Marketing Final Exam

Model promotion obj 17 4 top aacsb reflective msc

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Unformatted text preview: media are selected. e. Media selection is the first step in developing an advertising campaign. ANS: C Advertising objectives strongly affect the media that are selected as does the creative work, which cannot be finished until the media selection is made. PTS: 1 REF: 272 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Evaluation 74. In which medium do advertisers spend the most? a. b. c. d. e. Direct mail Newspaper Television Radio The Internet ANS: C About 30 percent of every media dollar goes toward television ads, 20 percent toward magazines, and about 18 percent for newspaper ads. PTS: 1 REF: 272 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Comprehension 75. One of the reasons why a retailer might avoid the use of newspaper advertising is: a. absence of geographic selectivity b. short lead time c. year-round readership d. little demographic selectivity e. high individual market coverage ANS: D See Exhibit 17.3. PTS: 1 REF: 272 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Comprehension 76. All of the following are advantages offered by radio to its advertisers EXCEPT: a. commercial clutter b. low cost c. can be scheduled on short notice d. short-term advertiser commitments e. immediacy of message ANS: A See Exhibit 17.3. PTS: 1 REF: 272 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Analysis 77. One of the advantages of television advertising is: a. b. c. d. e. short life of message long lead time commercial clutter high costs ability to reach a wide, diverse audience ANS: E See Exhibit 17.3. PTS: 1 REF: 272 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Comprehension 78. Which of the following statements about Internet advertising is true? a. It is easy to measure ad effectiveness with this medium. b. It is a medium to which all consumers have access. c. It is the fastest growing of all the advertising media. d. There is a long lead time required for creating Internet ads. e. By its very nature, this medium reaches a broad, diverse audience. ANS: C See Exhibit 17.3. PTS: 1 REF: 272 OBJ: 17-4 TOP: AACSB Technology KEY: CB&E Model Promotion | CB&E Model Online/Computer MSC: BLOOMS Analysis 79. _____ advertising has the advantages of being both timely and geographically flexible. a. Television b. Newspaper c. Outdoor d. Magazine e. Catalog ANS: B Newspapers are often used by local retailers because they are current and flexible and directed to a local but wide market. PTS: 1 REF: 272-273 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Comprehension 80. _____ advertising is an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer’s brand. a. Advocacy b. c. d. e. Comparative Institutional One-to-one Cooperative ANS: E This is the definition of cooperative advertising. PTS: 1 REF: 273 Thinking KEY: CB&E Model Pro...
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