Question 1

Which of the following statements is true of cooperative advertising?

Accepted Answer

A)  ​It does not allow retailers to devote effort to the manufacturer's lines.
B)  It resolves the impracticality of listing all the dealers of the brand in national advertising.
C)  It doubles the revenue generation for the retailer.
D)  ​It cannot be used for advertising through radio.E) C) and D)
F) All of the above

Question 2

_____ is a public relations strategy that involves getting a product,service,or company name to appear in a movie,television show,radio program,magazine,newspaper,video game,video or audio clip,book,or commercial for another product; on the Internet; or at special events.

Accepted Answer

A)  ​Audience selectivity
B)  Product placement
C)  Corporate communication
D)  ​AdvergamingE) A) and B)
F) B) and D)

Question 3

_____ is the channel used to convey a message to a target market.

Accepted Answer

A)  ​A medium
B)  An advertising appeal
C)  Reach
D)  ​Audience selectivityE) B) and D)
F) A) and B)

Question 4

In the context of the effects of advertisements,humorous advertisements:

Accepted Answer

A)  ​cannot be used to reinforce and remind loyal customers about the benefits of a product.
B)  are effective in changing consumers' deeply rooted values and attitudes.
C)  cannot be used by companies that introduce new products.
D)  ​are effective at shaping attitudes when consumers already have a positive image of an advertised brand.E) All of the above
F) B) and C)

Question 5

Which of the following is a similarity between trade sales promotion and consumer sales promotion?

Accepted Answer

A)  ​Both focus on providing incentives to consumers or wholesalers to make an immediate purchase.
B)  Both focus on providing push money and trade allowance to loyal consumers.
C)  Both aim to increase sales by using point-of-purchase display.
D)  ​Both aim to segment a market based on its characteristics.E) All of the above
F) A) and B)

Question 6

Serious or emotional advertisements are largely used to change people's deeply rooted values and attitudes.

Accepted Answer

A) True 
 B)False

Question 7

A trade allowance is a price reduction offered by retailers to customers who are buying homogeneous shopping goods.

Accepted Answer

A) True 
 B)False

Question 8

At Rue's Hunting Emporium,a retail store,equipment required for hunting is sold.When a new or revised equipment is introduced,it advertises those products steadily throughout a planned period of time.This is an example of a _____.

Accepted Answer

A)  ​circular media schedule
B)  flighted media schedule
C)  continuous media schedule
D)  ​seasonal media scheduleE) A) and D)
F) A) and C)

Question 9

Laelle Corp.,a furniture manufacturing company,uses marketing efforts like paid television commercials and magazine inserts to publicize its products.These are examples of activities associated with:

Accepted Answer

A)  ​advertising.
B)  franchising.
C)  personal selling.
D)  ​nonstore retailing.E) None of the above
F) B) and D)

Question 10

Corporations often use advocacy advertising to express their views on controversial issues.

Accepted Answer

A) True 
 B)False

Question 11

New brands with a small market share tend to spend proportionately more for advertising and sales promotion than those with a large market share because:

Accepted Answer

A)  ​a certain minimum level of exposure is needed to measurably affect purchase habits.
B)  spending more will prevent advertising response function.
C)  returns multiply beyond a certain level of spending.
D)  ​product sales and market share improve drastically and keep increasing with more spending.E) B) and D)
F) None of the above

Question 12

Understanding the advertising response function helps marketers:

Accepted Answer

A)  ​increase the sales and market share of a brand.
B)  use their advertising budgets wisely to suit the target market.
C)  know the real effect of an advertising campaign.
D)  ​gain publicity for a brand.E) A) and B)
F) A) and C)

Question 13

A _____ is a media scheduling strategy in which ads are run heavily every other month or every two weeks to achieve a greater impact with an increased frequency and reach at those times.

Accepted Answer

A)  ​circular media schedule
B)  flighted media schedule
C)  continuous media schedule
D)  ​seasonal media scheduleE) A) and D)
F) All of the above

Question 14

Advertising campaigns follow the _____.

Accepted Answer

A)  ​BCG matrix
B)  IMC model
C)  AIDA model
D)  ​SWOT matrixE) A) and D)
F) B) and C)

Question 15

_____ is the number of times an individual is exposed to a given message during a specific period.

Accepted Answer

A)  ​Reach
B)  Life span
C)  Frequency
D)  ​ContactE) B) and C)
F) A) and D)

Exam 16: Advertising, Public Relations and Sales Promotion

At Rue's Hunting Emporium,a retail store,equipment required for hunting is sold.When a new or revised equipment is introduced,it advertises those products steadily throughout a planned period of time.This is an example of a _____.

Correct Answer
verified

_____ is a public relations strategy that involves getting a product,service,or company name to appear in a movie,television show,radio program,magazine,newspaper,video game,video or audio clip,book,or commercial for another product; on the Internet; or at special events.

Correct Answer
verified

Which of the following is a similarity between trade sales promotion and consumer sales promotion?

Correct Answer
verified

_____ is the channel used to convey a message to a target market.

Correct Answer
verified

New brands with a small market share tend to spend proportionately more for advertising and sales promotion than those with a large market share because:

Correct Answer
verified

A trade allowance is a price reduction offered by retailers to customers who are buying homogeneous shopping goods.

Correct Answer
verified

In the context of the effects of advertisements,humorous advertisements:

Correct Answer
verified

Laelle Corp.,a furniture manufacturing company,uses marketing efforts like paid television commercials and magazine inserts to publicize its products.These are examples of activities associated with:

Correct Answer
verified

Serious or emotional advertisements are largely used to change people's deeply rooted values and attitudes.

Correct Answer
verified

_____ is the number of times an individual is exposed to a given message during a specific period.

Correct Answer
verified

A _____ is a media scheduling strategy in which ads are run heavily every other month or every two weeks to achieve a greater impact with an increased frequency and reach at those times.

Correct Answer
verified

Corporations often use advocacy advertising to express their views on controversial issues.

Correct Answer
verified

Which of the following statements is true of cooperative advertising?

Correct Answer
verified

Advertising campaigns follow the _____.

Correct Answer
verified

Understanding the advertising response function helps marketers:

Correct Answer
verified

Exam 16: Advertising, Public Relations and Sales Promotion

At Rue's Hunting Emporium,a retail store,equipment required for hunting is sold.When a new or revised equipment is introduced,it advertises those products steadily throughout a planned period of time.This is an example of a _____.

Correct AnswerverifiedShow Answer

_____ is a public relations strategy that involves getting a product,service,or company name to appear in a movie,television show,radio program,magazine,newspaper,video game,video or audio clip,book,or commercial for another product; on the Internet; or at special events.

Correct AnswerverifiedShow Answer

Which of the following is a similarity between trade sales promotion and consumer sales promotion?

Correct AnswerverifiedShow Answer

_____ is the channel used to convey a message to a target market.

Correct AnswerverifiedShow Answer

New brands with a small market share tend to spend proportionately more for advertising and sales promotion than those with a large market share because:

Correct AnswerverifiedShow Answer

A trade allowance is a price reduction offered by retailers to customers who are buying homogeneous shopping goods.

Correct AnswerverifiedShow Answer

In the context of the effects of advertisements,humorous advertisements:

Correct AnswerverifiedShow Answer

Laelle Corp.,a furniture manufacturing company,uses marketing efforts like paid television commercials and magazine inserts to publicize its products.These are examples of activities associated with:

Correct AnswerverifiedShow Answer

Serious or emotional advertisements are largely used to change people's deeply rooted values and attitudes.

Correct AnswerverifiedShow Answer

_____ is the number of times an individual is exposed to a given message during a specific period.

Correct AnswerverifiedShow Answer

A _____ is a media scheduling strategy in which ads are run heavily every other month or every two weeks to achieve a greater impact with an increased frequency and reach at those times.

Correct AnswerverifiedShow Answer

Corporations often use advocacy advertising to express their views on controversial issues.

Correct AnswerverifiedShow Answer

Which of the following statements is true of cooperative advertising?

Correct AnswerverifiedShow Answer

Advertising campaigns follow the _____.

Correct AnswerverifiedShow Answer

Understanding the advertising response function helps marketers:

Correct AnswerverifiedShow Answer

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