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277) A discount on each case ordered during a specific period of time is referred to as a
A) functional allowance.
B) merchandise allowance.
C) case allowance.
D) finance allowance.
E) manufacturer's inducement.
278) A variation of the case allowance is the ________ approach, whereby retailers receive some
amount of the product free based on the amount ordered, such as 1 case free for every 10 cases
ordered.
A) complementary sampling
B) bonus volume
C) Buy One Get One (BOGO)
D) free goods
E) promotional allowance
279) A trade promotion that involves paying retailers for financing costs or financial losses
associated with consumer sales promotions is referred to as a
A) finance allowance.
B) promotional allowance.
C) merchandise allowance.
D) slotting fee.
E) failure fee.
280) A trade promotion where the manufacturer gives a retailer a case allowance price for
products in their warehouse, which prevents shelf stock from running down during the
promotional period, is referred to as a ________ stock protection program.
A) level
B) floor
C) ceiling
D) ground
E) hedge
281) A trade promotion that compensates retailers that transport orders from the manufacturer's
warehouse is referred to as a
A) carry allowance.
B) haulage allowance.
C) finance allowance.
D) case allowance.
E) freight allowance.
282) Advertising programs in which a manufacturer pays a percentage of a retailer's local
advertising expense for advertising the manufacturer's products are referred to as
A) trade promotion programs.
B) consumer promotion programs.
C) cooperative advertising programs.
D) cause-related marketing programs.
E) shared-responsibility programs.
283) Cooperative advertising refers to
A) advertising programs by which a manufacturer pays a percentage of the retailer's local
advertising expense for advertising the manufacturer's products.
B) advertising programs by which a manufacturer pays for national ad distribution and the
retailer pays for local advertising expenses.
C) advertising that is paid collectively for all stores located within a specified geographic area,
such as a five-mile radius around a particular shopping center or strip mall.
D) advertising paid for by multiple independent firms to promote a product class rather than an
individual product or firm.
E) advertising paid for by several unrelated firms to promote a worthy cause such as cancer
research.
284) While reading the newspaper, Jordan noticed an advertisement containing a coupon from
Bayer that is redeemable only at Target stores. This ad is an example of
A) co-branding.
B) a finance allowance.
C) cooperative advertising.
D) a merchandise allowance.
E) specialty advertising.
285) A hardware store owner placed an advertisement for Sylvania LED bulbs in the local
newspaper. Sylvania provided the storeowner with several high-quality, camera-ready sample
advertisements. In addition to supplying the advertising formats, Sylvania also paid 50 percent of
the cost to place the ad in the paper. Sylvania was using ________ to promote its products.
A) strategic channel partnership
B) cooperative advertising
C) retail publicity
D) reseller consumer promotion
E) manufacturer incentive advertising
286) All of the following statements regarding the training of distributors' sales forces are true
except which?
A) A manufacturer's success often depends on the ability of its resellers' sales forces to represent
its products.
B) Manufacturers develop incentive and recognition programs to motivate a reseller's
salespeople to sell their products.
C) Intermediaries can perform customer contact and selling functions for the producers they
represent.
D) Both retailers and wholesalers employ and manage their own sales personnel.
E) Resellers' sales forces are often the most sophisticated and knowledgeable about a
manufacturer's products.
287) Publicity tools are
A) methods of tying charitable contributions of a firm directly to the customer revenues
produced through the promotion of one of its products.
B) methods used to get a nonpersonal, directly paid presentation of a company or its products.
C) short-term inducements of value offered to arouse interest in buying a product or service.
D) methods of obtaining nonpersonal presentation of an organization, product, or service without
direct cost.
E) free space or time donated by the media.
288) Methods for obtaining nonpersonal presentation of an organization, product, or service
without direct cost, such as news releases, news conferences, and public service announcements,
are referred to as
A) promotional strategies.
B) cooperative advertising.
C) public promotions.
D) market-oriented promotions.
E) publicity tools.
289) Which of the following is a publicity tool?
A) point-of-purchase display
B) merchandise allowance
C) news conference
D) sweepstakes
E) cooperative advertising
290) In planning and obtaining publicity, a frequently used tool is the ________, which is an
announcement regarding changes in the company or the product line.
A) trade announcement
B) news release
C) infomercial
D) news conference
E) public trade announcement
291) The objective of a(n) ________ is to inform a newspaper, radio station, or other media of an
idea for a story.
A) infomercial
B) business bulletin
C) news release
D) news broadcast
E) broadcast summary
292) An e-mailed announcement that was sent to members of the business press from German
pharmaceutical giant Bayer stating that it was looking for a buyer for its household insecticide
business as part of its restructuring program is an example of which type of publicity tool?
A) news release
B) public trade announcement
C) lobbying
D) news conference
E) event management
293) An announcement that Apple has just introduced a new version of its iMac Pro computer is
an example of which type of publicity tool?
A) lobbying
B) events management
C) disclosure statement
D) news release
E) public service announcement
294) A common publicity tool is the ________, in which representatives of the media are all
invited to an informational meeting and advance materials regarding the content are sent.
A) infomercial
B) news release
C) news conference
D) news flash
E) news briefing
295) A news conference is
A) an announcement regarding changes in a company or product line.
B) free space or time in a newspaper or on a broadcast medium.
C) a publicity tool that utilizes high-visibility individuals in lobbying activities.
D) a meeting of top news executives to decide advertising policy.
E) an informational meeting to which representatives of the media are invited.
296) News conferences would most likely be used during which stage of a product's life cycle?
A) introduction
B) maturity
C) innovation
D) growth
E) decline
297) When Satya Nadella, CEO of Microsoft, launched Office 2016 at a special event, the
company announced a new set of features for its Office 365 product. The media was invited, and
the launch was widely reported. This is an example of a
A) news release.
B) news conference.
C) promotional giveaway.
D) PSA.
E) cooperative advertisement.
298) A publicity tool that is heavily relied on by nonprofit organizations, and which involves free
space or time donated by the media, is referred to as a
A) public service announcement.
B) cooperative advertisement.
C) cause-related publicity tool.
D) news conference.
E) news release.
299) During a recent winter immunization campaign, the Centers for Disease Control and
Prevention used the media to encourage all Americans to be vaccinated against the seasonal flu
virus. This is an example of a ________, in which the media donated free space and airtime.
A) news release
B) news conference
C) public service announcement
D) cooperative advertisement
E) charitable advertisement
300) The increasing effort by advertising agencies, trade associations, and marketing
associations to impose standards upon themselves that reflect the values of society is referred to
as
A) legislation.
B) self-regulation.
C) business practice.
D) business ethics.
E) government regulation.
301) Public watchdog groups are critical of ad campaigns for some video games that use sex
appeals and glamorize violence. How should an ad agency respond to these critics if it wishes to
avoid the enactment of additional laws limiting its creativity?
A) Express strong support for First Amendment freedom and stand its ground.
B) Develop an infomercial for its product that is relevant, useful to its customer, and
entertaining.
C) Produce a public service announcement in support of its current, successful approach.
D) Take advantage of the publicity and run the ads in question more frequently.
E) Take steps toward self-regulation, imposing standards on its promotional activities that reflect
the values of society.
302) When Google chose a new model for its advertising, it decided to
A) show advertisements that were the exact opposite of a consumer's profile to give the ads a
higher awareness rate.
B) randomize the time periods between ads and banners rather than use a steady schedule in
order to keep the ads more noticeable.
C) customize all advertisements based upon customers' preferences for color, music, and fonts
based on information obtained from cookies.
D) create a "quality score" to predict how effective an ad would be based on factors such as
click-through rates, advertiser history, and keyword performance.
E) create an "ad-option" page for consumers to create their own consumer profile—blocking out
products and services they don't want and selecting the products and services they do.
303) Google's first search engine was called
A) Pack Rat.
B) BackRub.
C) Rub Down.
D) Black Eye.
E) Googolplex.
304) Google's mission is to
A) receive 20 billion inquiries each day.
B) be the first company to generate $100 billion in revenues every year.
C) be the most socially responsible company on earth.
D) obtain corporate sustainability by the year 2020.
E) organize the world's information and make it universally accessible and useful.
305) Much of Google's success is based on the 10 guidelines of its corporate philosophy.
Guideline 1 states, "Focus on the ________ and all else will follow."
A) prize
B) bottom line
C) user
D) seller
E) brand
306) Much of Google's success is based on the 10 guidelines of its corporate philosophy.
Guideline 2 states, "It's best to do ________ really, really well."
A) one thing
B) everything
C) whatever you love
D) what you are afraid of
E) your job
307) Much of Google's success is based on the 10 guidelines of its corporate philosophy.
Guideline 3 states, "Fast is better than
A) last."
B) perfect."
C) slow."
D) accurate."
E) pretty fast."
308) Much of Google's success is based on the 10 guidelines of its corporate philosophy.
Guideline 5 states, "You don't need to ________ to need an answer."
A) be an Einstein
B) ask a question
C) be in need
D) be at your desk
E) be on your computer
309) Much of Google's success is based on the 10 guidelines of its corporate philosophy.
Guideline 6 states, "You can make money without
A) an MBA."
B) doing evil."
C) compromising ethics."
D) cheating the other guy."
E) working 24/7."
310) Much of Google's success is based on the 10 guidelines of its corporate philosophy.
Guideline 7 states, "There's always more ________ out there."
A) information
B) competition
C) opportunity
D) money to be made
E) customers to serve
311) Much of Google's success is based on the 10 guidelines of its corporate philosophy.
Guideline 8 states, "The need for information
A) is the next frontier."
B) is the power behind change."
C) is insatiable."
D) separates the winners from the losers."
E) crosses all borders."
