Deck 14: Advertising and Digital Communications

Question 1

What type of advertising strives to reinforce previous promotional activity by keeping the name of the good, service, organization, person, place, idea, or cause before the public?

A) retentive
B) informative
C) reminder
D) promotional

Answer 1

C

Question 2

What type of advertising is Advil using when it advertises that it contains more pain reliever than Tylenol?

A) comparative
B) cooperative
C) advocacy
D) institutional

Answer 2

A

Question 3

What is the name for non-product advertising utilized by a profit-seeking firm?

A) cause advertising
B) institutional advertising
C) informative advertising
D) corporate advertising

Answer 3

D

Question 4

By definition, what is the communication objective of advertising?

A) to eliminate noise in the transmission, feedback, and encoding of a message
B) to provide direct customer contact through effective public relations
C) to inform or persuade the members of a particular audience
D) to cut promotion costs and decrease the cost of reaching each consumer

Question 5

Best Buy is advertising a specific brand of GPS car navigational system as a present for the holiday season.The television ad benefits both companies.What type of advertising is this an example of?

A) informative
B) cooperative
C) institutional
D) retail

Question 6

Assume Purolator offers a new service that allows home computer users to pay shipping charges and print shipping labels at home.Purolator advertises the new service on TV and in magazines.What are these ads examples of?

A) product advertising
B) institutional advertising
C) reminder advertising
D) persuasive advertising

Question 7

Coke and Pepsi feature nearly three dozen movie stars, athletes, musicians, and television personalities as spokespeople in their effort to increase cola sales.What is this called?

A) comparative advertising
B) advocacy statements
C) celebrity testimonials
D) cooperative advertising

Question 8

Which of the following statements is NOT considered to be an advantage of celebrity testimonials?

A) Using a celebrity in an advertisement is a way to break through the clutter and capture the consumer's attention.
B) Celebrities provide a marketing bridge to capture the attention of consumers of other cultures domestically or internationally.
C) The more visibility a celebrity receives through product endorsements, the more valuable he or she is to marketers.
D) Consumers look at the product in a new way because the endorsement of the celebrity is seen as credible in their eyes.

Question 9

The Canadian Cancer Society runs ads in major magazines promoting its mission and successes.What are these ads examples of?

A) product advertising
B) reminder advertising
C) institutional advertising
D) persuasive advertising

Question 10

What type of advertising is often used to promote a product in the introductory stage of the product life cycle?

A) reminder
B) persuasive
C) cooperative
D) informative

Question 11

What is an advantage of interactive marketing?

A) It provides information on one product only.
B) It is closer to nonpersonal selling.
C) It places the advertiser in control of the flow of information
D) It provides consumers with more information in less time.

Question 12

What type of advertising seeks to develop initial demand for a newly introduced good, service, organization, person, place, idea, or cause?

A) informative
B) reminder
C) comparative
D) advocacy

Question 13

What is product advertising designed for?

A) selling a particular good or service
B) promoting a concept, idea, or philosophy
C) providing information as to the geographic location-seeking firm
D) increasing awareness of the goodwill for a firm, person, or government agency

Question 14

The radio advertisements for Country Fresh Grocers state that the company is the "supermarket to the world." What type of advertising is this considered to be?

A) product
B) institutional
C) informative
D) corporate

Question 15

Which of the following is NOT an example of an interactive advertising method?

A) the Internet
B) electronic kiosks
C) text messaging
D) direct mail

Question 16

Which of the following is one of the world's leading advertisers?

A) Nabisco
B) Unilever
C) Walmart
D) Sony

Question 17

Approximately how much do the world's leading advertisers each spend annually on advertising?

A) $1 billion
B) $2 billion
C) $32 billion
D) $4 billion

Question 18

According to studies, what kind of advertisements do consumers respond to with suspicion?

A) retail source advertisements
B) retail shopping experience advertisements
C) retail message advertisements
D) retail price advertisements

Question 19

What type of advertising is MOST closely related to public relations?

A) product
B) institutional
C) informative
D) newspaper

Question 20

What is the goal of persuasive advertising?

A) It reinforces the effect of previous promotional activity.
B) It increases demand for an existing good or service, organization, or concept.
C) It develops initial demand for a newly introduced product.
D) It is used primarily in the maturity and decline stages of the product life cycle.

Question 21

What ability of an advertisement does "cutting through the clutter" refer to?

A) informing the audience of the concepts the advertiser wishes to communicate
B) leading to a purchase or other desired action
C) gaining the attention and interest of the audience
D) applying persuasive pressure to the audience

Question 22

Which of the following types of ads typically loses its effectiveness the soonest?

A) fear
B) sex
C) humour
D) objective facts

Question 23

What is one of the fastest-growing media alternatives as it can provide immediate information and entertainment at home, at work, and in the car?

A) newspaper
B) magazine
C) radio
D) outdoor advertising

Question 24

What part of an ad serves to inform, persuade, and stimulate buying action?

A) the body copy
B) the headline
C) the illustration
D) the signature

Question 25

What does a series of related but different ads that use a single theme and appear in different media within a specified time period signify?

A) an advertising campaign
B) a fantasy script
C) a special promotion
D) an advertising message

Question 26

A customer visits a company's website and within seconds a link to a competitor's site appears on the screen.What is this recent development in Internet advertising called?

A) interstitial
B) advergame
C) missile
D) product placement

Question 27

Which of the following is NOT a consideration for advertisers when developing a creative strategy?

A) the tone of the appeal
B) the extent of information provided
C) how the ad is perceived by competitors
D) the emphasis on verbal or visual elements

Question 28

A national insurance company promotes identity theft insurance with an advertisement that warns of stolen credit cards and falsified social insurance numbers.What appeal is being used in this commercial to motivate the viewer to action?

A) objective facts
B) humour
C) sex
D) fear

Question 29

Along with the high cost per reader, what drawback is associated with direct mail?

A) the difficulty in segmenting large markets
B) the dependence on quality mailing lists
C) the lack of flexibility
D) the speed of message delivery

Question 30

What is the MOST intrusive form of online advertising, which allows ads to be shown on users' screens through the use of software downloaded to their computers without their consent?

A) adware
B) an advertorial
C) a missile
D) product placement

Question 31

Compared with broadcast networks, what kind of target audience does advertising on cable give marketers access to?

A) smaller target audiences
B) more broadly defined target audiences
C) more narrowly defined target audiences
D) much larger target audiences

Question 32

Which of the following is NOT an advantage of television as an advertising medium?

A) mass coverage
B) repetition
C) flexibility
D) low cost

Question 33

Which of the following is NOT an advantage associated with magazine advertising?

A) selectivity in reaching precise target markets
B) long life
C) flexibility
D) quality reproduction

Question 34

What is the MOST common style of Internet advertising?

A) the interstitial
B) the banner
C) the missile
D) the pop-up

Question 35

Which of the following tasks is NOT necessary for successful advertisement?

A) gaining attention and interest
B) offering the consumer an entertaining message
C) informing and/or persuading
D) eventually leading to a purchase or other desired action

Question 36

The end of an ad may contain a name, address, website address, logo, or any other company symbol.What is this element called?

A) the slogan
B) the sign-off
C) the tag line
D) the signature

Question 37

Which of the following advertising mediums dominates local markets?

A) newspapers
B) network television
C) cable television
D) radio

Question 38

For what medium is the lack of flexibility the biggest disadvantage compared to other media?

A) television
B) radio
C) newspapers
D) magazines

Question 39

What are either online games created by marketers to promote their products to targeted audiences in an interactive way or product placements inserted into online video games called?

A) interstitials
B) missiles
C) advergames
D) pop-ups

Question 40

Which of the following steps is NOT a part of the tactical execution of an advertising campaign?

A) establishing the advertising budget
B) writing and producing commercials and ads
C) using post-tests to determine the effectiveness
D) pretesting advertising alternatives

Question 41

It is not uncommon for magazine publishers to run multiple print jobs of the same magazine, in which each job contains changes in advertising copy to suit the target market requirements of various advertisers.In trade terms, what is the publisher creating?

A) split runs of the magazine
B) circulation exceptions of the magazine
C) monthly issues of the magazine
D) exception runs of the magazine

Question 42

What is the technique for assessing how well a particular medium delivers an advertiser's message known as?

A) message research
B) media research
C) copy coverage research
D) effectiveness assessment

Question 43

What are marketing partners participating in when they share the cost of a promotional campaign that meets their mutual needs?

A) mutual support
B) cross-promotion
C) spending push money
D) trading promotion

Question 44

Which of the following is one of the tools of advertising pretesting?

A) the unaided recall test
B) split runs
C) the inquiry test
D) the aided recall test

Question 45

Which of the following are two major tasks often organized as part of the advertising department of a firm?

A) market research and sales management
B) advertising research and copywriting
C) public relations and risk management
D) sales promotions and product development

Question 46

Which of the following BEST characterizes the hiring that a majority of large companies, in industries with large advertising expenditures, do?

A) they only hire internal advertising departments
B) they have developed extraordinarily creative and independent advertising departments
C) they have successfully reduced their cost of advertising by bringing the advertising function in-house as much as possible
D) they hire an independent advertising agency

Question 47

What is setting the timing and sequencing for a series of advertisements known as?

A) media analysis
B) media scheduling
C) media selection
D) media programming

Question 48

What are industries turning to when they are facing increased public pressure regarding corporate ethical conduct and environmental issues?

A) advertising agencies
B) sales promotion firms
C) increased use of coupons and refunds
D) public relations

Question 49

What does the simplest and LEAST costly level of assessment of public relations effectiveness involve?

A) conducting extensive focus group assessments
B) counting the number of press releases distributed
C) measuring target audiences to see if the messages were received and understood
D) evaluating governmental response to public relation announcements

Question 50

Why would an airline reduce advertising during peak travel periods and boost its media schedule during slower travel months?

A) because of repurchase cycles
B) because of seasonal sales patterns
C) because of frequency goals
D) because of competitors' activities

Question 51

Though difficult and costly, what is an assessment strategy needed for in a marketing plan?

A) creating advertising
B) measuring the effectiveness of advertising
C) defending criticisms of advertising ethics
D) creating selective perception

Question 52

What is assessing an advertisement's effectiveness before it is actually used called?

A) pretesting
B) Post-testing
C) anticipatory evaluation
D) pre-assessment

Question 53

Which of the following is considered to be a recent media trend?

A) corporate logos within the news stream
B) 15-30 second ads that are difficult to avoid
C) streaming headlines run by television stations
D) superimposed banner-type logos on arena signage

Question 54

Which of the following is a reason for the popularity of outdoor advertising?

A) immediate communication of quick and simple ideas
B) lower level of clutter than any other advertising medium
C) brevity of exposure to the advertising message by motorists
D) high level of aesthetics developed by most billboards

Question 55

Why is pretesting advantageous?

A) it assesses the advertisements immediately after they are used
B) it adjusts current advertising programs
C) it decreases costs as compared with alternative methods
D) it lowers the chance of placing ineffective ads

Question 56

To be effective, what should advertising agencies provide that is NOT easily obtainable in-house?

A) a degree of creativity and objectivity
B) part of the internal structure of the organization using their services
C) a location in a major city
D) limited knowledge of the firm's products

Question 57

What is the number of times a person is exposed to an advertisement during a certain time period known as?

A) frequency
B) reach
C) enumeration
D) randomization

Question 58

Assume reach is 250 000 households and frequency is two.What is the gross rating point?

A) 125 000
B) 250 000
C) 500 000
D) 1 000 000

Question 59

You are the owner of a new toothpaste manufacturing company and have a unique new toothpaste that has entered the very competitive market.Your goal is to gain market share.Which of the following types of advertising will MOST likely yield the greatest benefit for this purpose?

A) comparative advertising
B) persuasive advertising
C) reminder advertising
D) retail advertising.

Question 60

What type of marketing channel relationship is strengthened by cooperative advertising?

A) vertical
B) horizontal
C) diagonal
D) flat

Question 61

Advertisements are designed to inform, persuade, and remind the target market to which they are directed.

Question 62

Reminder advertising is designed to keep a marketer's name or product in front of the target market, and is often used in the introductory stage of the product life cycle.

Question 63

The emergence of the marketing concept, emphasizing integrated relationships, has essentially eliminated the need for integrated marketing communications.

Question 64

The top three advertisers in the world are Procter & Gamble, Unilever, and L'Oreal.

Question 65

Persuasive advertising is a noncompetitive type of promotion used to develop demand for a good or service in its introductory stage.

Question 66

When a sports equipment manufacturer agrees to pay a portion of a retail sports chain's print advertisement, it is participating in interactive advertising.

Question 67

Informative advertising is most common for products in the introductory stage of the product life cycle.

Question 68

Comparative advertising makes direct comparisons of the advertiser's product with dominant brands in its industry.

Question 69

A celebrity who endorses too many products may create marketplace confusion.

Question 70

The use of celebrities can improve product recognition and reduce the impact of advertising clutter.

Question 71

Institutional advertising is nonpersonal selling of a good or service marketed by an institution.

Question 72

An ad promoting skiing in Alberta is an example of product advertising.

Question 73

Market leaders are more likely to engage in comparative advertising.

Question 74

Sam watches an ad on TV for a new Sony flat-screen television.This ad is an example of product advertising.

Question 75

Corporate advertising is product promotion conducted by a for-profit organization, while institutional advertising is conducted by a not-for-profit organization.

Question 76

Advertising is any paid or unpaid communication that attempts to reach the widest possible audience.

Question 77

Advertising is used by marketers to communicate with individuals and business firms, but is inappropriate for reaching not-for-profit organizations.

Question 78

Marketers of products in the late maturity or early declining stage of the product life cycle rely more heavily on persuasive advertising than other types of advertising.

Question 79

Which of the following is NOT an advantage of a blog compared to instant messaging?

A) readers post questions for the author
B) some blogs include wikis
C) blogs will respond to any issue raised
D) blogs can help humanize the company

Question 80

What is the general market-share size of a product that has comparative advertising?

A) smaller market share than the category leader
B) approaching the same market share as the category leader
C) the same market share as the category leader
D) they are the category leader