Deck 16: Advertising,public Relations,and Sales Promotion

Question 1

Research shows that using humorous advertising is most effective when it is used to:

A) reinforce and remind loyal customers about the benefits of a product.
B) change consumers' deeply rooted values and attitudes.
C) publicize new brands introduced in the market.
D) shape attitudes when consumers already have a positive image of an advertised brand.

Answer 1

D

Question 2

Understanding the advertising response function helps marketers:

A) invest a large amount of money on advertising and promotion.
B) use their advertising budgets wisely to reach their target market.
C) multiply returns by constantly increasing the money spent on advertising.
D) achieve consumer loyalty regardless of the quality of the product or service.

Answer 2

B

Question 3

Which of the following is NOT correct about the effects of advertising?

A) Advertising affects peoples' daily lives and ultimately,their purchases.
B) Advertising can affect the way consumers rank a brand's attributes.
C) Because of proliferation of new technology options,consumers don't spend much time consuming traditional media.
D) Advertising reinforces positive attitudes toward brands.

Answer 3

C

Question 4

The form of advertising that is heavily used during the introductory stage of the product life cycle and offers consumers in-depth information about the benefits of the product class is:

A) institutional advertising.
B) pioneering advertising.
C) competitive advertising.
D) comparative advertising.

Question 5

Which of the following is true of advertising?

A) It is of less value for new entrants in the market.
B) It ensures constant sales and market share improvements.
C) It influences attitudes,beliefs,and ultimately,consumers' purchases.
D) It can change consumers' deeply rooted values and attitudes.

Question 6

A brand with a distinct personality is more likely to have a larger base of loyal customers and market share.

Question 7

Run,a sports shoe manufacturing company,began its campaign by spending $1 million on advertising.Currently,Run spends $200 million on advertising.Initially,the advertisements contributed to the gradual increase in returns,but the company now confronts diminishing returns.In this scenario,which of the following phenomena explains Run's diminishing returns?

A) A unique selling proposition
B) The advertising response function
C) Switch and bait advertising
D) Strategic advertising

Question 8

Advertising can change consumers' deeply rooted values and attitudes.

Question 9

Which form of advertising promotes the benefits of a specific good or service?

A) Institutional advertising
B) Product advertising
C) Competitive advertising
D) Comparative advertising

Question 10

Discuss the effects of advertising on consumers

Question 11

Laelle Corp.,a furniture manufacturing company,uses marketing efforts like paid television commercials and magazine inserts to publicize its products.These are examples of activities associated with:

A) advertising.
B) franchising.
C) personal selling.
D) nonstore retailing.

Question 12

If the goal of the promotion plan is to improve the image of the company or the industry,_____ may be used.

A) institutional advertising
B) pioneering advertising
C) competitive advertising
D) comparative advertising

Question 13

Why do new brands with a small market share tend to spend proportionately more for advertising and sales promotion than those with a large market share?

A) Beyond a certain level of spending for advertising and sales promotion,diminishing returns set in.
B) A certain minimum level of exposure is needed to measurably affect purchase habits.
C) Both are correct.
D) Neither is correct.

Question 14

The term that describes the phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing returns is _____________.

A) the advertising response function
B) institutional advertising
C) product advertising
D) new brand promotion

Question 15

A form of institutional advertising that is typically used to safeguard against negative consumer attitudes and to enhance the company's credibility among consumers who already favor the company's position is called ___________.

A) advocacy advertising
B) product advertising
C) pioneering advertising
D) competitive advertising

Question 16

New brands with small market shares tend to spend more on advertising and sales promotions than those with large market shares because:

A) a certain minimum level of exposure is needed to measurably affect purchase habits.
B) spending more will inhibit the advertising response function.
C) returns multiply exponentially after a certain level of spending.
D) the percentage of growth in market share is directly proportionate to the amount of money spent on advertising.

Question 17

Impersonal,one-way mass communication about a product or organization that is paid for by a marketer is called ___________.

A) advertising
B) public relations
C) sales promotion
D) product promotion

Question 18

Serious or emotional advertisements are largely used to change consumers' deeply rooted values and attitudes.

Question 19

A form of advertising designed to enhance a company's image rather than promote a particular product is called __________.

A) institutional advertising
B) product advertising
C) pioneering advertising
D) competitive advertising

Question 20

_____ is a form of institutional advertising.

A) Advocacy advertising
B) Pioneering advertising
C) Competitive advertising
D) Comparative advertising

Question 21

Advocacy advertising is a form of product advertising that is typically used to safeguard against negative consumer attitudes and to promote the benefits of a specific good or service.

Question 22

Pioneering advertising is heavily used during the later stages of the product life cycle and emphasizes the product's exclusivity more than offering in-depth information about the product.

Question 23

If an advertiser wants to enhance the sales of a specific good or service,institutional advertising should be used.

Question 24

Which of the following refers to a series of related advertisements focusing on a common theme,slogan,and set of advertising appeals?

A) Advertising campaign
B) Advertising objective
C) Competitive advertising
D) Pioneering advertising

Question 25

Firms use competitive or brand advertising when a product enters the _____ of the product life cycle and other companies begin to enter the marketplace.

A) introductory phase
B) growth phase
C) formative phase
D) decline phase

Question 26

La Wear,a very expensive brand of clothing and accessories,promotes its products by appointing famous personalities as its brand ambassadors.Given this information,which of the following types of advertising appeals is used by La Wear?

A) Health
B) Fear
C) Convenience
D) Admiration

Question 27

If an advertiser wants to enhance the sales of a specific good or service,_____ should be used.

A) institutional advertising
B) product advertising
C) corporate advertising
D) advocacy advertising

Question 28

Which of the following is a difference between pioneering advertising and competitive advertising?

A) Pioneering advertising is used to promote a company's image,whereas competitive advertising is used to manage customer criticisms.
B) Pioneering advertising is a form of institutional advertising,whereas competitive advertising is a form of advocacy advertising.
C) Pioneering advertising is used during a product's introductory stage,whereas competitive advertising is used during a product's growth stage.
D) Pioneering advertising compares competing brands,whereas competitive advertising is intended to stimulate primary demand for a new product.

Question 29

Which of the following models does an advertising campaign often follow?

A) BCG matrix
B) The IMC model
C) The AIDA model
D) SWOT matrix

Question 30

Corporations often use advocacy advertising to express their views on controversial issues.

Question 31

The Federal Trade Commission currently does not allow the identification of competing brands in comparative advertising.

Question 32

A form of advertising that firms use when a product enters the growth phase of the product life cycle and other companies begin to enter the marketplace is called ______________.

A) advocacy advertising
B) pioneering advertising
C) competitive advertising
D) comparative advertising

Question 33

Identify a true statement about an advertising campaign.

A) It circumvents the need for post-campaign evaluation.
B) It extends for a defined period of time.
C) It cannot focus on more than one advertising appeal.
D) It does not use humor to promote a theme.

Question 34

Pioneering advertising is heavily used during the _____ of the product life cycle.

A) introductory stage
B) growth stage
C) formative stage
D) conception stage

Question 35

Sanicare,a manufacturer of hygiene and personal care products,launches a new toothpaste,"Tidy," that claims to be more effective in maintaining oral hygiene than other brands.The advertisements for Tidy provide valid research information.Which executional style of advertising is Sanicare using?

A) Scientific
B) Slice-of-life
C) Spokesperson
D) Mood or image

Question 36

_____ is a form of advertising designed to influence demand for a specific brand.

A) Institutional advertising
B) Advocacy advertising
C) Competitive advertising
D) Pioneering advertising

Question 37

Which of the following statements is true of pioneering advertising?

A) It offers consumers in-depth information about the benefits of the product class.
B) It is heavily used during the growth stage of the product life cycle.
C) It is used to enhance a company's image rather than promote a particular product.
D) It is used mainly to compare brands on one or more specific attributes.

Question 38

Which of the following is NOT true of competitive advertising?

A) Firms use competitive or brand advertising when a product enters the growth phase of the product life cycle.
B) The goal of competitive advertising is to influence demand for a specific brand.
C) Promotion becomes more informative and appeals less to emotions during competitive advertising phase.
D) Emphasis on branding begins during competitive advertising phase.

Question 39

A form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes is called:

A) institutional advertising.
B) product advertising.
C) corporate advertising.
D) comparative advertising.

Question 40

Which of the following identifies the specific communication task that a campaign should accomplish for a specified target audience during a specified period?

A) Advertising gimmick
B) Advertising objective
C) Competitive advertising
D) Pioneering advertising

Question 41

Which of the following is correct about advertising appeals?

A) It is a series of related advertisements focusing on a common theme or slogan.
B) It identifies the specific communication task that should be accomplished for a specified target audience during a specified period.
C) It is a form of advertising designed to influence demand for a specific brand.
D) Its development is typically the responsibility of the creative team.

Question 42

When evaluating an advertising campaign,ad effectiveness can be measured only after the advertising campaign is over.

Question 43

Which of the following is NOT a criterion used to evaluate an advertising appeal?

A) Believability
B) Exclusiveness
C) Extravagant claims
D) Desirability

Question 44

Which method of setting advertising objectives specifies that all objectives should precisely define the target audience,the desired percentage change (in some specified measure of effectiveness),and the time frame in which that change is to occur?

A) The DAGMAR approach
B) The AIDA model
C) BCG matrix
D) SWOT analysis

Question 45

Which executional style is being used when a laundry detergent advertisement shows the product will clean clothes whiter and brighter?

A) Slice-of-life
B) Real product symbol
C) Scientific
D) Demonstration

Question 46

A product's benefit is simply a feature of the product such as its easy-open package,special formulation,or new lower price.

Question 47

A desirable,exclusive,and believable advertising appeal selected as the theme for a campaign is called:

A) the unique selling proposition.
B) the advertising objective.
C) an advertising plan
D) competitive advertising.

Question 48

Which of the following is NOT an advantage of newspaper as an advertising media?

A) High individual market coverage
B) Geographic selectivity and flexibility
C) Short-term advertiser commitments
D) Wide color capabilities

Question 49

Which executional style for advertising depicts people in normal settings,such as at the dinner table or in a car?

A) Slice-of-life
B) Lifestyle
C) Mood or image
D) Fantasy

Question 50

Which of the following executional styles creates a character (such as the Energizer Bunny or Starkist's Charlie the Tuna)that represents the product in advertisements?

A) Real/animated product symbols
B) Fantasy
C) Mood or image
D) Spokesperson/testimonial

Question 51

A disadvantage of newspaper advertising is that:

A) it has low geographic selectivity and flexibility.
B) it encounters distractions from competing ads and news stories.
C) it seldom lends itself well to cooperative advertising.
D) it lacks news value,immediacy,and year-round readership.

Question 52

Brita LED (light emitting diode)lighting uses comparative advertising to emphasize the benefits of using LEDs over CFLs (cathode filament lamps).The advertisements emphasize that Brita's LEDs cost less than CFLs and other brands of LEDs,last longer,consume less energy,and need to be replaced less frequently than CFLs.In this scenario,which of the following advertising appeals is used in Brita's ads?

A) Admiration
B) Profit
C) Vanity and egotism
D) Fun and pleasure

Question 53

Evaluating an advertising campaign is the simplest part of the advertising process because the factors that determine the effectiveness of an ad are limited and clear.

Question 54

Which of the following describes a difference between an attribute and a benefit of a product?

A) An attribute includes pleasure or improved health,whereas a benefit includes an easy-open package or a special formulation.
B) An attribute cannot be experienced by consumers,whereas a benefit is tangible and can be experienced.
C) An attribute is the goal to sell a product,whereas a benefit is an apparent part of a product.
D) An attribute is simply a feature of a product,whereas a benefit is what consumers receive by using a product.

Question 55

Advertising can affect the way consumers rank a brand's attributes.

Question 56

Which of the following statements is true of executional styles for advertising?

A) They often dictate which type of media is to be employed to convey the message.
B) They are used in radio and television advertising and not in print or magazine advertising.
C) They are seldom usedin advertisements for lower-risk,low-involvement,routine purchases.
D) They require little or no modification for marketing campaigns for political candidates or issues.

Question 57

Which of the following advertising appeals is often used for fast-food restaurants and microwave foods?

A) Convenience
B) Fun and pleasure
C) Profit
D) Admiration

Question 58

A well-known rule of thumb in the advertising industry is that the goal in advertising is to sell the attributes of the product,not its benefits.

Question 59

Which advertising appeal centers around issues such as social embarrassment,growing old,or losing one's health which,because of the power of the emotion it stirs,requires advertisers to exercise care in execution?

A) Fear
B) Vanity and egotism
C) Environmental consciousness
D) Convenience

Question 60

Which term describes a series of decisions that an advertiser makes regarding the selection and use of media,which allows the marketer to optimally and cost-effectively communicate the message to the target audience?

A) Media planning
B) Advertising
C) Sales Promotion
D) Advertising campaign

Question 61

Which statement is true of cooperative advertising?

A) It does not allow retailers to promote manufacturer's product lines.
B) It resolves the impracticality of listing all one's dealers in national advertising.
C) It requires retailers to bear the entire cost of advertising.
D) It cannot be used for advertising on the radio.

Question 62

A media scheduling strategy that runs advertising only during times of the year when the product is most likely to be used is known as a ____________.

A) flighted media schedule
B) pulsing media schedule
C) continuous media schedule
D) seasonal media schedule

Question 63

A_____ media schedule is a strategy in which ads are run heavily every other month or every two weeks to achieve a greater impact with an increased frequency and reach at those times.

A) circular
B) flighted
C) continuous
D) seasonal

Question 64

An arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand is called ______________advertising.

A) cooperative
B) pioneer
C) competitive
D) institutional

Question 65

Which of the following refers to the cost of reaching one member of the target market?

A) Cost per click
B) Cost per contact
C) Media mix
D) Reach

Question 66

Which of the following best describes a continuous media schedule?

A) One that runs advertising heavily every other month or every two weeks to achieve a greater impact with an increased frequency and reach at those times
B) A media schedule that runs regular scheduling throughout the year coupled with a flighted schedule during the best sales periods
C) One that runs advertising steadily throughout the advertising period and is often used for products in the later stages of the product life cycle
D) A media schedule that runs advertisementsintensively during times of the year when the product is most likely to be used

Question 67

Placing advertising messages in web-based,mobile,console,or handheld video games to advertise or promote a product,service,organization,or issue is known as:

A) infomercials.
B) advergaming.
C) podcasts.
D) media planning.

Question 68

Unlike magazine advertising,radio advertising:

A) provides maximum flexibility.
B) has longer lead time.
C) poses difficulty in communicating humor.
D) has long-term advertiser commitments.

Question 69

The number of target customers who are exposed to a commercial at least once during a specific period (usually four weeks)is called ______.

A) reach
B) frequency
C) cost per click
D) cost per contact

Question 70

Which of the following is NOT a characteristic of outdoor media?

A) Flexibility
B) High cost
C) Ability to reach a broad and diverse market
D) Promotion of convenience products and services

Question 71

An alternative to a commercial spot is a(n)_____,a thirty-minute or longer advertisement,which is relatively inexpensive to produce and air.

A) podcast
B) premium
C) sweepstakes
D) infomercial

Question 72

Which of the following best defines audience selectivity?

A) The number of target consumers exposed to a commercial at least once during a specific period
B) The number of times an individual is exposed to a given message during a specific period
C) The ability of an advertising medium to reach a precisely defined market
D) The cost associated with a consumer clicking on a display or banner ad

Question 73

Reach is related to a medium's ratings,generally referred to in the industry as ______ points.

A) gross ratings
B) cost per rating
C) gross review
D) target ratings

Question 74

Which term refers to a marketer designating the media to be used,the choice of the specific publications or programs,and the insertion dates of the advertising?

A) Media schedule
B) Audience selectivity
C) Reach
D) Advertising plan

Question 75

Which theory is based on the premise that advertising works by influencing the brand choice of people who are ready to buy?

A) Recency planning
B) Pulsing media schedule
C) Flighted media schedule
D) Continuous media schedule

Question 76

_____ is the ability of an advertising medium to reach a precisely defined market.

A) Audience selectivity
B) Target sensitivity
C) Projection efficiency
D) Target efficiency

Question 77

Ryan's Hunting Emporium sells hunting equipment.The store advertises its equipment in a popular magazine that is distributed every Monday.A television commercial promoting Ryan's airs every Thursday at 5:00 p.m.for a three-month period.When new or updated equipment is introduced,the products are steadily advertised during a planned time period.Ryan's exemplifies a _____ media schedule.

A) circular
B) flighted
C) continuous
D) seasonal

Question 78

Media mix decisions are based on many factors,which include(s)______.

A) cost per contact,but not cost per click
B) reach,but not cost per click or cost per contact
C) cost per contact and cost per click,but not reach
D) cost per contact,cost per click,and reach

Question 79

Which of the following refers to a media-scheduling strategy in which ads are run heavily every other month or every two weeks to achieve a greater impact with an increased frequency and reach at those times?

A) Flighted media schedule
B) Pulsing media schedule
C) Continuous media schedule
D) Seasonal media schedule

Question 80

Which of the following is an advantage of using cost per contact to determine the media mix for a product?

A) It allows advertisers to increase an ad's effectiveness by reaching potential customers.
B) It enables an advertiser to compare the relative expenses of specific media vehicles.
C) It requires advertisers to pay only for the customers who view their ad.
D) It allows marketers to minimize the cost of advertising by reaching a large number of people.