Q&A Hero

Q: An ad for Allegra allergy medicine highlights the competitive advantage of Allegra over its primary competitors Benadryl, Tylenol, and Chlor-Trimeton. This is ad is an example of __________ advertising. A. reinforcement B. persuasive C. comparative D. informative E. reminder

Q: A sales promotion prominently displayed in a store aisle is called a(n) __________ display. A. seasonal B. automated C. interactive D. point-of-purchase E. product sampling

Q: An ad for Citrucel fiber supplement claimed that in a blind taste test consumers preferred the taste of Citrucel to Metamucil 2 to 1. This is ad is an example of __________ advertising. A. reinforcement B. comparative C. persuasive D. informative E. reminder

Q: A Taste of Greece, a restaurant chain that is known for its Extra Juicy Gyro sandwich, wants to encourage repeat purchases and create long-term customers. Which sales promotion should it employ? A. a trading stamp program that allows buyers to earn free food after making ten purchases B. a two-for-the-price-of-one deal that is only offered on New Year's Eve C. a coupon for a free soft drink with a Gyro purchase D. a game with food prizes E. free Extra Juicy Gyro samples at local fairs and concerts

Q: Fidelity Investments Ad The Fidelity Investments ad above highlights the advantages of its online trading service relative to Schwab, E*TRADE, and TD Ameritrade. What type of product advertisement is the Fidelity Investments ad shown above? A. reminder B. pioneering C. reinforcement D. comparative E. rivalry

Q: The most popular loyalty programs today are __________ reward programs. A. fast food B. airline travel C. hotel accommodations D. credit card E. grocery store

Q: Which of the following statements about comparative advertising is true? A. Comparative advertisements now constitute over 90% of all television ads. B. Comparative advertisements attract less consumer attention for the advertiser's brand. C. Comparative advertisements need market research to provide legal support for their claims. D. Comparative advertisements have been banned by the Federal Trade Commission. E. Comparative advertisements can, and often do, cause more harm than good.

Q: A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase by a consumer and offering a premium as purchases accumulate is referred to as A. a merchandise deal. B. a product enhancement. C. a loyalty program. D. retail positioning. E. experiential decoding.

Q: Studies indicate that comparative ads attract more attention and increase the perceived quality of the advertiser's brand although their impact may vary by product type, message content, and audience __________. A. gender B. education C. income D. ethnicity E. occupation

Q: Marketing firm Valassis created and managed a Nutella promotion to induce trial of the product. Nutella is a creamy, chocolaty, hazelnut spread that has been imported into the U.S. from Italy. A Valassis polybag containing a 20-gram "Coppetta" packet of Nutella spread, a cracker, a Nutella coupon, and a product brochure that were delivered to consumers' doors via the Sunday newspaper. What type of sales promotion was used here? A. product placement B. sample C. premium D. sweepstakes E. deal

Q: Which of the following statements about comparative advertising is most accurate? A. Comparative advertisements increase the perceived quality of the advertiser's brand. B. Comparative advertisements now constitute over 90% of all television ads. C. Comparative advertisements attract less consumer attention in the advertiser's brand. D. Comparative advertisements have been banned by the Federal Trade Commission. E. Comparative advertisements can, and often do, cause more harm than good.

Q: Michael Angelo's Pepperoni Mini Calzones are easy-to-prepare snacks, but the manufacturer believes customers are not buying the product as predicted because they are unfamiliar with calzones. The manufacturer is interested in employing a sales promotion technique that will communicate the ease of preparation and encourage customers to try the product. Which method would it most likely employ? A. Advertise on television showing a mother microwaving the snack in less than 60 seconds. B. Provide a premium to build customer goodwill by receiving reduced price merchandise. C. Have a sign that will be placed on the grocer's freezer where the product is offered for sale. D. Use a rebate to encourage customer purchase and increase confidence in the product. E. Use a demonstrator hired by the company to prepare the snack in a grocery store and give away cooked, bite-sized samples of the snack to shoppers as they pass by.

Q: Which of the following statements about comparative advertising is most accurate? A. Comparative advertisements now constitute over 90% of all television ads. B. Comparative advertisements attract more consumer attention for the advertiser's brand. C. Comparative advertisements can decrease the perceived quality of the advertiser's brand. D. Comparative advertisements have been banned by the Federal Trade Commission. E. Comparative advertisements can, and often do, cause more harm than good.

Q: When Allyn went to get his newspaper, he found the paper in a plastic bag along with a box containing one dose of Alka-Seltzer Heartburn Relief medication. In this example, which type of sales promotion is Alka-Seltzer using? A. a sample B. a deal C. a premium D. a point-of-purchase display E. an introductory offer

Q: A comparative 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: Taco Bell introduced its Doritos Locos Tacos by giving away millions of free tacos. In this example, Taco Bell used a sales promotion technique called A. a self-liquidating premium. B. a special deal. C. a rebate. D. sampling. E. product placement.

Q: Competitive advertisements that show the relative strength of one brand over another are referred to as __________ advertisements. A. advocacy B. competitive C. reminder D. comparative E. differentiation

Q: Sampling is an appropriate strategy for which type of products? A. products that are classified as shopping goods B. new products C. commodity products like salt, sugar, and baking soda D. products that are perishable E. products that are classified as specialty goods

Q: When Cadillac uses advertising to promote specific features of its Escalade hybrid, it is using which type of product advertisement? A. reminder B. competitive C. pioneering D. institutional E. differentiation

Q: Sales promotions where the consumer is offered the product free or at a greatly reduced price are referred to as A. deals. B. rebates. C. samples. D. premiums E. discounts.

Q: The key objective of competitive advertising is to A. tell people what a product is, what it can do, and where it can be found. B. show one brand's strengths relative to those of competitors. C. reinforce previous knowledge of a product. D. promote the advantages of one product class over another. E. persuade the target market to select the firm's brand rather than that of a competitor.

Q: McDonald's Sales Promotion Image As shown in the McDonald's Sales Promotion Image above, McDonald's partners with Hasbro each year to offer a Monopoly sales promotion. Customers who purchase selected menu items receive two tokens that correspond to the properties on the popular game board. If a set of tokens matches the color-coded properties, customers will win cash prizes of up to $1 million. Customers may also win "Instant" prizes redeemable for specific food or drink items. What is this popular sales promotion called? A. a lottery B. a contest C. a premium D. a sweepstakes E. a deal

Q: The primary purpose of a competitive advertisement is to A. tell people what a product is, what it can do, and where it can be found. B. assure current users they made the right choice. C. reinforce previous knowledge of a product. D. promote a specific brand's features and benefits. E. promote the advantages of one product class over another.

Q: Bernina, a sewing machine manufacturer, has an ongoing ad campaign in which it encourages sewers to stop in to their local Bernina dealer to register to win a new sewing machine. No purchase is necessary. Bernina is using a __________ sales promotion tool. A. sweepstakes B. lottery C. contest D. premium E. deal

Q: A competitive (or persuasive) 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: The California Pistachio Growers Association has an ongoing ad campaign in which it encourages people to think of pistachios when they think of good times and good friends. The ads ask readers to log onto www.pistachios.org to register to win 100 pounds of pistachios for a year plus a trip to California. The association is using a __________ as a sales promotion. A. lottery B. contest C. premium D. sweepstakes E. deal

Q: Advertising that promotes a specific brand's features and benefits is referred to as __________ advertising. A. competitive B. institutional C. differentiation D. pioneering E. reminder

Q: Today, there are two popular variations of sweepstakes: (1) one that offers products that consumers value as the prize and (2) one that offers __________. A. double or triple the face value of a coupon as the prize B. a free sample of the firm's product as the prize C. an "experience" as the prize D. a cash rebate for the purchase of the firm's product as the prize E. a BOGO deal as the prize

Q: TransWave International is a small company that has developed a system that uses the Internet and patented electronic sensors as an early-warning device for pipeline leaks. Pipeline safety is becoming a big issue in the U.S. as more natural gas lines are being laid near population centers. The timing is right for this company to be extremely successful, but it must use __________ advertising so oil companies will know of its product's existence. A. reminder B. competitive C. pioneering D. institutional E. objective

Q: Sales promotions that require participants to submit some kind of entry form but are purely games of chance requiring no analytical or creative effort by the consumer are referred to as A. premiums. B. rebates. C. deals. D. contests. E. sweepstakes.

Q: A recent Verizon "Share Everything" ad that describes a smartphone plan with unlimited talk and text service. The ad informs its target market about what the service is and what it can do, making it an example of a(n) __________ advertisement. A. reminder product B. reminder institutional C. competitive product D. informational institutional E. pioneering product

Q: A popular NPR radio show encourages listeners to solve a puzzle each week. If they have the correct answer and send it in to the show and theirs is chosen, they win a prize. This is an example of a __________. A. premium B. sweepstakes C. deal D. contest E. trade promotion

Q: Welch's Farmer's Pick Ad In the Welch's ad above, Welch's is introducing its new Farmer's Pick juice. What type of product advertisement is this ad? A. reminder B. pioneering C. reinforcement D. comparative E. competitive

Q: "Inspired by Threads - A Fashion Challenge" is a(n) __________ run each year by Threads magazine, which is targeted toward professional clothiers and seamstresses. The idea is to design and sew a garment and send the entry into Threads to compete with others for prizes such as sewing machines and cash. A. premium B. sweepstakes C. contest D. deal E. end-run sample

Q: During the Pillsbury Bake Off, thousands of people across the country compete to create the best new recipe using the sponsor's products. Not only does the company benefit from the publicity surrounding the event and the great recipes that can be used later to increase product usage, but also there is an increase in product sales as contenders buy items to practice their new recipes. The top 100 finalists are flown to Orlando, FL to compete for cash and merchandise that exceeds $1 million! This is an example of a very successful promotional __________. A. challenge B. contest C. sweepstakes D. competition E. public relations campaign

Q: The key objective of a pioneering ad is to A. promote a specific brand's features and benefits. B. show one brand's strengths relative to those of competitors. C. inform the target market. D. reinforce previous knowledge of a product. E. promote the advantages of one product class over another.

Q: The Doritos "Crash the Super Bowl" sales promotion in which people submit a 30-second TV ad that could air during the game and possibly win a $1 million prize is an example of a __________. A. deal B. sweepstakes C. contest D. sponsor-generated content E. loyalty program

Q: The primary purpose of a pioneering product advertisement is to A. tell people what the company is, what it can do, and where it is located. B. tell people what a product is, what it can do, and where it can be found. C. show one brand's strengths relative to those of competitors. D. reinforce previous knowledge of a product. E. build goodwill or an image for an organization rather than promote a specific product or service.

Q: Which sales promotion tool is the best match for the growth in consumer (or user)-generated content? A. samples B. sweepstakes C. coupons D. contests E. deals

Q: Pioneering advertisements would most likely be used during which stage of the product life cycle? A. introduction B. decline C. maturity D. harvesting E. growth

Q: A sales promotion in which the consumer is invited to apply their skill or analytical or creative thinking to try to win a price is referred to as a __________. A. contest B. challenge C. competition D. sweepstakes E. public relations campaign

Q: Another name for pioneering advertising is __________ advertising. A. differentiation B. persuasive C. prospecting D. awareness E. informational

Q: When Milk-Bone dog biscuits offered a ball toy for $1.99 and two proofs of purchase, it was using a __________. A. deal B. rebate C. coupon D. sample E. premium

Q: A pioneering (or informational) 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: A print ad for Allegra allergy medication offers a free purple seat cushion to all who request additional information about the drug. This seat cushion is an example of a __________. A. sample B. deal C. rebate D. premium E. coupon

Q: The three primary types of product advertisement are pioneering, competitive, and __________. A. informational B. industrial C. reminder D. persuasive E. subliminal

Q: The radio commercial said, "Send three proofs of purchase and $3 for postage and handling to receive your monogrammed T-shirt." This ad was offering customers a __________. A. sample B. deal C. premium D. rebate E. coupon

Q: The three primary types of product advertisement are pioneering, __________, and reminder. A. informational B. competitive C. industrial D. institutional E. subliminal

Q: Recently, McDonald's offered collectable toys based on the characters of the Nickelodeon cartoon TV show SpongeBob SquarePants for free with the purchase of a Happy Meal. These toys are an example of a __________. A. deal B. premium C. rebate D. coupon E. sample

Q: The three primary types of product advertisements are __________, competitive, and reminder. A. goodwill B. industrial C. persuasive D. pioneering E. subliminal

Q: Recently, McDonald's offered collectable toys related to the release of the movie Epic for free with the purchase of a Happy Meal. These collectibles are an example of a __________. A. deal B. rebate C. coupon D. sample E. premium

Q: The three primary types of product advertisements are __________. A. pioneering, institutional, and informational B. humor, sex, and fear C. pioneering, competitive, and reminder D. competitive, subliminal, and institutional E. cognitive, affective, and behavioral

Q: All of the following are the most popular premiums EXCEPT: A. writing instruments. B. toys for dogs and cats. C. cups and mugs. D. desk accessories. E. apparel.

Q: Advertisements that focus on selling a product or service and which can take three forms - pioneering (or informational), competitive (or persuasive), and reminder - are referred to as A. product advertisements. B. service advertisements. C. persuasive advertisements. D. institutional advertisements. E. cooperative advertisements.

Q: What promotional tool is often used with consumers that consists of merchandise offered at a significant savings over its retail price and whose cost is covered because the consumer is charged for it? A. BOGO deal B. self-liquidating premium C. sample D. rebate E. coupon

Q: Product advertisements focus on selling __________. A. publicity B. an emotion or a feeling C. a sense of well-being D. goodwill E. a product or service

Q: A promotional tool often used with consumers which consists of merchandise offered free or at a significant savings over its retail price is referred to as a A. deal. B. rebate. C. sample. D. premium. E. coupon.

Q: Product advertisements refer to advertisements that focus onA. a product class rather than on an individual brand.B. building goodwill or an image for an organization.C. counteracting negative opinions.D. selling a product or service.E. clarifying misconceptions.

Q: During Super Bowl weekend, Pepsi introduces a new brand of soft drink. On that same weekend, Coca-Cola offers a "BOGO" (Buy One, Get One) promotion to make the Pepsi new product introduction more difficult. Which type of sales promotion is Coca-Cola using? A. a deal B. a contest C. a premium D. a rebate E. a sample

Q: Advertisements basically consist of two types: __________ and __________. A. prepurchase; postpurchase B. promotional; reinforcement C. promotional; informative D. product; service E. product; institutional

Q: The sign at the entrance to the men's store reads, "Buy one shirt, get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the men's store is using? A. a contest B. a premium C. a deal D. a rebate E. a sample

Q: Advertising refers to A. any non-paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. B. any paid form of personal communication about an organization, product, service, or idea by an identified sponsor. C. any nonpaid form of personal communication about an organization, product, service, or idea by an unidentified sponsor. D. any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. E. any paid form of nonpersonal communication about an organization, product, service, or idea by an unidentified sponsor.

Q: Short-term price reductions like two-for-one commonly used to increase trial among potential customers or to retaliate against a competitor's actions is commonly referred to as a __________. A. coupon B. deal C. sample D. premium E. product placement

Q: Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as __________. A. publicity B. sales promotion C. advertising D. personal selling E. direct marketing

Q: A mother handed her college-aged son a clipped __________ and said, "Use this to get 25 cents off the Birds Eye lima beans I need you to pick up for dinner," which shows that Birds Eye has been successful in its attempt to stimulate demand. A. coupon B. rebate C. sample D. deal E. premium

Q: Advertisers are excited about online TV because A. ads look better on high definition (HD) computer screens. B. it will offer target audiences who are engaged. C. there will be more advertising space available. D. it uses old technology so investment is minimal. E. measuring TV viewership will be easier.

Q: Valpak is a firm that sends consumers a package of __________ to stimulate selective demand (encourage the trial) of various products by offering them a discounted price. A. deals B. rebates C. samples D. premiums E. coupons

Q: Television rating company Nielsen has labeled which of the following the "Zero TV" households? A. those who watch absolutely no television programming B. traditional broadcast viewers C. online TV viewers D. satellite TV viewers E. cable TV viewers

Q: All of the following add to the costs of coupons EXCEPT: A. misredemption. B. redemption. C. customer handling. D. clearinghouse costs. E. the advertisement to deliver it.

Q: The next big change coming to television advertising will most likely be A. OTV or online TV. B. digital video recorders (DVRs). C. 16 K Ultra HD satellite TV. D. 90-second commercials. E. iPad remote controls.

Q: All of the following statements are true about coupons EXCEPT: A. coupon redemption rates have been increasing in recent years as the weak economy has increased the attractiveness of coupons. B. companies that have decreased their use of coupons as redemption rates have fallen. C. the number of coupons generated at Internet sites and on mobile phones has been increasing. D. online coupons only account for a small percentage of total coupon redemptions. E. most coupons are distributed as freestanding inserts in newspapers.

Q: For marketers, the primary objective of coupons is to __________. A. increase foot traffic in supermarkets B. encourage repeat purchases C. stimulate trial D. retaliate against competitor's actions E. minimize brand-switching

Q: Sales promotions that usually offer a discounted price to the consumer, which encourages trial of the product, are commonly referred to as __________. A. deals B. rebates C. samples D. coupons E. premiums

Q: When preparing to go shopping after the Christmas holidays, Christy actively scans the ads in the local newspaper for coupons and contests. While in the store, Christy also looks for free samples of new products and products she hasn't purchased previously. The coupons, contests, and free samples are all examples of __________. A. advertising B. publicity C. sales promotion D. personal selling E. direct marketing

Q: Directed to ultimate consumers, consumer-oriented sales promotions are sales tools used to support a company's __________ and __________. A. advertising; public relations B. advertising; personal selling C. personal selling; public relations D. personal selling; direct marketing E. advertising; direct marketing

Q: Sales tools like coupons and premiums that are used to support a company's advertising and personal selling directed to ultimate consumers are referred to as __________. A. trade-oriented sales promotions B. manufacturers' promotions C. channel promotions D. consumer-oriented sales promotions E. reseller promotions

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

Q: Sales promotion expenditures account for of all promotional spending. A. 5 percent B. 12 percent C. 19 percent D. 24 percent E. 33 percent

Q: Sales promotion has become a key element of the promotional mix, which now accounts for __________ in annual expenditures. A. $100 million B. $255 million C. $5 billion D. $25 billion E. $70 billion

Q: Posttests that involve studies such as controlled experiments (e.g., using radio ads in one market and newspaper ads in another and comparing the results) and consumer purchase tests (measuring retail sales that result from a given advertising campaign) are examples of A. aided recall tests. B. unaided recall tests. C. attitude tests. D. sales tests. E. inquiry tests.