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84. An arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer’s brand is
called ______________advertising.
a. cooperative
b. pioneer
c. competitive
d. institutional
85. A desirable, exclusive, and believable advertising appeal selected as the theme for a campaign is called:
a. the unique selling proposition.
b. the advertising objective.
c. an advertising plan
d. competitive advertising.
86. Impersonal, one-way mass communication about a product or organization that is paid for by a marketer is called
___________.
a. advertising
b. public relations
c. sales promotion
d. product promotion
87. Firms use competitive or brand advertising when a product enters the _____ of the product life cycle and other
companies begin to enter the marketplace.
a. introductory phase
b. growth phase
c. formative phase
d. decline phase
88. _____ is a form of advertising designed to influence demand for a specific brand.
a. Institutional advertising
b. Advocacy advertising
c. Competitive advertising
d. Pioneering advertising
89. Eatalia is a popular chain of restaurants for authentic Italian food. Recently, a customer found a dead insect in the
pasta he was served. The customer’s negative review about the restaurant went viral. Eatalia’s chief executive officer
(CEO) publicly apologized for the mishap and posted pictures of the restaurant’s kitchen, after being fumigated, on
several social networking websites. In this scenario, which of the following does Eatalia’s CEO demonstrate?
a. Audience control
b. Crisis management
c. Lethargy
d. Experiential selling
90. A public relations strategy that involves getting a product, service,or company name to appear in a movie, television
show, radio program, magazine, newspaper,video game, video or audio clip,book, or commercial for another product; on
the Internet; or at special events is called ____________.
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a. product placement
b. new product publicity
c. consumer education
d. experiential marketing
91. Identify a true statement about an advertising campaign.
a. It circumvents the need for post-campaign evaluation.
b. It extends for a defined period of time.
c. It cannot focus on more than one advertising appeal.
d. It does not use humor to promote a theme.
92. Why do new brands with a small market share tend to spend proportionately more for advertising and sales promotion
than those with a large market share?
a. Beyond a certain level of spending for advertising and sales promotion, diminishing returns set in.
b. A certain minimum level of exposure is needed to measurably affect purchase habits.
c. Both are correct.
d. Neither is correct.
93. Which of the following refers to a media-scheduling strategy in which ads are run heavily every other month or every
two weeks to achieve a greater impact with an increased frequency and reach at those times?
a. Flighted media schedule
b. Pulsing media schedule
c. Continuous media schedule
d. Seasonal media schedule
94. Which theory is based on the premise that advertising works by influencing the brand choice of people who are ready
to buy?
a. Recency planning
b. Pulsing media schedule
c. Flighted media schedule
d. Continuous media schedule
95. An alternative to a commercial spot is a(n)_____, a thirty-minute or longer advertisement, which is relatively
inexpensive to produce and air.
a. podcast
b. premium
c. sweepstakes
d. infomercial
96. Which of the following is NOT a characteristic of outdoor media?
a. Flexibility
b. High cost
c. Ability to reach a broad and diverse market
d. Promotion of convenience products and services
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97. A media scheduling strategy that runs advertising only during times of the year when the product is most likely to be
used is known as a ____________.
a. flighted media schedule
b. pulsing media schedule
c. continuous media schedule
d. seasonal media schedule
98. If the goal of the promotion plan is to improve the image of the company or the industry, _____ may be used.
a. institutional advertising
b. pioneering advertising
c. competitive advertising
d. comparative advertising
99. Unlike trade sales promotion methods, consumer sales promotion methods are:
a. targeted at the ultimate consumer market.
b. directed toward members of the marketing channel.
c. focused on persuading consumers to make slow purchases.
d. concerned with offering free merchandise and store demonstrations.
100. Brita LED (light emitting diode) lighting uses comparative advertising to emphasize the benefits of using LEDs over
CFLs (cathode filament lamps). The advertisements emphasize that Brita’s LEDs cost less than CFLs and other brands of
LEDs, last longer, consume less energy, and need to be replaced less frequently than CFLs. In this scenario, which of the
following advertising appeals is used in Brita’s ads?
a. Admiration
b. Profit
c. Vanity and egotism
d. Fun and pleasure
101. If an advertiser wants to enhance the sales of a specific good or service, _____ should be used.
a. institutional advertising
b. product advertising
c. corporate advertising
d. advocacy advertising
102. Which of the following is a similarity between trade sales promotion and consumer sales promotion?
a. Both focus on providing incentives to consumers or wholesalers to make an immediate purchase.
b. Both are directed toward members of the marketing channel, such as wholesalers and retailers.
c. Both aim to increase sales by using point-of-purchase display.
d. Both target at members of the marketing channel.
103. A disadvantage of newspaper advertising is that:
a. it has low geographic selectivity and flexibility.
b. it encounters distractions from competing ads and news stories.
c. it seldom lends itself well to cooperative advertising.
d. it lacks news value, immediacy, and year-round readership.
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104. Which of the following identifies the specific communication task that a campaign should accomplish for a specified
target audience during a specified period?
a. Advertising gimmick
b. Advertising objective
c. Competitive advertising
d. Pioneering advertising
105. Which of the following executional styles creates a character (such as the Energizer Bunny or Starkist’s Charlie the
Tuna) that represents the product in advertisements?
a. Real/animated product symbols
b. Fantasy
c. Mood or image
d. Spokesperson/testimonial
106. The form of advertising that is heavily used during the introductory stage of the product life cycle and offers
consumers in–depth information about the benefits of the product class is:
a. institutional advertising.
b. pioneering advertising.
c. competitive advertising.
d. comparative advertising.
107. Which of the following models does an advertising campaign often follow?
a. BCG matrix
b. The IMC model
c. The AIDA model
d. SWOT matrix
108. _____ is the ability of an advertising medium to reach a precisely defined market.
a. Audience selectivity
b. Target sensitivity
c. Projection efficiency
d. Target efficiency
109. New brands with small market shares tend to spend more on advertising and sales promotions than those with large
market shares because:
a. a certain minimum level of exposure is needed to measurably affect purchase habits.
b. spending more will inhibit the advertising response function.
c. returns multiply exponentially after a certain level of spending.
d. the percentage of growth in market share is directly proportionate to the amount of money spent on advertising.
110. Explain what is meant by media planning and how the advertisers decide which medium to choose to best
communicate their advertising objective. Discuss the importance of media planning in advertising.
111. Discuss the concept of advergaming and how online games are used for advertising.
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112. Discuss crisis management and provide examples to support how marketers manage unfavorable publicity during a
crisis.
113. Discuss the effects of advertising on consumers
114. Define what is meant by sales promotion and identify two types of sales promotions that target two distinctly
different markets. Discuss who offers the promotion, who benefits from it, and how sales promotion is cheaper than
advertising.
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Answer Key
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