YouStock, an online broker, pays for a 60-second television commercial to be telecast during the Football World Cup. The commercial promotesthe
... [Show More] reliability of YouStock’s advice, expertise, and pers onal attention in assisting online customers with stock portfolio creation and management. The spot created by YouStock is: a. a public service announcement. b. a point-of-purchase advertisement. c. representative of personalselling. d. an advertisement promoting a service. ANSWER: D Integrated brand promotion (IBP) can be defined as: a. the collaboration of two or more brands within a single advertisement with the intent ofsharing costs. b. the coordination of a number of promotional tools to create widespread brand exposure. c. a company's decision to focus on a wide range of traditional advertising forms to replace nontraditional forms. d. a unique concept seen mainly in local advertising campaigns. ANSWER: B . Which of the following is true of integrated brand promotion (IBP)? a. It is a simple process. b. It uses promotional tools that do not need to be evaluated. c. It prevents the exposure of a brand. d. It allow marketersto reach target customersin different ways. ANSWER: D 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: a. focus on store productsrather than store services. b. target a mass audience. c. appear in print media. d. be unpaid communication. ANSWER: B . The two major components of the mass-mediated communication model are: a. primary demand and selective demand. b. advertiser and consumer. c. internal position and external position . d. production and reception. ANSWER: D In the model of mass-mediated communication, the: a. producers of the message control the reception of the content. b. producers of the message control the interpretation of the content. c. consumers interpret ads in a way that makes sense to them individually and serves their needs. d. receiver's interpretations are invariably compatible with what the producer intended to convey. ANSWER: C 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: a. ads are interpreted differently based on a person's experiences and beliefs. b. what a message means to any given consumer is a function an isolated solitary thinker c. the ad is communicated effectively to itstarget audience. d. the ad contains the same meaning for all audience members. ANSWER: A During the National Basketball Championship, a national sports equipment manufacturer runs an edgy, fastpaced 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? a. The backgrounds and value systems of audience members are similar. b. The interpretation of an ad is a function of an isolated solitary thinker . c. Ads contain a single meaning for all members of a target audience. d. Communication is inherently an individual process and not a social process. ANSWER: A 52. A particular group of consumers that is singled out by an organization for its advertising or integrated brand promotion campaign is called: a. a target audience. b. cooperative advertising. c. a focus group d. a sponsorship. ANSWER: a DIFFICULTY: Easy LEARNING OBJECTIVES: AIBP.OGUI.15.1-3 NATIONAL STANDARDS: United States- BUSPROG: Analytic STATE STANDARDS: United States - Ohio - DISC: Customer KEYWORDS: Bloom's: Knowledge 53. 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? a. Personal selling is the most inexpensive form of communication. b. Members of trade channels are the most conspicuous audience. c. Members of trade channels are the target audience for producers of only household products. d. The target audience represents a relatively small, easily identifiable group. ANSWER: dDIFFICULTY: Challenging LEARNINGOBJECTIVES: AIBP.OGUI.15.1-3 NATIONAL STANDARDS: United States- BUSPROG: Analytic STATE STANDARDS: United States - Ohio - DISC: Promotion KEYWORDS: Bloom's: Application 54. HireUp Inc., a recruitment agency, haslaunched a series of advertisements about its capabilities in effectively managing firms’ labor forces. Which of the following audience categories is HireUp most likely targeting? a. Household members b. Members of business organizations c. Professionals d. Government employees ANSWER: bDIFFICULTY: Challenging LEARNINGOBJECTIVES: AIBP.OGUI.15.1-3 NATIONAL STANDARDS: United States- BUSPROG: Reflective Thinking STATE STANDARDS: United StatesOhio - DISC: Customer KEYWORDS: Bloom's: Application 55. Members of trade channels include: a. not-for-profit businesses. b. retailers. c. household consumers. d. government officials. ANSWER: b DIFFICULTY: Easy LEARNING OBJECTIVES: AIBP.OGUI.15.1-3 NATIONAL STANDARDS: United States- BUSPROG: Analytic STATE STANDARDS: United States - Ohio - DISC: Customer KEYWORDS: Bloom's: Knowledge 56. Which of the following is considered as a member of a trade channel? a. Wholesalers b. Household consumers c. Government employees d. Philanthropic groups ANSWER: a DIFFICULTY: Easy LEARNING OBJECTIVES: AIBP.OGUI.15.1-3 NATIONAL STANDARDS: United States- BUSPROG: Analytic STATE STANDARDS: United States - Ohio - DISC: Customer KEYWORDS: Bloom's: Knowledge 57. Which of the following would be considered as a trade journal? a. A publication written for health professionals b. An e-zine for emerging writers to publish their work c. A magazine for fitness enthusiasts d. A newspaper carrying news articles about a particular city ANSWER: aDIFFICULTY: Moderate LEARNINGOBJECTIVES: AIBP.OGUI.15.1-3 NATIONAL STANDARDS: United States- BUSPROG: Reflective Thinking STATE STANDARDS: United StatesOhio - DISC: Marketing Plan KEYWORDS: Bloom's: Application 58. The advertising aimed at government officials and employees is dominated by: a. local and regional television commercials. b. point-of-purchase advertising and influencer marketing. c. direct mails, catalogs, personalselling, and Web ads. d. eventsponsorships. ANSWER: c DIFFICULTY: Easy LEARNING OBJECTIVES: AIBP.OGUI.15.1-3 NATIONAL STANDARDS: United States- BUSPROG: Analytic STATE STANDARDS: United States - Ohio - DISC: Promotion KEYWORDS: Bloom's: Knowledge 59. 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: a. national advertising. b. international advertising. c. regional advertising. d. global advertising. ANSWER: dDIFFICULTY: Challenging LEARNINGOBJECTIVES: AIBP.OGUI.15.1-3 NATIONAL STANDARDS: United States- BUSPROG: Reflective Thinking STATE STANDARDS: United StatesOhio - DISC: Promotion KEYWORDS: Bloom's: Application 60. Which of the following is an example of international advertising? a. Crispy Cracks promoting their new line of cracker at the Olympics b. Flextronic advertising itsflat-screen TVsin differentstates of a country c. Radicle creating different versions of its new detergent ad for various countries d. Unicorn featuring its “unicorn” logo on gear worn by tennis players ANSWER: cDIFFICULTY: Challenging LEARNINGOBJECTIVES: AIBP.OGUI.15.1-3 NATIONAL STANDARDS: United States- BUSPROG: Reflective Thinking STATE STANDARDS: United StatesOhio - DISC: Promotion KEYWORDS: Bloom's: Application 61. 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. a. local b. national c. regional d. global ANSWER: bDIFFICULTY: Challenging LEARNINGOBJECTIVES: AIBP.OGUI.15.1-3 NATIONAL STANDARDS: United States- BUSPROG: Reflective Thinking STATE STANDARDS: United StatesOhio - DISC: Marketing Plan KEYWORDS: Bloom's: Application 62. WoodChuck Inc., a furniture retailer, establishesitself in the North-eaststate of Largonia and hasspread 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. a. global b. local c. cooperative d. regional ANSWER: dDIFFICULTY: Challenging LEARNINGOBJECTIVES: AIBP.OGUI.15.1-3 NATIONAL STANDARDS: United States- BUSPROG: Reflective Thinking STATE STANDARDS: United StatesOhio - DISC: Promotion KEYWORDS: Bloom's: Application 63. 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. a. local b. trade c. regional d. national ANSWER: aDIFFICULTY: Challenging LEARNINGOBJECTIVES: AIBP.OGUI.15.1-3 NATIONAL STANDARDS: United States- BUSPROG: Reflective Thinking STATE STANDARDS: United StatesOhio - DISC: Promotion KEYWORDS: Bloom's: Application 64. When national companies and local merchants share advertising expenses, they are taking part in . a. brand extension b. international advertising c. cooperative advertising d. trade channeling ANSWER: c DIFFICULTY: Easy LEARNING OBJECTIVES: AIBP.OGUI.15.1-3 NATIONAL STANDARDS: United States- BUSPROG: Analytic STATE STANDARDS: United States - Ohio - DISC: Strategy KEYWORDS: Bloom's: Knowledge 65. Which of the following is one of the four areas of responsibility in the marketing mix? a. Price b. Communication c. Convenience d. Process ANSWER: a DIFFICULTY: Easy LEARNING OBJECTIVES: AIBP.OGUI.15.1-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - Ohio - DISC: Promotion 66. Which of the following is an example of a brand extension? a. Tracker, a company selling security systems, advertisesits product on a local television network. b. Dog Handler, a manufacturer of leashes for dogs, collaborates with a competitor to expand its market base. c. Blossoms, a women’s perfume line, advertises its new line through sales promotions and pointofpurchase advertising at department stores. d. The manufacturers of Cocoa flakes, a popular cereal, launches a biscuit called "Cocoa crunch" in a new product category. ANSWER: dDIFFICULTY: Challenging LEARNINGOBJECTIVES: AIBP.OGUI.15.1-4 NATIONAL STANDARDS: United States- BUSPROG: Reflective Thinking STATE STANDARDS: United StatesOhio - DISC: Strategy KEYWORDS: Bloom's: Application 67. Marketsegmentation isthe process of: a. creating advertising strategies to reach out to a wide consumer base. b. creating a new product line that is relatively different from the firm's existing product line. c. breaking down a large widely varied market into more similar sub-markets. d. identifying competitors in the market that could be possible threats to the success of the company. ANSWER: cDIFFICULTY: Moderate LEARNINGOBJECTIVES: AIBP.OGUI.15.1-4 NATIONAL STANDARDS: United States- BUSPROG: Analytic STATE STANDARDS: United States - Ohio - DISC: Customer KEYWORDS: Bloom's: Comprehension 68. isthe process of creating a perceived distinction between an organization's brand and a competitor's brand. a. Market analysis b. Co-op advertising c. Marketsegmentation d. Differentiation ANSWER: d DIFFICULTY: Easy LEARNING OBJECTIVES: AIBP.OGUI.15.1-4 NATIONAL STANDARDS: United States - BUSPROG: Analytic STATE STANDARDS: United States - Ohio - DISC: Strategy 69. Which of the following is a similarity between the marketstrategies, positioning and differentiation? a. Both involve standardizing and regularizing products. b. Both depend on a perceived image of tangible or intangible features. c. Both involve marketing products in a way that make them seem similar to competitors' products. d. Both involve targeting a small market segment. ANSWER: bDIFFICULTY: Moderate LEARNINGOBJECTIVES: AIBP.OGUI.15.1-4 NATIONAL STANDARDS: United States- BUSPROG: Analytic STATE STANDARDS: United States - Ohio - DISC: Strategy KEYWORDS: Bloom's: Comprehension 70. Effective internal positioning is accomplished by: a. distributing products to a market that is wider than those of one's competitors. b. using advertising to compare a product's distinctions from those of one'srival firms. c. developing brand features and values that are distinctive from the competition. d. developing vastly different products within the firm's product line. ANSWER: d DIFFICULTY: Easy LEARNING OBJECTIVES: AIBP.OGUI.15.1-4 NATIONAL STANDARDS: United States- BUSPROG: Analytic STATE STANDARDS: United States - Ohio - DISC: Strategy KEYWORDS: Bloom's: Knowledge 71. If Caltec Corp., a computer manufacturer, increased the number of computers produced to twice the amount it used to, the economies of scale would: a. lower the fixed cost per unit. b. increase the fixed cost per unit. c. increase the variable costs. d. lower the defect rate of products. ANSWER: aDIFFICULTY: Challenging LEARNINGOBJECTIVES: AIBP.OGUI.15.1-4 NATIONAL STANDARDS: United States- BUSPROG: Reflective Thinking STATE STANDARDS: United StatesOhio - DISC: Strategy KEYWORDS: Bloom's: Application 72. 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 . a. low brand equity b. marketsegmentation c. economies ofscale d. inelasticity of demand ANSWER: dDIFFICULTY: Challenging LEARNINGOBJECTIVES: AIBP.OGUI.15.1-4 NATIONAL STANDARDS: United States- BUSPROG: Reflective Thinking STATE STANDARDS: United StatesOhio - DISC: Customer KEYWORDS: Bloom's: Application 73. Which of the following is true of inelasticity of demand? a. The supply of the product is greater than its demand. b. Consumers are less sensitive to price increases. c. Customers have low brand loyalty. d. It leads firms to decrease profit margins. ANSWER: bDIFFICULTY: Moderate LEARNINGOBJECTIVES: AIBP.OGUI.15.1-4 NATIONAL STANDARDS: United States- BUSPROG: Analytic STATE STANDARDS: United States - Ohio - DISC: Customer KEYWORDS: Bloom's: Comprehension 74. CoolNature, a manufacturer of mineral water, hasrecently launched its product in the market. Itstarts a rigorous advertising campaign to highlight the benefits of its product. This is an example of . a. selective demand stimulation b. economies ofscale c. marketsegmentation d. primary demand stimulation ANSWER: dDIFFICULTY: Challenging LEARNINGOBJECTIVES: AIBP.OGUI.15.1-4 NATIONAL STANDARDS: United States- BUSPROG: Reflective Thinking STATE STANDARDS: United StatesOhio - DISC: Product KEYWORDS: Bloom's: Application 75. RomTech, a cell phone manufacturer, displaysin its advertisement thatits products are better than othersin the market because they are waterproof and scratch proof. Thisis an example of . a. selective demand stimulation b. economies ofscale c. inelasticity of demand d. direct response advertising ANSWER: aDIFFICULTY: Challenging LEARNINGOBJECTIVES: AIBP.OGUI.15.1-4 NATIONAL STANDARDS: United States- BUSPROG: Reflective Thinking STATE STANDARDS: United StatesOhio - DISC: Product KEYWORDS: Bloom's: Application 76. 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 . a. direct response advertising b. personal selling c. delayed response advertising d. internal positioning ANSWER: aDIFFICULTY: Challenging LEARNINGOBJECTIVES: AIBP.OGUI.15.1-3 NATIONAL STANDARDS: United States- BUSPROG: Reflective Thinking STATE STANDARDS: United States - Ohio - DISC: Promotion KEYWORDS: Bloom's: Application 77.77. attempts to develop brand awareness and preference over time, as well as emphasize the benefits of using that brand. a. Delayed response advertising b. Co-op advertising c. Direct response advertising d. Sales promotion ANSWER: a DIFFICULTY: Easy LEARNING OBJECTIVES: AIBP.OGUI.15.1-3 NATIONAL STANDARDS: United States- BUSPROG: Analytic STATE STANDARDS: United States - Ohio - DISC: Promotion KEYWORDS: Knowledge [Show Less]