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1 | |
Any paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor is called: |
| | A) | publicity. |
| | B) | sales promotion. |
| | C) | advertising. |
| | D) | personal selling. |
| | E) | promotion. |
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2 | |
What type of ad gets the consumer to take immediate action? |
| | A) | delayed-response advertising |
| | B) | direct-response advertising |
| | C) | direct-trigger advertising |
| | D) | direct-action advertising |
| | E) | delayed-action advertising |
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3 | |
Advertising that promotes a specific brand's features and benefits is: |
| | A) | institutional. |
| | B) | hierarchical. |
| | C) | pioneering. |
| | D) | competitive. |
| | E) | reminder. |
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4 | |
Which one of the following factors may change the importance of the stages in the hierarchy of effects? |
| | A) | Product category |
| | B) | Brand |
| | C) | Consumer involvement in the purchase process |
| | D) | Stage of the product life cycle |
| | E) | All of the above |
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5 | |
Most advertising messages are made up of two types of elements: |
| | A) | functional and persuasional. |
| | B) | expository and persuasional. |
| | C) | informational and persuasional. |
| | D) | informational and creative. |
| | E) | creative and expository. |
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6 | |
A concern when using sex appeal is: |
| | A) | what men find sexy, women don't. |
| | B) | what women find sexy, men don't. |
| | C) | sex appeal fails to gain audience attention. |
| | D) | the sex appeal of the ad distracts the audience from the product. |
| | E) | sex appeal doesn't have any effect on senior citizens. |
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7 | |
A concern when using humor appeal is: |
| | A) | what adults find humorous, children do not. |
| | B) | what children find humorous, adults do not. |
| | C) | most humorous advertisements make someone feel offended. |
| | D) | humor tends to bore consumers quickly, causing "wearout." |
| | E) | all of the above. |
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8 | |
What percentage of Canadian homes can be reached by the television medium? |
| | A) | 75 percent |
| | B) | 80 percent |
| | C) | 85 percent |
| | D) | 90 percent |
| | E) | 99 percent |
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9 | |
Which of the following statements is true? |
| | A) | There are seven times as many television stations as radio stations. |
| | B) | Radio is not a highly segmented medium. |
| | C) | The average college student during the day listens to radio more than he/she watches television. |
| | D) | The peak radio listening time is during the night. |
| | E) | Radio has unlimited use for conveying complex information. |
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10 | |
A retail store marketing vice president is developing an advertising budget using the objective and task method. She has the objective of clearing slow-moving merchandise from her shelves and is trying to choose between radio and newspaper ads. Which of the following is an advantage of radio relative to newspaper as a means of achieving the objective? |
| | A) | Better reach |
| | B) | More effective visuals |
| | C) | Ads can be saved by consumers |
| | D) | Better segmentation capability |
| | E) | More effective in conveying complex information |
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11 | |
Billboard advertising is most effective for which type of advertisement? |
| | A) | Pioneering |
| | B) | Advocacy |
| | C) | Reminder |
| | D) | Comparative |
| | E) | Differentiation |
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12 | |
The offer of one free pizza with the purchase of two pizzas at the regular price might appeal to you one evening. What is the term for this incentive offer? |
| | A) | Mass-market communication |
| | B) | Customer-oriented encoding |
| | C) | Consumer-oriented sales promotion |
| | D) | Consumer encoding |
| | E) | Consumer feedback |
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13 | |
The objective(s) of distributing coupons is/are to: |
| | A) | stimulate demand. |
| | B) | increase trial, and retaliate against competitor's actions. |
| | C) | encourage present customers to buy more, and minimize brand-switching behavior. |
| | D) | encourage new product trial. |
| | E) | encourage repeat purchases. |
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14 | |
When McDonald's used a free premium in a promotional partnership with Disney/Pixar during the release of the movie Monsters, Inc, they were: |
| | A) | reacting to competitors' marketing tactics. |
| | B) | encouraging customers to return frequently or to consume more products. |
| | C) | trying to give the movie a positive endorsement. |
| | D) | Increasing the perception of value by restaurant patrons. |
| | E) | none of the above. |
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15 | |
Why does Canada have federal and provincial regulations covering sweepstakes? |
| | A) | The government prefers to have watchdog operations for every marketing activity. |
| | B) | Regulations can restrict the potential abuse of contest rules by participants. |
| | C) | Regulations ensure that the chance of winning is represented honestly and to guarantee that the prizes are awarded. |
| | D) | The government likes to monitor the level of sweepstake activity for research purposes. |
| | E) | None of the above. |
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16 | |
Which type of sales promotion is used when a manufacturer places one small bottle of shampoo in a clear bag and hangs it from the door of each house in a neighborhood? |
| | A) | A sample |
| | B) | A deal |
| | C) | A premium |
| | D) | A point-of-purchase display |
| | E) | An introductory offer |
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17 | |
Which type of sales promotion is demonstrated by the following example? "Mail in three UPCs and cash register tapes with the prices circled to receive a cheque for the full purchase price." |
| | A) | Point-of-purchase |
| | B) | Deal |
| | C) | Coupons |
| | D) | Rebates |
| | E) | Premium |
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18 | |
Sales tools used to support a company's advertising and personal selling directed to wholesalers, retailers, or distributors are called: |
| | A) | trade-oriented sales promotions. |
| | B) | consumer promotions. |
| | C) | manufacturers promotions. |
| | D) | sales promotions. |
| | E) | all of the above. |
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19 | |
A program where a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products: |
| | A) | Vertical marketing system |
| | B) | Push strategy |
| | C) | Institutional product advertisement |
| | D) | Cooperative advertising |
| | E) | None of the above. |
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20 | |
Two most common forms of publicity are: |
| | A) | special events and news conference. |
| | B) | news release and news conference. |
| | C) | public service activities and news release. |
| | D) | special events and public service activities. |
| | E) | news release and special events. |
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