Question 1

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) that sets his company's services apart from other alternatives in the market. A USP is a statement that communicates the unique benefit that a product or service offers to customers, and helps to differentiate it from competitors.

Question 2

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 advertising message admonition suggests that advertising messages need to focus on solving problems rather than solely promoting the features or quality of a product. It emphasizes the idea that consumers are looking for ways to solve their problems, and the product is just a means to that end.

Question 3

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

Accepted Answer

B2B marketing typically involves building relationships with customers through personal selling and direct communication. This approach is often more effective than advertising, which can be expensive and may not reach the desired target audience. Therefore, less money is often spent on advertising in B2B markets.

Question 4

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 products, which is an informational appeal. It focuses on providing factual information to consumers to educate them about the product's benefits and how it compares to alternatives in the market.

Question 5

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 designed to promote the image and reputation of raisins as a whole, rather than promoting a specific product or service (as in product-focused advertising). This falls under the definition of institutional advertising, which aims to build a brand or promote an organization's values or mission.

Question 6

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

Jamara wants to emphasize the key benefits he provides which suggests an informational appeal that focuses on providing facts and information about the benefits of his packages. Emotional appeal focuses on eliciting emotions from consumers while niche marketing is a segmentation strategy. Institutional appeal focuses on the reputation and trustworthiness of the company while reminder appeal simply reminds consumers about a product or service they may have already known.

Question 7

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 because it emphasizes the longevity and reliability of the business, reminding customers of its long-standing presence and reputation. The other options are more focused on selling a specific product or making a claim of superiority, rather than reminding customers of the brand's history or reputation.

Question 8

When developing an advertising message,the message should focus on

Accepted Answer

The advertising message should focus on solving problems for consumers. This will resonate with the target audience and persuade them to take action. Focusing on the producer or creating investment opportunities may not be relevant or appealing to the consumer. The advertising environment and niche media balance may be considerations, but they should not be the primary focus of the message.

Question 9

Reminder advertising is primarily used to

Accepted Answer

Reminder advertising is used to prompt repurchase of a product by keeping the brand name and product in front of the consumer's mind. It's typically used for products with short purchase cycles or that have a lot of competition.

Question 10

An advertisement featuring a cartoon Smokey the Bear saying "only you can prevent wildfires" is an example of a successful

Accepted Answer

The advertisement featuring Smokey the Bear is a public service announcement aimed at raising public awareness about preventing wildfires. It is not a push-and-pull advertisement, puffery campaign, sales promotion, or product-focused advertisement as it does not explicitly promote any product or brand.

Question 11

__________ 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 are focused on presenting facts and key benefits of a product or service to persuade consumers to make a purchase decision. These appeals help consumers become more informed and provide them with the information they need to make a decision based on the product's benefits and features.

Question 12

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 13

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 is not trying to inform or persuade the viewer to take any action or buy any product. It is simply reminding them of the Anheuser-Busch brand during the holiday season. This type of advertising is called reminder advertising.

Question 14

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

Accepted Answer

A public service announcement, or PSA, is an advertisement that focuses on public welfare issues such as health and safety. PSAs are typically sponsored by nonprofit organizations or government agencies and are intended to inform or educate the public on important issues rather than sell a particular product or service.

Question 15

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

Accepted Answer

Objectives of an advertising campaign need to be specific and measurable in order to track the success of the campaign and make necessary adjustments. Sincerity and emotion are important aspects of advertising, but they do not necessarily need to be objectives. Consistency with available media is important but is not the primary consideration for setting objectives. Advertising campaigns can be both informative and persuasive. A pull or push strategy may or may not be pertinent to a particular campaign.

Question 16

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. This is known as the "public service time" requirement and it varies based on the size of the market served by the station.

Question 17

Persuasive advertising is often used when competition

Accepted Answer

Persuasive advertising is most often used when competition is most intense. This is because the goal of persuasive advertising is to convince customers to choose one product over the other, and when competition is intense, customers have many options to choose from.

Question 18

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 Michelle Obama is a public service announcement, as it aims to educate and inform the public about the importance of teaching children good nutrition habits in order to address the issue of child obesity. It is not promoting any specific product, and it is not generated by consumers. It is also not a reminder advertising or a flighting campaign, as it is not focused on reminding consumers about a particular product or running a periodic advertising campaign for a specific time period.

Question 19

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

Accepted Answer

Walmart's "Everyday low prices" selling proposition is effective primarily because it is meaningful to the consumer. This proposition appeals to consumers who are looking for value and affordability in their purchases. It is a clear and simple message that resonates with a broad audience, making it an effective selling point for Walmart.

Question 20

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

Accepted Answer

Touting the key benefits of his firm's services should be the first consideration for Steve as it would help him to differentiate his firm from competitors and communicate the unique value it offers to potential customers. The due date for his contribution, media selection, and personal use of the product can be considered later in the campaign planning process. Examining competitors is also important but should not be the starting point as it can lead to imitation rather than innovation.

Quiz 19: Advertising,public Relations,and Sales Promotions