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Class:BA 493 - ADVERTISING MANAGEMENT
Subject:Business Administration
University:Oregon State University
Term:Spring 2010
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Low Cost per Exposure What of the following is an advantage of choosing TV as a medium?
Snickers An ad by this company was selected #1 by USA Today's admeter
Pepsi This company chose not to advertise in the super bowl
Mancrunch This company's ad was rejected as inappropriate for the super bowl
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high involvement Unlike TV, print media tends to be
AARP the magazine Top circulated magazine in the US is
pop ups ________ are three dimensional special ads that stand up when the page is opened
controlled circulation ___________ is when copies are sent (free) to individuals who influence purchases
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Billboard which of the following is an example of support media? Magazine, billboard, TV, radio, newspaper
Wal-Mart this company is using in-store video networks to help push slow-moving products
Third Portland Oregon is ranked _____ in the 5 that use organic foods
All of these are true According to the survey conducted at DFW, which of the following is TRUE about promotional products
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American Express This company created a series of webisodes with superman and Jerry Seinfeld
Adidas ______ has a myspace page that allows you to create your own 3D soccer player
Banners _____ the most common form of ads that appear on web pages, they appear as side panels, skyscrapers, or verticals
Direct sales E-commerce is ______ on the internet
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Consumers love a deal In the opening vignette, Macy's learned the hard way that
Acceleration tool When a marketer distributes coupons for a brand with a specific expiration date they are attempting to use sales promotion as an
coupons All of the following are examples of trade-oriented sales promotion activities except
Brand equity Critics of sales promotions contend the increase in sales promotions is leading to a decrease in
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Corporate advertising Communications activities designed to promote a firm overall, without reference to a specific product, are called
ten times In the opening vignette, it is suggested that it costs about ____ as much to gain a new customer as it does to keep an existing one
Inconsistent, redundant communications which of the following is NOT one of the advantages of PR
Earthmoving equipment For which of the following products would personal selling be the element of the promotional mix most likely emphasized
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Do all of the above marketers should assess advertising effectiveness measures in order to
Feedback mechanisms When measuring the effects of communication, the advertiser needs to evaluate all of the following except
Feedback mechanisms When measuring the effects of communication, the advertiser needs to evaluate all of the following except
Animatic rough ________ testing is a rough commercial test in which a succession of drawings and/or cartoons is shown to the receiver
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Physiological measures Pupillometrics, electrodermal response and electroencephalogramic measures are all forms of
Consumer Fitness, American RIfleman, and Paintball Sports magazines are examples of _____ magazines because they are purchased by the general public for information and/or entertainment
Trade Magazine The target market for Street and Smith's Sports Business Journal limited to professionals involved in different facets of sports marketing, such as public relations. It is only available through the mail and arrives on a weekly basis. The publication would be classified as
Bleed page In a full-page ad for Vaseline Intensive Care lotion, there is a picture of a woman in a strapless gown with a slogan, "why should your face get all the good stuff". The ad extends to the end of the page with no white margins. This ad uses a
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Permanence Deborah subscribes to American Crafts, a magazine that provides instructions on crafts such as soap making, tatting and cane weaving. She saves every issue and often uses them as a reference material. The way Deborah uses this publication demonstrates which advantage of magazines as an advertising medium?
Services When an advertiser uses a split run, it is taking advantage of which benefit offered by magazines?
Make three separate purchases of ads in three leading magazines targeted to each group A small company is marketing a line of flourescent-colored duct tape. It wants to target skateboarders because duct tape is a popular way of repairing battered boards. The company also thinks its product has value to crafters as decorative trim. Furthermore, it sees do-it-yourselfers as a third market for the tape. Which of the following techniques could it use most efficiently market its tape?
Ink-jet imaging An insert in Fortune magazine was printed with the question, "Leah Perleman how would you like to have 100,000 delta sky miles?" The magazine's subscriber knows the insert was personalized using a technique called:
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As special-audience newspapers How would you classify newspapers that are published at colleges and universities to provide news, information and differing opinions to the student body and staff?
display and classified The major types of newspaper advertising are:
Retail trading For newspapers, the ______ zone is the market outside the city zone whose residents regularly trade with merchants in the city zone
Standard Advertising Units (SAUs) To make newspapers more comparable to other media that sells space and time, the newspaper industry uses _____ to determine advertising rates
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Many newspapers are now available free online Which of the following statements about how newspapers are attracting and retaining readers is true?
Nontraditional support media Product placement is part of:
Alternative media _____ are used to reach those people in the target market that primary media may not have reached and to reinforce or support their messages
Transit advertising Outdoor advertising includes street furniture, billboards, and:
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Its ability to remain innovative through technology A major reason for the continued success of outdoor advertising is:
Aerial advertising The goodyear blimp is an example of:
Provide audience measurements for out-of-home media Competitive Media Reports, Simmons Marketing Research Bureau, OAAA, and APTA all:
Station, platform and terminal posters Transit advertising includes inside cards, outside posters, and:
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transit advertising Geographic selectivity, a high degree of frequency, long length of exposure, and low absolute and relative costs are all advantages of:
yellow pages advertising which of the following advertising media is described as nonintrusive?
movie theater advertising lack of clutter, demographic selectivity, and high recall levels are all advantages of:
product placement the fact that Tom Hanks in the film Cast Away was marooned on an island with Fedex packages floating on the beach is an example of:
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in-flight advertising a captive audience is an advantage of both place-based advertising and...
None of the above which of the following statements about QVC is true?
The growing use of consumer credit cards according to the text, which of the following factors in American society has directly led to the rapid growth of direct marketing?
advertising Victoria's Secret television image advertising supports its retail stores and catalog sales. In this example, direct marketing is combined with:
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Establish the program's objectives Brown & Williamson developed a tagline for its Kool menthol cigarettes- "We built the house of menthol". To support its new tagline, B&W sent postcards to customers listed in an in-house database. The postcards showed the Kool logo and the words "its coming". The first step B&W should have taken to implement this direct marketing program was to:
Monetary transactions between the company and the customer The US Postal Service recommends direct marketers to use an RFM scoring method for determining the effectiveness of their databases. The "M" in RFM stands for:
One-Step approach In the _______ to direct marketing, the medium is used directly to obtain an order. The goal is to generate an immediate sale when the ad is shown.
Mailing list Almost every electronics retailer has a mail-in warranty and information card which allows the firms to create
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The two-step approach Broadcast commercials for JCPenney advising viewers to watch their mail for bonus coupons from JCPenney are an example of:
QVC is the major shopping channel in the United States Which of the following statements about teleshopping is true?
Nonrepetitive person-to-person selling The three forms of direct selling are the party plan, repetitive person-to-person selling, and:
Count the number of responses generated what is the simplest way to determine the effectiveness of a direct-marketing program?
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The advertiser is concerned about waste coverage What does it mean when an advertiser expresses concern about direct marketing providing selective reach?
Increasing postal rates Which of the following is a disadvantage associated with direct marketing?
Social network sites were created after 9/11 as a means of terrorist surveillance Which of the following statements about social network sites is NOT true?
The use of streaming video is an example of rich media Which of the following statements about Internet terminology is true?
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providing information When major corporations first began to conduct business on the Internet, they put up websites primarily for the purpose of:
all of the above which of the following is an example of a communications of objective for marketing on the internet
information; control over information they receive reasons for the "digital revolution" include consumers' desire for _____ and _____
develop consumer demographic profiles there are two types of Internet sponsorships are:
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cookies personalization is closely related to:
Sales promotion Whiskas cat food mailed a packet of catnip seed to every person who visited its website. The free catnip seeds acted as a reward for visiting the website illustrates the use of ____ on the Internet
Public relations Whiskas cat food mailed a packet of catnip seed to every person who visited its website. The visit to the website triggered a donation to Whiskas Homeward Bound program, which supports cat shelters across the nation. The seed packet was Whiskas way to thank each visitor. With the catnip seeds, a note advised consumers to visit www.whiskas.com if they wanted to create a cat-friendly garden. The sponsoring of the Homeward Bound program through visits to its website illustrates the use of _____ on the Internet.
Direct marketing Whiskas cat food mailed a packet of catnip seed to every person who visited its website. The visit to the website triggered a donation to Whiskas Homeward Bound program, which supports cat shelters across the nation. The seed packet was Whiskas way to thank each visitor. With the catnip seeds, a note advised consumers to visit www.whiskas.com if they wanted to create a cat-friendly garden. The mailing of the catnip plus a note inviting consumers back to the website illustrates the use of _____ on the Internet.
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Paid search or search engine advertising One of the most used forms of advertising on the Inetnet is:
Measurement problems Which of the following describe a disadvantage associated with the use of the Internet as an advertising medium
Concern about the invasion of privacy A seattle law firm filed a class action suit against Citibank for illegally sharing credit card data with telemarketers and vendors. This lawsuit illustrates which problems of associated with marketing on the Internet?
sales promotions are designed to speed up the sales process What does it mean when the text describes sales promotions as acceleration tools?
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The use of more sales promotion The fact consumers have become less brand loyal and are purchasing more on the basis of price has resulted in:
A consumer franchise building promotion Worldspan, a travel company, has sponsored SEC, Big 10, and Mountain West sports for the years. The sponsorships make consumers aware of Worldspan and are an example of:
A forward buying sales promotion Summit plastic company makes horticultural products for growing plants, including the frames, trays, and tables for the building of home greenhouses. To encourage sales, summit offered its resellers a buying allowance on Summit products purchased during the fall season. This buying allowance is most likely an example of:
Create long-term brand equity Worldspan, a travel company, has sponsored SEC, Big 10, and Mountain West sports for the years. Worldspan uses its sponsorship to develop relationships with universities and with their graduates. In other words, its uses its sales promotion to:
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Dry pet food Which of the following is the best example of a product that is suitable for sampling?
Event SoBe has cans of its energizer drinks to give out to attendees at a National Skateboarding Championship Games. This would have been an example of _____ sampling
Geographic and/or demographic selectivity Which of the following is an advantage with direct-mail couponing?
Free premium The toys found in Cracker Jacks boxes are a classic example of a(n):
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Contest; consumer promotion Clean Channel radio stations ran a(n) ____, a type of _____ in which it offered listeners a chance to win $2 million if they were the correct caller after they heard Elton John's voice say "Call now for your chance at $2 million
if it were part of an integrated marketing communications program Worldspan, a travel company, has sponsored SEC, Big 10, and Mountain West sports for years. Worldspan uses its sponsorships to develop relationships with universities and with their graduates. This would be an example of event sponsorship if:
Contests and incentives can be tied to product sale, new account placement, or merchandising efforts Which of the following statements about how contests and incentives are used as trade promotions is true?
Accurately described by all of the above- easy to implement, well-acecpted by resellers, an effective way to encourage resellers to buy a manufacturer's products, a form of price reduction Buying allowances are used because they are:
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failure fees A few years ago Dannon introduced a yogurt-based drink, which never hit a forecasted level of minimum sales. Some supermarkets demanded Dannon pay to cover the costs associated with stocking, maintaining inventories, and pulling the product off the shelves.
Ingredient-sponsored cooperative advertising The Cattlemen’s beef board developed a logo that is the word BEEF and the silhouette of a cow’s head in a circle; around the exterior of the circle is written the words MARK OF QUALITY. Its logo and the slogan: “Beef. Its what’s for Dinner,” appears on products such as Old El Paso seasoned taco meat bucket and Lloyd’s barbecue. This is an example of:
Doing all of the above Marketing public relations (MPR) functions add value to the integrated marketing communications (IMC) program by:
There are no standard effectiveness measures for MPR Which of the following is an example of a disadvantage associated with the use of marketing public relations (MPR)?
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Internal audience The employees of Exxon, its stockholders, and some members of the community receive The Lamp a magazine published by the company and used to describe its new products, ways in which the petroleum company has positively impacted the environment, and its interaction with people in countries outside the U.S. The recipients of this magazine comprise Exxon’s:
Product placement Once research has been conducted and the target audiences identified, the public relations program must be delivered to the receivers. Which of the following is NOT an example of a PR tool used for this purpose?
According to the text, the major disadvantage of PR is the potential for not completing the communications process Which of the following statements about public relations is true?
is the generation of news about a person or product that appears in broadcast or print media Publicity:
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TIming and accuracy The two major problems that arise from the use of publicity deal with:
Image advertising The Home Depot employed 116 athletes who participated in the Sydney, Australia Olympics. The retailer gave them money and time off to make their dreams a reality. The Home Depot ads showed its athletes-employees preparing to leave for the olympics and telling co-workers good bye. These ads can be categorized as:
Corporate advertising The Home Depot employed 116 athletes who participated in the Sydney, Australia Olympics. The retailer gave them money and time off to make their dreams a reality. The Home Depot ads showed its athletes-employees preparing to leave for the olympics and telling co-workers good bye were an example of:
Cause-oriented advertising In the last decade, roughly 500 million computers became obsolete in the US. That amounts to more than 2 billion pounds of lead waste. One computer retailer has set up a recycling program in which is accepts used computers from customers, sells the reusable parts, and recycles the other components (resins, plastics, and glass) to China where they are reused. An ad sponsored by the retailer trying to enlist customers and other computer resellers to recycle to preserve the environment would be an example of:
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Focus group research AngloGold, the South African gold mining company, sponsors a charity tat works to prevent AIDS and to threat those who are already stricken with the disease. The company made a large donation to the AIDS organization and has promised continued support. An ad describing these activities and asking other for additional support would be an example of:
Partner with the other elements of the promotional mix According to the integrated marketing approach to promotion, personal selling should be viewed as a:
Dyadic Personal selling uses ______ techniques while other forms of potential communications do not
Advertising media do not provide effective links with target markets The sale force is a major party of the integrated marketing communications (IMC) mix when:
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Coactive What type of market exists when the salesperson is in the procreator stage of personal selling evolution
relationship marketing A salesperson who wants to create a long-term bond with a customer should use:
In industries where the manufacturer uses a distributor In which type of industry would you be most likely to find missionary sales reps?
Qualify prospects To avoid channel conflict, marketers who want to have an online presence are advised to use the web site as a lead generator. In other words, the site will:
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Cross selling After Hymphrey purchased a new digital camera for his vacation, the retail sales clerk asked if he would also like to buy digital cards on which he could store the pictures until he was back at his computer again. The sales clerk has just engaged in:
Poor reach which of the following is a disadvantage associated with the use of personal selling?
public relations activities A manufacturer could combine personal selling and _____ if it got a national newspaper to run a series of articles describing a new product it was developing that was made of recycled materials and then instructed its salespeople to mail the news article along with a personal card to each customer they might be interested in buying the new product
direct marketing A manufacturer could combine personal selling and _____ if it got a national newspaper to run a series of articles describing a new product it was developing that was made of recycled materials and then instructed its salespeople to mail the news article along with a personal card to each customer they might be interested in buying the new product
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New-product development Which of the following is NOT an example of a criterion that can be used to evaluate a salesperson's performance?
Quantitative The number of sales calls made, selling expenses, and percentage of goods returned are all examples of _____ measures of a salesperson's performance
None of the above Which of the following is one of the reasons given for measuring the effectiveness of advertising?
source factor A manufacturer of riding equipment used an Olympic gold medalist in its ads because it believed an equestrian champion shown using its equipment would attract the attention of potential customers. If it were discovered at a later date that the rider had fed his horse some illegal drug to enhance its performance and the Olympic Committee stripped him of his gold medal, the riding equipment manufacturer would have a problem with:
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portfolio tests Which of the following is NOT an example of a field posttest
Positioning Advertising Copy Testing conducting evaluation research on advertising is not easy. To simplify the task, 21 of the largest advertising agencies in the US created a set of 9 principles called PACT. The acronym PACT stands for:
The results are not quantifiable Which of the following statements describes a weakness associated with focus group research?
comprehension and reaction tests A marketer of vitamin and mineral supplements targeted to people over 50 has developed an ad in which it implies that older people who take its supplements have the desire and the vigor to engage in sexual activities in the most unusual places. Using what kind of pretests, would the marketer discover many older people consider the ad offensive?
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Halo effect A consumer jury has been asked to rate a series of automobile commercials. Many members of the jury grew up during the 1990s and really like reggae bands. Only one of the commercials uses a reggae sound track. They rank this commercial as their favorite even though they also admitted that the car was difficult to see in the commercial lighting and the copy was boring. The _______ cause them to like the commercial based on a single attribute
its ability to approximate a more natural setting than other testing methods The primary advantage of using a dummy advertising vehicle to pretest finished ads is:
Is accurately described by all of the above Eye tracking:
Inquiry tests With which type of advertising effectiveness testing are "bingo cards" used?
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recognition tests The most popular method of post-testing an ad's effectiveness in the broadcasting industry is:
Realism The advantage of test marketing ads is:
The research objectives should be properly defined For tracking studies to successfully measure an ad's effectiveness
Exposure-based methods and tracking measures The two basic methods for measuring the effectiveness of sponsorships are:
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demographic According to the text, income levels, employment rates, educational levels, and occupation distribution are all part of a nation's _____ environment
Cultural values Cleanliness is extremely important in japan. It is not unusual for a Japanese citizen who is giving money as a gift to wash it before presenting it. The importance of cleanliness is an example of a
Political/legal According to policies of the Malaysian government, "advertisements must not project or promote an excessively aspirational lifestyle". This policy would be part of the _______ for a company wanting to promote its products in the Southeast Asia country
Economies of scale in production and distribution One advantage of global marketing and global advertising is:
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Was an appropriate product to globalize The fact Switzerland is admired worldwide for its methodical precision and its trustworthiness explains why the Swiss banking industry:
The product was new to the market and not steeped in the cultural heritage of the US Breathe Right nasal stripes were first introduced to help athletes take in more oxygen and later found to control snoring. CNS, Inc. the US company that first introduced the nasal strips has been successful in the US and in implementing a globalization strategy. Which of the following statements best describes the success of the company
Pattern advertising Most global marketers use a strategy called ______ in which themes, copy, and visual elements are adapted for local markets
Decentralized Shiseidio, a Japanese manufacturer of cosmetics and toiletries, markets its products in most Asian countries. It has found cultural differences require it to develop separate advertising and promotional strategies for countries and even for the regions within China. Which kind of organization structure is Shiseido using?
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The ability to communicate and manage globally Advertising executives state the major reason for the consolidation of all advertising activities with one agency instead of the use of several small localized agencies is due to
All of the above The criteria a company should use for selecting an ad agency to handle international advertising includes:
Localized advertising strategy Shiseidio, a Japanese manufacturer of cosmetics and toiletries, markets its products in most Asian countries. It has found cultural differences require it to develop separate advertising and promotional strategies for countries and even for the regions within China. This product modification indicates Shiseido will also use a ______ to reach its cast market
Direct broadcast by satellite (DBS) systems The main incentive for the growth of ______ has been the severely limited program choices and advertising opportunities available on government controlled television stations
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Sales promotion Burger King outlets in the UK once offered teens four different CD single by four popular British acts with the purchase of a kid's meal. This is an example of international
Consumer perceptions of promotional tools When developing an international sales promotion program, marketers need to specifically consider:
public relations A newspaper article about the low prices on McDonald's hamburgers in the Japanese market and how these low prices have resulted in increased sales volume is an example of international:
All of the above Which of the following statements about self-regulation by trade associates is true?
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Better Business Bureau A number of self-regulatory mechanisms have been established by the business community to control advertising practices. The largest and best known is the:
National Advertising Review Council The _______is the major trade association of the ad agency business in the US
Advertisers must submit all commercials intended for airing on the network or one of its affiliates Which of the following statements about self-regulation by the network television media is true?
Is a four-part test used to determine restrictions on commercial speech The Central Hudson Test:
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Federal Trade Commission Act The Wheeler-Lea Amendment was passed by the US congress to close a loophole in the:
Puffery The Olive Garden restaurant chain uses the slogan, "when you're here you're family" in all of its advertising. While this slogan is designed to show customers how welcomed they are at Olive Garden restaurants, it is not intended to be taken literally. Since some customers are not really members of the Olive Garden family, the ad slogan is an example of:
To adhere to the FTC's requirements for affirmative disclosures Have you ever seen ads for weight-loss programs that show before pictures of fat, unattractive people and after pictures of thin, attractive people. The ads generally state that someone who used the product lost some huge amount of weight in only 6 months. In small print in the ad, there is typically a statement that says this participants results were not typical of the average user. Why is this statement in smaller print included?
It shifted the burden of proof for ad claims from the commission to the advertiser How has the FTC's substantiation program affected the advertising industry?
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Cease-and-desist order; corrective advertising Assume the FTC has determined that an advertiser's ad is deceptive. The FTC will then issue a ______ and may require ________.
No longer limits the amount of television time that can be devoted to commercials The federal Communications Commission (FCC):
US Postal service Marius has received an opportunity in the mail to receive $5 million if he will send $5,000 to the first name and address on a list that is enclosed with the mailing. Which federal regulatory agency would be most interested in examining the direct-mail advertising?
Federal Trade Commission Which federal agency regulates the use of various types of trade allowances?
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The lifeblood of a business Proponents of advertising argue it is:
Because of its high visibility and pervasiveness According to the text, why is advertising the subject of so much controversy and criticism?
One of the reasons consumers do not trust advertising A pharmaceutical company has developed a drug that is guaranteed to cause users to lose 20 pounds in one month. The drug also causes the heart to beat irregularly and could cause heart attacks. The pharmaceutical company has spent millions advertising the drug as a weight loss miracle, but has not mentioned the potential heart problems in any of its advertising. This type of advertising is:
In bad taste because of its sexual appeal A beer commercial appears to show someone fast-fowarding through a home-made videotape but stopping each time a pair of very busty, scantily-dressed twins appears on the screen. Whoever made the videotape seems to have found the twins irresistible. Critics of advertising would describe this marketing communication as:
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Shock advertising Assume the ad for a type of perfume called Graveyard Dust uses an ad that shows teenagers digging a fresh grave. This ad would be an example of:
Limited the amount of advertising in commercial programming targeted to children The Children's Television Act of 1990:
Materialism Some people who are critical of advertising complain that marketing communications creates needs rather than merely showing how a product would fulfill them. These critics have decided advertising wrongly encourages
Studies have shown that African-Americans are more likely to appear in prime-time advertising than hispanics Which of the following statements about the role of African-Americans and Hispanics in US commercials is true
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Existing competitors for the new product have huge advertising budgets Which of the following is viewed by many to be the barrier to entry for a new product?
Marketing power There are two schools of thought on advertising's role in the economy. One believes advertising equals information. The other believes advertising equals:
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List View: Terms & Definitions

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 Low Cost per ExposureWhat of the following is an advantage of choosing TV as a medium?
 SnickersAn ad by this company was selected #1 by USA Today's admeter
 PepsiThis company chose not to advertise in the super bowl
 MancrunchThis company's ad was rejected as inappropriate for the super bowl
 high involvementUnlike TV, print media tends to be
 AARP the magazineTop circulated magazine in the US is
 pop ups________ are three dimensional special ads that stand up when the page is opened
 controlled circulation___________ is when copies are sent (free) to individuals who influence purchases
 Billboardwhich of the following is an example of support media?

Magazine, billboard, TV, radio, newspaper
 Wal-Martthis company is using in-store video networks to help push slow-moving products
 ThirdPortland Oregon is ranked _____ in the 5 that use organic foods
 All of these are trueAccording to the survey conducted at DFW, which of the following is TRUE about promotional products

 American ExpressThis company created a series of webisodes with superman and Jerry Seinfeld
 Adidas______ has a myspace page that allows you to create your own 3D soccer player
 Banners_____ the most common form of ads that appear on web pages, they appear as side panels, skyscrapers, or verticals
 Direct salesE-commerce is ______ on the internet
 Consumers love a dealIn the opening vignette, Macy's learned the hard way that
 Acceleration toolWhen a marketer distributes coupons for a brand with a specific expiration date they are attempting to use sales promotion as an
 couponsAll of the following are examples of trade-oriented sales promotion activities except
 Brand equityCritics of sales promotions contend the increase in sales promotions is leading to a decrease in
 Corporate advertisingCommunications activities designed to promote a firm overall, without reference to a specific product, are called
 ten timesIn the opening vignette, it is suggested that it costs about ____ as much to gain a new customer as it does to keep an existing one
 Inconsistent, redundant communicationswhich of the following is NOT one of the advantages of PR
 Earthmoving equipmentFor which of the following products would personal selling be the element of the promotional mix most likely emphasized
 Do all of the abovemarketers should assess advertising effectiveness measures in order to
 Feedback mechanismsWhen measuring the effects of communication, the advertiser needs to evaluate all of the following except
 Feedback mechanismsWhen measuring the effects of communication, the advertiser needs to evaluate all of the following except
 Animatic rough________ testing is a rough commercial test in which a succession of drawings and/or cartoons is shown to the receiver
 Physiological measuresPupillometrics, electrodermal response and electroencephalogramic measures are all forms of
 ConsumerFitness, American RIfleman, and Paintball Sports magazines are examples of _____ magazines because they are purchased by the general public for information and/or entertainment
 Trade MagazineThe target market for Street and Smith's Sports Business Journal limited to professionals involved in different facets of sports marketing, such as public relations. It is only available through the mail and arrives on a weekly basis. The publication would be classified as
 Bleed pageIn a full-page ad for Vaseline Intensive Care lotion, there is a picture of a woman in a strapless gown with a slogan, "why should your face get all the good stuff". The ad extends to the end of the page with no white margins. This ad uses a
 PermanenceDeborah subscribes to American Crafts, a magazine that provides instructions on crafts such as soap making, tatting and cane weaving. She saves every issue and often uses them as a reference material. The way Deborah uses this publication demonstrates which advantage of magazines as an advertising medium?
 ServicesWhen an advertiser uses a split run, it is taking advantage of which benefit offered by magazines?
 Make three separate purchases of ads in three leading magazines targeted to each groupA small company is marketing a line of flourescent-colored duct tape. It wants to target skateboarders because duct tape is a popular way of repairing battered boards. The company also thinks its product has value to crafters as decorative trim. Furthermore, it sees do-it-yourselfers as a third market for the tape. Which of the following techniques could it use most efficiently market its tape?
 Ink-jet imagingAn insert in Fortune magazine was printed with the question, "Leah Perleman how would you like to have 100,000 delta sky miles?" The magazine's subscriber knows the insert was personalized using a technique called:
 As special-audience newspapersHow would you classify newspapers that are published at colleges and universities to provide news, information and differing opinions to the student body and staff?
 display and classifiedThe major types of newspaper advertising are:
 Retail tradingFor newspapers, the ______ zone is the market outside the city zone whose residents regularly trade with merchants in the city zone
 Standard Advertising Units (SAUs)To make newspapers more comparable to other media that sells space and time, the newspaper industry uses _____ to determine advertising rates
 Many newspapers are now available free onlineWhich of the following statements about how newspapers are attracting and retaining readers is true?
 Nontraditional support mediaProduct placement is part of:
 Alternative media_____ are used to reach those people in the target market that primary media may not have reached and to reinforce or support their messages
 Transit advertisingOutdoor advertising includes street furniture, billboards, and:
 Its ability to remain innovative through technologyA major reason for the continued success of outdoor advertising is:
 Aerial advertisingThe goodyear blimp is an example of:
 Provide audience measurements for out-of-home mediaCompetitive Media Reports, Simmons Marketing Research Bureau, OAAA, and APTA all:
 Station, platform and terminal postersTransit advertising includes inside cards, outside posters, and:
 transit advertisingGeographic selectivity, a high degree of frequency, long length of exposure, and low absolute and relative costs are all advantages of:
 yellow pages advertisingwhich of the following advertising media is described as nonintrusive?
 movie theater advertisinglack of clutter, demographic selectivity, and high recall levels are all advantages of:
 product placementthe fact that Tom Hanks in the film Cast Away was marooned on an island with Fedex packages floating on the beach is an example of:
 in-flight advertisinga captive audience is an advantage of both place-based advertising and...
 None of the abovewhich of the following statements about QVC is true?
 The growing use of consumer credit cardsaccording to the text, which of the following factors in American society has directly led to the rapid growth of direct marketing?
 advertisingVictoria's Secret television image advertising supports its retail stores and catalog sales. In this example, direct marketing is combined with:
 Establish the program's objectivesBrown & Williamson developed a tagline for its Kool menthol cigarettes- "We built the house of menthol". To support its new tagline, B&W sent postcards to customers listed in an in-house database. The postcards showed the Kool logo and the words "its coming". The first step B&W should have taken to implement this direct marketing program was to:
 Monetary transactions between the company and the customerThe US Postal Service recommends direct marketers to use an RFM scoring method for determining the effectiveness of their databases. The "M" in RFM stands for:
 One-Step approachIn the _______ to direct marketing, the medium is used directly to obtain an order. The goal is to generate an immediate sale when the ad is shown.
 Mailing listAlmost every electronics retailer has a mail-in warranty and information card which allows the firms to create
 The two-step approachBroadcast commercials for JCPenney advising viewers to watch their mail for bonus coupons from JCPenney are an example of:
 QVC is the major shopping channel in the United StatesWhich of the following statements about teleshopping is true?
 Nonrepetitive person-to-person sellingThe three forms of direct selling are the party plan, repetitive person-to-person selling, and:
 Count the number of responses generatedwhat is the simplest way to determine the effectiveness of a direct-marketing program?
 The advertiser is concerned about waste coverageWhat does it mean when an advertiser expresses concern about direct marketing providing selective reach?
 Increasing postal ratesWhich of the following is a disadvantage associated with direct marketing?
 Social network sites were created after 9/11 as a means of terrorist surveillanceWhich of the following statements about social network sites is NOT true?
 The use of streaming video is an example of rich mediaWhich of the following statements about Internet terminology is true?
 providing informationWhen major corporations first began to conduct business on the Internet, they put up websites primarily for the purpose of:
 all of the abovewhich of the following is an example of a communications of objective for marketing on the internet
 information; control over information they receivereasons for the "digital revolution" include consumers' desire for _____ and _____
 develop consumer demographic profilesthere are two types of Internet sponsorships are:
 cookiespersonalization is closely related to:
 Sales promotionWhiskas cat food mailed a packet of catnip seed to every person who visited its website. The free catnip seeds acted as a reward for visiting the website illustrates the use of ____ on the Internet
 Public relationsWhiskas cat food mailed a packet of catnip seed to every person who visited its website. The visit to the website triggered a donation to Whiskas Homeward Bound program, which supports cat shelters across the nation. The seed packet was Whiskas way to thank each visitor. With the catnip seeds, a note advised consumers to visit www.whiskas.com if they wanted to create a cat-friendly garden. The sponsoring of the Homeward Bound program through visits to its website illustrates the use of _____ on the Internet.
 Direct marketingWhiskas cat food mailed a packet of catnip seed to every person who visited its website. The visit to the website triggered a donation to Whiskas Homeward Bound program, which supports cat shelters across the nation. The seed packet was Whiskas way to thank each visitor. With the catnip seeds, a note advised consumers to visit www.whiskas.com if they wanted to create a cat-friendly garden. The mailing of the catnip plus a note inviting consumers back to the website illustrates the use of _____ on the Internet.
 Paid search or search engine advertisingOne of the most used forms of advertising on the Inetnet is:
 Measurement problemsWhich of the following describe a disadvantage associated with the use of the Internet as an advertising medium
 Concern about the invasion of privacyA seattle law firm filed a class action suit against Citibank for illegally sharing credit card data with telemarketers and vendors. This lawsuit illustrates which problems of associated with marketing on the Internet?
 sales promotions are designed to speed up the sales processWhat does it mean when the text describes sales promotions as acceleration tools?
 The use of more sales promotionThe fact consumers have become less brand loyal and are purchasing more on the basis of price has resulted in:
 A consumer franchise building promotionWorldspan, a travel company, has sponsored SEC, Big 10, and Mountain West sports for the years. The sponsorships make consumers aware of Worldspan and are an example of:
 A forward buying sales promotionSummit plastic company makes horticultural products for growing plants, including the frames, trays, and tables for the building of home greenhouses. To encourage sales, summit offered its resellers a buying allowance on Summit products purchased during the fall season. This buying allowance is most likely an example of:
 Create long-term brand equityWorldspan, a travel company, has sponsored SEC, Big 10, and Mountain West sports for the years. Worldspan uses its sponsorship to develop relationships with universities and with their graduates. In other words, its uses its sales promotion to:
 Dry pet foodWhich of the following is the best example of a product that is suitable for sampling?
 EventSoBe has cans of its energizer drinks to give out to attendees at a National Skateboarding Championship Games. This would have been an example of _____ sampling
 Geographic and/or demographic selectivityWhich of the following is an advantage with direct-mail couponing?
 Free premiumThe toys found in Cracker Jacks boxes are a classic example of a(n):
 Contest; consumer promotionClean Channel radio stations ran a(n) ____, a type of _____ in which it offered listeners a chance to win $2 million if they were the correct caller after they heard Elton John's voice say "Call now for your chance at $2 million
 if it were part of an integrated marketing communications programWorldspan, a travel company, has sponsored SEC, Big 10, and Mountain West sports for years. Worldspan uses its sponsorships to develop relationships with universities and with their graduates. This would be an example of event sponsorship if:
 Contests and incentives can be tied to product sale, new account placement, or merchandising effortsWhich of the following statements about how contests and incentives are used as trade promotions is true?
 Accurately described by all of the above- easy to implement, well-acecpted by resellers, an effective way to encourage resellers to buy a manufacturer's products, a form of price reductionBuying allowances are used because they are:
 failure feesA few years ago Dannon introduced a yogurt-based drink, which never hit a forecasted level of minimum sales. Some supermarkets demanded Dannon pay to cover the costs associated with stocking, maintaining inventories, and pulling the product off the shelves.
 Ingredient-sponsored cooperative advertisingThe Cattlemen’s beef board developed a logo that is the word BEEF and the silhouette of a cow’s head in a circle; around the exterior of the circle is written the words MARK OF QUALITY. Its logo and the slogan: “Beef. Its what’s for Dinner,” appears on products such as Old El Paso seasoned taco meat bucket and Lloyd’s barbecue. This is an example of:
 Doing all of the aboveMarketing public relations (MPR) functions add value to the integrated marketing communications (IMC) program by:
 There are no standard effectiveness measures for MPRWhich of the following is an example of a disadvantage associated with the use of marketing public relations (MPR)?
 Internal audienceThe employees of Exxon, its stockholders, and some members of the community receive The Lamp a magazine published by the company and used to describe its new products, ways in which the petroleum company has positively impacted the environment, and its interaction with people in countries outside the U.S. The recipients of this magazine comprise Exxon’s:
 Product placementOnce research has been conducted and the target audiences identified, the public relations program must be delivered to the receivers. Which of the following is NOT an example of a PR tool used for this purpose?
 According to the text, the major disadvantage of PR is the potential for not completing the communications processWhich of the following statements about public relations is true?
 is the generation of news about a person or product that appears in broadcast or print mediaPublicity:
 TIming and accuracyThe two major problems that arise from the use of publicity deal with:
 Image advertisingThe Home Depot employed 116 athletes who participated in the Sydney, Australia Olympics. The retailer gave them money and time off to make their dreams a reality. The Home Depot ads showed its athletes-employees preparing to leave for the olympics and telling co-workers good bye. These ads can be categorized as:
 Corporate advertisingThe Home Depot employed 116 athletes who participated in the Sydney, Australia Olympics. The retailer gave them money and time off to make their dreams a reality. The Home Depot ads showed its athletes-employees preparing to leave for the olympics and telling co-workers good bye were an example of:
 Cause-oriented advertisingIn the last decade, roughly 500 million computers became obsolete in the US. That amounts to more than 2 billion pounds of lead waste. One computer retailer has set up a recycling program in which is accepts used computers from customers, sells the reusable parts, and recycles the other components (resins, plastics, and glass) to China where they are reused. An ad sponsored by the retailer trying to enlist customers and other computer resellers to recycle to preserve the environment would be an example of:
 Focus group researchAngloGold, the South African gold mining company, sponsors a charity tat works to prevent AIDS and to threat those who are already stricken with the disease. The company made a large donation to the AIDS organization and has promised continued support. An ad describing these activities and asking other for additional support would be an example of:
 Partner with the other elements of the promotional mixAccording to the integrated marketing approach to promotion, personal selling should be viewed as a:
 DyadicPersonal selling uses ______ techniques while other forms of potential communications do not
 Advertising media do not provide effective links with target marketsThe sale force is a major party of the integrated marketing communications (IMC) mix when:
 CoactiveWhat type of market exists when the salesperson is in the procreator stage of personal selling evolution
 relationship marketingA salesperson who wants to create a long-term bond with a customer should use:
 In industries where the manufacturer uses a distributorIn which type of industry would you be most likely to find missionary sales reps?
 Qualify prospectsTo avoid channel conflict, marketers who want to have an online presence are advised to use the web site as a lead generator. In other words, the site will:
 Cross sellingAfter Hymphrey purchased a new digital camera for his vacation, the retail sales clerk asked if he would also like to buy digital cards on which he could store the pictures until he was back at his computer again. The sales clerk has just engaged in:
 Poor reachwhich of the following is a disadvantage associated with the use of personal selling?
 public relations activitiesA manufacturer could combine personal selling and _____ if it got a national newspaper to run a series of articles describing a new product it was developing that was made of recycled materials and then instructed its salespeople to mail the news article along with a personal card to each customer they might be interested in buying the new product
 direct marketingA manufacturer could combine personal selling and _____ if it got a national newspaper to run a series of articles describing a new product it was developing that was made of recycled materials and then instructed its salespeople to mail the news article along with a personal card to each customer they might be interested in buying the new product
 New-product developmentWhich of the following is NOT an example of a criterion that can be used to evaluate a salesperson's performance?
 QuantitativeThe number of sales calls made, selling expenses, and percentage of goods returned are all examples of _____ measures of a salesperson's performance
 None of the aboveWhich of the following is one of the reasons given for measuring the effectiveness of advertising?
 source factorA manufacturer of riding equipment used an Olympic gold medalist in its ads because it believed an equestrian champion shown using its equipment would attract the attention of potential customers. If it were discovered at a later date that the rider had fed his horse some illegal drug to enhance its performance and the Olympic Committee stripped him of his gold medal, the riding equipment manufacturer would have a problem with:
 portfolio testsWhich of the following is NOT an example of a field posttest
 Positioning Advertising Copy Testingconducting evaluation research on advertising is not easy. To simplify the task, 21 of the largest advertising agencies in the US created a set of 9 principles called PACT. The acronym PACT stands for:
 The results are not quantifiableWhich of the following statements describes a weakness associated with focus group research?
 comprehension and reaction testsA marketer of vitamin and mineral supplements targeted to people over 50 has developed an ad in which it implies that older people who take its supplements have the desire and the vigor to engage in sexual activities in the most unusual places. Using what kind of pretests, would the marketer discover many older people consider the ad offensive?
 Halo effectA consumer jury has been asked to rate a series of automobile commercials. Many members of the jury grew up during the 1990s and really like reggae bands. Only one of the commercials uses a reggae sound track. They rank this commercial as their favorite even though they also admitted that the car was difficult to see in the commercial lighting and the copy was boring. The _______ cause them to like the commercial based on a single attribute
 its ability to approximate a more natural setting than other testing methodsThe primary advantage of using a dummy advertising vehicle to pretest finished ads is:
 Is accurately described by all of the aboveEye tracking:
 Inquiry testsWith which type of advertising effectiveness testing are "bingo cards" used?
 recognition testsThe most popular method of post-testing an ad's effectiveness in the broadcasting industry is:
 RealismThe advantage of test marketing ads is:
 The research objectives should be properly definedFor tracking studies to successfully measure an ad's effectiveness
 Exposure-based methods and tracking measuresThe two basic methods for measuring the effectiveness of sponsorships are:
 demographicAccording to the text, income levels, employment rates, educational levels, and occupation distribution are all part of a nation's _____ environment
 Cultural valuesCleanliness is extremely important in japan. It is not unusual for a Japanese citizen who is giving money as a gift to wash it before presenting it. The importance of cleanliness is an example of a
 Political/legalAccording to policies of the Malaysian government, "advertisements must not project or promote an excessively aspirational lifestyle". This policy would be part of the _______ for a company wanting to promote its products in the Southeast Asia country
 Economies of scale in production and distributionOne advantage of global marketing and global advertising is:
 Was an appropriate product to globalizeThe fact Switzerland is admired worldwide for its methodical precision and its trustworthiness explains why the Swiss banking industry:
 The product was new to the market and not steeped in the cultural heritage of the USBreathe Right nasal stripes were first introduced to help athletes take in more oxygen and later found to control snoring. CNS, Inc. the US company that first introduced the nasal strips has been successful in the US and in implementing a globalization strategy. Which of the following statements best describes the success of the company
 Pattern advertisingMost global marketers use a strategy called ______ in which themes, copy, and visual elements are adapted for local markets
 DecentralizedShiseidio, a Japanese manufacturer of cosmetics and toiletries, markets its products in most Asian countries. It has found cultural differences require it to develop separate advertising and promotional strategies for countries and even for the regions within China. Which kind of organization structure is Shiseido using?
 The ability to communicate and manage globallyAdvertising executives state the major reason for the consolidation of all advertising activities with one agency instead of the use of several small localized agencies is due to
 All of the aboveThe criteria a company should use for selecting an ad agency to handle international advertising includes:
 Localized advertising strategyShiseidio, a Japanese manufacturer of cosmetics and toiletries, markets its products in most Asian countries. It has found cultural differences require it to develop separate advertising and promotional strategies for countries and even for the regions within China. This product modification indicates Shiseido will also use a ______ to reach its cast market
 Direct broadcast by satellite (DBS) systemsThe main incentive for the growth of ______ has been the severely limited program choices and advertising opportunities available on government controlled television stations
 Sales promotionBurger King outlets in the UK once offered teens four different CD single by four popular British acts with the purchase of a kid's meal. This is an example of international
 Consumer perceptions of promotional toolsWhen developing an international sales promotion program, marketers need to specifically consider:
 public relationsA newspaper article about the low prices on McDonald's hamburgers in the Japanese market and how these low prices have resulted in increased sales volume is an example of international:
 All of the aboveWhich of the following statements about self-regulation by trade associates is true?
 Better Business BureauA number of self-regulatory mechanisms have been established by the business community to control advertising practices. The largest and best known is the:
 National Advertising Review CouncilThe _______is the major trade association of the ad agency business in the US
 Advertisers must submit all commercials intended for airing on the network or one of its affiliatesWhich of the following statements about self-regulation by the network television media is true?
 Is a four-part test used to determine restrictions on commercial speechThe Central Hudson Test:
 Federal Trade Commission ActThe Wheeler-Lea Amendment was passed by the US congress to close a loophole in the:
 PufferyThe Olive Garden restaurant chain uses the slogan, "when you're here you're family" in all of its advertising. While this slogan is designed to show customers how welcomed they are at Olive Garden restaurants, it is not intended to be taken literally. Since some customers are not really members of the Olive Garden family, the ad slogan is an example of:
 To adhere to the FTC's requirements for affirmative disclosuresHave you ever seen ads for weight-loss programs that show before pictures of fat, unattractive people and after pictures of thin, attractive people. The ads generally state that someone who used the product lost some huge amount of weight in only 6 months. In small print in the ad, there is typically a statement that says this participants results were not typical of the average user. Why is this statement in smaller print included?
 It shifted the burden of proof for ad claims from the commission to the advertiserHow has the FTC's substantiation program affected the advertising industry?
 Cease-and-desist order; corrective advertisingAssume the FTC has determined that an advertiser's ad is deceptive. The FTC will then issue a ______ and may require ________.
 No longer limits the amount of television time that can be devoted to commercialsThe federal Communications Commission (FCC):
 US Postal serviceMarius has received an opportunity in the mail to receive $5 million if he will send $5,000 to the first name and address on a list that is enclosed with the mailing. Which federal regulatory agency would be most interested in examining the direct-mail advertising?
 Federal Trade CommissionWhich federal agency regulates the use of various types of trade allowances?
 The lifeblood of a businessProponents of advertising argue it is:
 Because of its high visibility and pervasivenessAccording to the text, why is advertising the subject of so much controversy and criticism?
 One of the reasons consumers do not trust advertisingA pharmaceutical company has developed a drug that is guaranteed to cause users to lose 20 pounds in one month. The drug also causes the heart to beat irregularly and could cause heart attacks. The pharmaceutical company has spent millions advertising the drug as a weight loss miracle, but has not mentioned the potential heart problems in any of its advertising. This type of advertising is:
 In bad taste because of its sexual appealA beer commercial appears to show someone fast-fowarding through a home-made videotape but stopping each time a pair of very busty, scantily-dressed twins appears on the screen. Whoever made the videotape seems to have found the twins irresistible. Critics of advertising would describe this marketing communication as:
 Shock advertisingAssume the ad for a type of perfume called Graveyard Dust uses an ad that shows teenagers digging a fresh grave. This ad would be an example of:
 Limited the amount of advertising in commercial programming targeted to childrenThe Children's Television Act of 1990:
 MaterialismSome people who are critical of advertising complain that marketing communications creates needs rather than merely showing how a product would fulfill them. These critics have decided advertising wrongly encourages
 Studies have shown that African-Americans are more likely to appear in prime-time advertising than hispanicsWhich of the following statements about the role of African-Americans and Hispanics in US commercials is true
 Existing competitors for the new product have huge advertising budgetsWhich of the following is viewed by many to be the barrier to entry for a new product?
 Marketing powerThere are two schools of thought on advertising's role in the economy. One believes advertising equals information. The other believes advertising equals:
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