marketing chapter 15 final
Which of the following would most likely be included in the written materials prepared by PR professionals to reach and influence target markets?
annual reports
Persuasive advertising becomes ________ advertising when a company directly or indirectly compares its brand with one or more other brands.
attack
When a media planner determines whether an advertisement for diapers should be placed in Parents magazine or Sports Illustrated, the planner is evaluating the media vehicle's ________.
audience quality
Product placement in television programs and movies is an example of ________.
branded entertainment
Which of the following is an advantage of using newspapers as an advertising medium?
broad acceptability
Competitive parity and task methods are considered when making decisions about ________.
budget
When Verizon Wireless began offering the iPhone, it used its "Can you hear me now?" slogan to attack AT&T's rumored spotty service. This example best illustrates ________.
comparative advertising
Which of the following types of advertising will most likely result in an advertising war?
comparative advertising
Which of the following is illustrated by an amateur 30-second video, developed by a consumer, telling the story of an online crafts marketplace, Etsy.com?
consumer-generated messages
In the context of media timing, ________ means scheduling ads evenly within a given period.
continuity
The main block of text in a print ad is referred to as the ________.
copy
One of the functions performed by a PR department is ________, which involves working with donors or members of nonprofit organizations to gain financial or volunteer support.
development
In its advertisements, Timex promotes its affordable and sturdy watches. Fossil emphasizes style and fashion in its advertisements, and Rolex stresses luxury and status. These are all examples of ________ appeals.
distinctive
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?
informative advertising
Which of the following statements is most likely true of public relations?
it can have the same impact on public awareness as advertising at much lower costs
Which of the following statements about outdoor media is true?
it has good positional selectively
An ad for Athleta active wear shows a woman in a complex yoga pose and states: "If your body is your temple, build it one piece at a time." This ad uses the ________ execution style.
lifestyle
One of the functions performed by a PR department is ________, which involves building and maintaining relations with legislators and government officials to influence legislation and regulation.
lobbying
Which of the following statements about magazines as an advertising medium is true?
magazines have long ad purchase times
Which of the following best explains why public relations is often overlooked as a tool for supporting product marketing objectives?
many public relations professionals see their jobs as communicating and not brand buying
Which of the following most likely requires the smallest advertising budget?
mature brands
Which of the following are the three characteristics that an advertising appeal should have?
meaningful,believable, and distinctive
The decisions about reach, frequency, and impact of an advertisement fall into the category of ________ decisions.
media
Which term refers to the qualitative value of message exposure through a given medium?
media impact
30 Rock and BusinessWeek are both examples of ________—specific media within each general media type.
media vehicles
Which term refers to the general idea that will be communicated to consumers through an advertisement?
message strategy
________ tend to be straightforward outlines of benefits and positioning points that the advertiser wants to stress.
message strategy statements
Which of the following is a new digital medium that is used by advertisers to reach consumers directly?
mobile phone
Skoda used a hard rock version of Julie Andrews' track "My Favorite Things" by the band Sound Tree to promote the new model of Fabia. Which of the following message execution styles is illustrated in this example?
musical
A Spanish-language channel runs its ads only in Hispanic neighborhoods . This is an example of ________.
narrowcasting
Which of the following is an example of an audiovisual material used by PR professionals?
online videos
Taco Bell used a Chihuahua, a small dog, to represent its product. Which of the following message execution styles was used by Taco Bell?
personality symbol
The McDonald's fast-food restaurant chain uses Ronald McDonald, a clown character, as its primary mascot. Which message execution style is used by McDonalds?
personality symbol
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.
pres relations
Which of the following promotion tools involves building up a positive corporate image and handling unfavorable stories and events?
public relations
The National Pork Board developed "Pork. The Other White Meat" campaign. The campaign provided nutritional information and pork recipes in an attempt to encourage people to view pork as a tasty alternative to poultry and fish. Which of the following functions was the goal of this public relations campaign?
rebuilding consumer interest in pork
Which of the following would be the most likely result of slashing ad spending for a product?
reduced long-term market share
Which of the following is a disadvantage of using direct mail as an advertising medium?
relatively high cost exposure
An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________.
remind
A product in the maturity stage will most likely require ________ advertising.
reminder
Keeping the brand in a customer's mind during off-seasons is most likely a goal of ________ advertising.
reminder
Which message execution style involves presenting survey data indicating that a brand is better than other brands?
scientific evidence
Which of the following is a major element of developing an advertising strategy?
selecting advertising media
Audience quality, audience engagement, and editorial quality are most likely to be considered when a media planner ________.
selects a media vehicle
After determining its advertising objectives, a company's next step in developing an advertising program is to ________.
set an advertising budget
An ad for a new convection oven shows a busy professional woman using the convection oven to cook dinner for her family. Which of the following message execution styles is illustrated in this example?
slice of life
Which message execution style depicts average people using a product in an everyday setting?
slice of life
News conferences, press tours, and grand openings are examples of ________, a type of tool commonly used by public relations professionals.
special events
Which of the following is most likely an objective of informative advertising?
suggest new uses for a product
Which of the following message execution styles focuses on the company's skill and knowledge in making the product?
technical expertise
You want to advertise your new product. You want good mass marketing coverage and low cost per exposure. You also want to combine sight, sound, and motion and make the advertisement appealing to the senses. You should choose ________ as your advertising media.
television
Maybelline used Sarah Michelle Gellar, an actress, to endorse a new range of cosmetics. This message execution style is referred to as ________.
testimonial evidence
Advertising is used mostly by ________.
business firms
Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals.
customer benefits
Which of the following is a major step in advertising media selection?
determining rech, frequency, and impact
What is the first element that a reader most likely notices in a print ad?
illustration
To break through the clutter, many marketers have subscribed to a new merging of advertising and entertainment, dubbed ________.
madison & vine
Coca-Cola cups prominently featured on episodes of American Idol are an example of ________.
product placement
Which of the following brands most likely requires heavy advertising in order to be set apart from similar products?
undifferentiated brands
With the help of ________ systems, consumers can avoid watching ads.
DVR
Which of the following characterizes standardized global advertising?
a more consistent worldwide image
Which of the following is an objective of persuasive advertising?
change customer perceptions of product value
The term "media multitaskers" refers to ________.
people who absorb more than one medium at a time
In the context of media timing, ________ means scheduling ads unevenly over a given time period.
pulsing
Which of the following is most likely true about using a pulsing schedule for an ad?
the costs of advertising would be low
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 direct mail piece sent to selected students
The aim of ________ is to make an advertisement so useful or entertaining that people want to watch it.
advertainment
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.
advertising
Comparative advertising is also known as ________ advertising.
attack
Brands in a market with many competitors and high advertising clutter must ________.
be advertised more heavily to be noticed in the marketplace
Which of the following is a media measure?
click-through rate
To measure the ________ effects of an ad after it has aired, the advertiser can evaluate how the ad affected consumer recall, product awareness, and preference.
communication
Logos, uniforms, brochures, and company trucks are all examples of ________ materials that can be used to help a company create a visual image which the public can immediately recognize.
corporate identity
In an attempt to set the company apart from its competitors, Central Parcel Service (CPS) has its employees wear brown uniforms and drive brown trucks. What type of public relations tool is being used by CPS?
corporate identity materials
When selecting a media vehicle, the media planner looks both at the total cost of using a medium and at the ________.
cost per thousand persons reach
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.
creative concept
An IKEA ad shows consumers creating fanciful room designs with IKEA furniture, such as "a bedroom for a queen made by Bree and her sister, designed by IKEA." Which of the following message execution styles is illustrated in this example?
fantasy
Television, as a medium of advertisement, is characterized by ________.
fleeting exposure
An illustration, a headline, and a copy are the three ________ elements of an advertisement.
format
The number of times an average person in the target market is exposed to a message is known as the ________ of the message.
frequency
Describing available services and support is most likely a goal of ________ advertising
informative
When the advertising objective is to build primary demand for a new product category, ________ advertising will most likely be used.
informative
Which of the following is a major tool used by PR professionals?
news
The advertisements which use the AFLAC duck or Tony the Tiger are using the message execution style of ________.
personality symbols
Encouraging customers to switch brands is most likely the objective of ________ advertising.
persuasive
________ becomes more important as competition increases. With this type of advertising, a company's objective is to build selective demand.
persuasive advertising
The first step in creating effective advertising messages is ________.
planning a message strategy
In the context of media timing, the idea behind ________ is to advertise heavily for a short period to build awareness that carries over to the next advertising period.
pulsing
Which of the following statements is most likely true about radio as an advertising medium?
radio advertising is characterized by good local acceptance
You receive a report that 68% of your target market has been exposed to your ad campaign during a given period of time. Which of the following aspects of media selection is represented by this information?
reach
A pharmaceutical ad features a world-renowned heart surgeon describing the benefits of the medication. Which of the following message execution styles is illustrated in this example?
testimonial evidence
Which of the following is one of the primary goals of reminder advertising?
maintain customer relationships
________ 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 message execution styles features a highly believable or likable source endorsing the product?
testimonial evidence
Snappy Cameras is launching a new advertising campaign to demonstrate the high quality of its digital cameras. Which media option would give the audience the most control over exposure to the ads and interactive capabilities?
the internet
