BUSI 330 quiz 6 solutions complete answers

BUSI 330 quiz 6 solutions complete answers 

 

An emailed announcement that was sent to members of the business press from German pharmaceutical giant Bayer stating that it was looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool?

 

Newspaper circulation and television ratings are measures of ________ in advertising.

 

The owners of a small bar and grill want to run an ad on local radio in the town where the business is located. Their objective is to create awareness for the restaurant among the town's consumers. Which of the following measures should be used to determine how many different people will hear the advertisement?

 

Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 2 states, "It's best to do ________ really, really well."

 

Suppose the following information: The cost of a full-page color ad in the U.S. national edition of The Wall Street Journal (newspaper) is $327,897 and its U.S. audience size is 1,566,027. The cost of a full-page color ad in the U.S. national edition of USA Today (newspaper) is $207,720 and its U.S. audience size is 1,711,696. The cost of a full-page color ad in the U.S. national edition of Bloomberg Businessweek (magazine) is $148,300 with an audience size of 900,000. The cost of a full-page color ad in the U.S. national edition of Sports Illustrated (magazine) is $396,600 and has an audience size of 3,000,000. The cost of a 30-second ad on the most recent Super Bowl telecast is $3,800,000 and has an audience size of 108,400,000. Using this information, which of the five media alternatives has the highest CPM? See “Applying Marketing Metrics.”

 

________ can take three forms: pioneering (or informational), competitive (or persuasive), and reminder. 

 

The availability of streaming services has led to new trends in television viewing including canceling pay-TV services, known as 

 

Nontraditional advertising options found in airports, health clubs, and theaters are called 

 

1.
An advantage of a geographical sales organization is that it
 
 
2.
Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as __________ advertisements.
 
 
3.
Advertisers use a mix of media forms and vehicles to maximize the __________ of the message to the target audience while at the same time minimizing __________.
 
 
4.
Advertising refers to
 
 
5.
After watching the 30-minute infomercial on Oxy-Clean, Sarah was certain the cleaning product would remove the grape juice stain from her white carpet. In terms of the communication process, Sarah was __________ the message from Oxy-Clean.
 
 
6.
All of the following are differences between social and traditional media except which?
 
 
7.
All of the following statements about user-generated content (UGC) are true except which?
 
 
8.
Apps are
 
 
9.
As a performance measure for social networks, the percentage of recipients who have clicked on a link on the page to visit a specific site is the
 
 
10.
Because consumers often do not pay close attention to advertising messages, advertisers want to reach the same audience more than once. This means that advertisers are concerned with
 
 
11.
A blog is __________, whereas a wiki is __________.
 
 
12.
The combination of one or more communication tools used to inform prospective buyers about the benefits of the product, persuade them to try it, and remind them later about the benefits they enjoyed by using the product is referred to as the
 
 
13.
The concept of designing marketing communications programs that coordinate all promotional activities—advertising, personal selling, sales promotion, public relations, and direct marketing—to provide a consistent message across all audiences is referred to as
 
 
14.
Consultative selling is very prominent in
 
 
15.
Consumer-oriented sales promotions are
 
 
16.
A consumer sales promotion tool that offers the return of money based on proof of purchase is known as a  
 
 
17.
The convergence of real and digital worlds is the result of
 
 
18.
Cost per action refers to
 
 
19.
Cost per click is a measure in which
 
 
20.
Cost per thousand (CPM) is a measure in which
 
 
21.
The Dial Soap ad with the tag line, "Aren't you glad you use Dial? Don't you wish everybody did?" is an example of which type of advertising?
 
 
22.
Directed to ultimate consumers, consumer-oriented sales promotions are sales tools used to support a company's
 
 
23.
Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as
 
 
24.
Disney uses an integrated marketing communications program (IMC) to promote group travel to its theme parks because
 
 
25.
Errors in communication can occur in several ways, including which of the following?
 
 
26.
Facebook is
 
 
 
 
 
 
 
 
 
 
 

27.
Ford Motor Company provides support and incentives for its Ford and Lincoln dealers worldwide. Through a multilevel program, Ford provides incentives to reward dealers for meeting sales goals. Dealers receive an incentive when they are near a goal, another when they reach a goal, and a larger incentive if they exceed sales projections. All of these actions are intended to encourage dealers to __________ the Ford products through the channel to consumers.
 
 
28.
Frequently used Facebook measures include __________ (the number of people who have opted in to a brand's messages at a given time) and __________ (if someone visits five times in one day, he or she is counted once).
 
 
29.
If a brand manager wants to explain the benefits of using a complex product to consumers, the best social network to use is
 
 
30.
In a marketing context, all of the following are channels of communication used to convey a message from a source to a receiver except which?
 
 
31.
Information and persuasive content can be combined to form which common advertising appeals?
 
 
32.
In the communication process, noise refers to
 
 
33.
In the feedback loop of the communication process, feedback refers to
 
 
34.
In the personal selling process, a telemarketer for a life insurance firm who calls and asks the head of the household, "If you were to die tomorrow, would your family be cared for?" is engaged in
 
 
35.
In the personal selling process, the stage that includes making certain the customer's purchase has been properly delivered and installed and difficulties experienced with the use of the item are addressed is referred to as the __________ stage.
 
 
36.
A __________ is an individual who wants a product, can afford to buy it, and is the decision maker.
 
 
37.
Like personal selling, __________ often consists of interactive communication.
 
 
38.
McDonald's offered collectible toys related to the release of the movie Incredibles 2 for free with the purchase of a Happy Meal. These collectibles are an example of a 
 
 
39.
Melissa saw an ad promoting Vermont as a tourist destination and a great place to live. The ad contained a postage-paid reply card that could be used to request more information. In terms of the communication process, mailing in the postcard with a request for further information is an example of
 
 
40.
A method of selling in which a salesperson makes a telephone call or a visit to a prospective customer without a referral is called
 
 
41.
Mobile marketing continues to evolve; though applications are now typically designed for the small screen, in the future they are more likely to
 
 
42.
Most advertising messages are made up of two elements, which are
 
 
43.
No matter what the specific objective might be, from building awareness to increasing repeat purchases, promotion objectives should possess three important qualities. They should be designed for a well-defined target audience, cover a specified time period, and be
 
 
44.
A nonpersonal, indirectly paid presentation of an organization, product, or service that can take the form of a news story, editorial, or product announcement is referred to as
 
 
 
 
 
 
 
 
 

45.
An offer designed to generate interest in a product or service and a request for additional information results in
 
 
46.
An order getter is
 
 
47.
The outcome of a direct marketing offer designed to motivate people to visit a business is referred to as
 
 
48.
A paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as
 
 
49.
Performance measures for social media are divided into two types:
 
 
50.
Personal selling assumes many forms based on the __________ and the __________ to perform the sales task.
 
 
51.
Personal selling includes all of the following modes of communication except which?
 
 
52.
The personal selling process is
 
 
53.
Personal selling serves several major roles in a firm's overall marketing effort; for one, salespeople
 
 
54.
The practice of building ties to customers based on a salesperson's attention and commitment to customer needs over time is referred to as
 
 
55.
The practice of using a group of professionals in selling to and servicing major customers is referred to as
 
 
56.
The process of conveying a message to others that requires six elements—a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding—is referred to as
 
 
57.
Procter & Gamble Co. created an advertisement for its Old Spice Red Zone Swagger antiperspirant. In terms of the communication process, the __________ in the ad informed prospective customers that the antiperspirant offered more protection than other brands.
 
 
58.
Publicity tools are
 
 
59.
A publicity tool that is heavily relied on by nonprofit organizations, and which involves free space or time donated by the media, is referred to as a
 
 
60.
Rebates, coupons, samples, and contests are all examples of
 
 
61.
A reminder ad
 
 
62.
Russ Berry Co. sells stuffed animals and holiday gifts. When its salesperson asks a retailer, "Do you want to order the two dozen assorted bears or two dozen white-only bears?" he has executed which stage of the selling process?
 
 
63.
A sales engineer is a
 
 
 
 
 
 
 
 
 

64.
Sales management refers to
 
 
65.
A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate is referred to as
 
 
66.
Sales promotion expenditures account for __________ percent of all promotional spending.
 
 
67.
Social media are
 
 
68.
Social media can be classified based on __________ and __________.
 
 
69.
Social networks are
 
 
70.
A statement describing what is to be achieved and where and how the selling effort of salespeople is to be deployed is known as a
 
 
71.
Taco Bell introduced its new Doritos Locos Tacos by giving away millions of free tacos. In this example, Taco Bell used a sales promotion technique called 
 
 
72.
"To inform" is the promotional objective of which stage of the product life cycle?
 
 
73.
"To persuade" is the promotional objective of which stage of the product life cycle?
 
 
74.
Twitter can be a good source of information about a brand or product because of its
 
 
75.
The two basic forms of team selling are
 
 
76.
The two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision is referred to as
 
 
77.
Valpak is a firm that sends consumers a package of __________ to stimulate selective demand (encourage the trial) of various products by offering them an immediately discounted price.
 
 
78.
Which form of personal selling has the lowest requirement for problem solving?
 
 
79.
Which of the following is a publicity tool?
 
 
80.
Which of the following is a strength of personal selling?
 
 
81.
Which of the following smartphone apps is made possible through mobile marketing?
 
 
82.
Which of the following statements about comparative advertising is most accurate?
 
 
83.
Which of the following statements describes a key difference between advertising and public relations?
 
 
84.
Which promotional mix alternative has the advantage of allowing the seller to see and/or hear the potential buyer's reaction to the message?
 
 
85.
Which social network has found a niche in helping small business networks reach potential customers, as well as filling its traditional role of connecting job seekers and jobs?
 
 
 
 
 
 
 
 
 

 

1.
________ ads are expensive but effective: Pepsi ads led to 3,932,000 views on its website,; Weathertech increased customer engagement by 225 percent; and a study of movies released after their ads ran showed an increase of $8.4 million in opening weekend revenue.
 
 
2.
An advantage of online advertising such as offered through Google is that it is ________, which allows it to immediately assess its ________.
 
 
3.
Advertisers use a mix of media forms and vehicles to maximize the exposure of the message to the target audience while at the same time minimizing
 
 
4.
All of the following are difficulties associated with creating an actual advertising message except which?
 
 
5.
All of the following are factors used to select a particular medium for an advertisement except which?
 
 
6.
All of the following statements are true about using sex appeals in advertising except which?
 
 
7.
America's dairy farmers and milk processors use their "Milk Life" campaign to increase demand for milk relative to other beverages. This campaign consists of ________ ads.
 
 
8.
A(n) ________ is an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production.
 
 
9.
Google generates revenue by offering online ________ opportunities next to search results or on specific Web pages.
 
 
10.
The key objective of a pioneering ad is to
 
 
11.
Most advertising messages are made up of two elements, which are
 
 
12.
The most popular loyalty programs today are ________ reward programs.
 
 
13.
The objective of ________ is to inform a newspaper, radio station, or other media of an idea for a story.
 
 
14.
One of the disadvantages associated with television as an advertising medium is that it
 
 
15.
A political ad that incorporates a fear appeal would most likely be expressed as
 
 
16.
Recent studies comparing advertising in different media suggest that magazine advertising
 
 
17.
Reminder advertisements are especially effective for products in which stage of their product life cycle?
 
 
 
 
 
 
 
 
 
 
 
 

18.
A researcher asked Kelly, as a subscriber to Fitness magazine, which ads she remembered seeing in the most recent issue. Then Kelly was asked questions about the content and appearance of the ads she remembered. The researcher was using ________ to test the effectiveness of ads in the magazine.
 
 
19.
The sign at the entrance to the men's store reads, "Buy one shirt, get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the men's store using?
 
 
20.
The three primary types of product advertisements are
 
 
21.
Toyota unveiled its new off-road-ready package, the 2019 TRD Pro Series for the Tundra, Tacoma and 4Runner, during the 2018 Chicago Auto Show. The media was invited to the presentation and the launch was widely reported. This is an example of a  
 
 
22.
The U.S. Air Force sponsors advertising meant to get potential recruits to think about opportunities with the organization that they already know exist. This is an example of a(n) ________ advertisement.
 
 
23.
When developing the advertising program, specifying ________ helps advertisers with other choices in the process such as selecting media and evaluating a campaign.
 
 
 
 
 
 
 
 
 

 

1.
The 3M Co. is a master of the __________ pricing strategy. According to a 3M manager, "We hit fast, price high, and get the heck out when the me-too products pour in."


 
 
2.
An advertising agency that assists clients by both developing and placing advertisements may receive payment according to an incentive plan based on performance. These plans typically pay for agency costs and a 5 to 10 percent profit, plus bonuses if specific goals are met. This type of arrangement is popular among


 
 
3.
Allocating funds to promotion by matching the competitor's absolute level of spending or the proportion per point of market share is referred to as __________ budgeting.


 
 
4.
All of the different product lines offered by an organization are collectively referred to as a


 
 
5.
All of the following are barriers to the adoption of new products except which?


 
 
6.
All of the following are idea evaluation methods except which?


 
 
7.
As a marketing term, __________ generally includes not only physical goods, but also services and ideas.


 
 
8.
The average number of times a person in the target audience is exposed to an advertisement is referred to as


 
 
9.
A brand marketed under the same name in multiple countries with similar and centrally coordinated marketing programs is referred to as


 
 
15.
The clandestine collection of trade secrets or proprietary information about a company's competitors is referred to as


 
 
16.
Communication is the process of conveying a message to others and it requires six elements. These elements are __________, a message, a channel of communication, a receiver, and the processes of encoding and decoding.


 
 
17.
Cross-cultural analysis refers to the study of


 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

18.
Direct marketing refers to


 
 
19.
A discontinuous innovation is a product that


 
 
20.
Even though primary data can be especially valuable to an individual firm, secondary data are often used because


 
 
 
 
 
 
 
 
 

21.
The facts and figures obtained by asking people about their attitudes, awareness, intentions, and behaviors are referred to as


 
 
22.
The four I's of services consist of


 
 
23.
From an organization's perspective regarding its new products and innovations, which of the following new-product strategies has the highest level of risk?


 
 
24.
In a decision, the restrictions placed on potential solutions to a problem are referred to as


 
 
25.
The __________ includes advertising, personal selling, sales promotion, public relations, and direct marketing.


 
 
 
 
 
 
 
 
 

26.
An infomercial is


 
 
27.
In marketing, a conscious choice made from among two or more alternatives is referred to as


 
 
28.
An institution that sets rules governing trade between its members through a panel of trade experts who decide on trade disputes between members and issue binding decisions is referred to as the


 
 
29.
In terms of scheduling advertising, the speed with which buyers fail to recall a brand if advertising is not seen is referred to as


 
 
30.
In the hierarchy of effects, the consumer's ability to recognize and remember the product or brand name is referred to as the __________ stage.


 
 
 
 
 
 
 
 
 

31.
The __________ is defined as the group of prospective buyers toward which a promotion program is directed.


 
 
32.
Items for which the consumer compares several alternatives on several criteria such as price, quality, or style are referred to as


 
 
33.
The monetary value of all products and services produced in a country during one year is referred to as the


 
 
34.
The most common form of outdoor advertising is


 
 
35.
The new-product development process is


 
 
36.
A nondurable good is defined as


 
 
 
 
 
 
 
 
 

37.
The North American Free Trade Agreement was designed to encourage free trade between


 
 
38.
An offer that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction may result in


 
 
39.
One of the eight primary marketing-related reasons for new-product failure is


 
 
40.
One of the most popular means to gain consumer trial is through


 
 
41.
The outcome of a direct marketing offer designed to motivate people to visit a business is referred to as


 
 
42.
The percentage of households in a market that are tuned to a particular television show or radio station is referred to as


 
 
 
 
 
 
 
 
 

43.
A picture or verbal description of a product or service a firm might offer for sale is referred to as


 
 
44.
A pioneering (or informational) ad


 
 
45.
The practice of shielding one or more sectors of a country's economy from foreign competition through the use of tariffs or quotas is referred to as


 
 
46.
Private branding refers to a branding strategy in which a firm


 
 
47.
Product advertisements focus on selling


 
 
48.
Products that experience rapid sales on introduction and then an equally rapid decline are called __________ products.


 
 
 
 
 
 
 
 
 

49.
Promotional programs are directed at all of the following except which?


 
 
50.
A publicity tool frequently used by nonprofit services, which uses free space or time donated by the media, is referred to as


 
 
51.
Published data from outside the organization are referred to as __________ data.


 
 
52.
A reminder ad


 
 
53.
Research objectives are


 
 
54.
Sales exhibit a downward trend throughout which stage of the product life cycle?


 
 
 
 
 
 
 
 
 

55.
Sales tools like coupons and premiums used to support a company's advertising and personal selling directed to ultimate consumers are referred to as


 
 
56.
Tariffs refer to


 
 
57.
There is no set time that a product takes to move through its life cycle. But as a rule,


 
 
58.
The time a product can be stored before it spoils is referred to as its


 
 
59.
The use of __________ as a tool for exchanging goods, services, and information on a global scale is one of the trends that has affected world trade.


 
 
 
 
 
 
 
 
 

60.
What are the two most common constraints in marketing problem solving?


 
 
61.
When a company sells a new product with the current brand name to enter a new market segment in its product class, it is using a __________ strategy.


 
 
62.
When customers have their groceries scanned at the supermarket checkout counter, data regarding product sales and coupon redemptions are collected and processed by tracking services such as IRI's InfoScan. Consumer product firms such as Procter & Gamble use data collected by IRI to allocate scarce marketing resources. For P&G, such data should be considered


 
 
63.
When employing a push strategy, a manufacturer


 
 
64.
Which of the following countries is the world's leading exporter?


 
 
 
 
 
 
 
 
 

65.
Which of the following statements about services is most accurate?


 
 
 

 

 
 
 
The American Association of Advertising Agencies reports that high-quality _________ TV commercials typically cost about $354,000 to produce. 
 
 
 
According to lecture, retailers can be classified based on the form of ownership and their marketing strategies. Which would describe Sears?
 
 
 
The last stage in the hierarchy of effects is
 
 
 
Which of the following is a strength of advertising?
 
 
 
According to the lecture, the PETA TV ad which used singing cows was a good example of a
 
 
 
Advertising refers to
 
 
 
In Marketing in the News, we heard about one product category that still "pulls" people to the mall on Black Friday. What category of products did we hear still does this?
 
 
 
In class, we viewed an ad in which a young boy uses his money to buy two cans of Coke from a vending machine. He then stands on two cans so that he can reach high enough to press the Pepsi button. Once he has his Pepsi, he leaves the area (and leaves the Coke cans on the ground). This is a good example of:
 
 
 
Advertising that promotes a specific brand's features and benefits is referred to as __________ advertising.
 
 
 
America's dairy farmers and milk processors use their "Milk Life" campaign to increase demand for milk as it competes against other beverages. This campaign consists of __________ ads.
 
 
 
From what we heard in class, if you decided to set your ad budget to be the same dollar amount that is spent by your key competitor, what approach are you using
 
 
 
Assume the following information: The cost of a full-page color ad in the U.S. national edition of The Wall Street Journal (newspaper) is $327,897 and its U.S. audience size is 1,566,027. The cost of a full-page color ad in the U.S. national edition of Sports Illustrated (magazine) is $396,600 and has an audience size of 3,000,000. The cost of a 30-second ad on the most recent Super Bowl telecast is $3,800,000 and has an audience size of 108,400,000. Using this information, which of the following is the most appropriate metric to use to determine which medium would provide the most efficient use of your limited resources?
 
 
 
An offer that contains all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction may result in
 
 
 
Communication is the process of conveying a message to others and it requires six elements. Which process is one of these elements?
 
 
 
Price ranges, store layouts, and breadth and depth of merchandise lines are considered to be the __________ of a store's image.
 
 
 
Accelerated development in the retail life cycle is similar to which stage in the product life cycle?
 
 
 
The type of appeal used to imply either directly or subtly that the product is more fun or exciting than competitors' offerings is referred to as a(n)
 
 
 
According to lecture, Pioneering Advertising is most likely used to:
 
 
 
In class, we considered a company which was selling a new brand of dog food (Dog Chow). In which stage of the Product Life Cycle would the company be most likely to use free samples as a sales promotion to increase sales?
 
 
 
Disney uses an integrated marketing communications program (IMC) to promote group travel to its theme parks because
 
 
 
Retailers such as Williams-Sonoma that sell products through retail stores, catalogs, and online are examples of
 
 
 
Scrambled merchandising refers to
 
 
 
Which type of outlet is most likely in its early growth stage of the retail life cycle?
 
 
 
According to the lecture, if your target audience is concentrated in a limited geographic area, what type of promotion would you be most likely to use?
 
 
 
According to the lecture, ____________ goals focus on building brand preference, encouraging brand switching, and getting the consumers to purchase "now."
 
 
 
In class, we saw a print ad for "A crispy, thin Oreo cookie ring, drizzled with white fudge." This as was "Introducing Oreo Fudge Rings." What type of ad was this?
 
 
 
The value added dimension of the retail positioning matrix includes elements such as location, product reliability, and
 
 
 
A common way to assess the effectiveness of all promotion expenditures during the past year is to calculate
 
 
 
Which type of wholesaler traditionally sells hosiery, toys, and health and beauty items?
 
 
 
According to the lecture, __________ goals include maintaining customers relationships and keeping the brand in the consumer's mind during the off-season
 
 
 
 
 
 
 
 
 

 
 
 
The three basic types of contractual systems are
 
 
 
Carla's Cards uses a __________ to sell and market the entire line of greeting cards. It designs promotional plans, sets prices, determines distribution policies, and makes recommendations to Carla on product strategy.
 
 
 
Another name for an extreme-value retailer is
 
 
 
Which of the following statements about advertising is most accurate?
 
 
 
In lecture we saw an ad for Pine-Sol household cleaner. The ad imitated the romantic setting of perfume ads. We noted that the main goal of the ad was:
 
 
 
As noted in class, the point of the original GEICO gecko ad was
 
 
 
Which of the following is a commonly used method of retail outlet classification?
 

 

1.
8) The three primary types of product advertisements are
A) pioneering, institutional, and informational.
B) humor, sex, and fear.
C) pioneering, competitive, and reminder.
D) competitive, subliminal, and institutional.
E) cognitive, affective, and behavioral.
 
 
2.
9) Which of the following is one of the three primary types of product advertisements?
A) goodwill
B) industrial
C) persuasive
D) reminder
E) subliminal
 
 
3.
10) A pioneering (or informational) ad
A) reinforces previous knowledge of a product.
B) assures current users they made the right choice.
C) promotes a specific brand's features and benefits.
D) tells people what a product is, what it can do, and where it can be found.
E) shows one brand's strengths relative to those of competitors.
 
 
4.
11) Another name for pioneering advertising is ________ advertising.
A) differentiation
B) persuasive
C) prospecting
D) awareness
E) informational
 
 
5.
12) Pioneering advertisements would most likely be used during which stage of the product life cycle?
A) introduction
B) decline
C) maturity
D) acceleration
E) growth
 
 
6.
12) Pioneering advertisements would most likely be used during which stage of the product life cycle?
A) introduction
B) decline
C) maturity
D) acceleration
E) growth
 
 
7.
13) A pioneering advertisement should
A) tell people what the company values are, and share its successes and advancements.
B) inform the target market about what a product is, what it can do, and where it can be found.
C) show one brand's strengths relative to those of competitors.
D) reinforce previous knowledge of a product.
E) build goodwill or an image for an organization rather than promote a specific product or service.
 
 
8.
14) The key objective of a pioneering ad is to
A) provide concrete evidence for comparison of a product's features and benefits.
B) show one brand's strengths relative to those of competitors.
C) inform the target market about a newly introduced product.
D) reinforce previous knowledge of a product.
E) promote the advantages of one product class over another.
 
 
9.
16) A Mercedes-Benz ad features the introduction of its new self-driving car. What type of product advertisement is this ad?
A) reminder
B) pioneering
C) reinforcement
D) comparative
E) competitive
 
 
10.
20) Advertising that promotes a specific brand's features and benefits is referred to as ________ advertising.
A) competitive
B) institutional
C) differentiation
D) pioneering
E) reminder
 
 
11.
21) A competitive (or persuasive) ad
A) reinforces previous knowledge of a product.
B) assures current users they made the right choice.
C) promotes a specific brand's features and benefits.
D) tells people what a product is, what it can do, and where it can be found.
E) shows one brand's strengths relative to those of competitors.
 
 
12.
22) The key objective of competitive advertising is to
A) tell people what a product is, what it can do, and where it can be found.
B) show a brand's values and history.
C) reinforce previous knowledge of a product.
D) promote the advantages of one product class over another.
E) persuade the target market to select the firm's brand rather than that of a competitor.
 
 
13.
23) When Cadillac uses advertising to promote specific features of its Escalade hybrid, it is using which type of product advertisement?
A) reminder
B) competitive
C) pioneering
D) institutional
E) differentiation
 
 
14.
24) Competitive advertisements that show the relative strength of one brand over another are referred to as ________ advertisements.
A) advocacy
B) competitive
C) reminder
D) comparative
E) differentiation
 
 
15.
25) A comparative ad
A) reinforces previous knowledge of a product.
B) assures current users they made the right choice.
C) promotes a specific brand's features and benefits.
D) tells people what a product is, what it can do, and where it can be found.
E) shows one brand's strengths relative to those of competitors.
 
 
16.
29) A recent Progressive ad highlights its competitive rates compared to other auto insurers. What type of product advertisement is the Progressive ad?
A) reminder
B) pioneering
C) reinforcement
D) comparative
E) persuasive
 
 
 
 
 
 
 
 
 
 

17.
30) A marketing channel intermediary that purchases merchandise for resale at retail outlets is engaging in a(n) ________ function.
A) transactional
B) logistical
C) facilitating
D) risk-taking
E) assorting
 
 
18.
30) A recent Samsung Galaxy ad highlighted the advantages of its smartphone relative to Apple's iPhone. What type of product advertisement is the Samsung ad?
A) reminder
B) pioneering
C) reinforcement
D) comparative
E) publicity
 
 
19.
31) Purchasing products for resale or acting as an agent for supply of a product would be an example of a(n) ________ function.
A) logistical
B) facilitating
C) risk-taking
D) transactional
E) assorting
 
 
20.
33) Advertisements that reinforce previous knowledge of a product are referred to as ________ advertisements.
A) advocacy
B) comparative
C) persuasive
D) informative
E) reminder
 
 
21.
34) A reminder ad
A) reinforces previous knowledge of a product.
B) states the position of a company on an issue.
C) promotes a specific brand's features and benefits.
D) tells people what a product is, what it can do, and where it can be found.
E) shows one brand's strengths relative to those of competitors.
 
 
22.
35) Reminder advertisements are especially effective for products in which stage of their product life cycle?
A) introduction
B) harvesting
C) maturity
D) growth
E) decline
 
 
23.
37) Physically moving a product to customers is an example of a ________ function performed by channel intermediaries.
A) transactional
B) logistical
C) facilitating
D) selling
E) sorting
 
 
24.
37) Shaw's Dozen Rose Bouquet placed a print ad with the tagline "Don't forget Valentine's Day," making it what type of product advertisement?
A) pioneering
B) reminder
C) comparative
D) reinforcement
E) competitive
 
 
25.
40) In terms of distribution, when marketing channel members are engaged in financing, grading, and marketing information and research, they are performing the ________ function.
A) logistical
B) transformational
C) implementing
D) facilitating
E) transactional
 
 
26.
43) Inspecting, testing, or judging products and assigning them quality grades is an example of a ________ function.
A) transactional
B) logistical
C) storing
D) facilitating
E) risk-taking
 
 
27.
44) Southern pine lumber is visually inspected and placed into categories like "Select Structural," "No. 1," and "No.2." These categories reflect characteristics of the wood and are related to its suggested uses. This rating system is most closely related to which facilitating function activity performed by marketing intermediaries?
A) grading
B) sorting
C) risk-taking
D) marketing
E) assorting
 
 
28.
51) An example of ________ utility involves intermediaries shipping goods to buyers of a product.
A) time
B) form
C) place
D) possession
E) transactional
 
 
29.
56) Field of experience refers to
A) the unique set of terms, expressions, or jargon that carries a specific meaning within a specific field (i.e., the medical profession, legal profession, etc.).
B) the designation given to different elements in the communications channel based upon their specific area of expertise (i.e., advertising, publicity, etc.).
C) a similar understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign to eliminate incorrect decoding of the sender's message.
D) a mutually shared understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign to eliminate incorrect encoding of the sender's message.
E) a similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process
 
 
30.
61) A commonly used indirect channel moves product from producer to retailer to consumer. This channel is used when
A) the retail outlets are regionally located.
B) the cost of maintaining inventory is low.
C) there is little if any seasonal demand.
D) the risk lies solely with the manufacturer.
E) the retailer is large and can buy in large quantities from a producer.
 
 
31.
62) A commonly used indirect channel moves product from producer to retailer to consumer. This channel is used when
A) the cost of maintaining inventory is low.
B) the cost of inventory makes it too expensive to use a wholesaler.
C) there is little if any seasonal demand.
D) the risk lies solely with the manufacturer.
E) the retail outlets are regionally located
 
 
 

32.
63) The most indirect channel for consumer products incorporates agents, wholesalers, and retailers and is most commonly used when there
A) are only a few large manufacturers but many small retailers.
B) are low-cost, low unit volume goods.
C) is too large an inventory to be carried by wholesalers.
D) are many small manufacturers and many small retailers.
E) are many manufacturers with a limited inventory competing for a small group of retailers
 
 
33.
65) A small electronics company has begun production of a small line of high-quality, professional studio-model components targeted at audiophiles who shop at thousands of specialty stores across the United States. How should the small electronics company best distribute its new products?
A) Use its established indirect marketing channel.
B) Distribute directly to mass market consumers.
C) Distribute through agents that sell to specialty electronics stores that will feature the new line.
D) Sell directly to specialty electronics stores that will feature the new line.
E) Establish its own chain of electronics retail stores.
 
 
34.
74) The type of appeal used to suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service, a change in behavior, or a reduction in the use of a product is referred to as a(n)
A) authoritarian appeal.
B) coercive appeal.
C) family appeal.
D) guilt appeal.
E) fear appeal
 
 
35.
75) Which of the following is an important guideline when using a fear appeal?
A) Make sure the advertisement is still appropriate for viewing by children.
B) Make the appeal so strong that it appears humorous.
C) Don't make the appeal so strong that consumers will want to tune out the advertisement.
D) Avoid any reference to death or dying.
E) Make sure to emphasize that the outcome rests in the viewers' hands.
 
 
36.
76) The World Wide Fund for Nature sponsors an ad showing a person morphing into a fish with the caption, "Stop Climate Change before It Changes You." This is an example of which type of appeal?
A) reminder
B) fear
C) sex
D) pioneering
E) guilt
 
 
37.
77) A testimonial ad for a First Alert carbon monoxide (CO) detector features parents who are discussing the dangers of carbon monoxide poisoning and how purchasing and using the advertised product can avert disaster. Such advertisements use
A) compassionate appeals.
B) guilt appeals.
C) family appeals.
D) fear appeals.
E) coercive appeals.
 
 
38.
81) The type of appeal used to suggest to the audience that the product will increase the attractiveness of the user is referred to as a(n)
A) authoritarian appeal.
B) coercive appeal.
C) family appeal.
D) fear appeal.
E) sex appeal.
 
 
39.
82) Which of the following statements describes a potential problem with using sex appeals in advertising?
A) What men find sexy, most women do not, and vice versa.
B) Ads using sex appeal do not attract as much attention as those using other appeals.
C) Sex in advertising typically appeals to only younger audiences.
D) An ad using sex appeal does not always lead to changes in recall, recognition, or purchase intent.
E) Sex in advertising alienates a large segment of progressives.
 
 
40.
83) While many commercials that use sex appeals gain the attention of the audience, they
A) do not always lead to changes in consumers' recall, recognition, or purchase intent.
B) contain no information to help consumers.
C) rarely appeal to both men and women.
D) wear out quickly, boring the consumer.
E) don't appeal to the millennial cohort.
 
 
41.
87) The type of appeal used to imply either directly or subtly that the product is more fun or exciting than competitors' offerings is referred to as a(n)
A) authoritarian appeal.
B) coercive appeal.
C) family appeal.
D) humorous appeal.
E) sex appeal.
 
 
42.
88) Geico ads that use a talking gecko, or a group of robbers ordering a getaway car with an app, or a group of pigeons on a wire talking about Geico are using which type of advertising appeal?
A) reminder
B) fear
C) humor
D) sex
E) cognitive
 
 
43.
89) While many commercials that use humorous appeals gain the attention of the audience, they
A) rely on celebrities so they are very expensive.
B) contain no information to help consumers.
C) do not appeal to either men or women.
D) wear out quickly, boring the consumer.
E) don't appeal to the Generation Y cohort.
 
 
44.
91) All of the following statements are true about using humorous appeals in advertising except which?
A) Humorous content automatically improves the reach of an advertisement.
B) Some studies suggest that humor wears out quickly, losing the interest of consumers.
C) Humor's effectiveness may vary across cultures if used in a global campaign.
D) The use of humor is widespread in advertising and can be found in many product categories.
E) Advertisers believe that humor improves the effectiveness of their ads.
 
 
45.
101) Which of the following describes a disadvantage associated with personal selling?
A) Presentations often provide little opportunity for consumer feedback.
B) Personal selling permits too much wasted coverage.
C) There may be inconsistency in the presentation of the message from one salesperson to another.
D) A salesperson cannot control to whom a presentation is made.
E) Personal selling is subject to extensive federal, state, and company regulation.
 
 
 
 
 
 
 
 
 

46.
110) A contractual vertical marketing system is an arrangement whereby
A) privately owned distributors and retailers integrate their efforts, on a contractual basis, to obtain greater functional economies and marketing impact than they could achieve alone.
B) independent production and distribution firms integrate their efforts, on a contractual basis, to obtain greater functional economies and marketing impact than they could achieve alone.
C) a manufacturer offers a limited number of franchise licenses to restrict the number of franchisees within a given geographical region.
D) a firm reaches different buyers by employing two or more different types of channels for the same basic product.
E) a firm formally designates by contract one channel member—whether producer, wholesaler, or retailer—to coordinate, direct, and support all other channel members.
 
B
47.
112) A vertical marketing system that involves a contractual relationship between a wholesaler and small independent retailers to standardize and coordinate buying practices, merchandising programs, and inventory management efforts is referred to as a(n)
A) service-sponsored retail franchise system.
B) retailer-sponsored cooperative.
C) administered vertical marketing system.
D) manufacturer-sponsored retail franchise system.
E) wholesaler-sponsored voluntary chain
 
 
48.
114) In terms of performance measures important to marketing managers, unique visitors are
A) the total number of pages fans visit on any of a brand's social media sites in a given time period.
B) the total number of Facebook page views in one day.
C) the total number of product website views on YouTube.
D) visitors who post unique comments on a product's Facebook page.
E) the total number of different visitors to a Facebook page in a given time period.
 
 
49.
114) Which type of contractual vertical marketing system involves small independent retailers forming an organization that operates a wholesale facility cooperatively?
A) retailer-sponsored cooperative
B) service-sponsored retail system
C) administered cooperative system
D) manufacturer-sponsored cooperative
E) wholesaler-sponsored voluntary chain
 
 
50.
126) One of the advantages associated with television as an advertising medium is that it
A) has a short exposure time.
B) is a low-cost medium.
C) has an unlimited amount of advertising time available.
D) can be used to convey complex messages.
E) can use sight, sound, and motion.
 
 
51.
126) Which of the following is one of three major presentation formats used in the personal selling process?
A) cold calling format
B) formula selling format
C) stimulus-satisfaction format
D) stimulus-selling format
E) persuasive sales format
 
 
52.
128) A selling format that assumes that given the appropriate prompts by a salesperson, the prospect will buy is referred to as a
A) formula selling presentation.
B) stimulus-response presentation.
C) stimulus-satisfaction presentation.
D) stimulus-selling presentation.
E) persuasive sales presentation.
 
 
53.
129) A stimulus-response presentation refers to a format that
A) focuses on problem identification, where the salesperson serves as an expert on problem recognition and resolution.
B) consists of information that must be provided in an accurate, thorough, and step-by-step manner to inform the prospect.
C) assumes that given the appropriate appeal by a salesperson, the prospect will buy.
D) involves adjusting the presentation to fit the selling situation, such as knowing when to offer solutions and when to ask for more information.
E) emphasizes probing and listening by the salesperson to identify needs and interests of prospective buyers.
 
 
54.
130) In a ________, the salesperson tries one appeal after another, hoping to "hit the right button."
A) formula selling presentation
B) persuasive sales presentation
C) categorical satisfaction presentation
D) stimulus-response presentation
E) progressive selling presentation
 
 
55.
130) One of the disadvantages associated with television as an advertising medium is that it
A) has a short exposure time.
B) cannot target specific audiences.
C) must use print for effect.
D) has a limited amount of advertising time available.
E) is not effective for conveying simple messages.
 
 
56.
131) A salesclerk at L. L. Bean uses ________ when he asks a customer if she also needs a pair of hiking socks with the purchase of her mountain boots.
A) a stimulus-response presentation
B) a transactional sales presentation
C) need-satisfaction selling
D) consultative selling
E) formula selling
 
 
57.
132) Suggestive selling is a form of
A) formula selling presentation.
B) stimulus-response presentation.
C) needs-satisfaction presentation.
D) hard sell presentation.
E) formalized sales presentation.
 
 
58.
133) A waitress at a TGI Friday's restaurant uses ________ when she asks a party if they would like another round of drinks.
A) inquiry selling
B) formula selling
C) suggestive selling
D) method selling
E) a canned sales presentation
 
 
59.
134) Harry goes to the local Staples store to purchase a laptop. He asks many questions of the salesclerk, compares various models on display, and decides on the Sony Vaio. The salesperson then recommends to Harry that he should purchase an extended warranty service contract for the computer. This is an example of
A) inquiry selling.
B) formula selling.
C) method selling.
D) suggestive selling.
E) need-satisfaction selling.
 
 
 

60.
135) A selling format that consists of information that must be provided in an accurate, thorough, and step-by-step manner to inform the prospect is referred to as a
A) traditional hard sell.
B) formula selling presentation.
C) stimulus-response presentation.
D) needs-satisfaction presentation.
E) straight rebuy sales pitch.
 
 
61.
136) Direct marketing refers to
A) individualized communications programs specifically designed with a single customer in mind because the item being sold is unique to that customer.
B) a promotional alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet.
C) a new form of retail outlet with convenient locations.
D) a sales strategy whereby the exchange takes place at the time of engagement, such as selling produce at a local farmer's market.
E) a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services
 
 
62.
136) One of the advantages associated with radio as an advertising medium is that it
A) can target specific audiences.
B) has a long exposure time.
C) has a perishable message.
D) has an unlimited amount of advertising time available.
E) is relatively simple to convey complex messages.
 
 
63.
137) One of the disadvantages associated with radio as an advertising medium is that it
A) has a long exposure time.
B) cannot target specific audiences.
C) has a perishable message.
D) cannot use humor, sound, and intimacy effectively.
E) is criticized as a traffic hazard.
 
 
64.
137) When Tracy went to work as a new sales rep for Paradise Candles, she was told to use the following speech in her sales presentations: "Hello, Mr./Ms. (customer name). My name is (your name here). I'm calling on behalf of Paradise Candles. We carry the best wax-burning mechanical candles available in the commercial decorating industry...." Paradise Candles instructed Tracy to use
A) a formula selling presentation.
B) a stimulus-response presentation.
C) a needs-satisfaction presentation.
D) suggestive selling.
E) consultative selling.
 
 
65.
139) Which of the following is an advantage of using magazines as an advertising medium?
A) It takes a relatively short time to place a magazine ad.
B) The cost of placing a magazine ad is very low.
C) A magazine ad has a long life.
D) With magazines, noise is eliminated from the communications process.
E) A magazine achieves high public visibility.
 
 
66.
140) One disadvantage of using magazines as an advertising medium is
A) the need to craft a simplistic message.
B) the long lead time needed to place an ad.
C) the perishable message.
D) the unproven nature of its effectiveness.
E) the lack of full-color, quality materials.
 
 
67.
141) The ________ is a selling format that emphasizes probing and listening by the salesperson to identify needs and interests of prospective buyers.
A) formula selling presentation
B) stimulus-response presentation
C) marketing concept presentation
D) relationship selling presentation
E) need-satisfaction presentation
 
 
68.
142) A need-satisfaction presentation is a format that
A) uses computer, information, communication, and Internet technologies to make the sales presentation more effectively and efficiently.
B) consists of information that must be provided in an accurate, thorough, and step-by-step manner to inform the prospect.
C) assumes that given the appropriate stimulus by a salesperson, the prospect will buy.
D) emphasizes probing and listening by the salesperson to identify needs and interests of prospective buyers.
E) builds ties to customers based on a salesperson's attention and commitment to customer needs.
 
 
69.
143) A major weakness of ________ as a form of promotion is that it requires expensive database management.
A) advertising
B) personal selling
C) sales promotion
D) publicity
E) direct marketing
 
 
70.
143) The ________ format, which emphasizes problem solving and customer solutions, is the most consistent with the marketing concept and relationship building.
A) canned sales
B) formula selling
C) persuasive selling
D) need-satisfaction
E) stimulus-response
 
 
71.
144) One advantage of using newspapers as an advertising medium is
A) their ability to cover local markets.
B) the long lead time for placing an ad.
C) the long life span.
D) the relatively high cost.
E) competition for reader attention with other features in the newspaper.
 
 
72.
144) Two selling styles associated with the need-satisfaction presentation format are
A) adaptive selling and confrontational selling.
B) adaptive selling and consultative selling.
C) suggestive selling and canned selling.
D) adaptive selling and suggestive selling.
E) suggestive selling and consultative selling.
 
 
73.
145) One advantage of using newspapers as an advertising medium is
A) the ability to use lifestyle segmentation.
B) the short lead time for placing an ad.
C) excellent color graphics.
D) minimum distraction from other features.
E) extended life span
 
 
 
 
 
 
 
 
 

74.
145) The car salesman asked you a few questions when you first arrived to the lot: "What type of driving do you do?" and "How many people will you usually have riding in your car?" and then suggested, "Maybe you should look at crossovers instead of sedans." Here, the car salesman was using a
A) stimulus-response presentation.
B) formula selling presentation.
C) need-satisfaction presentation.
D) persuasive selling presentation.
E) canned sales presentation.
 
 
75.
146) Davidson-Uphoff & Co. sells ironware accessories for home and garden to retailers. The salespeople for this company are trained to ask probing questions such as, "What are the decorating trends in this region?" and "What are you doing to take advantage of this trend?" Once key ideas have been uncovered, the salesperson is taught to tailor his or her sales presentation so that the retailer can see why he or she should carry Davidson-Uphoff products. Davidson-Uphoff's salespeople are learning the ________ selling format.
A) need-satisfaction
B) formula
C) stimulus-response
D) creative
E) problem resolution
 
 
76.
146) One disadvantage of using newspapers as an advertising medium is
A) their inability to cover local markets.
B) readers damage the newspaper when clipping its ads.
C) their short life span.
D) the high cost of ads.
E) their quick consumer response
 
 
77.
147) A need-satisfaction presentation format that involves adjusting the presentation to fit the selling situation, such as knowing when to offer solutions and when to ask for more information, is referred to as
A) relationship selling.
B) adaptive selling.
C) consultative selling.
D) proactive selling.
E) cooperative selling
 
 
78.
151) One advantage of using the yellow pages as an advertising medium is
A) there is no competition.
B) the print pages are quicker and easier to use than the Internet.
C) they are more mobile than other information sources.
D) they have excellent coverage of geographic segments.
E) there are no delivery costs.
 
 
79.
152) A need-satisfaction presentation format that focuses on problem identification, where the salesperson serves as an expert on problem recognition and resolution, is referred to as
A) adaptive selling.
B) suggestive selling.
C) formula selling.
D) consultative selling.
E) relationship selling.
 
 
80.
152) One disadvantage of using the yellow pages as an advertising medium is
A) they are difficult to keep up to date.
B) the marketer cannot control the exact message that is published.
C) the ads are perishable.
D) few households with telephones have them.
E) they have high delivery costs.
 
 
81.
154) One advantage of using the Internet as an advertising medium is
A) there is no need to segment markets.
B) it has video and audio capabilities similar to television.
C) there are no real costs except computers used for initial encoding.
D) online ads almost always result in a "click," an action that leads to the purchasing of a product.
E) messages are automatically translated into multiple languages.
 
 
82.
155) One advantage of using the Internet as an advertising medium is
A) the perishability of the message.
B) messages are automatically translated into multiple languages.
C) Internet advertising can use rich media to create interactive ads.
D) there are no real costs except computers used for initial encoding.
E) uniform reach among all target markets.
 
 
83.
160) One disadvantage of using the Internet as an advertising medium is
A) as a relatively new medium, it has attracted limited use.
B) it is difficult to translate messages that can be used in social media networks such as Facebook and Twitter.
C) the effectiveness of online advertising is still uncertain.
D) it often creates more traffic than a firm can actually handle.
E) pay-per-click search ads on Google are expensive and ineffective.
 
 
84.
168) One advantage of using billboards as an advertising medium is
A) it is environmentally friendly.
B) it has universal appeal.
C) it is particularly suited to national campaigns.
D) it has good local reach and frequency.
E) it is especially effective for persuasive advertisements.
 
 
85.
174) Three closing techniques are used when a salesperson believes a buyer is about ready to make a purchase. They are ________ closes.
A) assumptive, trial, and presumptive
B) trial, assumptive, and urgency
C) presumptive, trial, and final
D) trial, final, and urgency
E) assumptive, presumptive, and final
 
 
86.
175) In personal selling, a trial close refers to
A) asking the prospect to make a decision on some aspect of the purchase.
B) allowing the prospect to use or lease the item on a limited, temporary basis before making a final commitment of purchase.
C) committing the prospect quickly by making references to the time limits of the purchase.
D) making an exchange of money or other unit of value.
E) asking the prospect to make choices concerning delivery, warranty, or financing terms.
 
 
87.
176) Asking the prospect to make a decision on some aspect of the purchase is referred to as a(n)________ close.
A) urgency
B) preemptory
C) presumptive
D) trial
E) final
 
 
88.
177) An assumptive close refers to
A) demanding the prospect to make a decision on some aspect of the purchase.
B) allowing the prospect to use or lease the item on a limited temporary basis before making a final commitment of purchase.
C) committing the prospect quickly by making references to the time limits of the purchase.
D) making an exchange of money or other unit of value.
E) asking the prospect to make choices concerning delivery, warranty, or financing
 
 
 

89.
178) At the end of her sales presentation, the salesperson asks, "Do you want to make monthly payments of $75 with a 10 percent down payment or would you prefer to write a check for the full amount today?" She has just made a(n)
A) assumptive close.
B) consultative close.
C) proactive close.
D) urgency close.
E) adaptive close.
 
 
90.
179) An urgency close refers to
A) asking the prospect to make a decision on some aspect of the purchase.
B) allowing the prospect to use or lease the item on a limited temporary basis before making a final commitment of purchase.
C) making an exchange of money or other unit of value.
D) quickly committing the prospect by making references to the time limits of the purchase.
E) asking the prospect to make choices concerning delivery, warranty, or financing terms.
 
 
91.
180) Davidson-Uphoff & Co. sells ironware accessories for home and garden to retailers. When its salesperson told the prospect, "For this week only, we will pay all the shipping costs for new customers," the salesperson was using a(n)
A) reactive close.
B) assumptive close.
C) urgency close.
D) consultative close.
E) definitive close.
 
 
92.
181) The three approaches to setting advertising schedules are
A) flexible, seasonal, and continuous.
B) spontaneous, continuous, and intermittent.
C) continuous, flighting, and pulse.
D) day time, prime time, and off-peak.
E) sporadic, intermittent, and infrequent
 
 
93.
182) A basic approach to scheduling when seasonal factors are unimportant and advertising is run at a constant or steady schedule through the year is referred to as a(n)
A) continuous schedule.
B) flighting schedule.
C) pulse schedule.
D) phased schedule.
E) constant schedule
 
 
94.
183) Continuous scheduling would most likely be used for advertising
A) fishing rods.
B) bathing suits.
C) gardening supplies.
D) bathroom cleaning supplies.
E) children's toys.
 
 
95.
184) A basic approach to scheduling in which periods of advertising are scheduled between periods of no advertising to reflect seasonal demand is referred to as a ________ schedule.
A) steady
B) flighting
C) dripping
D) pulsing
E) burst
 
 
96.
185) Flighting schedules would most likely be used for advertising
A) snowboards.
B) automobiles.
C) bottled water.
D) toothpaste.
E) bathroom cleaner.
 
 
97.
186) A flighting schedule combined with a steady schedule because of increases in demand, heavy periods of promotion, or introduction of a new product is referred to as a(n)
A) continuous schedule.
B) phased schedule.
C) pulse schedule.
D) turnover schedule.
E) intermittent schedule.
 
 
98.
186) A flighting schedule combined with a steady schedule because of increases in demand, heavy periods of promotion, or introduction of a new product is referred to as a(n)
A) continuous schedule.
B) phased schedule.
C) pulse schedule.
D) turnover schedule.
E) intermittent schedule.
 
 
99.
187) Some studies show that ________ are superior to other advertising strategies.
A) flighting schedules
B) continuous schedules
C) opportunistic schedules
D) pulsing schedules
E) intermittent schedules
 
 
100.
188) Pulse scheduling would most likely be used for advertising
A) bathroom cleaning supplies.
B) breakfast cereal.
C) socks.
D) motor oil.
E) board games.
 
 
 
 
 
 
 
 

 

1.
Ace Hardware is a national ________ that allows its members, retailers of paint and hardware products, to concentrate their buying power through wholesalers and plan collaborative promotional and pricing activities.

administered cooperative system
service-sponsored retail system
manufacturer-sponsored cooperative
retailer-sponsored cooperative
wholesaler-sponsored voluntary chain
 
 
2.
An ad campaign by Suave shampoo asked television viewers to identify the heads of hair of women who used Suave shampoo and conditioner and those that used the much more expensive salon hair-care products. The idea of the ad was that no one could tell which woman used the much cheaper Suave brand. By making price its selling point, Suave is most likely using

loss-leader pricing.
customary pricing.
prestige pricing.
skimming pricing.
below-market pricing
 
 
3.
Advertising studies indicate that with repeated exposure to advertisements consumers respond more favorably to

fad products.
Incorrect
brand extensions.
complex ideas.
marketing channels.
services from small provides.
 
 
4.
All of the following are alternate names for price except which?

a commission
tuition
a premium
barter
profit
 
 
5.
All of the following are behaviorally related sales objectives except which?

number of new customers
customer service satisfaction ratings
selling skills
product knowledge
communication skills
 
 
6.
All of the following are behavioral measures that are used to evaluate salespeople except which?

appearance
Incorrect
attitude
communication skills
sales
product knowledge
 
 
7.
All of the following are competition-oriented approaches to selecting an approximate price level except

customary pricing.
above-market pricing.
at-market pricing.
odd-even pricing.
loss-leader pricing.
 
 
8.
All of the following are factors used to select a particular medium for an advertisement except which?

the costs of alternative media
campaign objectives
purchase frequency
the type of product
available budget
 
 
9.
All of the following are ways a marketing manager can improve the implementation of a marketing program except which?

schedule precise tasks, responsibilities, and deadlines
find the right person to develop the plans
communicate goals and the means to achieve them
avoid paralysis by analysis
reward successful implementation
 
 
10.
All of the following statements about price are true except which?

The price for a product or service must earn a profit for the company.
For most products and services, there is an agreed-upon price range set by makers.
The price must be "right"—in the sense that customers must be willing to pay it.
Small changes in price can have big effects on both the number of units sold and company profit.
The price must generate enough sales dollars to pay for the cost of developing, producing, and marketing the product.
 
 
11.
All of the following statements are true about television as an advertising medium except which?

Infomercials are increasingly popular because of the low average cost of a 30-minute block of television time.
Many advertisers are now choosing less expensive "spot" ads, which run between programs, or 15-second ads, rather than the traditional 30- or 60-second lengths.
There are many opportunities for out-of-home TV viewing as televisions can be seen in many bars, hotels, offices, airports, and on college campuses.
Viewers are increasingly time-shifting their viewing habits with DVRs, DVDs, and subscription services such as Netflix.
Television advertising is preferred by many marketers because it avoids wasted coverage.
 
 
 
 
 
 
 
 
 
 

12.
Although Recreational Equipment, Inc. (www.rei.com) has typical retail store hours, 35 percent of its orders are placed between the hours of 10 p.m. and 7 a.m. This shows how electronic commerce contributes to customer value through the creation of

possession utility.
access utility.
place utility.
time utility.
form utility.
 
 
13.
America's dairy farmers and milk processors use their "Milk Life" campaign to increase demand for milk as it competes against other beverages. This campaign consists of __________ ads.

competitive product
advocacy
pioneering institutional
competitive institutional
pioneering product
 
 
14.
________ are often employed by companies that use inbound telemarketing, such as for a retailer's catalog phone banks.

Missionary salespeople
Inside order getters
Inside order takers
Sales associates
Outside order takers
 
 
15.
__________ are the result of organizations' efforts to create profiles of customers so that direct marketing tools, such as e-mail and catalogs, can be directed at specific customers.

Direct order consignments
First-mover advantages
Databases
Lead generations
Direct order fulfillments
 
 
16.
Assembling and protecting products at a convenient location to offer better customer service is an example of a __________ function.

transactional
grading
facilitating
logistical
risk-taking
 
 
17.
Assume the following information: The cost of a full-page color ad in the U.S. national edition of The Wall Street Journal (newspaper) is $327,897 and its U.S. audience size is 1,566,027. The cost of a full-page color ad in the U.S. national edition of USA Today (newspaper) is $207,720 and its U.S. audience size is 1,711,696. The cost of a full-page color ad in the U.S. national edition of Bloomberg Businessweek (magazine) is $148,300 with an audience size of 900,000. The cost of a full-page color ad in the U.S. national edition of Sports Illustrated (magazine) is $396,600 and has an audience size of 3,000,000. The cost of a 30-second ad on the most recent Super Bowl telecast is $3,800,000 and has an audience size of 108,400,000. Using this information, which of the five media alternatives has the lowest CPM?

Bloomberg Businessweek
The Wall Street Journal
Super Bowl
USA Today
Sports Illustrated
 
 
18.
At one point, people were willing to pay hundreds of dollars on eBay for a Beanie Baby toy that originally cost a small fraction of that. Today, those same Beanie Babies can be found at garage sales for less than a dollar apiece. This is most likely due to

too many counterfeit Beanie Babies entering the country.
faulty craftsmanship in later production batches.
a product becoming a fad and then losing its fad appeal.
a sharp downturn in the economy.
the new, more nostalgic fad of bobblehead dolls.
 
 
19.
At the Christmas Tree Shop, customers can shop for Christmas gifts and decor at any time of the year. What type of utility does this store provide for its customers?

place and conformance
performance
possession and form
form
time
 
 
20.
At the present time, StuffDOT sees which of the following social networks as its direct or principal competitor?

StuffDOT sees no "direct" competitors.
Pinterest
Incorrect
Pandora
Groupon
Facebook
 
 
21.
Automobile dealerships have invested significant time, effort, and money in their websites. Dealerships commonly measure website performance by tracking visits, visitor traffic, and __________, which refers to the amount of time per month that visitors spend on their websites.

glueyness
gumminess
connectiveness
stickiness
adhesiveness
 
 
22.
Ben & Jerry's offers a complimentary scoop of ice cream on "Free Cone Day." This is what type of sales promotion?  
 
 
 
 
 
 
 
 
 

24.
Businesses vary as to the amount of security they require or can afford to protect their digital files. A company that sells a complete line of firewalls, from a no-frills version to one that uses complex retinal scans, would most likely employ which promotional element to effectively promote its product to businesses?

public relations
social media
advertising
personal selling
sales promotion
 
 
25.
A business hopes to generate large online sales through posting ads on social networking sites but only wants to pay when an ad actually generates a sale. That firm should use the performance measure of

cost per thousand, and pay 50 cents for every time an ad loads, up to $100 per month.
cost per like, and pay $1 for every unique visitor who likes the advertised product.
a negotiated measure, and pay $100 to post its ad for two weeks.
cost per action, and pay $50 for every purchase that originated from an ad on the site.
cost per click, and pay $1 for every visitor who clicks on the ad and goes to its website.
 
 
26.
The car salesman asked you a few questions when you first arrived to the lot: "What type of driving do you do?" and "How many people will you usually have riding in your car?" and then suggested, "Maybe you should look at crossovers instead of sedans." Here, the car salesman was using a

formula selling presentation.
canned sales presentation.
persuasive selling presentation.
stimulus-response presentation.
need-satisfaction presentation.
 
 
27.
Cessna is considered the volume leader in the executive jet market. It has been described as "almost totally vertically integrated." This quote means that Cessna

has eliminated economies of scale.
does not fall under the jurisdiction of any federal regulatory agency.
uses outsourcing for all component parts and materials.
owns several of the entities that would make up the traditional marketing channel.
has achieved a high level of social responsibility.
 
 
28.
Chevron placed an ad with copy reading, "Protecting the planet is everyone's job. We Agree.," that encouraged consumers to use renewable energy. Which type of advertising was Chevron using?

reminder
objective
pioneering
competitive
advocacy
 
 
29.
Clothing manufacturers may compete to sell their offering at prestigious retailer Neiman Marcus. The source of Neiman Marcus' power is ________ since distribution with this retailer may increase the status of a smaller brand.

legitimate rights through contracts
economic influence
longevity as an upscale retailer
channel members' desire for identification with Neiman Marcus
expertise
 
 
30.
The combination of one or more communication tools used to inform prospective buyers about the benefits of the product, persuade them to try it, and remind them later about the benefits they enjoyed by using the product is referred to as the

media mix.
marketing matrix.
promotional mix.
channel of communication.
promotion channel.
 
 
31.
Commonly used forms of direct marketing like direct mail and e-mail have response rates between

41 percent and 48 percent
12 percent and 26 percent
28 percent and 40 percent
49 percent and 60 percent
1 percent and 11 percent
 
 
32.
Companies such as Hewlett-Packard and Frito-Lay routinely monitor blogs to gain insight into

recruiting prospective employees.
new slang terms to create more effective advertisement copy.
technological advancements that can be used to promote their brands.
customer complaints and suggestions.
popular trends among members of the over-65 market.
 
 
33.
Companies use a price premium to assess whether their products and brands are priced above, at, or below the market. This price premium equals

dollar sales market share for a brand divided by unit volume market share for a brand, plus one.
dollar sales market share for a brand, divided by unit volume market share for a brand, plus one.
dollar sales market share for a brand, divided by unit volume market share for a brand, minus the number of competitors against which a brand is being measured.
dollar sales market share for a brand divided by unit volume market share for a brand, minus one.
unit volume market share for a brand divided by dollar sales market share for a brand, minus one.
 
 
34.
Consumers can visit the BananaRepublic.com website to scan and order from among thousands of displayed clothing items without fighting traffic, finding a parking space, or standing in store checkout lines. This describes one example of why consumers shop and buy online, which is

communication.
convenience.
customization.
cost.
control.
 
 
35.
Convenience in a supply chain refers to the concept that

all products or services should be available 24 hours a day, 7 days a week, and 365 days a year.
there should be a minimum of effort on the part of the buyer in doing business with the supplier.
all logistical services are provided by a supplier network.
all tasks required to make an exchange are the sole responsibility of the supplier.
an exchange requires equal effort by both the buyer and supplier.
 
 
 
 
 
 
 
 
 

36.
A criterion of ________ is that it is online content that is published on a publicly accessible website or social networking site.

blogs
wikis
social networks
user-generated content (UGC)
YouTube
 
 
37.
A customer was unable to go to the store on her own to buy gifts for the holidays. She contacted a Pampered Chef representative who came to her home, showed her not only catalogs but actual products, answered all her questions, and had all the customer's gifts sorted and delivered. This is an example of

flex marketing.
interface marketing.
direct selling.
responsive selling.
interactive selling.
 
 
38.
Demand for a product is likely to be more price elastic if it

is considered a necessity.
requires a small cash outlay.
is at the mature stage of the product life cycle.
is nondiscretionary.
has many substitutes.
 
 
39.
The distribution intensity associated with products such as Dell personal computers is referred to as

exclusive distribution.
concentrated distribution.
selective distribution.
extensive distribution.
intensive distribution.
 
 
40.
During a sales call, you respond to a customer's issue by saying courteously, "You're absolutely right, and I am going to make it my business to be sure that never happens again." Which method have you used to handle the customer's objection?

denial
convert
ignore
postpone
agree and neutralize
 
 
41.
During the evaluation phase of an IMC program, a firm will __________ and make needed changes.

posttest the promotion
identify possible advertising or promotional firms
carry out the promotion
state the mission
design the promotion
 
 
42.
During the planning phase of the strategic marketing process, the output report would take the form of a(n)

action memo.
corrective action memo.
marketing plan.
marketing dashboard.
operating statement.
 
 
43.
Encyclopaedia Britannica used to pay to have a business reply card bound into magazines adjacent to its advertisement. The ad asks people to return the card for more information on how its encyclopedias can help children do better in school. Encyclopaedia Britannica was engaged in

stimulus-response selling.
sales follow-up.
prospecting.
cold canvassing.
order taking.
 
 
44.
An example of __________ utility involves intermediaries shipping goods to buyers of a product.

transactional
place
form
time
possession
 
 
45.
A Facebook page, such as the one for StuffDOT, contains all of the following elements that are of interest to brand managers except which?

a cover image
Facebook page posts that appear in the News Feed of those who have "liked" the page
the number of people who clicked the "Like" button
the ability to "tweet" a comment on an ad a firm has posted on its Facebook page
the number of people who saw a specific post
 
 
46.
A Fidelity Investments ad highlights the advantages of its online trading service relative to Schwab, E*TRADE, and TD Ameritrade. What type of product advertisement is the Fidelity Investments ad?

parallel
reminder
reinforcement
pioneering
comparative
 
 
47.
Firms that have designed a unique approach for performing a service and wish to profit by selling the franchise to others employ a(n)

administered vertical marketing systems.
manufacturer-sponsored wholesale franchise system.
service-sponsored retail franchise system.
customer-generated franchising system.
manufacturer-sponsored retail franchise system.
 
 
 
 
 
 
 
 
 

48.
Ford Motor Co. partnered with Toby Keith to offer consumers a chance to win a 2018 Ford F-150 and "a VIP weekend experience for you and three guests in Cabo San Lucas, where you'll get to hang with Toby at his hideaway." Which promotional element is being used here?

direct marketing
publicity
sales promotion
personal selling
advertising
 
 
49.
Frank needs to buy a new car. Before visiting a showroom, however, he logs onto www.autobytel.com. Here, he can compare the attributes of various makes and models, find information about the prices of various option packages, and learn the manufacturer's suggested retail prices for different cars. After deciding on the car he wants to buy, Frank visits the local showroom and negotiates with the salesperson for the model and options package he wants. Because Frank is so informed about prices, he is able to make a deal that is several hundred dollars less than the salesperson's best offer. Frank's car-buying experience illustrates which reason consumers shop online?

customization
choice
communication
control
convenience
 
 
50.
George and Alice Renfro decided to start a family business in 1990 to produce chowchow, a Southern regional food. To determine how they would price the chowchow, the Renfros had to examine (1) the demand for the product (e.g., would people eat store-bought?); (2) the costs of the jars for and bottling of the chowchow; and (3) the cost to distribute the product to area grocery stores. The Renfros are doing which step of the price-setting process?

selecting an approximate price level
estimating break-even points and revenue points
determining cost, volume, and profit relationships
identifying pricing constraints
setting the list price
 
 
51.
Given that a firm's profit is high enough for it to remain in business, an objective may be to __________, which will in turn lead to increases in market share and profit.

continue with previous policies that seem to be working
decrease unit volume while maintaining price
increase research and development funding for new product line extensions
increase dollar sales revenue
increase the commitment to social responsibility
 
 
52.
Godiva Chocolatier invites consumers to stop by one of its stores for an unforgettable experience, including delectable chocolates, decorative gift collections, and unrivaled customer care. What type of retail service is Godiva offering?

self-service
full service
restricted service
functional service
limited service
 
 
53.
The growing concern about __________ has led to a decline in direct marketing response rates among some customer groups.

fraud
postal rates
government regulation
privacy
landfill waste
 
 
54.
The __________ has been used to prosecute resale restrictions, which are a supplier's attempt to stipulate to whom distributors may resell the supplier's products and in what specific geographical areas or territories they may be sold.

Consumer Goods Pricing Act
Sherman Act
Clayton Act
Incorrect
Federal Trade Commission Act
Robinson-Patman Act
 
 
55.
If a brand manager wanted to use LinkedIn to promote his or her brand, the best option would be to

request to be linked with potentially lucrative customers.
create a profile for the brand with a fictional "typical" brand user.
join groups of industry professionals to demonstrate the organization's capabilities in particular areas.
monitor profiles for negative mentions of the brand.
try to accumulate online "followers" for the business.
 
 
56.
If a brand manager wants to explain the benefits of using a complex product to consumers, the best social network to use is

YouTube.
Twitter.
Facebook.
LinkedIn.
 
 
57.
If competitive market circumstances are such that there are few sellers who are sensitive to each other's prices, and the purpose of advertising is to inform but avoid price competition, then __________ must exist in the industry.

pure competition
monopolistic competition
oligopolistic competition
an oligopoly
a pure monopoly
 
 
58.
IGA and Ben Franklin variety and craft stores are examples of

service-sponsored retail systems.
wholesaler-sponsored voluntary chains.
manufacturer-sponsored cooperatives.
retailer-sponsored cooperatives.
administered cooperative systems.
 
 
 
 
 
 
 
 
 

59.
In a marketing context, all of the following are channels of communication used to convey a message from a source to a receiver except which?

feedback
TV
magazine
news release
salesperson
 
 
60.
Industrial distributors perform functions that are most like which intermediary in the consumer products marketing channel?

manufacturers
Incorrect
brokers
wholesalers
retailers
agents
 
 
61.
Interactive marketing often makes use of

a marketing mix strategy that de-emphasizes the promotion element.
Incorrect
niche marketspaces.
human-to-human mediated online "chat room" communication prior to the purchase.
the digital divide, which separates online consumers from traditional marketplace consumers.
sophisticated choiceboards.
 
 
62.
In terms of the online customer experience, community refers to

an information system where anyone can post content depending upon his or her level of self-disclosure.
websites that allow people to congregate in online chat rooms to exchange views on topics of common interest.
user-to-user communications hosted by a company to enhance customer experience and build favorable buyer-seller relationships.
a social network of individuals who interact through specific media, potentially crossing geographical and political boundaries, in order to pursue mutual interests or goals.
a customer's network of family, friends, acquaintances, and co-workers with whom he or she communicates on regular basis.
 
 
63.
Internet shopping has changed consumer behavior. PsychCentral has an online, interactive quiz to test

whether shoppers are involved online shoppers.
if the shopper understands post-purchase support services.
whether shoppers' Internet behavior is, or is becoming, an addiction.
whether shoppers are prepared enough when planning online shopping.
Incorrect
whether shoppers carefully check price of purchases.
 
 
64.
In the film Runaway Bride, Julia Roberts boarded a FedEx truck. Another actor gave voice to FedEx's service guarantee, saying she will arrive "by 10 a.m. the next business day." This is an example of

product continuity.
a product placement.
subliminal advertising.
a reverse product placement.
a deal.
 
 
65.
___________ involves three tasks: setting objectives, organizing the salesforce, and developing account management policies.

Sales plan formulation
Sales plan management
Sales plan implementation
Sales plan evaluation
Sales plan analysis
 
 
66.
__________ is advisable for all marketing communications to ensure that messages will be decoded properly.

Use of an observable receiver
Pretesting
Customization
Elimination of the channel
Omitting the feedback loop
 
 
67.
The __________ is used in part used to inform prospective buyers about the benefits of the product.

communication channel
promotion channel
promotional mix
media mix
marketing mix
 
 
68.
The key objective of competitive advertising is to

reinforce previous knowledge of a product.
promote the advantages of one product class over another.
show a brand's values and history.
persuade the target market to select the firm's brand rather than that of a competitor.
tell people what a product is, what it can do, and where it can be found.
 
 
69.
Lindsey Smith's task in Molecular Imaging Products at GE Healthcare is to

develop a team of professionals in selling to and servicing key customers.
create value in customer relationships by emphasizing the company's product innovations, solutions, and service.
simplify sales presentations for technical products.
establish brand recognition for Molecular Imaging Products as distinct from GE Healthcare.
increase the importance of the advertising element of the company's promotion mix.
 
 
 
 
 
 
 
 
 

70.
A local television station reported that one-fifth of the television households in your market were watching a special prime time movie on its TV channel during the 9 p.m. to 11 p.m. time period during the November "sweeps" period. What would be the movie's rating?

10
20
50
40
30
 
 
71.
Manufacturers most likely would use exclusive distribution for which of the following products?

Timex watches, Hanes underwear, and Nike shoes
paper clips, light bulbs, and file folders
Stouffer's meals, Breyer's Ice Cream, and Coca-Cola
Chanel perfume, Steinway pianos, and Baccarat crystal
Oreos, Teddy Grahams, and Nilla Wafers
 
 
72.
Many people are concerned about eating healthy, but many of these same people still grab lunch at fast-food restaurants because the restaurants are convenient and they like cheeseburgers. Burger King has created a veggie burger that "tastes like the real thing without all the fat." Burger King is most likely using a __________ to attract this large market that encompasses many different segments.

cost leadership strategy
cost focus strategy
differentiation focus strategy
service focus strategy
differentiation strategy
 
 
73.
The marketing manager looks for two kinds of deviations, each triggering a different kind of action: (1) __________ and (2) actual results fall short of goals.

actual results exceed goals
deviations that result from executive mandates
there are no deviations but there should be
deviations that are blamed on insufficient marketing support (personnel or funding)
deviations that result from major shifts in customer needs
 
 
74.
Matthew is planning a trip to Mexico for spring break. One night about midnight, he decides to visit Orbitz, an airline, car rental, and lodging electronic reservation system, to book his flight using the computer in his dorm room. It takes him about five seconds to connect to Orbitz, where he is prompted to enter his preferred travel dates and times and to specify which of several criteria such as schedule or price are most important to him. Matt is on a tight budget, so he checks the price of several flights. A second or two after submitting this information, data about several flights on various airlines, arranged from least to most expensive, appear on his computer screen. He requests aisle seats on his two-stop connection because they best meet his budget and scheduling preferences. After making the selections, he receives instantaneous confirmation of his reservation. Orbitz then prompts Matt to provide his credit card information to complete the booking process. After providing his credit card number, he prints a copy of his receipt and itinerary. The total time to complete the transaction is less than five minutes. Orbitz created customer value for Matt by contributing to which of the following form(s) of utility?

form utility
possession utility
place utility
time utility
all four utilities: time, place, possession, and form
 
 
75.
Megan is looking for a gift for her older brother who enjoys reading mysteries. A book by one of his favorite authors was recently published and she plans to buy it. However, because she is on a limited budget, she wants to find the lowest price. The most convenient way for Megan to find the best price for the book would be to

create a choice board using the Barnes & Noble's Facebook page.
use a bot to search the websites of online booksellers and locate the best price.
use a cookie to contact various bookstores and find the one with the best price.
call all five bookstores in her community to inquire about the price of the book at each one.
drive to a large shopping center that is 45 minutes away from home where there are two bookstores (Barnes & Noble and Half-Priced Books) to see which one has the book at the lowest price.
 
 
76.
Megan is looking for a gift for her older brother who enjoys reading mysteries. A book by one of his favorite authors was recently published and she plans to buy it. However, because she is on a limited budget, she wants to find the lowest price. The most convenient way for Megan to find the best price for the book would be to

create a choice board using the Barnes & Noble's Facebook page.
use a cookie to contact various bookstores and find the one with the best price.
use a bot to search the websites of online booksellers and locate the best price.
call all five bookstores in her community to inquire about the price of the book at each one.
drive to a large shopping center that is 45 minutes away from home where there are two bookstores (Barnes & Noble and Half-Priced Books) to see which one has the book at the lowest price.
 
 
77.
Mike Morgan, a sales representative for a major food service distributor of Betty Crocker's Warm Delights, wanted to encourage larger purchases by his grocery customers. Morgan offered a 10 percent discount for buying 1 to 49 cases of Warm Delights within a calendar month, 12 percent for 50 to 99 cases, and 15 percent for 100 or more cases. What type of discount was Morgan offering his customers?

a case allowance discount
a trade discount
a seasonal discount
a cash discount
a quantity discount
 
 
78.
Mike's Camera is a retailer that carries a full line of professional and amateur cameras, develops and/or prints all types of film and digital photos, and even sells darkroom equipment. Mike's Camera is an example of a(n)

specialty outlet.
scrambled merchandise store.
hypermarket.
intertype outlet.
general merchandise store.
 
 
79.
The more a marketing plan is based on __________, the less uncertainty and fewer risks are associated with executing it.

intuition
opinions
facts and valid assumptions
alternative contingencies
past historical data
 
 
 
 
 
 
 
 
 

80.
Most public utilities must petition regulatory commissions in order to obtain a rate increase. Which pricing constraint does this statement demonstrate?

type of competitive market
single product versus a product line
demand for the product, class, or brand
costs of production
newness of product in the life cycle
 
 
81.
The most sophisticated form of pretest is the

jury test.
portfolio test.
sales test.
attitude test.
theater test.
 
 
82.
Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 8 states, "The need for information

is insatiable."
crosses all borders."
is the next frontier."
separates the winners from the losers."
is the power behind change."
 
 
83.
Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 10 states, "__________ just isn't good enough."

Second
Great
Beating Apple
Satisfying customers
Making money
 
 
84.
Neighborhood grocers that work together with several other independent grocers that all agree to buy their goods directly from food manufacturers is a(n)

consortium system.
contractual horizontal marketing system.
administrative system.
retailer-sponsored cooperative.
conglomerate system.
 
 
85.
Nestlé and General Mills have __________ to distribute General Mills products like Cheerios under the Nestlé label in about 140 markets worldwide.

a direct marketing channel
a cooperative distribution channel
a dual distribution agreement
multichannel distribution
a strategic channel alliance
 
 
86.
n which sales budgeting approach is the amount of money spent based on past or anticipated sales?

objective and task
all-you-can-afford
competitive parity
relative scale
percentage of sales
 
 
87.
One way TV advertising can reduce wasted coverage is to

develop more creative ads so that more people will choose to see them.
identify specific times of day or night when the target audience would be more likely to tune in.
run shorter ads in a greater number of geographical areas.
run the ads on less expensive specialized cable and satellite channels.
identify the target market it wishes to address within the first three seconds of the commercial so the message can be ignored by nontargeted viewers.
 
 
88.
The online advertising market has grown from its initial focus on simple text ads to a much larger set of options. There are five key categories of online advertising. They are search, __________, classified, referral, and e-mail.

content
digital
monitor
display
tracking
 
 
89.
Online content created by an individual outside of a professional organization without a commercial market in mind is a criterion of

user-generated content (UGC).
online advertisements.
YouTube.
wikis.
blogs.
 
 
90.
An online movie streaming service charges $14.99 per month for its basic package. However, when a competitor introduced the same service at $13.99, the firm dropped its price to $13.99. The firm most likely made this price reduction in an attempt to

decrease market share.
decrease revenue but increase profit.
maintain market share.
increase profit by increasing revenue.
increase efficiency.
 
 
91.
An online movie streaming service charges $14.99 per month for its basic package. However, when a competitor introduced the same service at $13.99, the firm dropped its price to $13.99. The firm most likely made this price reduction in an attempt to

decrease revenue but increase profit.
maintain market share.
increase profit by increasing revenue.
increase efficiency.
decrease market share.
 
 
 
 
 
 
 
 
 

92.
A paid advertisement for the Texas Department of Economic Development—Tourism Division invited readers of a magazine to mail in a postage-paid reply card that was included with the ad, visit the state's website, or use a toll-free number to request more information about vacation destinations in Texas. The primary purpose of this ad was

lead generation.
direct order fulfillment.
to make a public service announcement.
digital communication.
indirect order generation.
 
 
93.
The particular type of competition dramatically influences the range of price competition and, in turn,

the degree of involvement with each of the organization's stakeholders.
the degree of involvement with both retailers and wholesalers.
the nature of product differentiation and extent of advertising.
the relationship between product lines and product classes.
the nature of product differentiation and requirements for on-hand inventory.
 
 
94.
A Patek Philippe Sky Moon Tourbillon men's wristwatch is among the most expensive in the world, costing more than $1.5 million. This is an example of a ________ strategy.

bundle pricing
penetration pricing
target pricing
prestige pricing
loss-leader pricing
 
 
95.
Penetration pricing is intended to appeal to which market?

highly selective, quality-seeking consumers
price-insensitive markets
the mass market
the same markets as those targeted with a skimming pricing strategy
specialty product markets
 
 
96.
Those people who object to cookies are most likely concerned with

costs.
viruses.
privacy.
spam.
information overload.
 
 
97.
Performance measures for social media are

easiest to track using Twitter.
more specific than those for traditional media because of the ease of tracking online behavior.
very predictive when it comes to anticipating what will "go viral."
more likely to track short-term goals than those for traditional media.
harder to track than traditional media such as newspapers and magazines because marketing managers can get real figures for the circulation numbers.
 
 
98.
Pizza Hut's website __________ are integrated with the company's overall communications programs—including traditional media—with product innovations, promotions, and special events shared across platforms.

communication and connection
content and communications
commerce and customization
communication and context
context and content
 
 
99.
Price elasticity of demand is determined by a number of factors, such as the availability of substitutes, the necessity of the product or service, and

the cash outlay of the purchase relative to a person's disposable income.
the stage of the product or service in its product life cycle.
the degree of carrying costs for the manufacturer or distributor.
the ability of the organization to meet sudden increases in demand.
the financial resources of the organization itself.
 
 
100.
The promotional objective of the maturity stage of the product life cycle is to

inform.
convince.
persuade.
remind.
sway.
 
 
101.
Proponents of Do-Not-Track regulations suggest that website owners that use cookies to collect information about consumers' shopping habits should only do so

when new products are being offered.
with new customers.
when competitors use cookies.
with consumers' consent.
with repeat customers.
 
 
102.
Purchasing products for resale or acting as an agent for supply of a product would be an example of a(n) __________ function.

risk-taking
transactional
assorting
facilitating
logistical
 
 
103.
Quantitative assessments of sales performance may be based on input-related objectives set forth in the sales plan, such as those involving

new sales, new lead generation, and customer billing.
recruitment, selection, and training of new sales representatives.
selling expenses, profits generated, and account management policies.
new lead generation, sales quotas, and sales increases over the previous evaluation period.
sales calls, selling expenses, and account management policies.
 
 
 
 
 
 
 
 
 
 

104.
The Schwan's Company of Marshall, Minnesota, the largest direct-to-home provider of foods in the United States, uses route sales representatives who sell from refrigerated trucks. This particular method of distribution is referred to as a(n)

customer-service channel.
direct channel.
facilitated channel.
indirect channel.
truck-jobber channel.
 
 
105.
Seven Cycles creates __________ in its creation of customized bikes for its customers in 40 countries.

form utility
possession utility
possession and place utility
place utility
time utility
 
 
106.
Seven Cycles has a __________ with its nearly 200 authorized retailers in the United States and 30 international distributors in 40 countries.

collaborative relationship
joint venture
reciprocity agreement
franchise contract
contentious relationship
 
 
107.
Seven Cycles' tagline, "One Bike. Yours." reflects the company's

reputation for customized detailing of the finest motorcycles in competitive racing.
unique antitheft electronic GPS tracer built into every frame.
"one product-one market" segmentation strategy, in which all bikes are exactly alike.
commitment to incorporating individual customer input for every single bike.
creativity promise, guaranteeing that the color (paint job) is completely unique for each touring bike it makes.
 
 
108.
Several artists in Charleston, South Carolina participate in an art fair to sell their paintings. Each has a booth in downtown Charleston for two weekends in May so tourists and art lovers can look at their paintings and buy the ones they like. Each artist works in his or her own booth or hires help. In terms of the marketing channel, the booths at the art fair would be considered

agents.
Incorrect
wholesalers.
retailers.
ultimate consumers.
distributors.
 
 
109.
Snack foods, bottled water, and batteries most likely would use which type of distribution density?

concentrated distribution
exclusive distribution
selective distribution
extensive distribution
intensive distribution
 
 
110.
Suppose you want to buy a Tesla Model S, the world's leading all-electric, zero-emission car that has a 265-mile range and can be recharged in three hours. The Tesla Model S Performance model has a list price of $87,500. However, you want several options (Performance Plus Package, red multicoat armor paint, Tech Package, Sound Studio Package, home charging station, performance wheels, and others) that will cost $17,500. An extended warranty will add an additional $5,000. However, if you put $50,000 down now and finance the balance over the next year, you will receive a dealer rebate of $5,000 off the list price. The dealer will give you a $7,000 trade-in allowance for your 2010 Honda Civic DX four-door sedan. In addition, you will have to pay a state sales tax of $10,000, an auto registration fee of $1,000 to the state, and a $1,000 destination charge to ship and prep the car. But because the Tesla Model S is an alternative energy vehicle, you qualify for a $2,500 state rebate and a $7,500 federal tax credit! Finally, your total finance charge is $7,000. Applying the price equation, what is your final price for the Tesla Model S?

$151,000
$68,000
$87,500
$107,000
$57,000
 
 
111.
Taco Bell developed its #loveandtacoscontest in response to


bullying in schools; it created a way to reward those who intervene.
the incredible success of its previous novelty tacos; it launched a new heart-shaped one.
hearing that some customers were adding Taco Bell to their wedding festivities.
declining sales during the evening meal; it promoted Taco Bell as a great date night.
a traditionally slow period for the chain, in February near Valentine's day.
 
 
112.
Tara is enrolled for spring semester at college. The tuition is $6,000, but she has a scholarship for $1,000 as well as a work-study grant of $1,500. The health fees and student activity fees are $150 for the semester. What is the final price that Tara will pay for the spring semester?

$3,650
$2,650
$2,500
$6,150
$3,150
 
 
113.
A target return profit objective implies that a company chooses to

set targets whose performance can be measured quickly.
give up immediate profit in exchange for achieving a higher market share in hopes of penetrating competitive markets.
reduce investment in any further market or product research.
set a profit goal that is often determined by its board of directors.
set prices based on return on sales.
 
 
114.
The tasks involved in managing personal selling include all of the following except which?

evaluating the performance of individual salespeople
setting sales objectives
designing new direct sales promotions to generate new sales
organizing the salesforce
selecting salespeople
 
 
 
 
 
 
 
 
 

115.
There are more than 100 companies that manufacture natural and artificial flavorings used to enhance the taste of food before it is sold to consumers. Some of these manufacturers differentiate themselves from the competition in their advertising by specializing in one or two types of foods for which they provide flavorings. Others use their distribution strategies as a means of differentiating themselves. This industry is most likely an example of

bilateral monopoly.
pure monopoly.
monopolistic competition.
oligopoly.
monopolistic oligopoly.
 
 
116.
Tim Marlow, the owner of The Clock Works, wanted to know how many clocks he must sell in order to cover his fixed cost at a given price. Marlow knew that he had total fixed costs of $20,000 for equipment, taxes, and a bank loan. He also had a unit variable cost of $20 per clock for labor and materials. If the price Marlow charges for each of his clocks is $40, what is his break-even point quantity?

100 clocks
1,000 clocks
500 clocks
334 clocks
10,000 clocks
 
 
117.
To overcome the problem that occurs during product development when consumers say one thing in a market research study and do another when facing a supermarket shelf, the Warm Delights team ran marketing experiments that involved all of the following except which?

putting a Warm Delights prototype dessert in a store
improving the Warm Delights prototype
repeating the Warm Delights marketing experimentation process
testing colorful microwaveable trays for heating
measuring the results of the Warm Delights experiments
 
 
118.
"To phase out" is the promotional objective of which stage of the product life cycle?

remind
maturity
introduction
decline
growth
 
 
119.
Travel websites such as Priceline.com are designed to be __________ oriented, with emphasis on destinations, scheduling, and prices.

content
functionally
text
aesthetically
picture
 
 
120.
The use of "special fees" and "surcharges" is driven by consumers' zeal for __________ combined with the ease of making price comparisons on the Internet.

readily accessible information
value
warranties
low prices
Correct
quality
 
 
121.
Vending machines are no longer limited by the need for cash. In Japan, South Korea, and the Philippines, consumers use mobile phones that transmit payments to vending machines wirelessly. This is an example of how vending machines can provide which type of utility?

place
time
form
product
possession
 
 
122.
The vertical dimension of the retail positioning matrix is

depth of product line.
relative market share.
stage in the retail life cycle.
value added.
breadth of product line.
 
 
123.
Walmart has developed a sophisticated inventory management and cost control system that allows rapid price changes for each product in the store. The firm also uses technologies such as __________ to improve the quality of information available about products.

cookies
nanotechnology
radio frequency identification
encapsulation techniques
bar code scanners
 
 
124.
What is the primary disadvantage of employing a product specialization strategy?

Gaining market distribution will be costly.
The organization may be spread too thin.
R&D-manufacturing has the difficulty of producing multiple new lines.
The organization achieves neither marketing nor manufacturing synergies.
There are too many product substitutes over which a firm would not have control.
 
 
125.
When Hunter went to the hardware store looking for gloves to wear while refinishing a table, he bought one pair because that was all he needed. But when the hardware store purchased the gloves, it purchased a case containing 100 pairs of identical gloves. Which logistical function did the hardware store perform for Hunter and its other customers?

assorting
marketing
buying
risk-taking
sorting
 
 
 
 
 
 
 
 
 

126.
When Satya Nadella, CEO of Microsoft, launched Office 2016 at a special event, the company announced a new set of features for its Office 365 product. The media was invited, and the launch was widely reported. This is an example of a

promotional giveaway.
news release.
PSA.
cooperative advertisement.
news conference.
 
 
127.
When you view a selection at Amazon.com and see "Customers who bought this (item) also bought...," you are seeing the application of

collaborative filtering.
multichannel marketing.
adaptive selling.
Incorrect
choiceboards.
personalization
 
 
128.
Which of the following allows a marketer's website to record a user's visit, track visits to other websites, and store and retrieve this information in the future?

vloggers
cookies
spam
worms
trackers
 
 
129.
Which of the following information is used in the implementation phase of the strategic marketing process?

possible cannibalization effects on other products in the line
trends for industry and competitors
marketing return on investment
revenues associated with each point of market share
a time-based agenda and an action item list
 
 
130.
Which of the following is a competition-oriented approach to pricing?

skimming pricing
target return-on-sales pricing
standard markup pricing
customary pricing
target pricing
 
 
131.
Which of the following is a weakness of advertising?

It is difficult to get media cooperation.
It can easily lead to promotion wars.
It entails high absolute costs.
It entails extremely high expense per exposure.
It is easily duplicated.
 
 
132.
Which of the following is one of the largest retailers in the United States?

Procter & Gamble
Johnson and Johnson
Target
Hallmark
Merck
 
 
133.
Which of the following output reports is used in the evaluation phase of the strategic marketing process?

corrective action memos
action memos that tell who is to do what
trend reports
Incorrect
action memos that tell who is to do what by when
marketing plans that define goals
 
 
134.
Which of the following output reports is used in the implementation phase of the strategic marketing process?

action memos that tell who is to do what by when
tracking reports
projections of sales and expenses
corrective action memos
marketing plans that define goals
 
 
135.
Which of the following represent elements of Step 2 of the price-setting process?

constraints and objectives
market segmentation, targeting, and positioning
cost estimation, marginal analysis, and break-even analysis
estimation of demand, sales revenue, and price elasticity
demand for the product class and brand, newness of the product, and competition
 
 
136.
Which of the following statements about advertising is most accurate?

Advertising can communicate specific product benefits to prospective buyers.
A key advantage of advertising is its ability to use customized interactions.
Advertising offers limited control as to when and where an advertisement will appear.
Advertising is one of the least costly forms of promotion because it reaches a mass market.
Advertising can be a very effective attention-getter, especially for new products, but has little impact for repeat purchases.
 
 
137.
Which of the following statements about comparative advertising is true?

Comparative advertisements are disliked by most consumers and thus attract negativeattention for the advertiser's brand.
Comparative advertisements are a form of institutional advertising.
Comparative advertisements are illegal in the United States.
Comparative advertisements are rarely constructed to be persuasive.
Comparative advertisements need market research to provide legal support for their claims.
 
 
 
 
 
 
 
 
 

138.
Which of the following statements describes a key difference between advertising and public relations?

Public relations is more expensive on a cost-per-contact basis than advertising.
Public relations is usually directly paid while advertising is usually indirectly paid.
Advertising provides an immediate feedback loop while public relations does not.
Public relations always has a much greater reach than advertising.
Advertising is usually directly paid while public relations is usually indirectly paid.
 
 
139.
Which of the following statements is true about Facebook?

Facebook users aged 18 to 29 years old have an average of about 300 friends on the site.
Facebook is second to Twitter in the number of registered users.
Facebook's primary purpose is enabling users to network and connect with others in their profession.
Facebook gets more video uploads than any other social media site.
Facebook is open to users who are at least six years old.
 
 
140.
Which of the following statements regarding cost-oriented approaches is most accurate?

Experience curve pricing is simple to use because costs predictably decrease by 25 percent with each doubling of production.
Cost-oriented approaches are a subcategory of competition-oriented methods.
These methods focus on the demand side of the pricing problem.
These methods account for production, marketing, and overhead expenses.
Target return on investment is an example of a cost-oriented method.
 
 
141.
Which of the following statements regarding online consumers is most accurate?

With the exception of the setting used to make the exchange (online versus retail store), the profile of an online customer is almost identical to the traditional shopper.
Although growing in total sales revenues, the percentage of online sales is beginning to decline due to the downturn in the economy and the passage of a national Internet sales tax.
The group most likely to use the Internet to make purchases is comprised of educated males between the ages of 25 and 39.
Many people are put off by the difficulty in navigating so many new websites.
Although online shopping and buying is popular, a small percentage of online consumers still account for a disproportionate share of online retail sales in the United States.
 
 
142.
Which of the following statements regarding quantity discounts is most accurate?

Noncumulative quantity discounts encourage large individual purchase orders, not a series of orders.
Noncumulative quantity discounts encourage repeat buying by a single customer to a far greater degree than do cumulative quantity discounts.
Quantity discounts are primarily used to undercut competitors' prices.
Noncumulative quantity discounts encourage smaller long-term repeat purchases rather than less frequent larger short-term purchases.
Quantity discounts can basically be used only once with each reseller or the price will increase.
 
 
143.
Which of the following statements regarding supply chains is most accurate?

Supply chain managers often need to make trade-offs between efficiency and responsiveness.
In order for a supply chain to work effectively, key decisions should be made by a third-party logistics provider.
The longer the supply chain, the greater the economies of scale and the better the profit margin.
Supply chains should consider the needs of suppliers, provided those needs are consistent with marketing strategies.
The most common form of supply chain is the collaborative-response efficiency strategy.
 
 
144.
Which of the following statements regarding when and where online consumers shop and buy is most accurate?

Eighty percent of online sales occur on the weekends.
Favorite websites for workday shopping and buying include those featuring event tickets, travel, and flowers and gifts.
Only 10 percent of consumers say they visit websites from their place of work.
Most people buy online when they are sad or depressed.
The busiest shopping day is Saturday.
 
 
145.
Which of the following statements would most likely be spoken by someone in the midst of estimating demand and revenue in the price-setting process?

"We have to try to achieve an 8 percent profit share."
"But, if we increase the price even by $1, how many customers will we lose?"
"The starting price should be $4.99 and we can raise the price again in six months."
"We should probably price the extra-large version somewhere between $600 and $650."
"It's important to offer discounts to seniors."
 
 
 
 
 
 
 
 
 

146.
Which promotional element would you most likely use during the growth stage of the product life cycle to solidify channels of distribution?

advertising
personal selling
direct marketing
sales promotion
publicity
 
 
147.
Which statement regarding efficient supply chains is most accurate?

Efficient supply chains use common platforms and common components across several products.
Efficient supply chains may utilize cross-docking.
Efficient supply chains emphasize economies of scale by increasing the variety of system configurations offered.
Efficient supply chains traditionally use expensive, but faster, modes of transportation.
Efficient supply chains rely on large geographically dispersed inventory warehouses.
 
 
148.
Which type of store gives shoppers the greatest variety of merchandise?

a clothing outlet
a hypermarket
a discount store
a specialty clothing store
a limited-line gift store
 
 
149.
Within the channel of distribution for certain types of imported furniture, the typical trade terms are 40/15/10. If a dining room table has a list price of $1,000, how much would the manufacturer sell the table to a jobber for?

$510
$600
$459
$1,000
$400
 
 
 

 

1.
According to class, what type of retail establisment accounts the the most retailers in the U.S.?
 
 
2.
According to Figure 10-2 above, column B represents a(n) 
*Column B says disrupts consumer's normal routine but does not require totally new learning and advertise the points of difference and benefits to consumers
 
 
3.
According to Figure 12-6 above, Box A represents which dimension of service quality?
*Box A says Knowledge and courtesy of employees and their ability to convey trust and confidence
 
 
4.
According to Figure 12-6 above, Box C represents which dimension of service quality?
 
 
5.
According to lecture, Pioneering Advertising is most likely used to:
 
 
6.
According to lecture, with penetration pricing we will get a large share of the market quickly. This means that (i) our per unit production costs drop quickly and (ii) ________________________.
 
 
7.
According to the lecture, about how much does the service sector contribute to the U.S. economy?
 
 
8.
According to the lecture, in the decline stage of the Product Life Cycle, we have a variety of ways to manage our product. Which of the following would NOT be useful for us to do in the decline stage?
 
 
9.
The addition of Clorox II bleach to Tide laundry detergents is an example of a
 
 
10.
An advertising message usually focuses on the ________ of the product that are important to a prospective buyer in making trial and adoption decisions.
 
 
11.
Among consumer products, advertising is especially important for
 
 
12.
Annual reports and social media posts are tools used by a firm's ________ department.
 
 
13.
The Apple innovation that leading car manufacturers are incorporating into their offerings that allows users to make calls, listen to music, and access messages by voice or touch while driving is referred to as
 
 
14.
An approach to managing the assortment of merchandise in which a manager is assigned the responsibility for selecting all products that consumers in a market segment might view as substitutes for each other, with the objective of maximizing sales and profits in the category, is referred to as
 
 
15.
As a marketing term, ________ generally includes not only physical goods, but also services and ideas
 
 
16.
At the time of its introduction, which of the following products was the best example of a continuous innovation?
 
 
17.
Based on lecture, which property of services can consumers evaluate only from from a subjective evaluation of the entire process.?
 
 
18.
Branding refers to
 
 
19.
The break-even point (BEP) = [Fixed cost ÷ (Unit price − ________)].
 
 
20.
The brochure for Spa Sydell has photographs of people enjoying the various spa amenities. By seeing the pictures of available treatments at the spa, a customer has a better idea of what she is buying. Spa Sydell uses a brochure to help customers deal with the ________ that is associated with using the service.
 
 
21.
Brokers are independent firms or individuals who
 
 
22.
The categories for people-based services include
 
 
23.
A channel that includes intermediaries that are between the producer and consumers and perform numerous channel functions is referred to as a(n)
 
 
24.
Combining the convenient location of a strip mall with the influential draw of national stores and a grocery store results in shopping areas known as ________ that brings shoppers on a weekly basis.
 
 
25.
Controlling agreements between independent buyers and sellers whereby sellers are required to not sell products below a minimum retail price is called
 
 
26.
Customers currently link to Cisco's website to configure, price, and order its networking equipment. Cisco then sends orders back out across the Internet to producers and assemblers including Celestica, Flextronics, Jabil, and Solectron. Products are built and tested to Cisco's standards, sometimes with procedures run remotely by Cisco. Most items are then drop-shipped to buyers, untouched by Cisco's employees. This is a description of Cisco's
 
 
27.
Direct-mail and catalog retailing are examples of
 
 
28.
________ exists if multiple retail channels become complementary throughout the many touch points with consumers.
 
 
29.
Figure 11-1 above represents the stages of the product life cycle. What does the curve labeled Y represent?
 
 
30.
Figure 13-4A above shows that when the price for Red Baron frozen cheese pizzas moves from $8 to $6 per unit along the demand curve D1, the quantity demanded
 
 
31.
Food products and fuel would be classified as
 
 
32.
Footwear is an example of a ________ while men's dress shoes are an example of a________
 
 
33.
A form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services is referred to as
 
 
 
 
 
 
 
 
 
 
 

34.
From an organization's perspective regarding its new products and innovations, which of the following new-product strategies has the lowest level of risk?
 
 
35.
From what we heard in class about scheduling our advertising, in which type of schedule do our ads run for very short periods of time and then there are no ads at all with the ads in concentrated forms?
 
 
36.
From what we heard in class, what is the minimum number of stores necessary for the US Bureau of Census to classify a business as a Chain?
 
 
37.
From what we heard in class, which advertising media has the disadvantage of having a nonstandardized rate structure?
 
 
38.
From what we heard in class, which form of media would you choose if you needed to get out ads in a flexible and timely manner to a local market?
 
 
39.
From what we heard in class, which form of media would you use if your product needed to reach a mass audience with sight, sound, and motion?
 
 
40.
Given your situation, you decide to set prices to achieve a specific annual return-on-investment (ROI). According to the lecture, what type of pricing approach is this?
 
 
41.
The ________ has been used to prosecute resale restrictions, which are a supplier's attempt to stipulate to whom distributors may resell the supplier's products and in what specific geographical areas or territories they may be sold.
 
 
42.
If a firm's marketing dashboard displays a CDI of 80 for a consumer packaged good like Hawaiian Punch, this indicates which of the following?
 
 
43.
An important way of defining new products is in terms of their effects on consumption. This approach classifies new products according to
 
 
44.
In class, as we talked about price, we looked at the 2017 Bugatti Chiron. About how much is the "base price" of a Bugatti Veyron?
 
 
45.
In class, we considered a company which was selling a new brand of dog food (Dog Chow). In which stage of the Product Life Cycle would the company be most likely to use free samples as a sales promotion to increase sales?
 
 
46.
In class, we considered buying a ring at Tiffany's. When asked, students indicated that a Tiffany ring probably cost tens of thousands of dollars or more. When we checked, we found that you can buy several Tiffany rings for less than $200. While Tiffany is certainly successful, this example suggests they may have:
 
 
47.
In class, we considered how we might classify consumer goods based on the consumer's interest in the product. Based on this discussion, which of the following would be a convenience product for most consumers?
 
 
48.
In class, we considered how we might classify consumer goods based on the consumer's interest in the product. Based on this discussion, which of the following would be a specialty product for most consumers?
 
 
49.
In class, we considered the case of Church & Dwight company. We noted that, in the consumer product area, the company markets Household Deodorizers, Household Cleaners, Oral Care Products, Laundry Products, Pet Care Products, Personal Care Products, Arm & Hammer Baking Soda, and Deodorant & Anti-Perspirants. Based on this information, how much depth do they have in their product mix?
 
 
50.
In class, we considered the example of tuition at KSU. We looked at the $85 College of Business Undergraduate Program Fee. What aspect of "price" did this represent?
 
 
 
 
 
 
 
 
 

51.
In class we considered the "value" of brand equity to the manufacturer. Which of the following is NOT one of the benefits of brand equity?
 
 
52.
In class, we discussed the Product Life Cycle (PLC) concept. In what stage of the PLC would we actually find decreasing competition?
 
 
53.
In class, we discussed the Product Life Cycle (PLC) concept. In which stage of the PLC would we typically use advertising to gain category awareness in the consumers' minds?
 
 
54.
In class, we heard about Interbrand's Best Global Brands list. Which of the following is NOT a component to the rankings?
 
 
55.
In class we heard about Sensodyne toothpaste, which uses a name, flavor, and ads that helped to:
 
 
56.
In class, we heard about several "Trends" in Personal Selling. Which trend involves the ability of salespeople to do online video conferencing with customers?
 
 
57.
In class, we heard about the benefits of branding. However, not all products are branded. Which of the following is NOT an explanation for why some products are not branded?
 
 
58.
In class, we heard about the "danger" of your brand name becoming generic. From what we heard, which of the following is a way that brand names become generic?
 
 
59.
In class, we heard about the segmentation approach used by Bayer Consumer Products. From what we heard, how many major consumer care segments does Bayer have?
 
 
60.
In class, we heard about the segmentation approach used by Bayer Consumer Products. We learned that Bayer has actually targeted two segments WITHIN the Aspirin market. These segments are:
 
 
61.
In class, we heard about the Top Franchises in the U.S. What company has the number 1 rank?
 
 
62.
In class, we heard from Dan Muller as he discussed segmentation at Timken. He noted that after doing an initial segmentation, they move on to "mico-segmentation." Which of the following was NOT one of the "mico segmentation" variables he mentioned
 
 
63.
In class, we heard that in order to benefit from Social Media efforts, firms must do all of the following EXCEPT:
 
 
64.
In class, we heard that "Standard Markup Pricing" involves adding a fixed percentage to the cost of all items in a specific product class. This approach to pricing is usually used to set:
 
 
65.
In class, we looked at the example of Cheerios Snack Mix. This is a mix of 6 different snacking pieces, including MultiGrain Cheerios, Wheat Chex, round snack crackers, bread twists, Corn Chex, and twist pretzels. This would be seen as:
 
 
66.
In class we noted that a firm's "Service Image" is conveyed by its "service products." In choosing the service dimensions to create a competitive position, which service dimensions should be emphasized?
 
 
 
 
 
 
 
 
 

67.
In class, we said that Reken, the hair care brand, is an example of a company with what kind of product mix?
 
 
68.
In class, we talked about the stages in the personal selling process. in the Presentation Stage, a salesperson would do all of the following EXCEPT:
 
 
69.
In class, we viewed an ad that Coke released for the 2008 Superbowl. It showed a big parade balloon of Coke getting away from the handlers, and then being chased into the sky by several cartoon character balloons. The goal of this ad was:
 
 
70.
Industry research shows that outside order getters, or field service representatives, spend 36 percent of their time selling, and another ________ percent is devoted to generating leads and researching customer accounts.
 
 
71.
In lecture, we noted that SCM usually requires significant changes in the firm's organization structure. This is because:
 
 
72.
In personal selling, a trial close refers to
 
 
73.
Inside order takers are also referred to as
 
 
74.
Integrated marketing communications (IMC) programs coordinate a variety of promotion alternatives to provide a
 
 
75.
In terms of its effect on faxing, e-mail has
 
 
76.
In terms of promotion, which of the following consumer product types stresses product differentiation from competitors but not status?
 
 
77.
In the hierarchy of effects, the consumer's appraisal of the product or brand on important attributes is referred to as the ________ stage.
 
 
78.
In the late 1950s and 1960s, television Westerns were extremely popular and included Gunsmoke, Bonanza, Wagon Train, and The Big Valley. When ratings declined as viewers' tastes changed, production of them waned. The television Western was a product category that had entered the ________ stage of its product life cycle.
 
 
79.
An inventory-management system whereby the supplier determines the product amount and assortment a retailer needs and automatically delivers the appropriate items is referred to as
 
 
80.
Kemps makes Life Savers Real Fruit Sherbet (with the flavors of a favorite childhood candy). Kemps pays Wrigley, the owner of the Life Savers brand name, a fee to market this product. This is an example of
 
 
81.
The largest numbers of product adopters with respect to the diffusion of innovation are found among
 
 
82.
Logistics is most closely related to which element of the marketing mix?
 
 
83.
The main difference between a trade name and a trademark is
 
 
84.
Managers often use the promotion-to-sales ratio on their marketing dashboards to assess how effective the integrated marketing communications program expenditures were at generating
 
 
85.
Many service businesses use off-peak pricing to manage variations in
 
 
86.
Marketers can communicate best with college students by
 
 
 
 
 
 
 
 
 

87.
Marketers pay slotting fees to grocers in payment for space, or slots, on their retail shelves. Such slotting fees significantly increase the cost of which stage of the new-product development process?
 
 
88.
A marketing strategy that alters a product's characteristic, such as its quality, performance, or appearance, to increase its value and sales to customers is referred to as
 
 
89.
Marketing synergies often come at the expense of product synergies because
 
 
90.
A method of classification that describes how many different types of products a store carries and in what assortment is referred to as a
 
 
91.
The most expensive stage in the new-product development process for most products and services is
 
 
92.
A newly invented apple peeling and coring machine for the consumer market would be considered a(n)
 
 
93.
Newman's Own is a company that gives all of its profits to charities. The company produces popcorn, salsa, pasta sauces, and salad dressings under the Newman's Own brand name. These product lines comprise the company's
 
 
94.
Organizations attempt to reduce inconsistency in their services by
 
 
95.
Prices in vending machines tend to be higher because
 
 
96.
A ________ product is a style of the times.
 
 
97.
The product life cycle shown in Box D in Figure 11-3 above is an example of a ________ product.
*Sharp increase and sharp decrease
 
 
98.
Products such as Yoplait's Go-GURT®portable low-fat yogurt in a tube demonstrate the importance of the ________ of packaging.
 
 
99.
The promotional mix refers to
 
 
100.
The promotion-to-sales ratio can be used by managers to make year-to-year comparisons of their programs or to compare with
 
 
101.
Recent studies comparing advertising in different media suggest that magazine advertising
 
 
102.
Reducing the number of features, qualities, or price when repositioning a product is referred to as
 
 
103.
Reductions from list or quoted prices to buyers for performing some activity are referred to as
 
 
104.
A retail chain hires a company to design and install a computer network that would allow each store in the chain to check the inventory of others in the chain for customer-requested items. The retail chain purchased which kind of business products?
 
 
105.
Sales from which of the following direct marketing tools is growing the fastest at 33 percent?
 
 
106.
The salesperson's objective is to "gather information and decide how to approach the prospect" during which stage in the personal selling process?
 
 
 
 
 
 
 
 
 
 

107.
Southwest Airlines operates a daily flight between Chicago and Phoenix using a Boeing 737, which has a capacity of 120 passengers. During the past month, the flight has averaged 112 passengers. Once the plane takes off, the empty seats generate no revenue for the airline for that flight. What unique aspect of services does this situation describe?
 
 
108.
The stage of the new-product development process that defines the role for a new product in terms of the firm's overall objectives is referred to as
 
 
109.
The ________ stage of the product life cycle is characterized by rapid increases in sales.
 
 
110.
The Starch test uses aided recall to determine the percentage of those who did which of these?  
 
 
111.
Sterile Feral, Inc., is a nonprofit organization that catches wild or stray cats. It then neuters, vaccinates, and releases them. In recent years, nonprofit organizations such as Sterile Feral have turned to marketing to help it
 
 
112.
The sum of the expenses of a firm that is stable and does not change with the quantity of the product that is produced and sold is referred to as
 
 
113.
The sum of the firm's expenses that change with the quantity of the product that is produced and sold is referred to as
 
 
114.
The swoosh that appears on every Nike product is an example of a
 
 
115.
Thinking about the effect of price, if you price your product (or service) too low, you ______; and if you price your product too high, you _______.
 
 
116.
Tiffany & Co. manufactures about half of the fine jewelry items for sale in its stores and boutiques worldwide. Tiffany & Co. practices
 
 
117.
To better connect with its customers by providing functional and aesthetic design features, Kraft did what with its Chips Ahoy! cookies?
 
 
118.
The total expense incurred by a firm in producing and marketing a product, which equals the sum of fixed cost and variable cost, is referred to as
 
 
119.
What agency registers the trademarks of a firm?
 
 
120.
When a product spreads through the population, it is called the
 
 
121.
When General Mills introduced Fingos, a corn chip-sized sweetened cereal flake, it assumed that its customers would normally snack on them dry like a potato chip. Unfortunately, consumers did not switch from munching on popcorn and potato chips. The primary reason for the failure of Fingos was
 
 
122.
When Jason called the toll-free number to order two children's books from the Chinaberry catalog, the firm was using
 
 
123.
Which buyer requirement would be most important in choosing a channel for a financial service for a novice investor who is interested in setting up a retirement account?
 
 
124.
Which of the following is an IDEO design?
 
 
125.
Which of the following is expected to be the next chapter for Apple's product development?
 
 
126.
Which of the following is the most important aspect conveyed by the American Express credit card and travel brand, which focuses on providing unique services and attentive service provision?
 
 
127.
Which of the following new products is the best example of the lowest level of risk from the company's point of view?
 
 
128.
Which of the following statements about services is most accurate?
 
 
 
 
 
 
 
 
 

129.
Which of the following statements describes a potential problem with using sex appeals in advertising?
 
130.
Which of the following would most likely be considered a consumer product?
 
131.
Which type of sales personnel concentrates on performing promotional activities but generally does not solicit actual sales orders?
 
132.
The white apple used by Apple in advertising and on its products is an example of a
 
133.
With many industrial products and consumer purchases, ancillary services are an important consideration in selecting the promotional mix. The role of ________ is important to establish the seller's reputation. However, ________ is essential for building buyer confidence and providing evidence of customer service.
 
134.
With respect to promotion, which of the following strategies would most likely be used for unsought products?
 
135.
Xerox pioneered the first portable fax machine. In 1980, the price was $12,700. Xerox used a(n) ________ pricing strategy to help recover its research and development costs.
 
 

 

1.
An "active receiver" who is "delighted" with the brand advertised and sends messages to his/her online friends about the brand is referred to as a(n) __________.
 
 
2.
Those activities that focus on getting the right amount of the right products to the right place at the right time at the lowest possible cost are referred to as
 
 
3.
An advantage of online advertising such as offered through Google is that it is __________, which allows it to immediately assess its __________.
 
 
4.
An agent is
 
 
5.
All of the following are challenges and opportunities that direct marketing faces in global markets except which?
 
 
6.
All of the following are factors used to select a particular medium for an advertisement except which?
 
 
7.
All of the following are legal or ethical considerations when setting a final price except which?
 
 
8.
All of the following are output-related sales objectives except which?
 
 
9.
All of the following statements about user-generated content are true except which?
 
 
10.
All of the following statements about YouTube are true except which?
 
 
11.
All-you-can-afford budgeting refers to
 
 
12.
Amazon.com was started with a simple idea: Use the internet to (blank) into the fastest, easiest, and most enjoyable shopping experience possible.
 
 
13.
As part of their regular retail pricing strategy, some retailers will emphasize consistently low prices and eliminate most markdowns. This practice is referred to as
 
 
14.
Assembling and protecting products at a convenient location to offer better customer service is an example of a (blank) function
 
 
15.
Bakery items, dairy products, and meat that are sold for cash in their original packages are traditionally sold by which type of wholesaler?
 
 
16.
A basic approach to scheduling when seasonal factors are unimportant and advertising is run at a constant or steady schedule through the year is referred to as
 
 
17.
Basic to setting a products price is the extent of (blank). This information is used in estimating the revenues the firms expect to receive.
 
 
18.
Because advertising is expensive, marketers want to be certain the advertisements they run communicate the intended message to the target audience. In order to accomplish this communication goal, the marketers conduct (blank) before advertisements are placed in a medium.
 
 
19.
Because its customers desire rapid delivery and wide variety of customizable products, Dell made a conscious decision to use (blank) supply chain to meet these requirements.
 
 
20.
The best approach to budgeting is objective and task budgeting, whereby the company determines its promotion objectives, outlines the tasks to accomplish these objectives, and
 
 
21.
(blank) are the result of organizations' efforts to create profiles of customers so that direct marketing tools, such as e-mail and catalogs, can be directed at specific customers.
 
 
22.
(blank) is advisable for all marketing communications to ensure that messages will decoded properly.
 
 
23.
Brand managers use both traditional and social media to promote and advertise their products. Traditional media (blank) while social media (blank)
 
 
24.
Break-even analysis refers to
 
 
25.
Brokers are independent firms or individuals who
 
 
26.
Channel of communication refers to
 
 
27.
Collaborative filtering gives marketers the ability to make a dead-on sales recommendation to a buyer in
 
 
28.
Communication is the process of conveying a message to others and it requires six elements. Which process is one of these elements?
 
 
29.
Competitive parity budgeting refers to
 
 
30.
Consumer-oriented sales promotions are
 
 
31.
Directed to ultimate consumers, consumer-oriented sales promotions are sales tools used to support a company's
 
 
32.
Direct-mail and catalog retailing are examples of
 
 
 
 
 
 
 
 
 
 
 

33.
Direct marketing faces several challenges and opportunities in global markets. Several countries, such as Australia and Japan, have requirements for mandatory "opt-in", which means
 
 
34.
During the iPad's (blank) stage of its product life cycle, Apple had great latitude in setting a price for the product because of a lack of competition.
 
 
35.
Emotional intelligence is
 
 
36.
Establishments primarily engaged in selling grain and small farm products to retail feed stores would be classified as
 
 
37.
Field of experience refers to
 
 
38.
A fighting schedule combined with a steady schedule because of increases in demand, heavy periods of promotion, or introduction of a new product is referred to as
 
 
39.
A financial indicator used to compare the increase in sales of stores that have been open for the same period of time is referred to as
 
 
40.
A firm may forgo higher profit on sales and follow which of the following pricing objectives because it wants to recognize its stakeholder obligations?
 
 
41.
Four cost concepts are important in pricing decisions: total cost, variable cost, unit variable cost, and
 
 
42.
Franchising is one form of
 
 
43.
A full-service advertising agency refers to
 
 
44.
Horizontal conflict refers to conflict that occurs between
 
 
45.
An important feature of supply chain management is its application of (blank) that allows companies to share and operate systems for order processing, transportation scheduling, and inventory and facility managment
 
 
46.
An imprecise term for intermediaries that perform a variety of functions, including selling, maintaining inventories, extending credit, and so on, is
 
 
47.
In a direct channel, all channel functions are performed by
 
 
48.
In a marketing context, all of the following are channels of communication used to convey a message from a source to a receiver except which?
 
 
49.
In a marketing context, the message refers to
 
 
50.
Indirect channels for consumer products
 
 
 
 
 
 
 
 
 

51.
In one of its least favorite actions, Amazon.com was caught manipulating its prices. Avid DVD buyers, buying in quantity for resale, found that the online retailer was offering different customers different prices for the same DVD, and complained vociferously. Company officials admitted that the company was trying to see how much it could charge for an item before buyers balked. Amazon was caught attempting
 
 
52.
In television or radio advertising, a rating refers to
 
 
53.
Intensive distribution refers to
 
 
54.
Interactive marketing refers to
 
 
55.
In terms of the online customer experience, commerce refers to
 
 
56.
An internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings is referred to as
 
 
57.
Internet-enabled technologies provide communication capabilities that take three forms. They are
 
 
58.
In the early 1980's, typical round-trip coach airfares from the East Coast to London were more than $500. Then Freddie Laker introduced the People's Express, a competing service into Newark at $350. Major airlines matched his price and did so until they drove People's Express out of business. Them prices shot back up to over $500. A lawsuit filed under the Sherman Act resulted in a judgement that the major airlines had explicitly tried to destroy a competitor. The People's Express case is an example of (blank) on the part of the major airlines
 
 
59.
In the feedback loop of the communication process, feedback refers to
 
 
60.
In the personal selling process, the stage that includes making certain the customer's purchase has been properly delivered and installed and difficulties experienced with the use of the item are addressed is referred to as the
 
 
61.
In the traditional advertising model, advertisers were charged using a (blank) approach, which charged for the impressions made by an ad. Google transformed the traditional model to a model called (blank) where advertisers pay only when someone actually clicks on the ad and is sent to their website
 
 
62.
The lag from ordering an item until it is received and ready for use or sale is referred to as
 
 
63.
Large shopping areas often contain two or three (blank) stores, which are well-known national or regional stores such as Sear, Saks Fifth Avenue, and Bloomingdale's
 
 
 
 
 
 
 
 
 

64.
A limited-service agency is
 
 
65.
Logistics management refers to
 
 
66.
The major difference between an off-price retailer and a discount store is that off-price retailers purchase merchandise from manufacturers (blank) and discounts stores buy from wholesalers (blank)
 
 
67.
Mall of America has four (blank) stores: Nordstorm, Macy's, Bloomingdale's, and Sears.
 
 
68.
The marketing challenge for the brand manager using a Facebook page is to post and create content that will generate the best response. This goal can be accomplished by all of the following except which?
 
 
69.
Media selection decisions are related to the target audience, the type of product, the nature of the message, campaign objectives, available budget, and
 
 
70.
Merchant wholesalers are independently owned firms that (blank) the merchandise they handle
 
 
71.
The National Do Not Call Registry was created to give Americans a tool for maintaining their privacy on home telephone lines. More than (blank) percent of all households are registered,.
 
 
72.
A new car dealer can reduce the list price of a new Ford F-150 pickup truck by offering you a (blank) of $1,000 for your 2006 Nissan Altima.
 
 
73.
Not every suburban store located in a shopping mall. Many neighborhoods have clusters of stores, referred to as a strip mall, to serve people who are within a 5- to 10-minute drive. Unlike the larger shopping centers, the composition of these stores usually
 
 
74.
The number of different people or households exposed to an advertisement is referred to as
 
 
75.
An offer that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction may result in
 
 
76.
One problem with humorous appeals is that
 
 
77.
An online movie streaming service charges $14.99 per month for its basic package. However, when a competitor introduced the same service at $13.99, the firm dropped its price $13.99. The firm most likely made this price reduction in an attempt to
 
 
78.
Order cycle time refers to
 
 
79.
Personal selling includes all of the following modes of communication except which?
 
 
80.
The personal selling process is
 
 
 
 
 
 
 
 
 

81.
Planning the selling program and implementing and evaluating the personal selling effort of the firm is referred to as __________.
 
 
82.
The practice of not only customizing a product but also personalizing the marketing and overall shopping and buying interaction for each customer is referred to as
 
 
83.
Price ranges, store layouts, and breadth and depth of merchandise lines are considered to be the (blank) of a store's image
 
 
84.
The primary way in which relationship selling creates customer value is by
 
 
85.
Product placement refers to
 
 
86.
The promotion decision process is divided into three phases. In Figure 15-5, Box A refers to the (blank) phase.
 
 
87.
Quantity discounts refers to
 
 
88.
Rather than emphasize demand, cost, or profit factors, a price setter can stress what
 
 
89.
Recent research indicates that timing of (blank) might affect future sales because frequent promotions increase consumers' ability to remember regular prices
 
 
90.
Regional shopping center refers to a
 
 
91.
Retailer includes all activities involved inthe
 
 
92.
The salesperson's objective is to "begin converting a prospect into a customer by creating a desire for the product or service" during which stage in the personnel selling process?
 
 
93.
A salesperson who is guided by the idea, "I try to align customers who have problems with products that will help them solve their problems", has which type of orientation?
 
 
94.
A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate is referred to as
 
 
95.
Sales promotions that require participants to submit some kind of entry but are purely games of chance requiring no analytical or creative effort by the consumer are referred to as
 
 
96.
Sales promotions that usually offer an immediately discounted price to the consumer, which encourages trial of the product, are commonly referred to as
 
 
97.
Sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers are referred to as
 
 
98.
Sampling is an appropriate strategy for which type of products?
 
 
99.
A selling format that consists of information that must be provided in an accurate, thorough, and step-by-step manner to inform the prospect is referred to as a __________.
 
 
100.
SFA is an acronym for
 
 
 
 
 
 
 
 
 
 

101.
Suppose you are the owner of a picture frame store. Assume that the average price customers are willing to pay for each picture frame is $120. Also, suppose your fixed costs (FC) total $32,000 (real estate taxes, interest on bank loan, etc) and unit variable cost (UVC) for a picture frame is $40 (labor, glass, frame, and matting). Figure 11-6a shows that by selling 200 pictures, your picture frame store will
 
 
102.
"To phase out" is the promotional objective of which stage of the product life cycle?
 
 
103.
Total cost refers to
 
 
104.
Two selling styles associated with the need-satisfaction presentation format are
 
 
105.
Two unique capabilities of internet technology that promote and sustain customer relationships.
 
 
106.
The two-way flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision is referred to as
 
 
107.
The typical order cycle includes all of the following elements except which?
 
 
108.
Unit variable cost refers to variable cost expressed
 
 
109.
The use of specialty catalogs from firms such IKEA, Crate and Barrel, L.L. Bean have been affected by all of the following factors except which?
 
 
110.
Vending machines are an example of
 
 
111.
Walmart made a conscious decision to use (blank) supply chain in order to best meet the needs of its consumers
 
 
112.
What are the three types of prospects?
 
 
113.
What is the challenge presented to brand managers by social media advertising?
 
 
114.
When choosing a marketing channel or intermediary, it is important to ask several key questions, including which of these?
 
 
115.
When only one retailer in a geographical area carries a firm's products, the density of distribution is referred to as
 
 
116.
When using an account management policy grid, an account would replace personal calls with telemarketing or direct mail if the account opportunity level assessment is
 
 
117.
Which of the following allows a marketer's website to record a user's visits to other websites, and store and retrieve this information in the future?
 
 
118.
Which of the following is a type of full-service merchant wholesaler?
 
 
119.
Which of the following is not an aspect of identifying the target audience for an advertisement?
 
 
120.
Which of the following is not essential to engage today's customers using social media promotions?
 
 
121.
Which of the following is one of the five dimensions of emotional intelligence?
 
 
122.
Which of the following is the best marketing strategy for promoting Betty Crocker products using social media?
 
 
123.
Which of the following statements about Facebook is most accurate?
 
 
 
 
 
 
 
 
 

124.
Which of the following statements about online advertising is most accurate?
 
 
125.
Which of the following statements about the product life cycle as a pricing constraint is most accurate?
 
 
126.
Which of the following statements best describes the key difference between merchant wholesalers and agents and brokers?
 
 
127.
Which of the following statements is most accurate?
 
 
128.
Which of the following statements regarding online consumers is most accurate?
 
 
129.
Which of the following would be a source of vertical conflict
 
 
130.
Which one of the following statements regarding bungle pricing is more accurate?
 
 
131.
Which sales promotion tool is the best match for the growth in consumer-(or user-) generated content?
 
 
132.
Which type of contractual vertical marketing system involves small independent retailers forming an organization that operates a wholesale facility cooperatively?
 
 
133.
With a (blank), a salesperson is paid a specified salary plus a commission on sales or profits generated
 
 
134.
Your local instant photocopying service charges 10 cents a copy up to 25 copies, 9 cents a copy for 26 to 99 copies, and 8 cents a copy for 100 copies or more. What kind of adjustment to its list or quoted price of 10 cents per copy is the photocopying service using?
 
 
 
 
 
 
 
 
 

 

 

The next big change coming to television advertising will most likely be

A. OTV or online TV.

B. digital video recorders (DVRs).

C. 16 K Ultra HD satellite TV.

D. 90-second commercials.

E. iPad remote controls.

 

Television rating company Nielsen has labeled which of the following the "Zero TV" households?

A. those who watch absolutely no television programming

B. traditional broadcast viewers

C. online TV viewers

D. satellite TV viewers

E. cable TV viewers

 

Advertisers are excited about online TV because

A. ads look better on high definition (HD) computer screens.

B. it will offer target audiences who are engaged.

C. there will be more advertising space available.

D. it uses old technology so investment is minimal.

E. measuring TV viewership will be easier.

 

Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as 

A. publicity

B. sales promotion

C. advertising

D. personal selling

E. direct marketing

 

Advertising refers to

A. any non-paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.

B. any paid form of personal communication about an organization, product, service, or idea by an identified sponsor.

C. any nonpaid form of personal communication about an organization, product, service, or idea by an unidentified sponsor.

D. any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.

E. any paid form of nonpersonal communication about an organization, product, service, or idea by an unidentified sponsor.

 

Advertisements basically consist of two types: __________ and __________.

A. prepurchase; postpurchase

B. promotional; reinforcement

C. promotional; informative

D. product; service

E. product; institutional

 

Product advertisements refer to advertisements that focus on

A. a product class rather than on an individual brand.

B. building goodwill or an image for an organization.

C. counteracting negative opinions.

D. selling a product or service.

E. clarifying misconceptions.

 

Product advertisements focus on selling __________.

A. publicity

B. an emotion or a feeling

C. a sense of well-being

D. goodwill

E. a product or service

 

Advertisements that focus on selling a product or service and which can take three forms – pioneering (or informational), competitive (or persuasive), and reminder - are referred to as

A. product advertisements.

B. service advertisements.

C. persuasive advertisements.

D. institutional advertisements.

E. cooperative advertisements.

 

The three primary types of product advertisements are __________.

A. pioneering, institutional, and informational

B. humor, sex, and fear

C. pioneering, competitive, and reminder

D. competitive, subliminal, and institutional

E. cognitive, affective, and behavioral

 

The three primary types of product advertisements are __________, competitive, and reminder.

A. goodwill

B. industrial

C. persuasive

D. pioneering

E. subliminal

 

The three primary types of product advertisement are pioneering, __________, and reminder.

A. informational

B. competitive

C. industrial

D. institutional

E. subliminal

 

The three primary types of product advertisement are pioneering, competitive, and __________.

A. informational

B. industrial

C. reminder

D. persuasive

E. subliminal

 

A pioneering (or informational) ad 

A. reinforces previous knowledge of a product.

B. assures current users they made the right choice.

C. promotes a specific brand's features and benefits.

D. tells people what a product is, what it can do, and where it can be found.

E. shows one brand's strengths relative to those of competitors.

 

Another name for pioneering advertising is __________ advertising.

A. differentiation

B. persuasive

C. prospecting

D. awareness

E. informational

 

Pioneering advertisements would most likely be used during which stage of the product life cycle?

A. introduction

B. decline

C. maturity

D. harvesting

E. growth

 

The primary purpose of a pioneering product advertisement is to

A. tell people what the company is, what it can do, and where it is located.

B. tell people what a product is, what it can do, and where it can be found.

C. show one brand's strengths relative to those of competitors.

D. reinforce previous knowledge of a product.

E. build goodwill or an image for an organization rather than promote a specific product or service.

 

The key objective of a pioneering ad is to 

A. promote a specific brand's features and benefits.

B. show one brand's strengths relative to those of competitors.

C. inform the target market about a newly introduced product.

D. reinforce previous knowledge of a product.

E. promote the advantages of one product class over another.

 

Informational ads, particularly those with specific information, have been found to be interesting, convincing, and

A. inexpensive.

B. humorous.

C. expensive.

D. effective.

E. competitive.

 

In the Welch's ad above, Welch's is introducing its new Farmer's Pick juice. What type of product advertisement is this ad?

A. reminder

B. pioneering

C. reinforcement

D. comparative

E. competitive

 

A recent Verizon "Share Everything" ad that describes a smartphone plan with unlimited talk and text service. The ad informs its target market about what the service is and what it can do, making it an example of a(n) __________ advertisement.

A. reminder product

B. reminder institutional

C. competitive product

D. informational institutional

E. pioneering product

 

TransWave International is a small company that has developed a system that uses the Internet and patented electronic sensors as an early-warning device for pipeline leaks. Pipeline safety is becoming a big issue in the U.S. as more natural gas lines are being laid near population centers. The timing is right for this company to be extremely successful, but it must use __________ advertising so oil companies will know of its product's existence.

A. reminder

B. competitive

C. pioneering

D. institutional

E. objective

 

Advertising that promotes a specific brand's features and benefits is referred to as __________ advertising.

A. competitive

B. institutional

C. differentiation

D. pioneering

E. reminder

 

A competitive (or persuasive) ad

A. reinforces previous knowledge of a product.

B. assures current users they made the right choice.

C. promotes a specific brand's features and benefits.

D. tells people what a product is, what it can do, and where it can be found.

E. shows one brand's strengths relative to those of competitors.

 

The primary purpose of a competitive advertisement is to

A. tell people what a product is, what it can do, and where it can be found.

B. assure current users they made the right choice.

C. reinforce previous knowledge of a product.

D. promote a specific brand's features and benefits.

E. promote the advantages of one product class over another.

 

The key objective of competitive advertising is to

A. tell people what a product is, what it can do, and where it can be found.

B. show one brand's strengths relative to those of competitors.

C. reinforce previous knowledge of a product.

D. promote the advantages of one product class over another.

E. persuade the target market to select the firm's brand rather than that of a competitor.

 

When Cadillac uses advertising to promote specific features of its Escalade hybrid, it is using which type of product advertisement?

A. reminder

B. competitive

C. pioneering

D. institutional

E. differentiation

 

Competitive advertisements that show the relative strength of one brand over another are referred to as __________ advertisements.

A. advocacy

B. competitive

C. reminder

D. comparative

E. differentiation

 

A comparative ad

A. reinforces previous knowledge of a product.

B. assures current users they made the right choice.

C. promotes a specific brand's features and benefits.

D. tells people what a product is, what it can do, and where it can be found.

E. shows one brand's strengths relative to those of competitors.

 

Which of the following statements about comparative advertising is most accurate?

A. Comparative advertisements now constitute over 90% of all television ads.

B. Comparative advertisements attract more consumer attention for the advertiser's brand.

C. Comparative advertisements can decrease the perceived quality of the advertiser's brand.

D. Comparative advertisements have been banned by the Federal Trade Commission.

E. Comparative advertisements can, and often do, cause more harm than good.

 

Which of the following statements about comparative advertising is most accurate?

A. Comparative advertisements increase the perceived quality of the advertiser's brand.

B. Comparative advertisements now constitute over 90% of all television ads.

C. Comparative advertisements attract less consumer attention in the advertiser's brand.

D. Comparative advertisements have been banned by the Federal Trade Commission.

E. Comparative advertisements can, and often do, cause more harm than good.

 

Studies indicate that comparative ads attract more attention and increase the perceived quality of the advertiser's brand although their impact may vary by product type, message content, and audience __________.

A. gender

B. education

C. income

D. ethnicity

E. occupation

 

Which of the following statements about comparative advertising is true?

A. Comparative advertisements now constitute over 90% of all television ads.

B. Comparative advertisements attract less consumer attention for the advertiser's brand.

C. Comparative advertisements need market research to provide legal support for their claims.

D. Comparative advertisements have been banned by the Federal Trade Commission.

E. Comparative advertisements can, and often do, cause more harm than good.

 

The Fidelity Investments ad above highlights the advantages of its online trading service relative to Schwab, E*TRADE, and TD Ameritrade. What type of product advertisement is the Fidelity Investments ad shown above?

A. reminder

B. pioneering

C. reinforcement

D. comparative

E. rivalry

 

An ad for Citrucel fiber supplement claimed that in a blind taste test consumers preferred the taste of Citrucel to Metamucil 2 to 1. This is ad is an example of __________ advertising.

A. reinforcement

B. comparative

C. persuasive

D. informative

E. reminder

 

An ad for Allegra allergy medicine highlights the competitive advantage of Allegra over its primary competitors Benadryl, Tylenol, and Chlor-Trimeton. This is ad is an example of __________ advertising.

A. reinforcement

B. persuasive

C. comparative

D. informative

E. reminder

 

Advertisements that reinforce previous knowledge of a product are referred to as __________ advertisements.

A. advocacy

B. comparative

C. persuasive

D. informative

E. reminder

 

A reminder ad

A. reinforces previous knowledge of a product.

B. assures current users they made the right choice.

C. promotes a specific brand's features and benefits.

D. tells people what a product is, what it can do, and where it can be found.

E. shows one brand's strengths relative to those of competitors.

 

The purpose of a reminder advertisement is to

A. promote a specific brand's features and benefits.

B. tell people what a product is, what it can do, and where it can be found.

C. state the position of a company on an issue.

D. reinforce previous knowledge of a product.

E. promote the advantages of one product class over another.

 

Reminder advertisements are especially effective for products in which stage of their product life cycle? 

A. introduction

B. harvesting

C. maturity

D. growth

E. decline

 

What type of product advertisement is the Dove Promises Chocolate ad above?

A. pioneering

B. reminder

C. reinforcement

D. comparative

E. competitive

 

An FTD ad shows a woman holding a very large vase of flowers. The background is red and the only text in the ad is "Mother's Day." What type of ad is this?

A. special occasion

B. subliminal

C. reminder

D. pioneering

E. comparative

 

Reinforcement ads are reminder ads that

A. assure current users they made the correct choice in choosing the product.

B. reinforce previous knowledge of a product.

C. repeat ad campaigns that have been used before in order to remind consumers of how good the ads were.

D. reaffirm a company's position on an issue of importance or interest.

E. reassure the company it has made the right choice in advertising the product.

 

A reinforcement ad

A. reinforces previous knowledge of a product.

B. assures current users they made the right choice.

C. promotes a specific brand's features and benefits.

D. tells people what a product is, what it can do, and where it can be found.

E. shows one brand's strengths relative to those of competitors.

 

The Dial Soap ad with the tag line, "Aren't you glad you use Dial? Don't you wish everybody did?" is an example of which type of advertising?

A. fear appeal

B. competitive

C. pioneering

D. institutional

E. reinforcement

 

An ad for Campbell's soup reads, "We haven't changed that great taste your family's always loved." This is an example of __________ advertising.

A. advocacy

B. comparative

C. persuasive

D. informative

E. reinforcement

 

Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as __________ advertisements.

A. product

B. public service

C. institutional

D. reminder

E. repositioning

 

The objective of institutional advertisements is to __________ rather than promote a specific product or service.

A. generate support for nonprofit organizations

B. increase frequency of purchase of new products

C. tout the competitive advantages of one industry over another

D. build goodwill or an image for an organization

E. promote alternative uses for a product class

 

__________ advertising is often used to support the public relations plan or counter adverse publicity.

A. Institutional

B. Reminder

C. Competitive

D. Pioneering

E. Objective

 

There are four commonly used forms of institutional advertising: __________, pioneering, competitive, and reminder.

A. sustainable

B. persuasive

C. philanthropic

D. informational

E. advocacy

 

There are four commonly used forms of institutional advertising: advocacy, __________, competitive, and reminder.

A. differentiation

B. pioneering

C. persuasive

D. philanthropic

E. informational

 

There are four commonly used forms of institutional advertising: advocacy, pioneering, __________, and reminder.

A. differentiation

B. philanthropic

C. pioneering

D. competitive

E. informational

 

There are four commonly used forms of institutional advertising: advocacy, pioneering, competitive, and __________.

A. sustainable

B. philanthropic

C. reminder

D. persuasive

E. informational

 

All of the following are alternative forms of institutional advertisements EXCEPT:

A. competitive

B. public service

C. reminder

D. pioneering

E. advocacy

 

The purpose of an advocacy advertisement is to

A. promote a specific brand's features and benefits.

B. tell people what a company is, what it can do, and where it is located.

C. state the position of a company on an issue.

D. reinforce previous knowledge of a product.

E. promote the advantages of one product class over another.

 

Chevron placed an ad stating that, "Protecting the planet is everyone's job. We Agree.," and encouraged consumers to use renewable energy. Which type of advertising was Chevron using?

A. reminder

B. competitive

C. pioneering

D. advocacy

E. objective

 

When the Lorillard Tobacco Company places ads discouraging teenagers from smoking, the firm is using which type of advertising?

A. pioneering

B. competitive

C. reminder

D. comparative

E. advocacy

 

The kind of advertisements that state the position of a company on an issue, such as the ads sponsored by the Miller Brewing Company encouraging the responsible use of alcohol, are __________ advertisements.

A. advocacy

B. pioneering

C. competitive

D. reminder

E. political

 

Budweiser, as part of its "Responsibility Matters" campaign, promotes responsible drinking by encouraging the use of designated drivers. Ads in this campaign are an example of __________ advertisements.

A. pioneering

B. competitive

C. reminder

D. political

E. advocacy

 

The purpose of pioneering institutional advertisements is to 

A. promote a specific brand's features and benefits.

B. inform people what a company is, what it can do, and where it is located.

C. state the position of a company on an issue.

D. reinforce previous knowledge of a product.

E. promote the advantages of one product class over another.

 

An advertisement that informs people what a company is, what it can do, and where it is located is referred to as 

A. competitive institutional advertisement.

B. competitive product advertisement.

C. reminder institutional advertisement.

D. advocacy institutional advertisement.

E. pioneering institutional advertisement.

 

Bridgestone uses institutional ________ ads in its "One Team, One Planet" campaign to inform people about its rubber tree farms, tire recycling, and environmentally-friendly factories. 

A. pioneering

B. competitive

C. reminder

D. political

E. advocacy

 

Recent Bayer ads stating, "We cure more headaches than you think," are intended to inform consumers that the company produces many products in addition to aspirin. What type of ad is this?

A. pioneering institutional advertisement

B. competitive institutional advertisement

C. advocacy institutional advertisement

D. reminder institutional advertisement

E. subliminal institutional advertisement

 

When Philip Morris changed its name to Altria, it ran __________ institutional ads to inform consumers.

A. competitive

B. advocacy

C. pioneering

D. reminder

E. stakeholder

 

An ad for an international consulting firm was intended to communicate the company's philosophy - that you can be big and nimble at the same time - rather than to sell any one particular service the company provides. The ad is an example of __________ institutional advertising.

A. competitive

B. pioneering

C. advocacy

D. reminder

E. political

 

The purpose of competitive institutional advertisements is to

A. promote a specific brand's features and benefits.

B. tell people what a company is, what it can do, and where it is located.

C. state the position of a company on an issue.

D. reinforce previous knowledge of a product.

E. promote the advantages of one product class over another.

 

America's dairy farmers and milk processors use their "Got Milk?" campaign to increase demand for milk relative to other beverages. This campaign would consist of __________ ads.

A. competitive institutional

B. competitive product

C. advocacy

D. pioneering product

E. pioneering institutional

 

The "Got Milk?" ad shown above is an example of which type of advertising?

A. reminder institutional

B. competitive institutional

C. pioneering institutional

D. product advocacy

E. product differentiation

 

The state of Florida Department of Citrus developed the "To Your Health" campaign to show the benefits of orange juice. The goal of these ads is to increase demand for orange juice as it competes with other beverages. This is an example of a __________ advertisement.

A. competitive product

B. product advocacy

C. competitive institutional

D. pioneering product

E. pioneering institutional

 

The Beef Council promotes a series of ads in which the tag line is "Beef - it's what's for dinner." The purpose of these ads is to encourage the audience to eat more beef. This type of ad is a(n) __________.

A. reminder institutional ad

B. pioneering institutional ad

C. product institutional ad

D. competitive institutional ad

E. advocacy ad

 

The purpose of reminder institutional advertisements is to

A. promote a specific brand's features and benefits.

B. tell people what a company is, what it can do, and where it is located.

C. state the position of a company on an issue.

D. bring the company's name to the attention of the target market again.

E. promote the advantages of one product class over another.

 

The U.S. Army sponsors advertising meant to get potential recruits to think about opportunities with the Army that they already known exist. This is an example of a(n) __________ advertisement.

A. reminder institutional

B. competitive institutional

C. pioneering institutional

D. advocacy

E. subliminal institutional

 

An ad for Mercedes Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo. There was no mention of the company name or sign of a product in the ad. This ad was an example of __________ advertising.

A. competitive institutional

B. competitive product

C. advocacy

D. pioneering product

E. reminder institutional

 

The first decision in developing an advertising program is to

A. set the budget.

B. specify the advertising objectives.

C. identify the target audience.

D. select the appeal.

E. select the media.

 

Which of the following is not an aspect of identifying the target audience for an advertisement? 

A. The scheduling of the advertising can depend on the target audience.

B. Understanding the demographics of the target market is essential.

C. The placement of the advertising depends on the target audience.

D. The Federal Trade Commission (FTC) suggests that advertising program decisions be based on market research about the target audience.

E. Understanding the lifestyles and attitudes of the target market is essential.

 

When developing the advertising program, specifying __________ helps advertisers with other choices in the process such as selecting media and evaluating a campaign.

A. product or service features

B. time constraints

C. pricing constraints

D. target audiences

E. advertising objectives

 

When developing the advertising program, specifying the advertising objectives helps advertisers with other choices in the process such as selecting media and __________.

A. identifying the target audience

B. evaluating a campaign

C. designing the advertising

D. pretesting the advertising

E. scheduling the advertising program

 

In 1990, a 30-second ad during the Super Bowl cost $700,000. By 2014, the cost had soared to $4 million for a 30-second spot. The most likely reason for the escalating cost is that

A. the number of TV viewers for the Super Bowl since 1990 has grown substantially.

B. the ads are much more elaborate and therefore more expensive to produce.

C. the NFL knows advertisers will pay anything it wants.

D. the ad agencies have dramatically increased their creative and production fees.

E. the companies that create Super Bowl ads do not have to run any other ads all year long.

 

For Super Bowl XLVII (2013), there were about __________ viewers.

A. 1.2 million

B. 3.8 million

C. 68 million

D. 111 million

E. 3.8 billion

 

__________ ads are effective; GoDaddy reported that the day following the airing of the ad above was the biggest sales day in company history.

A. reinforcement

B. online

C. Super Bowl

D. competitive

E. cooperative

 

An advertising message usually focuses on the __________ of the product that are important to a prospective buyer in making trial and adoption decisions.

A. emotional aspects

B. price points

C. psychological aspects

D. financial risks

E. key benefits

 

Most advertising messages are made up of two elements, which are

A. expositional and persuasional.

B. informational and persuasional.

C. informational and creative.

D. functional and persuasional.

E. creative and rhetorical.

 

Information and persuasive content can be combined to form which common advertising appeals?

A. sex, fear, and humor appeals

B. guilt, financial risk, and self-esteem appeals

C. demographic, psychographic, and lifestyle appeals

D. guilt, fear, and self-worth appeals

E. gender, ethnicity, and reference group appeals

 

The type of appeal used to suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service, a change in behavior, or a reduction in the use of a product is referred to as a(n) __________.

A. authoritarian appeal

B. coercive appeal

C. family appeal

D. guilt appeal

E. fear appeal

 

Which of the following is an important guideline when using a fear appeal?

A. Make sure the advertisement is still appropriate for viewing by children.

B. Make the appeal so strong that it appears humorous.

C. Do not make the appeal so strong that consumers will want to tune out the message.

D. Avoid any reference to death or dying.

E. Make sure to emphasize that the outcome rests in the viewers' hands.

 

The World Wide Fund for Nature sponsors an ad showing a person morphing into a fish with the caption, "Stop Climate Change before it Changes You." This is an example of which type of appeal?

A. reminder

B. fear

C. sex

D. pioneering

E. guilt

 

A testimonial ad for a First Alert carbon monoxide (CO) detector features parents who are discussing the dangers of carbon monoxide poisoning. In the ad, the homeowners tell the target audience how purchasing and using the advertised product can avert disaster. Such advertisements use __________.

A. compassionate appeals

B. guilt appeals

C. family appeals

D. fear appeals

E. coercive appeals

 

Life insurance companies like Prudential hope to get you to worry about how your loved ones will be provide for themselves once you have passed away. They paint a very gloomy picture of the possible consequences of not having life insurance, and they make a point of recommending that you act immediately because you never know when it is going to be too late. This is an example of a __________.

A. fear appeal

B. rhetorical appeal

C. life cycle appeal

D. humorous appeal

E. security appeal

 

A political ad that incorporates a fear appeal would most likely be expressed as

A. religious repercussions after death.

B. disenfranchisement from mainstream society.

C. a lack of patriotic responsibility.

D. a lack of self-respect or self-worth.

E. warnings against the rise of extreme or dangerous ideologies.

 

When the office of National Drug Control Policy ran an ad with the headline, "Marijuana Harmless? Didn't see the merging truck.", it was using which type of ad appeal?

A. humor

B. fear

C. sex

D. nostalgic

E. guilt

 

An ad for Conesco Insurance asks the question, "How long will you wait to start planning for longterm care?" The ad shows an elderly women being assisted by a nurse as she tries to win money on a game show. The idea that she will not have the care she needs because she failed to plan her finances for the future when she was younger is an example of a __________.

A. rhetorical appeal

B. baby boomer appeal

C. humorous appeal

D. fear appeal

E. security appeal

 

The type of appeal used to suggest to the audience that the product will increase the attractiveness of the user is referred to as a(n) __________.

A. authoritarian appeal

B. coercive appeal

C. family appeal

D. fear appeal

E. sex appeal

 

Which of the following statements describes a potential problem with using sex appeals in advertising?

A. What men find sexy, most women do not.

B. What women find sexy, men do not.

C. Sex in advertising typically appeals to only younger audiences.

D. An ad using sex appeal does not always lead to changes in recall, recognition, or purchase intent.

E. Sex in advertising alienates a large segment of the general public.

 

While many commercials that use sex appeals gain the attention of the audience, they

A. do not always lead to changes in consumers' recall, recognition, or purchase intent.

B. contain no information to help consumers.

C. do not appeal to either men or women.

D. wear out quickly, boring the consumer.

E. don't appeal to the Generation Y cohort.

 

Which of the following statements about using sex appeals in advertising is FALSE?

A. Sexual content is most effective when there is a strong fit between the use of a sex appeal in the ad and the image and positioning of the brand.

B. Sex appeals increase attention by helping advertising stand out.

C. Sexual content in ads do not always lead to changes in recall, recognition, or purchase intent.

D. Sex appeals can be found in almost any product category, from automobiles to toothpaste.

E. While sex appeals are remembered widely by viewers, they fail to draw initial attention.

 

When bebe, a contemporary women's clothing store, uses pictures in its advertising to "attract customers who are intrigued by the playfully sensual and evocative imagery of the bebe lifestyle," it is using which type of advertising appeal? 

A. reminder

B. fear

C. sex

D. guilt

E. self-esteem

 

The Karl Lagerfeld ad shown above is an example of which type of appeal?

A. reminder

B. fear

C. advocacy

D. sex

E. guilt

 

An ad for Hydrozycut, an advanced weight loss formula by GNC, depicts a handsome man with an open shirt with ripped abdominal muscles who claims that he "was shocked at how fast Hydrozycut worked" when he lost 27 pounds. This ad is using a(n) __________.

A. rhetorical appeal

B. sex appeal

C. humorous appeal

D. appeal to self-esteem

E. fear appeal

 

The type of appeal used to imply either directly or subtly that the product is more fun or exciting than competitors' offerings is referred to as a(n) __________.

A. authoritarian appeal

B. coercive appeal

C. family appeal

D. humorous appeal

E. sex appeal

 

Geico ads that feature a talking pig, cavemen, a gecko, or a stack of money with eyes are using which type of advertising appeal?

A. reminder

B. fear

C. humor

D. sex

E. cognitive

 

While many commercials that use humorous appeals gain the attention of the audience, they

A. are most effective because they work so well for global campaigns.

B. contain no information to help consumers.

C. do not appeal to either men or women.

D. wear out quickly, boring the consumer.

E. don't appeal to the Generation Y cohort.

 

While many commercials that use humorous appeals gain the attention of the audience, they

A. may lose their effectiveness in varying degrees across cultures if used in a global campaign.

B. contain no information to help consumers.

C. do not appeal to either men or women.

D. are best used over the long term to generate feelings of nostalgia.

E. don't appeal to the Generation Y cohort.

 

All of the following statements are true about using humorous appeals in advertising EXCEPT:

A. Humorous content can be so strong that it causes viewers to tune out the message.

B. Some studies suggest that humor wears out quickly, losing the interest of consumers.

C. A problem with humorous appeals is that their effectiveness may vary across cultures if used in a global campaign.

D. The use of humor is widespread in advertising and can be found in many product categories.

E. Advertisers believe that humor improves the effectiveness of their ads.

 

The American Cancer Society reports that 57,000 Americans die from colon cancer each year, a number that would drop significantly if people over 50 were checked regularly. But being tested for colon cancer is not a pleasant experience and most people fear the possibility of bad news. The ACS sponsored several ads using "Polyp Man" dressed in a big red suit to encourage people to get tested. This is most likely an example of a __________ appeal.

A. humorous

B. cognitive

C. rhetorical

D. fear

E. sex

 

For High-quality TV commercials, it typically costs about $354,000 to produce a(n) __________ ad.

A. 15-second

B. 30-second

C. 60-second

D. infomercial

E. Super Bowl

 

All of the following are difficulties associated with creating an actual advertising message EXCEPT:

A. compensating actors is very expensive.

B. shooting commercials in several locations for global campaigns has increased.

C. replacing actors with computer-generated animation is ineffective since they are better able to translate a copywriter's message into ads with a fear, sex, or humorous appeal.

D. designing quality artwork, layout, and production for advertisements is time consuming.

E. translating the copywriter's ideas into an actual advertisement is a complex process.

 

The means by which an advertising message is communicated to the target audience is known as 

A. advertising media.

B. reach and frequency.

C. a source.

D. CPM.

E. GRP.

 

Choice of media selection is related to the target audience, the type of product, the nature of the message, campaign objectives, available budget, and __________.

A. the capabilities of the advertising agency

B. audience preferences

C. the costs of alternative media

D. media spending by competitors

E. available air time

 

Which of the following factors is LEAST relevant when selecting a particular medium for an advertisement?

A. available budget.

B. campaign objectives.

C. the costs of alternative media.

D. the message content.

E. the type of product.

 

According to Figure 15-1 above, which of the following media alternatives has the LARGEST amount of advertising expenditures?

A. newspapers

B. television

C. direct mail

D. Internet

E. magazines

 

According to Figure 15-1 above, which of the following media alternatives has the SMALLEST amount of advertising expenditures?

A. newspapers

B. radio

C. magazines

D. outdoor

E. television

 

With respect to Figure 15-1 above, __________ spending accounts for 11% of all advertising expenditures?

A. Internet

B. television

C. direct mail

D. newspapers

E. magazines

 

Advertisers use a mix of media forms and vehicles to maximize the exposure of the message to the target audience while at the same time minimizing

A. reach.

B. frequency.

C. costs.

D. ratings.

E. cost per share point.

 

Advertisers use a mix of media forms and vehicles to maximize the __________ of the message to the target audience while at the same time minimizing __________.

A. revenues; costs

B. exposure; costs

C. rating; frequency

D. rating; share

E. CPM; GRP

 

The number of different people or households exposed to an advertisement is referred to as

A. scope.

B. share.

C. CPM.

D. rating.

E. reach.

 

Which advertising medium uses circulation to describe its reach - the number of different people or households exposed to an advertisement?

A. radio

B. billboards

C. television

D. newspapers

E. Internet

 

The owners of a small bookstore want to run an ad in the local newspaper of the small town where the business is located. Their objective is to create awareness for the bookstore among the town's consumers. Which of the following measures should be used to assess the number of different people or households exposed to the advertisement?

A. reach

B. rating

C. GRPs

D. CPM

E. frequency

 

The percentage of households in a market that are tuned to a particular television show or radio station is referred to as __________.

A. gross rating points

B. CPM

C. reach

D. rating

E. share points

 

In television or radio advertising, a rating refers to

A. the number of different people or households exposed to an advertisement and they buy the offering that was advertised.

B. the average number of times a person in the target audience is exposed to a message or advertisement.

C. the percentage of households in a market that are tuned to a particular television or radio station.

D. a commonly used reference number an advertiser calculates (reach multiplied by frequency) to determine whether it has achieved its advertising objectives.

E. the percentage points of market share a firm garners for its advertisements relative to its competitors.

 

A local television station reported that one-fifth of the television households in your market were watching a special prime time movie on its TV channel during the 8:00 p.m. to 10:00 p.m. time period during the November sweeps period. What would be the movie's rating?

A. 10

B. 20

C. 30

D. 40

E. 50

 

Frequency refers to

A. the number of different advertisements, sales promotions, or publicity events in an IMC campaign for a product or service.

B. the total number of times an advertisement is aired on television or radio.

C. the average number of times a firm airs an advertisement.

D. the number of times an advertisement can be shown before it begins to lose its effectiveness.

E. the average number of times a person in the target audience is exposed to an advertisement.

 

The average number of times a person in the target audience is exposed to an advertisement is referred to as __________.

A. the exposure rate

B. GRPs

C. frequency

D. the hit rate

E. CPM

 

Because consumers often do not pay close attention to advertising messages, advertisers want to reach the same audience more than once. This means that advertisers are concerned with 

A. frequency

B. CPM

C. reach

D. rating

E. gross rating points

 

The owners of a small toy store had a limited advertising budget and were very concerned about spending their advertising dollars wisely. One of their primary advertising goals was to expose customers in the store's limited market area to their advertising messages as often as fiscally possible. The owners of the toy store were most likely concerned with

A. reach.

B. frequency.

C. gross rating points.

D. cost per thousand.

E. ratings.

 

Advertising studies indicate that consumers respond more favorably to __________ with repeated exposure to advertisements.

A. marketing channels

B. brand extensions

C. services

D. ideas

E. fad products

 

Gross rating points (GRPs) are determined by the formula

A. reach multiplied by frequency.

B. reach multiplied by rating.

C. rating multiplied by cost in dollars.

D. cost divided by reach.

E. cost divided by (reach multiplied by frequency).

 

With respect to advertising, CPM is defined as

A. the cost of one medium relative to the costs of other media (e.g. direct mail versus television, radio, or outdoor), each of which are divided by the multiple of their respective reach and frequency.

B. the reach multiplied by frequency divided by the cost of reaching 1,000 individuals or households.

C. the cost of reaching 1,000 individuals or households with the advertising message in a given medium.

D. the cost per minute of television or radio airtime.

E. the number of consumers exposed to an advertising message, in thousands.

 

The acronym that stands for the cost of reaching 1,000 individuals or households with the advertising message in a given medium is referred to as

A. GRP

B. CPA

C. TMP

D. CPM

E. CT

 

One of the most common measures in advertising is cost per thousand impressions (CPM). The CPM is calculated as follows:

A. CPM = (Advertising cost ($) ÷ Audience size) × 100.

B. CPM = (Total revenue ($) ÷ Audience size) × 1,000.

C. CPM = (Total profit ($) ÷ Audience size) × 100.

D. CPM = (Advertising cost ($) ÷ Audience size) × 1,000.

E. CPM = (Total revenue ($) ÷ Audience size) × 1,000,000.

 

If you ordered a TV commercial to run on a local TV station that could reach 500,000 households for a cost of $1,000, what would your CPM be?

A. $1.00

B. $2.00

C. $2.50

D. $4.00

E. $5.00

 

Suppose the following information: The cost of a full page color ad in the U.S. national edition of The Wall Street Journal (newspaper) is $327,897 and its U.S. audience size is 1,566,027. The cost of a full page color ad in the U.S. national edition Sports Illustrated (magazine) is $396,600 and has an audience size of 3,000,000. The cost of a 30-second ad on the most recent Super Bowl (television) is $3,800,000 and has an audience size of 108,400,000. Using this information, which of the following is the most appropriate metric to use to determine which medium would provide the most efficient use of your limited resources?

A. reach

B. frequency

C. CPM

D. rating

E. GRP

 

Suppose the following information: The cost of a full page color ad in the U.S. national edition of The Wall Street Journal (newspaper) is $327,897 and its U.S. audience size is 1,566,027. The cost of a full page color ad in the U.S. national edition of U.S.A. Today (newspaper) is $207,720 and its U.S. audience size is 1,711,696. The cost of a full page color ad in the U.S. national edition of Bloomberg Businessweek (magazine) is $148,300 with an audience size of 900,000. The cost of a full page color ad in the U.S. national edition of Sports Illustrated (magazine) is $396,600 and has an audience size of 3,000,000. The cost of a 30-second ad during the most recent Super Bowl (television) is $3,800,000 and has an audience size of 108,400,000. Which of the five media alternatives has the LOWEST CPM?

A. The Wall Street Journal

B. U.S.A. Today

C. Bloomberg Businessweek

D. Sports Illustrated

E. Super Bowl

 

Suppose the following information: The cost of a full page color ad in the U.S. national edition of The Wall Street Journal (newspaper) is $327,897 and its U.S. audience size is 1,566,027. The cost of a full page color ad in the U.S. national edition of U.S.A. Today (newspaper) is $207,720 and its U.S. audience size is 1,711,696. The cost of a full page color ad in the U.S. national edition of Bloomberg Businessweek (magazine) is $148,300 with an audience size of 900,000. The cost of a full page color ad in the U.S. national edition of Sports Illustrated (magazine) is $396,600 and has an audience size of 3,000,000. The cost of a 30-second ad on the most recent Super Bowl (television) is $3,800,000 and has an audience size of 108,400,000. Using this information, which of the five media alternatives has the HIGHEST CPM?

A. The Wall Street Journal

B. U.S.A. Today

C. Bloomberg Businessweek

D. Sports Illustrated

E. Super Bowl

 

According to the Marketing Dashboard above, the CPM for Bloomberg Businessweek would be approximately

A. $35.

B. $121.

C. $132.

D. $165.

E. $209.

 

According to the CPM Marketing Dashboard above, the CPM for U.S.A. Today would be approximately

A. $35.

B. $120.

C. $132.

D. $165.

E. $209.

 

According to the CPM Marketing Dashboard above, the CPM for the Super Bowl would be approximately

A. $35.

B. $121.

C. $132.

D. $165.

E. $209.

 

One of the advantages associated with television as an advertising medium is that it

A. has a short exposure time.

B. is a low-cost medium.

C. as an unlimited amount of advertising time available.

D. can be used to convey complex messages.

E. can use sight, sound, and motion.

 

One of the advantages associated with television as an advertising medium is that it

A. has a short exposure time.

B. can reach extremely large audiences.

C. is a low-cost medium.

D. has an unlimited amount of advertising time available.

E. can be used to convey complex messages.

 

One of the advantages associated with television as an advertising medium is that it

A. is a low-cost medium.

B. has a short exposure time.

C. can target specific audiences.

D. has an unlimited amount of advertising time available.

E. can be used to convey complex messages.

 

What is the term for households in which people only watch TV through a broadband connection?

A. wasted coverage

B. zero TV

C. wireless TV

D. multimedia TV

E. media divergence

 

All of the following statements are true about the changing aspects of television as an advertising medium EXCEPT:

A. infomercials are increasingly popular because the slow economy has reduced the average cost of a 30-minute block of television time.

B. many advertisers are now choosing less expensive "spot" ads, which run between programs, or 15- second ads, rather than the traditional 30- or 60-second lengths.

C. industry experts predict that 3D televisions will be the preferred viewing devices by 2016.

D. advertisers are increasingly interested in live events rather than programs likely to be recorded and watched later.

E. there are many opportunities for out-of-home TV viewing as televisions can be seen in many bars, hotels, offices, airports, and on college campuses.

 

One of the disadvantages associated with television as an advertising medium is that it

A. cannot target specific audiences.

B. is very expensive to prepare and run ads.

C. must use print for effect.

D. has a limited amount of advertising time available.

E. is not effective for conveying simple messages.

The disadvantages of television are: (1) the high cost to prepare and run ads; (2) the short exposure time and perishable message; and (3) the difficulty of conveying complex information. See Figure 15-

 

One of the disadvantages associated with television as an advertising medium is that it

A. has a short exposure time.

B. cannot target specific audiences.

C. must use print for effect.

D. has a limited amount of advertising time available.

E. is not effective for conveying simple messages.

 

One of the disadvantages associated with television as an advertising medium is that it

A. requires a long exposure time.

B. cannot target specific audiences.

C. must use print for effect.

D. is difficult to use it to convey complex messages.

E. has an unlimited amount of advertising time available.

 

Many companies are now opting for commercial time on live events rather than programs that consumers might

A. avoid because there are too many commercial interruptions.

B. watch while multitasking.

C. watch later on a DVR.

D. believe are commercial-free.

E. have seen previously.

 

When people outside the target market for the product see a firm's advertisement, it is referred to as __________.

A. wasted coverage

B. media divergence

C. dual exposure

D. over-exposure

E. advertising spill-over

 

One way TV advertising can reduce wasted coverage is to

A. identify the target market it wishes to address explicitly within the first three seconds of the commercial so the message can be ignored by non-targeted viewers.

B. run shorter ads in a greater number of geographical areas.

C. identify specific times of day or night when the target audience would be more likely to tune in.

D. develop more creative ads so that more people will choose to watch them.

E. run the ads on less expensive, narrowly focused, specialized cable and satellite channels.

 

Program-length (30-minute) advertisements that take an educational approach to communication with potential customers are referred to as __________.

A. advertorials

B. infomercials

C. advermercials

D. edutainment ads

E. extended advertising messages

 

Infomercials refer to

A. public service announcements used to notify local citizens of impending danger due to weather or other natural disasters.

B. a form of advertisement whose sole purpose is to entertain.

C. program-length (30-minute) advertisements that take an educational approach to communication with potential customers.

D. direct response TV and radio ads that air during the late night or weekend mornings.

E. educationally-formatted programming that consumers order privately by using the "On Demand" button on their cable TV remote and DVR set-up box.

 

One of the advantages associated with radio as an advertising medium is that it

A. can target specific audiences.

B. has a long exposure time.

C. has a perishable message.

D. has an unlimited amount of advertising time available.

E. is relatively simple to convey complex messages.

 

One of the advantages associated with radio as an advertising medium is that it

A. has a long exposure time.

B. has a perishable message.

C. has an unlimited amount of advertising time available.

D. allows ads to be placed quickly.

E. is relatively simple to convey complex messages.

 

One of the advantages associated with radio as an advertising medium is that it

A. has a long exposure time.

B. can target general audiences.

C. has an unlimited amount of advertising time available.

D. is relatively simple to convey complex messages.

E. uses humor, sound, and intimacy effectively.

 

One of the disadvantages associated with radio as an advertising medium is that it

A. has a long exposure time.

B. cannot target specific audiences.

C. has a perishable message.

D. cannot use humor or intimacy effectively.

E. has not proven to be effective yet.

 

One of the disadvantages associated with radio as an advertising medium is that it

A. has a short exposure time.

B. cannot target specific audiences.

C. cannot use humor or intimacy effectively.

D. has a very limited amount of advertising time available.

E. has not proven to be effective yet.

 

One of the disadvantages associated with radio as an advertising medium is that it

A. has a long exposure time.

B. cannot target specific audiences.

C. cannot use humor, sound, and intimacy effectively.

D. has high cost per contact.

E. is difficult to convey complex messages.

 

A western clothing retail store marketing vice president is developing an advertising budget using the objective and task method. She has the objective of clearing slow-moving merchandise from her shelves and is trying to choose between using radio ads or newspaper ads. Which of the following is an advantage of radio relative to newspapers as a medium for achieving the objective?

A. better reach

B. more effective visuals

C. ads can be saved by consumers

D. better segmentation capability

E. more effective in conveying complex information

 

One advantage of using magazines as an advertising medium is

A. the ability to target specific audiences.

B. the relatively short time it takes to place an ad.

C. the extremely low cost.

D. the opportunity to compete with other magazine features.

E. the simplicity of the message.

 

One advantage of using magazines as an advertising medium is

A. the relatively short time it takes to place an ad.

B. high quality color is available if needed or desired.

C. the cost of placing a magazine ad is extremely low.

D. the ease of translating consumer interests into a successful publication.

E. there is little need or benefit to incorporate four-color graphics.

 

Which of the following is an advantage of using magazines as an advertising medium?

A. it takes a relatively short time to place the ad

B. the cost of placing a magazine ad is extremely low

C. a magazine ad has a long life

D. it is easy to translate consumer interests into a successful publication

E. there is little need or benefit to incorporate four-color graphics

 

One advantage of using magazines as an advertising medium is

A. the cost of placing a magazine ad is extremely low.

B. it takes a relatively short time to place the ad.

C. the ease of translating consumer interests into a successful publication.

D. there is little need or benefit to incorporate four-color graphics.

E. the ads can be clipped and saved.

 

One disadvantage of using magazines as an advertising medium is

A. the inability to target specific audiences.

B. the long lead-time needed to place an ad.

C. the extremely low cost.

D. the antagonism with environmentalists.

E. the lack of noise associated with their use in the communication channel.

 

One disadvantage of using magazines as an advertising medium is

A. the inability to target specific audiences.

B. the short lead-time needed to place an ad.

C. the relatively high cost.

D. the lack of noise associated with the use of magazines in the communication channel.

E. the antagonism with environmentalists.

 

One disadvantage of using magazines as an advertising medium is

A. the inability to target specific audiences.

B. the short lead-time needed to place an ad.

C. the need for advertising to effectively compete against other magazine features.

D. the unscheduled nature of their publication.

E. the antagonism with environmentalists.

 

Recent studies comparing advertising in different media suggest that magazine advertising

A. takes a relatively short time to read.

B. incorporates four-color graphics too frequently.

C. usually has little competition with other media features.

D. is quickly replacing television advertising.

E. is perceived to be more inspirational than other media.

 

Trice Jewelers is a high-end independent jeweler located in Milwaukee. It specializes in custom jewelry and has been in business for decades. Which medium would be the best for Trice to use to reach its loyal customers with colorful long-lasting images, reminding them that Trice is the source for all their gift-giving needs? 

A. prime time national television

B. magazines targeted toward wealthy residents of Milwaukee

C. radio stations that targets millennials

D. flyers sent to all the Milwaukee zip codes

E. Milwaukee regional newspapers

 

One advantage of using newspapers as an advertising medium is

A. their ability to reach local markets.

B. the long lead time for placing an ad.

C. the long life span.

D. the relatively high cost.

E. competition for reader attention with other features in the newspaper.

 

One advantage of using newspapers as an advertising medium is

A. the ability to cover national markets.

B. the short lead time for placing an ad.

C. excellent color graphics.

D. minimum distraction from other features.

E. extended life span.

 

One advantage of using newspapers as an advertising medium is

A. their long life span.

B. the excellent use of color graphics.

C. ads can be clipped and saved.

D. quick consumer response.

E. limited distraction from other features.

 

One advantage of using newspapers as an advertising medium is their

A. ability to cover national markets.

B. excellent use of color graphics.

C. quick consumer response.

D. their relatively low cost.

E. limited distraction from other features.

 

One disadvantage of using newspapers as an advertising medium is

A. their inability to cover local markets.

B. readers damage the newspaper when clipping its ads.

C. their short life span.

D. the high cost of ads.

E. their quick consumer response.

 

One disadvantage of using newspapers as an advertising medium is their __________.

A. relatively poor color reproduction

B. inability to cover local markets

C. long lead time for placing an ad

D. relatively high cost

E. lack of noise during the communication process

 

One disadvantage of using newspapers as an advertising medium is their

A. inability to cover local markets.

B. long lead time for placing an ad.

C. long life span.

D. relatively high cost.

E. need to compete for reader attention with other features in the newspaper.

 

All of the following statements are true about newspapers EXCEPT:

A. local retailers often use newspapers as their sole advertising medium.

B. newspapers are generally limited to ads that call for an immediate customer response.

C. national advertising campaigns rarely include this medium except in conjunction with local distributors of their products.

D. a long lead-time is needed to place an ad in a local newspaper.

E. newspapers have excellent GRPs potential locally.

 

National advertising campaigns rarely include newspapers unless in conjunction with local distributors of their products. Exceptions to this would be print versions of 

A. The National Enquirer and The National Review

B. The Wall Street Journal and USA Today.

C. The Daily Beast and The National Enquirer

D. The New York Times and The Wall Street Journal

E. The Christian Science Monitor and The Huffington Post

 

The Wall Street Journal and U.S.A. Today each have a national distribution of more than

A. 1.5 million readers.

B. 5 million readers.

C. 15 million readers.

D. 50 million readers.

E. 175 million readers.

 

One advantage of using the yellow pages as an advertising medium is

A. there is no competition.

B. the print pages are quicker and easier to use than the Internet.

C. they are more mobile than other information sources.

D. they have excellent coverage of geographic segments.

E. there are no delivery costs.

 

One advantage of using the yellow pages as an advertising medium is

A. there is no competition.

B. the print pages are quicker and easier to use than the Internet.

C. they have a long life span or use period.

D. they are more mobile than other information sources.

E. there are no delivery costs.

 

One advantage of using the yellow pages as an advertising medium is

A. their short life span.

B. they are used more than 150 billion times annually.

C. the print pages are quicker and easier to use than the Internet.

D. they are more mobile than other information sources.

E. they are available 24 hours and 365 days a year.

 

One disadvantage of using the yellow pages as an advertising medium is

A. the proliferation of directories in many cities.

B. they have extensive accountability and ROI metrics.

C. the ads are perishable.

D. few households with telephones have them.

E. they have high delivery costs.

 

One disadvantage of using the yellow pages as an advertising medium is

A. there is no similar competition.

B. they are difficult to keep up to date.

C. the ads are perishable.

D. few households with telephones have them.

E. they have high delivery costs.

 

One advantage of using the Internet as an advertising medium is

A. it is similar to print advertising since it offers a visual message.

B. there is no need to segment markets.

C. messages are automatically translated into multiple languages.

D. there are no real costs except for initial encoding.

E. it is relatively simple to run national online campaign across multiple sites.

 

One advantage of using the Internet as an advertising medium is

A. there is no need to segment markets.

B. the ads can be interactive and link directly to the advertiser.

C. there are no real costs except computers used for initial encoding.

D. online ads almost always result in a "click," an action that leads to the purchasing of a product.

E. messages are automatically translated into multiple languages.

 

One advantage of using the Internet as an advertising medium is

A. there is no need to segment markets.

B. messages are automatically translated into multiple languages.

C. there are no real costs except computers used for initial encoding.

D. online ads almost always result in a "click," an action that leads to the purchasing of a product.

E. it can use animation to capture attention.

 

One advantage of using the Internet as an advertising medium is

A. there is no need to segment markets.

B. messages are automatically translated into multiple languages.

C. that rich media can be used to create interactive ads.

D. there are no real costs except computers used for initial encoding.

E. online ads almost always result in a "click," an action that leads to the purchasing of a product.

 

One advantage of using the Internet as an advertising medium is

A. there is no need to segment markets.

B. messages are automatically translated into multiple languages.

C. there are no real costs except computers used for initial encoding.

D. online advertising offers an opportunity to reach younger consumers who have developed a preference for online communication.

E. online ads almost always result in a "click," an action that leads to the purchasing of a product.

 

Interactive ads that have drop-down menus, built-in games, or search engines to engage viewers are referred to as __________.

A. rich media

B. banner ads

C. interactive media

D. pay-per-click ads

E. infotainment ads

 

One disadvantage of using the Internet as an advertising medium is

A. as a relatively new medium, it has attracted limited use.

B. it is difficult to translate messages that can be used in social media networks like Facebook and Twitter.

C. the effectiveness of online advertising is still uncertain.

D. it often creates more traffic than a firm can actually handle.

E. pay-per-click search ads on Google are expensive and ineffective.

 

One disadvantage of using the Internet as an advertising medium is

A. as a relatively new medium, it has attracted limited use.

B. animation and interactivity may require long page download times.

C. pay-per-click search ads on Google are expensive and ineffective.

D. it is difficult to translate messages that can be used in social media networks like Facebook and Twitter.

E. it often creates more traffic than a firm can actually handle.

 

The deceptive clicking of ads solely to increase the amount advertisers must pay is referred to as

A. deceptive advertising.

B. click fraud.

C. webtipping.

D. click-theft.

E. clickbotting.

 

A form of click fraud is called PTR, which is an acronym for

A. Paid-to-Read.

B. Ping-to-Read.

C. Profit-to-Read.

D. Place-to-Read.

E. Priced-to-Read.

 

Software programs called __________ are used to practice a form a click fraud where the software produces automatic clicks on ads.

A. click spiders

B. clickbots

C. click spam

D. click hammers

E. click tippers

 

Two of the largest portals for Internet advertising are _________ and __________; both try to filter out illegitimate clicks but advertisers on the sites still claim to be victims of click fraud.

A. Google; AOL

B. Google; Pinterest

C. Google; MSN

D. Google; Yahoo!

E. Google; Bing

 

Click fraud can occur when legitimate website visitors click on ads without any intention of looking at the site but want to keep them free. This practice is called __________.

A. click hamming

B. click spam

C. click botting

D. webtipping

E. webcrawling

 

The most common form of outdoor advertising is __________.

A. transit

B. point-of-purchase displays

C. billboards

D. kiosks

E. in-store signage

 

One advantage of using a billboard as an advertising medium is that

A. it is environmentally friendly.

B. it has universal appeal.

C. it is particularly suited to national campaigns.

D. it has good reach and frequency.

E. it is especially suited for persuasive advertisements.

 

One advantage of using a billboard as an advertising medium is that

A. it is environmentally friendly.

B. it is relatively low-cost.

C. it has universal appeal.

D. it is particularly suited to national campaigns.

E. it is especially suited for pioneering product advertisements.

 

One advantage of using a billboard as an advertising medium is that

A. it is environmentally friendly.

B. it has universal appeal.

C. it is particularly suited to national campaigns.

D. it is especially suited for persuasive advertisements.

E. it provides high visibility with a local focus.

 

Which of the following statements regarding billboards is most accurate?

A. Billboards are a good supplemental reinforcement for well-known products.

B. Billboards are well-suited for pioneering product advertising.

C. Contrary to popular belief, billboards are not driving hazards since they help keep drivers alert.

D. Billboards are often too expensive for small local firms and are better suited for national campaigns.

E. Billboards are more effective in rural areas than in metropolitan areas.

 

Which of the following statements regarding billboards is most accurate?

A. Billboards offer apply opportunity for lengthy advertising copy.

B. Billboards are not a good supplemental reinforcement for well-known products.

C. Billboards are well-suited for pioneering advertising.

D. Billboard sites depend on traffic patterns and sight lines.

E. Billboards are often too expensive for small local firms and are better suited for national campaigns.

 

Messages on the interior and exterior of buses, subway cars, and taxis are referred to as

A. transportation messages.

B. public service announcements.

C. transit advertising.

D. public advertising.

E. vehicle advertising.

 

Which of the following statements regarding transit advertising is most accurate?

A. The growth in mass transit is declining in major cities.

B. In heavy travel times, when audiences are the largest, transit advertising is not conducive to reading advertising copy.

C. Selectivity in transit advertising is unavailable to advertisers who want to buy space by neighborhood or bus route.

D. Transit advertising is creating safety hazards as people are busy reading the copy and not paying attention while driving.

E. Transit advertising is a form of indoor advertising in stadiums, buses, etc.

 

Buses in some cities are often completely painted as an ad for a particular product. The entire bus may be purple, orange, or lime green with the message painted on screens that cover the windows as well as the body of the bus. These ads are examples of __________.

A. transit advertising

B. mobile advertising

C. motorized billboards

D. mobile signage

E. transportation advertising

 

The transit authority in Orlando uses a wireless system to receive advertising for flat-screen monitors mounted in its buses. These ads are examples of __________.

A. mobile advertising

B. place-based billboards

C. mobile signage

D. transit advertising

E. transportation advertising

 

As traditional media have become more expensive and cluttered, advertisers have been attracted to a variety of nontraditional advertising options - in airports, doctors' offices, health clubs, or theaters, which are referred to as __________.

A. remote media

B. electronic advertising

C. product placements

D. cooperative advertising

E. place-based media

 

Several hospitals placed signs on the inside door of bathroom stalls in their ladies' rooms encouraging women to seek help if they are being abused. The signs included information and contact numbers for immediate help. This is an example of __________.

A. remote media

B. social network advertising

C. place-based media

D. advocacy advertising

E. cooperative advertising

 

In terms of scheduling advertising, buyer turnover refers to

A. the amount of time between repeat purchases for a given product.

B. how often new buyers enter the market to buy a product.

C. the amount of time for a buyer to enter and exit a product's life cycle.

D. how often a consumer will try competitive brands before becoming a brand loyal customer of the firm's product.

E. the ratio of repeat purchases to the number of buyers for an offering.

 

In terms of scheduling advertising, purchase frequency refers to

A. the number of times a buyer tries a product before becoming a brand loyal customer of the firm's product.

B. the number of times a buyer purchases a product during its life cycle.

C. how often a consumer will try competitive brands before becoming a brand loyal customer of the firm's product.

D. how frequently a product is purchased over a particular time period.

E. the idea that the more frequently the product is purchased, the less advertising repetition is required.

 

In terms of scheduling advertising, the speed with which buyers fails to recall a brand if advertising is not seen is referred to as

A. buyer turnover.

B. the frequency rate.

C. the brand awareness rate.

D. the forgetting rate.

E. the recall dissipation rate.

 

The three approaches to setting advertising schedules are

A. flexible, seasonal, and continuous.

B. spontaneous, continuous, and intermittent.

C. continuous, flighting, and pulse.

D. daytime, primetime, and off-peak.

E. sporadic, intermittent, and infrequent.

 

A basic approach to scheduling when seasonal factors are unimportant and advertising is run at a constant or steady schedule through the year is referred to as a(n)

A. continuous schedule.

B. flighting schedule.

C. pulse schedule.

D. phased schedule.

E. unceasing schedule.

 

Continuous scheduling would most likely be used for advertising __________.

A. fishing rods

B. bathing suits

C. gardening supplies

D. bathroom cleaning supplies

E. children's toys

 

A basic approach to scheduling in which periods of advertising are scheduled between periods of no advertising to reflect seasonal demand is referred to as a __________ schedule.

A. steady

B. flighting

C. dripping

D. pulsing

E. burst

 

Flighting schedules would most likely be used for advertising __________.

A. snowboards

B. automobiles

C. bottled water

D. toothpaste

E. bathroom cleaner

 

A flighting schedule combined with a steady schedule because of increases in demand, heavy periods of promotion, or introduction of a new product is referred to as a(n) __________.

A. continuous schedule

B. phased schedule

C. pulse schedule

D. turnover schedule

E. intermittent schedule

 

Some studies show that __________ are superior to other advertising strategies.

A. flighting schedules

B. continuous schedules

C. opportunistic schedules

D. pulsing schedules

E. intermittent schedules

 

Pulse scheduling would most likely be used for advertising __________.

A. bathroom cleaning supplies

B. breakfast cereal

C. socks

D. motor oil

E. long-stemmed roses

 

Tests conducted before an advertisement is placed to determine whether it communicates the intended message or to select among alternative versions of the advertisement are referred to as __________.

A. posttests

B. pretests

C. test screenings

D. aided recall testing

E. sales tests

 

Pretests refer to

A. tests conducted before an advertisement is placed in various media to determine which medium best reaches its intended target market.

B. tests conducted among company personnel to determine which advertising campaign most closely matches the firm's goals and objectives.

C. tests conducted with an advertisement for a product to prospective consumers under realistic purchase conditions to see if they will buy.

D. tests conducted before an advertisement is placed to determine whether it communicates the intended message or to select between alternative versions of the advertisement.

E. sample ad campaigns that are submitted by competing advertising agencies prior to receiving a formal contract for that account.

 

Because advertising is expensive, marketers want to be certain the advertisements they run communicate the intended message to the target audience. In order to accomplish this communication goal, marketers conduct __________ before advertisements are placed in a medium.

A. pretests

B. double blind tests

C. efficacy trials

D. aided recall tests

E. sales tests

 

In a(n) __________ test, the test ad is placed in a collection with several other ads and stores, and consumers are asked to read through the collection. Afterward, subjects are asked for their impressions of the ads on several evaluative scales.

A. theater test

B. range test

C. group test

D. portfolio test

E. jury test

 

Showing ad copy to a panel of consumers and having them rate how they liked it, how much it drew their attention, and how attractive they thought it was, takes place during __________.

A. focus groups

B. portfolio tests

C. jury tests

D. theater tests

E. performance tests

 

A test where consumers are invited to view new television shows or movies in which test commercials 

are also shown is called a(n) __________.

A. sales test

B. jury test

C. theater test

D. attitude test

E. portfolio test

 

The most sophisticated form of pretest is the __________.

A. portfolio test

B. sales test

C. attitude test

D. theater test

E. jury test

 

A(n) __________ is an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production.

A. limited-service agency

B. full spectrum agency

C. multi-service agency

D. in-house agency

E. full-service agency

 

A full-service advertising agency refers to

A. an advertising agency that not only provides a complete range of services, including market research, media selection, copy, art, and production, it has input into actual product design.

B. an advertising agency that specializes in one aspect of the advertising process such as developing advertising copy or providing social media services.

C. an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production.

D. firms that are large enough to carry their own in-house advertising staff to provide all advertising services the company needs.

E. one that sets a firm's advertising objectives, designs the market research, recommends media selection, suggests copy development and artwork, and then allows the firm to implement the recommendations to save the firm money.

 

An advertising agency that assists clients by both developing and placing advertisements may receive payment according to an incentive plan based on performance. These plans typically pay for agency costs and a 5 to 10 percent profit, plus bonuses if specific goals are met. This type of arrangement is popular among __________.

A. full-service agencies

B. in-house agencies

C. modified-service agencies

D. promotional firms

E. limited-service agencies

 

Advertising agencies that specialize in one aspect of the advertising process such as providing creative services to develop advertising copy, buying previously un-purchased media space, or providing Internet services are referred to as __________.

A. full-service agencies

B. in-house agencies

C. modified-service agencies

D. promotional firms

E. limited-service agencies

 

A limited-service agency refers to

A. an advertising agency that not only provides a complete range of services, including market research, media selection, copy development, artwork, and production, it has input into actual product design.

B. an advertising agency that specializes in one aspect of the advertising process such as developing advertising copy or providing social media services.

C. an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production.

D. firms that are large enough to carry their own in-house advertising staff to provide all advertising services the company needs.

E. one that sets a firm's advertising objectives, designs the market research, recommends media selection, suggests copy development and artwork, and then allows the firm to implement the recommendations to save the firm money.

 

An advertising agency that deals in creative work and is compensated by a contractual agreement for the services performed is referred to as a(n) __________.

A. full-service agency

B. in-house agency

C. modified-service agency

D. limited-service agency

E. sales promotion firm

 

When a company uses a(n) __________, it is using its own advertising staff to provide the advertising services needed by the company.

A. intra-firm agency

B. promotion department

C. in-house agency

D. full-service agency

E. limited-service agency

 

Tests conducted after an advertisement has been shown to the target audience to determine whether an ad accomplished its intended purpose, are referred to as __________.

A. jury testing

B. tracking tests

C. exposure testing

D. posttesting

E. pretesting

 

All of the following are examples of posttests EXCEPT:

A. inquiry test

B. sales test

C. attitude test

D. unaided recall test

E. jury test

 

There are five common approaches to posttests: __________, unaided recall, attitude tests, inquiry tests, and sales tests.

A. aided recall

B. jury tests

C. tracking tests

D. performance tests

E. comparison tests

 

There are five common approaches to posttests: aided recall, __________, attitude tests, inquiry tests, and sales tests.

A. exposure tests

B. performance tests

C. unaided recall

D. jury tests

E. comparison tests

 

There are five common approaches to posttests: aided recall, unaided recall, __________, inquiry tests, and sales tests.

A. exposure tests

B. attitude tests

C. performance tests

D. jury tests

E. comparison tests

 

There are five common approaches to posttests: aided recall, unaided recall, attitude tests, __________, and sales tests.

A. exposure tests

B. inquiry tests

C. performance tests

D. jury tests

E. comparison tests

 

The Starch test shown above is an example of a(n)

A. sales test.

B. unaided recall test.

C. aided recall test.

D. inquiry test.

E. concept test.

 

The Starch test uses a(n) __________ to determine the percentages of those who remember seeing a specific magazine ad, who saw or read any part of the ad identifying the product or brand, who read any part of the ad's copy, and who read at least half of the ad.

A. attitude test

B. prompted response test

C. inquiry test

D. concept test

E. aided recall test

 

The Starch test uses aided recall to determine the percentage of those who: (1) __________, (2) saw or read any part of the ad identifying the product or brand, (3) read any part of the ad's copy, and (4) read at least half of the ad.

A. felt the ad was vague or ambiguous

B. felt elements of the ad were inappropriate

C. could summarize the key ad points in their own words

D. remember seeing a specific magazine ad

E. remembered having seen the ad before and had already tried the product

 

The Starch test determines the percentage who: (1) remember seeing a specific magazine ad, (2) __________, (3) read any part of the ad, and (4) read at least half of the ad.

A. felt the ad was vague or ambiguous

B. saw or read any part of the ad identifying the product or brand

C. felt elements of the ad were inappropriate

D. could summarize the key ad points in their own words

E. remembered having seen the ad before and had already tried the product

 

The Starch test uses aided recall to determine the percentage of those who: (1) remember seeing a specific magazine ad; (2) saw or read any part of the ad identifying the product or brand (seenassociated); (3) __________; and (4) who read at least half of the ad.

A. who felt the ad was vague or ambiguous

B. who felt elements of the ad were inappropriate

C. who read any part of the ad's copy

D. who could summarize the key ad points in their own words

E. who remembered having seen the ad before and had already tried the product

 

The Starch test used aided recall to determine the percentage of those (1) remember seeing a specific magazine ad, (2) who saw or read any part of the ad identifying the product or brand, (3) who read any part of the ad's copy, and (4) __________.

A. who read at least half of the ad

B. who felt the ad was vague or ambiguous

C. who felt elements of the ad were inappropriate

D. who could summarize the key ad points in their own words

E. who remembered having seen the ad before and had already tried the product

 

A researcher asked Kelly, as a subscriber to Fitness magazine, which ads she remembered seeing in the most recent issue. Then Kelly was asked questions about the content and appearance of the ads she remembered. The researcher was using __________ to test the effectiveness of ads in the magazine.

A. inquiry testing

B. concept testing

C. portfolio testing

D. aided recall

E. unaided recall

 

Which of the following statements about inquiry tests is most accurate?

A. With inquiry tests, a question such as, "What ads do you remember seeing yesterday?" is asked of respondents without any other prompting.

B. With inquiry tests, product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the most inquiries are considered most effective.

C. Inquiry tests involve studies such as controlled experiments and consumer purchase tests.

D. In an inquiry test, respondents are asked questions to measure changes in their attitudes after an advertising campaign.

E. In an inquiry test, respondents are first shown an ad and then asked whether their previous exposure to it was through reading, viewing, or listening.

 

Which of the following statements about sales tests is most accurate?

A. With sales tests, product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the cost inquiries are considered the most effective.

B. With sales tests, a question such as, "What ads do you remember seeing yesterday?" is asked of respondents without any other prompting.

C. Sales tests involve studies such as controlled experiments and consumer purchase tests to measure actual purchases.

D. In a sales test, respondents are asked questions to measure changes in their attitudes after an advertising campaign.

E. In a sales test, respondents are first shown an ad and then asked whether their previous exposure to it was through reading, viewing, or listening.

 

Posttests that involve studies such as controlled experiments (e.g., using radio ads in one market and newspaper ads in another and comparing the results) and consumer purchase tests (measuring retail sales that result from a given advertising campaign) are examples of

A. aided recall tests.

B. unaided recall tests.

C. attitude tests.

D. sales tests.

E. inquiry tests.

 

Sales promotion has become a key element of the promotional mix, which now accounts for __________ in annual expenditures.

A. $100 million

B. $255 million

C. $5 billion

D. $25 billion

E. $70 billion

 

Sales promotion expenditures account for of all promotional spending.

A. 5 percent

B. 12 percent

C. 19 percent

D. 24 percent

E. 33 percent

 

Consumer-oriented sales promotions refer to

A. sales tools like coupons and premiums used to support a company's advertising and personal selling directed to ultimate consumers.

B. promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products.

C. methods used to get a nonpersonal, indirectly paid presentation of a company or its products.

D. advertisements that show actual consumers using the product.

E. sales promotions that supplement advertising and personal selling and are directed to wholesalers, retailers, or distributors.

 

Sales tools like coupons and premiums that are used to support a company's advertising and personal selling directed to ultimate consumers are referred to as __________.

A. trade-oriented sales promotions

B. manufacturers' promotions

C. channel promotions

D. consumer-oriented sales promotions

E. reseller promotions

 

Directed to ultimate consumers, consumer-oriented sales promotions are sales tools used to support a company's __________ and __________.

A. advertising; public relations

B. advertising; personal selling

C. personal selling; public relations

D. personal selling; direct marketing

E. advertising; direct marketing

 

When preparing to go shopping after the Christmas holidays, Christy actively scans the ads in the local newspaper for coupons and contests. While in the store, Christy also looks for free samples of new products and products she hasn't purchased previously. The coupons, contests, and free samples are all examples of __________.

A. advertising

B. publicity

C. sales promotion

D. personal selling

E. direct marketing

 

Sales promotions that usually offer a discounted price to the consumer, which encourages trial of the product, are commonly referred to as __________.

A. deals

B. rebates

C. samples

D. coupons

E. premiums

 

For marketers, the primary objective of coupons is to __________.

A. increase foot traffic in supermarkets

B. encourage repeat purchases

C. stimulate trial

D. retaliate against competitor's actions

E. minimize brand-switching

 

All of the following statements are true about coupons EXCEPT:

A. coupon redemption rates have been increasing in recent years as the weak economy has increased the attractiveness of coupons.

B. companies that have decreased their use of coupons as redemption rates have fallen.

C. the number of coupons generated at Internet sites and on mobile phones has been increasing.

D. online coupons only account for a small percentage of total coupon redemptions.

E. most coupons are distributed as freestanding inserts in newspapers.

 

All of the following add to the costs of coupons EXCEPT:

A. misredemption.

B. redemption.

C. customer handling.

D. clearinghouse costs.

E. the advertisement to deliver it.

 

Valpak is a firm that sends consumers a package of __________ to stimulate selective demand (encourage the trial) of various products by offering them a discounted price.

A. deals

B. rebates

C. samples

D. premiums

E. coupons

 

A mother handed her college-aged son a clipped __________ and said, "Use this to get 25 cents off the Birds Eye lima beans I need you to pick up for dinner," which shows that Birds Eye has been successful in its attempt to stimulate demand.

A. coupon

B. rebate

C. sample

D. deal

E. premium

 

Short-term price reductions like two-for-one commonly used to increase trial among potential customers or to retaliate against a competitor's actions is commonly referred to as a __________.

A. coupon

B. deal

C. sample

D. premium

E. product placement

 

The sign at the entrance to the men's store reads, "Buy one shirt, get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the men's store is using?

A. a contest

B. a premium

C. a deal

D. a rebate

E. a sample

 

During Super Bowl weekend, Pepsi introduces a new brand of soft drink. On that same weekend, Coca-Cola offers a "BOGO" (Buy One, Get One) promotion to make the Pepsi new product introduction more difficult. Which type of sales promotion is Coca-Cola using?

A. a deal

B. a contest

C. a premium

D. a rebate

E. a sample

 

A promotional tool often used with consumers which consists of merchandise offered free or at a significant savings over its retail price is referred to as a

A. deal.

B. rebate.

C. sample.

D. premium.

E. coupon.

 

What promotional tool is often used with consumers that consists of merchandise offered at a significant savings over its retail price and whose cost is covered because the consumer is charged for it?

A. BOGO deal

B. self-liquidating premium

C. sample

D. rebate

E. coupon

 

All of the following are the most popular premiums EXCEPT:

A. writing instruments.

B. toys for dogs and cats.

C. cups and mugs.

D. desk accessories.

E. apparel.

 

Recently, McDonald's offered collectable toys related to the release of the movie Epic for free with the purchase of a Happy Meal. These collectibles are an example of a __________.

A. deal

B. rebate

C. coupon

D. sample

E. premium

 

Recently, McDonald's offered collectable toys based on the characters of the Nickelodeon cartoon TV show SpongeBob SquarePants for free with the purchase of a Happy Meal. These toys are an example of a __________.

A. deal

B. premium

C. rebate

D. coupon

E. sample

 

The radio commercial said, "Send three proofs of purchase and $3 for postage and handling to receive your monogrammed T-shirt." This ad was offering customers a __________.

A. sample

B. deal

C. premium

D. rebate

E. coupon

 

A print ad for Allegra allergy medication offers a free purple seat cushion to all who request additional information about the drug. This seat cushion is an example of a 

A. sample

B. deal

C. rebate

D. premium

E. coupon

 

When Milk-Bone dog biscuits offered a ball toy for $1.99 and two proofs of purchase, it was using a __________.

A. deal

B. rebate

C. coupon

D. sample

E. premium

 

A sales promotion in which the consumer is invited to apply their skill or analytical or creative thinking to try to win a price is referred to as a __________.

A. contest

B. challenge

C. competition

D. sweepstakes

E. public relations campaign

 

Which sales promotion tool is the best match for the growth in consumer (or user)-generated content?

A. samples

B. sweepstakes

C. coupons

D. contests

E. deals

 

The Doritos "Crash the Super Bowl" sales promotion in which people submit a 30-second TV ad that could air during the game and possibly win a $1 million prize is an example of a __________.

A. deal

B. sweepstakes

C. contest

D. sponsor-generated content

E. loyalty program

 

During the Pillsbury Bake Off, thousands of people across the country compete to create the best new recipe using the sponsor's products. Not only does the company benefit from the publicity surrounding the event and the great recipes that can be used later to increase product usage, but also there is an increase in product sales as contenders buy items to practice their new recipes. The top 100 finalists are flown to Orlando, FL to compete for cash and merchandise that exceeds $1 million! This is an example of a very successful promotional __________.

A. challenge

B. contest

C. sweepstakes

D. competition

E. public relations campaign

 

"Inspired by Threads—A Fashion Challenge" is a ________ run each year by Threads magazine, which is targeted toward professional clothiers and seamstresses. The idea is to design and sew a garment and send the entry into Threads to compete with others for prizes such as sewing machines and cash. 

A. premium

B. sweepstakes

C. contest

D. deal

E. end-run sample

 

A popular NPR radio show encourages listeners to solve a puzzle each week. If they have the correct answer and send it in to the show and theirs is chosen, they win a prize. This is an example of a __________.

A. premium

B. sweepstakes

C. deal

D. contest

E. trade promotion

 

Sales promotions that require participants to submit some kind of entry form but are purely games of chance requiring no analytical or creative effort by the consumer are referred to as

A. premiums.

B. rebates.

C. deals.

D. contests.

E. sweepstakes.

 

Today, there are two popular variations of sweepstakes: (1) one that offers products that consumers value as the prize and (2) one that offers __________.

A. double or triple the face value of a coupon as the prize

B. a free sample of the firm's product as the prize

C. an "experience" as the prize

D. a cash rebate for the purchase of the firm's product as the prize

E. a BOGO deal as the prize

 

The California Pistachio Growers Association has an ongoing ad campaign in which it encourages people to think of pistachios when they think of good times and good friends. The ads ask readers to log onto www.pistachios.org to register to win 100 pounds of pistachios for a year plus a trip to California. The association is using a __________ as a sales promotion.

A. lottery

B. contest

C. premium

D. sweepstakes

E. deal

 

Bernina, a sewing machine manufacturer, has an ongoing ad campaign in which it encourages sewers to stop in to their local Bernina dealer to register to win a new sewing machine. No purchase is necessary. Bernina is using a __________ sales promotion tool.

A. sweepstakes

B. lottery

C. contest

D. premium

E. deal

 

As shown in the McDonald's Sales Promotion Image above, McDonald's partners with Hasbro each year to offer a Monopoly sales promotion. Customers who purchase selected menu items receive two tokens that correspond to the properties on the popular game board. If a set of tokens matches the color-coded properties, customers will win cash prizes of up to $1 million. Customers may also win "Instant" prizes redeemable for specific food or drink items. What is this popular sales promotion called?

A. a lottery

B. a contest

C. a premium

D. a sweepstakes

E. a deal

 

Sales promotions where the consumer is offered the product free or at a greatly reduced price are referred to as

A. deals.

B. rebates.

C. samples.

D. premiums

E. discounts.

 

Sampling is an appropriate strategy for which type of products?

A. products that are classified as shopping goods

B. new products

C. commodity products like salt, sugar, and baking soda

D. products that are perishable

E. products that are classified as specialty goods

 

Taco Bell introduced its Doritos Locos Tacos by giving away millions of free tacos. In this example, Taco Bell used a sales promotion technique called

A. a self-liquidating premium.

B. a special deal.

C. a rebate.

D. sampling.

E. product placement.

 

When Allyn went to get his newspaper, he found the paper in a plastic bag along with a box containing one dose of Alka-Seltzer Heartburn Relief medication. In this example, which type of sales promotion is Alka-Seltzer using?

A. a sample

B. a deal

C. a premium

D. a point-of-purchase display

E. an introductory offer

 

Michael Angelo's Pepperoni Mini Calzones are easy-to-prepare snacks, but the manufacturer believes customers are not buying the product as predicted because they are unfamiliar with calzones. The manufacturer is interested in employing a sales promotion technique that will communicate the ease of preparation and encourage customers to try the product. Which method would it most likely employ?

A. Advertise on television showing a mother microwaving the snack in less than 60 seconds.

B. Provide a premium to build customer goodwill by receiving reduced price merchandise.

C. Have a sign that will be placed on the grocer's freezer where the product is offered for sale.

D. Use a rebate to encourage customer purchase and increase confidence in the product.

E. Use a demonstrator hired by the company to prepare the snack in a grocery store and give away cooked, bite-sized samples of the snack to shoppers as they pass by.

 

Marketing firm Valassis created and managed a Nutella promotion to induce trial of the product. Nutella is a creamy, chocolaty, hazelnut spread that has been imported into the U.S. from Italy. A Valassis polybag containing a 20-gram "Coppetta" packet of Nutella spread, a cracker, a Nutella coupon, and a product brochure that were delivered to consumers' doors via the Sunday newspaper. What type of sales promotion was used here?

A. product placement

B. sample

C. premium

D. sweepstakes

E. deal

 

A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase by a consumer and offering a premium as purchases accumulate is referred to as

A. a merchandise deal.

B. a product enhancement.

C. a loyalty program.

D. retail positioning.

E. experiential decoding.

 

The most popular loyalty programs today are __________ reward programs.

A. fast food

B. airline travel

C. hotel accommodations

D. credit card

E. grocery store

 

A Taste of Greece, a restaurant chain that is known for its Extra Juicy Gyro sandwich, wants to encourage repeat purchases and create long-term customers. Which sales promotion should it employ?

A. a trading stamp program that allows buyers to earn free food after making ten purchases

B. a two-for-the-price-of-one deal that is only offered on New Year's Eve

C. a coupon for a free soft drink with a Gyro purchase

D. a game with food prizes

E. free Extra Juicy Gyro samples at local fairs and concerts

 

A sales promotion prominently displayed in a store aisle is called a(n) __________ display.

A. seasonal

B. automated

C. interactive

D. point-of-purchase

E. product sampling

 

The Nabisco created a free-standing rack in the shape of a bus for its Ritz and other cracker products. The goal of the sales promotion was to maximize the consumers' attention to lunch box and afterschool snacks. The "bus," which provided storage for the featured products, was placed in a hightraffic area of U.S. grocery stores. This type of sales promotion is referred to as a __________.

A. sample

B. free-standing insert

C. point-of-purchase display

D. premium

E. deal

 

Virgin Mobile recently offered T-Mobile customers a __________ of $100 when they switched their service during a seven-week period.

A. premium

B. deal

C. coupon

D. rebate

E. student incentive

 

Hewlett Packard recently offered consumers a __________ of $100 when they purchased an HP computer and printer together.

A. premium

B. deal

C. coupon

D. rebate

E. student incentive

 

The consumer sales promotion that involves the use of a brand-name product in a movie, television show, video, or a commercial for another product is referred to as(a) __________.

A. co-branding

B. subliminal tie-in

C. product placement

D. partnership promotion

E. product parallelism

 

Product placement refers to

A. the consumer promotion that involves the use of a brand-name product in a movie, television show, video, or a commercial for another product.

B. the relative value of a product's physical location based on line-of-sight positioning on a retailer's shelf.

C. the placed on retailers' shelves or in showrooms based on the slotting fee paid by the manufacturer.

D. the use of a brand-name product in a movie, television show, or commercial without the manufacturer's knowledge or permission, and without compensation.

E. a variable fee paid by producers of movies, television products, or commercials to a manufacturer for the rights to use a product as a prop in one of their creative scenes.

 

After the release of the movie E.T., sales of Hershey's Reese's Pieces soared while Mars, the makers of M&M'S and whose candies were featured in the earlier book, regretted not permitting its product to be used in the film. The appearance of the candy in the film is an example of __________.

A. product continuity

B. subsidized advertising

C. subliminal direction

D. showrooming

E. product placement

 

Tom Cruise wore Bausch and Lomb's Ray-Ban sunglasses in the movie Risky Business, and sales skyrocketed. The appearance of the sunglasses in the film is an example of __________.

A. product continuity

B. subsidized advertising

C. subliminal direction

D. showrooming

E. product placement

 

In the film Runaway Bride, Julia Roberts boarded a FedEx truck. Another actor gave voice to FedEx's service guarantee, saying she will arrive "by 10 a.m. the next business day." This is an example of __________.

A. a product placement

B. product continuity

C. a deal

D. subliminal advertising

E. a reverse product placement

 

Trade promotions refer to

A. promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products.

B. methods used to get a nonpersonal, indirectly paid presentation of a company's products.

C. advertisements that show actual consumers using the product in a barter or countertrade situation.

D. sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers.

E. sales promotions that are directed to ultimate consumers and are used to support advertising and personal selling.

 

Sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers are referred to as

A. trade-oriented sales promotions.

B. consumer-oriented promotions.

C. reseller-oriented promotions.

D. wholesaler-oriented promotions.

E. retailer-oriented promotions.

 

Three common trade-oriented sales approaches are targeted uniquely to wholesalers, retailers, and distributers include: (1) allowances and discounts, (2) __________, and (3) training of distributor's salesforces.

A. reminder advertising

B. cooperative advertising

C. pioneering advertising

D. competitive advertising

E. comparative advertising

 

A(n) __________ reimburses a retailer for extra in-store support or special featuring of a brand.

A. organizational allowance

B. case allowance

C. finance allowance

D. manufacturer's inducement

E. merchandise allowance

 

A discount on each case ordered during a specific period of time is referred to as a

A. functional allowance.

B. merchandise allowance.

C. case allowance.

D. finance allowance.

E. manufacturer's inducement.

 

A variation of the case allowance is the __________ approach, whereby retailers receive some amount of the product free based on the amount ordered, such as 1 case free for every 10 cases ordered.

A. complementary goods

B. bonus goods

C. BOGO

D. free goods

E. promotional allowance

 

A trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a __________.

A. finance allowance

B. promotional allowance

C. merchandise allowance

D. slotting fee

E. failure fee

 

A trade promotion where the manufacturer gives a retailer a case allowance price for products in their warehouse, which prevents shelf stock from running down during the promotional period is referred to as a __________ stock protection program.

A. level

B. floor

C. merchandise

D. ground

E. hedge

 

A trade promotion which compensates retailers that transport orders from the manufacturer's warehouse is referred to as a __________.

A. carry allowance

B. haulage allowance

C. finance allowance

D. case allowance

E. freight allowance

 

Advertising programs in which a manufacturer pays a percentage of a retailer's local advertising expense for advertising the manufacturer's products are referred to as

A. trade promotion programs.

B. consumer promotion programs.

C. cooperative advertising programs.

D. cause-related marketing programs.

E. shared-responsibility programs.

 

Cooperative advertising refers to

A. advertising programs by which a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products.

B. advertising programs by which a manufacturer pays for national ad distribution and the retailer pays for local advertising expenses.

C. advertising that is paid collectively for all stores located within a specified geographic area, such as a five-mile radius around a particular shopping center or strip mall.

D. advertising paid for by multiple independent firms to promote a product class rather than an individual product or firm.

E. advertising paid for by several unrelated firms to promote a worthy cause such as cancer research.

 

While reading the newspaper, Belinda noticed an advertisement containing a coupon from Bayer that is redeemable only at Target stores. This ad is an example of

A. co-branding.

B. a finance allowance.

C. cooperative advertising.

D. a merchandise allowance.

E. specialty advertising.

 

A hardware store owner placed an advertisement for Sylvania LED light bulbs in the local newspaper. Sylvania provided the storeowner with several high-quality, camera-ready sample advertisements. In addition to supplying the advertising formats, Sylvania also paid 50 percent of the cost to place the ad in the paper. Sylvania was using __________ to promote its products.

A. strategic channel partnership

B. cooperative advertising

C. retail publicity

D. reseller consumer promotion

E. manufacturer incentive advertising

 

All of the following statements regarding the training of distributors' salesforces are true EXCEPT:

A. a manufacturer's success often depends on the ability of its resellers' salesforces to represent its products.

B. manufacturers develop incentive and recognition programs to motivate a reseller's salespeople to sell their products.

C. intermediaries perform customer contact and selling functions for producers they represent.

D. both retailers and wholesalers employ and manage their own sales personnel.

E. resellers' salesforces are often more sophisticated and knowledgeable about a manufacturer's products than its own personnel.

 

Publicity tools refer to

A. methods of tying charitable contributions of a firm directly to the customer revenues produced through the promotion of one of its products.

B. methods used to get a nonpersonal, directly paid presentation of a company or its products.

C. short-term inducements of value offered to arouse interest in buying a product or service.

D. methods of obtaining nonpersonal presentation of an organization, product, or service without direct cost.

E. free space or time donated by the media.

 

Methods for obtaining nonpersonal presentation of an organization, product, or service without direct cost, such as news releases, news conferences, and public service announcements, are referred to as

A. promotional strategies.

B. cooperative advertising.

C. public promotions.

D. market-oriented promotions.

E. publicity tools.

 

All of the following are publicity tools EXCEPT:

A. high-visibility individuals.

B. PSAs.

C. news releases.

D. contests.

E. news conferences.

 

In planning and obtaining publicity, a frequently used tool is the __________, which is an announcement regarding changes in the company or the product line.

A. trade announcement

B. news release

C. infomercial

D. news conference

E. public trade announcement

 

The objective of a(n) __________ is to inform a newspaper, radio station, or other medium of an idea for a story.

A. infomercial

B. news flash

C. news release

D. news broadcast

E. news summary

 

A printed or an e-mailed announcement that is sent to members of the business press from German pharmaceutical giant Bayer stating that it is looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool?

A. news release

B. public trade announcement

C. lobbying

D. news conference

E. event management

 

An announcement that Apple has just introduced a new version of its iMac personal computer is an example of which type of publicity tool?

A. lobbying

B. events management

C. disclosure statement

D. news release

E. public service announcement

 

A common publicity tool is the __________, where representatives of the media are all invited to an informational meeting and advance materials regarding the content are sent out in advance.

A. infomercial

B. news release

C. news conference

D. news flash

E. news huddle

 

A news conference is a(n)

A. announcement regarding changes in a company or product line.

B. free space or time in a newspaper or on a broadcast medium.

C. publicity tool that utilizes high-visibility individuals in lobbying activities.

D. meeting of top news executives to decide advertising policy.

E. informational meeting to which representatives of the media are invited.

 

News conferences would most likely be used during which stage of a product's life cycle?

A. introduction

B. harvesting

C. maturity

D. growth

E. decline

 

When Steve Ballmer, CEO of Microsoft, launched Office 2013 at an event in San Francisco, representatives of the media were invited to attend. The company announced the worldwide availability of Microsoft Office 2013 for business customers worldwide. This is an example of a __________.

A. news release

B. news conference

C. promotional giveaway

D. PSA

E. cooperative advertisement

 

A publicity tool that is heavily relied on by nonprofit organizations, and which involves free space or time donated by the media, is referred to as a __________.

A. public service announcement

B. cooperative advertisement

C. cause-related publicity tool

D. news conference

E. news release

 

During a recent winter immunization campaign, The Center for Disease Control and Prevention used the media to encourage all Americans to get vaccinated against the seasonal flu virus. This is an example of a __________, where the media donated free space and air time.

A. news release

B. news conference

C. public service announcement

D. cooperative advertisement

E. charitable advertisement

 

When Google chose a new model for its advertising, it decided to

A. show advertisements that were the exact opposite of a consumer's profile to give the ads a higher awareness rate.

B. randomize the time periods between ads and banners rather than use a steady schedule in order to keep the ads more noticeable.

C. customize all advertisements based upon customers' preferences for color, music, and fonts based on information obtained from cookies.

D. create a "quality score" to predict how effective an ad would be based on factors such as clickthrough rates, advertiser history, and keyword performance.

E. create an "ad-option" page for consumers to create their own consumer profile, blocking out products and services they don't want and selecting the products and services they do.

 

Google's first search engine was called __________.

A. Pack Rat

B. Back Rub

C. Rub Down

D. Black Eye

E. Googolplex

 

Google's mission is to

A. receive 20 billion inquiries each day.

B. be the first company to generate $100 billion in revenues every year.

C. be the most socially responsible company on earth.

D. obtain corporate sustainability by the year 2015.

E. organize the world's information and make it universally accessible and useful.

 

Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 1 states, "Focus on the __________ and all else will follow."

A. prize

B. bottom line

C. user

D. seller

E. brand

 

Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 2 states, "It's best to do __________ really, really well."

A. one thing

B. everything

C. whatever you love

D. what you are afraid of

E. your job

 

Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 3 states, "Fast is better than __________."

A. last

B. perfect

C. slow

D. accurate

E. pretty fast

 

Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 5 states, "You don't need to __________ to need an answer."

A. be an Einstein

B. ask a question

C. be in need

D. be at your desk

E. be on your computer

 

Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 6 states, "You can make money without __________."

A. a MBA

B. doing evil

C. compromising ethics

D. cheating the other guy

E. working 24/7

 

Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 7 states, "There's always more __________ out there."

A. information

B. competition

C. opportunity

D. money to be made

E. customers to serve

 

Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 8 states, "The need for information __________."

A. is the next frontier

B. is the power behind change

C. is insatiable

D. separates the winners from the losers

E. crosses all borders

 

Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 9 states, "You can be serious without __________."

A. having an attitude

B. a PhD

C. a MBA

D. a suit

E. losing your sense of humor

 

Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 10 states, "__________ just isn't good enough."

A. Second

B. Satisfying customers

C. Making money

D. Beating Apple

E. Great

 

Google generates revenue by offering online __________ opportunities next to search results or on specific web pages.

A. advertising

B. sales promotion

C. banking

D. publishing

E. store

 

An advantage of online advertising such as offered through Google is that it is __________, which allows it to immediately assess its __________.

A. objective; measurability

B. measurable; effectiveness

C. unbiased; impartiality

D. detached; measurability

E. independent; traceability

 

The online advertising market has grown from its initial focus on simple text ads to a much larger set of options. There are five key categories of online advertising. They are: search, __________, classified, referral, and e-mail.

A. show

B. track

C. monitor

D. explain

E. display

 

Google is the dominant provider of online search requests and receives about __________ of the search advertising revenue.

A. 30 percent

B. 40 percent

C. 50 percent

D. 60 percent

E. 70 percent

 

Several improvements in technology and business practice tools contributed to Google's success. Google developed its patented __________ algorithm that evaluates the entire link structure of the Internet and uses the link structure to determine which pages are most important.

A. PageLeaf

B. PageFolio

C. PageRank

D. PageCall

E. PageTag

 

Google developed two business practice tools __________ and __________ to (1) help advertisers create ads and (2) help content providers generate advertising revenue.

A. AdWords; AdSense

B. AdPage; AdSense

C. AdLeaf; AdCall

D. AdFolio; AdSummon

E. AdRank; AdTag

 

To help advertisers place ads based on their search-engine results, Google developed an online tool called __________.

A. AdPage

B. AdLeaf

C. AdTag

D. AdWords

E. AdRank

 

In the traditional advertising model, advertisers were charged using a __________ approach, which charged for the impressions made by an ad. Google transformed the traditional model to a model called __________ where an advertiser pays only when somebody actually clicks on the ad and is delivered to their website.

A. cost per thousand occurrences; cost-per-clack

B. cost per thousand incidences; cost-per-snap

C. cost per thousand impressions; cost-per-click

D. cost per thousand recurrences; cost-per-lead

E. cost per thousand frequencies; cost-per-hit

 

Google's ________ program was designed for website owners as a tool for placing ads next to their web page content rather than next to search results. 

A. AdPage

B. AdLeaf

C. AdWords

D. AdRank

E. AdSense

 

One of the tools Google is using to pursue its goal of increasing its display advertising business is called __________.

A. AdPage

B. AdSense

C. AdRank

D. AdWords

E. AdSnap

 

Google purchased __________, an advertising exchange where websites put space up for auction and ad agencies bid to place ads for their clients.

A. YouTube

B. ClickBot

C. eBay

D. AuctionHit

E. DoubleClick