MKTG 3000 CHP 15

When a media planner determines whether an advertisement for dishwashing soap should be placed in Sports Illustrated or Good Housekeeping, the planner is evaluating the media vehicle's ________. A) Audience Engagement B) editorial quality C) market coverage D) audience quality E) cost per exposure

Audience quality

Persuasive advertising becomes ___ advertising when a company directly or indirectly compares its brand with one or more other brands. A) informative B) reminder C) comparative D) POP promtion E) institutional

Comparative

What is a potential problem associated with comparative advertising? A) Consumers confuse the positive and negative aspects of the brands involved in the ad war B) Competitors develop new and improved products in an attempt to win the advertising contest C) Consumers are bombarded with competing ads, which causes them to leave the market completely D) Competitors respond with their own ads, which often results in negative publicity for both brands E) Consumers alternate between competing products and never develop brand loyalties

Competitors respond with their own ads, which often results in negative publicity for both brands

How can consumer-generated ads benefit companies and their products? A) Consumers trust the opinions of people similar to themselves B) Viewers find user-generated advertisements more humorous than professional ads C) Consumer criticism of a competitor's product is believable and valuable D) Viewers enjoy participating in product contests and being in commercials E) Consumers become engaged in the product and consider its value in their lives

Consumers become engaged in the product and consider its value in their lives

The internet, video on demand, and DVRs (digital video recorders) present which of the following problems for marketers? A) Consumers are watching less television B) Consumers cannot focus on specific messages due to advertising clutter C) Audiences are less interesting in media consumption D) Consumers have more choices about to watch or not watch E) Television advertising is becoming more expensive

Consumers have more choices about to watch or not watch

According to experts, what is the biggest potential problem facing advertainment? A) The cost of creating advertisements will become too steep B) the marketplace will become cluttered with ads that lack helpful information C) Consumers will remember the advertisement but forget the brand D) Local networks will oppose running potentially offensive advertisements E) Consumer demand for entertaining advertising will become difficult to match

Consumers will remember the advertisement but forget the brand

___ means scheduling ads evenly within a given period. ___ means scheduling ads unevenly over a given time period. A) Pulsing; Continuity B) Continuity; Hard hitting C) Continuity; pulsing D) Pulsing; Hard hitting E) Sequencing; Routing

Continuity; pulsing

After creating message strategy statements, the advertiser must develop a compelling ___ that will bring the message strategy to life in a distinctive and memorable way A) Creative concept B) customer strategy C) customer benefit D) execution style E) media vehicle

Creative concept

Which of the following represents the emerge between advertising and entertainment? A) Madison & Vine B) Wall St. & 5th C) Buzz Marketing D) product placement E) webisodes

Madison & Vine

What is one of the primary goals of reminder marketing? A) Maintain customer relationships B) Build brand preference C) correct false impressions D) inform the market of a price change E)restore company image

Maintain customer relationships

Why is public relations often overlooked as a tool for supporting product marketing objectives? A) Public relations departments are typically small divisions within corporations B) the time and costs associated with public relations can be prohibitive C) Public relations specialists lack the skills necessary to work with marketing experts D) Many public relations professional see their jobs as simply communicating, not necessarily brand building E) The Public relations department only wants to handle stockholders, employees, and government officials

Many public relations professional see their jobs as simply communicating, not necessarily brand building

All of the following requite high advertising EXCEPT___ A) Products in competitive markets B) undifferentiated brands C) new products D) low-share brands E) mature brands

Mature brands

Which of the following functions is LEAST likely to be performed by a public relations department? A) product publicity B) development C) public affairs D) investor relations E) Media vehicle selection

Media vehicle selection

The authors of the book The Fall of Advertising and the Rise of PR state that all of the following firms found success with very little advertising EXCEPT ___ A) Starbucks B) Body Shop C) WAl-Mart D) Amazon E) Nike

Nike

___ advertising becomes more important as competition increases. The company objective is to build selective demand. A) Reminder-oriented B) Informative C) POP promotion D) Patronage E) Persuasive

Persuasive

___ uses several tools, including the news, speeches, corporate identity materials, and special events. A) Advertising agencies B) Advertising specialists C) Public relations professionals D) Computer Programs E) Media Planners

Public relations professionals

All of the following are important decisions during the process of developing an advertising program EXCEPT___ A) setting advertising objectives B) setting the advertising budget C) developing advertising stratgey D) selecting a target market E) evaluatong advertising campaigns

Selecting a target market

After determining its advertising objectives, the company's next step in developing an advertising program is to ___ A) Set its advertising budget B) determine the media vehicle C) use cash refund offers D) plans its advertising campaign E) Develop its message strategy

Set its advertising budget

Johnson & Johnson used ___ when it launched its Aveeno Positively Ageless product line through a YouTube video of an artist's chalk drawing; consumers spread the word about the video, which was viewed by nearly one million people. A) Social Networking B) public service ads C) endorsements D) advertisement E) product publicity

Social networking

What are some of the results of the "Quiznos vs. Subway TV Ad Challenge"? A) Quiznos developed an advertising contest asking its customers to counter the Subway claims B) Most of the submitted ads included negative health information about eating fast food C) Quiznos filed a lawsuit against the winner of he Subway contest who created the winning ad D) Consumer-generated ads are now rarely used by companies concerned about legal issues E) Subway filed a lawsuit asserting that Quiznos ads made false claims about Subway

Subway filed a lawsuit asserting that Quiznos ads made false claims about Subway

Apple has modified its "I'm a MAC; I'm a PC" ad campaign in Japan for which of the following reasons? A) The Japanese government oppose direct-comparison advertisements B) Japanese culture frowns upon humorous advertisements on television C) Most Japanese would not notice the differences in style between the two men in the ad D) Most Japanese computer users prefer PC to Apples E) The Japanese culture views bragging as rude

The Japanese culture views bragging as rude

Why was the introduction of Nintendo's Wii game consoles especially successful? A)The company's public relations department held preview parties and encouraged people to blog about the system B) The company paid for demonstrations on morning news and talk shows to develop interest C) the company spent millions of dollars on Internet ads and website development D) The company's public relations department wrote press releases and blogs to create buzz E) The company's marketing department used product placement to generate excitement about the system before it was released

The company's public relations department held preview parties and encouraged people to blog about the system

Which of the following may require heavy advertising in order to be be apart from similar products? A) undifferentiated brands B) specialty brands C) International brands D) mature brands E) flanker brands

Undifferentiated brands

What is the primary question that must be asked by an advertiser before deciding to run a commercial during the super bowl? A) Will the commercial deliver a high return on advertising investment? B) What will be the reach of the commercial? C) What will be the production costs of the commercial? D) Does our product match the demographics of the viewing audience? E) Will the commercial generate enough buzz to justify the cost?

Will the commercial deliver a high return on advertising investment?

The goal of ___ is to make an advertisement so useful that people want to watch it A) branded entertainment B) advertainment C) audience engagement D) continuity scheduling E) pulse scheduling

advertainment

Any paid form of nonpersonal an promotion of ideas, goods, or services by an identified sponsor is called____ A) sales promotion B) direct marketing C) advertising D) personal selling E) public relations

advertising

The Internet, direct mail, magazines and radio all offer advertisers which of the following advantages? A) audience selectivity B) low costs C) timelessness D) flexibility E) Credibility

audience selectivity

Product placement in television programs and movies is an example of ___ A) branded entertainment B) advertisement C) brand contract D) message execution E) pulsing

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. A) marketing; personal selling B) Advertising; public relations C) narrowcasting; broadcasting D) broadcasting; narrowcasting E) public relations; advertising

broadcasting; narrowcasting

An amateur video showing the result of mixing Diet Coke with Mentos candies is an example of which growing trend in advertising? A) YouTube webisodes B) consumer-generated messages C) multiple minicampaigns D) consumer-driven promotions E) competitive consumer messages

consumer-generated messages

Logos, uniforms, brochures, and company trucks are all examples of ________ that can be used to help a company create a visual image for the public. A) direct marketing B) social marketing C) public service activities D) corporate identity materials E) buzz marketing materials

corporate identity materials

The media planner looks both at the total cost of using a medium and at the ________. A) cost per thousand persons reached B) cost of premium offers C) cost of the magazine it is using D) opportunity cost E) continuity cost

cost per thousand persons reached

Developing an effective message begins with identifying ___ that can be used as advertising appeals A) consumer trends B) competitors weaknesses C) Competitors strengths D) customer benefits E) consumer emotions

customer benefits

All of the following are major steps in advertising media selection EXCEPT ___ A) deciding on reach, frequency, and impact B) choosing among media types C) selecting specific media vehicles D) deciding on format elements E) deciding on media timing

deciding on format elements

When nonprofit organizations need financial or volunteer support, they often turn to public relations experts to help them in the area of ________. A) public affairs B) press relations C) product publicity D) development E) lobbying

development

Unilever decided not to purchase advertising during the Super Bowl a second time because the maker of Dove ________. A) received little buzz after running its commercial during the game B) earned a better response for less money through an outdoor campaign C) discovered that most of the audience did not watch the sentimental commercial D) spent too much money on one commercial that received low consumer ratings E) received negative publicity for running a beauty ad during a sporting event

earned a better response for less money through an outdoor campaign

Advertisements built around dream themes are using which type of execution style? A) mood or image B) musical C) fantasy D) lifestyle E) personality symbol

fantasy

The number of times an average person in the target market is exposed to an ad is known as the ___ A) impact B) reach C) frequency D) exposure E) engagement

frequency

To be successful, an advertisement must ___ A) guarantee the highest quality product B) offer the highest quality service C) reach the consumers frequently D) promise the lowest market price E) gain the attention of consumers

gain the attention of consumers

All of the following are benefits of standardized global marketing EXCEPT ___ A) lowering advertising costs B) greater global advertising coordination C) higher appeals to varying demographics D) more consistent worldwide image E) greater consistency among international Web Sites

higher appeals to varying demographics

What is the first element that a reader notices in a print ad? A) copy B) illustration C) headline D) Slogan E) Color

illustration

When the advertising objective is to build primary demand for a new product category, ___ advertising will most likely be used. A) persuasive B) informative C) comparative D) patronage E) institutional

informative

According to the opening scenario, GEICO has become the fourth-largest insurance company by____ A) integrating humor and creativity into its minicampaigns B) targeting a niche market of people with exceptional driving records C) offering cost savings directly to customers without sales personnel D) marketing its product through creative print ads in major magazines E) creating a website that is appealing to both young and old drivers

integrating humor and creativity into its minicampaigns

All of the following examples of specialized and highly-targeted media that an advertiser might use to reach smaller customer segments EXCEPT ___ A) cable television B) e-mail C) podcasts D) magazines E) product placement in video games

magazines

Which of the following are the three characteristics of an advertising appeal? A) engaging, informative and stylish B) trendy, compelling and appealing C) meaningful, believable, and distinctive D) unique, emotional and entertaining E) humorous, memorable and interesting

meaningful, believable, and distinctive

According to the Association of National Advertisers, what is the most important issue for today's advertisers? A) determining the favorite media for all demographics B) measuring advertising's efficiency and effectiveness C) estimating the overall costs of an advertising campaign D) managing advertising campaigns on a tight budget E) calculating the communication effects on an ad campaign

measuring advertising's efficiency and effectiveness

Soaring media costs, focused target marketing strategies, and the growing array of new media have increased the importance of ________. A) advertising budget objectives B) competitive parity C)humor in advertisements D) branded entertainment E) media planning

media planning

30 Rock and Newsweek are both examples of ___, specific media within each general media type A) alternative media B) major media C) media vehicles D) media multitaskers E) micromedia

media vehicles

The success of the MINI Let's Motor campaign exemplifies the partnership between which two elements? A) advertising and media B) message and media C) image and strategy D) technology and creativity E) brand and objective

message and media

What is the term used to describe the idea that will be communicated to consumers through an advertisement? A) Advertising appeal B) message strategy C) Consumer-generated message D) creative concept E) message execution

message strategy

___ Tend to be straightforward outlines of benefits and positioning points that the advertiser wants to stress A) promotional mix plans B) message strategy statements C) creative concept strategies D) big idea statements E) branded entertainment plans

message strategy statements

Advertisers are increasingly shifting larger portions of their budgets to media that cost less and target more effectively. Which of the following is harmed the MOST by such a shift? A) radio B) cable television C) network television D) satellite television E) Internet

network television

Advertising ___ define the task that advertising must accomplish with a audience during a specific period of time A) objectives B) budgets C) strategies D) campaigns E) evaluations

objectives

The AFLAC duck and Tony the Tiger are example of ___ used in successful advertising campaigns A) character creations B) creative endorsements C) fantasy figures D) celebrity spokespeople E) personality symbols

personality symbols

Sales and profits effects of advertising are difficult to measure because of factors outside of the ad campaign such as ___. A) price and availability B) seasons and attitude changes C) knowledge and product features D) budgets and communication tools E) brand loyalty and media vehicles

price and availability

Lobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is part of ________. A) outdated business ethics B) press relations C) press agencies D) public relations E) a mass marketing strategy

public relations

Trade associations have used ___ to rebuild interest in declining commodities such as eggs, pork, and milk A) lobbying B) press relations C) development D) public relations E) mass marketing

public relations

Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events? A) Sales promotion B) personal selling C) direct marketing D) public relations E) direct marketing

public relations

Scheduling ads unevenly, which is called ______, builds awareness that is intended to be carried over to the next advertising period A)continuity B) pulsing C) shuffling D)sequencing E) segmenting

pulsing

The advertiser must decide on the ____ , or desired media impact, of a message in a specific medium A) reach B) illustration C) qualitative value D) exposure costs E) frequency

qualitative value

___ is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given time A) reach B) qualitative value C) format D) premium E) Frequency

reach

An advertising objective is classified by its primary purpose, which is to inform, persuade, or ___ A) convince B)compete C)remind D)explain E) encourage

remind

A product in the maturity stage will often require ___ advertising. A)informative B) comparative C) persuasive D) reminder E) cooperative

reminder

Familiar products such as Coca-Cola are more likely to use____ A) informative advertising B) comparative advertising C) persuasive advertising D) reminder advertising E) institutional advertising

reminder advertising

One way to measure the ___ effects of advertising is t___ past sales and past advertising expenditures A) communication; average B) promotion; analyze C) communication; identify D) sales; compare E) sales; combine

sales; compare

Which of the following is an element of developing an advertising strategy? A) selecting advertising media B) using sophisticated statistical models C) setting advertising objectives D) evaluating advertising campaigns E) setting the advertising budget

selecting advertising media

Which message execution style depicts average people using a product in an everyday setting? A) lifestyle B) scientific evidence C) slice of life D) personality symbol E) testimonial evidence

slice of life

News conferences, press tours, and grand openings are examples of ___, one of the tools commonly used by public relations professionals A) public service activities B) special events C) social networking D) development E) investor relations

special events

Some large corporation have developed ___ to help the optimal investment across various media: such tools are useful when determining the relationship between promotional spending and brand sales A) impact studies B) sales techniques C) statistical models D) advertising budgets E) advertising strategies

statistical models

Most international advertisers develop global __ for the sake of efficiency, but they adapt their advertising to make them responsive to local market needs and expectations. A) programs; strategies B) campaigns; objectives C) strategies; programs D) objectives; programs E) strategies; objectives

strategies; programs

Which of the following is an objective of informative advertising? A) build brand preference B) change customer perceptions of brand value C) encourage customer to switch brands D) suggest new uses for a product E) keep brand in customer minds during off-seasons

suggest new uses for a product

For many years, ___ have dominated the media mix used by national advertisers A) radio and television B) television and magazines C) direst mail and billboards D) radio and digital media E) newspapers and direct mail

television and magazines

A company's total marketing communications package consists of a special blend of advertising, sales promotion, public relations, personal selling, direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called___ A) The communications method B) integrated marketing C) the promotion mix D) competitive marketing E) target marketing

the promotion mix

The big idea of the creative concept may emerge as a(n) ____, a phrase, or a combination of the two A) appeal B) visualization C) differentiation, D) strategy E) evaluation

visualization

American Eagle Outfitter has increased interest in its clothing products using which of the following advertising forms? A) text messaging B) brand integrations C) product placements D) webisodes E) memorable print ads

webisodes