BUS 346 Chapter 18

Cross-promotion is most successful when Select one: a. one product is well-known and one product is less known. b. the firms have a prior marketing relationship. c. the two products appeal to the same target market. d. the promotion takes place over a very short time period. e. the two products are similar in price.

For consumer products like toothpaste and groceries, things consumers purchase throughout the year, most advertisers would use a __________ advertising schedule. Select one: a. purposeful b. flighting c. continuous d. penetrating e. pulsing

The additional sales that can be attributed to an advertising campaign are known as Select one: a. impact. b. ROI. c. lift. d. payload. e. the campaign increment.

__________ is a particularly good advertising medium for groceries and fast food. Select one: a. Radio b. Direct mail c. Television d. Newspaper e. Internet

"Buy one, get one free" is a __________ sales promotion. Select one: a. rebate b. deal c. sample d. sweepstake e. coupon

Kelly is the head of marketing for a nonprofit agency that supports the arts. She just received the go-ahead from her board of directors to conduct the agency's first-ever advertising campaign. Her first step will be to Select one: a. create the advertisements. b. set the advertising objectives. c. identify the target audience. d. determine the advertising budget. e. evaluate and select the media.

The California Raisin Advisory Board used to run ads featuring "The California Raisins," a fictitious R&B musical group composed of dancing raisins that boogied to the song, "I Heard It Through the Grapevine." The ads, which were hugely popular and which gave rise to a line of raisin-themed merchandise, were designed to encourage raisin consumption. This campaign was an example of Select one: a. product-focused advertising. b. institutional advertising. c. consumer generated advertising. d. public service announcements. e. push strategies.

Traditionally, marketers have seen the role of __________ as generating short-term results, whereas the goal of __________ was to lead to long-term results. Select one: a. advertising; personal selling b. public relations; institutional advertising c. corporate blogs; public relations d. sales promotion; advertising e. advertising; public relations

Which of the following is the best example of a reminder advertising message? Select one: a. "Better than the rest." b. "Doing business in Peoria since 1848." c. "Buy now, pay later." d. "Now available. The latest fall fashions." e. "Serving the public since last Tuesday."

__________ appeals help consumers make purchase decisions by offering facts in advertising messages and strong arguments built around relevant issues, explaining key benefits of the firm's products and services. Select one: a. Informational b. Reminder c. Niche marketing d. Emotional e. Institutional

Which of the following is the best example of puffery? Select one: a. "Take two and call us in the morning." b. "Happy hour every Friday." c. "All natural ingredients." d. "Northwestern, the quiet company." e. "You have tried the rest, now try the best."

Automobile manufacturers often use television advertising showing an attractive man or woman driving the manufacturer's stylish new car on a winding road along an ocean vista. These types of ads have __________ appeal. Select one: a. ethical b. informational c. institutional d. emotional e. reminder

A __________ is an advertisement that focuses on public welfare issues. Select one: a. public service announcement b. product-focused advertisement c. consumer generated advertisement d. push strategy e. reminder advertisement

The advertising message admonition, "People are not looking for quarter-inch drill bits; they are looking for quarter-inch holes," suggests that advertising messages need to Select one: a. focus on solving problems. b. emphasize technology. c. focus on quality. d. inform consumers about opportunities. e. engage in mild puffery.

__________ is when two or more firms join forces to reach a target audience in a short-term effort. Select one: a. Promotional co-branding b. Joint-venture promotion c. Cross-promotion d. Multi-target promoting e. Convenience promoting

A ____________ advertising schedule uses a base level of advertising during some periods followed by periods of increased advertising. Select one: a. continuous b. purposeful c. flighting d. pulsing e. penetrating

Neville is trying to create an advertising message that tells consumers how his company's cell, pager, instant messaging, and Internet services differ from other alternatives in the market. Neville is trying to create Select one: a. unique selling proposition. b. institutional advertising message. c. proportional benefit communication. d. PSA. e. flighting ad strategy.

First Lady Michelle Obama has recorded an ad encouraging parents to teach their children good nutrition habits to stem the increase in child obesity. This message is an example of Select one: a. product-focused advertising. b. consumer generated advertising. c. a public service announcement. d. a flighting campaign. e. reminder advertising.

Florida Heat Pump Manufacturing Company is offering a free, all-expenses-paid trip to Las Vegas for HVAC dealers that sell at least twenty units this year. Florida Heat Pump is using a __________ promotional strategy. Select one: a. posttesting b. publicity c. push d. puffery e. pull

Jamara knows that his spring-break travel packages are the best deal on campus. He also knows his competitor is sloppy, often waiting until the last minute to provide the needed tickets and documents to students buying his island packages. Jamara wants to develop an advertising message that emphasizes the key benefits he provides. He will develop__________ appeal. Select one: a. emotional b. reminder c. niche marketing d. informational e. institutional

Greg is planning an advertising campaign to promote his kayak tour company. The success of his ad campaign depends on Select one: a. how much money he spends. b. how well he can identify his target audience. c. whether he can gain commitments from manufacturers for complementary products. d. how much consumers like him. e. the quality of his kayaks.

Which of the following is NOT a public relations tool? Select one: a. news releases b. coupons and rebates c. websites d. donating a portion of profits to a charitable cause e. event sponsorships

Generally, which of the following is the most expensive media buy? Select one: a. newspaper b. television c. Internet d. billboards e. radio

In the United States, the regulation of advertising involves a complex mix of laws and informal restrictions designed to Select one: a. protect consumers from deceptive practices. b. reduce international competition. c. institutionalize pull strategies. d. promote social marketing. e. stimulate domestic demand.

Kelly is the head of marketing for a nonprofit agency that supports the arts. She just received the go-ahead from her board of directors to conduct the agency's first-ever advertising campaign. Her first step will be to Select one: a. evaluate and select the media. b. create the advertisements. c. determine the advertising budget. d. identify the target audience. e. set the advertising objectives.

Informative advertising is used to Select one: a. prompt repurchase of a product. b. gather information about consumers. c. create and build brand awareness. d. trigger an emotional response. e. convince consumers to take action.

Which of the following is NOT a major consideration in determining an advertising budget? Select one: a. the product life cycle b. role of advertising in overall promotional objectives c. the nature of the product d. the nature of the market e. the budgeting method used

The key to a successful emotional advertising appeal is to use the emotion to Select one: a. make consumers cry. b. deliver a logical message. c. get consumers to think about the benefits of the product. d. balance social marketing with product-focused advertising. e. create a bond between the consumer and the brand.

The __________ is the primary enforcement agency for mass media advertising. Select one: a. USPS b. FTC c. FCC d. BATF e. FDA

Chet was struggling selling his golf photography outside a PGA event. When he offered a tee shirt with a golf photograph on it with any framed golf photo, sales picked up. Chet discovered the value of sales promotions—specifically _________—in encouraging customers to buy. Select one: a. deals b. samples c. premiums d. sweepstakes e. rebates

One of the advantages of niche media is that it often allows marketers to Select one: a. use major events like the Super Bowl. b. sell cooperative advertising space to cosponsors. c. spend fewer advertising dollars. d. change and personalize messages for different audiences. e. reach a larger audience than mass media.

"Buy one, get one free" is a __________ sales promotion. Select one: a. rebate b. coupon c. sample d. sweepstake e. deal

Generally, less money is spent on advertising in B2B markets because Select one: a. B2B marketing is too expensive to use advertising. b. publicity is the most effective advertising in B2B markets. c. B2B markets are too homogeneous to use advertising. d. business customers prefer coupons. e. B2B marketing usually involves more personal selling.

Brad is working on the creative design for his company's new ad campaign. This is his first major assignment. His boss reminds him that when writing a headline, it should Select one: a. identify the sponsor of the ad. b. be short and use simple words. c. represent the main text of the ad. d. overshadow the visual message. e. use jargon and complex terminology.

Jami is managing an extended advertising campaign for a local convenience store chain. The campaign includes a series of television, radio, and print messages. As part of monitoring the campaign, Jami will keep track of Select one: a. new advertising concepts. Incorrect b. planned store expansions in similar markets. c. the cost of the media buy. d. past economic conditions. e. the daily and weekly sales volume.

The additional sales that can be attributed to an advertising campaign are known as Select one: a. impact. b. payload. c. the campaign increment. d. ROI. e. lift.

Which of the following is NOT a public relations tool? Select one: a. coupons and rebates b. event sponsorships c. websites d. donating a portion of profits to a charitable cause e. news releases

Steve is working on the message to convey in his firm's advertising campaign. As a starting point, Steve should first consider Select one: a. whether he uses the product being advertised. b. which media he wants to use. c. touting the key benefits of his firm's services. d. what competitors are doing. e. the due date for his contribution to the campaign.

Yesenia is working on an advertisement to promote consumer awareness of the danger of solar radiation causing skin cancer. Yesenia's first concern will be to Select one: a. enlist creative advertising designers. b. get consumers' attention. c. use public relations to buy advertising space. d. collect a petition in support of controls against global warming. e. make sure firms producing sunscreen lotions approve.

__________ appeals help consumers make purchase decisions by offering facts in advertising messages and strong arguments built around relevant issues, explaining key benefits of the firm's products and services. Select one: a. Niche marketing b. Emotional c. Institutional d. Reminder e. Informational