Question 1

Reinforcement advertising _________________________________.

Accepted Answer

Reinforcement advertising aims to convince current purchasers that they made the right choice and reinforces their decision to choose the advertised brand over competitors. It is not focused on eliciting cognitive or behavioral motivations, minimizing brand dilution, or using negative fear appeals. While affective motivation may be a component of reinforcement advertising, the key objective is to reinforce satisfaction with the brand.

Question 2

________ 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 evaluating different media options and choosing the one that will provide the desired number and type of exposures to the target audience. This includes evaluating the cost-effectiveness of each option in reaching the desired audience and achieving the campaign objectives. Media scheduling involves determining the timing and frequency of advertising placements, while content analysis involves the systematic observation and measurement of the content of media messages. Communication design refers to the visual and graphic elements of a campaign, while copy testing involves evaluating the effectiveness of advertising copy in achieving the desired response from the audience.

Question 3

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

Accepted Answer

Radio offers the advantage of flexibility, allowing advertisers to target specific audiences at specific times and places. Ads can be quickly changed or updated, allowing for greater adaptability to market changes.

Question 4

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

Reach is the measure of the number of different individuals or households exposed to a particular media schedule at least once during a specified time period. Range refers to the set of specific media vehicles that are used in a media schedule, intensity refers to the concentration of advertising in a particular medium, and frequency refers to the number of times a person or household is exposed to a particular advertisement. Impact refers to the effectiveness of the advertising in generating a response from the audience.

Question 5

TV advertising is considered to be particularly advantageous because ________.

Accepted Answer

TV advertising can effectively use visual and auditory elements to showcase product attributes and explain their benefits, which can be persuasive to consumers. Additionally, the large reach of television can enable companies to communicate their message to a wide audience, potentially increasing brand exposure and sales.

Question 6

Which of the following conditions necessitates that the objective of advertising should be to stimulate more usage of a product?

Accepted Answer

When a product class is mature, the objective of advertising should be to stimulate more usage of the product as opposed to focusing on increasing brand awareness or introducing a new product category. This is because the market is already saturated and there are already established players in the market. Therefore, the focus should be on increasing sales and usage among existing customers.

Question 7

Some marketers use _______________ advertising to attract buyers under false pretenses.

Accepted Answer

Bait-and-switch advertising involves luring in customers with an attractive offer or product and then redirecting them to a less desirable one. This is a deceptive tactic that is illegal in many countries. Puffery and boosterism are forms of exaggerated or promotional advertising, while subliminal advertising refers to messages that are hidden or not consciously perceived. Doublethink is a term from George Orwell's novel 1984 and does not relate to advertising.

Question 8

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

Accepted Answer

The correct order in which content of print advertisements matter, according to researchers, is picture-headline-copy. This sequence aligns with how viewers typically process information in advertisements, starting with visuals, then moving to the main message, and finally to the detailed information.

Question 9

________ 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 or opinions that are not meant to be taken literally or believed as fact. It is a common advertising technique that is legally permitted, as it is not seen as false or deceitful advertising. Examples of puffery statements include "the best pizza in town" or "world-famous burgers."

Question 10

_________ can be a cost-effective way to disseminate messages,whether to build a brand preference or to educate people.

Accepted Answer

Advertising in general is a cost-effective way to reach a large audience to build brand preference or educate people.

Question 11

Which of the following statements is true of the factors that affect an advertising budget?

Accepted Answer

New products typically require large advertising budgets to build awareness and gain consumer trial. This is because consumers are not yet familiar with the product and need to be educated about its benefits and features. As the product becomes established and gains market share, the advertising budget can be adjusted accordingly.

Question 12

________ aims to stimulate repeat purchase of products and services.

Accepted Answer

Reminder advertising aims to remind customers of a product or service, with the goal of stimulating repeat purchases. This type of advertising may feature brand logos, taglines, or other memorable visuals that help keep the product or service top-of-mind for consumers.

Question 13

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 is the correct term used to describe the number of times an advertising message is seen by an average person or household within a specific time period. Impact measures the overall effectiveness of the advertising message, amplitude and depth are not terms used in advertising, and reach refers to the total number of people or households who are exposed to the advertising message, rather than the frequency of exposure.

Question 14

________ aims to create liking,preference,conviction,and purchase of a product or service.

Accepted Answer

Persuasive advertising aims to convince and persuade the audience to not only be aware of a product or service but to also have liking, preference, conviction, and ultimately make a purchase. It's goal is to change consumer behavior or attitude towards the product or service being advertised. Other types of advertising such as informational advertising aim to provide information to the audience and reinforce advertising aims to remind or reinforce the message for those who have already been exposed to the product or service.

Question 15

An ________ is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.

Accepted Answer

An advertising objective is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time. The other options are not specifically related to defining the task or goal of the advertising campaign.

Question 16

The Singapore Traffic Police's Don't Drink and Drive campaign uses a voice-over that says,"The problem with drinking is you don't know when to stop." People know the dangers of drink-driving,and the commercial is a refreshing reminder of the dangers.This is an example of ______________.

Accepted Answer

The campaign serves as a reminder to people about the dangers of drink-driving. It is not providing new information, therefore it cannot be classified as informational advertising. It is also not promoting a brand or organization, so it is not institutional advertising. Similarly, it is not comparing itself to other brands or products, so it is not comparative advertising. Finally, it is not reinforcing any behavior, as it is promoting people to avoid drink-driving, rather than encouraging it.

Question 17

________ aims to convince current purchasers that they made the right choice.

Accepted Answer

Reinforcement advertising aims to reassure current purchasers that they made the right choice by highlighting the benefits or positive aspects of the product or service they purchased. This type of advertising is often used for repeat buyers or customers who have already shown interest in the brand.

Question 18

________ aims to create brand awareness and knowledge of new products or new features of existing products.

Accepted Answer

Informative advertising is used to educate and inform consumers about new products or features of existing products. It aims to create brand awareness and increase knowledge about the product or service.

Question 19

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 due to its wide reach and the ability to convey messages through visual and auditory elements, making a significant impact on a broad audience at a relatively low cost per exposure.

Question 20

Marketers often cut the cost of advertising dramatically by using consumers as their creative team.This strategy is known as ________.

Accepted Answer

Crowdsourcing is a strategy where companies rely on consumers to generate content, ideas or solve problems for them. It is often used by marketers to cut costs in advertising by using consumers as their creative team.

Quiz 18: Managing Mass Communications: Advertising, sales Promotions, events, and Public Relations