Chapter 18 1 Several profit-oriented organizations participated in the Great American Bake Sale that was held to raise funds to end child hunger in the United States

Exam

Name___________________________________

MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.

1)

Several profit–oriented organizations participated in the Great American Bake Sale that was held to

raise funds to end child hunger in the United States. Parade magazine and ABC entertainment

helped get the word out about this event, and for them, this represents what type of social

marketing program?

1)

A)

cause marketing

B)

business–to–business marketing

C)

do–good marketing

D)

promotional marketing

E)

mission marketing

2)

Which of the following is the first stage of international market development?

2)

A)

internationalization

B)

localization

C)

globalization

D)

importing

E)

exporting

3)

________ refers to the use of marketing programs and marketing communications tools for the

good of society.

3)

A)

External marketing

B)

Global marketing

C)

Integrity marketing

D)

Stakeholder marketing

E)

Social marketing

4)

Which type of advertising accounts for nearly half of all the money spent on advertising?

4)

A)

business–to–business advertising

B)

directory advertising

C)

nonprofit advertising

D)

international advertising

E)

retail advertising

5)

The first strategic consideration in retail advertising is ________.

5)

A)

cost

B)

demographics

C)

image

D)

psychographics

E)

geography

6)

________ is used to persuade distribution channel members, such as resellers, wholesalers, and

retailers, to stock the product of the manufacturer.

6)

A)

Trade advertising

B)

Reseller advertising

C)

Professional advertising

D)

Industrial advertising

E)

Retail advertising

7)

Every state has an industrial ________ such as the New York–based Thomas Register listing

industrial companies.

7)

A)

directory

14)

The two classifications of general business and trade publications are ________.

14)

A)

horizontal and vertical

B)

profit and nonprofit

C)

top and bottom

D)

internal and external

E)

government and private sector

15)

Mini–Case Question. As Acme plans for global marketing communications, which approach or

model is most appropriate for their situation, given the type of products they sell?

15)

A)

local initiative

B)

economic maximization approach

C)

high context approach

D)

cultural–orientation approach

E)

low–context approach

16)

________ are advertising circulars furnished by a retailer for distribution as a free–standing insert

in newspapers.

16)

A)

Co–ops

B)

Penny Pinchers

C)

Vendor Support Programs

D)

Preprints

E)

Shoppers

17)

Which of the following is a type of business–to–business advertising?

17)

A)

industrial advertising

B)

trade/channel advertising

C)

government advertising

D)

agricultural advertising

E)

all of the above

18)

Mini–Case Question. What is the first stage in international market development that Acme will

most likely pursue to expand into other countries?

18)

A)

exporting

B)

regionalization

C)

internationalization

D)

centralization

E)

globalization

19)

Advertising directed at people in businesses that buy or specify products for business use is called

________.

19)

A)

brand advertising

B)

industrial advertising

C)

business–to–business advertising

D)

local advertising

E)

retail advertising

20)

Which of the following is NOT a business–to–business advertising medium?

20)

A)

the web

B)

general business and trade publications

C)

consumer media

D)

directory advertising

E)

All of the above are business–to–business advertising media.

21)

Which of the following is considered a high–context language?

21)

A)

Japanese

B)

Spanish

C)

English

D)

German

E)

all of the above

22)

Advertising by attorneys touting that they “won’t get paid unless you do” is known as which type

of business advertising?

22)

A)

barrister advertising

B)

industrial advertising

C)

professional advertising

D)

trade advertising

E)

none of the above

23)

Neiman–Marcus is an upscale department store located in large metropolitan areas. This retailer

advertises in women’s magazines but doesn’t really give any information about the products they

sell. They merely show a beautiful, sexy woman and the words Neiman–Marcus along the bottom of

the ad. What type of retail advertising is this?

23)

A)

promotional retail advertising

B)

nonpromotional retail advertising

C)

long–term retail advertising

D)

product retail advertising

E)

institutional retail advertising

Explanation:

24)

Which of the following is NOT a goal of nonprofit organizations?

24)

A)

donations

B)

advocacy

C)

membership

D)

sales

E)

All of the above are goals of nonprofit organizations.

Explanation:

25)

Free–distribution newspapers are dropped known as ________.

25)

A)

shoppers

B)

supplements

C)

co–ops

D)

weeklies

E)

vendor support programs

26)

Which of the following is NOT an objective of retail advertising?

26)

A)

establish a store brand that resonates with the local audience

B)

build store brand awareness

C)

deliver sales promotion messages

D)

sell a variety of products and brands by creating consumer understanding of items or services

offered

E)

motivate the retail sales force

27)

With respect to general business and trade publications, ________ publications are directed to

people who hold different positions in a particular industry.

27)

A)

vertical

B)

horizontal

C)

multi–level

D)

single–industry

E)

multi–focus

28)

Local retailers generally prefer ________ over ________.

28)

A)

frequency; reach

B)

reach; frequency

C)

institutional retail advertising; product retail advertising

D)

promotional advertising; nonpromotional advertising

E)

nonpromotional advertising; promotional advertising

29)

With respect to general business and trade publications, ________ publications are directed to

people who hold similar jobs in different companies across different industries.

29)

A)

multi–industry

B)

multi–focus

C)

level

D)

horizontal

E)

vertical

30)

One way local retailers can compensate for their smaller budgets and limited expertise is to take

advantage of ________, which is where the national brand reimburses the retailer for part or all of

the advertising expenses.

30)

A)

tie–in advertising

B)

cooperative advertising

C)

category management

D)

dual advertising

E)

co–marketing advertising

31)

Which is the advertising medium used most by retailers?

31)

A)

direct mail

B)

outdoor

C)

newspapers

D)

magazines

E)

radio

32)

Rene is just considering advertising for her gift shop that is located in Memphis, Tennessee. What is

the first concern Rene should consider in targeting consumers?

32)

A)

psychographics

B)

demographics

C)

economics

D)

life styles

E)

geography

33)

Which of the following statements is false regarding creation of the retail ad?

33)

A)

Because agencies work for many different clients, they cannot always respond as quickly as

an in–house agency can.

B)

Generally, outside agency work is the most costly way to produce retail ads on a regular

basis.

C)

Television spots are created by advertising agencies because most television stations will not

provide this service for advertisers.

D)

The larger the retail operation, the more likely it is to have an in–house advertising staff.

E)

All local media create and produce ads for retailers.

34)

Which advertising medium generally receives the smallest attention by business–to–business

advertisers?

34)

A)

directory advertising

B)

consumer media

C)

direct marketing

D)

the web

E)

general business and trade publications

35)

Which of the following was given in the text as a situation in which a standardized advertising

strategy should be used?

35)

A)

when graphic and visual advertising approaches can be used to overcome cultural differences

B)

when it is required by law

C)

when the chance of cultural blunders decreases

D)

when there are many competitors in the foreign markets

E)

when standardization will lead to savings through economies of scale in advertising

production, planning, and control

36)

Co–op funds are also known as ________.

36)

A)

tie–ins

B)

dealer loaders

C)

co–expenses

D)

ad allowances

E)

ad reimbursements

37)

Which planning approach sometimes has a central campaign idea established but the executions

can be developed locally and submitted to headquarters for use globally?

37)

A)

variations on central campaigns

B)

top–down creativity

C)

local initiative

D)

centrally conceived campaigns

E)

bottom–up creativity

38)

Advertising directed at a group of mostly white–collar workers such as lawyers, accountants,

technology consultants, doctors, teachers, and advertising and marketing specialists in known as

________.

38)

A)

agricultural advertising

B)

industrial advertising

C)

professional advertising

D)

government advertising

E)

trade/channel advertising

C

39)

What are the two general types of retail advertising?

39)

A)

institutional and local

B)

local and national

C)

image–oriented and sales–oriented

D)

institutional and product promotion

E)

promotional and nonpromotional

D

E

40)

Which type of advertising can occur on local, national, and international levels, but is mostly local

and targeted at consumers who live close by?

40)

A)

retail advertising

B)

institutional advertising

C)

short–range advertising

D)

business–to–business advertising

E)

nonprofit advertising

41)

Kevin has taken over the international operations of his company. He contends that differences

between countries are a matter of degree, so advertisers must instead focus on the similarities of

consumers around the world. What school of thought does Kevin subscribe to in approaching

advertising across national borders?

41)

A)

Combination

B)

Localization

C)

Adaptation

D)

Cross–cultural

E)

Standardization

42)

Which school of thought on advertising in another country argues that advertisers must consider

differences among countries, including local culture, stage of economic and industrial

development, stage of life cycle, media availability, research availability, and legal restrictions?

42)

A)

semi–standardization

B)

customization

C)

localization

D)

standardization

E)

combination

43)

Ralph has worked in an advertising agency in New York City for 10 years, all of it developing

brand advertising for national brands. He decided he wanted to move back to his hometown of

Jackson, Mississippi and open his own advertising agency. Because most of his clients will be local

retailers, which of the following is NOT a difference between retail and brand advertising that he

needs to be aware of.

43)

A)

National brand advertising supports only the advertiser’s brand, while retail advertising may

promote several different brands or even competing brands.

B)

Retail advertising has an inherent urgency.

C)

Local retail advertising advertises a specific local store or stores and includes contact

information such as the store’s address, telephone number, and business hours.

D)

Local retail advertising is targeted to people living in the store’s community and is

customized to match their particular needs, wants, and culture.

E)

All of the above are differences between retail and brand advertising.

44)

The globalization/localization debate in international advertising is really about ________.

44)

A)

targeting

B)

culture

C)

economics

D)

objective setting

E)

branding

45)

Who was the target market of the Colorado Tobacco Education and Prevention Partnership

campaign?

45)

A)

mid–level managers

B)

marketing people

C)

IT professionals

D)

teens

E)

sales people

46)

Which of the following is NOT a purchasing objective of business buyers?

46)

A)

quality

B)

name recognition

C)

price

D)

service

E)

assurance of supply

47)

Laurie loves Sunday mornings because that’s the day the newspaper comes with all the shopping

ads. She takes one to two hours to leisurely go through the paper, looking at all the ads first, such

as those from Best Buy, Wal–Mart, Lowe’s, and JC Penney’s. These advertising circulars were

furnished by the retailers for distribution as a free–standing insert in the newspaper and are called

________.

47)

A)

preprints

B)

blow–ins

C)

direct–response advertisements

D)

shoppers

E)

inserts

Explanation:

48)

Which of the following is NOT a main objective of business–to–business advertising?

48)

A)

gain consumer acceptance

B)

create sales leads

C)

change attitudes

D)

create awareness

E)

reminder

Explanation:

49)

________ are undertaken by nonprofit organizations as a conscious effort to influence the thoughts

or actions of the public.

49)

A)

Public communication campaigns

B)

Missions

C)

Cause marketing campaigns

D)

Social marketing campaigns

E)

Capital campaigns

50)

Retail establishments that sell automobiles, such as Toyota, KFC, and Hertz, are known as which

type of retail establishments?

50)

A)

local branches of retail store chains

B)

locally owned stores

C)

franchises

D)

dealerships

E)

service businesses

C

51)

Which school of thought to planning global advertising programs emphasizes the cultural

differences among peoples and nations?

51)

A)

localization

B)

market–orientation model

C)

localized approach

D)

human model

E)

economic model

A

52)

Who creates and produces retail advertising?

52)

A)

in–house staff

B)

ad agencies

C)

local media

D)

freelancers

E)

all of the above

53)

Which television production format includes making the opening and closing sections the same,

while the middle changes to focus on different merchandise or different stores?

53)

A)

storyline

B)

beginning–middle–end format

C)

dual–message format

D)

split–and–bookend format

E)

donut format

Explanation:

54)

Mini–Case Question. Which of the following is NOT an objective that business customers will focus

on?

54)

A)

price

B)

service

C)

brand name

D)

assurance of supply

E)

quality

Explanation:

55)

Which of the following is NOT a main school of thought on advertising in another country?

55)

A)

combination

B)

semi–standardization

C)

standardization

D)

localization

E)

All of the above are main schools of thought on advertising in another country.

56)

Mini–Case Question. What type of business–to–business advertising is appropriate for Acme?

56)

A)

trade advertising

B)

professional advertising

C)

government advertising

D)

industrial advertising

E)

agricultural advertising

57)

Harriet owns a specialty children’s clothing store in Lakeland, Florida. With her advertising, she

wants good geographic coverage of her market area and will most likely use ________ as an

advertising medium, which is the medium that has always made up the bulk of retailers’

advertising.

57)

A)

outdoor billboards

B)

radio

C)

newspaper

D)

television

E)

magazines

58)

Which school of thought to planning global advertising programs focus on the similarities of

consumers and a consistent brand presentation?

58)

A)

market–orientation model

B)

economic model

C)

market share model

D)

standardization

E)

culture–orientation approach

59)

A professional specializing in fund–raising is known as a ________.

59)

A)

development officer

B)

fund–raising practitioner

C)

fund–raising professional

D)

advocate

E)

capital director

A

60)

Howard Computers is targeting hospitals for its new “Medicart” portable computer cart that allows

for tracking of medication dispensing right at the patient‘s bedside. If Howard wants a list of the

publications that purchasing agents in hospitals use so that they know which publications to

advertise their product in, which of the following will assist them in finding this information?

60)

A)

RADAR codes

B)

trade directories

C)

hospital directories

D)

NAICS codes

E)

census data

D