Deck 17: Advertising and Public Relations

Question 1

Research has shown banner ads on Web sites to be very effective.

Answer 1

False
The effectiveness of banner advertising is one hotly contested area of Internet advertising.

Question 2

On Subway napkins,they compare the nutritional information for their 6-inch subs to McDonald's Big Mac and Burger King Whopper.This is an example of competitive advertising.

Answer 2

False
Comparative advertising specifically compares two or more products.

Question 3

Advergaming is an Internet advertising format where companies put ad messages in Web-based or video games to advertise or promote products.

Answer 3

True

Question 4

A commercial for McDonald's shows kids having fun with their Happy Meals.This is an example of a demonstration executional style for advertising.

Question 5

The manufacturer of the George Forman grill has produced a 30-minute sales pitch in the form of a talk and demonstration show to be aired on local cable TV channels.This is an example of an infomercial.

Question 6

The goal of advertising is to change people's values.

Question 7

Historically,advertising in the United States has been oriented around corporations,not products.

Question 8

There are many snack foods for children,but only Nature's Path makes an organic snack designed for a child's palate.The product's unique selling proposition is that it is completely organic.

Question 9

A small,high-tech company has just launched a new writing pen that has a memory,much like a small computer.The advertising campaign focuses on the innovativeness of the new product.This is an example of pioneering advertising.

Question 10

Magazine ads have a much shorter life span and pass-along rate than radio ads.

Question 11

A print ad depicts a picture of a frozen dessert accompanied by information about the dessert: "two servings,only 300 calories per serving,no cholesterol,and 100 percent of the RDA of vitamins and minerals." This is an example of an advertisement selling the product's benefits.

Question 12

An appeal to vanity and egotism is the reason that celebrity spokespeople are used so often in advertising.

Question 13

An appeal to love and romance is often used in selling cosmetics and perfume.

Question 14

The primary advantage of newspaper advertising is demographic selectivity.

Question 15

Mobile advertising may be one of the most promising tactics for contacting consumers when they are thinking about a specific product.

Question 16

Promotion is defined as any form of impersonal,paid communication in which the sponsor or company is identified.

Question 17

Nature's Path makes EnviroKids brand organic cereals,rice bars,and cookies.It is determining whether to put its advertisements in newspapers or on television.Its primary concern is with how many people in its target market will be exposed to its ads.In other words,the company is concerned about frequency.

Question 18

The DAGMAR approach is method one of setting advertising objectives.

Question 19

The advertising response function is a phenomenon in which increased spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing results.

Question 20

Humorous executional styles are more often used in radio and television advertising than in print or magazine advertising.

Question 21

Companies increasingly are using the Internet in their public relations strategies.

Question 22

Exxon Mobil has launched a series of ads promoting their commitment to alternative energy sources during a time when they are recording record profits and consumers struggle with high gas prices and environmentalists are concerned that burning fossil fuels is contributing to the acceleration of global warming.This is an example of _____ advertising.

A) global
B) homogeneous
C) pioneering
D) advocacy
E) image

Question 23

Which of the following explains why sales and market share begin to decrease no matter how much is spent on advertising and sales promotion?

A) Inverted promotion function
B) Weber's Law
C) AIDA
D) Just Noticeable Difference (JND)
E) Advertising response function

Question 24

Why do companies with new brands that have a small market share tend to spend proportionately more for advertising and sales promotions compared to those with a large market share for existing products?

A) As a result of experiential marketing research
B) To create the appropriate level of institutional advertising
C) To determine which executional appeal is the most effective
D) To achieve a certain minimum level of exposure to measurably affect purchase habits
E) To prevent product cannibalization

Question 25

Why do many brands with a large market share spend proportionally less on advertising compared to brands with small market share?

A) Beyond a certain volume of promotion,diminishing returns set in.
B) Certain industries have a practice of spending a low amount of dollars,relative to sales,on advertising.
C) There is no minimum level of exposure for advertising to have an effect on sales.
D) Advertising will not stimulate economic growth for the industry.
E) The firms with large market share do not have to advertise anymore.

Question 26

_____ is any form of impersonal,sponsor-paid,one-way mass communication.

A) Publicity
B) Advertising
C) Promotion
D) Public relations
E) Direct marketing

Question 27

Publicity consists of programs developed by a company to capitalize on the factors that will enhance the firm's image and minimize those that generate negative images.

Question 28

The advertising response function helps marketers:

A) create ads that will be noticed by consumers each time the ad runs
B) use their advertising budgets wisely
C) calculate the break-even points for each product being advertised
D) determine the reach and frequency of specific media
E) select an executional appeal appropriate to the product being advertised

Question 29

DuPont has an advertisement that shows police officers describing how they were shot at close range in the line of duty.The advertisement explains that the lives of these public servants were saved by Kevlar bullet-proof vests and that Kevlar was invented by DuPont.This is an example of _____ advertising.

A) publicity
B) attribute
C) image
D) pioneering
E) institutional

Question 30

The sponsorship of NASCAR is an example of a public relations activity.

Question 31

An example of product placement is when the judges on American Idol are shown sipping Coca-Cola during the broadcast.

Question 32

In 2009,the top advertiser in the United States,according to dollars spent per year,was:

A) AT&T
B) Walt Disney Co.
C) Procter & Gamble
D) General Motors Corporation
E) McDonald's Corporation

Question 33

_____ advertising is designed to enhance a company's image rather than promote a particular product.

A) Publicity
B) Institutional
C) Pioneering
D) Selective
E) Image

Question 34

Cause-related marketing is when two competing companies come together to support a cause,such breast cancer research.

Question 35

Kraft's marketing efforts for its Macaroni & Cheese include television commercial and magazine inserts.These activities are all activities associated with:

A) advertising
B) publicity
C) public relations
D) sales promotions
E) direct marketing

Question 36

When Gillette introduced its Venus razor for women several years ago,it spent $100 million on advertising and other promotions and successfully boosted its market share.As an advertising consultant,you would advise Gillette to now:

A) double its advertising budget in order to double its market share
B) maintain the current advertising budget and continue to focus on brand awareness and market share gains
C) slowly increase the amount spent on advertising and promotion to offset competitive advertisements
D) shift the budget dollars from advertising to sales promotion and personal selling due to a change in the product life cycle stage
E) focus on maintaining market share and spend proportionately less on advertising because additional expenditures would reap diminishing benefits

Question 37

Tobacco company Philip Morris runs television ads where they promote quitting smoking and direct viewers to a Web site for support and help.These ads are examples of _____ advertising.

A) product
B) institutional
C) pioneering
D) environmental
E) comparative

Question 38

Which form of advertising involves an organization expressing its views on controversial issues or responding to media attacks?

A) Advocacy
B) Persuasive
C) Issue
D) Comparative
E) Image

Question 39

Crisis management should begin before a crisis occurs.

Question 40

How can advertising affect consumers?

A) It can change cultural practices and conventions
B) It can change strongly held values
C) It can manipulate society against its will
D) It can change negative attitudes to positive ones
E) It can make people buy things they do not want

Question 41

An advertising campaign:

A) may contain a wide variety of themes and slogans
B) extends for a defined period of time
C) continues for the life of the product
D) starts with determining which media will be used
E) rarely has a specific budget

Question 42

A(n)_____ is a specific communication task that a campaign should accomplish for a specified target audience during a specified period of time.

A) advertising objective
B) marketing mix
C) media schedule
D) advertising life span
E) promotional mix

Question 43

Pioneering advertising,competitive advertising,and comparative advertising are all types of:

A) institutional advertising
B) product advertising
C) primary advertising
D) commercial advertising
E) commissioned advertising

Question 44

An emphasis on branding generally begins as firms use _____ advertising.

A) comparative
B) differentiational
C) pioneering
D) institutional
E) competitive

Question 45

Which form of advertising is designed to influence demand for a specific brand?

A) Institutional
B) Primary
C) Competitive
D) Direct
E) Growth

Question 46

Comparative advertising:

A) does not have high claim recall effectiveness
B) has always been legal but is in bad taste
C) allows advertisers to falsely describe the competition
D) was not allowed before the 1970s if the other brands were mentioned by name or shown
E) results in high recall of the brand name of the advertised goods,but not for the named,competing brand

Question 47

_____ advertising compares two or more specifically named or shown competing brands on one or more specific attributes.

A) Contrasting
B) Comparative
C) Pioneering
D) Superlative
E) Differentiational

Question 48

Kia Motors runs television advertisements that encourage the purchase of their Kia Soul compact car.This is an example of _____ advertising.

A) pioneering
B) circumstantial
C) product
D) advocacy
E) comparative

Question 49

A series of related advertisements focusing on a common theme,slogan,and set of advertising appeals is referred to as a(n):

A) advertising campaign
B) message strategy
C) continuity program
D) flight
E) creative program

Question 50

The American Association of Retired Persons (AARP)fights to protect social programs such as Medicare and Social Security for senior citizens and runs television and print advertisements encouraging its members to contact their legislators about these topics.Such ads are examples of _____ advertising.

A) advocacy
B) selective
C) product
D) differential
E) image

Question 51

The first step in the advertising campaign decision process is to:

A) make media decisions
B) evaluate the campaign
C) determine campaign objectives
D) develop advertising copy
E) make creative decisions

Question 52

Before any creative work can begin on an advertising campaign,it is important to:

A) determine what goals or objectives the advertising should achieve
B) set the marketing budget
C) decide what executional style to use in the ads
D) see if sales promotion is more important
E) hire a spokesperson

Question 53

Instead of sending artfully arranged flower bouquets,an entrepreneur has developed fresh fruit bouquets and is marketing them under the name Edible Arrangements.The premium fruit is cut to mimic flowers,arranged in a basket,and carefully delivered to the recipient's home.One of the problems is convincing people that it is not a novelty product,but an attractive way to show how you feel about someone.Edible Arrangements will be using _____ advertising to promote its fruit bouquets.

A) pioneering
B) innovative
C) introductory
D) start-up
E) focused

Question 54

One method used for setting advertising objectives is:

A) campaign budgeting
B) objective and task
C) the DAGMAR approach
D) percentage of sales
E) contribution margin

Question 55

Ads in which where Dunkin' Donuts tells consumers that more "hard-working" people prefer their coffee than the high-priced,"elitist" coffee sold at Starbucks are examples of _____ advertising.

A) competitive
B) institutional
C) comparative
D) image
E) pioneering

Question 56

Which of the following statements about comparative advertising is true?

A) Comparative advertising is highly effective in Arabic countries.
B) The FCC is the only federal agency that has any regulatory power over comparative advertising.
C) Comparative advertising is often used for products experiencing strong growth.
D) Comparative advertising is highly regulated and is illegal in certain countries.
E) Comparative advertising is illegal in the United States.

Question 57

Which type of advertising is used to stimulate demand for a new product or product category?

A) Comparative
B) Innovative
C) Focused
D) Image
E) Pioneering

Question 58

Unlike advertising that establishes or maintains a company's identity,_____ advertising touts the benefits of a specific good or service.

A) selective
B) cooperative
C) advocacy
D) image
E) product

Question 59

Around election time every year,we see ads on television claiming that one candidate is superior to another in terms of experience,capability,and/or ethics.Sometimes opponents are named and even vilified in these _____ ads.

A) differential
B) cooperative
C) advocacy
D) comparative
E) image

Question 60

Cranium,the Seattle-based toy company,has recently introduced Giggle Gear,a toy designed to let kids' imagination run wild.With the face and headpieces that make up Giggle Gear,kids can change themselves into aliens,fairies,bugs,and robots.What type of advertising will this company be using to promote this new toy?

A) pioneering
B) innovative
C) promotional
D) start-up
E) comparative

Question 61

The UPS Store's advertising "What Brown Can Do for You" whiteboard campaign tells business consumers that when it comes to getting their products delivered somewhere or need shipping software or ship products worldwide that UPS can help.The advertising is focusing on:

A) creating advertising appeal
B) production implementation
C) a product mission
D) creating product loyalty
E) a product benefit

Question 62

A feature of a product is called a(n):

A) asset
B) appeal
C) attribute
D) element
E) benefit

Question 63

IBM runs television ads that show how their IT services can help a small Internet start up prepare for and solve any problems that may arise in their daily operations.This is an example of a:

A) unique selling proposition
B) advertising objective
C) media profile
D) basis for comparative advertising
E) basis for product identification

Question 64

DAGMAR is an acronym for:

A) Defining and Achieving Goals Means Advertising Reach
B) Developing Aggressive Markets
C) Designing Advertising with Market Research
D) Defining Advertising Goals for Measured Advertising Results
E) Developing Aggressive Growth Markets and Revenues

Question 65

Which of the following is what consumers will receive or achieve by using a product?

A) Attribute
B) Benefit
C) Compensation
D) Market share
E) Functionality

Question 66

Many advertisements use celebrities that are liked by many people in hopes that consumers will buy the product that the celebrity endorses.Using celebrities to influence consumers to buy the product is an example of which advertising appeal?

A) Consciousness
B) Love or romance
C) Fun and pleasure
D) Admiration
E) Resonance

Question 67

Kellogg's has a brand of Frosted Flakes that touts a third less sugar on the packaging.This ad is emphasizing:

A) a product attribute
B) production implementation
C) a product mission
D) a loyalty reward
E) a product premium

Question 68

Ads for Sandals Resorts that prominently feature vacationers in real-life situations are using a _____ appeal.

A) slice-of-life
B) mood or image
C) fun and pleasure
D) demonstration
E) spokesperson

Question 69

Ads for Brita water filters describe how one Brita pitcher filter can reduce waste by effectively replacing as many as 300 standard plastic water bottles.What kind of an advertising appeal is this ad using?

A) Environmental consciousness
B) Concern
C) Health
D) Profit
E) Admiration

Question 70

An advertising _____ identifies a reason for a person to buy a product.

A) profile
B) execution
C) format
D) execution
E) appeal

Question 71

In advertising,the goal is to sell the _____,not the _____ of a product.

A) benefits;attributes
B) characteristics;appeals
C) values;traits
D) competitive edge;virtues
E) differential advantage;properties

Question 72

Ads for Yoplait Greek Yogurt highlight that the product has twice the protein and three times the calcium of other yogurts.This advertising highlights:

A) a product attribute
B) the creation of brand loyalty
C) how negative consumers' attitudes are modified
D) a product benefit
E) a loyalty reward

Question 73

A(n)_____ is a desirable,exclusive,and believable advertising appeal selected as the theme for a campaign.

A) executional framework
B) creative message strategy
C) benefit
D) attribute
E) unique selling proposition

Question 74

ReaLemon juice relies on the slogan,"Fresh Lemon Taste Made Easy." What kind of an advertising appeal is this ad using?

A) Mood
B) Vanity and egotism
C) Health
D) Convenience
E) Admiration

Question 75

A newspaper ad for General Mills cereal highlights its BoxTop Redemption program in which General Mills donates cash to schools when the schools redeem box tops from General Mills cereal.This ad focuses on:

A) a product attribute
B) production implementation
C) a product mission
D) creating product loyalty
E) a product benefit

Question 76

All of the following are common types of advertising appeals EXCEPT:

A) profit
B) health
C) admiration
D) fear
E) commitment

Question 77

Allstate Insurance has mostly ditched its famous "in good hands" ads in favor of a character called "Mayhem," who shows up in your life at random - and trashes it.What kind of advertising appeal were these ads using?

A) fear
B) consequences
C) health
D) vanity and egotism
E) consciousness

Question 78

A print ad for Kraft Capri Sun drink packs says "take a sip of antioxidant protection" What kind of an advertising appeal is this ad using?

A) Convenience
B) Fun and pleasure
C) Health
D) Profit
E) Admiration

Question 79

Gucci,a very expensive brand of clothing and accessories,show beautiful women wearing its products in magazine ads.What kind of an advertising appeal is this?

A) Environmental consciousness
B) Vanity and egotism
C) Health
D) Profit
E) Admiration

Question 80

An ad for an AT&T MasterCard offered zero percent interest on any balance transferred from another card by September 1,as well as no annual fee.What kind of an appeal is this ad using?

A) Environmental consciousness
B) Vanity and egotism
C) Health
D) Profit
E) Admiration