73) ________ seeks to determine whether an ad is communicating effectively.
A) Copy testing
B) Flighting
C) Pulsing
D) Frequency capping
E) Square inch analysis
74) Share of ________ represents the proportion of company advertising of a product to all
advertising of that product.
A) wallet
B) mind
C) voice
D) market
E) cost
75) Established brands usually are supported with lower advertising budgets, measured as a ratio
to sales.
76) Brands in highly differentiated product classes require heavy advertising to establish a
unique image.
77) Print advertising, newspapers and magazines, is generally acknowledged as the most
powerful advertising medium.
78) Although newspapers are timely and pervasive, magazines are typically more effective at
building user and usage imagery.
79) Researchers studying print advertisements report that the picture, headline, and copy matter
in that order.
80) Reach of an advertising message is most important when launching new products, flanker
brands, extensions of well-known brands, or infrequently purchased brands.
81) The higher the forgetting rate associated with a brand, product category, or message, the
lower the warranted level of repetition.
82) The rationale behind place advertising is that marketers are better off reaching people where
they work, play, and shop.
83) Outdoor advertising is more effective at creating new brand associations than enhancing
brand awareness or brand image.
84) The macroscheduling decision calls for allocating advertising expenditures within a short
period to obtain maximum impact.
85) 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.
86) Concentrated advertising is well suited for products with one selling season or related
holiday.
87) An advertiser makes “local buys” when it buys TV time in just a few markets or in regional
editions of magazines.
88) What are the adjustments that marketers need to apply to the cost-per thousand measure
when selecting specific media vehicles?
89) Describe the adjustments that an advertiser of high-end laptops has to make to the cost-per-
thousand measure.
90) Describe the communication-effect research method of evaluating advertising effectiveness.
91) Describe the methods used to measure sponsorship activities.
92) 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
93) 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
94) Which of the following is an example of a business and sales force promotion?
A) advertising allowance
B) free samples
C) contests for sales reps
D) display allowance
E) discount coupons
95) Sales promotion expenditures increased as a percentage of budget expenditure for a number
of years. Growth has, however, 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.
96) According to consumer-packaged goods companies, which of the following effects is
attributed to the heavy use of sales promotion?
A) increased brand loyalty
B) focus on long-run marketing planning
C) improved brand-quality image
D) increased price sensitivity
E) greater coupon redemption rates
97) Which of the following is an example of a manufacturer promotion?
A) price cuts
B) feature advertising
C) retailer coupons
D) high-value trade-in credit
E) retailer contests or premiums
98) 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
99) 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
100) When Fred sends in the box top from his cereal to receive a free DVD of a cartoon
featuring one of his favorite characters, he is responding to a ________.
A) self-liquidating premium
B) with-pack premium
C) reduced-price pack
D) banded pack
E) free in-the-mail premium
101) 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
102) ________ 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
103) ________ 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
104) 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
105) ________ is a consumer promotion tool that involves inviting prospective purchasers to try
the product without cost in the hope that they will buy.
A) Sampling
B) Premium
C) Cross-promotion
D) Free trial
E) Rebate
106) 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
107) Which of the following consumer promotion tools refers to explicit or implicit promises by
sellers that the product will perform as specified or that the seller will fix it or refund the
customer’s money during a specified period?
A) product warranties
B) coupons
C) free trials
D) rebates
E) patronage awards
108) Which of the following terms describes the practice of retailers purchasing a greater
quantity during a sales promotion period than they can immediately sell?
A) diverting
B) panic buying
C) straight rebuy
D) buyout
E) forward buying
109) Which of the following retailer practices involves buying more units than needed of a
product under a sales promotion in a region where the manufacturer offers a promotion deal and
shipping the surplus to their stores in non-deal regions?
A) diverting
B) panic buying
C) hoarding
D) stockpiling
E) forward buying
110) A ________ is a sales force 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
111) ________ time is the time necessary to prepare a promotional program prior to launching it.
A) Sell-in
B) Link
C) Setup
D) Lead
E) Hold
112) ________ time begins with the promotional launch and ends when approximately 95
percent of the deal merchandise is in the hands of consumers.
A) Lead
B) Hold
C) Setup
D) Link
E) Sell-in
113) 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
114) 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.
115) Sales promotions often attract brand switchers, who are primarily looking for low price,
good value, or premiums.
116) Sales promotions in markets of high brand similarity can produce a high sales response in
the short run but little permanent gain in brand preference over the longer term.
117) Incessant price reductions, coupons, deals, and premiums can devalue a product in buyers’
minds.