chapter 16 Flashcards
What defines advertising?
a) Personalized messages to promote a product
b) Non-personal messages to promote or sell a product, service, or idea
c) Direct communication between consumers and companies
d) Public relations efforts to improve brand image
A. Company has complete control over the message
Which of the following statements is true about the control of advertising messages?
b) Companies have complete control over advertising messages.
c) Advertising messages are controlled by government agencies.
d) Advertising messages are controlled by consumer advocacy groups.
B
Compared to public relations (PR), advertising generally has:
a) Higher credibility
b) Lower credibility
c) Similar credibility
d) No credibility
B
What is one of the drawbacks of advertising mentioned in the passage?
a) Limited control over the message
b) High credibility
c) Low cost per person reached
d) Difficulty in measuring its impact accurately
D
What is a characteristic of the cost structure of advertising?
a) Low costs due to personalized messages
b) High costs due to lack of control over the message
c) High costs, but relatively small cost per person reached
d) No costs involved in advertising
C
What is the ultimate long-term goal of advertising?
a) To improve brand image
b) To increase sales
c) To reduce costs
d) To enhance customer service
B
Which statement accurately reflects the relationship between advertising and sales?
a) Advertising has no impact on sales.
b) Advertising always leads to a significant increase in sales.
c) Advertising generally helps increase sales, but the exact impact is hard to measure.
d) Advertising results in a decrease in sales.
C
_____ is any form of impersonal, sponsor-paid, one-way mass communication.
a. Publicity
b. Advertising
c. Promotion
d. Public relations
e. Direct marketing
B
Kraft’s marketing efforts for its Macaroni & Cheese include television
commercial and magazine inserts. These activities are all activities associated with:
a. advertising
b. publicity
c. public relations
d. sales promotions
e. direct marketing
A
Why do many brands with a large market share spend proportionally less on
advertising compared to brands with small market share?
a. Beyond a certain volume of promotion,
diminishing returns set in.
b. Certain industries have a practice of spending
a low amount of dollars, relative to sales, on
advertising.
c. There is no minimum level of exposure for
advertising to have an effect on sales.
d. Advertising will not stimulate economic
growth for the industry.
e. The firms with large market share do not have
to advertise anymore.
A. There is a saturation point for advertising.
Which of the following explains why sales and market share begin to decrease no
matter how much is spent on advertising and sales promotion?
a. Inverted promotion function
b. Weber’s Law
c. AIDA
d. Just Noticeable Difference (JND)
e. Advertising response function
E
The advertising response function helps marketers:
a. create ads that will be noticed by consumers
each time the ad runs
b. use their advertising budgets wisely
c. calculate the break-even points for each
product being advertised
d. determine the reach and frequency of specific
media
e. select an executional appeal appropriate to the
product being advertised
B. The advertising response function is a phenomenon in which spending for advertising and sales
promotion increases sales or market share up to a certain level but then produces diminishing
results
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?
a. As a result of experiential marketing research
b. To create the appropriate level of institutional
advertising
c. To determine which executional appeal is the
most effective
d. To achieve a certain minimum level of
exposure to measurably affect purchase habits
e. To prevent product cannibalization
D. There are two reasons why companies with new brands with small market share tend to spend
proportionately more for advertising and sales promotions compared to those with existing
products and large market share. The first reason is in response to the advertising response
function. The second reason is to create product awareness in the minds of the target audience
What happens at the beginning of the S-shaped curve when the product is advertised?
a. The response is negative
b. The response is relatively strong
c. None of these options is correct
d. There is not much impact on sales
D
On the S-shaped curve, which of the following is on the horizontal axis?
a. Response
b. Amount of advertising spending
c. Demand
d. Supply
B
When Gillette introduced its Venus razor for women several years ago, it spent
$100 million on advertising and other promotions and successfully boosted its market share. As
an advertising consultant, you would advise Gillette to now:
a. double its advertising budget in order to
double its market share
b. maintain the current advertising budget and
continue to focus on brand awareness and
market share gains
c. slowly increase the amount spent on
advertising and promotion to offset
competitive advertisements
d. shift the budget dollars from advertising to
sales promotion and personal selling due to a
change in the product life cycle stage
e. focus on maintaining market share and spend
proportionately less on advertising because
additional expenditures would reap
diminishing benefits
E
_____ advertising is designed to enhance a company’s image rather than promote
a particular product.
a. Publicity
b. Institutional
c. Pioneering
d. Selective
e. Image
B
Tobacco company Philip Morris runs television ads where they promote quitting
smoking and direct viewers to a Web site for support and help. These ads are examples of _____
advertising.
a. product
b. institutional
c. pioneering
d. environmental
e. comparative
B
DuPont has an advertisement that shows police officers describing how they were
shot at close range in the line of duty. The advertisement explains that the lives of these public
servants were saved by Kevlar bullet-proof vests and that Kevlar was invented by DuPont. This is
an example of _____ advertising.
a. publicity
b. attribute
c. image
d. pioneering
e. institutional
E
Tesla automotive company uses a parent brand name for all of its products. What type of advertising is Tesla following?
A. Pioneer
B. Competitive
C. Comparative
D. Institutional
D
What role does institutional advertising play in shaping public perception?
a) It has no impact on public perception
b) It only reinforces existing perceptions
c) It helps to shape a positive image or address negative perceptions
d) It primarily focuses on criticizing competitors
C
What distinguishes institutional advertising from product advertising?
a) Institutional advertising focuses on individual products, while product advertising focuses on promoting the corporation as a whole.
b) Institutional advertising aims to increase short-term sales, while product advertising aims to build long-term brand identity.
c) Institutional advertising targets specific consumer segments, while product advertising appeals to a broader audience.
d) Institutional advertising enhances the corporation’s identity, while product advertising emphasizes individual product features.
D
Which form of advertising involves an organization expressing its views on
controversial issues or responding to media attacks?
a. Advocacy
b. Persuasive
c. Issue
d. Comparative
e. Image
A
Exxon Mobil has launched a series of ads promoting their commitment to
alternative energy sources during a time when they are recording record profits and consumers
struggle with high gas prices and environmentalists are concerned that burning fossil fuels is
contributing to the acceleration of global warming. This is an example of _____ advertising.
a. global
b. homogeneous
c. pioneering
d. advocacy
e. image
D
The American Association of Retired Persons (AARP) fights to protect social
programs such as Medicare and Social Security for senior citizens and runs television and print
advertisements encouraging its members to contact their legislators about these topics. Such ads
are examples of _____ advertising.
a. advocacy
b. selective
c. product
d. differential
e. image
A
Unlike advertising that establishes or maintains a company’s identity, _____
advertising touts the benefits of a specific good or service.
a. selective
b. cooperative
c. advocacy
d. image
e. product
E
Kia Motors runs television advertisements that encourage the purchase of their
Kia Soul compact car. This is an example of _____ advertising.
a. pioneering
b. circumstantial
c. product
d. advocacy
e. comparative
C
Pioneering advertising, competitive advertising, and comparative advertising are
all types of:
a. institutional advertising
b. product advertising
c. primary advertising
d. commercial advertising
e. commissioned advertising
B
Which type of advertising is used to stimulate demand for a new product or
product category?
a. Comparative
b. Innovative
c. Focused
d. Image
e. Pioneering
E
Instead of sending artfully arranged flower bouquets, an entrepreneur has
developed fresh fruit bouquets and is marketing them under the name Edible Arrangements. The
premium fruit is cut to mimic flowers, arranged in a basket, and carefully delivered to the
recipient’s home. One of the problems is convincing people that it is not a novelty product, but an
attractive way to show how you feel about someone. Edible Arrangements will be using _____
advertising to promote its fruit bouquets.
a. pioneering
b. innovative
c. introductory
d. start-up
e. focused
A
Cranium, the Seattle-based toy company, has recently introduced Giggle Gear, a
toy designed to let kids’ imagination run wild. With the face and headpieces that make up Giggle
Gear, kids can change themselves into aliens, fairies, bugs, and robots. What type of advertising
will this company be using to promote this new toy?
a. pioneering
b. innovative
c. promotional
d. start-up
e. comparative
A
Which of the following is a difference between pioneering advertising and competitive advertising?
a
.
Pioneering advertising is a form of institutional advertising, whereas competitive advertising is a form of advocacy advertising.
b
.
Pioneering advertising compares competing brands, whereas competitive advertising is intended to stimulate primary demand for a new product.
c
.
Pioneering advertising is used during a product’s introductory stage, whereas competitive advertising is used during a product’s growth stage.
d
.
Pioneering advertising is used to promote a company’s image, whereas competitive advertising is used to manage customer criticisms
C
What is the primary goal of pioneering advertising?
a) Reinforcing existing brand loyalty
b) Maintaining market share
c) Stimulating demand for a new product
d) Building long-term customer relationships
C
Which form of advertising is designed to influence demand for a specific brand?
a. Institutional
b. Primary
c. Competitive
d. Direct
e. Growth
C
An emphasis on branding generally begins as firms use _____ advertising.
a. comparative
b. differentiational
c. pioneering
d. institutional
e. competitive
E
_____ advertising compares two or more specifically named or shown competing
brands on one or more specific attributes.
a. Contrasting
b. Comparative
c. Pioneering
d. Superlative
e. Differentiational
B
Ads in which where Dunkin’ Donuts tells consumers that more “hard-working”
people prefer their coffee than the high-priced, “elitist” coffee sold at Starbucks are examples of
_____ advertising.
a. competitive
b. institutional
c. comparative
d. image
e. pioneering
C
Around election time every year, we see ads on television claiming that one
candidate is superior to another in terms of experience, capability, and/or ethics. Sometimes
opponents are named and even vilified in these _____ ads.
a. differential
b. cooperative
c. advocacy
d. comparative
e. image
d
Which of the following statements about comparative advertising is true?
a. Comparative advertising is highly effective in
Arabic countries.
b. The FCC is the only federal agency that has
any regulatory power over comparative
advertising.
c. Comparative advertising is often used for
products experiencing strong growth.
d. Comparative advertising is highly regulated
and is illegal in certain countries.
e. Comparative advertising is illegal in the
United States
D
What type of brands can use comparative advertising more effectively?
A. High-end brands
B. Luxury brands
C. Smaller brands
D. Established brands
C
What is comparative advertising?
A. Comparing two or more brands
B. Differentiating two or more brands
C. Focusing on one brand
D. Promoting multiple brands
A
A company assigns a fixed percentage of its revenue for its advertising budget in what type of method?
A. Change of sales
B. Percentage of sales
C. Percentage improvement in sales
D. Percentage of growth
B. easy to calculate
Which statement best describes the ease of implementation of the Percentage of Sales Method?
a) It requires complex calculations
b) It is relatively easy to calculate and implement
c) It involves subjective decision-making
d) It requires input from multiple departments
B
What is the problem with following the percentage change method?
A. During a downturn in sales, this method would reduce the advertising budget
B. During a downturn in sales, this method would increase the advertising budget
C. During an upturn in sales, this method would decrease the advertising budget
D. During an upturn in sales, this method would increase the advertising budget
A
What does Competitive Parity entail in advertising spending?
a) Spending above competitors’ levels
b) Spending below competitors’ levels
c) Spending at a level comparable to competitors
d) Spending without considering competitors’ budgets
C
What is the primary advantage of Competitive Parity?
a) Guarantee of higher advertising effectiveness
b) Sense of equity among participants
c) Flexibility in budget allocation
d) Ability to outspend competitors
B
Which statement best describes the potential limitation of Competitive Parity?
a) It guarantees success in the market
b) It ensures differentiation from competitors
c) It may not suit every company’s unique position and strategy
d) It simplifies the budgeting process
C
What might be a challenge associated with implementing Competitive Parity?
a) Difficulty in tracking competitors’ spending levels
b) Lack of relevance to the company’s market position
c) Overemphasis on competitors’ strategies
d) Reliance on inaccurate information about competitors
D
What does the DAGMAR approach stand for?
A. Defining accounting goals
B. Distributing accounting goals
C. Defining advertising goals
D. Distributing advertising goals
C
The DAGMAR approach is method one of setting advertising objectives.
T
DAGMAR is an acronym for:
a. Defining and Achieving Goals Means
Advertising Reach
b. Developing Aggressive Markets
c. Designing Advertising with Market Research
d. Defining Advertising Goals for Measured
Advertising Results
e. Developing Aggressive Growth Markets and
Revenues
D
A small, high-tech company has just launched a new writing pen that has a
memory, much like a small computer. The advertising campaign focuses on the innovativeness of
the new product. This is an example of pioneering advertising
T
What distinguishes attributes from benefits in advertising?
a) Attributes focus on customers’ preferences, while benefits focus on product characteristics.
b) Attributes refer to product characteristics, while benefits refer to what customers derive from them.
c) Attributes emphasize brand image, while benefits emphasize brand identity.
d) Attributes focus on long-term goals, while benefits focus on short-term gains.
B
Ads for Yoplait Greek Yogurt highlight that the product has twice the protein and
three times the calcium of other yogurts. This advertising highlights:
a. a product attribute
b. the creation of brand loyalty
c. how negative consumers’ attitudes are
modified
d. a product benefit
e. a loyalty reward
A
Which of the following is what consumers will receive or achieve by using a
product?
a. Attribute
b. Benefit
c. Compensation
d. Market share
e. Functionality
B
In advertising, the goal is to sell the _____, not the _____ of a product.
a. benefits; attributes
b. characteristics; appeals
c. values; traits
d. competitive edge; virtues
e. differential advantage; properties
A
What could be the focus of an advertising campaign besides a specific product?
a) The company’s financial performance
b) The company’s CEO
c) An entire institution or a broad category
d) The company’s marketing team
C
An advertising _____ identifies a reason for a person to buy a product.
a. profile
b. execution
c. format
d. execution
e. appeal
E
All of the following are common types of advertising appeals EXCEPT:
a. profit
b. health
c. admiration
d. fear
e. commitment
E
A print ad for Kraft Capri Sun drink packs says “take a sip of antioxidant
protection” What kind of an advertising appeal is this ad using?
a. Convenience
b. Fun and pleasure
c. Health
d. Profit
e. Admiration
C
ReaLemon juice relies on the slogan, “Fresh Lemon Taste Made Easy.” What
kind of an advertising appeal is this ad using?
a. Mood
b. Vanity and egotism
c. Health
d. Convenience
e. Admiration
D
What do advertising appeals determine?
a) The budget for the advertising campaign
b) How to design the logo for the brand
c) What aspects of the product or service should be emphasized
d) Which advertising agency to hire
C
An ad for an AT&T MasterCard offered zero percent interest on any balance
transferred from another card by September 1, as well as no annual fee. What kind of an appeal is
this ad using?
a. Environmental consciousness
b. Vanity and egotism
c. Health
d. Profit
e. Admiration
D
Ads for Brita water filters describe how one Brita pitcher filter can reduce waste
by effectively replacing as many as 300 standard plastic water bottles. What kind of an
advertising appeal is this ad using?
a. Environmental consciousness
b. Concern
c. Health
d. Profit
e. Admiration
A
Allstate Insurance has mostly ditched its famous “in good hands” ads in favor of
a character called “Mayhem,” who shows up in your life at random — and trashes it. What kind
of advertising appeal were these ads using?
a. fear
b. consequences
c. health
d. vanity and egotism
e. consciousness
A
Many advertisements use celebrities that are liked by many people in hopes that
consumers will buy the product that the celebrity endorses. Using celebrities to influence
consumers to buy the product is an example of which advertising appeal?
a. Consciousness
b. Love or romance
c. Fun and pleasure
d. Admiration
e. Resonance
D
What can advertising appeals include?
a) Only factual information about the product
b) Emotional and rational elements
c) Only negative aspects of the product
d) Abstract concepts unrelated to the product
B
What often becomes the brand’s Unique Selling Proposition (USP)?
a) The advertising budget
b) The chosen advertising appeal
c) The company’s CEO
d) The advertising agency hired
B
A(n) _____ is a desirable, exclusive, and believable advertising appeal selected
as the theme for a campaign.
a. executional framework
b. creative message strategy
c. benefit
d. attribute
e. unique selling proposition
E
IBM runs television ads that show how their IT services can help a small Internet
start up prepare for and solve any problems that may arise in their daily operations. This is an
example of a:
a. unique selling proposition
b. advertising objective
c. media profile
d. basis for comparative advertising
e. basis for product identification
A
M&M’s famous slogan, “Melts in your mouth, not in your hand,” is an example
of a(n):
a. unique selling proposition
b. advertising objective
c. basis for lifestyle strategy
d. promotional mix
e. basis for comparative advertising
A
_____ is the way the advertisement portrays its information.
a. Message execution
b. Appeal formation
c. Focus selection
d. Audience selection
e. Benefit determination
A
All of the following are executional styles for advertising EXCEPT:
a. humorous
b. fantasy
c. lifestyle
d. fear
e. musical
D
A print ad for Real Simple magazine shows a group of women sitting on a sofa
talking and laughing. Which executional style is being used in this ad?
a. Demonstration
b. Slice-of-life
c. Fantasy
d. Mood or image
e. Testimonial
B
A print ad for Wydham hotels and resorts shows how different groups can benefit
from their vacation whether it be playing as a family, a woman getting a massage, or a young
couple enjoying some quality time together. Which executional style is being used in this ad?
a. Demonstration
b. Lifestyle
c. Fantasy
d. Mood or image
e. Testimonial
B
An Advil magazine print ad shows the same woman painting, at work, in the
gym, and with her child. The ad states that Advil works on “all my pains wherever I hurt so I am
ready for anything” Which executional style is being used in this ad?
a. Demonstration
b. Slice-of-life
c. Fantasy
d. Mood or image
e. Humor and fear
B
The ads for Liquid-Plumr drain cleaner show the product being applied to a
clogged drain and the clog disappearing. These ads use a _____ executional style.
a. demonstration
b. scientific
c. fantasy
d. mood or image
e. lifestyle
A
A magazine ad for Baker’s chocolate shows a picture of a luscious chocolate
cookie and is headlined, “Love cleverly disguised as chocolate.” Which executional style is being
used in this ad?
a. demonstration
b. scientific
c. lifestyle
d. testimonial
e. humorous
E
What is a key aspect of executing the message in advertising?
a) Maximizing the advertising budget
b) Selecting the most expensive advertising platform
c) Determining the best way to convey the message
d) Prioritizing quantity over quality in advertising content
C
Why is strong and effective creative essential in advertising?
a) To minimize the advertising budget
b) To maximize brand recognition
c) To grab attention and influence consumer behavior
d) To focus solely on product attributes
C
According to the AIDA model, what stages should advertisements move consumers through?
a) Awareness, Interest, Decision, Action
b) Attention, Interest, Decision, Action
c) Attention, Interest, Desire, Action
d) Awareness, Interest, Desire, Action
C
An ad for the General Electric Advantium microwave shows people rushing from
one place to another and has the headline, “If your life moves this fast, maybe your oven should
too.” According to the ad, even though there never seems to be enough time to cook, this
microwave will help you prepare home-cooked meals. This is an example of the use of a _____
executional style.
a. humorous
b. lifestyle
c. mood
d. scientific
e. demonstration
C
Ads for Oreck vacuums claim that it removes 99 percent of allergens with its
Hepa filter, which is based on testing from an independent laboratory. Which executional
framework is this?
a. Factual
b. Demonstration
c. Scientific
d. Rational
e. Testimonial
C
Ads for Revlon cosmetics feature celebrities like Halle Berry, Kate Hudson, and
Jessica Biel endorsing the product. These are examples of a _____ executional style for
advertising.
a. lifestyle
b. spokesperson
c. fantasy
d. scientific
e. mood
B
Which execution style involves using a paid spokesperson or average consumers who have had positive experiences with the product or service?
a) Slice-of-life
b) Humor
c) Testimonial
d) Fantasy
C
What type of execution style disarms critical viewers and leads to liking through comedic elements?
a) Testimonial
b) Slice-of-life
c) Humor
d) Scientific
C
Which execution style involves showing scenes of consumers using the product in their daily lives?
a) Testimonial
b) Fantasy
c) Slice-of-life
d) Animation
C
What does the scientific execution style involve?
a) Using dramatic and unrealistic scenarios
b) Providing results from testing to support the product’s claims
c) Overstating the properties of the product
d) Barely mentioning the product in the advertisement
B
What is the purpose of the fantasy execution style?
a) To provide realistic depictions of product usage
b) To minimize advertising costs
c) To slightly understate the properties of the product
d) To involve exaggerated or unrealistic scenarios
D
Which execution style might involve magical or whimsical elements?
a) Testimonial
b) Humor
c) Fantasy
d) Animation
C
How does animation contribute to executing the message in advertising?
a) By using real-life scenarios
b) By providing scientific evidence
c) By creating visually appealing and engaging content
d) By focusing solely on product attributes
C
All of the following statements about postcampaign evaluation are true EXCEPT:
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a. Marketers spend little time studying
advertising effectiveness because there are so
many variables that shape the effectiveness of
an ad.
b. Testing ad effectiveness can be done either
before or after the campaign.
c. Most advertising campaigns aim to create an
image for the product instead of asking for
action, so their real effect is unknown.
d. Even if an ad campaign has been particularly
successful, advertisers will typically conduct a
postcampaign evaluation.
e. Evaluating an advertising campaign can be
the most demanding task facing advertisers
A
What is the purpose of post-campaign evaluation in advertising?
a) Determining the advertising budget
b) Comparing competitor strategies
c) Evaluating the success of the campaign
d) Planning future marketing campaigns
C
What is typically compared during post-campaign evaluation?
a) Pre and post-campaign sales revenue
b) Pre and post-campaign advertising budget
c) Pre and post-campaign brand liking
d) Pre and post-campaign audience demographics
C
Where can data for post-campaign evaluation come from?
a) Only from external sources like competitor analysis
b) Only from internal sources like product sales
c) From internal sources like product sales and market share, or through surveys to gauge attitudes and preferences
d) From advertising agencies’ reports only
C
Which of the following is not a decision to make in the context of selecting media for advertising?
A. The cost of media
B. The media mix
C. The media schedule
D. The political leaning of media
D
Which of the following is not a type of media?
A. Newspapers
B. Magazines
C. Television
D. Content of the advertisement
D
The _____ is the channel used to convey a message to a target market.
a. media type
b. product network
c. attribute
d. appeal
e. executor
A
Television is an example of an advertising:
a. media type
b. network
c. attribute
d. appeal
e. execution
A
What advantage do newspapers offer in terms of advertising?
a) High impact and engagement
b) Better reproduction quality
c) Low cost with geographic selectivity
d) Highly customizable options
C
What are the benefits of advertising in magazines?
a) Low cost and highly localized targeting
b) High impact and wide coverage
c) Better reproduction, high pass-along rates, longer advertisement life, and high targeting capability
d) Real-time performance monitoring
C
What is a characteristic of advertising on radio?
a) High pass-along rates
b) High targeting capability
c) Low cost and highly localized
d) Suitable for nationwide product launches
C
What is a key advantage of television advertising?
a) Cheap with geographic selectivity
b) Better reproduction quality
c) High impact, engaging, and wide coverage suitable for nationwide product launches
d) Highly customizable options
C
What makes internet advertising unique compared to other media types?
a) Better reproduction and high pass-along rates
b) Highly localized targeting and low cost
c) High targeting capability and wide coverage
d) Highly customizable and real-time performance monitoring
D
What additional forms of advertising are included under outdoor advertising besides billboards?
a) Flyers and brochures
b) Television commercials
c) Digital banners on websites
d) Buses, benches, and other transit advertisements
D
In which medium do advertisers spend the most?
a. Direct mail
b. Newspaper
c. TV
d. Radio
e. Internet
C
_____ advertising has the advantages of being both timely and geographically
flexible.
a. Television
b. Newspaper
c. Outdoor
d. Magazine
e. Catalog
B
When an advertiser decides how much space and/or time will be placed in each
advertising medium that the company wants to use, the advertiser is determining its:
a. marketing mix
b. media mix
c. promotional plan
d. advertising campaign
e. reach objectives
B
All of the following are used for making media mix decisions EXCEPT:
a. media schedule
b. cost per thousand
c. reach
d. frequency
e. audience selectivity
A
_____ is the cost of reaching one member of the target market.
a. Cost per contact
b. Cost per thousand
c. Gross rating
d. GRP
e. Effective reach
A. Cost per click (CPC): Key metric for online media
_____ measures the number of different target consumers who are exposed to a
commercial at least once during a specific period.
a. Noise level
b. Frequency
c. Reach
d. Synchronization
e. Cost per contact
C
_____ is a measure of the number of times an individual is exposed to a brand
message. It is used to measure the intensity of a specific medium’s coverage.
a. Synchronization
b. Reach
c. Cost per contact
d. Media scheduling
e. Frequency
E
What is the cost per contact?
A. The cost of reaching each person in the audience
B. The cost of allocating resources
C. The cost of reaching each supplier
D. The ability to generate interest in the audience
A
A medium’s ability to reach a precisely defined market is its:
a. audience selectivity
b. market singularity
c. geographic selectivity
d. noise filtering ability
e. life span
A
Media vehicles like People magazine and The Chicago Tribune appeal to a wide
cross section of the population. In contrast, Self magazine and The Food Network have high
levels of:
a. longevity
b. audience selectivity
c. geographic selectivity
d. flexibility
e. market singularity
B
In Times Square in New York City there are huge outdoor signs everywhere
advertising products, theatre musicals, and services. Along with all the outdoor advertisements,
there are also a lot of people bustling about, cars beeping, vendors trying to hand out coupons to
events, and police keeping a watchful eye on the revelry. Times Square exhibits:
a. minimum reach
b. no geographic selectivity
c. limited flexibility
d. high noise levels
e. confirmed selectivity
D
Billboard advertisements often have to compete for a driver’s attention with
traffic, passengers, radio, or other billboards. Billboard advertising would be described as:
a. lacking any geographic selectivity
b. the most flexible advertising medium
c. having a high noise level
d. having a low noise level
e. being a great channel for informative ads
C
Because Samuel Cabot, Inc., a manufacturer of premium-grade wood stains,
wants to spend its promotional budget on advertisements that will have a long life span so the ad
will be around when the homeowner needs such a product, it should use _____ advertising.
a. newspaper
b. radio
c. television
d. magazine
e. creative
D
Advertisers are often concerned with the noise level in a medium. The medium
that is assumed to have the lowest noise level is:
a. radio
b. television
c. direct mail
d. newspaper
e. magazines
C
What does media mix selection refer to?
a) The cost of each media type used in advertising
b) The number of advertisements placed on different media platforms
c) The emphasis on all media types used and the budget allocation
d) The duration of each advertisement on different media platforms
C
What does longevity refer to in media mix selection?
a) How quickly the advertisement can be produced
b) How long the advertisement will run
c) The number of times the target viewer is expected to view an advertisement
d) The cost to reach one person
B
What does speed measure in media mix selection?
a) How quickly the advertisement can be produced
b) How long the advertisement will run
c) The number of times the target viewer is expected to view an advertisement
d) The cost of reaching one person
A
A(n) _____ designates the medium or media to be used, the specific vehicles, and
the insertion dates of the advertising.
a. advertising plan
b. media schedule
c. promotion strategy
d. ad outline
e. promotional profile
b
Meek’s Hunting Emporium is a retail store that carries all the products hunters
need or think they need. It has set up an advertising plan that allows it to advertise every day prior
to the opening of quail-, deer-, and turkey-hunting seasons on four local radio stations, as well as
in the local newspapers. This is an example of a:
a. message execution plan
b. media profile
c. reach program
d. media schedule
e. frequency timetable
D
Products in the latter stages of the product life cycle, which are advertised on a
reminder basis, use a(n) _____ media schedule.
a. intermittent
b. bursting
c. continuous
d. trailing
e. unremitting
C. A continuous schedule allows the advertising to run steadily throughout the advertising period,
which is good for advertising on a reminder basis.
Pepsi-Cola uses reminder advertising that runs steadily all year. This is an
example of a _____ media schedule.
a. seasonal
b. pulsing
c. flighted
d. consecutive
e. continuous
E
With a(n) _____ media schedule, the advertiser may schedule the ads heavily
every other month to achieve a greater impact with an increased frequency and reach at those
times.
a. intermittent
b. flighted
c. periodic
d. unremitting
e. alternating
B
The Swine Palace Theater runs ads in the entertainment section of the local
newspaper every first weekend of each month. This is a _____ scheduling plan.
a. flighted
b. continuous
c. bursting
d. seasonal
e. replication
A. Flighted media scheduling schedules ads heavily for a period, then drops them, and then repeats
them
A(n) _____ media schedule combines continuous scheduling throughout the year
with a flighted schedule during the best sales periods.
a. pulsing
b. bursting
c. unremitting
d. rhythmic
e. vibrating
A
The Tween Scene is a retail store catering to 8-12 year-old boys and girls. It
advertises regularly both on radio and in the daily newspaper. The month prior to the beginning of
each new school year, the store buys extra advertising space and time. This is an example of a(n)
_____ scheduling plan.
a. continuous
b. replication
c. interval
d. seasonal
e. pulsing
E
Which of the following products is most likely to have a seasonal media
schedule?
a. Aromatherapy candles
b. Masking tape
c. Airplane tickets
d. Charcoal
e. Soft drinks
D
Products such as snowblowers, chocolate Easter eggs, mittens, and sunscreen
lotion are most likely to be advertised with a _____ media schedule.
a. flighted
b. pulsing
c. seasonal
d. continuous
e. consecutive
C
The aim to impact public attitudes and execute programs, which are not paid for explicitly, to gain their understanding and acceptance is:
A. Public relations
B. Advertising
C. Retail relations
D. Supplier relations
A
Publicity consists of programs developed by a company to capitalize on the
factors that will enhance the firm’s image and minimize those that generate negative images.
F
_____ is the promotional mix element that evaluates public attitudes, identifies
issues that may elicit public concern, and executes programs to gain public understanding and
acceptance.
a. Personal selling
b. Advertising
c. Mass communications
d. Public relations
e. Sales promotion
D
Each year, Atlanta hosts the Peachtree Road Race, a running event that attracts
many world-caliber racers. This year race officials also sanctioned a race conducted in Iraq so
that soldiers from the state would not have to miss the annual event. The winners of the Mid-east
race as well as scenes of the actual race were televised. In terms of a promotional mix, this Iraqi
Peachtree Race was as example of:
a. advertising and personal selling efforts
b. strategic product promotions and resulting
sales
c. a target marketing strategy
d. sales promotion efforts
e. a public relations strategy
E
A news story on the resignation of Steve Jobs as CEO of Apple—complete with
descriptions of the numerous innovations he pioneered during his tenure—is an example of:
a. a sales promotion
b. free advertising
c. demarketing
d. newspaper advertising
e. publicity
E
Tools for the public relations manager include all of the following EXCEPT:
a. press relations
b. product publicity
c. lobbying
d. sales promotions
e. corporate communications
D
A Wall Street Journal headline is “Best Buy Wins iPhone Lineup.” This article
represents _____ for Best Buy and Apple Inc.
a. marketing research
b. sales promotion
c. personal selling
d. advertising
e. publicity
E. Publicity (a form of public relations) for new, innovative products can result in more exposure
than conventional advertising and other promotional tools
_____ is used by public relations specialists to handle the effects of unfavorable
publicity.
a. Media planning
b. Crisis management
c. Message power
d. Damage control
e. Communication narrowcasting
B
A newspaper article revealed that hazardous waste buried in an on-site landfill at
a paper manufacturer were leaking into the local water supply. Even though the company quickly
stopped the leak and paid for an additional water purification system for the town, it still received
some very negative publicity. The company should have:
a. begun a pulsing advertising campaign
b. implemented its crisis management plan
c. used an ad campaign based on a fear appeal
d. done nothing until the actual damage levels
were determined
e. ignored the publicity and assumed it would go
away
B
What distinguishes public relations (PR) from advertising?
a) PR involves paid communication, while advertising is not paid for
b) PR is less credible than advertising
c) PR is proactive communication that is not paid for, whereas advertising is paid communication
d) PR is more under control than advertising
C
What is a characteristic of public relations in terms of credibility?
a) PR is less credible than advertising
b) PR is paid communication
c) PR is high on credibility compared to advertising
d) PR is solely focused on external communications
C
What is the primary intention of public relations?
a) To generate revenue for the company
b) To promote specific products through paid promotions
c) To create a favorable image through proactive communication
d) To increase advertising effectiveness
C
Which of the following is NOT a function of public relations?
a) Corporate communication
b) Product sales
c) Employee and investor relations
d) Crisis management
B
What does corporate communication entail in public relations?
a) Creating internal and external communications to promote a positive image of the firm or institution
b) Publicizing specific goods or services
c) Dealing with legislators and government officials to promote or defeat legislation and regulation
A
What is the purpose of product publicity in public relations?
a) Maintaining positive relationships with employees and shareholders
b) Publicizing specific goods or services
c) Dealing with legislators and government officials
d) Creating internal and external communications
B
What does employee and investor relations involve in public relations?
a) Maintaining positive relationships with employees, shareholders, and others in the financial community
b) Publicizing specific goods or services
c) Dealing with legislators and government officials
d) Responding to unfavorable publicity or a negative event
A
What is the focus of lobbying in public relations?
a) Responding to unfavorable publicity or a negative event
b) Publicizing specific goods or services
c) Maintaining positive relationships with employees, shareholders, and others in the financial community
d) Dealing with legislators and government officials to promote or defeat legislation and regulatio
D
What is one purpose of new product publicity in public relations?
a) To generate revenue for the company
b) To create internal communications within the company
c) To deliver written stories to members of the press
d) To promote new and innovative products through press releases
D
Who typically writes press releases for new product publicity?
a) Members of the press
b) Competitors of the company
c) Customers of the company
d) The company itself
D
An example of product placement is when the judges on American Idol are
shown sipping Coca-Cola during the broadcast
T
Which of the following is a public relations strategy that involves getting a
product, service, or company name to appear in a movie or television show?
a. Press release
b. Product placement
c. Product publicity
d. Consumer education
e. Integrated marketing communications
B
Stormbreaker, a new spy movie, details the story of Alex Rider who, after the
death of his uncle, is recruited as an M16 spy. Armed with a special set of gadgets, Rider’s
mission is to save millions of lives. In James Bond fashion, the Cross pen serves as one of the key
gadgets in the film. The maker of Cross pen paid to have its pen featured in this movie. This is an
example of:
a. advertising
b. a sales promotion
c. paid-for public relations
d. product placement
e. lobbying
D
General Mills put together a brochure titled, “A Guide to Good Food, Good
Health,” which it made available to elementary teachers at the beginning of a school year so that
the teachers could use the brochures to explain to children why it is important to eat right. This is
an example of which public relations tool?
a. Product placement
b. Event sponsorship
c. Consumer education
d. Crisis management
e. Lobbying
C
BMW of North America sponsored an instructional driving school for teenagers
in major cities across the U.S. Teens received a training session that included driving techniques
and accident avoidance skills. This is an example of:
a. event advocacy
b. lobbying
c. product placement
d. consumer education
e. issue sponsorship
D
What types of events do companies often offer to educate consumers?
a) Free product samples
b) Discounts on purchases
c) Free seminars, workshops, and in-store demonstrations
d) Online quizzes
C
The sponsorship of NASCAR is an example of a public relations activity.
T
Which public relations tool involves a company spending money to support an
issue, cause, or event that is consistent with corporate objectives?
a. Advocacy
b. Lobbying
c. Product placement
d. Sponsorship
e. Underwriting
D
What is sponsorship in marketing?
a) Providing funding for competitors
b) Offering free products to customers
c) Providing funding for an event, team, or organization in exchange for logo placement and recognition
d) Funding marketing research studies
C
What role does logo placement play in sponsorship?
a) It decreases brand recognition
b) It increases consumer trust
c) It creates many positive impressions as consumers see the logo repeatedly
d) It discourages consumer engagement
C
How do companies primarily use their websites in relation to public relations?
a) To decrease access to company information
b) To limit interaction with the target market
c) To provide access to company news, product launches, financial reports, and service locations
d) To discourage engagement with the target market
C
What is one purpose of utilizing websites for public relations?
a) To decrease brand visibility
b) To restrict access to favorable stories about brands
c) To share favorable stories about brands with the target market
d) To limit access to company information
C
Why is social media particularly effective for public relations?
a) Due to its limited reach
b) Due to its static nature
c) Due to its viral nature
d) Due to its lack of engagement
C
What is the primary purpose of sales promotion?
a) To decrease product trial
b) To discourage unit sales
c) To provide long-term incentives
d) To initiate trial or purchase
D
When is sales promotion most appropriate?
a) For long-term goals
b) For decreasing unit sales
c) For short-term goals
d) For maintaining older merchandise
C
What is one key objective of sales promotion?
a) To decrease product trial
b) To maintain older merchandise
c) To boost unit sales
d) To discourage purchase
C
What type of merchandise is often targeted for clearance through sales promotion?
a) New and popular items
b) High-priced items
c) Older merchandise
d) Limited edition items
C
Who is the target audience for consumer promotion?
a) Competitors
b) Retailers
c) Distributors
d) Consumers
D
What is zapping of commercials?
A. When the audience skips commercials
B. When the audience watches commercials
C. When the audience fast-forwards the commercials
D. When the audience doesn’t pay attention to the commercials
A
What tool provides easy access to company news?
A.Sponsorships
B. Social media
C.Product placement
D. Advertisement
B
What are coupons and rebates commonly used for?
a) Increasing product prices permanently
b) Providing permanent price reductions
c) Providing temporary price reductions
d) Increasing consumer loyalty
C
How are coupons typically distributed to consumers?
a) Through direct mail
b) Through email newsletters
c) Through free-standing inserts in newspapers
d) Through social media ads
C
What distinguishes rebates from coupons?
a) Rebates require mailing in for redemption
b) Coupons are redeemable online
c) Coupons require mailing in for redemption
d) Rebates are redeemable instantly in stores
A
What is one potential downside of rebates?
a) They discourage purchases
b) They increase product prices permanently
c) Many consumers never bother to redeem them
d) They require immediate payment from consumers
C
What is one purpose of using premiums?
a) To discourage consumer loyalty
b) To increase product prices permanently
c) To reward consumers or introduce new products
d) To decrease product trial
C
Spotify offers streaming services for free; but with additional cost, consumers have access to Hulu. What consumer promotion is Spotify using?
A. Coupons
B. Loyalty programs
C. Premiums
D. Point-of-purchase promotion
C
When consumers get a reward after they purchase the product multiple times, what is this type of consumer promotion called?
A. Coupons
B. Rebates
C. Premiums
D. Loyalty programs
D
Where are point-of-purchase (POP) promotions typically conducted?
a) Online
b) At consumers’ homes
c) At the point of purchase
d) Through direct mail
C
When are point-of-purchase (POP) promotions particularly effective?
a) For products where consumers make decisions online
b) For products where consumers make decisions at home
c) For products where consumers make decisions in-store
d) For products where consumers make decisions via phone
C
What is included in point-of-purchase (POP) promotions?
a) Online ads
b) Television commercials
c) POP displays and product sampling
d) Radio ads
C
Which of the following is a common promotion directed at channel members?
A. Coupons
B. Premiums
C. Rebates
D. Trade allowance
D
Who is the primary target of trade promotion?
a) Consumers
b) Manufacturers
c) Intermediaries
d) Retailers
C
What is a common type of trade promotion involving discounts?
a) Retail sales training
b) Push money
c) Trade allowance
d) Coupons
C
What is the purpose of push money in trade promotion?
a) To reduce shelf space in retail outlets
b) To provide discounts to consumers
c) To encourage intermediaries to push the manufacturer’s product
d) To train retail salespeople on new products
C
How does retail sales training contribute to trade promotion?
a) By providing discounts to intermediaries
b) By encouraging salespeople to recommend the manufacturer’s brand
c) By improving product knowledge
d) By reducing shelf space in retail outlets
C
In a commercial for Bucks beef jerky actor bill Murray is used as a spokesperson to appeal to his
customers. Bucks beef jerky is executing their message through___
a. lifestyele
b.Slice-of-life
c.testimonial
d.scientific defense
e.fantasy
Testimonial
Which promotional mix element allows more control, but also has lower credibility?
Select one: a. Advertising b. Social media c. Public relations d. Sales promotions e. Personal selling
A
When choosing media types, advertisers should consider all of the following EXCEPT __________:
a.life of the advertisement
b.cost
c.the product manufacturer
d.how quickly the message can be delivered
e.selectivity
C
Why do some advertisers use product placement rather than commercials?
Select one:
a. To create a testimonial that moves consumers through AIDA.
b. Product placement requires less effort.
c. Commercials are more expensive to produce than product placement.
d. Consumers can zip and zap commercials.
e. To form a strong bond between the program and the product.
A
C&D is a local coffee shop that wants to encourage repeat business. Whats the most effective way to
achieve this?
a. Prodvide coupons in the most frequently purchased donuts
b. Create a loyalty program for its customers
c.Provide cash rebates on the most frequently purchased donuts
d. Thank every customer with a personalized email
e. Train their staff on the brands of coffeee
B
Geroge is a computer salesperson for Best Buy, Samsung Elves George a bonus for every Samsung
laptop he sells, In this case, Samsung is rewarding George with___
a. Consumer promotions
b. Sales promotion
c.Push money
d.Premiums
e.Discounts
c
A company that needs its ads to be highly impactful and is not concerned about cost should likely use___.
a. magazines
b. newspapers
c. outdoor advertising
d. television
e. the internet
D
How can a company increase product sales in the short run?
a. New product publicity
b.Public relations
c.Sales promotions
d.Internet advertisements
e.Television advertisements
C
Public relations tools can include all the following EXCEPT___
a. New product publicity
b.Sponsorship
c.Social Media
d.Advertisement
e.Consumer education
D
What is the purpose of the advertising response function?
a. Helps marketers use their advertising budget wisely.
b. To choose the most effective add.
c. To select the most cost-effective ad to use.
d.To identify consumers will notice every time. e. Determines the effect of a single ad on product sales.
A
Rather than promoting a specific brand, ________ advertising introduces and demonstrates the product’s benefits.
Question 21 options:
A)
competitive
B)
pioneer
C)
comparative
D)
corporate
E)
product
e
____has an informative focus that is good for early product lifecycle stages.
Select one:
a. Competitive advertising
b. Pioneer advertising
c. Product advertising
d. Comparative advertising
e. Institutional advertising
B
___are credible,proactive, and free promotions that try to sway public attitudes. a.Competitive advertisements
b.Sales promotions
c.Personal selling tactics d.Public relations e.Institutional advertisements
D
The shape of the advertising response function follows a(n)___
a.exponential curve
b.straight line with a positive slope
c. invrese curve
d. elongated “S”
e. Inverted “U” curver
D
Bigger brands should not rely on comparative advertising because___
a. the whole company must become involved in creating the advertisement
b.larger brands promote through billboards and the internet
c.their products tend to be more expensive
d.they are focused on institutional advertising
e.there is little to gain by comparing themselves to smaller, lesser brands
E
One important metric for advertisements is___,the number of target consumers a medium can deliver to.
a. reach
b. media type
c. noise level
d. cost per contact
e. audience selectivity
A
