Question 1

Yana has identified the target audience for her line of Russian jewelry.She is creating an advertising plan that will:

Accepted Answer

Clarifying specific goals of the advertising is essential to ensure that the chosen media and message are effective in reaching the target audience. Without clear goals, the campaign may not generate the desired results. Skipping the assessment stage is not recommended as it is important to evaluate the effectiveness of the campaign. Offering discounts to media may not be effective if the message and media do not effectively reach the target audience. Maximizing puffery can be misleading and potentially damaging to the brand's reputation. Encapsulating the unique selling proposition is important, but it is just one aspect of creating an effective advertising plan.

Question 2

Florida Heat Pump Manufacturing Company is offering a free,all-expenses-paid trip to Las Vegas for HVAC dealers that sell at least twenty units this year.Florida Heat Pump is using a ____________________ promotional strategy.

Accepted Answer

The promotional strategy being used by Florida Heat Pump is "push" because they are offering incentives to their HVAC dealers to motivate them to sell more units.

Question 3

To get us to remember their ad and the product or brand in the ad,advertisers must first:

Accepted Answer

Before advertisers can persuade or offer incentives, they must first capture our attention and make us remember their ad and the product or brand in the ad. Therefore, getting our attention is the best choice. Effective PSAs and different scheduling techniques can also contribute to this goal, but getting attention is the most crucial first step.

Question 4

"Now available.The latest fall fashions," is an example of a(n)_______________ advertising message.

Accepted Answer

The advertising message is providing information about the availability of the latest fall fashion, which makes it an informative advertising message.

Question 5

Pop-up ads,blogs,Facebook,and Internet television viewing are all examples of:

Accepted Answer

These examples illustrate the increasing number of channels available for advertising communication, particularly through digital media.

Question 6

Greg is planning an advertising campaign to promote his kayak tour company.The success of his ad campaign depends on:

Accepted Answer

The success of an advertising campaign depends on how well the business owner can identify their target audience. This is because the advertising message needs to appeal to the specific needs and interests of the target audience in order for them to take action and make a purchase. The quality of the kayaks, the amount of money spent, and the likeability of the business owner may all play a role in the success of the business overall, but they are not the key determining factors in the success of the ad campaign. Gaining commitments from manufacturers for complementary products may also be helpful, but it is not essential to the success of the ad campaign.

Question 7

Whenever the major beverage companies develop a new product,they advertise it heavily using television and print media.These efforts are designed to:

Accepted Answer

The heavy advertising is designed to create consumer demand for the new product, which will in turn pull the product into retail stores. This is known as a pull strategy, where consumer demand drives the distribution of the product.

Question 8

Brent is working on an advertising campaign to promote downtown businesses.He knows the increasing number of advertising communication channels available and changes in consumers' media usage:

Accepted Answer

Brent acknowledges that the increasing number of advertising communication channels and changes in consumers' media usage will make his job more difficult. The other options are incorrect as PSA (public service advertising) may not be the best solution for promoting downtown businesses, consumers' preference for high-pressure persuasive advertising may not necessarily increase, and although there are more options available, selecting the right media can still be a challenge.

Question 9

Advertisers often face the problem of consumers:

Accepted Answer

Consumers may screen out or ignore advertisements, fail to react, forget the message or remember it without associating it with the brand. All of these are common challenges that advertisers face.

Question 10

After using market research to identify the target audience for his advertising campaign,Jorge will next use this information to:

Accepted Answer

Once Jorge has identified his target audience, he needs to set specific objectives for his ad campaign that can be measured to determine its success. Without these objectives, it will be difficult for Jorge to determine whether his ad campaign was effective in reaching and converting his target audience. Developing creative advertising copy, assessing potential effectiveness, buying advertising time, and developing PSAs may all be important steps in an ad campaign, but they should come after setting clear objectives.

Question 11

Anne's Pita Bread Chips offers free POP (point-of-purchase)displays to retailers ordering their product.Anne's is using a ____________ strategy.

Accepted Answer

Anne's Pita Bread Chips is using a push strategy by providing free POP displays to retailers. This is a common tactic in push strategies where the manufacturer provides incentives to retailers to push their products onto customers.

Question 12

When a product has gained a certain level of brand awareness,firms use _______________ advertising to motivate consumers to take action.

Accepted Answer

When a product has gained brand awareness, the goal of advertising shifts from simply informing people about the product to persuading them to take action - such as purchasing it. Thus, firms use persuasive advertising to motivate consumers to make a purchase.

Question 13

After identifying the target audience for the university's new advertising campaign,the advertising team needs to decide whether the advertising objective is to ____________,__________,or _________________ potential and / or existing students.

Accepted Answer

The advertising team's objective should be to inform potential and existing students about the benefits of attending the university, persuade them to choose the university over other options, or remind them of the university's strengths and why they should continue to attend. These are the three main objectives of advertising, and they are particularly relevant to a university setting. Option A is not specific enough to be a valid choice, and options B and C are not relevant to the situation. Option E is close to the mark, but not as precise as option D.

Question 14

Generally,when advertising to consumers,the objective of an advertising campaign is:

Accepted Answer

The objective of an advertising campaign when advertising to consumers is to create a pull strategy, which involves generating demand for the product among consumers. This can be done through various advertising tactics such as print, television, and social media. By creating demand among consumers, the hope is that they will go to retailers and demand the product, which will then prompt the retailers to stock it.

Question 15

The __________________________ stage of the advertising campaign planning process can be described by the question,"Who are we trying to talk to?"

Accepted Answer

The identifying target audience stage is all about understanding who the advertising is trying to communicate with. This is a crucial stage in the advertising campaign planning process, as selecting the right target audience will determine the success of the campaign.

Question 16

An advertising plan is crucial to an ad campaign because it:

Accepted Answer

An advertising plan is important because it outlines the goals, target audience, budget, and strategies for the ad campaign. It serves as a roadmap for the creative team to ensure messaging is consistent and effective. Additionally, the plan can be used to measure the success or failure of the campaign by comparing the actual results to the targeted goals.

Question 17

Which of the following is the best example of a persuasive advertising message?

Accepted Answer

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

Question 18

Informative advertising is used to:

Accepted Answer

Informative advertising is primarily used to create and build brand awareness by providing relevant and useful information about the product or service to the target audience. It aims to educate and inform the customers about the features, benefits, and usage of the product. While it may lead to repurchase and sales, its main goal is to establish a connection with the customers and establish the brand name in the market. However, it does not typically involve gathering information about consumers. Therefore, option B is the best choice.

Question 19

Yesenia is working on an advertisement to promote consumer awareness of the danger of solar radiation causing skin cancer.Yesenia's first concern will be:

Accepted Answer

Getting consumers' attention is the first and most important concern when creating an advertisement. Without catching their attention, consumers will not be aware of the message and its importance. Once their attention is captured, then the advertisement can focus on the other aspects such as creative design, approval from sunscreen companies, and public relations efforts. However, the initial priority should be to grab the attention of the audience. The other options, such as collecting a petition for global warming, are not related to the focus of the advertisement, which is promoting awareness of the danger of solar radiation causing skin cancer.

Question 20

All advertising messages are designed:

Accepted Answer

Advertising messages are designed to inform, persuade, or remind customers about a product or service. The ultimate goal is to increase sales and profits for the company. While advertising may also benefit society by providing information, creating jobs, and promoting competition, its primary purpose is to meet the needs of the firm. Advertising must also comply with various regulations and standards, including those set by the FCC and FTC, but these are secondary to its commercial objectives. Social norms may influence the content and style of advertising, but they are not the driving force behind it. Similarly, production scheduling may be affected by consumer demand, but this is not the primary purpose of advertising.

Quiz 18: Advertising,public Relations,and Sales Promotions