Chap 12 Test bank PDF

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MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 1) Starbucks has signed a contract with a television production company to have its brand featured prominently in a new situation comedy about empty nesters. The conditions of the agreement state that the situation comedy will feature only the Starbucks brand of coffee. What kind of advertising technique is being used in this example? A) subliminal advertising B) vertical integration C) geofencing D) product placement E) advertainment

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2) Which of the following best describes the term "Madison and Vine"? A) voicing social concerns through advertising B) utilizing the slice of life style of advertising C) using social media for advertising a brand D) emphasizing reach over impact in advertising E) merging advertising with entertainment

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3) In the competitive -parity method of setting an advertising budget, the budget is set based on ________. A) a percentage of future sales B) a percentage of current sales C) the amount spent by similar companies in the same industry D) objectives set by the company and the cost required to accomplish them E) the total revenues that a company makes

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4) In a promotion mix, ________ occurs when a firm's sales force makes individual presentations to consumers for the purpose of promoting sales and building customer relationships. A) crowdsourcing B) merchandising C) advertising D) personal selling E) public relations

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5) Inglast, a chocolate producer, is faced with a class action suit when customers found pieces of plastic in boxes of cocoa powder. Inglast settles the case and then releases an advertising campaign to show the new and improved safety seals on all containers of cocoa powder. Which kind of advertisement has Inglast most likely used? A) informative B) comparative C) reminder D) personalized E) classified

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6) Which of the following promotion mix approaches involves a producer promoting a product to different channel members who in turn promote the product to customers? A) a push strategy B) vertical integration C) direct marketing D) a pull strategy E) the publish-subscribe method

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7) The objective of ________ advertising is to build primary demand. A) comparative B) personal C) informative D) reminder E) persuasive

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8) Which method of setting advertising budgets best helps management think about the relationship between promotion spending, selling price, and profit per unit? A) adaptive -control method B) percentage-of-sales method C) objective -and-task method D) affordable method E) competitive -parity method

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9) Which of the following is a disadvantage of using digital, mobile, and social media for advertising? A) The audience controls content and ad exposure. B) Audience selectivity is low. C) The interactive capabilities are low. D) There is little scope for personalization. E) The costs are high.

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10) A TV ad promoting how an ordinary person's life has changed due to considerable weight loss is an example of the ________ style of advertising. A) mood or image B) fantasy C) testimonial evidence D) technical expertise E) scientific evidence

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11) Crest toothpaste has used a ________ style of advertising to convince buyers that Crest is better than other brands at fighting cavities. A) mood or image B) testimonial evidence C) technical expertise D) fantasy E) scientific evidence

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12) Which of the following is true of advertising in the new marketing communications model? A) Advertisers are using less targeted media to reach customers. B) Advertisers are finding traditional media less expensive. C) Advertisers have replaced print catalogues with digital versions. D) Advertisers are increasingly shifting toward digital media. E) Advertisers are spending more on broadcast advertising.

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13) In a marketing communications mix, ________ refers to any short-term incentive that encourages the purchase or sale of a product or service. A) public relations B) advertising C) crowdsourcing D) personal selling E) sales promotion

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14) The ________ style of advertising shows ordinary people clearly using a product in a normal setting. A) mood or image B) technical expertise C) testimonial evidence D) slice of life E) personality symbol

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15) Which of the following is true of public relations? A) It is the most widely used promotional tool. B) It cannot be used to dramatize a product or company. C) It provides quick incentives to make product purchases. D) It involves training a dedicated sales force to meet customers. E) It emphasizes news and events rather than sales.

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16) Which of the following is true of marketing strategies that are being developed in the new marketing communications model? A) They use very little alternative media. B) They are more targeted, social, and engaging. C) They include a greater number of print media ads. D) They target much larger customer segments. E) They rely more on mass -media marketing techniques.

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17) Which of the following is a function of an integrated marketing communications system? A) controlling production levels by feedback received from customers B) delivering a clear, consistent, and compelling message on the product to each brand contact C) allowing suppliers or vendors to manage the inventory of products D) designing products using environmentally friendly techniques E) sharing company forecasting details with shareholders

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18) Pepsi Cola has long used this form of ________ advertising in an attempt to take market share from their primary rival, Coca Cola. A) reminder B) comparative C) informative D) personal E) classified

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19) Which of the following is true of personal selling? A) It presents a firm's message as news rather than as a sales-directed communication. B) It is the most effective promotional tool for geographically dispersed buyers. C) It allows firms to dramatize product offers through arts and visuals. D) It is the most expensive promotional tool for companies to utilize. E) It is an ineffective method for building long-term customer relationships.

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20) Which of the following best describes the personality symbol style of advertising? A) using an animated character or mascot to represent a product in an advertisement B) using scientific evidence to support claims about a product in an advertisement C) using a celebrity to endorse a product in an advertisement D) using a technical expert to recommend a product in an advertisement E) using ordinary people to show how a product affects them in their daily lives

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21) Which of the following is a disadvantage of advertising? A) It does not allow dramatization of the brand or company. B) It reaches targeted customers too slowly in most cases. C) It is the most costly promotion tool for companies. D) It can be too customized and only attracts small, niche markets. E) It only provides one-way communication with customers.

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22) Which of the following is an example of a firm utilizing public relations as a promotion tool? A) a firm using its personal sales force at an expo to sell its products B) a firm providing interesting information about a product to the news media C) a firm using a celebrity to endorse a product in a television commercial D) a firm sending its catalog directly to customers through e-mail E) a firm informing customers of special discounts on its website

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23) Which of the following is an example of branded entertainment? A) a company using a famous song in its advertisement B) a company placing its product in a movie scene C) a company using a celebrity to endorse a product D) a company using an acclaimed movie director to film an advertisement E) a company airing its advertisements in movie theaters

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24) Which of the following is most likely a difference between advertising and sales promotion? A) Advertising is a sales -directed form of communication, while sales promotions are endorsed as company news. B) Advertising can trigger quick sales, while sales promotions cannot. C) Advertising can be used to build up a long-term image for a product while sales promotion effects can be short lived. D) Advertising is not as effective in building long-term brand preferences as sales promotions. E) Advertising can be used to dramatize product offers, but sales promotion cannot be used for this purpose.

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25) Which of the following is a disadvantage of using a magazine as an advertising medium? A) It involves high costs. B) It has low credibility and image. C) It consists of low-quality reproduction. D) It has low geographic selectivity. E) It has a poor pass -along readership.

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26) Studio 19 is a dance studio geared to adults who want to learn ballroom and Latin dance. When individuals call the studio, they're encouraged to access the website to receive a $25 e -coupon entitling them to a free half hour of dance instruction. Once they become patrons, text messages are sent to share news about featured dance instructors and upcoming special events. Which of the following promotion mix tools does Studio 19 employ to reach target customers? A) personal selling B) crowdsourcing C) public relations D) direct marketing E) retailing

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27) Which of the following is an example of a combination of sales promotions and direct marketing? A) a company's sales representatives meeting customers directly to present customized offerings B) a company giving discounts on their product prices in order to gain a brand image C) a company releasing a nationwide television ad about every buyer having a chance to win a lottery prize D) a company sending an e-mail to a customer about a discount on a product during a holiday season E) a company holding a press conference to talk about their new product

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28) Strings, a family -owned musical instrument business, offers three hours of free music lessons with the purchase of any stringed instrument over $500 during the month of May. This is an example of which promotion mix element? A) personal selling B) direct and digital marketing C) sales promotion D) advertising E) public relations

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29) Which of the following is true of direct and digital marketing? A) It is suited for highly targeted marketing efforts and for building one -to-one customer relationships. B) It is presented as company news rather than as a sales-directed communication. C) It is an impersonal promotion tool that hinders two-way communication. D) Its marketing message is fixed and does not change according to the customer's requirements. E) It does not involve any interaction between the company and its customers.

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30) According to the text, the most logical budget-setting method in advertising is the ________ method. A) adaptive -control B) affordable C) objective -and-task D) percentage-of-sales E) competitive -parity

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31) Chic Eyewear, a producer of designer eyeglass frames, promotes their new line in national fashion magazines. Chic Eyewear lists the select optical retailers that carry their line at the bottom of their ads. This is an example of a ________ strategy. A) direct marketing B) pull C) push D) publish -subscribe E) vertical integration

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32) Window Concepts has introduced a new line of windows that offer the same benefits as solar panels in reducing heating and cooling costs in homes. The state -of-the -art windows will also contribute to the slowing of global warming while providing energy reliability. The company sends a team of representatives to the National Doors and Windows Trade Show to promote the new line of windows. Which promotion mix tool has Window Concepts used in this scenario? A) public relations B) personal selling C) crowdcasting D) crowdsourcing E) advertising

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33) Rather than just creating and placing "TV ads" or "print ads" or "Snapchat branded stories," many marketers now view themselves more broadly as ________ managers. A) social media marketing B) integrated marketing communication C) direct marketing D) content marketing E) multi-media marketing

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34) Which of the following media is most suitable for advertising a product that needs to be demonstrated? A) newspaper B) billboard C) magazine D) television E) radio

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35) ________ advertising primarily maintains brand relationships and is important for mature products. A) Personalized B) Persuasive C) Reminder D) Comparative E) Classified

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36) Which of the following is true of consumers in the new marketing communications model? A) They are less powerful than before in affecting the way a company markets its products. B) They are more reliant on mass-media marketing methods for product information. C) They are less informed than before about companies and product marketing techniques. D) They are better equipped to find product and brand information on their own. E) They are more reliant on traditional methods of marketing for product information.

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37) A company that uses telephone marketing to sell its products to customers is most likely using the promotion tool of ________. A) retailing B) public relations C) advertising D) direct and digital marketing E) merchandising

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38) When a company issues a press release to announce a sizable donation to a national charity, it is using ________ to generate goodwill and maintain a positive corporate image. A) personal selling B) sales promotion C) direct and digital marketing D) advertising E) public relations

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39) Trendy Appliances has introduced a new product, Minute Yogurt, into the yogurt maker appliance market. Minute Yogurt differs from competitive offerings because it takes a minute to blend and a minute to clean. Which type of advertising would be best for promoting Minute Yogurt? A) reminder advertising B) classified advertising C) personalized advertising D) comparative advertising E) informative advertising

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40) Which of the following is an effect of the advancement of technology on marketing? A) Marketers go through more intermediaries to connect with consumers. B) Consumers rely less on marketer-supplied information than in the past. C) Marketers tend to supply less information to consumers than in the past. D) Fragmented markets have assimilated into a few mass markets. E) Marketers have increasingly moved toward mass-marketing techniques.

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41) Lush Lawns, a new landscaping company, uses the same logo and shade of green in all forms of communication including its online ads, truck signage, website, and business cards. Which technique is being used by Lush Lawns to promote its business? A) logistics information management B) global marketing management C) inventory control segmentation D) niche market penetration E) integrated marketing communications

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42) Which of the following media is most suitable for having consumers provide input on product design or features? A) radio B) television C) billboards D) magazines E) social media

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43) ________ tends to legitimize products, is very expressive, allows brand or company dramatization, and can build up a long-term image for a product. A) Door-to-door selling B) Telephone marketing C) Printed-catalog marketing D) Direct mailing E) Television advertising

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44) The aim of ________ is to make ads and brand content so engaging or useful that people want to watch them. A) subliminal advertising B) advertainment C) infotainment advertising D) social advertising E) branded entertainment

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45) A pharmaceutical manufacturer offers monetary incentives to its sales representatives to promote a new drug to the medical professionals in their respective geographic territories. This is an example of a ________ strategy. A) push B) direct marketing C) publish -subscribe D) pull E) vertical integration

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46) In a promotion mix, ________ performs the functions of building a good rapport with entities outside the company, building up a good corporate image, and handling unfavourable rumors and events. A) advertising B) personal selling C) sales promotion D) public relations E) direct marketing

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47) In a promotion mix, ________ involve(s) personally connecting with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships. A) advertising B) public relations C) indirect procurement D) predictive analyticals E) direct marketing

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48) ________ is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. A) Direct marketing B) Public relations C) Personal selling D) Advertising E) Sales promotion

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49) The early manufacturers of electric vehicles (EVs) first had to invest in ________ advertising to make the market aware of the economic and performance benefits. A) reminder B) switching C) informative D) comparative E) persuasive

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50) TechGreen is launching a line of miniature solar chargers for laptops, cellphones, and other electronic devices. The chargers are compact and affordable, and the green energy technology is a value -added benefit for both the company and consumers. Which of the following would qualify as an advertisement for TechGreen's new solar chargers? A) a press conference to discuss the various benefits, including environmental features B) a front-page notice of the release of TechGreen's solar chargers in all leading newspapers C) an online lottery where interested buyers have a chance to win a prize D) an endorsement by a national environmental organization to tout the benefits of the new solar chargers E) the use of dedicated sales personnel to explain the qualities of the new solar chargers to retailers

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51) Karen Dodd is employed by Dell and responsible for calling on primary schools in her home province of British Columbia to promote the company's offerings. She demonstrates the Dell line of products including desktop computers, laptops, and tablets and fields questions from teachers and administrators alike. This is an example of which promotion tool? A) personal selling B) digital advertising C) television advertising D) public relations E) sales promotion

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52) Which of the following is the first step in developing an advertising program? A) developing an advertising strategy B) setting the advertising budget C) evaluating advertising campaigns D) setting advertising objectives E) developing a brand message

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53) Marketers need to know how customers connect with an ad and brand idea as a part of the broader brand relationship. This can be achieved by measuring ________ levels. A) reach B) media engagement C) frequency D) readership E) listenership

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54) Power Pro, a leading manufacturer of lawn and garden equipment, releases a new line of cordless, lightweight, electric weed trimmers. To boost sales, Power Pro issues a 50 percent off coupon to the first 100 buyers at all Home Depot stores in Ontario. Which element of the promotion mix has Power Pro used in this scenario? A) advertising B) public ...