85. The president of your small company wants to better understand the basis on which you select your promotion mix.
You indicate that the selection of promotion-mix ingredients and the degree to which they are used depend on all of
the following except the:
a. organizational promotional resources.
b. nature of the target market.
c. characteristics of the product.
d. personal preferences of the marketers.
e. feasibility of various promotion methods.
86. When the United Way sends out brochures discussing the charitable activities and organizations it supports, it is
using .
a. media relations
b. promotion
c. integrated marketing communications
d. infomercials
e. solicitation
87. In the past, Tupperware used only personal selling to sell its products; it now uses other methods as well to reach its
target market. Together these various methods are Tupperware’s .
a. promotion package
b. advertising
c. marketing mix
d. promotion mix
e. public relations
88. All of the following are categories of promotion except:
a. managerial relations.
b. advertising.
c. public relations.
d. personal selling.
e. sales promotion.
89. Any nonpersonal promotional message that is paid for by an identified sponsor and directed to a selected audience
is called .
a. advertising
b. public relations
c. personal selling
d. publicity
e. sales promotion
90. If a company sends a representative to your home who tries to sell you a vacuum cleaner, this company is using
_____.
a. advertising
b. public relations
c. sales promotion
d. personal selling
e. integrated marketing communications
91. Lisa is in charge of maintaining good relationships between her organization and local government, business leader
groups, and the general public. Lisa’s responsibilities can be called .
a. advertising
b. personal selling
c. press coordination
d. sales promotion
e. public relations
92. An article in The Wall Street Journal addresses the issue of customer service and mentions that the Ritz Carlton
Hotel Company offers outstanding customer service at all of its hotels. This article is an example of .
a. feedback
b. personal selling
c. advertising
d. public relations
e. sales promotion
93. Advertising may be broadly classified into three groups:
a. selective demand, creative, primary demand.
b. point of purchase, personal, institutional.
c. publicity, point–of–purchase, personal.
d. selective demand, institutional, primary demand.
e. selective demand, institutional, point of purchase.
94. Primary–demand advertising is:
a. promotion of specific brands of goods or services.
b. image–building advertising.
c. advertising aimed at stimulating demand for an entire industry.
d. product-related advertising aimed at a company’s primary target market.
e. aimed mainly at children who are in primary school.
95. When the campaign with the slogan “The Other White Meat” encouraged Americans to increase pork consumption,
this was an example of advertising.
a. selective-demand
b. institutional
c. immediate-response
d. primary-demand
e. reminder
96. Advertising whose purpose is to increase the demand for all brands of a good or service is called .
a. institutional advertising
b. publicity
c. selective-demand advertising
d. primary-demand advertising
e. public relations
97. Advertising that is used to sell a particular brand of product is known as .
a. primary-demand advertising
b. direct-mail advertising
c. institutional advertising
d. selective-demand advertising
e. publicity
98. Selective-demand advertising aimed at persuading consumers to make purchases within a short time is called
advertising.
a. reminder
b. primary-demand
c. immediate-response
d. comparative
e. cooperative
99. Walmart is opening a new store in a shopping mall. It announces a grand-opening sale in the local newspapers. This
type of advertising is referred to as advertising.
a. primary-demand
b. comparative
c. institutional
d. reminder
e. immediate-response
100. Sears would like to promote its new line of dishwashers with the multi-flow system. Since this is a new feature,
Sears needs to be able to demonstrate the product. Sears will most likely use _____.
a. publicity
b. sales promotion
c. the Internet
d. trade shows
e. advertising
101. The Air Store, a retail outlet for fans and air conditioners, increased its advertising during the recent unusually hot
summer days to encourage customers to make purchases quickly. This type of advertising is called
advertising.
a. primary-demand
b. reminder
c. immediate-response
d. institutional
e. media-oriented
102. The Rustic Market, a small antique shop, periodically runs advertisements in the local newspaper to keep its name
before the public. This is known as advertising.
a. primary-demand
b. immediate-response
c. reminder
d. comparative
e. public relations
103. General Motors Corporation and Ford Motor Company frequently advertise that their cars beat the competition in
price, durability, and warranties. This type of advertising is called advertising.
a. primary-demand
b. institutional
c. comparative
d. reminder
e. immediate-response
104. The Home Depot runs a television campaign that demonstrates its support of Olympic athletes in order to enhance
the firm‘s image. This is advertising.
a. brand
b. institutional
c. comparative
d. primary-demand
e. immediate-response
105. When major oil companies advertise to build goodwill rather than to stimulate sales, they are using .
a. institutional advertising
b. primary-demand advertising
c. public relations
d. publicity
e. selective-demand advertising
106. Advertising geared toward attracting not only customers but also potential investors and employees is classified as
advertising.
a. institutional
b. personal
c. selective-demand
d. political
e. comparative
107. JCPenney ran a newspaper ad stating, “We are the friendliest store in town.” This is an example of
advertising.
a. institutional
b. primary-demand
c. comparative
d. cooperative
e. long-term
108. Which of the following is the best example of a good advertising campaign objective?
a. Sales will increase as a result of this advertising campaign.
b. This campaign will result in a 5 percent increase in market share.
c. Within two months, this campaign will increase sales.
d. This campaign will result in a 10 percent increase in sales by next February.
e. More customers will know about our company as a result of this campaign.
109. The advertising appropriation is the:
a. decision as to what is proper for the target audience to view.
b. decision from top management of the company about which types of media are appropriate for the ad
agency to use.
c. degree to which the ad effectively reached the target audience.
d. effectiveness with which the money spent on an ad campaign delivered the appropriate message to its
audience.
e. total amount of money designated for advertising in a given period.
110. Although research into what consumers view as important issues is expensive, it is the most productive way to:
a. define the advertising objectives.
b. analyze the advertising target.
c. determine the issues of an advertising platform.
d. determine the advertising appropriation.
e. select the media to be used.
111. In creating the advertising platform for one of its products, Gems, Inc., will include important selling points such as:
a. features that competing products lack.
b. objectives pertaining to brand awareness.
c. an analysis of the advertising target.
d. objectives to improve consumer attitudes.
e. the appropriate media selections.
112. Driscoe, Inc., is in the process of developing an advertising campaign for its new product. It has identified the group
to whom it will direct advertisements and has drafted the advertising objectives. Which of the following is not an
advertising objective and thus should be deleted from the list?
a. Increase product awareness.
b. Hire a marketing manager within one year.
c. Convey product information.
d. Increase sales by 10 percent.
e. Expand the market share by 5 percent.
113. The first step in developing an advertising campaign is to:
a. identify the advertising objectives.
b. analyze different advertising platforms.
c. determine which advertising would best reach the target market.
d. determine who makes up the target audience.
e. evaluate advertising’s effectiveness in reaching the target market.
114. The advertising objectives are the of the advertising campaign.
a. steps
b. goals
c. evaluation
d. features
e. selling points
115. Advertising appropriations may be based on all of the following except:
a. the ad agency’s compensation.
b. executive judgment.
c. last year’s sales.
d. what competitors spend on advertising.
e. next year’s forecasted sales.
116. The primary concern of the media planner is to:
a. ensure that the budget is large enough to pay for the various media chosen for the campaign.
b. reach the largest possible number of persons in the advertising target for each dollar spent.
c. ensure that the words and illustrations used in the ad are meaningful and appealing to the target market.
d. ensure that the choice of words and illustrations used are appropriate for the choice of medium being used.
e. execute a successful ad campaign without going over the budget.
117. Automobile manufacturers advertise their cars on the Internet, radio, television, and billboards; in newspapers and
magazines; and by direct mail. In this example, radio, TV, newspapers, magazines, and direct mail are called
advertising .
a. targets
b. campaigns
c. strategies
d. blitzes
e. media
118. You are in charge of advertising for a golf course in the Southwest. The owner of the course is convinced that
once-a-week advertising in the local newspaper will be the most effective method. You feel obligated to warn him
that newspaper advertising:
a. has a short lead time because people usually read it and then discard it.
b. is one of the most expensive forms of advertising available.
c. is likely to reach people outside the golf course’s market area.
d. is untimely and therefore unlikely to provide any benefit.
e. has become almost worthless with all advertising moving to the Internet.
119. Which of the following is not an advantage of magazine advertising?
a. Specific market segments can be reached.
b. It is more prestigious.
c. It has a longer life span.
d. It lacks timeliness.
e. The ad can be viewed repeatedly.
120. Which of the following is the most selective advertising medium?
a. Direct mail
b. Magazines
c. Newspapers
d. Out–of–home advertising
e. Television
121. Jacobs Enterprises, a large firm, wants to reach a national market for its new product. Which advertising medium
would be most appropriate for this purpose?
a. Television
b. Newspapers
c. Radio
d. Billboards
e. Blimps
122. Like newspaper ads and unlike magazine advertising, television advertising:
a. provides for a combination of sight and sound.
b. provides for excellent photography.
c. has a short life.
d. is the most accessible medium.
e. has a long life.
123. Which of the following makes radio a potentially effective advertising medium?
a. It can carry a picture.
b. The seller can show the features of the product.
c. Like magazine advertising, it has a long life.
d. It is accessible to consumers.
e. The seller can demonstrate the product.
124. An advertisement for a self-cleaning litter box for cats appears in Runner’s World magazine. The litter box
company‘s campaign is likely to fail because the ad is unlikely to:
a. appeal to adults.
b. reach the market.
c. reach its target audience.
d. offer enough product information.
e. stimulate any interest.