Question 1

A basic approach to scheduling in which periods of advertising are scheduled between periods of no advertising to reflect seasonal demand is referred to as a __________ schedule.

Accepted Answer

The given scenario describes a flighting schedule in which periods of advertising are interspersed with periods of no advertising to match fluctuations in demand. Option A, steady schedule, implies a continuous level of advertising without interruptions. Option C, dripping schedule, implies a steady and constant flow of advertisements without breaks. Option D, pulsing schedule, involves a continuous low-level of advertising with intermittent high-level bursts. Option E, burst schedule, implies the use of short-term, high-intensity advertising aimed at generating immediate results. Therefore, option B is the best choice as it aligns with the situation described in the question.

Question 2

In a(n)__________ test,the test ad is placed in a collection with several other ads and stores,and consumers are asked to read through the collection.Afterward,subjects are asked for their impressions of the ads on several evaluative scales.

Accepted Answer

A portfolio test involves placing the test advertisement among a collection of other ads and content, then asking consumers to review the collection and provide feedback on the test ad using evaluative scales.

Question 3

The three approaches to setting advertising schedules are

Accepted Answer

The three approaches to setting advertising schedules are continuous, flighting, and pulse. Continuous advertising is when ads are run steadily throughout the year, flighting is when ads are run in short bursts with periods of no advertising in between, and pulse is a combination of both continuous and flighting, where ads are run steadily but with intermittent bursts of higher intensity. This approach is the most effective because it allows for flexibility in the advertising schedule while still maintaining a consistent presence in the market.

Question 4

Pulse scheduling would most likely be used for advertising __________.

Accepted Answer

The answer of Pulse scheduling would most likely be used...

Question 5

Some studies show that __________ are superior to other advertising strategies.

Accepted Answer

The answer of Some studies show that __________ are superior...

Question 6

Tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select among alternative versions of the advertisement are referred to as __________.

Accepted Answer

Pretests are conducted before the advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select among alternative versions of the advertisement. Posttests, on the other hand, are conducted after the advertisement has been placed to assess whether it has achieved its objectives. Test screenings typically refer to preview screenings of movies before their official release. Aided recall testing is a type of post-test that measures how well consumers remember a specific advertisement. Sales tests are conducted to determine the impact of advertising on sales.

Question 7

Because advertising is expensive,marketers want to be certain the advertisements they run communicate the intended message to the target audience.In order to accomplish this communication goal,marketers conduct __________ before advertisements are placed in a medium.

Accepted Answer

Pretests are typically conducted before advertisements are placed in a medium to ensure that they effectively communicate the intended message to the target audience. This helps to minimize the risk and expense of running ads that may not resonate with the intended audience. Double blind tests, efficacy trials, aided recall tests, and sales tests may also be used in advertising research, but pretests are specifically focused on evaluating the message communication of an ad prior to its placement.

Question 8

A flighting schedule combined with a steady schedule because of increases in demand,heavy periods of promotion,or introduction of a new product is referred to as a __________.

Accepted Answer

A pulse schedule combines a steady schedule with a flighting schedule during increased demand, heavy promotion periods, or the introduction of a new product. This allows for a more strategic and effective use of advertising resources while maximizing impact during key moments.

Question 9

Several hospitals placed signs on the inside door of bathroom stalls in their ladies' rooms encouraging women to seek help if they are being abused.The signs included information and contact numbers for immediate help.This is an example of __________.

Accepted Answer

This is an example of place-based media, as the signs are placed inside the bathroom stalls of hospitals to reach women who may be experiencing abuse.

Question 10

Continuous scheduling would most likely be used for advertising _________.

Accepted Answer

Continuous scheduling is used for products that have a consistent demand throughout the year, such as bathroom cleaner, which is needed regularly regardless of the season.

Question 11

Pretests refer to

Accepted Answer

Pretests are conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select between alternative versions of the advertisement. This helps ensure that the advertisement is effective before it is released to the public.

Question 12

Orlando uses a wireless system to receive advertising for flat-screen monitors mounted in its 240 buses.These ads are examples of __________.

Accepted Answer

The advertising on the flat-screen monitors in buses is an example of "transit advertising," which is specifically targeted to commuters while they are on public transportation.

Question 13

As traditional media have become more expensive and cluttered,advertisers have been attracted to a variety of nontraditional advertising options called place-based media or also called _________.

Accepted Answer

Place-based media refers to out-of-home advertising options that reach people in specific locations, such as billboards, transit advertising, and digital screens. Therefore, option A (out-of-home advertising) is the best choice that fits the given description. The other options (invasive placements, electronic advertising, product placements, and cooperative advertising) do not accurately describe place-based media advertising.

Question 14

Flighting schedules would most likely be used for advertising __________.

Accepted Answer

Flighting schedules are typically used for seasonal or sporadic products, such as snowboards, rather than everyday products like automobiles, bottled water, toothpaste, or bathroom cleaner.

Question 15

In terms of scheduling advertising,the speed with which buyers fails to recall a brand if advertising is not seen is referred to as

Accepted Answer

The speed with which buyers fail to recall a brand if advertising is not seen is referred to as forgetting rate. This refers to how quickly consumers forget about a brand in the absence of advertising, which highlights the importance of consistent and frequent advertising to maintain brand awareness.

Question 16

Showing ad copy to a panel of consumers and having them rate how they liked it,how much it drew their attention,and how attractive they thought it was,takes place during __________.

Accepted Answer

The answer of Showing ad copy to a panel of...

Question 17

A basic approach to scheduling when seasonal factors are unimportant and advertising is run at a constant or steady schedule through the year is referred to as a

Accepted Answer

A continuous schedule is appropriate when advertising is run at a steady rate throughout the year without taking into account seasonal factors. It involves spreading out advertising budgets evenly over time, allowing for consistent communication with the target audience.

Question 18

As traditional media have become more expensive and cluttered,advertisers have been attracted to a variety of nontraditional advertising options-in airports,doctors' offices,health clubs,or theaters,which are referred to as __________.

Accepted Answer

The description of nontraditional advertising options such as airports, doctors' offices, health clubs, and theaters fits the definition of "place-based media." A) Remote media typically refers to media that can be accessed remotely, such as television or radio broadcasts, and does not necessarily relate to these specific locations. B) Electronic advertising could include a variety of formats and does not specifically relate to physical locations. C) Product placements refer to the placement of products within media content, such as movies or television shows, and not physical locations. D) Cooperative advertising refers to a partnership between two or more businesses to share the cost and benefits of an advertising campaign, which is not specific to nontraditional options like those listed in the question.

Question 19

In terms of scheduling advertising,purchase frequency refers to

Accepted Answer

The answer of In terms of scheduling advertising,purchase frequency refers...

Question 20

In terms of scheduling advertising,buyer turnover refers to

Accepted Answer

Buyer turnover refers to how often new buyers enter the market to buy a product. This is important to consider when scheduling advertising, as it can impact the frequency and timing of ads targeted at reaching new buyers.

Quiz 15: Advertising, Sales Promotion, and Public Relations