Ads

13. Some puffery (for example, "made from the best stuff on earth" in Snapple ads) is OK because:

A reasonable person is not mislead by it

9. Which of the following is an argument against measuring advertising effectiveness?

All of the above

15. Using the exact same ad message in different countries

Allows for more consistent brand image

4. Public relations and publicity

Are often less expensive than advertising

10. Which of the following is an advantage associated with positive publicity?

Avoidance of ad clutter

1. Marketers have found it the most difficult to ____ on the internet

Build new brands

5. Publicity

Can be credible for new products

6. What factors are most important for an international advertising campaign?

Demographic and economic issues

8. Which of the following is an advantage of global advertising?

Economies of scale in ad distribution

7. Which is an example of advertising self-regulation?

Fox tv won't run condom commercials

18. Paid search marketing through Google

Involves bidding on search terms

14. Which of the following is true in international advertising?

Major advertisers such as coca cola spend more on advertising outside the US than inside the US

2. Sales promotions...

May not increase profits

11. A good strategy for a marketer (such as VW) to sell products in small, nearby countries with large economic differences is to

Sell similar products at different prices using different brand names in the various countries

16. Sales promotions may be more effective for marketers when

Stores buy extra product at the promoted price and sell it later at the regular price

12. Which of the following groups has a direct and important role in the self-regulation of advertising?

The media

17. Memory measures are used in ad effectiveness research because

They can reflect the amount of attention an ad received

3. Sales promotions often result in...

lower consumer prices