Question 1

Best Sound, Inc. placed a full-page color ad in Car Talk magazine--stressing the better sound available with its car stereo product as compared to similarly priced products--to try to affect its target market's future buying decisions. This is an example of:

Accepted Answer

A)   reminder advertising.
B)   pioneering advertising.
C)   direct competitive advertising.
D)   institutional advertising.
E)   indirect competitive advertising.F) B) and D)
G) A) and B)

Question 2

Point-of-purchase ads for a product work best in which stage of the adoption process?

Accepted Answer

A)   Awareness
B)   Interest
C)   Evaluation and trial
D)   Decision
E)   ConfirmationF) A) and D)
G) C) and D)

Question 3

Competitive advertising which makes specific brand comparisons--using actual names--is ______________ advertising.

Accepted Answer

A)   direct competitive
B)   cooperative
C)   comparative
D)   pioneering
E)   institutionalF) D) and E)
G) C) and D)

Question 4

Nissan's Altima advertises the performance of its new luxury sedan by showing it side-by-side with competing brands, like Lexus and BMW. This is:

Accepted Answer

A)   primary advertising.
B)   institutional advertising.
C)   reminder advertising.
D)   comparative advertising.
E)   selective advertising.F) B) and D)
G) A) and C)

Question 5

Advertising can be useful in a marketing strategy for getting attention, holding interest, arousing desire, and obtaining action.

Accepted Answer

A) True 
 B)False

Question 6

Popular social network websites include:

Accepted Answer

A)   FourSquare
B)   Facebook
C)   MySpace
D)   LinkedIn
E)   All of these are popular social network websites.F) A) and E)
G) A) and D)

Question 7

Advertising spending as a percent of sales dollars is lowest for:

Accepted Answer

A)   malt beverages.
B)   cars.
C)   cable TV.
D)   computers.
E)   games.F) C) and E)
G) A) and B)

Question 8

Regarding message planning:

Accepted Answer

A)   a specific message usually can be used for several target markets.
B)   communication may be poor if there is not a common frame of reference.
C)   behavioral research shows that most consumers cannot "tune out" advertising messages.
D)   advertising is more suitable for changing behavior than attitudes.
E)   All of these alternatives are correct.F) C) and D)
G) B) and E)

Question 9

When a company includes "stories" and/or videos on its website of how it has helped individual customers solve an important problem, this is an example of a:

Accepted Answer

A)   branded service.
B)   blog.
C)   Facebook page.
D)   case study.
E)   microblog.F) A) and B)
G) B) and E)

Question 10

DIRECT competitive advertising:

Accepted Answer

A)   aims for immediate buying action.
B)   tries to develop primary demand.
C)   is only seen in newspapers.
D)   only uses direct mail.
E)   stresses specific product advantages--so the target customers will buy the advertised brand when they are ready to buy.F) B) and D)
G) C) and E)

Question 11

Because of different advertising rules in different countries, it's best for a marketing manager to get help from local advertising experts.

Accepted Answer

A) True 
 B)False

Question 12

The effectiveness of advertising is best measured by relying on the judgment of creative people and advertising "experts."

Accepted Answer

A) True 
 B)False

Question 13

Sales promotion aimed at company's own sales force is sometimes called trade promotion.

Accepted Answer

A) True 
 B)False

Question 14

Sales promotion should be targeted toward

Accepted Answer

A)   wholesalers.
B)   business customers.
C)   final consumers.
D)   retailers.
E)   Any of these could be an appropriate target.F) A) and E)
G) All of the above

Question 15

Which of the following retailers spend more on advertising as a percent of sales?

Accepted Answer

A)   Amusement parks.
B)   Hotels and motels.
C)   Women's clothing stores.
D)   Grocery stores.E) B) and C)
F) B) and D)

Question 16

Advertising which tries to develop primary demand for a product category rather than a specific brand is called ______________ advertising.

Accepted Answer

A)   comparative
B)   institutional
C)   competitive
D)   pioneering
E)   persuadingF) A) and E)
G) C) and D)

Question 17

Sears advertises its "DieHard" auto batteries as "even better than your original battery." The ads tell possible customers to get a DieHard at their Sears auto center the next time they need one. This is an example of

Accepted Answer

A)   institutional advertising.
B)   the indirect type of competitive advertising.
C)   the direct type of competitive advertising.
D)   comparative advertising.
E)   reminder advertising.F) None of the above
G) C) and E)

Question 18

In __________, print ads must be identified so they are not confused with editorial matter.

Accepted Answer

A)   USA
B)   Canada
C)   New Zealand
D)   Japan
E)   SwitzerlandF) C) and D)
G) A) and D)

Question 19

Which of the following statements is(are)  TRUE regarding government's role in regulating advertising?

Accepted Answer

A)   Canada bans any advertising targeted directly at children.
B)   Japan limits the use of cartoon characters in ads to children.
C)   Switzerland does not allow an actor to represent a consumer in an ad.
D)   New Zealand limits political ads on TV.
E)   All of these statements are TRUE.F) B) and E)
G) A) and E)

Question 20

The U.S. is one of only a few countries in the world where the government takes an active role in deciding what kinds of advertising are allowable, fair, or appropriate.

Accepted Answer

A) True 
 B)False

Exam 15: Advertising, Publicity, and Sales Promotion

Which of the following statements is(are) TRUE regarding government's role in regulating advertising?

Correct AnswerverifiedShow Answer

Advertising can be useful in a marketing strategy for getting attention, holding interest, arousing desire, and obtaining action.

Correct AnswerverifiedShow Answer

Sears advertises its "DieHard" auto batteries as "even better than your original battery." The ads tell possible customers to get a DieHard at their Sears auto center the next time they need one. This is an example of

Correct AnswerverifiedShow Answer

Competitive advertising which makes specific brand comparisons--using actual names--is ______________ advertising.

Correct AnswerverifiedShow Answer

The U.S. is one of only a few countries in the world where the government takes an active role in deciding what kinds of advertising are allowable, fair, or appropriate.

Correct AnswerverifiedShow Answer

Nissan's Altima advertises the performance of its new luxury sedan by showing it side-by-side with competing brands, like Lexus and BMW. This is:

Correct AnswerverifiedShow Answer

When a company includes "stories" and/or videos on its website of how it has helped individual customers solve an important problem, this is an example of a:

Correct AnswerverifiedShow Answer

Sales promotion should be targeted toward

Correct AnswerverifiedShow Answer

Point-of-purchase ads for a product work best in which stage of the adoption process?

Correct AnswerverifiedShow Answer

Because of different advertising rules in different countries, it's best for a marketing manager to get help from local advertising experts.

Correct AnswerverifiedShow Answer

Regarding message planning:

Correct AnswerverifiedShow Answer

Best Sound, Inc. placed a full-page color ad in Car Talk magazine--stressing the better sound available with its car stereo product as compared to similarly priced products--to try to affect its target market's future buying decisions. This is an example of:

Correct AnswerverifiedShow Answer

Popular social network websites include:

Correct AnswerverifiedShow Answer

Sales promotion aimed at company's own sales force is sometimes called trade promotion.

Correct AnswerverifiedShow Answer

Advertising which tries to develop primary demand for a product category rather than a specific brand is called ______________ advertising.

Correct AnswerverifiedShow Answer

The effectiveness of advertising is best measured by relying on the judgment of creative people and advertising "experts."

Correct AnswerverifiedShow Answer

In __________, print ads must be identified so they are not confused with editorial matter.

Correct AnswerverifiedShow Answer

DIRECT competitive advertising:

Correct AnswerverifiedShow Answer

Advertising spending as a percent of sales dollars is lowest for:

Correct AnswerverifiedShow Answer

Which of the following retailers spend more on advertising as a percent of sales?

Correct AnswerverifiedShow Answer

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