1. In launching a new product, the advertiser chooses among continuity, concentration, flighting, and ________ advertising patterns.
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
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.
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.
7. Sales promotion, with its incessant prices off, coupons, deals, and premiums, may ________ the product offering in the buyers’ mind.
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 ________.
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
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
d. a tie-in
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
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
In deciding to use a particular incentive, marketers have several factors to consider. One of these factors is ________.
g. distribution vehicle
h. promotion budget
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
d. Lead time
14. One of the reasons marketers sponsor events is to ________ a particular target market or lifestyle.
a. identify with
b. capitalize upon
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
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.
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
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.
20. Which of the following is NOT a function of the PR department?
a. Press relations
b. Product publicity
c. Corporate communications
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.
24. The major tools in an MPR department include publications, events, sponsorships, ________, speeches, public service activities, and identity media.
25. The easiest measure of MPR effectiveness is the number of ________ carried by the media.
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
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