Question 1

Michael Angelo's Pepperoni Mini Calzones are easy-to-prepare snacks, but the manufacturer believes customers are not buying the product as predicted because they are unfamiliar with calzones. The manufacturer is interested in employing a sales
Promotion technique that will communicate the ease of preparation and encourage customers to try the product. Which method would it most likely employ?

Accepted Answer

A)  Use a demonstrator hired by the company to prepare the snack in a grocery store and give away the snacks to the shoppers.
B)  Produce a point-of-purchase display that will be placed near a grocer's check-out register.
C)  Use a rebate to encourage customers to purchase the snack and increase customer confidence in the product.
D)  Provide a premium to build customer goodwill by receiving reduced price merchandise.E) A) and B)
F) None of the above

Question 2

With respect to objectives, advantages, and disadvantages, what are the differences between premiums and contests?

Accepted Answer

Premiums and contests are both promotion...

Question 3

As Roderick was checking out of Office Depot the sales clerk said, "You'll probably want to take advantage of this offer." The offer read, "Mail in three UPCs and cash register tapes with the prices circled to receive a check for $25." The offer was an example of a:

Accepted Answer

A)  rebate.
B)  point-of-purchase.
C)  coupon.
D)  deal.E) A) and B)
F) B) and C)

Question 4

The first decision in developing an advertising program is to:

Accepted Answer

A)  set the budget.
B)  select the appeal.
C)  identify the target audience.
D)  state the mission of the advertising program.E) A) and D)
F) A) and C)

Question 5

A Taste of Greece, a restaurant chain that is known for its Extra Juicy Hero sandwich, wants to encourage repeat purchases and create customer loyalty. Which sales promotion should it employ?

Accepted Answer

A)  a coupon for a free soft drink with a Hero purchase
B)  a two-for-the-price-of-one deal
C)  a trading stamp program, which allows buyers to earn free food after making a certain number of purchases
D)  a game with food prizesE) C) and D)
F) A) and B)

Question 6

The Niagara Region Grape Growers Association has an ongoing ad campaign in which it encourages people to think of pistachios when they think of good times and good friends. The ad asks readers to log onto HYPERLINK "http://www.pistachios.org/" www.pistachios.org to register to win a prize of pistachios for a year. The association is using a_________ to measure the Effectiveness of its ads.

Accepted Answer

A)  sweepstake
B)  lottery
C)  contest
D)  premiumE) B) and D)
F) A) and B)

Question 7

Marketers can interface with user-generated content sites like YouTube. Which of the following would NOT be a way to interface on sites like YouTube?

Accepted Answer

A)  make a duplicate copy of consumer-created media and market it as your own.
B)  allow users to create their own content and share it.
C)  sponsor an actual contest for users to create media.
D)  create own advertising on YouTube.E) A) and B)
F) B) and C)

Question 8

All of the following are tools part of Google's advertising capabilities, except:

Accepted Answer

A)  AdPersonal
B)  AdSense
C)  PageRank
D)  AdWordsE) A) and C)
F) B) and D)

Question 9

TB Figure 1
 
-In the TB Figure 1, alternative "A" is the definition for which of the following?

Accepted Answer

A)  A limited-service agency
B)  A media agency
C)  An in-house agency
D)  A full-service agencyE) None of the above
F) A) and B)

Question 10

Which of the following statements about inquiry tests is true?

Accepted Answer

A)  Inquiry tests involve studies such as controlled experiments and consumer purchase tests.
B)  In an inquiry test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favourable attitude toward the product advertised.
C)  With inquiry tests, a question such as, "What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages.
D)  With inquiry test, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the most inquiries are presumed to be the most effective.E) A) and C)
F) A) and D)

Question 11

One reason for using radio as an advertising medium is:

Accepted Answer

A)  its inability to use humour.
B)  that it is a segmented medium offering distinctive formats.
C)  its multisensory appeal.
D)  its long lead time required for the placement of an ad.E) A) and B)
F) B) and D)

Question 12

One of the advantages associated with television as an advertising medium is that it:

Accepted Answer

A)  is a low-cost medium.
B)  has an unlimited amount of advertising time available.
C)  can target specific audiences.
D)  has a short exposure time.E) A) and C)
F) A) and D)

Question 13

Canada Place took another approach to user-generated media. It sponsored the "Canadian Experience Contest." Consumers were asked to create 60-second videos about what makes Canada great and what they love about being Canadian. The goal was to create more Canadian experiences at Canada Place. Which aspect of user-generated media is Canada Place generating?

Accepted Answer

A)  Make a duplicate copy of user-created media and market it as your own.
B)  Create own advertising.
C)  Sponsor an actual contest for users to create media.
D)  Allow users to create their own content and share it.E) B) and D)
F) C) and D)

Question 14

According to the co-founder of Ready Set Rocket, virtual reality is the "ultimate way" to do all of the following EXCEPT:

Accepted Answer

A)  Rank customer perceptions.
B)  Highlight travel tourism activities.
C)  View a Fashion Week event.
D)  Showcase a late model car.E) B) and C)
F) A) and D)

Question 15

Which of the following is the definition for purchase frequency?

Accepted Answer

A)  how often new buyers enter the market to buy the product
B)  how often a consumer will try a competitive brand before returning to the original choice
C)  the amount of time it takes each generation to enter the product life cycle
D)  the more frequently the product is purchased, the less repetition is requiredE) All of the above
F) B) and C)

Question 16

Canada Goose used the picture of Kate Upton, a model who appeared on the cover of Sports Illustrated Swimsuit edition wearing a Canada Goose Parka, as part of an online advertising campaign. Which strategy were they using?

Accepted Answer

A)  logical appeals
B)  sex appeals
C)  humorous appeals
D)  rhetorical appealsE) A) and C)
F) None of the above

Question 17

A brochure in the literature sent to retailers began with the following statement: "Retailers, these new sunglasses come with their own attractive free-standing carousel that fits perfectly next to your cash register." Which sales promotion does this exemplify?

Accepted Answer

A)  a free-standing insert
B)  a point-of-purchase display
C)  a sample
D)  a premiumE) All of the above
F) A) and D)

Question 18

For marketers, the primary objective of a deal is to:

Accepted Answer

A)  increase trial among potential customers as a retaliation against competitors' actions.
B)  extend a product's life cycle.
C)  encourage present customers to buy more, which should minimize brand switching behaviour.
D)  encourage new product trial.E) B) and C)
F) A) and B)

Question 19

Which of the following statements describes a problem with using humorous appeals in advertising?

Accepted Answer

A)  Most humorous advertisements offend someone.
B)  Humour tends to wear out quickly, boring the consumer.
C)  What adults find humorous, children do not.
D)  What children find humorous, adults do not.E) None of the above
F) All of the above

Question 20

Advertisements that are competitive and show the relative strength of one brand over another are known as:

Accepted Answer

A)  Comparative
B)  Reminder
C)  Advocacy
D)  Competitive institutionalE) None of the above
F) A) and B)

Exam 17: Advertising, Sales Promotion, and Public Relations

Advertisements that are competitive and show the relative strength of one brand over another are known as:

Correct Answer
verified

One reason for using radio as an advertising medium is:

Correct Answer
verified

All of the following are tools part of Google's advertising capabilities, except:

Correct Answer
verified

The first decision in developing an advertising program is to:

Correct Answer
verified

TB Figure 1 -In the TB Figure 1, alternative "A" is the definition for which of the following?

Correct Answer
verified

Marketers can interface with user-generated content sites like YouTube. Which of the following would NOT be a way to interface on sites like YouTube?

Correct Answer
verified

Which of the following statements about inquiry tests is true?

Correct Answer
verified

With respect to objectives, advantages, and disadvantages, what are the differences between premiums and contests?

Correct Answer
Answered by ExamLex AI
Premiums and contests are both promotion...
View Answer

A brochure in the literature sent to retailers began with the following statement: "Retailers, these new sunglasses come with their own attractive free-standing carousel that fits perfectly next to your cash register." Which sales promotion does this exemplify?

Correct Answer
verified

For marketers, the primary objective of a deal is to:

Correct Answer
verified

A Taste of Greece, a restaurant chain that is known for its Extra Juicy Hero sandwich, wants to encourage repeat purchases and create customer loyalty. Which sales promotion should it employ?

Correct Answer
verified

Which of the following is the definition for purchase frequency?

Correct Answer
verified

One of the advantages associated with television as an advertising medium is that it:

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Which of the following statements describes a problem with using humorous appeals in advertising?

Correct Answer
verified

Correct Answer
verified

Canada Goose used the picture of Kate Upton, a model who appeared on the cover of Sports Illustrated Swimsuit edition wearing a Canada Goose Parka, as part of an online advertising campaign. Which strategy were they using?

Correct Answer
verified

As Roderick was checking out of Office Depot the sales clerk said, "You'll probably want to take advantage of this offer." The offer read, "Mail in three UPCs and cash register tapes with the prices circled to receive a check for $25." The offer was an example of a:

Correct Answer
verified

According to the co-founder of Ready Set Rocket, virtual reality is the "ultimate way" to do all of the following EXCEPT:

Correct Answer
verified

Exam 17: Advertising, Sales Promotion, and Public Relations

Advertisements that are competitive and show the relative strength of one brand over another are known as:

Correct AnswerverifiedShow Answer

One reason for using radio as an advertising medium is:

Correct AnswerverifiedShow Answer

All of the following are tools part of Google's advertising capabilities, except:

Correct AnswerverifiedShow Answer

The first decision in developing an advertising program is to:

Correct AnswerverifiedShow Answer

TB Figure 1 -In the TB Figure 1, alternative "A" is the definition for which of the following?

Correct AnswerverifiedShow Answer

Marketers can interface with user-generated content sites like YouTube. Which of the following would NOT be a way to interface on sites like YouTube?

Correct AnswerverifiedShow Answer

Which of the following statements about inquiry tests is true?

Correct AnswerverifiedShow Answer

With respect to objectives, advantages, and disadvantages, what are the differences between premiums and contests?

Correct AnswerAnswered by ExamLex AIPremiums and contests are both promotion...View AnswerShow Answer

A brochure in the literature sent to retailers began with the following statement: "Retailers, these new sunglasses come with their own attractive free-standing carousel that fits perfectly next to your cash register." Which sales promotion does this exemplify?

Correct AnswerverifiedShow Answer

For marketers, the primary objective of a deal is to:

Correct AnswerverifiedShow Answer

A Taste of Greece, a restaurant chain that is known for its Extra Juicy Hero sandwich, wants to encourage repeat purchases and create customer loyalty. Which sales promotion should it employ?

Correct AnswerverifiedShow Answer

Which of the following is the definition for purchase frequency?

Correct AnswerverifiedShow Answer

One of the advantages associated with television as an advertising medium is that it:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following statements describes a problem with using humorous appeals in advertising?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Canada Goose used the picture of Kate Upton, a model who appeared on the cover of Sports Illustrated Swimsuit edition wearing a Canada Goose Parka, as part of an online advertising campaign. Which strategy were they using?

Correct AnswerverifiedShow Answer

As Roderick was checking out of Office Depot the sales clerk said, "You'll probably want to take advantage of this offer." The offer read, "Mail in three UPCs and cash register tapes with the prices circled to receive a check for $25." The offer was an example of a:

Correct AnswerverifiedShow Answer

According to the co-founder of Ready Set Rocket, virtual reality is the "ultimate way" to do all of the following EXCEPT:

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
Answered by ExamLex AI
Premiums and contests are both promotion...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified