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1. Ch. 17 quiz

Charmin’s Pottypalooza is an example of

a)      consumer behavior

b)      a web page

c)      brand building

d)     transit advertising

2. One form of media advertisers use to reinforce or supplement a message being delivered by another type of media vehicle is _____ media.

a)      support

b)      backup

c)      forward

d)     traditional

3. During WWII, billboards, posters, and other “outdoor media” were used to

 

a)      advertise computers

b)      call for recruits, encourage war bond purchases, and cultivate patriotism

c)      promote camping and other outdoor activities

d)     all of the above

4. The infamous Goodyear blimp is an example of ____

a)      a blimp

b)      good piloting

c)      aerial advertising

d)     integration

5. Directory advertising, such as Yellow Pages, play a unique and important role in consumer decision-making by

a)      providing the consumer with the information needed to follow through on their buying decision

b)      making it easy to see over the steering wheel

c)      having many money-saving coupons

d)     none of the above

6. GM, as one of the world’s biggest advertising spenders, has sponsored ___ to get closer to customers.

a)      a slave-ship exhibition

b)      an FFA scholarship program

c)      Seventh Avenue’s fashion week

d)     All of the above

7. Companies like Kodak, Visa, and Swatch will sponsor and therefore hold advertising rights to this years upcoming Olympics. This is an example of:

a)      media power

b)      event sponsorship

c)      a media partnership

d)     good marketing practices

8. The “furnishing” of 20 apartment building elevators in China with cabinets, teapots, and operators handing out Ikea catalogs is and example of

a)      creepiness

b)      sampling

c)      a new kind of media

d)     guerilla marketing

9. Which is not a guideline for event sponsorship?

a)      Stick to a few key messages

b)      Develop a plot line

c)      Use the internet

d)     All of the above are guidelines for event sponsorship

10. Placing a branded product into the content and execution of any entertainment product is known as:

a)      product placement

b)      a commercial

c)      sneaky marketing

d)     brand tv

11. Examples of films where automakers have used product placement include:

a)      The Italian Job

b)      Goldeneye

c)      I, Robot

d)     All of the above

12. Sponsoring events can be leveraged as ways to

a)      entertain important clients

b)      motivate a firm’s salespeople

c)      generally enhance employee morale

d)     a, b, and c are correct

13. NASCAR - aka a “colossal celebration of brands” - according to the text, features cars carrying a total of approximately

a) 15 brands

b) 50 brands

c) 100 brands

d) 800 brands

14. Coca-cola paid a $20 million dollar placement fee to be embedded into which show?

a)      Will and Grace

b)      American Idol

c)      Who’s Line is it Anyway?

d)     Seinfeld

15. Billboards and transit advertising are excellent means for carrying messages into

a)      specific metropolitan markets

b)      rural areas

c)      undefined geographic areas

d)     neighborhoods

16. The most commonly sponsored events are

a)      dog shows

b)      sporting events

c)      ballets

d)     none of the above

17. Some experts say that billboards should be limited to no more than ___ words.

a)      10

b)      22

c)      3

d)     6

18. A company knows for rating television viewer-ship that has developed a system for rating the impact zone of billboards with a GPS satellite is

a)      Nike

b)      Nielsen

c)      NBC

d)     Yahoo

19. _____ entails embedding one’s brand or brand icons as part of any entertainment property in an effort to impress or connect with a consumer in a unique and compelling way.

a) branded entertainment

b) movie trailers

c) target markets

d) co-op advertising

20. The company responsible for creating the “soap opera” as a new form of entertainment incorporating their brand is

a)      Johnson & Johnson

b)      Macintosh

c)      Proctor & Gamble

d)     None of the above

1. C

2. A

3. B

4. C

5. A

6. D

7. B

8. D

9. D

10. A

11. D

12. D

13. D

14. B

15. A

16. B

17. D

18. B

19. A

20. C

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