Chap 15

QN=11 After determining its advertising objectives, the company's next step in developing an advertising program is to ________. a. set its advertising budget b. determine the media vehicle c. use cash rebate offers d. plan its advertising campaign e. develop its message strategy

a

QN=12 Which of the following may require heavy advertising in order to be set apart from similar products? a. undifferentiated brands b. specialty brands c. international brands d. mature brands e. high-share brands

a

QN=25 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 b. persuasive advertising c. reminder advertising d. developmental advertising e. comparative advertising

a

QN=4 Advertising ________ define the task that advertising must accomplish with a specific target audience during a specific period of time. a. objectives b. budgets c. strategies d. campaigns e. evaluations

a

QN=6 What is one of the primary goals of reminder advertising? a. maintain customer relationships b. build brand preference c. correct false impressions d. inform the market of a price change e. restore company image

a

QN=14 The goal of ________ is to make an advertisement so useful or entertaining that people want to watch it. a. branded entertainment b. advertainment c. audience engagement d. continuity scheduling e. pulse scheduling

b

QN=16 What is the first element that a reader notices in a print ad? a. copy b. illustration c. headline d. slogan e. color

b

QN=18 Unilever decided not to purchase advertising during the Super Bowl a second time because the maker of Dove ________. a. received little buzz after running its commercial during the game b. earned a better response for less money through an outdoor campaign and a viral campaign c. discovered that most of the audience did not watch the sentimental commercial d. spent too much money on one commercial that received low consumer ratings e. received negative publicity for running a beauty ad during a sporting event

b

QN=23 News conferences, press tours, and grand openings are examples of ________, a type of tool commonly used by public relations professionals. a. public service activities b. special events c. social networking d. development e. investor relations

b

QN=1 Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________. a. sales promotion b. direct marketing c. advertising d. personal selling e. public relations

c

QN=2 A company's total marketing communications package 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. This is also called ________. a. the communications method b. integrated marketing c. the promotion mix d. competitive marketing e. target marketing

c

QN=24 Suave ran ads featuring a woman with beautiful hair questioning "Suave or Matrix? Can You Tell?" This is an example of ________. a. informative advertising b. reminder advertising c. comparative advertising d. persuasive advertising e. buzz marketing

c

QN=8 Persuasive advertising becomes ________ advertising when a company directly or indirectly compares its brand with one or more other brands. a. informative b. reminder c. comparative d. POP promotion e. institutional

c

QN=17 You are looking to advertise your new product, and you want good mass marketing coverage and low cost per exposure. You should choose ________ as your advertising media. a. newspaper b. radio c. outdoor d. television e. direct mail

d

QN=19 Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events? a. sales promotion b. personal selling c. direct marketing d. public relations e. advertising

d

QN=20 Lobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is part of ________. a. direct marketing b. press relations c. press agencies d. public relations e. sales promotion

d

QN=22 Logos, uniforms, brochures, and company trucks are all examples of ________ that can be used to help a company create a visual image for the public. a. direct marketing b. social marketing c. public service activities d. corporate identity materials e. buzz marketing materials

d

QN=3 Reach, frequency, and impact are all ________ made when developing an advertising program. a. sales objectives b. budget decisions c. message decisions d. media decisions e. advertising evaluations

d

QN=5 Which of the following is an objective of informative advertising? a. build brand preference b. change customer perceptions of brand value c. encourage customers to switch brands d. suggest new uses for a product e. keep brand in customer minds during off-seasons

d

QN=9 What is a potential problem associated with comparative advertising? a. Consumers confuse the positive and negative aspects of the brands involved in the ad war. b. Competitors develop new and improved products in an attempt to win the advertising contest. c. Consumers are bombarded with competing ads, which cause them to leave the market completely. d. Competitors respond with their own ads, which often result in negative publicity for both brands. e. Consumers alternate between competing products and never develop brand loyalties.

d

QN=13 To be successful, an advertisement must ________. a. guarantee the highest quality product b. offer the highest quality service c. reach consumers frequently d. promise the lowest market price e. gain the attention of consumers

e

QN=15 Branded Coca-Cola cups have been prominently featured on episodes of American Idol. This is an example of ________. a. advertising b. sponsorship c. consumer-generated messages d. sales promotion e. product placement

e

QN=21 Which of the following functions is LEAST likely to be performed by a public relations department? a. product publicity b. development c. public affairs d. investor relations e. media vehicle selection

e

QN=7 ________ advertising becomes more important as competition increases. The company's objective is to build selective demand. a. Reminder-oriented b. Informative c. POP promotion d. Patronage e. Persuasive

e

QN=10 A product in the maturity stage will often require ________ advertising. a. informative b. comparative c. persuasive d. reminder e. cooperative

d