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exam 4 mtkg
| 1) Video on demand(VOD), iPods, and DVRs (digital video recorders) present which of the following challenges for advertisers? | D) Consumers have more choices about what advertisements to watch or not watch. |
| 4) Which of the following is true of institutional advertising? | D) It promotes the activities or point of view of an organization. |
| 12) Advertising account managers are typically responsible for which of the following? | B) acting as liaison between the agency and client |
| Which advertising agency specialist is responsible for acting as the voice of the consumer in creating effective advertising? | B) the account planner |
| 14) An ad agency's copywriters are part of the agency's ________. | A) creative services |
| ________ can be classified by primary purpose-–whether the aim is to inform, persuade, or remind. | B) Message objectives |
| The central idea of an ad is expressed in its ________. | D) advertising appeal |
| ________ is the execution format that depicts typical people using the product in an everyday setting. | Slice of life |
| ________ refers to the mood or attitude an advertisement conveys | E) Tonality |
| Which of the following is NOT an example of a specialized and highly-targeted media that an advertiser might use to reach smaller customer segments? | C) network TV |
| 31) You are looking to advertise your new product, and you want good mass-marketing coverage and low cost per exposure. You should go with ________ as your advertising medium. | television |
| Which of the following statements about magazines as an advertising medium is true | Magazines have long lead times and deadlines that can reduce flexibility. |
| Which of the following statements about radio as an advertising medium is true? | One advantage of radio advertising is its flexibility |
| Product placements in television programs and movies are examples of ________. | branded entertainment |
| Ads on the sides of delivery trucks, ads on the fence around a baseball field, and ads that you see on interstate billboards are all examples of ________ media | out of home |
| Which of the following would a marketer use to track customers as they pass through the aisles of a retail outlet | RFID technology |
| ________ is a measure of the percentage of people in the target market who are exposed to the media vehicle at least once during a given time period. | A) Reach |
| To compare the relative cost-effectiveness of different media and of spots run on different vehicles in the same medium, media planners use ________. | cost per thousand (CPM) |
| Which of the following is a media schedule of short, intense bursts alternating with periods of little to no activity? | Which of the following is a media schedule of short, intense bursts alternating with periods of little to no activity? |
| Which of the following is a technique for measuring the impact of an advertisement during the final step of developing an advertising campaign | attitudinal measures |
| Which of the following is a posttesting technique used by telephone survey or personal interview to determine whether a person remembers seeing an ad during a specified period without giving the person the name of the brand? | unaided recall |
| One of the barriers to greater reliance on ________ is the difficulty of gauging its effectiveness | pr |
| ________ are the most common price promotion | coupons |
| ________ are goods offered either free or at low cost as an incentive to buy a product; they may be in-pack, on-pack, or delivered through the mail. | premium |
| Which of the following advertising situations would LEAST likely be considered "puffery"? | ) a retired couple drinking a vitamin and protein shake and then going bicycling |
| U-Frame-It is a small company that has hired a local ad agency to put together an advertising campaign. Which of the following questions should be addressed before the others? | C) What are the message objectives of U-Frame-It? |
| mongoose mountain bikes | lifestyle |
| For which of the following products would a continuous advertising schedule be most appropriate? | lightbulbs |
| Which type of allowance is a reimbursement to retailers for in-store support of a product, such as an off-shelf display? | merchandising |
| Which of the following is a discount to the retailer or wholesaler based on the volume of product ordered? | ) case allowance |
| Which of the following is an example of a discount promotion given to members of the distribution channel? | co op advertising |
| ________ involves a channel member purchasing large quantities of a product during a discount period, warehousing the product, and not buying the product again until another discount is offered | forward buying |
| Which of the following is a bonus paid by a manufacturer to a salesperson for selling its product? | push money |
| Of the following, which sales job requires the LEAST creative selling? | order taker |
| ________ promotes the firm and tries to stimulate demand for a product but does not actually complete a sale. | missionary salesperson |
| Which of the following is a salesperson who works to develop long-term relationships with particular customers and may hold the title of "account manager"? | order getter |
| Which of the following is the LEAST relevant characteristic that a salesperson should consider when qualifying a prospect? | longetivity in the market |
| After salesperson Danny O'Reilly has made a sale, he asks his customer if she knows of anyone else who might also be interested in buying his products. Referrals such as these are one method used in ________. | prospecting |
| During the ________ step, salespeople for Montana exercise equipment should try to determine the specific needs of a customer. | preapproach |
| A salesperson would be most likely to use Standard & Poor's 500 Directory during which stage of the creative selling process? | preapproach |
| Which of the following is NOT a closing approach for a salesperson? | a bridge close |
| The ________ for a sales manager engaged in relationship selling will relate to customer satisfaction, loyalty, and retention. | sales force objectives |
| Which of the following is NOT one of the four basic types of compensation plans | Commission plus bonus |
| An office supply store that pays a discounted price when it orders more than twelve metal filing cabinets is receiving a(n) ________. | case allowance |
| In which of the following situations would personal selling be the LEAST cost-effective choice? | a chain of supermarkets |
| You are responsible for supervising order takers at Acme, Inc. Which of the following would you be LEAST likely to expect these people to perform? | executing the preapproach stage |
| In which type of sales job is an employee LEAST likely to focus on relationship selling? | order taker |
| "The model safe you are looking at is on sale this week. If you wait until next week to buy, you will spend $100 more." | standing room only |
| What type of compensation plan would a company be most likely to use for its missionary salespeople? | straight draw plan |
| The series of stages through which a marketer attempts to guide a consumer is called the ________. | heirchy of effects |
| ) In which step of the hierarchy of effects would a marketer most likely rely on samples and coupons? | encourage purchase |
| simple to use and helps management think about the relationships among promotion spending, selling price, and profit per unit, it wrongly views sales as the cause of promotion rather than the result. | percentage of sales |
| Which of the following statements about the competitive-parity method of budgeting is true | ) It mirrors the best thinking of others in the business. |
| The ________ method of promotional budgeting is based on determining spending necessary to accomplish specific promotion goals | objective task method |
| Which of the following is typically true during the growth stage of the product life cycle | product benefits are the focus of promotion |
| In the maturity phase of the product life cycle, the primary promotional objective is to ________. | persuade consumers to switch brands |
| In the AIDA model, the D stands for | desire |
| Which of the following types of communication programs is typically the easiest to evaluate | sales promotion |
| Which of the following best explains why a forty-year-old woman and a fifteen-year-old boy would interpret an ad for an age-minimizing makeup differently? | they have different frames of references |
| A commercial for Martox compares the speed with which Martox soothes an upset stomach to the speed of Tums antacids. The commercial also emphasizes that Martox is less expensive than Tums. Martox is most likely at which stage of the product life cycle? | maturity |
| growth stages stresses.. | benefits |
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