Ch 14-15
109) The purpose of advertising is to get consumers to think about or react to the product or company in a certain way.
Answer: TRUE
110) The message execution style of personality symbol involves creating a character that represents the product.
Answer: TRUE
111) In an endorsement style of execution, the endorsers can be ordinary people saying how much they like a given product.
Answer: TRUE
112) Good marketing communications can speed the demise of a poor product.
Answer: TRUE
115) A pulsing schedule involves scheduling ads unevenly over a given time period.
Answer: TRUE
116) Advertisements for prescription drugs often feature potential benefits and negative side effects that consumers may experience with use of the medication. These ads present two-sided arguments.
Answer: TRUE
117) Agencies bring an outside point of view to solving a company's problems, along with lots of experience from working with different clients and situations.
Answer: TRUE
117) Buzz marketing involves cultivating opinion leaders and getting them to spread information about a product or service to others in their communities.
Answer: TRUE
119) Standardization of advertising leads to lower advertising costs, greater global advertising coordination, and a more consistent worldwide image.
Answer: TRUE
119) The percentage-of-sales method wrongly views sales as the cause of promotion rather than as the result.
Answer: TRUE
120) Advertising media costs and availability differ vastly from country to country.
Answer: TRUE
120) The percentage-of-sales budget is based on the availability of funds rather than on opportunities.
Answer: TRUE
121) Companies use PR to build good relations with consumers, investors, the media, and their communities.
Answer: TRUE
122) Large-scale advertising conveys a positive message about the seller's size, popularity, and success.
Answer: TRUE
122) PR can have a strong impact on public awareness at a much lower cost than advertising can.
Answer: TRUE
123) If the pull strategy is effective, then consumers will demand the product from channel members, who will in turn demand it from producers.
Answer: TRUE
124) Corporate identity materials help create a corporate identity that the public immediately recognizes.
Answer: TRUE
125) A company's Web site can be an important public relations vehicle.
Answer: TRUE
59) Which of the following terms best describes the channels through which two or more people communicate directly with each other, including face to face, mail, e-mail, texting, or an Internet chat?
C) personal communication channel
73) 30 Rock and BusinessWeek are both examples of ________—specific media within each general media type.
C) media vehicles
71) A Spanish-language channel runs its ads only in Hispanic neighborhoods . This is an example of ________.
C) narrowcasting
90) Which of the following is a major tool used by PR professionals?
C) news
66) Display media includes ________.
E) billboards
79) In most cases, what is the most expensive promotion tool?
B) personal selling
54) A charitable trust's appeal which states, "While you are trying to figure out what to get the man who has everything, don't forget the man who has nothing" is an example of a(n) ________ appeal.
D) moral
75) Which of the following is the most logical budget-setting method?
D) objective-and-task method
34) In the communication process, the reaction of the receiver after being exposed to a message is called the ________.
A) response
6) Which of the following promotion categories is most likely to include the use of displays, discounts, coupons, and demonstrations?
A) sales promotion
83) Suppose Amazon.com has offered you free shipping on your next purchase of more than $35. This offer is an example of ________.
A) sales promotion
80) Which of the following promotional tools is the most effective in building up buyers' preferences, convictions, and actions?
B) personal selling
50) A message showing a product's quality, economy, value, or performance is an example of a(n) ________ appeal.
B) rational
4) The use of short-term incentives to encourage the purchase or sale of a product or service is called ________.
B) sales promotion
63) ________ involves cultivating opinion leaders and getting them to spread information about a product or a service to others in their communities.
C) Buzz marketing
78) Which of the following is most likely a shortcoming of advertising?
C) It is impersonal and lacks the direct persuasiveness of company salespeople.
16) Which of the following statements is true regarding the old mass-media communications model?
C) Many viewers are gaining control of message exposure through DVRs.
72) Which of the following methods is used by companies to set their advertising budgets based on the industry average?
C) competitive-parity method
22) Excel Enterprises uses a Web site, online social networks, and print advertisements to promote its products. Since Excel Enterprises practices integrated marketing communications, all these different brand contacts maintain ________ in design and tone.
C) consistency
96) The FTC has adopted a three-day cooling-off rule to give special protection to ________.
C) customers who were not seeking a product
86) Which promotional tool is the most immediate, customized, and interactive?
C) direct marketing
51) An appeal which attempts to stir up either negative or positive sentiments that can motivate purchase is called a(n) ________ appeal.
C) emotional
42) Marketing communicators must be good at ________ messages that take into account how the target audience ________ them.
C) encoding; decodes
35) When a customer lets a producer know something about its products or advertising, the customer is providing ________.
C) feedback
21) Delia's is a clothing retailer that targets teenage girls. It runs coordinated promotions for its catalogs, Web site, and retail outlets. It uses the same models in its catalog, print ads, and Web site. Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all aspects. From this information, we can infer that Delia's is using ________.
C) integrated marketing communication
49) The AIDA model identifies the characteristics of an effective ________.
C) marketing message
30) A(n) ________ is a set of symbols that the sender transmits.
C) message
60) Communication through a telephone call is considered a part of a(n) ________ communication channel.
C) personal
67) ________ are staged occurrences that communicate messages to target audiences.
D) Events
74) Which of the following statements is most likely true regarding the competitive-parity method?
D) In this method, promotion budgets are set to match competitors' outlays.
37) An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they tried the new makeup. In terms of the communication model, the sender of this message is ________.
D) Maybelline
81) ________ consists of strong short-term incentives that invite and reward quick responses from customers.
D) Sales promotion
53) Moral appeals ________.
D) are directed to an audience's sense of what is "right" and "proper"
25) While using integrated marketing communications, the communications process should start with a(n) ________.
D) audit of all potential customer touch points
46) Among the buyer-readiness stages, the first stage is ________.
D) awareness
82) Which of the following is a sales promotion tool?
D) coupons
57) Which of the following advertising slogans most likely represents a two-sided argument?
E) There are some things money can't buy. For everything else, there's MasterCard.
2) Which of the following is one of the five major promotion tools?
E) direct marketing
59) Which term refers to the qualitative value of message exposure through a given medium?
C) media impact
77) Which of the following statements is most likely true regarding the objective-and-task method of budget-setting?
A) It forces management to spell out its assumptions about the relationship between the money spent and promotion results.
27) To break through the clutter, many marketers have subscribed to a new merging of advertising and entertainment, dubbed ________.
A) Madison & Vine
66) Which of the following statements about magazines as an advertising medium is true?
A) Magazines have long ad purchase lead times.
56) ________ is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time.
A) Reach
94) Which of the following would be classified as bait-and-switch advertising?
A) advertising a cheaper brand but making only a more expensive one available to customers
12) Comparative advertising is also known as ________ advertising.
A) attack
29) Product placement in television programs and movies is an example of ________.
A) branded entertainment
53) The main block of text in a print ad is referred to as the ________.
A) copy
74) When selecting a media vehicle, the media planner looks both at the total cost of using a medium and at the ________
A) cost per thousand persons reached
34) After creating a message strategy statement, the advertiser must develop a compelling ________ that will bring the message strategy to life in a distinctive and memorable way.
A) creative concept
44) While developing an effective integrated communication, once the target audience has been defined, marketers must ________.
A) determine the desired response
55) Which of the following is a major step in advertising media selection?
A) determining reach, frequency, and impact
18) Consumers today receive commercial messages from a broad range of sources. However, consumers ________ the way marketers do.
A) don't distinguish between message sources
55) One of the message structure issues that a marketer must handle is whether to ________.
A) draw a conclusion or not
107) A marketing communications director has overall responsibility for the company's communications efforts.
Answer: TRUE
52) Which of the following appeals is based on the idea that consumers often feel before they think?
A) emotional appeal
13) Shifting away from mass marketing, marketers are developing ________ which are designed to build closer relationships with customers in more narrowly defined micromarkets.
A) focused marketing programs
7) When Procter & Gamble (P&G) developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. What type of campaign was most likely used by P&G for the Mr. Clean Magic Eraser?
A) informative advertising
19) Today several companies are adopting the concept of ________, which carefully combines and coordinates the company's many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands.
A) integrated marketing communications
18) Which of the following is one of the primary goals of reminder advertising?
A) maintain customer relationships
61) Which of the following is a new digital medium that is used by advertisers to reach consumers directly?
A) mobile phone
36) A consumer is reading a magazine with an advertisement, but due to a loud sound he is distracted from reading the advertisement and is not able to grasp its key points. In the context of the communication process, this unplanned static or distortion is called ________.
A) noise
71) Though the ________ method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending, selling price, and profit per unit, it wrongly views sales as the cause of promotion rather than the result.
A) percentage-of-sales
96) Which of the following media options would be the LEAST costly for Second Avenue's promotional efforts?
A) periodic advertising in a local newspaper which follows a pulsing schedule
84) Kathy Champe, a public relations specialist for a regional chain of pharmacies, regularly contacts members of the local and state-wide media with information about community events and charity fundraisers sponsored by her company. This is an example of the ________ function of public relations.
A) press relations
89) Using a(n) ________ strategy, the producer directs its marketing activities toward final consumers to induce them to buy the product.
A) pull
91) Business-to-consumer companies are more likely to emphasize a ________ promotion strategy, while business-to-business companies are more likely to emphasize a ________ promotion strategy.
A) pull; push
57) You receive a report that 68% of your target market has been exposed to your ad campaign during a given period of time. Which of the following aspects of media selection is represented by this information?
A) reach
17) Keeping the brand in a customer's mind during off-seasons is most likely a goal of ________ advertising.
A) reminder
47) Which message execution style involves presenting survey data indicating that a brand is better than other brands?
A) scientific evidence
25) Which of the following is a major element of developing an advertising strategy?
A) selecting advertising media
20) After determining its advertising objectives, a company's next step in developing an advertising program is to ________.
A) set an advertising budget
97) Second Avenue has just developed a 30-second television ad that features three different shoppers enthusiastically shopping in the store and appreciating its products. This ad uses the ________ execution style.
A) slice-of-life
64) Snappy Cameras is launching a new advertising campaign to demonstrate the high quality of its digital cameras. Which media option would give the audience the most control over exposure to the ads and interactive capabilities?
A) the Internet
56) A(n) ________ argument is most likely to be effective when the audience is highly educated or likely to hear opposing claims.
A) two-sided
22) Which of the following brands most likely requires heavy advertising in order to be set apart from similar products?
A) undifferentiated brands
107) Branded entertainment (or brand integrations) involves making the brand an inseparable part of some other form of entertainment.
Answer: TRUE
102) The most important objective of a reminder advertising is telling the market about a new product.
Answer: FALSE
104) Mass marketers can expect consumers to distinguish between commercial message sources to maintain a clear image of a company and its brands.
Answer: FALSE
109) The four major communication functions are encoding, decoding, response, and noise.
Answer: FALSE
118) Recently, the increased use of online social networks and video sharing has reduced the need for advertising standardization with global brands.
Answer: FALSE
123) When using public relations, the company pays for space and time in the media.
Answer: FALSE
99) Advertising involves a personal presentation by the firm's sales force for the purpose of making sales and building customer relationships.
Answer: FALSE
100) Sales promotion involves building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.
Answer: FALSE
101) Informative ads are used primarily in the growth stage of the product life cycle.
Answer: FALSE
105) The most common form of advertainment is product placement.
Answer: FALSE
106) A brief glimpse of the latest LG phone on Grey's Anatomy will be an example of an advertainment.
Answer: FALSE
108) Professional athletes such as Peyton Manning and Maria Sharapova are featured in advertisements for Gatorade. According to this information, Gatorade is utilizing branded entertainment.
Answer: FALSE
108) The communications process should start with mass media advertising in order to reach a large number of consumers.
Answer: FALSE
110) Encoding is the process by which the receiver assigns meaning to symbols.
Answer: FALSE
111) Decoding is the process by which a sender puts his or her thoughts into a symbolic form.
Answer: FALSE
112) Reach is a measure of how many times the average person in the target market is exposed to the message.
Answer: FALSE
113) Rational appeals are often used to urge people to support social causes, such as a cleaner environment or helping the disadvantaged.
Answer: FALSE
114) The "Stop. Think. Tylenol." ad slogan is an example of a moral appeal.
Answer: FALSE
114) The direct mail medium has very low cost per exposure.
Answer: FALSE
115) All personal communication channels are controlled directly by the company.
Answer: FALSE
116) The communication effects of advertisements and ad campaigns are more difficult to measure than the sales and profit effects.
Answer: FALSE
118) The affordable method of setting advertising budgets takes into consideration the effects of promotion on sales.
Answer: FALSE
121) The affordable method involves setting promotion budgets to match competitors' outlays.
Answer: FALSE
124) Using a push strategy, the producer directs its marketing activities (primarily advertising and consumer promotion) toward final consumers to induce them to buy the product.
Answer: FALSE
125) Integrating the promotion mix starts with suppliers.
Answer: FALSE
99) Advertising is the least used of the major promotion tools, although it has great potential for building consumer awareness and reference.
Answer: FALSE
113) Although television advertising has high absolute costs, its cost per exposure is relatively low.
Answer: TRUE
100) A specific communication task to be accomplished with a specific target audience during a specific period of time is called an advertising objective.
Answer: TRUE
101) Direct marketing includes catalogs, direct-response TV, kiosks, the Internet, and mobile marketing.
Answer: TRUE
102) As mass markets have fragmented, marketers have shifted away from mass marketing.
Answer: TRUE
103) New communications technologies such as cell phones and the Internet give companies new media for interacting with targeted consumers, but these new technologies also give consumers more control over the advertising messages they receive.
Answer: TRUE
103) Persuasive advertising aims to build a selective demand.
Answer: TRUE
104) The aim of advertainment is to make ads so entertaining or useful that people want to watch them.
Answer: TRUE
105) The integrated marketing concept ties together all of the company's messages and images.
Answer: TRUE
106) Integrated marketing communications calls for recognizing all touchpoints where the customer may encounter the company and its brands.
Answer: TRUE
27) ________ refers to the process of putting thought into symbolic form.
B) Encoding
88) Which of the following statements is most likely true of public relations?
B) It can have the same impact on public awareness as advertising at much lower costs.
70) Which of the following statements is true regarding the affordable method for setting a promotion budget?
B) It completely ignores the effects of promotion on sales.
38) An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they tried the new makeup. In terms of the communication model, the medium of this ad is ________.
B) Ladies' Home Journal
33) ________ tend to be straightforward outlines of benefits and positioning points that the advertiser wants to stress.
B) Message strategy statements
84) ________ is very believable because news stories, features, sponsorships, and events seem more real and believable to readers than ads do.
B) Public relations
95) Under the ________ Act, sellers cannot favor certain customers through their use of trade promotions.
B) Robinson-Patman
80) Which of the following is most likely true about using a pulsing schedule for an ad?
B) The costs of advertising would be low.
28) The aim of ________ is to make an advertisement so useful or entertaining that people want to watch it.
B) advertainment
3) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.
B) advertising
92) Which of the following would most likely be included in the written materials prepared by PR professionals to reach and influence target markets?
B) annual reports
47) Boson Corp. is introducing consumers to its new car with the help of an advertisement campaign. This introductory campaign most likely aims to affect the ________ stage of buyer-readiness.
B) awareness
4) Competitive parity and task methods are considered when making decisions about ________.
B) budget
2) Advertising is used mostly by ________.
B) business firms
45) The six stages consumers normally pass through on their way to making a purchase are known as the ________ stages.
B) buyer-readiness
68) To ________, a marketer would most likely ask target audience members whether they remember the message, how many times they saw it, and what points they remember.
B) collect feedback
54) Which of the following is illustrated by an amateur 30-second video, developed by a consumer, telling the story of an online crafts marketplace, Etsy.com?
B) consumer-generated messages
48) In the AIDA model, the D stands for ________.
B) desire
9) Which major promotion category makes use of catalogs, telephone marketing, kiosks, and the Internet?
B) direct marketing
28) HP's advertising agency assembles words and illustrations into an advertisement that convey the company's intended brand message. In the context of the communication process, HP is ________.
B) encoding
29) The decision to use a cleaning genie to communicate the strength and power of "Mr. Clean" cleaning liquid represents the ________ process of the communication model.
B) encoding
43) Which of the following is the first step in developing an effective integrated communications and promotion program?
B) identifying the target audience
52) What is the first element that a reader most likely notices in a print ad?
B) illustration
8) When the advertising objective is to build primary demand for a new product category, ________ advertising will most likely be used.
B) informative
40) An ad for Athleta active wear shows a woman in a complex yoga pose and states: "If your body is your temple, build it one piece at a time." This ad uses the ________ execution style.
B) lifestyle
23) To carefully integrate and coordinate the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products, some companies appoint a(n) ________.
B) marketing communications director
32) Which of the following terms best represents the communication channel which a company uses to move its advertising messages from sender to receiver?
B) media
31) Which term refers to the general idea that will be communicated to consumers through an advertisement?
B) message strategy
44) Skoda used a hard rock version of Julie Andrews' track "My Favorite Things" by the band Sound Tree to promote the new model of Fabia. Which of the following message execution styles is illustrated in this example?
B) musical
76) Which budgeting method entails defining specific promotion goals, determining the necessary tasks, and estimating the costs to determine a promotion budget?
B) objective-and-task method
40) In the communication process, the more the sender's field of experience ________ that of the receiver, the more ________ the message is likely to be.
B) overlaps with; effective
72) The term "media multitaskers" refers to ________.
B) people who absorb more than one medium at a time
8) Extel Inc., a home appliance manufacturer, uses sales representatives to sell its products to wholesalers and individual customers. This is an example of ________.
B) personal selling
35) The first step in creating effective advertising messages is ________.
B) planning a message strategy
79) In the context of media timing, the idea behind ________ is to advertise heavily for a short period to build awareness that carries over to the next advertising period.
B) pulsing
24) Which of the following would be the most likely result of slashing ad spending for a product?
B) reduced long-term market share
39) An ad for a new convection oven shows a busy professional woman using the convection oven to cook dinner for her family. Which of the following message execution styles is illustrated in this example?
B) slice of life
91) News conferences, press tours, and grand openings are examples of ________, a type of tool commonly used by public relations professionals.
B) special events
49) Maybelline used Sarah Michelle Gellar, an actress, to endorse a new range of cosmetics. This message execution style is referred to as ________.
B) testimonial evidence
70) Which of the following statements about outdoor media is true?
C) It has good positional selectivity.
7) ________ includes sales presentations, trade shows, and incentive programs.
C) Personal selling
88) The manufacturer of Crest toothpaste provides free samples of its toothpaste to dentists and encourages them to distribute these samples to their patients and to inform the patients about advantages of using Crest. The manufacturer of Crest toothpaste is using ________.
C) a push strategy
1) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.
C) advertising
65) Nonpersonal communication channels include major media, ________, and events.
C) atmospheres
11) Persuasive advertising becomes ________ advertising when a company directly or indirectly compares its brand with one or more other brands.
C) attack
23) Brands in a market with many competitors and high advertising clutter must ________.
C) be advertised more heavily to be noticed in the marketplace
64) A manufacturer of a variety of technological devices asked its marketing department to develop inexpensive methods of building and maintaining brand awareness and excitement. The marketing department then recruited consumers who were early adopters of technological devices to spread the word about the company's new products. This is an example of ________.
C) buzz marketing
81) To measure the ________ effects of an ad after it has aired, the advertiser can evaluate how the ad affected consumer recall, product awareness, and preference.
C) communication
17) Companies often fail to integrate their various communications to consumers because ________.
C) communications often come from different parts of the company
13) When Verizon Wireless began offering the iPhone, it used its "Can you hear me now?" slogan to attack AT&T's rumored spotty service. This example best illustrates ________.
C) comparative advertising
78) In the context of media timing, ________ means scheduling ads evenly within a given period.
C) continuity
95) In an attempt to set the company apart from its competitors, Central Parcel Service (CPS) has its employees wear brown uniforms and drive brown trucks. What type of public relations tool is being used by CPS?
C) corporate identity materials
43) An IKEA ad shows consumers creating fanciful room designs with IKEA furniture, such as "a bedroom for a queen made by Bree and her sister, designed by IKEA." Which of the following message execution styles is illustrated in this example?
C) fantasy
51) An illustration, a headline, and a copy are the three ________ elements of an advertisement.
C) format
58) The number of times an average person in the target market is exposed to a message is known as the ________ of the message.
C) frequency
36) Which of the following are the three characteristics that an advertising appeal should have?
C) meaningful, believable, and distinctive
46) Taco Bell used a Chihuahua, a small dog, to represent its product. Which of the following message execution styles was used by Taco Bell?
C) personality symbol
50) The McDonald's fast-food restaurant chain uses Ronald McDonald, a clown character, as its primary mascot. Which message execution style is used by McDonalds?
C) personality symbol
85) A newspaper article announced that Connect Wireless, the sixth-largest wireless carrier in a country, was changing its name to M-Mobile and that to begin the makeover process it had replaced spokesperson Robert Garmon with Catherine Naylor. Which of the following elements of a promotion mix is represented in this example?
C) public relations
87) Under which promotional mix strategy does the producer direct its marketing activities (primarily advertising and consumer promotion) toward channel members to induce them to carry the product and promote it to final consumers?
C) push strategy
92) John Deere does very little promoting of its lawn mowers and garden tractors to final consumers. Instead, John Deere's sales force works with Lowe's, Home Depot, independent dealers, and other channel members, who in turn sell John Deere products to final consumers. According to this information, which of the following promotion mix strategies is being used by John Deere?
C) push strategy
98) In a recent radio spot, John and Barb gave a quick explanation of Sparkle's cleaning process and a description of the value consumers receive for their money. This is an example of a(n) ________ appeal.
C) rational
5) An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________.
C) remind
76) Audience quality, audience engagement, and editorial quality are most likely to be considered when a media planner ________.
C) selects a media vehicle
38) Which message execution style depicts average people using a product in an everyday setting?
C) slice of life
48) Which of the following message execution styles features a highly believable or likable source endorsing the product?
C) testimonial evidence
11) Today's consumers do not need to rely on marketer-supplied information about products and services because they can use ________ to seek out a wealth of information.
C) the Internet
73) Sam, the owner of a small company, learned that a competitor was planning to spend $150,000 on promotion in the next financial year. As soon as he learned this, Sam called his finance manager and said, "I want to spend $150,000 on promotion next year." In this case, which method of promotional budgeting is used by Sam?
C) the competitive-parity method
39) An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Melina Kanakaredes and offered readers a $1-off coupon when they tried the new makeup. In the context of the communication model, measuring which of the following would be the best way for the source to measure feedback?
C) the number of people who redeem the coupon
1) A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. Which of the following terms best describes this communications mix?
C) the promotion mix
41) To communicate effectively, a marketing communicator should most likely ________.
C) understand the consumer's field of experience
26) With the help of ________ systems, consumers can avoid watching ads.
D) DVR
89) Which of the following best explains why public relations is often overlooked as a tool for supporting product marketing objectives?
D) Many public relations professionals see their jobs as communicating not brand building.
61) Which of the following statements is true about personal communication channels?
D) Word-of-mouth influence uses a personal communication channel.
68) Franklin & Marshall College wishes to contact high school seniors at independent schools in Pennsylvania. Which of the following media would be most effective and efficient?
D) a direct mail piece sent to selected students
82) Which of the following characterizes standardized global advertising?
D) a more consistent worldwide image
75) When a media planner determines whether an advertisement for diapers should be placed in Parents magazine or Sports Illustrated, the planner is evaluating the media vehicle's ________.
D) audience quality
65) Which of the following is an advantage of using newspapers as an advertising medium?
D) broad acceptability
15) Companies are doing less ________ and more ________ as a result of the explosive developments in communication technologies to better target smaller customer segments.
D) broadcasting; narrowcasting
60) Which of the following is a media measure?
D) click-through rate
15) Which of the following types of advertising will most likely result in an advertising war?
D) comparative advertising
94) Logos, uniforms, brochures, and company trucks are all examples of ________ materials that can be used to help a company create a visual image which the public can immediately recognize.
D) corporate identity
32) Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals.
D) customer benefits
24) In order to avoid shortsightedness, today marketers are moving toward viewing communications as managing the ________ over time.
D) customer relationship
33) In a communication process, a receiver assigns meaning to the symbols encoded by a company in its advertisements through a process known as ________.
D) decoding
86) One of the functions performed by a PR department is ________, which involves working with donors or members of nonprofit organizations to gain financial or volunteer support.
D) development
62) Television, as a medium of advertisement, is characterized by ________.
D) fleeting exposure
85) One of the functions performed by a PR department is ________, which involves building and maintaining relations with legislators and government officials to influence legislation and regulation.
D) lobbying
3) The decisions about reach, frequency, and impact of an advertisement fall into the category of ________ decisions.
D) media
14) Encouraging customers to switch brands is most likely the objective of ________ advertising.
D) persuasive
10) Which of the following promotion categories is most likely to use the promotion tools of press releases, sponsorships, events, and Web pages?
D) public relations
5) Which of the following promotion tools involves building up a good corporate image and handling unfavorable stories and events?
D) public relations
83) Which of the following promotion tools involves building up a positive corporate image and handling unfavorable stories and events?
D) public relations
67) Which of the following is a disadvantage of using direct mail as an advertising medium?
D) relatively high cost per exposure
19) A product in the maturity stage will most likely require ________ advertising.
D) reminder
26) Which of the following is one of the four major communication functions?
D) response
6) Which of the following is most likely an objective of informative advertising?
D) suggest new uses for a product
41) Which of the following message execution styles focuses on the company's skill and knowledge in making the product?
D) technical expertise
63) You want to advertise your new product. You want good mass marketing coverage and low cost per exposure. You also want to combine sight, sound, and motion and make the advertisement appealing to the senses. You should choose ________ as your advertising media.
D) television
31) In the communication process, an actual HP printer/fax machine advertisement would be considered ________.
D) the message
10) ________ becomes more important as competition increases. With this type of advertising, a company's objective is to build selective demand.
E) Persuasive advertising
69) Which of the following statements is most likely true about radio as an advertising medium?
E) Radio advertising is characterized by good local acceptance.
12) Which of the following statements is true regarding today's marketing communications?
E) Today's consumers are better informed about products and services.
90) Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend magazine advising consumers to request their auto body shops to use Glasis paint is an example of how a company uses ________.
E) a pull strategy
69) While using the "________ method" for setting an advertising budget, a company starts with total revenues, deducts operating expenses and capital outlays, and then devotes some portion of the remaining funds to advertising.
E) affordable
93) A large retailer advertised a sewing machine for $179. However, when consumers tried to buy the advertised machine, the seller downplayed its features, placed faulty machines on showroom floors, understated the machine's performance, and took other actions in an attempt to convince buyers to buy a more expensive machine. In this case, which of the following types of advertising is used by the retailer?
E) bait-and-switch
9) Which of the following is an objective of persuasive advertising?
E) change customer perceptions of product value
37) In its advertisements, Timex promotes its affordable and sturdy watches. Fossil emphasizes style and fashion in its advertisements, and Rolex stresses luxury and status. These are all examples of ________ appeals.
E) distinctive
58) A marketer making decisions about the headline, copy, illustration, and colors for a print ad is determining the message ________.
E) format
16) Describing available services and support is most likely a goal of ________ advertising.
E) informative
97) When starting their business, John and Barb would most likely have benefitted from understanding ________.
E) integrated marketing communications
21) Which of the following most likely requires the smallest advertising budget?
E) mature brands
14) Which of the following is a specialized and highly targeted media that an advertiser might use to reach smaller customer segments?
E) online social networks
93) Which of the following is an example of an audiovisual material used by PR professionals?
E) online videos
45) The advertisements which use the AFLAC duck or Tony the Tiger are using the message execution style of ________.
E) personality symbols
30) Coca-Cola cups prominently featured on episodes of American Idol are an example of ________.
E) product placement
98) The owner of Second Avenue wants to establish a community clothing drive to collect clothes for a local children's shelter. The owner is planning to set up collection barrels outside Second Avenue. In this case, which of the following public relations tools is being used by the owner?
E) public affairs
77) In the context of media timing, ________ means scheduling ads unevenly over a given time period.
E) pulsing
87) The National Pork Board developed "Pork. The Other White Meat" campaign. The campaign provided nutritional information and pork recipes in an attempt to encourage people to view pork as a tasty alternative to poultry and fish. Which of the following functions was the goal of this public relations campaign?
E) rebuilding consumer interest in pork
42) A pharmaceutical ad features a world-renowned heart surgeon describing the benefits of the medication. Which of the following message execution styles is illustrated in this example?
E) testimonial evidence
20) Integrated marketing communications require a company's mass-market advertisements, Web site, e-mail, and personal selling communications to all have ________.
E) the same message, look, and feel
62) Personal communications about a product between target buyers and neighbors, friends, family members, associates, and other consumers, are known as ________.
E) word-of-mouth influence
