Marketing Final Exam

C cooperative advertising is an arrangement in which

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Unformatted text preview: motion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 81. An ad for the new Magnifique perfume by Lancome shows that it can be purchased at Macy’s. This ad is most likely an example of _____ advertising. a. comparative b. institutional c. cooperative d. advocacy e. strategic ANS: C Cooperative advertising is an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer’s brand. PTS: 1 REF: 273 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Application 82. Advertising in the form of a 30-minute advertisement that resembles a television talk show is called a(n): a. infomercial b. extended sales pitch c. mega-mercial d. ad expander e. prolonged advertisement ANS: A Infomercials are an attractive advertising vehicle for many marketers because of the relatively inexpensive airtime and the lower production costs. PTS: 1 REF: 274 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 83. The many uses of OxiClean products are shown in a program-length television commercial. This is a(n) _____ form of advertising. a. mega-mercial b. ad expander c. infomercial d. prolonged ad e. extended sales pitch ANS: C Advertising in the form of a 30-minute advertisement that resembles a television talk show is called an infomercial. PTS: 1 REF: 274 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Application 84. Placing advertising messages in Web-based or video games to advertise or promote a product, service, organization, or issue is known as: a. embedded message b. subliminal advertising c. advergaming d. blogging e. social networking ANS: C This is the definition of advergaming. Sometimes the entire game amounts to a virtual commercial; other times advertisers sponsor games or buy ad space for product placement. PTS: 1 REF: 274 OBJ: 17-4 TOP: AACSB Technology KEY: CB&E Model Promotion | CB&E Model Online/Computer MSC: BLOOMS Knowledge 85. Arkadium creates games adults and kids can play on the Internet. While people play these games, advertising creatively appears in or around the game. Their clients include General Motors, NBC, Warner Bros., and more. Arkadium is creating _____ to reach target markets for its clients. a. an infomercial b. a videomercial c. a relationship tool d. advergaming e. an interconnect ANS: D Advergaming is the placing of advertising messages in Web-based or video games to advertise or promote a product. PTS: 1 REF: 274 OBJ: 17-4 TOP: AACSB Technology KEY: CB&E Model Promotion | CB&E Model Online/Computer MSC: BLOOMS Application 86. The U.S. Army created a video game called America’s Army to boost its recruiting efforts. The game is an example of: a. an interconnect b. a videomercial c. advergaming d. a relationship tool e. an infomercial ANS: C Advergaming is the placing of advertising messages in Web-based or video games to advertise or promote a product––in thi...
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This document was uploaded on 09/29/2013.

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