【文章內(nèi)容簡介】 l factors to consider. One of these factors is ________. a. duration b. distribution vehicle c. promotion budgetd. timinge. all of the above Answer: e Page: 590 Level of difficulty: Hard41. According to IEG Sponsorship Report, $ 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: c Page: 591 Level of difficulty: Easy42. One of the reasons marketers sponsor events is to ________ with a particular target market or life cycle. a. identify b. capitalize upon c. fosterd. increase exposure e. none of the above Answer: a Page: 591 Level 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 mercialization of events. a. attract unfavorable media attention b. cancelledc. illegal d. unpredictable e. unfavorable to the sponsorAnswer: d Page: 592 Level of difficulty: Medium44. There are two basic approaches to measuring the effects of sponsorship activities. The supplyside method focuses on potential exposure by assessing the extent of media coverage. The demandside method focuses on reported ________ from consumers. a. exposureb. seenc. heard d. pensatede. none of the above Answer: a Page: 593 Level of difficulty: Medium 45. ________ involve(s) a variety of programs designed to promote or protect a pany’s image or its individual products. a. Corporate Communications b. Press releasesc. Press relations d. Publicitye. Public Relations Answer: e Page: 593 Level of difficulty: Easy46. Marketing Public Relations (MPR) supports corporate or product promotion and image making and plays a crucial role in ________. a. create publicity b. protecting the pany from liabilities c. assisting in repositioning a mature product d. securing free ad spacese. building a word of mouth campaign Answer: c Page: 594 Level of difficulty: Hard 47. MPR can build ________ by placing stories in the media to bring attention to a product, service, person, organization, or idea. a. talk b. stories c. awarenessd. “buzz”e. exposureAnswer: c Page: 595 Level of difficulty: Medium48. The major tools in a marketing MPR department include publications, events, sponsorships, ________, speeches, publicservice activities, and identity media. a. customers b. managers c. news d. Universities e. Colleges Answer: c Page: 595 Level 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: b Page: 596 Level of difficulty: Medium 50. A better measure to evaluate the effectiveness of MPR is to measure the ________ in product awareness, prehension, or attitude resulting from the MPR campaign. a. changeb. increasec. decreased. exposuree. all of the above Answer: a Page: 596 Level of difficulty: Hard 51. ________ is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. a. Advertising b. Prospectingc. Media d. Marketing e. Public Relations Answer: a Page: 568 Level of difficulty: Easy52. A good ad normally focuses on one or two ________ selling propositions. a. important b. subliminal c. cored. easily identifiable e. consumer interest Answer: c Page: 570 Level of difficulty: Medium 53. ________ is finding the most costeffective 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: e Page: 574 Level of difficulty: Easy54. ________ expresses the rate at which new buyers enter the market。 the higher this rate, the more continuous the advertising should be. a. Buyer’s demographics b. Purchase frequency c. Purchase intentd. Buyer turnover e. Buyer profileAnswer: d Page: 582 Level of difficulty: Medium55. The ________ is the rate at which the buyer forgets the brand. a. designated rate b. purchase frequency c. purge rated. turnover ratee. forgetting rateAnswer: e Page: 582 Level of difficulty: Easy56. Information Resources Institute has provided a unique, indepth examination into how advertising works. One of their findings regarding promotions was that 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: d Page: 585 Level of difficulty: Medium 57. In using sales promotion, a pany must establish its objectives, select the tools, develop the 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: b Page: 587 Level of difficulty: Medium58. Several factors have contributed to the increase in sales promotion as 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 b. product 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 making undertaking e. none of the above Answer: b Page: 586 Level of difficulty: Medium59. ________ seeks to determine whether an ad is municating effectively. a. Communicationseffect research b. Marketing researchc. Buyer research d. Consumer research e. Media research Answer: a Page: 583 Level of difficulty: Easy60. The term “concentration” when used in the context of advertising means that the advertise