Question 1

Describe the main objectives of informative advertising.

Accepted Answer

The main objectives of informative advertising are:
-Communicating customer value
-Building a brand and company image
-Telling the market about a new product
-Explaining how a product works
-Suggesting new uses for a product
-Informing the market of a price change
-Describing available services and support
-Correcting false impressions

Question 2

A Spanish-language channel runs its ads only in Hispanic neighborhoods. This is an example of ________.

Accepted Answer

A)  broadcasting 
B)  buzz marketing 
C)  narrowcasting 
D)  media multitasking 
E)  personal selling 
A)  broadcasting 
B)  buzz marketing 
C)  narrowcasting 
D)  media multitasking 
E)  personal selling C

Question 3

Give an example of testimonial evidence and explain the importance of the source.

Accepted Answer

Students answers will vary. Testimonial evidence features a highly believable or likable source endorsing the product. Nike uses Maria Sharapova to endorse its sports equipment and apparel.

Question 4

Explain how seasonality impacts media timing.

Accepted Answer

An advertiser must decide how to schedul

Question 5

Brands in a market with many competitors and high advertising clutter must ________.

Accepted Answer

A)  have very high prices compared to competitors 
B)  be advertised only through print and social media 
C)  be advertised more heavily to be noticed in the marketplace 
D)  never be advertised using informative advertising 
E)  be advertised only during the mature stage of the product life cycle 
A)  have very high prices compared to competitors 
B)  be advertised only through print and social media 
C)  be advertised more heavily to be noticed in the marketplace 
D)  never be advertised using informative advertising 
E)  be advertised only during the mature stage of the product life cycle

Question 6

Describe the three characteristics that advertising appeals should have?

Accepted Answer

Advertising appeals should be meaningful

Question 7

Public relations specialists use several tools. Identify three of these tools and describe how they can help a company communicate with the public.

Accepted Answer

Students' answers may include any three

Question 8

When selecting a media vehicle, the media planner looks both at the total cost of using a medium and at the ________.

Accepted Answer

A)  cost per thousand persons reached 
B)  cost of premium offers 
C)  cost of the magazine it is using 
D)  profit margin 
E)  continuity cost 
A)  cost per thousand persons reached 
B)  cost of premium offers 
C)  cost of the magazine it is using 
D)  profit margin 
E)  continuity cost

Question 9

Which of the following characterizes standardized global advertising?

Accepted Answer

A)  higher advertising costs 
B)  no global advertising coordination 
C)  higher appeal to varying demographics 
D)  a more consistent worldwide image 
E)  lower reach 
A)  higher advertising costs 
B)  no global advertising coordination 
C)  higher appeal to varying demographics 
D)  a more consistent worldwide image 
E)  lower reach

Question 10

Which term refers to the qualitative value of message exposure through a given medium?

Accepted Answer

A)  reach 
B)  turnover rate 
C)  efficiency 
D)  media impact 
E)  frequency 
A)  reach 
B)  turnover rate 
C)  efficiency 
D)  media impact 
E)  frequency

Question 11

Although television advertising has high absolute costs, its cost per exposure is relatively low.

Accepted Answer

A) True 
 B)False

Question 12

Which message execution style depicts average people using a product in an everyday setting?

Accepted Answer

A)  lifestyle 
B)  scientific evidence 
C)  slice of life 
D)  personality symbol 
E)  testimonial evidence 
A)  lifestyle 
B)  scientific evidence 
C)  slice of life 
D)  personality symbol 
E)  testimonial evidence

Question 13

Franklin & Marshall College wishes to contact high school seniors at independent schools in Pennsylvania. Which of the following media would be most effective and efficient?

Accepted Answer

A)  a Facebook page for the college 
B)  local newspapers ads throughout the state 
C)  radio ads throughout the state 
D)  a direct mail piece sent to selected students 
E)  billboards throughout the state 
A)  a Facebook page for the college 
B)  local newspapers ads throughout the state 
C)  radio ads throughout the state 
D)  a direct mail piece sent to selected students 
E)  billboards throughout the state

Question 14

Persuasive advertising aims to build broad demand.

Accepted Answer

A) True 
 B)False

Question 15

An ad for Athleta active wear shows a woman in a complex yoga pose and states: "If your body is your temple, build it one piece at a time." This ad uses the ________ execution style.

Accepted Answer

A)  slice of life 
B)  lifestyle 
C)  fantasy 
D)  scientific evidence 
E)  personality symbol 
A)  slice of life 
B)  lifestyle 
C)  fantasy 
D)  scientific evidence 
E)  personality symbol

Question 16

Which of the following message execution styles features a highly believable or likable source endorsing the product?

Accepted Answer

A)  musical 
B)  mood or image 
C)  testimonial evidence 
D)  lifestyle 
E)  slice of life 
A)  musical 
B)  mood or image 
C)  testimonial evidence 
D)  lifestyle 
E)  slice of life

Question 17

________ is a measure of the percentage of people in a target market who are exposed to an ad campaign during a given period of time.

Accepted Answer

A)  Frequency 
B)  Qualitative value 
C)  Impact 
D)  Premium 
E)  Reach 
A)  Frequency 
B)  Qualitative value 
C)  Impact 
D)  Premium 
E)  Reach

Question 18

The decisions about impact and engagement of an advertisement fall into the category of ________ decisions.

Accepted Answer

A)  sales objectives 
B)  budget 
C)  message 
D)  media 
E)  advertising evaluations 
A)  sales objectives 
B)  budget 
C)  message 
D)  media 
E)  advertising evaluations

Question 19

The main block of text in a print ad is referred to as the ________.

Accepted Answer

A)  copy 
B)  testimonial evidence 
C)  headline 
D)  slogan 
E)  message strategy statement 
A)  copy 
B)  testimonial evidence 
C)  headline 
D)  slogan 
E)  message strategy statement

Question 20

Which term refers to the general idea that will be communicated to consumers through an advertisement?

Accepted Answer

A)  advertising appeal 
B)  message strategy 
C)  consumer-generated message 
D)  creative concept 
E)  message execution 
A)  advertising appeal 
B)  message strategy 
C)  consumer-generated message 
D)  creative concept 
E)  message execution

Describe the main objectives of informative advertising.

A Spanish-language channel runs its ads only in Hispanic neighborhoods. This is an example of ________.

Give an example of testimonial evidence and explain the importance of the source.

Explain how seasonality impacts media timing.

Brands in a market with many competitors and high advertising clutter must ________.

Describe the three characteristics that advertising appeals should have?

Public relations specialists use several tools. Identify three of these tools and describe how they can help a company communicate with the public.

When selecting a media vehicle, the media planner looks both at the total cost of using a medium and at the ________.

Which of the following characterizes standardized global advertising?

Which term refers to the qualitative value of message exposure through a given medium?

Although television advertising has high absolute costs, its cost per exposure is relatively low.

Which message execution style depicts average people using a product in an everyday setting?

Franklin & Marshall College wishes to contact high school seniors at independent schools in Pennsylvania. Which of the following media would be most effective and efficient?

Persuasive advertising aims to build broad demand.

An ad for Athleta active wear shows a woman in a complex yoga pose and states: "If your body is your temple, build it one piece at a time." This ad uses the ________ execution style.

Which of the following message execution styles features a highly believable or likable source endorsing the product?

________ is a measure of the percentage of people in a target market who are exposed to an ad campaign during a given period of time.

The decisions about impact and engagement of an advertisement fall into the category of ________ decisions.

The main block of text in a print ad is referred to as the ________.

Which term refers to the general idea that will be communicated to consumers through an advertisement?

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Buyer Behavior

Business Markets and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

New Product Development and Product Life-Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Customers and Communicating Customer Value: Integrated Marketing Communications Strategy

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters

Exam 15: Advertising and Public Relations

Describe the main objectives of informative advertising.

A Spanish-language channel runs its ads only in Hispanic neighborhoods. This is an example of ________.

Give an example of testimonial evidence and explain the importance of the source.

Explain how seasonality impacts media timing.

Brands in a market with many competitors and high advertising clutter must ________.

Describe the three characteristics that advertising appeals should have?

Public relations specialists use several tools. Identify three of these tools and describe how they can help a company communicate with the public.

When selecting a media vehicle, the media planner looks both at the total cost of using a medium and at the ________.

Which of the following characterizes standardized global advertising?

Which term refers to the qualitative value of message exposure through a given medium?

Although television advertising has high absolute costs, its cost per exposure is relatively low.

Which message execution style depicts average people using a product in an everyday setting?

Franklin & Marshall College wishes to contact high school seniors at independent schools in Pennsylvania. Which of the following media would be most effective and efficient?

Persuasive advertising aims to build broad demand.

An ad for Athleta active wear shows a woman in a complex yoga pose and states: "If your body is your temple, build it one piece at a time." This ad uses the ________ execution style.

Which of the following message execution styles features a highly believable or likable source endorsing the product?

________ is a measure of the percentage of people in a target market who are exposed to an ad campaign during a given period of time.

The decisions about impact and engagement of an advertisement fall into the category of ________ decisions.

The main block of text in a print ad is referred to as the ________.

Which term refers to the general idea that will be communicated to consumers through an advertisement?

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Buyer Behavior

Business Markets and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

New Product Development and Product Life-Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Customers and Communicating Customer Value: Integrated Marketing Communications Strategy

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters