involves sending a brochure or pamphlet that offers a specific good or service at one point in time?

A)personal marketing
B)telemarketing
C)direct mail
D)catalog
E)spam

Question 48

________ are goods offered either free or at low cost as an incentive to buy a product; they may be in-pack, on-pack, or delivered through the mail.

A)Rebates
B)Bonus packs
C)Price-off packs
D)Premiums
E)Sweepstakes

Question 49

________ offer consumers savings off the regular price of a product, with the reduced price marked by the producer directly on the label or package.

A)Bonus packs
B)Rebates
C)Premiums
D)Price-off packs
E)Coupons

Question 50

Someone who orders a product through a catalog is responding to ________.

A)place-based communication
B)point of purchase selling
C)direct marketing
D)direct selling
E)personal selling

Question 51

Catalogs, brochures, and pamphlets are all examples of which type of marketing?

A)direct mail
B)catalog
C)mail order
D)personal
E)m-commerce

Question 52

Which of the following is a discount to the retailer or wholesaler based on the volume of product ordered?

A)merchandising allowance
B)case allowance
C)forward buying allowance
D)push money
E)incentive program

Question 53

A trade show is a way for a company to do all of the following EXCEPT which one?

A)distribute literature about its product
B)pay a bonus to members of its salesforce
C)give away sample products
D)establish new business contacts
E)showcase its new products in elaborate exhibits

Question 54

Which of the following is an example of a discount promotion given to members of the distribution channel?

A)incentive programs
B)trade shows
C)co-op advertising
D)SPIF programs
E)promotional products

Question 55

An example of a(n) ________ is an airline's practice of awarding customers points for miles traveled that can be turned in for free airline trips.

A)price-off pack
B)rebate
C)special pack
D)loyalty program
E)premium

Question 56

Which of the following would be most useful if a firm has an immediate objective to achieve?

A)public relations activities
B)sales promotions
C)out-of-home media
D)sponsorships
E)product placement

Question 57

________ attempts to influence consumers while they are in the store by catching their attention with signs and showcased merchandise.

A)Brand placement
B)An incentive program
C)A promotional product
D)A point of purchase display
E)A trade show

Question 58

Which of the following is NOT a form of direct marketing?

A)mass marketing
B)catalogs
C)telemarketing
D)m-commerce

Question 59

Which of the following is a bonus paid by a manufacturer to a salesperson for selling its product?

A)a rebate
B)a merchandising allowance
C)a premium
D)a cross-promotion
E)push money

Question 60

A downside to ________ is that if used too frequently, consumers become conditioned to purchase the product only at the lower promotional price.

A)promotional products
B)a merchandising allowance
C)contests
D)premiums
E)price-based consumer sales promotion

Question 61

The National Do Not Call Registry was established by which of the following?

A)The Canadain Radio-Television and Telecommunication Commission (CRTC)
B)the Direct Marketing Association (DMA)
C)the Consumer Review
D)the American Marketing Association (AMA)
E)the Robinson-Patman Act

Question 62

According to an axiom in marketing, the more ________ the product, the more heavily firms tend to rely on personal selling to promote it.

A)popular
B)available
C)intangible
D)impersonal
E)marketable

Question 63

Which of the following communication and promotion tools involves establishing direct connections with customers aimed toward building crucial relationships?

A)personal selling
B)advertising
C)e-commerce
D)publicity
E)m-commerce

Question 64

Voice-over Internet protocol (VoIP) systems enable salespeople to ________.

A)access data from key partners
B)deliver text messages to key customers through a short-messaging system
C)track all aspects of customer interaction
D)avoid the capital outlay of a CRM system
E)make and receive phone calls anywhere just as though they were in the office

Question 65

A television commercial for Post Select cereal is an example of which of the following?

A)product advertising
B)institutional advertising
C)sales promotion
D)direct selling
E)retail advertising

Question 66

What are two major forms of direct-response television (DRTV)?

A)shows on home shopping networks and infomercials
B)home-selling and toll-free response
C)home television response and attention commercials
D)direct selling and m-commerce
E)home shopping networks and short-messaging systems

Question 67

Businesses selling to other businesses use ________ to keep in personal contact with smaller customers at much less cost than face-to-face sales calls.

A)telemarketing
B)direct-response advertising
C)catalog marketing
D)direct selling
E)promotional selling

Question 68

Prior to the 2008 U.S.presidential election, MTV's "Choose or Lose" campaign encouraged millions of young people ages eighteen to thirty to learn about the issues, to vote, and to be a deciding factor in the election.This campaign is an example of _____

A)product advertising
B)brand placement
C)institutional advertising
D)advocacy advertising
E)local advertising

Question 69

A collection of products offered for sale in book form, usually consisting of product descriptions accompanied by photos of the items, is a ________.

A)brochure
B)pamphlet
C)catalog
D)direct-mail item
E)junk-mail item

Question 70

Which of the following advertising situations would LEAST likely be considered "puffery"?

A)a mouthwash that claims to make your mouth feel its freshest
B)toned thighs and legs as a result of using the Thigh Master for only 15 minutes each day
C)children growing into attractive adults as a result of drinking milk
D)a retired couple drinking a vitamin and protein shake and then going bicycling
E)a sleepy mom who wakes up to a gray day, drinks a cup of coffee, and then looks out her window to see golden sunshine, beautiful flowers blooming, songbirds singing, and a rainbow on the horizon

Question 71

A type of m-commerce that simply involves sending a text message is known as ________.

A)predictive marketing
B)spam
C)short-message system marketing
D)telemarketing
E)e-commerce

Question 72

The "m" in m-commerce stands for ________.

A)medium-oriented
B)mobile
C)message-oriented
D)marketplace
E)marketspace

Question 73

________, which uses a data network to carry voice calls, is frequently used for communication between salespeople and customers.

A)Voice-over Internet Protocol (VoIP)
B)Customer relationship management (CRM)
C)Telemarketing
D)Partner relationship management (PRM)
E)Total Quality Management (TQM)

Question 74

Which of the following is the most logical reason that many organizations rely heavily on personal selling?

A)to make more efficient use of the promotional mix
B)to quickly move a product to the maturity stage of the product life cycle
C)to create consistent marketing communications
D)to more effectively sell highly technical or very expensive products
E)to decrease promotional expenditures

Question 75

Factors that increase a firm's emphasis on ________ include purchases that are "new tasks" for a customer and transactions that require negotiation.

A)m-commerce
B)mass marketing
C)public relations
D)direct marketing
E)personal selling

Question 76

An ad for Ford did not advertise any cars, but instead explained the meaning of the company's slogan, "no boundaries." This ad is an example of ________.

A)product advertising
B)a sales promotion
C)institutional advertising
D)advocacy advertising
E)retail advertising

Question 77

________ is direct communication to a consumer that is conducted over the telephone.

A)Direct order
B)Telemarketing
C)Direct-response advertising
D)Direct selling
E)Promotional selling

Question 78

What type of software links information between selling and buying firms?

A)CRM (customer relationship management)
B)PRM (partner relationship management)
C)TQM (total quality management)
D)database management
E)account management

Question 79

The modern catalog consumer is most likely which of the following?

A)someone who has little or no access to retail stores
B)someone who has little or no access to Internet technologies
C)someone who wants to save time shopping
D)someone who shops only for sales bargains
E)someone who does not accept telemarketing calls

Question 80

What type of software do salespeople use to track all aspects of customer interaction?

A)TQM (total quality management)
B)CRM (customer relationship management)
C)DRM (direct response management)
D)PR (public relations)
E)JIT (just in time)