Deck 15: Advertising, public Relations, and Direct Response

Question 1

Instead of sending artfully arranged flower bouquets,an entrepreneur has developed fresh fruit bouquets and is marketing them under the name Edible Arrangements.The premium fruit is cut to mimic flowers,arranged in a basket,and carefully delivered to the recipient's home.One of the problems is convincing people that it is not a novelty product,but an attractive way to show how you feel about someone.Which type of advertising is Edible Arrangements using to promote its fruit bouquets?

A)pioneering
B)innovative
C)introductory
D)start-up

Answer 1

A
Pioneering advertising is heavily utilized during the introductory stage of the product life cycle.

Question 2

Procter & Gamble's ads for Head & Shoulders Intensive Solutions system designed to treat the symptoms of dandruff and seborrhoea emphasize the brand name and how effectively it heals the scalp.In addition,the ads demonstrates how easy it is to use the system,which looks complicated but isn't.Which type of advertising is this?

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

Answer 2

D
The goal of competitive advertising is to influence demand for a specific brand of good or service.Such advertising is less informational and more emotional.The emphasis is on brand name,recall,and favourable attitude toward the brand.

Question 3

Which type of advertising is used to stimulate demand for a new product or product category and is heavily utilized during the introductory stage of the product life cycle?

A)comparative
B)innovative
C)image
D)pioneering

Answer 3

D

Question 4

General Motors runs magazine advertisements that encourage the purchase of Cadillac automobiles.Which type of advertising is being used?

A)pioneering
B)circumstantial
C)product
D)comparative

Question 5

DuPont has an advertisement that shows police officers describing how they were shot at close range in the line of duty.The advertisement explains that the lives of these public servants were saved by Kevlar bullet-proof vests and that Kevlar was invented by DuPont.Which type of advertising is being used?

A)attribute
B)image
C)pioneering
D)institutional

Question 6

How does advertising affect consumers?

A)It changes cultural practices and conventions.
B)It changes strongly held values.
C)It changes young people's views.
D)It changes negative attitudes to positive ones.

Question 7

The advertising response function helps marketers to do which of the following?

A)create ads that will be noticed by consumers each time the ad runs
B)use their advertising budgets wisely
C)calculate the break-even points for each product being advertised
D)determine the reach and frequency of specific media

Question 8

Why do many brands with a large market share spend proportionally less on advertising compared to brands with small market share?

A)Beyond a certain volume of promotion,diminishing returns set in.
B)There is no minimum level of exposure for advertising to have an effect on sales.
C)Advertising will not stimulate economic growth for the industry.
D)The firms with large market share do not understand the advertising-to-sales relationship.

Question 9

The goal of one type of advertising is to influence demand for a specific brand of good or service.Such advertising is less informational and more emotional;the emphasis is on brand name,recall,and favourable attitude toward the brand.What is the type of advertising being described?

A)pioneering
B)objective-specific
C)competitive
D)comparative

Question 10

Unlike advertising that establishes or maintains a company's identity,which type of advertising touts the benefits of a specific good or service?

A)selective
B)advocacy
C)image
D)product

Question 11

When Gillette introduced its Venus razor for women,it spent several million dollars on advertising and other promotions and successfully boosted its market share.As an advertising consultant,what would you advise that Gillette do in terms of its advertising budget?

A)double its advertising budget in order to double its market share
B)maintain the current advertising budget and continue to focus on brand awareness and market share gains
C)shift the budget dollars from advertising to sales promotion and personal selling due to a change in the product life-cycle stage
D)focus on maintaining market share and spend proportionately less on advertising because additional expenditures would reap diminishing benefits

Question 12

When Coca-Cola was accused of deliberately trying to poison consumers in India by selling them soft drinks allegedly containing 27 times the maximum amount of pesticide that is permissible,Coke ran ads in national newspapers describing how much care it takes to guarantee the safety of the products it produces.What were these ads examples of?

A)advocacy advertising
B)selective advertising
C)product advertising
D)image advertising

Question 13

Cranium,a toy company,has recently introduced Giggle Gear,a toy designed to let kids' imaginations run wild.With the face and headpieces that make up Giggle Gear,kids can change themselves into aliens,fairies,bugs,and robots.Which type of advertising should be used to promote this new toy?

A)pioneering
B)innovative
C)promotional
D)start-up

Question 14

Which form of institutional advertising is a means for corporations to express their viewpoints on various controversial issues?

A)advocacy
B)persuasive
C)issue
D)comparative

Question 15

What is the term for any form of impersonal,sponsor-paid,one-way mass communication?

A)publicity
B)advertising
C)public relations
D)direct marketing

Question 16

Why do companies with new brands that have a small market share tend to spend proportionately more for advertising and sales promotions compared to those with a large market share for existing products?

A)as a result of experiential marketing research
B)to create the appropriate level of institutional advertising
C)to achieve a certain minimum level of exposure to measurably affect purchase habits
D)to prevent product cannibalization

Question 17

Procter & Gamble's marketing efforts for its L'Oreal Men Expert Hydra Sensitive shaving gel product includes television commercials,billboards,magazine inserts,and radio spots.What are all these activities associated with?

A)advertising
B)publicity
C)sales promotions
D)direct marketing

Question 18

Which type of advertising is designed to enhance a company's image rather than promote a particular product?

A)publicity
B)institutional
C)pioneering
D)image

Question 19

People who drink Coca Cola are extremely loyal to this product.Which of the following statements best describes how increased advertising of Coca-Cola would affect brand loyal users of Coca-Cola?

A)The advertising would have no effect because loyal users of Coca-Cola have a neutral frame of reference.
B)The advertising could encourage loyal Coca-Cola users to try other brands.
C)The advertising could create a positive frame of reference for loyal Coca-Cola users.
D)The advertising could cause loyal Coca-Cola users to buy more.

Question 20

Procter & Gamble has run ads that promote its Children's Safe Drinking Water program in which it shows its employees teaching people around the world how to purify their water.The program was instituted because 5,000 children die every day from diseases caused by unsafe water.These ads are examples of which type of advertising?

A)product
B)institutional
C)pioneering
D)comparative

Question 21

What is DAGMAR an acronym for?

A)defining and achieving goals means advertising reach
B)designing advertising with market research
C)defining advertising goals for measured advertising results
D)developing aggressive growth markets and revenues

Question 22

The ad described Mott's Healthy Harvest brand fruit sauces as containing no artificial sweetener and half the calories of Mott's original applesauce.What is this ad emphasizing?

A)a product attribute
B)a product mission
C)a loyalty reward
D)a product benefit

Question 23

Frito-Lay has run television and print commercials in which it shows that consumers prefer Frito's Stax Crisps to Procter & Gamble's Pringles.Which type of advertising is this?

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

Question 24

A newspaper ad for General Mills cereal highlights its BoxTop Redemption program in which General Mills donates cash to schools when the schools redeem box tops from General Mills cereal.What does this ad focus on?

A)a product attribute
B)a product mission
C)creating product loyalty
D)a product benefit

Question 25

An effective advertising appeal must be which of the following?

A)unbelievable
B)able to make a positive impression on the target market
C)familiar
D)similar to its competitors' advertising appeals

Question 26

What is the first step in the advertising campaign decision process?

A)to make media decisions
B)to evaluate the campaign
C)to determine campaign objectives
D)to make creative decisions

Question 27

Which of the following best describes an advertising campaign?

A)finishes with more money being spent than planned for.
B)extends for a defined period of time.
C)continues for the life of the product.
D)starts with determining which media will be used.

Question 28

Which of the following identifies a reason for a person to buy a product?

A)an advertising profile
B)an advertising format
C)an advertising execution
D)an advertising appeal

Question 29

The ad campaign for EnviroKidz organic animal cookies states that the cookies are gluten-free.What does this advertising highlight?

A)a product attribute
B)the creation of brand loyalty
C)a product benefit
D)a loyalty reward

Question 30

The UPS Store's advertising campaign tells consumers that when it comes to mailing packages,"The UPS Store can pack it,track it,and guarantee it." What is the advertising focusing on?

A)production verification
B)production implementation
C)creating product loyalty
D)a product benefit

Question 31

In advertising,the goal is to sell the product's benefits,not which of the following?

A)attributes
B)appeals
C)traits
D)virtues

Question 32

Which type of advertising compares two or more specifically named or shown competing brands on one or more specific attributes?

A)contrasting
B)comparative
C)pioneering
D)differentiational

Question 33

When a conservative insurance company hired Campbell & Cook advertising agency to launch a new advertising campaign,what would have been the agency's first step?

A)to determine that the goal of the ads was to emphasize the bank's customer service
B)to set its marketing budget
C)to decide what executional style to use in the ads
D)to hire a spokesperson

Question 34

What is one method used for setting advertising objectives?

A)objective and task
B)the DAGMAR approach
C)percentage of sales
D)contribution margin

Question 35

When making creative decisions for the advertising campaign,the advertising manager may consider all of the following EXCEPT which of these?

A)identification of the product's benefits
B)the selection of advertising objectives
C)the selection of a unique selling proposition
D)the advertising message

Question 36

Which of the following statements best describes the development of an advertising campaign?

A)Advertisers use DAGMAR to determine the product's appeal.
B)The last stage in the process is to execute the message.
C)The product's unique selling proposition is identified early so that advertising objectives can be efficiently set.
D)Evaluating results of an advertising campaign helps marketers to adjust objectives for future campaigns.

Question 37

Which of the following statements best describes comparative advertising?

A)Comparative advertising is highly effective in Arabic countries.
B)Comparative advertising is often used for new products.
C)Comparative advertising is often used for products experiencing strong growth.
D)Comparative advertising is highly regulated and is illegal in certain countries.

Question 38

Around election time every year,we see ads on television claiming that one party is superior to another in terms of experience,capability,and/or ethics.Sometimes opponents are named and even vilified in these types of ads.What are they?

A)cooperative ads
B)advocacy ads
C)comparative ads
D)image ads

Question 39

What is the term for a specific communication task that a campaign should accomplish for a specified target audience during a specified period of time?

A)advertising objective
B)marketing mix
C)media objective
D)promotional mix

Question 40

You are the advertising campaign manager for Health Express,a fast-food restaurant that caters to the health conscious.Which of the following messages would be least effective in communicating product benefits?

A)Health Express allows you to eat a quick,nutritious meal.
B)Health Express has hamburgers made from lean buffalo meat.
C)Eating at Health Express will make you healthier.
D)Even your children will love Health Express's baked fries.

Question 41

The ad for Xerox colour copiers told readers that Xerox's ability to print brilliant colours was due to "30 years of experience and a commitment to meeting the colour needs of every kind of business." What does this phrase represent for the Xerox colour copier?

A)its unique selling proposition
B)its advertising objective
C)its media profile
D)its basis for product identification

Question 42

An ad for MasterCard offered 0 percent interest on any balance transferred from another card by September 1,as well as no annual fee.What kind of an advertising appeal is this ad using?

A)environmental consciousness
B)health
C)profit
D)admiration

Question 43

An ad for Toyota explains how consumers can reduce pollution by purchasing the Camry Hybrid,which creates fewer smog-forming emissions than other car models.What kind of advertising appeal is this ad using?

A)environmental consciousness
B)concern
C)health
D)admiration

Question 44

In an advertisement for Planters peanuts and trail mix,a peanut wearing a monocle and a top hat and called Mr.Peanut represents the product quality.Mr.Peanut appears in all of the advertisements for Planters.Which type of executional style is this ad using?

A)product symbol
B)lifestyle
C)spokesperson
D)fantasy

Question 45

An ad for Kraft Easy Mac,six microwavable snack packets of macaroni and cheese,asks,"Need a snack?" and responds,"Snack the Mac." What kind of an advertising appeal is this ad using?

A)convenience
B)taste
C)health
D)admiration

Question 46

A magazine ad for Bosch appliances shows a father cuddling his young daughter who is giggling.Which executional style is being used in this ad?

A)slice-of-life
B)fantasy
C)mood or image
D)testimonial

Question 47

A magazine ad for Baker's chocolate shows a picture of a luscious chocolate cookie and is headlined,"Love cleverly disguised as chocolate." Which executional style is being used in this ad?

A)demonstration
B)fantasy
C)testimonial
D)humorous

Question 48

The slogan for an ad campaign used by Microsoft Office was,"The I'M TIED TO MY DESK era is over." What does this slogan describe?

A)the software's unique selling proposition
B)the software's advertising objective
C)the software's basis for lifestyle strategy
D)the software's basis for comparative advertising

Question 49

An ad for Crystal Geyser bottled water shows why and how the bottler supports reforestation.What kind of an advertising appeal is this ad using?

A)environmental consciousness
B)concern
C)health
D)profit

Question 50

Ads for M&M candy that prominently feature the M&M candies in real-life situations are using which type of appeal?

A)slice-of-life
B)fun and pleasure
C)demonstration
D)spokesperson

Question 51

The ads for Tilex Mould & Mildew cleaner show the product being applied to a mildewed bathroom shower and the mildew disappearing.Which type of executional style do these ads use?

A)demonstration
B)scientific
C)mood or image
D)lifestyle

Question 52

The ad for Mott's applesauce cups describes how the product provides 100 percent of your daily vitamin C in every cup.What kind of an advertising appeal is this ad using?

A)environmental consciousness
B)health
C)profit
D)admiration

Question 53

A bank ad shows a woman who has just filled her bird feeder,only to have squirrels steal the feed.The theme of the ad is that many investment banks can be like squirrels,eager to dip into a customer's funds instead of providing good service.Which executional style is being used in this ad?

A)demonstration
B)slice-of-life
C)fantasy
D)testimonial

Question 54

An ad for Deli cheese shows someone's hands building a sandwich using generous portions of Deli-brand cheese.Which executional style is being used in this ad?

A)demonstration
B)slice-of-life
C)fantasy
D)mood or image

Question 55

Powerade relies on the slogan,"The Complete Sports Drink with Ion".What kind of an advertising appeal is this ad using?

A)mood
B)vanity and egotism
C)health
D)convenience

Question 56

In an advertisement for Dow bathroom cleaner,animated,talking scrubbing bubbles are used to show how hard the bubbles work to clean.The lively scrubbing bubbles appear in all advertisements for this product and are shown on the packaging.which type of executional style are these ads using?

A)spokesperson
B)lifestyle
C)slice-of-life
D)product symbol

Question 57

What will the dominant advertising appeal selected for the campaign become?

A)the advertising objective
B)the unique selling proposition
C)the media profile
D)the decision factor in media selection

Question 58

Which of the following describes the way the advertisement portrays its information?

A)message execution
B)appeal formation
C)focus selection
D)benefit determination

Question 59

An ad for the General Electric Advantium microwave shows people rushing from one place to another and has the headline,"If your life moves this fast,maybe your oven should too." According to the ad,even though there never seems to be enough time to cook,this microwave will help you prepare home-cooked meals.which type of executional style is this ad using?

A)humorous
B)lifestyle
C)mood
D)demonstration

Question 60

Ads for General Foods International Coffees all feature the slogan,"It stirs the soul." Given this information and the fact that the ads feature flowers,soft lights,and romantic settings,which type of executional style are these ads using?

A)demonstration
B)spokesperson
C)scientific
D)mood

Question 61

Miller Brewing Company hired Red Sky Interactive to design an entertaining online game that would convey the brand essentials of its Miller Lite beer while appealing to its target demographic.The result: the "Miller Lite Virtual Racing League" (VRL),an online stock car racing game that allows users to customize their vehicles,compete for sponsorship money,and run their team against those of friends.What did Miller use to reach its target market?

A)an infomercial
B)a videomercial
C)advergaming
D)an interconnect

Question 62

According to the text what is one reason that a retailer might avoid the use of newspaper advertising?

A)absence of geographic selectivity
B)short lead time
C)little demographic selectivity
D)high individual market coverage

Question 63

Which advertising has as one of its main advantages its extreme market selectivity?

A)newspaper
B)magazine
C)radio
D)outdoor

Question 64

What is the term for advertising in the form of a 30-minute advertisement that resembles a TV talk show?

A)an infomercial
B)an extended sales pitch
C)a mega-mercial
D)a prolonged advertisement

Question 65

Which of the following is NOT identified in your text as a factor that influences media selection?

A)audience selectivity
B)cost per contact
C)use of cooperative advertising
D)reach

Question 66

Which type of advertising is an arrangement under which a manufacturer pays a percentage of the advertising cost for an ad that a retailer places for the manufacturer's brand?

A)advocacy
B)comparative
C)institutional
D)cooperative

Question 67

Which of the following statements best describes Internet advertising?

A)It is easy to measure ad effectiveness with this medium.
B)It is a medium to which all consumers have access.
C)It is the fastest growing of all the advertising media.
D)There is a long lead time required for creating Internet ads.

Question 68

One of the advantages of television advertising is which of the following?

A)short life of message
B)long lead time
C)commercial clutter
D)ability to reach wide and diverse audience

Question 69

The Flow-Bee hair cutting vacuum cleaner attachment is shown during a half-hour television spot.The product is demonstrated on volunteer studio audience members,testimonials are given by Flow-Bee owners,and viewers are encouraged to order the product through a toll-free telephone number.Which form of advertising is the Flow-Bee using?

A)the mega-mercial
B)the ad expander
C)the infomercial
D)the extended sales pitch

Question 70

What is the series of decisions advertisers make regarding the selection and use of media that will optimally and cost-effectively communicate the message to the target audience?

A)promotional implementation
B)marketing mix planning
C)media planning
D)media targeted selection

Question 71

Because Samuel Cabot,Inc. ,a manufacturer of premium-grade wood stains,wants to spend its promotional budget on advertisements that will have a long life span so the ad will be around when the homeowner needs such a product,which type of advertising should it use?

A)newspaper
B)television
C)magazine
D)creative

Question 72

Which of the following statements best describes the selection of media for advertising?

A)Creative planning for an ad that goes on a billboard is the same as the planning for an ad that runs on television.
B)The media selection is typically unrelated to the advertising objectives.
C)The appeal and executional style of the ad strongly affect the media selection.
D)Creative work is finished before the media are selected.

Question 73

Which type of advertising has the advantages of being both timely and geographically flexible?

A)television
B)newspaper
C)outdoor
D)catalogue

Question 74

Advertisers are often concerned with the noise level in a medium.Which medium is assumed to have the lowest noise level?

A)television
B)direct mail
C)newspaper
D)magazines

Question 75

Why are advertisers looking to alternative media to advertise their products?

A)guaranteed profits
B)maximum advertising exposure
C)to cut through the clutter of traditional media
D)to minimize problems associated with reach

Question 76

Which of the following is NOT an advantage offered by radio to its advertisers?

A)billions of listeners
B)relatively low cost
C)targeting power
D)timelines and geographic flexibility

Question 77

Outdoor advertising is which of the following?

A)often used to sell specialty products.
B)a flexible low-cost medium that can take many forms.
C)a high-cost medium that is used best for expensive products.
D)used to reach a narrow,selective target market.

Question 78

The Canadian Armed Forces created a video game called Canada's Army to boost its recruiting efforts.What is the game an example of?

A)a videomercial
B)advergaming
C)a relationship tool
D)an infomercial

Question 79

Creative work in an advertising campaign cannot be completed without knowing which message channel will be used to convey the message to the target market.What is the message channel?

A)the medium
B)the product network
C)the attribute
D)the appeal

Question 80

An ad for Levi's jeans contained information about The Bay department stores where the jeans could be purchased.This ad was most likely an example of which type of advertising?

A)comparative
B)institutional
C)cooperative
D)strategic