Question 1

Procter & Gamble wants to introduce a new laundry detergent in the national market. The company buys television exposure that guarantees that its message will be broadcast through hundreds of television stations. P&G is buying
A) network time.
B) local time.
C) regional time.
D) spot time.
E) sponsorship.

Accepted Answer

Network time refers to buying airtime on a national broadcast network, which is suitable for P&G's goal to introduce a new laundry detergent in the national market. Local time refers to airtime in a specific local market and may not be applicable for a national launch. Regional time refers to airtime in a specific region, while spot time refers to specific airtime on a particular station. Sponsorship refers to a long-term association with a TV program or event, and P&G's goal appears to be more short-term in promoting a new product launch.

Question 2

A rotisserie cooker is demonstrated on television. The program lasts 30 minutes and tells consumers why they need a rotisserie cooker and the health and convenience benefits it provides. This is a(n)
A) commercial.
B) spot time.
C) sitcom.
D) informational session.
E) infomercial.

Accepted Answer

The program lasts 30 minutes and is focused on promoting the benefits and features of a specific product, which makes it an infomercial.

Question 3

Buying 10-, 20-, 30-, and 60-second announcement periods during the programming day of a television station is known as
A) sponsoring a show.
B) buying network time.
C) buying local time.
D) buying regional time.
E) buying spot time.

Accepted Answer

Buying 10-, 20-, 30-, and 60-second announcement periods during the programming day of a television station is known as buying spot time. This refers to the purchase of advertising time slots on a local station on a market-by-market basis.

Question 4

The advertising objectives are the ____ of the advertising campaign.
A) steps
B) goals
C) evaluation
D) features
E) selling points

Accepted Answer

Advertising objectives refer to the specific goals that an advertising campaign aims to achieve. Therefore, the best choice is B.

Question 5

National and local firms may buy ____ time on a single station that covers a particular geographic selling area.
A) spare
B) network
C) spot
D) sponsor
E) local

Accepted Answer

The answer of National and local firms may buy ____...

Question 6

If a company chooses to participate with site such as Facebook and Twitter, they are participating in
A) social media.
B) the Internet.
C) personal selling.
D) advertising media.
E) out-of-home advertising.

Accepted Answer

Participating in sites such as Facebook and Twitter falls under the category of social media, which refers to online platforms and tools that people use to share content, opinions, insights, experiences, and perspectives with others. Social media has become a crucial channel for communication, engagement, and collaboration among individuals, groups, and organizations, including businesses that use it to build brand awareness, foster customer engagement, and drive sales. Thus, choosing to use social media is a strategic decision that requires careful planning, execution, and evaluation of social media marketing efforts.

Question 7

All of the following are factors in setting advertising rates for radio advertising except
A) geographic coverage.
B) the time period specified.
C) whether advertising is on AM, FM, or both.
D) the number of people who will actually listen to the commercial.
E) the number of commercials contracted for.

Accepted Answer

The number of people who will actually listen to the commercial is not a direct factor in setting advertising rates for radio advertising. Rates are typically based on potential audience size, time slot, and reach, rather than the specific number of people who will listen to a particular commercial.

Question 8

Which of the following is the best example of a good advertising campaign objective?
A) Sales will increase as a result of this advertising campaign.
B) This campaign will result in a 5 percent increase in market share.
C) Within two months, this campaign will increase sales.
D) This campaign will result in a 10 percent increase in sales by next February.
E) More customers will know about our company as a result of this campaign.

Accepted Answer

A good advertising campaign objective should be specific, measurable, achievable, relevant, and time-bound (SMART). Option D specifies a measurable increase in sales (10 percent), sets a clear timeline (by next February), making it the best example of a good advertising campaign objective.

Question 9

Which of the following makes radio a potentially effective advertising medium?
A) It can carry a picture.
B) The seller can show the features of the product.
C) Like magazine advertising, it has a long life.
D) It is accessible to consumers.
E) The seller can demonstrate the product.

Accepted Answer

Radio is accessible to consumers as they can listen to it while driving, working, or doing other activities. This makes it a potentially effective advertising medium as it can reach a wide audience.

Question 10

A(n) ____ is an extended commercial that may demonstrate a product's features and benefits in detail.
A) short program
B) primary ad
C) program advertisement
D) informative commercial
E) infomercial

Accepted Answer

An infomercial is a long-form commercial designed to provide detailed information about a product or service, typically lasting 30 minutes to an hour. It aims to educate and persuade potential customers to make a purchase by showcasing the benefits and features of the product or service.

Question 11

All of the following are common methods of buying advertising time on television except
A) sponsoring a program.
B) buying local time.
C) paying by the square mile in the geographic area of the television signal.
D) buying spot time.
E) buying network time.

Accepted Answer

Paying by the square mile in the geographic area of the television signal is not a common method of buying advertising time on television. The other options listed (sponsoring a program, buying local time, buying spot time, and buying network time) are all commonly used methods.

Question 12

Marketers are still unsure about how best to use which of the following media?
A) Television
B) Banner ads
C) Infomercials
D) Social media
E) Radio

Accepted Answer

Social media is a relatively new and constantly evolving medium, which makes it challenging for marketers to understand how to best use it. However, it has massive potential for reaching and engaging with audiences, making it an important platform for businesses to explore.

Question 13

Like newspaper ads and unlike magazine advertising, television advertising
A) provides for a combination of sight and sound.
B) provides for excellent photography.
C) has a short life.
D) is the most accessible medium.
E) has a long life.

Accepted Answer

Television advertising, like newspaper ads, typically has a short life because it is broadcasted at specific times and is not usually revisited, unlike magazine ads which can be kept and reread.

Question 14

At the top of the website for MSN, you see a rectangle that says "Click here for great savings at Amazon.com!" This type of Internet advertising is called
A) sponsorship.
B) a button ad.
C) an in-your-face ad.
D) an interstitial ad.
E) a banner ad.

Accepted Answer

The rectangle ad on MSN's website is an example of a banner ad, which typically appears at the top or bottom of a webpage and is designed to attract attention and drive traffic to the advertiser's website.

Question 15

Driscoe, Inc., is in the process of developing an advertising campaign for its new product. It has identified the group to whom it will direct advertisements and has drafted the advertising objectives. Which of the following is not an advertising objective and thus should be deleted from the list?
A) Increase product awareness.
B) Hire a marketing manager within one year.
C) Convey product information.
D) Increase sales by 10 percent.
E) Expand the market share by 5 percent.

Accepted Answer

Hiring a marketing manager is not an advertising objective. It is a human resource objective and should not be included in the advertising campaign.

Question 16

The first step in developing an advertising campaign is to
A) identify the advertising objectives.
B) analyze different advertising platforms.
C) determine which advertising would best reach the target market.
D) determine who makes up the target audience.
E) evaluate advertising's effectiveness in reaching the target market.

Accepted Answer

The first step in developing an advertising campaign is to determine who makes up the target audience, as this information is crucial for tailoring the campaign to effectively reach and engage the intended audience.

Question 17

If Home Depot, Delta Faucets, and Armstrong Floor Coverings pay for a television show about remodeling a kitchen on the Home and Garden Network, these companies are ____ the show.
A) buying time spots for
B) purchasing network time for
C) creating infomercials for
D) sponsoring
E) advertising

Accepted Answer

Sponsoring refers to financially supporting a program or event in exchange for recognition or exposure. In this case, the three companies are supporting the television show about remodeling a kitchen on the Home and Garden Network.

Question 18

As you are browsing the Internet, you open the website for Forbes.com to find an article for class. As the website is opening, an advertisement for IBM opens up on your screen. This is a(n)
A) interstitial ad.
B) flag ad.
C) banner ad.
D) button ad.
E) keyword ad.

Accepted Answer

An interstitial ad is an advertisement that opens up in a new window or tab, usually while you're waiting for a website to load. This is different from a banner or button ad, which typically appears within the website's content. A flag ad is not a common type of online ad, while a keyword ad refers to advertising based on specific keywords or search terms.

Question 19

Jacobs Enterprises, a large firm, wants to reach a national market for its new product. Which advertising medium would be most appropriate for this purpose?
A) Television
B) Newspapers
C) Radio
D) Billboards
E) Blimps

Accepted Answer

Television has the widest reach and is the most effective medium for reaching a national audience. It allows for both visual and auditory communication, making it an effective way to showcase a new product to a large audience. Additionally, television ads can be targeted to specific geographic regions, allowing for more efficient use of advertising dollars.

Question 20

On iVillage.com's website geared toward women, Olay products are mentioned within editorial content that discusses slowing down the aging process. Internet advertising of this variety is called
A) a button ad.
B) sponsorship.
C) a banner ad.
D) a keyword ad.
E) an interstitial ad.

Accepted Answer

Sponsorship refers to a type of internet advertising where a brand pays to have their products or name included within editorial content or other custom content. In this case, Olay is mentioned within editorial content on iVillage.com's website, making it a form of sponsorship. The other options listed are different types of internet advertising, but do not accurately describe the scenario presented in the question.

Quiz 15: Developing Integrated Marketing Communications

Procter & Gamble wants to introduce a new laundry detergent in the national market. The company buys television exposure that guarantees that its message will be broadcast through hundreds of television stations. P&G is buying

A rotisserie cooker is demonstrated on television. The program lasts 30 minutes and tells consumers why they need a rotisserie cooker and the health and convenience benefits it provides. This is a(n)

Buying 10-, 20-, 30-, and 60-second announcement periods during the programming day of a television station is known as

The advertising objectives are the ____ of the advertising campaign.

National and local firms may buy ____ time on a single station that covers a particular geographic selling area.

If a company chooses to participate with site such as Facebook and Twitter, they are participating in

All of the following are factors in setting advertising rates for radio advertising except

Which of the following is the best example of a good advertising campaign objective?

Which of the following makes radio a potentially effective advertising medium?

A(n) ____ is an extended commercial that may demonstrate a product's features and benefits in detail.

All of the following are common methods of buying advertising time on television except

Marketers are still unsure about how best to use which of the following media?

Like newspaper ads and unlike magazine advertising, television advertising

At the top of the website for MSN, you see a rectangle that says "Click here for great savings at Amazon.com!" This type of Internet advertising is called

Driscoe, Inc., is in the process of developing an advertising campaign for its new product. It has identified the group to whom it will direct advertisements and has drafted the advertising objectives. Which of the following is not an advertising objective and thus should be deleted from the list?

The first step in developing an advertising campaign is to

If Home Depot, Delta Faucets, and Armstrong Floor Coverings pay for a television show about remodeling a kitchen on the Home and Garden Network, these companies are ____ the show.

As you are browsing the Internet, you open the website for Forbes.com to find an article for class. As the website is opening, an advertisement for IBM opens up on your screen. This is a(n)

Jacobs Enterprises, a large firm, wants to reach a national market for its new product. Which advertising medium would be most appropriate for this purpose?

On iVillage.com's website geared toward women, Olay products are mentioned within editorial content that discusses slowing down the aging process. Internet advertising of this variety is called