CHPT 11& 12

An advertiser considers using transit advertising as an advertising vehicle. This particular vehicle works most effectively when the advertiser:

The brave new world of IMC refers to

Which of the following is NOT typically a service that advertising agencies provide to clients?

Powerful retailers are demanding cash payments from manufacturers for access to shelf space. These payments are known as

Many critics contend that event sponsorships, especially those of the sporting kind, can be

The story of how Prilosec OTC successfully used sponsorship of Bunco gaming, in particular the Bunco World Championship illustrates what principle of the ideal branding-through-sponsorship scenario?

Directory advertising is unique among support media in that it

Which of the following is a strategic advantage for manufacturers of P-O-P advertising aimed at trade and business markets?

What is the “Chaos Scenario” envisioned by Ad Age’s Bob Garfield?

Support media are called support media because they

A money-back offer requiring a buyer to mail in a form requesting the money back from the manufacturer, rather than the retailer (as in couponing) is:

Why does Proctor & Gamble sponsor a Tide car in the NASCAR races?

A ____ requires a consumer to pay most of the cost of an item received as a premium.

Which of the following is not considered P.O.P. advertising?

One way to leverage event sponsorship is to

Coordination is complicated by which of these factors?

Several factors have created a short-term orientation among marketing managers. Which of the following is a reason why this type of orientation exists in many organizations?

What is the term in marketing that entails embedding your brand as part of an entertainment property (e.g., a sporting event, TV show, theme park, short film, movie, or video game) in an effort to connect with your consumer in a unique and compelling way?

Which of the following is the earliest of these examples of product placement in a movie?

NASCAR bills itself as

If a company's advertising campaign and a sales promotion have different purposes, the company would be wise to

An additional advantage of event sponsorships is that it can be used

What kind of consumers were in contact with the Charmin brand during the Charmin Restrooms campaign?

The primary role for consumer sales promotion is to

An advantage of coupons as a sales promotional tool is that

Which of the following is a reason for the convergence of Madison & Vine?

Due to the increasing complexities associated with the advertising industry, there is a tendency for organizations to become reliant on ____. However, this can create a problem because these people often lose sight of the overall goals of an effort.

The difference between contests and sweepstakes is that

In order for an item to be defined as a specialty-advertising item, it must

Perhaps the oldest form of advertising is:

A distinguishing feature of a self-liquidating premium is that it

Which one of the following is not a reason why sales promotions have become a more popular tool for companies over the past 10 to 15 years?

In recent years, sales promotion expenditures have grown at an annual rate of about 4 to 8 percent, compared to

Most advertising experts suggest that billboard copy should not exceed ____ words.

In return for providing financial support to help fund an event, a marketer

Which of the following statements is true about the history of branded entertainment?

The goal of achieving a synergistic effect through IMC is to

The most popular type of sampling for food and cosmetic products is ____ sampling.

Trial offers are similar to samples except that trial offers

You work for a company that manufactures large appliances, like refrigerators and stoves In an effort to move your product, you offer a hundred dollars to any retail salesperson who can sell ten of your appliances in a week. This is an example of

Which of the following best describes the typical effect of event sponsorship as an advertising medium?

An advantage of billboards as a medium is

A company wants to sell a fire-resistant car wax in a 30-minute infomercial. What does experience this medium suggest this company would be wise to do?

If a marketer wants to directly compare the effectiveness of an event sponsorship with that of traditional advertising efforts, he or she should

Which of the following contributed to the success of the Charmin Restroom IMC campaign given as an example in this chapter?

Two of the basic forms of sales promotion are ____ sales promotion and ____ sales promotion.