Deck 31: Advertising Public Relations and Sales Promotion

Question 1

Publicity is the element in the promotional mix that evaluates public attitudes,identifies issues that may elicit public concern,and executes programs to gain public understanding and acceptance.

Answer 1

False
The statement describes public relations.Publicity is the outcome of these public relations efforts.

Question 2

The goal of advertising is to change people's values.

Answer 2

False
Advertising cannot change a person's basic value system,moral code,or cultural influences.Advertising instead tries to change consumers' attitudes about brands.

Question 3

Mobile advertising may be one of the most promising tactics for contacting consumers when they are thinking about a specific product.

Answer 3

True

Question 4

On Subway napkins,nutritional information for their 6-inch subs is compared to McDonald's Big Mac and Burger King Whopper.This is an example of competitive advertising.

Question 5

In our free-press environment,publicity is not easily controlled.

Question 6

Advergaming is an Internet advertising format where companies put ad messages in Web-based or video games to advertise or promote products.

Question 7

Companies increasingly are using the Internet in their public relations strategies.

Question 8

The objectives of a promotion depend on the general behavior of target consumers.

Question 9

There are many snack foods for children,but only Nature's Path makes an organic snack designed for a child's palate.The product's unique selling proposition is that it is completely organic.

Question 10

One of the most popular approaches for Internet advertising is search engine ads.

Question 11

The advertising response function is a phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing results.

Question 12

The goal of competitive advertising is to influence demand for a specific brand.

Question 13

An insurance company's advertisement poses the question,"Will your family survive if you die uninsured?" This is an example of a health appeal.

Question 14

An appeal to vanity and egotism is the reason celebrity spokespeople are used so often in advertising.

Question 15

Sales promotion offers an incentive to buy.

Question 16

Humorous executional styles are more often used in radio and television advertising than in print or magazine advertising.

Question 17

The DAGMAR approach is one method of setting advertising objectives.

Question 18

Influencing legislators and government officials is an example of a public relations activity.

Question 19

New brands with a small market shares tend to spend proportionately more for advertising and sales promotion than do those with large market shares.

Question 20

An example of product placement is when the judges on American Idol are shown sipping Coca-Cola during the broadcast.

Question 21

Tobacco company Philip Morris runs television ads where they promote quitting smoking and direct viewers to a Web site for support and help.These ads are examples of _____ advertising.

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

Question 22

_____ advertising is designed to enhance a company's image rather than promote a particular product.

A) Publicity
B) Institutional
C) Pioneering
D) Selective
E) Image

Question 23

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 determine which executional appeal is the most effective
D) To achieve a certain minimum level of exposure to measurably affect purchase habits
E) To prevent product cannibalization

Question 24

Research shows that coupons tend to increase the amount of a product bought.

Question 25

In 2011,advertising expenditures:

A) increased.
B) decreased.
C) Equaled those in 2010.
D) equaled those in 2012.
E) were not tracked.

Question 26

Kia Motors runs television advertisements that encourage the purchase of their Kia Soul compact car.This is an example of _____ advertising.

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

Question 27

When cosmetics company Estée Lauder gives customers a bag of small-sized cosmetics with the purchase of a full-priced item,this is an example of a premium offer.

Question 28

Unlike advertising that establishes or maintains a company's identity,_____ advertising touts the benefits of a specific good or service.

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

Question 29

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) Certain industries have a practice of spending a low amount of dollars, relative to sales, on advertising.
C) There is no minimum level of exposure for advertising to have an effect on sales.
D) Advertising will not stimulate economic growth for the industry.
E) The firms with large market share do not have to advertise anymore.

Question 30

Exxon Mobil has launched a series of ads promoting its commitment to alternative energy sources during a time when the company is recording record profits while consumers struggle with high gas prices and environmentalists are concerned that burning fossil fuels is contributing to the acceleration of global warming.This is an example of _____ advertising.

A) global
B) homogeneous
C) pioneering
D) advocacy
E) image

Question 31

_____ is any form of impersonal,sponsor-paid,one-way mass communication.

A) Publicity
B) Advertising
C) Promotion
D) Public relations
E) Direct marketing

Question 32

When Gillette introduced its Venus razor for women several years ago,it spent $100 million on advertising and other promotions and successfully boosted its market share.As an advertising consultant,you would advise Gillette to now:

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) slowly increase the amount spent on advertising and promotion to offset competitive advertisements.
D) shift the budget dollars from advertising to sales promotion and personal selling due to a change in the product life cycle stage.
E) focus on maintaining market share and spend proportionately less on advertising because additional expenditures would reap diminishing benefits.

Question 33

Which form of advertising involves an organization expressing its views on controversial issues or responding to media attacks?

A) Advocacy
B) Persuasive
C) Issue
D) Comparative
E) Image

Question 34

A trade allowance is a price reduction offered by retailers to customers who are buying homogeneous shopping goods.

Question 35

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.This is an example of _____ advertising.

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

Question 36

How can advertising affect consumers?

A) It can change cultural practices and conventions
B) It can change strongly held values
C) It can manipulate society against its will
D) It can change negative attitudes to positive ones
E) It can make people buy things they do not want

Question 37

Point-of-purchase promotions are seldom used as a sales promotion tool because most purchase decisions are made before consumers ever enter a store.

Question 38

The advertising response function helps marketers:

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.
E) select an executional appeal appropriate to the product being advertised.

Question 39

Trade association meetings,conferences,and conventions are an important aspect of sales promotion and a growing,multi-billion-dollar market.

Question 40

Kraft's marketing efforts for its Macaroni & Cheese include television commercial and magazine inserts.These are all activities associated with:

A) advertising.
B) publicity.
C) public relations.
D) sales promotions.
E) direct marketing.

Question 41

Which of the following statements about comparative advertising is true?

A) Comparative advertising is highly effective in Arabic countries.
B) The FCC is the only federal agency that has any regulatory power over comparative advertising.
C) Comparative advertising is often used for products experiencing strong growth.
D) Comparative advertising is regulated by the FTC in the United States.
E) Comparative advertising is illegal in the United States.

Question 42

Before any creative work can begin on an advertising campaign,it is important to:

A) determine what goals or objectives the advertising should achieve.
B) set the marketing budget.
C) decide what executional style to use in the ads.
D) see if sales promotion is more important.
E) hire a spokesperson.

Question 43

An emphasis on branding generally begins as firms use _____ advertising.

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

Question 44

Cranium,the Seattle-based toy company,has recently introduced Giggle Gear,a toy designed to let kids' imagination run wild.With the face and headpieces that make up Giggle Gear,kids can change themselves into aliens,fairies,bugs,and robots.What type of advertising will this company be using to promote this new toy?

A) Pioneering
B) Innovative
C) Promotional
D) Start-up
E) Comparative

Question 45

An ad in which Dunkin' Donuts tells consumers that more "hard-working" people prefer their coffee than the high-priced,"elitist" coffee sold at Starbucks is an example of _____ advertising.

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

Question 46

A feature of a product is called a(n):

A) asset
B) appeal
C) attribute
D) element
E) benefit

Question 47

Pioneering advertising,competitive advertising,and comparative advertising are all types of:

A) institutional advertising
B) product advertising
C) primary advertising
D) commercial advertising
E) commissioned advertising

Question 48

Which form of advertising is designed to influence demand for a specific brand?

A) Institutional
B) Primary
C) Competitive
D) Direct
E) Growth

Question 49

An advertising campaign:

A) may contain a wide variety of themes and slogans.
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.
E) rarely has a specific budget.

Question 50

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

A) differential
B) cooperative
C) advocacy
D) comparative
E) image

Question 51

One method used for setting advertising objectives is:

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

Question 52

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.This ad focuses on:

A) a product attribute.
B) production implementation.
C) a product mission.
D) creating product loyalty.
E) a product benefit.

Question 53

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.Edible Arrangements will be using _____ advertising to promote its fruit bouquets.

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

Question 54

Which of the following is what consumers will receive or achieve by using a product?

A) Attribute
B) Benefit
C) Compensation
D) Market share
E) Functionality

Question 55

The UPS Store's advertising "What Brown Can Do for You" whiteboard campaign tells business consumers that when it comes to getting their products delivered somewhere,UPS can help.The advertising is focusing on:

A) creating advertising appeal.
B) production implementation.
C) a product mission.
D) creating product loyalty.
E) a product benefit.

Question 56

A series of related advertisements focusing on a common theme,slogan,and set of advertising appeals is referred to as a(n):

A) advertising campaign.
B) message strategy.
C) continuity program.
D) flight.
E) creative program.

Question 57

Ads for Yoplait Greek Yogurt highlight that the product has twice the protein and three times the calcium of other yogurts.This advertising highlights:

A) product attributes.
B) the creation of brand loyalty.
C) how negative consumers' attitudes are modified.
D) product benefits.
E) loyalty rewards.

Question 58

A(n)_____ is a specific communication task that a campaign should accomplish for a specified target audience during a specified period.

A) advertising objective
B) marketing mix
C) media schedule
D) advertising life span
E) promotional mix

Question 59

_____ advertising compares two or more specifically named or shown competing brands on one or more specific attributes.

A) Contrasting
B) Comparative
C) Pioneering
D) Superlative
E) Differentiational

Question 60

DAGMAR is an acronym for:

A) Defining and Achieving Goals Means Advertising Reach.
B) Developing Aggressive Markets.
C) Designing Advertising with Market Research.
D) Defining Advertising Goals for Measured Advertising Results.
E) Developing Aggressive Growth Markets and Revenues.

Question 61

M&M's famous slogan,"Melts in your mouth,not in your hand," is an example of a(n):

A) unique selling proposition.
B) advertising objective.
C) basis for lifestyle strategy.
D) promotional mix.
E) basis for comparative advertising.

Question 62

Television is an example of an advertising:

A) medium.
B) network.
C) attribute.
D) appeal.
E) execution.

Question 63

_____ is the way the advertisement portrays its information.

A) Message execution
B) Appeal formation
C) Focus selection
D) Audience selection
E) Benefit determination

Question 64

All of the following are common types of advertising appeals EXCEPT:

A) profit.
B) health.
C) admiration.
D) fear.
E) commitment.

Question 65

An advertising _____ identifies a reason for a person to buy a product.

A) profile
B) execution
C) format
D) execution
E) appeal

Question 66

Many advertisements use celebrities who are liked by many people in hopes that consumers will buy the product that the celebrity endorses.Using celebrities to influence consumers to buy the product is an example of which advertising appeal?

A) Consciousness
B) Love or romance
C) Fun and pleasure
D) Admiration
E) Resonance

Question 67

A(n)_____ is a desirable,exclusive,and believable advertising appeal selected as the theme for a campaign.

A) executional framework
B) creative message strategy
C) benefit
D) attribute
E) unique selling proposition

Question 68

The _____ is the channel used to convey a message to a target market.

A) medium
B) product network
C) attribute
D) appeal
E) executor

Question 69

Which of the following statements is NOT true about post-campaign evaluation?

A) Marketers spend little time studying advertising effectiveness because there are so many variables that shape the effectiveness of an ad.
B) Testing ad effectiveness can be done either before or after the campaign.
C) Most advertising campaigns aim to create an image for the product instead of asking for action, so their real effect is unknown.
D) Even if an ad campaign has been particularly successful, advertisers will typically conduct a post-campaign evaluation.
E) Evaluating an advertising campaign can be the most demanding task facing advertisers.

Question 70

Which of the following statements about the selection of media for advertising is true?

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 often affect the media selection.
D) Creative work is finished before the media are selected.
E) Media selection is the first step in developing an advertising campaign.

Question 71

Ads for Brita water filters describe how one Brita pitcher filter can reduce waste by effectively replacing as many as 300 standard plastic water bottles.What kind of appeal is this ad using?

A) Environmental Consciousness
B) Vanity and Egotism
C) Health
D) Profit
E) Admiration

Question 72

Allstate Insurance has mostly ditched its famous "in good hands" ads in favor of a character called "Mayhem," who shows up in your life at random - and trashes it.What kind of advertising appeal were these ads using?

A) Fear
B) Consequences
C) Health
D) Vanity and egotism
E) Consciousness

Question 73

Outdoor advertising is:

A) inflexible and high-cost.
B) inflexible and low-cost.
C) flexible and high-cost.
D) flexible and low-cost.
E) not an actual medium.

Question 74

A print ad for Kraft Capri Sun drink packs says "take a sip of antioxidant protection." What kind of an advertising appeal is this ad using?

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

Question 75

IBM runs television ads that show how their information technology services can help a small Internet start-up prepare for and solve any problems that may arise in its daily operations.This is an example of a:

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

Question 76

_____ is the series of decisions advertisers make regarding the selection and use of media,allowing the marketer to optimally and cost-effectively communicate the message to the target audience.

A) Promotional implementation
B) Marketing mix planning
C) Media planning
D) Media reach and frequency strategy
E) Media targeted selection

Question 77

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

A) Environmental Consciousness
B) Concern
C) Health
D) Profit
E) Admiration

Question 78

Ads for M&M candy that prominently feature the M&M candies in real-life situations are using a _____ style.

A) slice-of-life
B) lifestyle
C) animated product symbol
D) demonstration
E) scientific

Question 79

Gucci,a very expensive brand of clothing and accessories,show beautiful women wearing its products in magazine ads.What kind of an advertising appeal is this?

A) Environmental consciousness
B) Vanity and egotism
C) Health
D) Profit
E) Admiration

Question 80

In advertising,the goal is to sell the _____,not the _____ of a product.

A) benefits; attributes
B) characteristics; appeals
C) values; traits
D) competitive edge; virtues
E) differential advantage; properties