ADVERTISING AND PROMOTION
UPDATED ACTUAL QUESTIONS AND
CORRECT ANSWERS COMPLETE STUDY
GUIDE FULL SOLUTION
●● Much of the growth in digital marketing is being driven by ______
marketing, in which ads and promotional offers are sent directly to
smartphones.
Answer: mobile
●● Match the benefit type (on the left) with its definition (on the right).
functional >
experiential >
psychological >
Answer: functional > the way a product performs
experiential > what is feels like to use a product
psychological > how it makes a person feel to own a product
,●● A firm with a cohesive marketing strategy stands a low chance of
success if its product is _____. (Check all that apply.)
Answer: poor in quality, priced improperly
●● True or false: As marketers embraced the concept of integrated
marketing communications, they began asking their ad agencies to rely
primarily on media advertising
Answer: false
●● true or false: an unchanging marketing communication program is
critical to the success of every company
Answer: false
Reason:
This is false. Developing marketing communication programs that are
responsive to the changes in the target market is critical to the success of
every company.
●● ____ is a form of marketing that is evolving due to the increasing
fragmentation of the mass audience that was assembled by network
television and augmented by other mass media.
Answer: micro marketing
,●● Advertising spending has largely shifted from traditional media to
digital formats due to ______.
Answer: the decline of print versions of magazines and newspapers
●● The coordination of all seller-initiated efforts to set up channels of
information and persuasion in order to sell goods and services is known
as ______.
Answer: promotion
●● A customer's perception of all of the benefits of a product or service
measured against all the costs of procuring and using it is known as
______.
Answer: value
●● The nonpersonal nature of advertising refers to the fact that ______.
Answer: immediate feedback is generally not possible
●● The ______ ______ consists of the four Ps—product, price, place,
and promotion.
Answer: marketing mix
●● A clothing line, Yellowstone Inc., has launched an advertisement
campaign on television in which viewers see its commercials during the
, breaks between popular prime-time television shows. The campaign is
an example of ______.
Answer: national advertising
●● The coordination of various promotional elements and other
marketing activities that communicate with a firm's customers is known
as _____.
Answer: integrated marketing communications
●● Identify the types of promotion that local advertisers tend to
emphasize. (Check all that apply.)
Answer: merchandise assortment, price, service
●● _____ is the most widely used form of online advertising
Answer: paid search
●● Match the forms of advertising in the first column with the
corresponding product examples in the second column.
Answer: Selective-demand advertising >
PampersPrimary-demand advertising > Disposable diapers
●● The tools needed to meet a company's communication objectives are
collectively known as the ______.
UPDATED ACTUAL QUESTIONS AND
CORRECT ANSWERS COMPLETE STUDY
GUIDE FULL SOLUTION
●● Much of the growth in digital marketing is being driven by ______
marketing, in which ads and promotional offers are sent directly to
smartphones.
Answer: mobile
●● Match the benefit type (on the left) with its definition (on the right).
functional >
experiential >
psychological >
Answer: functional > the way a product performs
experiential > what is feels like to use a product
psychological > how it makes a person feel to own a product
,●● A firm with a cohesive marketing strategy stands a low chance of
success if its product is _____. (Check all that apply.)
Answer: poor in quality, priced improperly
●● True or false: As marketers embraced the concept of integrated
marketing communications, they began asking their ad agencies to rely
primarily on media advertising
Answer: false
●● true or false: an unchanging marketing communication program is
critical to the success of every company
Answer: false
Reason:
This is false. Developing marketing communication programs that are
responsive to the changes in the target market is critical to the success of
every company.
●● ____ is a form of marketing that is evolving due to the increasing
fragmentation of the mass audience that was assembled by network
television and augmented by other mass media.
Answer: micro marketing
,●● Advertising spending has largely shifted from traditional media to
digital formats due to ______.
Answer: the decline of print versions of magazines and newspapers
●● The coordination of all seller-initiated efforts to set up channels of
information and persuasion in order to sell goods and services is known
as ______.
Answer: promotion
●● A customer's perception of all of the benefits of a product or service
measured against all the costs of procuring and using it is known as
______.
Answer: value
●● The nonpersonal nature of advertising refers to the fact that ______.
Answer: immediate feedback is generally not possible
●● The ______ ______ consists of the four Ps—product, price, place,
and promotion.
Answer: marketing mix
●● A clothing line, Yellowstone Inc., has launched an advertisement
campaign on television in which viewers see its commercials during the
, breaks between popular prime-time television shows. The campaign is
an example of ______.
Answer: national advertising
●● The coordination of various promotional elements and other
marketing activities that communicate with a firm's customers is known
as _____.
Answer: integrated marketing communications
●● Identify the types of promotion that local advertisers tend to
emphasize. (Check all that apply.)
Answer: merchandise assortment, price, service
●● _____ is the most widely used form of online advertising
Answer: paid search
●● Match the forms of advertising in the first column with the
corresponding product examples in the second column.
Answer: Selective-demand advertising >
PampersPrimary-demand advertising > Disposable diapers
●● The tools needed to meet a company's communication objectives are
collectively known as the ______.
