Chapter 16

_______________ is a complex blend of communications techniques providing extra value to customers, most often for trial to stimulate immediate sales. a.) Sales promotion b.) Publicity c.) Advertising d.) Public relations

a

________________ is a special case of two-sided advertising that explicitly mentions competitors' claims, but then directly disproves them. a.) Refutational advertising b.) Emotional advertising c.) Humor-based advertising d.) Fear-based advertising

a

All of the following are styles of rational advertising EXCEPT: a.) comparative b.) celebrity endorsement c.) refutational d.) demonstration

b

Which of the following is NOT a main type of sales promotion? a.) Consumer promotion b.) Trade promotion c.) Corporate promotion d.) Retail promotion

c

Scope describes the average number of times a targeted individual is exposed to the advertising.

False

The correct formula for calculating Gross Rating Points is Reach + Frequency

False

According to the text, frequency is the number of targeted individuals exposed to the advertising at least once during the planning period.

False

According to the text, low-involvement products are those for which the buyer believes there is financial or psycho-social risk associated with the purchase.

False

Emotional advertising is a special case of two-sided advertising that explicitly mentions competitors' claims, but then directly disproves them.

False

In general, advertising focuses on securing neutral or favorable short-term press coverage for some aspect of the firm's activities.

False

Public relations is really a subset of publicity.

False

The objective and task method of determining an advertising budget should underpin the budgeting process.

True

When an audience is less interested in a product, or has an unfavorable prior impression, primacy advertising is generally more effective in gaining attention or minimizing objections.

True

According to the text, a regular periodic pattern of advertising is referred to as _______________ advertising. a.) continuous b.) flighting c.) pulsing d.) gross rating point

a

According to the text, pulsing is a combination of _______________ and _______________ advertising. a.) continuous and flighting b.) pulsing and gross rating point c.) reach and pulsing d.) reach and gross rating point

a

The ________________ advertising budgeting method assumes that the firm and its competitors have similar objectives, that rivals have themselves made good budgeting decisions, and that different campaigns are equivalently effective. a.) competitive parity b.) affordability c.) gross rating point d.) percentage of sales

a

When an audience is less interested in a product, or has an unfavorable prior impression, _______________ advertising is generally more effective in gaining attention or minimizing objections. a.) primacy advertising b.) recency advertising c.) refutational advertising d.) fear-based advertising

a

Which of the following advertising budgeting methods is based on the advertising spending actions of competitors? a.) Competitive parity b.) Affordability c.) Gross rating point d.) Percentage of sales

a

Which of the following is NOT an advertising effectiveness measure used for both field and laboratory advertising tests? a.) Satisfaction b.) Recognition c.) Unaided recall d.) Aided recall

a

A(n) _____________ is a specific entity in a media class. a.) gross rating point b.) media vehicle c.) pulsing d.) flighting

b

According to the text, _______________ products are those for which the buyer believes there is financial or psycho-social risk associated with the purchase. a.) low-involvement b.) high-involvement c.) convenience d.) simple

b

All of the following are mentioned in the text as main styles of advertising that appeals to emotions EXCEPT: a.) Humor b.) Story telling c.) Absolute d.) Celebrity endorsement

c

Concerning the strategic dimension of advertising, objectives that relate to the hierarchy-of-effects model are called _______________. a.) output objectives b.) input objectives c.) intermediate objectives d.) direct objectives

c

Concerning the strategic dimension of advertising, which of the following types of objectives include awareness, knowledge, liking, trial, repeat purchase, and purchase satisfaction? a.) Output objectives b.) Input objectives c.) Intermediate objectives d.) Direct objectives

c

Advertising creates product awareness that leads the customer through all of the following critical sequential stages EXCEPT: a.) Knowledge b.) Liking c.) Trial d.) Cultural

d

Which of the following is NOT an advantage of using direct marketing? a.) flexibility b.) predictability c.) better customer knowledge d.) standardization

d

Utilizing the percentage of sales advertising budget, a firm would base its advertising budget on competitor actions by using competitor spending as a benchmark.

False

According to the text, a regular periodic pattern of advertising is referred to as continuous.

True

Advertising objectives that relate to the hierarchy-of-effects model are called intermediary objectives.

True

Demonstration advertising shows the product in use and focuses on its performance

True

In comparative advertising, the advertiser makes a direct comparison with a competitor's product

True

While simple to implement, the percent of sales advertising budgeting method suffers from the logical inconsistency that sales determines advertising spending, rather than advertising leading to sales.

True

Which of the following styles of advertising shows the product in use and focuses on its performance? a.) Demonstration advertising b.) One-sided appeal advertising c.) Comparative advertising d.) Primacy advertising

a

Public relations embraces all of the following aspects of a business EXCEPT: a.) Corporate reputation b.) Profitability c.) Crisis management d.) Government relations

b

Critical issues in choosing the actual media vehicles include all of the following EXCEPT: a.) Audience type b.) Audience size c.) Cost to design the ad d.) Nature of the vehicle

c

According to the text, _______________ is the number of targeted individuals exposed to the advertising at least once during the planning period. a.) reach b.) frequency c.) gross rating point d.) range

a

Concerning the strategic dimension of advertising, which of the following objectives includes dimensions such as sales, market share, and brand loyalty? a.) Output objectives b.) Input objectives c.) Intermediate objectives d.) Direct objectives

a

Which of the following is NOT one of the main styles of emotional advertising? a.) Refutational advertising b.) Story telling advertising c.) Humor-based advertising d.) Fear-based advertising

a

Duracell versus Energizer batteries" is an example of which of the following types of advertising? a.) Humor advertising b.) Comparative advertising c.) Absolute advertising d.) Virtual advertising

b

In general, _______________ focuses on securing neutral or favorable short-term press coverage for some aspect of the firm's activities. a.) public relations b.) publicity c.) advertising d.) sales promotion

b

Which of the following describes the average number of times a targeted individual is exposed to the advertising? a.) Reach b.) Frequency c.) Gross rating point d.) Range

b

Which of the following is NOT a group the company typically works with in an advertising agency? a.) Account relationship managers b.) Finance department c.) Creative department d.) Media department

b

Which of the following is the correct formula for calculating Gross Rating Points? a.) Reach/Frequency b.) Reach x Frequency c.) Reach + Frequency d.) Frequency/Reach

b

_______________ refers to repeated high levels of advertising followed by low, or no, advertising. a.) Continuous b.) Flighting c.) Pulsing d.) Gross rating point

b

To select the appropriate media, the firm must answer questions in all of the following areas EXCEPT: a.) Media objectives b.) Media classes c.) Media costs d.) Media schedule

c

________________ is an advertising approach that appeals to people's sense of logic. a.) Emotional advertising. b.) Humor-based advertising. c.) Rational advertising. d.) Fear-based advertising.

c

Which of the following advertising budgeting methods is set as a percentage of the firm's current sales, anticipated next year's sales, or some combination of the two? a.) Competitive parity b.) Affordability c.) Gross rating point d.) Percentage of sales

d

Which of the following advertising budgeting processes should underpin the firm's budgeting process? a.) competitive parity b.) percentage of sales c.) affordability d.) objective and task

d

____________ is the advertising budgeting approach where a firm bases advertising on competitor actions by using competitor spending as a benchmark. a.) Objective and task b.) Percentage of sales c.) Affordability d.) Competitive parity

d

________________ measure customer responses over time, using either a customer panel or randomly selected respondents. a.) Perceptual maps b.) Factor analysis c.) Regression analysis d.) Tracking studies

d