Deck 19: Advertising,public Relations,and Sales Promotions

Question 1

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.

Answer 1

True

Question 2

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

Answer 2

False

Question 3

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,while publicity is used to persuade consumers.
E) always handled by advertising agencies.

Answer 3

C

Question 4

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

Question 5

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 6

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

Question 7

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

Question 8

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

Question 9

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

Question 10

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

Question 11

Technically speaking,word-of-mouth advertising is

A) always the best advertising.
B) personal selling with paid consumer salespeople.
C) an emotional media mix selling proposition.
D) not really advertising.
E) another name for political advertising.

Question 12

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

Question 13

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

Question 14

PSAs typically focus on social marketing objectives.

Question 15

The primary federal agencies that regulate advertising activities in the United States are the DOD,DOE,and WTO.

Question 16

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 17

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 18

Public Service Announcements (PSAs)represent a form of sales promotion.

Question 19

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 20

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

Question 21

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 22

"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 23

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 24

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 25

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 26

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 27

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 28

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 29

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 30

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 31

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 32

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

Question 33

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 34

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 35

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 36

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 37

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 38

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 39

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 40

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 41

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 42

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 43

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 44

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

Question 45

The California Raisin Advisory Board used to run ads featuring "The California Raisins," a fictitious R&B musical group composed of dancing raisins who 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 46

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 47

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 48

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 49

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 50

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 51

__________ 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 52

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) discussive; informative
E) institutional; persuasive

Question 53

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 54

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 55

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 56

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 57

Persuasive advertising is often used when competition

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

Question 58

First Lady Michelle Obama has recorded an ad encouraging parents to teach their children good nutrition habits in order 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 59

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 60

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 or not he uses the product being advertised.

Question 61

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 62

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 63

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 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

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 66

An emotional appeal aims to satisfy consumers'__________,while 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 67

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

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

Question 68

Gypsy just bought a gift and jewelry store on Main Street.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.Gypsy will probably use a __________ advertising schedule.

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

Question 69

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 70

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

A) Internet
B) Newspaper
C) Radio
D) Television
E) Billboards

Question 71

Advertisers can determine how effective their media mix has been in reaching their target audience by calculating __________ of the advertising schedule.

A) the click rate
B) the total GRP
C) the conversion rate
D) the media mix
E) the USP

Question 72

Ashley was nervous about making the ___________.She knew it was likely to be the largest expense in the advertising budget.

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

Question 73

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 74

After the advertiser has decided on the message,type of ad,and appeal,its attention now shifts to

A) logistical support.
B) new product development.
C) advertising assessment.
D) determining why they should advertise.
E) creation of the advertisement.

Question 75

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 76

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 77

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 78

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 79

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 80

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

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