Archives: Quiz
Journalism Chapter 19 3 Automated Logic Systems manufactures high-tech building automation systems and sells them to Latin American and Asian buyers
Chapter 19 – International Advertising and Promotion 71. (p. 662) Complete _____ of international advertising is likely when market and media conditions are similar from one country to another, when the company has only one or a few international agencies […]
Journalism Chapter 19 2 A beverage company entered a new market in which it saw great potential. However, though its products matched those of local competitors in quality and price
Chapter 19 – International Advertising and Promotion 43. (p. 647) _____ refers to the tendency of individuals to view their own group or society as the center of the universe. A. Central perception B. Halo effect C. Origin-of-country effect D. […]
Journalism Chapter 19 1 Demographic data can provide insight into the living standards and lifestyles in a particular country to help companies plan ad campaigns.
Chapter 19 – International Advertising and Promotion 1. (p. 641) International markets are important to small and mid-size companies as well as large multinational corporations. TRUE International markets are important to small and mid-size companies as well as the large […]
Journalism Chapter 18 3 Which testing method should The Home Depot employ to determine if consumers remember its new advertising campaign slogan
Chapter 18 – Measuring the Effectiveness of the Promotional Program 74. (p. 619) _____ distinguishes between alpha activity in the left and right sides of the brain and is used to determine how an ad is affecting the mental processes […]
Journalism Chapter 18 2 Which of the following is the methodology that a manufacturer of computer game software could use to test the concepts being used to create an ad to appeal to preteens
Chapter 18 – Measuring the Effectiveness of the Promotional Program 44. (p. 611) In order to help Americans prepare for a terrorist attack, the U.S. Department of Homeland Security used a new $1.2 million advertising campaign involving both print and […]
Journalism Chapter 18 1 One of the main reasons marketers do not measure the effectiveness of promotional activities is the loss of first mover advantages.
Chapter 18 – Measuring the Effectiveness of the Promotional Program 1. (p. 603) Measuring the effects of advertising does not just save money but it helps the firm maximize its investment. TRUE If the advertising and promotions program is not […]
Journalism Chapter 17 3 An advertisement for dishes pictured a bride and groom sitting down to a table setting, with a line of copy indicating that the Queen of England
Chapter 17 – Public Relations, Publicity, and Corporate Advertising 76. (p. 590) _____ is the form of corporate advertising devoted to promoting the organization’s overall image. A. Transit advertising B. Cause – related advertising C. Image advertising D. Advocacy advertising […]
Journalism Chapter 17 2 An article in the Financial Times about Iressa, a new lung cancer drug made by AstraZeneca, said the drug was not the miracle drug it was supposed to be
Chapter 17 – Public Relations, Publicity, and Corporate Advertising 49. (p. 582) Because public relations communications are typically perceived as ____, they are not subject to the problems with clutter that are common to other forms of promotional communication. A. […]
Journalism Chapter 17 1 One of the main reasons why firms are so concerned about public attitudes is that these attitudes may affect the sales of the firm’s products
Chapter 17 – Public Relations, Publicity, and Corporate Advertising 1. (p. 572) Publicity, public relations, and corporate advertising all are integral parts of the overall promotional effort. TRUE Publicity, public relations, and corporate advertising all have promotional program elements that […]
Journalism Chapter 16 3 Which of the following sales promotion techniques is impacted negatively by the presence of professionals or hobbyists who take advantage of the promotion without making a purchase
Chapter 16 – Sales Promotion 80. (p. 545) Sweepstakes and contests: A. are primarily used to move consumers into the conviction stage of the hierarchy of effects model. B. can be used to generate excitement and involvement with a popular […]
Journalism Chapter 16 2 Sampling for a product such as expensive skin cream that is designed to reduce wrinkles over a long period of time might not be feasible because
Chapter 16 – Sales Promotion 40. (p. 532) The objective of a $.75-off coupon for Selsun Blue dandruff shampoo was most likely to: A. attract non-users of the product category. B. identify new uses for the brand. C. defend current […]
Journalism Chapter 16 1 Which of the following elements of the integrated marketing communications programs is designed to provide an extra incentive to consumers to purchase a brand
Chapter 16 – Sales Promotion 1. (p. 520) ______ is defined as a direct inducement that offers an extra value or incentive for the product to the sales force, distributors, or to ultimate consumer with the primary objective of creating […]
Journalism Chapter 15 3 Buick conducted a sweepstakes in which people could enter to win the car Tiger Woods uses during tournaments. To enter sweepstakes
Chapter 15 – The Internet and Interactive Media 76. (p. 506) As the market for iPods and MP3 players grows, the attractiveness of which of the following medium would increase? A. Social networking sites B. Really simple syndication C. User […]
Journalism Chapter 15 2 While Ginger waited for apparel site to download, a small ad encouraging her to check out the summer clothes at Nordstrom department store
Chapter 15 – The Internet and Interactive Media 48. (p. 500) _____ occur when a company pays to sponsor a section of a site. A. Paid searches B. Interstitials C. Regular sponsorships D. Content sponsorships E. Irregular sponsorships Regular sponsorships […]
Journalism Chapter 15 1 Like the other media, which are essentially unidirectional, the Internet also provides only for one way flow of information
Chapter 15 – The Internet and Interactive Media 1. (p. 495–496) Like the other media, which are essentially unidirectional, the Internet also provides only for one way flow of information. FALSE Unlike other media, which are essentially unidirectional and responsible […]
Journalism Chapter 14 3 The lower cost and convenience of which of the following media have raised concerns among traditional direct-mail marketers but at the same time created better opportunities
Chapter 14 – Direct Marketing 74. (p. 482) Which of the following statements is true about mailing lists? A. They lead to a lot of waste coverage. B. They have become more current and selective leading to increased effectiveness. C. […]
Journalism Chapter 14 2 With an offer to subscribe to a cooking magazine, Rosina was offered the opportunity to buy a set of cookware, an electric can opener
Chapter 14 – Direct Marketing 46. (p. 478) A ____, maintained by direct marketers, contains a listing of current and/or potential customers of the organization. A. informercial B. junk mail C. spot D. database E. response bag To segment and […]
Journalism Chapter 14 1 In the two step approach to direct marketing, the first effort generates the sales and the second effort reduces the post purchase dissonance
Chapter 14 – Direct Marketing 1. (p. 474) Direct marketing is synonymous to direct-marketing media. FALSE Direct marketing uses a set of direct-response media, including direct mail, telemarketing, interactive TV, print, the Internet, and other media. AACSB: Analytic Bloom’s: Remember […]
Journalism Chapter 13 3 Which support medium should be employed if the consumer has already been provided with information about the service and now requires a directional medium
Chapter 13 – Support Media 72. (p. 458) Which of the following is an example of a disadvantage of promotional products marketing? A. High cost per repeat exposure B. Low level of selectivity C. Low level of frequency D. Inability […]
Journalism Chapter 13 2 Transit advertising has been around for a long time, but interest in it has increased over the last few years. This increase is due to increased audience segmentation
Chapter 13 – Support Media 44. (p. 451) _____ is targeted at the millions of people who are exposed to commercial transportation facilities, including buses, taxis, commuter trains, trolleys, airplanes, and subways. A. Aerial advertising B. Transit advertising C. In-store […]
Journalism Chapter 13 1 Outdoor advertising is one of the newest methods of advertising that has developed with the development of new technology
Chapter 13 – Support Media 1. (p. 446) Support media cannot be used as a sole medium for advertising. FALSE Support media are used to reach those people in the target market the primary media may not have effectively reached […]
Journalism Chapter 12 3 Because of the medium’s ability to turn information around quickly and deliver a detailed message, many companies who provide critical services to consumers often
Chapter 12 – Evaluation of Print Media 74. (p. 421) Which of the following comparisons of primary in-home readers of a magazine and pass-along readers is true? A. Advertisers attach greater value to primary in-home readers. B. Advertisers attach greater […]
Journalism Chapter 12 2 Brut Champagne ran an ad in Esquire magazine featuring a cardboard replica of a champagne bottle that pops up when the magazine is opened to that page
Chapter 12 – Evaluation of Print Media 40. (p. 414) Brut Champagne ran an ad in Esquire magazine featuring a cardboard replica of a champagne bottle that pops up when the magazine is opened to that page. This is an […]
Journalism Chapter 12 1 Avia makes athletic shoes. Its marketing research has shown there are a large number of serious runners living in the Pacific Northwest region of the United States
Chapter 12 – Evaluation of Print Media 1. (p. 406) Which of the following statements about newspapers and magazines as advertising media vehicles is true? A. Newspapers are exclusively a local advertising medium. B. Newspapers are primarily a local advertising […]
Journalism Chapter 11 3 The arrangement under which syndicated programs are offered free or at a reduced rate to local stations but with some advertising time presold to national advertisers is known as
Chapter 11 – Evaluation of Media: Television and Radio 75. (p. 386) The weekly Nielsen report shows that 20 million of the 97 million television households in the U.S. watched American Idol last week even though only half of the […]
Journalism Chapter 11 2 The arrangement under which syndicated programs are offered free or at a reduced rate to local stations but with some advertising time presold to national advertisers is known as
Chapter 11 – Evaluation of Media: Television and Radio 39. (p. 375) _____ are reruns of network shows that are bought by individual stations to broadcast. A. Off-network syndications B. Sponsorships C. First-run syndications D. Network spots E. Local syndications […]
Journalism Chapter 11 1 Advertisers who want the ability to demonstrate how their product operates and actually show its use are most likely to choose
Chapter 11 – Evaluation of Media: Television and Radio 1. (p. 365) Advertisers who want the ability to demonstrate how their product operates and actually show its use are most likely to choose: A. radio. B. television. C. direct mail. […]
Journalism Chapter 10 3 Which of the following is an example of a marketing factor that has been shown to be important in determining advertising frequency levels
Chapter 10 – Media Planning and Strategy 73. (p. 350) _____ is the number of times the average household reached by a media vehicle is exposed to the vehicle over a specified period of time. A. Effective reach B. Unduplicated […]
Journalism Chapter 10 2 41 My product is hand-tooled leather wallets, which can be purchased at any time of the year, but which are more often purchased during the Christmas season
Chapter 10 – Media Planning and Strategy 41. (p. 344) Seasonal products such as Mother’s Day cards and Valentine candy would best make use of which scheduling alternative? A. Weighted ratings B. Market share C. Flighting D. Plighting E. Continuous […]
Journalism Chapter 10 1 After the situation analysis and the development of both the marketing and creative strategy plans, it is time to develop the media plan
Chapter 10 – Media Planning and Strategy 1. (p. 328) The primary objective of _____ is to develop a framework that will deliver the message to the target audience in the most efficient cost-effective manner possible. A. media planning B. […]
Journalism Chapter 9 3 The state of Colorado runs an ad which shows an obviously scared third grader getting ready to go on stage for his first public stage appearance
Chapter 09 – Creative Strategy: Implementation and Evaluation 71. (p. 306) Timberland Co. sells all-weather gear. For its advertising, it has developed an imaginary place called Timber Land, which is a Utopian setting of extraordinary landscapes and crystal-clear water. Its […]
Journalism Chapter 9 2 Taco Bell launched the advertising campaign for its Double Decker taco by running anonymous full-page ads featuring basketball stars issuing vague challenges to one another
Chapter 09 – Creative Strategy: Implementation and Evaluation 39. (p. 299) Hershey’s advertises heavily around Christmas with ads that show only a picture of red, green and silver wrapped Hershey Kisses chocolate. Hershey’s is using _____ advertising. A. transformational B. […]
Journalism Chapter 9 1 An ad for Enbrel, a prescription medicine for people who have rheumatoid arthritis, tells the reader that this drug has proven to work for people
Chapter 09 – Creative Strategy: Implementation and Evaluation 1. (p. 293) The agency that developed the ‘Jack–in-the-Box’ fast-food restaurants ads created a new ad with the return of a brand image that was remembered by customers from previous years, thereby […]
Journalism Chapter 8 3 Leslie is working for a local agency as an intern. Her company has been hired to develop an advertising campaign for chain of coffee shops
Chapter 08 – Creative Strategy: Planning and Development 74. (p. 275) “Diamonds are forever,” “Impossible is Nothing” and “Just do it” are all examples of: A. unique selling propositions. B. long-running advertising campaign themes. C. inherent drama appeals. D. copy […]
Journalism Chapter 8 2 A client who manufactures maternity clothes for businesswomen wants a new advertising campaign. Visits to obstetrician’s offices to observe the clothes
Chapter 08 – Creative Strategy: Planning and Development 41. (p. 269) A client who manufactures maternity clothes for businesswomen wants a new advertising campaign. Visits to obstetrician’s offices to observe the clothes being worn and to maternity shops at the […]
Journalism Chapter 8 1 Which of the following statements is true according to the Hirschman study about the creative people involved in advertising
Chapter 08 – Creative Strategy: Planning and Development 1. (p. 259) In the development of an advertising campaign or message, creative _____ involves determining what the message will say or communicate, while creative _____ deals with how the message will […]
Management Chapter 16 1 Compare and contrast MRP systems and Order Point systems of managing inventories. When do firms prefer MRP systems to Order Point Systems
A. Inventory, master schedule, and bill of materials B. Forecast, inventory, and bill of materials C. Capacity, master schedule, and inventory D. Forecast, bill of materials, and master schedule © 2013 by McGraw-Hill Education. This is proprietary material solely for […]
Journalism Chapter 7 3 Which top-down budgeting method is being employed when expenditure is allocated by assigning a budget based on gut feelings
Chapter 07 – Establishing Objectives and Budgeting for the Promotional Program 71. (p. 238) The _____ method of budgeting is being employed when expenditure is allocated by an analysis of expenditure for all aspects of producing and marketing the product. […]
Management Chapter 15 1 A particular brand of soap has a lead time of three weeks to reorder, a weekly standard deviation of ten units and a weekly average usage of 30 units.
A. Capital cost, obsolescence cost, and ordering cost B. Obsolescence cost, capital cost, and stockout cost C. Obsolescence cost, storage cost, and capital cost D. Storage cost, handling cost, and obsolescence cost A. Calls for orders based on higher-level items […]
Journalism Chapter 7 2 Before beginning its new advertising campaign, Landmark Bank conducted a study to determine consumers’ level of awareness and knowledge of the bank
Chapter 07 – Establishing Objectives and Budgeting for the Promotional Program 39. (p. 227) According to DAGMAR, advertising objectives should be written in measurable terms that specify: A. a communications task, a target market, a benchmark starting point, a time […]
Management Chapter 14 1 The project management concept that can best be applied to situations such as R&D, computer systems design, and military invasions is
A. Identify the critical path B. Determine the early start and the early finish times C. Determine the late start and the late finish times D. Determine the slack available in the process © 2013 by McGraw-Hill Education. This is […]
Journalism Chapter 7 1 Many marketers are uncertain as to what the integrated marketing communications should contribute to the marketing program
Chapter 07 – Establishing Objectives and Budgeting for the Promotional Program 1. (p. 216) Many marketers are uncertain as to what the integrated marketing communications should contribute to the marketing program. The only goal of their company’s advertising and promotional […]
Management Chapter 13 1 Theory of constraints, as it applies to business systems, is based on which of the following premises. Which of the following statements is NOT true about finite capacity scheduling (FCS)
A. High efficiency, high profits, and short lead-time B. High profits, low inventories, and good customer service C. Low inventories, high efficiency, and good customer service D. Low inventories, good customer service, and short lead-time © 2013 by McGraw-Hill Education. […]
Journalism Chapter 6 3 An ad for Tums antacid shows a patron at a diner asking for Tums to alleviate his heartburn. The waitress points to a bowl that is filled with a jumble of Maalox
Chapter 06 – Source, Message, and Channel Factors 76. (p. 202) Which of the following situations would be most conducive for the use of a comparative advertising message? A. A company is a market leader with high market share. B. […]
Management Chapter 12 1 The type of strategy used with respect to the amount of capacity cushion when “the cost or consequence of running out is approximately in balance with the cost of excess capacity” is called
A. Operations B. Marketing C. Finance D. None of the above © 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, […]
Journalism Chapter 6 2 If viewers of the commercial perceived Barnes as being able to mete out punishment if the census forms were not filled out, then Barnes, as a message source, is said to have
Chapter 06 – Source, Message, and Channel Factors 40. (p. 194) For which of the following products would a marketer find the use of a physically attractive model to be most effective? A. Cattle feed B. Bricks C. Azalea bushes […]
Management Chapter 11 1 A small company that manufactures rubber boots is selecting a method to forecast demand for the next 10 years. The company recently expanded its facilities
A. Causal B. Historical analogy C. Qualitative D. Life-cycle analogy A. When historic data are unreliable B. When it is impossible to obtain historic data C. For short-range, repetitive decisions D. When making major, costly decisions, such as facilities location […]
Journalism Chapter 6 1 What combination of independent and dependent variables of the persuasion matrix did The Golf Channel consider when it hired Canadian golfing pro Steve Allen
Chapter 06 – Source, Message, and Channel Factors 1. (p. 179) The _____ is a planning tool that can be used by marketers to consider how controllable elements of the communications process interact with the consumers’ response process. A. dissonance/attribution […]
Management Chapter 10 1 The design and management of seamless, value-added processes across organizational boundaries to meet the real needs of the end customer is called
2. Which of the following statements is NOT true regarding supply chain operations? A. All elements of the supply chain are interconnected and dependent on each other. B. Demand changes by the end user can create a bullwhip effect in […]
Journalism Chapter 5 1 When an actress from the television show Desperate Housewives appears in a commercial endorsing Garnier Lumia hair products, the message source is
Chapter 05 – The Communication Process 1. (p. 145) The basic function of all of the elements of the integrated communications program is to: A. communicate with a firm’s target audience. B. convince customers to make a purchase immediately. C. […]