1. Chapter Eighteen Special Advertising Campaigns

2. Prentice Hall, © 200918-2 IMC is the practice of coordinating all marcom tools and brand messages for all stakeholder audiences. a) True b) False

3. Prentice Hall, © 200918-3 IMC is the practice of coordinating all marcom tools and brand messages for all stakeholder audiences. a) True b) False

4. Prentice Hall, © 200918-4 If you want to achieve synergy in a campaign, would you be likely to avoid using IMC techniques? a) Yes b) No

5. Prentice Hall, © 200918-5 If you want to achieve synergy in a campaign, would you be likely to avoid using IMC techniques? a) Yes b) No

6. Prentice Hall, © 200918-6 Retail advertising is about both: a) Selling the company’s viewpoint and advertising the consumer’s viewpoint b) Selling the brand of the retail store and selling individual branded items c) Reaching consumers via local marketing and national television d) Reaching consumers via local marketing and shopping the consumer’s viewpoint

7. Prentice Hall, © 200918-7 Retail advertising is about both: a) Selling the company’s viewpoint and advertising the consumer’s viewpoint b) Selling the brand of the retail store and selling individual branded items c) Reaching consumers via local marketing and national television d) Reaching consumers via local marketing and shopping the consumer’s viewpoint

8. Prentice Hall, © 200918-8 Retail advertising objectives could include all of the following except: a) To reach key decision makers b) To build store traffic c) To build store loyalty d) To promote retail benefits

9. Prentice Hall, © 200918-9 Retail advertising objectives could include all of the following except: a) To reach key decision makers b) To build store traffic c) To build store loyalty d) To promote retail benefits

10. Prentice Hall, © 200918-10 When creating a retail ad, one should ask, “Why would my manager shop in this store?” a) True b) False

11. Prentice Hall, © 200918-11 When creating a retail ad, it is wise to ask, “Why would my manager shop in this store?” a) True b) False

12. Prentice Hall, © 200918-12 As a national retail advertiser, should you utilize a variety of traditional and nontraditional media? a) Yes b) No

13. Prentice Hall, © 200918-13 As a national retail advertiser, should you utilize a variety of traditional and nontraditional media? a) Yes b) No

14. Prentice Hall, © 200918-14 Advertising directed at people in business who buy or specify products for business use is called: a) Business-to-business advertising b) Business-to-media advertising c) Business-to-product advertising d) Product-to-media advertising

15. Prentice Hall, © 200918-15 Advertising directed at people in business who buy or specify products for business use is called: a) Business-to-business advertising b) Business-to-media advertising c) Business-to-product advertising d) Product-to-media advertising

16. Prentice Hall, © 200918-16 Government advertising is the type of business-to-business advertising that usually targets: a) The smallest purchasers of consumer goods in the United States b) Final channel members such as retailers c) The largest purchasers of industrial goods in the United States d) Second-party equipment manufacturers

17. Prentice Hall, © 200918-17 Government advertising is the type of business-to-business advertising that usually targets: a) The smallest purchasers of consumer goods in the United States b) Final channel members such as retailers c) The largest purchasers of industrial goods in the United States d) Second-party equipment manufacturers

18. Prentice Hall, © 200918-18 In B2B advertising media, horizontal publications are directed at: a) People who hold similar jobs in different companies across different industries b) People who hold different positions in a particular industry c) People with the highest salaries in the same companies d) People who hold similar jobs in the same companies and same industries

19. Prentice Hall, © 200918-19 In B2B advertising media, horizontal publications are directed at: a) People who hold similar jobs in different companies across different industries b) People who hold different positions in a particular industry c) People with the highest salaries in the same companies d) People who hold similar jobs in the same companies and same industries

20. Prentice Hall, © 200918-20 Fortunately, competition among nonprofit organizations is minimal. a) True b) False

21. Prentice Hall, © 200918-21 Fortunately, competition among nonprofit organizations is minimal. a) True b) False

22. Prentice Hall, © 200918-22 As a cause marketer, would you be likely to practice “sales promotion with a PR spin?” a) Yes b) No

23. Prentice Hall, © 200918-23 As a cause marketer, would you be likely to practice “sales promotion with a PR spin?” a) Yes b) No

24. Prentice Hall, © 200918-24 According to the “localization” school of thought regarding the globalization of advertising: a) A combination of standardization and localization may produce the best results b) There are major differences between countries that warrant focus on similarities c) A consumer’s attitude toward the origin of advertising can be changed d) Advertisers must strongly consider differences among countries

25. Prentice Hall, © 200918-25 According to the “localization” school of thought regarding the globalization of advertising: a) A combination of standardization and localization may produce the best results b) There are major differences between countries that warrant focus on similarities c) A consumer’s attitude toward the origin of advertising can be changed d) Advertisers must strongly consider differences among countries

26. Prentice Hall, © 200918-26 Because globalization is a fact, marketers must change brand strategies for each different culture. a) True b) False

27. Prentice Hall, © 200918-27 Because globalization is a fact, marketers must change brand strategies for each different culture. a) True b) False

28. Prentice Hall, © 200918-28 Major challenges faced by global marketers include: a) Maintaining brand consistency b) Securing local budget approvals c) Targeting issues d) Both a and c

29. Prentice Hall, © 200918-29 Major challenges faced by global marketers include: a) Maintaining brand consistency b) Securing local budget approvals c) Targeting issues d) Both a and c

30. Prentice Hall, © 200918-30 Utilizing IMC on a global scale, should a marketer focus mostly on vertical coordination? a) Yes b) No

31. Prentice Hall, © 200918-31 Utilizing IMC on a global scale, should a marketer focus mostly on vertical coordination? a) Yes b) No

32. Prentice Hall, © 200918-32 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2009 Pearson Education, Inc. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall