Question 1

The goal of advertising is to change people's values.

Accepted Answer

Advertising cannot change a person's basic value system,moral code,or cultural influences.Advertising instead tries to change consumers' attitudes about brands.

Question 2

There are many snack foods for children,but only Nature's Path makes an organic snack designed for a child's palate.The product's unique selling proposition is that it is completely organic.

Accepted Answer

The statement explicitly states that Nature's Path makes an organic snack designed for a child's palate, which is their unique selling proposition. Therefore, the statement is true.

Question 3

A print ad depicts a picture of a frozen dessert accompanied by information about the dessert: "two servings,only 300 calories per serving,no cholesterol,and 100 percent of the RDA of vitamins and minerals." This is an example of an advertisement selling the product's benefits.

Accepted Answer

This ad sells the product's attributes.

Question 4

A small high-tech company has just launched a new writing pen that has a memory,much like a small computer.The advertising campaign focuses on the innovativeness of the new product.This is an example of pioneering advertising.

Accepted Answer

The advertising campaign focusing on the innovativeness of a new product is an example of pioneering advertising, which aims to establish the product as a clear and distinct innovation in its category.

Question 5

Spending on advertising varies by industry.

Accepted Answer

Different industries have different advertising needs and budgets, so their spending on advertising will vary.

Question 6

Marketers typically use either a push or a pull strategy exclusively.

Accepted Answer

Companies rarely use one or the other exclusively.The strategy that best supports their promotional objectives (usually in combination)is what is selected.

Question 7

The advertising response function is a phenomenon in which increased spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing results.

Accepted Answer

The advertising response function is a well-documented phenomenon in marketing research that shows how increased spending on advertising and sales promotion can initially produce positive results, but eventually leads to diminishing returns as saturation increases and consumer awareness declines.

Question 8

On Subway napkins,they compare the nutritional information for their 6-inch subs to McDonald's Big Mac and Burger King Whopper.This is an example of competitive advertising.

Accepted Answer

Comparative advertising specifically compares two or more products.

Question 9

An appeal to vanity and egotism is the reason that celebrity spokespeople are used so often in advertising.

Accepted Answer

This common advertising appeal is admiration.

Question 10

Unlike other types of advertising,a comparative advertising campaign can be readily globalized.

Accepted Answer

In many countries,the hard-sell tactics found in comparative advertising are illegal.

Question 11

A commercial for frozen pot pies showed two moms sitting in the stands at their sons' soccer game talking about feeding their family this product.This is an example of a slice-of-life executional style for advertising.

Accepted Answer

The commercial is portraying a realistic and relatable situation in which the moms are discussing feeding their families, which is characteristic of the slice-of-life executional style.

Question 12

Allyson Brown is trying to develop a promotional mix for her firm's new product,a sophisticated modular sunporch designed for use all year.She reasons that because her product is complex and carries high financial risks for consumers,the mix should concentrate on personal selling.

Accepted Answer

Because the product is complex and carries high financial risks for consumers, personal selling can be an effective promotional tool to communicate the benefits and address potential concerns.

Question 13

Testing the effectiveness of a media campaign can be done either before or after the campaign is run.

Accepted Answer

Testing the effectiveness of a media campaign can be done both before and after the campaign is run, in order to evaluate its potential impact and adjust strategies as needed. Pre-testing can involve focus groups, surveys, and other methods to gauge audience perceptions and preferences, while post-testing can involve tracking metrics such as reach, engagement, and conversion rates to determine the campaign's overall success.

Question 14

The manufacturer of the George Forman grill has produced a 30-minute sales pitch in the form of a talk and demonstration show to be aired on local cable TV channels.This is an example of an infomercial.

Accepted Answer

An infomercial is a long-form commercial that typically features a talk and demonstration show, similar to what the George Forman grill manufacturer has produced. It is often aired on local cable TV channels outside of regular commercial breaks.

Question 15

One of the reasons for the growing popularity of integrated marketing communications is the reduction of media choices.

Accepted Answer

The proliferation of thousands of media choices beyond traditional television has made promotion a more complicated task resulting in the growing popularity of the IMC concept.

Question 16

The DAGMAR approach is method one of setting advertising objectives.

Accepted Answer

DAGMAR stands for Defining Advertising Goals for Measured Advertising Results. It is a method for setting and measuring advertising objectives that focuses on communication tasks and sets benchmarks for success.

Question 17

A blend of more advertising and sales promotion and less personal selling is useful when the target market is informed,loyal to the product in question,and geographically widely scattered.

Accepted Answer

When the target market is already informed and loyal to the product, less personal selling may be needed. Instead, a blend of advertising and sales promotion can be effective in reaching the geographically widely scattered market.

Question 18

An insurance company's advertisement poses the question,"Will your family survive if you die uninsured?" This is an example of a health appeal.

Accepted Answer

This is an example of a fear appeal.

Question 19

Lansky sells 60 different knife and garden tool sharpeners.It uses aggressive personal selling and sales promotions to encourage intermediaries to carry and sell its sharpener.Lansky is using a pull strategy.

Accepted Answer

This is describing a push strategy.

Question 20

The primary advantage of newspaper advertising is demographic selectivity.

Accepted Answer

While newspaper has an advantage of geographic selectivity,it does not have the advantage of demographic selectivity like magazines do.

Quiz 14: Marketing Communications and Advertising