Question 1

Which of these is the best example of a persuasive advertising message?

Accepted Answer

"Buy now, pay later." is a persuasive advertising message because it directly encourages the audience to make a purchase by offering an immediate benefit or incentive, appealing to the consumer's desire for convenience and financial flexibility.

Question 2

Jorge is planning an advertising campaign to promote his kayak tour company. The success of his ad campaign depends on

Accepted Answer

The success of an advertising campaign largely depends on how well the target audience is identified. If the target audience is not correctly identified, the ad campaign may not reach the right people and result in a waste of resources. Therefore, it is crucial for Jorge to research and understand his target audience to ensure the success of his ad campaign. The quality of kayaks, the amount of money spent, and gaining commitments from manufacturers for complementary products can all be important factors, but ultimately the success of the campaign hinges on identifying and reaching the relevant audience. The option of how much consumers like him may also play a role in the long term success of his business, but it is not directly related to the success of the ad campaign.

Question 3

Whenever the major beverage companies develop a new product, they advertise it heavily using television and print media. These efforts are designed to

Accepted Answer

The advertising efforts are designed to create consumer demand for the new product, which will then pull it into the marketing channel. This will make it more likely that retailers will want to stock the product, as there is already a level of consumer demand for it.

Question 4

Advertising slogans such as "Don't text and drive" and "Buy flood insurance before it is too late" are examples of ads designed to

Accepted Answer

The advertising slogans are designed to persuade consumers to take action. The first slogan is urging people not to engage in a dangerous behavior (texting while driving) and the second slogan is encouraging people to purchase flood insurance as a precautionary measure. Both aim to prompt a behavioral response from the audience, making D the best choice.

Question 5

Persuasive advertising is often used when competition is

Accepted Answer

Persuasive advertising is often used when competition is most intense, as companies look to differentiate themselves and attract customers away from similar products/services offered by competitors.

Question 6

Generally speaking, all advertising messages are designed to

Accepted Answer

Advertising messages are primarily designed to inform, persuade, or remind customers about a product or service. While some messages may also try to entertain or educate, the primary goal is to encourage consumers to take a specific action, such as making a purchase or visiting a website. Compliance with FCC and FTC regulations is important, but this is not the primary purpose of advertising messages. Meeting the needs of society and matching production scheduling with consumer demand are also not the primary goals of advertising messages.

Question 7

The ________ stage of the advertising campaign planning process can be described by the question, "Whose attention do we want to get?"

Accepted Answer

The identifying target audience stage is where the planning team decides on the specific group of people they want to target with their advertising campaign. This involves considering factors such as demographics, psychographics, and behaviors of the target audience. The question, "Whose attention do we want to get?" fits best with this stage.

Question 8

Reminder advertising is primarily used to

Accepted Answer

Reminder advertising is aimed at prompting repurchase of a product by reminding consumers about the product and its benefits. It is typically used for products that are purchased frequently or have a short purchase cycle, such as consumer goods like toothpaste or soft drinks.

Question 9

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.

Accepted Answer

P&G has used persuasive advertising to reposition Tide several times in order to motivate new consumer segments to use the product. This type of advertising is focused on convincing consumers that Tide is the best choice among other laundry detergents on the market, rather than simply providing them with information.

Question 10

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

Accepted Answer

Anita's Pita Bread Chips is using a push strategy, which involves offering incentives to retailers to promote and sell the product. The offer of free POP displays is an example of a push tactic.

Question 11

Informative advertising is used to

Accepted Answer

Informative advertising is used to create and build brand awareness by providing consumers with information about the product, its features, benefits and uses. It seeks to educate and inform rather than persuade or manipulate.

Question 12

An advertising plan is crucial to an ad campaign because it

Accepted Answer

An advertising plan is important because it provides a roadmap for the ad campaign and outlines goals, target audience, messaging, and budget. It also serves as a benchmark for measuring the effectiveness of the campaign and making adjustments for future campaigns.

Question 13

Bob 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

Accepted Answer

The increasing number of advertising communication channels and changes in consumers' media usage make Bob's job more difficult as he will have to navigate through multiple platforms and adapt to changing consumer behavior.

Question 14

Olivia has identified the target audience for her line of Brazilian jewelry. For optimal success, she is creating an advertising plan that will

Accepted Answer

Clarifying specific goals is essential for an effective advertising plan. It helps to ensure that the advertising is targeted towards achieving desired outcomes, which will ultimately contribute to the success of the product. Skipping the assessment stage at the end of the campaign is not advisable because it is essential for evaluating the effectiveness of the advertising efforts. Offering discounts to media may not be necessary if the advertising plan is well-designed and compelling. While encapsulating a unique selling proposition is important, it is not the only element that contributes to the success of the advertising plan. Finally, while advertising efforts should ideally work throughout the product life cycle, this is not the most critical factor to consider when creating an advertising plan.

Question 15

Florida Environmental is offering a free, all-expenses-paid trip to Las Vegas for HVAC dealers that sell at least 20 units this year. Florida Environmental is using a ________ promotional strategy.

Accepted Answer

Florida Environmental is pushing the HVAC dealers to sell at least 20 units by offering the incentive of a free trip to Las Vegas. This is an example of a push promotional strategy.

Question 16

Generally, when advertising to consumers, the objective of an advertising campaign is

Accepted Answer

The objective of an advertising campaign when advertising to consumers is typically a pull strategy. This means the goal is to create demand for the product among consumers, so that they will ask for it in stores and increase sales.

Question 17

Bic pens have been on the market for a long time, so the company now uses ________ advertising to motivate previous customers to make a purchase.

Accepted Answer

Reminder advertising is used to remind previous customers about the product or service and encourage them to make a repeat purchase. As Bic pens have been on the market for a long time, it is likely that their advertising strategy would focus on reminding previous customers to purchase again.

Question 18

After using market research to identify the target audience for his advertising campaign, George will next use this information to

Accepted Answer

Once George has identified his target audience, he needs to set specific goals and objectives for his advertising campaign. This will help him determine the most effective ways to reach his audience and measure the success of his campaign.

Question 19

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

Accepted Answer

Identifying the target audience is the first step in creating an effective advertisement. Yanni needs to determine who the ad is meant for and what message will resonate with them. Only then can he craft an effective message that will make people aware of the dangers of solar radiation and the importance of protection.

Question 20

"Our new clinic is now open for Medicare patients," is an example of a(n)________ advertising message.

Accepted Answer

The message is providing information about the new clinic being open for Medicare patients, making it an informative advertising message.

Quiz 18: Advertising, Public Relations, and Sales Promotions