Chapter 17

A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the dates and times, is a(n) Select one: a. advertising message. b. media platform. c. media plan. d. advertising appropriation. e. advertising plan.

C

Carla is stopped by a researcher at a shopping mall and asked what was the last television commercial she remembers seeing. This is an example of a(n) Select one: a. aided recall test. b. pretest. c. unaided recall test. d. memory test. e. recognition test.

C

The target audience for an advertising campaign is the Select one: a. overall goal of the advertising campaign. b. sales objective to be achieved by the campaign. c. people toward whom the advertisements are directed. d. information base on which to develop the campaign. e. geographic distribution of persons.

C

The identification of an advertisement's sponsor is the Select one: a. layout. b. trademark. c. subheadline. d. signature. e. copy.

D

When a company promotes its position on a public issue, this is specifically referred to as _______ advertising. Select one: a. product b. competitive c. institutional d. advocacy e. issue

D

In many instances the most appropriate way for a firm to cope with an event that leads to negative public relations is to Select one: a. facilitate news coverage of the event. b. refrain from publicity that reports the event. c. hire a public relations firm. d. discourage news coverage of the event. e. deny that the event occurred.

A

Rachel is considering advertising her new restaurant on the radio to attract more customers. She knows that in order to attract listeners' attention on the radio it will be important for her to Select one: a. be both informal and conversational in tone. b. use a quick speaker to attract attention to the commercial. c. use a high level of repetition. d. say the restaurant's name and location three separate times. e. buy a really long time slot to get all the information in.

A

____________ provide businesses with copywriters, artists, production coordinators, media experts, researchers, and other highly skilled specialists. Select one: a. Advertising agencies b. Public relation firms c. Promotion experts d. Media companies e. Production companies

A

A major benefit of using event sponsorship is that it Select one: a. is cost-free. b. can provide large amounts of free media coverage. c. enhances personal selling efforts. d. provides excellent support for advertisements. e. neutralizes the effects of unfavorable public relations.

B

Brian and Tiffany are discussing the media plan for the opening of their new bar/laundromat called Soap and Suds. He tells her that while he agrees that _______ has tremendous impact, he does not feel that the upfront costs for such a campaign are in the modest budget that presently exists. Select one: a. newspaper b. television c. outdoor d. direct mail e. radio

B

Disney decided to run its new commercials for all of its theme parks several times a day for three weeks and then not at all for two weeks. It will then run the commercials again for three more weeks. Disney is using a _________ schedule for its advertising. Select one: a. pulsing b. varying c. flighting d. continuous e. beating

C

If a company calls a meeting to announce a major news event, this is known as a Select one: a. news release. b. public service announcement. c. press conference. d. media call. e. press release.

C

Mike Stevens wonders whether the creative idea of using the character "Tom T. Turtle" as an image for marketing a new line of running shoes will be successful. He should suggest to his account representative that a(n) _____ be used to pretest the campaign. Select one: a. storyboard b. survey c. consumer jury d. experiment e. GSR test

C

Monroe works for NASCAR where his responsibilities include maintaining favorable relationships between the organization and its stakeholders. Monroe is most likely employed in __________ . Select one: a. sales. b. human resources. c. public relations. d. digital media marketing. e. advertising.

C

Danielle Robinson, account representative for EXpert Advertising, tells D'Orazio Tile Products that she is proposing to use 5 full-page, four-color ads in home-decorating magazines to achieve an increase in consumer and builder inquiries of 15 percent. This approach is an example of which of the following methods of determining advertising expenditure levels? Select one: a. Arbitrary b. Affordability c. Percent of sales d. objective-and-task e. Competitive parity

D

An advertising platform is the Select one: a. objective of the advertising campaign, stated in precise and measurable terms. b. consumer advertising research conducted. c. form in which the basic issue of the campaign should be presented. d. broad objectives of the advertising campaign. e. basic issue or selling point that an advertiser wishes to include in an advertising campaign.

E

Brands that are promoted through comparative advertising are most likely to be Select one: a. attempting to compete on a nonprice basis. b. primarily services rather than tangible goods. c. competing in a less competitive market. d. market leaders. e. brands that are attempting to compete with market leaders.

E

Suppose State Farm Insurance stated, "We want our advertising to increase our customer base for home and automobile insurance 10 percent by the end of the year." This would be considered a(n) Select one: a. target audience goal. b. advertising platform. c. percent-of-sales approach. d. media plan goal. e. advertising objective.

E

The limitations in using publicity-based public relations tools stem primarily from the fact that Select one: a. marketers alter the length of publicity releases. b. media personnel consider only unfavorable messages as newsworthy. c. publicity is never properly managed by media personnel. d. it is time-consuming to convince media personnel that the information is newsworthy. e. media personnel control the content of the communication.

E

The major types of product advertising are Select one: a. advocacy and competitive. b. informative and comparative. c. competitive and comparative. d. institutional and advocacy. e. pioneer and competitive.

E