Question 1

The "Got Milk" campaign was intended to boost the sagging milk consumption among Californians in the 1990s. The campaign ads highlighted the inconvenience of running out of milk when intended to be used with certain foods, such as cookies or muffins, advising consumers to stock up on milk to avoid such inconveniences. The "Got Milk?" campaign an example of ________.

Accepted Answer

The "Got Milk?" campaign is an example of reminder advertising as it aimed to remind consumers of the importance and convenience of having milk available, especially when consuming certain foods.

Question 2

________ aims to stimulate repeat purchase of products and services.

Accepted Answer

Reminder advertising aims to remind customers of a product or service they may have already purchased or experienced and encourage them to make repeat purchases. This type of advertising is effective for maintaining brand loyalty and encouraging customer retention.

Question 3

TV advertising is considered to be particularly advantageous because ________.

Accepted Answer

TV advertising allows for the use of audio-visuals, which can vividly demonstrate product attributes and persuasively explain their corresponding consumer benefits, making it particularly advantageous for advertisers.

Question 4

Which of the following is generally acknowledged as the most powerful advertising medium and reaches a broad spectrum of consumers at low cost per exposure?

Accepted Answer

Television is generally acknowledged as the most powerful advertising medium as it has a broad reach and the ability to combine visual and auditory elements to make an impact on consumers. Additionally, the cost per exposure is relatively low compared to other mediums.

Question 5

The number of different persons or households exposed to a particular media schedule at least once during a specified time period is known as ________.

Accepted Answer

Reach refers to the number of different individuals or households exposed to a specific media schedule at least once during a given time period. It tells us how many people our message has reached, but not how often they have been exposed to it.

Question 6

________ aims to create liking, preference, conviction, and purchase of a product or service.

Accepted Answer

Persuasive advertising aims to create liking, preference, conviction, and ultimately, purchase of a product or service by using techniques such as emotional appeals, unique selling propositions, and celebrity endorsements. The other options - corporate, reminder, reinforcement, and informational advertising - focus on different goals such as promoting the company's image, reminding consumers of a product, reinforcing existing beliefs or behaviors, and providing information about a product or service, respectively.

Question 7

________ aims to convince current purchasers that they made the right choice.

Accepted Answer

Reinforcement advertising aims to reinforce the satisfaction and positive feelings of current purchasers in order to encourage them to make repeat purchases and become loyal customers. This type of advertising is meant to remind customers that they made the right choice in choosing that particular brand, and to emphasize the benefits and advantages of continuing to use that brand.

Question 8

Which of the following is an example of informational advertising?

Accepted Answer

Excedrin's ads focus on providing information about the product's effectiveness in stopping headaches, which is characteristic of informational advertising.

Question 9

Comparative advertising works best when ________.

Accepted Answer

Comparative advertising is most effective when consumers are engaged in detailed, analytical processing of the information presented. This allows them to critically evaluate the comparisons made between the advertised product and its competitors, leading to more informed decision-making.

Question 10

________ refers to simple exaggerations in advertisements that are not meant to be believed and that are permitted by law.

Accepted Answer

Puffery refers to statements or claims in advertisements that use exaggeration or hyperbole to promote a product or service. This type of language is not intended to be taken literally and is allowed by law, as it is seen as harmless marketing language. Examples of puffery include slogans such as "the best coffee in town" or "our burgers are out of this world."

Question 11

According to researchers, which of the following is the correct order in which content of print advertisements matter?

Accepted Answer

According to research on advertising and marketing communication, the most effective order in which the content of print advertisements matters is picture-headline-copy. This sequence captures attention with an engaging image, then draws the viewer into the headline, and finally elaborates on the message with the copy.

Question 12

________ is finding the most cost-effective media to deliver the desired number and type of exposures to the target audience.

Accepted Answer

Media selection involves evaluating different media options to determine which one(s) will deliver the desired number and type of exposures to the target audience in the most cost-effective way. Media scheduling refers to determining when and how often ads will be run in a particular medium. Content analysis involves analyzing the content of media messages to understand their nature and meaning. Communication design refers to the creation of visual and/or verbal messages to communicate information to a target audience. Copy testing involves evaluating the effectiveness of ad copy (e.g. headlines, slogans, body copy) in achieving its intended objectives.

Question 13

Which of the following conditions necessitates that the objective of advertising should be to stimulate more usage of a product?

Accepted Answer

When the product class is mature, it means that most people are already aware of the product and its benefits. Therefore, the objective of advertising should shift from creating awareness to stimulating more usage of the product among existing customers.

Question 14

________ aims to create brand awareness and knowledge of new products or new features of existing products.

Accepted Answer

Informative advertising is designed to inform and educate the target audience about new products or features of existing products. It's all about creating brand awareness and helping consumers make informed purchasing decisions. This type of advertising typically includes details about the features, benefits, and specifications of the product, and is commonly used when launching a new product or promoting a significant upgrade or improvement to an existing product.

Question 15

Marketers often cut the cost of advertising dramatically by using consumers as their creative team. This strategy is known as ________.

Accepted Answer

Crowdsourcing is the strategy of using consumers or a group of people to gather ideas, create content or solve problems. It can be a cost-effective way for marketers to generate creative ideas and engage with their audiences.

Question 16

Which of the following organizations uses top-notch industry talent to produce and distribute public service announcements for nonprofits and government agencies?

Accepted Answer

The Ad Council is known for using top-notch industry talent to produce and distribute public service announcements for nonprofits and government agencies. The other organizations listed may be involved in advertising and marketing but do not have this specific focus on producing and distributing PSAs.

Question 17

An ________ is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.

Accepted Answer

An advertising objective is a specific communications goal that a business or organization hopes to achieve with a particular target audience within a specified timeframe. The other options listed are components of an advertising campaign but do not necessarily refer to a specific goal or task.

Question 18

The number of times within a specified time period that an average person or household is exposed to an advertising message is known as ________.

Accepted Answer

Frequency refers to the number of times an average person or household is exposed to an advertising message within a specified time period. Impact refers to the degree of attention and reaction a person has to the advertisement. Amplitude is not a relevant term in advertising. Reach refers to the total number of people who could potentially see the advertising message. Depth is not a relevant term in advertising.

Question 19

Which of the following statements is true of the factors that affect an advertising budget?

Accepted Answer

New products typically require large advertising budgets to build awareness and generate consumer trial. This is because consumers are not yet familiar with the product or the brand, and advertising helps to create a perception of value and differentiation.

Option A is incorrect, as high-market-share brands may require lower advertising expenditure as a percentage of sales to maintain share, as they may benefit from economies of scale and word-of-mouth promotion by satisfied customers.

Option B is incorrect, as brands in less-differentiated or commodity-like product classes may require higher advertising expenditure to establish a unique image and differentiate themselves from competitors.

Option D is incorrect, as in a market with few competitors and moderate advertising spending, a brand may be able to achieve a strong share of voice and reach consumers effectively with a lower advertising budget.

Option E is incorrect, as established brands may require lower advertising budgets as a ratio to sales, as they may have already built awareness and loyalty among customers.

Question 20

Which of the following is the main advantage of radio as an advertising medium?

Accepted Answer

The main advantage of radio as an advertising medium is its flexibility. Radio allows advertisers to easily change their messaging or target different audiences based on the time of day, program content, or geographic location. Additionally, radio ads can be produced quickly and at a lower cost compared to other mediums like television or print.

Quiz 18: Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations