Question 1

A _____ is a media scheduling strategy in which ads are run heavily every other month or every two weeks to achieve a greater impact with an increased frequency and reach at those times.

Accepted Answer

A flighted media schedule involves heavy advertising for a specific period of time, followed by a period of little to no advertising. This strategy is typically used to achieve maximum impact during certain seasons or events, or to target specific audiences during certain times of the year.

Question 2

Reach is related to a medium's ratings, generally referred to in the industry as:

Accepted Answer

Reach is related to the number or percentage of people who are exposed to a particular medium, while gross ratings points (GRPs) measure the overall audience delivery of a specific advertising schedule or media plan. Therefore, A is the best choice as it directly relates to ratings.

Question 3

Which of the following models does an advertising campaign often follow?

Accepted Answer

An advertising campaign often follows the AIDA model, which stands for Attention, Interest, Desire, and Action. This model outlines the steps a consumer goes through when making a purchasing decision and helps advertisers create messages that are more effective in moving the consumer towards the desired action (i.e. making a purchase). The BCG matrix, SWOT matrix, and IMC model are not models that are typically associated with advertising campaigns.

Question 4

Tread Inc., a sports shoe manufacturing company, began its campaign by spending one million dollars on advertising. Currently, Tread Inc. spends 200 million dollars on advertising. Initially, the advertisements contributed to the gradual increase in returns, but the company now confronts diminishing returns. In this scenario, which of the following phenomena explains Tread Inc.'s diminishing returns?

Accepted Answer

The advertising response function explains how the initial investment in advertising contributed to the gradual increase in returns, but the subsequent increase in spending led to diminishing returns. The other choices do not accurately explain the phenomenon of diminishing returns in this scenario.

Question 5

A disadvantage of newspaper advertising is that:

Accepted Answer

Newspaper advertising can encounter distractions from competing advertisements and news stories. This can make it challenging for advertisers to capture and maintain the attention of readers. However, other options such as A, C, and D are not necessarily disadvantages of newspaper advertising. Geographic selectivity and flexibility can be adjusted based on the publication and advertising budget. Cooperative advertising can be done in newspapers, although it may require more planning and coordination. Newspapers can also have news value, immediacy, and year-round readership depending on the type of publication and the target audience.

Question 6

Which of the following is true of advertising?

Accepted Answer

Advertising is a powerful tool that influences consumers' attitudes and beliefs towards a particular product or brand. Through effective communication and image building, it can ultimately affect consumers' purchasing decisions. While it may not guarantee constant sales and market share improvements, it is still a valuable strategy for businesses to promote their products and reach their target audience. As for changing deeply rooted values and attitudes, advertising may have some impact, but it is unlikely to be the sole factor in such a significant shift.

Question 7

Eatalia is a popular chain of restaurants for authentic Italian food. Recently, a customer found a dead insect in the pasta he was served. The customer's negative review about the restaurant went viral. Eatalia's Chief Executive Officer (CEO) publicly apologized for the mishap and posted pictures of the restaurant's kitchen, after being fumigated, on several social networking websites. In this scenario, which of the following does Eatalia's CEO demonstrate?

Accepted Answer

The CEO demonstrates crisis management by publicly apologizing and taking immediate action to rectify the situation. The CEO's actions show that the company takes customer complaints seriously and is willing to take responsibility for its mistakes. The other options (Audience selectivity, Brand switching, and Media scheduling) are not relevant to this scenario.

Question 8

Laelle Corp., a furniture manufacturing company, uses marketing efforts like paid television commercials and magazine inserts to publicize its products. These are examples of activities associated with:

Accepted Answer

The given marketing efforts of using paid television commercials and magazine inserts are part of advertising, which involves any form of non-personal communication about a product or service.

Question 9

Identify a true statement about an advertising campaign.

Accepted Answer

An advertising campaign typically extends for a defined period of time (e.g. a few weeks or months). A) is false as post-campaign evaluation is important for assessing effectiveness. C) is false as an advertising campaign can focus on multiple appeals. D) is false as humor is a common technique used in advertising.

Question 10

If an advertiser wants to enhance the sales of a specific good or service, _____ should be used.

Accepted Answer

Product advertising is specifically designed to enhance the sales of a particular good or service. Institutional advertising is used to promote an overall positive image of the company or industry, corporate advertising typically focuses on the company's values and mission, and advocacy advertising is used to promote a particular social or political cause.

Question 11

An alternative to a commercial spot is _____, a thirty-minute or longer advertisement, which is relatively inexpensive to produce and air.

Accepted Answer

An infomercial is a long-form advertisement that lasts 30 minutes or longer and is relatively inexpensive to produce and air compared to a traditional commercial spot. It allows advertisers to provide in-depth information about their product or service, demonstrate its use, and provide customer testimonials.

Question 12

Kelly's Kitchen, a popular chain of fast food restaurants, offers a kids' meal pack free with every purchase of its newly introduced luxury meal pack. In this case, which of the following types of sales promotions does Kelly's Kitchen offer?

Accepted Answer

Kelly's Kitchen is offering a Premium sales promotion, where customers receive an additional item (kids' meal pack) for free with the purchase of a luxury meal pack.

Question 13

Which of the following statements is true of cooperative advertising?

Accepted Answer

Cooperative advertising allows for manufacturers to share the cost of advertising with their retailers, resolving the problem of listing all dealers in national advertising. Option A is incorrect because cooperative advertising specifically allows for retailers to promote the manufacturer's lines. Option C is incorrect because the cost is shared between the manufacturer and retailer. Option D is incorrect because cooperative advertising can be used through various mediums such as radio, print, and digital.

Question 14

_____ is a form of advertising designed to influence demand for a specific brand.

Accepted Answer

Competitive advertising is designed to influence demand for a specific brand in comparison to the offerings of competitors. It typically involves highlighting the unique features or benefits of a brand and emphasizing why it is superior to competing brands. Institutional advertising is focused on promoting the overall reputation or image of a company, while advocacy advertising is designed to promote a particular point of view or cause. Pioneering advertising, also known as informational advertising, is used to introduce a new product or category to consumers.

Question 15

Firms use competitive or brand advertising when a product enters the _____ of the product life cycle and other companies begin to enter the marketplace.

Accepted Answer

Competitive or brand advertising is used in the growth phase of the product life cycle when other companies begin to enter the marketplace and competition increases. In the introductory phase, advertising is focused on creating awareness and interest in the product, while in the decline phase, advertising may be decreased or discontinued altogether as sales decrease. The formative phase is not a recognized phase in the product life cycle.

Question 16

In the context of the effects of advertising, humorous advertising:

Accepted Answer

Humorous advertising is best utilized when consumers already have a positive image of an advertised brand. This type of advertising can reinforce positive attitudes and create a favorable impression in the minds of consumers. However, it is not effective in changing deeply rooted values and attitudes, reinforcing loyalty among current customers, or promoting new brands.

Question 17

_____ is a public relations strategy that involves getting a product, service, or company name to appear in a movie, television show, radio program, magazine, newspaper, video game, video or audio clip, book, or commercial for another product; on the Internet; or at special events.

Accepted Answer

Product placement involves getting a product or company's name to appear in various forms of media, as well as at special events. This is done in order to increase brand recognition and visibility amongst the target audience. It is a common public relations strategy used by companies to promote their products or services.

Question 18

Duski, a very expensive brand of clothing and accessories, promotes its products by appointing famous personalities as its brand ambassador. Given this information, which of the following advertising appeals is used by Duski?

Accepted Answer

Duski is using the advertising appeal of admiration by appointing famous personalities as brand ambassadors. This creates a perception of luxury and exclusivity around the brand, attracting consumers who want to associate with the same level of status as the brand ambassadors.

Question 19

Rue's Hunting Emporium sells hunting equipment. The store advertises its equipment in a popular magazine every Monday. It also plans to put out a television commercial every Thursday at 5:00 p.m. for a period of three months. When a new or revised equipment is introduced, the products are steadily advertised throughout a planned period of time. This is an example of a _____.

Accepted Answer

This is an example of a continuous media schedule because the advertisements are consistently placed in the magazine every Monday and on television every Thursday, without any breaks, over a planned period of time.

Question 20

Which of the following is a difference between an attribute and a benefit of a product?

Accepted Answer

Attributes are simply features of a product, while benefits are the advantages or positive outcomes consumers receive by using the product. In other words, attributes are what the product is or does, while benefits address the needs and wants of the consumer. For example, a car may have attributes such as leather seats and a sunroof, but the benefits are comfort, luxury, and a sense of enjoyment while driving.

Quiz 16: Advertising, Public Relations, and Sales Promotion