Question 1

Identify the digital advertising that works best for brand building and whose effectiveness can be measured by using good tracking tools.

Accepted Answer

Refer to Exhibit 15-6. Banner ads have the following advantages: Relatively low cost, banner ads work best for building a brand and image, good tracking tools can measure effectiveness, and targeted ads can bring in customers.

Question 2

Which of the following statements about advertising on the Internet is(are)true?

Accepted Answer

Unlike traditional media where firms pay for ads based on an estimate of how many people will see the ad, Internet advertisers pay only when a customer clicks on the ad. Most Internet ads seek a direct response. Most ads try to get potential customers to click-through to the firm's website.

Question 3

What is the first job of an advertisement?

Accepted Answer

Getting attention is an ad's first job.

Question 4

The digital advertising that can stimulate viral with its wide reach and can be narrowly targeted at relatively low cost is ________.

Accepted Answer

Refer to Exhibit 15-6. Social network advertising has the following advantages: High knowledge of individuals, potentially wide reach, can stimulate viral, can be narrowly targeted, relatively low cost, "endorsements" from friends likes can be powerful, easy to set a budget.

Question 5

When a previous visitor to Amazon.com returns to the site,the online retailer will instantly know whether that visitor made a previous purchase based on the ___________ it placed on the visitor's computer during the first visit.

Accepted Answer

The online retailer will instantly know whether that visitor made a previous purchase based on the cookie it placed on the visitor's computer during the first visit.

Question 6

______________ is the words and illustrations of an ad message that actually communicate information to the target customer.

Accepted Answer

Copy thrust is the words and illustrations of an ad message that actually communicate information to the target customer.

Question 7

What is the likely disadvantage of mobile advertising?

Accepted Answer

Refer to Exhibit 15-6. Mobile advertising has the following disadvantages: Technical limitations (small screen, bandwidth, data transfer), not user friendly, not very interactive, measurement tools still emerging.

Question 8

When a previous visitor to Amazon.com returns to the site,the online retailer will instantly have information about that visitor because of the ___________ it placed on the visitor's computer during the first visit.

Accepted Answer

Some websites place a cookie on the computer of people who visit their sites. The online retailer will instantly have information about that visitor because of the cookie it placed on the visitor's computer during the first visit.

Question 9

Smartphones embedded with GPS (Global Positioning System)can be used as a medium to deliver ads based on customers'________.

Accepted Answer

Because Smartphones track customers' whereabouts (through GPS), the segmenting dimension of physical location at a specific time can be added to target marketing. Many businesses like bars, restaurants, and retail stores find it useful to target customers based on this dimension.

Question 10

What does the AIDA concept stand for?

Accepted Answer

The AIDA concept stands for getting Attention, holding Interest, arousing Desire, and obtaining Action.

Question 11

Which of the following type of digital advertising works best for high involvement products and immediate purchases?

Accepted Answer

Refer to Exhibit 15-6. Mobile advertising has the following advantages: A large and growing audience, works best for high involvement/utilitarian products, potential for location based targeting, and works well for immediate purchase.

Question 12

What is the role of GPS (Global Positioning System)in mobile advertising?

Accepted Answer

Because Smartphones track customers' whereabouts (through GPS), the segmenting dimension of physical location at a specific time can be added to target marketing. Many businesses like bars, restaurants, and retail stores find it useful to target customers based on this dimension.

Question 13

Which of the following is true of the AIDA model of message planning?

Accepted Answer

Arousing desire to buy a particular product is one of an ad's most difficult jobs. The ad must convince customers that the product can meet their needs.

Question 14

Which of the following digital advertising does not work for brand building and is considered unsuitable for large firms?

Accepted Answer

Refer to Exhibit 15-6. Directories and classifieds has the following disadvantages: Does not work for brand building and does not fit for large companies.

Question 15

An advertising manager's job is to:

Accepted Answer

An advertising manager manages a company's advertising effort.

Question 16

Which of the following is true of the role of smartphones and online advertising?

Accepted Answer

Smartphones are becoming increasingly ubiquitous in developed countries. Because customers are conducting searches and accessing social media from mobile devices, advertisers need to consider having mobile friendly versions of their ads.

Question 17

When a firm is interested in targeting customers during information gathering stage of the buying process and wants to measure return on investment in advertising,which of the following should it adopt for its digital advertising?

Accepted Answer

Refer to Exhibit 15-6. Search advertising has the following advantages: Easy to set budget and control costs, targets users in information gathering stage of the buying process, easy to measure return on investment, highly targeted; high credibility.

Question 18

Which of the following is true of native advertising?

Accepted Answer

Native advertising is advertising designed to not look like ads; it mimics the look and feel of the platform on which the ad appears. They are accompanied with phrases such as "sponsored by" or "posted by" that indicate the name of the "advertiser." Consumers find these ads more credible than traditional advertising. It is viewed as a promising revenue source.

Question 19

David Oreck advertises Oreck vacuum cleaners via commercials that run on national radio programs.He encourages consumers to "…try my 8-pound Oreck vacuum for free for 30 days," and to return it if they aren't satisfied.He then provides an easy-to-remember toll-free telephone number that consumers can use to place orders.Regarding the AIDA model,the free-trial period and availability of a toll-free number are devices used mainly to ________.

Accepted Answer

Direct-response ads can sometimes help promote action by encouraging interested consumers to do something even if they are not ready to make a purchase.

Question 20

What does the term "copy thrust" refer to?

Accepted Answer

Copy thrust refers to what the words and illustrations should communicate.

Quiz 17: Advertising and Sales Promotion