52 free test bank with answers for advertising and integrated brand promotion 7th

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52 Free Test Bank for Advertising and Integrated Brand Promotion 7th

by OGuinn Multiple Choice Questions

CoolNature, a manufacturer of mineral water, has recently launched its product in the market It starts a rigorous advertising campaign to highlight the benefits of its product This is an example of

1 a selective demand stimulation

2 b economies of scale

3 c market segmentation

4 d primary demand stimulation

Which of the following is true of inelasticity of demand?

1 a The supply of the product is greater than its demand.

2 b Consumers are less sensitive to price increases.

3 c Customers have low brand loyalty.

4 d It leads firms to decrease profit margins.

RomTech, a cell phone manufacturer, displays in its advertisement that its products are better than others in the market because they are waterproof and scratch proof This is an example of

1 a selective demand stimulation

2 b economies of scale

3 c inelasticity of demand

4 d direct response advertising

The mixing of various promotional tools is known as

1 a integrated marketing communications

2 b a marketing mix

3 c cooperative advertising

4 d market segmentation

The customers of TimeZone watches have high brand loyalty and although the watches are priced at high rates, TimeZone's

customers are willing to pay the market price of the product This is

an example of

1 a low brand equity

2 b market segmentation

3 c economies of scale

4 d inelasticity of demand

CarlBerrys, a department store, has launched a series of

advertisements inviting people to do their holiday shopping at their store This is an example of

1 a institutional advertising

2 b delayed response advertising

3 c corporate advertising

4 d advocacy advertising

Which of the following is true of integrated brand promotion (IBP)?

1 a It is a simple process.

2 b It uses promotional tools that do not need to be evaluated.

3 c It prevents the exposure of a brand.

4 d It allow marketers to reach target customers in different ways.

The promotional tool used most often to communicate with

members of a trade channel is personal selling Which of the

following is a reason behind this?

1 a Personal selling is the most inexpensive form of communication.

2 b Members of trade channels are the most conspicuous audience.

3 c Members of trade channels are the target audience for producers of only household products.

4 d The target audience represents a relatively small, easily identifiable group.

Sparkles Inc has launched an advertisement on a local television channel The ad promotes the new set of Acrylic paints and informs

customers that the first five people who call in the next two days would receive a free sample This is an example of

1 a direct response advertising

2 b personal selling

3 c delayed response advertising

4 d internal positioning

Brad and his wife, Carla are watching a commercial that they’ve never seen before Brad thinks that the ad is humorous However, Carla finds the ad monotonous and uninteresting This example illustrates that:

1 a ads are interpreted differently based on a person's experiences and beliefs.

2 b what a message means to any given consumer is a function an isolated solitary thinker.

3 c the ad is communicated effectively to its target audience.

4 d the ad contains the same meaning for all audience members.

A brand of soup is perceived by consumers as a “good deal,” one that provides a certain level of comfort and satisfaction that goes well beyond the money it takes to purchase a few cans In this example, the soup is considered to have:

1 a low brand loyalty.

2 b elasticity of demand.

3 c economies of scale.

4 d value.

WoodChuck Inc., a furniture retailer, establishes itself in the North-east state of Largonia and has spread to many other states within the country It has conducted promotional activities in all of these states to create awareness among the public about its products This is an example of advertising

1 a global

2 b local

3 c cooperative

4 d regional

A family-owned meat shop has expanded to four locations within the Preston area and suburbs, running regular promotions in the daily editions of The Preston City Star newspaper These

newspaper ads are forms of advertising

1 a local

2 b trade

3 c regional

4 d national

HireUp Inc., a recruitment agency, has launched a series of

advertisements about its capabilities in effectively managing firms’ labor forces Which of the following audience categories is HireUp most likely targeting?

1 a Household members

2 b Members of business organizations

3 c Professionals

4 d Government employees

In today's world, what three elements do marketers want to build and maintain through their promotional and advertising efforts?

1 a Awareness, identity, and preference

2 b Attention, curiosity, and response

3 c Demand, value, and interaction

4 d Information, message, and communication

The advertising aimed at government officials and employees is dominated by:

1 a local and regional television commercials.

2 b point-of-purchase advertising and influencer marketing.

3 c direct mails, catalogs, personal selling, and Web ads.

4 d event sponsorships.

Which of the following would be considered as a trade journal?

1 a A publication written for health professionals

2 b An e-zine for emerging writers to publish their work

3 c A magazine for fitness enthusiasts

4 d A newspaper carrying news articles about a particular city

Cryptic Inc., a literary publisher, has established offices in more than 20 states in Lentasia Additionally, it has advertised in all

states of the country This is an example of advertising

1 a local

2 b national

3 c regional

4 d global

Which of the following is considered as a member of a trade

channel?

1 a Wholesalers

2 b Household consumers

3 c Government employees

4 d Philanthropic groups

Integrated brand promotion (IBP) can be defined as:

1 a the collaboration of two or more brands within a single advertisement with the intent of sharing costs.

2 b the coordination of a number of promotional tools to create widespread brand exposure.

3 c a company's decision to focus on a wide range of traditional advertising forms to replace nontraditional forms.

4 d a unique concept seen mainly in local advertising campaigns.

Rachel, the mayor of Genovia, had recently appeared on a local news telecast She stated that she should be re- elected because she contributed to the increased rate of employment in the

metropolitan area In order for her message to be considered as an advertisement, which of the following conditions should be met?

1 a The message must be noncommercial.

2 b There must be a public service announcement included.

3 c The airtime must be paid for.

4 d The message must involve the promotion of a product.

When national companies and local merchants share advertising expenses, they are taking part in

1 a brand extension

2 b international advertising

3 c cooperative advertising

4 d trade channeling

Which of the following is an essential criteria for communication to

be considered as an advertisement?

1 a The communication must be noncommercial.

2 b It must be a mass-mediated attempt to persuade.

3 c The message conveyed must be short.

4 d It must involve face-to-face communication.

The two major components of the mass-mediated communication model are:

1 a primary demand and selective demand.

2 b advertiser and consumer.

3 c internal position and external position.

4 d production and reception.

Which of the following is a difference between IBP and IMC?

1 a IBP ignores the importance of communication whereas IMC does not.

2 b IBP focuses more on the need for coordinated and synergistic messages.

3 c IMC emphasizes the brand, whereas IBP does not.

4 d IBP goes beyond the parameters of IMC.

Samsonic is the leading manufacturer of televisions in the world It has created a new advertisement that it wants to be aired all over the world, changing only the language for each country This is an example of:

1 a national advertising.

2 b international advertising.

3 c regional advertising.

4 d global advertising.

"Make love, not war" stated at the end of a radio station broadcast

is an example of:

1 a a mobile advertisement.

2 b influencer marketing.

3 c personal selling.

4 d a public service announcement.

YouStock, an online broker, pays for a 60-second television

commercial to be telecast during the Football World Cup The

commercial promotes the reliability of YouStock’s advice, expertise, and personal attention in assisting online customers with stock portfolio creation and management The spot created by YouStock is:

1 a a public service announcement.

2 b a point-of-purchase advertisement.

3 c representative of personal selling.

4 d an advertisement promoting a service.

Which of the following slogans is an example of corporate

advertising?

1 a “OhhSooGood" by Yummy's, a biscuit company

2 b “The quick fix stick" by Quicks, a glue manufacturer

3 c "Fizzy! Bubble! Guzzle!" by Fizzy Pop, a soft drink company

4 d “Think creatively" by Helix phones

Nature Fresh, a local grocery store chain, has decided to run a series of advertisements For this to be considered as an

advertising campaign, Nature Fresh's ads must:

1 a focus on store products rather than store services.

2 b target a mass audience.

3 c appear in print media.

4 d be unpaid communication.

attempts to develop brand awareness and preference over time, as well as emphasize the benefits of using that brand

1 a Delayed response advertising

2 b Co-op advertising

3 c Direct response advertising

4 d Sales promotion

Which of the following is one of the four areas of responsibility in the marketing mix?

1 a Price

2 b Communication

3 c Convenience

4 d Process

is the process of creating a perceived distinction between an

organization's brand and a competitor's brand

1 a Market analysis

2 b Co-op advertising

3 c Market segmentation

4 d Differentiation

During the National Basketball Championship, a national sports equipment manufacturer runs an edgy, fast-paced commercial featuring a well-known hip hop artist A group of university students watching the ad in a fraternity house interprets the commercial in roughly the same way Which of the following is a reason why

audience members share a similar interpretation of the ad?

1 a The backgrounds and value systems of audience members are similar.

2 b The interpretation of an ad is a function of an isolated solitary thinker.

3 c Ads contain a single meaning for all members of a target audience.

4 d Communication is inherently an individual process and not a social

process.

is the measure of the total value of goods and services produced within an economic system

1 a Gross domestic product

2 b Residual income

3 c Net present value

4 d Gross domestic income

Which of the following is an example of a brand extension?

1 a Tracker, a company selling security systems, advertises its product on a local television network.

2 b Dog Handler, a manufacturer of leashes for dogs, collaborates with a competitor to expand its market base.

3 c Blossoms, a women’s perfume line, advertises its new line through sales promotions and pointofpurchase advertising at department stores.

4 d The manufacturers of Cocoa flakes, a popular cereal, launches a biscuit called "Cocoa crunch" in a new product category.

In the model of mass-mediated communication, the:

1 a producers of the message control the reception of the content.

2 b producers of the message control the interpretation of the content.

3 c consumers interpret ads in a way that makes sense to them individually and serves their needs.

4 d receiver's interpretations are invariably compatible with what the producer intended to convey.

Which of the following is an example of international advertising?

1 a Crispy Cracks promoting their new line of cracker at the Olympics

2 b Flextronic advertising its flat-screen TVs in different states of a country

3 c Radicle creating different versions of its new detergent ad for various

countries

4 d Unicorn featuring its “unicorn” logo on gear worn by tennis players

Market segmentation is the process of:

1 a creating advertising strategies to reach out to a wide consumer base.

2 b creating a new product line that is relatively different from the firm's existing product line.

3 c breaking down a large widely varied market into more similar sub-markets.

4 d identifying competitors in the market that could be possible threats to the success of the company.

Firms have not fully exploited all the opportunities that smartphones

or iPads

1 a broadcast media

2 b mobile marketing

3 c personal selling

4 d print media

If Caltec Corp., a computer manufacturer, increased the number of computers produced to twice the amount it used to, the economies

of scale would:

1 a lower the fixed cost per unit.

2 b increase the fixed cost per unit.

3 c increase the variable costs.

4 d lower the defect rate of products.

Public service announcements (PSAs):

1 a are a type of advertising that are run by nonprofit organizations.

2 b are commercial they way that ads are.

3 c attempt only persuade and not to inform.

4 d are not paid for like an ad.

Based on the criteria that defines advertising, which of the following examples would be considered as advertising?

1 a A candidate for city council going door-to-door urging people to vote for her

2 b A car manufacturer stating the efficiency of its product to motivate

customers to make a purchase

3 c A public service announcement about the dangers of talking on the phone while driving

4 d An actor being interviewed on television about his campaign to aid people with physical disabilities

Members of trade channels include:

1 a not-for-profit businesses.

2 b retailers.

3 c household consumers.

4 d government officials.

A particular group of consumers that is singled out by an

organization for its advertising or integrated brand promotion

campaign is called:

1 a a target audience.

2 b cooperative advertising.

3 c a focus group

4 d a sponsorship.

Which of the following is true regarding advertising?

1 a Advertising is a external to the social interaction process.

2 b Advertising is solely responsible for the increase of product sales.

3 c Advertising plays a pivotal role in world commerce.

4 d Advertising is a simple communication process.

KidsCause, a metropolitan outreach organization that collects and donates toys for needy children, buys airtime on WXXY (a local TV station) to promote its annual toy collection Amazing Ads, a local

ad agency, shoots the video and produces a 30-second commercial and Downtown Deli donates sandwiches for volunteers on the days that KidsCause collects, wraps, and distributes toys In this

promotional effort, who is the client?

1 a Amazing Ads

2 b Downtown Deli

3 c WXXY

4 d KidsCause