MKTG FINAL--- PR and Advertising
45) A term that has come to represent the merging of advertising and entertainment in an effort to create new avenues for reaching consumers with more engaging messages is ________. A) Madison & Vine B) Hollywood & Vine C) Hollywood & Madison D) Saks Fifth Avenue E) Hollywood and Wall Street
A) Madison & Vine
32) ________ becomes more important as competition increases. The company's objective is to build selective demand. A) Persuasive advertising B) Informative advertising C) POP promotion advertising D) Patronage advertising E) Reminder-oriented advertising
A) Persuasive advertising
47) Product placement in television programs and movies is an example of ________. A) branded entertainment B) advertainment C) lifestyle execution D) mood execution E) consumer generated content
A) branded entertainment
15) Advertising, sales promotion, personal selling, public relations, and direct marketing are all ________. A) communications channels that should be integrated under the concept of integrated marketing communications. B) communications channels focused more on narrowcasting than broadcasting C) promotional tools used for push strategies but not pull strategies D) promotional tools used for pull strategies but not push strategies E) promotional tools adapted for use in mass marketing
A) communications channels that should be integrated under the concept of integrated marketing communications.
30) Advertising ________ can be classified by primary purpose-whether the aim is to inform, persuade, or remind. A) objectives B) budgets C) evaluations D) campaigns E) logos
A) objectives
40) The most logical budget-setting method is the ________ method because it is based on spending necessary to accomplish specific promotion goals. A) percentage-of-sales B) affordable C) competitive-parity D) objective-and-task E) exponential smoothing
D) objective-and-task
4) Which of the five major promotion tools includes 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) direct marketing
D) public relations
23) "Buy it now" is the message of ________. A) personal selling B) advertising C) a nonpersonal communication channel D) sales promotion E) publicity
D) sales promotion
28) All of the following are important decisions during the process of developing an advertising program EXCEPT which one? A) setting advertising objectives B) setting the advertising budget C) developing advertising strategy D) selecting a target market E) evaluating advertising campaigns
D) selecting a target market
5) Which of the following is NOT a major category in the promotion mix? A) advertising B) sales promotion C) public relations D) strategic positioning E) direct marketing
D) strategic positioning
34) A product in the maturity stage will often require ________ advertising. A) informative B) comparative C) persuasive D) reminder E) cooperative
D) reminder
24) Which promotional tool is described as less public, immediate, customized, and interactive? A) segmented advertising B) sales promotions C) public relations D) brand contacts E) direct marketing
E) direct marketing
14) More companies are adopting the concept of ________, which carefully coordinates the company's many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands. A) integrated marketing communications B) integrated personal selling C) integrated competitive methods D) nonpersonal communication channels E) buzz marketing
A) integrated marketing communications
29) Advertising ________ define the task that advertising must do with a specific target audience during a specific period of time. A) objectives B) budgets C) strategies D) campaigns E) evaluations
A) objectives
38) Though the ________ method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending, selling price, and profit per unit, it wrongly views sales as the cause of promotion rather than the result. A) percentage-of-sales B) affordable C) competitive-parity D) objective-and-task E) regression
A) percentage-of-sales
27) Business-to-consumer companies are more likely to emphasize a ________ promotion strategy, while business-to-business companies are more likely to emphasize a ________ promotion strategy. A) pull; push B) push; pull C) pulse; pull D) continuity; pulse E) pulse; continuity
A) pull; push
26) Which promotional mix strategy directs marketing efforts toward market channel members? A) push B) blitz C) pull D) buzz E) pulse
A) push
41) Today, which of the following is often a more important element of developing an advertising strategy than the creative elements of the campaign? A) selecting the right advertising media B) using sophisticated statistical models C) setting advertising objectives D) evaluating advertising campaigns E) setting the advertising budget
A) selecting the right advertising media
35) After determining its advertising objectives, the company's next step in developing an advertising program is to ________. A) set its advertising budget B) evaluate ad campaigns C) develop an ad strategy D) make message decisions E) make media decisions
A) set its advertising budget
19) ________ is the company's most expensive promotion tool. A) Advertising B) Personal selling C) Mass media D) Public relations E) Publicity
B) Personal selling
12) All of the following are reasons that marketers are losing confidence in television advertising EXCEPT which one? A) Ad clutter is increasing. B) TV and other mass media still capture the lion's share of promotional budgets. C) Many viewers are using DVRs. D) Many consumers are using different media to watch programs. E) TV audience size is on the decline.
B) TV and other mass media still capture the lion's share of promotional budgets.
46) The goal of ________ is to make an advertisement so useful that people want to watch it. A) branded entertainment B) advertainment C) audience engagement D) fantasy execution E) testimonial endorsement
B) advertainment
36) Using the ________ method for setting an advertising budget, the company starts with total revenues, deducts operating expenses and capital outlays, and then devotes some portion of the remaining funds to advertising. A) percentage-of-sales B) affordable C) competitive-parity D) objective-and-task E) moving-average
B) affordable
6) The promotion mix is the company's primary communication activity; the marketing mix must be coordinated for the greatest communication impact. What is NOT included in the entire marketing mix? A) product B) competitor C) price D) place E) promotion
B) competitor
17) To produce better communications consistency, a unified company image, and greater sales impact, some companies employ a(n) ________. A) advertising agency B) marketing communications director C) public relations specialist D) personal sales force E) media buyer
B) marketing communications director
2) The use of short-term incentives to encourage the purchase or sale of a product or service is called ________. A) direct marketing B) sales promotion C) personal selling D) public relations E) publicity
B) sales promotion
13) Which of the following best explains why companies often fail to integrate their various communications to consumers? A) Historically, consumers have been able to distinguish between message sources. B) Public relations is usually given priority over advertising. C) Communications often come from different parts of the company. D) Personal selling and sales promotion are in direct conflict. E) Companies have failed to understand the concept of brand contact.
C) Communications often come from different parts of the company.
18) Advertising has some shortcomings. What is NOT one of them? A) It is impersonal. B) It can be very costly. C) It slowly reaches many people. D) It carries on one-way communication with the audience. E) It does not make audiences feel the need to respond.
C) It slowly reaches many people.
3) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________. A) sales promotion B) direct marketing C) advertising D) personal selling E) public relations
C) advertising
33) Persuasive advertising becomes comparative advertising, also known as ________, when a company directly or indirectly compares its brand with one or more other brands. A) informative advertising B) reminder advertising C) attack advertising D) POP promotion advertising E) institutional advertising
C) attack advertising
21) Sales promotion features a wide assortment of tools. Which is NOT one of these tools? A) contests B) premiums C) catalogs D) coupons E) cents-off deals
C) catalogs
39) Which method of setting an advertising budget is based on analyzing competitors' spending? A) affordable method B) percentage-of-sales method C) competitive-parity method D) objective-and-task method E) integrated method
C) competitive-parity method
25) Which promotional mix strategy directs marketing efforts toward final consumers? A) push B) blitz C) pull D) buzz E) pulse
C) pull
7) Today's consumers do not need to rely on marketer-supplied information about products and services because they can use ________ to seek out a wealth of information. A) public relations B) direct marketing C) the Internet and other technologies D) mass market media E) informative advertising
C) the Internet and other technologies
37) A company decides on its promotion budget by using four common methods to set the total budget for advertising. What is NOT one of these methods? A) the affordable method B) the percentage-of-sales method C) the integrated method D) the competitive-parity method E) the objective-and-task method
C) the integrated method
1) A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________. A) direct marketing B) integrated marketing C) the promotion mix D) competitive marketing E) target marketing
C) the promotion mix
44) VOD (video on demand) and DVRs (digital video recorders) present which of the following problems for marketers? A) Consumers are watching less television. 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 to watch or not watch. E) Television advertising is becoming more expensive.
D) Consumers have more choices about what to watch or not watch.
8) Which of the following is NOT a factor in the changes occurring in today's marketing communications? A) Mass markets have fragmented, and marketers are shifting away from mass marketing. B) Improvements in communication technologies are changing how companies and customers communicate with each other. C) Companies routinely invest millions of dollars in the mass media. D) Mass media no longer capture the majority of promotional budgets. E) Consumers are better informed about products and services.
D) Mass media no longer capture the majority of promotional budgets.
22) ________ consists of short-term incentives to encourage the purchase or sale of a product or service. A) A patronage reward B) A segmented promotion C) Advertising D) Sales promotion E) Publicity
D) Sales promotion
10) Companies are doing less ________ and more ________ as a result of an explosion of more focused media that better match today's targeting strategies. A) marketing; media B) media; sales C) narrowcasting; broadcasting D) broadcasting; narrowcasting E) advertising; word-of-mouth
D) broadcasting; narrowcasting
49) Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals. A) consumer trends B) competitors' weaknesses C) competitors' strengths D) customer benefits E) consumer emotions
D) customer benefits
9) Which of the following is NOT an example of a specialized and highly-targeted media that an advertiser might use to reach smaller customer segments? A) cable television channels B) e-mail C) blogs D) network television E) online social networks
D) network television
11) In the "chaos scenario" predicted by some advertising industry experts, the old mass-media communications model will be abandoned in favor of ________. A) public relations B) direct marketing C) push and pull strategies D) new technologies E) buzz marketing
D) new technologies
50) ________ tend to be plain, straightforward outlines of benefits and positioning points that the advertiser wants to stress. A) Execution styles B) Message strategy statements C) Creative concept strategies D) Advertising appeals E) Branded entertainment plans
E) Branded entertainment plans
31) ________ is used heavily when introducing a new product category. The objective is to build primary demand. A) Persuasive advertising B) Informative advertising C) Comparative advertising D) Patronage advertising E) Institutional advertising
E) Institutional advertising
48) ________ is the first step in creating effective advertising messages-deciding what general message will be communicated to consumers. A) Eliminating advertising clutter B) Message strategy C) Media opportunity D) Rewarding consumers E) Selecting the medium
E) Selecting the medium
43) To succeed, an advertisement must ________. A) have a significant budget B) be placed during prime time C) be high frequency D) interrupt or disrupt E) gain attention and be engaging
E) gain attention and be engaging
42) Soaring media costs, focused target marketing strategies, and the growing array of new media have increased the importance of ________. A) the affordable method of setting a promotion budget B) the competitive-parity method of setting a promotion budget C) using humor to capture audience attention and interest D) implementing branded entertainment E) media planning
E) media planning
20) Which promotional tool is most effective in building up buyers' preferences, convictions, and, most importantly, actions? A) mass-market advertising B) segmented advertising C) sales promotion D) public relations E) personal selling
E) personal selling
16) Integrated marketing communications require a company's mass-market advertisements, Web site, e-mail, and personal selling communications to all have ________. A) equal portions of the advertising budget B) independent communications directors C) separate marketing objectives D) the same target audience E) the same message, look, and feel
E) the same message, look, and feel
