Q&A Hero

Q: A sales promotion prominently displayed in a store aisle is called a(n) __________ display. a. seasonal b. automated c. interactive d. point-of-purchase e. product sampling

Q: Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as __________ advertisements. a. product b. public service c. institutional d. reminder e. repositioning

Q: A Taste of Greece, a restaurant chain that is known for its Extra Juicy Gyro sandwich, wants to encourage repeat purchases and create long-term customers. Which sales promotion should it employ? a. a trading stamp program that allows buyers to earn free food after making ten purchases b. a two-for-the-price-of-one deal that is only offered on New Year's Eve c. a coupon for a free soft drink with a Gyro purchase d. a game with food prizes e. free Extra Juicy Gyro samples at local fairs and concerts

Q: A reinforcement ad a. reinforces previous knowledge of a product. b. assures current users they made the right choice. c. promotes a specific brand's features and benefits. d. tells people what a product is, what it can do, and where it can be found. e. shows one brand's strengths relative to those of competitors.

Q: The most popular loyalty programs today are __________ reward programs. a. fast food b. airline travel c. hotel accommodations d. credit card e. grocery store items

Q: Reinforcement ads are reminder ads that a. assure current users they made the correct choice in choosing the product. b. reinforce previous knowledge of a product. c. repeat ad campaigns that have been used before in order to remind consumers of how good the ads were. d. reaffirm a company's position on an issue of importance or interest. e. reassure the company it has made the right choice in advertising the product.

Q: A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate is referred to as a. a merchandise deal. b. product enhancement. c. a loyalty program. d. retail positioning. e. experiential decoding.

Q: An FTD ad shows a woman holding a very large vase of flowers. The background is red and the only text in the ad is "Mother's Day." What type of ad is this? a. special occasion b. subliminal c. reminder d. pioneering e. comparative

Q: Michael Angelo's Pepperoni Mini Calzones are easy-to-prepare snacks, but the manufacturer believes customers are not buying the product as predicted because they are unfamiliar with calzones. The manufacturer is interested in employing a sales promotion technique that will communicate the ease of preparation and encourage customers to try the product. Which method would it MOST LIKELY employ? a. Advertise on television showing a mother preparing the snack in less than 60 seconds in the microwave. b. Provide a premium to build customer goodwill by receiving reduced price merchandise. c. Create a sign with the simple preparation steps for display on grocers' freezer doors where the product is shelved.. d. Use a rebate to encourage customers to purchase the snack and increase customer confidence in the product. e. Use a demonstrator hired by the company to prepare the snack in a grocery store and offer cooked, bite-sized portions of the snack to shoppers.

Q: An ad for Campbell's soup reads, "We haven"t changed that great taste your family's always loved." This is an example of __________ advertising. a. advocacy b. comparative c. persuasive d. informative e. reminder

Q: When Allyn went to get his newspaper, he found the paper in a plastic bag along with a packet containing one dose of Alka-Seltzer Heartburn Relief medication. In this example, which type of sales promotion is Alka-Seltzer using? a. a sample b. a deal c. a premium d. a point-of-purchase display e. a introductory offer

Q: The M&Ms ad shown above is an example of which type of advertising? a. reminder b. competitive c. pioneering d. institutional e. differentiation

Q: Taco Bell introduced its new low-fat Border Lights fare by giving away 8 million free tacos and burritos in one day. In this example, Taco Bell used a sales promotion technique called a. a self-liquidating premium. b. a special deal. c. a rebate. d. sampling. e. product placement.

Q: Reminder advertisements are especially effective for products in which stage of their product life cycle? a. introductory b. harvest c. mature d. growth e. decline

Q: Sampling is an appropriate strategy for which type of products? a. products that are classified as shopping goods b. new products c. commodity products like salt, sugar, and baking soda d. products that are perishable e. products that are classified as specialty goods

Q: The purpose of a reminder advertisement is to a. promote a specific brand's features and benefits. b. tell people what a product is, what it can do, and where it can be found. c. state the position of a company on an issue. d. reinforce previous knowledge of a product. e. promote the advantages of one product class over another.

Q: Sales promotions where the consumer is offered the product free or at a greatly reduced price are referred to as a. deals. b. rebates. c. samples. d. premiums e. discounts.

Q: Red Bull Ad What type of product advertisement is the Red Bull ad above? a. pioneering b. reminder c. reinforcement d. comparative e. competitive

Q: Bernina, a sewing machine manufacturer, has an ongoing ad campaign in which it encourages sewers to stop in to their local Bernina dealer to register to win a new sewing machine. No purchase is necessary. Bernina is using a __________ to measure the effectiveness of its ads. a. sweepstakes b. lottery c. contest d. premium e. deal

Q: A reminder ad a. reinforces previous knowledge of a product. b. assures current users they made the right choice. c. promotes a specific brand's features and benefits. d. tells people what a product is, what it can do, and where it can be found. e. shows one brand's strengths relative to those of competitors.

Q: The California Pistachio Growers Association has an ongoing ad campaign in which it encourages people to think of pistachios when they think of good times and good friends. The ads ask readers to log onto www.pistachios.org to register to win 100 pounds of pistachios for a year plus a trip to California. The association is using a __________ to measure the effectiveness of its ads. a. lottery b. contest c. premium d. sweepstakes e. deal

Q: Advertisements that reinforce previous knowledge of a product are referred to as __________ advertisements. a. advocacy b. comparative c. persuasive d. informative e. reminder

Q: For marketers, the primary objective of a sweepstakes is to a. generate store traffic. b. retaliate against competitors' actions. c. encourage present customers to buy more and minimize brand-switching behavior. d. build goodwill. e. encourage retailer support.

Q: An ad for Allegra allergy medicine highlights the competitive advantage of Allegra over its primary competitors Benadryl, Tylenol, and Chlor-Trimeton. This is ad is an example of __________ advertising. a. reinforcement b. persuasive c. comparative d. informative e. reminder

Q: Sales promotions that require participants to submit some kind of entry form but are purely games of chance requiring no analytical or creative effort by the consumer are referred to as a. premiums. b. rebates. c. deals. d. contests. e. sweepstakes.

Q: An ad for Citrucel fiber supplement claimed that in a blind taste test consumers preferred the taste of Citrucel to Metamucil 2 to 1. This is ad is an example of __________ advertising. a. reinforcement b. comparative c. persuasive d. informative e. reminder

Q: A popular NPR radio show encourages listeners to solve a puzzle each week. If they have the correct answer and send it in to the show and theirs is chosen, they win a prize. This is an example of a __________. a. premium b. sweepstakes c. deal d. contest e. trade promotion

Q: Studies indicate that comparative ads attract more attention and increase the perceived quality of the advertiser's brand although their impact may vary by product type, message content, and audience __________. a. gender b. education c. income d. ethnicity e. occupation

Q: "Inspired by ThreadsA Fashion Challenge" is a __________ run each year by Threads magazine, which is targeted toward professional clothiers and seamstresses. Readers are encouraged to design and sew a garment and send the entry into Threads to compete with others for prizes such as sewing machines and cash. a. premium b. sweepstakes c. contest d. deal e. end-run sample

Q: 1&1 Ad What type of product advertisement is the 1&1 ad shown above? a. reminder b. pioneering c. reinforcement d. comparative e. advocacy

Q: During the Pillsbury Bake Off, thousands of people across the country compete to create the best new recipe using the sponsor's products. Not only does the company benefit from publicity surrounding the event and the great recipes that it can use later to increase product usage, but also there is an increase in product sales as contenders buy items to practice their new recipes. This is an example of a very successful __________. a. challenge b. contest c. sweepstakes d. competition e. public relations campaign

Q: Which of the following statements about comparative advertising is MOST accurate? a. Comparative advertisements increase the perceived quality of the advertiser's brand. b. Comparative advertisements now constitute over 90% of all television ads. c. Comparative advertisements attract less consumer attention in the advertiser's brand. d. Comparative advertisements have been banned by the Federal Trade Commission. e. Comparative advertisements can, and often do, cause more harm than good.

Q: The "Crash the Super Bowl" sales promotion sponsored by PepsiCo, where people submit a 30-second TV ad for a $1 million prize, is an example of a __________. a. deal b. sweepstakes c. sponsor-generated content d. contest e. loyalty program

Q: Which of the following statements about comparative advertising is true? a. Comparative advertisements now constitute over 90% of all television ads. b. Comparative advertisements attract less consumer attention for the advertiser's brand. c. Comparative advertisements need market research to provide legal support for their claims. d. Comparative advertisements have been banned by the Federal Trade Commission. e. Comparative advertisements can, and often do, cause more harm than good.

Q: For marketers, the primary objective of a contest is to a. demonstrate product use. b. retaliate against competitors' actions. c. encourage present customers to buy more and minimize brand-switching behavior. d. encourage new product trial. e. increase consumer purchases and build business inventory.

Q: Which of the following statements about comparative advertising is MOST accurate? a. Comparative advertisements now constitute over 90% of all television ads. b. Comparative advertisements attract more consumer attention for the advertiser's brand. c. Comparative advertisements can decrease the perceived quality of the advertiser's brand. d. Comparative advertisements have been banned by the Federal Trade Commission. e. Comparative advertisements can, and often do, cause more harm than good.

Q: A sales promotion in which the consumer is invited to apply their skill or analytical or creative thinking to try to win a price is commonly referred to as a _________. a. contest b. challenge c. competition d. sweepstakes e. public relations campaign

Q: A comparative ad a. reinforces previous knowledge of a product. b. assures current users they made the right choice. c. promotes a specific brand's features and benefits. d. tells people what a product is, what it can do, and where it can be found. e. shows one brand's strengths relative to those of competitors.

Q: When Milk-Bone dog biscuits offered a ball toy for $8.99 and two proofs of purchase, it was using a __________. a. deal b. rebate c. coupon d. sample e. premium

Q: Competitive advertisements that show the relative strength of one brand over another are referred to as __________ advertisements. a. advocacy b. competitive c. reminder d. comparative e. differentiation

Q: With the purchase of a Happy Meal, McDonald's offered free, collectable toys that portrayed the movie characters in Rio. These toys are an example of a __________. a. deal b. premium c. rebate d. coupon e. sample

Q: When Cadillac uses advertising to promote specific features of its Escalade hybrid, it is using which type of product advertisement? a. reminder b. competitive c. pioneering d. institutional e. differentiation

Q: A print ad for Allegra allergy medication offers a free purple seat cushion to all who request additional information about the drug. This seat cushion is an example of a __________. a. sample b. deal c. rebate d. premium e. coupon

Q: The primary purpose of a competitive advertisement is to a. tell people what a product is, what it can do, and where it can be found. b. assure current users they made the right choice. c. reinforce previous knowledge of a product. d. promote a specific brand's features and benefits. e. promote the advantages of one product class over another.

Q: The radio commercial said, "Send three proofs of purchase and $3 for postage and handling to receive your monogrammed T-shirt." This ad was offering customers a __________. a. sample b. deal c. premium d. rebate e. coupon

Q: The key objective of competitive advertising is to a. tell people what a product is, what it can do, and where it can be found. b. show one brand's strengths relative to those of competitors. c. reinforce previous knowledge of a product. d. promote the advantages of one product class over another. e. persuade the target market to select the firm's brand rather than that of a competitor.

Q: McDonald's offered eight collectable toys related to the FIFA World Cup for free with the purchase of a Happy Meal. These FIFA collectibles are an example of a __________. a. deal b. rebate c. coupon d. sample e. premium

Q: A competitive (or persuasive) ad a. reinforces previous knowledge of a product. b. assures current users they made the right choice. c. promotes a specific brand's features and benefits. d. tells people what a product is, what it can do, and where it can be found. e. shows one brand's strengths relative to those of competitors.

Q: A promotional tool often used with consumers which consists of merchandise offered free or at a significant savings over its retail price is referred to as a a. deal. b. rebate. c. sample. d. premium. e. coupon.

Q: Advertising that promotes a specific brand's features and benefits is referred to as __________ advertising. a. competitive b. institutional c. differentiation d. pioneering e. reminder

Q: During Super Bowl weekend, Pepsi introduces a new brand of soft drink. On that same weekend, Coca-Cola offers a buy one, get one free promotion to make Pepsi's new product introduction more difficult. Which type of sales promotion is Coca-Cola using? a. a deal b. a contest c. a premium d. a rebate e. a sample

Q: TransWave International is a small company that has developed a system that uses the Internet and patented electronic sensors as an early-warning device for pipeline leaks. Pipeline safety is becoming a big issue in the U.S. as more natural gas lines are located near population centers. The timing is right for this company to be extremely successful, but it must use __________ advertising so oil companies will know of its product's existence. a. reminder b. competitive c. pioneering d. institutional e. objective

Q: The sign at the entrance to the men's store reads, "Buy one shirt, get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the men's store is using? a. a contest b. a premium c. a deal d. a rebate e. a sample

Q: Verizon's ad for its new IN calling and messaging service informs the target market about what the service is and what it can do. It is an example of a(n) __________ ad. a. reminder product b. reminder institutional c. competitive product d. informational institutional e. pioneering product

Q: Short-term price reductions commonly used to increase trial among potential customers or to retaliate against a competitor's actions is commonly referred to as a _________. a. coupon b. deal c. sample d. premium e. product placement

Q: Campbell's Kettle Soup Ad In the Campbell's Kettle Soup ad above, Campbell's is introducing its new Kettle Style soups. What type of product advertisement is this ad? a. reminder b. pioneering c. reinforcement d. comparative e. competitive

Q: A mother handed her college-aged son a piece of paper and said, "By redeeming this you will receive 25 cents off your next purchase of Birds Eye lima beans." Birds Eye is using a __________ to stimulate demand for its lima beans. a. coupon b. rebate c. sample d. deal e. premium

Q: Informational ads, particularly those with specific information, have been found to be interesting, convincing, and a. inexpensive. b. humorous. c. expensive. d. effective. e. competitive.

Q: Valpak is a firm that sends consumers a package of __________ to stimulate selective demand (encourage the trial) of various products by offering them a discounted price. a. deals b. rebates c. samples d. premiums e. coupons

Q: The key objective of a pioneering ad is to a. promote a specific brand's features and benefits. b. show one brand's strengths relative to those of competitors. c. inform the target market. d. reinforce previous knowledge of a product. e. promote the advantages of one product class over another.

Q: All of the following statements are true about coupons EXCEPT: a. consumers delay product purchases as they wait for coupons. b. studies suggest that market share decreases slightly during the period immediately before coupons are distributed. c. Groupon, LivingSocial, and other daily couponing services is expected to explode by 2015. d. online coupons are growing but only account for a small percentage of total coupon redemptions. e. most are distributed as freestanding inserts in newspapers.

Q: The primary purpose of a pioneering product advertisement is to a. tell people what the company is, what it can do, and where it is located. b. tell people what a product is, what it can do, and where it can be found. c. show one brand's strengths relative to those of competitors. d. reinforce previous knowledge of a product. e. build goodwill or an image for an organization rather than promote a specific product or service.

Q: For marketers, the primary objective of coupons is to __________. a. increase foot traffic in supermarkets b. encourage repeat purchases c. stimulate demand d. retaliate against competitor's actions e. minimize brand-switching

Q: Pioneering advertisements would MOST likely be used during which stage of the product life cycle? a. introductory b. decline c. mature d. harvest e. growth

Q: Sales promotions that usually offer a discounted price to the consumer, which encourages trial of the product, are commonly referred to as __________. a. deals b. testers c. samples d. coupons e. premiums

Q: Another name for pioneering advertising is __________ advertising. a. differentiation b. persuasive c. prospecting d. awareness e. informational

Q: When preparing to go shopping after the Christmas holidays, Christy actively scans the ads in the local newspaper for coupons and contests. While in the store, Christy also looks for free samples of new products and products she hasn"t purchased previously. The coupons, contests, and free samples are all examples of __________. a. advertising b. publicity c. sales promotions d. personal selling e. direct marketing

Q: A pioneering (or informational) ad a. reinforces previous knowledge of a product. b. assures current users they made the right choice. c. promotes a specific brand's features and benefits. d. tells people what a product is, what it can do, and where it can be found. e. shows one brand's strengths relative to those of competitors.

Q: Directed to ultimate consumers, consumer-oriented sales promotions are sales tools used to support a company's __________ and __________. a. advertising; public relations b. advertising; personal selling c. personal selling; public relations d. personal selling; direct marketing e. advertising; direct marketing

Q: The three primary types of product advertisements are pioneering, competitive, and __________. a. informational b. industrial c. reminder d. persuasive e. subliminal

Q: Sales promotions used to support a company's advertising and personal selling directed to ultimate consumers are referred to as __________. a. trade-oriented sales promotions b. manufacturers' promotions c. channel promotions d. consumer-oriented sales promotions e. public service promotions

Q: The three primary types of product advertisements are pioneering, __________, and reminder. a. informational b. competitive c. industrial d. institutional e. subliminal

Q: Consumer-oriented sales promotions refer to a. sales tools used to support a company's advertising and personal selling directed to ultimate consumers. b. promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products. c. methods used to get a nonpersonal, indirectly paid presentation of a company or its products. d. advertisements that show actual consumers using the product. e. sales promotions that supplement advertising and personal selling but are directed to wholesalers, retailers, or distributors.

Q: The three primary types of product advertisements are __________, competitive, and reminder. a. goodwill b. industrial c. persuasive d. pioneering e. subliminal

Q: Sales promotion has become a key element of the promotional mix, which now accounts for __________ in annual expenditures. a. $92 million b. $255 million c. $5 billion d. $25 billion e. $71 billion

Q: The three primary types of product advertisements are __________. a. pioneering, institutional, and informational b. humor, sex, and fear c. pioneering, competitive, and reminder d. competitive, subliminal, and institutional e. cognitive, affective, and behavioral

Q: Posttests that involve studies such as controlled experiments (e.g., using radio ads in one market and newspaper ads in another and comparing the results) and consumer purchase tests (measuring retail sales that result from a given advertising campaign) are examples of a. aided recall. b. unaided recall. c. attitude tests. d. sales tests. e. inquiry tests.

Q: Product advertisements focus on selling __________. a. an idea or a concept b. an emotion or a feeling c. a sense of well-being d. goodwill e. a product or service

Q: Which of the following statements about sales tests is MOST accurate? a. With sales tests, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the cost inquiries are presumed to be the most effective. b. With sales tests, a question such as, "What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages. c. Sales tests involve studies such as controlled experiments and consumer purchase tests to measure actual purchases. d. In a sales test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favorable attitude toward the product advertised. e. In a sales test, respondents are first shown an ad and then asked whether their previous exposure to it was through reading, viewing, or listening.

Q: Advertisements that focus on selling a product or service and take three formspioneering (or informational), competitive (or persuasive), and reminderare referred to as a. product advertisements. b. service advertisements. c. persuasive advertisements. d. institutional advertisements. e. cooperative advertisements.