Chapter 19 quiz

Which of the following is the best example of a reminder advertising message?

"Doing business in Peoria since 1848"

The ________ is the primary enforcement agency for mass media advertising.

FTC

First Lady Michelle Obama recorded an ad encouraging parents to teach their children good nutrition habits to stem the increase in child obesity. This message is an example of

a public service announcement

Brett is working on the creative design for his company's new ad campaign. This is his first major assignment. His boss reminds him that when writing a headline, it should

be short and use simple words

Garland is recognized by his friends as an activist on many fronts. He prefers to buy products from firms that will donate part of the total purchase price to organizations he supports. Marketers recognize that this approach can be an important competitive tool; it is called

cause-related marketing

Maruska has identified the target audience for her line of Russian jewelry. For optimum success, she is creating an advertising plan that will

clarify the specific goals that the advertising is designed to accomplish

Often, advertisers will employ a variety of media to deliver their message. When using different media, advertisers need to deliver

consistent and compelling message

The key to a successful emotional advertising appeal is to use the emotion to

create a bond between the consumer and the brand

Informative advertising is used to

create and build brand awareness

"Buy one, get one free" is a ________ sales promotion.

deal

An emotional appeal aims to satisfy consumers' ________, while an informational appeal speaks to consumers' ________.

emotional desires; utilitarian needs

Marta is working on an advertisement to promote consumer awareness of the danger of solar radiation causing skin cancer. Marta's first concern will be to

get consumers attention

Lyle is planning an advertising campaign to promote his canoe tour company. The success of his ad campaign depends on

how well he can identify his target audience

Emelia is trying to create an advertising message that communicates the tangible features of her company's laptop computers, telling consumers about the relative advantages of her products as compared to other offerings in the market. Emelia is trying to create a(n) ________ appeal.

informational

Persuasive advertising is often used when competition

is most intense

________ refers to the process of evaluating and selecting the ________.

media planning; media mix

Beverage companies often pay movie producers to have their products used and shown in movies. This is an example of product

placement

In the early stages of an ad campaign, the objectives are established. To determine if those objectives have been met, the marketer will

posttest

Actor Sissy Spacek once objected to a series of movie scenes that included her smoking a certain brand of cigarettes. She was probably objecting to a ________ arrangement the film company had made with an advertiser.

product placement

In the United States, the regulation of advertising involves a complex mix of laws and informal restrictions designed to

protect consumers from deceptive practices

Achmed's Pita Bread Chips offers free POP (point-of-purchase) displays to retailers ordering its product. Achmed's is using a ________ strategy.

push

Chrissy just bought a gourmet bagel store. She is working with a freelance graphic artist who is designing her logo and print advertisements. Chrissy is spending days looking over the various designs and color options. She needs to remember that the creative aspect of advertising design

should not overshadow the message

Regardless of the objective of an advertising campaign, each campaign's objectives must be

specific and measurable

Generally, which of the following media outlets relies on a mix of visual and auditory techniques and is typically very expensive?

television

Ivan is managing an extended advertising campaign for a local convenience store chain. The campaign includes a series of television, radio, and print messages. As part of monitoring the campaign, which of the following offers a good indicator of advertising effectiveness?

the daily and weekly sales volume