Chapter_13_student_file[1]

Chapter_13_student_file[1] - MKTG 2201 INTRODUCTION TO...

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MKTG 2201- INTRODUCTION TO MARKETING Quiz for Chapter 13 Qi Sun
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Chapter 13: Advertising, Sales, Promotion, and Public Relations 1. Which of the following is true of institutional advertising?  ____d___ a. It is also known as public-service advertising.   b. It describes products as customer services.   c. It is primarily used to support sales promotion activities.   d. It promotes the activities or point of view of an organization.       e. It is used only by non-profit and government organizations.   2. ____b____ is the degree to which the target market will see an advertising message in a  specific medium.   a. Aperture   b. Advertising exposure       c. Gross rating point (GRP)   d. Impression   e. Reach   3. You receive a report that says the 68% of your target market had been exposed to your ad  campaign during a given period of time. This is an example of ____a____.   a. reach       b. frequency   c. impact   d. impression   e. engagement   4. Frequency is which of the following?  ____d___ a. the total number of people who will be exposed to an ad placed in one media  vehicle   b. the percentage of people who will be exposed to an ad more than once   c. the percentage of people who will be exposed to the media vehicle   d. the number of times a person in the target group will be exposed to an ad       e. the total number of ads in one advertising  campaign   5. Of the major consumer promotion tools, which is the most effective for introducing a new  product?  _____b___ a. coupons  b. samples       c. rebates  
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d. continuity programs   e. advertising   6. Which of the following is LEAST likely to be performed by a public relations  department?  ____d____ a. product publicity   b. lobbying   c. sponsorships   d. media vehicle selection       e. press releases   7. Lobbying, or building and maintaining relations with legislators and government officials  to influence legislation and regulation, is part of ___e_____.   a. outdated business ethics   b. media relations   c. reactive PR   d. crisis management   e. public relations       8. Some television shows have shown actors drinking a cup of Starbucks coffee. In these  instances, Starbucks has chosen ___e_____ as a marketing tool.   a. media promotion   b. a promotional product   c. testimonial   d. brand placement   e. public relations      9. An ad for Ford did not advertise any cars, but instead explained the meaning of the  company's slogan, "no boundaries." This ad is an example of ___c_____.   a. product advertising   b. a sales promotion   c. institutional advertising       d. advocacy advertising  
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This note was uploaded on 01/14/2012 for the course MKTG 2201 taught by Professor Jm during the Fall '10 term at Northeastern.

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Chapter_13_student_file[1] - MKTG 2201 INTRODUCTION TO...

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