Chapter 15

3) Advertising is used mostly by which of the following? A) governments B) business firms C) social agencies D) independent professionals E) not-for-profit organizations

B) business firms

41) What is the first element that a reader notices in a print ad? A) copy B) illustration C) headline D) slogan E) color

B) illustration

10) When the advertising objective is to build primary demand for a new product category, ________ advertising will most likely be used. A) persuasive B) informative C) comparative D) patronage E) institutional

B) informative

32) The big idea or the creative concept may emerge as a(n) ________, a phrase, or a combination of the two. A) appeal B) visualization C) differentiation D) strategy E) evaluation

B) visualization

60) ________ means scheduling ads evenly within a given period. ________ means scheduling ads unevenly over a given time period. A) Pulsing; Continuity B) Continuity; Hard hitting C) Continuity; Pulsing D) Pulsing; Hard hitting E) Sequencing; Routing

C) Continuity; Pulsing

24) Which of the following represents the merge between advertising and entertainment? A) Madison & Vine B) Wall St. & Fifth Ave C) buzz marketing D) podcasting E) webisodes

A) Madison & Vine

91) 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 B) product publicity C) public affairs D) lobbying E) development

A) press relations

15) 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) set its advertising budget

53) Which of the following statements about magazines as an advertising medium is true? A) Magazines have long lead times and deadlines that can reduce flexibility. B) Magazines have not benefited from advances in communication technologies. C) Magazines typically use a mass marketing strategy. D) Magazines provide better local coverage than newspapers do. E) Magazines have poor reproduction quality of images.

A) Magazines have long lead times and deadlines that can reduce flexibility.

45) ________ 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 B) Qualitative value C) Format D) Premium E) Frequency

A) Reach

51) The Internet, direct mail, magazines, and radio all offer advertisers which of the following advantages? A) audience selectivity B) low costs C) timeliness D) flexibility E) credibility

A) audience selectivity

26) Product placement in television programs and movies is an example of ________. A) branded entertainment B) advertainment C) direct marketing D) message execution E) sales promotion

A) branded entertainment

57) 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 B) cost of premium offers C) cost of the magazine it is using D) profit margin E) continuity cost

A) cost per thousand persons reached

31) 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 B) customer strategy C) customer benefit D) execution style E) media vehicle

A) creative concept

66) Advertising media costs ________ from country to country. A) differ vastly B) remain about the same C) are rarely negotiated D) are impossible to compare E) are usually comparable

A) differ vastly

50) Cell phones are one type of ________. A) digital media B) consumer-generated media C) outdoor media D) indirect media E) traditional media

A) digital media

78) 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) informative advertising

9) 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) maintain customer relationships

6) 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) objectives

87) You receive a report that 68% of your target market has been exposed to your ad campaign during a given period of time. The information in the report relates to ________. A) reach B) frequency C) impact D) engagement E) qualitative value

A) reach

38) Which execution style presents survey evidence that a brand is better than other brands? A) scientific evidence B) testimonial evidence C) endorsement D) technical expertise E) slice of life

A) scientific evidence

20) Which of the following is an element of developing an advertising strategy? A) selecting advertising media B) using sophisticated statistical models C) setting advertising objectives D) evaluating advertising campaigns E) setting the advertising budget

A) selecting advertising media

88) Capture Cameras is launching a new advertising campaign to demonstrate the quality of its digital cameras. Which media option would give the audience the most control over exposure to the ads? A) the Internet B) newspaper C) TV D) radio E) billboard

A) the Internet

17) 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) undifferentiated brands

30) ________ tend to be straightforward outlines of benefits and positioning points that the advertiser wants to stress. A) Promotion mix plans B) Message strategy statements C) Creative concept strategies D) Big idea statements E) Branded entertainment plans

B) Message strategy statements

96) The advertising agency hired by Mrs. Brown's Cookie Company has developed a series of commercials about the new cookie flavors created by the company. The head of the marketing department thinks that pulsing would be the most appropriate way to schedule the commercials. What is the potential benefit of pulsing the cookie ads? A) The ads would achieve maximum awareness. B) The costs of advertising would be low. C) Audience quality can be evaluated. D) Ads can be modified for different demographics. E) Ad schedules can be adapted based on sales.

B) The costs of advertising would be low.

25) 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) advertainment

89) IAMS Pet Food runs a commercial on the Animal Planet cable channel during an episode of The Dog Whisperer. The advertising agency for IAMS is taking advantage of which of the following? A) prime time B) broadcasting C) narrowcasting D) media multitasking E) frequency and reach

B) broadcasting

5) Competitive parity and objective-and-task are two options for ________ made when developing an advertising program. A) sales objectives B) budget decisions C) message decisions D) media decisions E) advertising evaluations

B) budget decisions

42) An amateur 30-second video telling the story of online crafts marketplace Etsy.com exemplifies which growing trend in advertising? A) YouTube webisodes B) consumer-generated messages C) crowdsourcing campaigns D) consumer-driven promotions E) competitive consumer messages

B) consumer-generated messages

67) 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) earned a better response for less money through an outdoor campaign and a viral campaign

82) An ad for Mongoose mountain bikes shows a serious biker traversing remote and rugged but beautiful terrain and states, "There are places that are so awesome and so killer that you'd like to tell the whole world about them. But please, don't." This ad uses the ________ execution style. A) slice of life B) lifestyle C) fantasy D) scientific evidence E) personality symbol

B) lifestyle

28) What is the term used to describe the idea that will be communicated to consumers through an advertisement? A) advertising appeal B) message strategy C) consumer-generated message D) creative concept E) message execution

B) message strategy

61) Scheduling ads unevenly, which is called ________, builds awareness that is intended to be carried over to the next advertising period. A) continuity B) pulsing C) shuffling D) sequencing E) segmenting

B) pulsing

19) Which of the following is the most likely result of reducing brand-building advertising for a product? A) reduced short-term sales B) reduced long-term market share C) improved brand image D) increased short-term sales E) increased long-term market share

B) reduced long-term market share

81) An ad for a new convection oven shows a busy professional woman serving dinner to her family. The convection oven is seen in the background, and the headline reads, "The latest development in time travel." This is an example of what type of execution style? A) testimonial evidence B) slice of life C) fantasy D) scientific evidence E) mood or image

B) slice of life

75) 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) special events

49) For many years, ________ dominated the media mix used by national advertisers. A) radio and television B) television and magazines C) direct mail and billboards D) radio and digital media E) newspapers and direct mail

B) television and magazines

86) Which of the following is an example of user-generated content? A) Toyota's presence in online communities B) Nike's Nike Plus running Web site C) MasterCard's use of "Priceless" commercials shot by customers D) Neiman Marcus's InCircle Rewards program for its best customers E) The Lexus Covenant aimed at creating customer delight

C) MasterCard's use of "Priceless" commercials shot by customers

54) Which of the following statements about radio as an advertising medium is true? A) Radio advertising is typically quite expensive. B) National radio advertising opportunities are simple to purchase. C) One advantage of radio advertising is its high demographic selectivity. D) Radio prohibits the use of segmentation strategies. E) Radio is defined as an outdoor medium.

C) One advantage of radio advertising is its high demographic selectivity.

73) ________ use several tools, including the news, speeches, corporate identity materials, and special events. A) Advertising agencies B) Advertising specialists C) Public relations professionals D) Media buyers E) Media planners

C) Public relations professionals

94) U-Frame-It is a small company that has hired a local ad agency to put together an advertising campaign. Which of the following questions should be answered first? A) What percentage of the budget should allocated for U-Frame-It radio ads? B) Which type of media vehicle is most appropriate for U-Frame-It ads? C) What are the communication and sales objectives of U-Frame-It? D) How does U-Frame-It's competition advertise? E) What is the demographic of U-Frame-It's customer base?

C) What are the communication and sales objectives of U-Frame-It?

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) advertising

77) 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) comparative advertising

93) In an attempt to set the company apart from its competitors, United Parcel Service has its employees wear brown uniforms and drive brown trucks. What type of public relations tool is UPS using? A) buzz marketing B) corporate logos C) corporate identity materials D) product publicity E) public service materials

C) corporate identity materials

46) The number of times an average person in the target market is exposed to an ad is known as the ________. A) impact B) reach C) frequency D) exposure E) engagement

C) frequency

79) Apex detergent is relatively undifferentiated from two other detergent brands, Acme and Brighton detergents. Therefore, Apex is most likely to require which of the following? A) a different target market B) a new package C) heavy advertising to set it apart from others D) a higher price E) a slice-of-life style

C) heavy advertising to set it apart from others

64) All of the following are benefits of standardized global advertising EXCEPT ________. A) lower advertising costs B) greater global advertising coordination C) higher appeal to varying demographics D) more consistent worldwide image E) greater consistency among international product Web sites

C) higher appeal to varying demographics

59) Audience quality, audience engagement, and editorial quality are all considerations when a media planner ________. A) decides on media timing B) selects an execution style C) selects a media vehicle D) evaluates return on investment E) measures the communication effects of an advertisement

C) selects a media vehicle

65) Most international advertisers develop global ________ for the sake of efficiency, but they adapt their advertising ________ to make them responsive to local market needs and expectations. A) programs; strategies B) campaigns; objectives C) strategies; programs D) objectives; programs E) strategies; objectives

C) strategies; programs

39) Some advertisers use edgy humor in their advertisements in order to break through the commercial clutter. This is an example of an advertisement's ________. A) format B) execution style C) tone D) image E) message strategy

C) tone

13) 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) Competitors respond with their own ads, which often result in negative publicity for both brands.

23) The Internet, video on demand (VOD), and DVD rentals present which of the following problems for marketers? A) Consumers are watching less television. B) Consumers cannot focus on specific messages due to advertising clutter. C) Audiences are less interested in media consumption. D) Consumers have more choices about what to watch or not watch. E) Television advertising is becoming more expensive.

D) Consumers have more choices about what to watch or not watch.

44) All of the following are major steps in advertising media selection EXCEPT ________. A) deciding on reach, frequency, and impact B) choosing among major media types C) selecting specific media vehicles D) deciding on format elements

D) deciding on format elements

71) When nonprofit organizations need financial or volunteer support, they often turn to public relations experts to help them in the area of ________. A) public affairs B) press relations C) investor relations D) development E) lobbying

D) development

4) 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) media decisions

48) Of the following, which is most difficult for advertisers to measure? A) reach B) frequency C) click-through rates D) media engagement E) media impact

D) media engagement

72) Trade associations have used ________ to rebuild interest in declining commodities such as eggs, pork, and milk. A) lobbying B) development C) investor relations D) public relations E) niche marketing

D) public relations

35) Which message execution style focuses on the company's skill and knowledge in making the product? A) endorsement B) scientific evidence C) slice of life D) technical expertise E) testimonial evidence

D) technical expertise

52) 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) television

11) ________ 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) Persuasive

80) 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. A) rational B) emotional C) believable D) entertainment E) distinctive

E) distinctive

22) 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) gain the attention of consumers

90) ABC Advertising Agency was recently hired to create an advertising campaign for a local water park. Since the park is only open during the spring and summer months, ________ plays a major role in the firm's decision about scheduling advertisements. A) media vehicles B) continuity C) audience quality D) audience engagement E) media timing

E) media timing

70) 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) media vehicle selection

62) To measure the ________ of an ad after it has been aired, the advertiser can evaluate how the ad affected consumer recall, product awareness, and preference. A) sales effects B) profit effects C) communication effects D) reminder effects E) comparative effects

C) communication effects

12) 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) comparative

36) Advertisements built around dream themes use which type of execution style? A) mood or image B) musical C) fantasy D) lifestyle E) personality symbol

C) fantasy

40) Illustrations, the headline, and the copy are three ________ elements of an advertisement. A) tone B) mood C) format D) reach E) execution style

C) format

33) Which of the following are the three characteristics an advertising appeal should have? A) engaging, informative, and stylish B) trendy, compelling, and appealing C) meaningful, believable, and distinctive D) unique, emotional, and entertaining E) humorous, memorable, and interesting

C) meaningful, believable, and distinctive

56) 30 Rock and Newsweek are both examples of ________, specific media within each general media type. A) alternative media B) major media C) media vehicles D) media multitaskers E) micromedia

C) media vehicles

83) When Taco Bell uses a Chihuahua, a small dog, to represent its product, which type of execution style is being used? A) mood or image B) fantasy C) personality symbol D) technical expertise E) musical

C) personality symbol

47) The advertiser must decide on the ________, or desired media impact, of a message in a specific medium. A) reach B) illustration C) qualitative value D) exposure costs E) frequency

C) qualitative value

7) An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________. A) convince B) compete C) remind D) explain E) encourage

C) remind

34) Which message execution style depicts average people using a product in an everyday setting? A) lifestyle B) scientific evidence C) slice of life D) personality symbol E) testimonial evidence

C) slice of life

18) Some large corporations have developed ________ to help determine the optimal investment across various media; such tools are useful when determining the relationship between promotional spending and brand sales. A) impact studies B) sales techniques C) statistical models D) advertising budgets E) advertising strategies

C) statistical models

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) the promotion mix

97) Which of the following best explains why public relations is often overlooked as a tool for supporting product marketing objectives? A) Public relations departments are typically large divisions within corporations. B) The time and costs associated with public relations can be prohibitive. C) Public relations specialists lack the skills necessary to work with marketing experts. D) Many public relations professionals see their jobs as communicating, not necessarily brand building. E) The public relations department only wants to handle stockholders, employees, and government officials.

D) Many public relations professionals see their jobs as communicating, not necessarily brand building.

95) 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? A) a Facebook page for the college B) local newspapers ads throughout the state C) radio ads throughout the state D) a direct mail piece sent to selected students E) billboards throughout the state

D) a direct mail piece sent to selected students

58) When a media planner determines whether an advertisement for diapers should be placed in Parents magazine or Maxim, the planner is evaluating the media vehicle's ________. A) audience engagement B) editorial quality C) market coverage D) audience quality E) cost per exposure

D) audience quality

55) Companies are doing less ________ and more ________ as a result of an explosion of more focused media that better match today's targeting strategies. A) marketing; personal selling B) advertising; public relations C) narrowcasting; broadcasting D) broadcasting; narrowcasting E) public relations; advertising

D) broadcasting; narrowcasting

74) 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) corporate identity materials

29) Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals. A) consumer trends B) competitors' weaknesses C) competitors' strengths D) customer benefits E) consumer emotions

D) customer benefits

76) Quaker Oats has been selling oatmeal for many years and is a trusted leader in the oatmeal market. What will be the most likely objective of advertisements for a new flavor of oatmeal being introduced by Quaker Oats? A) build a company image B) encourage customers to switch brands C) correct false impressions D) maintain customer relationships E) change customer perceptions

D) maintain customer relationships

68) 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) public relations

69) 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) public relations

14) A product in the maturity stage will often require ________ advertising. A) informative B) comparative C) persuasive D) reminder E) cooperative

D) reminder

63) One way to measure the ________ effects of advertising is to ________ past sales and past advertising expenditures. A) communication; average B) promotion; analyze C) communication; identify D) sales; compare E) sales; combine

D) sales; compare

8) 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

D) suggest new uses for a product

43) How can consumer-generated ads benefit companies and their products? A) Consumers trust the opinions of people similar to themselves. B) Viewers find user-generated advertisements more humorous than professional ads. C) Consumer criticism of a competitor's product is believable and valuable. D) Viewers enjoy participating in product contests and being in commercials. E) Consumers become engaged in the product and consider its value in their lives.

E) Consumers become engaged in the product and consider its value in their lives.

92) The National Pork Board developed the very successful "Pork. The Other White Meat" campaign. The campaign provided nutritional information and pork recipes in an attempt to encourage consumers to view pork as a tasty alternative to poultry and fish. Which of the following functions was the goal of this public relations campaign? A) influence government regulations on pork B) gain financial support for pork producers C) create newsworthy information about pork D) maintain relationships with pork producers E) build up a positive image for pork

E) build up a positive image for pork

16) All of the following require high advertising budgets EXCEPT ________. A) products in competitive markets B) undifferentiated brands C) new products D) low-share brands E) mature brands

E) mature brands

21) Soaring media costs, focused target marketing strategies, and the growing array of new media have increased the importance of ________. A) indirect marketing B) competitive parity C) humor in advertisements D) branded entertainment E) media planning

E) media planning

37) The AFLAC duck and Tony the Tiger are examples of ________ used in successful advertising campaigns. A) brand names B) creative endorsements C) fantasy figures D) celebrity spokespeople E) personality symbols

E) personality symbols

27) 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) product placement

84) When Maxwell House shows one of its buyers carefully selecting coffee beans, which type of execution style is being used? A) mood or image B) fantasy C) personality symbol D) musical E) technical expertise

E) technical expertise

85) When a pharmaceutical ad includes a world-renowned heart surgeon describing the benefits of the medication, which type of execution style is being used? A) mood or image B) fantasy C) personality symbol D) musical E) technical expertise

E) technical expertise