CHPT 18: Ad, PR and Sales Promotions

Which of the following is the best example of a persuasive advertising message? A. "Buy now, pay later." B. "Doing business in Peoria since 1848." C. "Better than average." D. "Now available. The latest fall fashions." E. "Serving the public since last Tuesday."

A. "Buy now, pay later." Persuasive advertising seeks to motivate the consumer to take action. "Buy now, pay later" is asking the consumer to take action—to buy now.

*Generally, less money is spent on advertising in B2B markets because A. B2B marketing usually involves more personal selling. B. B2B marketing is too expensive to use advertising. C. business customers prefer coupons. D. B2B markets are too homogeneous to use advertising. E. publicity is the most effective advertising in B2B markets.

A. B2B marketing usually involves more personal selling. B2B marketing makes heavy use of personal selling and less use of advertising compared to B2C marketing.

In addition to Spanish-language media, which of the following mediums are experiencing significantly growing advertising expenditures? A. Internet B. newspaper C. radio D. television E. billboards

A. Internet Television advertising expenditures remain consistent at about 45 percent, but digital advertising continues to grow and now accounts for 21 percent of spending.

Generally, when advertising to consumers, the objective of an advertising campaign is A. a pull strategy—to get the product into stores by having consumers demand it. B. a push strategy—to stimulate interest among members of the supply chain. C. to win advertising awards. D. to offset sales promotion costs. E. to maximize media planning.

A. a pull strategy—to get the product into stores by having consumers demand it. Consumer advertising is usually part of a pull strategy, in which the goal is to have consumers demand the product of retailers. In contrast, a push strategy promotes a product to members of the supply chain.

For consumer products like toothpaste and groceries, things consumers purchase throughout the year, most advertisers would use a __________ advertising schedule. A. continuous B. flighting C. pulsing D. penetrating E. purposeful

A. continuous A continuous advertising schedule runs steadily throughout the year, which is well suited to products purchased continually or at steady rates.

"Buy one, get one free" is a __________ sales promotion. A. deal B. coupon C. sample D. sweepstake E. rebate

A. deal A deal refers to a short-term price reduction that takes the form of a price lower than the regular price or a larger amount for the same price.

Automobile manufacturers often use television advertising showing an attractive man or woman driving the manufacturer's stylish new car on a winding road along an ocean vista. These types of ads have __________ appeal. A. emotional B. ethical C. informational D. institutional E. reminder

A. emotional

Danielle is creating an advertising message designed to appeal to consumers' fears of having their home broken into. Danielle's message will focus on a(n) __________ appeal. A. emotional B. niche marketing C. informational D. institutional E. reminder

A. emotional This describes an emotional appeal, which tries to reach the consumer by forging a bond between the consumer and the brand.

Yesenia is working on an advertisement to promote consumer awareness of the danger of solar radiation causing skin cancer. Yesenia's first concern will be to A. get consumers' attention. B. enlist creative advertising designers. C. make sure firms producing sunscreen lotions approve. D. collect a petition in support of controls against global warming. E. use public relations to buy advertising space.

A. get consumers' attention.

Kelly is the head of marketing for a nonprofit agency that supports the arts. She just received the go-ahead from her board of directors to conduct the agency's first-ever advertising campaign. Her first step will be to A. identify the target audience. B. set the advertising objectives. C. determine the advertising budget. D. evaluate and select the media. E. create the advertisements.

A. identify the target audience. (step 1)

The __________ stage of the advertising campaign planning process can be described by the question, "Who are we trying to talk to?" A. identifying target audience B. setting advertising objectives C. conveying the message D. assessing the impact E. determining the advertising budget

A. identifying target audience This is the "identify target audience" stage of the process.

Because advertising is the most visible form of marketing, A. many people think of marketing and advertising as synonymous. B. it is the most important part of a marketing mix. C. everyone prefers to be in advertising. D. marketing budgets always emphasize advertising over other forms of communication. E. it is the largest source of employment opportunities for marketing graduates.

A. many people think of marketing and advertising as synonymous. Many people think of advertising when they hear the term "marketing" because advertising is such a visible form of marketing.

The execution style of an advertising message must A. match the medium and the objectives. B. correspond with globally accepted norms. C. include a minimum of puffery and maximum media buy. D. selectively pull retailers into the marketing channel. E. cover new creative ground to be effective.

A. match the medium and the objectives. The execution style and the type of medium will affect each other; in addition, the execution style should be appropriate for the campaign objectives.

In the early stages of an ad campaign, the objectives are established. To determine whether those objectives have been met, the marketer will A. posttest. B. conduct feedback analysis. C. initiate content analysis. D. conduct tracking. E. arrange for peer analysis.

A. posttest. Posttesting is the evaluation of the campaign's impact after it has been implemented.

Marketers __________ an advertising campaign to ensure that various elements of the campaign will work in an integrated fashion and do what they are intended to do. A. pretest B. posttest C. monitor D. flight E. pulse

A. pretest Pretesting of campaigns is conducted to ensure that the advertisement does what it is supposed to do before significant money is spent executing the campaign.

Reminder advertising is primarily used to A. prompt repurchase of a product. B. create and build brand awareness. C. accelerate market acceptance. D. gather information about consumers. E. persuade consumers to change existing perceptions.

A. prompt repurchase of a product. Reminder advertising reminds or prompts repurchase, especially for products in the maturity stage of the product life cycle.

In the United States, the regulation of advertising involves a complex mix of laws and informal restrictions designed to A. protect consumers from deceptive practices. B. stimulate domestic demand. C. reduce international competition. D. promote social marketing. E. institutionalize pull strategies.

A. protect consumers from deceptive practices. Most regulation of advertising is related to consumer protection.

The head of the marketing area told Alex to find the most stringent federal regulations on advertising to create the toughest standards. "If we can pass those, we should be able to get by all regulations." One real problem is A. state regulations are not always consistent with federal standards. B. FCC regulations create a uniform standard that preempt all other regulations. C. European countries have agreed to follow the U.S. standards, so it's a matter of working with the U.S. federal regulations. D. as long as the advertising does not contain sexually explicit content, there are no regulations. E. that in most cases, standards are changing almost daily.

A. state regulations are not always consistent with federal standards. States have different regulations and are beginning to assert their authority more than in the past, creating confusion since many state laws are more restrictive than U.S. federal law. The same is true of European Union laws regulating advertising—they are typically more restrictive than U.S. law.

Unlike advertising, public relations A. supports promotional efforts by generating free media attention. B. accounts for a greater increase in marketing spending. C. converts mass media advertising into direct marketing. D. is considered a human resources function. E. should not be considered as part of the marketing area.

A. supports promotional efforts by generating free media attention. Public relations consists of free media attention, often obtained because of corporate activities to encourage the attention.

Neville is trying to create an advertising message that tells consumers how his company's cell, pager, instant messaging, and Internet services differ from other alternatives in the market. Neville is trying to create a(n) A. unique selling proposition. B. proportional benefit communication. C. institutional advertising message. D. PSA. E. flighting ad strategy.

A. unique selling proposition. A unique selling proposition is a statement of the unique benefits a product offers to the target market.

Walmart's "Everyday low prices" selling proposition is effective primarily because it is A. unique to the industry. B. meaningful to the consumer. C. variable over time. D. a one-time message. E. generally unsustainable.

A. unique to the industry. Walmart's message is meaningful to the consumer because of the low-price promise it conveys. In addition, a unique selling proposition should be unique to the brand, sustainable over time, and supportive of repetition.

Advertisers can determine how effective their media mix has been in reaching their target audience by calculating __________ of the advertising schedule. A. the click rate B. the total GRP C. the conversion rate D. the media mix E. the USP

B. the total GRP Advertisers can determine how effective their media mix has been in reaching their target audience by calculating the total GRP (reach times frequency) of the advertising schedule.

Which of the following is the best example of a reminder advertising message? A. "Buy now, pay later." B. "Doing business in Peoria since 1848." C. "Better than the rest." D. "Now available. The latest fall fashions." E. "Serving the public since last Tuesday." "Doing business in Peoria since 1848" is a message that reminds consumers, "We're still here!"

B. "Doing business in Peoria since 1848." "Doing business in Peoria since 1848" is a message that reminds consumers, "We're still here!"

__________ is when two or more firms join forces to reach a target audience in a short-term effort. A. Promotional co-branding B. Cross-promotion C. Joint-venture promotion D. Multi-target promoting E. Convenience promoting

B. Cross-promotion

The content of an advertising message is closely tied to A. recent institutional advertising. B. the characteristics of the media selected to carry the message. C. the opportunity for post testing. D. the sales promotion opportunities. E. the coupon redemption rate.

B. the characteristics of the media selected to carry the message. Different media have characteristics that make them well suited (or poorly suited) to deliver different types of messages.

*U.S.-based global marketers have often found that A. anything goes when advertising outside the United States. B. EU advertising laws are more restrictive than those in the United States. C. children in other countries are less influenced by advertising. D. self-regulatory groups are especially demanding of U.S. advertisers. E. outside the U.S., standards are subject to U.N. approval.

B. EU advertising laws are more restrictive than those in the United States. Advertising laws in the European Union are more restrictive than those in the U.S.

Which of the following is likely the LEAST common emotional appeal for advertisers? A. fear B. anger C. humor D. love E. nostalgia

B. anger The most common types of emotional appeals are fear, safety, humor, happiness, love (or sex), comfort, and nostalgia.

Which of the following is NOT a public relations tool? A. donating a portion of profits to a charitable cause B. coupons and rebates C. event sponsorships D. news releases E. websites

B. coupons and rebates Coupons and rebates are forms of sales promotion.

The key to a successful emotional advertising appeal is to use the emotion to A. make consumers cry. B. create a bond between the consumer and the brand. C. get consumers to think about the benefits of the product. D. balance social marketing with product-focused advertising. E. deliver a logical message.

B. create a bond between the consumer and the brand.

Informative advertising is used to A. prompt repurchase of a product. B. create and build brand awareness. C. trigger an emotional response. D. gather information about consumers. E. convince consumers to take action.

B. create and build brand awareness. Informative advertising is used to build brand awareness, often for new products.

In the create advertisements step when planning and executing an ad campaign, often the execution style for the ad will A. determine the pretesting pulse of the ad. B. dictate the type of medium used to deliver the message. C. determine which push/pull strategy will accompany the ad. D. dictate how advertising will be flighted. E. deliver integrated marketing.

B. dictate the type of medium used to deliver the message The execution style and the type of medium will be connected; the execution style often dictates the type of media that can be used.

A ____________ advertising schedule uses heavy advertising during some periods followed by periods of no advertising. A. continuous B. flighting C. pulsing D. penetrating E. purposeful

B. flighting

Tyler runs a parasailing business on Hilton Head Island, South Carolina. Tyler closes his business in winter when the water gets too cold. Tyler should use a __________ advertising schedule. A. continuous B. flighting C. pulsing D. penetrating E. purposeful

B. flighting

Generally speaking, all advertising messages are designed to A. meet the needs of society. B. inform, persuade, or remind customers. C. comply with FCC rules combined with FTC antitrust regulations. D. entertain or apprise. E. match production scheduling with consumer demand.

B. inform, persuade, or remind customers. Informing, persuading, and reminding are the three general objectives of advertising.

P&G's Tide laundry detergent has been around since 1948 and is still a market leader. P&G has used __________ advertising to reposition Tide several times over the product's life, trying to motivate new consumer segments to use the product. A. informative B. persuasive C. reminder D. discussive E. institutional

B. persuasive In the later stages of the product life cycle, firms may use persuasive advertising to promote products to new segments or for new uses.

When a product has gained a certain level of brand awareness, firms use __________ advertising to motivate consumers to take action. A. informative B. persuasive C. institutional D. discussive E. reminder

B. persuasive Persuasive advertising seeks to motivate the consumer to take action.

Campbell's soup Company ran a series of radio ads tied to local weather forecasts. Before an impending storm, the ads said "Time to stock up on Campbell's soup." During the storm, the ads said, "Stay home and stay warm with Campbell's soup." The first ad was __________ advertising, whereas the second ad was __________ advertising. A. informative; persuasive B. persuasive; reminder C. reminder; persuasive D. discussive; informative E. institutional; persuasive

B. persuasive; reminder The first ad is persuasive because it seeks to persuade consumers to go to the store and buy some Campbell's soup. The second ad is a reminder ad—it does not seek to motivate consumers to go to the store and buy soup, but rather reminds them of the soup that is probably already in the pantry.

*Chet was struggling selling his golf photography outside a PGA event. When he offered a tee shirt with a golf photograph on it with any framed golf photo, sales picked up. Chet discovered the value of sales promotions—specifically _________—in encouraging customers to buy. A. deals B. premiums C. samples D. sweepstakes E. rebates

B. premiums A premium offers an item for free or at a bargain price to reward behavior such as sampling, buying, or testing. In this case, Chet is rewarding the purchase of his photos with a free tee shirt.

Whenever the major beverage companies develop a new product, they advertise it heavily using television and print media. These efforts are designed to A. generate goodwill for the company. B. pull the product into retail stores through consumer demand. C. signal strategy changes to market competitors. D. make it easier to do posttesting. E. use a push strategy.

B. pull the product into retail stores through consumer demand. Consumer advertising is usually part of a pull strategy, in which the goal is to have consumers demand the product of retailers. In contrast, a push strategy promotes a product to members of the supply chain.

*Firms are willing to offer generous rebates because A. the retailer and manufacturer always split the cost. B. rebates increase sales, but few customers actually apply for the rebate. C. they are easier for the consumer to use than are coupons. D. rebates are the only type of sales promotion proven to affect sales. E. they tend to generate repeat customers.

B. rebates increase sales, but few customers actually apply for the rebate. Rebates stimulate sales because the usually sizable rebate amount lowers the effective price in the consumer's mind; however, relatively few customer follow through on applying for the rebate.

Steve is working on the message to convey in his firm's advertising campaign. As a starting point, Steve should first consider A. the due date for his contribution to the campaign. B. touting the key benefits of his firm's services. C. what competitors are doing. D. which media he wants to use. E. whether he uses the product being advertised.

B. touting the key benefits of his firm's services. A starting point for an ad message is often to tout the product's key benefits as perceived by the target market.

A ____________ advertising schedule uses a base level of advertising during some periods followed by periods of increased advertising. A. continuous B. flighting C. pulsing D. penetrating E. purposeful

C. pulsing

Which of the following is the best example of puffery? A. "Take two and call us in the morning." B. "Happy hour every Friday." C. "You have tried the rest, now try the best." D. "All natural ingredients." E. "Northwestern, the quiet company."

C. "You have tried the rest, now try the best." Puffery refers to the legal exaggeration of praise, stopping just short of deception, lavished on a product. "Now try the best" sounds like an exaggeration.

The __________ is the primary enforcement agency for mass media advertising. A. FDA B. FCC C. FTC D. BATF E. USPS

C. FTC The Federal Trade Commission (FTC) is the primary enforcement agency for most mass media advertising.

__________ appeals help consumers make purchase decisions by offering facts in advertising messages and strong arguments built around relevant issues, explaining key benefits of the firm's products and services. A. Emotional B. Niche marketing C. Informational D. Institutional E. Reminder

C. Informational This describes an informational appeal, which tries to reach the consumer through reason and logic.

__________ are special incentives or excitement-building programs that encourage consumers to purchase a particular product, often used in conjunction with advertising or personal selling programs. A. B2B programs B. Trade incentives C. Sales promotions D. Push programs E. Targeted leader items

C. Sales promotions

Often, advertisers will employ a variety of media to deliver their message. When using different media, advertisers need to deliver A. value-based posttesting. B. niche media emotional appeals to the mass market. C. a consistent and compelling message. D. selective, continuous pulsing. E. mild puffery.

C. a consistent and compelling message. Advertisers should strive for a consistent, compelling message across all media to avoid confusing consumers or presenting a muddled brand image.

The difference between advertising and publicity is that advertising is A. more effective in reaching consumers. B. almost always used in conjunction with consumer satisfaction surveys. C. a paid form of marketing communication. D. designed to remind consumers, whereas publicity is used to persuade consumers. E. designed for very targeted audiences, while publicity reaches mass audiences.

C. a paid form of marketing communication. Advertising is a paid form of communication, which distinguishes it from publicity, which is unpaid.

First Lady Michelle Obama has 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. product-focused advertising. B. consumer generated advertising. C. a public service announcement. D. reminder advertising. E. a flighting campaign.

C. a public service announcement. The First Lady produced a public service announcement, a message focused on public welfare.

*Kevin 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 A. social activist marketing. B. voluntary premium pricing. C. cause-related marketing. D. business/social responsibility. E. the do-gooder syndrome.

C. cause-related marketing. Cause-related marketing is a commercial activity in which businesses and charities form partnerships to market an image, product, or service for their mutual benefit.

One of the advantages of niche media is that it often allows marketers to A. reach a larger audience than mass media. B. use major events like the Super Bowl. C. change and personalize messages for different audiences. D. sell cooperative advertising space to cosponsors. E. spend fewer advertising dollars.

C. change and personalize messages for different audiences. Niche media reach smaller, better targeted audiences, and are well suited for a message that will be tailored to different target markets.

__________ is a particularly good advertising medium for groceries and fast food. A. Television B. Internet C. Direct mail D. Radio E. Newspaper

D. Radio Because many people listen to the radio in their cars, it becomes a highly effective means to reach consumers at a crucial point in their decision process.

Yana has identified the target audience for her line of Russian jewelry. For optimum success, she is creating an advertising plan that will A. allow her to skip the assessment stage at the end of the campaign. B. offer discounts to media as an incentive to carry out her plan. C. clarify the specific goals that the advertising is designed to accomplish. D. encapsulate her unique selling proposition. E. maximize puffery. Specific, measurable objectives are important both in directing campaign strategy and in measuring results.

C. clarify the specific goals that the advertising is designed to accomplish. Specific, measurable objectives are important both in directing campaign strategy and in measuring results.

For an advertiser, the target audience can be understood as A. consumers who currently use or like the product. B. consumers who do not use the product. C. consumers whom its research designates as its target market. D. consumers who prefer the competitor's product. E. consumers who are unaware of the product.

C. consumers whom its research designates as its target market. Firms must keep in mind that their target audience may or may not be the same as current users of the product. They must conduct research to identify their target audience.

Greg is planning an advertising campaign to promote his kayak tour company. The success of his ad campaign depends on A. the quality of his kayaks. B. how much money he spends. C. how well he can identify his target audience. D. how much consumers like him. E. whether he can gain commitments from manufacturers for complementary products.

C. how well he can identify his target audience. First and foremost, Greg must be able to identify the target audience for his campaign to ensure its success.

Estella 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. Estella is trying to create a(n) __________ appeal. A. emotional B. niche marketing C. informational D. institutional E. reminder

C. informational

Jamara knows that his spring-break travel packages are the best deal on campus. He also knows his competitor is sloppy, often waiting until the last minute to provide the needed tickets and documents to students buying his island packages. Jamara wants to develop an advertising message that emphasizes the key benefits he provides. He will develop a(n) __________ appeal. A. emotional B. niche marketing C. informational D. institutional E. reminder

C. informational

Persuasive advertising is often used when competition A. is nonexistent. B. is cooperating. C. is most intense. D. is declining. E. is ineffective.

C. is most intense. Persuasive advertising is often used during the growth and early maturity stages of the product life cycle when competition is most intense, hoping to accelerate market acceptance of the product.

Brent is working on an advertising campaign to promote downtown businesses. He knows the increasing number of advertising communication channels available and changes in consumers' media usage A. will force him to use PSAs. B. increases consumers' preference for high-pressure persuasive advertising. C. makes his job more difficult. D. makes it easier to select media. E. makes budget more important, and creativity less important.

C. makes his job more difficult. The increasing number of communications media has made it more complex to choose appropriate media for a campaign.

The __________ is the combination of media used and the frequency of advertising in each medium. A. media plan B. media buy C. media mix D. communications tactical plan E. communications operational plan

C. media mix

When Microsoft introduces a new version of its Windows operating system, it typically uses selected magazine, Internet, and direct mail advertising. This combination of advertising outlets represents Microsoft's A. niche buy. B. advertising plan. C. media mix. D. track testing. E. supply chain messaging.

C. media mix.

An emotional appeal aims to satisfy consumers' __________, whereas an informational appeal speaks to consumers' __________. A. needs; desires B. institutional focus; personal focus C. personal desires; utilitarian needs D. top-of-the-mind awareness; bottom-of-the-mind reactions E. cost-consciousness; imaginations

C. personal desires; utilitarian needs An emotional appeal tries to reach the consumer by forging a bond between the consumer and the brand based on personal desires. An informational appeal tries to reach the consumer through reason and logic, focusing on utilitarian needs.

Actress 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. A. promotional deal B. mass media buy C. product placement D. loyalty program E. sampling

C. product placement A product placement is a situation in which a marketer has paid to have a product included in a nontraditional situation, such as a scene in a film or TV program. In all likelihood, the cigarette manufacturer had paid the film producer in return for visibility for the brand of cigarettes.

Gretchen has just started as a fashion marketing intern for an up-and-coming design firm. She expected to begin right away implementing the four Ps she had learned about in class. Instead, she was asked to work on a project identifying important events where celebrities might wear the fashions. Gretchen soon realized that this activity was part of __________, directly related to marketing. A. sales promotions B. cause-related marketing C. public relations D. press release development E. a push-pull strategy

C. public relations Public relations consists of free media attention, often obtained because of corporate activities to encourage the attention. By getting celebrities to wear the fashions, Gretchen was helping to get publicity for the design firm's clothing.

A __________ is an advertisement that focuses on public welfare issues. A. product-focused advertisement B. consumer generated advertisement C. public service announcement D. reminder advertisement E. push strategy

C. public service announcement

Gypsy just bought a gift and jewelry store on Main Street. She knows from the previous owner that almost 60 percent of her sales take place during the Christmas holiday season, with the other 40 percent of sales evenly distributed over the rest of the year. Gypsy will probably use a __________ advertising schedule. A. continuous B. flighting C. pulsing D. penetrating E. purposeful

C. pulsing

Each year in December, Anheuser-Busch runs television ads featuring the Clydesdale horses pulling a stagecoach with an Anheuser-Busch logo. The message is low-key, wishing everyone well during the holiday season. This is an example of _________ advertising. A. informative B. persuasive C. reminder D. discussive E. institutional

C. reminder This is reminder advertising. It does not seek to specifically motivate any particular action, but simply reminds consumers that Anheuser-Busch is out there, using the familiar Clydesdales that have long been associated with the brand.

Traditionally, marketers have seen the role of __________ as generating short-term results, whereas the goal of __________ was to lead to long-term results. A. public relations; institutional advertising B. advertising; personal selling C. sales promotion; advertising D. advertising; public relations E. corporate blogs; public relations

C. sales promotion; advertising Sales promotion is often viewed as a vehicle to generate short-term results; advertising is often viewed as a vehicle to generate longer-term results, in part because repeated viewing is often required for the consumer to completely process the advertising message.

When developing an advertising message, the message should focus on A. the producer. B. the advertising environment. C. solving problems for consumers. D. creating investment opportunities. E. niche media balance.

C. solving problems for consumers. Advertising messages should focus on how the product can solve a consumer's problems.

Thomas had conducted a thorough pretest before the new ad campaign, so he was fairly sure the elements would work together. A lot was riding on the success of the ad campaign, so he couldn't wait until the campaign was over to see how well it did. During the campaign, he will be monitoring the sales volumes on a daily basis as part of his A. cause-related marketing. B. economic monitoring. C. tracking. D. in-flight testing. E. simultaneous sampling.

C. tracking.

The effectiveness of an advertising campaign is assessed during the campaign by A. pulsing. B. posttesting. C. tracking. D. flighting. E. pretesting.

C. tracking. Tracking includes monitoring key indicators, such as daily or weekly sales volume, while the advertisement is running to shed light on any problems with the message or the medium.

Which of the following is NOT one of the federal agencies that regulate advertising activities? A. FDA B. FCC C. FTC D. FRS E. USPS

D. FRS The FDA, FCC, and FTC are the three major agencies regulating advertising; however, other agencies (including the U.S. Postal Service) have some regulatory responsibility as well.

Which of the following is the best example of a mass media advertising channel? A. Weight Watchers Magazine B. Red State Talk Radio (WRS) C. Home and Garden TV (HGTV) D. USA Today E. The Golf Channel

D. USA Today Mass media advertising channels are ideal for reaching large numbers of anonymous audience members, and USA Today reaches the broadest national audience.

Which of the following is NOT true about public relations? A. PR has become increasingly important as costs of other forms of marketing communications continue to increase. B. Consumers have become increasingly skeptical of marketing claims made in conventional media. C. Media coverage generated by PR is seen as more credible than paid advertising. D. With the growth of the Internet, PR is quickly losing its impact. E. Public relations activities often support other promotional efforts.

D. With the growth of the Internet, PR is quickly losing its impact. The Internet has not caused PR to lose its impact—if anything, the impact may have grown because of all the additional media outlets and exposure.

Because PSAs are a special class of advertising, FCC rules require A. consumers to listen to them. B. court approval before they are aired. C. all advertisers to contribute to them. D. broadcasters to devote a specific amount of free time to them. E. they use only the informative or reminder advertising appeals.

D. broadcasters to devote a specific amount of free time to them. Public service announcements are messages focused on public welfare. All broadcasters, in return for access to the broadcast spectrum, are required by the FCC to devote some free airtime to PSAs.

The advertising message admonition, "People are not looking for quarter-inch drill bits; they are looking for quarter-inch holes," suggests that advertising messages need to A. emphasize technology. B. focus on quality. C. inform consumers about opportunities. D. focus on solving problems. E. engage in mild puffery.

D. focus on solving problems. Advertising messages should focus on how the product can solve a consumer's problems.

To get us to remember their ad and the product or brand in the ad, advertisers must first A. use persuasion. B. offer incentives. C. create effective PSAs. D. get our attention. E. vary between flighting and pulsing scheduling.

D. get our attention. Unless an advertiser gets the consumer's attention, the ad has no impact.

In very simple words, advertising is really about A. improving brand image. B. personal selling. C. linking emotions with products. D. getting consumers' attention. E. being creative.

D. getting consumers' attention. To get you to remember their ad and the brand, advertisers must first get your attention.

After identifying the target audience for the university's new advertising campaign, the advertising team needs to decide whether the advertising objective is to __________, __________, or __________ potential and/or existing students. A. create, stimulate, ignore B. beg, borrow, steal C. pay, buy, entertain D. inform, persuade, remind E. push, pull, sell

D. inform, persuade, remind

"Now available. The latest fall fashions." is an example of a(n) __________ advertising message. A. persuasive B. reminder C. socially responsible D. informative E. institutional

D. informative This is informative advertising. It builds awareness of the release of fall fashions but does not specifically try to persuade the consumer to purchase them.

The California Raisin Advisory Board used to run ads featuring "The California Raisins," a fictitious R&B musical group composed of dancing raisins that boogied to the song, "I Heard It Through the Grapevine." The ads, which were hugely popular and which gave rise to a line of raisin-themed merchandise, were designed to encourage raisin consumption. This campaign was an example of A. product-focused advertising. B. consumer generated advertising. C. public service announcements. D. institutional advertising. E. push strategies.

D. institutional advertising. This is an example of institutional advertising, which promotes an entire industry (raisin production in California) rather than any particular brand.

Ashley was nervous about making the ___________. She knew it was likely to be the largest expense in the advertising budget. A. publicity plan B. media flight plan decision C. media mix choice D. media buy E. monitoring and evaluation plan decision

D. media buy Ashley was about to make the media buy, the actual purchase of airtime or print pages.

Special in-store displays for magazines and chewing gum are most likely to be effective if located A. near the entrance to the store. B. near the restrooms. C. along the aisle or wall to the far right of the customer as he or she enters the store. D. near the check-out counter. E. in the window at the front of the store.

D. near the check-out counter. This type of point-of-purchase display is most effective if placed near a location where consumers will be waiting to pay for their other purchases and will be tempted to make an impulse purchase.

Advertising slogans such as "Don't text and drive" and "Buy flood insurance before it is too late" are examples of ads designed to A. provide information. B. remind consumers. C. recruit employees. D. persuade consumers to take action. E. generate goodwill.

D. persuade consumers to take action. These are persuasive messages because they seek to persuade the receiver to take some action.

Anne's Pita Bread Chips offers free POP (point-of-purchase) displays to retailers ordering their product. Anne's is using a __________ strategy. A. pull B. puffery C. publicity D. push E. posttesting

D. push A push strategy promotes a product to members of the supply chain. Consumer advertising, in contrast, is usually part of a pull strategy, in which the goal is to have consumers demand the product of retailers.

Florida Heat Pump Manufacturing Company is offering a free, all-expenses-paid trip to Las Vegas for HVAC dealers that sell at least twenty units this year. Florida Heat Pump is using a __________ promotional strategy. A. pull B. puffery C. publicity D. push E. posttesting

D. push A push strategy promotes a product to members of the supply chain. Consumer advertising, in contrast, is usually part of a pull strategy, in which the goal is to have consumers demand the product of retailers.

How does an advertiser calculate the GRP? A. current sales plus new sales B. reach minus frequency C. sales minus advertising costs D. reach times frequency E. reach times range

D. reach times frequency Advertisers can determine how effective their media mix has been in reaching their target audience by calculating the total GRP (reach times frequency) of the advertising schedule.

After using market research to identify the target audience for his advertising campaign, Jorge will next use this information to A. develop creative advertising copy. B. assess the potential effectiveness of his ad campaign. C. buy advertising time. D. set explicit and measurable objectives for the campaign. E. develop PSAs for distribution in lieu of advertising.

D. set explicit and measurable objectives for the campaign. Specific, measurable objectives are important both in directing campaign strategy and in measuring results.

Regina just bought a gourmet bagel store. She is working with a freelance graphic artist who is designing her logo and print advertisements. Regina is spending days looking over the various designs and color options. She needs to remember that the creative aspect of advertising design A. is everything. B. will determine pretesting and posttesting options. C. dictates tracking alternatives. D. should not overshadow the message. E. should always include coupons.

D. should not overshadow the message. Although creative execution can be an excellent tool for attracting attention to an advertisement, the creative aspect should not overshadow the message.

Regardless of the objective of an advertising campaign, each campaign's objectives must be A. sincere and emotional. B. consistent with those of the available media. C. either informative or persuasive but not both. D. specific and measurable. E. designed for use in both a pull and a push strategy.

D. specific and measurable. Objectives must be specific and measurable, both to guide campaign development and to facilitate evaluation.

Advertising in which medium relies on a mix of visual and auditory techniques? A. radio B. magazines C. newspapers D. television E. direct marketing

D. television

Generally, which of the following is the most expensive media buy? A. Internet B. newspaper C. radio D. television E. billboards

D. television

Which of the following is NOT a major consideration in determining an advertising budget? A. role of advertising in overall promotional objectives B. the product life cycle C. the nature of the market D. the budgeting method used E. the nature of the product

D. the budgeting method used In determining an advertising budget, firms must consider the role that advertising plays in their attempt to meet overall promotional objectives, expenditures over the course of the product life cycle, the nature of the market, and the nature of the product.

An advertising plan is crucial to an ad campaign because it A. is the basis for sales commissions. B. is required by the accounting department. C. offers insights into the creative leadership of mass media buyers. D. will later be used to measure the success or failure of the campaign. E. stimulates demand for a product category.

D. will later be used to measure the success or failure of the campaign.

Brad 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 A. represent the main text of the ad. B. identify the sponsor of the ad. C. use jargon and complex terminology. D. overshadow the visual message. E. be short and use simple words.

E. be short and use simple words. The headline is the large type in an ad that is designed to draw attention. It should be short and use simple words.

After the advertiser has decided on the message, type of ad, and appeal, its attention now shifts to A. logistical support. B. new product development. C. advertising assessment. D. determining why they should advertise. E. creation of the advertisement.

E. creation of the advertisement. Once these decisions are made, it is time to create the advertisements.

An advertisement featuring a cartoon Smokey the Bear saying "only you can prevent wildfires" is an example of a successful A. push-and-pull advertisement. B. puffery campaign. C. sales promotion. D. product-focused advertisement. E. public service announcement.

E. public service announcement. This is an example of a public service announcement, which is a message focused on public welfare.

Sarah goes through the newspaper looking for coupons to help reduce her living expenses. Her roommate Paige doesn't read newspapers, let alone look through them for coupons. But Paige filled out a form from inside a cereal box entering her in a drawing for free exercise equipment. What kind of sales promotion reached Paige? A. loyalty program B. contest C. deal D. premium E. sweepstakes

E. sweepstakes All of these are alternate ways of reaching consumers who do not search for coupons—but a sweepstakes does not require the entrant to complete a task other than buying a ticket or filling out a form.

Jami 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, Jami will keep track of A. the cost of the media buy. B. past economic conditions. C. planned store expansions in similar markets. D. new advertising concepts. E. the daily and weekly sales volume.

E. the daily and weekly sales volume.

Cross-promotion is most successful when A. one product is well-known and one product is less known. B. the firms have a prior marketing relationship. C. the two products are similar in price. D. the promotion takes place over a very short time period. E. the two products appeal to the same target market.

E. the two products appeal to the same target market. To achieve a successful cross promotion, the two products must appeal to the same target market and together create value for consumers.