Chapter 15 Quiz Review
What is a potential problem associated with comparative advertising?
Competitors respond with their own ads, which often result in negative publicity for both brands
Which of the following represents the merge between advertising and entertainment?
Madison & Vine
________ tend to be straightforward outlines of benefits and positioning points that the advertiser wants to stress
Message strategy statements
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?
The costs of advertising would be low
The goal of ________ is to make an advertisement so useful or entertaining that people want to watch it
advertainment
Product placement in television programs and movies is an example of
branded entertainment
Companies are doing less ________ and more ________ as a result of an explosion of more focused media that better match today's targeting strategies
broadcasting; narrowcasting
Competitive parity and objective-and-task are two options for ________ made when developing an advertising program
budget decisions
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?
corporate identity materials
True or false? Direct mail is one of the least expensive media on a per exposure basis
false
True or false? In an attempt to change the perception that milk was unhealthy, the National Fluid Milk Processors Education Program established a sales promotion featuring celebrities with milk mustaches and the tag line "Got Milk?"
false
The number of times an average person in the target market is exposed to an ad is known as the
frequency
What is one of the primary goals of reminder advertising?
maintain customer relationships
Which of the following are the three characteristics an advertising appeal should have?
meaningful, believable, and distinctive
Reach, frequency, and impact are all ________ made when developing an advertising program
media decisions
The AFLAC duck and Tony the Tiger are examples of ________ used in successful advertising campaigns
personality symbols
________ advertising becomes more important as competition increases. The company's objective is to build selective demand
persuasive
Branded Coca-Cola cups have been prominently featured on episodes of American Idol. This is an example of ________
product placement
Scheduling ads unevenly, which is called ________, builds awareness that is intended to be carried over to the next advertising period
pulsing
The advertiser must decide on the ________, or desired media impact, of a message in a specific medium
qualitative value
________ 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
reach
Which of the following is the most likely result of reducing brand-building advertising for a product?
reduced long-term market share
After determining its advertising objectives, the company's next step in developing an advertising program is to ________
set its advertising budget
Which message execution style depicts average people using a product in an everyday setting?
slice of life
Which of the following is an objective of informative advertising?
suggest new uses for a product
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 ________
the promotion mix
Some advertisers use edgy humor in their advertisements in order to break through the commercial clutter. This is an example of an advertisement's ________
tone
True or false? P&G is the world's largest advertiser
true
True or false? The Butterball Turkey Talk-Line answers over 100,000 questions during November and December. The toll-free help line supplements the company's Web site and is a valuable public relations vehicle for Butterball.
true
True or false? The decision about which type of media to use for an ad campaign can be more critical than the decision about which creative elements to use
true