Marketing Chapter 15 Quiz Questions

Which of the following is a newer digital medium that is used by advertisers to reach consumers directly?

Smartphone

Which of the following most likely requires the smallest advertising budget?

Ads in the New York Times

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.

Advertising

Product placement in television programs and movies is an example of ________.

Branded entertainment

Which of the following types of advertising will most likely result in an advertising war?

Comparative Advertising

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?

Correct corporate identity materials

The number of times an average person in the target market is exposed to a message is known as the ________ of the message.

Frequency

Which of the following is a major tool used by PR professionals?

News

An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________.

Remind

A product in the maturity stage will most likely require ________ advertising.

Reminder

Which of the following message execution styles features a highly believable or likable source endorsing the product?

Testimonial

True/False: A pulsing schedule involves scheduling ads unevenly over a given time period.

True