Question 1

You are planning an ad campaign for M&M's candies using its well-known theme "Melts in your mouth, not in your hand." Given the likely target audience of people who eat chocolate candy, which brand attitude strategy best fits this campaign?

Accepted Answer

The "Melts in your mouth, not in your hand" slogan emphasizes the convenience and pleasure of eating M&M's without any mess. Therefore, the brand attitude strategy of low-involvement/transformational, which emphasizes sensory and emotional benefits, would be the best fit for this campaign. It is likely that consumers already know what M&M's are and do not require much information about the product. The focus of the campaign should be on how M&M's can enhance their experience and provide a moment of pleasure.

Question 2

There are a number of advertising tactics for the low-involvement/informational brand attitude strategy. Which is the INCORRECT advertising tactic?

Accepted Answer

The incorrect advertising tactic for a low-involvement/informational brand attitude strategy is stating benefit claims extremely. This strategy typically involves simple, easily understood messages that don't require extreme claims to be effective.

Question 3

For the high-involvement/informational brand attitude strategy, which advertising tactic is INCORRECT?

Accepted Answer

Overclaiming may lead to skepticism or disbelief among highly involved consumers who have a lot of information about the product. Therefore, it is not recommended to overclaim, but rather to make claims supported by evidence and avoid underclaiming as well.

Question 4

In selecting a presenter for Uniqlo men's clothing advertising, which presenter characteristic must DEFINITELY be strong?

Accepted Answer

The answer of In selecting a presenter for Uniqlo men's...

Question 5

Attention is the single biggest barrier facing advertising right now. Which of the following is NOT a reason for this?

Accepted Answer

Radio commercials are not mentioned as having a rapidly falling attention value, unlike TV commercials and the shift to online media consumption.

Question 6

Pretesting of ads and promotion offers can best be achieved by which ONE of the following methods?

Accepted Answer

The answer of Pretesting of ads and promotion offers can...

Question 7

Which ONE of the following statements is true regarding direct price-off promotions?

Accepted Answer

Direct price-off promotions typically generate a significant immediate increase in sales as consumers are motivated to take advantage of the lower prices. However, once the promotion ends, sales often dip as the incentive for the increased purchasing is removed.

Question 8

Which one of the following is NOT suitable as a manufacturer's trial promotion to consumers?

Accepted Answer

The answer of Which one of the following is NOT...

Question 9

Retailers' promotions are most likely to be effective for gaining additional sales with which ONE of the following potential target audiences?

Accepted Answer

Favorable store switchers are already inclined towards the store but shop elsewhere; promotions can effectively entice them to switch their purchases to the promoting store.

Question 10

Which one of the following statements is NOT true about online home shopping?

Accepted Answer

Introducing an online shopping option can complement physical store sales by reaching a wider audience and offering convenience, rather than necessarily hurting sales.

Question 11

The Australian Tourist Commission is using a brand recall, high-involvement/informational strategy to advertise to prospective visitors from the U.S. For the primary advertising medium, which would be the best selection?

Accepted Answer

The answer of The Australian Tourist Commission is using a...

Question 12

LikeNew Car Repairs Company specializes in smash repairs for motor vehicles, advertising on radio throughout the year. Which reach pattern would be the best to use?

Accepted Answer

Shifting reach would be the best to use for LikeNew Car Repairs Company as advertising on radio throughout the year might lead to audience fatigue. With shifting reach, the company can rotate its advertising between different markets or audiences to keep the message fresh and prevent ad burnout. This will help in maintaining the interest of the audience, and it also allows the company to target different demographics or locations as needed.

Question 13

Every media month the advertiser places two ads in the same set of competing vehicles. What reach pattern is implied by this placement?

Accepted Answer

The answer of Every media month the advertiser places two...

Question 14

In the MEF/c formula, which ONE of the following correction factors requires the highest frequency?

Accepted Answer

The answer of In the MEF/c formula, which ONE of...

Question 15

A direct-response campaign on radio for a local retailer should aim for which ONE of the following MEF/c levels?

Accepted Answer

The answer of A direct-response campaign on radio for a...

Question 16

Which ONE of the following is the appropriate media strategy for implementing the reach rule?

Accepted Answer

The answer of Which ONE of the following is the...

Question 17

The total marcoms budget allocation for the year is best decided by which ONE of the following methods?

Accepted Answer

The answer of The total marcoms budget allocation for the...

Question 18

Campaign budget-setting is best achieved by using which ONE of the following methods?

Accepted Answer

The objective-and-task method is the best approach to setting a campaign budget as it involves determining specific objectives for the campaign and then allocating funds based on the tasks needed to achieve those objectives. This method ensures that the budget is aligned with the goals of the campaign and helps to avoid overspending or underspending. The other methods listed may not take into account the specific goals and tasks of the campaign and may lead to ineffective budget allocation.

Question 19

You are the manager of Pepsi Cola and you are using Schroer's regional budget-setting method against the leading competitor, Coca-Cola. In which ONE set of regional conditions should Pepsi MATCH Coke's advertising spending?

Accepted Answer

Pepsi should match Coke's advertising spending when Pepsi is the leader brand and Coke's SOV/SOM ratio is 1.0 or higher. This is because Pepsi needs to maintain its leadership position and prevent Coke from gaining market share.

Question 20

The Bank of China wants to find out if its home loan advertising is "cutting through the clutter" of financial services advertising. Which would be the most appropriate measure?

Accepted Answer

The answer of The Bank of China wants to find...

Quiz 16: Advertising and Promotion