Question 1

A product in the maturity stage will most likely require ________ advertising.

Accepted Answer

A product in the maturity stage has already been in the market for some time and has established brand awareness and customer loyalty. Therefore, the main objective of advertising will be to remind customers about the product's existence and benefits, rather than persuading them to switch or informing them about the product's features.

Question 2

Which message execution style depicts average people using a product in an everyday setting?

Accepted Answer

The slice of life message execution style typically depicts average people using a product in everyday situations, making it the best choice for this scenario. The lifestyle message execution style focuses on how a product fits into a consumer's overall way of living, while scientific evidence emphasizes the technical aspects of a product. Personality symbol relies on a well-known celebrity or figure to endorse a product, while testimonial evidence uses customer endorsements to promote a product.

Question 3

Which of the following would be the most likely result of slashing ad spending for a product?

Accepted Answer

Slashing ad spending for a product would most likely result in reduced long-term market share. This is because advertising creates brand awareness and helps to maintain top-of-mind awareness among consumers. Without advertising, a product may lose visibility and be forgotten by consumers over time, leading to a decline in market share. While cutting ad spending may result in short-term savings, it can have negative long-term consequences for a brand.

Question 4

After determining its advertising objectives, a company's next step in developing an advertising program is to ________.

Accepted Answer

Once the advertising objectives are determined, a company needs to set an advertising budget before proceeding to other steps like determining the media vehicle, developing a message strategy, and evaluating the advertising campaign. The advertising budget will dictate how the advertising program will be executed and what resources will be available.

Question 5

Which of the following brands most likely requires heavy advertising in order to be set apart from similar products?

Accepted Answer

The answer of Which of the following brands most likely...

Question 6

Which of the following is a major element of developing an advertising strategy?

Accepted Answer

The answer of Which of the following is a major...

Question 7

Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals.

Accepted Answer

Developing an effective message strategy begins with identifying customer benefits that can be used as advertising appeals. Advertising appeals are the methods used to attract the attention of consumers and persuade them to buy a product or service. Customer benefits help to convey the value of the product or service to the consumer and make them more likely to make a purchase. Therefore, identifying customer benefits is a crucial step in developing an effective message strategy.

Question 8

In its advertisements, Timex promotes its affordable and sturdy watches. Fossil emphasizes style and fashion in its advertisements, and Rolex stresses luxury and status. These are all examples of ________ appeals.

Accepted Answer

The answer of In its advertisements, Timex promotes its affordable...

Question 9

The aim of ________ is to make an advertisement so useful or entertaining that people want to watch it.

Accepted Answer

The answer of The aim of ________ is to make...

Question 10

The first step in creating effective advertising messages is ________.

Accepted Answer

Planning a message strategy is the first step in creating effective advertising messages. This involves identifying the target audience, determining the key message, and deciding on the tone and style of the message. Once the message strategy is established, specific media vehicles, timing, and execution can be planned accordingly. Determining return on advertising investment comes after the message has been executed and evaluated.

Question 11

Which of the following are the three characteristics that an advertising appeal should have?

Accepted Answer

An advertising appeal should be meaningful, believable, and distinctive to effectively persuade the target audience. Engaging, trendy, unique, emotional, humorous, memorable, and interesting are desirable characteristics, but they do not necessarily make an appeal effective in achieving its intended purpose.

Question 12

Which of the following most likely requires the smallest advertising budget?

Accepted Answer

The answer of Which of the following most likely requires...

Question 13

Brands in a market with many competitors and high advertising clutter must ________.

Accepted Answer

In a crowded market with high advertising clutter, brands need to advertise more heavily to stand out among competitors. This can be done by investing in creative and innovative advertising strategies that capture the attention of the target audience. However, price, advertising medium, informative advertising, and product life cycle stage may not necessarily be the most effective ways to differentiate a brand's message from competitors' messages.

Question 14

Product placement in television programs and movies is an example of ________.

Accepted Answer

Product placement in television programs and movies is a form of branded entertainment, where products are seamlessly integrated into the storyline or setting to create a more immersive experience for the audience while also promoting the product. It is different from advertainment or direct marketing, which are more overt forms of advertising. Buzz marketing and sales promotion also do not fully encompass the nature of product placement as a marketing strategy.

Question 15

Coca-Cola cups prominently featured on episodes of American Idol are an example of ________.

Accepted Answer

The Coca-Cola cups being prominently featured on episodes of American Idol are an example of product placement, where a brand's products are placed within the content of a television show or movie for increased visibility and brand recognition.

Question 16

With the help of ________ systems, consumers can avoid watching ads.

Accepted Answer

DVR (Digital Video Recorder) systems allow users to record and store television programs, giving them the ability to skip through commercials and other unwanted content.

Question 17

________ tend to be straightforward outlines of benefits and positioning points that the advertiser wants to stress.

Accepted Answer

Message strategy statements are focused on outlining the specific messaging and positioning points that an advertiser wishes to emphasize in their communication with a target audience. These statements may include attention-grabbing headlines or taglines, as well as key benefits or positioning statements that the advertiser wants to highlight. While creative concept strategies and branded entertainment plans may also be important components of an advertising campaign, they are not as directly focused on communicating specific messaging points as message strategy statements are. Promotion mix plans and advertainment statements are not directly related to the creation of messaging and positioning points for advertising communications.

Question 18

Which term refers to the general idea that will be communicated to consumers through an advertisement?

Accepted Answer

The term that refers to the general idea that will be communicated to consumers through an advertisement is the message strategy. It is a general outline or plan that outlines the key message that will be delivered to the target audience. The message strategy is a vital aspect of any advertising campaign as it helps ensure that the message is consistent, clear, and effective in communicating the desired message to the audience.

Question 19

After creating a message strategy statement, the advertiser must develop a compelling ________ that will bring the message strategy to life in a distinctive and memorable way.

Accepted Answer

A creative concept is the best choice as it refers to the overall idea or theme that will be used to communicate the message strategy in a unique and memorable way. It encompasses the execution style, media vehicles, and customer benefits in a way that stands out and captures the audience's attention.

Question 20

To break through the clutter, many marketers have subscribed to a new merging of advertising and entertainment, dubbed ________.

Accepted Answer

Madison & Vine refers to the integration of advertising and entertainment, named after the famous intersection in New York City where many advertising agencies and production companies are located.

Quiz 15: Advertising and Public Relations