Question 1

To evaluate the effectiveness of advertising,it's better to rely on the judgment of the creative people in ad agencies than to rely on the results of advertising research.

Accepted Answer

A) True 
 B)False

Question 2

When a firm's advertising says "our motorcycles will outperform any other brand," it is using competitive advertising to develop selective demand.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following is the WORST example of an advertising objective?

Accepted Answer

A)   "We want to increase awareness among the members of the target audience by 10 percent within three months after the start of our advertising campaign."
B)   "We want 50 percent of the television audience for the Super Bowl to recall having seen a commercial for our product during the game."
C)   "We want our advertising to create favorable word-of-mouth promotion for our product."
D)   "We want our banner ad on the Yahoo! homepage to generate 50,000 page views (hits)  on our corporate website within the first week that it appears on the World Wide Web."
E)   "We want our infomercial running on cable television stations to generate 10,000 orders for the advertised product within one month after it starts."F) B) and E)
G) A) and E)

Question 4

When a producer has won brand preference for its product-but is entering the sales decline stage of its life cycle-it probably should use:

Accepted Answer

A)   pioneering advertising.
B)   competitive advertising.
C)   primary advertising.
D)   reminder advertising.
E)   institutional advertising.F) A) and C)
G) All of the above

Question 5

Institutional advertising:

Accepted Answer

A)   may try to improve a firm's image with shareholders.
B)   may seek to inform, persuade, or remind.
C)   may try to improve a firm's image with the general public.
D)   focuses on the name and prestige of a company or industry.
E)   All of these alternatives are correct.F) C) and D)
G) A) and D)

Question 6

Natalie St.John,brand manager for a cookie producer,says that she is looking for a "full service" advertising agency.Apparently,in addition to having the agency purchase media,she wants an agency to help

Accepted Answer

A)   plan package development.
B)   develop sales promotions.
C)   provide market research.
D)   create the actual advertisements.
E)   A full service agency might help with any of these.F) C) and D)
G) A) and B)

Question 7

The direct type of competitive advertising tries to obtain immediate buying action.

Accepted Answer

A) True 
 B)False

Question 8

What is the objective of competitive advertising?

Accepted Answer

A)   It tries to develop primary demand for a product category rather than demand for a specific brand.
B)   It tries to keep the product's name before the public.
C)   It is used to present the company in a favorable light, perhaps to overcome image problems.
D)   It may be useful when the product has achieved brand preference or insistence.
E)   It tries to develop selective demand for a specific brand.F) C) and E)
G) C) and D)

Question 9

Cooperative advertising is:

Accepted Answer

A)   advertising by several producers of the same product type-to stimulate primary demand.
B)   encouraged by the Federal Trade Commission.
C)   the opposite of competitive advertising.
D)   a way for a producer to get more promotion for its advertising dollar.
E)   None of these alternatives is correct.F) B) and E)
G) A) and B)

Question 10

Success of an advertising campaign can be easily measured by looking at the sales result.

Accepted Answer

A) True 
 B)False

Question 11

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 D)
G) C) and D)

Question 12

A supermarket manager should use ______________ advertising to increase store traffic during the middle of the week.

Accepted Answer

A)   institutional
B)   indirect competitive
C)   pioneering
D)   reminder
E)   direct competitiveF) C) and D)
G) B) and C)

Question 13

Mobile devices track customers' whereabouts through GPS and the segmenting dimension of physical location at a specific time can be added to target marketing.

Accepted Answer

A) True 
 B)False

Question 14

At some websites,Internet ads are free if the ads don't get results.

Accepted Answer

A) True 
 B)False

Question 15

Sales promotion directed at employees is especially popular with service-oriented firms.

Accepted Answer

A) True 
 B)False

Question 16

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) C) and D)
G) None of the above

Question 17

Comparative ads for a product work best in which stage of the adoption process?

Accepted Answer

A)   Awareness
B)   Interest
C)   Evaluation and trial
D)   Decision
E)   ConfirmationF) C) and D)
G) A) and B)

Question 18

Regarding advertising,the Federal Trade Commission:

Accepted Answer

A)   can require firms to run corrective ads.
B)   can regulate deceptive advertising.
C)   can require firms to support ad claims.
D)   can require firms to provide affirmative disclosures.
E)   All of these alternatives are correct.F) A) and D)
G) A) and E)

Question 19

Competitive advertising is typically used in the market introduction stage of the product life cycle-to develop primary demand.

Accepted Answer

A) True 
 B)False

Question 20

What is the likely disadvantage of mobile advertising?

Accepted Answer

A)   It does not fit for large companies.
B)   It has technical limitations with bandwidth and data transfer.) 
C)   It is not useful for brand building of a product.
D)   It has costly bidding process for keywords.
E)   It leads to information overload for customers.F) A) and D)
G) C) and D)

Exam 17: Advertising and Sales Promotion

A supermarket manager should use ______________ advertising to increase store traffic during the middle of the week.

Correct AnswerverifiedShow Answer

Cooperative advertising is:

Correct AnswerverifiedShow Answer

When a producer has won brand preference for its product-but is entering the sales decline stage of its life cycle-it probably should use:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Regarding advertising,the Federal Trade Commission:

Correct AnswerverifiedShow Answer

The direct type of competitive advertising tries to obtain immediate buying action.

Correct AnswerverifiedShow Answer

When a firm's advertising says "our motorcycles will outperform any other brand," it is using competitive advertising to develop selective demand.

Correct AnswerverifiedShow Answer

Institutional advertising:

Correct AnswerverifiedShow Answer

At some websites,Internet ads are free if the ads don't get results.

Correct AnswerverifiedShow Answer

Competitive advertising is typically used in the market introduction stage of the product life cycle-to develop primary demand.

Correct AnswerverifiedShow Answer

Natalie St.John,brand manager for a cookie producer,says that she is looking for a "full service" advertising agency.Apparently,in addition to having the agency purchase media,she wants an agency to help

Correct AnswerverifiedShow Answer

Advertising objectives should

Correct AnswerverifiedShow Answer

Mobile devices track customers' whereabouts through GPS and the segmenting dimension of physical location at a specific time can be added to target marketing.

Correct AnswerverifiedShow Answer

To evaluate the effectiveness of advertising,it's better to rely on the judgment of the creative people in ad agencies than to rely on the results of advertising research.

Correct AnswerverifiedShow Answer

What is the objective of competitive advertising?

Correct AnswerverifiedShow Answer

Comparative ads for a product work best in which stage of the adoption process?

Correct AnswerverifiedShow Answer

Success of an advertising campaign can be easily measured by looking at the sales result.

Correct AnswerverifiedShow Answer

Which of the following is the WORST example of an advertising objective?

Correct AnswerverifiedShow Answer

Sales promotion directed at employees is especially popular with service-oriented firms.

Correct AnswerverifiedShow Answer

What is the likely disadvantage of mobile advertising?

Correct AnswerverifiedShow Answer

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