advertising 12-15

When a manufacturer offers a special promotion to other companies for their use and not for resale, it is a:

One of the primary goals of a consumer promotion is to:

The two most general categories of promotions are consumer franchise-building promotions and consumer:

The two most general categories of promotions are consumer sales-building promotions and consumer:

Consumer promotions designed to increase awareness and strengthen loyalty to a brand are called:

A consumer sales-building promotion is designed to:

When Colgate promotes a new tooth-whitening product using discounts to retail stores and prizes to customers to create immediate sales, the approach is primarily:

If consumer promotions are used, high-image brands should focus more on:

Nearly 80 percent of all coupons are offered by:

The primary vehicle for distributing print coupons and coupons in general is:

A bounce-back coupon is:

Redemption rates for e-coupons is:

Prizes or gifts that consumers receive when purchasing products are called:

A "write our new slogan" event that awards a prize to the winning slogan is a(n):

Women tend to prefer:

Men tend to prefer:

A consumer who only purchases his or her favorite brand is called:

In terms of planning promotions, consumers can be divided into the following categories, except:

Of the following groups, which has the lowest record of redeeming coupons?

The following are types of premiums, except:

Cash returns on hard goods, such as appliances and electronics, are called:

Retailers tend to like refunds and rebates because:

Each of the following are types of sampling, except:

Bonus packs can lead to brand switching if the consumer:

A consumer who makes the purchase decision based on price is called:

The unit in the company that manages publicity and other communications with all groups that contact the firm is the:

The public relations department is the unit in the company that:

The first major decision company leaders must make concerning public relations is:

In terms of goals for public relations, a hit is:

In terms of public relations, a mention of the company's name in a news story is called a:

Public relations functions include the following, except:

A stakeholder is:

The following are internal stakeholders, except:

Special interest groups would be considered:

Which statement below about corporation's reputation is true?

Which statement below reflects current consumer attitudes towards businesses?

Assessment of a corporation's reputation begins:

Social responsibility is:

A program that ties marketing to a charity in order to generate good will is called:

Cause-related marketing is based on the idea that :

When a dentist provides free services to women living in a shelter, it is:

In choosing a cause-related program, a company should focus on:

In terms of the public relations aspect of cause-related marketing, for companies to benefit the company should:

Green marketing is:

Based on U.S. consumer segmentation of consumer attitudes toward green marketing, the group that are heavy users of green marketing products, but is not politically active is called:

Damage control is:

Claiming responsibility for positive outcomes of events is called:

Believing that Wheaties may help make you a champion, since so many successful athletes have endorsed the cereal, is the result of using which proactive prevention strategy for damage control?

Proactive prevention strategies for damage control include:

When a company pays money to sponsor someone or some group that participates in an activity, it is called:

In choosing a sponsorship, it is important for a company to:

The Coca-Cola booth at spring break on South Padre Island is an example of:

The first step in developing an event marketing program is to:

Giving out samples of Pizza Hut products in conjunction with the debut of a motion picture that was funded by Pizza Hut is an example of:

Paying for an advertisement promoting a concert tour by a band and creating tie-ins with company products at the concerts is an example of:

The agency that monitors advertising on food packages and advertisements for drugs is the:

If a customer is concerned about the labeling on a bag of potato chips, the regulatory agency that should be contacted is the:

Public complaints about the amount of violence on television would be sent to the:

The law states that advertising to children cannot exceed 12 minutes per hour during weekdays. Which organization is responsible for making sure this time limit is not exceeded?

Puffery is:

Words such as "best," "greatest," and "finest" are examples of:

When McDonald's makes an advertising claim that the company offers the best-tasting hamburgers, the practice is known as:

The substantiation test for false and misleading advertising requires:

An administrative complaint is:

Which agency has the authority to order corrective advertising?

Which industry agency monitors online privacy practices of Web sites that involve children younger than 13 years of age?

Ethics are:

Concerning television advertising of alcohol products with contents stronger than beer or wine, which statement below is true?

Young males are often the targets of alcohol ads during sporting events using each of the following approaches, except:

Marketers argue restrictions on advertising of alcohol and tobacco products is not fair because:

Which statement below about the advertising of underwear, sexually-related products, feminine hygiene products,, and male enhancement products is FALSE?

When a company creates a brand name that closely resembles a popular or successful brand, it is:

The practice of purchasing Internet domains that are valuable to other people, companies, or organizations is:

From a company's perspective, the primary benefit of using cookies is it allows a company to:

Advertisements on the Internet that pop up and must be clicked off are called:

The two broad categories of evaluation tools are:

An examination of a creative message and the physical design of an advertisement or other marketing communication pieces is called:

An examination of visible customer actions including making store visits and purchases is called:

Which is an affective response to a marketing message?

A storyboard is used to outline the structure of:

Concept testing examines the:

The most common procedure used for concept testing is:

Cajun Pizza's marketing team has a new idea for an advertising campaign. Before developing the ad, they would like to see how consumers react. The appropriate evaluation technique would be a(n):

When 8 to 10 people test an ad concept because they are representative of a target market, they are called a(n):

When participants are asked the meaning of a marketing communication piece during a concept test, the researcher is using a(n):

If McDonald's marketing team wants to know the percentage of consumers that remembered a new ad that was just launched on television, the appropriate test would be:

Most researchers believe unaided recall tests are superior to other evaluation tests because they:

The type of person that is most likely to recall an advertisement is:

When individuals are given copies of an ad and asked if they recognize it or have seen it before, the technique is called:

In terms of message evaluation, recognition tests are:

Which test would tell McDonald's marketing team that consumers formed a negative impression of a sandwich after seeing an ad?

The test used to see if an ad changed the consumer's mind about a product is called:

Positioning advertising copytesting was a set of principles originally designed for:

Which of the following is a short-term measure of marketing effectiveness?

Measuring changes in sales following a marketing campaign is easier now than in the past because of:

To measure the impact of a point-of-purchase display, retailers and manufacturers can use:

The impact of all of the following marketing programs can be measured using redemption rates, except:

The number one way companies measure the impact of online advertising is:

McCormick's marketing team wants to test three different advertisements for its new Chicken Dijon gravy before they launch the product nationwide. To measure actual market reaction, the best approach would be to:

A purchase simulation test takes place in a:

In a public relations evaluation, the advertising equivalence technique is designed to measure the:

Consumer awareness and brand loyalty are closely linked to a measure of:

All of the following are common measures of the overall health of a company, except:

Which is a measure of a company's effort to eliminate negative activities and pursue positive programs?