Marketing Final #14
What is one advantage of television advertising? a. ability to reach wide and diverse audience b. commercial clutter c. long lead time d. low costs
A
Pepsi's advertising campaign that depicts people who mistakenly drink Coke as suddenly living a boring lifestyle, acting "square," or singing mellow, old songs, is an example of what type of advertising? a. comparative b. image c. pioneering d. institutional
A This comparative advertising names and shows Coke and contrasts it to the positive results of drinking Pepsi.
In the past, Miller Lite Beer relied on the slogan "Tastes great, less filling" to create which of the following? a. the company's unique selling proposition b. the company's basis for identification c. the company's promotional mix d. the company's differential attribute
A This slogan is so strongly associated with Miller Lite that it creates the beer's unique selling proposition.
A newspaper ad for General Mills cereal highlights its Box Tops for Education program in which General Mills donates cash to schools when the schools redeem box tops off General Mills cereal. What does this ad focus on? a. a product mission b. a product benefit c. a product attribute d. creating product loyalty
B The ad answers the customer's question, "What's in it for me?"
Which of the following is usually used as a basis used for making media mix decisions? a. audience income b. cost per thousand c. clutter d. media schedule
B The media schedule will be the result after the media mix decisions are made, based on the other factors.
What is Canada's top marketing communications service company, according to number of employees? a. DDB Canada b. Maritz Canada c. Cossette Communications d. Carlson Marketing Group Canada
C
A magazine ad for Baker's chocolate shows a picture of a luscious chocolate cookie and is headlined, "Love, cleverly disguised as chocolate." Which executional style is being used in this ad? a. fantasy b. demonstration c. humorous d. scientific
C The ad is intended as gentle humour
About how much TV per week do Canadians watch, on average a. 4 hours b. 21 hours c. 11 hours d. 41 hours
B
An ad for Kraft Easy Mac, six microwaveable snack packets of macaroni and cheese, asks, "Need a snack?" and responds, "Snack the Mac." What kind of an advertising appeal is this ad using? a. admiration b. convenience c. profit d. taste
B
Which type of media schedule is used for products in the latter stages of the product life cycle that are advertised on a reminder basis? a. unremitting b. continuous c. trailing d. intermittent
B
According to the text, which of the following statements about the selection of media for advertising is true? a. Creative work is finished before the media are selected. b. The appeal and executional style of the ad strongly affect the media selection. c. The media selection is typically unrelated to the advertising objectives. d. Creative planning for an ad that goes on a billboard is the same as the planning for an ad that runs on television.
B Advertising objectives strongly affect the media that are selected, as does the creative work, which cannot be finished until the media selection is made.
Creative work in an advertising campaign cannot be completed without knowing which message channel will be used to convey the message to the target market. What is the message channel? a. the appeal b. the product network c. the medium d. the executor
C
Ads for General Foods International Coffees all feature the slogan, "It stirs the soul." Given this information and the fact that the ads feature flowers, soft lights, and romantic settings, you know that these ads use which type of executional style? a. demonstration b. scientific c. mood d. lifestyle
C The ads build a mood around the coffee.
Those expensive Coke television ads featuring computer-generated images are primarily a type of which type of advertising? a. persuasive b. competitive c. comparative d. reminder
D
What is DAGMAR an acronym for? a. designing advertising with market research b. defining and achieving goals means advertising reach c. developing aggressive growth markets and revenues d. defining advertising goals for measured advertising results
D
What is a form of impersonal, sponsor paid, one-way mass communication? a. promotion b. direct marketing c. public relations d. advertising
D
Which advertising is an arrangement under which a manufacturer pays a percentage of the advertising cost for an ad that a retailer places for the manufacturer's brand? a. one-to-one b. comparative c. institutional d. cooperative
D
Which of the following enables advertisers to compare media types' efficiency in reaching their target markets? a. focus group research b. frequency c. reach d. cost per contact
D
Which of the following identifies a reason for a person to buy a product? a. an advertising execution b. an advertising profile c. an advertising format d. an advertising appeal
D
Which of the following is the way an advertisement portrays its information? a. appeal formation b. focus selection c. benefit determination d. message execution
D
According to the text, which of the following statements about postcampaign evaluation is true? a. Testing ad effectiveness can be done either before or after the campaign. b. Most advertising campaigns ask for action instead of creating an image for the product c. Evaluating an advertising campaign can be the least demanding task facing advertisers. d. Even if an ad campaign has been particularly successful, advertisers will not typically conduct a postcampaign evaluation.
A
An ad for bottled water shows why and how the bottler supports the reforestation of forests. What kind of an advertising appeal is this ad using? a. environmentally consciousness b. concern c. health d. admiration
A
The advantages of demographic and local market selectivity, high pass-along rate, and long advertising life belong to which media type? a. magazines b. television c. outdoor media d. newspapers
A
Which of the following BEST describes an effective advertising appeal? a. It must make a positive impression on the target market. b. It must be similar to its competitors' advertising appeals. c. It must be familiar. d. It must be inexpensive.
A An effective advertising appeal must be believable, unique, and differ from competitors. Cost is not a concern when selecting ad appeals.
What is comparative advertising? a. It compares one or more competing attributes with one or more specific attributes b. It is like a shotgun in that it compares multiple features of two products. c. It is like a rifle in that it compares only a single benefit or advantage. d. It is like a mirror because it compares all negative and positive features of both products.
A Comparative advertising compares one or more competing attributes one or more specific attributes.
Which advertising has the advantages of being both timely and geographically flexible? a. newspaper b. magazine c. television d. outdoor
A Newspapers are often used by local retailers because they are current and flexible and directed to a local but wide market.
Fujitsu runs magazine advertisements that encourage purchase of its tablet-size PC. This is an example of what type of advertising? a. product b. advocacy c. pioneering d. comparative
A Product advertising touts the benefits of a specific product or service.
The ads for Advantage flea and tick control show well-loved pets miserably scratching. With one application of Advantage, the pets are happy and doing what they do best—providing pleasure for their owners. What type of executional style do these ads use? a. scientific b. mood or image c. demonstration d. lifestyle
C This ad shows consumers the expected benefits of using Advantage.
Coors Brewing Company obtained free press coverage by sponsoring the "Literacy. Pass It On Program," which taught 20,000 women to read. What is this an example of? a. event sponsorship b. product placement c. issue sponsorship d. consumer education
C This issue sponsorship was sufficiently newsworthy to get Coors free publicity.
General Mills put together a brochure titled, "A Guide to Good Food, Good Health," which it made available to elementary teachers at the beginning of a school year so teachers could use the brochures to explain to children why it is important to eat right. This is an example of which public relations tool? a. product placement b. crisis management c. event sponsorship d. consumer education
D
In advertising and sales promotion, beyond a certain level of spending, diminishing results set in. What is this phenomenon known as? a. the law of diminishing returns b. advertising latency c. the threshold spending phenomenon d. the advertising response function
D
Lance Armstrong's multiple wins in the Tour de France created which of the following for the bicycle race? a. personal selling opportunities b. free positive advertising c. numerous sales promotion opportunities d. a great deal of publicity
D
DuPont has an advertisement that shows police officers describing how they were shot at close range in the line of duty. The advertisement explains that the lives of these public servants were saved by Kevlar bullet-proof vests, and that Kevlar was invented by DuPont. This is an example of what type of advertising? a. image b. pioneering c. attribute d. institutional
D Institutional advertising is designed to enhance the image of the company and asks for no action except maintaining a favourable attitude toward the advertiser and its goods and services.
Which advertising medium has the lowest rates? a. magazines b. direct mail c. outdoor d. radio
D Radio rates are the lowest and most negotiable of any medium. PTS: 1 DIF: Comprehension REF: p. 448 OBJ: 4
An ad for applesauce cups describes how the product provides 100 percent of your daily vitamin C in every cup. What kind of an advertising appeal is this ad using? a. vanity and egotism b. profit c. health d. admiration
C
Because the ads imply that the Kraft crackers are superior to the Sunshine brand cheese crackers, what are ads showing consumers preferring Kraft Cheese Nips to Sunshine Cheezits? a. comparative advertising b. cooperative advertising c. advocacy advertising d. differential advertising
A
Procter & Gamble's marketing efforts for its Pert shampoo include television commercials, billboards, magazine inserts, and radio spots. These activities are all activities of which of the following? a. advertising b. publicity c. sales promotions d. public relations
A
The goal of this type of advertising is to influence demand for a specific brand of good or service and is less informational and more emotional. The emphasis is on brand name, recall, and favourable brand attitude. What advertising is being described? a. competitive b. pioneering c. comparative d. institutional
A
What is direct-response advertising in the form of a 30-minute advertisement that resembles a TV talk show? a. an infomercial b. an extended sales pitch c. an ad expander d. a prolonged advertisement
A
What is one reason a retailer might avoid the use of newspaper advertising? a. little demographic selectivity b. high individual market coverage c. year-round readership d. absence of geographic selectivity
A
What prohibits advertisers from falsely describing competitors' products and allows competitors to sue if ads show their products or brand names in an incorrect or false manner? a. Competition Act b. Better Business Bureau c. Truth in Advertising Act d. Advertising Standards Council
A
Which of the following is the series of decisions advertisers make regarding the selection and use of media that will optimally and cost-effectively communicate the message to the target audience? a. media planning b. promotional implementation c. media reach and frequency strategy d. marketing mix planning
A
Which of the following products is most likely to use a pulsing media schedule? a. bookkeeping services b. light bulbs c. gasoline d. mystery novels
A
Media vehicles such as Time or Newsweek magazines appeal to a wide cross-section of the population. In contrast, what do BMW World and Fitness magazines have high levels of? a. audience selectivity b. market singularity c. flexibility d. geographic selectivity
A A medium's ability to reach a precisely defined market is audience selectivity.
How does advertising affect consumers? a. It changes negative attitudes to positive ones. b. It makes people buy things they do not want. c. It changes cultural practices and conventions. d. It manipulates society against its will.
A Advertising can affect attitudes but cannot alter values or force people to do things they do not want to do or believe are wrong.
Many people have trouble defining the term "casual dress" when it comes to what is appropriate to wear to work. Levi Strauss & Co. put together a newsletter and a video, detailing what was suitable for casual work attire. Levi sent the video to human resources managers all over the country. What is this an example of? a. consumer education b. lobbying c. product placement d. issue sponsorship
A Consumer education is a type of public relations in which the user benefits by educating the consumer to the usefulness of its products.
People who drink Cheerwine (a cherry-flavored cola) are extremely loyal to this product that is primarily found in the Maritimes. How would increased advertising of Cheerwine affect extremely brand loyal users of Cheerwine? a. The advertising could cause the loyal Cheerwine users to buy more. b. The advertising could encourage the loyal Cheerwine users to try other brands. c. The advertising would have no effect because loyal users of Cheerwine have a neutral frame of reference. d. The advertising could create a positive frame of reference for the loyal Cheerwine users.
A Increased advertising will increase sales to brand-loyal consumers who already have a positive frame of reference for the product.
Billboard advertisements often have to compete for a driver's attention with traffic, passengers, radio, or other billboards. How would billboard advertising be described? a. as having a high noise level b. as having a low noise level c. as being a great channel for informative ads d. as the most flexible advertising medium
A Noise level is the amount of distractions—other advertisements, people, competing sounds in the environment or news stories—involved with a type of medium. Outdoor advertising such as billboards suffers from a great deal of competing noise.
One of the problems with using aluminum foil to line casserole dishes is that it sticks to the food. Reynolds Wrap has developed Release nonstick aluminum foil. Its advertising campaign for the new product describes how the new foil is superior to existing foils. What type of advertising is Reynolds Wrap using to promote Release? a. pioneering b. focused c. innovative d. introductory
A Pioneering advertising is heavily utilized during the introductory stage of the product life cycle.
A newspaper article on how the relocation of the new Korean-owned plastics manufacturing plant will affect the environment of Guelph, Ontario, is an example of which of the following? a. publicity b. free advertising c. newspaper advertising d. a sales promotion
A Publicity is the effort to capture media attention.
Which of the following BEST describes an advertising campaign? a. It extends for a defined period of time. b. It rarely has a specific budget. c. It starts with determining which media will be used. d. It may contain a wide variety of themes and slogans.
A The advertising campaign is a series of related advertisements that focus on a common theme, slogan, and set of advertising appeals, and extend for a defined period of time.
What does the advertising response function help marketers do? a. use their advertising budgets wisely b. determine the reach and frequency of specific media c. create ads that will be noticed by consumers each time the ad runs d. select an executional appeal appropriate to the product being advertised
A The advertising response function is a phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing results.
An ad for the General Electric Advantium microwave shows people rushing to get from one place to another and has the headline, "If your life moves this fast, maybe your oven should too." According to the ad, even though it seems that there never is enough time to cook, this microwave will help you find the time to prepare home-cooked meals. This is an example of the use of which executional style? a. lifestyle b. mood c. demonstration d. humorous
A This ad shows how well the product can fit in with the consumer's lifestyle
According to the text, which of the following statements about comparative advertising is true? a. Comparative advertising is highly regulated and is illegal in certain countries. b. Direct comparative advertisements will not decrease purchase intentions for established brands even though consumer awareness of new ones is increased. c. Comparative advertising for a new brand has a negative impact on purchase intentions if a brand with high credibility is the comparison product. d. Canada has no federal law that has any regulatory power over comparative advertising.
A When comparative ads are personally relevant and a brand with high credibility is the comparison product, comparative advertising for a new brand has a more positive effect on purchase intentions.
You are the advertising campaign manager for Health Express, a new fast-food restaurant that caters to the health-conscious. Which of the following messages would be LEAST effective in communicating product benefits? a. Eating at Health Express will make you healthier. b. Health Express has hamburgers made from lean buffalo meat. c. Even your children will love Health Express's baked fries. d. Health Express allows you to eat a quick, nutritious meal.
B Lean buffalo meat is an attribute.
Which of the following types of advertising has the advantage of its local market selectivity? a. outdoor b. magazine c. newspaper d. radio
B Magazines are available for almost every market segment and can be highly specialized
Advertisers are often concerned with the noise level in a medium. Which medium is assumed to have the lowest noise level? a. radio b. direct mail c. newspaper d. magazines
B Noise level is the amount of distractions—other advertisements, people, competing sounds in the environment or news stories—involved with a type of medium.
Which of the following BEST describes outdoor advertising? a. It can be used to reach a narrow, selective target market. b. It is a flexible low-cost medium that can take many forms. c. It is not affected by noise. d. It is often used to sell specialty products.
B Outdoor advertising is a low-cost medium and reaches a broad and varied audience, but may be subject to many distractions (noise). It usually advertises convenience and shopping products.
The appearance of a box of Cheerios cereal in the children's movie Matilda is an example of which of the following for General Mills, its manufacturer? a. paid-for public relations b. product placement c. a sales promotion d. advertising
B Product placement is a public relations tool and is used to create product exposure.
Higher order 79. Which of the following is an advantage offered by radio to its advertisers? a. ability to reach a wide and diverse audience b. relative low cost c. billions of listeners d. short lead time
B Radio stations are often local and do not reach the widest audiences.
Which of the following products is most likely to have a seasonal media schedule? a. DVD players b. snow blowers c. paper clips d. airplane tickets
B Seasonal products such as snow blowers are not advertised year-round because they are not used year-round.
Because Mohawk Industries, manufacturer of carpet, hardwood, and laminated wood flooring, wants to spend its promotional budget on advertisements that will have a long life span, what type of advertising should it use? a. television b. magazine c. creative d. radio
B Some media such as magazines have a long life span with the consumer, and advertisements may be seen repeatedly. Ads in other media such as radio and television are gone instantly.
The new Hydrience hair colour advertising campaign encourages people to "treat their hair to lush, radiant colour." What is the advertising focusing on? a. the product b. a product benefit c. product implementation d. creating product loyalty
B The ad answers the customer's question, "What's in it for me?"
The Flow-Bee hair cutting vacuum cleaner attachment is shown during a half-hour television spot. The product is demonstrated on volunteer studio audience members, testimonials are given by Flow-Bee owners, and viewers are encouraged to order the product through a toll-free telephone number. Which form of direct-response advertising is Flow-Bee using? a. mega-mercial b. prolonged ad c. infomercial d. extended sales pitch
C Direct-response advertising in the form of a 30-minute advertisement that resembles a TV talk show is called an infomercial.
In an advertisement for Planters peanuts and trail mix, a peanut wearing a monocle and a top hat and called Mr. Peanut represents the product quality. Mr. Peanut appears in all advertisements for Planters. This is an example of how a company can use what type of executional style? a. lifestyle b. fantasy c. product symbol d. spokesperson
C Message execution is the development of how the advertisement will be portrayed, and a product symbol (such as Mr. Peanut) is one executional style that uses a character to represent the product.
When Sara Lee developed crustless bread, it probably planned to rely on which of the following to gain exposure for the bread and to explain how the convenience of the product justifies its higher price. (Sara Lee could not have done this if the product had not been new and innovative.) a. personal selling b. sales promotion c. publicity d. advertising
C Publicity (a form of public relations) for new, innovative products can result in more exposure than conventional advertising and other promotional tools.
Tools for the public relations manager include all of the following EXCEPT which one? a. product publicity b. press relations c. sales promotions d. corporate communications
C Sales promotions are not part of public relations.
When the conservative Royal Bank decided to hire Campbell & Cook advertising agency to launch a new advertising campaign, what was the agency's first step? a. See if sales promotion was superior to other tools within the promotion mix. b. Decide what executional style to use in the ads. c. Determine that the goal of the ads was to emphasize the bank's customer service. d. Set its marketing budget.
C The first step in any advertising campaign is to set advertising objectives.
When the company that produces Testamints candy, the candy that comes with spiritual messages on each piece, decided how much space and/or time would be placed in each advertising medium that the company wants to use, what was the candy manufacturer determining? a. its advertising campaign b. its marketing mix c. its media mix d. its promotional plan
C The media mix is the combination of media to be used and the volume of advertising that will be conducted among the various media vehicles.
Why do many brands with a large market share spend proportionally less on advertising compared to brands with small market share? a. The firms with large market share do not understand the advertising-to-sales relationship. b. Certain industries have a practice of spending a low amount of dollars, relative to sales, on advertising. c. Beyond a certain volume of promotion, diminishing returns set in. d. There is no minimum level of exposure for advertising to have an effect on sales.
C There is a saturation point for advertising.
A newspaper ad for Hill's Science Diet dog food shows a man joyfully playing with his two very healthy looking golden retrievers. Which executional style is being used in this ad? a. testimonial b. demonstration c. slice of life d. mood or image
C This ad depicts people in normal settings.
An RBC ad shows a woman who has just filled her bird feeder, only to have squirrels steal the feed. The theme of the ad is that many investment banks can be like squirrels, eager to dip into a customer's funds instead of providing good service. Which executional style is being used in this ad? a. mood or image b. fantasy c. slice of life d. demonstration
C This ad depicts people in normal settings.
Which type of advertising is usually employed when a new product enters a marketplace that is occupied by strong existing products? a. competitive b. pioneering c. reminder d. comparative
D
Budweiser uses reminder advertising that runs steadily all year. This is an example of which type of media schedule? a. flighted b. seasonal c. consecutive d. continuous
D A continuous advertising schedule allows advertising to run steadily throughout the advertising period.
In advertising, what is the goal? a. to sell the product's characteristics, not its appeals b. to sell the product's competitive edge, not its virtues c. to sell the product's differential advantage, not its properties d. to sell the product's benefits, not its attributes
D A well-known rule of thumb in advertising is "Sell the sizzle, not the steak."
Which of the following BEST describes advertising expenditures in Canada? a. They exceed $250 billion per year in the huge industry that employs over 3 million people. b. They are dominated by the millions of small firms competing for business through price wars. c. They are completely controlled by the top 10 marketing communication companies in Canada. d. They are large, but the industry is small with fewer than 54,000 employees.
D Advertising is a visible but small industry. Advertising spending is increasing and is dominated by the largest firms.
Ads for M&M candy that prominently feature the M&M candies in real-life situations are using which type of appeal? a. mood or image b. slice of life c. demonstration d. fun and pleasure
D All except alternative c are executional styles.
The manufacturer of Testamints candy, the candy that comes with spiritual messages on each piece, estimates the product's new advertising campaign will reach 1,750,000 people and will cost $400,000 if the company uses radio and newspaper, and $6.5 million if it uses television. What does the company's decision seem to rest on? a. noise level b. geographic selectivity c. flexibility d. cost per contact
D Cost per contact is the cost of reaching one member of the market. Comparing the cost of contacting the same amount of people using different media mixes is a common aid in selecting media.
According to the text, which of the following statements about developing an advertising campaign is true? a. Advertisers use DAGMAR to determine the product's appeal. b. The product's unique selling proposition is identified early so that advertising objectives can be efficiently set. c. In developing an advertising campaign, it is more important for the advertiser to identify the attributes than the benefits. d. Evaluating results of an advertising campaign helps marketers to adjust objectives for future campaigns.
D DAGMAR is used to set advertising objectives. The last stage of the process is campaign evaluation. The unique selling proposition is identified after benefits (not attributes) are defined.
Prices on items sold by supermarkets change frequently, and supermarkets often offer special sales to match or beat the prices of their competitors. Therefore, which of the following is a major consideration when a supermarket selects an advertising vehicle? a. audience duplication b. noise level c. cost per contact d. flexibility
D Flexibility of the medium refers to the ability to change the message to fit changing market conditions.
Hill's Science Diet dog food has been available at pet stores and veterinary clinics for years. The manufacturer of Hill's recently developed Hill's Science Diet for dogs with sensitive skin. This product differs from the company's previous product offerings because it produces healthy skin and shiny coats. Hill's other dog food was not designed for dogs with sensitive skin. What type of advertising should be used for the new Hill's Science Diet for dogs with sensitive skin? a. innovative b. promotional c. introductory d. pioneering
D Pioneering advertising is intended to stimulate demand for a new product.
Products such as surfboards, swimsuits, lawn mowers, allergy medication, and flower seeds are most likely to be advertised with which type of media schedule? a. consecutive b. flighted c. pulsing d. seasonal
D Products that are used more during certain times of the year tend to follow a seasonal strategy.
A news story on why Air Canada pilots refuse to work overtime hours and are causing flight cancellations and delays is an example of which of the following? a. a sales promotion b. free advertising c. newspaper advertising d. publicity
D Publicity can be either positive or negative.
Mother Goose is the name of a retail store that caters to preteens. It advertises regularly both on radio and in the daily newspaper. The month prior to the beginning of each new school year, the store buys extra advertising space and time. What type of scheduling plan is this? a. seasonal b. interval c. replication d. pulsing
D Pulsing combines continuous scheduling with extra "pulses" during heavy sale periods.
The new advertisements for Stouffer's Skillet Sensations meals focus on the fact the easy-to-prepare meal contains 50 percent more chicken than it originally did. What does this advertising highlight? a. the creation of brand loyalty b. a product benefit c. how negative consumers' attitudes are modified d. a product attribute
D The increased chicken content conveys product attributes.
Meek's Hunting Emporium is a retail store that carries all the products hunters need or think they need. It has set up an advertising plan that allows it to advertise every day prior to the opening of quail-, deer-, and turkey-hunting seasons on four local radio stations, as well as in the local newspapers. What is this an example of? a. a frequency timetable b. a message execution plan c. a media profile d. a media schedule
D The media schedule designates when and where advertising will appear.
Advertising researchers today are discussing the qualitative factors that should be present during media selection. Which of the following is an example of one of those qualitative factors for placing television advertising? a. whether the medium is satellite- or cable-based b. the kind of noise filtration system used by the network c. the clarity of the picture d. how well the program is liked by potential consumers
D The text has a lengthy discussion on how consumer behaviour should be considered when making media selections.
Why do companies with new brands that have a small market share tend to spend proportionately more for advertising and sales promotions compared to those with large market share for existing products? a. as a result of experiential marketing research b. to create the appropriate level of institutional advertising c. to prevent product cannibalization d. to achieve a certain minimum level of exposure to measurably affect purchase habits
D There are two reasons that companies with new brands with small market share tend to spend proportionately more for advertising and sales promotions compared to those with existing products and large market share. The first reason is in response to the advertising response function. The second reason is to create product awareness in the minds of its target audience.
What type of advertising is designed to enhance a company's image rather than promote a particular product? a. publicity b. image c. pioneering d. institutional
D
What type of advertising is used to stimulate demand for a new product or product category and is heavily utilized during the introductory stage of the product life cycle? a. innovative b. comparative c. focused d. pioneering
D
Which type of advertising compares two or more specifically named or present competing brands on one or more specific attributes? a. contrasting b. superlative c. pioneering d. comparative
D
What is the first step in the advertising campaign decision process? a. Make creative decisions. b. Develop advertising copy. c. Evaluate the campaign. d. Determine campaign objectives.
D
An ad for an RBC MasterCard offered zero percent interest on any balance transferred from another card by September 1, as well as no annual fee. What kind of an advertising appeal is this ad using? a. admiration b. profit c. environmentally consciousness d. vanity and egotism
B
BMW has paid motion picture producers for the rights to feature some of its automobiles in mainstream Hollywood films such as The Bourne Ultimatum. What is this known as? a. event sponsorship b. product placement c. new product publicity d. subliminal advertising
B
On an episode of ER, one of the doctors asked a nurse for a Nitrolingual Pumpspray, which is used for acute relief of chest pain caused by angina. The free appearance of the product on the show gave its small manufacturer some needed publicity. This was an example of how positive publicity can result from which of the following? a. show sponsorship b. product placement c. product promotion d. product advertising
B
This measure of the number of times an individual is exposed to a brand message is used to measure the intensity of a specific medium's coverage. What is it? a. synchronization b. frequency c. cost per contact d. media scheduling
B
What is a specific communication task that should be accomplished for a specified target audience during a specified period of time? a. an advertising life span b. an advertising objective c. a marketing mix d. a promotional mix
B
What is the promotional mix element that evaluates public attitudes, identifies issues that may elicit public concern, and executes programs to gain public understanding and acceptance? a. mass communications b. public relations c. personal selling d. sales promotion
B
Which of the following measures the number of different target consumers who are exposed to a commercial at least once? a. cost per contact b. reach c. noise level d. frequency
B
Which of the following refers to efforts made to influence government officials to promote or defeat legislation? a. press relations b. lobbying c. public affairs d. corporate communication
B
When making creative decisions for the advertising campaign, the advertising manager may consider all of the following EXCEPT which one? a. identification of the product's benefits b. the selection of advertising objectives c. the selection of a unique selling proposition d. how to develop advertising appeals
B Determining advertising objectives must be done before creative decisions are made.
Knight's Dinner Theatre runs ads in the entertainment section of the local newspaper the first weekend of every month. What type of scheduling plan is this? a. continuous b. flighted c. bursting d. seasonal
B Flighted media scheduling schedules ads heavily for a period, then drops them, and then repeats them.
Companies that show support in recycling efforts and other examples of green marketing through advertising are engaged in which of the following? a. event sponsorship b. issue sponsorship c. public relations profiling d. event publicity
B Green marketing is an important way for companies to build loyalties by promoting a popular issue.
Amway runs advertisements that show how people who sell Amway products are involved in helping their communities through tutoring students and cleaning up the environment. These ads are examples of what type of advertising? a. product b. institutional c. comparative d. pioneering
B Institutional advertising is a form of advertising designed to enhance a company's image rather than promote a particular product.
When The Home Depot introduced its Expo Design retailing concept, it spent several billion dollars on advertising and other promotions and successfully boosted its market share. As an advertising consultant, what would you advise The Home Depot to do? a. shift the budget dollars from advertising to sales promotion and personal selling due to a change in the product life-cycle stage b. focus on maintaining market share and spend proportionately less on advertising because additional expenditures would reap diminishing benefits c. maintain the current advertising budget and continue to focus on brand awareness and market share gains d. slowly increase the amount spent on advertising and promotion to offset competitive advertisements
B The advertising response function shows that beyond a certain level of spending for advertising and sales promotion, diminishing returns set in. As a mature, successful company, The Home Depot can choose to spend only as much as needed to maintain market share.
The ad reads, "Dove brand beauty bars are 1/4 moisturizing lotion." What is this an example of? a. a loyalty reward b. a product attribute c. a product benefit d. production implementation
B The contents of the soap are an attribute.
Procter & Gamble's ads for Crest White Strips emphasize the brand name and how effectively it whitens teeth. The ads show demonstrations of how the strips can be worn at any time of the day—even at work. This is an example of what type of advertising? a. comparative b. competitive c. institutional d. pioneering
B The goal of competitive advertising is to influence demand for a specific brand of good or service. It is less informational and more emotional. The emphasis is on brand name, recall and favourable brand attitude.
After a visit to Athens, the International Olympic Committee representative said, "If you look around Athens, it is one of the most visually polluted cities in terms of outdoor advertising in all of Europe." In terms of media selections, this condition means that outdoor advertising in Athens has which of the following? a. no geographic selectivity b. high noise levels c. limited flexibility d. minimum reach
B There are lots of distractions to the target audience.
According to the text, which of the following statements about Internet advertising is true? a. It is easy to measure ad effectiveness with this medium. b. It is a medium to which all consumers have access. c. It is the fastest growing of all the advertising media. d. By its very nature, this medium reaches a broad, diverse audience.
C
RC Cola put together a 25-market tour that included radio tie-ins, whitewater rafting, and skydiving to introduce its new Edge Maximum Power. (RC's Maximum Edge Power is targeted to teens and contains ginseng, taurine, and caffeine.) This is an example of which public relations tool? a. consumer education b. event placement c. event sponsorship d. product placement
C
The advantages of immediacy, good local market coverage, geographic flexibility, and short lead time apply best to which media type? a. magazines b. television c. newspapers d. radio
C
The dominant advertising appeal selected for the campaign will become which of the following? a. the media profile b. the basis for comparative advertising c. the unique selling proposition d. the decision factor in media selection
C
The slogan for Lawry's meat marinades is "Always Tender. Always Juicy. Always Easy." This slogan, which describes meat after it has been cooked using the marinade, describes which of the following? a. the product's promotional mix b. the product's advertising objective c. the product's unique selling proposition d. the product's basis for comparative advertising
C
Unlike advertising that establishes or maintains a company's identity, what touts the benefits of a specific good or service? a. image advertising b. selective advertising c. product advertising d. advocacy advertising
C
What is a medium's ability to reach a precisely defined market? a. its geographic selectivity b. its market singularity c. its audience selectivity d. its life span
C
Which of the following designates the vehicles, specific publications or programs, and insertion dates of advertising? a. a promotion strategy b. an advertising plan c. a media schedule d. a promotional profile
C
Which of the following is used by public relations specialists to handle the effects of unfavourable publicity? a. message power b. media planning c. crisis management d. damage control
C
Which of the following media schedules can an advertiser use to schedule ads heavily every other month to achieve a greater impact with an increased frequency and reach at those times? a. periodic b. alternating c. flighted d. intermittent
C
Which type of media schedule combines continuous scheduling throughout the year with a flighted schedule during the best sales periods? a. unremitting b. vibrating c. pulsing d. bursting
C
Why are advertisers looking to alternative media to advertise their products? a. to minimize problems associated with reach b. to maximize noise levels c. to cut through the clutter d. to maximize advertising exposure
C
In an advertisement for Dow bathroom cleaner, animated, talking scrubbing bubbles are used to show how hard the bubbles work to clean. The lively scrubbing bubbles appear in all advertisements for this product and are depicted on the packaging. This is an example of what type of executional style? a. slice of life b. fantasy c. product symbol d. spokesperson
C A product symbol (such as the animated scrubbing bubbles) is one executional style that uses a character to represent the product.
A newspaper article revealed that hazardous wastes buried in an on-site landfill at a paper manufacturer were leaking into the local water supply. Even though the company quickly stopped the leak and paid for an additional water purification system for the town, it still received some very negative publicity. What should the company have done? a. ignored the publicity and assumed it would go away b. begun a pulsing advertising campaign c. implemented its crisis management plan d. done nothing until the actual damage levels were determined
C Crisis management is used to handle the effects of unfavourable publicity.
A unique form of institutional advertising is a means for corporations to express their viewpoints on various controversial issues. What is it? a. image advertising b. persuasive advertising c. comparative advertising d. advocacy advertising
D
According to the text, what is one method used for setting advertising objectives? a. percentage of sales b. contribution margin c. objective and task d. the DAGMAR approach
D
Advertisers categorize ads inside grocery stores and ads at gas station pumps as examples of which of the following? a. direct advertising b. distribution channels for ads c. outdoor advertising d. alternative media
D
An ad for Calvin Klein jeans contained information about The Bay department stores where the jeans could be purchased. This ad was most likely an example of what type of advertising? a. advocacy b. strategic c. institutional d. cooperative
D
An ad for Lake of Bays deli cheese shows someone's hands building a sandwich using generous portions of Land of Bays brand cheese. Which executional style is being used in this ad? a. slice of life b. fantasy c. mood or image d. demonstration
D
