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Western New Mexico University BSAD 340 1)Which of the following statements about advertising is true? a

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Western New Mexico University

BSAD 340

1)Which of the following statements about advertising is true?

a.The total costs of advertising are typically low.

b.            The signs on the outsides of buses and taxis are not a form of advertising. c. The cost per contact in advertising is low.

d. Innovative media are not used in advertising.

e. Advertising is any form of communication in which the sponsor is identified.

 

2.            The marketing function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to gain public understanding is called:

a.            public relations.

b.            advertising.

c.             implicit communications.

d.            personal selling.

e.            sales promotion.

 

3.            Marketers use public relations to:

a.            earn public understanding and acceptance

 

b.            communicate with the community in which they operate

c.             educate the public about company goals

d.            introduce new products e. do all of these things

 

4.            In 2006, Atlanta once again hosted the Peachtree Road Race, a running event that attracts many world-caliber racers. This year, race officials also sanctioned a race conducted in Iraq so that soldiers from Georgia would not have to miss the annual event. The winners of the Mideast race as well as scenes of the actual race were televised. In terms of a promotional mix, this Iraqi Peachtree Race was as example of:

a.            advertising and personal selling efforts.

b.            strategic product promotions and resulting sales.

c.             a target marketing strategy.

d.            sales promotion efforts.

e.            a public relations strategy and resulting publicity.

 

5.            Every year, the Discovery Channel has what it calls Shark Week, a weeklong marathon of programs on sharks. In New York, Discovery Channel street teams disguised as Surfers, Bight University faculty, and Bight University “chewleaders” will attack city streets in July visiting morning television shows, landmarks, and hightraffic areas to promote the series. An article in the New York Times on Shark Week and the Discovery Channel’s street teams would be an example of:

a. a sales promotion. b. publicity.

c.             advertising.

d.            implicit communications.

e.            a personal sales presentations.

 

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

a.            personal selling.

b.            advertising.

c.             mass communications. d. publicity.

e. sales promotion.

 

7.            Publicity:

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

b.            is free communication.

c.             is not persuasive among customers.

d.            has to be purchased from the mass media.

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

 

8.            The Steel Recycling Institute is an industry association that promotes and sustains the recycling of all steel products. An article in BusinessWeek magazine about how the institute plans to stimulate consumer demand would be an example of:

a.            direct selling.

 

b.            news marketing. c. publicity.

d. event marketing.

e. direct marketing.

 

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

a.            Public relations cannot effectively be used with sales promotions.

b.            Sales promotion is a type of direct marketing.

c.             Marketers view sales promotions as more effective when they are created as long-run stimulation tools.

d.            Trade shows, coupons, premiums, and vacation giveaways are types of sales promotions.

e.            All sales promotions must be aimed outside the organization.

 

10.                         consists of all marketing activities that stimulate consumer purchasing such as coupons, contests, free samples, and trade shows.

a.            Sales promotion

b.            Publicity

c.             Personal selling

d.            Advertising

e.            Sponsorship

 

11.          A $1-off coupon for Carnation Instant Breakfast powder is a form of:

a. public relations. b. sales promotion.

c.             personal selling.

d.            Advertising.

e.            Publicity.

 

12.          During a recent summer, Volvo Cars of North America drove traffic to its dealerships via a sweepstakes tied to Walt Disney’s summer blockbuster Pirates of the Caribbean: Dead Man’s Chest. This was an example of:

a.            a sales promotion.

b.            publicity.

c.             advertising.

d.            implicit communications.

13.          All of the following are examples of sales promotion EXCEPT:

a.            coupons.

b.            transit advertising.

c.             free samples.

d.            contests.

e.            trade shows.

 

14.          Java Jacket is a company that designs and prints ads on the paper jackets that go around hot coffee cups sold in coffee shops. To find clients to advertise on the coffee cup jackets, the company sent a representative to companies like Warner Brothers, eBay.com, and the Wall Street Journal to

 

tell them how their ads on coffee cup jackets would give them inexpensive exposure to a large number of potential customers. Java Jacket’s activities can best be described as:

a.            mass communication.

b.            implicit communication. c. personal selling.

d. public relations.

e. telemarketing.

 

15.          To increase its revenues, US Airways has decided to sell space on airsickness bags to sponsoring companies as a different medium for their promotional messages. The most effective promotional method for US Airways to use to find companies that would like to pay to have their promotional messages delivered to the hundred or so travelers on each of its flights would be:

a. push advertising. b. personal selling.

c.             direct advertising.

d.            sales promotions.

e.            publicity.

 

16.          Which of the following statements about the characteristics of the elements in the promotional mix is true?

a.            The speed of feedback is delayed in sales promotion, advertising, and personal selling.

b.            Message flexibility is greatest with advertising.

c.             The message flow is two-way in public relations, sales promotions, and personal selling. d. Important promotional ingredients tend to receive the most funding.

e. The sponsor is identified in public relations, advertising, and personal selling.

 

17.          Which of the following statements about the characteristics of the elements in the promotional mix is true?

a.            Control over message content is greatest when public relations is used.

b.            A large audience is best reached with personal selling. c. The sponsor or company is identified in advertising.

d. The mode of communication for sales promotion is usually direct and personal.

e. The message flow with advertising is two-way.

 

 

18.          GM uses blogging to communicate with customers online. GM’s vice chairman Bob Lutz—an auto industry veteran and the company’s director of product development—began an online journal about the company in 2005. Once readers realized it really was Lutz and not an advertising ploy, they quickly warmed to the idea and appreciated his candid comments about GM and its competition. This is an example of:

a.            a blog.

b.            an interactive podcast.

c.             narrowcasting.

d.            social media.

e.            answers A and D.

 

19.          Which of the following outlines a sequential four-step process for achieving promotional goals?

a.            The communication model

b.            The hierarchy of impacts c. The AIDA concept

d. Maslow’s hierarchy of needs

e. Schramm’s model

 

20.          The AIDA concept:

a.            proves that promotional effectiveness is an insignificant abstract term.

b.            demonstrates that buyers go through nine stages on the way to making a decision.

c.             is a model effectively showing that advertising can move people to the purchase stage.

d.            is a model for reaching promotional objectives that outlines a sequential process for effective promotion.

e.            is a budget plan based on the effectiveness of various promotional mixes in achieving certain objectives.

 

21.          AIDA stands for:

a. attitude, interest, demand, activity. b. attention, interest, desire, action.

c.             awareness, intent, demand, action.

d.            avoidance, interest, desire, acceptance.

e.            attitudes in developing acquisitions.

 

22.          According to the AIDA concept, the first step an advertiser must take is to gain the consumers’: a. attention.

b.            attitude alignment.

c.             action.

d.            adaptation.

e.            adoption.

 

 

 

 

23.          Lyndon went to a Web site that sells barbeque grills and read reviews of several different models. He has requested more information about a Weber grill that appeared to meet his needs, but he is not yet willing to give up his search to find the perfect grill. As far as Weber is concerned, Lyndon is in the               step of the AIDA concept.

a.            action

b.            attention

c.             liking d. interest

e. desire

 

24.          When Vincent saw Mike’s new Iron Horse Yakuza Aniki mountain bike, Vincent immediately knew he wanted to own one just like it someday. According to the AIDA concept, Vincent entered the    stage.

 

a.            action

b.            attention

c.             liking

d.            interest e. desire

 

25.          Point-of-purchase displays in grocery stores, coupons, premiums, and trial-size packages are most useful when the consumer is near the stage of the AIDA model.

a.            liking

b.            awareness c. action

d. preference

e. knowledge

 

26.          For which of the following purchases is Gordo most likely to pass through all four stages of the AIDA process?

a.            A pair of white socks

b.            A two-pack of light bulbs

c.             A loaf of bread

d.            Gear for mountain climbing

e.            A six-pack of beer

 

27.          Which of the following statements about the AIDA model is true?

a.            The AIDA model explains why public relations is the most important element in the promotional mix.

b.            Advertising is most effective at the purchase stage of the AIDA model.

c.             Certain promotional tools are more effective at certain stages of the AIDA model.

d.            Sales promotion is not helpful during the attention stage of the AIDA model.

e.            The promotional mix should not be influenced by the AIDA model.

 

 

 

 

28.          The AIDA concept:

a. assumes that the second step in the purchase-decision process is inertia. b. does not explain how all promotions influence purchase decisions.

c.             assumes that consumers regularly go through each stage of the process during all purchases.

d.            indicates that the purchase decision is the same for high-involvement and low-involvement products.

e.            is accurately described by none of the choices.

 

29.          Protons are new, poppable snacks made with super-crunchy tofu. They are bite-sized nuggets that come in both sweet and savory flavors: Original Crunchy, Backyard Bar-B-Q, Tomato Herb Garden, Cinnamon Toast, and Lemon Meringue Pie. Which elements of the promotional mix would be most useful in attracting attention to this new snack food?

a.            Public relations and sales promotion

 

b.            Advertising and direct marketing

c.             Direct marketing and personal selling

d.            Public relations and direct marketing e. Advertising and public relations

 

30.          To provide more delivery service to the consumer market, UPS created UPS stores. According to the AIDA model, to create attention for this more convenient and less expensive way to mail packages through UPS, its marketing department should have relied on which element of the promotional mix?

a.            Public relations

b.            Sales promotion

c.             Event sponsorship

d.            Personal selling

e.            Direct marketing

 

31.          In terms of the AIDA concept, sales promotion is most effective at creating: a. strong desire and purchase intent.

b.            positive attitudes toward a brand.

c.             awareness of a product.

d.            long-term interest.

e.            awareness of a product and purchase intent.

 

32.          Entrepreneur Krissa Fernandes has developed flour made from ground almonds that she sells under the Platinum Nut brand for use in baking. Everyone who has baked with the new flour loves it, but she is having trouble getting potential consumers to the desire stage of the AIDA concept. Which of the following elements of the promotional mix would be most likely to move people to look for the product and buy it?

a.            Flyers placed under windshield wipers at crafts festivals

b.            An article in local newspaper about entrepreneurs

c.             Increasing the number of stores carrying Platinum Nut d. A $2-off coupon for a five-pound bag of almond flour

e. A classified ad

 

33.          In January 2005, Burger King sponsored the opener of the third season of The Apprentice. The Apprentice sponsorship was an important element in Burger King’s overall marketing strategy to build social currency for the brand through contests, advertising, and other sales promotion. That is, the brand set out to reverse negative perceptions of Burger King through the use of a consistent and coordinated promotional message. Burger King used:

a.            coordinational promotion.

b.            promotional mixing.

c.             integrated marketing communications.

d.            creative selling.

e.            processed marketing.

 

34.                         is the careful coordination of all promotional activities to produce a consistent, unified message that is customer focused.

 

a.            Interpersonal and mass communications (IMC) approach

b.            Promotional mixing

c.             Integrated marketing communications

d.            Creative selling

e.            Relationship marketing

 

35.          Molson beer was produced in Canada. Coors was manufactured in the United States. A merger of the two breweries gave each brand access to a significantly larger market. To effectively reach both markets, the merged company needed to coordinate its promotional mix to produce a consistent, unified, and customer-focused message. In other words, the brewery needed to use:

a.            coordinational promotion.

b.            integrated marketing communications.

c.             transformational marketing.

d.            creative selling.

e.            transactional communications.

 

36.          Why is the concept of integrated marketing communications (IMC) growing in popularity?

a.            The proliferation of thousands of media choices beyond the traditional media has made promotion a complicated task.

b.            The mass market has fragmented.

c.             Critics of promotion have suggested that uncoordinated promotion is wasteful and inefficient.

d.            Marketers have slashed their advertising spending in favor of promotional techniques that generate immediate sales responses and have more easily measured effects.

e.            All of these statements help to explain why IMC is growing in popularity.

 

37.          The various Survivor shows have been promoted through personal appearances by show participants, Web sites, and merchandise with the Survivor logo as well as print and broadcast advertising. To make sure that all of the promotional messages are coordinated, CBS (the network on which the show is broadcast) should use the:

a.            integrated marketing communications approach.

b.            integrated communications management approach.

c.             AIDA concept.

d.            interpersonal and mass communications approach.

38.          Which of the following is LEAST likely to be a factor that would determine the nature of the promotional mix?

a.            Stage in the product life cycle

b.            Target market characteristics

c.             Funds available for promotion

d.            Use of a push or pull strategy e. Size of the company

 

39.          Frigo Design has developed easy-to-install panel sets to update any refrigerator, dishwasher, or compactor made since 1942. As Frigo Design plans its promotion for its new chalkboard panels, which of the following factors will be likely to affect its promotional mix?

a.            Its chalkboard panels are a new product.

b.            Its chalkboard panels are targeted to families with school-age children.

 

c.             Its chalkboard panels are easy to install.

d.            Its panels fit any refrigerator, dishwasher, or compactor made since 1942. e. All of these factors will affect Frigo’s promotional mix.

 

40.          The promotional mix elements that should be emphasized for products moving into the growth stage of the product life cycle are:

a.            public relations and reminder advertising.

b.            sales promotion and public relations.

c.             personal selling and persuasive advertising.

d.            sales promotion and personal selling.

e.            informational advertising and publicity.

 

41.          Because automobile tires are in the maturity stage of their product life cycle, the promotional mix element                should NOT be emphasized in the marketing of this product.

a.            public relations

b.            persuasive advertising

c.             sales promotion

d.            reminder advertising

e.            personal selling

 

42.          For products like compact discs (which are in the decline stage of the product life cycle):

a.            persuasive advertising is commonly used.

b.            heavy public relations is used to maintain brand loyalty.

c.             personal selling should be used to obtain distribution.

d.            sales promotion is used to build market share. e. none of these is true.

 

 

 

 

 

 

43.          Fans of Ale-8, a ginger-flavored soft drink, are able to explain why Ale-8 is superior to any other type of cherry cola. They are scattered throughout eastern Kentucky and southern Ohio and are extremely brand loyal. Though Ale8 is available in bottles or cans, most connoisseurs prefer glass bottles. Ale8 “traditionalists” even insist on drinking the beverage from the oldstyle

“longneck” bottles as opposed to the newer, shortneck design. The characteristics of this target market indicate that a promotional mix with should be used.

a. less publicity and sales promotion and more personal selling b. more advertising and sales promotion and less personal selling

c.             more sales promotion and personal selling and less advertising

d.            less sales promotion and more advertising and personal selling

e.            more advertising and less sales promotion and public relations

 

44.          When a product is in the growth stage of its product life cycle:

a.            all elements of the promotional mix are equally important.

 

b.            advertising and public relations are particularly important.

c.             persuasive and reminder advertising is decreased.

d.            personal selling is ineffective.

e.            personal selling and sales promotions are the major elements of the promotional mix used.

 

45.          What is the most effective promotional mix to use with products that are convenience goods and purchased routinely?

a.            Personal selling and advertising

b.            Public relations and personal selling

c.             Personal selling and sales promotion

d.            Advertising and public relations e. Sales promotion and advertising

 

46.          Which of the following elements of the promotional mix would be most effective for helping highly involved consumers make complex buying decisions?

a.            Personal selling

b.            Reminder advertising

c.             Sales promotion

d.            Public relations

e.            Informative advertising

 

47.                         is probably the most important factor in determining the promotional mix.

a.            The advertising agency

b.            The need for feedback c. Money

d. Media availability

e. Message flexibility

 

 

 

 

 

48.          The use of aggressive personal selling and trade advertising by a manufacturer to convince a wholesaler or retailer to carry and sell particular merchandise is known as a      strategy.

a.            strong-arm

b.            kinetic

c.             pull

d.            foot-in-the-door e. push

 

49.          Petra McCoy has developed a product for cleaning grout called Grout-Chee. Everyone who has tried the product really appreciates how quickly it works, but McCoy is having trouble getting retail stores to carry the product. She has decided to send retailers free samples and use other trade promotions to encourage stores to carry her product. McCoy is using a(n)    promotional strategy.

a.            kinetic

 

b.            inert c. push

d. advertorial

e. pull

 

50.          An ad in a trade magazine targeted to veterinarians urges them to prescribe Hepato for cats and dogs with damaged livers. This ad was placed by the product’s manufacturer. This ad is an example of how manufacturers use a(n)        strategy.

a.            kinetic

b.            pull

c.             inertia

d.            advertorial e. push

 

51.          Slatescape sells crushed slate to be used as a decorative, permanent mulch to keep weeds out of flower beds. Initially, Slatescape was marketed heavily to home owners, but after years of radio and television advertising, Slatescape has decided to put a majority of its promotion budget into personal selling and sales promotion to lawn and garden supply stores and large discount stores such as Walmart. This new strategy is a          strategy.

a. kinetic b. push

c.             pull

d.            foot-in-the-door

e.            reinforcement

 

 

 

 

 

 

 

52.          Shannon Murphey wanted to increase sales at his Tyler, Texas, jewelry store, Murphey the Jeweler. After analyzing his sales figures, he decided to give away $50 gift certificates for local businesses to give to their employees. “Many people used the gift certificates as credit toward more expensive items,” explains Murphey. Murphey used a(n)         strategy.

a.            pull

b.            push

c.             kinetic

d.            inertia

e.            cash-flow

 

53.          The American Plastics Council wants to stimulate more consumer demand for products that are packaged in plastic. The ads will be run in consumer magazines and will hopefully cause customers to ask retailers to carry more products packaged in plastic. The American Plastics Council is planning to use a(n)            strategy.

a.            kinetic

 

b.            pull

c.             inertia

d.            advertorial

e.            push

 

54.          A manufacturer using the            promotional strategy focuses its promotional efforts on the consumer.

a.            reinforcement

b.            personal selling

c.             push d. pull

e. kinetic

 

55.          An ad for a prescription-only antihistamine that does not make its users sleepy like many other allergy medications was run in several health and fitness magazines. The ad said that if you were interested in learning more about the new product or trying it out, you should ask your physician. The manufacturer of the drug was using a              promotional strategy.

a.            reinforcement

b.            personal selling

c.             push d. pull

e. kinetic

 

56.          Procter & Gamble uses cents-off campaigns, couponing, and free samples to increase sales of Tide detergent. In other words, it uses a        promotional strategy.

a.            push

b.            personal selling c. pull

d. reinforcing

e. kinetic

 

57.          To get more retailers to stock its products, Rust-Oleum paint developed a strong advertising campaign aimed at consumers. The ads show creative ways to use paint to make homes more attractive and emphasize that the paint doesn’t chip, peel, or fade. RustOleum is using a   promotional strategy.

a.            push

b.            channel

c.             reinforcement d. pull

e. kinetic