Deck 15: Advertising and Public Relations

Question 1

________ advertising becomes more important as competition increases.The company's objective is to build selective demand.

A) Reminder-oriented
B) Informative
C) POP promotion
D) Patronage
E) Persuasive

Answer 1

Persuasive

Question 2

Which of the following is 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 brand in customer minds during off-seasons

Answer 2

suggest new uses for a product

Question 3

What 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

Answer 3

maintain customer relationships

Question 4

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

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

Question 5

Which of the following is one of the four important decisions made when developing an advertising program?

A) setting advertising objectives
B) setting the advertising budget
C) developing advertising strategy
D) selecting a target market
E) A, B, and C

Question 6

Advertising ________ define the jobs that advertising must do in the total marketing program.

A) objectives
B) budgets
C) strategies
D) campaigns
E) evaluations

Question 7

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

A) convince
B) compete
C) remind
D) explain
E) encourage

Question 8

Which of the following may require 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 9

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

A) informative
B) reminder
C) comparative
D) POP promotion
E) institutional

Question 10

Advertising is used mostly by which of the following?

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

Question 11

A product in the maturity stage will often require ________ advertising.

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

Question 12

Some large corporations have developed ________ to help determine the optimal investment across various media; such tools are useful when determining the relationship between promotional spending and brand sales.

A) impact studies
B) sales techniques
C) statistical models
D) advertising budgets
E) advertising strategies

Question 13

Which of the following is an 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 14

Reach,frequency,and impact are all ________ made when developing an advertising program.

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

Question 15

In its classic ___________ campaign,Avis positioned itself against market-leading
Hertz by claiming,"We try harder."

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

Question 16

All of the following require high advertising budgets EXCEPT ________.

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

Question 17

P&G usually avoids humor that might take attention away from the message in the advertisement.

A) the communications method
B) integrated marketing
C) the promotion mix
D) competitive marketing
E) target marketing

Question 18

________ becomes more important as competition increases.The company's objective is to build selective demand.

A) Reminder-oriented
B) Informative
C) POP promotion
D) Patronage
E) Persuasive

Question 19

Any paid form of non-personal 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 20

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 21

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

A) branded entertainment
B) advertainment
C) audience engagement
D) continuity scheduling
E) pulse scheduling

Question 22

The Internet,video on demand (VOD),and DVD rentals present which of the following problems for marketers?

A) Consumers are watching less television.
B) Consumers cannot focus on specific messages due to advertising clutter.
C) Audiences are less interested in media consumption.
D) Consumers have more choices about what to watch or not watch.
E) Television advertising is becoming more expensive.

Question 23

Branded Coca-Cola cups have been prominently featured on episodes of American Idol.This is an example of ________.

A) advertising
B) sponsorship
C) consumer-generated messages
D) sales promotion
E) product placement

Question 24

Illustrations,the headline,and the copy are three ________ elements of an advertisement.

A) tone
B) mood
C) format
D) reach
E) execution style

Question 25

Which of the following represents the merge between advertising and entertainment?

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

Question 26

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

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

Question 27

Garfield the Cat is an example of a ________.

A) brand name
B) creative endorsement
C) fantasy figure
D) celebrity spokespeople
E) personality symbol

Question 28

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 29

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 30

Soaring media costs,focused target marketing strategies,and the growing array of new media have increased the importance of ________.

A) indirect marketing
B) competitive parity
C) humor in advertisements
D) branded entertainment
E) media planning

Question 31

Which message execution style 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 32

________ 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) Big idea statements
E) Branded entertainment plans

Question 33

Advertisements built around dream themes use which type of execution style?

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

Question 34

Which of the following are the three characteristics 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 35

What is the term used to describe the 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 36

Which execution style presents survey evidence that a brand is better than other brands?

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

Question 37

To be successful,an advertisement must ________.

A) guarantee the highest quality product
B) offer the highest quality service
C) reach consumers frequently
D) promise the lowest market price
E) gain the attention of consumers

Question 38

Some advertisers use edgy humor in their advertisements in order to break through the commercial clutter.This is an example of an advertisement's ________.

A) format
B) execution style
C) tone
D) image
E) message strategy

Question 39

The ________ or the creative concept will bring the message strategy to life in a distinctive and memorable way.

A) appeal
B) "big idea"
C) differentiation
D) strategy
E) evaluation

Question 40

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 41

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

A) Radio advertising is typically quite expensive.
B) National radio advertising opportunities are simple to purchase.
C) One advantage of radio advertising is its high demographic selectivity.
D) Radio prohibits the use of segmentation strategies.
E) Radio is defined as an outdoor medium.

Question 42

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

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

Question 43

For many years,________ dominated the media mix used by national advertisers.

A) radio and television
B) television and magazines
C) direct mail and billboards
D) radio and digital media
E) newspapers and direct mail

Question 44

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 45

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

A) audience engagement
B) editorial quality
C) market coverage
D) audience quality
E) cost per exposure

Question 46

Advertisers are taking advantage of "_____________" to "rifle in" on special market segments rather than use the "shotgun" approach offered by network broadcasting.

A) personal selling
B) public relations
C) narrowing
D) narrowcasting
E) advertising

Question 47

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

A) impact
B) reach
C) frequency
D) exposure
E) engagement

Question 48

All of the following are major steps in advertising media selection EXCEPT ________.

A) deciding on reach, frequency, and impact
B) choosing among major media types
C) selecting specific media vehicles
D) deciding on format elements
E) choosing media timing

Question 49

The advertiser must decide on the ________,or desired media impact,of a message in a specific medium.

A) reach
B) illustration
C) qualitative value
D) exposure costs
E) frequency

Question 50

Digital satellite systems are one type of ________.

A) digital media
B) consumer-generated media
C) outdoor media
D) indirect media
E) traditional media

Question 51

Star TV and Cosmopolitan 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 52

Audience quality,audience engagement,and editorial quality are all considerations 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 53

Of the following,which is most difficult for advertisers to measure?

A) reach
B) frequency
C) click-through rates
D) media engagement
E) media impact

Question 54

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

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

Question 55

________ means scheduling ads evenly within a given period.________ means scheduling ads unevenly over a given time period.

A) Pulsing; Continuity
B) Continuity; Hard hitting
C) Continuity; Pulsing
D) Pulsing; Hard hitting
E) Sequencing; Routing

Question 56

You are looking to advertise your new product,and you want good mass marketing coverage and low cost per exposure.You should choose ________ as your advertising media.

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

Question 57

The advertiser must choose media that will ___________ rather than simply reach them.

A) attract consumers
B) find consumers
C) enrage consumers
D) encourage consumers
E) engage consumers

Question 58

The Internet,direct mail,magazines,and radio all offer advertisers which of the following advantages?

A) audience selectivity
B) low costs
C) timeliness
D) flexibility
E) credibility

Question 59

A brand's advertising budget often depends on its stage in the product life cycle.Mature brands usually require ________ budgets as a ratio to sales.

A) larger
B) lower
C) more television
D) less television
E) unchanged

Question 60

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

A) Magazines have long lead times and deadlines that can reduce flexibility.
B) Magazines have not benefited from advances in communication technologies.
C) Magazines typically use a mass marketing strategy.
D) Magazines provide better local coverage than newspapers do.
E) Magazines have poor reproduction quality of images.

Question 61

Which of the following functions is LEAST likely to be performed by a public relations department?

A) product publicity
B) development
C) public affairs
D) investor relations
E) media vehicle selection

Question 62

To measure the ________ of an ad after it has been aired,the advertiser can evaluate how the ad affected consumer recall,product awareness,and preference.

A) sales effects
B) profit effects
C) communication effects
D) reminder effects
E) comparative effects

Question 63

All of the following are benefits of standardized global advertising EXCEPT ________.

A) lower advertising costs
B) greater global advertising coordination
C) higher appeal to varying demographics
D) more consistent worldwide image
E) greater consistency among international product Web sites

Question 64

What will be the most likely objective of advertisements by Coca-Cola?

A) build a company image
B) encourage customers to switch brands
C) correct false impressions
D) maintain customer relationships
E) change customer perceptions

Question 65

One way to measure the ________ effects of advertising is to ________ past sales and past advertising expenditures.

A) communication; average
B) promotion; analyze
C) communication; identify
D) sales; compare
E) sales; combine

Question 66

_____________ directly or ______ compares one brand with another or several other brands.

A) Informative advertising; indirectly
B) Reminder advertising; indirectly
C) Comparative advertising; indirectly
D) Persuasive advertising; indirectly
E) Buzz marketing; indirectly

Question 67

Logos,uniforms,brochures,and company trucks are all examples of ________ that can be used to help a company create a visual image for the public.

A) direct marketing
B) social marketing
C) public service activities
D) corporate identity materials
E) buzz marketing materials

Question 68

________ use several tools,including the news,speeches,corporate identity materials,and special events.

A) Advertising agencies
B) Advertising specialists
C) Public relations professionals
D) Media buyers
E) Media planners

Question 69

Most international advertisers develop global advertising _______ that make their worldwide advertising efforts more efficient and consistent.

A) programs
B) objectives
C) strategies
D) plans
E) media

Question 70

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) emotional
C) believable
D) entertainment
E) distinctive

Question 71

Apex detergent is relatively undifferentiated from two other detergent brands,Acme and Brighton detergents.Therefore,Apex is most likely to require which of the following?

A) a different target market
B) a new package
C) heavy advertising to set it apart from others
D) a higher price
E) a slice-of-life style

Question 72

Lobbying,or building and maintaining relations with legislators and government officials to influence legislation and regulation,is part of ________.

A) direct marketing
B) press relations
C) press agencies
D) public relations
E) sales promotion

Question 73

News conferences,press tours,and grand openings are examples of ________,a type of tool commonly used by public relations professionals.

A) public service activities
B) special events
C) social networking
D) development
E) investor relations

Question 74

When non-profit organizations need financial or volunteer support,they often turn to public relations experts to help them in the area of ________.

A) public affairs
B) press relations
C) investor relations
D) development
E) lobbying

Question 75

____________ becomes more important as competition _________.

A) Informative advertising; decreases
B) Persuasive advertising; increases
C) Reminder advertising; increases
D) Developmental advertising; increases
E) Comparative advertising; decreases

Question 76

Specific advertising programs must usually be adapted to meet ______________,media characteristics,and advertising regulations.

A) local values and processes
B) local cultures and customs
C) religions and customs
D) rules and regulations
E) norms and superstitions

Question 77

Scheduling ads unevenly,which is called ________,builds awareness that is intended to be carried over to the next advertising period.

A) continuity
B) pulsing
C) shuffling
D) sequencing
E) segmenting

Question 78

Advertising media costs ________ from country to country.

A) differ vastly
B) remain about the same
C) are rarely negotiated
D) are impossible to compare
E) are usually comparable

Question 79

Trade associations have used ________ to rebuild interest in declining commodities such as eggs,pork,and milk.

A) lobbying
B) development
C) investor relations
D) public relations
E) niche marketing

Question 80

Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events?

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