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Question;1. In launching a new product, the advertiser;chooses among continuity, concentration, flighting, and ________ advertising;patterns.;a. reflective;b. periodic;c. continuous;d. pulsing;e. running;2. A company has to decide on how to allocate;its advertising budget over space as well as over time. A company makes ?spot;buys? when it buys TV time in just a few markets or in regional editions of;magazines. These markets are called ________.;a. areas of dominant influence;b. trading areas;c. short-term marketing opportunities;d. SMSA;e. none of the above;3. There are three major methods of pretesting;ads. These are consumer feedback, ________, and laboratory test.;a. prelaunch testing;b. copy testing;c. direct testing;d. telephone inquiries;e. portfolio testing;4. The ________ involves correlating past;sales to past advertising expenditures using advanced statistical techniques in;an effort to measure the sales impact of a given promotional campaign.;a. historical approach;b. experimental design approach;c. humanist approach;d. target exposure rate approach;e. pulsing approach;5. Sales promotions include tools for;promotion, trade promotion, and business and sales-force promotions.;a. incentive;b. reasons;c. target;d. prospects;e. consumer;6. Sales promotions used in markets of high;brand similarity can produce a high sales response in the short run but little;gain in brand preference.;a. significant;b. real;c. short-term;d. incremental;e. permanent;7. Sales promotion, with its incessant prices;off, coupons, deals, and premiums, may ________ the product offering in the;buyers? mind.;a. detract;b. augment;c. confuse;d. devalue;e. increase;8. Sales promotion tools that impart a selling;message along with the deal, as in the case of free samples and premiums when;they are related to the product, are called ________.;a. promotions;b. retailer promotions;c. manufacturer franchise building;d. retailer franchise building;e. consumer franchise building;9. When two or more brands or companies team;up on coupons, refunds, and contests to increase pulling power, it is called;a. price packs;b. frequency promotions;c. team promoting;d. tie-in promotions;e. cross-promotions;10. Merchandise offered at a relatively low;cost or free as an incentive to purchase a particular product is known as;a. a price pack;b. a sample;c. premiums;d. a tie-in;e. cross-promotions;11. When retailers buy a greater quantity of;product during a deal period than they can sell during the deal period, we call;this ________.;a. purchasing intent;b. forward buying;c. trade buying;d. de facto buying;e. diverting;12. When retailers buy more cases than are;needed in a region in which the manufacturer offered a deal and ship the;surplus to their stores in nondeal regions, is known as ________.;a. forward buying;b. purchasing intent;c. de facto buying;d. trade buying;e. diverting;In deciding to use a particular incentive, marketers;have several factors to consider. One of these factors is ________.;f. duration;g. distribution vehicle;h. promotion budget;i.;size;j.;all of;the above;13. Marketing managers must prepare implementation;and control plans that cover the various elements of the sales promotion;program. ________ is the time necessary;to prepare the program prior to launching it.;a. Sell-in time;b. Pretesting;c. Duration;d. Lead time;e. Forwarding;14. One of the reasons marketers sponsor events;is to ________ a particular target market or lifestyle.;a. identify with;b. capitalize upon;c. foster;d. increase exposure to;e. none of the above;15. One of the potential disadvantages of;sponsorships is that the success of an event can often ________ and some;consumers may still resent the commercialization of events.;a. attract unfavorable media attention;b. be cancelled;c. be illegal;d. be unpredictable;e. be unfavorable to the sponsor;16. _______ is a particularly important skill;in publicizing fund-raising drives for nonprofit organizations.;a. Event creation;b. Supply-side measurement;c. Demand-side measurement;d. Containerization;e. Incremental exposure;Supply-side measurement of event effectiveness focuses;on ________.;f. potential exposure to the brand by;assessing the extent of media coverage;g. reported exposure from consumers;h. incremental sales earned during the event;i.;incremental;sales earned as a result of the event;j.;reported;changes in customer perception of the brand;17. The ________ method of measuring event;effectiveness identifies the effect sponsorship had on consumers? brand;knowledge.;a. incremental;b. supply-side;c. demand-side;d. historical;e. experimental;18. ________ involve(s) a variety of programs;designed to promote or protect a company?s image or its individual products.;a. Corporate communications;b. Press releases;c. Press relations;d. Publicity;e. Public relations;19. A(n) ________ is any group that has an;actual or potential interest in or impact on a company?s ability to achieve its;objectives.;a. campaign;b. movement;c. experience;d. public;e. experiment;20. Which of the following is NOT a function of;the PR department?;a. Press relations;b. Product publicity;c. Corporate communications;d. Counseling;e. All of the above are functions performed by;the PR department.;21. Marketing public relations (MPR) supports;corporate or product promotion and image making and plays a crucial role in;a. creating publicity;b. protecting the company from liabilities;c. repositioning a mature product;d. securing free ad spaces;e. building a word-of-mouth campaign;22. MPR serves a special constituency;a. the finance department;b. consumer activists;c. shareholder activists;d. the marketing department;e. ad agencies;23. MPR can build ________ by placing stories;in the media to bring attention to a product, service, person, organization, or;idea.;a. talk;b. stories;c. awareness;d. buzz;e. exposure;24. The major tools in an MPR;department include publications, events, sponsorships, ________, speeches;public service activities, and identity media.;a. customers;b. managers;c. news;d. universities;e. colleges;25. The easiest measure of MPR effectiveness is;the number of ________ carried by the media.;a. stories;b. exposures;c. customers;d. articles;e. none of the above;26. A better measure to evaluate the;effectiveness of MPR is to measure ________.;a. the change in product awareness;b. the number of exposures carried by the;media;c. the number of minutes of radio airtime;garnered;d. the difference between PR costs and;advertising space expense;e. the extent of viewer repeat exposure;True/False;27. An advertising goal (or objective) is a;specific communications task and achievement level to be accomplished with a;specific audience in a specific period of time.;28. The advertising objective should emerge;from a thorough analysis of the current marketing situation.;29. One of the five specific factors;that must be considered when setting an advertising budget is the amount of;money available from top management.;In designing and evaluating an ad campaign, it;is important to distinguish the message strategy from the ?messenge

 

Paper#47246 | Written in 18-Jul-2015

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