Chapter 15 Quiz

Chapter 15 Quiz - Chapter 15 Quiz - Advertising and Sales...

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Chapter 15 Quiz - Advertising and Sales Promotion Score: 0% (0 out of 20 correct) 1. Total advertising expenditures by 2006: A. were about 15 percent of all firms' sales. B. were larger in Europe than in the U.S. C. were larger in Asia than in the U.S. D. were about $271 billion. E. were under $27 billion. Feedback: LearnObj: 1 Page: 380 2. U.S. corporations spend about ________ percent of their sales on advertising. A. 25 B. 35 C. 15 D. 2.5 E. 7.5 Feedback: LearnObj: 1 Page: 380 3. The largest share of total advertising expenditures in the United States goes for: A. Internet advertising. B. television and cable advertising. C. magazine advertising. D. direct-mail advertising. E. radio advertising. Feedback: LearnObj: 1 Page: 381 4. Which of the following statements about advertising objectives is FALSE?
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A. They should be as specific as possible. B. They should be more specific than personal selling objectives. C. They should be left to creative ad agencies, not the marketing manager. D. They should flow from the overall marketing strategy. E. They should set the framework for an advertising campaign. Feedback: LearnObj: 1 Pages: 381-382 5. Which of the following advertising headlines is MOST oriented toward stimulating PRIMARY demand? A. "See your Hewlett Packard dealer to learn how an affordable portable printer can make business travel easier." B. "Panasonic is the value leader." C. "IBM printers set the quality standard." D. "Buy Quality. Buy from an authorized Epson dealer." E. "Canon portable computers are lighter to carry than any other brand." Feedback: LearnObj: 2 Page: 383 6. The message "Drink milk every day" is an example of which type of advertising? A. Pioneering B. Competitive C. Indirect action D. Reminder E. Direct action Feedback: LearnObj: 2 Page: 383 7. A manufacturer of computer printers has decided to add scanners to its line. Which kind of advertising should it stress if it wants to persuade consumers to buy its brand of more or less
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Chapter 15 Quiz - Chapter 15 Quiz - Advertising and Sales...

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