Deck 15: Advertising and Public Relations

Question 1

Advertising is the least used of the major promotion tools, although it has great potential for building consumer awareness and reference.

Answer 1

False

Question 2

Comparative advertising is also known as ________ advertising.

A) attack
B) institutional
C) covert
D) reminder
E) informative

Answer 2

A

Question 3

Encouraging customers to switch brands is most likely the objective of ________ advertising.

A) informative
B) reminder
C) covert
D) persuasive
E) institutional

Answer 3

D

Question 4

Persuasive advertising becomes ________ advertising when a company directly or indirectly compares its brand with one or more other brands.

A) informative
B) reminder
C) attack
D) covert
E) institutional

Question 5

Describing available services and support is most likely a goal of ________ advertising.

A) reminder
B) competitive
C) covert
D) attack
E) informative

Question 6

Which of the following types of advertising will most likely result in an advertising war?

A) covert advertising
B) institutional advertising
C) informative advertising
D) comparative advertising
E) reminder advertising

Question 7

________ becomes more important as competition increases. With this type of advertising, a company's objective is to build selective demand.

A) Institutional advertising
B) Informative advertising
C) Reminder advertising
D) Not-for-profit advertising
E) Persuasive advertising

Question 8

When the advertising objective is to build primary demand for a new product category, ________ advertising will most likely be used.

A) persuasive
B) informative
C) comparative
D) patronage
E) institutional

Question 9

Which of the following is one of the primary goals of reminder advertising?

A) maintain customer relationships
B) build brand preference
C) correct false impressions
D) inform the market of a price change
E) restore company image

Question 10

Competitive parity and task methods are considered when making decisions about ________.

A) sales objectives
B) budget
C) message structure
D) media selection
E) message effectiveness

Question 11

Advertising is used mostly by ________.

A) governments
B) business firms
C) social agencies
D) independent professionals
E) not-for-profit organizations

Question 12

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.

A) sales promotion
B) direct marketing
C) advertising
D) personal selling
E) public relations

Question 13

Which of the following is most likely an objective of informative advertising?

A) build brand preference
B) change customer perceptions of brand value
C) encourage customers to switch brands
D) suggest new uses for a product
E) keep the brand in customer minds during off-seasons

Question 14

Keeping the brand in a customer's mind during off-seasons is most likely a goal of ________ advertising.

A) reminder
B) attack
C) informative
D) covert
E) competitive

Question 15

Marketing management must make four important decisions when developing an advertising program. Briefly describe these four decisions.

Question 16

When Verizon Wireless began offering the iPhone, it used its "Can you hear me now?" slogan to attack AT&T's rumored spotty service. This example best illustrates ________.

A) informative advertising
B) reminder advertising
C) comparative advertising
D) covert advertising
E) institutional advertising

Question 17

When P&G developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. What type of campaign was most likely used by P&G for the Mr. Clean Magic Eraser?

A) informative advertising
B) persuasive advertising
C) reminder advertising
D) developmental advertising
E) comparative advertising

Question 18

An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________.

A) reciprocate
B) compete
C) remind
D) explain
E) suggest

Question 19

Which of the following is an objective of persuasive advertising?

A) communicate customer value
B) correct false impressions
C) describe available services and support
D) keep the brand in a customer's mind during off-seasons
E) change customer perceptions of product value

Question 20

The decisions about impact and engagement of an advertisement fall into the category of ________ decisions.

A) sales objectives
B) budget
C) message
D) media
E) advertising evaluations

Question 21

A product in the maturity stage will most likely require ________ advertising.

A) informative
B) comparative
C) persuasive
D) reminder
E) covert

Question 22

Which message execution style depicts average people using a product in an everyday setting?

A) lifestyle
B) scientific evidence
C) slice of life
D) personality symbol
E) testimonial evidence

Question 23

Which of the following would be the most likely result of slashing ad spending for a product?

A) increased popularity
B) reduced long-term market share
C) improved brand image
D) increased short-term sales
E) increased long-term market share

Question 24

After determining its advertising objectives, a company's next step in developing an advertising program is to ________.

A) set an advertising budget
B) determine the media vehicle
C) use cash rebate offers
D) evaluate the advertising campaign
E) develop a message strategy

Question 25

Which of the following brands most likely requires heavy advertising in order to be set apart from similar products?

A) undifferentiated brands
B) specialty brands
C) international brands
D) mature brands
E) high-share brands

Question 26

Which of the following is a major element of developing an advertising strategy?

A) selecting advertising media
B) using sophisticated statistical models
C) setting advertising objectives
D) evaluating advertising campaigns
E) setting the advertising budget

Question 27

Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals.

A) consumer trends
B) competitors' weaknesses
C) competitors' strengths
D) customer benefits
E) consumer emotions

Question 28

In its advertisements, Timex promotes its affordable and sturdy watches. Fossil emphasizes style and fashion in its advertisements, and Rolex stresses luxury and status. These are all examples of ________ appeals.

A) rational
B) reminder
C) believable
D) entertainment
E) distinctive

Question 29

The aim of ________ is to make an advertisement so useful or entertaining that people want to watch it.

A) branded entertainment
B) advertainment
C) viral marketing
D) buzz marketing
E) word-of-mouth advertising

Question 30

The first step in creating effective advertising messages is ________.

A) selecting specific media vehicles
B) planning a message strategy
C) determining return on advertising investment
D) choosing media timing
E) executing the message

Question 31

Which of the following are the three characteristics that an advertising appeal should have?

A) engaging, informative, and stylish
B) trendy, compelling, and appealing
C) meaningful, believable, and distinctive
D) unique, emotional, and entertaining
E) humorous, memorable, and interesting

Question 32

Which of the following most likely requires the smallest advertising budget?

A) products in competitive markets
B) undifferentiated brands
C) new products
D) low-share brands
E) mature brands

Question 33

Brands in a market with many competitors and high advertising clutter must ________.

A) have very high prices compared to competitors
B) be advertised only through print and social media
C) be advertised more heavily to be noticed in the marketplace
D) never be advertised using informative advertising
E) be advertised only during the mature stage of the product life cycle

Question 34

Product placement in television programs and movies is an example of ________.

A) branded entertainment
B) advertainment
C) direct marketing
D) buzz marketing
E) sales promotion

Question 35

Coca-Cola cups prominently featured on episodes of American Idol are an example of ________.

A) advertainment
B) buzz marketing
C) personal selling
D) sales promotion
E) product placement

Question 36

With the help of ________ systems, consumers can avoid watching ads.

A) USB
B) CCTV
C) HDMI
D) DVR
E) XBMC

Question 37

________ tend to be straightforward outlines of benefits and positioning points that the advertiser wants to stress.

A) Promotion mix plans
B) Message strategy statements
C) Creative concept strategies
D) Advertainment statements
E) Branded entertainment plans

Question 38

Which term refers to the general idea that will be communicated to consumers through an advertisement?

A) advertising appeal
B) message strategy
C) consumer-generated message
D) creative concept
E) message execution

Question 39

After creating a message strategy statement, the advertiser must develop a compelling ________ that will bring the message strategy to life in a distinctive and memorable way.

A) creative concept
B) customer strategy
C) customer benefit
D) execution style
E) media vehicle

Question 40

To break through the clutter, many marketers have subscribed to a new merging of advertising and entertainment, dubbed ________.

A) Madison & Vine
B) Wall St. & Fifth Ave
C) buzz marketing
D) podcasting
E) webisodes

Question 41

________ is a measure of the percentage of people in a target market who are exposed to an ad campaign during a given period of time.

A) Frequency
B) Qualitative value
C) Impact
D) Premium
E) Reach

Question 42

An ad for a new convection oven shows a busy professional woman using the convection oven to cook dinner for her family. Which of the following message execution styles is illustrated in this example?

A) testimonial evidence
B) slice of life
C) fantasy
D) scientific evidence
E) mood or image

Question 43

An IKEA ad shows consumers creating fanciful room designs with IKEA furniture, such as "a bedroom for a queen made by Bree and her sister, designed by IKEA." Which of the following message execution styles is illustrated in this example?

A) mood or image
B) musical
C) fantasy
D) lifestyle
E) personality symbol

Question 44

Apple used an album by the band U2 to promote the Apple Watch announcement. Which of the following message execution styles is illustrated in this example?

A) personality symbol
B) musical
C) fantasy
D) lifestyle
E) slice of life

Question 45

Progressive Insurance uses Flo to represent its product. Which of the following message execution styles was used by Progressive Insurance?

A) mood or image
B) fantasy
C) personality symbol
D) technical expertise
E) musical

Question 46

Which of the following message execution styles features a highly believable or likable source endorsing the product?

A) musical
B) mood or image
C) testimonial evidence
D) lifestyle
E) slice of life

Question 47

The main block of text in a print ad is referred to as the ________.

A) copy
B) testimonial evidence
C) headline
D) slogan
E) message strategy statement

Question 48

Which of the following message execution styles focuses on the company's skill and knowledge in making the product?

A) endorsement
B) scientific evidence
C) slice of life
D) technical expertise
E) testimonial evidence

Question 49

Which of the following is illustrated by an amateur 30-second video, developed by a consumer, telling the story of the online crafts marketplace, Etsy.com?

A) personal selling
B) consumer-generated messages
C) consumer ethnocentrism
D) sales promotion
E) consumerism

Question 50

An ad for Athleta active wear shows a woman in a complex yoga pose and states: "If your body is your temple, build it one piece at a time." This ad uses the ________ execution style.

A) slice of life
B) lifestyle
C) fantasy
D) scientific evidence
E) personality symbol

Question 51

What is the first element that a reader most likely notices in a print ad?

A) copy
B) illustration
C) headline
D) slogan
E) tone

Question 52

The number of times an average person in the target market is exposed to a message is known as the ________ of the message.

A) quantitative value
B) reach
C) frequency
D) exposure rate
E) turnover rate

Question 53

The McDonald's fast-food restaurant chain uses Ronald McDonald, a clown, as its primary character. Which message execution style is used by McDonald's?

A) technical expertise
B) lifestyle
C) personality symbol
D) image
E) slice of life

Question 54

You receive a report that 68 percent of your target market has been exposed to your ad campaign during a given period of time. Which of the following aspects of media selection is represented by this information?

A) frequency
B) reach
C) impact
D) engagement
E) qualitative value

Question 55

Which of the following is a major step in selecting advertising media?

A) determining reach, frequency, and impact
B) selecting message execution style
C) developing a compelling creative concept
D) deciding on format elements
E) planning a message strategy

Question 56

A pharmaceutical ad features a world-renowned heart surgeon describing the benefits of a medication. Which of the following message execution styles is illustrated in this example?

A) mood or image
B) fantasy
C) personality symbol
D) musical
E) testimonial evidence

Question 57

The advertisements that use the Aflac duck or the GEICO gecko are using the message execution style of ________.

A) lifestyle
B) technical expertise
C) testimonial evidence
D) slice of life
E) personality symbols

Question 58

An illustration, a headline, and a copy are the three ________ elements of an advertisement.

A) tone
B) mood
C) format
D) reach
E) frequency

Question 59

Maybelline used Sarah Michelle Gellar, an actress, to endorse a new range of cosmetics. This message execution style is referred to as ________.

A) lifestyle
B) testimonial evidence
C) image
D) technical expertise
E) personality symbol

Question 60

Which message execution style involves presenting survey data indicating that a brand is better than other brands?

A) scientific evidence
B) testimonial evidence
C) endorsement
D) technical expertise
E) slice of life

Question 61

A Spanish-language channel runs its ads only in Hispanic neighborhoods. This is an example of ________.

A) broadcasting
B) buzz marketing
C) narrowcasting
D) media multitasking
E) personal selling

Question 62

Television, as a medium of advertisement, is characterized by ________.

A) high audience selectivity
B) low absolute costs
C) poor mass-marketing coverage
D) fleeting exposure
E) high cost per exposure

Question 63

Which of the following is a disadvantage of using direct mail as an advertising medium?

A) low audience selectivity
B) no flexibility
C) severe ad competition
D) relatively high cost per exposure
E) lack of personalization

Question 64

Snappy Cameras is launching a new advertising campaign to demonstrate the high quality of its digital cameras. Which media option would give the audience the most control over exposure to the ads and interactive capabilities?

A) the Internet
B) newspaper
C) TV
D) radio
E) billboard

Question 65

Glee and The Wall Street Journal are both examples of ________-specific media within each general media type.

A) alternative media
B) major media
C) media vehicles
D) media multitaskers
E) micromedia

Question 66

Which of the following is a newer digital medium that is used by advertisers to reach consumers directly?

A) smartphone
B) direct mail
C) newspapers
D) billboards
E) television

Question 67

When a media planner determines whether an advertisement for diapers should be placed in Parents magazine or Sports Illustrated magazine, the planner is evaluating the media vehicle's ________.

A) profit margin
B) flexibility
C) rate of depreciation
D) audience quality
E) cost per exposure

Question 68

Franklin & Marshall College wishes to contact high school seniors at independent schools in Pennsylvania. Which of the following media would be most effective and efficient?

A) a Facebook page for the college
B) local newspapers ads throughout the state
C) radio ads throughout the state
D) a direct mail piece sent to selected students
E) billboards throughout the state

Question 69

Which of the following statements about magazines as an advertising medium is true?

A) Magazines have long ad purchase lead times.
B) Magazines cannot offer high geographic selectivity.
C) Magazines lack credibility.
D) Magazines provide better local coverage than newspapers.
E) Magazines have poor reproduction of images.

Question 70

In the context of media timing, ________ means scheduling ads evenly within a given period.

A) sequencing
B) narrowcasting
C) continuity
D) routing
E) pulsing

Question 71

Audience quality, audience engagement, and editorial quality are most likely to be considered when a media planner ________.

A) decides on media timing
B) selects an execution style
C) selects a media vehicle
D) evaluates return on investment
E) measures the communication effects of an advertisement

Question 72

Which of the following is a media measure?

A) consumer price index
B) GDP per capita
C) wholesale price index
D) click-through rate
E) human development index

Question 73

Which of the following statements is most likely true about radio as an advertising medium?

A) Radio advertising is typically quite expensive.
B) Radio ensures good attention from the target audience.
C) Radio offers very low audience selectivity.
D) Radio prohibits the use of segmentation strategies.
E) Radio advertising is characterized by good local acceptance.

Question 74

In the context of media timing, ________ means scheduling ads unevenly over a given time period.

A) routing
B) continuity
C) sequencing
D) narrowcasting
E) pulsing

Question 75

When selecting a media vehicle, the media planner looks both at the total cost of using a medium and at the ________.

A) cost per thousand persons reached
B) cost of premium offers
C) cost of the magazine it is using
D) profit margin
E) continuity cost

Question 76

Which term refers to the qualitative value of message exposure through a given medium?

A) reach
B) turnover rate
C) efficiency
D) media impact
E) frequency

Question 77

The term "media multitaskers" refers to ________.

A) competing brands which use the same media vehicle
B) people who absorb more than one medium at a time
C) media planners who also head the creative department
D) media planners who use more than one advertising medium
E) ad agencies whose clients are competitors of each other

Question 78

You want to advertise your new product. You want good mass marketing coverage and low cost per exposure. You also want to combine sight, sound, and motion and make the advertisement appealing to the senses. You should choose ________ as your advertising media.

A) newspaper
B) radio
C) magazines
D) television
E) direct mail

Question 79

Which of the following is an advantage of using newspapers as an advertising medium?

A) long life
B) good reproduction quality
C) large pass-along audience
D) broad acceptability
E) no ad competition within the same medium

Question 80

Which of the following statements about outdoor media is true?

A) It has no creative limitations.
B) It is characterized by higher costs per exposure.
C) It has good positional selectivity.
D) It has very limited flexibility.
E) It has high audience selectivity.