14 Aug 1. In launching a new product, the advertiser chooses among continuity, concentr

1. In launching a new product, the advertiser
chooses among continuity, concentration, flighting, and ________ advertising
patterns.
a. reflective
b. periodic
c. continuous
d. pulsing
e. running

2. A company has to decide on how to allocate
its advertising budget over space as well as over time. A company makes spot
buys when it buys TV time in just a few markets or in regional editions of
magazines. These markets are called ________.
a. areas of dominant influence
b. trading areas
c. short-term marketing opportunities
d. SMSA
e. none of the above

3. There are three major methods of pretesting
ads. These are consumer feedback, ________, and laboratory test.
a. prelaunch testing
b. copy testing
c. direct testing
d. telephone inquiries
e. portfolio testing

4. The ________ involves correlating past
sales to past advertising expenditures using advanced statistical techniques in
an effort to measure the sales impact of a given promotional campaign.
a. historical approach
b. experimental design approach
c. humanist approach
d. target exposure rate approach
e. pulsing approach

5. Sales promotions include tools for ________
promotion, trade promotion, and business and sales-force promotions.
a. incentive
b. reasons
c. target
d. prospects
e. consumer

6. Sales promotions used in markets of high
brand similarity can produce a high sales response in the short run but little
________ gain in brand preference.
a. significant
b. real
c. short-term
d. incremental
e. permanent

7. Sales promotion, with its incessant prices
off, coupons, deals, and premiums, may ________ the product offering in the
buyers mind.
a. detract
b. augment
c. confuse
d. devalue

e. increase

8. Sales promotion tools that impart a selling
message along with the deal, as in the case of free samples and premiums when
they are related to the product, are called ________.
a. promotions
b. retailer promotions
c. manufacturer franchise building
d. retailer franchise building
e. consumer franchise building

9. When two or more brands or companies team
up on coupons, refunds, and contests to increase pulling power, it is called
________.
a. price packs
b. frequency promotions
c. team promoting
d. tie-in promotions
e. cross-promotions

10. Merchandise offered at a relatively low
cost or free as an incentive to purchase a particular product is known as
________.
a. a price pack
b. a sample
c. premiums
d. a tie-in
e. cross-promotions

11. When retailers buy a greater quantity of
product during a deal period than they can sell during the deal period, we call
this ________.
a. purchasing intent
b. forward buying
c. trade buying
d. de facto buying
e. diverting

12. When retailers buy more cases than are
needed in a region in which the manufacturer offered a deal and ship the
surplus to their stores in nondeal regions, is known as ________.
a. forward buying
b. purchasing intent
c. de facto buying
d. trade buying
e. diverting

In deciding to use a particular incentive, marketers
have several factors to consider. One of these factors is ________.
f. duration
g. distribution vehicle
h. promotion budget
i.
size
j.
all of
the above

13. Marketing managers must prepare implementation
and control plans that cover the various elements of the sales promotion
program. ________ is the time necessary
to prepare the program prior to launching it.
a. Sell-in time
b. Pretesting
c. Duration
d. Lead time
e. Forwarding

14. One of the reasons marketers sponsor events
is to ________ a particular target market or lifestyle.
a. identify with
b. capitalize upon
c. foster
d. increase exposure to
e. none of the above

15. One of the potential disadvantages of
sponsorships is that the success of an event can often ________ and some
consumers may still resent the commercialization of events.
a. attract unfavorable media attention
b. be cancelled
c. be illegal
d. be unpredictable
e. be unfavorable to the sponsor
16. _______ is a particularly important skill
in publicizing fund-raising drives for nonprofit organizations.
a. Event creation
b. Supply-side measurement
c. Demand-side measurement
d. Containerization
e. Incremental exposure

Supply-side measurement of event effectiveness focuses
on ________.
f. potential exposure to the brand by
assessing the extent of media coverage
g. reported exposure from consumers
h. incremental sales earned during the event
i.
incremental
sales earned as a result of the event
j.
reported
changes in customer perception of the brand

17. The ________ method of measuring event
effectiveness identifies the effect sponsorship had on consumers brand
knowledge.
a. incremental
b. supply-side
c. demand-side
d. historical
e. experimental

18. ________ involve(s) a variety of programs
designed to promote or protect a companys image or its individual products.
a. Corporate communications
b. Press releases
c. Press relations
d. Publicity
e. Public relations

19. A(n) ________ is any group that has an
actual or potential interest in or impact on a companys ability to achieve its
objectives.
a. campaign
b. movement
c. experience
d. public
e. experiment

20. Which of the following is NOT a function of
the PR department?
a. Press relations
b. Product publicity
c. Corporate communications
d. Counseling
e. All of the above are functions performed by
the PR department.

21. Marketing public relations (MPR) supports
corporate or product promotion and image making and plays a crucial role in
________.
a. creating publicity
b. protecting the company from liabilities
c. repositioning a mature product
d. securing free ad spaces
e. building a word-of-mouth campaign

22. MPR serves a special constituency,
________.
a. the finance department
b. consumer activists
c. shareholder activists
d. the marketing department
e. ad agencies

23. MPR can build ________ by placing stories
in the media to bring attention to a product, service, person, organization, or
idea.
a. talk
b. stories
c. awareness
d. buzz
e. exposure

24. The major tools in an MPR
department include publications, events, sponsorships, ________, speeches,
public service activities, and identity media.
a. customers
b. managers
c. news
d. universities
e. colleges

25. The easiest measure of MPR effectiveness is
the number of ________ carried by the media.
a. stories
b. exposures
c. customers
d. articles
e. none of the above

26. A better measure to evaluate the
effectiveness of MPR is to measure ________.
a. the change in product awareness
b. the number of exposures carried by the
media
c. the number of minutes of radio airtime
garnered
d. the difference between PR costs and
advertising space expense
e. the extent of viewer repeat exposure

True/False

27. An advertising goal (or objective) is a
specific communications task and achievement level to be accomplished with a
specific audience in a specific period of time.

28. The advertising objective should emerge
from a thorough analysis of the current marketing situation.

29. One of the five specific factors
that must be considered when setting an advertising budget is the amount of
money available from top management.

In designing and evaluating an ad campaign, it
is important to distinguish the message strategy from the messenge1. In launching a new product, the advertiser
chooses among continuity, concentration, flighting, and ________ advertising
patterns. a. reflective b. periodic c. continuousd. pulsinge. running2. A company has to decide on how to allocate
its advertising budget over space as well as over time. A company makes spot
buys when it buys TV time in just a few markets or in regional editions of
magazines. These markets are called ________.a. areas of dominant influenceb. trading areasc. short-term marketing opportunitiesd. SMSA e. none of the above 3. There are three major methods of pretesting
ads. These are consumer feedback, ________, and laboratory test. a. prelaunch testing b. copy testing c. direct testing d. telephone inquiries e. portfolio testing 4. The ________ involves correlating past
sales to past advertising expenditures using advanced statistical techniques in
an effort to measure the sales impact of a given promotional campaign.a. historical approachb. experimental design approachc. humanist approachd. target exposure rate approache. pulsing approach5. Sales promotions include tools for ________
promotion, trade promotion, and business and sales-force promotions. a. incentive b. reasonsc. targetd. prospectse. consumer 6. Sales promotions used in markets of high
brand similarity can produce a high sales response in the short run but little
________ gain in brand preference. a. significant b. realc. short-termd. incremental e. permanent
7. Sales promotion, with its incessant prices
off, coupons, deals, and premiums, may ________ the product offering in the
buyers mind. a. detract b. augment c. confused. devalue
e. increase
8. Sales promotion tools that impart a selling
message along with the deal, as in the case of free samples and premiums when
they are related to the product, are called ________.a. promotions b. retailer promotionsc. manufacturer franchise building d. retailer franchise buildinge. consumer franchise building 9. When two or more brands or companies team
up on coupons, refunds, and contests to increase pulling power, it is called
________. a. price packs b. frequency promotions c. team promoting d. tie-in promotions e. cross-promotions10. Merchandise offered at a relatively low
cost or free as an incentive to purchase a particular product is known as
________.a. a price packb. a samplec. premiumsd. a tie-ine. cross-promotions 11. When retailers buy a greater quantity of
product during a deal period than they can sell during the deal period, we call
this ________.a. purchasing intent b. forward buyingc. trade buying d. de facto buying e. diverting12. When retailers buy more cases than are
needed in a region in which the manufacturer offered a deal and ship the
surplus to their stores in nondeal regions, is known as ________.a. forward buyingb. purchasing intentc. de facto buyingd. trade buyinge. divertingIn deciding to use a particular incentive, marketers
have several factors to consider. One of these factors is ________. f. duration g. distribution vehicle h. promotion budgeti.
sizej.
all of
the above 13. Marketing managers must prepare implementation
and control plans that cover the various elements of the sales promotion
program. ________ is the time necessary
to prepare the program prior to launching it.a. Sell-in timeb. Pretestingc. Durationd. Lead timee. Forwarding14. One of the reasons marketers sponsor events
is to ________ a particular target market or lifestyle. a. identify withb. capitalize upon c. fosterd. increase exposure toe. none of the above 15. One of the potential disadvantages of
sponsorships is that the success of an event can often ________ and some
consumers may still resent the commercialization of events. a. attract unfavorable media attention b. be cancelledc. be illegal d. be unpredictable e. be unfavorable to the sponsor16. _______ is a particularly important skill
in publicizing fund-raising drives for nonprofit organizations. a. Event creationb. Supply-side measurementc. Demand-side measurement d. Containerizatione. Incremental exposure Supply-side measurement of event effectiveness focuses
on ________.f. potential exposure to the brand by
assessing the extent of media coverageg. reported exposure from consumersh. incremental sales earned during the eventi.
incremental
sales earned as a result of the eventj.
reported
changes in customer perception of the brand 17. The ________ method of measuring event
effectiveness identifies the effect sponsorship had on consumers brand
knowledge.a. incrementalb. supply-sidec. demand-sided. historicale. experimental 18. ________ involve(s) a variety of programs
designed to promote or protect a companys image or its individual products. a. Corporate communications b. Press releasesc. Press relations d. Publicitye. Public relations 19. A(n) ________ is any group that has an
actual or potential interest in or impact on a companys ability to achieve its
objectives.a. campaignb. movementc. experienced. publice. experiment20. Which of the following is NOT a function of
the PR department?a. Press relationsb. Product publicityc. Corporate communicationsd. Counselinge. All of the above are functions performed by
the PR department.21. Marketing public relations (MPR) supports
corporate or product promotion and image making and plays a crucial role in
________. a. creating publicity b. protecting the company from liabilities c. repositioning a mature product d. securing free ad spacese. building a word-of-mouth campaign 22. MPR serves a special constituency,
________.a. the finance departmentb. consumer activistsc. shareholder activistsd. the marketing departmente. ad agencies 23. MPR can build ________ by placing stories
in the media to bring attention to a product, service, person, organization, or
idea. a. talk b. stories c. awarenessd. buzze. exposure24. The major tools in an MPR
department include publications, events, sponsorships, ________, speeches,
public service activities, and identity media. a. customers b. managers c. news d. universities e. colleges 25. The easiest measure of MPR effectiveness is
the number of ________ carried by the media. a. stories b. exposures c. customersd. articlese. none of the above 26. A better measure to evaluate the
effectiveness of MPR is to measure ________. a. the change in product awarenessb. the number of exposures carried by the
mediac. the number of minutes of radio airtime
garneredd. the difference between PR costs and
advertising space expensee. the extent of viewer repeat exposureTrue/False
27. An advertising goal (or objective) is a
specific communications task and achievement level to be accomplished with a
specific audience in a specific period of time. 28. The advertising objective should emerge
from a thorough analysis of the current marketing situation. 29. One of the five specific factors
that must be considered when setting an advertising budget is the amount of
money available from top management.

Our website has a team of professional writers who can help you write any of your homework. They will write your papers from scratch. We also have a team of editors just to make sure all papers are of HIGH QUALITY & PLAGIARISM FREE. To make an Order you only need to click Ask A Question and we will direct you to our Order Page at WriteDemy. Then fill Our Order Form with all your assignment instructions. Select your deadline and pay for your paper. You will get it few hours before your set deadline.