Deck 18: Advertising, Public Relations, and Sales Promotions

Question 1

The three general objectives of advertising are to select, target, and promote.

Answer 1

False

Question 2

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

Answer 2

False

Question 3

An advertisement stating, "Buy now: no money down," is a persuasive-type ad.

Answer 3

True

Question 4

An advertising campaign's objectives should be specific and measurable.

Question 5

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 6

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

Question 7

PSAs typically focus on social marketing objectives.

Question 8

The key to a successful emotional appeal is to create a bond between the consumer and the brand.

Question 9

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

Question 10

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

Question 11

Isaac wants to measure the effectiveness of his company's advertising campaign. To do so, Isaac will have to assess elements of the campaign before, during, and after the campaign runs.

Question 12

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

Question 13

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

Question 14

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

Question 15

Public service announcements (PSAs) represent a form of sales promotion.

Question 16

Glenn is using a push strategy to promote his new, self-published financial guidebook. He is directly promoting it to readers in the The Wall Street Journal.

Question 17

When businesses support cultural or sporting events, such as the Discover Orange Bowl football game, this is known as cause-related marketing.

Question 18

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

Question 19

Although it is usually brief, the role of the subhead in print advertisements is to provide additional product information.

Question 20

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

Question 21

In very simple words, advertising is really about

A) improving brand image.
B) personal selling.
C) linking emotions with products.
D) getting consumers' attention.
E) being creative.

Question 22

The difference between advertising and publicity is that advertising is

A) more effective in reaching consumers.
B) almost always used in conjunction with consumer satisfaction surveys.
C) a paid form of marketing communication.
D) designed to remind consumers, whereas publicity is used to persuade consumers.
E) designed for very targeted audiences, while publicity reaches mass audiences.

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 retail stores through consumer demand.
C) signal strategy changes to market competitors.
D) make it easier to do posttesting.
E) use a push strategy.

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

The __________ stage of the advertising campaign planning process can be described by the question, "Who are we trying to talk to?"

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

Question 26

Greg 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 27

After using market research to identify the target audience for his advertising campaign, Jorge 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 explicit and measurable objectives for the campaign.
E) develop PSAs for distribution in lieu of advertising.

Question 28

Yana has identified the target audience for her line of Russian jewelry. For optimum 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) maximize puffery.

Question 29

An advertising plan is crucial to an ad campaign because it

A) is the basis for sales commissions.
B) is required by the accounting department.
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 30

Florida Heat Pump Manufacturing Company is offering a free, all-expenses-paid trip to Las Vegas for HVAC dealers that sell at least twenty units this year. Florida Heat Pump is using a __________ promotional strategy.

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

Question 31

After identifying the target audience for the university's new advertising campaign, the advertising team needs to decide whether the advertising objective is to __________, __________, or __________ potential and / or existing students.

A) create, stimulate, ignore
B) beg, borrow, steal
C) pay, buy, entertain
D) inform, persuade, remind
E) push, pull, sell

Question 32

For an advertiser, the target audience can be understood as

A) consumers who currently use or like the product.
B) consumers who do not use the product.
C) consumers whom its research designates as its target market.
D) consumers who prefer the competitor's product.
E) consumers who are unaware of the product.

Question 33

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 apprise.
E) match production scheduling with consumer demand.

Question 34

Kelly 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.

Question 35

Because advertising is the most visible form of marketing,

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 36

To get us to remember their ad and the product or brand in the ad, advertisers must first

A) use persuasion.
B) offer incentives.
C) create effective PSAs.
D) get our attention.
E) vary between flighting and pulsing scheduling.

Question 37

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 stimulate interest among members of the supply chain.
C) to win advertising awards.
D) to offset sales promotion costs.
E) to maximize media planning.

Question 38

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

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

Question 39

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

A) get consumers' attention.
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

Brent 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 41

First Lady Michelle Obama has 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 42

An advertisement featuring a cartoon Smokey the Bear saying "only you can prevent wildfires" 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 43

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 44

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 45

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

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

Question 46

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 47

Persuasive advertising is often used when competition

A) is nonexistent.
B) is cooperating.
C) is most intense.
D) is declining.
E) is ineffective.

Question 48

Which of the following 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 49

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) reminder
D) discussive
E) institutional

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

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) discussive
E) institutional

Question 52

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 which 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 53

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

A) the due date for his contribution to the campaign.
B) touting the key benefits of his firm's services.
C) what competitors are doing.
D) which media he wants to use.
E) whether he uses the product being advertised.

Question 54

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 55

When a product has gained a certain level of brand awareness, firms use __________ advertising to motivate consumers to take action.

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

Question 56

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, whereas the second ad was __________ advertising.

A) informative; persuasive
B) persuasive; reminder
C) reminder; persuasive
D) discussive; informative
E) institutional; persuasive

Question 57

Which of the following is NOT a major consideration in determining an advertising budget?

A) 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 58

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

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

Question 59

"Now available. The latest fall fashions." is an example of a(n) __________ advertising message.

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

Question 60

Because PSAs are a special class of advertising, FCC rules require

A) consumers to listen to them.
B) court approval before they are aired.
C) all advertisers to contribute to them.
D) broadcasters to devote a specific amount of free time to them.
E) they use only the informative or reminder advertising appeals.

Question 61

Neville is trying to create an advertising message that tells consumers how his company's cell, pager, instant messaging, and Internet services differ from other alternatives in the market. Neville is trying to create a(n)

A) unique selling proposition.
B) proportional benefit communication.
C) institutional advertising message.
D) PSA.
E) flighting ad strategy.

Question 62

Generally, which of the following is the most expensive media buy?

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

Question 63

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) track testing.
E) supply chain messaging.

Question 64

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

A) Weight Watchers Magazine
B) Red State Talk Radio (WRS)
C) Home and Garden TV (HGTV)
D) USA Today
E) The Golf Channel

Question 65

In addition to Spanish-language media, which of the following mediums are experiencing significantly growing advertising expenditures?

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

Question 66

One of the advantages of niche media is that 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 67

The content of an advertising message is closely tied to

A) recent institutional advertising.
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 68

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 69

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

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

Question 70

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 71

An emotional appeal aims to satisfy consumers' __________, whereas an informational appeal speaks to consumers' __________.

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

Question 72

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 73

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 74

Which of the following is likely the LEAST common emotional appeal for advertisers?

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

Question 75

The advertising message admonition, "People are not looking for quarter-inch drill bits; they are looking for quarter-inch holes," suggests that advertising messages need to

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

Question 76

Ashley was nervous about making 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 77

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

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

Question 78

Jamara 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. Jamara 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 79

__________ 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 80

Estella is trying to create 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. Estella is trying to create a(n) __________ appeal.

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