Ch.19

One problem facing advertisers is that consumers screen out messages that are not relevant to them.
True False

t

Glenn is using a push strategy to promote his new, self-published financial guidebook. He is directly
promoting it to readers in the Wall Street Journal.
True False

f

The three general objectives of advertising are to select, target, and promote.
True False

f

An advertisement stating "Buy now: no money down" is a persuasive-type ad.
True False

t

PSAs typically focus on social marketing objectives.
True False

t

Public Service Announcements (PSAs) represent a form of sales promotion.
True False

f

An advertising campaign’s objectives should be specific and measurable.
True False

t

The key to a successful emotional appeal is to create a bond between the consumer and the brand.
True False

t

A pulsing advertising schedule uses periods of heavy advertising followed by periods of no
advertising.
True False

f

Isaac wants to measure the effectiveness of his company’s advertising campaign. To do so, Isaac will
have to assess elements of the campaign before, during, and after the campaign runs.
True False

t

The primary federal agencies that regulate advertising activities in the United States are the DOD, DOE,
and WTO.
True False

f

Puffery is not always illegal in the United States under state and federal law.
True False

t

When businesses support cultural or sporting events, such as the Discover Orange Bowl football game,
this is known as cause-related marketing.
True False

f

Contests and sweepstakes are both forms of sales promotions, but a contest requires some sort of skill or
effort, while a sweepstakes is a drawing of entrants’ names.
True False

t

Beverage companies often pay movie producers to have their products used and shown in movies. This is
an example of product placement.
True False

t

Loyalty programs are sales promotions designed to retain current customers and encourage multiple
purchases over time with the promise of a reward or premium.
True False

t

The difference between advertising and publicity is that advertising is
A. more effective in reaching consumers.
B. almost always used in conjunction with consumer satisfaction surveys.
C. a paid form of marketing communication.
D. designed to remind consumers, while publicity is used to persuade consumers.
E. always handled by advertising agencies.

c a paid form of marketing communication.

Kelly is the head of marketing for a nonprofit agency that supports the arts. She just received the goahead
from her board of directors to conduct the agency’s first-ever advertising campaign. Her first step
will be to
A. identify the target audience.
B. set the advertising objectives.
C. determine the advertising budget.
D. evaluate and select the media.
E. create the advertisements.

a identify the target audience.

Advertising slogans such as "Don’t text and drive" and "Buy flood insurance before it is too late" are
examples of ads designed to
A. provide information.
B. remind consumers.
C. recruit employees.
D. persuade consumers to take action.
E. generate goodwill.

d persuade consumers to take action

Technically speaking, word-of-mouth advertising is
A. always the best advertising.
B. personal selling with paid consumer salespeople.
C. an emotional media mix selling proposition.
D. not really advertising.
E. another name for political advertising.

d not really advertising

Because advertising is the most visible form of marketing,
A. many people think of marketing and advertising as synonymous.
B. it is the most important part of a marketing mix.
C. everyone prefers to be in advertising.
D. marketing budgets always emphasize advertising over other forms of communication.
E. it is the largest source of employment opportunities for marketing graduates.

a many people think of marketing and advertising as synonymous.

To get us to remember their ad and the product or brand in the ad, advertisers must first
A. use persuasion.
B. offer incentives.
C. create effective PSAs.
D. get our attention.
E. vary between flighting and pulsing scheduling

d vary between flighting and pulsing scheduling

Yesenia is working on an advertisement to promote consumer awareness of the danger of solar radiation
causing skin cancer. Yesenia’s first concern will be to
A. get consumers’ attention.
B. enlist creative advertising designers.
C. make sure firms producing sunscreen lotions approve.
D. collect a petition in support of controls against global warming.
E. use public relations to buy advertising space.

a get consumers’ attention.

Brent is working on an advertising campaign to promote downtown businesses. He knows the increasing
number of advertising communication channels available and changes in consumers’ media usage
A. will force him to use PSAs.
B. increases consumers’ preference for high-pressure persuasive advertising.
C. makes his job more difficult.
D. makes it easier to select media.
E. makes budget more important, and creativity less important.

c makes his job more difficult.

The __________ stage of the advertising campaign planning process can be described by the
question, "Who are we trying to talk to?"
A. identifying target audience
B. setting advertising objectives
C. conveying the message
D. assessing the impact
E. determining the advertising budget

a identifying target audience

Greg is planning an advertising campaign to promote his kayak tour company. The success of his ad
campaign depends on
A. the quality of his kayaks.
B. how much money he spends.
C. how well he can identify his target audience.
D. how much consumers like him.
E. whether he can gain commitments from manufacturers for complementary products.

c how well he can identify his target audience

After using market research to identify the target audience for his advertising campaign, Jorge will next
use this information to
A. develop creative advertising copy.
B. assess the potential effectiveness of his ad campaign.
C. buy advertising time.
D. set explicit and measurable objectives for the campaign.
E. develop PSAs for distribution in lieu of advertising.

d set explicit and measurable objectives for the campaign.

Generally speaking, all advertising messages are designed to
A. meet the needs of society.
B. inform, persuade, or remind customers.
C. comply with FCC rules combined with FTC antitrust regulations.
D. entertain or apprise.
E. match production scheduling with consumer demand.

b inform, persuade, or remind customers.

Yana has identified the target audience for her line of Russian jewelry. For optimum success, she is
creating an advertising plan that will
A. allow her to skip the assessment stage at the end of the campaign.
B. offer discounts to media as an incentive to carry out her plan.
C. clarify the specific goals that the advertising is designed to accomplish.
D. encapsulate her unique selling proposition.
E. maximize puffery.

c clarify the specific goals that the advertising is designed to accomplish

An advertising plan is crucial to an ad campaign because it
A. is the basis for sales commissions.
B. is required by the accounting department.
C. offers insights into the creative leadership of mass media buyers.
D. will later be used to measure the success or failure of the campaign.
E. stimulates demand for a product category

d will later be used to measure the success or failure of the campaign.

Generally, when advertising to consumers, the objective of an advertising campaign is
A. a pull strategy—to get the product into stores by having consumers demand it.
B. a push strategy—to stimulate interest among members of the supply chain.
C. to win advertising awards.
D. to offset sales promotion costs.
E. to maximize media planning.

a a pull strategy—to get the product into stores by having consumers demand it

Whenever the major beverage companies develop a new product, they advertise it heavily using
television and print media. These efforts are designed to
A. generate goodwill for the company.
B. pull the product into retail stores through consumer demand.
C. signal strategy changes to market competitors.
D. make it easier to do posttesting.
E. use a push strategy.

b pull the product into retail stores through consumer demand

Florida Heat Pump Manufacturing Company is offering a free, all-expenses-paid trip to Las Vegas
for HVAC dealers that sell at least twenty units this year. Florida Heat Pump is using a __________
promotional strategy.
A. pull
B. puffery
C. publicity
D. push
E. posttesting

d push

Anne’s Pita Bread Chips offers free POP (point-of-purchase) displays to retailers ordering their product.
Anne’s is using a ____________ strategy.
A. pull
B. puffery
C. publicity
D. push
E. posttesting

d posttesting

After identifying the target audience for the university’s new advertising campaign, the advertising
team needs to decide whether the advertising objective is to __________, __________, or __________
potential and/or existing students.
A. create, stimulate, or ignore
B. beg, borrow, or steal
C. pay, buy, or entertain
D. inform, persuade, or remind
E. push, pull, or sell

d inform, persuade, or remind

Informative advertising is used to
A. prompt repurchase of a product.
B. create and build brand awareness.
C. trigger an emotional response.
D. gather information about consumers.
E. convince consumers to take action

b create and build brand awareness.

"Now available. The latest fall fashions." is an example of a(n) __________ advertising message.
A. persuasive
B. reminder
C. socially responsible
D. informative
E. institutional

d informative

When a product has gained a certain level of brand awareness, firms use __________ advertising to
motivate consumers to take action.
A. informative
B. persuasive
C. institutional
D. discussive
E. reminder

b persuasive

Which of the following is the best example of a persuasive advertising message?
A. "Buy now, pay later."
B. "Doing business in Peoria since 1848."
C. "Better than average."
D. "Now available. The latest fall fashions."
E. "Serving the public since last Tuesday."

a "Buy now, pay later."

P&G’s Tide laundry detergent has been around since 1948 and is still a market leader. P&G has used
__________ advertising to reposition Tide several times over the product’s life, trying to motivate new
consumer segments to use the product.
A. informative
B. persuasive
C. reminder
D. discussive
E. institutional

b persuasive

Persuasive advertising is often used when competition
A. is nonexistent.
B. is cooperating.
C. is most intense.
D. is declining.
E. is ineffective.

c is most intense.

Reminder advertising is primarily used to
A. prompt repurchase of a product.
B. create and build brand awareness.
C. accelerate market acceptance.
D. gather information about consumers.
E. persuade consumers to change existing perceptions.

a prompt repurchase of a product.

Which of the following is the best example of a reminder advertising message?
A. "Buy now, pay later."
B. "Doing business in Peoria since 1848."
C. "Better than the rest."
D. "Now available. The latest fall fashions."
E. "Serving the public since last Tuesday."

b "Doing business in Peoria since 1848.

Each year in December, Anheuser-Busch runs television ads featuring the Clydesdale horses pulling a
stagecoach with an Anheuser-Busch logo. The message is low-key, wishing everyone well during the
holiday season. This is an example of _________ advertising.
A. informative
B. persuasive
C. reminder
D. discussive
E. institutional

c reminder

Campbell’s Soup Company ran a series of radio ads tied to local weather forecasts. Before an impending
storm, the ads said "Time to stock up on Campbell’s Soup." During the storm, the ads said, "Stay home
and stay warm with Campbell’s Soup." The first ad was __________ advertising, while the second ad was
__________ advertising.
A. informative; persuasive
B. persuasive; reminder
C. reminder; persuasive
D. discussive; informative
E. institutional; persuasive

b persuasive; reminder

The California Raisin Advisory Board used to run ads featuring "The California Raisins," a fictitious
R&B musical group composed of dancing raisins who boogied to the song, "I Heard It Through
the Grapevine." The ads, which were hugely popular and which gave rise to a line of raisin-themed
merchandise, were designed to encourage raisin consumption. This campaign was an example of
A. product-focused advertising.
B. consumer generated advertising.
C. public service announcements.
D. institutional advertising.
E. push strategies.

d institutional advertising.

A _________ is an advertisement that focuses on public welfare issues.
A. product-focused advertisement
B. consumer generated advertisement
C. public service announcement
D. reminder advertisement
E. push strategy

c public service announcement

First Lady Michelle Obama has recorded an ad encouraging parents to teach their children good nutrition
habits in order to stem the increase in child obesity. This message is an example of
A. product-focused advertising.
B. consumer generated advertising.
C. a public service announcement.
D. reminder advertising.
E. a flighting campaign.

d reminder advertising.

Because PSAs are a special class of advertising, FCC rules require
A. consumers to listen to them.
B. court approval before they are aired.
C. all advertisers to contribute to them.
D. broadcasters to devote a specific amount of free time to them.
E. they use only the informative or reminder advertising appeals.

e they use only the informative or reminder advertising appeals.

An advertisement featuring a cartoon Smokey the Bear saying "only you can prevent wildfires" is an
example of a successful
A. push-and-pull advertisement.
B. puffery campaign.
C. sales promotion.
D. product-focused advertisement.
E. public service announcement.

d product-focused advertisement.

Regardless of the objective of an advertising campaign, each campaign’s objectives must be
A. sincere and emotional.
B. consistent with those of the available media.
C. either informative or persuasive but not both.
D. specific and measurable.
E. designed for use in both a pull and a push strategy

a sincere and emotional.

Generally, less money is spent on advertising in B2B markets because
A. B2B marketing usually involves more personal selling.
B. B2B marketing is too expensive to use advertising.
C. business customers prefer coupons.
D. B2B markets are too homogeneous to use advertising.
E. publicity is the most effective advertising in B2B markets.

b B2B marketing is too expensive to use advertising.

Steve is working on the message to convey in his firm’s advertising campaign. As a starting point, Steve
should first consider
A. the due date for his contribution to the campaign.
B. touting the key benefits of his firm’s services.
C. what competitors are doing.
D. which media he wants to use.
E. whether or not he uses the product being advertised.

c what competitors are doing

When developing an advertising message, the message should focus on
A. the producer.
B. the advertising environment.
C. solving problems for consumers.
D. creating investment opportunities.
E. niche media balance.

d creating investment opportunities.

The advertising message admonition, "People are not looking for quarter-inch drill bits; they are looking
for quarter-inch holes," suggests that advertising messages need to
A. emphasize technology.
B. focus on quality.
C. inform consumers about opportunities.
D. focus on solving problems.
E. engage in mild puffery

d focus on solving problems.

Neville is trying to create an advertising message that tells consumers how his company’s cell, pager,
instant messaging, and Internet services differ from other alternatives in the market. Neville is trying to
create a(n)
A. unique selling proposition.
B. proportional benefit communication.
C. institutional advertising message.
D. PSA.
E. flighting ad strategy.

a unique selling proposition.

Walmart’s "Everyday low prices" selling proposition is effective primarily because it is
A. unique to the industry.
B. meaningful to the consumer.
C. variable over time.
D. a one-time message.
E. generally unsustainable.

b meaningful to the consumer.

__________ appeals help consumers make purchase decisions by offering facts in advertising messages
and strong arguments built around relevant issues, explaining key benefits of the firm’s products and
services.
A. Emotional
B. Niche marketing
C. Informational
D. Institutional
E. Reminder

c Informational

Estella is trying to create an advertising message that communicates the tangible features of her
company’s laptop computers, telling consumers about the relative advantages of her products as compared
to other offerings in the market. Estella is trying to create a(n) __________ appeal.
A. emotional
B. niche marketing
C. informational
D. institutional
E. reminder

c informational

Jamara knows that his spring-break travel packages are the best deal on campus. He also knows his
competitor is sloppy, often waiting until the last minute to provide the needed tickets and documents to
students buying his island packages. Jamara wants to develop an advertising message that emphasizes the
key benefits he provides. He will develop a(n) __________ appeal.
A. emotional
B. niche marketing
C. informational
D. institutional
E. reminder

c informational

Danielle is creating an advertising message designed to appeal to consumers’ fears of having their home
broken into. Danielle’s message will focus on a(n) __________ appeal.
A. emotional
B. niche marketing
C. informational
D. institutional
E. reminder

a emotional

The key to a successful emotional advertising appeal is to use the emotion to
A. make consumers cry.
B. create a bond between the consumer and the brand.
C. get consumers to think about the benefits of the product.
D. balance social marketing with product-focused advertising.
E. deliver a logical message

b create a bond between the consumer and the brand.

An emotional appeal aims to satisfy consumers’__________, while an informational appeal speaks to
consumers’__________.
A. needs; desires
B. institutional focus; personal focus
C. personal desires; utilitarian needs
D. top-of-the-mind awareness; bottom-of-the-mind reactions
E. cost-consciousness; imaginations

c personal desires; utilitarian needs

Automobile manufacturers often use television advertising showing an attractive man or woman driving
the manufacturer’s stylish new car on a winding road along an ocean vista. These types of ads have
__________ appeal.
A. emotional
B. ethical
C. informational
D. institutional
E. reminder

a emotional

The content of an advertising message is closely tied to
A. recent institutional advertising.
B. the characteristics of the media selected to carry the message.
C. the opportunity for posttesting.
D. the sales promotion opportunities.
E. the coupon redemption rate.

b the characteristics of the media selected to carry the message

The __________ is the combination of media used and the frequency of advertising in each medium.
A. media plan
B. media buy
C. media mix
D. communications tactical plan
E. communications operational plan

c media mix

Ashley was nervous about making the ___________. She knew it was likely to be the largest expense in
the advertising budget.
A. creative decision
B. media flight plan decision
C. media mix choice
D. media buy
E. monitoring and evaluation plan decision

d media buy

When Microsoft introduces a new version of its Windows operating system, it typically uses selected
magazine, Internet, and direct mail advertising. This combination of advertising outlets represents
Microsoft’s
A. niche buy.
B. advertising plan.
C. media mix.
D. track testing.
E. supply chain messaging.

c media mix.

Generally, which of the following is the most expensive media buy?
A. Internet
B. Newspaper
C. Radio
D. Television
E. Billboards

d Television

Which of the following is the best example of a mass media advertising channel?
A. Weight Watchers Magazine
B. Red State Talk Radio (WRS)
C. Home and Garden TV (HGTV)
D. USA Today
E. The Golf Channel

d USA Today

One of the advantages of niche media is it often allows marketers to
A. reach a larger audience than mass media.
B. use major events like the Super Bowl.
C. change and personalize messages for different audiences.
D. sell cooperative advertising space to cosponsors.
E. spend fewer advertising dollars.

c change and personalize messages for different audiences.

_____________ is a particularly good advertising medium for groceries and fast food.
A. Television
B. Internet
C. Direct mail
D. Radio
E. Newspaper

d radio

Advertisers can determine how effective their media mix has been in reaching their target audience by
calculating __________ of the advertising schedule.
A. the click rate
B. the total GRP
C. the conversion rate
D. the media mix
E. the USP

b the total GRP

Advertising in which medium relies on a mix of visual and auditory techniques?
A. radio
B. magazines
C. newspapers
D. television
E. direct marketing

d television

A ____________ advertising schedule uses heavy advertising during some periods followed by periods of
no advertising.
A. continuous
B. flighting
C. pulsing
D. penetrating
E. purposeful

b flighting

A ____________ advertising schedule uses a base level of advertising during some periods followed by
periods of increased advertising.
A. continuous
B. flighting
C. pulsing
D. penetrating
E. purposeful

c pulsing

For consumer products like toothpaste and groceries, things consumers purchase throughout the year,
most advertisers would use a _____________ advertising schedule.
A. continuous
B. flighting
C. pulsing
D. penetrating
E. purposeful

a continuous

Tyler runs a parasailing business on Hilton Head Island, South Carolina. Tyler closes his business in
winter when the water gets too cold. Tyler should use a __________ advertising schedule.
A. continuous
B. flighting
C. pulsing
D. penetrating
E. purposeful

b flighting

Gypsy just bought a gift and jewelry store on Main Street. She knows from the previous owner that
almost 60 percent of her sales take place during the Christmas holiday season, with the other 40 percent
of sales evenly distributed over the rest of the year. Gypsy will probably use a __________ advertising
schedule.
A. continuous
B. flighting
C. pulsing
D. penetrating
E. purposeful

c pulsing

After the advertiser has decided on the message, type of ad, and appeal, its attention now shifts to
A. logistical support.
B. new product development.
C. advertising assessment.
D. determining why they should advertise.
E. creation of the advertisement

e creation of the advertisment

In the "create advertisements" step when planning and executing an ad campaign, often the execution
style for the ad will
A. determine the pretesting pulse of the ad.
B. dictate the type of medium used to deliver the message.
C. determine which push/pull strategy will accompany the ad.
D. dictate how advertising will be flighted.
E. all of these

b dictate the type of medium used to deliver the message.

Often, advertisers will employ a variety of media to deliver their message. When using different media,
advertisers need to deliver
A. value-based posttesting.
B. niche media emotional appeals to the mass market.
C. a consistent and compelling message.
D. selective, continuous pulsing.
E. mild puffery.

c a consistent and compelling message.

Regina just bought a gourmet bagel store. She is working with a freelance graphic artist who is designing
her logo and print advertisements. Regina is spending days looking over the various designs and options.
She needs to remember that the creative aspect of advertising design
A. is everything.
B. will determine pretesting and posttesting options.
C. dictates tracking alternatives.
D. should not overshadow the message.
E. should always include coupons

d should not overshadow the message.

The execution style of an advertising message must
A. match the medium and the objectives.
B. correspond with globally accepted norms.
C. include a minimum of puffery and maximum media buy.
D. selectively pull retailers into the marketing channel.
E. all of these

a match the medium and the objectives.

Brad is working on the creative design for his company’s new ad campaign. This is his first major
assignment. His boss reminds him that when writing a headline, it should
A. represent the main text of the ad.
B. identify the sponsor of the ad.
C. use jargon and complex terminology.
D. overshadow the visual message.
E. be short and use simple words.

e be short and use simple words.

Jennifer has worked for many years reviewing and approving print ads for her firm. She has memorized a
checklist of key points to review. Which of the following would NOT be on her checklist?
A. headline
B. body copy
C. branding
D. photo credits
E. subheads

d photo credits

The effectiveness of an advertising campaign is assessed during the campaign by
A. pulsing.
B. posttesting.
C. tracking.
D. flighting.
E. pretesting

c tracking

Marketers __________ an advertising campaign in order to ensure that various elements of the campaign
will work in an integrated fashion and do what they are intended to do.
A. pretest
B. posttest
C. monitor
D. flight
E. pulse

a pretest

Jami is managing an extended advertising campaign for a local convenience store chain. The campaign
includes a series of television, radio, and print messages. As part of monitoring the campaign, Jami will
keep track of
A. the cost of the media buy.
B. past economic conditions.
C. planned store expansions in similar markets.
D. new advertising concepts.
E. the daily and weekly sales volume.

e the daily and weekly sales volume.

Thomas had conducted a thorough pretest before the new ad campaign, so he was fairly sure the elements
would work together. A lot was riding on the success of the ad campaign, so he couldn’t wait until the
campaign was over to see how well it did. During the campaign, he will be monitoring the sales volumes
on a daily basis as part of his
A. cause-related marketing.
B. economic monitoring.
C. tracking.
D. in-flight testing.
E. simultaneous sampling

c tracking.

In the early stages of an ad campaign, the objectives are established. To determine if those objectives
have been met, the marketer will
A. posttest.
B. conduct feedback analysis.
C. initiate content analysis.
D. conduct tracking.
E. arrange for peer analysis

a posttest

The additional sales that can be attributed to an advertising campaign are known as
A. payload.
B. impact.
C. lift.
D. the campaign increment.
E. return on advertising.

c lift

In the United States, the regulation of advertising involves a complex mix of laws and informal
restrictions designed to
A. protect consumers from deceptive practices.
B. stimulate domestic demand.
C. reduce international competition.
D. promote social marketing.
E. institutionalize pull strategies.

a protect consumers from deceptive practices.

Which of the following is NOT one of the federal agencies that regulate advertising activities?
A. FDA
B. FCC
C. FTC
D. FRS
E. USPS

d FRS

The __________ is the primary enforcement agency for mass media advertising.
A. FDA
B. FCC
C. FTC
D. BATF
E. USPS

c FTC

Brett has developed a vitamin-enriched crouton in crazy colors that can be added to children’s salads to
make them more nutritious and fun. She’d like to ethically advertise the product directly to the children,
so she is examining
A. the complete FCC regulations.
B. the provisions of the Children’s Television Act of 1990.
C. the Better Business Bureau’s Children’s Advertising Review Unit guidelines.
D. the federal GAO regulations on advertising.
E. the Food and Drug Administration guidelines.

c the Better Business Bureau’s Children’s Advertising Review Unit guidelines.

The head of the marketing area told Alex to find the most stringent federal regulations on advertising to
create the toughest standards. "If we can pass those, we should be able to get by all regulations." One real
problem is
A. state regulations are not always consistent with federal standards.
B. FCC regulations create a uniform standard that preempt all other regulations.
C.
European countries have agreed to follow the U.S. standards, so it’s a matter of working with the U.S.
federal regulations.
D. as long as the advertising does not contain sexually explicit content, there are no regulations.
E. in most cases, standards are changing almost daily.

a state regulations are not always consistent with federal standards.

U.S.-based global marketers have often found that
A. anything goes when advertising outside the United States.
B. EU advertising laws are more restrictive than those in the United States.
C. children in other countries are less influenced by advertising.
D. self-regulatory groups are especially demanding of U.S. advertisers.
E. outside the U.S., standards are subject to U.N. approval.

b EU advertising laws are more restrictive than those in the United States.

Which of the following is the best example of puffery?
A. "Take two and call us in the morning."
B. "Happy hour every Friday."
C. "You have tried the rest, now try the best."
D. "All natural ingredients."
E. "Northwestern, the quiet company."

c "You have tried the rest, now try the best."

Unlike advertising, public relations
A. supports promotional efforts by generating "free" media attention.
B. accounts for a greater increase in marketing spending.
C. converts mass media advertising into direct marketing.
D. is considered a human resources function.
E. should not be considered as part of the marketing area.

a supports promotional efforts by generating "free" media attention.

Gretchen has just started as a fashion marketing intern for an up-and-coming design firm. When she came
in she expected to begin right away implementing the four Ps she had learned about in class. Instead, she
was asked to work on a project identifying important events where celebrities might wear the fashions.
She soon realized that this activity was part of __________, directly related to marketing.
A. sales promotions
B. cause-related marketing
C. public relations
D. press release development
E. a push-pull strategy

c public relations

Which of the following is NOT true about public relations?
A.
PR has become increasingly important as costs of other forms of marketing communications continue
to increase.
B. Consumers have become increasing skeptical of marketing claims made in conventional media.
C. Media coverage generated by PR is seen as more credible than paid advertising.
D. With the growth of the Internet, PR is quickly losing its impact.
E. Public relations activities often support other promotional efforts.

d With the growth of the Internet, PR is quickly losing its impact.

Kevin is recognized by his friends as an activist on many fronts. He prefers to buy products from firms
that will donate part of the total price of his purchase to organizations he supports. Marketers recognize
that this approach can be an important competitive tool; it is called
A. social activist marketing.
B. voluntary premium pricing.
C. cause-related marketing.
D. business/social responsibility.
E. the do-gooder syndrome.

c cause-related marketing.

Which of the following is NOT a public relations tool?
A. Donating a portion of profits to a charitable cause
B. Coupons and rebates
C. Event sponsorships
D. News releases
E. Websites

b Coupons and rebates

__________ are special incentives or excitement-building programs that encourage consumers
to purchase a particular product, often used in conjunction with advertising or personal selling
programs.
A. B2B programs
B. Trade incentives
C. Sales promotions
D. Push programs
E. Targeted leader items

c Sales promotions

Sarah goes through the newspaper looking for coupons to help reduce her living expenses. Her roommate
Paige doesn’t read newspapers, let alone look through them for coupons. But Paige filled out a form from
inside a cereal box entering her in a drawing for free exercise equipment. What kind of sales promotion
reached Paige?
A. loyalty program
B. contest
C. deal
D. premium
E. sweepstakes

e sweepstakes

"Buy one, get one free" is a __________ sales promotion.
A. deal
B. coupon
C. sample
D. sweepstake
E. rebate

a deal

Chet was struggling selling his golf photography outside a PGA event. When he offered a tee shirt with
a golf photograph on it with any framed golf photo, sales picked up. Chet discovered the value of sales
promotions—specifically _________ —in encouraging customers to buy.
A. deals
B. premiums
C. samples
D. sweepstakes
E. rebates

b premiums

Firms are willing to offer generous rebates because
A. the retailer and manufacturer always split the cost.
B. rebates increase sales, but few customers actually apply for the rebate.
C. they are easier for the consumer to use than are coupons.
D. rebates are the only type of sales promotion proven to impact sales.
E. they tend to generate repeat customers.

b rebates increase sales, but few customers actually apply for the rebate.

Actress Sissy Spacek once objected to a series of movie scenes that included her smoking a certain brand
of cigarettes. She was probably objecting to a __________ arrangement the film company had made with
an advertiser.
A. promotional deal
B. mass media buy
C. product placement
D. loyalty program
E. sampling

c product placement

Special in-store displays for magazines and chewing gum are most likely to be effective if located
A. near the entrance to the store.
B. near the restrooms.
C. along the aisle or wall to the far right of the customer as he or she enters the store.
D. near the check-out counter.
E. in the window at the front of the store.

d near the check-out counter.

__________ is when two or more firms join forces to reach a target audience in a short-term effort.
A. Promotional co-branding
B. Cross-promotion
C. Joint-venture promotion
D. Multi-target promoting
E. Convenience promoting

b Cross-promotion

Traditionally, marketers have seen the role of __________ as generating short-term results, whereas the
goal of __________ was to lead to long-term results.
A. public relations; institutional advertising
B. advertising; personal selling
C. sales promotion; advertising
D. advertising; public relations
E. corporate blogs; public relations

c sales promotion; advertising