Homework answers / question archive / Western New Mexico University BSAD 340 1)Placing advertising messages in Web-based and video games to advertise or promote a product, service, organization, or issue is known as: a

Western New Mexico University BSAD 340 1)Placing advertising messages in Web-based and video games to advertise or promote a product, service, organization, or issue is known as: a

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Western New Mexico University

BSAD 340

1)Placing advertising messages in Web-based and video games to advertise or promote a product, service, organization, or issue is known as:

a.            embedded message.

b.            subliminal advertising. c. advergaming.

d. blogging.

e. social networking.

2.            Arkadium creates games adults and kids can play on the Internet. While people play these games, advertising creatively appears in or around the game. Their clients include General Motors, NBC, Warner Bros., and more. Arkadium is creating          to reach target markets for its clients.

a.            an infomercial

b.            a videomercial

c.             a relationship tool d. advergaming

e. an interconnect

 

3.            The U.S. Army created a video game called America’s Army to boost its recruiting efforts. The game is an example of:

a.            an interconnect.

b.            a videomercial. c. advergaming.

d. a relationship tool.

 

e. an infomercial.

 

4.            Ads on shopping carts at grocery stores and in screen savers are examples of:

a. communications networks. b. alternative media.

c.             distribution channels for ads.

d.            outdoor advertising.

e.            direct advertising.

 

5.            When an advertiser decides how much space and/or time will be placed in each advertising medium the company wants to use, the advertiser is determining its:

a. marketing mix. b. media mix.

c.             promotional plan.

d.            advertising campaign.

e.            reach objectives.

 

6.            All of the following are used for making media mix decisions EXCEPT: a. media schedule.

b.            cost per contact.

c.             reach.

d.            frequency.

e.            audience selectivity.

 

7.                           is the cost of reaching one member of the target market. a. Cost per contact

b.            Cost per thousand

c.             Gross rating

d.            GRP

e.            Effective reach

 

8.                           measures the number of target consumers exposed to a commercial at least once during a specific period, usually four weeks.

a.            Noise level

b.            Frequency c. Reach

d. Synchronization

e. Cost per contact

 

9.                           is a measure of the number of times an individual is exposed to a brand message. It is used to measure the intensity of a specific medium’s coverage.

a.            Synchronization

b.            Reach

c.             Cost per contact

d.            Media scheduling e. Frequency

 

 

10.          The ability of an advertising medium to reach a precisely defined market is called: a. audience selectivity

b.            market singularity

c.             geographic selectivity

d.            noise filtering ability

e.            life span

 

11.          Media vehicles like People magazine and The Chicago Tribune appeal to a wide cross section of the population. In contrast, Self magazine and The Food Network have high levels of:

a.            longevity.

b.            audience selectivity.

c.             geographic selectivity.

d.            flexibility.

e.            market singularity.

 

12.          Prices on items sold by supermarkets change frequently, and they often offer special sales to match or beat the prices of their competitors. Therefore,          would be a major consideration when a supermarket selects an advertising vehicle.

a.            audience duplication

b.            noise level

c.             life span

d.            cost per contact e. flexibility

 

 

 

 

 

 

13.          Billboard advertisements often have to compete for a driver’s attention with traffic, passengers, radio, or other billboards. Billboard advertising would be described as:

a.            lacking any geographic selectivity.

b.            the most flexible advertising medium. c. having a high noise level.

d. having a low noise level.

e. being a great channel for informative ads.

 

14.          Advertisers are often concerned with the noise level in a medium. The medium that is assumed to have the lowest noise level is:

a.            radio.

b.            television. c. direct mail.

d. newspaper.

e. magazines.

 

15.          Because Samuel Cabot, Inc., a manufacturer of premium-grade wood stains, wants to spend its promotional budget on timely advertisements that target a large out-of-home audience and have low unit and production costs, it should use      advertising.

a. newspaper b. radio

c.             television

d.            magazine

e.            creative

 

16.          In the 1960s, there were only three television networks and most consumers only received these three channels plus a local channel. Now, consumers have more than 1,600 channels to choose from. This is an example of which problem facing media planners?

a.            Media fragmentation

b.            Flighted media

c.             Effective frequency

d.            Effective reach

e.            Media consolidation

 

17.          A(n)       designates the medium or media to be used, the specific vehicles, and the insertion dates of the advertising.

a. advertising plan b. media schedule

c.             promotion strategy

d.            ad outline

e.            promotional profile

 

 

 

 

 

18.          Which type of advertising is used to stimulate demand for a new product or product category?

a.            Comparative

b.            Innovative

c.             Focused

d.            Image

e.            Pioneering

 

19.          Meek’s Hunting Emporium is a retail store that carries all the products hunters need or think they need. It has set up an advertising plan that allows it to advertise every day prior to the opening of quail-, deer-, and turkey-hunting seasons on four local radio stations, as well as in the local newspapers. This is an example of a:

a.            message execution plan.

b.            media profile.

c.             reach program. d. media schedule.

e. frequency timetable.

 

 

20.          Products in the latter stages of the product life cycle, which are advertised on a reminder basis, use a(n)                media schedule.

a.            intermittent

b.            bursting c. continuous

d. trailing

e. unremitting

 

21.          Pepsi-Cola uses reminder advertising that runs steadily all year. This is an example of a                 

media schedule.

a.            seasonal

b.            pulsing

c.             flighted

d.            consecutive e. continuous

 

22.          The Swine Palace Theater runs ads in the entertainment section of the local newspaper every first weekend of each month. This is a scheduling plan.

a.            flighted

b.            continuous

c.             bursting

d.            seasonal

e.            replication

 

 

 

 

 

 

23.          A(n)       media schedule combines continuous scheduling throughout the year with a flighted schedule during the best sales periods.

a.            pulsing

b.            bursting

c.             unremitting

d.            rhythmic

e.            vibrating

 

24.          The Tween Scene is a retail store catering to 8- to 12-year-old boys and girls. It advertises regularly both on radio and in the daily newspaper. The month prior to the beginning of each new school year, the store buys extra advertising space and time. This is an example of a(n)     scheduling plan.

a.            continuous

b.            replication

c.             interval

d.            seasonal

 

e.            pulsing

 

25.          Which of the following products is most likely to use a pulsing media schedule?

a.            Romance novels

b.            Gasoline

c.             Band instruments

d.            Baking soda

e.            Ceiling fans

 

26.          Which of the following products is most likely to have a seasonal media schedule?

a.            Aromatherapy candles

b.            Masking tape

c.             Airplane tickets d. Charcoal

e. Soft drinks

 

27.          The main premise of      planning is that advertising works by influencing the brand choice of people who are ready to buy.

a.            stealth

b.            guerrilla

c.             pulsing d. recency

e. seasonal

 

28.          Every day around lunchtime, Rascal’s Deli sends text messages advertising daily specials to customers on their GPS-enabled mobile phones. This is an example of:

a.            recency planning.

b.            guerrilla marketing.

c.             pioneering advertising.

d.            executional style.

29.          Products such as snowblowers, chocolate Easter eggs, mittens, and sunscreen lotion are most likely to be advertised with a             media schedule.

a.            flighted

b.            pulsing c. seasonal

d. continuous

e. consecutive

 

30.                         is the element in the promotional mix that evaluates public attitudes, identifies issues that may elicit public concern, and executes programs to gain public understanding and acceptance.

a.            Personal selling

b.            Advertising

c.             Mass communications d. Public relations

e. Sales promotion

 

31.          A news story on the resignation of Steve Jobs as CEO of Apple—complete with descriptions of the numerous innovations he pioneered during his tenure—is an example of:

a.            a sales promotion.

b.            free advertising.

c.             demarketing.

d.            newspaper advertising. e. publicity.

 

32.          Public information about a company, good, or service appearing in the mass media as a news item is:

a.            personal selling

b.            advertising

c.             mass communications d. publicity

e. sales promotion

 

33.          Tools for the public relations manager include all of the following EXCEPT:

a.            press relations.

b.            product publicity.

c.             lobbying.

d.            sales promotions.

e.            corporate communication.

 

34.          An article in BusinessWeek about the reengineered Honda CRV is an example of:

a.            a sales promotion.

b.            free advertising.

c.             direct marketing communications.

d.            newspaper advertising. e. publicity.

 

35.          Publicity:

a.            will never damage a company because it performs the information task of promotion.

b.            is free communication.

c.             is not persuasive with customers.

d.            has to be purchased from the mass media.

e.            has many internal costs to the company associated with it.

 

36.          A Wall Street Journal headline is “Best Buy Wins iPhone Lineup.” This article represents                

for Best Buy and Apple, Inc.

a.            marketing research

b.            sales promotion

c.             personal selling

d.            advertising e. publicity

 

37.          An article in the Wall Street Journal about GM’s turnaround strategy and new upcoming product, the Volt, would be an example of:

a.            direct selling

b.            news marketing c. publicity

d. event marketing

e. direct marketing

 

38.          Which of the following is a public relations strategy that involves getting a product, service, or company name to appear in a movie or television show?

a.            Press release

b.            Product placement

c.             Product publicity

d.            Consumer education

e.            Integrated marketing communications

 

39.          Stormbreaker, a new spy movie, details the story of Alex Rider who, after the death of his uncle, is recruited as an M16 spy. Armed with a special set of gadgets, Rider’s mission is to save millions of lives. In James Bond fashion, the Cross pen serves as one of the key gadgets in the film. The maker of the Cross pen paid to have its pen featured in this movie. This is an example of:

a.            advertising.

b.            a sales promotion.

c.             paid-for public relations. d. product placement.

e. lobbying.

 

 

 

 

 

40.          BMW of North America sponsored an instructional driving school for teenagers in major cities across the U.S. Teens received a training session that included driving techniques and accident avoidance skills. This is an example of:

a.            event advocacy

b.            lobbying

c.             product placement d. consumer education

e. issue sponsorship

 

41.          Which public relations tool involves a company spending money to support an issue, cause, or event that is consistent with corporate objectives?

a.            Advocacy

b.            Lobbying

c.             Product placement d. Sponsorship

e. Underwriting

 

 

42.          The biggest category of sponsorships involves   , which accounts for almost 70 percent of spending in sponsorships.

a.            education

b.            arts and festivals

c.             political causes d. sports

e. music

 

43.          How do public relations professionals use Internet Web sites?

a.            To introduce new products

b.            To promote existing products

c.             To obtain consumer feedback

d.            To showcase upcoming events e. To do all of these things

 

44.                         is used by public relations specialists to handle the effects of unfavorable publicity.

a.            Media planning

b.            Crisis management

c.             Message power

d.            Damage control

e.            Communication narrowcasting

 

45.                         is marketing communication activities in which a short-term incentive is offered to induce the purchase of a particular good or service.

a.            Publicity

b.            Sales promotion

c.             Promotion

d.            Advertising

e.            Motivation selling

46.          Neutrogena offered customers who purchased $30 worth of facial moisturizers, facial cleaners, and facial treatment products a $10 rebate by mail. This is an example of:

a.            motivational selling.

b.            a trade promotion.

c.             a push strategy.

d.            personal selling. e. a sales promotion.

 

47.          What are the two types of sales promotion? a. Consumer and trade

b.            Informative and reminder

c.             Start-up and continual

d.            Adoptive and diffusive

e.            Personal and impersonal

 

48.          All of the following would be a target for a trade sales promotion offered by Rubbermaid, a manufacturer of storage and organization products, EXCEPT:

a.            a retailer called The Container Store.

b.            a kitchen department in a large discount store.

c.             a wholesaler of plastic storage bins.

d.            a Rubbermaid distributor.

e.            a consumer who needs to organize her college dorm room.

 

49.          About what percentage of consumers uses coupons or discount promotional codes when making purchases online?

a.            0.0772 percent

b.            0.772 percent c. 7.72 percent

d. 77.2 percent

e. 100 percent

 

50.          Martina buys cola every week at the grocery store, but she always buys whatever is on sale. Coca-Cola, Pepsi, RC Cola—it doesn’t matter to her. She is happy with whatever costs the least. Martina would be characterized as a:

a.            loyal customer.

b.            competitor’s customer. c. price buyer.

d. cherry picker.

e. freeloader.

 

51.          When Rick purchased a Xerox color printer for his law office, he was able to mail in a proof-of- purchase and his cash register receipt to receive a check from Xerox for $200. Rick received a:

a.            premium.

b.            trade allowance.

c.             purchase allowance. d. rebate.

52.          A(n)       is an extra item offered to the consumer, usually in exchange for some proof that the promoted product has been purchased.

a.            coupon

b.            trade sample

c.             supplement d. premium

e. add-on

 

53.          New subscribers to Men’s Health magazine receive a free copy of Men’s Health Total Fitness Guide. The Fitness Guide is an example of a(n):

a. contest. b. premium.

c.             trade sample.

d.            product placement.

e.            loyalty incentive.

 

 

54.          Which type of consumer sales promotion rewards loyal consumers for making multiple purchases of a particular good or service?

a.            A frequent buyer program

b.            An 80/20 program

c.             A net worth program

d.            A premium program

e.            A continuity program

 

55.          Jack’s Pet Store offers customers who purchase pet food a “Baker’s Dozen” card. After customers purchase 12 bags of pet food from Jack’s, they get the 13th bag free. The Baker’s Dozen card is an example of a:

a.            directed coupon mailing.

b.            sweepstakes.

c.             loyalty marketing program.

d.            trade sales promotion.

e.            sampling program.

 

56.          Co-branded credit cards are used in conjunction with:

a. self-perpetuating premiums. b. loyalty marketing programs.

c.             trade consumer promotions.

d.            consumer discount programs.

e.            functional consumer discounts.

 

 

 

 

 

 

57.          The Pillsbury Bake-Off requires people to submit a recipe using Pillsbury baking products. Finalists are brought to Pillsbury kitchens to bake their recipes so the winner of a cash prize can be chosen. This is an example of a:

a.            contest.

b.            sales promotion game.

c.             sweepstakes.

d.            push money deal.

e.            P-O-P (participant of Pillsbury).

 

58.          Which of the following statements about contests and sweepstakes is true?

a.            Contests depend on luck, and participation is free.

b.            Contests are generally effective tools for creating long-term relationships with customers.

c.             Sweepstakes are promotions that require participants to exhibit some skill. d. Sweepstakes usually draw about ten times more participants than contests.

e. Contests and sweepstakes are not useful for creating interest and publicity.

 

59.          Club Penguin is an online role-playing game for kids aged 6 to 14 operated by the Walt Disney Company. Players pay a monthly fee to gain access to all of Club Penguin’s feature, although free memberships with limited access to games is also available. Disney offers free membership to Club Penguin in the hope that kids who like the game will ask their parents to pay for the full version. Disney is using which sales promotion tool?

a. Sponsorship b. Sampling

c.             Trade promotions

d.            In-pack couponing

e.            Premiums

 

60.                         are promotional exhibits set up at the retailer’s location to build traffic, advertise the product, or induce impulse buying. They are targeted to consumers.

a.            Point-of-purchase displays

b.            Freestanding inserts

c.             Indirect demonstrations

d.            Direct demonstrations

e.            Freestanding kiosks

 

61.          Point-of-purchase promotions work best for:

a.            high-involvement products.

b.            purchases that require extensive decision making.

c.             complex products that require technical knowledge to operate. d. impulse buys.

e. expensive products like perfume and jewelry.

 

 

 

 

 

62.          Which of the following statements about online sales promotions is true?

a.            Internet sales promotions are more effective and cost-efficient at generating responses than their off-line counterparts.

b.            One of the few types of sales promotion that cannot be used online is sampling.

c.             Online coupons have lower redemption rates than off-line coupons.

d.            Loyalty marketing programs are ineffective when used at Web sites to encourage traffic.

e.            There is no way for a marketer to build long-term, mutually beneficial relationships with customers online.

 

63.          Lopez is the largest Hispanic-owned meat processor in the United States. To assist retailers in marketing its products, Lopez provides point-of-sale materials and offers special introductory discounts to retailers. Lopez uses:

a.            functional marketing.

b.            relationship selling.

c.             consumer promotions.

d.            startup marketing.

 

e.            trade promotions.

 

64.          All of the following are examples of trade sales promotions EXCEPT:

a.            push money

b.            store demonstrations c. premiums and coupons

d. free merchandise

e. trade shows

 

65.          General Mills is offering resellers a 10 percent discount on all cases of its granola bars purchased during the month of June. General Mills is offering a:

a.            trade allowance.

b.            life cycle extension promotion.

c.             P-O-P discount.

d.            push money deal.

e.            product development deal.

 

66.          General Motors is offering the sales force at Meers Furniture Emporium a $100 reward for each Chevy Volt sold in the next 30 days. What type of trade sales promotion is the $100?

a. A trade allowance b. Push money

c.             A selling deal

d.            Premium payment

e.            A direct commission

 

67.          The use of trade shows:

a. is not an important aspect of sales promotion. b. can help companies identify new prospects.

c. does not help introduce new products.

d. does not enhance corporate morale.