Question 1

Why do many people think advertising and marketing are synonymous?

Accepted Answer

Advertising encompasses an eno...

Question 2

Glenn is trying to promote his new, self-published financial guidebook. By directly promoting it to readers in Wall Street Journal, he is using a push strategy.

Accepted Answer

A) True 
 B)False

Question 3

________ channels are used to reach a broad audience; ________ channels are used to reach a narrower segment of consumers.

Accepted Answer

A)   Niche media; mass media
B)   Media mix; media buy
C)   Media buy; media mix
D)   Mass media; niche media
E)   Promotion; institutional

Question 4

Sarah goes through the newspaper looking for coupons to help reduce her living expenses. Her roommate Paige doesn't read newspapers, let alone look through them for coupons. But Paige filled out a form from inside a cereal box entering her in a drawing for free exercise equipment. What kind of sales promotion reached Paige?

Accepted Answer

A)   loyalty program
B)   contest
C)   deal
D)   premium
E)   sweepstakes

Question 5

An iPad mini advertisement appearing in New York Times is an example of using a niche media channel.

Accepted Answer

A) True 
 B)False

Question 6

The three general objectives of advertising are to select, target, and promote.

Accepted Answer

A) True 
 B)False

Question 7

An advertising plan is crucial to an ad campaign because it

Accepted Answer

A)   is the basis for sales commissions.
B)   is required by the accounting department.
C)   offers insights into the creative leadership of mass media buyers.
D)   will later be used to measure the success or failure of the campaign.
E)   stimulates demand for a product category.

Question 8

________ 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.

Accepted Answer

A)   Emotional
B)   Niche marketing
C)   Informational
D)   Institutional
E)   Reminder

Question 9

Generally, when advertising to consumers, the objective of an advertising campaign is

Accepted Answer

A)   a pull strategy-to get the product into stores by having consumers demand it.
B)   a push strategy-to increase demand by focusing on wholesalers, retailers, or salespeople.
C)   to win advertising awards.
D)   to offset sales promotion costs.
E)   to maximize media planning.

Question 10

Persuasive advertising is often used when competition

Accepted Answer

A)   is nonexistent.
B)   is cooperating.
C)   is most intense.
D)   is declining.
E)   is ineffective.

Question 11

The ________ is the combination of media used and the frequency of advertising in each medium.

Accepted Answer

A)   media plan
B)   media buy
C)   media mix
D)   communications tactical plan
E)   communications operational plan

Question 12

In the United States, the regulation of advertising involves a complex mix of laws and informal restrictions designed to

Accepted Answer

A)   protect consumers from deceptive practices.
B)   stimulate domestic demand.
C)   reduce international competition.
D)   promote social marketing.
E)   institutionalize pull strategies.

Question 13

Generally, which of the following media outlets relies on a mix of visual and auditory techniques and is typically very expensive?

Accepted Answer

A)   Internet
B)   newspaper
C)   radio
D)   television
E)   billboards

Question 14

The primary federal agencies that regulate advertising activities in the United States are the Fed, FEMA, and the FCC.

Accepted Answer

A) True 
 B)False

Question 15

What is a unique selling proposition (USP)? Propose one for your university.

Accepted Answer

A unique selling proposition is a common...

Question 16

One of the advantages of niche media is it often allows marketers to

Accepted Answer

A)   reach a larger audience than mass media.
B)   use major events like the Super Bowl.
C)   change and personalize messages for different audiences.
D)   sell cooperative advertising space to cosponsors.
E)   spend fewer advertising dollars.

Question 17

Traditionally, marketers have seen the role of ________ as generating short-term results, whereas the goal of ________ was to lead to long-term results.

Accepted Answer

A)   public relations; institutional advertising
B)   advertising; personal selling
C)   sales promotion; advertising
D)   advertising; public relations
E)   corporate blogs; public relations

Question 18

The author/self-publisher of a new book, The Gullah Bible (a translation of the Bible into the Gullah language), wants to advertise her book. Which media outlets would be most appropriate?

Accepted Answer

Since this is a niche market product, sh...

Question 19

Kevin is recognized by his friends as an activist on many fronts. He prefers to buy products from firms that will donate part of the total purchase price to organizations he supports. Marketers recognize that this approach can be an important competitive tool; it is called

Accepted Answer

A)   social activist marketing.
B)   voluntary premium pricing.
C)   cause-related marketing.
D)   business/social responsibility.
E)   the do-gooder syndrome.

Question 20

One problem facing advertisers is that consumers screen out messages that are not relevant to them.

Accepted Answer

A) True 
 B)False

Exam 18: Advertising, Public Relations, and Sales Promotions

The primary federal agencies that regulate advertising activities in the United States are the Fed, FEMA, and the FCC.

Correct Answer
verified

An iPad mini advertisement appearing in New York Times is an example of using a niche media channel.

Correct Answer
verified

In the United States, the regulation of advertising involves a complex mix of laws and informal restrictions designed to

Correct Answer
verified

________ 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.

Correct Answer
verified

Generally, when advertising to consumers, the objective of an advertising campaign is

Correct Answer
verified

One problem facing advertisers is that consumers screen out messages that are not relevant to them.

Correct Answer
verified

What is a unique selling proposition (USP)? Propose one for your university.

Correct Answer
verified
A unique selling proposition is a common...
View Answer

An advertising plan is crucial to an ad campaign because it

Correct Answer
verified

The author/self-publisher of a new book, The Gullah Bible (a translation of the Bible into the Gullah language), wants to advertise her book. Which media outlets would be most appropriate?

Correct Answer
verified
Since this is a niche market product, sh...
View Answer

Traditionally, marketers have seen the role of as generating short-term results, whereas the goal of was to lead to long-term results.

Correct Answer
verified

Why do many people think advertising and marketing are synonymous?

Correct Answer
verified
Advertising encompasses an eno...
View Answer

The ________ is the combination of media used and the frequency of advertising in each medium.

Correct Answer
verified

Generally, which of the following media outlets relies on a mix of visual and auditory techniques and is typically very expensive?

Correct Answer
verified

The three general objectives of advertising are to select, target, and promote.

Correct Answer
verified

channels are used to reach a broad audience; channels are used to reach a narrower segment of consumers.

Correct Answer
verified

One of the advantages of niche media is it often allows marketers to

Correct Answer
verified

Glenn is trying to promote his new, self-published financial guidebook. By directly promoting it to readers in Wall Street Journal, he is using a push strategy.

Correct Answer
verified

Correct Answer
verified

Kevin is recognized by his friends as an activist on many fronts. He prefers to buy products from firms that will donate part of the total purchase price to organizations he supports. Marketers recognize that this approach can be an important competitive tool; it is called

Correct Answer
verified

Persuasive advertising is often used when competition

Correct Answer
verified

Exam 18: Advertising, Public Relations, and Sales Promotions

The primary federal agencies that regulate advertising activities in the United States are the Fed, FEMA, and the FCC.

Correct AnswerverifiedShow Answer

An iPad mini advertisement appearing in New York Times is an example of using a niche media channel.

Correct AnswerverifiedShow Answer

In the United States, the regulation of advertising involves a complex mix of laws and informal restrictions designed to

Correct AnswerverifiedShow Answer

________ 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.

Correct AnswerverifiedShow Answer

Generally, when advertising to consumers, the objective of an advertising campaign is

Correct AnswerverifiedShow Answer

One problem facing advertisers is that consumers screen out messages that are not relevant to them.

Correct AnswerverifiedShow Answer

What is a unique selling proposition (USP)? Propose one for your university.

Correct AnswerverifiedA unique selling proposition is a common...View AnswerShow Answer

An advertising plan is crucial to an ad campaign because it

Correct AnswerverifiedShow Answer

The author/self-publisher of a new book, The Gullah Bible (a translation of the Bible into the Gullah language), wants to advertise her book. Which media outlets would be most appropriate?

Correct AnswerverifiedSince this is a niche market product, sh...View AnswerShow Answer

Traditionally, marketers have seen the role of ________ as generating short-term results, whereas the goal of ________ was to lead to long-term results.

Correct AnswerverifiedShow Answer

Why do many people think advertising and marketing are synonymous?

Correct AnswerverifiedAdvertising encompasses an eno...View AnswerShow Answer

The ________ is the combination of media used and the frequency of advertising in each medium.

Correct AnswerverifiedShow Answer

Generally, which of the following media outlets relies on a mix of visual and auditory techniques and is typically very expensive?

Correct AnswerverifiedShow Answer

The three general objectives of advertising are to select, target, and promote.

Correct AnswerverifiedShow Answer

________ channels are used to reach a broad audience; ________ channels are used to reach a narrower segment of consumers.

Correct AnswerverifiedShow Answer

One of the advantages of niche media is it often allows marketers to

Correct AnswerverifiedShow Answer

Glenn is trying to promote his new, self-published financial guidebook. By directly promoting it to readers in Wall Street Journal, he is using a push strategy.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Kevin is recognized by his friends as an activist on many fronts. He prefers to buy products from firms that will donate part of the total purchase price to organizations he supports. Marketers recognize that this approach can be an important competitive tool; it is called

Correct AnswerverifiedShow Answer

Persuasive advertising is often used when competition

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
A unique selling proposition is a common...
View Answer

Correct Answer
verified

Correct Answer
verified
Since this is a niche market product, sh...
View Answer

Traditionally, marketers have seen the role of as generating short-term results, whereas the goal of was to lead to long-term results.

Correct Answer
verified

Correct Answer
verified
Advertising encompasses an eno...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

channels are used to reach a broad audience; channels are used to reach a narrower segment of consumers.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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