Kotler mm14 tif18test bank for marketing management Koter PDF

Preview

Summary

test bank for marketing management Koter...

Description

Marketing Management, 14e (Kotler/Keller) Chapter 18 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations 1) An ________ is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time. A) advertising medium B) advertising objective C) advertising channel D) advertising budget E) advertising copy Answer: B Page Ref: 504 Objective: 1 Difficulty: Easy 2) ________ aims to create brand awareness and knowledge of new products or new features of existing products. A) Informative advertising B) Corporate advertising C) Reinforcement advertising D) Persuasive advertising E) Reminder advertising Answer: A Page Ref: 504 Objective: 1 Difficulty: Easy 3) Which of the following is an example of informational advertising? A) Volkswagen famed "Drivers Wanted" campaign B) Pringles campaign with the tagline "Once You Pop, the Fun Don't Stop" C) KFC's fast-food range that it claims to be "Finger Lickin' Good" D) The California Milk Processor Board's famous "Got Milk" campaign E) Excedrin's ads that claim it stops the toughest headache Answer: E Page Ref: 504 Objective: 1 AACSB: Analytic skills Difficulty: Easy

1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

4) ________ aims to create liking, preference, conviction, and purchase of a product or service. A) Corporate advertising B) Reminder advertising C) Persuasive advertising D) Reinforcement advertising E) Informational advertising Answer: C Page Ref: 505 Objective: 1 Difficulty: Easy 5) Comparative advertising works best when ________. A) it elicits cognitive and behavioral motivations simultaneously B) the firm is trying to minimize brand dilution C) consumers are processing advertising in a detailed, analytical mode D) it elicits affective motivation, followed by cognitive motivation E) the advertising message uses negative fear appeals Answer: C Page Ref: 505 Objective: 1 Difficulty: Moderate 6) ________ aims to stimulate repeat purchase of products and services. A) Reinforcement advertising B) Comparative advertising C) Persuasive advertising D) Informational advertising E) Reminder advertising Answer: E Page Ref: 505 Objective: 1 Difficulty: Easy

2 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

7) The "Got Milk" campaign was intended to boost the sagging milk consumption among Californians in the 1990s. The campaign ads highlighted the inconvenience of running out of milk when intended to be used with certain foods, such as cookies or muffins, advising consumers to stock up on milk to avoid such inconveniences. The "Got Milk?" campaign an example of ________. A) informational advertising B) reminder advertising C) institutional advertising D) comparative advertising E) reinforcement advertising Answer: B Page Ref: 505 Objective: 1 AACSB: Analytic skills Difficulty: Moderate 8) ________ aims to convince current purchasers that they made the right choice. A) Persuasive advertising B) Informational advertising C) Reinforcement advertising D) Reminder advertising E) Comparative advertising Answer: C Page Ref: 505 Objective: 1 Difficulty: Easy 9) Which of the following conditions necessitates that the objective of advertising should be to stimulate more usage of a product? A) the advertised product belongs to a nascent product category B) the company is not the market leader C) the advertised brand is superior to the market leader D) the product class is mature E) brand usage for the product is very high Answer: D Page Ref: 505 Objective: 1 Difficulty: Moderate

3 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

10) Which of the following statements is true of the factors that affect an advertising budget? A) High-market-share brands usually require proportionately high advertising expenditure as a percentage of sales to maintain share. B) Brands in less-differentiated or commodity-like product classes require very less advertising to establish a unique image. C) New products typically merit large advertising budgets to build awareness and to gain consumer trial. D) In a market with few competitors and moderate advertising spending, a brand must advertise more heavily to be heard. E) Established brands usually are supported with high advertising budgets, measured as a ratio to sales. Answer: C Page Ref: 505 Objective: 1 Difficulty: Moderate 11) Marketers often cut the cost of advertising dramatically by using consumers as their creative team. This strategy is known as ________. A) disintermediation B) public relations C) vertical integration D) reintermediation E) crowdsourcing Answer: E Page Ref: 50 Objective: 1 Difficulty: Easy 12) Which of the following is generally acknowledged as the most powerful advertising medium and reaches a broad spectrum of consumers at low cost per exposure? A) television B) radio C) newspapers D) magazines E) billboards Answer: A Page Ref: 507 Objective: 1 Difficulty: Easy

4 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

13) TV advertising is considered to be particularly advantageous because ________. A) the low volume of nonprogramming material on television makes it difficult for consumers to ignore or forget ads B) it provides detailed product information and effectively communicates user and usage imagery C) it can vividly demonstrate product attributes and persuasively explain their corresponding consumer benefits D) TV channels are very targeted, ads are relatively inexpensive to produce and place, and short closings allow for quick response E) it lets companies achieve a balance between broad and localized market coverage Answer: C Page Ref: 507 Objective: 1 Difficulty: Moderate 14) According to researchers, which of the following is the correct order in which content of print advertisements matter? A) picture-headline-copy B) copy-picture-headline C) headline-copy-picture D) picture-copy-headline E) copy-headline-picture Answer: A Page Ref: 508 Objective: 1 Difficulty: Easy 15) Which of the following is the main advantage of radio as an advertising medium? A) low competition B) more attention than television C) longer duration of ad exposure D) flexibility E) standardized rate structures Answer: D Page Ref: 509 Objective: 1 Difficulty: Easy

5 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

16) ________ refers to simple exaggerations in advertisements that are not meant to be believed and that are permitted by law. A) Puffery B) Boosterism C) Astroturfing D) Doublethink E) Subliminal advertising Answer: A Page Ref: 510 Objective: 1 Difficulty: Easy 17) Which of the following organizations uses top-notch industry talent to produce and distribute public service announcements for nonprofits and government agencies? A) the Association of National Advertisers B) the International Advertising Association C) the Ad Council D) the National Advertising Review Council E) the Advertising Research Foundation Answer: C Page Ref: 510 Objective: 1 Difficulty: Easy 18) ________ is finding the most cost-effective media to deliver the desired number and type of exposures to the target audience. A) Media scheduling B) Content analysis C) Media selection D) Communication design E) Copy testing Answer: C Page Ref: 511 Objective: 1 Difficulty: Moderate 19) The number of different persons or households exposed to a particular media schedule at least once during a specified time period is known as ________. A) range B) impact C) intensity D) reach E) frequency Answer: D Page Ref: 511 Objective: 1 Difficulty: Easy 6 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

20) The number of times within a specified time period that an average person or household is exposed to an advertising message is known as ________. A) impact B) frequency C) amplitude D) reach E) depth Answer: B Page Ref: 511 Objective: 1 Difficulty: Easy 21) The qualitative value of an exposure through a given medium is known as ________. A) frequency B) reach C) amplitude D) impact E) range Answer: D Page Ref: 511 Objective: 1 Difficulty: Easy 22) Which of the following equations accurately describes the total number of exposures (E) of an advertising message through a given medium? A) E = reach * frequency B) E = (reach * frequency) / impact C) E = reach * frequency * impact D) E = (reach + frequency) / impact E) E = frequency / reach Answer: A Page Ref: 511 Objective: 1 Difficulty: Moderate 23) The weighted number of exposures (WE) of an advertising message over a given medium is given by ________. A) WE = reach * frequency B) WE = (reach * frequency) / impact C) WE = reach * frequency * impact D) WE = (reach + frequency) / impact E) WE = frequency / reach Answer: C Page Ref: 511 Objective: 1 Difficulty: Moderate 7 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

24) Under which of the following conditions is the reach of media the most important factor in media selection? A) when introducing frequently purchased brands B) when going into a defined target market C) when launching extensions of well-known brands D) when there are strong competitors to a brand E) when there is high consumer resistance to the product Answer: C Page Ref: 511 Objective: 1 Difficulty: Moderate 25) Under which of the following conditions is the frequency the most important factor in media selection? A) when introducing flanker brands B) when launching infrequently purchased brands C) when going into undefined target markets D) when there is high consumer resistance to the product E) when there is modest competition to the brand in the market Answer: D Page Ref: 511 Objective: 1 Difficulty: Moderate 26) What is the gross rating points (GRP) for a media schedule that reaches 60 percent of homes with an average exposure frequency of 4 and impact of 1.5? A) 15 B) 160 C) 360 D) 240 E) 10 Answer: D Page Ref: 511 Objective: 1 AACSB: Analytic skills Difficulty: Easy

8 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

27) What is the weighted number of exposures of a media schedule that reaches 80 percent of the target audience, with an exposure frequency of 4 and impact value of 2? A) 320 B) 10 C) 640 D) 160 E) 240 Answer: C Page Ref: 511 Objective: 1 AACSB: Analytic skills Difficulty: Easy 28) Which of the following is an advantage of using newspapers as an advertising medium? A) long lifespan B) high reproduction quality C) huge "pass-along" audience D) high level of targeting E) good local market coverage Answer: E Page Ref: 513 Objective: 1 Difficulty: Moderate 29) Which of the following is a disadvantage of using newspapers as an advertising medium? A) lack of flexibility B) high costs of advertisement space C) poor reproduction quality D) low believability E) absence of local market coverage Answer: C Page Ref: 513 Objective: 1 Difficulty: Moderate 30) Which of the following is an advantage of using television as an advertising medium? A) high attention and reach B) low absolute cost C) absence of clutter D) long duration of ad exposure E) high audience selectivity Answer: A Page Ref: 513 Objective: 1 Difficulty: Moderate

9 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

31) Which of the following is a disadvantage of using television as an advertising medium? A) high absolute cost B) low audience attention C) lack of reach among audience D) high audience selectivity E) absence of clutter Answer: A Page Ref: 513 Objective: 1 Difficulty: Moderate 32) Which of the following is an advantage of using radio as an advertising medium? A) higher attention than television B) standardized rate structures C) long duration of ad exposure D) high quality reproduction E) high geographic selectivity Answer: E Page Ref: 513 Objective: 1 Difficulty: Moderate 33) Which of the following is a disadvantage of using direct mail as an advertising medium? A) low audience selectivity B) lack of flexibility C) high competition within same medium D) relatively high cost E) lack of personalization of advertising message Answer: D Page Ref: 513 Objective: 1 Difficulty: Easy 34) Which of the following is an advantage of using magazines as an advertising medium? A) high-quality reproduction B) short ad purchase lead time C) high efficiency in circulation D) no ad competition in same medium E) low cost of advertising Answer: A Page Ref: 513 Objective: 1 Difficulty: Moderate

10 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

35) Which of the following is a disadvantage of using magazines as an advertising medium? A) low geographic and demographic selectivity B) long ad purchase lead time C) low-quality reproduction D) small "pass-along" readership E) lack of credibility Answer: B Page Ref: 513 Objective: 1 Difficulty: Moderate 36) Which of the following is a disadvantage of using outdoor media for advertising? A) low flexibility B) low repeat exposure C) limited audience selectivity D) high costs E) greater competition Answer: C Page Ref: 513 Objective: 1 Difficulty: Moderate 37) Which of the following is an advantage of using Yellow Pages as an advertising medium? A) low competition B) high believability C) short ad purchase lead time D) greater scope for creativity E) lack of clutter Answer: B Page Ref: 513 Objective: 1 Difficulty: Moderate 38) Which of the following is a disadvantage of using Yellow Pages as an advertising medium? A) high competition B) poor local market coverage C) low believability D) lack of adequate reach E) high total costs Answer: A Page Ref: 513 Objective: 1 Difficulty: Moderate

11 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

39) Which of the following is a disadvantage of using the Internet as an advertising medium? A) limited audience selectivity B) increasing clutter C) lack of interactive possibilities D) relatively high costs involved E) fleeting ad exposure time Answer: B Page Ref: 513 Objective: 1 Difficulty: Easy 40) Which of the following is a disadvantage of using newsletters as an advertising medium? A) low audience selectivity B) high chances of runaway costs C) lack of adequate control D) relatively high costs E) lack of interactive possibilities Answer: B Page Ref: 513 Objective: 1 Difficulty: Moderate 41) Pepe Homes manufactures a range of bathroom accessories and fittings that include bathtubs, shower stalls, etc. While deciding on an effective advertising media vehicle for its planned advertising campaign, the marketing department decides that its advertising objectives would be best achieved if they used a medium that would portray their brand as prestigious and a symbol of luxury. To this effect, the medium should offer the marketers a high degree of audience selectivity and high-quality reproduction. Which of the following advertising media would best serve the advertising purposes of Pepe Homes? A) outdoor media B) radio C) magazines D) television E) newspapers Answer: C Page Ref: 513 Objective: 1 AACSB: Analytic skills Difficulty: Moderate

12 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

42) Moonburst is a newly-launched brand of energy drinks, one among many other recently introduced competing brands. The advertising agency handling Moonburst's account decides that to promote Moonburst better, it has to zero in on an advertising medium that would offer immunity from the clutter of other brands, flexibility to alter its advertising message, and fit in with the modest advertising budget. Also, the medium has to provide a high repeat exposure of the advertising message to the target audience. The advertising agency would be happy to tradeoff audience selectivity and creative possibilities, if the medium satisfies the above criteria. Which of the following would be the best option for Moonburst? A) outdoor media B) radio C) magazines D) television E) Yellow Pages Answer: A Page Ref: 513 Objective: 1 AACSB: Analytic skills Difficulty: Moderate 43) Which of the following advertising practices involves advertisers paying filmmakers to have their products make cameo appearances in movies and television shows? A) brand extension B) flyposting C) co-branding D) product placement E) ambush marketing Answer: D Page Ref: 514 Objective: 1 Difficulty: Moderate

13 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

44) The popular music talent show, American Idol, has been generally acknowledged as the most profitable TV series in U.S. history, in terms of advertising and merchandising revenue. Major sponsors of the show include Coca-Cola, AT&T Wireless, and iTunes, among many others. Cups bearing the logo of Coca-Cola were a prominent prop found on the show's judges' tables. The show also urged viewers to vote for contestants using AT&T sms services. Contestants were routinely shown rehearsing for their performances with the help of Apple iPods. Which of the following advertising practices is apparent in this example? A) ambush advertising B) product placement C) angel dusting D) co-branding E) subliminal advertising Answer: B Page Ref: 514 Objective: 1 AACSB: Analytic skills Difficulty: Moderate 45) Which of the following media timing factors expresses the rate at which new customers enter the market? A) buyer turnover B) purchase frequency C) media reach D) weighted number of exposures E) advertising impressions Answer: A Page Ref: 517 Objective: 1 Difficulty: Easy 46) ________ is the number of times the average buyer buys a product during the period. A) Buyer turnover B) Purchase frequency C) Customer retention rate D) Advertising impressions E) Total number of exposures Answer: B Page Ref: 517 Objective: 1 Difficulty: Easy

14 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

47) In which of the following types of advertising timing patterns do exposures appear evenly throughout a given period? A) concentration B) pulsing C) flighting D) continuity E) frequency capping Answer: D Page Ref: 517 Objective: 1 Difficulty: Easy 48) Which of the following types of advertising timing patterns calls for spending all the advertising dollars in a single period? A) frequency capping B) flighting C) concentration D) pulsing E) continuity Answer: C Page Ref: 517 Objective: 1 Difficulty: Easy 49) Ted is a media buyer with Shelvey Partners, an ad agency in San Francisco. He is currently working on charting a media plan for a departmental store chain's ads that are targeted at the upcoming Thanksgiving weekend. Which of the following advertising timing patterns is best suited for running these ads? A) continuity B) flighting C) pulsing D) concentration E) frequency capping Answer: D Page Ref: 517 Objective: 1 AACSB: Analytic skills Difficulty: Moderate

15 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

50) Advertisements for which of the following products categories would merit a continuous advertising timing pattern the most? A) air conditioners B) life insurance C) breakfast cereal D) automobiles E) holiday package tours Answer: C Page Ref: 517 Objective: 1 AACSB: Analytic skills Difficulty: Moderate 51) ________ is an advertising timing pattern that calls for advertising during a period, followed by a period with no advertising, followed by a second period of advertising activity. A) Pulsing B) Continuity C) Flighting D) Concentration E) Frequency capping Answer: C Page Ref: 517 Objective: 1 Difficulty: Easy 52) Flighting as an advertising timing pattern is most useful when ________. A) purchase cycle is rather frequent B) substantial advertising budget is available C) items are seasonal D) tightly defined buyer categories exist E) there are expanding market situations Answer: C Page Ref: 517 Objective: 1 Difficulty: Moderate

16 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

53) Advertisements for which of the following product categories would be most effective when used with a flighting pattern? A) breakfast cereal B) detergents C) beer D) electric bulbs E) re...