BA 15 QUIZ

How do media planners compute the cost for various​ media? A. Cost per​ 1,000 B. Cost per view C. The number of viewers exposed to the media D. Total cost of the media buy E. Total cost of the media divided by the number of times an individual views the media

A. Cost per​ 1,000

Which of the following are legitimate characteristics of advertising​ appeals? A. Meaningful, believable, and distinctive B. Meaningful, entertaining, and branded C. Meaningful, believable, and entertaining D. Entertaining, believable, and distinctive E. Meaningful, believable, and branded

A. Meaningful, believable, and distinctive

There are several sequential decisions a marketer needs to make in developing an advertising program. What is the first step in this​ process? Which of the following is not a step correctly identified according to its position in the​ sequence? A. Step​ 2: Determining what the advertising budget is B. Step​ 2: Determining what the advertising objectives are C. Step​ 3: Determining what the messages are D. Step​ 3: Identifying what the media choices are E. Step​ 1: Determining which communication model to use

B. Step​ 2: Determining what the advertising objectives are

PR offers the IMC manager many advantages over other promotional tools. Which of the following primary benefits of public relations​ (PR) is​ inaccurate? A. PR has the ability to engage the consumer in the story of the brand. B. The cost per​ 1,000 is relatively high. C. It can be used to reach many stakeholders. D. It can create a favorable company image. E. It might be diffused by several different media.

B. The cost per​ 1,000 is relatively high.

The movie Castaways was written to have the main character work for FedEx and end up on an island in a FedEx plane crash. His only​ "companion" was a volleyball made by Wilson sporting goods. Wilson became the​ survivor's sole companion and included getting a face drawn on him. What category does this tactic​ exemplify? A. Creative concept B. Shoppertainment C. Branded entertainment D. Message strategy E. Advertainment

C. Branded entertainment

How does the​ brand's market share affect the amount spent on the advertising budget for the​ brand? A. In​ low-share brands, the firm can spend less proportionately on the ad budget. B. In the growth stage when the firm is trying to grow its market​ share, often sacrificing​ profits, this requires larger advertising spending. C. Building the market or taking market share from competitors requires larger advertising spending than does simply maintaining current share. D. Brands with a large market share do not have to spend proportionately as much as the competition on the advertising budget. E. Market share does not have an impact on the advertising budget.

C. Building the market or taking market share from competitors requires larger advertising spending than does simply maintaining current share

Marketers use several public relations tools. Which one of the following tools is used in the realm of marketing and not​ PR? A. Corporate identity materials B. Public service activities C. Contests and sweepstakes D. Written materials E. Special events

C. Contests and sweepstakes

There are several different objectives that an advertisement might be designed to accomplish in reaching a specified target within a distinct period of time. Which one of the following is an element of consumer behavior and is not directly related to advertising​ objectives? A. Remind B. Inform C. Motivate D. Persuade E. Compare

C. Motivate

Although advertising is used mostly by business​ firms, a wide range of​ not-for-profit organizations,​ professionals, and social agencies also use advertising to promote their causes to various target publics. The​ forty-ninth largest advertising spender is what​ organization? A. Philip Morris Tobacco B. Procter and Gamble C. The U.S. government D. ​Coca-Cola Corporation E.The UPS

C. The U.S. government

An iPad competitor details its advantages over the iPad in a TV ad and concludes by jokingly​ saying, "Do you still think I am​ pretty?" What is the objective task of the Microsoft​ Surface's ad? A. Inform B. Motivate C. Remind D. Compare E. Persuade

D. Compare

​Frito-Lay was looking for new flavors for potato chips and ran a​ multi-stage contest among consumers who submitted ideas for new chips. Those entries eventually were narrowed to three flavors which were then manufactured and tested in the market. What tactic was​ Frito-Lay employing? A. Market reach B. Engagement C. Slice of life D. Consumer-generated content E. Media impact

D. Consumer-generated content

A print ad for a new BMW model​ says, "More powerful than Big​ Bertha," has a picture of the​ car, and has two brief paragraphs describing the​ car's power sources. What are the two paragraphs​ called? A. Tone B. Illustration C. Headline D. Copy E. Format

D. Copy

What are the two major elements that make up advertising​ strategy? A. Noise and feedback B. Encoding and decoding C. Media and feedback D. Creating advertising messages and selecting advertising media E. Sender and receiver

D. Creating advertising messages and selecting advertising media

The PR Department in a firm performs many functions. Which one of the following is allocated to personnel in marketing other than the public relations​ staff? A. Development B. Press relations or function as a press agency C. Investor relations D. Distribution of samples of the product E. Lobbying

D. Distribution of samples of the product

What is the final step in the process of developing the advertising​ program? A. Setting the advertising objectives B. Determining the ad budget C. Developing the message D. Evaluating the communication E. Making media choices

D. Evaluating the communication

Where are the costs derived for public​ relations? A. Hiring actors to perform in advertisements B. Using less expensive advertising spots in​ off-times C. There are no costs associated with PR. D. Hiring staff to develop stories and press releases about the firm or brand E. Buying media

D. Hiring staff to develop stories and press releases about the firm or brand

Maytag, for​ years, ran a campaign around the Maytag​ repairman, who was the​ "loneliest man in​ town." The same actor played the role for several decades and was seen doing crossword​ puzzles, playing​ cards, or reading and waiting for a Maytag machine to break. What is the execution employed in this​ campaign? A. Testimonial B. Slice of life C. Fantasy D. Personality E. Technical expertise

D. Personality

Which promotional tool is the least used of the major tools but has the ability to create a very favorable company image and build consumer awareness and preference at a low​ cost? A. Consumer promotions B. Feedback C. Advertising D. Public relations E. Trade promotions

D. Public relations

What does the term​ "Madison and​ Vine" mean? A. A firm that measures advertising effectiveness B. A brand of weed whackers or DVRs that cut out the ads from recorded TV C. A form of shoppertainment D. The merging of advertising and entertainment E. A show complete with many branded product placements

D. The merging of advertising and entertainment

Public relations people use a variety of materials including annual​ reports, brochures,​ articles, company​ newsletters, and magazines to reach and influence their target markets. What are these materials​ called? A. News B. Corporate identity materials C. Special events D. Written materials E. Audiovisual materials

D. Written materials

When developing an advertising​ program, marketing managers must make four important decisions. Which one of the following is the fourth one of those four​ steps? A. Setting the advertising budget B. Developing the prices for the ads and media buys C. Setting advertising objectives D. Developing the advertising​ strategy, the​ message, and media decisions E. Evaluating advertising campaigns

E. Evaluating advertising campaigns

The Progressive Insurance Ad campaign knows that the average person in the target market is exposed to the message 13 times in 3 months. What does this​ measure? A. Audience B. Reach C. Media impact D. Engagement E. Frequency

E. Frequency

What is the difference between consumer impressions and consumer​ expressions? A. Impressions are the actual number of people who were exposed to the​ ad, and expressions are the number people reached by the ad. B. Impressions are the number of times an individual was exposed to the​ ad, and expressions are the number of comments generated by consumers. C. Impressions are the number of comments made by people about the​ ad, and expressions are the frequency with which the individual is exposed to the ad. D. Impressions are the actual number of people who were exposed to the​ ad, and expressions are the frequency with which the individual viewed the ad. E. Impressions are the actual number of people who were exposed to the​ ad, and expressions are the number of comments generated by consumers.

E. Impressions are the actual number of people who were exposed to the​ ad, and expressions are the number of comments generated by consumers.

When the Milk Processor Education Program​ (MilkPEP), known for its successful​ "Got Milk?" campaign in previous​ years, created a campaign to promote the health benefits and boost consumption of chocolate milk through schools and other​ communities, what promotional tool did MilkPEP​ use? A. Product placement B. Advertising C. Consumer promotion D. Trade promotion E. Public relations

E. Public relations

Budweiser ran an ad during the Super Bowl in January​ 2012, following​ 9-11, in which the team of Clydesdales hauled the Budweiser​ dray, stood in front of the Hudson River across from the Twin Towers where the World Trade Center had​ stood, and the entire team bowed in respect. This ad style builds​ __________ around the product or​ service, such as​ beauty, love,​ intrigue, serenity, or pride. A. scientific evidence B. fantasy C. personality D. technical expertise E. a mood or image

E. a mood or image