Deck 18: Advertising, Public Relations, and Sales Promotions

Question 1

Kiki is the head of marketing for a nonprofit agency that supports the arts. She just received the go-ahead from her board of directors to conduct the agency's first-ever advertising campaign. Her first step will be to

A)identify the target audience.
B)set the advertising objectives.
C)determine the advertising budget.
D)evaluate and select the media.
E)create the advertisements.

Answer 1

A

Question 2

An emotional appeal aims to satisfy consumers' emotional desires rather than their utilitarian needs.

Answer 2

True

Question 3

An advertisement stating "Buy now: no money down" is persuasive advertising.

Answer 3

True

Question 4

Pravat is trying to promote his new, self-published financial guidebook. By directly promoting it to readers in Wall Street Journal, he is using a push strategy.

Question 5

A pulsing advertising schedule uses periods of heavy advertising followed by periods of no advertising.

Question 6

One problem facing advertisers is that consumers screen out messages that are not relevant to them.

Question 7

A television ad showing a crowd holding candles and singing "I'd like to teach the world to sing," followed by the words "Happy Holidays from your Coca-Cola bottler," is an example of reminder advertising.

Question 8

When businesses support cultural or sporting events, such as Red Bull Air Race, this is known as cause-related marketing.

Question 9

Consumer goods firms often use reminder advertising to convince consumers to take action, such as switch brands, try a new product, or even continue to buy the advertised product.

Question 10

Puffery is not always illegal in the United States under state and federal law.

Question 11

An iPad mini advertisement appearing in The New York Times is an example of using a niche media channel.

Question 12

When Maria shops at Macys, she interacts with commissioned salespeople in the store who provide her with details about products she may buy. This is an example of

A)a push strategy.
B)a pull strategy.
C)institutional advertising.
D)persuasive advertising.
E)reminder selling.

Question 13

The target audience for advertisers is not always the same as current users of the product.

Question 14

Beverage companies often pay movie producers to have their products used and shown in movies. This is an example of product placement.

Question 15

Public service advertising (PSA)represents a form of sales promotion.

Question 16

Because advertising is the most visible form of marketing communications,

A)many people think of marketing and advertising as synonymous.
B)it is the most important part of a marketing mix.
C)everyone prefers to be in advertising.
D)marketing budgets always emphasize advertising over other forms of communication.
E)it is the largest source of employment opportunities for marketing graduates.

Question 17

Loyalty programs are sales promotions designed to retain current customers and encourage multiple purchases over time with the promise of a reward or incentive.

Question 18

The primary federal agencies that regulate advertising activities in the United States are the Fed, FEMA, and the FCC.

Question 19

Procter & Gamble advertises its Tide brand of laundry detergent continuously. This is an example of a pulsing advertising schedule.

Question 20

Contests and sweepstakes are both forms of sales promotions, but a contest requires some sort of skill or effort, while a sweepstakes is a drawing of entrants' names.

Question 21

Which of these is the best example of a persuasive advertising message?

A)"Buy now, pay later."
B)"Doing business in Peoria since 1848."
C)"Better than average."
D)"Now available-the latest fall fashions."
E)"Serving the public since last Tuesday."

Question 22

Jorge is planning an advertising campaign to promote his kayak tour company. The success of his ad campaign depends on

A)the quality of his kayaks.
B)how much money he spends.
C)how well he can identify his target audience.
D)how much consumers like him.
E)whether he can gain commitments from manufacturers for complementary products.

Question 23

Whenever the major beverage companies develop a new product, they advertise it heavily using television and print media. These efforts are designed to

A)generate goodwill for the company.
B)pull the product into the marketing channel through consumer demand.
C)provide a broad marketing strategy to meet all needs.
D)make it easier to measure and evaluate the advertising program.
E)push the product into retail stores so customers can purchase it.

Question 24

Advertising slogans such as "Don't text and drive" and "Buy flood insurance before it is too late" are examples of ads designed to

A)provide information.
B)remind consumers.
C)recruit employees.
D)persuade consumers to take action.
E)generate goodwill.

Question 25

Persuasive advertising is often used when competition is

A)nonexistent.
B)waning.
C)most intense.
D)similar.
E)ineffective.

Question 26

Generally speaking, all advertising messages are designed to

A)meet the needs of society.
B)inform, persuade, or remind customers.
C)comply with FCC rules combined with FTC antitrust regulations.
D)entertain or educate.
E)match production scheduling with consumer demand.

Question 27

The ________ stage of the advertising campaign planning process can be described by the question, "Whose attention do we want to get?"

A)identifying target audience
B)setting advertising objectives
C)conveying the message
D)assessing the impact
E)determining the advertising budget

Question 28

Reminder advertising is primarily used to

A)prompt repurchase of a product.
B)create and build brand awareness.
C)accelerate market acceptance.
D)gather information about consumers.
E)persuade consumers to change existing perceptions.

Question 29

P&G's Tide laundry detergent has been around since 1948 and is still a market leader. P&G has used ________ advertising to reposition Tide several times over the product's life, trying to motivate new consumer segments to use the product.

A)informative
B)persuasive
C)social marketing
D)emotional
E)institutional

Question 30

Anita's Pita Bread Chips offers free POP (point-of-purchase)displays to retailers ordering its product. Anita's is using a ________ strategy.

A)pull
B)puffery
C)publicity
D)push
E)posttesting

Question 31

Informative advertising is used to

A)prompt repurchase of a product.
B)create and build brand awareness.
C)trigger an emotional response.
D)gather information about consumers.
E)convince consumers to take action.

Question 32

An advertising plan is crucial to an ad campaign because it

A)is the basis for sales commissions.
B)is required by the FCC.
C)offers insights into the creative leadership of mass media buyers.
D)will later be used to measure the success or failure of the campaign.
E)stimulates demand for a product category.

Question 33

Bob is working on an advertising campaign to promote downtown businesses. He knows the increasing number of advertising communication channels available and changes in consumers' media usage

A)will force him to use PSAs.
B)increases consumers' preference for high-pressure persuasive advertising.
C)makes his job more difficult.
D)makes it easier to select media.
E)makes budget more important, and creativity less important.

Question 34

Olivia has identified the target audience for her line of Brazilian jewelry. For optimal success, she is creating an advertising plan that will

A)allow her to skip the assessment stage at the end of the campaign.
B)offer discounts to media as an incentive to carry out her plan.
C)clarify the specific goals that the advertising is designed to accomplish.
D)encapsulate her unique selling proposition.
E)work throughout the product life cycle.

Question 35

Florida Environmental is offering a free, all-expenses-paid trip to Las Vegas for HVAC dealers that sell at least 20 units this year. Florida Environmental is using a ________ promotional strategy.

A)pull
B)puffery
C)publicity
D)push
E)post-testing

Question 36

Generally, when advertising to consumers, the objective of an advertising campaign is

A)a pull strategy-to get the product into stores by having consumers demand it.
B)a push strategy-to increase demand by focusing on wholesalers, retailers, or salespeople.
C)to win advertising awards.
D)to offset sales promotion costs.
E)to maximize media planning.

Question 37

Bic pens have been on the market for a long time, so the company now uses ________ advertising to motivate previous customers to make a purchase.

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

Question 38

After using market research to identify the target audience for his advertising campaign, George will next use this information to

A)develop creative advertising copy.
B)assess the potential effectiveness of his ad campaign.
C)buy advertising time.
D)set goals and objectives for the campaign.
E)develop PSAs for distribution in lieu of advertising.

Question 39

Yanni is working on an advertisement to promote consumer awareness of the danger of solar radiation causing skin cancer. Yanni's first concern will be to

A)identify the target audience.
B)enlist creative advertising designers.
C)make sure firms producing sunscreen lotions approve.
D)collect a petition in support of controls against global warming.
E)use public relations to buy advertising space.

Question 40

"Our new clinic is now open for Medicare patients," is an example of a(n)________ advertising message.

A)persuasive
B)reminder
C)socially responsible
D)informative
E)institutional

Question 41

An advertisement featuring a cartoon Smokey the Bear saying "Only you can prevent forest fires" is an example of a successful

A)push-and-pull advertisement.
B)puffery campaign.
C)sales promotion.
D)product-focused advertisement.
E)public service announcement.

Question 42

Norris' advertising message tells consumers how his company's cable and Internet services differ from other alternatives in the market. Norris' message is a(n)

A)unique selling proposition.
B)proportional benefit strategy.
C)institutional advertising message.
D)PSA.
E)campaign objective.

Question 43

Walmart's "Everyday low prices" selling proposition is effective primarily because it is

A)unique to the industry.
B)meaningful to the consumer.
C)variable over time.
D)a one-time message.
E)generally unsustainable.

Question 44

Jacques knows that his spring break travel packages are the best deal on campus. He also knows his competitor is sloppy, often waiting until the last minute to provide the needed tickets and documents to students buying his island packages. Jacques wants to develop an advertising message that emphasizes the key benefits he provides. He will develop a(n)________ appeal.

A)emotional
B)niche marketing
C)informational
D)institutional
E)reminder

Question 45

Shui is working on the message to convey in his firm's advertising campaign. As a starting point, Shui should first consider

A)the due date for his contribution to the campaign.
B)the product or service's problem-solving ability.
C)what competitors are doing.
D)which media he wants to use.
E)whether or not he uses the product being advertised.

Question 46

The advertising message "We make better, longer-lasting apparel," suggests that advertising messages need to

A)emphasize technology.
B)focus on price.
C)inform consumers about opportunities.
D)focus on solving problems.
E)engage in mild puffery.

Question 47

Campbell's Soup Company ran a series of radio ads tied to local weather forecasts. Before an impending storm the ads said, "Time to stock up on Campbell's Soup." During the storm the ads said, "Stay home and stay warm with Campbell's Soup." The first ad was ________ advertising, while the second ad was ________ advertising.

A)informative; persuasive
B)persuasive; reminder
C)reminder; persuasive
D)public relations; informative
E)institutional; persuasive

Question 48

________ appeals help consumers make purchase decisions by offering facts in advertising messages and strong arguments built around relevant issues, explaining key benefits of the firm's products and services.

A)Emotional
B)Niche marketing
C)Informational
D)Institutional
E)Reminder

Question 49

Which of these is the best example of a reminder advertising message?

A)"Buy now, pay later."
B)"Doing business in Peoria since 1848."
C)"Buy one, get one free."
D)"Now available-the latest fall fashions."
E)"New and improved!"

Question 50

A ________ is an advertisement that focuses on public welfare issues.

A)product-focused advertisement
B)consumer-generated advertisement
C)public service announcement
D)reminder advertisement
E)push strategy

Question 51

Former First Lady Michelle Obama recorded an ad encouraging parents to teach their children good nutrition habits to stem the increase in child obesity. This message is an example of

A)product-focused advertising.
B)consumer-generated advertising.
C)a public service announcement.
D)reminder advertising.
E)a flighting campaign.

Question 52

Each year in December, Anheuser-Busch runs television ads featuring the Clydesdale horses pulling a stagecoach with an Anheuser-Busch logo. The message is low-key, wishing everyone well during the holiday season. This is an example of ________ advertising.

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

Question 53

Dalinda is creating an advertising message designed to appeal to consumers' fears of having their home broken into. Dalinda's message will focus on a(n)________ appeal.

A)emotional
B)niche marketing
C)informational
D)institutional
E)reminder

Question 54

The key to a successful emotional advertising appeal is to use the emotion to

A)make consumers cry.
B)create a bond between the consumer and the brand.
C)get consumers to think about the benefits of the product.
D)balance social marketing with product-focused advertising.
E)deliver a logical message.

Question 55

Which of these is least likely to be a major consideration in determining an advertising budget?

A)the role of advertising in overall promotional objectives
B)the product life cycle
C)the nature of the market
D)the budgeting method used
E)the nature of the product

Question 56

The California Raisin Advisory Board used to run ads featuring "The California Raisins," a fictitious R&B musical group composed of dancing raisins that boogied to the song "I Heard It Through the Grapevine." The ads, which were hugely popular and gave rise to a line of raisin-themed merchandise, were designed to encourage raisin consumption. This campaign was an example of

A)product-focused advertising.
B)consumer-generated advertising.
C)public service announcements.
D)institutional advertising.
E)push strategies.

Question 57

Generally, less money is spent on advertising in B2B markets than in B2C markets because

A)B2B marketing usually involves more personal selling.
B)B2B marketing is too expensive to use advertising.
C)business customers prefer incentives.
D)B2B markets are too homogeneous to use advertising.
E)publicity is the most effective advertising in B2B markets.

Question 58

Irene is creating an advertising message that communicates the tangible features of her company's laptop computers, telling consumers about the relative advantages of her products as compared to other offerings in the market. Irene is creating a(n)________ appeal.

A)emotional
B)niche marketing
C)informational
D)institutional
E)reminder

Question 59

Regardless of the objective of an advertising campaign, each campaign's objectives must be

A)sincere and emotional.
B)consistent with those of the available media.
C)either informative or persuasive but not both.
D)specific and measurable.
E)designed for use in both a pull and a push strategy.

Question 60

When developing an advertising message, the message should focus on

A)the producer.
B)the advertising environment.
C)solving problems for consumers.
D)creating investment opportunities.
E)niche media balance.

Question 61

A ________ advertising schedule uses a base level of advertising during some periods followed by periods of increased advertising.

A)continuous
B)flighting
C)pulsing
D)penetrating
E)purposeful

Question 62

The content of an advertising message is closely tied to

A)the size of the advertising team.
B)the characteristics of the media selected to carry the message.
C)the opportunity for posttesting.
D)the sales promotion opportunities.
E)the coupon redemption rate.

Question 63

Gabi just bought a pottery store. She knows from the previous owner that almost 60 percent of her sales take place during the Christmas holiday season, with the other 40 percent of sales evenly distributed over the rest of the year. Gabi will probably use a ________ advertising schedule.

A)continuous
B)flighting
C)pulsing
D)penetrating
E)purposeful

Question 64

A ________ advertising schedule uses heavy advertising during some periods followed by periods of no advertising.

A)continuous
B)flighting
C)pulsing
D)penetrating
E)purposeful

Question 65

Which of these is the best example of a mass media advertising channel?

A)Weight Watchers Magazine
B)Cosmo Girl magazine
C)Home and Garden TV (HGTV)
D)USA Today
E)Skateboarder magazine

Question 66

When Microsoft introduces a new version of its Windows operating system, it typically uses selected magazine, Internet, and direct mail advertising. This combination of advertising outlets represents Microsoft's

A)niche buy.
B)advertising plan.
C)media mix.
D)product placement.
E)supply chain messaging.

Question 67

________ channels are used to reach a broad audience; ________ channels are used to reach a narrower segment of consumers.

A)Niche media; mass media
B)Media mix; media buy
C)Media buy; media mix
D)Mass media; niche media
E)Promotion; institutional

Question 68

________ is a particularly good advertising medium for groceries and fast food.

A)Television
B)Internet
C)Direct mail
D)Radio
E)Newspaper

Question 69

One of the advantages of niche media is it often allows marketers to

A)reach a larger audience than mass media.
B)use major events like the Super Bowl.
C)change and personalize messages for different audiences.
D)sell cooperative advertising space to cosponsors.
E)spend fewer advertising dollars.

Question 70

What is the least common emotional appeal that advertisers use?

A)fear
B)anger
C)humor
D)love
E)nostalgia

Question 71

In general, which media outlet's advertising relies on a mix of visual and auditory techniques and is typically very expensive?

A)Internet
B)newspaper
C)radio
D)television
E)billboards

Question 72

Maeko was nervous about the ________. She knew it was likely to be the largest expense in the advertising budget.

A)publicity plan
B)media flight plan decision
C)media mix choice
D)media buy
E)monitoring and evaluation plan decision

Question 73

An emotional appeal aims to satisfy consumers' ________, while an informational appeal speaks to consumers' _______

A)needs; desires.
B)institutional focus; personal focus.
C)emotional desires; utilitarian needs.
D)top-of-the-mind awareness; bottom-of-the-mind reactions.
E)cost-consciousness; imaginations.

Question 74

Automobile manufacturers often use television advertising showing an attractive man or woman driving the manufacturer's stylish new car on a winding road along an ocean vista. These types of ads have ________ appeal.

A)emotional
B)ethical
C)informational
D)institutional
E)reminder

Question 75

Advertising in which medium relies on a mix of visual and auditory techniques?

A)radio
B)magazines
C)newspapers
D)television
E)direct marketing

Question 76

For consumer products like toothpaste and groceries, things consumers purchase throughout the year, most advertisers would use a ________ advertising schedule.

A)continuous
B)flighting
C)pulsing
D)penetrating
E)purposeful

Question 77

_______ refers to the process of evaluating and selecting the ________.

A)Advertising; media buy
B)Media planning; media mix
C)Promotion planning; advertising mix
D)Media buying; media mix
E)Media mixing; media buy

Question 78

Taariq runs a parasailing business on Hilton Head Island, South Carolina. Taariq closes his business in winter when the water gets too cold. Taariq should use a ________ advertising schedule.

A)continuous
B)flighting
C)pulsing
D)penetrating
E)purposeful

Question 79

The ________ is the combination of media used and the frequency of advertising in each medium.

A)media plan
B)media buy
C)media mix
D)communications tactical plan
E)communications operational plan

Question 80

An advertisement for Titleist golf balls that airs on the cable television Golf Channel network is an example of what type of media channel?

A)niche
B)mass
C)select
D)product placement
E)institutional