Question 1

The __________________ is the combination of media used and the frequency of advertising in each medium.

Accepted Answer

The media mix is the combination of media used and the frequency of advertising in each medium. The other options are either too specific (media buy) or more encompassing (media plan, communications tactical plan, communications operational plan).

Question 2

______________________ 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 relevant information and facts about the product or service, helping them make an informed purchase decision. It focuses on explaining key benefits and features without relying on emotions or strong arguments.

Question 3

Automobile manufacturers often use television advertising showing an attractive man or woman driving the manufacturer's stylish new car on a winding road along an ocean vista.These types of ads have ________________ appeal.

Accepted Answer

The ad is meant to create an emotional appeal by showing an attractive person driving the car in a beautiful setting, evoking feelings of desire and aspiration.

Question 4

An emotional appeal aims to satisfy consumers'_______________,while an informational appeal speaks to consumers'____________________.

Accepted Answer

The answer of An emotional appeal aims to satisfy consumers'_______________,while...

Question 5

_____________ advertising has the disadvantages of long lead times and relative inflexibility.

Accepted Answer

Magazines have the disadvantage of long lead times, as they are typically printed well in advance of their distribution date. They also have relative inflexibility, as changes cannot be made once the publication has been printed.

Question 6

When Microsoft introduces a new version of its Windows operating system,it typically uses selected magazine,Internet,and direct mail advertising.This combination of advertising outlets represents Microsoft's:

Accepted Answer

The combination of advertising outlets listed represents Microsoft's media mix, as it consists of a variety of different advertising channels.

Question 7

The content of an advertising message is closely tied to:

Accepted Answer

The characteristics of the media selected to carry the message have a significant impact on the content of the advertising message. For example, the message format for a television commercial may differ from that of a print ad, as the former is more visual and requires a different approach to storytelling. Similarly, the messaging in a social media ad would differ from that of a billboard. Hence, the choice of media influences the content of the advertising message.

Question 8

Ashley was nervous about making the ___________.She knew it was likely to be the largest expense in the advertising budget.

Accepted Answer

The largest expense in advertising budget is typically the media buy, which refers to the purchase of ad space or time on various media platforms. Ashley's nervousness about making this decision indicates that she is likely considering this option.

Question 9

Danielle is creating an advertising message designed to appeal to consumers' fears of having their home broken into.Danielle's message will focus on a(n)______________ appeal.

Accepted Answer

Danielle's message is focused on appealing to consumers' fears, which is an emotional appeal. She is not providing informational or institutional advertising, nor is she using niche marketing or reminder advertising.

Question 10

Estella is trying to create an advertising message that communicates the tangible features of her company's laptop computers,telling consumers about the relative advantages of her products as compared to other offerings in the market.Estella is trying to create a(n)__________________ appeal.

Accepted Answer

Estella is trying to communicate the tangible features and advantages of her company's laptop computers, which falls under the informational appeal. The aim of informational advertising is to provide facts and information about a product or service to persuade consumers to buy it.

Question 11

_____________ advertising has the disadvantages of placement problems in some markets,being difficult to target,and offering only short exposure.

Accepted Answer

Outdoor advertising, such as billboards, has the disadvantage of placement problems in some markets (e.g. areas with no major roads or highways), being difficult to target specific demographics or locations, and offering only short exposure as people drive or walk by quickly. Therefore, it may not be the best choice for all advertising campaigns.

Question 12

Jamara knows that his spring-break travel packages are the best deal on campus.He also knows his competitor is sloppy,often waiting until the last minute to provide the needed tickets and documents to students buying his island packages.Jamara wants to develop an advertising message that emphasizes the key benefits he provides.He will develop a(n)____________________ appeal.

Accepted Answer

An informational appeal focuses on providing factual information about a product or service, which is exactly what Jamara wants to do to emphasize the benefits he provides compared to his competitor. Jamara wants to highlight the fact that he provides the necessary tickets and documents in a timely manner, which is a factual benefit that he can communicate to potential customers.

Question 13

_____________ advertising has the advantages of being highly targeted and offering opportunities for personalization.

Accepted Answer

Direct mail advertising allows companies to send targeted messages directly to consumers who are likely to be interested in their products or services. It also offers the opportunity for personalization, such as addressing the recipient by name and tailoring the message to their specific interests or past purchase behavior.

Question 14

___________________ advertising has the disadvantages of increasing clutter and the use of ad blocking software.

Accepted Answer

Internet advertising has the disadvantages of increasing clutter and the use of ad blocking software. With the rise of digital media, there are now countless ads online, making it harder for any one ad to stand out. This has led to an increase in ad-blocking software, which can prevent ads from being seen altogether. In addition, the internet is also becoming more crowded, with more and more websites and social media platforms competing for attention. This makes it harder for advertisers to target their desired audience and get their message across effectively.

Question 15

One of the advantages of niche media is it often allows marketers to:

Accepted Answer

Niche media is targeted toward specific audiences, which allows marketers to tailor their messages and advertising to those particular groups. This allows for greater personalization and customization, which can lead to more effective marketing efforts. Niche media may not necessarily reach a larger audience than mass media, and while cooperative advertising is possible, it is not a distinguishing advantage of niche media. Major events like the Super Bowl may be used in both niche and mass media advertising.

Question 16

Which of the following is a mass media advertising channel?

Accepted Answer

All of these options (network television, Sports Illustrated, radio, and The New York Times) are mass media advertising channels, meaning they reach a large audience and are typically used for widespread advertising or marketing campaigns.

Question 17

_____________ advertising has the advantages of being linked to detailed content,flexible,and highly interactive.

Accepted Answer

Internet advertising allows for links to detailed content, it is flexible in terms of targeting specific audiences and adjusting the content to their needs, and it offers high levels of interactivity through features like clickable ads, videos, and social media integration.

Question 18

Generally,which of the following is the most expensive media buy?

Accepted Answer

Television is typically the most expensive media buy due to the high production costs and prime time advertising slots. Additionally, television ads have a wide reach and can target specific demographics, making it a desirable medium for advertisers despite the high cost.

Question 19

_____________ advertising has the advantages of being flexible,timely,and able to be localized.

Accepted Answer

The answer of _____________ advertising has the advantages of being...

Question 20

The key to a successful emotional advertising appeal is to use the emotion to:

Accepted Answer

The key to a successful emotional advertising appeal is to create a bond between the consumer and the brand. While emotions like happiness, sadness, fear, and anger can be used to evoke a response from the consumer, the ultimate goal is to create a connection between the consumer and the brand by tapping into their values and beliefs. By doing so, the consumer is more likely to remember the advertisement and feel positively about the brand, leading to increased loyalty and sales.

Quiz 18: Advertising,public Relations,and Sales Promotions