Question 1

What is the role of print media in advertising? What are the major advantages and disadvantages associated with print advertising media?

Accepted Answer

The answer of What is the role of print media...

Question 2

According to researchers, which of the following is the correct order in which content of print advertisements matter?

Accepted Answer

According to research on advertising and marketing communication, the most effective order in which the content of print advertisements matters is picture-headline-copy. This sequence captures attention with an engaging image, then draws the viewer into the headline, and finally elaborates on the message with the copy.

Question 3

What are the legal and social issues associated with advertising?

Accepted Answer

The answer of What are the legal and social issues...

Question 4

________ is finding the most cost-effective media to deliver the desired number and type of exposures to the target audience.

Accepted Answer

Media selection involves choosing the most cost-effective channels or platforms to reach the desired target audience. This involves analyzing the target audience's media habits, considering the reach and frequency of different media options, and evaluating the costs associated with each option. Media scheduling involves deciding when and how often to run ads on the selected media, content analysis involves analyzing the content of the ads, communication design involves creating the messages and visuals of the ads, and copy testing involves testing the effectiveness of the ads.

Question 5

Explain the classification of advertising objectives.

Accepted Answer

The answer of Explain the classification of advertising objectives....

Question 6

Kraft utilized customers to name its new flavor of its iconic Vegemite product, and their selection, iSnack 2.0, increased sales dramatically.

Accepted Answer

The name iSnack 2.0, chosen for a new Vegemite variant, was met with widespread derision and criticism, leading Kraft to quickly abandon the name due to negative feedback.

Question 7

The qualitative value of an exposure through a given medium is known as ________.

Accepted Answer

The qualitative value of an exposure through a given medium is known as impact. Frequency refers to the number of times an advertisement is shown, reach refers to the number of people who see the advertisement, amplitude refers to the strength of an advertising message, and range is not a relevant term in this context.

Question 8

TV advertising is considered to be particularly advantageous because ________.

Accepted Answer

TV advertising can use audio and visual components to vividly demonstrate product attributes and persuasively explain their corresponding consumer benefits, making it a particularly advantageous form of advertising.

Question 9

Describe how advertising objectives are set to reflect the product class.

Accepted Answer

The answer of Describe how advertising objectives are set to...

Question 10

The number of different persons or households exposed to a particular media schedule at least once during a specified time period is known as ________.

Accepted Answer

The number of different persons or households exposed to a particular media schedule at least once during a specified time period is known as reach.

Question 11

Which of the following is generally acknowledged as the most powerful advertising medium and reaches a broad spectrum of consumers at low cost per exposure?

Accepted Answer

Television is generally acknowledged as the most powerful advertising medium as it reaches a broad spectrum of consumers and has the ability to combine visual and audio elements in advertising messages. In addition, the cost per exposure for television advertising is relatively low when compared to other mediums such as print or outdoor advertising.

Question 12

The number of times within a specified time period that an average person or household is exposed to an advertising message is known as ________.

Accepted Answer

Frequency refers to the number of times an average person or household is exposed to an advertising message within a specified time period. Impact refers to the level of influence or effectiveness of an advertisement on the target audience. Amplitude refers to the number of different media channels used for advertising. Reach refers to the percentage of the target audience that is exposed to the advertising message at least once within a specified time period. Depth refers to the level of engagement or interaction that the target audience has with the advertising message.

Question 13

Briefly describe the role of television as an advertising medium.

Accepted Answer

The answer of Briefly describe the role of television as...

Question 14

________ refers to simple exaggerations in advertisements that are not meant to be believed and that are permitted by law.

Accepted Answer

Puffery refers to exaggerated claims that are not meant to be taken literally and are allowed by law.

Question 15

Which of the following is the main advantage of radio as an advertising medium?

Accepted Answer

The main advantage of radio as an advertising medium is its flexibility. Radio ads can be tailored to specific target audiences and can be easily changed or adapted to changes in market conditions. Additionally, radio advertising often has lower production costs and can be more cost-effective than other mediums such as television.

Question 16

Give a brief description of the various factors that affect advertising budget decisions.

Accepted Answer

The answer of Give a brief description of the various...

Question 17

Which of the following equations accurately describes the total number of exposures (E) of an advertising message through a given medium?

Accepted Answer

The total number of exposures of an advertising message through a given medium is accurately described by the equation E = reach × frequency, where reach is the number of distinct individuals or households exposed to the advertisement, and frequency is the average number of times those individuals or households are exposed to the advertisement.

Question 18

Place advertising, or out-of-home advertising, is a broad category that includes many creative and unexpected forms to grab consumers' attention, including all of the following EXCEPT ________.

Accepted Answer

Yellow pages are typically considered a form of print advertising, not place advertising or out-of-home advertising.

Question 19

What are the four types of advertising timing patterns available to marketers when launching a new product?

Accepted Answer

The answer of What are the four types of advertising...

Question 20

In developing an advertising program, marketing managers can make the five major decisions known as the five Ms. List and explain each of these Ms.

Accepted Answer

The answer of In developing an advertising program, marketing managers...

Quiz 20: Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations