front 1 An ________ is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time. | back 1
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front 2 ________ aims to create brand awareness and knowledge of new products or new features of existing products. | back 2 Informative advertising Page Ref: 504 |
front 3 Which of the following is an example of informational advertising? | back 3 Excedrin's ads that claim it stops the toughest headache Page Ref: 504 |
front 4 ________ aims to create liking, preference, conviction, and purchase of a product or service. | back 4 Persuasive advertising Page Ref: 505 |
front 5 Comparative advertising works best when ________. | back 5 consumers are processing advertising in a detailed, analytical mode Page Ref: 505 |
front 6 ________ aims to stimulate repeat purchase of products and services. | back 6 Reminder advertising Page Ref: 505 |
front 7 The "Got Milk" campaign was intended to boost the sagging milk consumption among Californians in the 1990s. The campaign ads highlighted the inconvenience of running out of milk when intended to be used with certain foods, such as cookies or muffins, advising consumers to stock up on milk to avoid such inconveniences. The "Got Milk?" campaign an example of ________. | back 7 reminder advertising Page Ref: 505 |
front 8 ________ aims to convince current purchasers that they made the right choice. | back 8 Reinforcement advertising Page Ref: 505 |
front 9 9) Which of the following conditions necessitates that the objective of advertising should be to stimulate more usage of a product? | back 9
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front 10 10) Which of the following statements is true of the factors that affect an advertising budget? | back 10
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front 11 11) Marketers often cut the cost of advertising dramatically by using consumers as their creative team. This strategy is known as ________. | back 11
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front 12 12) Which of the following is generally acknowledged as the most powerful advertising medium and reaches a broad spectrum of consumers at low cost per exposure? | back 12
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front 13 13) TV advertising is considered to be particularly advantageous because ________. | back 13
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front 14 14) According to researchers, which of the following is the correct order in which content of print advertisements matter? | back 14
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front 15 15) Which of the following is the main advantage of radio as an advertising medium? | back 15
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front 16 16) ________ refers to simple exaggerations in advertisements that are not meant to be believed and that are permitted by law. | back 16
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front 17 17) Which of the following organizations uses top-notch industry talent to produce and distribute public service announcements for nonprofits and government agencies? | back 17
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front 18 18) ________ is finding the most cost-effective media to deliver the desired number and type of exposures to the target audience. | back 18
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front 19 19) The number of different persons or households exposed to a particular media schedule at least once during a specified time period is known as ________. | back 19
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front 20 20) The number of times within a specified time period that an average person or household is exposed to an advertising message is known as ________. | back 20
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front 21 21) The qualitative value of an exposure through a given medium is known as ________. | back 21
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front 22 22) Which of the following equations accurately describes the total number of exposures (E) of an advertising message through a given medium? | back 22
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front 23 23) The weighted number of exposures (WE) of an advertising message over a given medium is given by ________. | back 23
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front 24 24) Under which of the following conditions is the reach of media the most important factor in media selection? | back 24
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front 25 25) Under which of the following conditions is the frequency the most important factor in media selection? | back 25
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front 26 26) What is the gross rating points (GRP) for a media schedule that reaches 60 percent of homes with an average exposure frequency of 4 and impact of 1.5? | back 26
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front 27 27) What is the weighted number of exposures of a media schedule that reaches 80 percent of the target audience, with an exposure frequency of 4 and impact value of 2? | back 27
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front 31 31) Which of the following is a disadvantage of using television as an advertising medium? | back 31
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front 32 Which of the following is an advantage of using radio as an advertising medium? | back 32
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front 34 34) Which of the following is an advantage of using magazines as an advertising medium? | back 34
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front 36 Which of the following is a disadvantage of using outdoor media for advertising? | back 36
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front 37 Which of the following is an advantage of using Yellow Pages as an advertising medium? | back 37 high believability Page Ref: 513 |
front 38 Which of the following is a disadvantage of using Yellow Pages as an advertising medium? | back 38
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front 39 Which of the following is a disadvantage of using the Internet as an advertising medium? | back 39
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front 40 Which of the following is a disadvantage of using newsletters as an advertising medium? | back 40
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front 41 Pepe Homes manufactures a range of bathroom accessories and fittings that include bath-tubs, shower stalls, etc. While deciding on an effective advertising media vehicle for its planned advertising campaign, the marketing department decides that its advertising objectives would be best achieved if they used a medium that would portray their brand as prestigious and a symbol of luxury. To this effect, the medium should offer the marketers a high degree of audience selectivity and high-quality reproduction. Which of the following advertising media would best serve the advertising purposes of Pepe Homes? | back 41
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front 42 Moonburst is a newly-launched brand of energy drinks, one among many other recently introduced competing brands. The advertising agency handling Moonburst's account decides that to promote Moonburst better, it has to zero in on an advertising medium that would offer immunity from the clutter of other brands, flexibility to alter its advertising message, and fit in with the modest advertising budget. Also, the medium has to provide a high repeat exposure of the advertising message to the target audience. The advertising agency would be happy to trade-off audience selectivity and creative possibilities, if the medium satisfies the above criteria. Which of the following would be the best option for Moonburst? | back 42
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front 43 Which of the following advertising practices involves advertisers paying filmmakers to have their products make cameo appearances in movies and television shows? | back 43
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front 44 The popular music talent show, American Idol, has been generally acknowledged as the most profitable TV series in U.S. history, in terms of advertising and merchandising revenue. Major sponsors of the show include Coca-Cola, AT&T Wireless, and iTunes, among many others. Cups bearing the logo of Coca-Cola were a prominent prop found on the show's judges' tables. The show also urged viewers to vote for contestants using AT&T sms services. Contestants were routinely shown rehearsing for their performances with the help of Apple iPods. Which of the following advertising practices is apparent in this example? | back 44 product placement Page Ref: 514 |
front 45 Which of the following media timing factors expresses the rate at which new customers enter the market? | back 45
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front 46 ________ is the number of times the average buyer buys a product during the period. | back 46
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front 47 In which of the following types of advertising timing patterns do exposures appear evenly throughout a given period? | back 47 continuity Page Ref: 517 |
front 48 Which of the following types of advertising timing patterns calls for spending all the advertising dollars in a single period? | back 48 concentration Page Ref: 517 |
front 49 Ted is a media buyer with Shelvey Partners, an ad agency in San Francisco. He is currently working on charting a media plan for a departmental store chain's ads that are targeted at the upcoming Thanksgiving weekend. Which of the following advertising timing patterns is best suited for running these ads? | back 49
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front 50 Advertisements for which of the following products categories would merit a continuous advertising timing pattern the most? | back 50 breakfast cereal Page Ref: 517 |
front 51 ________ is an advertising timing pattern that calls for advertising during a period, followed by a period with no advertising, followed by a second period of advertising activity. | back 51 Flighting Page Ref: 517 |
front 52 Flighting as an advertising timing pattern is most useful when ________. | back 52 items are seasonal Page Ref: 517 |
front 53 Advertisements for which of the following product categories would be most effective when used with a flighting pattern? | back 53 refrigerator Page Ref: 517 |
front 54 ________ is continuous advertising at low-weight levels, reinforced periodically by waves of heavier activity. | back 54 Pulsing Page Ref: 517 |
front 55 ________ seeks to determine whether an ad is communicating effectively. | back 55
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front 56 ________ represents the proportion of company advertising of a product to all advertising of that product. | back 56
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front 57 Which of the following elements of the marketing communications mix consists of a collection of incentive tools, mostly short-term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade? | back 57 sales promotion Page Ref: 519 |
front 58 Which of the following is an example of a trade promotion? | back 58 display allowances Page Ref: 519 |
front 59 Which of the following is an example of a business and sales force promotion? | back 59 contests for sales reps Page Ref: 519 |
front 60 Sales promotion expenditures increased as a percentage of budget expenditure for a number of years, although its growth has recently slowed. Which of the following is a factor that has contributed to the growth of sales promotion expenditures? | back 60 the trade demands more deals from manufacturers Page Ref: 519 |
front 61 According to consumer-packaged goods companies, which of the following effects is attributed to the heavy use of sales promotion? | back 61 increased price sensitivity Page Ref: 520 |
front 62 Which of the following is an example of a manufacturer promotion? | back 62 high-value trade-in credit Page Ref: 520 |
front 63 Which of the following is a sales promotion tool that is consumer franchise building in nature? | back 63 frequency awards Page Ref: 520 |
front 64 Which of the following is a sales promotion tool that typically does not build brand image? | back 64 consumer refund offers Page Ref: 520 |
front 65 Which of the following consumer promotion tools offers a free amount of a product or service delivered door-to-door, sent in the mail, picked up in a store, attached to another product, or featured in an advertising offer? | back 65 samples Page Ref: 521 |
front 66 ________ are certificates that entitle the bearer to a stated saving on the purchase of a specific product. | back 66 Coupons Page Ref: 521 |
front 67 ________ are consumer promotion tools that provide a price reduction after purchase rather than at the retail shop. | back 67 Rebates Page Ref: 521 |
front 68 ________ are consumer promotion offers to consumers of savings off the regular price of a product, flagged on the label or package. | back 68 Price packs Page Ref: 521 |
front 69 Premiums, as a consumer promotion tool, are defined as ________. | back 69 merchandise offered at a relatively low cost or free as an incentive to purchase a particular product Page Ref: 521 |
front 70 ________ is a consumer promotion tool that involves inviting prospective purchasers to try the product without cost in the hope that they will buy | back 70 Free trial Page Ref: 521 |
front 71 Which of the following consumer promotion tools involves using one brand to advertise another noncompeting brand? | back 71 cross-promotion Page Ref: 521 |
front 72 Which of the following consumer promotion tools refers to explicit or implicit promises by sellers that the product will perform as specified or that the seller will fix it or refund the customer's money during a specified period? | back 72 product warranties Page Ref: 521 |
front 73 Which of the following terms describes the practice of retailers purchasing a greater quantity during a sales promotion period than they can immediately sell? | back 73 forward buying Page Ref: 522 |
front 74 Which of the following retailer practices involves buying more units than needed of a product under a sales promotion in a region where the manufacturer offers a promotion deal and shipping the surplus to their stores in nondeal regions? | back 74 diverting Page Ref: 522 |
front 75 A ________ is a salesforce promotion tool that aims at inducing the sales force or dealers to increase their sales results over a stated period, with prizes (money, trips, gifts, or points) going to those who succeed. | back 75 sales contest Page Ref: 523 |
front 76 ________ is the time necessary to prepare a promotional program prior to launching it. | back 76 Lead time Page Ref: 523 |
front 77 ________ begins with the promotional launch and ends when approximately 95 percent of the deal merchandise is in the hands of consumers. | back 77 Sell-in time Page Ref: 523 |
front 78 Becoming part of a personally relevant moment in consumers' lives through ________ can broaden and deepen a company or brand's relationship with the target market. | back 78 events and experiences Page Ref: 524 |
front 79 Rolex calls itself the "Official Timekeeper" of the Wimbledon and Australian Open lawn tennis championships, by virtue of its sponsorships of the marquee events. What is the most likely objective for Rolex's sponsorship deal with these events? | back 79 to increase salience of company or product name Page Ref: 524 |
front 80 Mountain Dew is a brand known for sponsorships of adventure events such as snowboarding and skateboarding competitions. What is the most likely objective of Mountain Dew's sponsorship of these events? | back 80 to create perceptions of key brand image associations Page Ref: 525 |
front 81 Audi models featured prominently in the 2010 blockbuster Iron Man 2, including main character Tony Stark's personal R8 Spyder. Which of the following is the most rational explanation for Audi's decision to associate itself with the movie? | back 81 to create experiences and evoke feelings Page Ref: 525 |
front 82 JBJ Sports is a leading sports goods maker from Atlanta. It has recently initiated a program in association with the Children of God Foundation, which bids to raise funds to promote nutritional awareness and education of young children from Bangladesh. The company plans to donate $1 for every item it sells in the North American market. Also, JBJ has roped in professional sports teams associated with it to wear the Children of God logo on their team gear. Which of the following best describes the motivation for JBJ's involvement in the program? | back 82 expressing commitment to the community or on social issues Page Ref: 525 |
front 83 Which of the following factors forms the basis of assessing sponsorship activities through supply-side methods? | back 83 extent of media coverage Page Ref: 526 |
front 84 Which of the following parameters forms the basis for measuring sponsorship effectiveness using demand-side methods? | back 84 influence on consumers' brand knowledge of the sponsor Page Ref: 526 |
front 85 ________ is a marketing communications tool that includes a variety of programs to promote or protect a company's image or individual products. | back 85 Public relations Page Ref: 527 |
front 86 Which of the following functions of public relations departments involves presenting news and information about the organization in the most positive light? | back 86 press relations Page Ref: 527 |
front 87 Which of the following describes the public relations function of lobbying? | back 87 dealing with legislators and government officials to promote or defeat legislation and regulation Page Ref: 527 |
front 88 What function does a company's public relations department perform when it promotes understanding of the organization through internal and external communications? | back 88 corporate communications Page Ref: 527 |
front 89 When a public relations department of a company advises management about public issues, and company positions and image during good times and bad, it is performing the function of ________. | back 89 counseling Page Ref: 527 |
front 90 ________ refers to the task of securing editorial space—as opposed to paid space—in print and broadcast media to promote or "hype" a product, service, idea, place, person, or organization. | back 90 Publicity Page Ref: 527 |
front 91 Which of the following is a medium of visual identity for a company? | back 91
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front 92 The easiest measure of marketing public relations effectiveness is ________. | back 92
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