Question 1

________ means scheduling ads evenly within a given period.________ means scheduling ads unevenly over a given time period.
A)Pulsing;Continuity
B)Continuity;Seasonal
C)Continuity;Pulsing
D)Pulsing;Seasonal
E)Sequencing;Routing

Accepted Answer

Continuity refers to scheduling ads evenly within a given period, while pulsing means scheduling ads unevenly over a given time period. Choice C correctly matches these definitions. The other choices are either incorrect or use terms that are not related to scheduling ads.

Question 2

Measures designed to tell the advertiser whether the advertising campaign is actually communicating the desired message to the target audience are collectively known as ________.
A)sales effects
B)profit effects
C)communication effects
D)awareness effects
E)advertising interest

Accepted Answer

The measures designed to tell the advertiser whether the advertising campaign is actually communicating the desired message to the target audience are known as communication effects. These measures help advertisers assess the effectiveness of their advertising in terms of reaching and engaging the intended audience and delivering the desired message. Some examples of communication effects measures include surveys, focus groups, social media monitoring, and website analytics.

Question 3

Sales promotion effects are often short-lived.

Accepted Answer

Sales promotion effects tend to have a temporary impact on consumer behavior and demand. Once the promotion ends, customers often revert to their previous buying patterns. Therefore, sales promotions are usually used as a short-term strategy to boost sales and generate excitement rather than a long-term approach.

Question 4

A specific communication task to be accomplished with a specific target audience during a specific period of time is called an advertising objective.

Accepted Answer

This is the definition of an advertising objective.

Question 5

The objective-and-task method of setting a promotion budget is the most logical method because it forces management to articulate its assumptions about the relationship between dollars spent and promotion results.

Accepted Answer

The objective-and-task method requires management to identify specific promotion objectives and then determine the tasks necessary to achieve those objectives. Once the tasks have been determined, the costs associated with those tasks are assessed, and a budget is determined. This approach is considered the most logical because it ensures that promotion decisions are based on a clear understanding of the outcomes that are desired and the costs associated with achieving those outcomes.

Question 6

A full page advertisement in Women's Weekly magazine costs around $69 000.If the magazine has a readership of 1.6 million,this magazine's cost per thousand is about $________.
A)30
B)36
C)27
D)45
E)20

Accepted Answer

To find the cost per thousand, we need to divide the cost of the advertisement by the readership in thousands.

Cost per thousand = (Cost of advertisement / Readership) x 1000
Cost per thousand = ($69,000 / 1,600,000) x 1000
Cost per thousand = $43.125

Rounding this to the nearest whole number, we get $43, which is closest to option C, $27.

Question 7

Game of Thrones and One News are both examples of ________,that is,specific media within a general media type (in this case,TV).
A)alternative media
B)major media
C)media vehicles
D)media multitaskers
E)micromedia

Accepted Answer

Media vehicles refer to specific examples of media within a broader media category. Game of Thrones and One News are examples of media vehicles within the TV category. Alternative media refers to nontraditional, independent media outlets. Major media refers to the largest and most established media companies. Media multitaskers refers to individuals who consume multiple forms of media simultaneously. Micromedia refers to niche or specialized media outlets, often online or mobile-based.

Question 8

Advertising is used most often by not-for-profit organisations,professionals and social agencies to promote their causes to target publics.

Accepted Answer

Advertising is widely used by a variety of entities, including for-profit businesses, to promote products and services to target audiences, not just by not-for-profit organizations, professionals, and social agencies for their causes.

Question 9

When evaluating the reputation of specific media vehicles,which of the following factors should be considered?
A)cost per thousand
B)audience quality
C)audience engagement.
D)editorial quality
E)All of the above.

Accepted Answer

The answer of When evaluating the reputation of specific media...

Question 10

Weekend advertisements for Bunnings encourage consumers to visit the store immediately,as some weekend specials are available.Bunnings is practicing reminder advertising.

Accepted Answer

Bunnings is practicing promotional advertising by highlighting weekend specials to encourage immediate visits, not merely reminding consumers of the brand or product existence.

Question 11

Which of the following is NOT a benefit of standardised global advertising?
A)lower advertising costs
B)greater global advertising coordination
C)higher appeal to varying demographics
D)consistent worldwide image
E)coordinated message between mass media outlets and online advertising

Accepted Answer

Standardized global advertising may not necessarily have higher appeal to varying demographics as different cultures and regions may have different preferences and sensitivities. It may be necessary to tailor advertising messages to specific markets in order to resonate with local consumers.

Question 12

Informative ads are used primarily in the growth stage of the product life-cycle.

Accepted Answer

Informative ads are primarily used in the introduction stage of the product life-cycle to build awareness and educate the market about a new product or service.

Question 13

Advertisements that make explicit or implied comparisons between a brand and its close rivals are not legal in Australia or New Zealand.

Accepted Answer

In both Australia and New Zealand, comparative advertising is legal as long as it is not misleading or deceptive.

Question 14

One way to measure the ________ effects of advertising is to compare past sales with past advertising expenditures.
A)sales and profit
B)promotion and cost
C)communication
D)loyalty
E)interest and return

Accepted Answer

The best choice to measure the effects of advertising would be to compare past sales with past advertising expenditures. This would show the correlation between advertising and sales, which ultimately affects profit. Option B refers to measuring the promotion and cost, which is only one aspect of advertising and does not give a clear indication of its effects on sales. Option C, loyalty, and option E, interest and return, are also not direct measures of advertising effectiveness but rather outcomes of successful advertising.

Question 15

The percentage-of-sales method of setting an advertising budget wrongly treats sales as a cause of promotion rather as a result.

Accepted Answer

The percentage-of-sales method assumes that sales are the cause of advertising, which is not true. Promotion and advertising are often the cause of sales, so it is important to consider other factors such as market competition, customer preferences, and the effectiveness of past promotions when setting an advertising budget.

Question 16

In selecting media vehicles,the planner must balance media costs against several media effectiveness factors.First,the planner should evaluate the media vehicle's ________.
A)audience quality
B)audience attention
C)editorial quality
D)market coverage
E)pass-along audience

Accepted Answer

Audience quality refers to the characteristics of the audience that the media vehicle reaches, such as their demographics, interests, and media consumption habits. This is an important factor to consider when selecting media vehicles because it helps the planner to ensure that the target audience is being reached.

Question 17

Scheduling ads unevenly,or ________,builds awareness that is intended to be carried over to the next advertising period.
A)continuity
B)pulsing
C)hard hitting
D)sequencing
E)segmenting

Accepted Answer

Pulsing is the practice of scheduling ads unevenly, with heavier advertising during certain time periods and little to no advertising during others. This approach is intended to build awareness over time, with the heavier advertising periods helping to establish the brand or product in the minds of consumers while the lighter periods allow for cost savings.

Question 18

When developing an advertising strategy,a company's creative department should first create good advertisements,and then the media department should select the best media for those advertisements.

Accepted Answer

The media department should be consulted early in the advertising strategy development process to ensure that the creative department's advertisements align with the selected media channels and audience demographics. This ensures that the advertising messages reach the intended audience effectively. Therefore, the media department should be involved in the advertising strategy development process from the start.

Question 19

Advertising media costs and availability ________ from country to country.
A)differ vastly
B)remain about the same
C)are rarely negotiated
D)are impossible to compare
E)are usually comparable

Accepted Answer

Advertising media costs and availability vary greatly depending on the location and market of the country. Factors such as population, economic development, and market saturation of media platforms all influence the cost and availability of advertising options. Therefore, the cost and availability of advertising media cannot be expected to remain the same or be easily compared across different countries.

Question 20

Participants of the reality show Big Brother had hot pizzas delivered to their home.Pizza Hut,responsible for delivering the pizzas,participated in buzz marketing.

Accepted Answer

There is no verifiable information or evidence that Pizza Hut participated in buzz marketing by delivering pizzas to Big Brother participants.

Quiz 11: Communicating Customer Value: Advertising and Public Relations

means scheduling ads evenly within a given period. means scheduling ads unevenly over a given time period.

Measures designed to tell the advertiser whether the advertising campaign is actually communicating the desired message to the target audience are collectively known as ________.

Sales promotion effects are often short-lived.

A specific communication task to be accomplished with a specific target audience during a specific period of time is called an advertising objective.

The objective-and-task method of setting a promotion budget is the most logical method because it forces management to articulate its assumptions about the relationship between dollars spent and promotion results.

A full page advertisement in Women's Weekly magazine costs around $69 000.If the magazine has a readership of 1.6 million,this magazine's cost per thousand is about $________.

Game of Thrones and One News are both examples of ________,that is,specific media within a general media type (in this case,TV) .

Advertising is used most often by not-for-profit organisations,professionals and social agencies to promote their causes to target publics.

When evaluating the reputation of specific media vehicles,which of the following factors should be considered?

Weekend advertisements for Bunnings encourage consumers to visit the store immediately,as some weekend specials are available.Bunnings is practicing reminder advertising.

Which of the following is NOT a benefit of standardised global advertising?

Informative ads are used primarily in the growth stage of the product life-cycle.

Advertisements that make explicit or implied comparisons between a brand and its close rivals are not legal in Australia or New Zealand.

One way to measure the ________ effects of advertising is to compare past sales with past advertising expenditures.

The percentage-of-sales method of setting an advertising budget wrongly treats sales as a cause of promotion rather as a result.

In selecting media vehicles,the planner must balance media costs against several media effectiveness factors.First,the planner should evaluate the media vehicle's ________.

Scheduling ads unevenly,or ________,builds awareness that is intended to be carried over to the next advertising period.

When developing an advertising strategy,a company's creative department should first create good advertisements,and then the media department should select the best media for those advertisements.

Advertising media costs and availability ________ from country to country.

Participants of the reality show Big Brother had hot pizzas delivered to their home.Pizza Hut,responsible for delivering the pizzas,participated in buzz marketing.