marketing management ch 18

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1

An ________ is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.

  1. B) advertising objective

Page Ref: 504

2

________ aims to create brand awareness and knowledge of new products or new features of existing products.

Informative advertising

Page Ref: 504

3

Which of the following is an example of informational advertising?

Excedrin's ads that claim it stops the toughest headache

Page Ref: 504

4

________ aims to create liking, preference, conviction, and purchase of a product or service.

Persuasive advertising

Page Ref: 505

5

Comparative advertising works best when ________.

consumers are processing advertising in a detailed, analytical mode

Page Ref: 505

6

________ aims to stimulate repeat purchase of products and services.

Reminder advertising

Page Ref: 505

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 ________.

reminder advertising

Page Ref: 505

8

________ aims to convince current purchasers that they made the right choice.

Reinforcement advertising

Page Ref: 505

9

9) Which of the following conditions necessitates that the objective of advertising should be to stimulate more usage of a product?

  1. D) the product class is mature

Page Ref: 505

10

10) Which of the following statements is true of the factors that affect an advertising budget?

  1. C) New products typically merit large advertising budgets to build awareness and to gain consumer trial.

Page Ref: 505

11

11) Marketers often cut the cost of advertising dramatically by using consumers as their creative team. This strategy is known as ________.

  1. E) crowdsourcing

Page Ref: 50

12

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?

  1. A) television

Page Ref: 507

13

13) TV advertising is considered to be particularly advantageous because ________.

  1. C) it can vividly demonstrate product attributes and persuasively explain their corresponding consumer benefits

Page Ref: 507

14

14) According to researchers, which of the following is the correct order in which content of print advertisements matter?

  1. A) picture-headline-copy

Page Ref: 508

15

15) Which of the following is the main advantage of radio as an advertising medium?

  1. D) flexibility

Page Ref: 509

16

16) ________ refers to simple exaggerations in advertisements that are not meant to be believed and that are permitted by law.

  1. A) Puffery

Page Ref: 510

17

17) Which of the following organizations uses top-notch industry talent to produce and distribute public service announcements for nonprofits and government agencies?

  1. C) the Ad Council

Page Ref: 510

18

18) ________ is finding the most cost-effective media to deliver the desired number and type of exposures to the target audience.

  1. C) Media selection

Page Ref: 511

19

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 ________.

  1. D) reach

Page Ref: 511

20

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 ________.

  1. B) frequency

Page Ref: 511

21

21) The qualitative value of an exposure through a given medium is known as ________.

  1. D) impact

Page Ref: 511

22

22) Which of the following equations accurately describes the total number of exposures (E) of an advertising message through a given medium?

  1. A) E = reach * frequency

Page Ref: 511

23

23) The weighted number of exposures (WE) of an advertising message over a given medium is given by ________.

  1. C) WE = reach * frequency * impact

Page Ref: 511

24

24) Under which of the following conditions is the reach of media the most important factor in media selection?

  1. C) when launching extensions of well-known brands

Page Ref: 511

25

25) Under which of the following conditions is the frequency the most important factor in media selection?

  1. D) when there is high consumer resistance to the product

Page Ref: 511

26

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?

  1. D) 240

Page Ref: 511

27

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?

  1. C) 640

Page Ref: 511

28
  1. 28) Which of the following is an advantage of using newspapers as an advertising medium?
  1. E) good local market coverage

Page Ref: 513

29
  1. 29) Which of the following is a disadvantage of using newspapers as an advertising medium?
  1. C) poor reproduction quality

Page Ref: 513

30
  1. 30) Which of the following is an advantage of using television as an advertising medium?
  1. A) high attention and reach

Page Ref: 513

31

31) Which of the following is a disadvantage of using television as an advertising medium?

  1. A) high absolute cost

Page Ref: 513

32

Which of the following is an advantage of using radio as an advertising medium?

  1. E) high geographic selectivity

Page Ref: 513

33
  1. 33) Which of the following is a disadvantage of using direct mail as an advertising medium?
  1. D) relatively high cost

Page Ref: 513

34

34) Which of the following is an advantage of using magazines as an advertising medium?

  1. A) high-quality reproduction

Page Ref: 513

35
  1. Which of the following is a disadvantage of using magazines as an advertising medium?
  1. B) long ad purchase lead time

Page Ref: 513

36

Which of the following is a disadvantage of using outdoor media for advertising?

  1. C) limited audience selectivity

Page Ref: 513

37

Which of the following is an advantage of using Yellow Pages as an advertising medium?

high believability

Page Ref: 513

38

Which of the following is a disadvantage of using Yellow Pages as an advertising medium?

  1. A) high competition

Page Ref: 513

39

Which of the following is a disadvantage of using the Internet as an advertising medium?

  1. B) increasing clutter

Page Ref: 513

40

Which of the following is a disadvantage of using newsletters as an advertising medium?

  1. B) high chances of runaway costs

Page Ref: 513

41

Pepe Homes manufactures a range of bathroom accessories and fittings that include bath-tubs, 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?

  1. C) magazines

Page Ref: 513

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 trade-off audience selectivity and creative possibilities, if the medium satisfies the above criteria. Which of the following would be the best option for Moonburst?

  1. A) outdoor media

Page Ref: 513

43

Which of the following advertising practices involves advertisers paying filmmakers to have their products make cameo appearances in movies and television shows?

  1. D) product placement

Page Ref: 514

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?

product placement

Page Ref: 514

45

Which of the following media timing factors expresses the rate at which new customers enter the market?

  1. A) buyer turnover

Page Ref: 517

46

________ is the number of times the average buyer buys a product during the period.

  1. B) Purchase frequency

Page Ref: 517

47

In which of the following types of advertising timing patterns do exposures appear evenly throughout a given period?

continuity

Page Ref: 517

48

Which of the following types of advertising timing patterns calls for spending all the advertising dollars in a single period?

concentration

Page Ref: 517

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?

  1. D) concentration

Page Ref: 517

50

Advertisements for which of the following products categories would merit a continuous advertising timing pattern the most?

breakfast cereal

Page Ref: 517

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.

Flighting

Page Ref: 517

52

Flighting as an advertising timing pattern is most useful when ________.

items are seasonal

Page Ref: 517

53

Advertisements for which of the following product categories would be most effective when used with a flighting pattern?

refrigerator

Page Ref: 517

54

________ is continuous advertising at low-weight levels, reinforced periodically by waves of heavier activity.

Pulsing

Page Ref: 517

55

________ seeks to determine whether an ad is communicating effectively.

  1. A) Copy testing

Page Ref: 518

56

________ represents the proportion of company advertising of a product to all advertising of that product.

  1. C) Share of voice

Page Ref: 519

57

Which of the following elements of the marketing communications mix consists of a collection of incentive tools, mostly short-term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade?

sales promotion

Page Ref: 519

58

Which of the following is an example of a trade promotion?

display allowances

Page Ref: 519

59

Which of the following is an example of a business and sales force promotion?

contests for sales reps

Page Ref: 519

60

Sales promotion expenditures increased as a percentage of budget expenditure for a number of years, although its growth has recently slowed. Which of the following is a factor that has contributed to the growth of sales promotion expenditures?

the trade demands more deals from manufacturers

Page Ref: 519

61

According to consumer-packaged goods companies, which of the following effects is attributed to the heavy use of sales promotion?

increased price sensitivity

Page Ref: 520

62

Which of the following is an example of a manufacturer promotion?

high-value trade-in credit

Page Ref: 520

63

Which of the following is a sales promotion tool that is consumer franchise building in nature?

frequency awards

Page Ref: 520

64

Which of the following is a sales promotion tool that typically does not build brand image?

consumer refund offers

Page Ref: 520

65

Which of the following consumer promotion tools offers a free amount of a product or service delivered door-to-door, sent in the mail, picked up in a store, attached to another product, or featured in an advertising offer?

samples

Page Ref: 521

66

________ are certificates that entitle the bearer to a stated saving on the purchase of a specific product.

Coupons

Page Ref: 521

67

________ are consumer promotion tools that provide a price reduction after purchase rather than at the retail shop.

Rebates

Page Ref: 521

68

________ are consumer promotion offers to consumers of savings off the regular price of a product, flagged on the label or package.

Price packs

Page Ref: 521

69

Premiums, as a consumer promotion tool, are defined as ________.

merchandise offered at a relatively low cost or free as an incentive to purchase a particular product

Page Ref: 521

70

________ is a consumer promotion tool that involves inviting prospective purchasers to try the product without cost in the hope that they will buy

Free trial

Page Ref: 521

71

Which of the following consumer promotion tools involves using one brand to advertise another noncompeting brand?

cross-promotion

Page Ref: 521

72

Which of the following consumer promotion tools refers to explicit or implicit promises by sellers that the product will perform as specified or that the seller will fix it or refund the customer's money during a specified period?

product warranties

Page Ref: 521

73

Which of the following terms describes the practice of retailers purchasing a greater quantity during a sales promotion period than they can immediately sell?

forward buying

Page Ref: 522

74

Which of the following retailer practices involves buying more units than needed of a product under a sales promotion in a region where the manufacturer offers a promotion deal and shipping the surplus to their stores in nondeal regions?

diverting

Page Ref: 522

75

A ________ is a salesforce promotion tool that aims at inducing the sales force or dealers to increase their sales results over a stated period, with prizes (money, trips, gifts, or points) going to those who succeed.

sales contest

Page Ref: 523

76

________ is the time necessary to prepare a promotional program prior to launching it.

Lead time

Page Ref: 523

77

________ begins with the promotional launch and ends when approximately 95 percent of the deal merchandise is in the hands of consumers.

Sell-in time

Page Ref: 523

78

Becoming part of a personally relevant moment in consumers' lives through ________ can broaden and deepen a company or brand's relationship with the target market.

events and experiences

Page Ref: 524

79

Rolex calls itself the "Official Timekeeper" of the Wimbledon and Australian Open lawn tennis championships, by virtue of its sponsorships of the marquee events. What is the most likely objective for Rolex's sponsorship deal with these events?

to increase salience of company or product name

Page Ref: 524

80

Mountain Dew is a brand known for sponsorships of adventure events such as snowboarding and skateboarding competitions. What is the most likely objective of Mountain Dew's sponsorship of these events?

to create perceptions of key brand image associations

Page Ref: 525

81

Audi models featured prominently in the 2010 blockbuster Iron Man 2, including main character Tony Stark's personal R8 Spyder. Which of the following is the most rational explanation for Audi's decision to associate itself with the movie?

to create experiences and evoke feelings

Page Ref: 525

82

JBJ Sports is a leading sports goods maker from Atlanta. It has recently initiated a program in association with the Children of God Foundation, which bids to raise funds to promote nutritional awareness and education of young children from Bangladesh. The company plans to donate $1 for every item it sells in the North American market. Also, JBJ has roped in professional sports teams associated with it to wear the Children of God logo on their team gear. Which of the following best describes the motivation for JBJ's involvement in the program?

expressing commitment to the community or on social issues

Page Ref: 525

83

Which of the following factors forms the basis of assessing sponsorship activities through supply-side methods?

extent of media coverage

Page Ref: 526

84

Which of the following parameters forms the basis for measuring sponsorship effectiveness using demand-side methods?

influence on consumers' brand knowledge of the sponsor

Page Ref: 526

85

________ is a marketing communications tool that includes a variety of programs to promote or protect a company's image or individual products.

Public relations

Page Ref: 527

86

Which of the following functions of public relations departments involves presenting news and information about the organization in the most positive light?

press relations

Page Ref: 527

87

Which of the following describes the public relations function of lobbying?

dealing with legislators and government officials to promote or defeat legislation and regulation

Page Ref: 527

88

What function does a company's public relations department perform when it promotes understanding of the organization through internal and external communications?

corporate communications

Page Ref: 527

89

When a public relations department of a company advises management about public issues, and company positions and image during good times and bad, it is performing the function of ________.

counseling

Page Ref: 527

90

________ refers to the task of securing editorial space—as opposed to paid space—in print and broadcast media to promote or "hype" a product, service, idea, place, person, or organization.

Publicity

Page Ref: 527

91

Which of the following is a medium of visual identity for a company?

  1. B) dress codes

Page Ref: 529

92

The easiest measure of marketing public relations effectiveness is ________.

  1. C) the number of exposures carried by the media

Page Ref: 529