Question 1

Loyalty programs are sales promotions designed to retain current customers and encourage multiple purchases over time with the promise of a reward or premium.

Accepted Answer

Loyalty programs are specifically designed to retain current customers and incentivize them to make repeat purchases by offering rewards or benefits.

Question 2

Public service announcements (PSAs)typically focus on social marketing objectives.

Accepted Answer

PSAs are usually created to promote social causes, encourage behavioral changes, or raise awareness about health or safety issues. These objectives fall under the umbrella of social marketing, which aims to use marketing principles and techniques to deliver social benefits to the target audience and society at large. Therefore, PSAs typically focus on social marketing objectives.

Question 3

The target audience for advertisers is not always the same as current users of the product.

Accepted Answer

Advertisers may target individuals who have not yet tried or are unaware of the product in order to expand their customer base.

Question 4

A television ad showing a crowd holding candles and singing "I'd like to teach the world to sing," followed by the words "Happy Holidays from your Coca-Cola bottler," is an example of reminder advertising.

Accepted Answer

Reminder advertising aims to remind customers about a product or brand that they already know about. The Coca-Cola ad in question is reminding customers about the brand and wishing them happy holidays, without necessarily promoting a new product or sale.

Question 5

Beverage companies often pay movie producers to have their products used and shown in movies.This is an example of product placement.

Accepted Answer

Product placement is a marketing strategy where brands pay to have their products prominently featured or used in movies, TV shows, or other forms of media. Beverage companies are one of the most common types of brands that engage in product placement in movies.

Question 6

An advertising campaign's objectives should be specific and measurable.

Accepted Answer

Objectives that are specific and measurable make it easier to evaluate the success of an advertising campaign and make necessary adjustments.

Question 7

The key to a successful emotional appeal is to create a bond between the consumer and the brand.

Accepted Answer

Emotional appeals are designed to create a connection with the consumer, and foster a sense of loyalty or trust towards the brand. This connection can be established through shared values, relatable experiences, or feelings of empathy and understanding. By building a strong emotional bond with their audience, brands can cultivate a devoted customer base that is more likely to choose their products or services over competitors'.

Question 8

Although it is usually brief,the role of the subhead in print advertisements is to provide additional product information.

Accepted Answer

The subhead is a short line of text that appears below the headline and provides more information about the product or service being advertised. It is meant to grab the reader's attention and encourage them to read on.

Question 9

An advertisement stating "Buy now: no money down" is a persuasive-type ad.

Accepted Answer

This is a persuasive-type ad because it uses the persuasive technique of making it easier for the consumer to buy the product by eliminating the upfront cost. By offering "no money down," the advertiser is hoping to reduce the barrier to entry and encourage customers to make a purchase.

Question 10

The primary federal agencies that regulate advertising activities in the United States are the Fed,FEMA,and the FCC.

Accepted Answer

The primary federal agencies that regulate advertising activities in the United States are the Federal Trade Commission (FTC) and the Federal Communications Commission (FCC).

Question 11

Isaac wants to measure the effectiveness of his company's advertising campaign.To do so,Isaac will have to assess elements of the campaign before,during,and after the campaign runs.

Accepted Answer

To measure the effectiveness of an advertising campaign, it is important to assess the elements of the campaign before it runs to establish a baseline, during the campaign to make adjustments if necessary, and after the campaign to determine its impact.

Question 12

When businesses support cultural or sporting events,such as the Capital One Orange Bowl football game,this is known as cause-related marketing.

Accepted Answer

Cause-related marketing involves a partnership between a business and a nonprofit organization to promote a social or charitable cause, whereas sponsoring events like the Capital One Orange Bowl is considered event sponsorship or sports marketing.

Question 13

An iPad mini advertisement appearing in the New York Times is an example of using a niche media channel.

Accepted Answer

The New York Times is a mainstream media channel with a broad audience, not a niche media channel.

Question 14

Public service announcements (PSAs)represent a form of sales promotion.

Accepted Answer

Public service announcements (PSAs) are intended to inform or educate the public on issues of public interest, not to promote sales or commercial products.

Question 15

Contests and sweepstakes are both forms of sales promotions,but a contest requires some sort of skill or effort,while a sweepstakes is a drawing of entrants' names.

Accepted Answer

Contests often require entrants to perform a task or exhibit a skill, such as submitting a photo or writing a caption, while sweepstakes typically just require an entry form to be completed.

Question 16

Puffery is not always illegal in the United States under state and federal law.

Accepted Answer

Puffery, which is exaggerated advertising language that is not meant to be taken literally, is not always illegal in the US. While it can be considered deceptive if it makes false or misleading claims about a product or service, some level of puffery is generally considered acceptable in advertising. However, the line between acceptable puffery and illegal false advertising can be a fine one, and businesses need to be careful to avoid making false or misleading claims in their marketing.

Question 17

One problem facing advertisers is that consumers screen out messages that are not relevant to them.

Accepted Answer

Consumers today are constantly bombarded with advertisements and promotional messages. As a result, they have become skilled at screening out messages that are not relevant to them. This means that advertisers need to create more personalized and targeted ads if they want to grab consumers' attention and engage with them effectively.

Question 18

A pulsing advertising schedule uses periods of heavy advertising followed by periods of no advertising.

Accepted Answer

The answer of A pulsing advertising schedule uses periods of...

Question 19

Glenn is trying to promote his new,self-published financial guidebook.By directly promoting it to readers in the Wall Street Journal,he is using a push strategy.

Accepted Answer

A push strategy involves promoting products through distribution channels to reach consumers, not directly to consumers as Glenn is doing.

Question 20

The three general objectives of advertising are to select,target,and promote.

Accepted Answer

The three general objectives of advertising are to inform, persuade, and remind consumers about a product or service.

Quiz 18: Advertising, Public Relations, and Sales Promotions