Question 1

Your product competes in a mature market and your company is the market leader in the category. The advertising objective for your product should be

Accepted Answer

D

Question 2

When setting the advertising budget, marketers must consider five specific factors. Which of the following is one of the "factors" that must be considered?

Accepted Answer

The stage in the product life cycle is one of the important factors that marketers must consider when setting the advertising budget. The advertising budget can vary depending on whether the product is in the introductory, growth, maturity, or decline stage. In the introductory stage, a higher advertising budget is required to create awareness and interest in the target market, while in the maturity stage, the advertising budget may need to be reduced or adjusted to maintain market share.

Question 3

________ aims to stimulate repeat purchase of products and services.

Accepted Answer

Reminder advertising aims to stimulate repeat purchase of products and services by reminding consumers of the product or service and its benefits.

Question 4

A competitive product is advertised as being able to "keep the floor clean" for six months. Testing by your firms laboratories refute this advertising message. This is an infringement of the Canadian Code of Advertising Standards, because it is

Accepted Answer

The advertising message is deceptive because it claims that the product can keep the floor clean for six months, which is not supported by testing done by the firm's laboratories. The Canadian Code of Advertising Standards prohibits deceptive claims in advertising.

Question 5

Print media can provide ________ product information and can also effectively communicate user and usage imagery.

Accepted Answer

Detailed product information is a key feature of print media advertising. Additionally, print ads can use imagery and visuals to effectively communicate the usage and user experience of a product. While historical information, informational content, and specific details may also be included in print ads, they are not the primary focus when it comes to communicating product features and benefits.

Question 6

Television is the most powerful advertising medium. Television can be an effective means of vividly demonstrating product attributes and persuasively explaining their corresponding consumer benefits. Second, TV advertising can be a compelling means for dramatically portraying user and usage imagery, brand personality, and other brand

Accepted Answer

Television advertising is effective in portraying intangible aspects of a brand, such as brand personality and user imagery, which are not physical but are conveyed through visual and auditory elements.

Question 7

In designing and evaluating an ad campaign, marketers employ both art and science to develop the message strategy or positioning of an ad and its

Accepted Answer

The creative strategy involves the artistic aspect of developing the message and execution of an ad campaign. It includes concepts such as visual design, tone, messaging, and format. Therefore, D) creative strategy is the best choice for this question.

Question 8

Today, advertising agencies are redefining themselves as

Accepted Answer

Advertising agencies are no longer limited to creating traditional ads but are now focused on developing comprehensive communication strategies that include different channels like social media, PR, and experiential marketing.

Answer: D 
 Full-service companies provide a one-stop-shop for clients who need assistance with various aspects of their marketing campaigns. These agencies offer services such as market research, creative development, media planning, and more.

Question 9

Advertising objectives can be classified according to whether their aim is to inform, persuade, remind, or

Accepted Answer

The other options are also advertising objectives, but they are different from the ones mentioned in the question. Informing aims to educate consumers about a product or service. Persuasion aims to convince consumers to try or buy a product or service. Reminder aims to remind consumers about a product or service they may have already tried or bought. Reinforcement aims to reinforce the experience or opinion that consumers already have of a product or service. Therefore, option A is the correct answer.

Question 10

You have delineated your product's message generation and evaluation. Now you are ready to proceed to the next step in developing an advertising campaign. What is the next step in this process?

Accepted Answer

After message generation and evaluation, the next step is designing the creative development and execution, which involves creating the actual content and visuals for the advertising campaign.

Question 11

A good ad normally focuses on one or two ________ selling propositions.

Accepted Answer

A good ad should focus on one or two core selling propositions to avoid overwhelming the audience and to ensure that the message is clear and memorable.

Question 12

Radio's main advantage lies in its

Accepted Answer

The answer of Radio's main advantage lies in its
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Question 13

________ is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

Accepted Answer

Advertising specifically refers to nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor that is paid for. Public Relations is more focused on building relationships with stakeholders through communication and image management, while prospecting is the process of finding potential customers. Marketing encompasses a range of activities including advertising, but also includes aspects such as market research, product development, pricing, and distribution. Media refers to the channels through which advertising and other messages are communicated, but is not a synonym for advertising itself.

Question 14

As the newest brand manager for your company, you are in the process of developing an advertising campaign for the coming year. When you review your product and analysis what stage in its product life cycle are you in, and which of "the five Ms" of your decision process?

Accepted Answer

The answer of As the newest brand manager for your...

Question 15

The company has decided to change its advertising message in key markets. Speed and flexibility are the issues here as the company scrambles to make up lost ground. Of all of the advertising media available to you, which one offers your company the most "flexibility"?

Accepted Answer

Radio advertising offers the most flexibility as it allows for quick changes to advertising messages and can be easily targeted to specific markets. Radio advertising can also be cost-effective and allow for frequent exposure to a specific audience.

Question 16

A creative brief is an elaboration of the positioning statement and includes such items as

Accepted Answer

A creative brief typically includes key brand benefits as a way to inform the creative team about what the brand stands for and what message needs to be conveyed in the advertising campaign. Media vehicles, budget, and instructions for production are typically included in separate documents. The specific actors to be used in a commercial are not usually determined until later in the production process.

Question 17

In developing an advertising program, marketing managers can make five major decisions known as "the five Ms." Which of the following considers how the results should be evaluated?

Accepted Answer

Measurement is concerned with how the results of the advertising program will be evaluated, including which metrics will be used to measure success. The other four Ms are:

- Mission: defining the advertising objectives and goals
- Media: selecting the channels and vehicles through which the advertising message will be communicated
- Message: creating the actual content of the advertising message
- Money: determining the budget for the advertising program

Question 18

One of the disadvantages of television as an advertising medium is

Accepted Answer

The high volume of non-programming material, such as commercials and advertisements, creates clutter and can decrease the effectiveness of the advertising message.

Question 19

The Canadian Code of Advertising Standards dictates that advertisers must not

Accepted Answer

The Canadian Code of Advertising Standards specifically states that advertisers must not omit relevant information in their ads. This includes information that is necessary to prevent the ad from being misleading or deceptive. Advertisers are expected to provide consumers with accurate and truthful information so that they can make informed choices about the products or services being advertised.

Question 20

You have decided to use print media to advertise your product because the amount of information you wish to communicate is large. In designing a print campaign, you have been advised to write a headline for the ad that is strong. What is it about the headline that is so important in a print ad campaign?

Accepted Answer

E  A strong headline in a print ad is crucial because it should reinforce the visual elements and guide the reader to the main content (A), and it must also capture the reader's attention to draw them into the ad (E).

Quiz 18: Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations