Question 1

Procter & Gamble introduced Old Spice High Endurance antiperspirant, targeted to teenage boys who don't watch much TV. P&G handed out samples at skateboarding events and sponsored a contest for the "high school football player of the year." P&G emphasized which promotional element in this example?

Accepted Answer

A)   sales promotion
B)   advertising
C)   personal selling
D)   public relations
E)   word of mouth

Question 2

Identify and discuss four methods used to set the promotion budget.

Accepted Answer

(1) Percentage of sales. In the percenta...

Question 3

"To inform" is the promotional objective of which stage of the product life cycle?

Accepted Answer

A)   early growth
B)   growth
C)   accelerated development
D)   maturity
E)   introduction

Question 4

In the hierarchy of effects, trial refers to

Accepted Answer

A)   the consumer's ability to recognize and remember the product or brand name.
B)   the consumer's appraisal of the product or brand on important attributes.
C)   the consumer's first actual purchase and use of the product or brand.
D)   an increase in the consumer's desire to learn about some of the features of the product or brand.
E)   a favorable experience on the first trial, resulting in the consumer's repeated purchase and use of the product or brand.

Question 5

A similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process is referred to as

Accepted Answer

A)   common ground.
B)   field of experience.
C)   precise abstraction.
D)   heuristics.
E)   back translation.

Question 6

What are the strengths/advantages and weaknesses/disadvantages of using advertising in the promotional mix?

Accepted Answer

Advertising is any paid form of nonperso...

Question 7

What are the strengths/advantages and weaknesses/disadvantages of using publicity in the promotional mix?

Accepted Answer

Publicity is a nonpersonal, indirectly p...

Question 8

The advertising campaign, "Think Outside the Bun" was designed for Millennials and belongs to which brand?

Accepted Answer

A)   McDonald's
B)   Arby's
C)   Chick-Fil-A
D)   Taco Bell
E)   Long John Silver's

Question 9

To promote its theme parks to groups, Disney uses advertising, direct marketing, social media, and sales promotions with other companies such as McDonald's. In other words, Disney uses

Accepted Answer

A)   the media mix.
B)   the marketing matrix.
C)   the promotional blend.
D)   marketing by objectives.
E)   integrated marketing communications.

Question 10

During the postpurchase stage of the consumer purchase decision process, marketers want to reduce postpurchase anxiety for their customers. Which of these would be most useful for accomplishing this objective?

Accepted Answer

A)   advertising only
B)   direct marketing only
C)   sales promotion and advertising
D)   publicity and advertising
E)   advertising and personal selling

Question 11

Ford held the Hall of Fans Sweepstakes in partnership with the PBR (Professional Bull Riding)  World Finals. Participants entered online for the chance to win a new 2019 Ford F-150 truck and a VIP trip for two to the PBR World Finals in Vegas. Which promotional element was Ford using here?

Accepted Answer

A)   advertising
B)   personal selling
C)   publicity
D)   sales promotion
E)   direct marketing

Question 12

All of these are consumer-related data that comprise a direct marketing database (such as for a catalog)  except which?

Accepted Answer

A)   media usage
B)   demographics
C)   brand preferences
D)   income tax rate
E)   lifestyles

Question 13

The local radio station broadcast a story about a dry cleaner who requested coat donations. The company offered to clean the coats and deliver them to people in need. The various addresses of the dry cleaner chain were also broadcast so that donations could be dropped off. Since this featured business did not pay for this exposure, it benefited from

Accepted Answer

A)   advertising.
B)   direct marketing.
C)   personal selling.
D)   publicity.
E)   sales promotion.

Question 14

Which of these weaknesses is associated with sales promotions?

Accepted Answer

A)   high absolute costs
B)   messages differ between the sales promotion tools
C)   difficult to get media cooperation
D)   messages lack credibility with consumers
E)   effectiveness diminishes when used continuously

Question 15

The owner of a nail shop that operates in a local strip mall told her daughter, "Well, after budgeting for all of our expenses for next year, we still have about $7,500 remaining for emergencies. Let's budget 20 percent of that amount for advertising." What budgeting technique is the retailer most likely using?

Accepted Answer

A)   all-you-can-afford budgeting
B)   percentage of sales budgeting
C)   competitive parity budgeting
D)   objective and task budgeting
E)   linear forecast budgeting

Question 16

The ________ audience is defined as the group of prospective buyers toward which a promotion program is directed.

Accepted Answer

A)   direct
B)   intended
C)   promotion
D)   selling
E)   target

Question 17

Customers report many benefits of direct marketing, including which of these?

Accepted Answer

A)   There is more privacy than in-store shopping.
B)   There are fewer product returns.
C)   The prestige of the purchase is higher.
D)   There is a higher level of communication to induce customer loyalty.
E)   Products are generally bundled with other products to offer buyers greater value.

Question 18

Promotion objectives should possess three important qualities. They should cover a specified time period, be measurable, and

Accepted Answer

A)   unique in character.
B)   appealing.
C)   be designed for a well-defined target audience.
D)   repeatable.
E)   creative.

Question 19

Which of these statements describes a key difference between advertising and public relations?

Accepted Answer

A)   Public relations is more expensive on a cost-per-contact basis than advertising.
B)   Public relations is usually directly paid while advertising is usually indirectly paid.
C)   Advertising is usually directly paid while public relations is usually indirectly paid.
D)   Advertising provides an immediate feedback loop while public relations does not.
E)   Public relations always has a much greater reach than advertising.

Question 20

The fourth of five stages in the hierarchy of effects is

Accepted Answer

A)   interest.
B)   awareness.
C)   adoption.
D)   trial.
E)   evaluation.

Exam 18: Advertising, Sales Promotion, and Public Relations

Promotion objectives should possess three important qualities. They should cover a specified time period, be measurable, and

Correct Answer
verified

Correct Answer
verified

Procter & Gamble introduced Old Spice High Endurance antiperspirant, targeted to teenage boys who don't watch much TV. P&G handed out samples at skateboarding events and sponsored a contest for the "high school football player of the year." P&G emphasized which promotional element in this example?

Correct Answer
verified

Which of these weaknesses is associated with sales promotions?

Correct Answer
verified

Ford held the Hall of Fans Sweepstakes in partnership with the PBR (Professional Bull Riding) World Finals. Participants entered online for the chance to win a new 2019 Ford F-150 truck and a VIP trip for two to the PBR World Finals in Vegas. Which promotional element was Ford using here?

Correct Answer
verified

All of these are consumer-related data that comprise a direct marketing database (such as for a catalog) except which?

Correct Answer
verified

What are the strengths/advantages and weaknesses/disadvantages of using advertising in the promotional mix?

Correct Answer
verified
Advertising is any paid form of nonperso...
View Answer

A similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process is referred to as

Correct Answer
verified

During the postpurchase stage of the consumer purchase decision process, marketers want to reduce postpurchase anxiety for their customers. Which of these would be most useful for accomplishing this objective?

Correct Answer
verified

The advertising campaign, "Think Outside the Bun" was designed for Millennials and belongs to which brand?

Correct Answer
verified

Identify and discuss four methods used to set the promotion budget.

Correct Answer
verified
(1) Percentage of sales. In the percenta...
View Answer

The ________ audience is defined as the group of prospective buyers toward which a promotion program is directed.

Correct Answer
verified

In the hierarchy of effects, trial refers to

Correct Answer
verified

The fourth of five stages in the hierarchy of effects is

Correct Answer
verified

Which of these statements describes a key difference between advertising and public relations?

Correct Answer
verified

Customers report many benefits of direct marketing, including which of these?

Correct Answer
verified

What are the strengths/advantages and weaknesses/disadvantages of using publicity in the promotional mix?

Correct Answer
verified
Publicity is a nonpersonal, indirectly p...
View Answer

To promote its theme parks to groups, Disney uses advertising, direct marketing, social media, and sales promotions with other companies such as McDonald's. In other words, Disney uses

Correct Answer
verified

"To inform" is the promotional objective of which stage of the product life cycle?

Correct Answer
verified

Correct Answer
verified

Exam 18: Advertising, Sales Promotion, and Public Relations

Promotion objectives should possess three important qualities. They should cover a specified time period, be measurable, and

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Procter & Gamble introduced Old Spice High Endurance antiperspirant, targeted to teenage boys who don't watch much TV. P&G handed out samples at skateboarding events and sponsored a contest for the "high school football player of the year." P&G emphasized which promotional element in this example?

Correct AnswerverifiedShow Answer

Which of these weaknesses is associated with sales promotions?

Correct AnswerverifiedShow Answer

Ford held the Hall of Fans Sweepstakes in partnership with the PBR (Professional Bull Riding) World Finals. Participants entered online for the chance to win a new 2019 Ford F-150 truck and a VIP trip for two to the PBR World Finals in Vegas. Which promotional element was Ford using here?

Correct AnswerverifiedShow Answer

All of these are consumer-related data that comprise a direct marketing database (such as for a catalog) except which?

Correct AnswerverifiedShow Answer

What are the strengths/advantages and weaknesses/disadvantages of using advertising in the promotional mix?

Correct AnswerverifiedAdvertising is any paid form of nonperso...View AnswerShow Answer

A similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process is referred to as

Correct AnswerverifiedShow Answer

During the postpurchase stage of the consumer purchase decision process, marketers want to reduce postpurchase anxiety for their customers. Which of these would be most useful for accomplishing this objective?

Correct AnswerverifiedShow Answer

The advertising campaign, "Think Outside the Bun" was designed for Millennials and belongs to which brand?

Correct AnswerverifiedShow Answer

Identify and discuss four methods used to set the promotion budget.

Correct Answerverified(1) Percentage of sales. In the percenta...View AnswerShow Answer

The ________ audience is defined as the group of prospective buyers toward which a promotion program is directed.

Correct AnswerverifiedShow Answer

In the hierarchy of effects, trial refers to

Correct AnswerverifiedShow Answer

The fourth of five stages in the hierarchy of effects is

Correct AnswerverifiedShow Answer

Which of these statements describes a key difference between advertising and public relations?

Correct AnswerverifiedShow Answer

Customers report many benefits of direct marketing, including which of these?

Correct AnswerverifiedShow Answer

What are the strengths/advantages and weaknesses/disadvantages of using publicity in the promotional mix?

Correct AnswerverifiedPublicity is a nonpersonal, indirectly p...View AnswerShow Answer

To promote its theme parks to groups, Disney uses advertising, direct marketing, social media, and sales promotions with other companies such as McDonald's. In other words, Disney uses

Correct AnswerverifiedShow Answer

"To inform" is the promotional objective of which stage of the product life cycle?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Advertising is any paid form of nonperso...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
(1) Percentage of sales. In the percenta...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Publicity is a nonpersonal, indirectly p...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
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