kotler18-tif-Marketingmanagement习题

1、Chapter 18: Managing Mass Communications: Advertising, Sales Promotions, Events, and Public RelationsGENERAL CONCEPT QUESTIONSMultiple Choice 1.In developing an advertising program, marketing managers can make five major decisions known as “the five Ms. Which of the following is NOT part of “the fiv

2、e Ms.” a. missionb. moneyc. messaged.media e.minimum Answer: ePage: 568Level of difficulty: Easy2.Today, advertising agencies are redefining themselves as _. munications companies b.direct marketing companiesc.marketersd.full-service companiese.none of the above Answer: aPage: 568 Level of difficult

3、y: Easy 3.Advertising objectives can be classified according to whether their aim is to inform, persuade, remind, or _. a.create interestb.purchasec.create demandd.reinforce roduce Answer: dPage: 569Level of difficulty: Medium4.When setting the advertising budget, marketers must consider five s

4、pecific factors. Which of the following is one of the “factors” that must be considered? a.Message details. b.Cost of television time.c. Cost of new products development. d. Stage in the product life cycle.e. Buyers reaction to the campaign.Answer: dPage: 569 Level of difficulty: Hard5.In designing

5、and evaluating an ad campaign, it is important to distinguish the message strategy or positioning of an ad from its _. a.brand strategy b.creative strategy c.test strategyd.medium strategy e. corporate strategyAnswer: bPage: 570Level of difficulty: Medium6.A creative brief is an elaboration of the p

6、ositioning statement and includes such items as _. a.key brand benefits b.detail instructions for the director of the commercialc.detailed instructions for the print adsd.key actors to be used in the commerciale.none of the above Answer: aPage 570 Level of difficulty: Hard7.Television is the most po

7、werful advertising medium. Television can be an effective means of vividly demonstrating product attributes and persuasively explaining their corresponding consumer benefits. Second, TV advertising can be a compelling means for dramatically portraying user and usage imagery, brand personality, and o

8、ther brand _. angibles d. ponents Answer: cPage 571Level of difficulty: Medium8. Print media provides much _ product information and can also effectively communicate user and usage imagery. a. detailedb. specific rmational d.historical e.usage Answer: aPage: 571 Level of d

9、ifficulty: Easy9.Radios main advantage lies in its _. a. disk jockeys b.flexibility c.formatd.age of audiencee.none of the above Answer: bPage: 572 Level of difficulty: Easy10.Advertisers prepare a copy strategy statement describing the _, content, support, and tone of the desired ad. a.frequency b.

10、size c.opinionsd.demographicse.objective Answer: ePage: 570Level of difficulty: Medium11. Under U.S. law, advertisers must not _. a.copy others ads b.make false claimsc.advertiser to childrend.advertise after 3 a.m. e.demonstrate a product Answer: bPage: 573Level of difficulty: Easy12. “Puffery” is

11、defined as _. a.a description of a bakery productb.used in sales brochures to tout the benefits of a productc. simple exaggerationsd.liese.non-truths but legalAnswer: cPage: 573Level of difficulty: Easy13. In choosing the proper media to carry the message, advertisers must decide on _. a. strategy,

12、users, media b.target markets, users, heavy usersc.markets, target markets, consumersd.reach, impact, television stationse.reach, frequency, impactAnswer: ePage: 574Level of difficulty: Medium14. _ is most important when launching new products, flanker brands, or extensions of well-known brands. a.

13、Media selection b.Weighted exposuresc.Impactd.Reach e.Frequency Answer: dPage: 575 Level of difficulty: Easy15.One of the advantages of television is that it combines sight, sound, and motion, appealing to the senses, high attention, and high reach. One of the disadvantages of television is its _.a.

14、use of the “remote control” to zap through commercials b.high clutterc.cable channels d. fragmented marketse.censorship possibilities Answer: bPage: 575 Level of difficulty: Medium16.In deciding on an ad budget, marketers must also recognize that consumer response can be _-shaped: An ad threshold ef

15、fect exists where some positive amount of advertising is necessary before any sales impact can be detected, but sales increases eventually flatten out. a.Tb.Mc.S d.Ye.CAnswer: cPage: 576Level of difficulty: Medium 17.Marketers are using creative and unexpected ad placements to grab consumers attenti

16、ons in _ advertising. a.market specific b.customer specific c.space d.nontraditional e.place Answer: ePage: 577Level of difficulty: Medium18.Marketers pay fees so that their products make cameo appearances in movies and on television. This is called _. a.branded entertainment b.point-of-purchasec.ad

17、vertorials duct placemente.individualization Answer: dPage: 578Level of difficulty: Easy 19.In-store advertising including ads on shopping carts, in aisles, on shelves, ads on the floor, and “talking” shelves are all examples of _ advertising. a.point-of-decision duct placement c.point-of-

18、purchase d.branding e.advertising Answer: cPage: 579 Level of difficulty: Easy20.The main advantage of nontraditional media is that a very precise andbecause of the nature of the setting involvedcaptive audience often can be reached in a _ manner. a. new b.effective c.cost-effective d.targeted e.ind

19、ividualized Answer: cPage: 579Level of difficulty: Hard 21. Television audience size has several possible measures. These include circulation, audience, and _. a. non-exposed audience b.total circulation c.exposed audience d.listening audiencee.effective audience Answer: e Page: 580Level of difficul

20、ty: Medium 22.The _ involves scheduling the advertising in relation to seasons and the business cycle. a.effective ad-exposed audience b.editorial quality c.ad placement policiesd.macro scheduling problem e.micro scheduling problem Answer: dPage: 581Level of difficulty: Medium23.In launching a new p

21、roduct, the advertiser has to choose among continuity, concentration, flighting, and _. a.reflective b.periodic c.continuousd.pulsinge.runningAnswer: dPage: 582 Level of difficulty: Easy 24.A company has to decide on how to allocate its advertising budget over space as well as over time. A company m

22、akes “spot buys” when it buys TV time in just a few markets or in regional editions of magazines. These markets are called _.a.areas of dominant influenceb. trading areasc.short term marketing opportunitiesd.SMSA e.none of the above Answer: aPage: 582Level of difficulty: Hard 25._ seeks to determine

23、 whether an ad is communicating effectively. a.Targeted marketing research b. Customer feedback c.Copy testing d.Marketing research e.Communication-effects research Answer: ePage: 583 Level of difficulty: Easy26.There are three major methods of pretesting ads. These are consumer feedback, _, and lab

24、oratory test. a.pre-launch testing b.copy testing c.direct testing d.telephone inquiries e.portfolio testing Answer: ePage: 583 Level of difficulty: Easy 27. One of the “tips” provided by Nikes ad agency, Weiden and Kennedy, about what works in good economic times as well as bad is to _. a.make nois

25、eb.get noticedc.hit the “TV” hardd.cut back on promotionse.none of the above Answer: aPage: 584Level of difficulty: Hard28.A companys “share of advertising” expenditures should produce an ultimate _. a.share of business b.share of heartc.share of voice d.share of market e.share of mindAnswer: dPage:

26、 584Level of difficulty: Hard29.Sales promotion consists of a collection of incentive tools, mostly short term, designed to _ quicker or greater purchase of particular products or services by consumers or the trade. ensify b.foster c.demand d.stimulatee.create Answer: dPage: 585 Level of diffic

27、ulty: Easy30.Sales promotions include tools for _ promotion, trade promotion, and business, and sales-force promotions. a.incentive b.reasonsc. spectse.consumerAnswer: ePage: 585 Level of difficulty: Easy 31.Sales promotions used in markets of high brand similarity can product a high sale

28、s response in the short run but little _ gain in market share. a.significant b.“real”c.short-termd.incremental e.permanent Answer: ePage: 586Level of difficulty: Medium32.Sales promotion, with its incessant prices off, coupons, deals, and premiums, may _ the product offering in the buyers mind. a. d

29、etract b.augment c.confused.devalue e.increase Answer: dPage: 586Level of difficulty: Hard 33.Research has shown that sales promotions yield faster and more measurable responses in sales than advertising does but do not tend to yield new, _ buyers in mature markets. a.strong b. fickle c.loyald.short

30、-terme.long-term Answer: ePage: 587 Level of difficulty: Medium34.Sales promotion tools that impart a selling message along with the deal, as in the case of free samples and premiums when they are related to the product are called _.motions b.retailer promotionsc.manufacturer franchise building

31、 d.retailer franchise buildinge.consumer franchise building Answer: ePage: 587 Level of difficulty: Medium 35. Sales promotion when combined with feature advertising, and point-of-purchase displays, should increase sales volume by _ . a. 24 percent b.no changec. 5 percent d. 10 percent e.none of the

32、 aboveAnswer: aPage: 588 Level of difficulty: Medium36. When two or more brands or companies team up on coupons, refunds, and contests to increase pulling power, it is called _. a.price packs b.frequency promotions c.team promoting d.tie-in promotions e.cross-promotionsAnswer: dPage: 588 Level of di

33、fficulty: Medium 37.When retailers buy a greater quantity of product during a deal period than they can sell during the deal period we call this _.a.purchasing intent b.forward buyingc.trade buying d.de-facto buying e.none of the aboveAnswer: bPage: 589 Level of difficulty: Hard 38.A higher proporti

34、on of the promotion pie is devoted to trade promotion tools at _ than consumer promotion at 27.9 percent. a.46.9 percent b. 40 percentc. 50 percent d. 60 percent e. 44.5 percent Answer: aPage: 589 Level of difficulty: Easy39.According to one researcher on sales promotions, what is the optimal freque

35、ncy per quarter and optimal duration for a sales promotion? a.Two weeks per quarter/two weeks.b.Six weeks per quarter/length of the average purchase cycle. c.Four weeks per quarter/length of the average purchase cycle. d.Three weeks per quarter/length of the average purchase cycle. e.None of the abo

36、ve. Answer: dPage: 590Level of difficulty: Hard 40.In deciding to use a particular incentive, marketers have several factors to consider. One of these factors is _. a.duration b.distribution vehicle motion budgetd.timinge.all of the above Answer: ePage: 590Level of difficulty: Hard41.According

37、to IEG Sponsorship Report, $11.14 billion will be spent on sponsorships in North America during 2004, with _ going to sports. a.75 percent b.30 percent c.69 percent d.60 percente. 50 percent Answer: cPage: 591Level of difficulty: Easy42.One of the reasons marketers sponsor events is to _ with a part

38、icular target market or life cycle. a.identify b.capitalize upon c.fosterd.increase exposure e.none of the above Answer: aPage: 591Level of difficulty: Easy43.One of the potential disadvantages of sponsorships is that the success of an event can often be _ and some consumers may still resent the com

39、mercialization of events. a.attract unfavorable media attention b.cancelledc.illegal d.unpredictable e.unfavorable to the sponsorAnswer: dPage: 592Level of difficulty: Medium44.There are two basic approaches to measuring the effects of sponsorship activities. The supply-side method focuses on potent

40、ial exposure by assessing the extent of media coverage. The demand-side method focuses on reported _ from consumers. a.exposureb.seenc.heard d. compensatede. none of the above Answer: aPage: 593Level of difficulty: Medium 45._ involve(s) a variety of programs designed to promote or protect a company

41、s image or its individual products. a.Corporate Communications b.Press releasesc.Press relations d.Publicitye. Public Relations Answer: ePage: 593Level of difficulty: Easy46. Marketing Public Relations (MPR) supports corporate or product promotion and image making and plays a crucial role in _. a.cr

42、eate publicity tecting the company from liabilities c.assisting in repositioning a mature product d.securing free ad spacese.building a word of mouth campaign Answer: cPage: 594Level of difficulty: Hard 47.MPR can build _ by placing stories in the media to bring attention to a product, service,

43、 person, organization, or idea. a.talk b.stories c.awarenessd.“buzz”e.exposureAnswer: cPage: 595 Level of difficulty: Medium48. The major tools in a marketing MPR department include publications, events, sponsorships, _, speeches, public-service activities, and identity media. a.customers b.managers

44、 c.news d.Universities e.Colleges Answer: cPage: 595Level of difficulty: Medium49. The easiest measure of MPR effectiveness is the number of _ carried by the media. a.stories b.exposures c.customersd.articlese.none of the above Answer: bPage: 596Level of difficulty: Medium 50. A better measure to ev

45、aluate the effectiveness of MPR is to measure the _ in product awareness, comprehension, or attitude resulting from the MPR campaign. a.changeb. increasec.decreased. exposuree.all of the above Answer: aPage: 596Level of difficulty: Hard 51. _ is any paid form of nonpersonal presentation and promotio

46、n of ideas, goods, or services by an identified sponsor. a.Advertising b.Prospectingc.Media d.Marketing e.Public Relations Answer: aPage: 568 Level of difficulty: Easy52. A good ad normally focuses on one or two _ selling propositions. a.important b.subliminal c.cored.easily identifiable e.consumer

47、interest Answer: cPage: 570 Level of difficulty: Medium 53. _ is finding the most cost-effective media to deliver the desired number and types of exposures to the target audience. a.Weight b.Frequencyc.Reach d.Media buying e.Media selection Answer: ePage: 574 Level of difficulty: Easy54. _ expresses

48、 the rate at which new buyers enter the market; the higher this rate, the more continuous the advertising should be. a.Buyers demographics b.Purchase frequency c.Purchase intentd.Buyer turnover e.Buyer profileAnswer: dPage: 582Level of difficulty: Medium55. The _ is the rate at which the buyer forge

49、ts the brand. a. designated rate b.purchase frequency c.purge rated.turnover ratee.forgetting rateAnswer: ePage: 582Level of difficulty: Easy56. Information Resources Institute has provided a unique, in-depth examination into how advertising works. One of their findings regarding promotions was that

50、 the _ statistics on promotions are dismal with roughly only 16 percent of trade promotions being profitable. a.normal b.failure c.costsd.payout e.successAnswer: dPage: 585 Level of difficulty: Medium 57. In using sales promotion, a company must establish its objectives, select the tools, develop th

51、e program, _, implement and control it, and evaluate the results. a.review the costs b.pretest the program c.target market d.select the audience e.select the media for the program Answer: bPage: 587 Level of difficulty: Medium58. Several factors have contributed to the increase in sales promotion as

52、 a marketing tool. One of these factors is _.a.the cost of credit is low so more money can be spent on promotions than in the past duct managers are under greater pressure to increase current sales c.top management has increased the budgets for sales promotions d. sales promotions is a money ma

53、king undertaking e.none of the above Answer: bPage: 586Level of difficulty: Medium59._ seeks to determine whether an ad is communicating effectively. a.Communications-effect research b.Marketing researchc.Buyer research d.Consumer research e.Media research Answer: aPage: 583 Level of difficulty: Eas

54、y60. The term “concentration” when used in the context of advertising means that the advertiser will _. a.run heavy advertising day and night for a short period of timeb.spend all of the advertising dollars in a single period c.run all the ads for the product within a specific period of timed.spend

55、all of the advertising dollars across a specific time periode.not spend all of the advertising dollars in a single period Answer: bPage: 582Level of difficulty: Hard True/False 61. Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sp

56、onsor. Answer: True Page: 568Level of difficulty: Easy62. An advertising goal (or objective) is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time. Answer: TruePage: 569Level of difficulty: Easy 63. The advertising objective

57、should emerge from a thorough analysis of the current marketing situation. Answer: TruePage: 569 Level of difficulty: Medium64. One of the five specific factors that must be considered when setting an advertising budget is the amount of money available from top management. Answer: False Page: 569 Le

58、vel of difficulty: Medium65. In designing and evaluating an ad campaign, it is important to distinguish the message strategy from the “messenger.” Answer: FalsePage: 570Level of difficulty: Hard66. A creative brief is an elaboration of the positioning statement of the brand. Answer: TruePage: 570Lev

59、el of difficulty: Medium67. One of the advantages of television is that the large number of ads and non-programming material on television creates clutter that makes it easy for consumers to ignore or forget the ad. Answer: False Page: 571Level of difficulty: Medium68. One of the advantages of print

60、 ads is that they can provide dynamic presentations and demonstrations as well as provide much detailed information. Answer: FalsePage: 571Level of difficulty: Medium69. One of the advantages of radio advertising is its flexibility. Answer: True Page: 572Level of difficulty: Easy 70. Sellers in the