Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
DATE MODIFIED: 8/26/2016 11:32 PM
50. Propose that you work for Taco Bell and you advertise during The Voice. Its rating is 19. This is equal to
21.3 million TVs. The Voice charges $300,000 for a 30-second ad. If a meal contribution at Taco Bell is $0.20,
what percentage of viewers needs to buy a meal to break even on the ad costs?
a. 10%
b. 7%
c. 4%
d. 2%
51. What kind of media schedule has a fairly regular ad exposure?
a. continuous
b. occasional
c. seasonal
d. annual
52. What type of ad is also referred to as fighting or pulsing?
a. continuous
b. occasional
c. seasonal
d. annual
53. Sears has an ad for Christmas trees in December. What type of ad is this?
a. continuous
b. occasional
c. seasonal
d. annual
54. Which of the following media options has the most reach?
a. magazines
b. billboards
c. newspapers
d. radio
55. Donna’s philosophy as she coordinates her firm’s marketing efforts is to keep in mind the company’s
overarching strategy and to ensure that all marketing activities send a consistent message, beginning with the
communications but also including the other marketing mix elements. Based on this information, Donna is most
likely a proponent of
a. integrated marketing communications.
b. intended marketing commitments.
c. media reach.
d. media response.
56. Donovan Digital sells sophisticated high-tech products. Donovan Digital can best explain its products in
which media?
a. radio
b. magazines
c. TV
d. billboards
57. Which ad would be the least expensive?
a. 30-second TV ad
b. 1 page, 1 day in metropolitan newspaper
c. 1-minute radio ad
d. full page color ad in BusinessWeek
58. Bill’s Surf Shop needs to advertise. Which option provides the largest frequency?
a. TV
b. billboards
c. direct mail
d. the Web
59. Which medium yields the largest reach numbers?
a. radio
b. billboards
c. the Web
d. TV
60. Ryan is a marketer for a computer gaming company. He wants to advertise the game’s new graphics but
doesn’t want to pay the high price of showing it off on TV. Which of the following media should he use?
a. radio
b. billboards
c. Internet
d. magazine
61. The goal of IMC is to integrate a brand message across
a. any media.
b. TV.
c. sales.
d. all traditional advertising outlets.
62. The __________ process works in selling, just as it does in advertising.
a. sales
b. AIDA
c. prospecting
d. NOIA
63. The Department of Labor estimates how many jobs are in sales?
a. 2–4 million
b. 6–8 million
c. 14 million
d. 10 million
64. Which is NOT one of the three questions that should be addressed in designing a sales force?
a. How many salespeople do I need?
b. Where do I deploy them?
c. How do I train them?
d. How do I compensate them?
65. In a push-based system of distribution, which relies on selling to customers through a sales force and retail
partners, managers direct their promotional efforts more towards
a. channel members.
b. final users.
c. promotions.
d. coupons.
66. Oil Solutions, Inc. is a Texas-based oil company. One of its tanker ships was delivering oil from an off-
shore drilling station to a refinery. The ship was in need of repairs and leaked a large quantity of oil into clear,
blue ocean waters. The director of public relations for Oil Solutions, Inc. tried to smooth over this embarrassing
accident. In this example, PR was used in a
a. proactive mode.
b. recovery mode.
c. spin mode.
d. responsive mode.
67. What is a communication tool that is not paid for by the brand’s company, and therefore appears to be
objective?
a. product placement
b. PR
c. publicity
d. sponsorship
68. A fairly subtle approach to advertising is
a. product placement.
b. television advertising.
c. radio advertising.
d. integrated marketing communications.
69. Company ABC is considering using product placement as a creative means to get in front of consumers.
Which of the following is NOT likely to be an alternative for product placement in its overall advertising
strategy?
a. movies
b. television shows
c. video games
d. commercials
70. __________ is usually used for sports. It can also sometimes be of other cultural or artistic endeavors. It is
an effective medium because it’s exciting, and the brands draw from both their positive valence and their high
positive energy.
a. Promotion
b. Publicity
c. PR
d. Event sponsorship
71. A coupon is an example of
a. sponsorship.
b. sales promotion.
c. product placement.
d. brand advocate.
72. For any ad, what is a question that needs to be answered?
a. Who is the target audience?
b. What is the selling price?
c. What is the product placement?
73. If the target market is large, the saturation percentage __________ to be profitable.
a. needs to be large
b. must be equal to the market
c. must be as large as possible
d. can be smaller
74. Joe has his own small business. He doesn’t have the budget to advertise on huge national sporting events.
What is a good alternative place for him to advertise?
a. national newspapers
b. CNN
c. magazines and websites that his target audience visit
d. any local TV station
75. When choosing media, which of the following questions should be asked?
a. Is this frequency correct for my product?
b. What best fits my target segment?
c. Is my product better than others on the market?
d. Do I prefer a different medium?
76. Which of the following is NOT one of the ways that advertising effectiveness can be assessed?
a. recall and recognition
b. attitudes and propensity to purchase
c. price point
d. awareness
77. Evan is participating in advertising research for Pepsi. He is asked if he can remember where he saw an ad
for Pepsi. He cannot accurately answer where he saw the ad. This is why it’s important that
a. Pepsi advertises in multiple media.
b. Pepsi has a simple message.
c. Pepsi increases its awareness.
d. Pepsi has a consistent message.
78. What is the result if you increase your ad budget relative to the competition?
a. increase in sales
b. doesn’t increase sales in general
c. increases awareness
d. increases your market share
79. When advertising online, what is typically measured to assess the success of the program?
a. website visits
b. online purchases
c. bandwidth usage
d. click-thru rates
80. National Electronics makes hearing aids. It created one humorous ad and made another ad that explained
how the device will make the user’s life better. These two ads are an example of __________ across media and
messages.
a. poor design
b. marketing
c. integration
d. synergy
81. What three media questions should be answered when running advertising promotional campaigns? Give a
breakdown of how each question can be answered.
2. When do we spend?
3. Which media do we use as channels of our communications?
82. Company X decides that it should spend about the same as its competitors on advertising. How can it find
that figure? What should also be considered?
83. In terms of timing, or “media planning,” describe the three types of media schedules and give an example of
each.
85. Explain how a company might decide it is economical to advertise during a TV show. Provide an example
using numbers. For reference, there are 112,000,000 households with TVs in the United States.
86. Explain integrated marketing communications (IMC) and what it promotes.
87. What three questions should be addressed in designing a sales force? Explain how these questions can be
answered.
88. Explain the concepts of push and pull and how they relate to marketing and sales.
89. Starbucks has a marketing goal of attitude adjustment. It is advertising on early morning shows like Good
Morning America. It wants to change perceptions that all of its drinks are expensive. What is a way that
Starbucks can measure the effectiveness of its ads?
90. Explain how a national electronics firm optimally integrated its media messages about its hearing aid.
