(Test Bank) Advertising & Promotion

Guolla,Belch,Belch, 7

Business

Test Bank

7th Edition

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Test Bank for Advertising & Promotion, The downloadable file consists of 551 pages, and the total size of the file is 1.84 MB. Purchase now only for highly discounted price.

Author(s): Guolla, Belch, Belch

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Study Note Preview

Chapter 01 - Integrated Marketing Communications 1-1 Chapter 01 Integrated Marketing Communications Multiple Choice Questions 1. _____ is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, good, and services to create exchanges that satisfy individual and organizational objectives. A. Integrated market ing communications B. Marketing C. Advertising D. Sales promotion Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01 -01 Describe the importance of marketing communication within the marketing mix. Topic: 01 -02 Marketing 2. Which of the following is the BEST example of a marketing exchange? A. John gave Sahil a menu, and he placed his food order. B. Jessie helped Alison move a heavy piece of furniture. C. Vlad and Ingrid gave their son a trip for his graduation. D. Mrs. Forrest gave Ben a chocolate cake as compensation for mowing her lawn. Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01 -01 Describe the importance of marketing communication within the marketing mix. Topic: 01 -02 Marketing Chapter 01 - Integrated Marketing Communications 1-2 3. Product, price, place and promotion are collectively known as ________ A. the marketing mix. B. marketin g communications tools. C. methods of selling goods and services. D. marketing jargon. Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01 -01 Describe the importance of marketing communication within the marketing mix. Topic: 01 -02 Marketing 4. Campo Outdoor Products has developed a new backpack. It will expand to three times its initial size, be water resistant, and lightweight. These are what kind of marketing decisions? A. service level B. product features C. package design D. price allowance Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 01 -01 Describe the importance of marketing communication within the marketing mix. Topic: 01 -03 Communicating Product 5. Navin der Foods offers portable snack items that are low in calories, high in fibre, and taste just like the ones shoppers might consume back home in India. Which of the following is NOT a product benefit delivered by Navinder's snack items? A. functional benef it B. emotional benefit C. performance/convenience benefit D. Low pricing benefit Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 01 -01 Describe the importance of marketing communication within the marketing mix . Topic: 01 -03 Communicating Product Chapter 01 - Integrated Marketing Communications 1-3 6. Product protection, storage, communication, and image are all functional benefits of: A. product attributes B. packaging C. brand identity D. brand marketing Accessibility: Keyboard Navigation Blooms: Understa nd Difficulty: Easy Learning Objective: 01 -01 Describe the importance of marketing communication within the marketing mix. Topic: 01 -03 Communicating Product 7. Which is the best example of the use of packaging as a communication vehicle? A. New cellpho ne SIM cards are enveloped in large plastic packages. B. Costco offers multi -packs of contact lens solution at affordable prices. C. Uncle Ben's Rice offers usage and recipe suggestions on their boxes and bags. D. At Golftown one can purchase used golf balls in bags of 20 or 50. Accessibility: Keyboard Navigation Blooms: Apply Difficulty: Hard Learning Objective: 01 -01 Describe the i mportance of marketing communication within the marketing mix. Topic: 01 -03 Communicating Product 8. Each of the following is true about brand equity EXCEPT: A. It is a tangible asset which can provide competitive advantage. B. It is a measure of consum er attachment to a brand. C. It builds on the favourable image and impressions of differentiation of a brand. D. It is a challenge for marketers to consistently measure brand equity. Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01 -01 Describe the importance of marketing communication within the marketing mix. Topic: 01 -03 Communicating Product Chapter 01 - Integrated Marketing Communications 1-4 9. Which of the following statements about price is true? A. Price refers to what the marketer must give up in order to sell a product. B. Price communicates the economic cost to consumers for all of the product benefits combined. C. Price is not a key aspect of the product conveyed in a promotional offer. D. Levels of recommended ad expenditures are not relative to price. Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01 -01 Describe the importance of marketing communication within the marketing mix. Topic: 01 -04 Communicating Price 10. A firm can have an excellent product at a great price, but it will be of little value unless it's available where the consumer wants it and when the consumer wants it. The statement above refers to: A. product decisions. B. price decisions. C. distribution decisions. D. positioning decisions. Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 01 -01 Describe the importance of marketing communication within the marketing mix. Topic: 01 -05 Communicating Distrib ution 11. Some locations offering customized service and assistance, some offering different models at different prices, or the availability of online purchasing are examples of: A. a multi -channel environment B. a multi -media universe C. a differentiat ed product approach D. multi -level marketing Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01 -01 Describe the importance of marketing communication within the marketing mix. Topic: 01 -05 Communicating Distribut ion Chapter 01 - Integrated Marketing Communications 1-5 12. The AMA has renewed its definition of marketing to directly include the important element of: A. growth B. exchange C. value D. globalization Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 01 -01 De scribe the importance of marketing communication within the marketing mix. Topic: 01 -06 Communicating Value 13. The relative balance between what a consumer "receives" for what he/she "pays" is known as: A. exchange B. price C. benefit D. value Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 01 -01 Describe the importance of marketing communication within the marketing mix. Topic: 01 -06 Communicating Value 14. ______ is the coordination of all seller -initiated efforts to set up channels of information and persuasion to sell goods and services. A. Publicity B. Advertising C. Direct marketing D. Promotion Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01 -02 Ide ntify the tools of the promotional mix —advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling —and summarize their purpose. Topic: 01 -07 The Promotional Mix Chapter 01 - Integrated Marketing Communications 1-6 15. Which of the following is NOT an element of the promotional mix? A. Packaging B. Advertising C. Personal selling D. Sales promotion Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01 -02 Identify the tools of the promotional mix —advertising, sales promo tion, public relations, direct marketing, Internet marketing, and personal selling —and summarize their purpose. Topic: 01 -07 The Promotional Mix 16. When media is used to communicate to a large group of individuals it is deemed ________ communication A. personal B. non-personal C. direct D. indirect Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01 -02 Identify the tools of the promotional mix —advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling —and summarize their purpose. Topic: 01 -08 Advertising 17. Advertising may be defined as any: A. paid form of nonpersonal communication about a pro duct, service, or company B. communication about a product, service, or company C. communication that moves a product from one level to another level of the distribution channel D. personal communication from a company representative to prospective buyers Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01 -02 Identify the tools of the promotional mix —advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling —and summa rize their purpose. Topic: 01 -08 Advertising Chapter 01 - Integrated Marketing Communications 1-7 18. Which the following is NOT an advantage inherent in the use of advertising? A. Ability to control the message B. Low cost per contact C. Ability to create brand images and symbolism D. Immediate feedback Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01 -02 Identify the tools of the promotional mix —advertising, sales promotion, public relation s, direct marketing, Internet marketing, and personal selling —and summarize their purpose. Topic: 01 -08 Advertising 19. Which of the following is NOT a characteristic of advertising as a form of promotion? A. Cost-effective method for communicating with large audiences B. Personal and individually customized nature of the message C. The ability to reach large audiences with the advertising message D. The ability to create images for brands Accessibility: Keyboard Navigation Blooms: Understand Difficul ty: Medium Learning Objective: 01 -02 Identify the tools of the promotional mix —advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling —and summarize their purpose. Topic: 01 -08 Advertising 20. Which of t hese is NOT a reason why marketers use advertising? A. To set an appropriate price across various channels B. To strike a responsive chord with consumers when differentiation across other elements of the marketing mix is difficult C. To create symbolic ap peals for a company or brand D. To take advantage of the fact that advertising is a very cost -effective method of reaching a large audience Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01 -02 Identify the t ools of the promotional mix —advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling —and summarize their purpose. Topic: 01 -08 Advertising Chapter 01 - Integrated Marketing Communications 1-8 21. A brand or corporate name and its identification through its logo, symbols, slogans, or trademarks represent: A. product appeal B. product symbolism C. brand identity D. brand equity Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01 -02 Identify the tools of the promotio nal mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling —and summarize their purpose. Topic: 01 -03 Communicating Product 22. This is the added value or goodwill resulting from a favourable image a nd/or consumer attachment to a company name, brand name, or trademark: A. product appeal B. product symbolism C. brand identity D. brand equity Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01 -02 Identify the tools of the promotional mix —advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling —and summarize their purpose. Topic: 01 -03 Communicating Product 23. Canadian ad vertisers spend more than ________ annually. Identify the closes match. A. $7 billion B. $8 billion C. $14 billion D. $22 billion Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01 -02 Identify the tools of the p romotional mix —advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling —and summarize their purpose. Topic: 01 -08 Advertising Chapter 01 - Integrated Marketing Communications 1-9 24. In the time period noted in the textbook, prime -time network television r eached ________ on a daily basis. A. all Canadians B. only older adults C. less than 50 percent of Canadians D. 85 percent of Canadians Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01 -02 Identify the tools of the promotional mix —advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling —and summarize their purpose. Topic: 01 -08 Advertising 25. When a brand encourages potential customers to send them pictures of them in their best "game face" this is called: A. direct marketing B. sales promotion C. brand interaction D. price discounting Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01 -02 Identify the tools of the promotional mix —advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling —and summarize their purpose. Topic: 01 -08 Advertising 26. _____ advertising is targeted at individuals who buy or influence the purchase of industrial goods or services for their companies. A. Professional B. Direct -response C. Business -to-business D. Retail Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01 -02 Identify the tools of the promotional mix —advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling —and summarize their purpose. Topic: 01 -08 Advertising Chapter 01 - Integrated Marketing Communications 1-10 27. Ads for computers and office furniture in Purchasing Canada , a trade magazine written and published especially for corporate and government buyers, are examples of _____ advertising. A. retail B. business -to-business C. direct response D. primary -demand Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 01 -02 Identify the tools of the promotional mix —advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling —and summa rize their purpose. Topic: 01 -08 Advertising 28. Advertisements for a Parkell tooth polisher in Canadian Dentist , a publication for dentists, are an example of _____ advertising. A. professional B. trade C. primary demand D. progressive Accessibility : Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 01 -02 Identify the tools of the promotional mix —advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling —and summarize their purp ose. Topic: 01 -08 Advertising Chapter 01 - Integrated Marketing Communications 1-11 29. Why does Samsung encourage consumers to interact with the brand online by placing advertising messages in media such as television, print, and outdoor? A. Online brand interaction is the least expensive way to connect with consumers. B. Studies show that consumers research their purchase online prior to a store visit, so other media should lead the consumer to visit the company's website. C. Online communication is the best way to convey product attributes and consumer value. D. Samsung only sells their products online, so they must try to drive traffic to their company website. Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01 -02 Identify the tools of the promotional mix —advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling —and summarize their purpose. Topic: 01 -08 Advertising 30. _____ includes those marketing activities that provide extra value or incentives to the sales force, distributors, or the ultimate consumer. A. Direct marketing B. Public relations C. Sales promotion D. Brand equity Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01 -02 Identify the tools of the promotional mix —advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling —and summarize their purpose. Topic: 01 -09 Sales Promotion Chapter 01 - Integrated Marketing Communications 1-12 31. Sales promotions targeted to the ultimate users of a product such as sampling, coupons, contests, or sweepstakes are known as: A. consumer sales promotion B. trade sales promotion C. direct marketing incentives D. strategic promotions Accessibility: Keyboard Navigatio n Blooms: Remember Difficulty: Easy Learning Objective: 01 -02 Identify the tools of the promotional mix —advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling —and summarize their purpose. Topic: 01 -09 Sal es Promotion 32. McDonald's restaurants use a Monopoly game to allow customers to win various prizes. Each game piece that you receive as a result of a purchase either awards you a prize or fills in one section on a Monopoly board. Prizes can also be won if you own all the pieces of the railroads or all of one colour of property. This is an example of a: A. consumer sales promotion B. direct -response advertising campaign C. primary demand advertising campaign D. service -oriented sales promotion Access ibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 01 -02 Identify the tools of the promotional mix —advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling —and summarize the ir purpose. Topic: 01 -09 Sales Promotion Chapter 01 - Integrated Marketing Communications 1-13 33. Sales promotion programs targeted toward marketing intermediaries such as wholesalers, distributors, and retailers are known as: A. a consumer sales promotion B. a trade sales promotion C. a functional induc ement D. integrated promotions Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01 -02 Identify the tools of the promotional mix —advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling —and summarize their purpose. Topic: 01 -09 Sales Promotion 34. _____ is nonpersonal communication neither directly paid for nor run under identified sponsorship. A. Advertising B. Sales promotion C. Publicity D. Public relations Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 01 -02 Identify the tools of the promotional mix —advertising, sales promotion, pu blic relations, direct marketing, Internet marketing, and personal selling —and summarize their purpose. Topic: 01 -10 Public Relations 35. How does advertising differ from publicity? A. Advertising is done by manufacturers, and publicity is done be retai lers. B. Advertising is paid for by the sponsoring organization, and publicity may be initiated by the sponsoring organization but is not paid for. C. Advertising is never institutional (i .e., promoting the company itself), and publicity usually is institutional in character. D. Advertising typically utilizes mass media, and publicity does not. Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Easy Learning Objective: 01 -02 Identify the tools of the promotional mix —advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling —and summarize their purpose. Topic: 01 -10 Public Relations Chapter 01 - Integrated Marketing Communications 1-14 36. Which of the following statements about publicity is true? A. Publicity generally has a broader purpose and objective than public relations. B. Publicity is an important communication technique used in public relations. C. Publicity has more of a long term, on -going purpose than public relation s. D. Publicity and public relations are synonyms for each other. Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01 -02 Identify the tools of the promotional mix —advertising, sales promotion, public relations , direct marketing, Internet marketing, and personal selling —and summarize their purpose. Topic: 01 -10 Public Relations 37. Which of the following is NOT a technique used to generate publicity? A. News releases and feature articles B. Photographs, films , and videotapes C. Packaging and product displays D. Press conferences Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 01 -02 Identify the tools of the promotional mix —advertising, sales promotion, public relat ions, direct marketing, Internet marketing, and personal selling —and summarize their purpose. Topic: 01 -10 Public Relations 38. When Jennifer Lawrence appears on "The Tonight Show with Jay Leno" as a guest to discuss her role in the "Hunger Games" movies , it is an example of: A. advertising B. publicity C. personal selling D. direct marketing Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Medium Learning Objective: 01 -02 Identify the tools of the promotional mix —advertising, sales p romotion, public relations, direct marketing, Internet marketing, and personal selling —and summarize their purpose. Topic: 01 -10 Public Relations Chapter 01 - Integrated Marketing Communications 1-15 39. One of the primary advantages inherent in the use of publicity is its: A. ability to be personalized B. Consumer credibility C. almost non -existent variable costs D. ability to be closely controlled and monitored by the organization that is being publicized Accessibility: Keyboard Navigation Blooms: Remember Difficulty: Medium Learning Objective: 01 -02 Identify the tools of the promotional mix —advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling —and summarize their purpose. Topic: 01 -10 Public Relations 40. Consumer Reports magazine ran an article comparing various shampoos and rated Pert Plus as the best brand. This article was reported on in various newspapers and television news programs. This is an example of: A. sales promotion B. advertising C. negative publicity D. positive publicity Accessibility: Keyboard Navigation Blooms: Analyze Difficulty: Medium Learning Objective: 01 -02 Identify the tools of the promotional mix —advertising, sales promotion, public relations, direct marketing, Internet marketing, and persona l selling—and summarize their purpose. Topic: 01 -10 Public Relations 41. A review of a movie in Maclean's magazine or on "Canada AM" is an example of: A. personal selling B. publicity C. promotion D. media -selling Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Easy Learning Objective: 01 -02 Identify the tools of the promotional mix —advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling —and summar ize their purpose. Topic: 01 -10 Public Relations