BA 15 QUIZ
How do media planners compute the cost for various media? A. Cost per 1,000 B. Cost per view C. The number of viewers exposed to the media D. Total cost of the media buy E. Total cost of the media divided by the number of times an individual views the media
A. Cost per 1,000
Which of the following are legitimate characteristics of advertising appeals? A. Meaningful, believable, and distinctive B. Meaningful, entertaining, and branded C. Meaningful, believable, and entertaining D. Entertaining, believable, and distinctive E. Meaningful, believable, and branded
A. Meaningful, believable, and distinctive
There are several sequential decisions a marketer needs to make in developing an advertising program. What is the first step in this process? Which of the following is not a step correctly identified according to its position in the sequence? A. Step 2: Determining what the advertising budget is B. Step 2: Determining what the advertising objectives are C. Step 3: Determining what the messages are D. Step 3: Identifying what the media choices are E. Step 1: Determining which communication model to use
B. Step 2: Determining what the advertising objectives are
PR offers the IMC manager many advantages over other promotional tools. Which of the following primary benefits of public relations (PR) is inaccurate? A. PR has the ability to engage the consumer in the story of the brand. B. The cost per 1,000 is relatively high. C. It can be used to reach many stakeholders. D. It can create a favorable company image. E. It might be diffused by several different media.
B. The cost per 1,000 is relatively high.
The movie Castaways was written to have the main character work for FedEx and end up on an island in a FedEx plane crash. His only "companion" was a volleyball made by Wilson sporting goods. Wilson became the survivor's sole companion and included getting a face drawn on him. What category does this tactic exemplify? A. Creative concept B. Shoppertainment C. Branded entertainment D. Message strategy E. Advertainment
C. Branded entertainment
How does the brand's market share affect the amount spent on the advertising budget for the brand? A. In low-share brands, the firm can spend less proportionately on the ad budget. B. In the growth stage when the firm is trying to grow its market share, often sacrificing profits, this requires larger advertising spending. C. Building the market or taking market share from competitors requires larger advertising spending than does simply maintaining current share. D. Brands with a large market share do not have to spend proportionately as much as the competition on the advertising budget. E. Market share does not have an impact on the advertising budget.
C. Building the market or taking market share from competitors requires larger advertising spending than does simply maintaining current share
Marketers use several public relations tools. Which one of the following tools is used in the realm of marketing and not PR? A. Corporate identity materials B. Public service activities C. Contests and sweepstakes D. Written materials E. Special events
C. Contests and sweepstakes
There are several different objectives that an advertisement might be designed to accomplish in reaching a specified target within a distinct period of time. Which one of the following is an element of consumer behavior and is not directly related to advertising objectives? A. Remind B. Inform C. Motivate D. Persuade E. Compare
C. Motivate
Although advertising is used mostly by business firms, a wide range of not-for-profit organizations, professionals, and social agencies also use advertising to promote their causes to various target publics. The forty-ninth largest advertising spender is what organization? A. Philip Morris Tobacco B. Procter and Gamble C. The U.S. government D. Coca-Cola Corporation E.The UPS
C. The U.S. government
An iPad competitor details its advantages over the iPad in a TV ad and concludes by jokingly saying, "Do you still think I am pretty?" What is the objective task of the Microsoft Surface's ad? A. Inform B. Motivate C. Remind D. Compare E. Persuade
D. Compare
Frito-Lay was looking for new flavors for potato chips and ran a multi-stage contest among consumers who submitted ideas for new chips. Those entries eventually were narrowed to three flavors which were then manufactured and tested in the market. What tactic was Frito-Lay employing? A. Market reach B. Engagement C. Slice of life D. Consumer-generated content E. Media impact
D. Consumer-generated content
A print ad for a new BMW model says, "More powerful than Big Bertha," has a picture of the car, and has two brief paragraphs describing the car's power sources. What are the two paragraphs called? A. Tone B. Illustration C. Headline D. Copy E. Format
D. Copy
What are the two major elements that make up advertising strategy? A. Noise and feedback B. Encoding and decoding C. Media and feedback D. Creating advertising messages and selecting advertising media E. Sender and receiver
D. Creating advertising messages and selecting advertising media
The PR Department in a firm performs many functions. Which one of the following is allocated to personnel in marketing other than the public relations staff? A. Development B. Press relations or function as a press agency C. Investor relations D. Distribution of samples of the product E. Lobbying
D. Distribution of samples of the product
What is the final step in the process of developing the advertising program? A. Setting the advertising objectives B. Determining the ad budget C. Developing the message D. Evaluating the communication E. Making media choices
D. Evaluating the communication
Where are the costs derived for public relations? A. Hiring actors to perform in advertisements B. Using less expensive advertising spots in off-times C. There are no costs associated with PR. D. Hiring staff to develop stories and press releases about the firm or brand E. Buying media
D. Hiring staff to develop stories and press releases about the firm or brand
Maytag, for years, ran a campaign around the Maytag repairman, who was the "loneliest man in town." The same actor played the role for several decades and was seen doing crossword puzzles, playing cards, or reading and waiting for a Maytag machine to break. What is the execution employed in this campaign? A. Testimonial B. Slice of life C. Fantasy D. Personality E. Technical expertise
D. Personality
Which promotional tool is the least used of the major tools but has the ability to create a very favorable company image and build consumer awareness and preference at a low cost? A. Consumer promotions B. Feedback C. Advertising D. Public relations E. Trade promotions
D. Public relations
What does the term "Madison and Vine" mean? A. A firm that measures advertising effectiveness B. A brand of weed whackers or DVRs that cut out the ads from recorded TV C. A form of shoppertainment D. The merging of advertising and entertainment E. A show complete with many branded product placements
D. The merging of advertising and entertainment
Public relations people use a variety of materials including annual reports, brochures, articles, company newsletters, and magazines to reach and influence their target markets. What are these materials called? A. News B. Corporate identity materials C. Special events D. Written materials E. Audiovisual materials
D. Written materials
When developing an advertising program, marketing managers must make four important decisions. Which one of the following is the fourth one of those four steps? A. Setting the advertising budget B. Developing the prices for the ads and media buys C. Setting advertising objectives D. Developing the advertising strategy, the message, and media decisions E. Evaluating advertising campaigns
E. Evaluating advertising campaigns
The Progressive Insurance Ad campaign knows that the average person in the target market is exposed to the message 13 times in 3 months. What does this measure? A. Audience B. Reach C. Media impact D. Engagement E. Frequency
E. Frequency
What is the difference between consumer impressions and consumer expressions? A. Impressions are the actual number of people who were exposed to the ad, and expressions are the number people reached by the ad. B. Impressions are the number of times an individual was exposed to the ad, and expressions are the number of comments generated by consumers. C. Impressions are the number of comments made by people about the ad, and expressions are the frequency with which the individual is exposed to the ad. D. Impressions are the actual number of people who were exposed to the ad, and expressions are the frequency with which the individual viewed the ad. E. Impressions are the actual number of people who were exposed to the ad, and expressions are the number of comments generated by consumers.
E. Impressions are the actual number of people who were exposed to the ad, and expressions are the number of comments generated by consumers.
When the Milk Processor Education Program (MilkPEP), known for its successful "Got Milk?" campaign in previous years, created a campaign to promote the health benefits and boost consumption of chocolate milk through schools and other communities, what promotional tool did MilkPEP use? A. Product placement B. Advertising C. Consumer promotion D. Trade promotion E. Public relations
E. Public relations
Budweiser ran an ad during the Super Bowl in January 2012, following 9-11, in which the team of Clydesdales hauled the Budweiser dray, stood in front of the Hudson River across from the Twin Towers where the World Trade Center had stood, and the entire team bowed in respect. This ad style builds __________ around the product or service, such as beauty, love, intrigue, serenity, or pride. A. scientific evidence B. fantasy C. personality D. technical expertise E. a mood or image
E. a mood or image