Marketing Chapter 15 pt 1
10) When the advertising objective is to build primary demand for a new product category, ________ advertising will most likely be used. A) persuasive B) informative C) comparative D) patronage E) institutional
B
34) Which message execution style depicts average people using a product in an everyday setting? A) lifestyle B) scientific evidence C) slice of life D) personality symbol E) testimonial evidence
C
17) Which of the following may require heavy advertising in order to be set apart from similar products? A) undifferentiated brands B) specialty brands C) international brands D) mature brands E) high-share brands
A
23) The Internet, video on demand (VOD), and DVD rentals present which of the following problems for marketers? A) Consumers are watching less television. B) Consumers cannot focus on specific messages due to advertising clutter. C) Audiences are less interested in media consumption. D) Consumers have more choices about what to watch or not watch. E) Television advertising is becoming more expensive.
D
29) Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals. A) consumer trends B) competitors' weaknesses C) competitors' strengths D) customer benefits E) consumer emotions
D
15) After determining its advertising objectives, the company's next step in developing an advertising program is to ________. A) set its advertising budget B) determine the media vehicle C) use cash rebate offers D) plan its advertising campaign E) develop its message strategy
A
20) Which of the following is an element of developing an advertising strategy? A) selecting advertising media B) using sophisticated statistical models C) setting advertising objectives D) evaluating advertising campaigns E) setting the advertising budget
A
24) Which of the following represents the merge between advertising and entertainment? A) Madison & Vine B) Wall St. & Fifth Ave C) buzz marketing D) podcasting E) webisodes
A
26) Product placement in television programs and movies is an example of ________. A) branded entertainment B) advertainment C) direct marketing D) message execution E) sales promotion
A
31) 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. A) creative concept B) customer strategy C) customer benefit D) execution style E) media vehicle
A
38) Which execution style presents survey evidence that a brand is better than other brands? A) scientific evidence B) testimonial evidence C) endorsement D) technical expertise E) slice of life
A
45) ________ is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time. A) Reach B) Qualitative value C) Format D) Premium E) Frequency
A
50) Cell phones are one type of ________. A) digital media B) consumer-generated media C) outdoor media D) indirect media E) traditional media
A
6) Advertising ________ define the task that advertising must accomplish with a specific target audience during a specific period of time. A) objectives B) budgets C) strategies D) campaigns E) evaluations
A
9) What is one of the primary goals of reminder advertising? A) maintain customer relationships B) build brand preference C) correct false impressions D) inform the market of a price change E) restore company image
A
19) Which of the following is the most likely result of reducing brand-building advertising for a product? A) reduced short-term sales B) reduced long-term market share C) improved brand image D) increased short-term sales E) increased long-term market share
B
25) The goal of ________ is to make an advertisement so useful or entertaining that people want to watch it. A) branded entertainment B) advertainment C) audience engagement D) continuity scheduling E) pulse scheduling
B
28) What is the term used to describe the idea that will be communicated to consumers through an advertisement? A) advertising appeal B) message strategy C) consumer-generated message D) creative concept E) message execution
B
3) Advertising is used mostly by which of the following? A) governments B) business firms C) social agencies D) independent professionals E) not-for-profit organizations
B
30) ________ tend to be straightforward outlines of benefits and positioning points that the advertiser wants to stress. A) Promotion mix plans B) Message strategy statements C) Creative concept strategies D) Big idea statements E) Branded entertainment plans
B
32) The big idea or the creative concept may emerge as a(n) ________, a phrase, or a combination of the two. A) appeal B) visualization C) differentiation D) strategy E) evaluation
B
41) What is the first element that a reader notices in a print ad? A) copy B) illustration C) headline D) slogan E) color
B
42) An amateur 30-second video telling the story of online crafts marketplace Etsy.com exemplifies which growing trend in advertising? A) YouTube webisodes B) consumer-generated messages C) crowdsourcing campaigns D) consumer-driven promotions E) competitive consumer messages
B
49) For many years, ________ dominated the media mix used by national advertisers. A) radio and television B) television and magazines C) direct mail and billboards D) radio and digital media E) newspapers and direct mail
B
5) Competitive parity and objective-and-task are two options for ________ made when developing an advertising program. A) sales objectives B) budget decisions C) message decisions D) media decisions E) advertising evaluations
B
1) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________. A) sales promotion B) direct marketing C) advertising D) personal selling E) public relations
C
12) Persuasive advertising becomes ________ advertising when a company directly or indirectly compares its brand with one or more other brands. A) informative B) reminder C) comparative D) POP promotion E) institutional
C
18) Some large corporations have developed ________ to help determine the optimal investment across various media; such tools are useful when determining the relationship between promotional spending and brand sales. A) impact studies B) sales techniques C) statistical models D) advertising budgets E) advertising strategies
C
2) A company's total marketing communications package consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________. A) the communications method B) integrated marketing C) the promotion mix D) competitive marketing E) target marketing
C
33) Which of the following are the three characteristics an advertising appeal should have? A) engaging, informative, and stylish B) trendy, compelling, and appealing C) meaningful, believable, and distinctive D) unique, emotional, and entertaining E) humorous, memorable, and interesting
C
36) Advertisements built around dream themes use which type of execution style? A) mood or image B) musical C) fantasy D) lifestyle E) personality symbol
C
39) Some advertisers use edgy humor in their advertisements in order to break through the commercial clutter. This is an example of an advertisement's ________. A) format B) execution style C) tone D) image E) message strategy
C
40) Illustrations, the headline, and the copy are three ________ elements of an advertisement. A) tone B) mood C) format D) reach E) execution style
C
46) The number of times an average person in the target market is exposed to an ad is known as the ________. A) impact B) reach C) frequency D) exposure E) engagement
C
47) The advertiser must decide on the ________, or desired media impact, of a message in a specific medium. A) reach B) illustration C) qualitative value D) exposure costs E) frequency
C
7) An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________. A) convince B) compete C) remind D) explain E) encourage
C
13) What is a potential problem associated with comparative advertising? A) Consumers confuse the positive and negative aspects of the brands involved in the ad war. B) Competitors develop new and improved products in an attempt to win the advertising contest. C) Consumers are bombarded with competing ads, which cause them to leave the market completely. D) Competitors respond with their own ads, which often result in negative publicity for both brands. E) Consumers alternate between competing products and never develop brand loyalties.
D
14) A product in the maturity stage will often require ________ advertising. A) informative B) comparative C) persuasive D) reminder E) cooperative
D
35) Which message execution style focuses on the company's skill and knowledge in making the product? A) endorsement B) scientific evidence C) slice of life D) technical expertise E) testimonial evidence
D
4) Reach, frequency, and impact are all ________ made when developing an advertising program. A) sales objectives B) budget decisions C) message decisions D) media decisions E) advertising evaluations
D
44) All of the following are major steps in advertising media selection EXCEPT ________. A) deciding on reach, frequency, and impact B) choosing among major media types C) selecting specific media vehicles D) deciding on format elements E) choosing media timing
D
48) Of the following, which is most difficult for advertisers to measure? A) reach B) frequency C) click-through rates D) media engagement E) media impact
D
8) Which of the following is an objective of informative advertising? A) build brand preference B) change customer perceptions of brand value C) encourage customers to switch brands D) suggest new uses for a product E) keep brand in customer minds during off-seasons
D
11) ________ advertising becomes more important as competition increases. The company's objective is to build selective demand. A) Reminder-oriented B) Informative C) POP promotion D) Patronage E) Persuasive
E
16) All of the following require high advertising budgets EXCEPT ________. A) products in competitive markets B) undifferentiated brands C) new products D) low-share brands E) mature brands
E
21) Soaring media costs, focused target marketing strategies, and the growing array of new media have increased the importance of ________. A) indirect marketing B) competitive parity C) humor in advertisements D) branded entertainment E) media planning
E
22) To be successful, an advertisement must ________. A) guarantee the highest quality product B) offer the highest quality service C) reach consumers frequently D) promise the lowest market price E) gain the attention of consumers
E
27) Branded Coca-Cola cups have been prominently featured on episodes of American Idol. This is an example of ________. A) advertising B) sponsorship C) consumer-generated messages D) sales promotion E) product placement
E
37) The AFLAC duck and Tony the Tiger are examples of ________ used in successful advertising campaigns. A) brand names B) creative endorsements C) fantasy figures D) celebrity spokespeople E) personality symbols
E
43) How can consumer-generated ads benefit companies and their products? A) Consumers trust the opinions of people similar to themselves. B) Viewers find user-generated advertisements more humorous than professional ads. C) Consumer criticism of a competitor's product is believable and valuable. D) Viewers enjoy participating in product contests and being in commercials. E) Consumers become engaged in the product and consider its value in their lives.
E
