Question 1

Advertising that is used to sell a particular brand of product is known as _____.
A) primary-demand advertising
B) direct-mail advertising
C) institutional advertising
D) selective-demand advertising
E) publicity

Accepted Answer

Selective-demand advertising is used to advertise a specific brand or product, rather than promoting a general product category (primary-demand advertising) or building the image of a company (institutional advertising). Direct-mail advertising is a type of marketing communication that involves sending promotional materials directly to consumers via mail. Publicity refers to any non-paid media coverage or exposure a company or product receives.

Question 2

Sears ran a newspaper ad stating,"We are the friendliest store in town." This is an example of ____ advertising.
A) institutional
B) primary-demand
C) comparative
D) cooperative
E) long-term

Accepted Answer

The ad is promoting Sears as an institution and establishing its brand image as being friendly. Therefore, this is an example of institutional advertising.

Question 3

The first step in developing an advertising campaign is to:
A) identify the advertising objectives.
B) analyze different advertising platforms.
C) determine which advertising would best reach the target market.
D) determine who makes up the target audience.
E) evaluate advertising's effectiveness in reaching the target market.

Accepted Answer

The answer of The first step in developing an advertising...

Question 4

Selective-demand advertising aimed at persuading consumers to make purchases within a short time is called ____ advertising.
A) reminder
B) primary-demand
C) immediate-response
D) comparative
E) cooperative

Accepted Answer

Immediate-response advertising is specifically designed to motivate the audience to take action within a short time period, usually within a few hours or days. The goal is to create a sense of urgency and encourage viewers to make a purchase or take advantage of a limited-time offer. Reminder advertising is designed to keep a product or brand in a consumer's mind over an extended period, primary-demand advertising is aimed at creating demand for an entire product category, comparative advertising compares one product to another, and cooperative advertising is a collaboration between a manufacturer and a retailer, with both sharing the costs of advertising.

Question 5

JCPenney would like to promote its new line of dishwashers with the multi-flow system.Since this is a new feature,JCPenney needs to be able to demonstrate the product.JCPenney will most likely use _____.
A) publicity
B) sales promotion
C) the Internet
D) trade shows
E) advertising

Accepted Answer

The answer of JCPenney would like to promote its new...

Question 6

Target is opening a new store in a shopping mall.It announces a grand-opening sale in the local newspapers.This type of advertising is referred to as ____ advertising.
A) primary-demand
B) comparative
C) institutional
D) reminder
E) immediate-response

Accepted Answer

Immediate-response advertising is designed to elicit a quick response from the audience, such as visiting a new store during a grand-opening sale.

Question 7

General Motors Corporation and Ford Motor Company frequently advertise that their cars beat the competition in price,durability,and warranties.This type of advertising is called ____ advertising.
A) primary-demand
B) institutional
C) comparative
D) reminder
E) immediate-response

Accepted Answer

Comparative advertising involves directly comparing a company's products or services to those of their competitors. In this case, GM and Ford are highlighting the features of their cars that they claim are better than the competition.

Question 8

The Rusties Market,a small antique shop,periodically runs advertisements in the local newspaper to keep its name before the public.This is known as ____ advertising.
A) primary-demand
B) immediate-response
C) reminder
D) comparative
E) public relations

Accepted Answer

Reminder advertising is used to reinforce the memory of the target audience and to generate repeated sales. As Rusties Market is a small antique shop, its aim is to remind customers about its existence and keep the brand in the minds of customers. Therefore, the best choice for this situation is Reminder advertising.

Question 9

The advertising appropriation is the:
A) decision as to what is proper for the target audience to view.
B) decision from top management of the company about which types of media are appropriate for the ad agency to use.
C) degree to which the ad effectively reached the target audience.
D) effectiveness with which the money spent on an ad campaign delivered the appropriate message to its audience.
E) total amount of money designated for advertising in a given period.

Accepted Answer

The advertising appropriation refers to the total amount of money designated for advertising in a given period. It is the budget allocated for carrying out the planned advertising campaign. Option A is incorrect because it refers to the appropriateness of the content, which is not related to the appropriation. Option B is incorrect because it talks about the media selection, which is part of the advertising strategy, not appropriation. Option C and D are incorrect because they evaluate the effectiveness of an advertisement in reaching the target audience, but do not refer to the total budget allocated for advertising.

Question 10

The Fans Store,a retail outlet for fans and air conditioners,increased its advertising during the recent unusually hot summer days to encourage customers to make purchases quickly.This type of advertising is called ____ advertising.
A) primary-demand
B) reminder
C) immediate-response
D) institutional
E) media-oriented

Accepted Answer

Immediate-response advertising aims to encourage customers to take action quickly, such as making a purchase or visiting a store immediately. In this case, The Fans Store increased its advertising during a period of high demand for fans and air conditioners, with the goal of driving sales during that specific time period.

Question 11

The Home Depot runs a television campaign that demonstrates its support of Olympic athletes in order to enhance the firm's image.This is ____ advertising.
A) brand
B) institutional
C) comparative
D) primary-demand
E) immediate-response

Accepted Answer

Institutional advertising is used when a firm wants to enhance its image or reputation, as opposed to promoting a specific product or service. The Home Depot's campaign aims to show its support of Olympic athletes, which creates a positive perception of the company among consumers.

Question 12

When major oil companies advertise to build goodwill rather than to stimulate sales,they are using _____.
A) institutional advertising
B) primary-demand advertising
C) public relations
D) publicity
E) selective-demand advertising

Accepted Answer

Institutional advertising is used to create goodwill or a favorable image for a company or organization, rather than promoting a specific product or service. Major oil companies often use institutional advertising to improve their public opinion and relationships with the community, government, and other stakeholders.

Question 13

Advertising geared toward attracting not only customers but also potential investors and employees is classified as ____ advertising.
A) institutional
B) personal
C) selective-demand
D) political
E) comparative

Accepted Answer

Institutional advertising is aimed at building a company's image or reputation rather than promoting a specific product or service. This type of advertising often targets not only customers but also potential investors and employees by promoting the company's values, history, and culture.

Question 14

Although research into what consumers view as important issues is expensive,it is the most productive way to:
A) define the advertising objectives.
B) analyze the advertising target.
C) determine the issues of an advertising platform.
D) determine the advertising appropriation.
E) select the media to be used.

Accepted Answer

Researching what issues consumers view as important is the most effective way to determine the issues that should be emphasized in an advertising platform. By understanding what concerns and interests the target audience, advertisers can create messaging that resonates and connects with their audience. While the other options may also benefit from consumer research, they are not as directly tied to determining the issues that are most relevant to the target audience.

Question 15

The primary concern of the media planner is to:
A) ensure that the budget is large enough to pay for the various media chosen for the campaign.
B) reach the largest possible number of persons in the advertising target for each dollar spent.
C) ensure that the words and illustrations used in the ad are meaningful and appealing to the target market.
D) ensure that the choice of words and illustrations used are appropriate for the choice of medium being used.
E) execute a successful ad campaign without going over the budget.

Accepted Answer

While the media planner may be concerned with ensuring that the advertising materials are appropriate for the chosen medium and target market, their primary concern is to optimize the reach of the advertising campaign for the given budget. This means identifying the most effective media channels and allocating resources in a way that maximizes exposure to the target audience.

Question 16

In creating the advertising platform for one of its products,Gems,Inc.,will include important selling points such as:
A) features that competing products lack.
B) objectives pertaining to brand awareness.
C) an analysis of the advertising target.
D) objectives to improve consumer attitudes.
E) the appropriate media selections.

Accepted Answer

The answer of In creating the advertising platform for one...

Question 17

Advertising appropriations may be based on all of the following except:
A) the ad agency's compensation.
B) executive judgment.
C) last year's sales.
D) what competitors spend on advertising.
E) next year's forecasted sales.

Accepted Answer

Advertising appropriations should be based on factors such as executive judgment, last year's sales, what competitors spend on advertising, and next year's forecasted sales. However, the ad agency's compensation should not be a factor because it is irrelevant to determining the appropriate budget for advertising.

Question 18

Driscoe,Inc.,is in the process of developing an advertising campaign for its new product.It has identified the group to whom it will direct advertisements and has drafted the advertising objectives.Which of the following is not an advertising objective and thus should be deleted from the list?
A) Increase product awareness.
B) Hire a marketing manager within one year.
C) Convey product information.
D) Increase sales by 10 percent.
E) Expand the market share by 5 percent.

Accepted Answer

Hiring a marketing manager is not an advertising objective. Ad objectives should focus on the communication of the product's benefits and features to the target audience, and increasing sales or market share. While a marketing manager may be necessary to execute the campaign, hiring one is not an objective of the campaign itself.

Question 19

Which of the following is the best example of a good advertising campaign objective?
A) Sales will increase as a result of this advertising campaign.
B) This campaign will result in a 5 percent increase in market share.
C) Within two months,this campaign will increase sales.
D) This campaign will result in a 10 percent increase in sales by next February.
E) More customers will know about our company as a result of this campaign.

Accepted Answer

The objective of a good advertising campaign should be specific and measurable. Option D provides a specific and measurable objective stating a 10% increase in sales by a particular time, which is February.

Question 20

The advertising objectives are the ____ of the advertising campaign.
A) steps
B) goals
C) evaluation
D) features
E) selling points

Accepted Answer

The advertising objectives are the goals of the advertising campaign. They are the desired outcomes that the advertiser hopes to achieve through their advertising efforts.

Quiz 13: Distributing and Promoting Products

Advertising that is used to sell a particular brand of product is known as _____.

Sears ran a newspaper ad stating,"We are the friendliest store in town." This is an example of ____ advertising.

The first step in developing an advertising campaign is to:

Selective-demand advertising aimed at persuading consumers to make purchases within a short time is called ____ advertising.

JCPenney would like to promote its new line of dishwashers with the multi-flow system.Since this is a new feature,JCPenney needs to be able to demonstrate the product.JCPenney will most likely use _____.

Target is opening a new store in a shopping mall.It announces a grand-opening sale in the local newspapers.This type of advertising is referred to as ____ advertising.

General Motors Corporation and Ford Motor Company frequently advertise that their cars beat the competition in price,durability,and warranties.This type of advertising is called ____ advertising.

The Rusties Market,a small antique shop,periodically runs advertisements in the local newspaper to keep its name before the public.This is known as ____ advertising.

The advertising appropriation is the:

The Fans Store,a retail outlet for fans and air conditioners,increased its advertising during the recent unusually hot summer days to encourage customers to make purchases quickly.This type of advertising is called ____ advertising.

The Home Depot runs a television campaign that demonstrates its support of Olympic athletes in order to enhance the firm's image.This is ____ advertising.

When major oil companies advertise to build goodwill rather than to stimulate sales,they are using _____.

Advertising geared toward attracting not only customers but also potential investors and employees is classified as ____ advertising.

Although research into what consumers view as important issues is expensive,it is the most productive way to:

The primary concern of the media planner is to:

In creating the advertising platform for one of its products,Gems,Inc.,will include important selling points such as:

Advertising appropriations may be based on all of the following except:

Driscoe,Inc.,is in the process of developing an advertising campaign for its new product.It has identified the group to whom it will direct advertisements and has drafted the advertising objectives.Which of the following is not an advertising objective and thus should be deleted from the list?

Which of the following is the best example of a good advertising campaign objective?

The advertising objectives are the ____ of the advertising campaign.