Deck 13: Advertising

Question 1

Which of the following is not a form of product advertising?

A) Reminder advertising
B) Comparative advertising
C) Reminder advertising
D) Survey advertising

Answer 1

D

Question 2

Which of the following promotional budgeting methods aligns budgeting to the hierarchy of effects model?

A) All you can afford
B) Percent of sales
C) Hierarchy budgeting
D) Objective and task

Answer 2

D

Question 3

In order to implement the objective and task budgeting method, objectives are set:

A) along the levels of the hierarchy.
B) relative to the competition.
C) with regard to the primary demand needs.
D) in accordance with selective demand and trial.

Answer 3

A

Question 4

Which of the following is not a criteria of a good promotional objective?

A) Validity
B) Time sensitivity
C) Measurability
D) Target-market specific

Question 5

Using fear appeals in healthcare messages can result in:

A) consumers actively engaging in the search process.
B) consumers delaying in engaging with a care provider.
C) the activation of dopamine to process negative feelings.
D) None of these is correct.

Question 6

Advertising messages that are directed at distinct functional aspects of the product or service are described as:

A) moral.
B) personal.
C) descriptive.
D) rational.

Question 7

Effective pretesting of an advertisement requires that:

A) the pretest be conducted with at least three groups of 15 people.
B) the pretest be conducted with individuals similar to the target audience.
C) the pretest be conducted with a portfolio test and a jury test.
D) all pretesting be anonymous.

Question 8

The most expensive form of pretesting is the:

A) portfolio test.
B) jury test.
C) theater test.
D) panel test.

Question 9

The form in which the message is to be delivered is referred to as the:

A) vehicle.
B) medium.
C) campaign.
D) schedule.

Question 10

The unduplicated audience that is covered in a promotional campaign is referred to as the:

A) target market.
B) frequency.
C) mass market.
D) reach.

Question 11

The more people who are exposed to a message, the broader the:

A) exposure.
B) frequency.
C) reach.
D) target.

Question 12

The people who see the messages of an advertiser but are not in the target market are referred to as:

A) the incremental target audience.
B) the unpaid gained audience.
C) waste.
D) unintended reach.

Question 13

The number of times the same person receives a message from a promotional or advertising campaign is referred to as:

A) frequency.
B) duplication.
C) constancy.
D) repetition.

Question 14

Which of the following is not a common advertising scheduling method?

A) Seasonal
B) Flighting
C) Steady
D) Variable

Question 15

Scheduling advertising for short periods of time is referred to as which scheduling pattern?

A) Seasonal
B) Loading
C) Flighting
D) Packing

Question 16

The logic of a flighting schedule is that:

A) consumers get tired, because they always see advertisements.
B) there is a carryover effect to advertising messages.
C) there is so much clutter that people do not attend to constant messages from the same company.
D) it helps to spread advertising dollars out through an entire budget cycle.

Question 17

Cost per thousand is a calculation to compare the:

A) cost of different media in delivering a thousand people in their audience.
B) cost of a thousand people who would view different television shows.
C) cost of advertising in different magazines or newspapers.
D) cost across Internet providers.

Question 18

To consider the cost of advertising on television, advertisers use which metric?

A) Cost per point
B) Cost per thousand
C) Cost per eyeball
D) Cost per viewer

Question 19

A digital media costing approach that is content-based rather than performance-based is:

A) cost per click.
B) cost per mille.
C) cost per action.
D) None of these is correct.

Question 20

The preferred digital costing method by marketers is:

A) cost per click.
B) cost per mille.
C) cost per impression.
D) cost per action.

Question 21

Payment in the digital media costing space only when a sale occurs is done under which of the following metrics?

A) Cost per click
B) Cost per impression
C) Cost per action
D) Cost per mille

Question 22

Compared to television stations, radio:

A) is far more costly to advertise on.
B) takes longer to have a commercial completed and placed.
C) has far more stations.
D) has more production costs for ads.

Question 23

The major trend in the magazine industry has been the:

A) significant increase in the cost of advertising.
B) growth in the number of specialized publications.
C) trend toward shorter publications.
D) increase in free publications.

Question 24

Regulation may threaten which medium the most?

A) Newspapers
B) Television
C) Outdoor
D) Radio

Question 25

A major limitation of time in the outdoor medium has been removed because of:

A) greater frequency in printing new signage.
B) digital billboards.
C) the appearance of new graphics that can be changed with reduced cost.
D) None of these is correct.

Question 26

Which medium is only used as a supplemental vehicle?

A) Radio
B) Outdoor advertising
C) Television
D) Magazines

Question 27

One of the most targeted media choices available to marketers is:

A) direct mail.
B) magazines.
C) radio.
D) television.

Question 28

Critical to the success of a direct mail approach is:

A) having sufficient postage for return envelopes.
B) providing an incentive with sufficient prepayment to participants.
C) having a good list of prospects.
D) All of these are correct.

Question 29

A major advantage to online advertising is the ability to:

A) easily control promotional costs.
B) use pop-ups effectively.
C) track users closely.
D) monitor competitors easily.

Question 30

Inbound marketing involves which of the following?

A) Driving the individual to the organization's website and engaging them with the facility
B) Marketing the organization to internal employees for morale
C) Marketing the organization to the internal stakeholders, who then market externally
D) Driving external customers to selected individuals who have been internally educated regarding selected programs

Question 31

Blogging may be defined as a(n):

A) way to communicate with others on the Web.
B) personal diary that can be read by others online.
C) online video.
D) two-way communication between an online buyer and seller.

Question 32

Advertising agencies that have a limited range of services or that specialize in a particular area are referred to as:

A) limited full service.
B) defined-scope agencies.
C) boutique agencies.
D) specialized agencies.

Question 33

When an advertising agency is paid by the media, it can be said to be a(n):

A) commission-based agency.
B) fee-based agency.
C) media-based agency.
D) indirect agency.

Question 34

The major limitation with the competitive parity budgeting method is that it assumes that all competitors:

A) have the same cost curves.
B) budget the same way.
C) are identical in structure.
D) have the same promotional objectives.

Question 35

The major problem with the "all you can afford" budgeting method for promotional strategy is that it can lead to:

A) spending significantly more than the competitors.
B) spending too much or too little than is needed.
C) spending far more than is common in the industry.
D) overspending relative to capital needs.

Question 36

A recent study indicated that the majority of physicians viewed direct-to-consumer pharmaceutical advertising to be a major benefit in making patients more aware of treatment options and having them ask more thoughtful questions.

Question 37

To institute a behavioral change with advertsing requires a narrow target market as well as a clear call to action within the message.

Question 38

Chief marketing officers at hospitals state that the most often used budgeting method for adverting is the objective and task method.

Question 39

Activating a positive emotion in an advertisement activates more rationale information processing because it causes the release of dopamine in consumers.

Question 40

The method that attempts to determine the budget relative to the hierarchy of effects is the objective and sales.

Question 41

A good advertising objective must be time based, measurable, and specific to the target market.

Question 42

For pretesting to be effective, the key criterion is that the size of the pretest must be valid.

Question 43

Showing consumers alternative copy to be used in an advertisement is an approach often used in portfolio pretests.

Question 44

The most expensive and elaborate form of pretests is the use of jury tests, where highly knowledgeable jury panels must be identified and formed.

Question 45

In a theater pretest, consumers view advertisements shown within a movie or television show and then rate them after viewing the video.

Question 46

In developing the communication program, the medium refers to who will be delivering the message.

Question 47

Wired magazine would be considered the vehicle a company might use in a promotional campaign.

Question 48

If the goal is to drive sales or revenue in the short term, then frequency of advertising becomes a major factor in the budgeting objectives.

Question 49

Ascension Health has decided to purchase billboard space in all major sports stadiums in the United States. This is a decision that selects the medium rather than the vehicle.

Question 50

Scheduling advertising messages intensely for short periods of time is referred to as bursting.

Question 51

In a concentration scheduling pattern, a flighting approach is used if there is no seasonality.

Question 52

In a pulse scheduling approach, advertisements are scheduled on a constant level with occasional heavy periods.

Question 53

In using advertising dollars, the key goal is to minimize wasted coverage.

Question 54

A common formula for comparing print media is the cost-per-thousand (CPM) method, which is the cost of the medium to deliver an audience.

Question 55

Gross rating points are a measure used to assess the frequency of a broadcast vehicle and are calculated into its cost formula.

Question 56

The cost per point is often used to make comparisons across media markets as well as media vehicles.

Question 57

Cost per thousand impressions is the preferred rate approach for digital media content.

Question 58

Cost per click is not a performance-based digital media costing approach.

Question 59

The marketer's preferred digital costing metric is cost per action.

Question 60

Cost per action and cost per thousand impressions are both performance-based metrics.

Question 61

Affiliate marketing programs typically operate at a lower cost per action level.

Question 62

The proliferation of television stations in recent years has increased clutter.

Question 63

Prime-time television costs have risen dramatically in recent years.

Question 64

A key challenge with radio advertising is that it is difficult to create advertisements.

Question 65

The medium of choice for health care has been radio because it is local.

Question 66

In terms of its future, the most threatened of all media is newspapers.

Question 67

The medium in which segmentation possibilities have been more limited is newspapers.

Question 68

For reminder advertising programs, such as for "Ask-A-Nurse" call lines, the medium of choice is often newspapers.

Question 69

In the magazine industry, hospitals have turned to in-flight magazines to promote their institutions.

Question 70

A growing threat to outdoor media is the ban being placed on them by some communities.

Question 71

Hospitals are increasingly combining their database marketing sophistication with their selectivity in direct marketing, which is one of the most targeted media available.

Question 72

Direct mail's limitations are cost and online competition.

Question 73

The fastest growing segment of all media is projected to be direct mail.

Question 74

Geotargeting is available to hospitals and healthcare organizations through the use of streaming services such as Hulu Plus.

Question 75

Inbound marketing is a strategy to direct referrals into the organization.

Question 76

Advertising is considered a traditional outbound marketing approach.

Question 77

Posttest scores are often used to test advertising effectiveness when the promotional plan includes broadcast media.

Question 78

Hospitals have been relatively slow to adopt social media such as Facebook, Foursquare, and Yelp as marketing and communication tools.

Question 79

Blogs are a one-way social media tool to post thoughts about experiences with a product or organization.

Question 80

Similar to an online diary, podcasts are a tool that is more prevalent on the Web.