BA 3301 – 001Quiz Chapter 18 1. Special incentives or excitement-building programs that encourage consumers to purchase a particular product or service is known as: A. Sales Promotion B. Puffery C. Sales Drives D. Sweepstakes 2. In both movies "The Transporter" 2 and 3 a Audi 4 door sedan is driven by the main character. What is this an example of? A. Rebates B. Pop-up stores C. Product Placement D. Product Design 3. The difference between advertising and publicity is that publicity is: A. more effective. B. is almost always used in conjunction with consumer satisfaction surveys. C. not a paid form of marketing communication. D. designed to remind consumers while advertising is used to interview consumers. E. is designed for selective demand and not universal demand 4. Billboards, radio, and the Internet are ___________________ used in advertising. A. point-of-purchase displays B. mediums C. unique selling propositions D. continuous advertising schedules E. selective mass media publicity efforts 5. The three objectives of advertising are to: A. create, stimulate, or ignore B. beg, borrow, or steal C. pay, buy, or barter D. inform, persuade, or remind E. push, pull, or sell
6. Top-of-the-mind awareness occurs when consumers: A) think of a firms brand almost automatically. B) resist topical situational selling pressure. C) initiate a push strategy. D) respond to emotional appeals. E) all of the above7. The advertising budget for a campaign depends on: A) the nature of the product. B) the nature of the market. C) other promotional efforts the firm is doing. D) the stage in the PLC. E) all of the above8. Which of the following is NOT a mass media advertising channel? A) network television. B) Sports Illustrated. C) radio. D) Consumer Reports. E) the New York Times.9. Which of the following is NOT one of the federal agencies that regulate advertising activities? A) BLT B) FCC C) FTC D) FDA E) USPS10. "You have tried the rest; now try the best!" is an example of advertising: A) simplicity. B) streaming. C) puffery. D) selectivity. E) sincerity.