BUS90_Midterm 3

BUS90_Midterm 3 - Midterm 3 Description Midterm three...

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Midterm 3 Description Midterm three consists of 60 multiple-choice questions. Please see the green sheet for the alloted time and the chapters to be covered on this exam. David This assessment is worth 60 points. Note: Correct answers appear in Blue . Incorrect answers and skipped questions appear in Red after 'Your response'. 1. Traditionally, U.S. advertising agencies have been paid a commission of about _____ percent on media and production costs. (1 point) Your response: b. 15 (You answered correctly!) 1 point awarded. The correct answer is: a. 20 b. 15 c. 25 d. 10 e. 5 2. Advertising on the Internet: (1 point) Your response: e. All of the above. (You answered correctly!) 1 point awarded. The correct answer is:
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a. Is growing fast, but still accounts for a small proportion of total ad spending. b. Takes a variety of forms, such as banners and pop-ups. c. May be annoying to consumers if it interferes with what they want to do on the Internet. d. Is usually aimed at getting consumers to click through to the advertiser's website. e. All of the above. 3. Reminder advertising (1 point) Your response: b. tries to keep the product's name before the public. (You answered correctly!) 1 point awarded. The correct answer is: a. tries to develop primary demand for a product category rather than demand for a specific brand. b. tries to keep the product's name before the public. c. means making specific brand comparisons using actual product names. d. tries to develop selective demand for a specific brand. e. informs potential customers about the new product and helps turn them into adopters. 4. In its ads, General Mills highlights the advantages of its Milk 'n Cereal breakfast bars over Kellogg's breakfast bars. This is: (1 point) Your response: a. comparative advertising. (You answered correctly!)
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1 point awarded. The correct answer is: a. comparative advertising. b. primary advertising. c. selective advertising. d. reminder advertising. e. institutional advertising. 5. Selecting the most effective advertising media depends on the: (1 point) Your response: e. All of the above. (You answered correctly!) 1 point awarded. The correct answer is: a. nature of the media—i.e. reach, frequency, impact and cost. b. firm's target market. c. funds available for advertising. d. firm's promotion objectives. e. All of the above. 6. A supermarket manager should use ______________ advertising to increase store traffic during the middle of the week. (1 point) Your response: d. reminder 0 points awarded.
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The correct answer is: a. institutional b. indirect competitive c. pioneering d. reminder e. direct competitive 7. "Cooperative advertising" involves producers: (1 point) Your response: e. and intermediaries sharing in the cost of local advertising. (You answered correctly!) 1 point awarded. The correct answer is:
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This note was uploaded on 08/11/2010 for the course BUS 90 taught by Professor Stringer during the Spring '10 term at DeAnza College.

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BUS90_Midterm 3 - Midterm 3 Description Midterm three...

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