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Indicate whether the statement is true or false.
1. Compared with personal selling, advertising, and sales promotion, expenditures for public relations usually
are high in most firms.
a. True
b. False
2. Sales promotion provides a long-term incentive to emphasize, assist, supplement, or otherwise support the
objectives of the promotional program.
a. True
b. False
3. Publicity is the marketing-oriented aspect of public relations.
a. True
b. False
4. 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
5. Advertisers like radio for its ability to reach people while they drive because they are a captive audience.
a. True
b. False
6. An IMC strategy helps marketers create a unified personality for the product or brand by aligning all of their
various promotional mix tools to send a consistent and unified message.
a. True
b. False
7. An IMC strategy separates the promotional mix into parts and views them as isolated components.
a. True
b. False
8. Noise can also result from distractions within an advertising message itself.
a. True
b. False
9. 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
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10. Humorous advertising appeals typically are very effective and have a long life because they are so
memorable.
a. True
b. False
11. Narrowcasting refers to the ability of cable television channels to reach a broadly defined target audience.
a. True
b. False
12. Guerilla marketing is an expensive marketing technique.
a. True
b. False
13. 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
14. A product’s life cycle stage often determines the optimal communication vehicle to utilize. When a product
reaches the maturity stage, firms should increase advertising and sales promotion expenditures.
a. True
b. False
15. The use of humor in advertising is common since most people agree on what types of messages are funny.
a. True
b. False
16. The primary disadvantage of magazine advertising is that magazines require long lead times.
a. True
b. False
17. 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
18. Decoding is often the toughest step in marketing communication.
a. True
b. False
19. Public relations efforts such as publicity frequently offer lesser credibility than other promotional
techniques.
a. True
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b. False
20. The greatest share of television advertising revenues comes from local advertisers, while most newspaper
advertising revenues come from organizations that advertise nationally.
a. True
b. False
21. A sponsor purchases access to the sponsored activity’s audience and the image associated with the activity.
a. True
b. False
22. A major disadvantage of publicity is that consumers perceive the content to be less credible than
advertisements.
a. True
b. False
23. 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
24. Legislation regulates the placement of outdoor advertising near interstate highways.
a. True
b. False
25. Feedback lets marketers evaluate the effectiveness of the message and tailor their responses accordingly.
a. True
b. False
26. Cable advertising offers marketers access to more narrowly defined target audiences than other broadcast
media can provide.
a. True
b. False
27. 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
28. 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
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29. Market leaders are more likely to engage in comparative advertising than new entrants.
a. True
b. False
30. An advertising campaign is distinctive in that each ad within the campaign is interrelated with a common
theme.
a. True
b. False
31. Advertisers like radio for its ability to reach people while they drive because they are a captive audience.
a. True
b. False
32. The process of communicating promotional messages begins with encoding.
a. True
b. False
33. 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
34. The Pork Association advertises pork as the “other white meat” to stimulate selective demand for pork
products.
a. True
b. False
35. When an organization employs an integrated approach to marketing, it risks sending conflicting information
that confuses consumers.
a. True
b. False
36. A product’s life cycle stage often determines the optimal communication vehicle to utilize. When a product
reaches the growth stage, firms should increase advertising expenditures in order to persuade and remind
consumers to make purchases.
a. True
b. False
37. Viewers are likely to practice selective perception and tune out statements they perceive as too strong or not
credible.
a. True
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b. False
38. The aspect of public relations most directly related to promoting a firm’s products is publicity.
a. True
b. False
39. 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
Indicate the answer choice that best completes the statement or answers the question.
40. The advertising medium that offers real-time, measurable feedback and highly selective targeting for any
advertising budget is
a. digital media.
b. television.
c. radio.
d. magazine.
41. A message is determined to be effective if it
a. gains the receiver’s attention.
b. leads a consumer to desired action.
c. results in a purchase outcome.
d. can be easily remembered by the audience.
42. What does the AIDA acronym represent?
a. Attention, interest, desire, action
b. Awareness, interest, demand, activity
c. Alert, identity, decide, action
d. Arousal, inclination, determination, activity
43. Which of the following types of advertising offers the advantage of targeting local audiences?
a. Radio
b. Network television
c. Cable television
d. Newspapers
44. Which of the following is a concern regarding online or digital marketing?
a. Consumer privacy issues related to the use of cookies
b. The ability to determine consumer preferences
c. The ability to narrowly target audiences
d. The capability to receive real-time, measurable feedback
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45. Paid, nonpersonal communication through various mass media such as television, radio, magazines, or
online is called _____.
a. sales promotion
b. advertising
c. product placement
d. direct marketing
46. The element of the promotional mix where marketers seek unpaid placement of news about the company or
a product in mass media or social media is called
a. publicity.
b. direct marketing.
c. advocacy advertisement.
d. guerrilla marketing.
47. Southwest Airlines has an advertising campaign featuring vignettes of passengers titled “Behind Every Seat
is a Story”. Southwest carefully chose passenger stories to evoke emotions and also connect with a broad group
of customers. In this example, the passenger vignettes represent the
a. encoding.
b. decoding.
c. noise.
d. channel.
48. Southwest Airlines has an advertising campaign featuring vignettes of passengers titled “Behind Every Seat
is a Story”. Southwest carefully chose passenger stories to evoke emotions and also connect with a broad group
of customers. Southwest Airlines chose to air the new advertisements during NFL games on Fox, CBS and
NBC. The network channels – Fox, CBS and NBC represents the
a. channel.
b. encoding.
c. noise.
d. decoder.
49. 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
50. 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.
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d. Companies tend to view all kinds of publicity – good or bad – as profitable for the company’s reputation
and its brand equity.
51. The communication process begins with a(n) ______ who acts as the source in the communication system as
they seek to convey a(n) _____.
a. sender, message
b. receiver, attitude
c. advertiser, slogan
d. decoder, message
52. 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
c. Interest
d. Action
53. 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
54. The communication process can be disrupted by _____ when inappropriate advertising media or poor radio
or TV reception interfere with message transmission and reduce its effectiveness?
a. noise
b. spam
c. feedback
d. decoding
55. If you were looking for an advertising medium that provided good targeting of audiences, had a long shelf
life, offered good reproduction quality of visuals and money was of no object, which medium would you select?
a. Digital ads
b. Television
c. Magazines
d. Direct mail
e. Radio
56. A major telecommunications firm is seeking to maintain its market share position as the dominant provider
of Internet and mobile communications and is seeking a more permanent option to offer a perpetual
advertisement of its company and generate more word-of-mouth of its brand.
Which of the following choices would you be best to create a perpetual advertisement?
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a. Use guerrilla marketing tactics
b. Get a celebrity endorsement
c. Invest in interactive advertising
d. Invest in an outdoor marketing campaign with billboards around the city
e. Obtain naming rights of a sports stadium that includes the name in all mentions of the stadium and
prominently displays its logo and name in the stadium
57. Brittany works as a campus ambassador for Rock Star Beverages and often wears product logo apparel and
encourages her friends to purchase the product. She also uses chalk to write the company website on campus
sidewalks and occasionally writes messages on whiteboards in the classrooms. This activity is known as
_______ marketing.
a. buzz
b. viral
c. personal
d. ambassador
58. Basketball great, Shaquille O’Neill can be seen on TV promoting “Icy Hot”, a product designed to reduce
painful muscles. This is an example of a _____ advertising appeal.
a. celebrity
b. humor
c. fear
d. comparative
59. 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
60. Cameron likes to listen to Pandora and has a variety of channels and artists that he prefers. He’s trying to
decide whether to purchase a premium subscription because he gets tired of the periodic messages for local
companies that interrupt his music choices. These “periodic messages for local companies” are called _______
and are part of a firm’s promotional mix.
a. advertising
b. personal selling
c. direct marketing
d. public relations
61. Southwest Airlines has an advertising campaign featuring vignettes of passengers titled “Behind Every Seat
is a Story”. Southwest carefully chose passenger stories to evoke emotions and also connect with a broad group
of customers. In this example, Southwest Airlines represents the
a. sender.
b. decoder.
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c. encoder.
d. channel.
62. Bella Italia is a family-owned Italian restaurant that recently opened in a strip center. The restaurant has
partnered with two popular radio stations to air spots during the morning and evening drive times. The radio
stations created a short spot emphasizing the restaurant’s name and location to familiarize listeners with the
name of the new restaurant. The objective of this advertisement is to
a. create awareness.
b. stimulate demand.
c. encourage trial.
d. retain loyal customers.
63. 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
64. Which of the following is TRUE regarding why feedback is important to marketers when evaluating their
communications?
a. Marketers can determine how effective the messages are
b. Marketers can assess whether consumers were entertained by the messages
c. Marketers can identify whether consumers believed the messages
d. Marketers can calculate return-on-investment of the messages
65. 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
66. Kassidy is a high school junior and is now receiving letters of introduction and brochures from a variety of
colleges and universities. She doesn’t yet know what she wants to study and is excited to receive the direct mail
pieces so she can learn about schools she might not know. The colleges and universities are attempting to
_______ as their primary promotional objective.
a. create awareness
b. stimulate demand
c. retain loyal customers
d. encourage product trial
67. Product placement is a form of advertising where:
a. a company pays a fee to have its products displayed prominently at department stores.
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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.
68. 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.
69. Hardees has utilized attractive female models eating a juicy hamburger in their television ads for the
restaurant chain. Which advertising appeal is Hardees using?
a. Sex
b. Humor
c. Fear
d. Comparative
70. The Pork Producers Association uses funds from the Pork Check-off program to support advertising, which
is designed to encourage consumers to buy more pork products using the slogan, “Pork, the other white meat.”
The objective of this campaign is to
a. stimulate demand.
b. create awareness.
c. encourage product trial.
d. retain loyal customers.
71. Which of the following statements is TRUE regarding outdoor advertising?
a. Most outdoor advertisements use short selling points to communicate their message.
b. Outdoor advertising offers targeted messages to a narrow audience.
c. Outdoor advertising is best in attracting consumer attention.
d. Outdoor advertising has low levels of repetition of messages.
72. A movie theater chain sells a reusable popcorn tub for frequent patrons to purchase for $10 and get free
refills for one year after purchase. The promotion of the reusable popcorn tubs is designed to
a. retain loyal customers.
b. encourage product trial.
c. create awareness.
d. stimulate demand.
73. Which of the following statements is TRUE regarding television as an advertising medium?
a. The greatest share of television advertising revenues is generated by organizations that advertise
nationally.
b. The greatest share of television advertising revenues is generated by organizations that advertise locally.
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c. Television accounts for approximately 80 cents of every dollar spent on advertising in the world.
d. Television advertising’s greatest advantage is its low cost.
74. A nationwide brand of women’s fashion clothing is seeking an advertising channel that will offer the largest,
most extensive reach. Which advertising medium would you recommend?
a. Television
b. Radio
c. Direct mail
d. Outdoor
75. The receiver’s response, known as _____, completes the communication process.
a. epistle
b. encoded message
c. feedback
d. channeled data
76. Competition for cable and satellite customers is fierce and DirectTV is using a ______ appeal to
differentiate their service from typical cable providers touting the number of available channels, picture quality,
and high customer satisfaction ratings.
a. comparative
b. fear
c. sex
d. celebrity
77. Companies who do not have large budgets to spend on advertising and print media might utilize _______
marketing, using unconventional,innovative, and low-cost techniques to build name recognition and reach their
target audience.
a. guerrilla
b. virus
c. direct
d. preliminary
78. The blend of variables including advertising, personal selling, sales promotion, and direct marketing that are
designed to satisfy the needs of a company’s customers and achieve organizational objectives through various
communications is referred to as the
a. promotional mix.
b. marketing mix.
c. communications mix.
d. media mix.
79. Golden State Warriors player Stephen Curry is frequently featured wearing Under Armour shoes and
clothing and is effective in stimulating sales of Under Armour products due to his popularity and the success of
the Warriors basketball team. Under Armour is using a _____ advertising appeal by partnering with Stephen
Curry.
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a. celebrity
b. humor
c. fear
d. comparative
80. Brittany uses Instagram to post photos and follow her friends’ activities. She does follow a few fashion
brands and sometimes will click on the company’s website if she’s interested in learning more about a new
product or style. When Brittany clicks on the brand’s website link, this represents _____, part of the
communication process.
a. feedback
b. noise
c. encoding
d. decoding
81. An advertising message showing distinctive differences between “theirs” versus “our” brand is utilizing a
_____ appeal.
a. comparative
b. fear
c. sex
d. celebrity
82. 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
83. Celeste is working with a Ford Motor Company, one of her clients to negotiate the use of Ford trucks in an
upcoming country music video. This type of paid, nonpersonal communication is known as
a. advertising.
b. personal selling.
c. direct marketing.
d. public relations.
84. 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?
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b. Interest
c. Desire
d. Action
85. Baker 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
86. Which of the following is a disadvantage associated with publicity?
a. Firms have little control over the timing and content of a media message
b. High costs
c. Inability to narrowly target an audience
d. Low levels of credibility of the message
87. 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
88. Miele, a German appliance brand is considering advertising to promote their high-end products aimed at
consumers who are seeking to replace their appliances or building new residences. They are seeking a medium
that provides high quality reproduction of images and a long life. What advertising medium do you recommend
for Miele?
a. Magazines
b. Direct mail
c. Newspaper
d. Outdoor
89. Which of the following terms refers to the unpaid placement of significant news about accompany in mass
media or social media outlets?
a. Publicity
b. Advertising
c. Product placement
d. Sponsoring
90. Lenova Computers uses _______ to promote their brand of computers and also the Intel chips inside the
computers. Both Lenova and Intel benefit because they share the costs of advertising and enhance both brand’s
images.
a. cross-promotion
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b. joint marketing
c. complementary marketing
d. combination promotion
91. Go Daddy is a company specializing in domain names, website hosting, and other online services for
business. They’ve worked with Danica Patrick, a popular female Indy car racer as a spokesperson for the brand.
Go Daddy is using a _____ advertising appeal.
a. celebrity
b. fear
c. humor
d. comparative
92. Justin subscribes to satellite TV and enjoys the opportunity to record his favorite shows such as ESPN’s
Sports Center. When he watches the recorded program, he can select “skip ads” so that he only sees the program
and does not have to manually skip over advertisements. According to the communication process concepts,
Justin’s activity would of skipping the advertisements represents
a. noise.
b. encoding.
c. interference.
d. feedback.
93. 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.
94. A local automobile service company is interested in advertising but has a very limited budget. They would
like to tailor their advertising toward individuals in the local area who own older domestic vehicles and may
need services such as brakes, transmission, or other relatively major services. Which advertising medium is best
for this company?
a. Radio
b. Television
c. Newspaper
d. Magazines
95. 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
d. datacasting
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96. A new pizza restaurant recently opened near a college campus and organized a marketing campaign using
Pi day – March 14th by delivering free sample pizzas to residence hall common areas and other campus
locations. This is an example of:
a. guerrilla marketing.
b. cause marketing.
c. ambush marketing.
d. cloud marketing.
97. A tire manufacturer advertises the importance of tread pattern and how “not all tires are created equally”.
The advertisement depicts a vehicle losing traction in rainy conditions and states that consumers should avoid
accidents by owning the brand’s tires. The company is utilizing a _____ appeal.
a. fear
b. humor
c. comparative
d. celebrity
98. Which of the following terms best represents an interpersonal influence process that involves a seller’s
promotional presentation conducted on a person-to-person basis with the buyer?
a. Social referencing
b. Personal selling
c. Mass marketing
d. Advertising
99. Charlie participates in a summer baseball league and his team raises money for uniforms and travel by
selling a book that costs $10 and includes a variety of discounts at restaurants and retail outlets in the local area.
Charlie often tells his friends that the value of each book is over $250 and only costs $10. Which element of the
promotional mix is being utilized with the book?
a. Sales promotion
b. Personal selling
c. Public relations
d. Direct marketing
100. Which of the following is the oldest form of promotion?
a. Product placement
b. Personal selling
c. Guerrilla marketing
d. Ambush marketing
101. Which advertising medium has relatively long lead times and high costs but offers the ability to target a
narrowly defined audience?
a. Magazines
b. Newspapers
c. Television
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d. Radio
102. 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
103. 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
104. 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.
105. 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.
d. interactive advertising.
106. Michelle is a fitness instructor and owns her own studio. She uses Facebook and her website to market her
business and often reminds readers that “the first visit is always free”. Michelle’s primary promotion objective is
to
a. encourage product trial.
b. stimulate demand.
c. create awareness.
d. retain loyal customers.
107. St. Jude’s uses _______, the advertising medium known for its highly selective and personal targeting but
relatively high cost to request donations for their mission of saving children’s lives through healthcare.