Question 1

A supermarket manager should use ________ advertising to increase store traffic during the middle of the week.

Accepted Answer

A)  institutional
B)  indirect competitive
C)  pioneering
D)  reminder
E)  direct competitive

Question 2

Which country limits the use of political ads on TV?

Accepted Answer

A)  United States
B)  Canada
C)  New Zealand
D)  Japan
E)  Australia

Question 3

Comparative advertising tries to keep the product's name before the public.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following is the LEAST appropriate advertising objective?

Accepted Answer

A)  "We want our ads to increase traffic in our retail outlets by 10 percent."
B)  "We want our TV ads to really promote the product."
C)  "We want the ad campaign to increase our market share by 3 percent."
D)  "We want distribution in 30 percent of the desirable retail outlets."
E)  "We want to increase customer awareness for our products."

Question 5

A ski resort is considering a promotional campaign that emphasizes ads in national ski magazines.Which of the following disadvantages would most likely affect this campaign?

Accepted Answer

A)  inability to convey complex messages
B)  poor detail
C)  poor photo reproduction
D)  low reader involvement
E)  long lead times

Question 6

Regarding advertising media selection,which of the following is the best advice?

Accepted Answer

A)  "There is no such thing as a must buy."
B)  "Be sure the media match your target market."
C)  "Avoid the local media."
D)  "Make sure your first media choice reaches the whole target market."
E)  "Set very general promotion objectives to stay flexible."

Question 7

Spending on sales promotion exceeds spending on advertising.

Accepted Answer

A) True 
 B)False

Question 8

The National Cheese Association's ad theme "We are making better cheese for you" is an example of

Accepted Answer

A)  institutional advertising.
B)  cooperative advertising.
C)  pioneering advertising.
D)  competitive advertising.
E)  reminder advertising.

Question 9

Which of the following refers to programmatic delivery?

Accepted Answer

A)  the use of artificial intelligence to automate the placement of online advertising
B)  the number of people who click on an online advertisement based on a banner or pop-up ad
C)  placing advertising on social media sites that are relevant to the product or service being sold
D)  the use of sponsored ads on search engines
E)  the decision to advertise on all digital formats

Question 10

Producers of consumer-packaged goods typically stop using sales promotion when their product-markets mature.

Accepted Answer

A) True 
 B)False

Question 11

A company is planning sales promotion aimed at its consumers and distributors.What should the company do to effectively run its sales promotion?

Accepted Answer

A)  The company should hire a recent business graduate,with no work experience,to manage its sales promotion.
B)  The company should ask its sales or advertising managers to take the responsibility of sales promotion as well.
C)  The company should hire outside consultants who are specialists in sales promotion to manage the task.
D)  The company should set objectives and policies of the sales promotion independent of the entire marketing strategy.
E)  The company should target trade shows and price deals at its own sales force and training materials at its final consumers.

Question 12

Although there is still much to be learned about how mobile advertising differs from other formats,initial findings indicate that advertising on mobile devices should

Accepted Answer

A)  focus on creativity.
B)  maintain the look of traditional ads.
C)  avoid using video.
D)  include a definitive story arc.
E)  remain the same as a firm's advertising on any other format.

Question 13

Which of the following retailers spend the LEAST amount on advertising as a percentage of sales?

Accepted Answer

A)  hotels and motels
B)  grocery stores
C)  furniture stores
D)  jewelry stores
E)  department stores

Question 14

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)  confirmation

Question 15

An ad for Toyota's lowest-priced truck claimed that it "is tougher,gives better mileage,and costs less than any other truck" and specifically named the directly competitive trucks.This is an example of

Accepted Answer

A)  institutional advertising.
B)  comparative advertising.
C)  cooperative advertising.
D)  direct competitive advertising.
E)  pioneering advertising.

Question 16

Natalie St.John,brand manager for a cookie producer,says that she is looking for a "full service" advertising agency.Apparently,in addition to having the agency purchase media,she wants an agency to help

Accepted Answer

A)  plan package development.
B)  develop sales promotions.
C)  provide market research.
D)  create the actual advertisements.
E)  A full service agency might help with any of these.

Question 17

Which of the following products is related to the highest advertising spending as percent of sales?

Accepted Answer

A)  malt beverages
B)  cable and other pay TV services
C)  motor vehicles and car bodies
D)  perfume and cosmetics
E)  computers and office equipment

Question 18

Which of the following types of digital advertising works best for high-involvement products and immediate purchases?

Accepted Answer

A)  pop-up ads
B)  search advertising
C)  social network advertising
D)  directories and classifieds
E)  mobile advertising

Question 19

In the United States,which of the following has the power to control unfair or deceptive business practices,including deceptive advertising?

Accepted Answer

A)  CPSC
B)  FTC
C)  FDA
D)  OSHA
E)  USDA

Question 20

Which of the following statements about advertising agencies is true?

Accepted Answer

A)  Advertising agencies are specialists in planning and handling mass-selling details.
B)  Most advertising agencies are small,with 10 or fewer employees.
C)  The largest advertising agencies account for most of the billings.
D)  Advertising agencies are independent of the advertiser and have an outside view.
E)  All these answers are correct.

Exam 15: Advertising and Sales Promotion

Natalie St.John,brand manager for a cookie producer,says that she is looking for a "full service" advertising agency.Apparently,in addition to having the agency purchase media,she wants an agency to help

Correct AnswerverifiedShow Answer

An ad for Toyota's lowest-priced truck claimed that it "is tougher,gives better mileage,and costs less than any other truck" and specifically named the directly competitive trucks.This is an example of

Correct AnswerverifiedShow Answer

A ski resort is considering a promotional campaign that emphasizes ads in national ski magazines.Which of the following disadvantages would most likely affect this campaign?

Correct AnswerverifiedShow Answer

Which of the following products is related to the highest advertising spending as percent of sales?

Correct AnswerverifiedShow Answer

Producers of consumer-packaged goods typically stop using sales promotion when their product-markets mature.

Correct AnswerverifiedShow Answer

A supermarket manager should use ________ advertising to increase store traffic during the middle of the week.

Correct AnswerverifiedShow Answer

Which of the following refers to programmatic delivery?

Correct AnswerverifiedShow Answer

Regarding advertising media selection,which of the following is the best advice?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Comparative advertising tries to keep the product's name before the public.

Correct AnswerverifiedShow Answer

Which of the following types of digital advertising works best for high-involvement products and immediate purchases?

Correct AnswerverifiedShow Answer

Which of the following is the LEAST appropriate advertising objective?

Correct AnswerverifiedShow Answer

In the United States,which of the following has the power to control unfair or deceptive business practices,including deceptive advertising?

Correct AnswerverifiedShow Answer

Spending on sales promotion exceeds spending on advertising.

Correct AnswerverifiedShow Answer

A company is planning sales promotion aimed at its consumers and distributors.What should the company do to effectively run its sales promotion?

Correct AnswerverifiedShow Answer

Which of the following statements about advertising agencies is true?

Correct AnswerverifiedShow Answer

The National Cheese Association's ad theme "We are making better cheese for you" is an example of

Correct AnswerverifiedShow Answer

Although there is still much to be learned about how mobile advertising differs from other formats,initial findings indicate that advertising on mobile devices should

Correct AnswerverifiedShow Answer

Which country limits the use of political ads on TV?

Correct AnswerverifiedShow Answer

Which of the following retailers spend the LEAST amount on advertising as a percentage of sales?

Correct AnswerverifiedShow Answer

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