MKTG 351 Chapter 17 Practice Questions Test 4

Troy Products Company advertises a specific product heavily, and Carbone Products Company wants to offset the effects of that advertising. In this case, Carbone would MOST LIKELY employ_________ advertising. A) Competitive B) Pioneer C) Institutional D) Primary E) Target

A) Competitive

An advertising platform should consist of issues that are important to consumers. Selling features should be important to consumers and should be features that: A) Competitive products lack. B) Can be seen easily in a photograph. C) Are familiar concepts to those in the target market. D) Competitive products have as well. E) Are reasonably inexpensive to develop.

A) Competitive products lack.

A tool that allows an advertiser to compare the costs of several media vehicles within a specific medium relative to the number of persons reached by each vehicle is called a(n): A) Cost comparison indicator. B) Media comparison selector. C) Unit-price selector. D) Cost/Person index. E) Vehicle/Price indicator.

A) Cost comparison indicator.

As Oscar Meyer puts together its advertising campaign for the summer, it will need to keep in mind that its desire to use outdoor advertising will have strong effects on its selection of the advertising. A) Message B) Budget C) Platform D) Audience Analysis E) Objectives

A) Message

Which of the following is MOST commonly used type of publicity-based public relations tool? A) News release B) Captioned photograph C) Feature article D) Press conference E) Letter to the editor

A) News release

To determine how much money to spend on advertising, marketers for a new brand of caffeinated energy drink decided that they wanted the advertising to create awareness of the new flavor in 80 percent of the energy drink market within one month of introduction. The marketers then determined how much it would cost to reach this goal. This is an example of which one of the following approaches to determining advertising budgets? A) Objective-and-Task B) Percent of sales. C) Competition matching. D) Arbitrary allocation. E) Past-year comparison.

A) Objective-and-Task

Colin McKinney, director of marketing for Greenwald Industrial Products, complains to his advertising director that the continuing slump in orders has apparently been perpetuated by the firm's failure to have the necessary advertising expenditures. Based on this information, Greenwald is MOST LIKELY using the _________ approach to determine its advertising expenditures. A) Percent-of-Sales B) Objective-and-task C) Competition-matching D) Arbitrary E) Judgemental

A) Percent-of-sales

Brands that are promoted through comparative advertising are MOST LIKELY to be: A) Market leaders. B) Brands that are attempting to compete with market leaders. C) Primarily services rather than tangible goods. D) Attempting to compete on a non-price basis. E) Competing in a less competitive market.

B) Brands that are attempting to compete with market leaders.

Coors advertises that its beer is the only one that is kept cold from the brewery to the store. This type of advertising is called: A) Pioneer B) Competitive C) Comparative D) Defensive E) Institutional

B) Competitive

After developing the budget for advertising GEO automobiles, marketing managers at General Motors then determined what proportion of that budget would be spent on magazine, television, and radio advertisements based on the cost effectiveness of each. This subsequent allocation of the budget is known as a(n) _______ plan. A) Advertisement-allocation B) Media C) Arbitrary allocation D) Objective-and-task E) Percent-of-Sales

B) Media

Recognition and recall tests are posttest methods based on: A) Mail surveys B) Memory C) Inquiries D) Preferences E) In-depth interviews

B) Memory

Which of the following statements applies to media planning? A) Characteristics of the product are the most important consideration in selecting media for a campaign. B) The message content affects the types of media used for an advertising campaign. C) The location of the advertising target is irrelevant in media planning. D) Total media dollars spent on advertising have decreased over the last 30 years. E) Regardless of the message to be conveyed, newspapers are one medium that is appropriate for almost any circumstances.

B) The message content affects the types of media used for an advertising campaign.

Before launching a new advertising campaign, marketers for Healthy Choice frozen dinners must determine the selling points that they want to include in the advertisements. The identification and organization of these selling points is called the: A) Advertising appropriation. B) Objective-and-task approach. C) Advertising platform. D) Advertising objective. E) Advertising budget.

C) Advertising platform.

A major benefit of using event sponsorship is that it: A) Enhances personal selling efforts. B) Provides excellent support for advertisements. C) Can provide large amounts of free media coverage. D) Is cost-free. E) Neutralizes the effects of unfavorable public relations.

C) Can provide large amounts of free media coverage.

The target audience for an advertising campaign is the: A) Information base on which to develop the campaign. B) Geographic distribution of persons. C) People toward whom the advertisements are directed. D) Overall goal of the advertising campaign. E) Sales objective to be achieved by the campaign.

C) People toward whom the advertisements are directed.

When developing an advertising campaign, benchmarks need to be included in the: A) Campaign platform. B) Evaluation of the advertising effectiveness. C) Statement of advertising objectives. D) Media plan. E) Budget.

C) Statement of advertising objectives.

Measuring effectiveness during a campaign is usually accomplished by using: A) Pretests. B) Posttests. C) Consumer juries. D) Inquiries. E) Sales force surveys.

D) Inquiries.

First union bank airs a series of radio ads that claim, "We are the friendly bank." This campaign would BEST be described as _______ advertising. A) Pioneer B) Target C) Product D) Institutional E) Comparative

D) Instituitional

A marketer that wanted to include detailed information in advertisements would MOST LIKELY use: A) Radio B) Television C) Outdoor displays D) Magazines E) Mass transit

D) Magazines

Sony Corporation has a particular approach for determining its advertising appropriation. A problem with this technique, however, is that the people in the marketing department have difficulty estimating the level of effort needed to achieve certain goals. This problem is characteristic of the ________ approach. A) Reliable-appropriation. B) Match-competition. C) Arbitrary. D) Objective-and-Task. E) Percent-of-Sales.

D) Objective and task

The owner of a professional baseball team asks the account representative of an advertising agency to develop an advertising campaign to bring more teenagers to the ballpark. At this point, the account representative logically begins to discuss establishing ________ for the campaign. A) The target audience. B) A budget. C) A media plan. D) Objectives. E) Advertising directives.

D) Objectives

What is the primary justification marketers use for conducting recognition and recall tests? A) Researchers find that recalling an advertisement has a strong link to purchasing a product. B) People have unfavorable views of advertising and are unlikely to purchase advertised products. C) Consumers tend to enjoy participating in these tests and are likely to purchase the products as a result. D) People are more likely to buy a product they have seen advertised than one they have not seen advertised. E) There is a strong link between advertisement recall/recognition and word-of-mouth communications.

D) People are more likely to buy a product they have seen advertised than one they have not seen advertised.

The main problem with using the objective-and-task approach to setting an advertising budget is that: A) Sales create advertising rather than advertising creates sales. B) It often results in overspending or underspending of the firm's resources. C) It does not achieve full potential in terms of stimulating demand. D) The marketer may experience difficulty when trying to estimate accurately the level of effort needed to achieve goals. E)It is difficult to determine the objectives of the campaign.

D) The marketer may experience difficulty when trying to estimate accurately the level of effort needed to achieve goals.

The Bentley Agency placed $2500 in radio spots and $17500 in television spots for Darnell Insurance in June. For its efforts this month, the agency "traditionally" would receive _______ in compensation. A) $2,500 B) $10,000 C) $1,000 D) $5,500 E) $3,000

E) $3,000

The effectiveness of an advertising campaign can be measured: A) Only after the campaign has been carried out completely and results have been tabulated. B) Only before the campaign begins, to prevent unnecessary expenditures. C) During the campaign to determine whether more or less funds should be allocated, but not after the campaign. D) Several weeks after the beginning of the campaign to determine whether the campaign is headed in the right direction. E) Before, during and after the campaign through the use of pretests, inquiries, and posttests.

E) Before, during, and after the campaign through the use of pretests, inquiries, and posttests.

If Target were to base its advertising appropriation on the amount that WalMart spends, it would be using the ______ approach. A) Objective-and-Task B) Percent-of-Sales C) Industry-standard D) Arbitrary E) Competition-matching

E) Competition-matching.

Danielle Robinson, account representative for EXpert Advertising, tells D'Orazio Tile Products that she is proposing to use 5 full-page, four-color ads in home-decorating magazines to achieve an increase in consumer and builder inquiries of 15 percent. This approach is an example of which of the following methods of determining advertising expenditure levels? A) Competitive parity. B) Percent of sales. C) Arbitrary. D) Affordability. E) Objective-and-Task.

E) Objective-and-Task.

To announce its development of a solid fuel titanium rocket for the U.S. missile defense system, Unijet management feels it needs to get wide media coverage. Under these circumstances, which of the following would be its BEST alternative. A) Captioned photograph B) Feature article C) Editorial letters D) Television advertisement E) Press conference

E) Press conference