Question 1

A competitive product is advertised as being able to "keep the floor clean" for six months.Testing by your firms' laboratories refutes this advertising message.Under U.S.law,the competition is practicing ________.
A) deceptive advertising
B) puffery
C) creative license
D) acceptable risks
E) none of the above

Accepted Answer

Deceptive advertising is when a company makes false or misleading claims about their product. In this case, the competition's claim that their product can keep the floor clean for six months has been refuted by your firm's testing, indicating that their claim is not true.

Question 2

In developing an advertising program,marketing managers can make the five major decisions know as the five Ms.List and explain each of these Ms.

Accepted Answer

The answer of In developing an advertising program,marketing managers can...

Question 3

The media planner must know the capacity of the major advertising media types to deliver reach,frequency,and impact.Media planners make their choices by considering four variables.List these variables and briefly explain them.

Accepted Answer

The answer of The media planner must know the capacity...

Question 4

Manufacturers face several challenges in managing trade promotions.List some of these challenges.

Accepted Answer

The answer of Manufacturers face several challenges in managing trade...

Question 5

Your product competes in a mature market and your company is the market leader in the category.The advertising objective for your product should be ________.
A) to stimulate and persuade consumers to use your product
B) to stimulate and demonstrate the product's superiority
C) to stimulate more usage
D) to stimulate brand recognition
E) none of the above

Accepted Answer

When a product competes in a mature market and is already the market leader, the objective of advertising should be to stimulate more usage. This is because the focus should be on retaining existing customers and increasing their usage instead of trying to persuade new ones. Stimulating brand recognition or demonstrating superiority may not be as effective as increasing usage in this scenario.

Question 6

Advertising often fails to increase sales for mature brands and categories in decline.The ________ is much lower for these products than for newer ones.
A) clutter
B) message generation
C) creative brief
D) advertising elasticity
E) flexibility

Accepted Answer

Advertising elasticity refers to the degree to which advertising affects changes in demand for a product. For mature brands and categories in decline, the advertising elasticity is much lower than for newer ones, meaning that advertising is less effective in increasing sales for these products.

Question 7

When Pringles is featured on the television show Survivor,this is an example of________.
A) product placement
B) advertorials
C) branded entertainment
D) product advertising
E) creative advertising

Accepted Answer

Product placement refers to the integration of a brand or product into a television show or movie, typically as a form of advertising. In this scenario, featuring Pringles on Survivor would be considered product placement.

Question 8

A decade ago,the advertising-to-sales-promotion ratio was about 60:40.Today,in many consumer-packaged-goods companies,sales promotion accounts for 75% of the combined budget.Several factors contribute to this rapid growth.List and explain these factors.

Accepted Answer

The answer of A decade ago,the advertising-to-sales-promotion ratio was about...

Question 9

You have decided to use print media to advertise your product because the amount of information you wish to communicate is large.In designing a print campaign,you have been advised to write a headline for the ad that is strong.What is it about the headline that is so important in a print ad campaign
A) The headline must reinforce the picture and lead the person to read the copy.
B) The headline must attract the reader's eyes.
C) The headline must appeal to the reader's sense of "wow."
D) The headline must spark curiosity from the reader.
E) The headline must offend the readers' sensibilities to attract them to read it.

Accepted Answer

The answer of You have decided to use print media...

Question 10

In deciding to use a particular type of consumer promotional incentive,marketers have several factors to consider.List these factors and briefly explain them.

Accepted Answer

The answer of In deciding to use a particular type...

Question 11

Your research has shown that your consumers have a high forgetting rate on your product.In fact,the forgetting rate is as high as 20%.To reverse this trend,you will undertake an advertising campaign designed to get the message back into memory by emphasizing ________.
A) complicity
B) impact
C) reach
D) frequency
E) none of the above

Accepted Answer

The best way to reverse the high forgetting rate is to increase the frequency of advertising messages. By repeating the message frequently, there is a higher likelihood of consumers recalling it and retaining it in their memory. Emphasizing complicity or impact alone may not be effective in reversing the forgetting rate, and reach alone may not be sufficient without frequency.

Question 12

As the newest brand manager for your company,you are in the process of developing an advertising campaign for the coming year.When you review your product substitutability and the stage in the product life cycle,which of "the five Ms" are you deciding
A) Message
B) Measurement
C) Money
D) Media
E) Mission

Accepted Answer

The answer of As the newest brand manager for your...

Question 13

The company has decided to change its advertising message in key markets.Speed and flexibility are the issues here as the company scrambles to make up lost ground.Of all of the advertising media available to you,which one offers your company flexibility
A) Billboards
B) Television
C) Print
D) Place advertising
E) Radio

Accepted Answer

Radio advertising offers the most flexibility in terms of quickly changing the message and targeting specific markets. Radio ads can be produced and aired quickly, allowing the company to respond rapidly to changing market conditions. Additionally, radio can be targeted to specific geographic areas or demographic groups, making it an effective tool for reaching key markets.

Question 14

Although outdoor advertising has limited audience selectivity,it ________.
A) is very expensive
B) offers low repeat exposure
C) is subject to low competition
D) is highly inflexible
E) all of the above

Accepted Answer

Although outdoor advertising has limited audience selectivity, it is subject to low competition, especially in certain locations. Option A (very expensive) and Option D (highly inflexible) are not accurate for outdoor advertising. Option B (low repeat exposure) may or may not be true depending on the placement and duration of the ad. Option E is incorrect as not all options given are accurate.

Question 15

In considering when and how to use MPR,management must establish the marketing objectives,choose the PR messages and vehicles,implement the plan carefully,and evaluate the results.To accomplish this,MPR has a number of "tools" at its disposal.List the major tools of effective MPR.

Accepted Answer

The answer of In considering when and how to use...

Question 16

Marketing public relations plays an important role in specific tasks.List these six tasks.

Accepted Answer

The answer of Marketing public relations plays an important role...

Question 17

Advertisers and their agencies must be sure advertising does not overstep social and legal norms.Public policy makers have developed a substantial body of laws and regulations to govern advertising.List some of the restraints imposed upon advertisers and their clients today.

Accepted Answer

The answer of Advertisers and their agencies must be sure...

Question 18

In developing an advertising campaign of your new product,you have decided on creating a mobile workshop that would travel around the country showing consumers how to use the product.This mobile "workshop" is an example of ________.
A) place advertising
B) creative advertising
C) product advertising
D) billboards
E) branded advertising

Accepted Answer

The mobile workshop is an example of place advertising because it involves taking the product directly to consumers in various locations. It is not an example of creative advertising, product advertising, billboards, or branded advertising specifically.

Question 19

In designing and evaluating an ad campaign,it is important to distinguish the message strategy or positioning of an ad from it creative strategy.To develop a message strategy,advertisers go through three steps.List and explain these three steps.

Accepted Answer

The answer of In designing and evaluating an ad campaign,it...

Question 20

According to the IEG Sponsorship Report,$14.9 billion was projected to be spent on sponsorships in North America during 2007.List the eight reasons why marketers may want to sponsor an event.

Accepted Answer

The answer of According to the IEG Sponsorship Report,$14.9 billion...

Quiz 18: Managing Mass Communications:

A competitive product is advertised as being able to "keep the floor clean" for six months.Testing by your firms' laboratories refutes this advertising message.Under U.S.law,the competition is practicing ________.

In developing an advertising program,marketing managers can make the five major decisions know as the five Ms.List and explain each of these Ms.

The media planner must know the capacity of the major advertising media types to deliver reach,frequency,and impact.Media planners make their choices by considering four variables.List these variables and briefly explain them.

Manufacturers face several challenges in managing trade promotions.List some of these challenges.

Your product competes in a mature market and your company is the market leader in the category.The advertising objective for your product should be ________.

Advertising often fails to increase sales for mature brands and categories in decline.The ________ is much lower for these products than for newer ones.

When Pringles is featured on the television show Survivor,this is an example of________.

A decade ago,the advertising-to-sales-promotion ratio was about 60:40.Today,in many consumer-packaged-goods companies,sales promotion accounts for 75% of the combined budget.Several factors contribute to this rapid growth.List and explain these factors.

In deciding to use a particular type of consumer promotional incentive,marketers have several factors to consider.List these factors and briefly explain them.

Your research has shown that your consumers have a high forgetting rate on your product.In fact,the forgetting rate is as high as 20%.To reverse this trend,you will undertake an advertising campaign designed to get the message back into memory by emphasizing ________.

As the newest brand manager for your company,you are in the process of developing an advertising campaign for the coming year.When you review your product substitutability and the stage in the product life cycle,which of "the five Ms" are you deciding

The company has decided to change its advertising message in key markets.Speed and flexibility are the issues here as the company scrambles to make up lost ground.Of all of the advertising media available to you,which one offers your company flexibility

Although outdoor advertising has limited audience selectivity,it ________.

In considering when and how to use MPR,management must establish the marketing objectives,choose the PR messages and vehicles,implement the plan carefully,and evaluate the results.To accomplish this,MPR has a number of "tools" at its disposal.List the major tools of effective MPR.

Marketing public relations plays an important role in specific tasks.List these six tasks.

Advertisers and their agencies must be sure advertising does not overstep social and legal norms.Public policy makers have developed a substantial body of laws and regulations to govern advertising.List some of the restraints imposed upon advertisers and their clients today.

In developing an advertising campaign of your new product,you have decided on creating a mobile workshop that would travel around the country showing consumers how to use the product.This mobile "workshop" is an example of ________.

In designing and evaluating an ad campaign,it is important to distinguish the message strategy or positioning of an ad from it creative strategy.To develop a message strategy,advertisers go through three steps.List and explain these three steps.

According to the IEG Sponsorship Report,$14.9 billion was projected to be spent on sponsorships in North America during 2007.List the eight reasons why marketers may want to sponsor an event.