71 test bank for advertising and promotion 5th

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71 Test Bank for Advertising and Promotion 5th

Multiple Choice Questions - Page 1

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:

1 consumer sales promotion

2 direct-response advertising campaign

3 primary demand advertising campaign

4 service-oriented sales promotion

Primary demand advertising is designed to:

1 draw particular attention to a particular branded item

2 stimulate demand for a general product class or industry

3 help launch a specific line extension

4 create a market share gain for the industry leader

The "Our Food Your Questions" campaign by McDonald's

Canada can be primarily described as what kind of marketing communication tool?

1 Experiential Marketing

2 Public Relations

3 Personal Selling

4 Direct Marketing

is the coordination of all seller-initiated efforts to set

up channels of information and persuasion to sell

goods and services

1 Publicity

2 Advertising

3 Organizational communication

4 Promotion

Product, price, place and promotion are also known as

1 the marketing mix.

2 marketing communications tools.

3 methods of selling goods and services.

4 marketing jargon.

McDonald's Canada was recognized as Marketing

Magazine's Marketer of the Year for 2012 for this

promotion:

1 the launch of their new fruit smoothies

2 the launch of their McCafé brand of coffee and espresso-based beverages

3 their "Our Food Your Questions" digital marketing communications program

4 their "I'm Lovin' It" campaign

Sales promotion programs targeted toward marketing

intermediaries such as wholesalers, distributors, and retailers are known as:

1 a consumer sales promotion

2 a trade sales promotion

3 a functional inducement

4 integrated promotions

refers to what a product or brand means to

consumers and what they experience in purchasing and using it

1 Product appeal

2 Product symbolism

3 Brand identity

4 Brand recognition

Which of the following is NOT a characteristic of advertising

as a form of promotion?

1 Cost-effective method for communicating with large audiences

2 Personal nature of the message

3 The ability to reach large audiences with the advertising message

4 The ability to create images for brands

_ includes those marketing activities that provide extra

value or incentives to the sales force, distributors, or the ultimate consumer

1 Direct marketing

2 Public relations

3 Sales promotion

4 Brand equity

Advertisements for a Parkell tooth polisher in Canadian

Dentist, a publication for dentists, are an example of _ advertising

1 professional

2 trade

3 primary demand

4 progressive

_ is nonpersonal communication neither directly paid

for nor run under identified sponsorship

1 Advertising

2 Sales promotion

3 Publicity

4 Public relations

A brand or corporate name and its identification through its

logo, symbols, slogans, or trademarks represent:

1 product appeal

2 product symbolism

3 brand identity

4 brand equity

McDonald's Canada answered consumer questions about its

food and how it's prepared by:

1 answering mailed-in questions by return mail.

2 answering mailed-in questions via newspaper ads in major cities.

3 providing tear-off sheets in store with FAQ answers.

4 addressing the questions with YouTube videos, TV commercials and wild postings.

_ advertising is targeted at individuals who buy or

influence the purchase of industrial goods or services for their companies

1 Professional

2 Direct-response

3 Business-to-business

4 Retail

Which of the following statements about publicity is true?

1 Publicity generally has a broader purpose and objective than public relations.

2 Publicity is an important communication technique used in public relations.

3 Publicity has more of a long term, on-going purpose than public relations.

4 Publicity and public relations are synonyms for each other.

Advertising done by manufacturers of well-known brands on

a nationwide basis or in most regions of the country is known as _ advertising

1 primary demand

2 retail

3 consumer

4 national

Advertising may be defined as any:

1 paid form of nonpersonal communication about a product, service, or company

2 communication about a product, service, or company

3 communication that moves a product from one level to another level of the

distribution channel

4 personal communication from a company representative to prospective buyers

Which the following is NOT an advantage inherent in the use

of advertising?

1 Ability to control the message

2 Low cost per contact

3 Ability to create brand images and symbolism

4 Immediate feedback

Which of the following statements about price is true?

1 Price refers to what the marketer must give up to sell a product.

2 Price communicates the economic cost to consumers for all of the product benefits combined.

3 Price is not a key aspect of the product conveyed in a promotional offer.

4 Levels of recommended ad expenditures are not relative to price.

Sales promotions targeted to the ultimate users of a product

such as sampling, coupons, contests, or sweepstakes are known as:

1 consumer sales promotion

2 trade sales promotion

3 direct marketing incentives

4 strategic promotions

Rolex's use of high quality product photography and

celebrities wearing their watches is a form of:

1 primary demand

2 combined demand for the celebrities

3 product symbolism

4 national appeal

_ is defined as any paid form of nonpersonal

communication about an organization, product,

service or idea by an identified sponsor

1 Advertising

2 The promotional mix

3 Publicity

4 Sales promotion

Marketing Magazine recognized this fast food chain as

Marketer of the Year for 2012:

1 McDonald's Canada

2 Tim Hortons

3 Starbucks

4 Thai Express

Which of these is NOT a reason why marketers use

advertising?

1 To set an appropriate price across various channels

2 To strike a responsive chord with consumers when differentiation across other elements of the marketing mix is difficult

3 To create symbolic appeals for a company or brand

4 To take advantage of the fact that advertising is a very cost-effective method of reaching a large audience

Advertising done by Home Hardware to encourage

consumers to shop there for all hardware needs is known as _ advertising

1 national

2 primary demand

3 selective demand

4 retail/local

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

1 retail

2 business-to-business

3 professional

4 primary-demand

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:

1 product decisions.

2 price decisions.

3 distribution decisions.

4 positioning decisions.

_ 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

1 Integrated marketing communications

2 Marketing

3 Advertising

4 Sales promotion

Which of the following is NOT a technique used to generate

publicity?

1 News releases and feature articles

2 Photographs, films, and videotapes

3 Packaging and product displays

4 Press conferences

Advertising done by Wal-Mart, The Bay, and Target for the

purpose of building store traffic and encouraging consumers to make a purchase is known as _

1 advertising.

2 trade

3 retail

4 cooperative

5 in-store

Which of the following is the BEST example of a marketing

exchange?

1 Vianna gave Myron a menu, and he placed his food order.

2 Jayson helped Tiffany replace a light bulb in her porch fixture.

3 Tyron and Gwen gave their daughter a necklace for her birthday.

4 For mowing her yard, Mrs Dudley gave Ike a chocolate cake.

_ advertising is a type of consumer-oriented advertising

that focuses on creating demand for a specific

company's brand

1 Primary demand

2 Selective demand

3 Trade

4 Cooperative

How does advertising differ from publicity?

1 Advertising is done by manufacturers, and publicity is done be retailers.

2 Advertising is paid for by the sponsoring organization, and publicity is not.

3 Advertising is never institutional (i.e., promoting the company itself), and publicity usually is institutional in character.

4 Advertising typically utilizes mass media, and publicity does not.

This is the added value or goodwill resulting from a

favourable image and/or consumer attachment to a company name, brand name, or trademark:

1 product appeal

2 product symbolism

3 brand identity

4 brand equity

Which of the following is NOT an element of the promotional

mix?

1 Packaging

2 Advertising

3 Personal selling

4 Sales promotion

71 Free Test Bank for Advertising and Promotion

5th Canadian Edition by Belch Multiple Choice Questions - Page 2

_ is the process of creating, maintaining, and enhancing

long-term relationships with individual customers as well as other stakeholders for mutual benefit

1 Integrated marketing communications

2 Marketing planning

3 Exchange

4 Relationship marketing

A marketing plan usually includes:

1 a corporate mission statement

2 a media schedule

3 a detailed situation analysis

4 sales and market forecasts

The Bradford Exchange is a company that sells collectible

plates If you order one plate from the company, you will receive multiple mailings each month announcing new issues and encouraging you to place your order Given this information, which promotional element do you think The Bradford Exchange depends upon most heavily?

1 Advertising

2 Sale promotion

3 Direct marketing

4 Public relations

A review of a movie in Maclean's magazine or on "Canada

AM" is an example of:

1 personal selling

2 publicity

3 promotion

4 media-selling

Many companies are taking a(n) _ perspective in

developing their IMC programs whereby they consider all of the potential ways of reaching their target

audience and presenting the company or brand in a favourable manner

1 audience contact

2 traditional

3 modern

4 aggressive

_ is a promotional mix element that allows for direct

contact between a buyer and seller and allows a

message to be modified according to the needs or reactions of the customer

1 Direct mail

2 Personal selling

3 Public relations

4 Sales promotion

_ should be the guiding force for development of the

overall marketing communications strategy and of

objectives for each promotional mix area

1 Communication and behavioural objectives

2 Sales and marketing objectives

3 Marketing and behavioural objectives

4 Promotional and marketing objectives

Which of the following best describes a criticism of IMC?

1 Differentiates communication to multiple customer groups

2 Focuses primarily on the tactical coordination of various communication tools with the goal of making them look and sound alike

3 Unifies communication for consistent message and image

4 Uses database-centred communication for tangible results

The _ is the framework for developing, implementing,

and controlling an organization's integrated marketing communications program and activities

1 promotional plan

2 market audit

3 situation analysis

4 communications process

One of the major tools of direct marketing is

advertising, whereby a product is promoted through

an ad that encourages the consumer to purchase

directly from the manufacturer

1 direct-response

2 primary-demand

3 business-to-business

4 selective demand

The increased usage of relationship marketing is due to the

fact that:

1 customers have become less demanding

2 customers want products and services that are mass-produced rather than tailored

to their specific needs and wants

3 retaining customers is generally more cost effective than acquiring new ones

4 it is very costly to maintain customer databases

An external situation analysis could include all of the

following EXCEPT:

1 a competitive analysis

2 the product's benefits

3 consumer behaviour analysis

4 environmental analysis

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:

1 sales promotion

2 advertising

3 negative publicity

4 positive publicity

In the 1990s, companies saw as a way to

coordinate and manage their marketing

communication programs to ensure customers

received a consistent message about the company and/or its brands

1 product marketing

2 the Internet

3 relationship marketing

4 integrated marketing communications

An internal situation analysis looks at all of the following

EXCEPT:

1 competitive analysis

2 corporate and brand image analyses

3 promotional objectives

4 results of the firm's previous promotional programs

_ is the management function that evaluates public

attitudes, identifies the policies and procedures of an individual or organization with the public interest, and executes a program of action to earn public

understanding and acceptance

1 Publicity

2 Corporate affairs

3 Public relations

4 Sales promotion

The _ is a written document that describes the overall

marketing strategy and programs developed for an organization, product line, or brand

1 promotional plan

2 marketing plan

3 communications plan

4 situation analysis

A marketing plan usually includes all of the following

EXCEPT:

1 a program for implementing marketing strategy

2 criteria and procedures for the hiring of all marketing personnel

3 the establishment of marketing objectives

4 a detailed situation analysis

_ is described as one of the "new-generation" marketing

approaches that helps companies to better focus their efforts in acquiring, retaining, and developing

relationships with customers and other stakeholders

1 Transaction marketing

2 Public relations

3 Online advertising

_ is a system of marketing by which organizations

communicate directly with target customers to

generate a response and/or a transaction

1 Advertising

2 Sales promotion

3 Direct marketing

4 Public relations

_ refer to what is to be accomplished by the overall

marketing programs and is stated in terms of sales, market share, and profitability

1 Communication objectives

2 Marketing objectives

3 Segmentation approaches

4 External analysis factors