Chpt 16

Which of the following refers to a phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing returns? a. Advertising response function b. Sales promotion c. Institutional advertising d. Product advertising

a. Advertising response function

Which of the following is true of trade sales promotions carried out at business meetings and conventions? a. Companies can test the market response to new products. b. The cost per contact is much higher than in direct consumer sales. c. Brands sponsor such events by offering coupons and rebates. d. These events involve loyalty marketing programs.

a. Companies can test the market response to new products

Which of the following is a disadvantage of newspaper advertising? a. It has a low pass-along rate. b. The individual market coverage is low. c. The advertiser commitment is short term. d. Its reach is limited to only very narrow markets.

a. It has a low pass-along rate.

_____ is the series of decisions advertisers make regarding the selection and use of media, enabling the marketer to optimally and cost-effectively communicate the message to the target audience. a. Media planning b. Product placement c. Media-resource analysis d. Advergaming

a. Media planning

A(n) _____ identifies a reason for a person to buy a product. a. advertising appeal b. trade allowance c. advocacy advertisement d. media schedule

a. advertising appeal

A(n) _____is a series of related ads focusing on a common theme, slogan, and set of advertising appeals. a. advertising campaign b. unique selling proposition c. media mix d. advertising protocol

a. advertising campaign

A(n) _____ identifies the specific communication task that a campaign should accomplish for a specified target audience during a specified period. a. advertising objective b. demonstration c. unique selling proposition d. advertising appeal

a. advertising objective

________ promotes the benefits of a specific good or service. a. product advertising b. institutional advertising c. comparative advertising d. competitive advertising

a. product advertising

In thinking about different types of sales promotions, winning a ______ depends on chance and participation or entry is free while a ______ requires some skill or ability to compete for prizes. a. sweepstakes; contest b. rebate; sweepstakes c. loyalty rewards program; premium d. contest; loyalty rewards program

a. sweepstakes; contest

Which of the following statements is true about the effects of advertising on consumers? a. Advertising cannot instill brand loyalty among customers. b. Advertising reinforces positive attitudes toward brands. c. Advertising can change consumers' deeply rooted values and attitudes. d. Humorous ads are ineffective at shaping attitudes of customers.

b. Advertising reinforces positive attitudes toward brands.

Which of the following advertising objectives correctly uses the Defining Advertising Goals for Measured Advertising Results approach? a. Puddings and Desserts Inc. aims to boost the sales of its packaged confectionery division. b. Fuel On Inc. aims to achieve a 10 percent increase in the sales of its sports drinks among teenagers within 12 months. c. Krunch Cookies wants to entertain its customers with a humorous ad featuring children enjoying its products. d. Décor Arts aims to use 10 ecofriendly methods to convey the message of keeping the environment clean.

b. Fuel On Inc. aims to achieve a 10 percent increase in the sales of its sports drinks among teenagers within 12 months.

During which stage of the product life cycle, pioneering advertising is heavily used? a. Formative stage b. Introductory stage c. Conception stage d. Growth stage

b. Introductory stage

Which of the following statements is correct about an advertising campaign? a. It cannot focus on more than one advertising appeal. b. It extends for a defined period of time. c. It circumvents the need for post-campaign evaluation. d. It does not use humor to promote a theme.

b. It extends for a defined period of time.

In the context of the effects of advertising on consumers, serious or dramatic advertisements a. are not affected by advertising response function. b. are effective at changing consumers' negative attitudes. c. cannot be used by new brands with a small market share. d. change consumers' deeply rooted values and attitudes.

b. are effective at changing consumers' negative attitudes.

Which of the following refers to an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand? a. Institutional advertising b. Competitive advertising c. Cooperative advertising d. Pioneer advertising

c. Cooperative advertising

Which of the following statements is true of advertising campaigns? a. It is the last stage of an advertising process. b. It allows advertising for an indefinite period of time. c. It can focus on more than one advertising appeal. d. It circumvents the need for post-advertising evaluation.

c. It can focus on more than one advertising appeal.

In a marketing environment, which of the following statements is true of a crisis management? a. It involves offering seminars on money management. b. Managing publicity in a crisis situation is easy. c. It involves responding to negative event placement. d. Spending large money on advertisements prevents crisis.

c. It involves responding to negative event placement.

Which of the following is correct about humorous advertising? a. It is effective in changing consumers' deeply rooted values and attitudes. b. It is not used to publicize new brands introduced in the market. c. It is effective at shaping attitudes when consumers already have a positive image of an advertised brand. d. It is not effective when used to reinforce and remind loyal customers about the benefits of a product.

c. It is effective at shaping attitudes when consumers already have a positive image of an advertised brand.

Which of the following defines gamification? a. It is the process of offering free game kits along with specific sporting goods. b. It is the process of promoting products using outdoor games such as soccer. c. It is the process of using game mechanics and a gaming mindset to engage an audience. d. It is the process of using pop-up advertisements while playing a virtual game on the Internet.

c. It is the process of using game mechanics and a gaming mindset to engage an audience.

Which of the following statements is true of the benefit of a product? a. A benefit is simply a feature of a product. b. Customers enjoy benefits specifically with expensive products. c. It is what consumers will achieve by using a product. d. Customers do not buy benefits; they buy attributes.

c. It is what consumers will achieve by using a product

Identify a true statement about a flighted media schedule. a. It has less impact than other types of media schedules. b. It is the same as continuous scheduling. c. It varies the frequency of ads to achieve greater impact. d. It uses light advertising for two months.

c. It varies the frequency of ads to achieve greater impact.

Which of the following statements is true of rebates? a. Rebates offer more immediate rewards than coupons. b. Manufacturers offer price cuts for selected customers. c. Rebates are good at enticing purchase but most consumers never bother to redeem them. d. Manufacturers have less control over rebate promotions because they take a lot of time to be rolled out and shut off.

c. Rebates are good at enticing purchase but most consumers never bother to redeem them.

Laelle Shoes is a popular sports shoe manufacturing company. It funds several tournaments that take place in the country to promote brand awareness and the company's image. In this scenario, which of the following public relations tools does Lealle Shoes use? a. Lobbying b. Crisis management c. Sponsorship d. Experiential marketing

c. Sponsorship

Unlike new brands with a small market share, brands with a large market share a. spend proportionately more for advertising and sales promotion than new brands. b. need to penetrate consumers' perceptual defenses about a product choice. c. only need to remind customers of their products rather than capture their attention. d. can easily change consumers' deeply rooted values and attitudes.

c. only need to remind customers of their products rather than capture their attention.

Commercials for a new and innovative tablet computer demonstrate the product's capabilities and benefits. The commercials promote the product by advertising the ease of multitasking on the tablet. Since this new product is one of a kind, the commercials aim to project the benefits of the tablet through dramatic advertising. These commercials are an example of _____. a. advocacy advertising b. comparative advertising c. pioneering advertising d. institutional advertising

c. pioneering advertising

_____ is typically used to safeguard against negative consumer attitudes and enhance a company's credibility among consumers who already favor its position. a. Competitive advertising b. Comparative advertising c. Pioneering advertising d. Advocacy advertising

d. Advocacy advertising

Which of the following is a form of advertising that firms use when a product enters the growth phase of the product life cycle and other companies begin to enter the marketplace? a. Advocacy advertising b. Comparative advertising c. Pioneering advertising d. Competitive advertising

d. Competitive advertising

_____ is an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand. a. Corporate advertising b. Distributive advertising c. Institutional advertising d. Cooperative advertising

d. Cooperative advertising

_____ is defined as the coordinated effort to handle the effects of unfavorable publicity, ensuring fast and accurate communication in times of emergency. a. Negative campaigning b. Media scheduling c. Audience selection d. Crisis management

d. Crisis management

Which of the following is an advantage of advertising through newspapers? a. Extensive range of color capabilities b. Long-term advertiser commitments c. Long lead time d. Geographical flexibility

d. Geographical flexibility

Duke University submits a press release to The Herald Sun newspaper that Henry Gibson has been named Dean of the College of Business. This illustrates which duty of public relations departments? a. Investor relations b. Crisis management c. Public affairs d. Press relations

d. Press relations

Which of the following is a difference between institutional advertising and product advertising? a. Product advertising is an effective strategy for expressing views on controversial issues, whereas institutional advertising is effective in managing a crisis. b. Product advertising focuses on reinforcing positive attitudes toward a brand, whereas the goal of institution advertising is to create demand for a specific commodity. c. Product advertising is used to change negative consumer attitudes toward existing brands, whereas institutional advertising is used stimulate primary demand for new commodities. d. Product advertising promotes the benefits of a specific good or service, whereas institutional advertising asks an audience to maintain a favorable attitude toward the advertiser.

d. Product advertising promotes the benefits of a specific good or service, whereas institutional advertising asks an audience to maintain a favorable attitude toward the advertiser.

In the context of advertising media, which of the following statements is true of infomercials? a. They are suitable for magazine advertising. b. They are short and less than 10 minutes. c. They are more expensive to produce and air than commercial spots. d. They are the ideal way to present complicated messages to potential customers.

d. They are the ideal way to present complicated messages to potential customers.

Which of the following statements is true of new brands with a small market share? a. They are not susceptible to the advertising response function. b. They do not incur losses in the first five years of entering the market. c. They spend less than their competitors because the effect of advertising is minimal regardless of the cost. d. They tend to spend proportionately more for advertising and sales promotion than those with a large market share.

d. They tend to spend proportionately more for advertising and sales promotion than those with a large market share

Treats Inc.'s advertisement for its newly launched line of frozen foods advocates that its products are organic, follow traditional recipes, and contain high-quality ingredients. The products are ideal for busy professionals who want to eat healthy and save time spent on cooking. In this scenario, Treats Inc. is a. advertising the attributes of its products. b. employing institutional advertising. c. using comparative advertising. d. advertising the benefits of its products.

d. advertising the benefits of its products.

In 2014, fashion retailer, H&M, placed a full page advertisement in a newspaper in the Czech Republic detailing the withdrawl of a belt that had small pieces which could be a choking hazard. This is an example of: a. public affairs. b. product publicity. c. employee relations. d. crisis management

d. crisis management

Joshua, a famous movie star, has been the brand ambassador of Class Apart Watches for the past 20 years. He sports the latest edition of Class Apart Watches in all his movies. This is an example of _____. a. advergaming b. infomercial c. sponsorship d. product placement

d. product placement