Deck 13: Advertising, sales Promotion, and Public Relations

Question 1

Sales promotion is a promotion mix element that provides an inducement for an end-user consumer to buy a product or for a salesperson or someone else in the channel to sell it.

Answer 1

True
Explanation: Sales promotion was defined as a promotion mix element that provides an inducement for an end-user consumer to buy a product or for a salesperson or someone else in the channel to sell it.

Question 2

Sales promotion can be aimed directly at end-user consumers,or it can be targeted to members of a channel on which a firm relies to sell product.

Answer 2

True
Explanation: Sales promotion can be aimed directly at end-user consumers, or it can be targeted to members of a channel on which a firm relies to sell products. In the latter case, sales promotion is an important element of a push strategy.

Question 3

Public relations (PR)is a specialized field.

Answer 3

True
Explanation: PR is a specialized field. Usually, undergraduate and graduate marketing programs do not include training in PR. Many PR professionals receive specialized training in communication, and outstanding PR people are highly sought after.

Question 4

Agencies vary from specialized firms that focus on an industry or on a particular area of promotion to full-service shops.

Question 5

Comparative advertising is common during the introduction stage of the PLC.

Question 6

Bonus payments,prizes,trips,and other incentives to induce a salesperson to push one product over another are forms of consumer sales promotion.

Question 7

A trade show is an industry- or company-sponsored event in which booths are set up for the dissemination of information about offerings to members of a channel.

Question 8

ABC Corp.is the No.1 leader in its industry.It will probably use comparative advertising to reach its audience.

Question 9

There are two types of advertising: product advertising and service advertising.

Question 10

The lower the reach and frequency,the higher the cost of a campaign.

Question 11

Customers can quickly and easily become bored with any given advertising campaign,a concept referred to as advertising wearout.

Question 12

Pioneering advertising tends to be used during the introductory and early growth stages of the PLC.

Question 13

Marketers should rely on advertising and exclude other promotional choices.

Question 14

The way an advertisement communicates the information and image is called advertising results.

Question 15

In a trade show,a manufacturer provides special incentive money to channel members for certain performances such as running advertisements for one of the manufacturer's brands or doing product demonstrations with potential customers.

Question 16

The goal of institutional advertising is to increase purchase of a specific offering.

Question 17

Advertising is synonymous with marketing.

Question 18

Institutional advertising is a particularly smart strategy during the early phases of the product life cycle (PLC)and AIDA model in that it can enhance feelings of trust in potential customers.

Question 19

Each of the top 20 U.S.advertisers operates in the B2B marketplace.

Question 20

Public relations (PR)is a systematic approach to influencing attitudes,opinions,and behaviors of customers and others.

Question 21

Competitive advertising is heavily used during the ____ stage(s)of the PLC.

A)Introductory
B)Growth
C)Maturity
D)Both introductory and growth
E)Both growth and maturityBuilding a positive customer attitude toward the brand is a key component of competitive advertising, and this approach is heavily used during the growth and early maturity stages of the PLC. Triggering the desire and action stages of the AIDA model is a focus of the message.

Question 22

______ measures the percentage of individuals in a defined target market who are exposed to an ad during a specified time period.

A)Reach
B)Frequency
C)Relevancy
D)Impact
E)Noise

Question 23

The ____ the reach,the _____ the overall advertising campaign will be.

A)Greater; less expensive
B)Greater; more expensive
C)There is no relationship between reach and the cost of an advertising campaign
D)The relationship between reach and the cost of an advertising campaign depends on many factors
E)None of these

Question 24

Pioneering advertising tends to be used during the ______ stage of the PLC.

A)Introductory
B)Growth
C)Maturity
D)Both introductory and growth
E)Introductory, growth, and maturity

Question 25

Comparative advertising works well when _____________.

A)You are No.1 in a product category
B)You are competing with a lower brand
C)You are not No.1 in a product category
D)Your brand is the leading brand
E)Consumers perceive that you are on the defensive when in reality you are not

Question 26

______ measures the average number of times a person in the target market is exposed to the message.

A)Reach
B)Frequency
C)Relevancy
D)Impact
E)Noise

Question 27

In ________,two or more brands are directly compared against each other on certain attributes.

A)Pioneering advertising
B)Comparative advertising
C)Competitive advertising
D)Institutional advertising
E)All of these

Question 28

From an AIDA model perspective,______ seek(s)to gain awareness and initial interest.

A)Competitive advertising
B)Comparative advertising
C)Pioneering advertising
D)Both competitive advertising and comparative advertising
E)Both competitive advertising and pioneering advertising

Question 29

________ is the way an advertising communicates the information and image.

A)Advertising reach
B)Advertising frequency
C)Advertising wearout
D)Advertising execution
E)Advertising application

Question 30

The goal of ________________ is to promote an industry,company,family of brands,or some other issues broader than a specific product.

A)Product advertising
B)Pioneering advertising
C)Competitive advertising
D)Institutional advertising
E)Comparative advertising

Question 31

The Children's Online Privacy Protection Act (COPPA)requires marketers to get parental consent to collect personal information on anyone younger than _________.

A)18
B)16
C)13
D)10
E)21

Question 32

___________ uses media to deliver the message.

A)Advertising
B)Personal selling
C)Direct marketing
D)Interactive marketing
E)All of these use media

Question 33

______ gains attention and interest through humorous portrayal.For example,Budweiser's famous frogs are not soon forgotten.

A)Mood/affect
B)Humor
C)Slice of life
D)Demonstration
E)Lifestyle

Question 34

__________________________ is a physical sample of the product that is given to consumers.

A)Coupons
B)Rebates
C)Contests and sweepstakes
D)Point-of-purchase
E)Product sampling

Question 35

Institutional advertising is often used to ____.

A)Inform
B)Persuade
C)Remind
D)Both inform and persuade
E)Both inform and remind

Question 36

______ portrays regular people in everyday settings.For example,the college student doing laundry with Tide in the Laundromat.

A)Mood/affect
B)Humor
C)Slice of life
D)Demonstration
E)Lifestyle

Question 37

Customers can quickly and easily become bored with any given advertising campaign,a concept referred to as _____.

A)Advertising response function
B)Advertising informing
C)Advertising wearout
D)Advertising persuading
E)Advertising boredom

Question 38

______ physically shows how the product works.For example,Bounty paper towels are regularly shown on TV ads as having superior absorbency.

A)Mood/affect
B)Humor
C)Slice of life
D)Demonstration
E)Lifestyle

Question 39

The approach of _____ is heavily used during the growth and early maturity stages of the PLC.

A)Competitive advertising
B)Comparative advertising
C)Pioneering advertising
D)Both competitive advertising and comparative advertising
E)Both competitive advertising and pioneering advertisingBuilding a positive customer attitude toward the brand is a key component of competitive advertising, and this approach is heavily used during the growth and early maturity stages of the PLC. Triggering the desire and action stages of the AIDA model is a focus of the message.

Question 40

______ portrays ways a product will connect with a target customer's lifestyle.An example is Dodge Ram pickup trucks navigating through the back roads of America.

A)Mood/affect
B)Humor
C)Slice of life
D)Demonstration
E)Lifestyle

Question 41

_______________________ are the two major types of advertising.

A)Inform and persuade
B)Product and price
C)Institutional and product
D)Humor and fantasy
E)Moral and product

Question 42

Apple appeared in 8 of 34 No.1 films in 2013.This is an example of using _____________________ as the sales promotion approach.

A)Product placements
B)Premiums
C)Loyalty programs
D)Point-of-purchase materials
E)Multiple-purchase offers

Question 43

Burger King offers the latest movie hero toy with purchase of a meal.This is an example of using _____________________ as the sales promotion approach.

A)Product placements
B)Premiums
C)Loyalty programs
D)Point-of-purchase materials
E)Multiple-purchase offers

Question 44

____________ is an example of sales promotion to channel members.

A)Product sampling
B)Multiple-purchase offer
C)Product placement
D)Trade show
E)Loyalty program

Question 45

Centrum Vitamin's offer to buy a bottle of 100 and get an extra mini-bottle of 20 free is an example of using _____________________ as the sales promotion approach.

A)Product placements
B)Premiums
C)Loyalty programs
D)Point-of-purchase materials
E)Multiple-purchase offers

Question 46

The science behind the L'Oréal Youth Code product development is an example of a __________ approach to advertising execution.

A)Moral
B)Rational
C)Research-based
D)Lifestyle
E)Mood

Question 47

The goal of _____________ advertising is to promote an industry,company,family of brands,or some other issues broader than a specific product.

A)Institutional
B)Product
C)Slice of life
D)Moral
E)Research-based

Question 48

California Milk Advisory Board has been running national advertising on television.The ad features "happy cows" and carries the tagline "Great cheese comes from happy cows.Happy cows come from California." The board developed a logo that is prominently displayed in the ads,and presumably the expectation is that a consumer would look for that logo on a wedge of cheese in the dairy case,selecting it over cheese from elsewhere.This is an example of _________________ advertising.

A)Institutional
B)Product
C)Slice of life
D)Moral
E)Research-based

Question 49

Gillette sends out a free razor to induce switching from an older model.This is an example of using _____________________ as the sales promotion approach.

A)Coupons
B)Premiums
C)Product sampling
D)Comparative parity method
E)Product placements

Question 50

A ____________ approach to advertising execution is to set a positive tone around the offering.For example,Sandals Resorts provides visual images to back the theme of "Luxury included."

A)Fantasy
B)Mood/affect
C)Musical
D)Lifestyle
E)Slice of life

Question 51

An appeal that uses ordinary folks doing ordinary things is a _____________ style.

A)Fantasy
B)Rational
C)Desire
D)Lifestyle
E)Slice of life

Question 52

________ is consumer-to-consumer communication generated about a brand in the marketplace.

A)Event sponsorship
B)Word-of-mouth communication
C)Buzz
D)Both word-of-mouth communication and buzz
E)Event sponsorship, word-of-mouth communication, and buzz

Question 53

When customers quickly and easily become bored with any given advertising campaign,this is considered __________.

A)Positioning
B)Advertising response function
C)Guarantee of desire
D)Advertising wearout
E)Maximum reach

Question 54

When advertising gets beyond a certain ad spending level and diminishing returns set in this is called _____________.

A)Positioning
B)Advertising response function
C)Guarantee of desire
D)Advertising wearout
E)Maximum reach

Question 55

Little kids and puppy dogs help execute a(n)_________________ appeal.

A)Fantasy
B)Rational
C)Emotional
D)Lifestyle
E)Slice of life

Question 56

A coupon or special offer would contribute to the goal to _______________.

A)Interest
B)Remind
C)Persuade
D)Inform
E)Action

Question 57

__________ is the level of competing messages on that medium.

A)Clutter
B)Reach
C)Frequency
D)Impact
E)Noise

Question 58

_____________________ is not one of the three principal types of product advertising discussed in your text.

A)Pioneering advertising
B)Competitive advertising
C)Institutional advertising
D)Comparative advertising
E)All of these are product advertising

Question 59

Major responsibilities of PR include __________.

A)Gaining product publicity and buzz
B)Securing event sponsorship
C)Managing a crisis
D)Both gaining product publicity and buzz and securing event sponsorship
E)Gaining product publicity and buzz , securing event sponsorship, and managing a crisis

Question 60

___________________ is a reason for Coke to invest in promotion.

A)To maintain brand loyalty
B)To reduce the tendency to switch to other brands
C)To maintain corporate identity
D)To encourage brand switching from competitors' customers
E)All of these are good reasons for Coke to promote

Question 61

Showing exotic aliens blasting cavities in your mouth is an example of ______.

A)Fantasy appeal
B)Endorsement appeal
C)Humor appeal
D)Comparative advertising
E)Competitive advertising

Question 62

____________________ is the best reason to use television media advertising.

A)Short shelf life
B)Appeals to multiple senses
C)Fleeting impressions
D)Benefit of din
E)Cost

Question 63

______________ stimulates primary demand.

A)Pioneering advertising
B)Competitive advertising
C)Institutional advertising
D)Comparative advertising
E)Sales promotion

Question 64

When targeted to members of a channel on which a firm relies to sell product,_____________ is an important element of a push strategy.

A)Consumer advertising
B)Public relations
C)Personal selling
D)Sales promotion
E)Institutional advertising

Question 65

__________________ is(are)the most outsourced function(s)in marketing.

A)Advertising
B)Sales promotion
C)Public relations
D)Both advertising and public relations
E)None of these

Question 66

Using scientific evidence in a comparative ad is an example of _______________________.

A)Fantasy appeal
B)Endorsement appeal
C)Humor appeal
D)Research-based appeal
E)Slice of life appeal

Question 67

_________________ is on of the examples of the seven broad categories of advertising media.

A)Radio
B)Magazines
C)Outdoor
D)Direct mail
E)All of these are media.

Question 68

Apple ran a series of humorous television ads in which two guys stand side by side and sling barbs back and forth about features of the Mac versus the PC.This is an example of __________________________.

A)Pioneering advertising
B)Competitive advertising
C)Institutional advertising
D)Comparative advertising
E)Sales promotion

Question 69

___________ approach to advertising execution connects a celebrity,actor posing as an authority figure (with appropriate disclaimer),company officer,or everyday consumer with the product to sanction and support its use.An example is Jamie Lee Curtis for Activia yogurt.

A)Demonstration
B)Research-based
C)Lifestyle
D)Endorser
E)Slice of life

Question 70

Internet and direct mail are useful because __________________________________.

A)They are high involvement
B)They appeal to multiple senses
C)They can target specific markets
D)They use traditional media
E)All of these are good reasons to use Internet or direct mail

Question 71

Building a positive customer attitude toward the brand is a key component of ___________ advertising.

A)Pioneering advertising
B)Competitive advertising
C)Institutional advertising
D)Comparative advertising
E)Sales promotion

Question 72

The vast majority of advertising is ___________.

A)Institutional
B)Product
C)Slice of life
D)Moral
E)Research-based

Question 73

____________ has(have)the advantage of high audience selectivity.

A)Online and social media
B)Radio
C)Direct mail
D)Newspaper
E)Television

Question 74

The best reason to use television media advertising is that it ___________.

A)Has a short shelf life
B)Appeals to multiple senses
C)Creates fleeting impressions
D)Has the benefit of din
E)Has high costs

Question 75

____________ has(have)the advantage of interactive capabilities.

A)Online and social media
B)Radio
C)Direct mail
D)Newspaper
E)Television

Question 76

A good reason to use radio advertising is that ___________.

A)It appeals to multiple senses
B)It has a long shelf life
C)It is high involvement
D)It can target specific audiences
E)All are good reasons to choose radio

Question 77

___________ approach to advertising execution uses an animated character or an animal in the ads.An example is the GEICO Gecko.

A)Animation and animal
B)Fantasy creation
C)Musical
D)Mood/affect
E)Humor

Question 78

"Cotton,the fabric of our lives" is an example of industry-sponsored _________________.

A)Institutional advertising
B)Ethical advertising
C)Comparative advertising
D)Competitive advertising
E)Product advertising

Question 79

The TV ad with an actor talking about Boniva is an example of __________.

A)Fantasy appeal
B)Endorsement appeal
C)Humor appeal
D)Comparative advertising
E)Competitive advertising

Question 80

When two or more brands are reviewed against each other on certain attributes this is considered _____________________________.

A)Pioneering advertising
B)Competitive advertising
C)Institutional advertising
D)Comparative advertising
E)Sales promotion