Question 1

Because advertising is the most visible form of marketing,

Accepted Answer

A)   many people think of marketing and advertising as synonymous.
B)   it is the most important part of a marketing mix.
C)   everyone prefers to be in advertising.
D)   marketing budgets always emphasize advertising over other forms of communication.
E)   it is the largest source of employment opportunities for marketing graduates.

Question 2

Thomas had conducted a thorough pretest before the new ad campaign,so he was fairly sure the elements would work together.A lot was riding on the success of the ad campaign,so he couldn't wait until the campaign was over to see how well it did.During the campaign,he will be monitoring the sales volumes on a daily basis as part of his

Accepted Answer

A)   cause-related marketing.
B)   pulsing.
C)   tracking.
D)   flighting.
E)   lifting.

Question 3

Cross-promotion is most successful when

Accepted Answer

A)   one product is well known and one product is less known.
B)   the firms have a prior marketing relationship.
C)   the two products are similar in price.
D)   the promotion takes place over a very short time period.
E)   the two products appeal to the same target market.

Question 4

Actor Sissy Spacek once objected to a series of movie scenes that included her smoking a certain brand of cigarettes.She was probably objecting to a __________ arrangement the film company had made with an advertiser.

Accepted Answer

A)   promotional deal
B)   mass media buy
C)   product placement
D)   loyalty program
E)   sampling

Question 5

A __________ is an advertisement that focuses on public welfare issues.

Accepted Answer

A)   product-focused advertisement
B)   consumer-generated advertisement
C)   public service announcement
D)   reminder advertisement
E)   push strategy

Question 6

Generally,when advertising to consumers,the objective of an advertising campaign is

Accepted Answer

A)   a pull strategy-to get the product into stores by having consumers demand it.
B)   a push strategy-to stimulate interest among members of the supply chain.
C)   to win advertising awards.
D)   to offset sales promotion costs.
E)   to maximize media planning.

Question 7

Why is tracking the impact of an advertising campaign challenging?

Accepted Answer

Many factors other than the advertising ...

Question 8

Generally speaking,all advertising messages are designed to

Accepted Answer

A)   meet the needs of society.
B)   inform,persuade,or remind customers.
C)   comply with FCC rules combined with FTC antitrust regulations.
D)   entertain or apprise.
E)   match production scheduling with consumer demand.

Question 9

Greg is planning an advertising campaign to promote his kayak tour company.The success of his ad campaign depends on

Accepted Answer

A)   the quality of his kayaks.
B)   how much money he spends.
C)   how well he can identify his target audience.
D)   how much consumers like him.
E)   whether he can gain commitments from manufacturers for complementary products.

Question 10

Generally,less money is spent on advertising in B2B markets because

Accepted Answer

A)   B2B marketing usually involves more personal selling.
B)   B2B marketing is too expensive to use advertising.
C)   business customers prefer coupons.
D)   B2B markets are too homogeneous to use advertising.
E)   publicity is the most effective advertising in B2B markets.

Question 11

__________ are special incentives or excitement-building programs that encourage consumers to purchase a particular product,often used in conjunction with advertising or personal selling programs.

Accepted Answer

A)   B2B programs
B)   Trade incentives
C)   Sales promotions
D)   Push programs
E)   Targeted leader items

Question 12

Which of the following is not one of the federal agencies that regulate advertising activities?

Accepted Answer

A)   FDA
B)   FCC
C)   FTC
D)   FRS
E)   USPS

Question 13

__________ is when two or more firms join forces to reach a target audience in a short-term effort.

Accepted Answer

A)   Promotional co-branding
B)   Cross-promotion
C)   Joint-venture promotion
D)   Multi-target promoting
E)   Convenience promoting

Question 14

The execution style of an advertising message must

Accepted Answer

A)   match the medium and the objectives.
B)   correspond with globally accepted norms.
C)   include a minimum of puffery and maximum media buy.
D)   selectively pull retailers into the marketing channel.
E)   cover new creative ground to be effective.

Question 15

Traditionally,marketers have seen the role of __________ as generating short-term results,whereas the goal of __________ was to lead to long-term results.

Accepted Answer

A)   public relations; institutional advertising
B)   advertising; personal selling
C)   sales promotion; advertising
D)   advertising; public relations
E)   corporate blogs; public relations

Question 16

The key to a successful emotional advertising appeal is to use the emotion to

Accepted Answer

A)   make consumers cry.
B)   create a bond between the consumer and the brand.
C)   get consumers to think about the benefits of the product.
D)   balance social marketing with product-focused advertising.
E)   deliver a logical message.

Question 17

An advertising campaign's objectives should be specific and measurable.

Accepted Answer

A) True 
 B)False

Question 18

The content of an advertising message is closely tied to

Accepted Answer

A)   the size of the advertising team.
B)   the characteristics of the media selected to carry the message.
C)   the opportunity for posttesting.
D)   the sales promotion opportunities.
E)   the coupon redemption rate.

Question 19

The only formal regulation of children's advertising appears in

Accepted Answer

A)   the FCC regulations regarding children.
B)   the provisions of the Children's Television Act of 1990.
C)   the Better Business Bureau's Children's Advertising Review Unit guidelines.
D)   the federal GAO regulations on advertising.
E)   the Food and Drug Administration guidelines.

Question 20

Why do many people think advertising and marketing are synonymous?

Accepted Answer

Many people are not familiar w...

Exam 18: Advertising, Public Relations, and Sales Promotions

Which of the following is not one of the federal agencies that regulate advertising activities?

Correct Answer
verified

The key to a successful emotional advertising appeal is to use the emotion to

Correct Answer
verified

Traditionally,marketers have seen the role of as generating short-term results,whereas the goal of was to lead to long-term results.

Correct Answer
verified

Generally speaking,all advertising messages are designed to

Correct Answer
verified

The execution style of an advertising message must

Correct Answer
verified

A __________ is an advertisement that focuses on public welfare issues.

Correct Answer
verified

The only formal regulation of children's advertising appears in

Correct Answer
verified

An advertising campaign's objectives should be specific and measurable.

Correct Answer
verified

Cross-promotion is most successful when

Correct Answer
verified

Why is tracking the impact of an advertising campaign challenging?

Correct Answer
verified
Many factors other than the advertising ...
View Answer

Greg is planning an advertising campaign to promote his kayak tour company.The success of his ad campaign depends on

Correct Answer
verified

The content of an advertising message is closely tied to

Correct Answer
verified

Because advertising is the most visible form of marketing,

Correct Answer
verified

Correct Answer
verified

Actor Sissy Spacek once objected to a series of movie scenes that included her smoking a certain brand of cigarettes.She was probably objecting to a __________ arrangement the film company had made with an advertiser.

Correct Answer
verified

Generally,less money is spent on advertising in B2B markets because

Correct Answer
verified

Why do many people think advertising and marketing are synonymous?

Correct Answer
verified
Many people are not familiar w...
View Answer

__________ is when two or more firms join forces to reach a target audience in a short-term effort.

Correct Answer
verified

__________ are special incentives or excitement-building programs that encourage consumers to purchase a particular product,often used in conjunction with advertising or personal selling programs.

Correct Answer
verified

Generally,when advertising to consumers,the objective of an advertising campaign is

Correct Answer
verified

Exam 18: Advertising, Public Relations, and Sales Promotions

Which of the following is not one of the federal agencies that regulate advertising activities?

Correct AnswerverifiedShow Answer

The key to a successful emotional advertising appeal is to use the emotion to

Correct AnswerverifiedShow Answer

Traditionally,marketers have seen the role of __________ as generating short-term results,whereas the goal of __________ was to lead to long-term results.

Correct AnswerverifiedShow Answer

Generally speaking,all advertising messages are designed to

Correct AnswerverifiedShow Answer

The execution style of an advertising message must

Correct AnswerverifiedShow Answer

A __________ is an advertisement that focuses on public welfare issues.

Correct AnswerverifiedShow Answer

The only formal regulation of children's advertising appears in

Correct AnswerverifiedShow Answer

An advertising campaign's objectives should be specific and measurable.

Correct AnswerverifiedShow Answer

Cross-promotion is most successful when

Correct AnswerverifiedShow Answer

Why is tracking the impact of an advertising campaign challenging?

Correct AnswerverifiedMany factors other than the advertising ...View AnswerShow Answer

Greg is planning an advertising campaign to promote his kayak tour company.The success of his ad campaign depends on

Correct AnswerverifiedShow Answer

The content of an advertising message is closely tied to

Correct AnswerverifiedShow Answer

Because advertising is the most visible form of marketing,

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Actor Sissy Spacek once objected to a series of movie scenes that included her smoking a certain brand of cigarettes.She was probably objecting to a __________ arrangement the film company had made with an advertiser.

Correct AnswerverifiedShow Answer

Generally,less money is spent on advertising in B2B markets because

Correct AnswerverifiedShow Answer

Why do many people think advertising and marketing are synonymous?

Correct AnswerverifiedMany people are not familiar w...View AnswerShow Answer

__________ is when two or more firms join forces to reach a target audience in a short-term effort.

Correct AnswerverifiedShow Answer

__________ are special incentives or excitement-building programs that encourage consumers to purchase a particular product,often used in conjunction with advertising or personal selling programs.

Correct AnswerverifiedShow Answer

Generally,when advertising to consumers,the objective of an advertising campaign is

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Traditionally,marketers have seen the role of as generating short-term results,whereas the goal of was to lead to long-term results.

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified
Many factors other than the advertising ...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Many people are not familiar w...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
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