Question 1

__________is the effort to capture media attention-for example,through articles or editorials in publications or through human-interest stories on radio or television programs.

Accepted Answer

The answer of __________is the effort to capture media attention-for...

Question 2

Kraft's marketing efforts for its Macaroni & Cheese include paid television commercials and magazine inserts.These are examples of activities associated with:

Accepted Answer

The paid television commercials and magazine inserts are examples of advertising, which is a form of promoting a product or service through various media channels.

Question 3

Meek's Hunting Emporium is a retail store that sells equipment required for hunting.It has established an advertising plan that allows it to advertise every day prior to the opening of quail,deer,and turkey hunting seasons on four local radio stations,as well as in the local newspapers.This is an example of:

Accepted Answer

The fact that Meek's Hunting Emporium has established an advertising plan that includes specific timing and placement of ads on various media channels such as local radio stations and newspapers indicates that it has created a media schedule.

Question 4

Why do brands with a large market share spend proportionally less on advertising compared to brands with a small market share?

Accepted Answer

Brands with a large market share may experience diminishing returns beyond a certain level of advertising spending, meaning the cost of advertising will not result in a proportional increase in sales. Therefore, they may choose to spend proportionally less on advertising compared to brands with a small market share who may need to work harder to increase their market share.

Question 5

Duski,a very expensive brand of clothing and accessories,promotes its products by using advertisements that feature beautiful women wearing its products.What kind of an advertising appeal is used by Duski?

Accepted Answer

Duski is using the advertising appeal of vanity and egotism by featuring beautiful women wearing its products. This suggests to potential customers that if they buy Duski's products, they too could look as attractive and stylish as the models in the advertisement.

Question 6

The advertising response function helps marketers:

Accepted Answer

The advertising response function helps marketers allocate their advertising budgets effectively by determining the relationship between advertising and sales. This allows them to find the optimal level of advertising spending to achieve sales goals and maximize return on investment. Choices A, C, and D are not directly related to the advertising response function.

Question 7

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

Accepted Answer

An attribute is a specific feature or characteristic of a product, while a benefit is what consumers receive or experience by using the product. Benefits are often the reason why consumers choose to buy a product, while attributes may simply be the features that contribute to those benefits. Therefore, D is the correct choice as it accurately reflects the difference between attributes and benefits.

Question 8

A thirty-minute or longer advertisement that looks more like a television talk show than a sales pitch is known as a(n)__________.

Accepted Answer

The answer of A thirty-minute or longer advertisement that looks...

Question 9

Which of the following is true of pioneering advertising?

Accepted Answer

Pioneering advertising is used to inform consumers about a new product and its benefits, typically during the introductory stage of the product life cycle.

Question 10

A(n)__________designates the channel to be used,the specific vehicles,and the insertion dates of advertising.

Accepted Answer

The answer of A(n)__________designates the channel to be used,the specific...

Question 11

A disadvantage of newspaper advertising is that it has__________.

Accepted Answer

The answer of A disadvantage of newspaper advertising is that...

Question 12

An advertising campaign:

Accepted Answer

An advertising campaign is a specific and defined period of time during which promotional messages are presented to a target audience. A campaign typically has a specific start and end date.

Answer: C 
 An advertising campaign serves as a base for defining an advertising objective. The objective of a campaign is the specific result or goal that the advertising message intends to achieve.

Therefore, the best choice(s) are B and C.

Question 13

__________is a form of advertising designed to enhance a company's image rather than promote a particular product.

Accepted Answer

The answer of __________is a form of advertising designed to...

Question 14

__________is the series of decisions advertisers make regarding the selection and use of media,allowing the marketer to optimally and cost-effectively communicate the message to the target audience.

Accepted Answer

The answer of __________is the series of decisions advertisers make...

Question 15

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

Accepted Answer

The answer of If an advertiser wants to enhance the...

Question 16

Which of the following types of advertisements is likely to be more successful in transforming a person's negative attitude toward a product into a positive one?

Accepted Answer

The answer of Which of the following types of advertisements...

Question 17

Kriyoto Inc.is a retailer of printers,scanners,and other office equipment.It announced a cash refund for corporate purchases in quantities more than ten.Rick purchased ten color printers for his office from Kriyoto during this sale.To avail the cash refund,he had to mail in a proof of purchase,purpose of purchase,proof of his company's legality,and his cash register receipt.In this case,Rick has received a:

Accepted Answer

The situation describes a rebate, which is a refund or partial refund of the purchase price offered by the retailer or manufacturer. In this case, Kriyoto Inc. is offering a cash refund for corporate purchases in quantities greater than ten. Rick purchased ten color printers and is eligible for the refund by following the specified process.

Question 18

A(n)__________is the channel used to convey a message to a target market.

Accepted Answer

The answer of A(n)__________is the channel used to convey a...

Question 19

__________is the cost of reaching one member of the target market.

Accepted Answer

The answer of __________is the cost of reaching one member...

Question 20

__________is the element in the promotional mix that evaluates people's attitudes,identifies issues that may elicit their concern,and executes programs to gain their understanding and acceptance.

Accepted Answer

The answer of __________is the element in the promotional mix...

Quiz 17: Advertising, public Relations, and Sales Promotion