MKTG 472 Quiz Recap

A study by FordDirect showed that ________ of auto shoppers used smartphones to research different autos.

81 percent

Which of the following statements is true of direct marketing?

Consumer credit cards have led to the increased attractiveness of direct marketing as a tool for promotion for both buyers and sellers.

T/F: By combining media, marketers decrease the likelihood of achieving overall communications and marketing goals.

False

T/F: Facebook Analytics and Google Analytics offer virtually identical web analytics services that track and report website traffic inside a marketing platform.

False

T/F: In direct-mail advertising, mood creation is unlimited due to the selectivity of the lists.

False

T/F: Mobile billboards are not viable for small organizations owing to the huge costs of building and maintaining them.

False

T/F: One of the greatest advantages of the Internet and new media for marketers is the reliability of the research numbers generated.

False

T/F: One of the main disadvantages of radio as an advertising medium is its high cost.

False

T/F: Publicity ensures accuracy of information because the company controls the message.

False

T/F: Return on investment (ROI) is an Internet-specific measure employed by marketers to determine the effectiveness of the Internet.

False

T/F: Slice-of-life ads make use of more excitement and suspense in telling a story when compared to the dramatization style of execution.

False

T/F: The first step of a direct-marketing program is to determine which markets to target through the use of a mailing list or a marketing database.

False

T/F: The sampling technique of promotion is less preferred by marketers and consumers as it entails a lot of risk.

False

Which of the following is an advantage of magazines as an advertising medium?

Greater creative flexibility

When SKYY Spirits extended its product line and chose to use ads that were consistent with the core brand equity base of SKYY, they were addressing which of the following basic questions for evaluating creative approaches?

Is the creative approach consistent with the brand's marketing and advertising objectives?

Which of the following statements is true of publicity?

It can make or break a product or even a company.

Which of the following correctly states a disadvantage associated with marketing public relations (MPRs)?

It is difficult to tie in slogans and other advertising devices.

Which of the following statements is true of the evaluation of creative output?

It is important that an ad communicate information, attributes, features, benefits, and/or images that give consumers a reason to buy the brand.

In response to calls from the radio and advertising industries for Arbitron to provide more detailed measures of radio audiences, Arbitron introduced the ________. This wearable, page-size device electronically tracks what consumers listen to on the radio by detecting inaudible identification codes that are embedded in the programming.

PPM

Which of the following correctly states an advantage of direct marketing?

Direct marketing allows for a strong ability to test the effectiveness of the overall program as well as specific elements.

T/F: Newspapers account for 50 percent of advertising expenditures for national advertisers

False

T/F: The press forms a part of the external audience for all the public relations activities of a manufacturing firm.

False

Which term refers to the potential audience that might receive a message through a vehicle?

coverage

Media objectives are-

designed to lead to the attainment of communications and marketing goals.

Which of the following is an advantage associated with digital/interactive advertising?

direct selling potential

Mars Inc., a premium cosmetics company, takes out ads in the Philadelphia, Boston, and Seattle editions of PlutoMag, a national magazine. With these ads, Mars is trying to achieve

geographic selectivity

Independent local TV stations that send their signals nationally via satellite to cable operators to make their programs available to subscribers are known as

superstations

Which of the following is an advantage of outdoor advertising?

wide coverage of local markets

T/F: A minute on network radio may cost only $5,000, which translates into a cost per thousand of only $3 or $4.

True

T/F: One advantage of outdoor ads is that they offer timely exposures due to their proximity to shopping areas and vehicles on the way to shopping areas.

True

T/F: One of the main advantages of using magazines as an advertising medium is their ability to reach a specific target audience.

True

T/F: Survey research involves quantitatively assessing consumers' attitudes toward the product or brand.

True

T/F: The ad for the Mach3 Sensitive razor that suggests it will make your lady love your face even more is an example of a straight-sell advertising execution.

True

T/F: The media situation analysis should lead to determination of specific media objectives.

True

T/F: Weekly newspapers usually do not cover national and world news.

True

T/F: When properly planned and executed to work together, advertising and sales promotion can have a synergistic effect much greater than that of either promotional mix element alone.

True

The NsDaily, a newspaper, charges $50 per square inch of its advertisement space. Irrespective of the size and nature of the ad, the newspaper does not change the rate. In this scenario, The NsDaily is offering-

a flat rate

A publicity piece designed to be aired as a news story is known as

a video news release

Advertisers of Hexagon smartphones placed a full-page color ad in Tech Widget magazine, which cost them $165,000. This amount refers to the

absolute cost

Which of the following are examples of mobile billboard advertising?

ads painted on trucks

Blimps are a form of

aerial advertising

Pizza Vertex, a chain of fast-food restaurants, paid $1 million to have its new logo embossed on a blimp. What form of advertising did Pizza Vertex make use of?

aerial advertising

The Internet is known as a direct-response medium because it

allows users to both purchase and sell products through e-commerce.

Amber observed that she received e-mails containing ads that were often related to websites she had visited recently or topics she had browsed on the Internet. The various ads were related to her previous searches. These e-mails are an example of

behavioral targeting

Beauty Care's 2-oz. bottle of sunscreen lotion is priced at $3. However, while at the supermarket, Emma found that Beauty Care was offering a 5-oz. bottle at the same price, so she bought two. Which type of promotional method was Beauty Care using?

bonus pack

Which of the following is an objective of corporate advertising?

creating a positive image for the firm

When a brand enters the ________ stage of the product life cycle, most of the promotional support will probably be removed and expenditures on sales promotion are unlikely.

decline

Jacques received a letter from a charity organization seeking donations. The letter contained details about the charity organization, the benefits of donating, and a self-addressed envelope in which a check could be sent to the organization. Various toll-free numbers of the charitable organization were also provided for Jacques to seek further information. This scenario illustrates which of the following promotion techniques?

direct marketing

The various phone calls that consumers receive from credit card companies trying to market their credit cards are examples of a combination of

direct marketing and personal selling

Michelle received mail from a fashion store announcing the launch of the end-of-season sale. The mail began with the headline, "Flat 50% off all merchandise," and subsequently invited her to participate in the "Fly to Paris for free" contest. This scenario illustrates which combination of promotional activities?

direct marketing and sales promotion

Katherine saw a television commercial for a juicer. The commercial contained all essential details about product usage and flashed a toll-free number that viewers could call to order the product. This commercial is an example of

direct-response advertising.

In its advertising campaign, a charitable organization uses a photo of a small, malnourished child whose bones are clearly visible under his skin. In the photo, the child sits huddled in a fetal position. A vulture sits, waiting, in the background. Which of the following kinds of advertising appeal is the organization using?

emotional appeal

Cheery Inc. offers a free toy inside every $1 pack of Cheery Creamy Chips. Which promotional method is the company using in this scenario?

free premium

Zest & Taste Corp. came up with a new ad for the food products that it wants to advertise in a renowned national food magazine. However, the ad created by its creative team was way larger than the normal page size specified by the magazine publisher. Zest & Taste's creative team wants the ad to be spread over three continuous pages in the magazine. This could be done with the use of-

gatefolds

Most companies prepare annual reports to

generate more investments

One of the advantages of outdoor media is its

geographic flexibility

Pree uses sales promotions and promotional dollars to stress how her brand is different from competitive brands and to keep her brand in consumers' minds. Based on her approach, at what stage of the product life cycle is Pree's brand?

growth

Newspapers and magazines are often referred to as ________ media.

high-involvement

A long-running television ad for Bedazzle Mascara is aired on various radio channels in the United States. The radio ad makes use of the audio portion of the television commercial. This process of converting a television commercial into a radio ad is known as

image transfer

Tia sees ads for "Betty's Butter" on the shopping carts at Windford, a retail outlet. This is an example of ________ advertising.

in-store

Which of the following is a disadvantage of the Internet?

increased user irritation due to clutter

An advantage of the Internet is

its availability as an information source.

Sunshine Sundries is working with Success Advertising to consider adding television commercials to their integrated marketing communication plan. One of the board members is skeptical, as recording devices have made it easier for audiences to skip the commercials. Success Advertising acknowledged this concern, but also emphasized that the remaining audience may be affected by heavy repetition as well as the catchy slogans and

jingles

A small-town automobile dealer wants to market and advertise its deals in the neighborhoods within a 20-mile radius. The dealer has a limited advertising budget. Which of the following types of advertisings would best suit the dealer's purpose?

local advertising

Which of the following is a disadvantage associated with using an outdoor advertising medium?

local restrictions

Which sales promotion technique is also known as a frequency program?

loyalty program

Which of the following statements is true of banner ads?

They are the most common form of advertising on the Web.

Public relations is concerned with people's attitudes toward a firm or specific issues beyond those directed at a product or service.

True

Mary was asked to go through the press releases and other PR activities related to the launch of Pluto Corporation's new phone. She was then asked to determine the trends and perceptions relating to the product. Which of the following methods of measuring the effectiveness of marketing public relations is being employed here?

media content analysis

Success Advertising is creating a radio commercial for Sunshine Sundries. Because the commercial will run several times a day and to stay in budget, they selected music from a prefabricated, multipurpose play list that will be paid for on a one-time basis. Success Advertising has chosen to use a

needledrop

The Internet is an interactive medium. This means that consumers can

not only control the content they are exposed to but also provide their own content.

Jezebel is running a consumer-oriented sales promotion that provides free access to her company's razors, as well as a coupon for a discount off of the cartridges. What is the goal of this promotion?

obtaining trial and repurchase

Camilla is a consultant at Mesmeric Inc., a cosmetics manufacturer. She frequently hosts social events at her friends' homes where she invites groups of people and demonstrates the uses of Mesmeric's products. She explains the proper product usage by applying it on herself. Which form of direct marketing is illustrated in this scenario?

party plan

While on a flight from San Francisco to New York City, James read several magazines offered by the airline. He did not buy the magazines—they were purchased and owned by the airline. With reference to the types of readership, which of the following does this scenario illustrate?

pass-along readership

When parents with children at different age levels can be approached with their child's name in the appeal, it is leveraging the ________ advantage of direct marketing.

personalization

In her office parking lot, Rhonda noticed that two of her colleagues' personal cars had small stickers from McFrank's, a multinational fast food chain, on their windows. Which type of advertising do the stickers represent?

place-based advertising

Which of the following is a disadvantage associated with using newspapers as an advertising medium?

poor reproduction quality

The Promotional Products Association International (PPAI)

provides public relations support for specialty advertising.

Sunshine Sundries has been working with Success Advertising to build brand awareness by keeping the Sunshine brand name in front of consumers. Success has set up a series of online banner ads to foster greater awareness. This type of appeal is called

reminder advertising

Yummy Foods gave away 25-ounce packs from its range of oatmeal products to consumers, free of charge. The company distributed the packs to those who shopped at select grocery stores around the state of Pennsylvania. Which type of promotion did Yummy Foods employ?

sampling

Speed Inc. is a sports car manufacturer. Ron, a salesperson in a car dealership, makes $3,000 for every Speed Inc. car he sells. He receives this bonus from Speed Inc. along with his regular salary from the dealership at the end of each month. Which type of promotion is Speed Inc. using?

spiff (AKA push money or pm)

Pluto Inc. interviewed a few of its customers regarding their experience of using Pluto shampoos and conditioners. These interviews were filmed and used in making its commercials. Which of the following advertising execution styles did Pluto use?

testimonial

A media planner wants to determine the percentage of the total sales of peanuts in the South Atlantic region relative to the total population in the market in order to determine the market potential for peanuts. Which of the following indices can best serve the media planner's purpose?

the category development index

GC Inc., a toothpaste manufacturer, launches an ad campaign that portrays the idea that using GC's CloseUp toothpaste increases a person's attractiveness and he/she becomes more "kissable." In this ad, GC uses-

transformational advertising

Traditionally, most of the prime-time commercial spots, especially on the popular shows, are sold during the

up-front market

Alice regularly watches a TV show that airs between 8:00 and 9:00 P.M. During the commercial breaks, she switches channels in order to watch music videos. This practice is known as

zapping

Henry records all the episodes of a well-known soap opera because the show airs while he is at work. When he watches the recorded episodes, he usually fast-forwards through the commercials. This practice is known as

zipping

Over the past decade, newspapers have experienced a(n) ________ decline in their revenue from classified advertising.

80 percent

Which of the following statements is true of the brand development index (BDI) and the category development index (CDI)?

A market with a high BDI and a low CDI is a good market for advertising.

T/F

A print ad that appears in Car and Driver magazine contains details of the advertised car's body, structure, mileage, etc. It employs a rational appeal.