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Name:
Class:
Date:
chapter 16
Indicate whether the statement is true or false.
1. An IMC strategy separates the promotional mix into parts and views them as isolated components.
a.
True
b.
False
2. In the context of Internet advertising, cost per response is a measurement technique that relates the cost of an
ad to every thousand people who view it.
a.
True
b.
False
3. Integrated marketing communications (IMC) broadens promotion to include all the ways a customer has
contact with an organization.
a.
True
b.
False
4. Nonverbal cues like body language and tone of voice are important to the communication process.
a.
True
b.
False
5. Personal selling is the most novel form of promotion.
a.
True
b.
False
6. Proactive MPR responds to an external situation that has potential negative consequences for an organization.
a.
True
b.
False
7. The first step in the AIDA concept involves convincing the would-be buyer of the product’s ability to satisfy
his or her needs.
a.
True
b.
False
8. In the context of Web communication, the term “hits” represents the number of user requests for a file.
a.
True
b.
False
9. An IMC strategy helps marketers create a unified personality for the product by choosing the right elements
from the promotional mix to send the message.
a.
True
b.
False
10. IMC must not only deliver messages to intended audiences but also gather responses from them.
a.
True
b.
False
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chapter 16
11. Legislation regulates the placement of outdoor advertising near interstate highways.
a.
True
b.
False
12. In sponsored events, event organizers control the coverage, which typically focuses on the sponsor.
a.
True
b.
False
13. A tourism ad promoting Vermont as a winter holiday destination is an example of product advertising.
a.
True
b.
False
14. The success of any IMC program depends on identifying the members of an audience and understanding
what they want.
a.
True
b.
False
15. Advergames are either online games created by marketers to promote their products to targeted audiences in
an interactive way or ads or product placements inserted into online video games.
a.
True
b.
False
16. An advantage of celebrity testimonials is improved product recognition in a promotional environment filled
with hundreds of competing 15- and 30-second commercials.
a.
True
b.
False
17. Feedback lets marketers evaluate the effectiveness of the message and tailor their responses accordingly.
a.
True
b.
False
18. Interactive advertising creates dialogue between marketers and individual shoppers, providing more
materials at the user’s request.
a.
True
b.
False
19. Although the types of promotion may vary from a highly personalized sales presentation to such
nonpersonal promotions as television advertising and dollar-off coupons, each goes through every stage in the
communications process.
a.
True
b.
False
20. Cable advertising offers marketers access to more narrowly defined target audiences than other broadcast
media can provide.
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chapter 16
a.
True
b.
False
21. Brand-building efforts to generate or enhance consumers’ perceptions of value in a product, brand, or
organization can be measured over the short term.
a.
True
b.
False
22. The aspect of public relations most directly related to promoting a firm’s products is publicity.
a.
True
b.
False
23. Persuasive advertising is typically used in the latter part of the maturity stage and throughout the decline
stage of the product lifecycle.
a.
True
b.
False
24. One of the advantages of guerrilla marketing is its ability to reach a wide audience.
a.
True
b.
False
25. An IMC strategy helps marketers create a unified personality for the product or brand by choosing the right
elements from the promotional mix to send the message.
a.
True
b.
False
26. Nonmarketing public relations refer to a company’s messages about general management issues.
a.
True
b.
False
27. The goal of an ad is to improve the likelihood that a customer will buy a particular good or service.
a.
True
b.
False
28. In the context of Internet advertising, click-through is a direct marketing technique that relates the cost of an
ad to the number of people who click it.
a.
True
b.
False
29. When a fast food restaurant chain joins with a movie studio to promote a new film, it is an example of cross-
promotion.
a.
True
b.
False
30. The assumption behind recognition tests is that future sales are related to advertising readership.
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a.
True
b.
False
31. Mass consumption and geographically dispersed markets make advertising particularly appropriate for
marketing goods and services aimed at large audiences likely to respond to the same promotional messages.
a.
True
b.
False
32. An advertising campaign is a series of different and unrelated ads that use multiple themes and appear in
different media over a long period of time.
a.
True
b.
False
33. Some types of products like cigarettes and smokeless tobacco are banned from television advertising.
a.
True
b.
False
34. Public relations efforts such as publicity frequently offer lesser credibility than other promotional
techniques.
a.
True
b.
False
35. The objective of media selection is to achieve adequate media coverage without advertising beyond the
identifiable limits of the potential market.
a.
True
b.
False
36. Compared with personal selling, advertising, and sales promotion, expenditures for public relations usually
are high in most firms.
a.
True
b.
False
37. The headlines and illustrations in the print ad typically include the company name, address, phone number,
Web address, slogan, trademark, or simply a product photo.
a.
True
b.
False
38. Direct communications, other than personal sales contacts, between buyer and seller, designed to generate
sales, information requests, or store or website visits is referred to as direct marketing.
a.
True
b.
False
39. The greatest share of television advertising revenues comes from local advertisers, while most newspaper
advertising revenues come from organizations that advertise nationally.
a.
True
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b.
False
40. IMC broadens the concept of promotion to include all the ways a customer has contact with the
organization, adding packaging, store displays, and online advertising to traditional media.
a.
True
b.
False
41. Message research assesses how well a particular medium delivers the advertiser’s message, where and when
to place the advertisement, and the size of the audience.
a.
True
b.
False
42. A major advantage of advertising is the ease of measuring advertising effectiveness.
a.
True
b.
False
43. A nonpurchase is an example of a receiver’s feedback.
a.
True
b.
False
44. Advertisers like radio for its ability to reach people while they drive because they are a captive audience.
a.
True
b.
False
45. The use of humor in advertising is common since most people agree on what types of messages are funny.
a.
True
b.
False
46. An IMC strategy begins with the organization’s goods and services and then works its way toward consumer
wants.
a.
True
b.
False
47. According to the Uniform Commercial Code, puffery is a quantifiable statement about product quality or
performance that constitutes an “express warranty,” which obligates the company to stand behind its claim.
a.
True
b.
False
48. When an organization employs an integrated approach to marketing, it risks sending conflicting information
that confuses consumers.
a.
True
b.
False
49. Advertising permits a low promotional expenditure per sales unit because it reaches mass audiences.
a.
True
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b.
False
50. Databases and interactive marketing are important IMC tools that help marketers collect information from
customers and then segment markets according to demographics and preferences.
a.
True
b.
False
51. Advertisers like radio for its ability to reach people while they drive because they are a captive audience.
a.
True
b.
False
52. Viewers are likely to practice selective perception and tune out statements they perceive as too strong or not
credible.
a.
True
b.
False
53. Market leaders are more likely to engage in comparative advertising than new entrants.
a.
True
b.
False
54. Successful interactive advertising adds value by offering the viewer more than just product-related
information.
a.
True
b.
False
55. Mass media such as TV ads, while still useful, are no longer the mainstay of marketing campaigns.
a.
True
b.
False
56. Banner advertisements on a Web page that link to an advertiser’s site are the least common type of
advertising on the web.
a.
True
b.
False
57. An ethical issue surrounding online advertising is the use of cookies, small text files automatically
downloaded to a user’s computer or mobile device when a site is visited.
a.
True
b.
False
58. Cooperative advertising campaigns originated to take advantage of the media’s practice of offering lower
rates to local advertisers than to national ones.
a.
True
b.
False
59. Guerilla marketing is an expensive marketing technique.
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a.
True
b.
False
60. Marketing public relations (MPR) refers to focused PR activities that directly support marketing goals.
a.
True
b.
False
61. Sam watches an ad on TV for a new laptop from Sony. This ad is an example of product advertising.
a.
True
b.
False
62. Institutional advertising is limited to advertising sponsored by a specific profit-seeking group.
a.
True
b.
False
63. The advertiser’s challenge in interactive advertising is to gain and hold consumer interest in an environment
where these individuals control what they want to see.
a.
True
b.
False
64. The primary disadvantage of magazine advertising is that magazines lack the flexibility of newspaper, radio,
and TV.
a.
True
b.
False
65. Noise can also result from distractions within an advertising message itself.
a.
True
b.
False
66. Advertising attempts to condition consumers to adopt favorable viewpoints toward a promotional message.
a.
True
b.
False
67. Maria sees an ad for a new service offered by the U.S. Postal Service to make shipping packages easier
during the holidays. This ad is an example of institutional advertising.
a.
True
b.
False
68. An assumption behind the task-objective approach is that marketers can measure the productivity of each
promotional dollar.
a.
True
b.
False
69. Cost per impression is a direct marketing technique that relates the cost of an ad to the number of people
who click it.
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chapter 16
a.
True
b.
False
70. A sponsor purchases access to the sponsored activity’s audience and the image associated with the activity.
a.
True
b.
False
71. The promotional mix requires a carefully designed blend of variables to satisfy the needs of a company’s
customers and achieve organizational objectives.
a.
True
b.
False
72. Publicity is the marketing-oriented aspect of public relations.
a.
True
b.
False
73. The process of communicating promotional messages begins with encoding.
a.
True
b.
False
74. The most effective testimonial ads link the celebrity and the advertised good or service.
a.
True
b.
False
75. Sales promotion provides a long-term incentive to emphasize, assist, supplement, or otherwise support the
objectives of the promotional program.
a.
True
b.
False
76. The secret to choosing the best advertising strategy is developing a message that best positions a firm’s
product in the audience’s mind.
a.
True
b.
False
77. Consumer perceptions of superiority pay off in the firm’s ability to raise prices without losing market share.
a.
True
b.
False
78. A blind product test is a method of posttesting the effectiveness of advertisements and during this method
respondents do not see copies of the magazine after their initial reading but are asked to recall the ads from
memory.
a.
True
b.
False
79. Reminder advertising is typically used during the growth stage and the early part of the maturity stage of the
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product lifecycle.
a.
True
b.
False
80. An IMC strategy sends product-focused messages.
a.
True
b.
False
81. Successful implementation of IMC requires that everyone involved in every aspect of promotion function as
a team, presenting a consistent, coordinated effort at every point of customer contact.
a.
True
b.
False
82. Setting the timing and sequence for a series of advertisements is called media scheduling.
a.
True
b.
False
83. Banners have evolved into a more target-specific technique for Internet advertising with the advent of
missiles.
a.
True
b.
False
84. The function of an IMC strategy ends with delivering promotional messages to intended audiences.
a.
True
b.
False
Indicate the answer choice that best completes the statement or answers the question.
85. People are asked to select unidentified products on the basis of available advertising copy in a(n):
a.
blind product test.
b.
recognition test.
c.
unaided recall test.
d.
inquiry test.
86. Advertising that promotes a concept, idea, philosophy or the goodwill of an industry, company,
organization, person, or government agency is known as:
a.
institutional advertising
b.
reminder advertising
c.
persuasive advertising
d.
informative advertising
87. Which of the following is a disadvantage of using direct marketing as a promotional strategy?
a.
It generates a delayed consumer response.
b.
It is expensive as it involves high cost per reader.
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c.
It does not allow the use of customized, personal messages.
d.
It covers a small audience with targeted advertising.
88. _____ refers to exaggerated claims of a product’s superiority or the use of subjective or vague statements
that may not be literally true.
a.
Infiltrating
b.
Puffery
c.
Boosterism
d.
Crowdsourcing
89. You work for an auto parts manufacturer that has traditionally had an immense marketing budget. Company
executives, however, recently reallocated some of the company’s marketing funds to production. Consequently,
the company needs to cut marketing costs. You decide to pitch an idea to the automobile manufacturer with
whom you work most closely—to use cross-promotion to market both companies’ products.
Which of the following is detrimental to using cross-promotion?
a.
One or both companies lose customers.
b.
One or both companies lose competitive edge.
c.
One company garners all the attention and support.
d.
The parties involved must compromise in order to work well together.
e.
One of the companies absorbs most of the costs associated with marketing.
90. Nonpersonal selling of a particular good or service is called _____ advertising.
a.
institutional
b.
product
c.
corporate
d.
retail
91. In designing promotional messages aimed at teens, you realize it is critical to use the language, references, idioms, and
even jokes popular among that age group. Otherwise, you are courting trouble primarily related to which element of the
communication process?
a.
Encoding by sender
b.
Decoding by receiver
c.
Response
d.
Feedback
e.
Choosing a channel
92. Which of the following is a posttest that assesses advertising effectiveness after it has appeared in a print or
broadcast medium?
a.
Miller test
b.
Unaided recall test
c.
Risk-utility test
d.
Oakes test
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93. The use of unconventional, innovative, and low-cost marketing techniques designed to get consumers’
attention in unusual ways is called _____.
a.
guerrilla marketing
b.
cause marketing
c.
mass marketing
d.
cloud marketing
94. Which of the following types of advertising is most likely to be used in the latter part of the maturity stage
and throughout the decline stage of the product lifecycle?
a.
Informative advertising
b.
Reminder advertising
c.
Associative advertising
d.
Persuasive advertising
95. According to the AIDA concept, which of the following is the first function of a promotional message?
a.
Arousing interest in the good or service
b.
Gaining the potential consumer’s attention
c.
Stimulating desire by convincing the potential buyer of the product’s ability to satisfy his or her
needs
d.
Producing an action in the form of a purchase or a more favorable attitude that may lead to a future
purchase
96. The AIDA concept refers to the steps in:
a.
the development of an IMC program.
b.
the consumer purchase decision process.
c.
the distribution of a product.
d.
the production of a product.
97. Paid, nonpersonal communication through various media about a business firm, not-for-profit organization,
product, or idea by a sponsor identified in a message intended to inform or persuade members of a particular
audience is called _____.
a.
sales promotion
b.
advertising
c.
product placement
d.
direct marketing
98. If you were looking for an advertising medium that worked for segmented audiences, had prestige, had a
long shelf life, and money was of no object, which of the following would you select?
a.
interactive ads
b.
television
c.
magazines
d.
direct mail
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e.
radio
99. Which of the following types of MPR responds to an external situation that has potential negative
consequences for an organization?
a.
Active MPR
b.
Passive MPR
c.
Proactive MPR
d.
Reactive MPR
100. You work for a national athletic organization whose marketers develop a campaign aimed at promoting the
work the organization does in rural communities that lack afterschool and college prep programs. The
organization provides resources for programs in these areas so program staff can work closely with students and
their families to ensure that they have the support they need to pursue higher education.
What is the primary goal of this organization’s public relations campaign?
a.
to promote the organization’s services
b.
to promote the organization’s values and mission
c.
to promote the organization’s social responsibility goals
d.
to develop an ethics department within the organization
e.
to develop a competitive edge over other organizations in the market
101. Which of the following methods develops a promotional budget based on a sound evaluation of the firm’s
promotional goals?
a.
The fixed-sum-per-unit method
b.
The meeting competition method
c.
The percentage-of-sales method
d.
The task-objective method
102. Which of the following is an example of advertising?
a.
A billboard with the image of a celebrity endorsing a product
b.
Conspicuous placing of a product in a popular TV show
c.
Giving away free sample of a product
d.
Holding a contest to promote a product
103. Which of the following is the oldest form of promotion?
a.
Product placement
b.
Personal selling
c.
Guerrilla marketing
d.
Ambush marketing
104. A 30-second television advertisement for Allstate uses the popular "Mayhem" character as "the world's
worst cleaning lady." The ad is an example of _______ advertising and strives to encourage customers to talk to
an Allstate Agent to make sure they have the right home protection: Good Hands. Good Home.
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a.
reminder
b.
persuasive
c.
informative
d.
institutional
105. Which of the following can the marketing team track through the company’s website?
a.
age
b.
lifestyle
c.
how often consumer shops
d.
number of clicks on the site
e.
number of direct sales as a result of ads on site
106. Which of the following constitutes nonpersonal selling?
a.
Product placement in a TV show
b.
Face-to-face interaction between a buyer and a seller
c.
Telephonic conversation between a buyer and a seller
d.
A videoconference between a marketer and a customer
107. Which of the following is the most common type of advertising on the web?
a.
Banner advertisements
b.
Pop-ups
c.
Interstitials
d.
Advergames
108. The organization, Mothers Against Drunk Driving sponsored an advertising campaign showing actual
photos of automobiles that had been involved in accidents related to drunk driving and encouraged consumers
to use a designated driver so they could avoid a similar accident. This type of campaign is known as a(n) _____
appeal.
a.
fear
b.
humorous
c.
sex-based
d.
non-profit
109. In communicating a promotional message, decoding refers to the:
a.
translation of the message into understandable terms and transmitting it through the communication
channel.
b.
receiver’s interpretation of the message transmitted through the communication channel.
c.
receiver’s response to the message transmitted through the communication channel.
d.
noise that interferes with the transmission of the message through the communication channel.
110. Which of the following types of advertising media dominates local markets?
a.
Radio
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b.
Network television
c.
Cable television
d.
Newspapers
111. Successful marketers use the marketing concept of relationship marketing to develop customer-oriented
marketing programs. An effective integrated marketing communication (IMC) strategy captures the audience’s
attention and promotes a brand or product in a cohesive way.
Which of the following approaches to marketing can be used to avoid marketing myopia
a.
avoid niche marketing
b.
give as much information as possible to the consumer
c.
work with broad target markets rather than segmenting them
d.
focus on delivering information and nothing else to intended audiences
e.
first identify the target market and then develop a marketing mix accordingly
112. A jewelry store organizes a jewelry design contest to promote the launch of its new line of charm bracelets.
This is an example of:
a.
advertising.
b.
sales promotion.
c.
direct marketing.
d.
personal selling.
113. A manufacturer of a well-known brand of cosmetics offering buyback allowances to its retailers for a new
line of lip color is an example of:
a.
guerrilla marketing.
b.
product placement.
c.
trade promotion.
d.
personal selling.
114. Which of the following would be an example of niche marketing?
a.
Frito-Lay introducing a commercial for its new flavor “Cream-n-Onion” in India
b.
Standard Chartered bank advertising its newly devised investment solution options in The Economist
c.
A firm hiring people to hand out flyers about its new product at a shopping mall
d.
A firm advertising a new brand of biscuits on hoardings
115. Samsung is set to launch a new model of smartphones. Which of the following types of promotion should
the company use to drive initial sales for its new model?
a.
Reminder advertising
b.
Informative advertising
c.
Persuasive advertising
d.
Evaluative advertising
116. Which of the following is a disadvantage of sales promotion as a promotional strategy?
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a.
It elicits a delayed consumer response.
b.
It does not provide short-term increase in sales.
c.
It is difficult to measure its promotional effectiveness.
d.
It is difficult to differentiate from competitors’ efforts.
117. You work for a television network that needs to advertise a new fall season show. Because of the show’s
content, you want to market to college students and young professionals. You decide that since the show is
going to be introduced in October of the following year, it would be good to start with billboards and ad
placements on buses, bus shelters, trains, and in subway stations. You know that new shows typically debut in
the fall, so you do some research and notice that your rival network also has a new show lined up for the fall.
You want to make sure that you are not targeting the same markets. By the spring of the following year, you are
going to introduce television commercials, social marketing, and online ads. By this point, national newspapers
are impressed with the show and write op-ed pieces about the new show.
Which of the following aspects of media scheduling is missing from the scenario?
a.
sales patterns
b.
target markets
c.
repurchase cycles
d.
public relations
e.
competitors’ activities
118. The receiver’s response, known as _____, completes the communication process.
a.
epistle
b.
encoded message
c.
feedback
d.
channeled data
119. Setting the timing and sequence for a series of advertisements is known as:
a.
media sourcing.
b.
media scheduling.
c.
media polarizing.
d.
media programming.
120. Kiera’s dog walking business is booming, and she is interested in expanding. In order to expand, her
company needs more customers, and the demand for dog walking in her neighboring communities must
increase in order for her to generate a profit. Her best friend, a local celebrity, suggests that she should consider
marketing her services. Because Kiera understands that there are specific challenges associated with developing
advertising objectives for services, she is very careful about how to advertise her dog walking services. In the
end, she decides to develop a logo for her company so customers can associate it with the services she provides.
How did Kiera make her intangible services more marketable?
a.
She used a slogan.
b.
She recruited new customers.
c.
She enhanced her brand image.
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d.
She got a celebrity endorsement.
e.
She used a popular logo that people recognized.
121. Which of the following terms do advertisers use to describe a promotional environment that is filled with
hundreds of competing 15- and 30-second commercials?
a.
Noise
b.
Click-through
c.
Split run
d.
Clutter
122. You work for a clothing manufacturer whose executives recently decided they were going to sever their ties
with four of their manufacturing partners in Guatemala due to dismal labor conditions. Your superiors believe
this is a public relations-worthy topic, and they want your consumers and stakeholders to know about their
decision.
Which of the following steps can they take to ensure their various publics are aware of their decision to sever
ties with the Guatemalan manufacturers?
a.
use direct marketing
b.
use guerilla marketing
c.
publish a press release
d.
publicize the news on billboards
e.
partner with a magazine to publish the story
123. Which of the following is a disadvantage of advertising as a promotional strategy?
a.
It is expensive due to high cost per contact.
b.
It allows very little control over the final promotional message.
c.
It does not permit totally accurate measurements of results.
d.
It cannot be adapted to either mass audience or specific audience segments.
124. You work for a cell phone company, and for the last three years, the Elixir has been performing well. Many
times, your marketing team has been able to revive the product and increase consumer demand. This time
around, you are hesitant to invest any more resources into marketing the phone; however, you see some value in
at least developing a campaign that reflects reminder advertising.
At which stage in the product life cycle is the Elixir?
a.
decline stage
b.
growth stage
c.
concept stage
d.
maturity stage
e.
introductory stage
125. Your company has manufactured a new gadget that can help users track weight loss and create personalized
health plans. The product is aimed at middle-class women between the ages of 21 and 40. The product will sell
in the $200–250 price range and will be made available in sports retailers as well as online. Because the product
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is new, your team has been given $250,000 to market the product.
Which of the following factors is missing from the promotional mix in the scenario described above?
a.
nature of the product
b.
nature of the market
c.
stage in the product life cycle
d.
funds available for promotion
e.
evaluation of promotional effectiveness
126. Which of the following methods of promotion is most likely to be used for promoting a consumer product
targeted at a geographically dispersed market if the audiences are likely to respond to the same promotional
messages?
a.
Trade promotion
b.
Advertising
c.
Trade shows
d.
Personal selling
127. When marketing partners share the cost of a promotional campaign that meets their mutual needs, they are
said to be engaged in:
a.
ambush marketing.
b.
cross-promotion.
c.
guerrilla promotion.
d.
personal selling.
128. A disadvantage of using radio as an advertising medium is that:
a.
it has a highly segmented audience.
b.
the message cannot be tailored easily to adapt to local preferences.
c.
it is expensive.
d.
it lacks flexibility.
129. Which of the following acts as the source of the message communicated to the receiver in the
communication process?
a.
Decoder
b.
Sender
c.
Messenger
d.
Sponsor
130. Southwest Airlines and Carnival Cruises collaborated to market "fly and cruise" specials from major cities
to Carnival's ports in New Orleans, Galveston and Miami. The collaboration enabled both firms to share the
cost of the campaign. This strategy is known as:
a.
cross-promotion
b.
cooperative advertising
c.
comparative advertising
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d.
interactive advertising
131. Which of the following methods of creating a promotional budget allocates a predetermined amount to
each sales or production unit?
a.
The fixed-sum-per-unit method
b.
The meeting competition method
c.
The percentage-of-sales method
d.
The task-objective method
132. Which of the following is true of using publicity as a promotional strategy?
a.
Companies have to spend more for publicity than advertising or personal selling.
b.
Companies have less control over whether the press publishes good or bad news.
c.
Consumers tend to believe more in company-disseminated information than in publicity-generated
news.
d.
Companies tend to view all kinds of publicity—good or bad—as profitable for the company’s
reputation and its brand equity.
133. When Think Green, a not-for-profit organization, realizes that its campaign for a “go vegan” lifestyle has
lost its steam, it decides to renew the campaign by holding an international culinary contest for the best vegan
recipe. This is an example of _____ advertising.
a.
informative
b.
reminder
c.
evaluative
d.
retentive
134. The American Heart Association runs ads in major magazines promoting its mission and successes. These
ads are examples of _____ advertising.
a.
cooperative
b.
institutional
c.
ambush
d.
persuasive
135. Compare and contrast the differences between marketing and integrated marketing communication (IMC).
a.
Marketing requires the segmentation of the target market while IMC focuses on the product.
b.
Marketing focuses on the internal aspect of the business while IMC integrates internal marketing
with external variables.
c.
Marketing takes customer needs into consideration while IMC focuses on implementing the
appropriate combination of promotional mix variables.
d.
Marketing is the development of products that fit the needs of a target market while IMC ensures that
all facets of marketing work together to produce a cohesive message.
e.
Marketing focuses on product development and selling products while IMC focuses on the
relationships between the business and the marketing firms and public relations agencies that manage
their products.
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136. Oriental Insurance promotes identity theft insurance with an advertisement that warns viewers about stolen
credit cards and fake Social Security numbers. Which appeal is being used in this commercial to motivate the
viewers to act?
a.
Fact
b.
Humor
c.
Cooperation
d.
Fear
137. A popular morning TV program shows its host and guests drinking beverages from mugs that have been
engraved with the logo of a popular coffee chain. This is an example of:
a.
personal selling.
b.
trade promotion.
c.
product placement.
d.
sales promotion.
138. Which of the following is true of an IMC strategy?
a.
It begins with the organization’s goods and services.
b.
It sends product-focused messages.
c.
It views the parts of a promotional mix as isolated components.
d.
It begins with consumer wants or needs.
139. Samsung has utilized _____ advertising to persuade smartphone buyers to choose Samsung instead of
Apple's iPhone.
a.
comparative
b.
celebrity
c.
reminder
d.
institutional
140. An apparel marketer pays a percentage of the cost of a retail store’s newspaper advertisement featuring its
product lines. This is an example of:
a.
comparative advertising.
b.
cost-effective advertising.
c.
budget advertising.
d.
cooperative advertising.
141. Which of the following is true of celebrity testimonials?
a.
The most effective celebrity testimonial ads use the most popular celebrity regardless of his/her
credibility as a message source.
b.
The most effective celebrity testimonial ads link the celebrity and the advertised good or service.
c.
The most effective celebrity testimonial ads feature those celebrities who endorse the most number of
products.
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d.
The celebrity testimonial ads tend to be effective only when they are displayed in print media.
142. In an attempt to expand viewership of the television show Mystery Science Theater 3000 in its early days,
the producers encouraged viewers to make copies of the show on videotapes and give them to friends. The
closing credits included the words "Keep circulating the tapes!" This is an example of:
a.
guerrilla marketing.
b.
cause marketing.
c.
ambush marketing.
d.
cloud marketing.
143. Which of the following terms best represents an interpersonal influence process that involves a seller’s
promotional presentation conducted on a face-to-face basis with the buyer?
a.
Social referencing
b.
Personal selling
c.
Mass marketing
d.
Advertising
144. Delite, a food and beverage company, is launching a new line of frozen food. The marketing department at
Delite wants to develop an IMC strategy for the product launch. Which of the following should be the first step
taken by the marketing department in order to develop an effective IMC strategy?
a.
Design ads for the print and electronic media for maximum reach
b.
Identify wants and needs of consumers
c.
Establish the product as a superior addition to the existing product range
d.
Isolate parts of the promotional mix and allocate them to appropriate departments
145. Which of the following is a method of testing alternate ads by dividing a cable TV audience or a
publication’s subscribers in two, using two different ads, and then evaluating the relative effectiveness of each?
a.
Zapping
b.
Split run
c.
Crowdsourcing
d.
Unaided recall test
146. Product placement is a form of non-personal selling where:
a.
a company pays a fee to have its products displayed prominently at department stores.
b.
a company pays a fee to have its products displayed prominently in a film or TV show.
c.
a company engages in promotional tie-ins with other firms through co-branding.
d.
a company positions its TV commercials during prime hours for its target market.
147. Which of the following is a disadvantage of using television as an advertising medium?
a.
Ineffective impact of the promotional message on viewers
b.
Loss of control of the promotional message to the telecaster
c.
Inability to attain mass coverage
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d.
Inability to repeat messages
148. Jesse often watches TV late at night and notices that many television commercials are louder than the
regular programming. He mentions this to a friend who's taking a marketing class and she believes this
phenomenon can be explained by the AIDA concept. Which specific aspect of the AIDA concept is at work?
a.
attention
b.
interest
c.
desire
d.
action
149. Brad is a pharmaceutical representative for Merck. He attends a medical conference where he gives a
presentation about a new drug that is being manufactured by his company. Brad’s presentation is a part of
Merck’s IMC effort and it represents:
a.
encoding of the product message.
b.
decoding of the product message.
c.
feedback for the promotional message.
d.
noise generated by the promotional message.
150. Which of the following elements of a print advertisement contains the company name, address, web
address, slogan, trademark, logo, or names the sponsoring organization?
a.
Slogan
b.
Headline
c.
Illustration
d.
Signature
151. Banners have evolved into a more target-specific technique for Internet advertising with the advent of:
a.
pop-ups.
b.
interstitials.
c.
missiles.
d.
advergames.
152. Which of the following is an advantage of newspaper advertising?
a.
offers high levels of flexibility
b.
high reproduction quality
c.
low circulation
d.
highly segmented audience
153. Advertising that reinforces previous promotional activity by keeping the name of a good, service,
organization, person, place, idea, or cause before the public is called _____ advertising.
a.
ambush
b.
reminder
c.
informative
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d.
guerrilla
154. A local newspaper is planning to come up with a special series on the growth of entrepreneurship within
the community. Each week an article featuring a different business owner and his or her success story will be
published. For the featured business owners, this type of promotion would constitute _____.
a.
sales promotion
b.
publicity
c.
trade promotion
d.
direct selling
155. When a pharmaceutical company advertises that its product has a greater pain-relieving effect than Tylenol,
it is using _____ advertising.
a.
cooperative
b.
comparative
c.
retail
d.
institutional
156. You work for an automobile manufacturing company that has received millions of dollars in loans and
grants. Your CEO wants the company to invest in marketing strategies that push your company to the forefront
in the market. While you think direct marketing may be an efficient way to go, you want the company to leave
an indelible mark, so you come up with other ideas.
Which of the following choices would you make about your company’s marketing strategy?
a.
use guerilla marketing tactics
b.
get a celebrity endorsement
c.
invest in interactive advertising
d.
sponsor a recreational car racing event
e.
invest in a new stadium that showcases the company name
157. Promotion that seeks to develop initial demand for a good, service, organization, person, place, idea, or
cause is called _____ advertising.
a.
informative
b.
persuasive
c.
reminder
d.
evaluative
158. Flora’s Designs is a flower shop that recently relocated and revamped its service offerings. To go along
with the new location, the owner, Flora, changed her marketing strategies and enhanced her promotional mix.
Here is an example of her newspaper ad, which she placed in a section with at least fifteen other floral shop ads:
Who doesn’t want to create messages of magnificence? Flora’s Designs is here to help you achieve just that.
Our flowers are handpicked daily and will put a smile on your face. Come to our location and learn the art of
fresher flowers!
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a.
cut through the clutter
b.
stimulate buying action
c.
gain attention and interest
d.
inform the potential customer
e.
change the customer’s perception of the company
159. Which of the following is a disadvantage of guerrilla marketing?
a.
Customers don’t pay attention to it as it is a very traditional form of marketing.
b.
Marketers have to invest a lot of money for the innovation involved in guerrilla marketing.
c.
Competitors can easily imitate the techniques used in guerrilla marketing.
d.
Marketers run the risk of reaching a limited number of potential consumers.
160. Promotion that attempts to increase demand for an existing good, service, organization, person, place, idea,
or cause is called _____ advertising.
a.
informative
b.
persuasive
c.
ambush
d.
evaluative
161. Companies who use exaggerated claims of a product's superiority or the use of subjective or vague
statements that may not be literally true are using _____.
a.
puffery
b.
candor
c.
deception
d.
poetic license
162. Which of the following types of advertising is most likely to be used during the growth stage and the early
part of the maturity stage of the product lifecycle?
a.
Persuasive advertising
b.
Reminder advertising
c.
Evaluative advertising
d.
Retentive advertising
163. You work for the local public health department and want to assure community residents that the recent
meningitis outbreak is under control, and that your staff are working diligently to vaccinate children and to
ensure that something like this doesn’t occur in the future.
Which type of advertising should the company use?
a.
product advertising
b.
reminder advertising
c.
informative advertising
d.
persuasive advertising
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e.
institutional advertising
164. Which of the following is a disadvantage of personal selling as a promotional strategy?
a.
It elicits a delayed response from targeted consumers.
b.
It is difficult to measure its promotional effectiveness.
c.
It cannot mold the message to fit the customer need.
d.
It is expensive and involves high cost per contact.
165. _____ advertising includes two-way promotional messages transmitted through communication channels
that induce message recipients to participate actively in the promotional effort.
a.
Comparative
b.
Retail
c.
Interactive
d.
Cooperative
166. Promotion of a concept, an idea, a philosophy, or the goodwill of an industry, company, organization,
person, geographic location, or government agency is called _____ advertising.
a.
institutional
b.
product
c.
retail
d.
cooperative
167. You work for a national fast food chain restaurant whose executives want to revamp your marketing
strategies. They use a promotional strategy that allows them to showcase their foods and services as better than
the myriad fast food restaurants out there.
Which type of advertising did the company use?
a.
retail advertising
b.
reminder advertising
c.
informative advertising
d.
cooperative advertising
e.
comparative advertising
168. You work for an investment bank that is marketing a new credit card. As part of your company’s marketing
strategy, you come up with an animated penguin who is associated with your services, and your company
comes up with the slogan, “Shopping with kings.” Your ad campaign is viewed by millions around the country
through television commercials, online ads, direct mail, and celebrity sponsors.
Which of the following would be considered feedback?
a.
customers apply for your bank’s credit card
b.
college-aged students appreciate the slogan
c.
Your target market likes the animated penguin
d.
young adults see the ad on a bus and call to ask questions
e.
the media through which potential customers view the ads
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169. The four major elements of a print advertisement are the headline, illustration, body copy, and signature.
What is the purpose of the signature?
a.
to stimulate buying action
b.
to draw the customer in
c.
to inform the customer
d.
to name the sponsoring organization
e.
to leave the customer with questions
170. Which of the following is a benefit of an integrated marketing communications (IMC) program?
a.
a unified personality for a brand or product can be created
b.
firms need only work with one outside vendor
c.
only those working in the communications division assist with IMC programs
d.
marketers focus on traditional network TV such as NBC, CBS and ABC
171. Think Green, a not-for-profit organization, promotes its “go vegan” lifestyle by publishing advertisements
in the print media as well as electronic media. This is an example of _____ advertising.
a.
product
b.
institutional
c.
retail
d.
cooperative
172. The _____ is at the heart of integrated marketing communications.
a.
product
b.
brand
c.
organization
d.
customer
173. When potential buyers call up to place their orders after seeing a telemarketing promotional message for a
product, it is an example of:
a.
encoding.
b.
decoding.
c.
noise.
d.
feedback.
174. Which of the following is a disadvantage of using public relations as a promotional strategy?
a.
It involves much effort directed towards non-marketing oriented goals.
b.
It creates a negative attitude toward a product or company.
c.
It damages the credibility of a product or company.
d.
It is a highly expensive method of promotion.
175. Costco utilizes a bi-weekly mailing to communicate with its members about special purchases and featured
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products. Recently, its mailer featured an HP printer with a coupon to receive a $50 rebate. HP negotiated a
special discount on the printers with Costco and also paid a portion of the mailing cost which featured the
printer. This is an example of _____ advertising.
a.
cooperative
b.
celebrity
c.
institutional
d.
pioneer
176. Which of the following is an example of a good promotional objective?
a.
increase nonpersonal selling by 5%
b.
increase sales in the Northeast region by 17%
c.
decrease budgets associated with television ads
d.
decrease promotional costs by the end of the year
e.
increase the consumer base by 10% as a result of the online-based interactive ad
177. When Sara went to a convenience store to get her weekly grocery shopping done, she got a free sample of a
new cereal that had just been introduced in the market. This information indicates that the cereal manufacturer
is using _____ to promote its product.
a.
survey sampling
b.
direct sampling
c.
panel sampling
d.
quota sampling
178. A newly opened spa uses a print ad to promote the service packages it offers to customers. This is an
example of _____ advertising.
a.
retail
b.
product
c.
institutional
d.
corporate
179. _____ refers to a company’s messages about general management issues.
a.
Nonmarketing public relations
b.
Corporate advertising
c.
Institutional advertising
d.
Cooperative public relations
180. _____ are an outcropping of banner ads that appear on the results page of a search and are specific to the
searched term.
a.
Pop-ups
b.
Interstitials
c.
Advergames
d.
Keyword ads
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181. The Tostitos BCS National Championship game features the top two college football teams competing for
the national title. The Tostitos brand name is included in the event’s name because Frito-Lay, the manufacturer,
paid for:
a.
sponsorship.
b.
co-branding rights.
c.
direct marketing privileges.
d.
cooperative advertising.
182. In the context of the communication process, translating a message into understandable terms and
transmitting it through a communications channel is known as _____.
a.
decoding
b.
referencing
c.
polarizing
d.
encoding
183. The image of the petroleum firm BP Global was badly hurt by its involvement in the 2010 Gulf of Mexico oil spill.
To help repair the damage, BP has run ads promoting its efforts to clean up the environment. This is the type of
advertising known as _____ advertising.
a.
Institutional
b.
Reminder
c.
Environmental
d.
Damage control
e.
Comparative
184. Which of the following elements of a print advertisement focuses on informing, persuading, and
stimulating buying action?
a.
Body copy
b.
Headline
c.
Illustration
d.
Signature
185. Which of the following is an example of personal selling?
a.
Banners on websites
b.
Videoconferencing
c.
Print ads
d.
Direct mailers
186. Compared to other broadcast media, cable advertising is more likely to attract specialized audiences and
encourage niche marketing. This characteristic of cable advertising is known as _____.
a.
narrowcasting
b.
personalcasting
c.
crowdcasting
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d.
datacasting
187. Which of the following terms refers to the nonpersonal stimulation of demand for a good, service, person,
cause, or organization through unpaid placement of significant news about it in a published medium or through
a favorable presentation of it on the radio or television?
a.
Publicity
b.
Advertising
c.
Product placement
d.
Sponsoring
188. In 2012, James Bond played by actor Daniel Craig in the film Skyfall ordered a Heineken instead of his
traditional "shaken, not stirred martini." The US division of Heineken reportedly paid $45 million to have the
product featured in the movie. This is an example of a(n):
a.
product placement
b.
advertising
c.
public relations
d.
sponsorship
189. Gold Star, a supermarket chain, runs print advertisements promoting best deals for different products every
week. This is an example of _____ advertising.
a.
retail
b.
associative
c.
referenced
d.
corporate
190. Which of the following is a strategy in which a retailer shares advertising costs with a manufacturer or a
wholesaler?
a.
Cooperative advertising
b.
Corporate advertising
c.
Institutional advertising
d.
Community advertising
191. The communication process begins with:
a.
noise.
b.
channeling.
c.
encoding.
d.
decoding.
192. Bethany is 7 years old and loves watching the Disney channel. Recently, she saw a television
advertisement for My Little Pony toys and told her parents that she wanted one for her birthday. Which step in
the AIDA model does Bethany's request for a My Little Pony toy reflect?
a.
desire
b.
attention
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c.
interest
d.
action
193. American Siding and Windows uses a team of inside sales representatives to contact homeowners by
telephone and schedule appointments to provide free estimates on home improvement projects such as new
windows, sun rooms, siding and awnings. The company's promotional efforts can be classified as:
a.
direct marketing
b.
public relations
c.
sponsorship
d.
nonpersonal selling
194. When a major pharmaceutical scandal shook people’s belief in the Federal Drug Administration, the public
relations department devised an IMC strategy to positively influence public perception. An evaluation of the
effectiveness of the IMC strategy reported a positive change in the public perception of the government agency.
In the context of the communication process, this change in perception represents _____.
a.
encoding
b.
channeling
c.
feedback
d.
noise
195. Which of the following is TRUE regarding the use of advertising when products are in the maturity phase
of the product lifecycle?
a.
firms typically reduce advertising and sales promotion expenditures
b.
firms typically increase advertising and promotion expenditures
c.
firms focus efforts by utilizing personal selling to expand distribution
d.
firms promote their products at trade shows to inform and educate consumers
196. Global Solutions Inc., an IT firm, regularly organizes meetings for its stockholders to update them on the
firm’s performance and achievements. This is an example of:
a.
guerrilla marketing.
b.
sales promotion.
c.
a product placement program.
d.
a public relations program.
197. _____ advertising includes advertising by stores that sell goods or services directly to the consuming
public.
a.
Evaluative
b.
Referenced
c.
Associative
d.
Retail
198. In which of the following types of MPR, the marketer takes the initiative and seeks out opportunities for
promoting the firm’s products?
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a.
Active MPR
b.
Proactive MPR
c.
Passive MPR
d.
Retroactive MPR
Indicate one or more answer choices that best complete the statement or answer the question.
199.
a.
b.
c.
d.
e.
200. A firm has contracted with a global advertising agency. In a meeting to discuss ways of promoting the client's
products abroad, the agency representatives mentioned the challenges involved in reducing or eliminating noise. Choose
the forms of noise they could have talked about.
a.
Too many competing messages
b.
Poor technology
c.
Inaccurate translation
d.
Heavy use of buzzwords or jargon
e.
Only answers c and d, since these relate to language
201. Downstate Drug Company relies heavily on fear appeals in its advertising for prescription medications. As the new
promotions director, you will soon advise the CEO to begin transitioning to different kinds of messages. Choose the
argument(s) you are unlikely to make.
a.
Fear appeals for drug products have been disappearing in recent years.
b.
The FDA is about to ban prescription drug advertising on TV.
c.
Consumers may tune out statements they perceive as too strong.
d.
There may be a future backlash against fear appeals because so much drug advertising relies on them.
e.
You would be likely to make all of the above arguments.
202. As a radio sales professional, you meet frequently with marketers who are skeptical of radio's value in a world with
so many new media options. Choose the point(s) you make in your sales pitch.
a.
Radio is now one of the fastest-growing media options.
b.
Radio is relatively low-cost.
c.
While not yet a global medium, radio is a powerful local medium.
d.
The diversity of stations allows advertisers to easily target their audiences.
e.
Stations routinely adapt their programming to local preferences.
203. Jill needs to motivate her promotion team to focus not just on individual messages, but on the benefits of integrating
all of the firm's marketing communications. Choose the benefits that Jill should discuss.
a.
Looking at the components of the promotion mix from the customer's point of view
b.
Reducing information overload
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c.
Achieving competitive advantage based on synergy
d.
Creating a unified brand personality
e.
Reducing interdependence among the elements of the promotion mix
204. You are eager to attract a tennis star to appear in the ads for your company's rackets. However, your boss reminds
you that it can be very expensive to use celebrity testimonials. Which of the following points do you make to convince her
to spend the money?
a.
This approach can improve our racket's brand recognition.
b.
This approach can boost the believability of our racket's performance.
c.
With a well-known star, there is no risk of marketplace confusion.
d.
With a well-known star, our brand can achieve better recall.
e.
A tennis star is likely to be a credible source of information for our product.
205. The delivery service where Debbie works advertises that its vehicles are "the fastest you'll find anywhere in the
globe." Debbie does not believe this claim is literally true, so she seeks an opinion from the firm's legal counsel. The
lawyer informs her that such "puffery" is:
a.
Regulated as a form of warranty by the Uniform Commercial Code
b.
A new development
c.
Distinguished from a warranty by the Uniform Commercial Code
d.
Potentially unethical
e.
Commonly illegal
206. Ed is a summer intern at a firm that researches how consumers react to advertising messages. To increase his
knowledge, Ed prepares a report on the different methods used in such research. Which of the following topics does he
include?
a.
Posttesting
b.
Pretesting
c.
Unaided recall tests
d.
Inquiry tests
e.
Nielsen rating points
Match each item with the correct statement below.
a.
noise
b.
advertising
c.
promotion
d.
publicity
e.
sales promotion
f.
guerrilla marketing
g.
posttesting
h.
split runs
i.
cooperative advertising
j.
marketing public relations
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k.
media scheduling
l.
pretesting
m.
informative advertising
n.
persuasive advertising
o.
retail advertising
p.
missiles
q.
cross-promotion
r.
interactive advertising
s.
sponsorship
t.
institutional marketing
207. The function of informing, persuading, and influencing the consumer’s purchase decision is known as
_____.
208. Ineffective promotional appeals, inappropriate advertising media, or poor radio or television reception that
interferes with the transmission of the message and reduce its effectiveness are examples of _____ in a
communication channel.
209. Paid, nonpersonal communication through various media about a business firm, not-for-profit organization,
product, or idea by a sponsor identified in a message intended to inform or persuade members of a particular
audience is called _____.
210. Marketing activity other than personal selling, advertising, guerrilla marketing, and public relations that
stimulates consumer purchasing and dealer effectiveness is called _____.
211. Nonpersonal stimulation of demand for a good, service, person, cause, or organization through unpaid
placement of significant news about it in a published or broadcast medium is called _____.
212. _____ is an unconventional, innovative, and low-cost marketing techniques designed to get consumers’
attention in unusual ways.
213. Relationship in which an organization provides funds or in-kind resources to an event or activity in
exchange for a direct association with that event or activity is called a(n) _____.
214. Promotion of a concept, an idea, a philosophy, or the goodwill of an industry, company, organization,
person, geographic location, or government agency is called _____.
215. Promotion that seeks to develop initial demand for a good, service, organization, person, place, idea, or
cause is called _____.
216. Promotion that attempts to increase demand for an existing good, service, organization, person, place, idea,
or cause is called _____.
217. Advertising by stores that sell goods or services directly to the consuming public is called _____.
218. A strategy in which a retailer shares advertising costs with a manufacturer or wholesaler is known as
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_____.
219. _____ involves two-way promotional messages transmitted through communication channels that induce
message recipients to participate actively in the promotional effort.
220. Banners have evolved into a more target-specific technique for Internet advertising with the advent of
_____ which are messages that appear on the screen at exactly the right moment.
221. Setting the timing and sequence for a series of advertisements is called _____.
222. Focused public relations activities that directly support marketing goals are called _____.
223. Promotional technique in which marketing partners share the cost of a promotional campaign that meets
their mutual needs is known as _____.
224. Research that evaluates an ad during its development stage is called _____.
225. Research that assesses advertising effectiveness after it has appeared in a print or broadcast medium is
called _____.
226. _____ are methods of testing alternate ads by dividing a cable TV audience using two different ads, and
then evaluating the relative effectiveness of each.
227. Define publicity. Explain its role in a firm’s promotional strategy.
228. Define retail advertising. Discuss how cooperative advertising benefits the parties involved in it?
229. Why do marketers sometimes use guerrilla marketing? What are some of the drawbacks of using a guerrilla
marketing strategy?
230. Explain how noise interferes with the effective transmission of a promotional message.
231. Discuss the importance of feedback in the communication process in the context of promotional messages.
232. Define nonpersonal selling. Discuss advertising as a type of nonpersonal selling.
233. What is comparative advertising and who are its users? How do federal regulators view comparative
advertising?
234. Explain the AIDA concept.
235. Discuss the three primary objectives of advertising.
236. Discuss product advertising, institutional advertising, and corporate advertising.
237. Discuss the major types of advertising media.
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238. What is an advertising campaign? How do you think current technology might help a marketer with the
success of an advertising campaign?
239. Explain the communication process. What are the three tasks that an effective message should accomplish?
240. Define cross-promotion. Explain why is it used. Give examples of cross-promotion.
241. What is puffery? How does the Uniform Commercial Code make a distinction between puffery and any
specific or quantifiable statement about product quality or performance?
242. Discuss the role that integrated marketing communications (IMC) plays in the development of a
promotional mix.
243. Compare and contrast marketing public relations with nonmarketing public relations.
244. Discuss fear and humor as types of advertising appeal. Give examples of advertisements that make use of
either or both types of appeals.
245. Define promotional mix. Discuss personal selling as a component of promotional mix.
246. List and describe the major types of posttests used to evaluate advertising effectiveness.
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Answer Key
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