Question 1

Meadowview Hospital runs an advertisement soliciting donations for cancer research. The hospital promises to put every dollar it collects toward research for new cancer treatments. This advertisement can be best described as ________ advertising.

Accepted Answer

The advertisement is best described as advocacy advertising because it promotes the hospital's support for a specific cause, which in this case is cancer research, rather than selling a product or service.

Question 2

Athletix Shoe Company is bringing a new shoe to the market, so it begins a series of ads meant to highlight the new shoe for customers. These ads can be best described as ________ advertising.

Accepted Answer

The ads are meant to highlight a new shoe, which is a product, making it brand advertising focused on promoting a specific product to consumers.

Question 3

________ advertising is a form of ________ that is concerned with supporting a particular concern about an issue.

Accepted Answer

The answer of ________ advertising is a form of ________...

Question 4

The marketing team at Queen Auto Parts is preparing a new campaign that will focus on a series of radio and television commercials. Prior to approving the campaign, the CEO wants an estimate on the number of potential customers that will hear or see the commercials at least once. This figure can be best described as

Accepted Answer

Reach is the term used to describe the number of potential customers that will hear or see a marketing message at least once.

Question 5

Seaquist Healthcare hopes to run a low-cost advertisement that will be highly visible and that will likely have multiple views. Which of the following media types would be most appropriate for Seaquist?

Accepted Answer

Outdoor advertising, such as billboards, is highly visible to a broad audience and can be seen multiple times by the same individuals, especially if placed in high-traffic areas, making it a cost-effective choice for achieving high visibility and multiple views.

Question 6

Burger Fusion has begun offering a late-night menu. It begins a radio campaign that will concentrate the ads in the hours leading up to the shift change between second and third shift for workers in the area. The Burger Fusion campaign can be best described as an example of

Accepted Answer

The answer of Burger Fusion has begun offering a late-night...

Question 7

The CEO at Quad Switches is excited about the company's new product. He suggests that the marketing team run advertisements in major newspapers around the country during the coming weeks. The marketing specialist isn't sure that is the right approach and wants to share one of the disadvantages tied to using a newspaper for advertising. Which of the following options would most likely help the marketing specialist with her argument?

Accepted Answer

Newspapers generally offer limited color options for advertisements, which can make ads less appealing or eye-catching compared to other media that allow full-color displays.

Question 8

Dog Time Toyz has recently hired a vice president to create and build up its corporate giving and volunteerism programs. The marketing team creates a short bio regarding the new vice president's background plans for the department before sending it to major news outlets for publication. This bio can be best described as a(n)

Accepted Answer

A press release is a written or recorded communication directed at members of the news media for the purpose of announcing something ostensibly newsworthy. In this case, the bio of the new vice president and their plans for the department fits the description of a press release, as it is intended to be sent to news outlets for publication.

Question 9

Dion is part of the marketing team at Stafford Shipping. He organizes a meeting with his team to review and select the media sources they will be using for next year's advertising. This activity can be best described as

Accepted Answer

Media planning involves selecting the appropriate media channels for advertising to achieve marketing campaign objectives, which is what Dion is doing by organizing a meeting to review and select media sources for next year's advertising.

Question 10

Reflex Parts has prepared a direct marketing campaign but has a limited budget. It can send the mailer to the entire city twice or it can focus on one segment of the city and send it four times. The decision Reflex is trying to make can be best described as

Accepted Answer

Frequency refers to the number of times an advertisement is presented to the same audience. In this scenario, Reflex Parts is deciding between sending their mailer to the entire city twice (lower frequency) or focusing on one segment and sending it four times (higher frequency).

Question 11

Flea Flicker Sports has finalized next year's line of athletic apparel. It wants to advertise the apparel, while being sure to highlight the available color schemes. It intends to target the ads to potential customers in the sports and fitness community. Which of the following media types would be most appropriate for Flea Flicker?

Accepted Answer

Magazines are suitable for targeting specific audiences, such as the sports and fitness community, and can effectively showcase the color schemes of apparel with high-quality images.

Question 12

Total PC is running a series of television ads that are focused strictly on the speed and specifications of its new laptop computers. Which of the following best describes this approach to advertising?

Accepted Answer

This approach is informational because it focuses on providing specific details about the product's features, such as speed and specifications, rather than trying to persuade or remind the consumer about the brand.

Question 13

Greased Lightning specializes in oil changes and tune-ups for vehicles. It periodically sends postcards to customers that include the date of their last service. Which of the following best describes this approach to advertising?

Accepted Answer

Reminder advertising aims to keep the brand and its products in the minds of consumers. By sending postcards with the date of the last service, Greased Lightning reminds customers of the need for periodic vehicle maintenance, encouraging repeat business without directly comparing to competitors or providing detailed information about the service.

Question 14

Verizon, Sprint, T-Mobile, and AT&T often run ads that favorably highlight the speed of their service, their reliability, and their prices in relation to one another. Which of the following best describes this approach to advertising?

Accepted Answer

This approach is best described as competitive advertising because it involves comparing one's products or services directly with those of competitors to convince consumers that their offerings are better.

Question 15

Souper Subs are offering half-price on all soup and sub combos today only. It sends an email blast to previous customers to make them aware of the event. Which of the following best describes this approach to advertising?

Accepted Answer

Direct-action advertising aims to prompt an immediate response or action from the audience, such as a purchase or visit, which is the goal of Souper Subs' email blast promoting a one-day sale.

Question 16

Pearly Whitez makes toothpaste and other dental care products for customers. Its last advertising campaign described the dangers of poor dental hygiene and highlighted how the company's toothpaste could protect against these same dangers. Which of the following best describes this approach to advertising?

Accepted Answer

This approach is best described as a fear-appeal advertising strategy, as it highlights the dangers of poor dental hygiene to create fear and then presents the product as a solution to alleviate that fear.

Question 17

Diddly Daddly Candies recently ran an outdoor ad that asked consumers, "Why pay more for candies with artificial sweeteners, when Diddly Daddly candies cost less and are made with all-natural sweeteners?" Which of the following best describes this approach to advertising?

Accepted Answer

This approach is competitive advertising because it compares Diddly Daddly candies to other candies that use artificial sweeteners, highlighting the benefits of their own product (all-natural sweeteners) and its lower cost to gain an advantage over competitors.

Question 18

Traveler Recreational Vehicles recently began an advertising campaign that include a retired sports superstar who touted the joy of traveling cross country in one of Traveler's RVs. Which of the following best describes this approach to advertising?

Accepted Answer

This approach is persuasive because it uses a celebrity endorsement to influence potential customers' perceptions and convince them to consider traveling cross-country in one of Traveler's RVs.

Question 19

MacKenzie works for Telegraph Communications. She is responsible for fielding and directing calls from prospects, generating sales contracts, and producing sales pamphlets for her team. MacKenzie most likely works in

Accepted Answer

MacKenzie's role involves supporting the sales process through administrative and promotional tasks such as handling calls, generating contracts, and creating sales materials, which are typical responsibilities of someone in sales support.

Question 20

Nadya led a sales presentation last week and made sure to answer a few questions and concerns about pricing that came up shortly after the presentation. Which of the following best represents the next step in the sales process?

Accepted Answer

The answer of Nadya led a sales presentation last week...

Quiz 14: Products