e.
sales promotion
52. Marketers use public relations to:
a.
earn public understanding and acceptance
b.
communicate with the community in which they operate
c.
educate the public about company goals
d.
introduce new products
do all of these things
53. Which of the following elements of the promotional mix would be most effective for helping highly
involved consumers make complex buying decisions?
a.
personal selling
b.
reminder advertising
c.
sales promotion
d.
public relations
e.
informative advertising
54. To increase its revenues, US Airways has decided to sell space on the backs of the tray tables to
sponsoring companies as a different medium for their promotional messages. The most effective
promotional method for US Airways to use to find companies that would like to pay to have their
promotional messages delivered to the 100 or so travelers on each of its flights would be:
a.
push advertising
b.
personal selling
c.
direct advertising
d.
sales promotions
e.
publicity
55. Which promotional tools involves a purchase situation involving a personal, paid-communication
between two people in an attempt to influence each other?
a.
implicit communication
b.
personal selling
c.
mass communication
d.
public relations
e.
synergistic communication
56. _____ consists of all marketing activities that stimulate consumer purchasing such as coupons,
contests, free samples, and trade shows.
a.
Sales promotion
b.
Publicity
c.
Personal selling
d.
Advertising
e.
Sponsorship
57. A $1-off coupon for Cascade dishwashing powder is a form of:
a.
public relations
b.
sales promotion
c.
personal selling
d.
advertising
e.
publicity
58. Which of the following statements about the characteristics of the elements in the promotional mix is
true?
a.
Control over message content is greatest when public relations is used.
b.
A large audience is best reached with personal selling.
c.
The fastest feedback occurs with personal selling.
d.
The mode of communication for sales promotion is usually direct and personal.
e.
The message flow with advertising is two-way.
59. The U.S. government offered consumers “Cash for Clunkers” in which they would receive thousands
of dollars toward the purchase of a more fuel-efficient automobile when they traded in an older,
inefficient automobile. The goal was to get the old gas guzzlers off the road as well as stimulate the
economy when consumers purchased new vehicles. Which promotion tool did the government use to
stimulate purchases?
a.
a sales promotion
b.
a public relations activity
c.
advertising
d.
an implicit communication
e.
personal selling
60. The AIDA concept:
a.
proves promotional effectiveness is an insignificant abstract term
b.
demonstrates that buyers go through nine stages on the way to making a decision
c.
is a model effectively showing that advertising can move people to the purchase stage
d.
is a model for reaching promotional goals that propels consumers along the four
stages of consumer involvement with a promotional message
e.
is a budget plan based on the effectiveness of various promotional mixes in achieving
certain objectives
61. AIDA stands for:
a.
Attitude-Interest-Demand-Activity
b.
Attention-Interest-Desire-Action
c.
Awareness-Intent-Demand-Action
d.
Avoidance-Interest-Desire-Acceptance
e.
Attitudes-In-Developing-Acquisitions
62. According to the AIDA concept, the first step a marketer must achieve with potential customers is:
a.
attention
b.
attitude alignment
c.
action
d.
adaptation
e.
adoption
63. When Ali saw the Apple iPhone at the AT&T store she knew she had to have one. The salesperson
showed Ali all the special capabilities it had and she was able to try it there in the store. According to
the AIDA concept, Ali entered the _____ stage.
a.
action
b.
attention
c.
liking
d.
interest
e.
desire
64. Point-of-purchase displays in grocery stores, coupons, premiums, and trial-size packages are most
useful when the consumer is near the _____ stage of the AIDA model.
a.
liking
b.
awareness
c.
action
d.
preference
e.
knowledge
65. The AIDA concept:
a.
assumes that the second step in the purchase-decision process is inertia
b.
does not explain how all promotions influence purchase decisions
c.
is useful in explaining consumer behavior even for low involvement situations
d.
proposes that consumers respond to marketing messages in a conative, affective, and
cognitive sequence
e.
explains what element of a consumer’s attitude a promotion message will influence
66. Promotion for a brand like Bounce fabric softener includes advertising, sales promotion, and public
relations. To successfully launch its new product that attaches to the inside of the dryer and dispenses
fabric softener, marketers of this brand need to coordinate all the promotional elements to assure
consistency of the message at every contact point where a company meets the consumer. In other
words, the marketers of Bounce would need to use:
a.
coordinational promotion
b.
integrated marketing communications
c.
transformational marketing
d.
creative selling
e.
transactional communications
67. New Moon, the second movie in the vampire love-saga, has been promoted through TV, newspaper,
magazine, Web sites, and merchandise. To make sure that all of the promotional messages are
coordinated, the studio which produced it should use the:
a.
integrated marketing communications approach
b.
integrated communications management approach
c.
AIDA concept
d.
interpersonal and mass communications approach
e.
coordinated market management approach
68. All of the following are reasons why the concept of integrated marketing communications (IMC) is
growing in popularity EXCEPT:
a.
The proliferation of thousands of media choices beyond the traditional media has made
promotion a complicated task.
b.
The shift to more Internet-based information search by consumers.
c.
Critics of promotion have suggested that uncoordinated promotion is wasteful and
inefficient.
d.
Marketers have slashed their advertising spending in favor of promotional techniques that
generate immediate sales responses and have more easily measured effects.
e.
The mass market has fragmented.
69. The particular promotion mix chosen by a firm for a product or service depends on all of the following
EXCEPT:
a.
stage in the product life cycle
b.
target market characteristics
c.
funds available for promotion
d.
use of a push or pull strategy
e.
size of the company
70. When a product is in the growth stage of its product life cycle:
a.
all elements of the promotional mix are equally important
b.
heavy advertising is used to build brand loyalty
c.
persuasive and reminder advertising is decreased
d.
personal selling is ineffective
e.
personal selling and sales promotions are the major elements of the promotional mix used
71. Which of the following is appropriate for products in the decline stage of the product life cycle?
a.
heavy use of persuasive advertising to reenergize demand for the product
b.
heavy public relations to maintain brand loyalty
c.
personal selling to obtain distribution
d.
sales promotion to build market share
e.
none of these are appropriate
72. The promotional mix elements that should be emphasized for products moving into the growth stage of
the product life cycle are:
a.
public relations and reminder advertising
b.
sales promotion and public relations
c.
personal selling and persuasive advertising
d.
sales promotion and personal selling
e.
informational advertising and publicity
73. Because dishwashers are in the maturity stage of their product life cycle, which promotional mix
element should NOT be emphasized in the marketing of this product?
a.
public relations
b.
persuasive advertising
c.
sales promotion
d.
reminder advertising
e.
personal selling
74. Fans of Cheerwine cherry-flavored cola are able to explain why Cheerwine is superior to any other
type of cherry cola. They are scattered throughout the southeastern United States and are extremely
brand loyal. The characteristics of this target market indicate that a promotional mix with _____
should be used.
a.
less publicity and sales promotion and more personal selling
b.
more advertising and sales promotion and less personal selling
c.
more sales promotion and personal selling and less advertising
d.
less sales promotion and more advertising and personal selling
e.
more advertising and less sales promotion and public relations
75. _____ is probably the most important factor in determining the promotional mix.
a.
The advertising agency
b.
The need for feedback
c.
Money
d.
Media availability
e.
Message flexibility
76. The use of aggressive personal selling and trade advertising by a manufacturer to convince a
wholesaler or retailer to carry and sell its merchandise is known as a _____ strategy.
a.
strong-arm
b.
kinetic
c.
pull
d.
foot-in-the-door
e.
push
77. A manufacturer of a prescription-only blood pressure medication uses sales reps to call on doctors to
explain the benefits and side effects of the drugs. The pharmaceutical reps also provide the doctor
with samples to give to patients. The manufacturer of the drug is using a _____ strategy.
a.
reinforcement
b.
push
c.
pull
d.
kinetic
e.
interval
78. The American Plastics Council wants to stimulate more consumer demand for products that are
packaged in plastic. The ads will be run in consumer magazines and will hopefully cause customers to
ask retailers to carry more products packaged in plastic. The American Plastics Council is planning to
use a(n) _____ strategy.
a.
kinetic
b.
pull
c.
inertia
d.
advertorial
e.
push
79. An ad for a prescription-only antihistamine that does not make its users sleepy like many other allergy
medications was run in several health and fitness magazines. The ad said that if you were interested in
learning more about the new product or trying it out, you should ask your physician. The manufacturer
of the drug was using a _____ promotional strategy.
a.
reinforcement
b.
personal selling
c.
push
d.
pull
e.
kinetic
80. _____ is any form of impersonal, sponsor-paid, one-way mass communication.
a.
Publicity
b.
Advertising
c.
Promotion
d.
Public relations
e.
Direct marketing
81. The United States’s top advertiser, according to dollars spent per year, is:
a.
Sony Corporation
b.
Time Warner
c.
Procter & Gamble
d.
General Motors Corporation
e.
McDonald’s Corporation
82. Why do many brands with a large market share spend proportionally less on advertising compared to
brands with small market share?
a.
Beyond a certain volume of promotion, diminishing returns set in.
b.
Certain industries have a practice of spending a low amount of dollars, relative to sales, on
advertising.
c.
There is no minimum level of exposure for advertising to have an effect on sales.
d.
Advertising will not stimulate economic growth for the industry.
e.
The firms with large market share do not have to advertise anymore.
83. Which of the following explains why sales and market share begin to decrease no mater how much is
spent on advertising and sales promotion?
a.
inverted promotion function
b.
Weber’s Law
c.
AIDA
d.
Just Noticeable Difference (JND)
e.
advertising response function
84. The advertising response function helps marketers:
a.
create ads that will be noticed by consumers each time the ad runs
b.
use their advertising budgets wisely
c.
calculate the break-even points for each product being advertised
d.
determine the reach and frequency of specific media
e.
select an executional appeal appropriate to the product being advertised
85. Why do companies with new brands that have a small market share tend to spend proportionately more
for advertising and sales promotions compared to those with a large market share for existing
products?
a.
as a result of experiential marketing research
b.
to create the appropriate level of institutional advertising
c.
to determine which executional appeal is the most effective
d.
to achieve a certain minimum level of exposure to measurably affect purchase habits
e.
to prevent product cannibalization
86. How can advertising affect consumers?
a.
changes cultural practices and conventions
b.
changes strongly held values
c.
manipulates society against its will
d.
changes negative attitudes to positive ones
e.
makes people buy things they do not want
87. _____ advertising is designed to enhance a company’s image rather than promote a particular product.
a.
Publicity
b.
Institutional
c.
Pioneering
d.
Selective
e.
Image
88. Procter & Gamble has run ads that promote its Children’s Safe Drinking Water program in which it
shows its employees teaching people around the world how to purify their water. The program was
instituted because 5,000 children die every day from diseases caused by unsafe water. These ads are
examples of _____ advertising.
a.
product
b.
institutional
c.
pioneering
d.
environmental
e.
comparative
89. Which form of advertising involves an organization expressing its views on controversial issues or
responding to media attacks?
a.
advocacy
b.
persuasive
c.
issue
d.
comparative
e.
image
90. Unlike advertising that establishes or maintains a company’s identity, _____ advertising touts the
benefits of a specific good or service.
a.
selective
b.
cooperative
c.
advocacy
d.
image
e.
product
91. Which type of advertising is used to stimulate demand for a new product or product category?
a.
Comparative
b.
Innovative
c.
Focused
d.
Image
e.
Pioneering
92. Instead of sending artfully arranged flower bouquets, an entrepreneur has developed fresh fruit
bouquets and is marketing them under the name Edible Arrangements. The premium fruit is cut to
mimic flowers, arranged in a basket, and carefully delivered to the recipient’s home. One of the
problems is convincing people that it is not a novelty product, but an attractive way to show how you
feel about someone. Edible Arrangements will be using _____ advertising to promote its fruit
bouquets.
a.
pioneering
b.
innovative
c.
introductory
d.
start-up
e.
focused
93. Which form of advertising is designed to influence demand for a specific brand?
a.
institutional advertising
b.
primary advertising
c.
competitive advertising
d.
direct advertising
e.
growth advertising
94. Detrol, a drug for an overactive bladder, runs a television ad where a empathetic female restroom sign
jumps off the door and convinces a patient to have the “Detrol discussion” with her doctor as the
patient, after multiple trips to the bathroom, obviously has an overactive bladder. This is an example of
a(n) _____ ad.
a.
comparative
b.
differentiational
c.
pioneering
d.
institutional
e.
competitive
95. _____ advertising compares two or more specifically named or shown competing brands on one or
more specific attributes.
a.
Contrasting
b.
Comparative
c.
Pioneering
d.
Superlative
e.
Differentiational
96. Verizon runs ads that have a map floating over cellphone users’ heads showing where they have 3G
network capabilities, and the blue coloring on the map shows that Verizon’s coverage is almost
everywhere in the United States. The ads also show an unfortunate AT&T customer with a red-shaded
map showing much less 3G network coverage throughout the United States. Verizon is using _____
advertising.
a.
competitive
b.
institutional
c.
comparative
d.
image
e.
pioneering
97. Which of the following statements about comparative advertising is true?
a.
Comparative advertising is highly effective in Arabic countries.
b.
The FCC is the only federal agency that has any regulatory power over comparative
advertising.
c.
Comparative advertising is often used for products experiencing strong growth.
d.
Comparative advertising is highly regulated and is illegal in certain countries.
e.
Comparative advertising is illegal in the United States.
98. A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals
is referred to as a(n):
a.
advertising campaign
b.
message strategy
c.
continuity program
d.
flight
e.
creative program
99. An advertising campaign:
a.
may contain a wide variety of themes and slogans
b.
extends for a defined period of time
c.
continues for the life of the product
d.
starts with determining which media will be used
e.
rarely has a specific budget
100. A(n) _____ is a specific communication task that a campaign should accomplish for a specified target
audience during a specified period of time.
a.
advertising objective
b.
marketing mix
c.
media schedule
d.
advertising life span
e.
promotional mix
101. Before any creative work can begin on an advertising campaign, it is important to:
a.
determine what goals or objectives the advertising should achieve
b.
set the marketing budget
c.
decide what executional style to use in the ads
d.
see if sales promotion is more important
e.
hire a spokesperson
102. The first step in the advertising campaign decision process is to:
a.
make media decisions
b.
evaluate the campaign
c.
determine campaign objectives
d.
develop advertising copy
e.
make creative decisions
103. DAGMAR is an acronym for:
a.
defining and achieving goals means advertising reach
b.
developing aggressive markets
c.
designing advertising with market research
d.
defining advertising goals for measured advertising results
e.
developing aggressive growth markets and revenues
104. A feature of a product is called a(n):
a.
asset
b.
appeal
c.
attribute
d.
element
e.
benefit
105. Kellogg’s has a brand of Frosted Flakes that touts 1/3 less sugar on the packaging. This ad is
emphasizing:
a.
a product attribute
b.
production implementation
c.
a product mission
d.
a loyalty reward
e.
a product premium
106. The ad campaign for South Beach Living Cinnamon Raisin Cereal Bars highlights that the product is a
good source of fiber and packed with ten grams of protein. This advertising highlights:
a.
a product attribute
b.
the creation of brand loyalty
c.
how negative consumers’ attitudes are modified
d.
a product benefit
e.
a loyalty reward
107. Which of the following is what consumers will receive or achieve by using a product?
a.
attribute
b.
benefit
c.
compensation
d.
market share
e.
functionality
108. The UPS Store’s advertising “What Brown Can do for You” whiteboard campaign tells business
consumers that when it comes to getting their products delivered somewhere or need shipping software
or ship products worldwide that UPS can help. The advertising is focusing on:
a.
creating advertising appeal
b.
production implementation
c.
a product mission
d.
creating product loyalty
e.
a product benefit
109. In advertising, the goal is to sell the product’s _____, not its _____.
a.
benefits; attributes
b.
characteristics; appeals
c.
values; traits
d.
competitive edge; virtues
e.
differential advantage; properties
110. An advertising _____ identifies a reason for a person to buy a product.
a.
profile
b.
execution
c.
format
d.
execution
e.
appeal
111. A print ad for Kraft Capri Sun drink packs says “take a sip of antioxidant protection” What kind of an
advertising appeal is this ad using?
a.
convenience
b.
fun and pleasure
c.
health
d.
profit
e.
admiration
112. Ads for M&M candy that prominently feature the M&M candies in real-life situations are using a
_____ appeal.
a.
slice-of-life
b.
mood or image
c.
fun and pleasure
d.
demonstration
e.
spokesperson
113. An ad for Crystal Geyser bottled water shows why and how the bottler supports the reforestation of
America’s forests. What kind of an advertising appeal is this ad using?
a.
environmental consciousness
b.
concern
c.
health
d.
profit
e.
admiration
114. A(n) _____ is a desirable, exclusive, and believable advertising appeal selected as the theme for a
campaign.
a.
executional framework
b.
creative message strategy
c.
benefit
d.
attribute
e.
unique selling proposition
115. IBM runs television ads that show how their IT services can help a small Internet start up prepare for
and solve any problems that may arise in their daily operations. This is an example of a _____.
a.
unique selling proposition
b.
advertising objective
c.
media profile
d.
basis for comparative advertising
e.
basis for product identification
116. _____ is the way the advertisement portrays its information.
a.
Message execution
b.
Appeal formation
c.
Focus selection
d.
Audience selection
e.
Benefit determination
117. All of the following are executional styles for advertising EXCEPT:
a.
humorous
b.
fantasy
c.
lifestyle
d.
fear
e.
musical
118. A print ad for Real Simple Magazine shows a group of women sitting on a sofa talking and laughing.
Which executional style is being used in this ad?
a.
demonstration
b.
slice-of-life
c.
fantasy
d.
mood or image
e.
testimonial
119. The ads for Tilex Mold & Mildew cleaner show the product being applied to a mildewed bathroom
shower and the mildew disappearing. These ads use a _____ executional style.
a.
demonstration
b.
scientific
c.
fantasy
d.
mood or image
e.
lifestyle
120. Ads for General Foods International Coffees all feature the slogan, “It stirs the soul.” Given this
information and the fact that the ads feature flowers, soft lights, and romantic settings, you know that
these ads use a _____ executional style.
a.
demonstration
b.
lifestyle
c.
spokesperson
d.
scientific
e.
mood
121. In an advertisement for Planters peanuts and trail mix, a peanut wearing a monocle and a top hat and
called Mr. Peanut represents the product quality. Mr. Peanut appears in all of the advertisements for
Planters. This is an example of how a company can use a _____ executional style.
a.
product symbol
b.
lifestyle
c.
spokesperson
d.
fantasy
e.
scientific evidence
122. An ad for the General Electric Advantium microwave shows people rushing from one place to another
and has the headline, “If your life moves this fast, maybe your oven should too.” According to the ad,
even though there never seems to be enough time to cook, this microwave will help you prepare home-
cooked meals. This is an example of the use of a _____ executional style.
a.
humorous
b.
lifestyle
c.
mood
d.
scientific
e.
demonstration
123. Ads for Oreck vacuums claim that it removes 99% of allergens with its heppa filter, which is based on
testing from an independent laboratory. Which executional framework is this?
a.
factual
b.
demonstration
c.
scientific
d.
rational
e.
testimonial
124. All of the following statements about postcampaign evaluation are true EXCEPT:
a.
Marketers spend little time studying advertising effectiveness because there are so many
variables that shape the effectiveness of an ad.
b.
Testing ad effectiveness can be done either before or after the campaign.
c.
Most advertising campaigns aim to create an image for the product instead of asking for
action, so their real effect is unknown.
d.
Even if an ad campaign has been particularly successful, advertisers will typically conduct
a postcampaign evaluation.
e.
Evaluating an advertising campaign can be the most demanding task facing advertisers.