Dietrich Mateschitz, Red Bull's creator, stated "When we first started, we said that there is not an existing market for Red Bull." The reasons behind Red Bull's success include all of the following except:

Dietrich Mateschitz, Red Bull's creator, stated "When we first started, we said that there is not an existing market for Red Bull." The reasons behind Red Bull's success include all of the following except:

A) a market was created for Red Bull.
B) a market segment was found with unmet needs.
C) the blue-and-silver color on cans helped in Red Bull's popularity.
D) orthodox advertising strategies were used with tactics.
E) The Red Bulletin magazine helped in Red Bull's popularity.


Answer: C) the blue-and-silver color on cans helped in Red Bull's popularity.

The effective integration of products and brands with entertainment can be seen on the TV hit American Idol. This type of trend is referred to as:

The effective integration of products and brands with entertainment can be seen on the TV hit American Idol. This type of trend is referred to as:

A) advertising age.
B) traditional advertising.
C) global advertising.
D) branded entertainment.
E) image entertainment.


Answer: D) branded entertainment.

Celeste Atkinson is a lifestyle and entertainment manager for Audi, and her job is to create buzz by ensuring that vehicles such as the Audi A8L and the S8 sports sedan figure in paparazzi photos. This is referred to as:

Celeste Atkinson is a lifestyle and entertainment manager for Audi, and her job is to create buzz by ensuring that vehicles such as the Audi A8L and the S8 sports sedan figure in paparazzi photos. This is referred to as:

A) lifestyle placement.
B) blockbuster placement.
C) promotion placement.
D) product placement.
E) photo placement.


Answer: D) product placement.

In fall 2002, a new Broadway production of Puccini's La Boheme was set in Paris circa 1957. The stage set included billboards for luxury pen maker Montblanc and Piper-Heidsieck champagne. This is an example of:

In fall 2002, a new Broadway production of Puccini's La Boheme was set in Paris circa 1957. The stage set included billboards for luxury pen maker Montblanc and Piper-Heidsieck champagne. This is an example of:

A) consumer sales promotion.
B) sampling.
C) product placement.
D) trade sales promotion.
E) global awareness.


Answer: C) product placement.

Product placement has reached the world of live theater and opera. The difference between product placement and other forms of promotion is:

Product placement has reached the world of live theater and opera. The difference between product placement and other forms of promotion is:

A) ethical concerns are not taken into account.
B) viewers are being marketed to subliminally without their consent.
C) products are focused showing different angles.
D) prominent personalities add a message about the product.
E) sponsors are recognized for their contribution.


Answer: B) viewers are being marketed to subliminally without their consent.

Chinese authorities ratified the WHO's Framework Convention on Tobacco Controls; which means:

Chinese authorities ratified the WHO's Framework Convention on Tobacco Controls; which means:

A) Chinese TV can show tobacco ads only after midnight.
B) tobacco companies cannot show ads on TV but can sponsor sports events.
C) all forms of tobacco promotion and sponsorships will be phased out by the year 2010.
D) tobacco companies can use sponsorships of health and sporting events.
E) tobacco companies can sponsor China's national soccer tournament after the year 2010.


Answer: C) all forms of tobacco promotion and sponsorships will be phased out by the year 2010.

Worldwide spending on outdoor advertising amounts to about ________ of total ad spending.

Worldwide spending on outdoor advertising amounts to about ________ of total ad spending.

A) 1%
B) 2%
C) 4%
D) 6%
E) 10%


Answer: D) 6%

A ban on billboards in Brazil meant they have to come down, and in addition, transit ads on buses and taxis were not allowed. Denied access to traditional outdoor advertising, companies devised a number of alternative ways to communicate with prospective customers. These ways included all of the following except:

A ban on billboards in Brazil meant they have to come down, and in addition, transit ads on buses and taxis were not allowed. Denied access to traditional outdoor advertising, companies devised a number of alternative ways to communicate with prospective customers. These ways included all of the following except:

A) Citibank used the color blue in much of its advertising.
B) ads were placed indoors in elevators.
C) ads were placed in rest rooms and other indoor traffic areas.
D) ads were placed on buses.
E) ads were placed using social media or online channels.


Answer: D) ads were placed on buses.

Traditional support media include:

Traditional support media include:

A) indoor posters.
B) billboards.
C) newspapers.
D) magazines.
E) catalogs.


Answer: B) billboards.

Interactive television (ITV) allows viewers to see the ad in its entirety by pressing a remote button; to order products from home-shopping channels; or choose different camera angles, such as in sports events. Comments by James Pennefather, brand manager for Smirnoff, UK, based on comparison of traditional TV ads to ITV features included all of the following except:

Interactive television (ITV) allows viewers to see the ad in its entirety by pressing a remote button; to order products from home-shopping channels; or choose different camera angles, such as in sports events. Comments by James Pennefather, brand manager for Smirnoff, UK, based on comparison of traditional TV ads to ITV features included all of the following except:

A) "it allows viewers to interact with programming."
B) "it is a lot more unproven."
C) "it needs further testing."
D) "it is a calculated risk."
E) "it may or may not succeed."


Answer: A) "it allows viewers to interact with programming."

Industry observers expect the popularity of home shopping to increase during the next few years due to:

Industry observers expect the popularity of home shopping to increase during the next few years due to:

A) the formation of European Union.
B) the economic development in India.
C) the introduction of interactive television.
D) the introduction of iPhone.
E) the introduction of TV shops.


Answer: C) the introduction of interactive television.

Chinese direct-response television has learned that there are many obstacles that still need to be overcome, which include all of the following except:

Chinese direct-response television has learned that there are many obstacles that still need to be overcome, which include all of the following except:

A) consumers' savings rate is very low.
B) limited number of private telephones.
C) low penetration of credit cards.
D) delivery logistics in Beijing.
E) delivery logistics in Shanghai.


Answer: A) consumers' savings rate is very low.

Thomas Burke, an executive at Saatchi & Saatchi, is quoted as saying ________ are "the most powerful form of advertising ever created."

Thomas Burke, an executive at Saatchi & Saatchi, is quoted as saying ________ are "the most powerful form of advertising ever created."

A) corporate advocacy ads
B) infomercials
C) banner ads on the Internet
D) direct mail campaigns
E) catalog sales


Answer: B) infomercials

In Hong Kong and Singapore, Western catalogers are finding it easy to market because of all of the following reasons except:

In Hong Kong and Singapore, Western catalogers are finding it easy to market because of all of the following reasons except:

A) efficient postal services.
B) highly educated populations.
C) wide use of credit cards.
D) few mail-order companies.
E) high per capita income.


Answer: D) few mail-order companies

The term magalog is used to describe which communication medium?

The term magalog is used to describe which communication medium?

A) direct mail
B) Groupons
C) coupons
D) catalogs
E) infomercials


Answer: D) catalogs

Which country or region offers direct marketers the advantage of a well-developed mailing list industry?

Which country or region offers direct marketers the advantage of a well-developed mailing list industry?

A) the United States
B) Japan
C) Western Europe
D) Latin America
E) South Korea


Answer: A) the United States

Which of the following is not a useful guideline for U.S.-based direct marketers wishing to reach global customers?

Which of the following is not a useful guideline for U.S.-based direct marketers wishing to reach global customers?

A) Do not treat prospects as though they are Americans.
B) Do not automatically assume that a direct-mail campaign that works in one country will work in another country.
C) Do not assume that all Europeans are similar in their tastes and wants.
D) Customers should be able to return products to an address in their local country market.
E) Focus on all countries included in the European Union.


Answer: E) Focus on all countries included in the European Union.

Which of the following environmental characteristics affects use of direct marketing in Europe?

Which of the following environmental characteristics affects use of direct marketing in Europe?

A) the European Commission's concern about privacy
B) high postal rates in several European countries
C) industries in Europe are still developing complete mailing lists
D) linguistic, cultural, and regional diversity
E) all of the above


Answer: E) all of the above

Which of the following is not characteristic of mass marketing?

Which of the following is not characteristic of mass marketing?

A) Product benefits do not typically include home delivery.
B) Advertising is used to generate an immediate inquiry or purchase.
C) Repetition of ads is the key to awareness and remembering.
D) The customer perceives relatively little risk.
E) Purchase action is deferred.


Answer: B) Advertising is used to generate an immediate inquiry or purchase.

Which of the following is not characteristic of direct marketing?

Which of the following is not characteristic of direct marketing?

A) A marketer relinquishes control of product when it is turned over to channel intermediaries.
B) Advertising serves to generate an immediate inquiry or purchase.
C) Repetition is used in individual advertisements.
D) The customer experiences high perceived risk.
E) Direct response advertising is used.


Answer: A) A marketer relinquishes control of product when it is turned over to channel intermediaries.