Chapter 15

According to the Association of National Advertisers, what is the most important issue for today's advertisers? A) determining the favorite media for all demographics B) measuring advertising's efficiency and effectiveness C) estimating the overall costs of an advertising campaign D) managing advertising campaigns on tight budgets E) calculating the communication effects of an ad campaign

B

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

________ 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

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

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

C

Product placement in television programs and movies is an example of ________. A) branded entertainment B) advertainment C) brand contact D) message execution E) pulsing

A

What is the primary question that must be asked by an advertiser before deciding to run a commercial during the Super Bowl? A) Will the commercial deliver a high return on advertising investment? B) What will be the reach of the commercial? C) What will be the production costs of the commercial? D) Does our product match the demographics of the viewing audience? E) Will the commercial generate enough buzz to justify the cost?

A

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

A

According to the opening scenario, GEICO has become the fourth-largest insurance company by ________. A) integrating humor and creativity into its minicampaigns B) targeting a niche market of people with exceptional driving records C) offering cost savings directly to customers without sales personnel D) marketing its product through creative print ads in major magazines E) creating a website that is appealing to both young and old drivers

A

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

After creating message strategy statements, 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

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 refund offers D) plan its advertising campaign E) develop its message strategy

A

Capture Cameras is launching a new advertising campaign to demonstrate the quality of their digital cameras. Which media option will attract the most demographically skewed audience with relatively low impact? A) the Internet B) newspaper C) TV D) radio E) billboard

A

Johnson & Johnson used ________ when it launched its Aveeno Positively Ageless product line through a YouTube video of an artist's chalk drawing; consumers spread the word about the video, which was viewed by nearly one million people. A) social networking B) public service ads C) endorsements D) advertainment E) product publicity

A

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

Sales and profit effects of advertising are difficult to measure because of factors outside of the ad campaign such as ________. A) price and availability B) seasons and attitude changes C) knowledge and product features D) budgets and communication tools E) brand loyalty and media vehicles

A

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

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) opportunity cost E) continuity cost

A

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

When Proctor & Gamble 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 Proctor & Gamble for the Mr. Clean Magic Eraser? A) informative advertising B) persuasive advertising C) reminder advertising D) developmental advertising E) comparative advertising

A

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

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) flanker brands

A

Which of the following media options would MOST benefit Second Avenue's promotional efforts given the store's limited budget? A) periodic advertising in a local newspaper B) daily advertisements on a local radio station C) weekly commercials during the local evening news D) a billboard placed on the interstate E) a link on the city's Chamber of Commerce Web site

A

Why was the introduction of Nintendo's Wii game console especially successful? A) The company's public relations department held preview parties and encouraged people to blog about the system. B) The company paid for demonstrations on morning news and talk shows to develop interest. C) The company spent millions of dollars on Internet ads and website development. D) The company's public relations department wrote press releases and blogs to create buzz. E) The company's marketing department used product placement to generate excitement about the system before it was released to the public.

A

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

________ 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

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) slice of life B) lifestyle C) fantasy D) scientific evidence E) mood or image

B

An amateur video showing the result of mixing Diet Coke with Mentos candies exemplifies which growing trend in advertising? A) YouTube webisodes B) consumer-generated messages C) multiple minicampaigns D) consumer-driven promotions E) competitive consumer messages

B

For many years, ________ have 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

Mike's Bike Shop's has a new print advertisement appearing in the local newspaper. What will be the first element readers will notice in the advertisement? A) headline B) illustration C) copy D) subheadlines E) color

B

News conferences, press tours, and grand openings are examples of ________ , one of the tools commonly used by public relations professionals. A) public service activities B) special events C) social networking D) development E) investor relations

B

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

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 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

The goal of ________ is to make an advertisement so useful that people want to watch it. A) branded entertainment B) advertainment C) audience engagement D) continuity scheduling E) pulse scheduling

B

The success of the MINI Let's Motor campaign exemplifies the partnership between which two elements? A) advertising and Internet B) message and media C) image and strategy D) technology and creativity E) brand and objective

B

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 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

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

B

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

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

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

According to experts, what is the biggest potential problem facing advertainment? A) The cost of creating clever advertisements will become too steep. B) The marketplace will become cluttered with ads that lack helpful information. C) Consumers will remember the advertisement but forget the brand. D) Local networks will oppose running potentially offensive advertisements. E) Consumer demand for entertaining advertising will become difficult to match.

C

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

C

Advertisers are increasingly shifting larger portions of their budgets to media that cost less and target more effectively. Which of the following is harmed the MOST by such a shift? A) radio B) cable television C) network television D) satellite television systems E) Internet

C

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 Web sites

C

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

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

Apex detergent is relatively undifferentiated from two other detergent brands: Acme and Brighton detergent; therefore, Apex may require ________. A) a different target market B) a new package C) heavy advertising to set it apart from others D) a higher price E) none of the above

C

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) audience engagement E) frequency and reach

C

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

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

Second Avenue wants to create a postcard to be sent to local families with young children. The postcard will include information about the store's typical inventory, store hours, and directions. Which of the following format elements can make the biggest difference in the success or failure of the direct mailing? A) copy B) headline C) illustration D) font E) color

C

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

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

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

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

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 be 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

When AFLAC uses a duck to represent its product, which type of execution style is being employed? A) mood or image B) fantasy C) personality symbol D) technical expertise E) musical

C

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

Which of the following are the three characteristics of an advertising appeal? 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

________ 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

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 E) deciding on media timing

D

American Eagle Outfitters has increased interest in its clothing products using which of the following advertising forms? A) text messaging B) brand integrations C) product placement D) webisodes E) memorable print ads

D

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

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

D

Familiar products such as Coca-Cola are more likely to use ________. A) informative advertising B) comparative advertising C) persuasive advertising D) reminder advertising E) institutional advertising

D

Lobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is part of ________. A) outdated business ethics B) press relations C) press agencies D) public relations E) a mass market strategy

D

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

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

The Internet, video on demand, and DVRs (digital video recorders) 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

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

D

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 causes them to leave the market completely. D) Competitors respond with their own ads, which often results in negative publicity for both brands. E) Consumers alternate between competing products and never develop brand loyalties.

D

When a media planner determines whether an advertisement for dishwashing soap should be placed in Sports Illustrated or Good Housekeeping, 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

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

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) direct marketing

D

Why is public realtions often overlooked as a tool for supporting product marketing objectives? A) Public relations departments are typically small 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 simply communicating, not necessarily brand building. E) The public relations department only wants to handle stockholders, employees, and government officials.

D

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

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

Apple has modified its "I'm a Mac; I'm a PC" ad campaign in Japan for which of the following reasons? A) The Japanese government opposes direct-comparison advertisements. B) Japanese culture frowns upon humorous advertisements on television. C) Most Japanese would not notice the differences in style between the two men in the ad. D) Most Japanese computer users prefer PCs to Apples. E) The Japanese culture views bragging as rude.

E

Fence Patrol is considering an international advertising campaign. The company may face any or all of the following problems EXCEPT ________. A) media costs may vary B) media availability may vary C) regulation of advertising may vary D) some products may be barred or illegal E) all of the above

E

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

In its advertisements, Timex promotes its affordable and sturdy watches. Fossil emphasizes style and fashion in its advertisements, while Rolex stresses luxury and status. These are all examples of ________ appeals. A) creative B) meaningful C) believable D) entertainment E) distinctive

E

The National Pork Board developed its 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

The authors of the book The Fall of Advertising and the Rise of PR state that all of the following firms found success with very little advertising EXCEPT ________. A) Starbucks Coffee B) Body Shop C) Wal-Mart D) Amazon E) Nike

E

The owner of Second Avenue wants to establish a community clothing drive to collect clothes for a local children's shelter. The owner will set up collection barrels outside Second Avenue. Which of the following public relations tools is the owner using? A) press relations B) product publicity C) lobbying D) development E) public affairs

E

The public relations department at a manufacturer of a variety of technological devices has been charged with developing inexpensive methods of building and maintaining brand awareness and excitement. To begin with, the public relations department has recruited consumers who are early adopters of technological devices to spread the word about the company's new products. This is an example of the public relations tool of ________. A) public service activities B) special events C) audiovisual materials D) corporate identity marketing E) buzz marketing

E

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

What was one of the results of the "Quiznos vs. Subway TV Ad Challenge"? A) Quiznos developed an advertising contest asking its customers to counter the Subway claims. B) Most of the submitted ads included negative health information about eating fast food. C) Quiznos filed a lawsuit against the winner of the Subway contest who created the winning ad. D) Consumer-generated ads are now rarely used by companies concerned about legal issues. E) Subway filed a lawsuit asserting that Quiznos ads made false claims about Subway.

E

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

________ 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

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

D

All of the following are examples of specialized and highly-targeted media that an advertiser might use to reach smaller customer segments EXCEPT ________. A) cable television channels B) e-mail C) podcasts D) magazines E) product placement in video games

D

All of the following are important decisions during the process of developing an advertising program EXCEPT ________. A) setting advertising objectives B) setting the advertising budget C) developing advertising strategy D) selecting a target market E) evaluating advertising campaigns

D

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) an e-mail reaching out to students through the Internet B) local newspapers ads throughout the state C) radio ads throughout the state D) a direct mail piece sent to the schools E) billboards throughout the state

D

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

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

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

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

E

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

E

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