Question 1

________ involves a channel member purchasing large quantities of a product during a discount period, warehousing the product, and not buying the product again until another discount is offered.

Accepted Answer

A)   Pushing
B)   Forward buying
C)   Rebating
D)   Co-op buying
E)   DiscountingF) A) and B)
G) All of the above

Question 2

Explain the difference between the practices of forward buying and diverting.

Accepted Answer

Forward buying is the practice of purcha...

Question 3

________ can be classified by primary purpose, such as to inform, persuade, or remind.

Accepted Answer

A)   Budget objectives
B)   Message objectives
C)   Creative strategies
D)   Creative briefs
E)   Media plansF) D) and E)
G) B) and D)

Question 4

Advertising account managers are typically responsible for which of the following?

Accepted Answer

A)   writing the advertising copy
B)   acting as liaison between the agency and client
C)   posttesting advertisements
D)   collecting data to make informed strategic decisions
E)   identifying the most effective communication vehicles for the advertising campaignF) None of the above
G) A) and E)

Question 5

Which of the following is the last step in the hierarchy of effects?

Accepted Answer

A)   create demand
B)   create desire
C)   encourage purchase
D)   build loyalty
E)   inform the marketF) B) and E)
G) A) and E)

Question 6

Personal selling is less effective but more cost-efficient than advertising.

Accepted Answer

A) True 
 B)False

Question 7

Though the ________ method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending, selling price, and profit per unit, it wrongly views sales as the cause of promotion rather than the result.

Accepted Answer

A)   percentage-of-sales
B)   competitive-parity
C)   bottom-up
D)   objective-task
E)   push-pullF) A) and D)
G) B) and D)

Question 8

Identify the traditional mass media vehicles and identify some of the strengths and weaknesses of each type.

Accepted Answer

Television: Advantages are good mass-mar...

Question 9

A company is implementing ________ when it airs a television commercial to millions.

Accepted Answer

A)   interactive marketing
B)   viral marketing
C)   mass communication
D)   personal communication
E)   buzzF) C) and D)
G) None of the above

Question 10

Which of the following should be the first step of developing an advertising campaign?

Accepted Answer

A)   set the budget objectives
B)   establish the advertising message
C)   understand the target audience
D)   draft the creative brief
E)   select the execution formatF) All of the above
G) A) and E)

Question 11

Avis positioned itself against market-leading Hertz by claiming, "We're number two, so we try harder." This is an example of ________.

Accepted Answer

A)   reminder advertising
B)   comparative advertising
C)   demonstration advertising
D)   a slice-of-life appeal
E)   a lifestyle appealF) A) and E)
G) B) and E)

Question 12

Keely was invited to examine a free copy of a new magazine called Coastal Living. If she did not enjoy the magazine, she could write "Refused" on the invoice for her subscription, which would arrive about three weeks after the free magazine. The magazine's publisher was using ________.

Accepted Answer

A)   a continuity program
B)   a rebate
C)   a premium
D)   product placement
E)   samplingF) B) and E)
G) A) and D)

Question 13

When might a marketer be most likely to use informative advertising?

Accepted Answer

Informative ads might be used ...

Question 14

Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend magazine advising consumers to request their body shops use Glasis paint is an example of how a company uses ________.

Accepted Answer

A)   viral marketing
B)   stealth marketing
C)   buzz marketing
D)   a push strategy
E)   a pull strategyF) A) and C)
G) A) and B)

Question 15

Why might an advertiser be accused of greenwashing?

Accepted Answer

Greenwashing refers to a compa...

Question 16

An office supply store that pays a discounted price when it orders more than 12 metal filing cabinets is receiving a(n)  ________.

Accepted Answer

A)   merchandising allowance
B)   promotional product
C)   case allowance
D)   co-op promotion
E)   incentive programF) A) and B)
G) B) and E)

Question 17

In developing an advertising campaign, agencies do not use pretesting until they have determined the media types and media schedule.

Accepted Answer

A) True 
 B)False

Question 18

To posttest an ad for Maytag appliances, interviewers could ask consumers what appliance ads they have seen in the last month.

Accepted Answer

A) True 
 B)False

Question 19

The process of developing the Nike logo "Just Do It" as a way to communicate the power and capability of people who wear Nike shoes is an example of encoding, as defined by the communication model.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following types of ads can users block with Internet access software applications?

Accepted Answer

A)   banners
B)   buttons
C)   pop-ups
D)   search engine listings
E)   directory listingsF) B) and E)
G) C) and D)

Exam 13: Promotion I: Advertising and Sales Promotion

Explain the difference between the practices of forward buying and diverting.

Correct AnswerverifiedForward buying is the practice of purcha...View AnswerShow Answer

Avis positioned itself against market-leading Hertz by claiming, "We're number two, so we try harder." This is an example of ________.

Correct AnswerverifiedShow Answer

A company is implementing ________ when it airs a television commercial to millions.

Correct AnswerverifiedShow Answer

The process of developing the Nike logo "Just Do It" as a way to communicate the power and capability of people who wear Nike shoes is an example of encoding, as defined by the communication model.

Correct AnswerverifiedShow Answer

Which of the following should be the first step of developing an advertising campaign?

Correct AnswerverifiedShow Answer

________ can be classified by primary purpose, such as to inform, persuade, or remind.

Correct AnswerverifiedShow Answer

Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend magazine advising consumers to request their body shops use Glasis paint is an example of how a company uses ________.

Correct AnswerverifiedShow Answer

Which of the following types of ads can users block with Internet access software applications?

Correct AnswerverifiedShow Answer

Though the ________ method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending, selling price, and profit per unit, it wrongly views sales as the cause of promotion rather than the result.

Correct AnswerverifiedShow Answer

When might a marketer be most likely to use informative advertising?

Correct AnswerverifiedInformative ads might be used ...View AnswerShow Answer

Which of the following is the last step in the hierarchy of effects?

Correct AnswerverifiedShow Answer

In developing an advertising campaign, agencies do not use pretesting until they have determined the media types and media schedule.

Correct AnswerverifiedShow Answer

Advertising account managers are typically responsible for which of the following?

Correct AnswerverifiedShow Answer

Why might an advertiser be accused of greenwashing?

Correct AnswerverifiedGreenwashing refers to a compa...View AnswerShow Answer

Keely was invited to examine a free copy of a new magazine called Coastal Living. If she did not enjoy the magazine, she could write "Refused" on the invoice for her subscription, which would arrive about three weeks after the free magazine. The magazine's publisher was using ________.

Correct AnswerverifiedShow Answer

An office supply store that pays a discounted price when it orders more than 12 metal filing cabinets is receiving a(n) ________.

Correct AnswerverifiedShow Answer

________ involves a channel member purchasing large quantities of a product during a discount period, warehousing the product, and not buying the product again until another discount is offered.

Correct AnswerverifiedShow Answer

Personal selling is less effective but more cost-efficient than advertising.

Correct AnswerverifiedShow Answer

Identify the traditional mass media vehicles and identify some of the strengths and weaknesses of each type.

Correct AnswerverifiedTelevision: Advantages are good mass-mar...View AnswerShow Answer

To posttest an ad for Maytag appliances, interviewers could ask consumers what appliance ads they have seen in the last month.

Correct AnswerverifiedShow Answer

Correct Answer
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Forward buying is the practice of purcha...
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Correct Answer
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Correct Answer
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Correct Answer
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Informative ads might be used ...
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Greenwashing refers to a compa...
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified
Television: Advantages are good mass-mar...
View Answer

Correct Answer
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