Question 1

Promotional objectives and the appeal and executional style of advertising strongly affect the selection of media.

Accepted Answer

A) True 
 B)False

Question 2

Marketing managers use experiential marketing as a means of developing public relations.

Accepted Answer

A) True 
 B)False

Question 3

__________is the cost of reaching one member of the target market.

Accepted Answer

The answer of __________is the cost of reaching one member...

Question 4

If an advertiser wants to enhance the sales of a specific good or service,__________advertising should be used.

Accepted Answer

The answer of If an advertiser wants to enhance the...

Question 5

Push money is one of the efforts taken by manufacturers to make wholesalers push the manufacturer's brands through the distribution channel.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is a similarity between trade sales promotion and consumer sales promotion?

Accepted Answer

A)  Both focus on providing incentives to consumers or wholesalers to make an immediate purchase.
B)  Both focus on providing push money and trade allowance to loyal consumers.
C)  Both aim to increase sales by using point-of-purchase display.
D)  Both aim to segment a market based on its characteristics.E) B) and D)
F) B) and C)

Question 7

Ads for Brita LED Lightings use comparative advertising to emphasize the benefits of using LEDs over CFLs.The ads emphasize that LEDs last longer,consume lesser energy,and need to be replaced fewer number of times than CFLs.In this case,what kind of appeal is used by these ads?

Accepted Answer

A)  Admiration
B)  Vanity and egotism
C)  Health
D)  ProfitE) C) and D)
F) None of the above

Question 8

Explain the importance of media planning in advertising.

Accepted Answer

A major decision for advertisers is the ...

Question 9

_____ is a form of advertising designed to enhance a company's image rather than promote a particular product.​

Accepted Answer

A)  Institutional advertising
B)  ​Pioneering advertising
C)  ​Competitive advertising
D)  Comparative advertisingE) A) and B)
F) B) and C)

Question 10

The advertising response function helps marketers:

Accepted Answer

A)  create ads that will be noticed by consumers each time the ad runs.
B)  use their advertising budgets wisely.
C)  calculate the break-even points for each product being advertised.
D)  determine the reach and frequency of a specific mediumE) All of the above
F) A) and C)

Question 11

Corporations often use advocacy advertising to express their views on controversial issues.

Accepted Answer

A) True 
 B)False

Question 12

Testing ad effectiveness can be done before and/or after the campaign.

Accepted Answer

A) True 
 B)False

Question 13

A(n) _____ is the channel used to convey a message to a target market.​

Accepted Answer

A)  medium
B)  ​product network
C)  ​attribute
D)  appealE) None of the above
F) A) and C)

Question 14

Kraft's marketing efforts for its Macaroni & Cheese include paid television commercials and magazine inserts.These are examples of activities associated with:

Accepted Answer

A)  advertising.
B)  franchising.
C)  personal selling.
D)  nonstore retailing.E) A) and B)
F) All of the above

Exam 17: Advertising, public Relations, and Sales Promotion

__________is the cost of reaching one member of the target market.

Correct Answer
verified

Corporations often use advocacy advertising to express their views on controversial issues.

Correct Answer
verified

Push money is one of the efforts taken by manufacturers to make wholesalers push the manufacturer's brands through the distribution channel.

Correct Answer
verified

Promotional objectives and the appeal and executional style of advertising strongly affect the selection of media.

Correct Answer
verified

A(n) _____ is the channel used to convey a message to a target market.

Correct Answer
verified

Ads for Brita LED Lightings use comparative advertising to emphasize the benefits of using LEDs over CFLs.The ads emphasize that LEDs last longer,consume lesser energy,and need to be replaced fewer number of times than CFLs.In this case,what kind of appeal is used by these ads?

Correct Answer
verified

Kraft's marketing efforts for its Macaroni & Cheese include paid television commercials and magazine inserts.These are examples of activities associated with:

Correct Answer
verified

Which of the following is a similarity between trade sales promotion and consumer sales promotion?

Correct Answer
verified

Explain the importance of media planning in advertising.

Correct Answer
verified
A major decision for advertisers is the ...
View Answer

If an advertiser wants to enhance the sales of a specific good or service,__________advertising should be used.

Correct Answer
verified

_____ is a form of advertising designed to enhance a company's image rather than promote a particular product.

Correct Answer
verified

Testing ad effectiveness can be done before and/or after the campaign.

Correct Answer
verified

The advertising response function helps marketers:

Correct Answer
verified

Marketing managers use experiential marketing as a means of developing public relations.

Correct Answer
verified

Exam 17: Advertising, public Relations, and Sales Promotion

__________is the cost of reaching one member of the target market.

Correct AnswerverifiedShow Answer

Corporations often use advocacy advertising to express their views on controversial issues.

Correct AnswerverifiedShow Answer

Push money is one of the efforts taken by manufacturers to make wholesalers push the manufacturer's brands through the distribution channel.

Correct AnswerverifiedShow Answer

Promotional objectives and the appeal and executional style of advertising strongly affect the selection of media.

Correct AnswerverifiedShow Answer

A(n) _____ is the channel used to convey a message to a target market.​

Correct AnswerverifiedShow Answer

Ads for Brita LED Lightings use comparative advertising to emphasize the benefits of using LEDs over CFLs.The ads emphasize that LEDs last longer,consume lesser energy,and need to be replaced fewer number of times than CFLs.In this case,what kind of appeal is used by these ads?

Correct AnswerverifiedShow Answer

Kraft's marketing efforts for its Macaroni & Cheese include paid television commercials and magazine inserts.These are examples of activities associated with:

Correct AnswerverifiedShow Answer

Which of the following is a similarity between trade sales promotion and consumer sales promotion?

Correct AnswerverifiedShow Answer

Explain the importance of media planning in advertising.

Correct AnswerverifiedA major decision for advertisers is the ...View AnswerShow Answer

If an advertiser wants to enhance the sales of a specific good or service,__________advertising should be used.

Correct AnswerverifiedShow Answer

_____ is a form of advertising designed to enhance a company's image rather than promote a particular product.​

Correct AnswerverifiedShow Answer

Testing ad effectiveness can be done before and/or after the campaign.

Correct AnswerverifiedShow Answer

The advertising response function helps marketers:

Correct AnswerverifiedShow Answer

Marketing managers use experiential marketing as a means of developing public relations.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

A(n) _____ is the channel used to convey a message to a target market.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
A major decision for advertisers is the ...
View Answer

Correct Answer
verified

_____ is a form of advertising designed to enhance a company's image rather than promote a particular product.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified