Question 1

Consumer perceptions of superiority pay off in the firm's ability to raise prices without losing market share.

Accepted Answer

When consumers perceive a product or service to be superior, they are willing to pay more for it, which allows the firm to raise their prices without losing market share. This is because customers believe that the higher price is justified by the quality of the product or service.

Question 2

Market leaders are more likely to engage in comparative advertising than new entrants.

Accepted Answer

New entrants are more likely to use comparative advertising as a strategy to gain market share by directly comparing their products to those of the established market leaders.

Question 3

An advantage of celebrity testimonials is improved product recognition in a promotional environment filled with hundreds of competing 15- and 30-second commercials.

Accepted Answer

Celebrity testimonials can help a product stand out in a crowded advertising landscape, making them more recognizable to consumers.

Question 4

Viewers are likely to practice selective perception and tune out statements they perceive as too strong or not credible.

Accepted Answer

Selective perception is a common phenomenon where viewers filter out or ignore information that does not conform to their existing beliefs or opinions. This includes tuning out statements that they perceive as too strong or not credible. Therefore, it is likely that viewers practice selective perception in such cases.

Question 5

Banner advertisements on a Web page that link to an advertiser's site,are the least common type of advertising on the web.

Accepted Answer

Banner advertisements that link to an advertiser's site are actually one of the most common types of advertising on the web.

Question 6

The advertiser's challenge in interactive advertising is to gain and hold consumer interest in an environment where these individuals control what they want to see.

Accepted Answer

Interactive advertising allows consumers to have more control over what they see and engage with. Therefore, advertisers need to create content that is engaging and relevant to the consumer's interests in order to capture and maintain their attention.

Question 7

The greatest share of television advertising revenues comes from local advertisers,while most newspaper advertising revenues come from organizations that advertise nationally.

Accepted Answer

The greatest share of television advertising revenues typically comes from national advertisers, due to the broad reach and high visibility of TV ads. Conversely, newspapers often derive a significant portion of their advertising revenues from local advertisers, as they cater to a more geographically specific audience.

Question 8

Banners have evolved into a more target-specific technique for Internet advertising with the advent of missiles.

Accepted Answer

The answer of Banners have evolved into a more target-specific...

Question 9

Cooperative advertising campaigns originated to take advantage of the media's practice of offering lower rates to local advertisers than to national ones.

Accepted Answer

Cooperative advertising campaigns were created to allow local businesses to pool their resources and take advantage of lower advertising rates offered by media outlets for bulk purchases. This allowed them to have a greater impact with their advertising dollars and compete with larger, national brands.

Question 10

The headlines and illustrations in the print ad typically include the company name,address,phone number,Web address,slogan,trademark,or simply a product photo,names the sponsoring organization.

Accepted Answer

The headlines and illustrations in a print ad typically focus on capturing attention and conveying the main message or theme, while the company name, address, phone number, web address, slogan, trademark, or product photo are usually included in the body or footer of the ad for informational purposes.

Question 11

Some types of products like cigarettes and smokeless tobacco are banned from television advertising.

Accepted Answer

This ban is enforced by the Federal Communications Commission (FCC) and has been in place since 1971.

Question 12

Cable advertising offers marketers access to more narrowly defined target audiences than other broadcast media can provide.

Accepted Answer

Cable advertising can offer the ability to target specific demographics and geographic regions, allowing for a more narrowly defined target audience compared to other broadcast media such as traditional TV networks.

Question 13

An advertising campaign is a series of different and unrelated ads that use multiple themes and appear in different media over a long period of time.

Accepted Answer

An advertising campaign typically consists of a series of related ads that share a single theme or message and are designed to achieve a specific goal. These ads are often disseminated across various media platforms within a set time frame.

Question 14

The objective of media selection is to achieve adequate media coverage without advertising beyond the identifiable limits of the potential market.

Accepted Answer

The objective of media selection is to achieve adequate media coverage without advertising beyond the identifiable limits of the potential market. This ensures that advertising efforts are focused on reaching the intended audience and maximizing the effectiveness of the advertising campaign. Advertising beyond the identifiable limits of the potential market would be a waste of resources, as it would not reach the intended audience and may result in advertising to individuals who have no interest or need for the advertised product or service.

Question 15

Advergames are either online games created by marketers to promote their products to targeted audiences in an interactive way or ads or product placements inserted into online video games.

Accepted Answer

Advergames are indeed online games created by marketers to promote their products in an interactive and engaging way to targeted audiences. They are a popular form of advertising in the digital age.

Question 16

Interactive advertising creates dialogue between marketers and individual shoppers,providing more materials at the user's request.

Accepted Answer

Interactive advertising allows for two-way communication between marketers and shoppers, giving shoppers more control over what information they receive and how they engage with it. This creates a more personalized experience and can lead to higher engagement and conversions.

Question 17

The most effective testimonial ads link the celebrity and the advertised good or service.

Accepted Answer

The most effective testimonial ads create a strong association between the celebrity and the product being advertised, which helps to boost brand recognition and trust among consumers. This is why companies carefully select celebrities or influencers that are a good fit for their brand and target audience.

Question 18

The secret to choosing the best advertising strategy is developing a message that best positions a firm's product in the audience's mind.

Accepted Answer

Developing a message that best positions a firm's product in the audience's mind is indeed the key to choosing the best advertising strategy.

Question 19

Successful interactive advertising adds value by offering the viewer more than just product-related information.

Accepted Answer

Successful interactive advertising engages the viewer by offering them an experience, entertainment or information beyond just promoting a product or service. It aims to create a connection with the audience and provide them with something valuable beyond the product itself.

Question 20

The goal of an ad is to improve the likelihood that a customer will buy a particular good or service.

Accepted Answer

The main goal of an advertisement is to increase the chances that a customer will purchase a specific product or service. This is typically accomplished by creating a desire for the product or service in the customer's mind and providing information about why the product or service is unique or superior to other similar products or services.

Quiz 16: Integrated Marketing Communications, Advertising, and Public Relations