43) A ________ is a salesforce promotion tool that aims at inducing the sales force or dealers to
increase their sales results over a stated period, with prizes (money, trips, gifts, or points) going
to those who succeed.
A) trade show
B) frequency program
C) sales contest
D) sweepstake
E) patronage award
44) ________ is the time necessary to prepare a promotional program prior to launching it.
A) Sell-in time
B) Link time
C) Setup time
D) Lead time
E) Hold time
45) Becoming part of a personally relevant moment in consumers’ lives through ________ can
broaden and deepen a company or brand’s relationship with the target market.
A) advertisements
B) events and experiences
C) sales promotions
D) public relations
E) direct marketing efforts
46) Rolex calls itself the “Official Timekeeper” of the Wimbledon and Australian Open lawn
tennis championships, by virtue of its sponsorships of the marquee events. What is the most
likely objective for Rolex’s sponsorship deal with these events?
A) to permit merchandising or promotional opportunities
B) to express commitment to the community or on social issues
C) to create experiences and evoke feelings
D) to identify with a particular target market or lifestyle
E) to increase salience of company or product name
47) Mountain Dew is a brand known for sponsorships of adventure events such as snowboarding
and skateboarding competitions. What is the most likely objective of Mountain Dew’s
sponsorship of these events?
A) to enhance corporate image
B) to express commitment to the community or on social issues
C) to entertain key clients or reward key employees
D) to create perceptions of key brand image associations
E) to become part of a personally relevant moment in consumers’ lives
48) JBJ Sports is a leading sports goods maker from Atlanta. It has recently initiated a program
in association with the Children of God Foundation, which bids to raise funds to promote
nutritional awareness and education of young children from Bangladesh. The company plans to
donate $1 for every item it sells in the North American market. Also, JBJ has roped in
professional sports teams associated with it to wear the Children of God logo on their team gear.
Which of the following best describes the motivation for JBJ’s involvement in the program?
A) entertaining key clients or rewarding key employees
B) expressing commitment to the community or on social issues
C) permitting merchandising or promotional opportunities
D) stimulating quicker or greater purchase of particular brands
E) identifying with a particular target market or lifestyle
49) Which of the following factors forms the basis of assessing sponsorship activities through
supply-side methods?
A) consumers’ brand knowledge
B) impact on sponsor’s bottom line
C) extent of media coverage
D) brand exposure reported by consumers
E) sales pattern of sponsored products
50) Which of the following parameters forms the basis for measuring sponsorship effectiveness
using demand-side methods?
A) impact on market share of sponsor
B) amount of time a brand is clearly visible on a television screen
C) amount of relevant newsprint mentioning the sponsor
D) influence on consumers’ brand knowledge of the sponsor
E) net impact on the sponsor’s bottom line
51) ________ is a marketing communications tool that includes a variety of programs to promote
or protect a company’s image or individual products.
A) Public relations
B) Advertising
C) Sales promotion
D) Personal selling
E) Direct marketing
52) Which of the following functions of public relations departments involves presenting news
and information about the organization in the most positive light?
A) corporate communications
B) product publicity
C) lobbying
D) counseling
E) press relations
53) What function does a company’s public relations department perform when it promotes
understanding of the organization through internal and external communications?
A) lobbying
B) corporate communications
C) press relations
D) product publicity
E) counseling
54) ________ refers to the task of securing editorial space—as opposed to paid space—in print
and broadcast media to promote or “hype” a product, service, idea, place, person, or
organization.
A) Advertising
B) Media planning
C) Communication design
D) Publicity
E) Copy testing
55) The easiest measure of marketing public relations effectiveness is ________.
A) the resultant effect on the company’s sales figures
B) the effect it has on its market capitalization
C) the number of exposures carried by the media
D) the changes observed in consumers’ brand knowledge
E) the impact it has on the company’s market share
56) An advertising objective is a specific communications task and achievement level to be
accomplished with a specific audience in a specific period of time.
57) Reinforcement advertising aims to stimulate repeat purchase of products and services.
58) Puffery refers to simple exaggerations in advertisements that are not meant to be believed
and are considered illegal.
59) The rationale behind place advertising is that marketers are better off reaching people where
they work, play, and shop.
60) The macroscheduling decision calls for allocating advertising expenditures within a short
period to obtain maximum impact.
61) The forgetting rate is the rate at which the buyer forgets the brand; the higher the forgetting
rate, the more continuous the advertising should be.
62) Concentrated advertising is well suited for products with one selling season or related
holiday.
63) An advertiser makes “local buys” when it buys TV time in just a few markets or in regional
editions of magazines.
64) Sales promotion consists of a collection of incentive tools designed to mainly stimulate long-
term brand associations of products or services with consumers or the trade.
65) Sales promotions often attract brand switchers, who are primarily looking for low price, good
value, or premiums.
66) The historical approach correlates past sales to past advertising expenditures using advanced
statistical techniques.
67) Examples of manufacturer promotions include price cuts and feature advertising.
68) Sales promotion tools that typically are not brand building include price-off packs, contests
and sweepstakes, consumer refund offers, and trade allowances.
69) An ideal event is also unique but not encumbered with many sponsors, lends itself to
ancillary marketing activities, and reflects or enhances the sponsor’s brand or corporate image.
70) The supply-side method identifies the effect sponsorship has on consumers’ brand
knowledge.
71) Although supply-side exposure methods provide quantifiable measures, equating media
coverage with advertising exposure ignores the content of the respective communications.
72) The supply-side measurement method focuses on potential exposure to the brand by
assessing the extent of media coverage, and the demand-side method focuses on exposure
reported by consumers.
73) The public relations function of lobbying involves advising management about public issues,
and company positions and image during good times and bad.
74) MPR can build credibility by placing stories in the media to bring attention to a product,
service, person, organization, or idea.
75) MPR’s contribution to a company’s bottom line is the easiest to measure among all the
available promotion tools.
76) Write a brief note on the role of television as an advertising medium.
77) What are the four types of advertising timing patterns available to marketers when launching
a new product?
78) What challenges do marketers face in managing trade promotions?
79) Describe the methods used to measure sponsorship activities.
80) What are the major functions performed by marketing public relations? Illustrate with
examples.