MKT 230 Chapter 17

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

e.

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

a.

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. consumer jury b. storyboard c. survey d. GSR test e. experiment

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. buy a really long time slot to get all the information in. c. use a high level of repetition. d. use a quick speaker to attract attention to the commercial. e. say the restaurant's name and location three separate times.

a.

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

a.

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

b.

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. Affordability b. objective-and-task c. Arbitrary d. Competitive parity e. Percent of sales

b.

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. discourage news coverage of the event. b. facilitate news coverage of the event. c. hire a public relations firm. d. deny that the event occurred. e. refrain from publicity that reports the event.

b.

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 plan. b. advertising message. c. media plan. d. media platform. e. advertising appropriation.

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. memory test. b. pretest. c. unaided recall test. d. aided recall test. e. recognition test.

c.

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. continuous b. varying c. flighting d. pulsing e. beating

c.

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

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. digital media marketing. c. public relations. d. advertising. e. human resources.

c.

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

c.

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

d.

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

d.

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

d.

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. direct mail b. outdoor c. newspaper d. radio e. television

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. advertising platform. b. media plan goal. c. percent-of-sales approach. d. target audience goal. e. advertising objective.

e.

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

e.