Chapter 15 Quiz Review

What is a potential problem associated with comparative advertising?

Competitors respond with their own ads, which often result in negative publicity for both brands

Which of the following represents the merge between advertising and entertainment?

Madison & Vine

________ tend to be straightforward outlines of benefits and positioning points that the advertiser wants to stress

Message strategy statements

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?

The costs of advertising would be low

The goal of ________ is to make an advertisement so useful or entertaining that people want to watch it

advertainment

Product placement in television programs and movies is an example of

branded entertainment

Companies are doing less ________ and more ________ as a result of an explosion of more focused media that better match today's targeting strategies

broadcasting; narrowcasting

Competitive parity and objective-and-task are two options for ________ made when developing an advertising program

budget decisions

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?

corporate identity materials

True or false? Direct mail is one of the least expensive media on a per exposure basis

false

True or false? In an attempt to change the perception that milk was unhealthy, the National Fluid Milk Processors Education Program established a sales promotion featuring celebrities with milk mustaches and the tag line "Got Milk?"

false

The number of times an average person in the target market is exposed to an ad is known as the

frequency

What is one of the primary goals of reminder advertising?

maintain customer relationships

Which of the following are the three characteristics an advertising appeal should have?

meaningful, believable, and distinctive

Reach, frequency, and impact are all ________ made when developing an advertising program

media decisions

The AFLAC duck and Tony the Tiger are examples of ________ used in successful advertising campaigns

personality symbols

________ advertising becomes more important as competition increases. The company's objective is to build selective demand

persuasive

Branded Coca-Cola cups have been prominently featured on episodes of American Idol. This is an example of ________

product placement

Scheduling ads unevenly, which is called ________, builds awareness that is intended to be carried over to the next advertising period

pulsing

The advertiser must decide on the ________, or desired media impact, of a message in a specific medium

qualitative value

________ 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

reach

Which of the following is the most likely result of reducing brand-building advertising for a product?

reduced long-term market share

After determining its advertising objectives, the company's next step in developing an advertising program is to ________

set its advertising budget

Which message execution style depicts average people using a product in an everyday setting?

slice of life

Which of the following is an objective of informative advertising?

suggest new uses for a product

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 ________

the promotion mix

Some advertisers use edgy humor in their advertisements in order to break through the commercial clutter. This is an example of an advertisement's ________

tone

True or false? P&G is the world's largest advertiser

true

True or false? The Butterball Turkey Talk-Line answers over 100,000 questions during November and December. The toll-free help line supplements the company's Web site and is a valuable public relations vehicle for Butterball.

true

True or false? The decision about which type of media to use for an ad campaign can be more critical than the decision about which creative elements to use

true