Ch. 15 Marketing Question Quiz

Advertising is used mostly by ________. independent professionals social agencies not-for-profit organizations business firms governments

business firms

After creating a message strategy statement, the advertiser must develop a compelling ________ that will bring the message strategy to life in a distinctive and memorable way. media vehicle creative concept customer strategy execution style customer benefit

creative concept

Advertising is a good way to ________, inform, and persuade. educate create define engage harvest

engage

An IKEA ad shows consumers creating fanciful room designs with IKEA furniture, such as "a bedroom for a queen made by Bree and her sister, designed by IKEA." Which of the following message execution styles is illustrated in this example? fantasy musical mood or image personality symbol lifestyle

fantasy

A Spanish-language channel runs its ads only in Hispanic neighborhoods. This is an example of ________. media multitasking broadcasting personal selling buzz marketing narrow programming

narrow programming

Advertising objectives should be based on the marketing mix, positioning, and ________. past decisions about the target market novelty of the product advertised costs of different media choices differentiation ability to create special events

past decisions about the target market

A product in the maturity stage will most likely require ________ advertising. covert comparative reminder informative persuasive

reminder

After determining its advertising objectives, a company's next step in developing an advertising program is to ________. evaluate the advertising campaign develop a message strategy use cash rebate offers determine the media vehicle set an advertising budget

set an advertising budget

A pharmaceutical ad features a world-renowned heart surgeon describing the benefits of a medication. Which of the following message execution styles is illustrated in this example? testimonial evidence personality symbol musical fantasy mood or image

testimonial evidence

Advertising has numerous goals. Which of the following is NOT one of those goals? to build or strengthen long-term customer relationships to help move consumers through the buying process to engage customers and change the way they think or feel about the brand to move people to immediate action to work with lobbyists and legislators in developing industry regulations

to work with lobbyists and legislators in developing industry regulations