Question 1

If the advertising objective is to convince potential customers that "Safeway Cleaners" offers excellent dry-cleaning services, what medium would be best for reaching local prospects?

Accepted Answer

A)   Television
B)   Magazines
C)   Cinema
D)   Internet
E)   NewspapersF) C) and D)
G) A) and B)

Question 2

Sales promotion activities:

Accepted Answer

A)   Usually have long-term effects.
B)   Are aimed at final consumers, but not business customers.
C)   Focus more on getting attention than on stimulating action by consumers.
D)   May be aimed at a firm's own employees.
E)   Usually take longer to achieve sales results than does advertising.F) A) and E)
G) B) and E)

Question 3

Nissan's Altima advertises the performance of its new luxury sedan by showing it side-by-side with competing brands, like Lexus and BMW. This is:

Accepted Answer

A)   primary advertising.
B)   institutional advertising.
C)   reminder advertising.
D)   comparative advertising.
E)   selective advertising.F) D) and E)
G) B) and E)

Question 4

Institutional advertising:

Accepted Answer

A)   tries to stimulate primary demand rather than selective demand.
B)   involves no media costs.
C)   tries to develop goodwill for a company or even an industry.
D)   tries to keep a product's name before the public.
E)   is always aimed at final consumers or users.F) B) and D)
G) C) and D)

Question 5

Advertising objectives should

Accepted Answer

A)   be specific, but not as specific as the objectives for the personal selling effort.
B)   be set by the specialists-the creative people at the advertising agency.
C)   be quite general so that ads will appeal to the largest possible audience.
D)   determine the kinds of advertising needed.
E)   be more specific for institutional advertising than for direct type competitive advertising.F) A) and B)
G) D) and E)

Question 6

Procter and Gamble is an example of a consumer packaged goods firm that has dramatically increased its use of trade promotion in the promotion blend.

Accepted Answer

A) True 
 B)False

Question 7

A major difference between reminder advertising and pioneering advertising is that:

Accepted Answer

A)   reminder advertising focuses on selective demand, while pioneering advertising tries to develop primary demand.
B)   reminder advertising is less likely to use "soft sell" ads.
C)   reminder advertising is emphasized in the early stages of the product life cycle.
D)   pioneering advertising is emphasized in the later stages of the product life cycle.
E)   None of these alternatives is true.F) A) and C)
G) B) and E)

Question 8

The publishing channel maintained by a firm, such as a blog, YouTube channel, or Facebook page, is an example of owned media.

Accepted Answer

A) True 
 B)False

Question 9

Social targeting involves analyzing customers' online activities to get detailed insight into their wants and needs.

Accepted Answer

A) True 
 B)False

Question 10

To guarantee good media selection, the advertiser must specify its target market and then choose media that will reach these target customers.

Accepted Answer

A) True 
 B)False

Question 11

When Intuit, a tax and financial planning software company, created a website where its QuickBooks customers could interact about problems facing their small businesses, this was an example of a(n) :

Accepted Answer

A)   branded service.
B)   blog.
C)   online community.
D)   case study.
E)   webinar.F) C) and E)
G) C) and D)

Question 12

Faced with a decline in red meat consumption, the American Beef Association is sponsoring an advertising campaign to increase consumption of beef by stressing new research results about beef's nutritional benefits. This is an example of:

Accepted Answer

A)   competitive advertising.
B)   reminder advertising.
C)   comparative advertising.
D)   indirect action advertising.
E)   pioneering advertising.F) A) and D)
G) A) and C)

Question 13

Which of the following is true of competitive advertising?

Accepted Answer

A)   It informs potential customers about the new product and turns them into adopters.
B)   It means making specific brand comparisons using actual product names.
C)   It tries to develop selective demand for a specific brand.
D)   It tries to keep the product's name before the public.
E)   It is usually done in the early stages of the product life cycle.F) B) and E)
G) A) and D)

Question 14

Mass selling:

Accepted Answer

A)   makes widespread distribution possible-by reaching many potential customers at the same time.
B)   alternatives do not vary much in cost when target market preferences are considered.
C)   alternatives do not vary much from one country to another.
D)   alternatives do not vary much in results when target market preferences are considered.
E)   None of these alternatives is true.F) A) and B)
G) None of the above

Question 15

Using advertising to develop selective demand:

Accepted Answer

A)   may become necessary as a firm's product moves through its product life cycle.
B)   should only be tried with selective distribution.
C)   is needed when consumers do not know a new product is available.
D)   is intended to produce immediate buying action.
E)   is needed when a firm has a monopoly.F) All of the above
G) B) and C)

Question 16

Focusing a company's advertising on its name and prestige is called ______________ advertising.

Accepted Answer

A)   reminder
B)   primary
C)   institutional
D)   competitive
E)   pioneeringF) A) and B)
G) C) and E)

Question 17

Samsung's placement of charging stations in airports and on college campuses is a good example of a company offering its customers "branded services."

Accepted Answer

A) True 
 B)False

Question 18

The National Cheese Association's ad theme "We are making better cheese for you" is an example of:

Accepted Answer

A)   institutional advertising.
B)   cooperative advertising.
C)   pioneering advertising.
D)   competitive advertising.
E)   reminder advertising.F) B) and D)
G) A) and E)

Question 19

When an online ad is delivered to a person's computer based on previous websites that person has visited, this is called:

Accepted Answer

A)   pay-per-click targeting.
B)   pioneering targeting.
C)   pay-per-view targeting.
D)   copy thrust targeting.
E)   behavioral targeting.F) A) and B)
G) B) and D)

Question 20

Glitter, Inc. advertises its "gold-tone" jewelry on TV, along with a toll free number and the message that "operators are standing by now to take your credit card order." This is an example of:

Accepted Answer

A)   direct type competitive advertising.
B)   pioneering advertising.
C)   primary advertising.
D)   comparative advertising.
E)   indirect type competitive advertising.F) B) and C)
G) A) and E)

Exam 15: Advertising, Publicity, and Sales Promotion

Which of the following is true of competitive advertising?

Correct AnswerverifiedShow Answer

A major difference between reminder advertising and pioneering advertising is that:

Correct AnswerverifiedShow Answer

When an online ad is delivered to a person's computer based on previous websites that person has visited, this is called:

Correct AnswerverifiedShow Answer

If the advertising objective is to convince potential customers that "Safeway Cleaners" offers excellent dry-cleaning services, what medium would be best for reaching local prospects?

Correct AnswerverifiedShow Answer

Institutional advertising:

Correct AnswerverifiedShow Answer

Social targeting involves analyzing customers' online activities to get detailed insight into their wants and needs.

Correct AnswerverifiedShow Answer

Mass selling:

Correct AnswerverifiedShow Answer

When Intuit, a tax and financial planning software company, created a website where its QuickBooks customers could interact about problems facing their small businesses, this was an example of a(n) :

Correct AnswerverifiedShow Answer

Glitter, Inc. advertises its "gold-tone" jewelry on TV, along with a toll free number and the message that "operators are standing by now to take your credit card order." This is an example of:

Correct AnswerverifiedShow Answer

The National Cheese Association's ad theme "We are making better cheese for you" is an example of:

Correct AnswerverifiedShow Answer

Samsung's placement of charging stations in airports and on college campuses is a good example of a company offering its customers "branded services."

Correct AnswerverifiedShow Answer

Sales promotion activities:

Correct AnswerverifiedShow Answer

To guarantee good media selection, the advertiser must specify its target market and then choose media that will reach these target customers.

Correct AnswerverifiedShow Answer

Procter and Gamble is an example of a consumer packaged goods firm that has dramatically increased its use of trade promotion in the promotion blend.

Correct AnswerverifiedShow Answer

Using advertising to develop selective demand:

Correct AnswerverifiedShow Answer

Focusing a company's advertising on its name and prestige is called ______________ advertising.

Correct AnswerverifiedShow Answer

Faced with a decline in red meat consumption, the American Beef Association is sponsoring an advertising campaign to increase consumption of beef by stressing new research results about beef's nutritional benefits. This is an example of:

Correct AnswerverifiedShow Answer

The publishing channel maintained by a firm, such as a blog, YouTube channel, or Facebook page, is an example of owned media.

Correct AnswerverifiedShow Answer

Advertising objectives should

Correct AnswerverifiedShow Answer

Nissan's Altima advertises the performance of its new luxury sedan by showing it side-by-side with competing brands, like Lexus and BMW. This is:

Correct AnswerverifiedShow Answer

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