Question 1

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 of her company's laptop computers and the relative advantages of her products as compared to other offerings in the market. This indicates that she wants to provide informative messages to her consumers, making her appeal informational.

Question 2

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

Accepted Answer

Niche media allows marketers to focus on narrow audience segments, which can lead to more targeted messaging and a higher likelihood of reaching the desired audience. Mass media, on the other hand, tends to have a broader reach but may not be as effective in reaching a specific target market. Choice A is incorrect because niche media typically has a smaller audience than mass media. Choice B is incorrect because major events like the Super Bowl are typically associated with mass media rather than niche media. Choice D is incorrect because cooperative advertising space is not unique to niche media. Choice E is not necessarily true, as it depends on the specific niche media and the advertising budget of the marketer.

Question 3

The advertising message "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 suggests that consumers are looking for a solution (quarter-inch holes) rather than just a product (quarter-inch drill bits). Therefore, advertising messages should focus on solving problems for consumers.

Question 4

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 advertisement is not providing specific information about the car, but is instead using images and emotions to create a desire for the car. Therefore, the ad has emotional appeal.

Question 5

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

Accepted Answer

The word "expense" and the mention of it being in the advertising budget suggest that the missing word refers specifically to the purchase of advertising space. "Media buy" is the term used to describe this expense.

Question 6

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

Accepted Answer

An emotional appeal speaks to consumers' emotional desires, such as the need for love, belonging, status, and excitement. In contrast, an informational appeal provides consumers with facts and data to fulfill their utilitarian needs, such as the need to solve a problem, make a rational choice, or gain knowledge. A good advertising campaign often combines both emotional and informational appeals to persuade consumers effectively.

Question 7

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 is appealing to consumers' emotions by playing on their fear of having their home burgled.

Question 8

Generally,which of the following media outlets relies on a mix of visual and auditory techniques and is typically very expensive?

Accepted Answer

Television relies on a mix of visual and auditory techniques, which makes it expensive due to the cost of producing visual content and hiring on-air talent. Internet, newspaper, radio, and billboards all have various forms of visual and/or auditory content, but they are not typically as expensive as producing television content.

Question 9

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 media plan refers to the specific details of how the media mix will be executed, while a media buy refers specifically to purchasing advertising space/time in a specific medium. The other answer choices, communications tactical plan and communications operational plan, refer to broader plans for the overall communication strategy and do not specifically address the media mix.

Question 10

Neville is trying to create an advertising message that tells consumers how his company's cellular 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, which is a statement that communicates the unique benefits or features of a product or service that differentiates it from competitors.

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 provide consumers with facts and strong arguments to help them make informed purchase decisions.

Question 12

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. Emotional appeals aim to establish a connection with the audience, making the brand more relatable and memorable. This connection can lead to greater brand loyalty and drive sales. Making consumers cry or delivering a logical message alone may not necessarily create this bond.

Question 13

Which of the following is the least common emotional appeal for advertisers?

Accepted Answer

Anger is the least common emotional appeal used in advertising because it can create negative associations with the brand and is less likely to encourage positive consumer behavior.

Question 14

__________ is a particularly good advertising medium for groceries and fast food.

Accepted Answer

The answer of __________ is a particularly good advertising medium...

Question 15

An advertisement for Titleist golf balls that airs on the cable television network Golf Channel is an example of which type of media channel?

Accepted Answer

The Golf Channel caters specifically to golf enthusiasts, making it a niche media channel. The Titleist advertisement would be targeted towards this specific audience, rather than a mass audience that may not have a strong interest in golf.

Question 16

Which of the following is the best example of a mass media advertising channel?

Accepted Answer

USA Today is a national newspaper with a wide circulation and audience, making it an example of a mass media advertising channel. The other options have more niche audiences and may not reach as large of a population.

Question 17

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. He wants to highlight the advantages of choosing his travel packages over those of his competitor.

Question 18

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 magazine, Internet, and direct mail advertising represents the media mix that Microsoft is using to promote its new version of Windows.

Question 19

The content of an advertising message is closely tied to

Accepted Answer

The characteristics of the media selected to carry the message are important as they will determine the format, tone, and timing of the advertising message. The content must be tailored to fit the medium, whether it is television, print, radio, or digital, in order to effectively reach the target audience.

Question 20

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 message resonates with consumers because it promises consistently low prices, which they perceive as valuable. It is not necessarily unique to the industry, as other retailers also offer low prices, and it is not variable over time since it is meant to be a consistent strategy. It is also not a one-time message, as Walmart has been using it as its slogan for decades. While sustainability is not directly related to its effectiveness, Walmart's low price strategy has been sustainable for a long time.

Quiz 18: Advertising, Public Relations, and Sales Promotions

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.