ch 15 mktg
Brands in a market with many competitors and high advertising clutter must ________. A) be advertised only through print and social media B) be advertised only during the mature stage of the product life cycle C) have very high prices compared to competitors D) never be advertised using informative advertising E) be advertised more heavily to be noticed in the marketplace
E
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) reminder B) entertainment C) rational D) believable E) distinctive
E
You receive a report that 68 percent of your target market has been exposed to your ad campaign during a given period of time. Which of the following aspects of media selection is represented by this information? A) frequency B) qualitative value C) engagement D) impact E) reach
E
Progressive Insurance uses Flo to represent its product. Which of the following message execution styles was used by Progressive Insurance? A) technical expertise B) musical C) fantasy D) mood or image E) personality symbol
EE
Which of the following is a disadvantage of using direct mail as an advertising medium? A) no flexibility B) low audience selectivity C) relatively high cost per exposure D) lack of personalization E) severe ad competition
A
Which of the following is most likely an objective of informative advertising? A) suggest new uses for a product B) keep the brand in customer minds during off-seasons C) build brand preference D) encourage customers to switch brands E) change customer perceptions of brand value
A
A pharmaceutical ad features a world-renowned heart surgeon describing the benefits of a medication. Which of the following message execution styles is illustrated in this example? A) musical B) mood or image C) personality symbol D) testimonial evidence E) fantasy
D
How can public relations have a strong impact at a much lower cost than advertising? A) The firm can pay for content to be spread. B) Interested consumers can create the content on their own and spread it. C) Advertising costs have changed dramatically due to changing technologies. D) Interesting brand stories, events, videos, or other content can be shared by sources out of the company's control, but to its benefit. E) Advertising agencies can minimize the impact of competitors' news
D
When Verizon Wireless began offering the iPhone, it used its "Can you hear me now?" slogan to attack AT&T's rumored spotty service. This example best illustrates ________. A) informative advertising B) covert advertising C) institutional advertising D) comparative advertising E) reminder advertising
D
An ad for Athleta active wear shows a woman in a complex yoga pose and states: "If your body is your temple, build it one piece at a time." This ad uses the ________ execution style. A) slice of life B) lifestyle C) personality symbol D) scientific evidence E) fantasy
B
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? A) product publicity B) corporate identity materials C) public service materials D) buzz marketing E) corporate logos
B
Pepsi being prominently featured on episodes of Empire is an example of ________. A) personal selling B) product placement C) advertainment D) sales promotion E) buzz marketing
B
Which of the following best explains why public relations is often overlooked as a tool for supporting product marketing objectives? A) The time and costs associated with public relations prohibit its extensive use. B) Many public relations professionals see their jobs as communicating, not brand building. C) Public relations departments are typically large divisions within corporations. D) Public relations specialists lack the skills necessary to work with marketing experts. E) The public relations department handles stockholders and legislators but not employees
B
Which of the following brands most likely requires heavy advertising in order to be set apart from similar products? A) international brands B) undifferentiated brands C) mature brands D) high-share brands E) specialty brands
B
Which of the following is a major step in selecting advertising media? A) selecting message execution style B) determining reach, frequency, and impact C) planning a message strategy D) deciding on format elements E) developing a compelling creative concept
B
Which of the following is an objective of persuasive advertising? A) keep the brand in a customer's mind during off-seasons B) engage customers and create brand community C) communicate customer value D) correct false impressions E) describe available services and support
B
Which of the following is one of the primary goals of reminder advertising? A) correct false impressions B) maintain customer relationships C) restore company image D) build brand preference E) inform the market of a price change
B
Encouraging customers to switch brands is most likely the objective of ________ advertising. A) reminder B) informative C) persuasive D) institutional E) covert
C
While traditional mass media still make up a majority of today's media mixes, companies have added digital, mobile, and social media that cost less, target more effectively, and ________. A) are challenging to schedule B) are quicker to create C) engage consumers more fully D) must be chosen carefully, since there are so many options E) involve more departments in the company
C
