Question 1

According to the text, ________ recently won Advertising Age magazine's coveted Media Agency of the Year award.

Accepted Answer

A)   72 and Sunny
B)   Assembly
C)   Fallon
D)   LatinWorks
E)   DisneyF) A) and B)
G) B) and D)

Question 2

The actions a firm takes during the promotion decision process include ________, executing, and assessing the promotion program.

Accepted Answer

A)   pretesting
B)   developing
C)   stating the mission
D)   selecting the appeal
E)   selecting the mediaF) C) and D)
G) B) and E)

Question 3

In the hierarchy of effects, the consumer's ability to recognize and remember the product or brand name is referred to as the ________ stage.

Accepted Answer

A)   adoption
B)   evaluation
C)   awareness
D)   internalization
E)   trialF) A) and B)
G) C) and D)

Question 4

The process of a sender transforming an idea into a set of symbols during the communication process is referred to as

Accepted Answer

A)   decoding.
B)   encrypting.
C)   message formation.
D)   advertising.
E)   encoding.F) A) and D)
G) A) and C)

Question 5

Which of these statements describes a key difference between advertising and publicity?

Accepted Answer

A)   Publicity is more expensive on a cost-per-contact basis than advertising.
B)   Publicity is easily controlled by the user while advertising is not.
C)   Advertising is usually directly paid, and publicity is indirectly paid.
D)   Advertising provides an immediate feedback loop, and publicity does not.
E)   Publicity results in less credibility with consumers than advertising does.F) A) and B)
G) A) and E)

Question 6

According to Tracee Larocca, brand creative director at Taco Bell, the restaurant chain recognized a cultural shift from 'food as fuel' to

Accepted Answer

A)   'food as expression of style.'
B)   'food as attitude change tool.'
C)   'food as experience.'
D)   'food as personal philosophy.'
E)   'food as health.'F) C) and D)
G) A) and E)

Question 7

Promotional programs are directed at all of these except which?

Accepted Answer

A)   the industrial distributor
B)   the wholesaler
C)   the competition
D)   the retailer
E)   the ultimate consumerF) B) and C)
G) B) and E)

Question 8

A form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services is referred to as

Accepted Answer

A)   sales promotion.
B)   publicity.
C)   advertising.
D)   public relations.
E)   personal selling.F) B) and D)
G) A) and B)

Question 9

A paid advertisement for the Texas Department of Economic Development-Tourism Division invited readers of a magazine to mail in a postage-paid reply card that was included with the ad, visit the state's website, or use a toll-free number to request more information about vacation destinations in Texas. The primary purpose of this ad was

Accepted Answer

A)   direct order fulfillment.
B)   to make a public service announcement.
C)   indirect order generation.
D)   lead generation.
E)   digital communication.F) B) and D)
G) A) and D)

Question 10

All of these are forms of direct marketing except which?

Accepted Answer

A)   catalogs
B)   in-store samples
C)   telemarketing
D)   television home shopping
E)   direct mailF) C) and E)
G) A) and C)

Question 11

"To remind" is the promotional objective of which stage of the product life cycle?

Accepted Answer

A)   early growth
B)   growth
C)   accelerated development
D)   maturity
E)   introductionF) All of the above
G) A) and E)

Question 12

Mary's Cookies submitted an ad to the local newspaper with a coupon stating that a dozen cookies cost $2.99. The newspaper instead printed the price on the coupon as $29.99. Consequently, no customers came in to buy cookies using the coupon. The factor working against effective communication between Mary and her target market in this case was most likely

Accepted Answer

A)   feedback disruption.
B)   noise.
C)   a decoding error.
D)   a communication barrier.
E)   message interference.F) A) and B)
G) C) and D)

Question 13

The marketing manager from a heavy-equipment manufacturer in Dallas, Texas, was attending an international trade show in Japan. There were many prospective customers from different countries who seemed interested in the firm's product. However, they had difficulty following the manager's explanations of product features due to his heavy Texas drawl. In this case, the accent would be considered

Accepted Answer

A)   an encoding error.
B)   a decoding error.
C)   culture shock.
D)   noise.
E)   distortion.F) A) and B)
G) A) and E)

Question 14

During the planning phase of the promotion program, marketers focus on the four Ws, which include all of these questions except which?

Accepted Answer

A)   What are the promotion objectives, the budget, and the kinds of copy to use?
B)   Why is the promotion being done?
C)   When should the promotions be run?
D)   Who is the target audience?
E)   Where should the promotions be run?F) B) and D)
G) C) and D)

Question 15

A message is conveyed by means of a ________ such as a salesperson, advertising media, or public relations tools.

Accepted Answer

A)   distribution network
B)   field of experience
C)   channel of communication
D)   direct feedback loop
E)   vehicleF) B) and C)
G) A) and E)

Question 16

A new version of the Data Protection Directive in the EU, called the ________, addresses consumer privacy for social networks and cloud computing.

Accepted Answer

A)   General Data Protection Regulation
B)   Personal Identity Law
C)   Intellectual Property Act
D)   Credit Protection Act
E)   Shared Information ActF) A) and E)
G) All of the above

Question 17

When a manufacturer directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product, it is using ________ strategy.

Accepted Answer

A)   a push
B)   a pull
C)   an inertia
D)   an exclusivity
E)   a logisticsF) A) and B)
G) A) and C)

Question 18

Compare push and pull strategies as alternative promotional methods for moving a product through a channel of distribution.

Accepted Answer

Promotional strategies can assist in mov...

Question 19

For a promotional campaign, the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action is referred to as

Accepted Answer

A)   the purchase continuum.
B)   the hierarchy of effects.
C)   the product life cycle.
D)   the consumer purchasing scale.
E)   Maslow's hierarchy.F) A) and E)
G) C) and E)

Question 20

Allocation of funds to promotion only after all other budget items are covered is referred to as

Accepted Answer

A)   percentage of sales budgeting.
B)   all-you-can-afford budgeting.
C)   competitive parity budgeting.
D)   objective and task budgeting.
E)   linear forecast budgeting.F) C) and D)
G) All of the above

Exam 18: Advertising, Sales Promotion, and Public Relations

Correct Answer
verified

"To remind" is the promotional objective of which stage of the product life cycle?

Correct Answer
verified

The process of a sender transforming an idea into a set of symbols during the communication process is referred to as

Correct Answer
verified

Correct Answer
verified

In the hierarchy of effects, the consumer's ability to recognize and remember the product or brand name is referred to as the ________ stage.

Correct Answer
verified

Allocation of funds to promotion only after all other budget items are covered is referred to as

Correct Answer
verified

A message is conveyed by means of a ________ such as a salesperson, advertising media, or public relations tools.

Correct Answer
verified

For a promotional campaign, the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action is referred to as

Correct Answer
verified

A form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services is referred to as

Correct Answer
verified

According to the text, ________ recently won Advertising Age magazine's coveted Media Agency of the Year award.

Correct Answer
verified

All of these are forms of direct marketing except which?

Correct Answer
verified

According to Tracee Larocca, brand creative director at Taco Bell, the restaurant chain recognized a cultural shift from 'food as fuel' to

Correct Answer
verified

When a manufacturer directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product, it is using ________ strategy.

Correct Answer
verified

Compare push and pull strategies as alternative promotional methods for moving a product through a channel of distribution.

Correct Answer
verified
Promotional strategies can assist in mov...
View Answer

Which of these statements describes a key difference between advertising and publicity?

Correct Answer
verified

Correct Answer
verified

Promotional programs are directed at all of these except which?

Correct Answer
verified

The actions a firm takes during the promotion decision process include ________, executing, and assessing the promotion program.

Correct Answer
verified

A new version of the Data Protection Directive in the EU, called the ________, addresses consumer privacy for social networks and cloud computing.

Correct Answer
verified

During the planning phase of the promotion program, marketers focus on the four Ws, which include all of these questions except which?

Correct Answer
verified

Exam 18: Advertising, Sales Promotion, and Public Relations

Correct AnswerverifiedShow Answer

"To remind" is the promotional objective of which stage of the product life cycle?

Correct AnswerverifiedShow Answer

The process of a sender transforming an idea into a set of symbols during the communication process is referred to as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In the hierarchy of effects, the consumer's ability to recognize and remember the product or brand name is referred to as the ________ stage.

Correct AnswerverifiedShow Answer

Allocation of funds to promotion only after all other budget items are covered is referred to as

Correct AnswerverifiedShow Answer

A message is conveyed by means of a ________ such as a salesperson, advertising media, or public relations tools.

Correct AnswerverifiedShow Answer

For a promotional campaign, the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action is referred to as

Correct AnswerverifiedShow Answer

A form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services is referred to as

Correct AnswerverifiedShow Answer

According to the text, ________ recently won Advertising Age magazine's coveted Media Agency of the Year award.

Correct AnswerverifiedShow Answer

All of these are forms of direct marketing except which?

Correct AnswerverifiedShow Answer

According to Tracee Larocca, brand creative director at Taco Bell, the restaurant chain recognized a cultural shift from 'food as fuel' to

Correct AnswerverifiedShow Answer

When a manufacturer directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product, it is using ________ strategy.

Correct AnswerverifiedShow Answer

Compare push and pull strategies as alternative promotional methods for moving a product through a channel of distribution.

Correct AnswerverifiedPromotional strategies can assist in mov...View AnswerShow Answer

Which of these statements describes a key difference between advertising and publicity?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Promotional programs are directed at all of these except which?

Correct AnswerverifiedShow Answer

The actions a firm takes during the promotion decision process include ________, executing, and assessing the promotion program.

Correct AnswerverifiedShow Answer

A new version of the Data Protection Directive in the EU, called the ________, addresses consumer privacy for social networks and cloud computing.

Correct AnswerverifiedShow Answer

During the planning phase of the promotion program, marketers focus on the four Ws, which include all of these questions except which?

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified
Promotional strategies can assist in mov...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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