Question 1

Kiki is the head of marketing for a nonprofit agency that supports the arts. She just received the go-ahead from her board of directors to conduct the agency's first-ever advertising campaign. Her first step will be to

Accepted Answer

Before Kiki can set any advertising objectives, determine the budget, evaluate media or create advertisements, she needs to identify the target audience. This will help her to tailor the advertising message and to select the appropriate media channels to reach her audience.

Question 2

An emotional appeal aims to satisfy consumers' emotional desires rather than their utilitarian needs.

Accepted Answer

An emotional appeal focuses on appealing to a consumer's emotions and desires, rather than just utilitarian needs. It's often used in marketing to create a connection or bond with consumers based on shared values, beliefs, or emotions.

Question 3

An advertisement stating "Buy now: no money down" is persuasive advertising.

Accepted Answer

The advertisement is using persuasive language by offering the option to buy without needing any money down, which could make potential customers more likely to purchase the product.

Question 4

Pravat is trying to promote his new, self-published financial guidebook. By directly promoting it to readers in Wall Street Journal, he is using a push strategy.

Accepted Answer

Pravat is using a pull strategy by promoting his book directly to potential readers, aiming to create demand that pulls the product through the distribution channel. A push strategy would involve promoting the book to intermediaries, like bookstores or libraries, to push it onto consumers.

Question 5

A pulsing advertising schedule uses periods of heavy advertising followed by periods of no advertising.

Accepted Answer

A pulsing advertising schedule involves continuous advertising with periods of increased intensity, not complete cessation.

Question 6

One problem facing advertisers is that consumers screen out messages that are not relevant to them.

Accepted Answer

Consumers are constantly bombarded with advertising messages on a daily basis, and as a result, they have become skilled at filtering out those messages that are not relevant to them. This is becoming increasingly problematic for advertisers, as it makes it harder for them to connect with their target audience and get their message across.

Question 7

A television ad showing a crowd holding candles and singing "I'd like to teach the world to sing," followed by the words "Happy Holidays from your Coca-Cola bottler," is an example of reminder advertising.

Accepted Answer

Reminder advertising is a strategy used to reinforce a brand's message and increase brand loyalty among existing customers. This ad reminds viewers of Coca-Cola's brand and wishes them happy holidays, without necessarily promoting any specific products.

Question 8

When businesses support cultural or sporting events, such as Red Bull Air Race, this is known as cause-related marketing.

Accepted Answer

This type of sponsorship is known as event marketing or sponsorship marketing, where businesses support events for promotional benefits rather than directly supporting a cause or charity, which would be cause-related marketing.

Question 9

Consumer goods firms often use reminder advertising to convince consumers to take action, such as switch brands, try a new product, or even continue to buy the advertised product.

Accepted Answer

Reminder advertising is primarily used to keep the brand and its products in the minds of consumers, rather than to convince them to take immediate action such as switching brands or trying new products.

Question 10

Puffery is not always illegal in the United States under state and federal law.

Accepted Answer

Puffery is a form of advertising that exaggerates the benefits or qualities of a product or service. It is not considered false or deceptive advertising as long as it does not make specific, verifiable claims about the product or service. Therefore, it is not always illegal under state and federal law.

Question 11

An iPad mini advertisement appearing in The New York Times is an example of using a niche media channel.

Accepted Answer

The New York Times is a mainstream media outlet with a broad audience, not a niche media channel specifically targeted towards potential iPad mini users or technology enthusiasts.

Question 12

When Maria shops at Macys, she interacts with commissioned salespeople in the store who provide her with details about products she may buy. This is an example of

Accepted Answer

This is an example of a push strategy, where the salespeople are actively pushing products to the customer and providing information to persuade them to make a purchase.

Question 13

The target audience for advertisers is not always the same as current users of the product.

Accepted Answer

Advertisers may target a different demographic or group of people than those currently using the product, in order to expand their customer base or reach new markets.

Question 14

Beverage companies often pay movie producers to have their products used and shown in movies. This is an example of product placement.

Accepted Answer

Product placement is the practice of featuring specific brands, products, or services in a movie or TV show for advertising purposes. Beverage companies commonly participate in product placement deals and pay movie producers to have their products featured in movies.

Question 15

Public service advertising (PSA)represents a form of sales promotion.

Accepted Answer

Public service advertising (PSA) is a type of advertising message designed to inform or educate the public about issues of concern, rather than to promote a product or service. Therefore, PSA is not a form of sales promotion.

Question 16

Because advertising is the most visible form of marketing communications,

Accepted Answer

Advertising is often the most visible aspect of marketing, and as a result, many people mistakenly believe that advertising and marketing are synonymous. However, marketing encompasses a wide range of activities beyond advertising, including market research, product development, pricing strategies, and more.

Question 17

Loyalty programs are sales promotions designed to retain current customers and encourage multiple purchases over time with the promise of a reward or incentive.

Accepted Answer

Loyalty programs are specifically designed to reward and retain current customers, hence encouraging them to make multiple purchases over time.

Question 18

The primary federal agencies that regulate advertising activities in the United States are the Fed, FEMA, and the FCC.

Accepted Answer

The primary federal agencies that regulate advertising activities in the United States are the Federal Trade Commission (FTC) and the Federal Communications Commission (FCC). The Fed (Federal Reserve System) and FEMA (Federal Emergency Management Agency) do not have a direct role in regulating advertising activities.

Question 19

Procter & Gamble advertises its Tide brand of laundry detergent continuously. This is an example of a pulsing advertising schedule.

Accepted Answer

A pulsing advertising schedule involves alternating between periods of very heavy advertising and periods of no advertising, whereas continuous advertising, like that for Tide, means advertising is consistent and steady over time.

Question 20

Contests and sweepstakes are both forms of sales promotions, but a contest requires some sort of skill or effort, while a sweepstakes is a drawing of entrants' names.

Accepted Answer

A contest typically requires some sort of skill or effort, such as solving a puzzle or creating a video, while a sweepstakes is a random drawing of entrants' names.

Quiz 18: Advertising, Public Relations, and Sales Promotions