TRUE/FALSE QUESTIONS Answer whether the following statements are true or false
1 Discuss the role of advertising in the IMC program
2. A small high-tech company has just launched a new writing pen that has a memory, much like a small computer. The advertising campaign focuses on the innovativeness of the new product. This is an example of pioneering advertising. true false 3. The advertisements for Dippy Chips include the names of the major competitors in the potato chip market. The ads depict kids evaluating the crunchiness of three competing potato chips. This is an example of competitive advertising. true false
2. A small high-tech company has just launched a new writing pen that has a memory, much like a small computer. The advertising campaign focuses on the innovativeness of the new product. This is an example of pioneering advertising. true false
3. The advertisements for Dippy Chips include the names of the major competitors in the potato chip market. The ads depict kids evaluating the crunchiness of three competing potato chips. This is an example of competitive advertising. true false
3 Describe the creative planning process for advertising
4. A print ad depicts a picture of a frozen dessert accompanied by information about the dessert: "two servings, only 300 calories per serving, no cholesterol, and 100 percent of the CANRDA of vitamins and minerals." This is an example of an advertisement selling the product's benefits. true false 5. An advertisement for an energy-efficient light bulb tells viewers that they will save $10 per month on their utility bills. This is an example of a positive motive appeal. true false
4. A print ad depicts a picture of a frozen dessert accompanied by information about the dessert: "two servings, only 300 calories per serving, no cholesterol, and 100 percent of the CANRDA of vitamins and minerals." This is an example of an advertisement selling the product's benefits. true false
5. An advertisement for an energy-efficient light bulb tells viewers that they will save $10 per month on their utility bills. This is an example of a positive motive appeal. true false
4 Describe the media planning process for advertising
6. The Tuffy Tools firm manufactures hand tools. Rather than pay for all its advertising by itself, the management of Tuffy Tools has decided to give each of the hardware stores that carries Tuffy Tools some money to be used for the retailer's advertisements. The understanding is that Tuffy Tools will be featured in the retailers' ads. This is an example of cooperative advertising. true false 7. A private college would like to evaluate how effectively its advertising dollars are being spent. The college's marketing department takes the total amount of advertising spending and divides it by the number of people who are exposed to the advertisements. The college is calculating the reach. true false 8. The two local newspapers in Dippyville reach very different audiences. Most farm workers read the Daily Moo, while most of the town's doctors and lawyers read the Eye-Cue News. Each of these newspapers displays high audience selectivity. true false 9. A local greeting card store only runs newspaper advertisements the week before major card-sending holidays, such as Valentine's Day, Mother's Day, Halloween, and New Year's. This is an example of a pulsing schedule. true false
6. The Tuffy Tools firm manufactures hand tools. Rather than pay for all its advertising by itself, the management of Tuffy Tools has decided to give each of the hardware stores that carries Tuffy Tools some money to be used for the retailer's advertisements. The understanding is that Tuffy Tools will be featured in the retailers' ads. This is an example of cooperative advertising. true false
7. A private college would like to evaluate how effectively its advertising dollars are being spent. The college's marketing department takes the total amount of advertising spending and divides it by the number of people who are exposed to the advertisements. The college is calculating the reach. true false
8. The two local newspapers in Dippyville reach very different audiences. Most farm workers read the Daily Moo, while most of the town's doctors and lawyers read the Eye-Cue News. Each of these newspapers displays high audience selectivity. true false
9. A local greeting card store only runs newspaper advertisements the week before major card-sending holidays, such as Valentine's Day, Mother's Day, Halloween, and New Year's. This is an example of a pulsing schedule. true false
5 Discuss the role of sales promotion in the IMC campaign
10. WestJet Airlines has a loyal customer base that is based on the airlines' consistently good service. WestJet should give price-off packages to its customers to encourage further loyalty. true false
6 Describe the most common forms of consumer sales promotion
11. Crunchy-Worms cereal includes a free worm toy inside every box. Consumers can order the rest of the worm family by mailing the proofs-of-purchase from five boxes of cereal to the manufacturer for each additional worm. This is an example of a premium. true false
7 Identify the most common forms of trade sales promotion
12. At the annual HAI event, helicopter manufacturers and vendors of helicopter-related products gather together in a convention center and display their products in booths to customers and potential customers. This is an example of a trade show. true false
8 Discuss the role of public relations in the IMC program
13. Publicity can help gain exposure for and position new products. true false
9 Describe the major types of public-relations activities
14. Crisis management involves a coordinated effort to handle the effects of both favourable and unfavourable publicity. true false
2 Identify the major types of advertising
16. Future Power, Inc., has begun an advertising campaign to manufacturers. The campaign promotes the advantages of using alternative battery technologies (such as the new GaAs battery) for toys, computers, and electric cars. This is ____________ advertising. a. comparative b. innovative c. institutional d. competitive e. pioneering
17. A rental car company with the second largest market share runs advertisements showing how its customer service is superior to that of the largest competitor. This is an example of ____________ advertising. a. comparative b. combat c. competitive d. institutional e. pioneering
18. The first step in the advertising campaign decision process is to: a. make media decisions b. evaluate the campaign c. determine campaign objectives d. develop advertising copy e. make creative decisions 19. A financial services advertisement targets busy professional parents by showing them in a variety of situations during a typical frantic day. This is an example of a ____________ execution. a. spokesperson b. demonstration c. fantasy d. lifestyle e. product symbol 20. In the advertisement for a bathroom cleaner, animated, talkative scrubbing bubbles are used to show how hard the bubbles work to clean. The lively scrubbing bubbles appear in all advertisements for this product and are depicted on the packaging. This is an example of a ______________ executional style. a. fantasy b. lifestyle c. spokesperson d. product symbol e. scientific evidence
18. The first step in the advertising campaign decision process is to: a. make media decisions b. evaluate the campaign c. determine campaign objectives d. develop advertising copy e. make creative decisions
19. A financial services advertisement targets busy professional parents by showing them in a variety of situations during a typical frantic day. This is an example of a ____________ execution. a. spokesperson b. demonstration c. fantasy d. lifestyle e. product symbol
20. In the advertisement for a bathroom cleaner, animated, talkative scrubbing bubbles are used to show how hard the bubbles work to clean. The lively scrubbing bubbles appear in all advertisements for this product and are depicted on the packaging. This is an example of a ______________ executional style. a. fantasy b. lifestyle c. spokesperson d. product symbol e. scientific evidence
21. A lawn and garden store has an arrangement with a lawn mower manufacturer that 50 percent of the cost of all radio and newspaper advertisements placed by the store will be paid for by the manufacturer. This is ____________ advertising. a. comparative b. cooperative c. institutional d. corporate e. competitive 22. The Flow-Bee hair cutting vacuum cleaner attachment is shown during a half-hour television spot. The product is demonstrated on volunteer studio audience members, testimonials are given by Flow-Bee owners, and viewers are encouraged to order the product through an 800 telephone number. Flow-Bee is using the ____________ form of direct-response advertising. a. megamercial b. ad expander c. extended sales pitch d. prolonged ad e. infomercial 23. Peter's Perfumes is currently deciding how much space or time will be placed in each medium that the company has selected. Peter's Perfumes is determining its: a. marketing mix b. promotional plan c. media mix d. advertising campaign e. reach objectives 24. The manufacturer of Furry's Ferret Food estimates that the product's new advertising campaign will reach 500,000 people and will cost $750,000 if the company uses newspaper ads, and $1 million if it uses television. The company's decision seems to rest on: a. cost per contact b. flexibility c. noise level d. life span e. geographic selectivity 25. Because Calvin's Crystals wants to spend its promotional budget on advertisements that will have a long life span, it should use ____________ advertising. a. magazine b. radio c. television d. newspaper e. outdoor 26. Kay's Catering has set up a seasonal plan for advertising, with dates selected in January, September, and December on three local radio stations, the city newspaper, and bus transit signs. This is a: a. message execution plan b. media profile c. media schedule d. reach program e. frequency timetable 27. Ricky's Rib Restaurant runs ads for one week, every other month, in the entertainment section of the newspaper. No other forms of advertising are used. This is a ____________ scheduling plan. a. continuous b. flighting c. pulsing d. seasonal e. duplication
21. A lawn and garden store has an arrangement with a lawn mower manufacturer that 50 percent of the cost of all radio and newspaper advertisements placed by the store will be paid for by the manufacturer. This is ____________ advertising. a. comparative b. cooperative c. institutional d. corporate e. competitive
22. The Flow-Bee hair cutting vacuum cleaner attachment is shown during a half-hour television spot. The product is demonstrated on volunteer studio audience members, testimonials are given by Flow-Bee owners, and viewers are encouraged to order the product through an 800 telephone number. Flow-Bee is using the ____________ form of direct-response advertising. a. megamercial b. ad expander c. extended sales pitch d. prolonged ad e. infomercial
23. Peter's Perfumes is currently deciding how much space or time will be placed in each medium that the company has selected. Peter's Perfumes is determining its: a. marketing mix b. promotional plan c. media mix d. advertising campaign e. reach objectives
24. The manufacturer of Furry's Ferret Food estimates that the product's new advertising campaign will reach 500,000 people and will cost $750,000 if the company uses newspaper ads, and $1 million if it uses television. The company's decision seems to rest on: a. cost per contact b. flexibility c. noise level d. life span e. geographic selectivity
25. Because Calvin's Crystals wants to spend its promotional budget on advertisements that will have a long life span, it should use ____________ advertising. a. magazine b. radio c. television d. newspaper e. outdoor
26. Kay's Catering has set up a seasonal plan for advertising, with dates selected in January, September, and December on three local radio stations, the city newspaper, and bus transit signs. This is a: a. message execution plan b. media profile c. media schedule d. reach program e. frequency timetable
27. Ricky's Rib Restaurant runs ads for one week, every other month, in the entertainment section of the newspaper. No other forms of advertising are used. This is a ____________ scheduling plan. a. continuous b. flighting c. pulsing d. seasonal e. duplication
28. Sales promotion: a. inspires long-term brand loyalty b. is only directed to the ultimate consumer market c. is more difficult to measure than advertising d. is a smaller percentage of the promotion budget than advertising e. offers a short-term incentive to buy
29. Campbell's Soup is offering a wooden recipe box with soup recipes to consumers who send in five proofs-of-purchase. This is an example of a: a. prize b. coupon c. premium d. contest e. free merchandise sample 30. The Dashing Dish Soap firm has decided to use free samples as a promotion technique because: a. its dish soap is similar to other dish soaps b. it is an inexpensive promotional tool c. this is an increasingly popular technique with manufacturers d. this allows the consumer to try the product risk-free e. trial-size containers are a form of advertising
29. Campbell's Soup is offering a wooden recipe box with soup recipes to consumers who send in five proofs-of-purchase. This is an example of a: a. prize b. coupon c. premium d. contest e. free merchandise sample
30. The Dashing Dish Soap firm has decided to use free samples as a promotion technique because: a. its dish soap is similar to other dish soaps b. it is an inexpensive promotional tool c. this is an increasingly popular technique with manufacturers d. this allows the consumer to try the product risk-free e. trial-size containers are a form of advertising
31. The Marble Manufacturing firm has offered a price reduction to the Fun-n-Games chain of toy stores as long as the stores take responsibility for sorting and bagging marbles by colour and size and for setting up special marble displays. The price reduction is also a: a. sales discount b. point-of-purchase discount c. merchandise guideline d. trade allowance e. form of push money
8 Discuss the role of public relations in the promotional mix
32. Capital Finance has mailed its stockholders a brochure that included data from the firm on new customer services, management changes, and the firm's financial situation. This is an example of: a. lobbying b. corporate selling c. a sales promotion d. public relations e. stockholder marketing 33. The Clearly Can Corporation sponsored a citywide litter pickup contest and sent all the proceeds from recycling the collected cans to a local charity. The event was so popular that the local newspaper took pictures for the front page, and every local news station carried a story about Clearly Can's community activities. The newspaper pictures and the news stories exemplify: a. lobbying b. a sales promotion c. an attempt to build advertising credibility d. public relations aimed at the community at large e. publicity
32. Capital Finance has mailed its stockholders a brochure that included data from the firm on new customer services, management changes, and the firm's financial situation. This is an example of: a. lobbying b. corporate selling c. a sales promotion d. public relations e. stockholder marketing
33. The Clearly Can Corporation sponsored a citywide litter pickup contest and sent all the proceeds from recycling the collected cans to a local charity. The event was so popular that the local newspaper took pictures for the front page, and every local news station carried a story about Clearly Can's community activities. The newspaper pictures and the news stories exemplify: a. lobbying b. a sales promotion c. an attempt to build advertising credibility d. public relations aimed at the community at large e. publicity
34. Tools for the public relations manager include all of the following EXCEPT: a. employee and investor relations b. advertising c. public affairs d. press relations e. lobbying
