Question 1

Whenever the major beverage companies develop a new product,they advertise it heavily using television and print media.These efforts are designed to

Accepted Answer

Advertising is used to create consumer demand for a new product, which then pulls the product into retail stores. The goal is to increase sales and market share by making the product widely available to consumers. The other choices are not as relevant to the purpose of advertising a new product.

Question 2

For an advertiser,the target audience can be understood as

Accepted Answer

The target audience for an advertiser refers to the group of consumers that the advertiser has determined, through research and analysis, as the most likely to be interested in and receptive to their product or message. This means that the target audience is not limited to only those who currently use or like the product (A), nor is it limited to those who do not use the product (B) or those who prefer the competitor's product (D). It also does not necessarily include consumers who are unaware of the product (E), as the target audience may be made up of consumers who are already familiar with the product but need further convincing to make a purchase. Therefore, the most accurate choice is C.

Question 3

The __________ stage of the advertising campaign planning process can be described by the question,"Whom are we trying to talk to?"

Accepted Answer

The first stage of the advertising campaign planning process is identifying the target audience, which involves understanding who the advertisement is meant to reach and speak to. This is done through market research, identifying demographics, and understanding consumer behavior.

Question 4

The difference between advertising and publicity is that advertising is

Accepted Answer

Advertising is a paid form of marketing communication, while publicity is free and often involves the media featuring a brand or product without payment.

Question 5

After using market research to identify the target audience for his advertising campaign,Jorge will next use this information to

Accepted Answer

Identifying the target audience is an important step in setting explicit and measurable objectives for the ad campaign. Once Jorge knows who his target audience is, he can set specific goals for the campaign and measure its success in reaching that audience. Developing creative advertising copy, buying advertising time, and creating PSAs are all important components of the campaign, but they come after setting objectives based on the target audience research. Assessing potential effectiveness may also be a part of the campaign development process, but again, this comes after identifying the target audience and setting objectives.

Question 6

Advertising slogans such as "Don't text and drive" and "Buy flood insurance before it is too late" are examples of ads designed to

Accepted Answer

The slogans are designed to persuade consumers to take action. "Don't text and drive" aims to persuade people to stop texting while driving, and "Buy flood insurance before it is too late" aims to persuade people to buy insurance before they experience a flood event.

Question 7

Yesenia is working on an advertisement to promote consumer awareness of the danger of solar radiation causing skin cancer.Yesenia's first concern will be to

Accepted Answer

Yesenia's first concern in promoting consumer awareness of the danger of solar radiation causing skin cancer would be to get consumers' attention. This is because if the advertisement is not able to grab the attention of the target audience, it will not be effective in conveying the message and promoting awareness.

Question 8

Generally speaking,all advertising messages are designed to

Accepted Answer

Advertising messages are designed to inform, persuade, or remind customers about a product or service. While some advertising may attempt to entertain or apprise, the primary goal is typically to influence consumer behavior through targeted messaging. Additionally, while advertising must comply with various regulatory requirements, these regulations are not the primary driver of advertising content.

Question 9

After identifying the target audience for the university's new advertising campaign,the advertising team needs to decide whether the advertising objective is to __________,__________,or __________ potential and / or existing students.

Accepted Answer

The three advertising objectives that are commonly used are to inform, persuade, or remind the target audience. In this case, the advertising team needs to decide which of these objectives they want to achieve in order to effectively target potential and/or existing students. None of the other answer choices are appropriate or relevant.

Question 10

To get us to remember their ad and the product or brand in the ad,advertisers must first

Accepted Answer

Getting our attention is the first step to making us remember the ad and the product or brand in it. If we don't notice the ad, we won't be able to remember it later.

Question 11

Greg is planning an advertising campaign to promote his kayak tour company.The success of his ad campaign depends on

Accepted Answer

The success of an advertising campaign depends on how well the target audience is identified. Without identifying the target audience, the campaign may not be effective, even with high quality kayaks, a large budget, likeable personality, or complementary products.

Question 12

Florida Heat Pump Manufacturing Company is offering a free,all-expenses-paid trip to Las Vegas for HVAC dealers that sell at least 20 units this year.Florida Heat Pump is using a __________ promotional strategy.

Accepted Answer

Florida Heat Pump is using a push promotional strategy, as they are motivating HVAC dealers to sell their products through incentives (the free trip to Las Vegas).

Question 13

Yana has identified the target audience for her line of Russian jewelry.For optimum success,she is creating an advertising plan that will

Accepted Answer

Clarifying specific goals is essential for creating an effective advertising plan. This step will help Yana tailor her messaging to her target audience and ensure that her advertising is working towards a specific objective. Skipping the assessment stage, offering discounts to media, maximizing puffery, and encapsulating her unique selling proposition are not as critical as clarifying specific goals for her advertising plan.

Question 14

In very simple words,advertising is really about

Accepted Answer

The main goal of advertising is to get consumers' attention and create awareness about a product or service. While improving brand image, personal selling, linking emotions with products, and being creative can be strategies used in advertising, they are not the core purpose of advertising.

Question 15

Generally,when advertising to consumers,the objective of an advertising campaign is

Accepted Answer

The objective of advertising to consumers is typically a pull strategy, where the goal is to generate demand for the product among consumers, leading them to request it from retailers and ultimately driving sales. This is in contrast to a push strategy, where the focus is on promoting the product to members of the supply chain (such as wholesalers or distributors) to encourage them to stock it. Advertising campaigns are not typically designed solely to win awards or offset sales promotion costs, and while media planning is an important aspect of campaign planning, it is not the primary objective.

Question 16

Because advertising is the most visible form of marketing,

Accepted Answer

Because advertising is the most visible and easily recognizable aspect of marketing for the general public, many people tend to mistakenly use the terms advertising and marketing interchangeably.

Question 17

Anne's Pita Bread Chips offers free POP (point-of-purchase)displays to retailers ordering its product.Anne's is using a __________ strategy.

Accepted Answer

Anne's Pita Bread Chips is using a push strategy by offering free POP displays to retailers ordering its product. Push strategy aims to push the product to the consumers through retailers or other distribution channels.

Question 18

Kelly 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

The first step in conducting an advertising campaign is to identify the target audience. This will ensure that the advertising messages and media selected are appropriate and effective for reaching the intended audience. Without a clear understanding of the target audience, setting objectives, determining the budget, selecting media, and creating advertisements may not be as effective as they could be.

Question 19

Brent is working on an advertising campaign to promote downtown businesses.He knows the increasing number of advertising communication channels available and changes in consumers' media usage

Accepted Answer

With the increasing number of advertising communication channels available and changes in consumers' media usage, the job of creating effective advertising campaigns has become more difficult as it requires a deeper understanding of consumer behavior and media trends.

Question 20

An advertising plan is crucial to an ad campaign because it

Accepted Answer

An advertising plan outlines specific objectives, target audience, budget, message, and media channels for an ad campaign. It serves as a roadmap for the entire campaign and provides a benchmark to measure its success or failure. Therefore, option D is correct. Options A, B, C, and E are not relevant to the importance of an advertising plan.

Quiz 19: Integrated Marketing Communications