101 chap 15

b

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

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

b

An ad for Mongoose mountain bikes shows a serious biker traversing remote and rugged but beautiful terrain and states, "There are places that are so awesome and so killer that you'd like to tell the whole world about them. But please, don't." This ad uses the ________ execution style. a. slice of life b. lifestyle c. fantasy d. scientific evidence e. personality symbol

b

An ad for a new convection oven shows a busy professional woman serving dinner to her family. The convection oven is seen in the background, and the headline reads, "The latest development in time travel." This is an example of what type of execution style? a. testimonial evidence b. slice of life c. fantasy d. scientific evidence e. mood or image

c

An advertisement for Adidas shoes features a guy dreaming he can outrun everything wearing his Adidas. It closes with the statement, "Impossible is nothing? This is an example of what type of execution style? a. mood or image b. musical c. fantasy d. slice of life e. scientific evidence

c

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

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

Apex detergent is relatively undifferentiated from two other detergent brands, Acme and Brighton detergents. Therefore, Apex is most likely to require which of the following? a. a different target market b. a new package c. heavy advertising to set it apart from others d. a higher price e. a slice-of-life style

a

Apple recently ran ads featuring real people who play the characters named "Mac" and "PC." This is an example of what type of execution style? a. personality symbol b. testimonial evidence c. scientific evidence d. lifestyle e. fantasy

c

Audience quality, audience engagement, and editorial quality are all considerations when a media planner ________. a. decides on media timing b. selects an execution style c. selects a media vehicle d. evaluates return on investment e. measures the communication effects of an advertisement

e

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

c

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

d

A product in the early maturity or decline stage may require ________ advertising. a. Informative b. Comparative c. Persuasive d. Reminder e. Cooperative

d

A product in the maturity stage will often require ________ advertising. a. informative b. comparative c. persuasive d. reminder e. cooperative

e

ABC Advertising Agency was recently hired to create an advertising campaign for a local water park. Since the park is only open during the spring and summer months, ________ plays a major role in the firm's decision about scheduling advertisements. a. media vehicles b. continuity c. audience quality d. audience engagement e. media timing

c

Advertisements built around dream themes use which type of execution style? a. mood or image b. musical c. fantasy d. lifestyle e. personality symbol

a

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

c

Capture Cameras is launching a new advertising campaign to demonstrate the quality of its digital cameras. Which media option would give the audience the most control over exposure to the ads? a. the Internet b. newspaper c. TV d. Radio e. billboard

a

Cell phones are one type of ________. a. digital media b. consumer-generated media c. outdoor media d. indirect media e. traditional media

d

Companies are doing less ________ and more ________ as a result of an explosion of more focused media that better match today's targeting strategies. a. marketing; personal selling b. advertising; public relations c. narrowcasting; broadcasting d. broadcasting; narrowcasting e. public relations; advertising

d

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

Franklin & Marshall College wishes to contact high school seniors at independent schools in Pennsylvania. Which of the following media would be most effective and efficient? a. a Facebook page for the college b. local newspapers ads throughout the state c. radio ads throughout the state d. a direct mail piece sent to selected students e. billboards throughout the state

e

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.

c

IAMS Pet Food runs a commercial on the Animal Planet cable channel during an episode of The Dog Whisperer. The advertising agency for IAMS is taking advantage of which of the following? a. prime time b. broadcasting c. narrowcasting d. media multitasking e. frequency and reach

d

If you are merely attempting to create consumer awareness toward your product, you will use ________ ads. a. informative b. persuasive c. reminder d. developmental e. cooperative

c

In an attempt to set the company apart from its competitors, United Parcel Service has its employees wear brown uniforms and drive brown trucks. What type of public relations tool is UPS using? a. buzz marketing b. corporate logos c. corporate identity materials d. product publicity e. public service materials

a

In its advertisements, Timex promotes its affordable and sturdy watches. This is example of ________ appeals. a. rational b. emotional c. believable d. entertainment e. distinctive

a

Kathy Champe, a public relations specialist for a regional chain of pharmacies, regularly contacts members of the local and state-wide media with information about community events and charity fundraisers sponsored by her company. This is an example of the ________ function of public relations. a. press relations b. product publicity c. public affairs d. lobbying e. development

d

Lobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is part of ________. a. direct marketing b. press relations c. press agencies d. public relations e. sales promotion

d

Logos, uniforms, brochures, and company trucks are all examples of ________ that can be used to help a company create a visual image for the public. a. direct marketing b. social marketing c. public service activities d. corporate identity materials e. buzz marketing materials

b

News conferences, press tours, and grand openings are examples of ________, a type of tool commonly used by public relations professionals. a. public service activities b. special events c. social networking d. development e. investor relations

d

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

c

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

a

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

d

Quaker Oats has been selling oatmeal for many years and is a trusted leader in the oatmeal market. What will be the most likely objective of advertisements for a new flavor of oatmeal being introduced by Quaker Oats? a. build a company image b. encourage customers to switch brands c. correct false impressions d. maintain customer relationships e. change customer perceptions

d

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

c

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

Suave ran ads featuring a woman with beautiful hair questioning "Suave or Matrix? Can You Tell?" This is an example of ________. a. informative advertising b. reminder advertising c. comparative advertising d. persuasive advertising e. buzz marketing

b

The advertising agency hired by Mrs. Brown's Cookie Company has developed a series of commercials about the new cookie flavors created by the company. The head of the marketing department thinks that pulsing would be the most appropriate way to schedule the commercials. What is the potential benefit of pulsing the cookie ads? a. The ads would achieve maximum awareness. b. The costs of advertising would be low. c. Audience quality can be evaluated. d. Ads can be modified for different demographics. e. Ad schedules can be adapted based on sales.

b

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

c

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

e

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

c

To measure the ________ of an ad after it has been aired, the advertiser can evaluate how the ad affected consumer recall, product awareness, and preference. a. sales effects b. profit effects c. communication effects d. reminder effects e. comparative effects

d

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.

a

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

b

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

e

When Maxwell House shows one of its buyers carefully selecting coffee beans, which type of execution style is being used? a. mood or image b. fantasy c. personality symbol d. musical e. technical expertise

a

When Procter & Gamble (P&G) developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. What type of campaign was most likely used by P&G for the Mr. Clean Magic Eraser? a. informative advertising b. persuasive advertising c. reminder advertising d. developmental advertising e. comparative advertising

c

When Taco Bell uses a Chihuahua, a small dog, to represent its product, which type of execution style is being used? a. mood or image b. fantasy c. personality symbol d. technical expertise e. musical

e

When a pharmaceutical ad includes a world-renowned heart surgeon describing the benefits of the medication, which type of execution style is being used? a. mood or image b. fantasy c. personality symbol d. musical e. technical expertise

d

When nonprofit organizations need financial or volunteer support, they often turn to public relations experts to help them in the area of ________. a. public affairs b. press relations c. investor relations d. development e. lobbying

a

When selecting a media vehicle, the media planner looks both at the total cost of using a medium and at the ________. a. cost per thousand persons reached b. cost of premium offers c. cost of the magazine it is using d. profit margin e. continuity cost

b

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

a

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

c

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

d

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

Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events? a. sales promotion b. personal selling c. direct marketing d. public relations e. advertising

c

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

d

Which of the following best explains why public relations is often overlooked as a tool for supporting product marketing objectives? a. Public relations departments are typically large divisions within corporations. b. The time and costs associated with public relations can be prohibitive. c. Public relations specialists lack the skills necessary to work with marketing experts. d. Many public relations professionals see their jobs as communicating, not necessarily brand building. e. The public relations department only wants to handle stockholders, employees, and government officials.

e

Which of the following functions is LEAST likely to be performed by a public relations department? a. product publicity b. development c. public affairs d. investor relations e. media vehicle selection

c

Which of the following is an example of user-generated content? a. Toyota's presence in online communities b. Nike's Nike Plus running Web site c. MasterCard's use of "Priceless" commercials shot by customers d. Neiman Marcus's InCircle Rewards program for its best customers e. The Lexus Covenant aimed at creating customer delight

d

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

b

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

a

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

d

You are looking to advertise your new product, and you want good mass marketing coverage and low cost per exposure. You should choose ________ as your advertising media. a. newspaper b. radio c. outdoor d. television e. direct mail

a

You receive a report that 68% of your target market has been exposed to your ad campaign during a given period of time. The information in the report relates to ________. a. Reach b. frequency c. impact d. engagement e. qualitative value

e

________ 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

a

________ 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

c

________ means scheduling ads evenly within a given period. ________ means scheduling ads unevenly over a given time period. a. Pulsing; Continuity b. Continuity; Hard hitting c. Continuity; Pulsing d. Pulsing; Hard hitting e. Sequencing; Routing

b

________ 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