Question 1

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 the advertising budget is typically the media buy, which refers to the purchase of advertising space or time in various media outlets such as television, radio, print, and online. Making this decision can be nerve-wracking, as it requires careful consideration of budget, target audience, and campaign goals.

Question 2

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 designed to appeal to consumers' emotions by tapping into their fears. This is an example of an emotional appeal.

Question 3

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 use the emotion to create a bond between the consumer and the brand. This emotional connection can lead to brand loyalty and repeat purchases. Making consumers cry or delivering a logical message may not necessarily create this bond. Similarly, balancing social marketing with product-focused advertising may not be as effective in creating an emotional connection as solely focusing on the emotional appeal. Thinking about the benefits of the product may be a logical response, but it may not necessarily create the emotional connection that is necessary for a successful emotional advertising appeal.

Question 4

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

Accepted Answer

An emotional appeal targets the consumers' emotional desires, attempting to evoke feelings that will lead to a purchase, while an informational appeal addresses the consumers' utilitarian needs by providing factual information and logical reasons to buy the product.

Question 5

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

Accepted Answer

USA Today is a daily national newspaper, which has a large circulation and covers a wide range of topics, making it a prime example of a mass media advertising channel.

Question 6

_______ channels are used to reach a broad audience; _______ channels are used to reach a narrower segment of consumers.

Accepted Answer

Mass media channels, such as television, radio, and newspapers, are used to reach a broad audience. Niche media channels, such as industry publications, targeted social media ads, and specialized websites, are used to reach a narrower segment of consumers who are interested in specific topics or products.

Question 7

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

Accepted Answer

The Golf Channel network is a specialized niche channel that targets golf enthusiasts. Therefore, an advertisement for Titleist golf balls aired on this channel is an example of niche media channel advertising.

Question 8

_______ refers to the process of evaluating and selecting the ________.

Accepted Answer

Media planning involves evaluating and selecting the appropriate combination of media outlets (media mix) to achieve marketing objectives.

Question 9

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

Accepted Answer

Anger is the least likely common emotional appeal for advertisers because it can create a negative association with the product or brand. Most advertisers prefer to evoke positive emotions like humor, love, or nostalgia, or use fear in a way that leads to a solution provided by their product, rather than anger which might alienate potential customers.

Question 10

Advertising in which medium relies on a mix of visual and auditory techniques?

Accepted Answer

Television advertising relies on both visual and auditory techniques to communicate the message to the audience.

Question 11

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

Accepted Answer

The media mix refers to the combination of media used and the frequency of advertising in each medium. This is a crucial aspect of the overall marketing communication plan as it determines where and how often the target audience will be reached. Media plan, media buy, communications tactical plan, and communications operational plan all refer to specific components within the overall marketing communication plan and do not fully capture the concept of the media mix.

Question 12

The content of an advertising message is closely tied to

Accepted Answer

The content of an advertising message needs to be adapted to the media selected to carry it. Different media allow for different creative approaches, such as the use of visuals, sounds or text length. Therefore, the characteristics of the media selected will heavily influence the message content. The other options listed do not have as direct an impact on the content of the message.

Question 13

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 is focusing on communicating the key benefits of his travel packages, which suggests an informational appeal that aims to provide factual information and educate his target audience about the advantages of choosing his services over the competition.

Question 14

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

Accepted Answer

Niche media allows marketers to tailor their messages to specific audiences, which can be more effective than a one-size-fits-all approach in mass media. This allows for greater personalization and relevance to the target audience.

Question 15

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

Accepted Answer

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

Question 16

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, including moving images, sound, and graphics, which makes it a very expensive medium compared to others like radio or print media.  Additionally, TV ads often require high production costs, which contributes to its high cost.

Question 17

__________ 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 factual information and strong arguments to help them make purchase decisions. This is done by explaining the key benefits of the firm's products and services in advertising messages. Emotional appeals, on the other hand, focus on eliciting an emotional response from consumers, while institutional appeals aim to build brand awareness and loyalty. Reminder appeals are used to reinforce a brand's presence in the mind of the consumer, while niche marketing appeals target specific groups of consumers with unique needs and interests.

Question 18

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 tangible features and relative advantages, which falls under informational appeal. The aim is to provide factual information to help consumers make informed decisions.

Question 19

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 appeals to emotions by using attractive people and appealing scenery to create a desirable image associated with the car.

Question 20

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 is known as Microsoft's media mix.

Quiz 19: Advertising,public Relations,and Sales Promotions