MKTG 494- Ch. 18

Haben

100

What is not one of the 5 M's of advertising? a) mission b) merge c) money d) message e) media

B) MERGE

200

What is another term commonly used for communication-effect research? a) copy testing b) sales-effect research c) consumer research d) results research e) none of the above

A) COPY TESTING

300

2) What is Sales-Effect research? a) how sales increase brand awareness b) how sales are generated by an ad that increases brand awareness and brand preference c) seeks to determine whether an ad is communicating effectively d) how sales increase brand preference e) none of the above

B) HOW SALES ARE GENERATED BY AN AD THAT INCREASES BRAND AWARENESS AND BRAND PREFERENCE

Matt

100

Which is not a type of advertising time pattern? a) continuity b) concentration c) focus d) flighting e) pulsing

C) FOCUS

200

What is the objective of sales promotions? a) increase consumer demand b) stimulate market demand c) improve product availability d) improve sales e) all of the above

E) ALL OF THE ABOVE

300

Which is a description of CONTINUITY in media timing and allocation? a) spending all the advertising dollars in a single period b) continuous advertising at low level weights c) exposure of ads evenly throughout a given time period d) a period of advertising, followed by no advertising, followed by a period of advertising again e) none of the above

C) EXPOSURE OF ADS EVENLY THROUGHOUT A GIVEN TIME PERIOD

400

Which is a description of CONCENTRATION in media timing and allocation? a) spending all the advertising dollars in a single period b) continuous advertising at low level weights c) ads are exposed evenly in a given period d) a period of advertising, followed by no advertising, followed by a period advertising again e) none of the above

A) SPENDING ALL THE ADVERTISING DOLLARS IN A SINGLE PERIOD

Kyle

100

Which is not a major consumer promotion tool? a) samples b) free stock c) coupons d) rebates e) free trials

B) FREE STOCK

200

DAILY DOUBLE!!! Which is not a factor affecting advertising budget decisions? a) geographic location b) stage in the product lifecycle c) market share and consumer base d) competition and clutter e) advertising frequency

A) GEOGRAPHIC LOCATION

300

10) Which objectives is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time? a) Sales objective b) Advertising objective c) Target objective d) Economic objective e) International objective

B) ADVERTISING OBJECTIVE