70 test bank for advertising and promotion 5th canadian edition by belch

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70 Test Bank for Advertising and Promotion 5th

Canadian Edition by Belch

Multiple Choice Questions - Page 1

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 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

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.

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

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.

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

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.

_ 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

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

_ 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

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

_ 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

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

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

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

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

Which of the following is NOT an element of the promotional mix?

1 Packaging

2 Advertising

3 Personal selling

4 Sales promotion

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

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

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

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.

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.

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

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

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.

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

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

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

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

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 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

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 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

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

_ is nonpersonal communication neither directly paid for nor run under identified sponsorship

1 Advertising

2 Sales promotion

3 Publicity

4 Public relations

_ 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

71 Free Test Bank for Advertising and Promotion 5th Canadian Edition by Belch Multiple Choice Questions - Page 2

_ 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

Which of the following statements about marketing and IMC plans is NOT necessarily true?

1 The first step in the IMC planning process is to review the marketing plan

2 The marketing objectives in the marketing plan should be reproduced as communication objectives in the IMC plan

3 The marketing plan specifies the roles advertising and other promotional mix elements play in the overall marketing program

4 The IMC plan is developed similarly to the marketing plan and often uses its detailed information

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

When an organization systematically plans and distributes

information in an attempt to control its image, it is engaging in a function known as:

1 image management

2 advertising

3 integrated 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

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

Which of the following is NOT a good example of a communications objective?

1 To create awareness of the attributes of a brand or product

2 To create a favourable attitude about a product

3 To develop consumers' intentions to purchase a product

4 To increase sales volume

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

Kim Rossister, brand manager at GM, plans for a new

communication campaign and intends to consider all the potential ways of reaching her target audience and presenting her brand in a favourable manner Kim believes this approach can help develop an efficient and effective communication campaign This approach is best described as:

1 database-centred perspective

2 relationship marketing perspective

3 audience contact perspective

4 persuasive communication perspective

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

Promotional management can best be described as:

1 placing coupons in each Sunday edition of major newspapers

2 effectively coordinating the promotional mix elements to develop an effective communication program

3 measuring the effectiveness of any communication with the target market

4 coordinating the activities of people who come in contact with the prospect or consumer

When Jennifer Lawrence appears on "The Tonight Show with Jay Leno" as a guest to discuss her role in the "Hunger Games" movies,

it is an example of:

1 advertising

2 publicity

3 personal selling

4 direct marketing

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

_ 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

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

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

All of the following explain the importance of IMC EXCEPT:

1 the many audiences to communicate with

2 the vast number of messages consumers receive

3 advertising and promotion regulation

4 consumer adoption of technology and media

_ 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

Because of the perceived objectivity of the source, which element of the promotional mix is usually regarded as most credible?

1 Advertising

2 Publicity

3 Sales promotion

4 Direct marketing

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