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A Framework for Marketing Management, 5e (Kotler)
Chapter 16 Managing Mass Communications: Advertising, Sales Promotions, Events and
Experiences, and Public Relations
1) A(n) ________ is a specific communications task and achievement level to be accomplished
with a specific audience in a specific period of time.
A) advertising medium
B) advertising objective
C) advertising channel
D) advertising budget
E) advertising copy
2) ________ aims to create brand awareness and knowledge of new products or new features of
existing products.
A) Informative advertising
B) Corporate advertising
C) Reinforcement advertising
D) Persuasive advertising
E) Reminder advertising
3) ________ aims to create liking, preference, conviction, and purchase of a product or service.
A) Corporate advertising
B) Reminder advertising
C) Persuasive advertising
D) Reinforcement advertising
E) Informational advertising
4) Comparative advertising works best when ________.
A) it elicits cognitive and behavioral motivations simultaneously
B) the firm is trying to minimize brand dilution
C) consumers are processing advertising in a detailed, analytical mode
D) it elicits affective motivation, followed by cognitive motivation
E) the advertising message uses negative fear appeals
5) ________ aims to convince current purchasers that they made the right choice.
A) Persuasive advertising
B) Informational advertising
C) Reinforcement advertising
D) Reminder advertising
E) Comparative advertising
6) Which of the following statements is true of the factors that affect an advertising budget?
A) High-market-share brands usually require proportionately high advertising expenditure as a
percentage of sales to maintain share.
B) Brands in less-differentiated or commodity-like product classes require very less advertising
to establish a unique image.
C) New products typically merit large advertising budgets to build awareness and to gain
consumer trial.
D) In a market with few competitors and moderate advertising spending, a brand must advertise
more heavily to be heard.
E) Established brands usually are supported with high advertising budgets, measured as a ratio to
sales.
7) Which of the following is generally acknowledged as the most powerful advertising medium
and reaches a broad spectrum of consumers at low cost per exposure?
A) television
B) radio
C) newspapers
D) magazines
E) billboards
8) ________ refers to simple exaggerations in advertisements that are not meant to be believed
and that are permitted by law.
A) Puffery
B) Boosterism
C) Astroturfing
D) Doublethink
E) Subliminal advertising
9) ________ is finding the most cost-effective media to deliver the desired number and type of
exposures to the target audience.
A) Media scheduling
B) Content analysis
C) Media selection
D) Communication design
E) Copy testing
10) The number of different persons or households exposed to a particular media schedule at
least once during a specified time period is known as ________.
A) range
B) impact
C) intensity
D) reach
E) frequency
11) The number of times within a specified time period that an average person or household is
exposed to an advertising message is known as ________.
A) impact
B) frequency
C) amplitude
D) reach
E) depth
12) The qualitative value of an exposure through a given medium is known as ________.
A) frequency
B) reach
C) amplitude
D) impact
E) range
13) Under which of the following conditions is the reach of media the most important factor in
media selection?
A) when introducing frequently purchased brands
B) when going into a defined target market
C) when launching extensions of well-known brands
D) when there are strong competitors to a brand
E) when there is high consumer resistance to the product
14) Under which of the following conditions is the frequency the most important factor in media
selection?
A) when introducing flanker brands
B) when launching infrequently purchased brands
C) when going into undefined target markets
D) when there is high consumer resistance to the product
E) when there is modest competition to the brand in the market
15) Which of the following is an advantage of using newspapers as an advertising medium?
A) long lifespan
B) high reproduction quality
C) huge "pass-along" audience
D) high level of targeting
E) good local market coverage
16) Which of the following is a disadvantage of using newspapers as an advertising medium?
A) lack of flexibility
B) high costs of advertisement space
C) poor reproduction quality
D) low believability
E) absence of local market coverage
17) Which of the following is a disadvantage of using television as an advertising medium?
A) high absolute cost
B) low audience attention
C) lack of reach among audience
D) high audience selectivity
E) absence of clutter
18) Which of the following is an advantage of using radio as an advertising medium?
A) higher attention than television
B) standardized rate structures
C) long duration of ad exposure
D) high quality reproduction
E) high geographic selectivity
19) Which of the following is a disadvantage of using Yellow Pages as an advertising medium?
A) high competition
B) poor local market coverage
C) low believability
D) lack of adequate reach
E) high total costs
20) Which of the following is a disadvantage of using the Internet as an advertising medium?
A) limited audience selectivity
B) increasing clutter
C) lack of interactive possibilities
D) relatively high costs involved
E) fleeting ad exposure time
21) Which of the following is a disadvantage of using newsletters as an advertising medium?
A) low audience selectivity
B) high chances of runaway costs
C) lack of adequate control
D) relatively high costs
E) lack of interactive possibilities
22) Pepe Homes manufactures a range of bathroom accessories and fittings that include bath-
tubs, shower stalls, etc. While deciding on an effective advertising media vehicle for its planned
advertising campaign, the marketing department decides that its advertising objectives would be
best achieved if they used a medium that would portray their brand as prestigious and a symbol
of luxury. To this effect, the medium should offer the marketers a high degree of audience
selectivity and high-quality reproduction. Which of the following advertising media would best
serve the advertising purposes of Pepe Homes?
A) outdoor media
B) radio
C) magazines
D) television
E) newspapers
23) Which of the following advertising practices involves advertisers paying filmmakers to have
their products make cameo appearances in movies and television shows?
A) brand extension
B) flyposting
C) co-branding
D) product placement
E) ambush marketing
24) In which of the following types of advertising timing patterns do exposures appear evenly
throughout a given period?
A) concentration
B) pulsing
C) flighting
D) continuity
E) frequency capping
25) Which of the following types of advertising timing patterns calls for spending all the
advertising dollars in a single period?
A) frequency capping
B) flighting
C) concentration
D) pulsing
E) continuity
26) Advertisements for which of the following products categories would merit a continuous
advertising timing pattern the most?
A) air conditioners
B) life insurance
C) breakfast cereal
D) automobiles
E) holiday package tours
27) ________ is an advertising timing pattern that calls for advertising during a period, followed
by a period with no advertising, followed by a second period of advertising activity.
A) Pulsing
B) Continuity
C) Flighting
D) Concentration
E) Frequency capping
28) Flighting as an advertising timing pattern is most useful when ________.
A) purchase cycle is rather frequent
B) substantial advertising budget is available
C) items are seasonal
D) tightly defined buyer categories exist
E) there are expanding market situations
29) ________ is continuous advertising at low-weight levels, reinforced periodically by waves of
heavier activity.
A) Flighting
B) Frequency capping
C) Pulsing
D) Concentration
E) Session capping
30) ________ seeks to determine whether an ad is communicating effectively.
A) Copy testing
B) Flighting
C) Pulsing
D) Frequency capping
E) Square inch analysis
31) ________ represents the proportion of company advertising of a product to all advertising of
that product.
A) Share of wallet
B) Share of mind
C) Share of voice
D) Share of market
E) Share of cost
32) Which of the following elements of the marketing communications mix consists of a
collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase
of particular products or services by consumers or the trade?
A) advertising
B) public relations
C) sales promotion
D) events and experiences
E) personal selling
33) Which of the following is an example of a trade promotion?
A) free samples
B) discount coupons
C) display allowances
D) contests for sales reps
E) premiums
34) Sales promotion expenditures increased as a percentage of budget expenditure for a number
of years, although its growth has recently slowed. Which of the following is a factor that has
contributed to the growth of sales promotion expenditures?
A) many brands have come to be seen as dissimilar
B) the efficiency of advertising as a promotion has improved
C) the trade demands more deals from manufacturers
D) consumers have become less price-oriented
E) the number of brands in the market has decreased
35) Which of the following is a sales promotion tool that is consumer franchise building in
nature?
A) price-off packs
B) contests and sweepstakes
C) consumer refund offers
D) trade allowances
E) frequency awards
36) Which of the following is a sales promotion tool that typically does not build brand image?
A) consumer refund offers
B) free samples
C) premiums related to the product
D) frequency awards
E) coupons that include a selling message
37) Which of the following consumer promotion tools offers a free amount of a product or
service delivered door-to-door, sent in the mail, picked up in a store, attached to another product,
or featured in an advertising offer?
A) coupons
B) rebates
C) premiums
D) samples
E) price packs
38) ________ are certificates that entitle the bearer to a stated saving on the purchase of a
specific product.
A) Samples
B) Coupons
C) Rebates
D) Price packs
E) Premiums
39) ________ are consumer promotion tools that provide a price reduction after purchase rather
than at the retail shop.
A) Rebates
B) Cents-off deals
C) Price packs
D) Coupons
E) Premiums
40) ________ are consumer promotion offers to consumers of savings off the regular price of a
product, flagged on the label or package.
A) Coupons
B) Rebates
C) Price packs
D) Premiums
E) Samples
41) Premiums, as a consumer promotion tool, are defined as ________.
A) offers to consumers of savings off the regular price of a product, flagged on the label or
package
B) certificates entitling the bearer to a stated saving on the purchase of a specific product
C) programs providing rewards related to the consumer's frequency and intensity in purchasing
the company's products or services
D) merchandise offered at a relatively low cost or free as an incentive to purchase a particular
product
E) values in cash or in other forms that are proportional to patronage of a certain vendor or group
of vendors
42) Which of the following consumer promotion tools involves using one brand to advertise
another noncompeting brand?
A) tie-in promotion
B) frequency programs
C) specialty advertising
D) cross-promotion
E) patronage awards
