Marketing And Advertising Question Preview (ID: 36971)
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The type of medium an advertiser uses depends on
a) whether the offering being advertised is a product or service.
b) the market it wants to reach.
c) technology resources
d) how well consumers will remember the ad.
The main advertising medium in the United States is
a) the newspaper.
b) billboards.
c) television.
d) the Internet.
For the longest exposure (time), an advertiser would use
a) magazines.
b) newspapers.
c) television.
d) the Internet.
An infomercial is a commercial that usually lasts
a) 30 seconds.
b) 60 seconds.
c) 30 minutes.
d) 60 minutes.
Businesses advertise for all of the following reasons except
a) to promote an event.
b) to increase sales.
c) to inform about a political candidate.
d) to spend money.
Direct mail is often referred to as
a) U.S. Mail.
b) junk mail.
c) leaflets.
d) mail advertising.
An ad for a locally owned farm stand would most likely be
a) in a national magazine.
b) in a national magazine.
c) on network television.
d) in a local newspaper.
Transit advertising is usually used in
a) rural areas.
b) urban areas.
c) wealthy neighborhoods.
d) all of the above
Media planning includes
a) selecting advertising media.
b) deciding when the ad should appear.
c) deciding where the ad should appear.
d) all of the above.
A business that specializes in developing ads and ad campaigns for its clients is called
a) an advertising agency.
b) a media campaign.
c) a media planner.
d) a medium.
The number of homes or people exposed to an ad is referred to as
a) an impression.
b) an audience.
c) a market.
d) customers per thousand.
The number of times an audience sees or hears an ad is referred to as
a) quantity.
b) hits.
c) the frequency.
d) total views.
TV audience measurement is collected by
a) Arbitron Inc.
b) Microsoft.
c) Nielsen Media Research.
d) all of the above
All of the following are factors of media costs except
a) the geographic scope of the distribution of the ad.
b) the business that is paying for the ad.
c) the type of media used to distribute the ad.
d) the audience that the media will reach.
Internet ad rates are based on
a) the format of the ad.
b) the size of the ad.
c) the type of ad.
d) all of the above
To market a product successfully, a company has to
a) spend a lot of money on advertising.
b) understand what people want to buy.
c) hire sales representatives.
d) make sure they have a large inventory of their product.
In order to decide how and what to sell, companies need to know
a) what people think about similar products.
b) how to ship products.
c) what specific, defined groups of people want and need.
d) how to design products to meet consumer needs.
The function of marketing that involves decisions about how much to charge for products and services is called
a) financing.
b) marketing information management.
c) pricing.
d) promotion.
Distribution includes all of the following except
a) purchasing.
b) Internet ordering.
c) stock handling.
d) inventory control.
Some people support the inclusion in the marketing mix of a fifth “p,” which stands for
a) people.
b) parts.
c) purchasing.
d) preferences.
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