Question 1

Contests and sweepstakes are both forms of sales promotions, but a contest requires some sort of skill or effort, while a sweepstakes is a drawing of entrants' names.

Accepted Answer

A) True 
 B)False

Question 2

When businesses support cultural or sporting events, such as the Discover Orange Bowl football game, this is known as cause-related marketing.

Accepted Answer

A) True 
 B)False

Question 3

Marketers ________ an advertising campaign to ensure that various elements of the campaign will work in an integrated fashion and do what they are intended to do.

Accepted Answer

A)   pretest
B)   posttest
C)   monitor
D)   flight
E)   pulseF) D) and E)
G) B) and C)

Question 4

Which of the following is the best example of puffery?

Accepted Answer

A)   "Take two and call us in the morning."
B)   "Happy hour every Friday."
C)   "You have tried the rest, now try the best."
D)   "All natural ingredients."
E)   "Northwestern, the quiet company."F) C) and E)
G) All of the above

Question 5

________ are special incentives or excitement-building programs that encourage consumers to purchase a particular product, often used in conjunction with advertising or personal selling programs.

Accepted Answer

A)   B2B programs
B)   Trade incentives
C)   Sales promotions
D)   Push programs
E)   Targeted leader itemsF) C) and D)
G) A) and E)

Question 6

Cross-promotion is most successful when

Accepted Answer

A)   one product is well known and one product is less known.
B)   the firms have a prior marketing relationship.
C)   the two products are similar in price.
D)   the promotion takes place over a very short time period.
E)   the two products appeal to the same target market.F) A) and C)
G) A) and D)

Question 7

The ________ is the primary enforcement agency for mass media advertising.

Accepted Answer

A)   FDA
B)   FCC
C)   FTC
D)   BATF
E)   USPSF) B) and D)
G) B) and E)

Question 8

A pulsing advertising schedule uses periods of heavy advertising followed by periods of no advertising.

Accepted Answer

A) True 
 B)False

Question 9

What type of advertising appeal is most appropriate for a marketer introducing hydrogen-powered automobiles to consumers?

Accepted Answer

Hydrogen-powered automobiles are a new p...

Question 10

Assume you are the owner of a nationally franchised pizza restaurant in a large city like New York, Chicago, or Los Angeles. Which types of media would you use, and why?

Accepted Answer

Because it is part of a national franchi...

Question 11

After using market research to identify the target audience for his advertising campaign, Jorge 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 explicit and measurable objectives for the campaign.
E)   develop PSAs for distribution in lieu of advertising.F) A) and E)
G) All of the above

Question 12

Gretchen has just started as a fashion marketing intern for an up-and-coming design firm. She expected to immediately begin implementing the four Ps she had learned about in class. Instead, she was asked to work on a project identifying important events where celebrities might wear the fashions. Gretchen soon realized that this activity was part of ________, directly related to marketing.

Accepted Answer

A)   sales promotions
B)   cause-related marketing
C)   public relations
D)   press release development
E)   a push-pull strategyF) A) and B)
G) A) and C)

Question 13

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 14

Actor Sissy Spacek once objected to a series of movie scenes that included her smoking a certain brand of cigarettes. She was probably objecting to a ________ arrangement the film company had made with an advertiser.

Accepted Answer

A)   promotional deal
B)   mass media buy
C)   product placement
D)   loyalty program
E)   samplingF) C) and D)
G) B) and D)

Question 15

Which type of advertising scheduling would you recommend for your university, and why?

Accepted Answer

Answers may vary, but almost all univers...

Question 16

The advertising message "People are not looking for quarter-inch drill bits; they are looking for quarter-inch holes" suggests that advertising messages need to

Accepted Answer

A)   emphasize technology.
B)   focus on quality.
C)   inform consumers about opportunities.
D)   focus on solving problems.
E)   engage in mild puffery.F) C) and D)
G) B) and E)

Question 17

An advertisement featuring a cartoon Smokey the Bear saying "Only you can prevent wildfires" 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 18

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) D) and E)
G) All of the above

Question 19

For an advertiser, the target audience can be understood as

Accepted Answer

A)   consumers who currently use or like the product.
B)   consumers who do not use the product.
C)   consumers whom its research designates as its target market.
D)   consumers who prefer the competitor's product.
E)   consumers who are unaware of the product.F) A) and E)
G) B) and D)

Question 20

The ________ stage of the advertising campaign planning process can be described by the question, "Whom are we trying to talk to?"

Accepted Answer

A)   identifying target audience
B)   setting advertising objectives
C)   conveying the message
D)   assessing the impact
E)   determining the advertising budgetF) A) and B)
G) C) and E)

Exam 18: Advertising, Public Relations, and Sales Promotions

Contests and sweepstakes are both forms of sales promotions, but a contest requires some sort of skill or effort, while a sweepstakes is a drawing of entrants' names.

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Assume you are the owner of a nationally franchised pizza restaurant in a large city like New York, Chicago, or Los Angeles. Which types of media would you use, and why?

Correct Answer
verified
Because it is part of a national franchi...
View Answer

The advertising message "People are not looking for quarter-inch drill bits; they are looking for quarter-inch holes" suggests that advertising messages need to

Correct Answer
verified

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

Correct Answer
verified

When businesses support cultural or sporting events, such as the Discover Orange Bowl football game, this is known as cause-related marketing.

Correct Answer
verified

Marketers ________ an advertising campaign to ensure that various elements of the campaign will work in an integrated fashion and do what they are intended to do.

Correct Answer
verified

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

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

The ________ is the primary enforcement agency for mass media advertising.

Correct Answer
verified

What type of advertising appeal is most appropriate for a marketer introducing hydrogen-powered automobiles to consumers?

Correct Answer
verified
Hydrogen-powered automobiles are a new p...
View Answer

Which of the following is the best example of puffery?

Correct Answer
verified

Cross-promotion is most successful when

Correct Answer
verified

________ are special incentives or excitement-building programs that encourage consumers to purchase a particular product, often used in conjunction with advertising or personal selling programs.

Correct Answer
verified

For an advertiser, the target audience can be understood as

Correct Answer
verified

A pulsing advertising schedule uses periods of heavy advertising followed by periods of no advertising.

Correct Answer
verified

The ________ stage of the advertising campaign planning process can be described by the question, "Whom are we trying to talk to?"

Correct Answer
verified

Which type of advertising scheduling would you recommend for your university, and why?

Correct Answer
verified
Answers may vary, but almost all univers...
View Answer

Actor Sissy Spacek once objected to a series of movie scenes that included her smoking a certain brand of cigarettes. She was probably objecting to a ________ arrangement the film company had made with an advertiser.

Correct Answer
verified

Exam 18: Advertising, Public Relations, and Sales Promotions

Contests and sweepstakes are both forms of sales promotions, but a contest requires some sort of skill or effort, while a sweepstakes is a drawing of entrants' names.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Assume you are the owner of a nationally franchised pizza restaurant in a large city like New York, Chicago, or Los Angeles. Which types of media would you use, and why?

Correct AnswerverifiedBecause it is part of a national franchi...View AnswerShow Answer

The advertising message "People are not looking for quarter-inch drill bits; they are looking for quarter-inch holes" suggests that advertising messages need to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

When businesses support cultural or sporting events, such as the Discover Orange Bowl football game, this is known as cause-related marketing.

Correct AnswerverifiedShow Answer

Marketers ________ an advertising campaign to ensure that various elements of the campaign will work in an integrated fashion and do what they are intended to do.

Correct AnswerverifiedShow Answer

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

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

The ________ is the primary enforcement agency for mass media advertising.

Correct AnswerverifiedShow Answer

What type of advertising appeal is most appropriate for a marketer introducing hydrogen-powered automobiles to consumers?

Correct AnswerverifiedHydrogen-powered automobiles are a new p...View AnswerShow Answer

Which of the following is the best example of puffery?

Correct AnswerverifiedShow Answer

Cross-promotion is most successful when

Correct AnswerverifiedShow Answer

________ are special incentives or excitement-building programs that encourage consumers to purchase a particular product, often used in conjunction with advertising or personal selling programs.

Correct AnswerverifiedShow Answer

For an advertiser, the target audience can be understood as

Correct AnswerverifiedShow Answer

A pulsing advertising schedule uses periods of heavy advertising followed by periods of no advertising.

Correct AnswerverifiedShow Answer

The ________ stage of the advertising campaign planning process can be described by the question, "Whom are we trying to talk to?"

Correct AnswerverifiedShow Answer

Which type of advertising scheduling would you recommend for your university, and why?

Correct AnswerverifiedAnswers may vary, but almost all univers...View AnswerShow Answer

Actor Sissy Spacek once objected to a series of movie scenes that included her smoking a certain brand of cigarettes. She was probably objecting to a ________ arrangement the film company had made with an advertiser.

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified
Because it is part of a national franchi...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Hydrogen-powered automobiles are a new p...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Answers may vary, but almost all univers...
View Answer

Correct Answer
verified