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Exam 17: Advertising and Sales Promotion

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Question 131

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Advertising in the U.S.accounts for about 32 percent of worldwide advertising spending.

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Question 132

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A manufacturer of lawn mowers pays for and provides local dealers with professionally-produced commercials for its products.A dealer can pay to have its name,address,and telephone number appear at the end of the commercial.The commercials are much higher quality ads than most local lawn mower dealers could afford by themselves.These commercials provided by the manufacturer for local use are an example of:

A) Advertising allowances.
B) Cooperative advertising.
C) Vertical communication.
D) Horizontal integration.
E) None of these is a good answer.

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Question 133

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Ad spending for radio in the U.S.in 2015 is about:

Regarding the selection of good advertising media,which of the following is the best advice?

A ski resort is considering a promotional campaign that emphasizes ads in national ski magazines.Which of the following disadvantages would most likely affect this campaign?

Pioneering advertising is often needed during the ______________ stage of the product life cycle.

The stage of adoption process benefitted by employing informative or descriptive ads is called ________.

Use this information for question that refer to the Super Gaming Company and Accessories (SGCA) case. Kayla Jurgenson,marketing manager for Super Gaming Computers and Accessories (SGCA) ,is reviewing her company's plans for the coming year. SGCA sells its products through retail computer dealers and some specialty gaming stores.Currently,SGCA is carried in 25 percent of all retail computer stores nationwide,but in California is carried in only 10 percent of stores.So,Kayla has set an objective of being in 25% of all retail computer stores in California within one year. SGCA plans to introduce a new SuperDuperGamer model with special features that fits its target market of teen and young adult gamers.The SuperDuperGamer uses a new technology and is expected to be a breakthrough product,but it will be important to build awareness for it to succeed.So,the advertising objective is for 40% of SGCA's target market to be aware of the new SuperDuperGamer model within 3 months.SGCA also wants to help its retailers reduce their current stock of SuperGamer computers before the new model comes out in a month.The SuperGamer has been on the market for two years and has been a top seller in the category.SGCA's advertising objective for the SuperGamer computer is to reduce current dealer stock by 80% within the next month. SGCA is also introducing a SuperEnhancer sound card,which is designed to significantly enhance the game-playing experience with older computers.Research with gamers show that it is very well received,so the advertising objective for the SuperEnhancer sound card is to gain 40% market share among all gaming-specific sound cards in the next year.To help achieve that objective,Jurgenson is planning to use an ad that shows the sound card and a game player being knocked off his chair by the sound.The headline on the ad reads,"9 Out of 10 Gamers Say that the SuperEnhancer Sound Beats All Others!" The copy thrust of the ad for the SuperEnhancer sound card is an example of what kind of advertising?

Which of the following statements is(are) TRUE regarding government's role in regulating advertising?

A producer of country music CDs pays a share of local retailers' costs to get them promote its new releases.This is an example of ________ advertising.

When considering the advertising medium of outdoor and cinema,which of the following advantages and disadvantages apply?

Institutional advertising:

Nissan's Altima advertises the performance of its new luxury sedan by showing it side-by-side with competing brands,like Lexus and BMW.What type of advertising does it adopt?

Which of the following advertising media has a wide reach and is good for getting attention and for demonstrations,but is expensive,has a lot of clutter,and has limited time?

Identify the digital advertising that works best for brand building and whose effectiveness can be measured by using good tracking tools.

Institutional advertising is advertising aimed at business customers and intermediaries.

Sales promotion is generally used instead of other promotion methods.

Which of the following is the BEST example of "institutional advertising?"

The advertising medium of ________ reaches local customers who are ready to buy,but differentiation is hard because many other competitors are listed in the same place.

Which of the following is true of the AIDA model of message planning?