Chapter 19
Which of the following is the best example of a mass media advertising channel? a. USA Today b. Weight Watchers Magazine c. Red State Talk Radio (WRS) d. The Golf Channel e. Home and Garden TV (HGTV)
a. USA Today
Which of the following is NOT true about public relations? a. With the growth of the Internet, PR is quickly losing its impact. b. Media coverage generated by PR is seen as more credible than paid advertising. Incorrect c. Consumers have become increasingly skeptical of marketing claims made in conventional media. d. Public relations activities often support other promotional efforts.
a. With the growth of the Internet, PR is quickly losing its impact.
The major text portion of a print advertisement that should arouse a desire for the product and move the consumer to action is contained in the Select one: a. body copy. b. photo credits. Incorrect c. headline. d. subheads. e. brand elements.
a. body copy.
The additional sales that can be attributed to an advertising campaign are known as a. lift. b. payload. c. impact. d. the campaign increment. e. ROI.
a. lift.
__________ is when two or more firms join forces to reach a target audience in a short-term effort. Select one: a. Joint-venture promotion Incorrect b. Cross-promotion c. Convenience promoting d. Multi-target promoting e. Promotional co-branding
b. Cross-promotion
Often, advertisers will employ a variety of media to deliver their message. When using different media, advertisers need to deliver a. niche media emotional appeals to the mass market. Incorrect b. a consistent and compelling message. c. mild puffery. d. selective, continuous pulsing. e. value-based posttesting.
b. a consistent and compelling message.
First Lady Michelle Obama has recorded an ad encouraging parents to teach their children good nutrition habits to stem the increase in child obesity. This message is an example of a. reminder advertising. b. a public service announcement. c. consumer generated advertising. d. a flighting campaign. e. product-focused advertising.
b. a public service announcement.
Informative advertising is used to Select one: a. convince consumers to take action. Incorrect b. create and build brand awareness. c. prompt repurchase of a product. d. trigger an emotional response. e. gather information about consumers.
b. create and build brand awareness.
"Buy one, get one free" is a __________ sales promotion. Select one: a. sample b. deal c. coupon d. sweepstake e. rebate
b. deal
To get us to remember their ad and the product or brand in the ad, advertisers must first Select one: a. use persuasion. b. get our attention. c. offer incentives. d. vary between flighting and pulsing scheduling. e. create effective PSAs.
b. get our attention.
Gypsy just bought a gift and jewelry store on Main Street. She knows from the previous owner that almost 60 percent of her sales take place during the Christmas holiday season, with the other 40 percent of sales evenly distributed over the rest of the year. Gypsy will probably use a __________ advertising schedule. a. penetrating b. purposeful c. pulsing d. continuous e. Flighting
c. pulsing
Florida Heat Pump Manufacturing Company is offering a free, all-expenses-paid trip to Las Vegas for HVAC dealers that sell at least twenty units this year. Florida Heat Pump is using a __________ promotional strategy. Select one: a. pull b. publicity c. push d. posttesting e. puffery
c. push
Cross-promotion is most successful when a. one product is well-known and one product is less known. b. the two products are similar in price. c. the two products appeal to the same target market. d. the promotion takes place over a very short time period. e. the firms have a prior marketing relationship.
c. the two products appeal to the same target market.
__________ is when two or more firms join forces to reach a target audience in a short-term effort. Select one: a. Multi-target promoting b. Promotional co-branding c. Joint-venture promotion d. Cross-promotion e. Convenience promoting
d. Cross-promotion
The __________ is the primary enforcement agency for mass media advertising. a. BATF b. FDA c. USPS d. FTC e. FCC
d. FTC
Persuasive advertising is often used when competition a. is nonexistent. b. is declining. c. is cooperating. d. is ineffective. e. is most intense.
e. is most intense.
P&G's Tide laundry detergent has been around since 1948 and is still a market leader. P&G has used __________ advertising to reposition Tide several times over the product's life, trying to motivate new consumer segments to use the product. Select one: a. persuasive b. institutional c. reminder Incorrect d. discussive e. informative
a. persuasive
Firms are willing to offer generous rebates because a. rebates increase sales, but few customers actually apply for the rebate. b. they are easier for the consumer to use than are coupons. c. rebates are the only type of sales promotion proven to affect sales. d. the retailer and manufacturer always split the cost. e. they tend to generate repeat customers.
a. rebates increase sales, but few customers actually apply for the rebate.
Each year in December, Anheuser-Busch runs television ads featuring the Clydesdale horses pulling a stagecoach with an Anheuser-Busch logo. The message is low-key, wishing everyone well during the holiday season. This is an example of _________ advertising. a. reminder b. discussive Incorrect c. persuasive d. institutional e. informative
a. reminder
Regina just bought a gourmet bagel store. She is working with a freelance graphic artist who is designing her logo and print advertisements. Regina is spending days looking over the various designs and color options. She needs to remember that the creative aspect of advertising design Select one: a. should not overshadow the message. b. should always include coupons. c. will determine pretesting and posttesting options. d. is everything. Incorrect e. dictates tracking alternatives.
a. should not overshadow the message.
The __________ stage of the advertising campaign planning process can be described by the question, "Who are we trying to talk to?" Select one: a. setting advertising objectives b. identifying target audience c. assessing the impact d. conveying the message e. determining the advertising budget
b. identifying target audience
Special in-store displays for magazines and chewing gum are most likely to be effective if located a. near the entrance to the store. b. near the check-out counter. c. near the restrooms. d. in the window at the front of the store.
b. near the check-out counter.
Marketers __________ an advertising campaign to ensure that various elements of the campaign will work in an integrated fashion and do what they are intended to do. Select one: a. flight b. pretest c. pulse d. monitor e. posttest
b. pretest
Which of the following is NOT a major consideration in determining an advertising budget? a. the product life cycle b. the budgeting method used c. the nature of the product d. role of advertising in overall promotional objectives e. the nature of the market
b. the budgeting method used
In the create advertisements step when planning and executing an ad campaign, often the execution style for the ad will a. deliver integrated marketing. Incorrect b. determine the pretesting pulse of the ad. c. dictate the type of medium used to deliver the message. d. dictate how advertising will be flighted. e. determine which push/pull strategy will accompany the ad.
c. dictate the type of medium used to deliver the message.
The advertising message admonition, "People are not looking for quarter-inch drill bits; they are looking for quarter-inch holes," suggests that advertising messages need to a. engage in mild puffery. b. focus on quality. c. focus on solving problems. d. inform consumers about opportunities.
c. focus on solving problems.
Kelly is the head of marketing for a nonprofit agency that supports the arts. She just received the go-ahead from her board of directors to conduct the agency's first-ever advertising campaign. Her first step will be to a. evaluate and select the media. b. set the advertising objectives. Incorrect c. identify the target audience. d. determine the advertising budget. e. create the advertisements.
c. identify the target audience.
The additional sales that can be attributed to an advertising campaign are known as Select one: a. ROI. b. the campaign increment. c. lift. d. impact. e. payload.
c. lift.
The execution style of an advertising message must a. correspond with globally accepted norms. b. selectively pull retailers into the marketing channel. c. match the medium and the objectives. d. include a minimum of puffery and maximum media buy. e. cover new creative ground to be effective.
c. match the medium and the objectives.
The execution style of an advertising message must a. selectively pull retailers into the marketing channel. b. include a minimum of puffery and maximum media buy. c. match the medium and the objectives. d. correspond with globally accepted norms. e. cover new creative ground to be effective.
c. match the medium and the objectives.
An emotional appeal aims to satisfy consumers' _____, whereas an informational appeal speaks to consumers' ____. a. institutional focus; personal focus b. cost-consciousness; imaginations c. personal desires; utilitarian needs d. needs; desires
c. personal desires; utilitarian needs
A ____________ advertising schedule uses a base level of advertising during some periods followed by periods of increased advertising. Select one: a. purposeful b. flighting c. pulsing d. continuous e. penetrating
c. pulsing
Jami is managing an extended advertising campaign for a local convenience store chain. The campaign includes a series of television, radio, and print messages. As part of monitoring the campaign, Jami will keep track of a. new advertising concepts. b. the cost of the media buy. c. the daily and weekly sales volume. d. planned store expansions in similar markets. e. past economic conditions
c. the daily and weekly sales volume.
U.S.-based global marketers have often found that Select one: a. outside the U.S., standards are subject to U.N. approval. Incorrect b. children in other countries are less influenced by advertising. c. self-regulatory groups are especially demanding of U.S. advertisers. d. EU advertising laws are more restrictive than those in the United States. e. anything goes when advertising outside the United States.
d. EU advertising laws are more restrictive than those in the United States.
U.S.-based global marketers have often found that a. children in other countries are less influenced by advertising b. self-regulatory groups are especially demanding of U.S. advertisers c. anything goes when advertising outside the United States d. EU advertising laws are more restrictive than those in the United States
d. EU advertising laws are more restrictive than those in the United States.
In addition to Spanish-language media, which of the following mediums are experiencing significantly growing advertising expenditures? Select one: a. newspaper b. billboards c. television d. Internet e. radio
d. Internet
__________ is a particularly good advertising medium for groceries and fast food. Select one: a. Newspaper b. Internet c. Direct mail d. Radio Correct e. Television
d. Radio Correct
Tyler runs a parasailing business on Hilton Head Island, South Carolina. Tyler closes his business in winter when the water gets too cold. Tyler should use a __________ advertising schedule. Select one: a. penetrating b. pulsing c. continuous d. flighting e. purposeful
d. flighting
Estella is trying to create an advertising message that communicates the tangible features of her company's laptop computers, telling consumers about the relative advantages of her products as compared to other offerings in the market. Estella is trying to create an __________ appeal. a. reminder b. emotional c. niche marketing d. informational e. Institutional
d. informational
Regardless of the objective of an advertising campaign, each campaign's objectives must be a. designed for use in both a pull and a push strategy. b. sincere and emotional. c. consistent with those of the available media. d. either informative or persuasive but not both. e. specific and measurable.
e. specific and measurable.
Cross-promotion is most successful when a. the firms have a prior marketing relationship b. the promotion takes place over a very short time period c. the two products are similar in price d. one product is well-known and one product is less known e. the two products appeal to the same target market
e. the two products appeal to the same target market.
Thomas had conducted a thorough pretest before the new ad campaign, so he was fairly sure the elements would work together. A lot was riding on the success of the ad campaign, so he couldn't wait until the campaign was over to see how well it did. During the campaign, he will be monitoring the sales volumes on a daily basis as part of his a. cause-related marketing. b. economic monitoring. Incorrect c. simultaneous sampling. d. in-flight testing. e. tracking.
e. tracking.
Advertising in which medium relies on a mix of visual and auditory techniques? a. television b. radio c. magazines d. direct marketing e. Newspapers
a. television
Advertisers can determine how effective their media mix has been in reaching their target audience by calculating __________ of the advertising schedule. Select one: a. the total GRP b. the click rate c. the media mix d. the conversion rate e. the USP
a. the total GRP
The difference between advertising and publicity is that advertising is a. designed to remind consumers, whereas publicity is used to persuade consumers. b. designed for very targeted audiences, while publicity reaches mass audiences. c. a paid form of marketing communication. d. more effective in reaching consumers. e. almost always used in conjunction with consumer satisfaction surveys.
c. a paid form of marketing communication.
Gretchen has just started as a fashion marketing intern for an up-and-coming design firm. She expected to begin right away implementing the four Ps she had learned about in class. Instead, she was asked to work on a project identifying important events where celebrities might wear the fashions. Gretchen soon realized that this activity was part of __________, directly related to marketing. Select one: a. a push-pull strategy b. press release development c. cause-related marketing d. sales promotions e. public relations
e. public relations
Sarah goes through the newspaper looking for coupons to help reduce her living expenses. Her roommate Paige doesn't read newspapers, let alone look through them for coupons. But Paige filled out a form from inside a cereal box entering her in a drawing for free exercise equipment. What kind of sales promotion reached Paige? Select one: a. sweepstakes b. premium c. deal d. loyalty program e. contest
a. sweepstakes
Cross-promotion is most successful when Select one: a. the two products appeal to the same target market. b. the two products are similar in price. Incorrect c. the firms have a prior marketing relationship. d. the promotion takes place over a very short time period. e. one product is well-known and one product is less known.
a. the two products appeal to the same target market.
Often, advertisers will employ a variety of media to deliver their message. When using different media, advertisers need to deliver a. value-based posttesting. b. a consistent and compelling message. c. selective, continuous pulsing. d. mild puffery.
b. a consistent and compelling message.
The advertising message admonition, "People are not looking for quarter-inch drill bits; they are looking for quarter-inch holes," suggests that advertising messages need to a. focus on quality. Incorrect b. focus on solving problems. c. engage in mild puffery. d. emphasize technology. e. inform consumers about opportunities.
b. focus on solving problems.
Campbell's soup Company ran a series of radio ads tied to local weather forecasts. Before an impending storm, the ads said "Time to stock up on Campbell's soup." During the storm, the ads said, "Stay home and stay warm with Campbell's soup." The first ad was __________ advertising, whereas the second ad was __________ advertising. Select one: a. discussive; informative b. persuasive; reminder c. institutional; persuasive d. reminder; persuasive Incorrect e. informative; persuasive
b. persuasive; reminder
Traditionally, marketers have seen the role of __________ as generating short-term results, whereas the goal of __________ was to lead to long-term results. a. corporate blogs; public relations b. sales promotion; advertising c. public relations; institutional advertising d. advertising; personal selling e. advertising; public relations
b. sales promotion; advertising
Brett has developed a vitamin-enriched crouton in crazy colors that can be added to children's salads to make them more nutritious and fun. She'd like to ethically advertise the product directly to the children, so she is examining a. the federal GAO regulations on advertising. b. the Better Business Bureau's Children's Advertising Review Unit guidelines. c. the Food and Drug Administration guidelines. d. the provisions of the Children's Television Act of 1990. e. the complete FCC regulations.
b. the Better Business Bureau's Children's Advertising Review Unit guidelines.
Advertisers can determine how effective their media mix has been in reaching their target audience by calculating __________ of the advertising schedule. Select one: a. the conversion rate b. the total GRP c. the USP d. the media mix e. the click rate
b. the total GRP
Because PSAs are a special class of advertising, FCC rules require a. they use only the informative or reminder advertising appeals. b. consumers to listen to them. c. broadcasters to devote a specific amount of free time to them. d. court approval before they are aired.
c. broadcasters to devote a specific amount of free time to them.
The key to a successful emotional advertising appeal is to use the emotion to a. make consumers cry. Incorrect b. deliver a logical message. c. create a bond between the consumer and the brand. d. balance social marketing with product-focused advertising.
c. create a bond between the consumer and the brand.
Jennifer has worked for many years reviewing and approving print ads for her firm. She has memorized a checklist of key points to review. Which of the following would NOT be on her checklist? a. headline b. subheads c. body copy d. photo credits e. brand elements
d. photo credits
James told Alex to find the most stringent federal regulations on advertising to create the toughest standards. "If we can pass those, we should be able to get by all regulations." One real problem is a. that in most cases, standards are changing almost daily. b. as long as the advertising does not contain sexually explicit content, there are no regulations. c. FCC regulations create a uniform standard that preempt all other regulations. d. state regulations are not always consistent with federal standards.
d. state regulations are not always consistent with federal standards.
The content of an advertising message is closely tied to a. the coupon redemption rate. b. the sales promotion opportunities. c. recent institutional advertising. d. the characteristics of the media selected to carry the message. e. the opportunity for posttesting.
d. the characteristics of the media selected to carry the message.
Jamara knows that his spring-break travel packages are the best deal on campus. He also knows his competitor is sloppy, often waiting until the last minute to provide the needed tickets and documents to students buying his island packages. Jamara wants to develop an advertising message that emphasizes the key benefits he provides. He will develop a __________ appeal. a. niche marketing b. emotional c. institutional d. reminder e. Informational
e. informational
In the early stages of an ad campaign, the objectives are established. To determine whether those objectives have been met, the marketer will Select one: a. initiate content analysis. b. conduct tracking. c. conduct feedback analysis. d. arrange for peer analysis. e. Posttest.
e. posttest.