Chapter 16

Question 1

Kraft’s marketing efforts for its Macaroni & Cheese include television commercial and magazine inserts. These are all activities associated with:

Answer 1

Advertising

Question 2

Why do companies with new brands that have a small market share tend to spend proportionately more for advertising and sales promotions compared to those with a large market share for existing products?

Answer 2

To achieve a certain minimum level of exposure to measurably affect purchase habits

Question 3

advertising is designed to enhance a company’s image rather than promote a particular product.

Answer 3

Institutional

Question 4

Unlike advertising that establishes or maintains a

company’s identity, , specific good or service.

Answer 4

Product

Question 5

advertising compares two or more specifically named or shown competing brands on one or more specific attributes.

Answer 5

Comparative

Question 6

On Subway napkins, nutritional information for their 6inch subs is compared to McDonald’s Big Mac and Burger
King Whopper. This is an example of competitive advertising.

Answer 6

False

Question 7

An insurance company’s advertisement poses the question, “Will your family survive if you die uninsured?” This is an example of a health appeal.

Answer 7

False

Question 8

Publicity is the element in the promotional mix that evaluates public attitudes, identifies issues that may elicit public concern, and executes programs to gain public understanding and acceptance.

Answer 8

False

Question 9

Research shows that coupons tend to increase the amount of a product bought.

Answer 9

True

Question 10

Point-of-purchase promotions are seldom used as a sales promotion tool because most purchase decisions are made before consumers ever enter a store.

Answer 10

False

Question 11

Point-of-purchase promotions are seldom used as a sales promotion tool because most purchase decisions are made before consumers ever enter a store.

Answer 11

False