Q&A Hero

Q: Most advertising messages are made up of two elements, which are a. expository and persuasional. b. informational and persuasional. c. informational and creative. d. functional and persuasional. e. creative and expository.

Q: An announcement that German pharmaceutical giant Bayer is looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool? a. lobbying b. events management c. disclosure statement d. news release e. public service announcement

Q: An advertising message usually focuses on the __________that is/are important to a prospective buyer in making trial and adoption decisions. a. emotional aspects b. price c. psychological aspects d. financial risks e. key benefits of the product

Q: A printed or an e-mailed announcement sent to members of the business media from German pharmaceutical giant Bayer stating that it is looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool? a. news release b. public trade announcement c. lobbying d. news conference e. event management

Q: During a visit to superbowl-ads.com, you will find a. the worst Super Bowl TV ads ever made. b. a rating of advertising agencies that produced ads for recent Super Bowls. c. the ads that ran during the last 14 Super Bowls. d. a look at how Super Bowl TV ads are made. e. ads that never aired during a Super Bowl.

Q: The objective of a __________ is to inform a newspaper, radio station, or other medium of an idea for a story. a. infomercial b. news flash c. news release d. news broadcast e. news summary

Q: Pepsi's Super Bowl ads generated a __________ increase in its Facebook "likes." a. 7% b. 37% c. 67% d. 97% e. 100%

Q: In planning and obtaining publicity, a frequently used tool is the __________, which is an announcement regarding changes in the company or the product line. a. trade announcement b. news release c. infomercial d. news conference e. public trade announcement

Q: In 1990, a 30-second ad during the Super Bowl cost $700,000. By 2011, the cost had soared to $3 million for a 30-second spot. The MOST LIKELY reason for the escalating cost is that a. the number of TV viewers for the Super Bowl is growing. b. the ads are much more elaborate. c. the NFL knows advertisers will pay more. d. the ad agencies have dramatically increased their fees. e. the companies that create Super Bowl ads do not have to run any other ads all year long.

Q: All of the following are publicity tools EXCEPT: a. high-visibility individuals. b. PSAs. c. news releases. d. contests. e. news conferences.

Q: When developing the advertising program, specifying the advertising objectives helps advertisers with other choices in the process such as selecting media and __________. a. identifying the target audience b. evaluating a campaign c. designing the advertising d. pretesting the advertising e. scheduling the advertising program

Q: Methods for obtaining nonpersonal presentation of an organization, product, or service without direct cost, such as news releases, news conferences, and public service announcements, are referred to as a. promotional tools. b. free advertising. c. public promotions. d. market-oriented promotions. e. publicity tools.

Q: When developing the advertising program, specifying __________ helps advertisers with other choices in the process such as selecting media and evaluating a campaign. a. product or service features b. time constraints c. pricing constraints d. target audiences e. advertising objectives

Q: Publicity tools refer to a. methods of tying charitable contributions of a firm directly to the customer revenues produced through the promotion of one of its products. b. methods used to get a nonpersonal, directly paid presentation of a company or its products. c. short-term inducements of value offered to arouse interest in buying a product or service. d. methods of obtaining nonpersonal presentation of an organization, product, or service without direct cost. e. free space or time donated by the media.

Q: The first decision in developing an advertising program is to a. set the budget. b. state its mission. c. identify the target audience. d. select the appeal. e. select the media.

Q: A hardware store owner placed an advertisement for Sylvania LED light bulbs in the local newspaper. Sylvania provided the storeowner with several high-quality, camera-ready sample advertisements and also paid 50 percent of the cost to place the ad in the paper. Sylvania was using __________ to promote its products. a. strategic channel partnership b. cooperative advertising c. retail publicity d. reseller consumer promotion e. manufacturer incentive advertising

Q: An ad for Mercedes Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo. There was no mention of the company name or sign of a product in the ad. This ad was an example of __________ advertising. a. competitive institutional b. competitive product c. advocacy d. pioneering product e. reminder institutional

Q: While reading the newspaper, Belinda noticed an advertisement containing a coupon from Bayer that is redeemable only at Target stores. This ad is an example of a. cooperative advertising. b. co-branding. c. a finance allowance. d. a merchandise allowance. e. specialty advertising.

Q: U. S. Army Ad The U.S. Army ad shown above is an example of a(n) __________ advertisement. a. reminder institutional b. competitive institutional c. pioneering institutional d. advocacy e. subliminal institutional

Q: Cooperative advertising refers to a. advertising programs by which a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products. b. advertising programs by which a manufacturer pays for national ad distribution and the retailer pays for local advertising expense. c. advertising for all stores located in strip malls or other shared facilities financed as a part of their leasing fees. d. advertising paid for by multiple independent firms to promote a product class rather than an individual product or firm. e. advertising paid for by several unrelated firms to promote a worthy cause such as cancer research.

Q: The purpose of reminder institutional advertisements is to a. promote a specific brand's features and benefits. b. tell people what a company is, what it can do, and where it is located. c. state the position of a company on an issue. d. bring the company's name to the attention of the target market again. e. promote the advantages of one product class over another.

Q: Advertising programs in which a manufacturer pays a percentage of a retailer's local advertising expense for advertising the manufacturer's products are referred to as a. trade promotion programs. b. consumer promotion programs. c. cooperative advertising programs. d. cause-related marketing programs e. shared-responsibility programs.

Q: The Beef Council promotes a series of ads in which the tag line is "Beefit's what's for dinner." The purpose of these ads is to encourage the audience to eat more beef. This type of ad is a(n) _____________. a. reminder institutional ad b. pioneering institutional ad c. product institutional ad d. competitive institutional ad e. advocacy ad

Q: A trade promotion which compensates retailers that transport orders from the manufacturer's warehouse is referred to as a _________. a. carry allowance b. haulage allowance c. finance allowance d. case allowance e. freight allowance

Q: The Florida Department of Citrus developed the "To Your Health" campaign to show the benefits of orange juice. The goal of these ads is to increase demand for orange juice as compared to other beverages. This is an example of a __________ advertisement. a. competitive product b. product advocacy c. competitive institutional d. pioneering product e. pioneering institutional

Q: A trade promotion where the manufacturer gives a retailer a case allowance price for products in their warehouse, which prevents shelf stock from running down during the promotional period is referred to as a __________. a. level stock protection program b. floor stock protection program c. ceiling stock protection program d. ground stock protection program e. hedge stock protection program

Q: Got Milk? Ad The "Got Milk?" ad shown above is an example of which type of advertising? a. reminder institutional b. competitive institutional c. pioneering institutional d. product advocacy e. product differentiation

Q: A trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a __________. a. finance allowance b. promotional allowance c. merchandise allowance d. case allowance e. failure fee

Q: America's dairy farmers and milk processors use their "Got Milk?" campaign to increase demand for milk relative to other beverages. This campaign is an example of a __________ campaign. a. competitive institutional b. competitive product c. advocacy d. pioneering product e. pioneering institutional

Q: A variation of the case allowance is the __________ approach, whereby retailers receive some amount of the product free based on the amount ordered, such as 1 case free for every 10 cases ordered. a. complementary b. harmonizing c. balancing d. free goods e. paired

Q: The purpose of competitive institutional advertisements is to a. promote a specific brand's features and benefits. b. tell people what a company is, what it can do, and where it is located.. 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: A discount on each case of goods ordered during a specific period of time is referred to as a a. functional allowance. b. merchandise allowance. c. case allowance. d. finance allowance. e. manufacturer's inducement.

Q: An ad for an international consulting firm was intended to communicate the company's philosophythat you can be big and nimble at the same timerather than sell any one particular service the company provides. The ad is an example of __________ institutional advertising. a. competitive b. pioneering c. advocacy d. reminder e. political

Q: The reimbursement a retailer gives for extra in-store support or special featuring of a brand is referred to as a(n) __________. a. organizational allowance b. merchandise allowance c. case allowance d. finance allowance e. manufacturer's inducement

Q: When Philip Morris changed its name to Altria, it ran __________institutional ads to inform consumers. a. competitive b. advocacy c. pioneering d. reminder e. stakeholder

Q: A(n) __________ reimburses a retailer for extra in-store support or special featuring of a brand. a. organizational allowance b. case allowance c. finance allowance d. manufacturer's inducement e. merchandise allowance

Q: Recent Bayer ads stating, "We cure more headaches than you think," are intended to inform consumers that the company produces many products in addition to aspirin. What type of ad is this? a. pioneering institutional advertisement b. competitive institutional advertisement c. advocacy institutional advertisement d. reminder institutional advertisement e. subliminal institutional advertisement

Q: Sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers are referred to as a. trade-oriented sales promotions. b. consumer-oriented promotions. c. reseller-oriented promotions. d. wholesaler-oriented promotions. e. retailer-oriented promotions.

Q: An advertisement that informs people what a company is, what it can do, and where it is located is referred to as a(n) a. competitive institutional advertisement. b. competitive product advertisement. c. reminder institutional advertisement. d. advocacy institutional advertisement. e. pioneering institutional advertisement.

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

Q: The purpose of pioneering institutional advertisements is to a. promote a specific brand's features and benefits. b. inform people what a company is, what it can do, and where it is located. 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: Three common trade-oriented sales approaches are targeted uniquely to wholesalers, retailers, and distributers include: (1) allowances and discounts, (2) __________, and (3) training of distributor's salesforce. a. reminder advertising b. cooperative advertising c. pioneering advertising d. competitive advertising e. comparative advertising

Q: Advertisements that state the position of a company on an issue, such as the ads sponsored by the Miller Brewing Company encouraging the responsible use of alcohol, are __________ advertisements. a. advocacy b. pioneering c. competitive d. reminder e. political

Q: 7-Eleven rebranded 11 of its American stores and one Canadian store as "Kwik-E-Marts," selling some real-life versions of products seen in episodes of The Simpsons, such as Buzz Cola and Krusty-O's cereal. This form of promotion is referred to as _________. a. a product placement b. product continuity c. a reverse product placement d. trade-oriented sales promotion e. subliminal advertising

Q: When the Lorillard Tobacco Company places ads discouraging teenagers from smoking, the firm is using which type of advertising? a. pioneering b. competitive c. reminder d. comparative e. advocacy

Q: In the film Runaway Bride, Julia Roberts boarded a FedEx truck. Another actor gave voice to FedEx's service guarantee, saying she will arrive "by 10 a.m. the next business day." This is an example of _________. a. product placement b. product continuity c. a deal d. subliminal advertising e. reverse product placement

Q: Chevron Ad When Chevron places ads like the one shown above, it conveys its position of supporting renewable energy despite the public perception of its role in the energy shortage. Which type of advertising is Chevron using? a. reminder b. competitive c. pioneering d. advocacy e. objective

Q: Travelers throughout the world have relied on Frommer's guides such as Italy from $90 a Day. These books outline out-of-the-way, inexpensive restaurants and hotel, giving invaluable _________ to these establishments. a. direct sales b. publicity c. direct marketing d. personnel selling e. public service announcements

Q: Which of the following statements describes a key difference between advertising and publicity? a. Publicity is more expensive on a cost-per-contact basis than advertising. b. Publicity is usually directly paid, and advertising is usually indirectly paid. c. Advertising is usually directly paid, and publicity is usually indirectly paid. d. Advertising provides an immediate feedback loop, and publicity does not. e. Publicity always has a much greater reach than advertising.

Q: A nonpersonal, indirectly paid presentation of an organization, product, or service that can take the form of a news story, editorial, or product announcement is referred to as __________. a. direct sales b. publicity c. direct marketing d. a public service announcement e. personal selling

Q: Publicity refers to a. a nonpersonal, indirectly paid presentation of an organization, product, or service. b. a short-term inducement of value offered to arouse interest in buying a product or service. c. methods used to get a nonpersonal, directly paid presentation of a company or its products. d. a paid form of nonpersonal communication about an organization, product, service, or idea, by an identified sponsor. e. 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.

Q: Press conferences and image management are tools used by a firm's __________ department. a. advertising b. sales promotion c. direct marketing d. public relations e. personal selling

Q: Public relations refers to a. a seller-directed flow of communication, often in a face-to-face encounter, designed to promote a product with the purpose of making a sale. b. an individualized communications program specifically designed for a single customer because the item being sold is unique to that person. c. a mass selling approach that has been be tailored to meet the more select needs of a target market based on age, gender, ethnicity, or occupation. d. a form of communication that is intended to counteract any negative information or misinformation that has been fomented by competitors or disgruntled customers. e. 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.

Q: 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 __________. a. sales promotion b. publicity c. advertising d. public relations e. personal selling

Q: Lenox China Co. would like to get its annual Christmas ornament series into Macy's department stores. Macy's has a buyer in New York City who makes decisions on its giftware. Which promotional element would be most appropriate for Lenox to use to reach the Macy's buyer? a. advertising b. sales promotion c. personal selling d. public relations e. advertising and public relations

Q: Businesses vary as to the amount of security they require or can afford to access their computer files. A company that sells a complete line of firewalls, from a no-frills version to one that uses complex retinal scans, would most likely employ which promotional element to effectively promote its product to businesses? a. personal selling b. advertising c. sales promotion d. public relations e. social media

Q: When a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products, she is engaging in __________. a. missionary sales b. sales promotion c. public relations d. personal selling e. a public service announcement

Q: When a company telephones people to ask them to contribute to the Police Benevolent Association (PBA), the calling company is using __________. a. advertising b. personal selling c. sales promotion d. public relations e. publicity

Q: Which of these promotional elements has the highest cost-per-contact or exposure? a. advertising b. personal selling c. sales promotion d. publicity e. public service announcements

Q: Which of the following statements describes a disadvantage associated with personal selling? a. Presentations often provide little opportunity for consumer feedback. b. Personal selling permits too much wasted coverage. c. There may be inconsistency in the presentation of the message from one salesperson to another. d. A salesperson cannot control to whom a presentation is made. e. Personal selling is subject to extensive federal, state, and company regulation.

Q: Which of these promotional elements has the inherent weakness of extremely high expense per exposure? a. advertising b. sales promotion c. publicity d. direct marketing e. personal selling

Q: Which promotional mix alternative has the advantage of allowing the seller to see and/or hear the potential buyer's reaction to the message? a. advertising b. personal selling c. public relations d. sales promotion e. publicity

Q: Wasted coverage can be reduced by which of method of promotion? a. sales promotion b. public relations c. advertising d. public service announcements e. personal selling

Q: Communication with consumers who are not in the target audience is referred to as __________. a. excess coverage b. wasted coverage c. exhaustive coverage d. squandered coverage e. dissipated coverage

Q: Which of the following in an inherent weakness of personal selling? a. It is difficult to receive good feedback. b. It is difficult to get media cooperation. c. Messages may differ between salespeople. d. It can be easily duplicated. e. It can can easily lead to promotion wars.

Q: Which of the following is an inherent strength of personal selling? a. Personal selling can provide the target audience with complex information. b. Personal selling has low seller involvement. c. Personal selling can prepare messages quickly. d. Personal selling is an efficient means for reaching large numbers of people. e. Personal selling is often the most credible source in the consumer's mind.

Q: Personal selling refers to a. a seller-directed flow of communications, often in a face-to-face encounter, designed to promote a product with the purpose of making a sale. b. an individualized communications program specifically designed for a single customer because the item being sold is unique to that person. c. a mass selling approach that has been be tailored to meet the more select needs of a target market based on age, gender, ethnicity, or occupation. d. the two-way flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision. e. any spoken (rather than visual or print) attempt to promote a product for the purpose of making a sale.

Q: The two-way flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision is referred to as a. sales promotion. b. personal selling. c. direct selling. d. advertising. e. public relations.

Q: New Balance recently spent $13 million for time on television and space in selected magazines to promote its athletic shoes. What form of marketing communication did it use? a. public relations b. personal selling c. publicity d. sales promotion e. advertising

Q: When Sears places a multiple-page booklet in the local newspaper about its President's Day sale, it is using which element of the promotional mix? a. advertising b. sales promotion c. publicity d. personal selling e. direct marketing

Q: Which of the following statements describes a key difference between advertising and public relations? a. Public relations is more expensive on a cost-per-contact basis than advertising. b. Public relations is usually directly paid while advertising is usually indirectly paid. c. Advertising is usually directly paid while public relations is usually indirectly paid. d. Advertising provides an immediate feedback loop while public relations does not. e. Public relations always has a much greater reach than advertising.

Q: Which of the following is an inherent weakness of advertising? a. extremely high expense per exposure b. difficult to get media cooperation c. high absolute costs d. easily duplicated e. can easily lead to promotion wars

Q: Which of the following is an inherent strength of advertising? a. Advertising provides immediate feedback. b. Advertising can deliver complex information. c. Advertising can create messages quickly. d. Advertising is an efficient means for reaching large numbers of people. e. Advertising is often the most credible source of information for consumers.

Q: Which of the following statements about advertising is most accurate? a. Advertisers have limited control as to when and where their advertisements will be placed. b. A key advantage of advertising is its ability to use customized interactions. c. Advertising can be a very effective "attention getter" especially for new products, but has little impact for repeat buys. d. Advertising is one of the least costly forms of promotion because it reaches a pretested market. e. Through advertising, a company can control what it wants to say, when they want to say it, and to some extent, to whom the message is sent.

Q: Which of the following statements about advertising is most accurate? a. Advertising has limited control as to when and where an advertisement will be used. b. Advertising allows a firm to reach a mass market. c. A key advantage of advertising is its ability to use customized interactions. d. Advertising can be a very effective "attention getter" especially for new products, but has little impact for repeat buys. e. Advertising is one of the least costly forms of promotion because it reaches a pretested market.

Q: Which of the following statements about advertising is most accurate? a. Advertising can communicate specific product benefits to prospective buyers. b. Advertising has limited control as to when and where an advertisement will be used. c. A key advantage of advertising is its ability to use customized interactions. d. Advertising can be a very effective "attention getter" especially for new products, but has little impact for repeat buys. e. Advertising is one of the least costly forms of promotion because it reaches a mass market.

Q: What is the nature of the "paid" aspect of advertising? a. Fees are paid for space or time. b. Fees are paid to salespeople as either salaries or commissions. c. Fees are paid to creative arts contributors but there is no direct payment to media. d. There is a wide range of fees paid depending upon the promotion selected. e. The primary costs are now associated with communication through mail, telephone, or the Internet.

Q: A paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as __________. a. sales promotion b. publicity c. advertising d. direct marketing e. mass communication

Q: Advertising refers to a. any nonpersonal, indirectly paid presentation of an organization, service, or product. b. a short-term inducement of value offered to arouse interest in buying a product or service. c. methods used to identify a target market for a particular product or service. d. any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. e. any unpaid form of personal presentation of products and services.

Q: Which of the following types of promotion uses customized interaction? a. advertising b. direct marketing c. public relations d. sales promotion e. publicity