Question 1

The advertising message admonition,"People are not looking for quarter-inch drill bits; they are looking for quarter-inch holes",suggests that advertising messages need to:

Accepted Answer

The message emphasizes that consumers are not interested in the product itself, but rather what the product can do for them. Therefore, advertising messages should focus on how the product can solve their problems or meet their needs.

Question 2

Because PSAs are a special class of advertising,FCC rules require:

Accepted Answer

FCC rules require broadcasters to devote a specific amount of free time to PSAs. PSAs are public service announcements, which means they are meant to serve the public interest and provide information about important social issues or events. To ensure that these messages reach a wide audience, the FCC mandates that broadcasters set aside a certain amount of airtime for PSAs, typically around 1% of their total broadcasting time. This allows PSAs to be broadcast to a large audience without requiring consumers to listen to them or requiring advertisers to contribute to their production.

Question 3

Campbell's Soup Company ran a series of radio ads tied to local weather forecasts.Before an impending storm,the ads said "Time to stock up on Campbell's Soup." During the storm,the ads said,"Stay home and stay warm with Campbell's Soup." The first ad was __________ advertising,while the second ad was __________ advertising.

Accepted Answer

The answer of Campbell's Soup Company ran a series of...

Question 4

Reminder advertising is used to:

Accepted Answer

Reminder advertising is primarily used to prompt repurchase of a product by reminding consumers of its existence and benefits.

Question 5

Persuasive advertising is often used when competition:

Accepted Answer

Persuasive advertising is most commonly used when competition is most intense. The goal of persuasive advertising is to influence consumer opinions and preferences in favor of the advertised product or service, and this is most necessary and effective when there is strong competition.

Question 6

The selling proposition communicated by advertising needs to be:

Accepted Answer

All of these factors are important in creating an effective selling proposition in advertising. The proposition should be unique to the brand to differentiate it from competitors, meaningful to the consumer to generate interest and relevance, sustainable over time to build brand consistency and recognition, and supportive of repetition to reinforce the message and create brand memorability.

Question 7

Generally,less money is spent on advertising in B2B markets because:

Accepted Answer

B2B marketing usually involves building relationships and personalized communication with potential clients. This often takes the form of direct selling and trade shows, rather than traditional advertising methods. Therefore, less money is typically spent on advertising in B2B markets.

Question 8

The California Raisin Advisory Board used to run ads featuring "The California Raisins," a fictitious R&B musical group composed of dancing raisins who boogied to the song,"I Heard it Through the Grapevine." The ads,which were hugely popular and which gave rise to a line of raisin-themed merchandise,were designed to encourage raisin consumption.This campaign was an example of:

Accepted Answer

The California Raisin Advisory Board's ads featuring the California Raisins were not promoting a specific product, but rather were promoting the image and reputation of the raisin industry as a whole. Institutional advertising is designed to promote an industry or organization rather than a specific product or service.

Question 9

First Lady Michelle Obama has recorded an ad encouraging parents to teach their children good nutrition habits in order to stem the increase in child obesity.This message is an example of:

Accepted Answer

The ad recorded by First Lady Michelle Obama is a public service announcement, as it promotes a social cause of addressing child obesity by encouraging good nutrition habits.

Question 10

A __________ is an advertisement that focuses on public welfare issues.

Accepted Answer

A public service announcement (PSA) is an advertisement that focuses on public welfare issues, such as public health, safety, and education. Unlike product-focused advertisements, PSAs are typically not used to promote a particular product or service, but instead aim to educate or inform the public about an issue or raise awareness of a particular cause. Consumer-generated advertisements are created by consumers themselves, and reminder advertisements remind consumers to repurchase a product they've already bought. Push strategy refers to a marketing approach in which companies promote their products to intermediaries, such as wholesalers and retailers, rather than directly to consumers.

Question 11

Walmart's "Everyday low prices" selling proposition is effective primarily because it is:

Accepted Answer

Walmart's "Everyday low prices" proposition is effective because it is meaningful to the consumer. Consumers want to save money on their purchases, and Walmart's low prices fulfill that need. While other companies may offer similar pricing, Walmart's commitment to "Everyday low prices" makes it a key selling point for the brand.

Question 12

Which of the following is the best example of a reminder advertising message?

Accepted Answer

"Doing business in Peoria since 1848" is the best example of a reminder advertising message as it highlights the longevity and experience of the business, reminding customers that they have been around for a long time and can be trusted.

Question 13

When developing an advertising message,the message should focus on:

Accepted Answer

The message should be focused on solving problems for consumers as this is what will resonate with them and drive them to take action. Focusing on the producer, advertising environment, or creating investment opportunities may not be relevant or interesting to the consumer. Niche media balance may be important in terms of reaching the right audience, but it is not the main focus of the message itself.

Question 14

__________ appeals help consumers make purchase decisions by offering facts in advertising messages and strong arguments built around relevant issues,explaining key benefits of the firm's products and services.

Accepted Answer

Informational appeals provide consumers with facts and relevant information about the product, which can help them make informed purchase decisions. Strong arguments and key benefits are presented in a logical manner to convince potential customers. Emotional appeals aim to evoke emotions in order to persuade, while niche marketing focuses on targeting a specific group or market segment. Institutional appeals promote the company or organization as a whole, rather than a specific product or service, and reminder appeals are used to keep a brand or product in the customer's mind.

Question 15

Smokey the Bear,McGruff the Crime Dog,and Rosie the Riveter (during World War II)are examples of successful:

Accepted Answer

Smokey the Bear, McGruff the Crime Dog, and Rosie the Riveter were all created to promote public service messages rather than to sell products. Therefore, they were successful public service announcements.

Question 16

Ryan is attempting to create a budget for his firm's advertising campaign.From experience,Ryan knows that he cannot just pull out an old budget and update it.Instead,the advertising budget will depend on:

Accepted Answer

The advertising budget will depend on the nature of the product, the nature of the market, other ongoing promotional efforts, and the stage in the product life cycle (PLC). All of these factors must be considered when creating a budget for an advertising campaign, as they will impact the effectiveness and cost of advertising efforts. Therefore, the best choice is E, all of these.

Question 17

Steve is working on the message to convey in his firm's advertising campaign.As a starting point Steve will consider:

Accepted Answer

The key focus of an advertising campaign should always be highlighting the unique benefits and selling points of the product or service being offered. This will help to differentiate the firm from competitors and attract potential customers. While factors such as due dates, media selection, and personal usage of the product may be important considerations, they are secondary to defining the key message and value proposition to be conveyed through the advertising campaign.

Question 18

Each year in December,Anheuser-Busch runs television ads featuring the Clydesdale horses pulling a stagecoach with an Anheuser-Busch logo.The message is low-key,wishing everyone well during the holiday season.This is an example of __________ advertising.

Accepted Answer

The ad's purpose is to remind viewers of the Anheuser-Busch brand during the holiday season, rather than persuade them to buy the product or inform them about its features. Therefore, it falls under the category of reminder advertising.

Question 19

Neville is trying to create an advertising message that tells consumers how his company's cell,pager,instant messaging,and Internet services differ from other alternatives in the market.Neville is trying to create a(n):

Accepted Answer

Neville is trying to create a unique selling proposition (USP), which is a statement that communicates the unique benefits of a product or service that sets it apart from competitors. This helps to differentiate the company and its offerings in the minds of consumers.

Question 20

Regardless of the objective of the advertising campaign,each campaign's objectives must be:

Accepted Answer

Objectives of an advertising campaign should be specific and measurable so that the effectiveness of the campaign can be evaluated. It helps in determining the success of the campaign and in making adjustments if necessary. Sincere objectives might not be measurable, consistent objectives might not be specific, and objectives can be both informative and persuasive. The push and pull strategy are not relevant to the objective's measurability.

Quiz 17: Advertising, Public Relations, and Sales Promotions