Question 1

In the "create advertisements" step when planning and executing an ad campaign, often the execution style for the ad will

Accepted Answer

A)  determine the pretesting pulse of the ad.
B)  dictate the type of medium used to deliver the message.
C)  determine which push-pull strategy will accompany the ad.
D)  dictate how advertising will be flighted.
E)  deliver integrated marketing.F) C) and E)
G) A) and B)

Question 2

Pravat is trying to promote his new, self-published financial guidebook. By directly promoting it to readers in Wall Street Journal, he is using a push strategy.

Accepted Answer

A) True 
 B)False

Question 3

Unlike advertising, public relations

Accepted Answer

A)  supports promotional efforts by generating free media attention and goodwill.
B)  accounts for the greatest part in marketing spending.
C)  converts mass media advertising into direct marketing.
D)  is considered a human resource function.
E)  should not be considered part of the marketing area.F) A) and B)
G) B) and E)

Question 4

An advertisement featuring a cartoon Smokey the Bear saying "Only you can prevent forest fires" is an example of a successful

Accepted Answer

A)  push-and-pull advertisement.
B)  puffery campaign.
C)  sales promotion.
D)  product-focused advertisement.
E)  public service announcement.F) A) and B)
G) A) and C)

Question 5

In general, which media outlet's advertising relies on a mix of visual and auditory techniques and is typically very expensive?

Accepted Answer

A)  Internet
B)  newspaper
C)  radio
D)  television
E)  billboardsF) None of the above
G) B) and E)

Question 6

Special in-store displays for magazines and chewing gum are most likely to be effective if located

Accepted Answer

A)  near the entrance to the store.
B)  near the restrooms.
C)  along the aisle or wall to the far right of the customer as he or she enters the store.
D)  near the checkout counter.
E)  in the window at the front of the store.F) D) and E)
G) B) and D)

Question 7

An emotional appeal aims to satisfy consumers' emotional desires rather than their utilitarian needs.

Accepted Answer

A) True 
 B)False

Question 8

Briefly define public relations. Why is public relations an important part of a marketing campaign?

Accepted Answer

Public relations involves managing commu...

Question 9

Campbell's Soup Company ran a series of radio ads tied to local weather forecasts. Before an impending storm the ads said, "Time to stock up on Campbell's Soup." During the storm the ads said, "Stay home and stay warm with Campbell's Soup." The first ad was ________ advertising, while the second ad was ________ advertising.

Accepted Answer

A)  informative; persuasive
B)  persuasive; reminder
C)  reminder; persuasive
D)  public relations; informative
E)  institutional; persuasiveF) A) and D)
G) All of the above

Question 10

Kiri has developed a vitamin-enriched crouton in crazy colors that can be added to children's salads to make them more nutritious and fun. She'd like to ethically advertise the product directly to the children, so she is examining

Accepted Answer

A)  the complete FCC regulations.
B)  the provisions of the Children's Television Act of 1990.
C)  the Better Business Bureau's Children's Advertising Review Unit guidelines.
D)  the federal GAO regulations on advertising.
E)  the Food and Drug Administration guidelines.F) A) and E)
G) None of the above

Question 11

What is the least common emotional appeal that advertisers use?

Accepted Answer

A)  fear
B)  anger
C)  humor
D)  love
E)  nostalgiaF) B) and C)
G) A) and E)

Question 12

Adam is reviewing the proposed assessment measures for an upcoming travel magazine campaign encouraging last-minute travel to his region. Adam knows he can measure the number of inquiries on the website in response to the ad, but he wants to monitor external factors that could influence consumers' responsiveness to the campaign. What factors should he monitor?

Accepted Answer

He will want to monitor weathe...

Question 13

Because advertising is the most visible form of marketing communications,

Accepted Answer

A)  many people think of marketing and advertising as synonymous.
B)  it is the most important part of a marketing mix.
C)  everyone prefers to be in advertising.
D)  marketing budgets always emphasize advertising over other forms of communication.
E)  it is the largest source of employment opportunities for marketing graduates.F) A) and C)
G) A) and D)

Question 14

________ channels are used to reach a broad audience; ________ channels are used to reach a narrower segment of consumers.

Accepted Answer

A)  Niche media; mass media
B)  Media mix; media buy
C)  Media buy; media mix
D)  Mass media; niche media
E)  Promotion; institutionalF) None of the above
G) C) and E)

Question 15

When Microsoft introduces a new version of its Windows operating system, it typically uses selected magazine, Internet, and direct mail advertising. This combination of advertising outlets represents Microsoft's

Accepted Answer

A)  niche buy.
B)  advertising plan.
C)  media mix.
D)  product placement.
E)  supply chain messaging.F) B) and D)
G) C) and D)

Question 16

Each year in December, Anheuser-Busch runs television ads featuring the Clydesdale horses pulling a stagecoach with an Anheuser-Busch logo. The message is low-key, wishing everyone well during the holiday season. This is an example of ________ advertising.

Accepted Answer

A)  informative
B)  persuasive
C)  reminder
D)  discussant
E)  institutionalF) A) and C)
G) A) and E)

Question 17

Beverage companies often pay movie producers to have their products used and shown in movies. This is an example of product placement.

Accepted Answer

A) True 
 B)False

Question 18

Traditionally, marketers have seen the role of ________ as generating short-term results, whereas the goal of ________ was to lead to long-term results.

Accepted Answer

A)  public relations; institutional advertising
B)  advertising; personal selling
C)  sales promotion; advertising
D)  advertising; public relations
E)  corporate blogs; public relationsF) A) and B)
G) B) and D)

Question 19

After using market research to identify the target audience for his advertising campaign, George will next use this information to

Accepted Answer

A)  develop creative advertising copy.
B)  assess the potential effectiveness of his ad campaign.
C)  buy advertising time.
D)  set goals and objectives for the campaign.
E)  develop PSAs for distribution in lieu of advertising.F) B) and C)
G) A) and B)

Question 20

Firms are willing to offer generous rebates because

Accepted Answer

A)  the retailer and manufacturer always split the cost.
B)  rebates increase sales, but firms may not have to pay off all the rebates offered.
C)  they are easier for the consumer to use than are coupons.
D)  rebates are the only type of sales promotion proven to impact sales.
E)  they tend to generate repeat customers.F) A) and D)
G) A) and C)

Exam 18: Advertising, Public Relations, and Sales Promotions

In the "create advertisements" step when planning and executing an ad campaign, often the execution style for the ad will

Correct Answer
verified

Because advertising is the most visible form of marketing communications,

Correct Answer
verified

What is the least common emotional appeal that advertisers use?

Correct Answer
verified

When Microsoft introduces a new version of its Windows operating system, it typically uses selected magazine, Internet, and direct mail advertising. This combination of advertising outlets represents Microsoft's

Correct Answer
verified

An emotional appeal aims to satisfy consumers' emotional desires rather than their utilitarian needs.

Correct Answer
verified

After using market research to identify the target audience for his advertising campaign, George will next use this information to

Correct Answer
verified

Beverage companies often pay movie producers to have their products used and shown in movies. This is an example of product placement.

Correct Answer
verified

Pravat is trying to promote his new, self-published financial guidebook. By directly promoting it to readers in Wall Street Journal, he is using a push strategy.

Correct Answer
verified

An advertisement featuring a cartoon Smokey the Bear saying "Only you can prevent forest fires" is an example of a successful

Correct Answer
verified

Briefly define public relations. Why is public relations an important part of a marketing campaign?

Correct Answer
verified
Public relations involves managing commu...
View Answer

In general, which media outlet's advertising relies on a mix of visual and auditory techniques and is typically very expensive?

Correct Answer
verified

Each year in December, Anheuser-Busch runs television ads featuring the Clydesdale horses pulling a stagecoach with an Anheuser-Busch logo. The message is low-key, wishing everyone well during the holiday season. This is an example of ________ advertising.

Correct Answer
verified

Unlike advertising, public relations

Correct Answer
verified

Traditionally, marketers have seen the role of as generating short-term results, whereas the goal of was to lead to long-term results.

Correct Answer
verified

Correct Answer
verified
He will want to monitor weathe...
View Answer

Kiri has developed a vitamin-enriched crouton in crazy colors that can be added to children's salads to make them more nutritious and fun. She'd like to ethically advertise the product directly to the children, so she is examining

Correct Answer
verified

channels are used to reach a broad audience; channels are used to reach a narrower segment of consumers.

Correct Answer
verified

Special in-store displays for magazines and chewing gum are most likely to be effective if located

Correct Answer
verified

Correct Answer
verified

Firms are willing to offer generous rebates because

Correct Answer
verified

Exam 18: Advertising, Public Relations, and Sales Promotions

In the "create advertisements" step when planning and executing an ad campaign, often the execution style for the ad will

Correct AnswerverifiedShow Answer

Because advertising is the most visible form of marketing communications,

Correct AnswerverifiedShow Answer

What is the least common emotional appeal that advertisers use?

Correct AnswerverifiedShow Answer

When Microsoft introduces a new version of its Windows operating system, it typically uses selected magazine, Internet, and direct mail advertising. This combination of advertising outlets represents Microsoft's

Correct AnswerverifiedShow Answer

An emotional appeal aims to satisfy consumers' emotional desires rather than their utilitarian needs.

Correct AnswerverifiedShow Answer

After using market research to identify the target audience for his advertising campaign, George will next use this information to

Correct AnswerverifiedShow Answer

Beverage companies often pay movie producers to have their products used and shown in movies. This is an example of product placement.

Correct AnswerverifiedShow Answer

Pravat is trying to promote his new, self-published financial guidebook. By directly promoting it to readers in Wall Street Journal, he is using a push strategy.

Correct AnswerverifiedShow Answer

An advertisement featuring a cartoon Smokey the Bear saying "Only you can prevent forest fires" is an example of a successful

Correct AnswerverifiedShow Answer

Briefly define public relations. Why is public relations an important part of a marketing campaign?

Correct AnswerverifiedPublic relations involves managing commu...View AnswerShow Answer

In general, which media outlet's advertising relies on a mix of visual and auditory techniques and is typically very expensive?

Correct AnswerverifiedShow Answer

Each year in December, Anheuser-Busch runs television ads featuring the Clydesdale horses pulling a stagecoach with an Anheuser-Busch logo. The message is low-key, wishing everyone well during the holiday season. This is an example of ________ advertising.

Correct AnswerverifiedShow Answer

Unlike advertising, public relations

Correct AnswerverifiedShow Answer

Traditionally, marketers have seen the role of ________ as generating short-term results, whereas the goal of ________ was to lead to long-term results.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedHe will want to monitor weathe...View AnswerShow Answer

Kiri has developed a vitamin-enriched crouton in crazy colors that can be added to children's salads to make them more nutritious and fun. She'd like to ethically advertise the product directly to the children, so she is examining

Correct AnswerverifiedShow Answer

________ channels are used to reach a broad audience; ________ channels are used to reach a narrower segment of consumers.

Correct AnswerverifiedShow Answer

Special in-store displays for magazines and chewing gum are most likely to be effective if located

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Firms are willing to offer generous rebates because

Correct AnswerverifiedShow Answer

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Public relations involves managing commu...
View Answer

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Correct Answer
verified

Traditionally, marketers have seen the role of as generating short-term results, whereas the goal of was to lead to long-term results.

Correct Answer
verified

Correct Answer
verified
He will want to monitor weathe...
View Answer

Correct Answer
verified

channels are used to reach a broad audience; channels are used to reach a narrower segment of consumers.

Correct Answer
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Correct Answer
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