Q&A Hero

Q: Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 3 states, "Fast is better than __________." A. last B. perfect C. slow D. accurate E. pretty fast

Q: When developing the advertising program, specifying __________ helps advertisers with other choices in the process such as selecting media and evaluating a campaign. A. product or service features B. time constraints C. pricing constraints D. target audiences E. advertising objectives

Q: Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 2 states, "It's best to do __________ really, really well." A. one thing B. everything C. whatever you love D. what you are afraid of E. your job

Q: Which of the following is NOT an aspect of identifying the target audience for an advertisement?A. The scheduling of the advertising can depend on the target audience.B. Understanding the demographics of the target market is essential.C. The placement of the advertising depends on the target audience.D. The Federal Trade Commission (FTC) suggests that advertising program decisions be based on market research about the target audience.E. Understanding the lifestyles and attitudes of the target market is essential.

Q: Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 1 states, "Focus on the __________ and all else will follow." A. prize B. bottom line C. user D. seller E. brand

Q: The first decision in developing an advertising program is to A. set the budget. B. specify the advertising objectives. C. identify the target audience. D. select the appeal. E. select the media.

Q: Google's mission is to A. receive 20 billion inquiries each day. B. be the first company to generate $100 billion in revenues every year. C. be the most socially responsible company on earth. D. obtain corporate sustainability by the year 2015. E. organize the world's information and make it universally accessible and useful.

Q: An ad for Mercedes Benz cars showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo. There was no mention of the company name or sign of a product in the ad. This ad was an example of __________ advertising. A. competitive institutional B. competitive product C. advocacy D. pioneering product E. reminder institutional

Q: Google's first search engine was called __________. A. Pack Rat B. Back Rub C. Rub Down D. Black Eye E. Googolplex

Q: The U.S. Army sponsors advertising meant to get potential recruits to think about opportunities with the Army that they already known exist. This is an example of a(n) __________ advertisement. A. reminder institutional B. competitive institutional C. pioneering institutional D. advocacy E. subliminal institutional

Q: When Google chose a new model for its advertising, it decided toA. show advertisements that were the exact opposite of a consumer's profile to give the ads a higher awareness rate.B. randomize the time periods between ads and banners rather than use a steady schedule in order to keep the ads more noticeable.C. customize all advertisements based upon customers' preferences for color, music, and fonts based on information obtained from cookies.D. create a "quality score" to predict how effective an ad would be based on factors such as click-through rates, advertiser history, and keyword performance.E. create an "ad-option" page for consumers to create their own consumer profile, blocking out products and services they don't want and selecting the products and services they do.

Q: The purpose of reminder institutional advertisements is to A. promote a specific brand's features and benefits. B. tell people what a company is, what it can do, and where it is located. C. state the position of a company on an issue. D. bring the company's name to the attention of the target market again. E. promote the advantages of one product class over another.

Q: During a recent winter immunization campaign, The Center for Disease Control and Prevention used the media to encourage all Americans to get vaccinated against the seasonal flu virus. This is an example of a __________, where the media donated free space and air time. A. news release B. news conference C. public service announcement D. cooperative advertisement E. charitable advertisement

Q: The Beef Council promotes a series of ads in which the tag line is "Beef - it's what's for dinner." The purpose of these ads is to encourage the audience to eat more beef. This type of ad is a(n) __________. A. reminder institutional ad B. pioneering institutional ad C. product institutional ad D. competitive institutional ad E. advocacy ad

Q: A publicity tool that is heavily relied on by nonprofit organizations, and which involves free space or time donated by the media, is referred to as a __________. A. public service announcement B. cooperative advertisement C. cause-related publicity tool D. news conference E. news release

Q: The state of Florida Department of Citrus developed the "To Your Health" campaign to show the benefits of orange juice. The goal of these ads is to increase demand for orange juice as it competes with other beverages. This is an example of a __________ advertisement. A. competitive product B. product advocacy C. competitive institutional D. pioneering product E. pioneering institutional

Q: When Steve Ballmer, CEO of Microsoft, launched Office 2013 at an event in San Francisco, representatives of the media were invited to attend. The company announced the worldwide availability of Microsoft Office 2013 for business customers worldwide. This is an example of a __________. A. news release B. news conference C. promotional giveaway D. PSA E. cooperative advertisement

Q: Got Milk? Ad The "Got Milk?" ad shown above is an example of which type of advertising? A. reminder institutional B. competitive institutional C. pioneering institutional D. product advocacy E. product differentiation

Q: News conferences would most likely be used during which stage of a product's life cycle? A. introduction B. harvesting C. maturity D. growth E. decline

Q: America's dairy farmers and milk processors use their "Got Milk?" campaign to increase demand for milk relative to other beverages. This campaign would consist of __________ ads. A. competitive institutional B. competitive product C. advocacy D. pioneering product E. pioneering institutional

Q: A news conference is a(n) A. announcement regarding changes in a company or product line. B. free space or time in a newspaper or on a broadcast medium. C. publicity tool that utilizes high-visibility individuals in lobbying activities. D. meeting of top news executives to decide advertising policy. E. informational meeting to which representatives of the media are invited.

Q: The purpose of competitive institutional advertisements is to A. promote a specific brand's features and benefits. B. tell people what a company is, what it can do, and where it is located. C. state the position of a company on an issue. D. reinforce previous knowledge of a product. E. promote the advantages of one product class over another.

Q: A common publicity tool is the __________, where representatives of the media are all invited to an informational meeting and advance materials regarding the content are sent out in advance. A. infomercial B. news release C. news conference D. news flash E. news huddle

Q: An ad for an international consulting firm was intended to communicate the company's philosophy - that you can be big and nimble at the same time - rather than to sell any one particular service the company provides. The ad is an example of __________ institutional advertising. A. competitive B. pioneering C. advocacy D. reminder E. political

Q: An announcement that Apple has just introduced a new version of its iMac personal computer is an example of which type of publicity tool? A. lobbying B. events management C. disclosure statement D. news release E. public service announcement

Q: When Philip Morris changed its name to Altria, it ran __________ institutional ads to inform consumers. A. competitive B. advocacy C. pioneering D. reminder E. stakeholder

Q: A printed or an e-mailed announcement that is sent to members of the business press from German pharmaceutical giant Bayer stating that it is looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool? A. news release B. public trade announcement C. lobbying D. news conference E. event management

Q: Recent Bayer ads stating, "We cure more headaches than you think," are intended to inform consumers that the company produces many products in addition to aspirin. What type of ad is this? A. pioneering institutional advertisement B. competitive institutional advertisement C. advocacy institutional advertisement D. reminder institutional advertisement E. subliminal institutional advertisement

Q: The objective of a(n) __________ is to inform a newspaper, radio station, or other medium of an idea for a story. A. infomercial B. news flash C. news release D. news broadcast E. news summary

Q: Bridgestone uses institutional __________ ads in its "One Team. One Planet" campaign to inform people about its rubber tree farms, tire recycling, and environmentally friendly factories. A. pioneering B. competitive C. reminder D. political E. advocacy

Q: In planning and obtaining publicity, a frequently used tool is the __________, which is an announcement regarding changes in the company or the product line. A. trade announcement B. news release C. infomercial D. news conference E. public trade announcement

Q: An advertisement that informs people what a company is, what it can do, and where it is located is referred to as a(n) A. competitive institutional advertisement. B. competitive product advertisement. C. reminder institutional advertisement. D. advocacy institutional advertisement. E. pioneering institutional advertisement.

Q: All of the following are publicity tools EXCEPT: A. high-visibility individuals. B. PSAs. C. news releases. D. contests. E. news conferences.

Q: The purpose of pioneering institutional advertisements is to A. promote a specific brand's features and benefits. B. inform people what a company is, what it can do, and where it is located. C. state the position of a company on an issue. D. reinforce previous knowledge of a product. E. promote the advantages of one product class over another.

Q: Methods for obtaining nonpersonal presentation of an organization, product, or service without direct cost, such as news releases, news conferences, and public service announcements, are referred to as A. promotional strategies. B. cooperative advertising. C. public promotions. D. market-oriented promotions. E. publicity tools.

Q: Budweiser, as part of its "Responsibility Matters" campaign, promotes responsible drinking by encouraging the use of designated drivers. Ads in this campaign are an example of __________ advertisements. A. pioneering B. competitive C. reminder D. political E. advocacy

Q: Publicity tools refer to A. methods of tying charitable contributions of a firm directly to the customer revenues produced through the promotion of one of its products. B. methods used to get a nonpersonal, directly paid presentation of a company or its products. C. short-term inducements of value offered to arouse interest in buying a product or service. D. methods of obtaining nonpersonal presentation of an organization, product, or service without direct cost. E. free space or time donated by the media.

Q: The kind of advertisements that state the position of a company on an issue, such as the ads sponsored by the Miller Brewing Company encouraging the responsible use of alcohol, are __________ advertisements. A. advocacy B. pioneering C. competitive D. reminder E. political

Q: All of the following statements regarding the training of distributors' salesforces are true EXCEPT: A. a manufacturer's success often depends on the ability of its resellers' salesforces to represent its products. B. manufacturers develop incentive and recognition programs to motivate a reseller's salespeople to sell their products. C. intermediaries perform customer contact and selling functions for producers they represent. D. both retailers and wholesalers employ and manage their own sales personnel. E. resellers' salesforces are often more sophisticated and knowledgeable about a manufacturer's products than its own personnel.

Q: When the Lorillard Tobacco Company places ads discouraging teenagers from smoking, the firm is using which type of advertising? A. pioneering B. competitive C. reminder D. comparative E. advocacy

Q: A hardware store owner placed an advertisement for Sylvania LED light bulbs in the local newspaper. Sylvania provided the storeowner with several high-quality, camera-ready sample advertisements. In addition to supplying the advertising formats, Sylvania also paid 50 percent of the cost to place the ad in the paper. Sylvania was using __________ to promote its products. A. strategic channel partnership B. cooperative advertising C. retail publicity D. reseller consumer promotion E. manufacturer incentive advertising

Q: Chevron placed an ad stating that, "Protecting the planet is everyone's job. We Agree.," and encouraged consumers to use renewable energy. Which type of advertising was Chevron using? A. reminder B. competitive C. pioneering D. advocacy E. objective

Q: The purpose of an advocacy advertisement is to A. promote a specific brand's features and benefits. B. tell people what a company is, what it can do, and where it is located. C. state the position of a company on an issue. D. reinforce previous knowledge of a product. E. promote the advantages of one product class over another.

Q: Cooperative advertising refers to A. advertising programs by which a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products. B. advertising programs by which a manufacturer pays for national ad distribution and the retailer pays for local advertising expenses. C. advertising that is paid collectively for all stores located within a specified geographic area, such as a five-mile radius around a particular shopping center or strip mall. D. advertising paid for by multiple independent firms to promote a product class rather than an individual product or firm. E. advertising paid for by several unrelated firms to promote a worthy cause such as cancer research.

Q: All of the following are alternative forms of institutional advertisements EXCEPT: A. competitive B. public service C. reminder D. pioneering E. advocacy

Q: Advertising programs in which a manufacturer pays a percentage of a retailer's local advertising expense for advertising the manufacturer's products are referred to as A. trade promotion programs. B. consumer promotion programs. C. cooperative advertising programs. D. cause-related marketing programs. E. shared-responsibility programs.

Q: There are four commonly used forms of institutional advertising: advocacy, pioneering, competitive, and __________. A. sustainable B. philanthropic C. reminder D. persuasive E. informational

Q: A trade promotion which compensates retailers that transport orders from the manufacturer's warehouse is referred to as a __________. A. carry allowance B. haulage allowance C. finance allowance D. case allowance E. freight allowance

Q: There are four commonly used forms of institutional advertising: advocacy, pioneering, __________, and reminder. A. differentiation B. philanthropic C. pioneering D. competitive E. informational

Q: A trade promotion where the manufacturer gives a retailer a case allowance price for products in their warehouse, which prevents shelf stock from running down during the promotional period is referred to as a __________ stock protection program. A. level B. floor C. merchandise D. ground E. hedge

Q: There are four commonly used forms of institutional advertising: advocacy, __________, competitive, and reminder. A. differentiation B. pioneering C. persuasive D. philanthropic E. informational

Q: A trade promotion that involves paying retailers for financing costs or financial losses associated with consumer sales promotions is referred to as a __________. A. finance allowance B. promotional allowance C. merchandise allowance D. slotting fee E. failure fee

Q: There are four commonly used forms of institutional advertising: __________, pioneering, competitive, and reminder. A. sustainable B. persuasive C. philanthropic D. informational E. advocacy

Q: A variation of the case allowance is the __________ approach, whereby retailers receive some amount of the product free based on the amount ordered, such as 1 case free for every 10 cases ordered. A. complementary goods B. bonus goods C. BOGO D. free goods E. promotional allowance

Q: __________ advertising is often used to support the public relations plan or counter adverse publicity. A. Institutional B. Reminder C. Competitive D. Pioneering E. Objective

Q: A discount on each case ordered during a specific period of time is referred to as aA. functional allowance.B. merchandise allowance.C. case allowance.D. finance allowance.E. manufacturer's inducement.

Q: The objective of institutional advertisements is to __________ rather than promote a specific product or service. A. generate support for nonprofit organizations B. increase frequency of purchase of new products C. tout the competitive advantages of one industry over another D. build goodwill or an image for an organization E. promote alternative uses for a product class

Q: A(n) __________ reimburses a retailer for extra in-store support or special featuring of a brand. A. organizational allowance B. case allowance C. finance allowance D. manufacturer's inducement E. merchandise allowance

Q: Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as __________ advertisements. A. product B. public service C. institutional D. reminder E. repositioning

Q: Three common trade-oriented sales approaches are targeted uniquely to wholesalers, retailers, and distributers include: (1) allowances and discounts, (2) __________, and (3) training of distributor's salesforces. A. reminder advertising B. cooperative advertising C. pioneering advertising D. competitive advertising E. comparative advertising

Q: An ad for Campbell's soup reads, "We haven't changed that great taste your family's always loved." This is an example of __________ advertising. A. advocacy B. comparative C. persuasive D. informative E. reinforcement

Q: Sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers are referred to as A. trade-oriented sales promotions. B. consumer-oriented promotions. C. reseller-oriented promotions. D. wholesaler-oriented promotions. E. retailer-oriented promotions.

Q: The Dial Soap ad with the tag line, "Aren't you glad you use Dial? Don't you wish everybody did?" is an example of which type of advertising? A. fear appeal B. competitive C. pioneering D. institutional E. reinforcement

Q: Trade promotions refer to A. promotions where charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products. B. methods used to get a nonpersonal, indirectly paid presentation of a company's products. C. advertisements that show actual consumers using the product in a barter or countertrade situation. D. sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers. E. sales promotions that are directed to ultimate consumers and are used to support advertising and personal selling.

Q: A reinforcement ad A. reinforces previous knowledge of a product. B. assures current users they made the right choice. C. promotes a specific brand's features and benefits. D. tells people what a product is, what it can do, and where it can be found. E. shows one brand's strengths relative to those of competitors.

Q: In the film Runaway Bride, Julia Roberts boarded a FedEx truck. Another actor gave voice to FedEx's service guarantee, saying she will arrive "by 10 a.m. the next business day." This is an example of __________. A. a product placement B. product continuity C. a deal D. subliminal advertising E. a reverse product placement

Q: Reinforcement ads are reminder ads that A. assure current users they made the correct choice in choosing the product. B. reinforce previous knowledge of a product. C. repeat ad campaigns that have been used before in order to remind consumers of how good the ads were. D. reaffirm a company's position on an issue of importance or interest. E. reassure the company it has made the right choice in advertising the product.

Q: Tom Cruise wore Bausch and Lomb's Ray-Ban sunglasses in the movie Risky Business, and sales skyrocketed. The appearance of the sunglasses in the film is an example of __________. A. product continuity B. subsidized advertising C. subliminal direction D. showrooming E. product placement

Q: An FTD ad shows a woman holding a very large vase of flowers. The background is red and the only text in the ad is "Mother's Day." What type of ad is this? A. special occasion B. subliminal C. reminder D. pioneering E. comparative

Q: After the release of the movie E.T., sales of Hershey's Reese's Pieces soared while Mars, the makers of M&M'S and whose candies were featured in the earlier book, regretted not permitting its product to be used in the film. The appearance of the candy in the film is an example of __________. A. product continuity B. subsidized advertising C. subliminal direction D. showrooming E. product placement

Q: Dove Promises Chocolate Ad What type of product advertisement is the Dove Promises Chocolate ad above? A. pioneering B. reminder C. reinforcement D. comparative E. competitive

Q: Product placement refers to A. the consumer promotion that involves the use of a brand-name product in a movie, television show, video, or a commercial for another product. B. the relative value of a product's physical location based on line-of-sight positioning on a retailer's shelf. C. the placed on retailers' shelves or in showrooms based on the slotting fee paid by the manufacturer. D. the use of a brand-name product in a movie, television show, or commercial without the manufacturer's knowledge or permission, and without compensation. E. a variable fee paid by producers of movies, television products, or commercials to a manufacturer for the rights to use a product as a prop in one of their creative scenes.

Q: Reminder advertisements are especially effective for products in which stage of their product life cycle? A. introduction B. harvesting C. maturity D. growth E. decline

Q: The consumer sales promotion that involves the use of a brand-name product in a movie, television show, video, or a commercial for another product is referred to as(a) __________. A. co-branding B. subliminal tie-in C. product placement D. partnership promotion E. product parallelism

Q: The purpose of a reminder advertisement is to A. promote a specific brand's features and benefits. B. tell people what a product is, what it can do, and where it can be found. C. state the position of a company on an issue. D. reinforce previous knowledge of a product. E. promote the advantages of one product class over another.

Q: Hewlett Packard recently offered consumers a __________ of $100 when they purchased an HP computer and printer together. A. premium B. deal C. coupon D. rebate E. student incentive

Q: A reminder ad A. reinforces previous knowledge of a product. B. assures current users they made the right choice. C. promotes a specific brand's features and benefits. D. tells people what a product is, what it can do, and where it can be found. E. shows one brand's strengths relative to those of competitors.

Q: Virgin Mobile recently offered T-Mobile customers a __________ of $100 when they switched their service during a seven-week period. A. premium B. deal C. coupon D. rebate E. student incentive

Q: Advertisements that reinforce previous knowledge of a product are referred to as __________ advertisements. A. advocacy B. comparative C. persuasive D. informative E. reminder

Q: The Nabisco created a free-standing rack in the shape of a bus for its Ritz and other cracker products. The goal of the sales promotion was to maximize the consumers' attention to lunch box and after-school snacks. The "bus," which provided storage for the featured products, was placed in a high-traffic area of U.S. grocery stores. This type of sales promotion is referred to as a __________. A. sample B. free-standing insert C. point-of-purchase display D. premium E. deal