Question 1

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 2

Briefly describe the role of television as an advertising medium.

Accepted Answer

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Question 3

TV advertising is considered to be particularly advantageous because ________.

Accepted Answer

TV advertising has the advantage of demonstrating product attributes and explaining consumer benefits in a persuasive manner.

Question 4

Explain the classification of advertising objectives.

Accepted Answer

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Question 5

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 considered the most powerful advertising medium as it reaches a broad spectrum of consumers at a low cost per exposure. It has a visual impact and provides an opportunity for advertisers to showcase their products or services in a captivating way. Additionally, it can reach a large audience simultaneously through broadcasts, making it an effective tool for mass-market advertising.

Question 6

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 effectiveness or strength of an advertising message. Amplitude refers to the size or magnitude of a wave. Reach refers to the number or percentage of people within a target audience who are exposed to an advertising message. Depth is not a relevant term in this context.

Question 7

________ 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 identifying the most cost-effective media to reach the intended audience with the desired number and type of exposures. Media scheduling involves determining the timing and pattern of advertising placements, content analysis looks at the qualitative characteristics of media messages, communication design involves creating visual and written materials, and copy testing assesses the effectiveness of advertising messages.

Question 8

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

Accepted Answer

The qualitative value of an exposure is known as impact. Frequency refers to how often an individual is exposed to a message, reach refers to the number of people who are exposed to a message, amplitude is the strength or intensity of a message, and range is the variety of different media channels through which a message is delivered.

Question 9

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 10

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

Accepted Answer

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Question 11

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

Accepted Answer

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Question 12

________ 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 statements or claims made in advertising that are not meant to be taken literally and are permitted by law. These may include statements such as "the best pizza in town" or "the world's most comfortable shoes." Puffery is not considered misleading because consumers are not likely to take these claims seriously or rely on them when making purchasing decisions.

Question 13

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

Accepted Answer

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Question 14

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 not considered a type of place advertising. They are a directory of businesses organized by category.

Question 15

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 16

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

Accepted Answer

Flexibility is the main advantage of radio as an advertising medium. Advertisers can quickly and easily change their messages to suit the needs of their target audience. Radio ads can also be scheduled to run at specific times of the day or days of the week to target specific demographics. Additionally, radio ads are often less expensive than other forms of advertising, making them a cost-effective option for small businesses.

Question 17

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

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Question 18

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

Accepted Answer

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Question 19

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 20

What are the legal and social issues associated with advertising?

Accepted Answer

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