MKT230 - Ch.16-17

A consumer contest is an example of Select one: a. sales promotion. b. personal selling. c. indirect selling. d. social media. e. public relations.

A

An advertising platform is the Select one: a. basic issue or selling point that an advertiser wishes to include in an advertising campaign. b. broad objectives of the advertising campaign. c. form in which the basic issue of the campaign should be presented. d. objective of the advertising campaign, stated in precise and measurable terms. e. consumer advertising research conducted.

A

Each communication channel has a limit on the volume of information it can handle effectively. This limit is called Select one: a. channel capacity. b. transmission load. c. encoding. d. feedback. e. noise.

A

Primary demand is defined as Select one: a. demand for a product category. b. stimulating demand for any products. c. demand for a new product. d. demand for a particular brand. e. consumer awareness of a product category.

A

Rachel is considering advertising her new restaurant on the radio to attract more customers. She knows that in order to attract listeners' attention on the radio it will be important for her to Select one: a. be both informal and conversational in tone. b. use a high level of repetition. c. say the restaurant's name and location three separate times. d. use a quick speaker to attract attention to the commercial. e. buy a really long time slot to get all the information in.

A

Suppose State Farm Insurance stated, "We want our advertising to increase our customer base for home and automobile insurance 10 percent by the end of the year." This would be considered a(n) Select one: a. advertising objective. b. target audience goal. c. media plan goal. d. percent-of-sales approach. e. advertising platform.

A

The Sharper Image likes to use nonpersonal communication in news story form such as press releases for its new and improved products. This is an example of Select one: a. publicity. b. personal selling. c. sales promotion. d. social media. e. direct marketing.

A

The identification of an advertisement's sponsor is the Select one: a. signature. b. subheadline. c. layout. d. copy. e. trademark.

A

When Yoplait Yogurt gives a portion of its profits to Breast Cancer Research, it is using Select one: a. cause-related marketing. b. integrated marketing communications. c. promotion. d. charity marketing. e. charitable promotion.

A

When a salesperson varies the physical distance between himself and a customer he is using Select one: a. proxemic communication. b. personal selling. c. tactile communication. d. comfort relations. e. kinesic communication.

A

A sharing of meaning defines Select one: a. information. b. communication. c. interference. d. noise. e. promotion.

B

Carla is stopped by a researcher at a shopping mall and asked what was the last television commercial she remembers seeing. This is an example of a(n) Select one: a. aided recall test. b. unaided recall test. c. pretest. d. memory test. e. recognition test.

B

Danielle Robinson, account representative for EXpert Advertising, tells D'Orazio Tile Products that she is proposing to use 5 full-page, four-color ads in home-decorating magazines to achieve an increase in consumer and builder inquiries of 15 percent. This approach is an example of which of the following methods of determining advertising expenditure levels? Select one: a. Competitive parity b. objective-and-task c. Arbitrary d. Affordability e. Percent of sales

B

If a company calls a meeting to announce a major news event, this is known as a Select one: a. public service announcement. b. press conference. c. press release. d. media call. e. news release.

B

Mike Stevens wonders whether the creative idea of using the character "Tom T. Turtle" as an image for marketing a new line of running shoes will be successful. He should suggest to his account representative that a(n) _____ be used to pretest the campaign. Select one: a. GSR test b. consumer jury c. survey d. storyboard e. experiment

B

Some critics, including consumer groups and government officials, suggest that certain products should not be promoted because they Select one: a. do not last. b. are potentially harmful c. are not competitive. d. are illegall. e. cost too much.

B

The limitations in using publicity-based public relations tools stem primarily from the fact that Select one: a. it is time-consuming to convince media personnel that the information is newsworthy. b. media personnel control the content of the communication. c. media personnel consider only unfavorable messages as newsworthy. d. marketers alter the length of publicity releases. e. publicity is never properly managed by media personnel.

B

The receiver's response to a message is ______ for the source. Select one: a. noise b. feedback c. channel capacity d. decoding e. the communications channel

B

The target audience for an advertising campaign is the Select one: a. overall goal of the advertising campaign. b. people toward whom the advertisements are directed. c. information base on which to develop the campaign. d. geographic distribution of persons. e. sales objective to be achieved by the campaign.

B

A major benefit of using event sponsorship is that it Select one: a. is cost-free. b. neutralizes the effects of unfavorable public relations. c. can provide large amounts of free media coverage. d. enhances personal selling efforts. e. provides excellent support for advertisements.

C

Brands that are promoted through comparative advertising are most likely to be Select one: a. competing in a less competitive market. b. primarily services rather than tangible goods. c. brands that are attempting to compete with market leaders. d. market leaders. e. attempting to compete on a nonprice basis.

C

Brian and Tiffany are discussing the media plan for the opening of their new bar/laundromat called Soap and Suds. He tells her that while he agrees that _______ has tremendous impact, he does not feel that the upfront costs for such a campaign are in the modest budget that presently exists. Select one: a. radio b. direct mail c. television d. outdoor e. newspaper

C

Disney decided to run its new commercials for all of its theme parks several times a day for three weeks and then not at all for two weeks. It will then run the commercials again for three more weeks. Disney is using a _________ schedule for its advertising. Select one: a. varying b. continuous c. flighting d. pulsing e. beating

C

Monroe works for NASCAR where his responsibilities include maintaining favorable relationships between the organization and its stakeholders. Monroe is most likely employed in __________ . Select one: a. digital media marketing. b. advertising. c. public relations. d. sales. e. human resources.

C

The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines Select one: a. proxemic communication. b. kinesic communication. c. integrated marketing communications. d. tactile communication. e. communication.

C

The process of putting one's thoughts (meaning) into signs (symbols) is called Select one: a. transmission. b. decoding. c. the coding process. d. noise. e. interference.

C

The use of a pull policy may require heavy expenditures for Select one: a. personal selling and public relations. b. sales promotion and personal selling. c. advertising and sales promotion. d. public relations and distribution. e. distribution and advertising.

C

A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the dates and times, is a(n) Select one: a. advertising plan. b. advertising message. c. media platform. d. media plan. e. advertising appropriation.

D

In many instances the most appropriate way for a firm to cope with an event that leads to negative public relations is to Select one: a. refrain from publicity that reports the event. b. discourage news coverage of the event. c. hire a public relations firm. d. facilitate news coverage of the event. e. deny that the event occurred.

D

Newspaper ads for Blue Haven Pools offer discounted prices during October and discounted cleaning supplies for hot tubs in March, are examples of the following uses of promotion? Select one: a. Making salespeople more effective b. Promoting new product uses c. Retaining loyal customers d. Reducing sales fluctuations e. Stimulating primary demand

D

The major types of product advertising are Select one: a. informative and comparative. b. advocacy and competitive. c. institutional and advocacy. d. pioneer and competitive. e. competitive and comparative.

D

When Sears promotes the benefits and strengths of its Kenmore brand appliances, it is attempting to build Select one: a. brand awareness. b. primary demand. c. prospects. d. selective demand. e. pioneer promotion.

D

When a company promotes its position on a public issue, this is specifically referred to as _______ advertising. Select one: a. institutional b. issue c. product d. advocacy e. competitive

D

____________ provide businesses with copywriters, artists, production coordinators, media experts, researchers, and other highly skilled specialists. Select one: a. Production companies b. Promotion experts c. Media companies d. Advertising agencies e. Public relation firms

D

o gain maximum benefit from promotional efforts, marketers must strive to Select one: a. obtain information about the marketing environment through their MIS. b. use promotion during the growth stage of the product's life cycle. c. become directly involved rather than indirectly involved. d. properly plan, implement, coordinate, and control communications. e. realize the needs of their target market and try to meet them.

D

Cooperative advertising efforts between manufacturers and retailers demonstrate the promotional objective of Select one: a. stimulating demand. b. reducing sales fluctuations. c. retaining loyal customers. d. combating competitive promotional efforts. e. facilitating reseller support.

E

If the push policy is used in promoting a product, the firm Select one: a. promotes directly to consumers. b. will be assured of having an effective promotional mix. c. promotes the product to wholesalers only. d. promotes the product to retailers only. e. promotes only to the next marketing institution down the marketing channel.

E

Sonya is watching the six o'clock news as she prepares dinner. As commercial breaks come on, Sony's dinner preparation would be considered _____ in the communications process. Select one: a. decoding blocker. b. feedback. c. field of experience. d. interference. e. noise.

E

The two main reasons for criticism of promotional activities are that promotion Select one: a. is deceptive, and it causes prices to rise. b. has some flaws, and it is deceptive. c. creates needs in us, and it encourages materialism. d. pervades our daily lives, and it creates needs in us. e. has some flaws, and it pervades our daily lives.

E

n the Gillette advertisement that claims, "Gillette, the best a man can get," Gillette is the communication Select one: a. receiver. b. noise. c. decoder. d. transmitter. e. source.

E