Deck 14: Advertising and Public Relations

Question 1

When The Home Depot introduced its Expo Design retailing concept,it spent several billion dollars on advertising and other promotions and successfully boosted its market share.As an advertising consultant,what would you advise The Home Depot to do?

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

Answer 1

B

Question 2

About how much TV per week do Canadians watch,on average

A) 4 hours
B) 21 hours
C) 11 hours
D) 41 hours

Answer 2

B

Question 3

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 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 prevent product cannibalization
D) to achieve a certain minimum level of exposure to measurably affect purchase habits

Answer 3

D

Question 4

Fujitsu runs magazine advertisements that encourage purchase of its tablet-size PC.This is an example of what type of advertising?

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

Question 5

What type of advertising is designed to enhance a company's image rather than promote a particular product?

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

Question 6

One of the problems with using aluminum foil to line casserole dishes is that it sticks to the food.Reynolds Wrap has developed Release nonstick aluminum foil.Its advertising campaign for the new product describes how the new foil is superior to existing foils.What type of advertising is Reynolds Wrap using to promote Release?

A) pioneering
B) focused
C) innovative
D) introductory

Question 7

Procter & Gamble's marketing efforts for its Pert shampoo include television commercials,billboards,magazine inserts,and radio spots.These activities are all activities of which of the following?

A) advertising
B) publicity
C) sales promotions
D) public relations

Question 8

A unique form of institutional advertising is a means for corporations to express their viewpoints on various controversial issues.What is it?

A) image advertising
B) persuasive advertising
C) comparative advertising
D) advocacy advertising

Question 9

What is Canada's top marketing communications service company,according to number of employees?

A) DDB Canada
B) Maritz Canada
C) Cossette Communications
D) Carlson Marketing Group Canada

Question 10

What is a form of impersonal,sponsor paid,one-way mass communication?

A) promotion
B) direct marketing
C) public relations
D) advertising

Question 11

What type of advertising is used to stimulate demand for a new product or product category and is heavily utilized during the introductory stage of the product life cycle?

A) innovative
B) comparative
C) focused
D) pioneering

Question 12

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 what type of advertising?

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

Question 13

Amway runs advertisements that show how people who sell Amway products are involved in helping their communities through tutoring students and cleaning up the environment.These ads are examples of what type of advertising?

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

Question 14

How does advertising affect consumers?

A) It changes negative attitudes to positive ones.
B) It makes people buy things they do not want.
C) It changes cultural practices and conventions.
D) It manipulates society against its will.

Question 15

In advertising and sales promotion,beyond a certain level of spending,diminishing results set in.What is this phenomenon known as?

A) the law of diminishing returns
B) advertising latency
C) the threshold spending phenomenon
D) the advertising response function

Question 16

What does the advertising response function help marketers do?

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

Question 17

Which of the following BEST describes advertising expenditures in Canada?

A) They exceed $250 billion per year in the huge industry that employs over 3 million people.
B) They are dominated by the millions of small firms competing for business through price wars.
C) They are completely controlled by the top 10 marketing communication companies in Canada.
D) They are large,but the industry is small with fewer than 54,000 employees.

Question 18

People who drink Cheerwine (a cherry-flavored cola)are extremely loyal to this product that is primarily found in the Maritimes.How would increased advertising of Cheerwine affect extremely brand loyal users of Cheerwine?

A) The advertising could cause the loyal Cheerwine users to buy more.
B) The advertising could encourage the loyal Cheerwine users to try other brands.
C) The advertising would have no effect because loyal users of Cheerwine have a neutral frame of reference.
D) The advertising could create a positive frame of reference for the loyal Cheerwine users.

Question 19

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

A) image advertising
B) selective advertising
C) product advertising
D) advocacy advertising

Question 20

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

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

Question 21

The ad reads,"Dove brand beauty bars are 1/4 moisturizing lotion." What is this an example of?

A) a loyalty reward
B) a product attribute
C) a product benefit
D) production implementation

Question 22

What is a specific communication task that should be accomplished for a specified target audience during a specified period of time?

A) an advertising life span
B) an advertising objective
C) a marketing mix
D) a promotional mix

Question 23

Which of the following BEST describes an advertising campaign?

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

Question 24

Because the ads imply that the Kraft crackers are superior to the Sunshine brand cheese crackers,what are ads showing consumers preferring Kraft Cheese Nips to Sunshine Cheezits?

A) comparative advertising
B) cooperative advertising
C) advocacy advertising
D) differential advertising

Question 25

The goal of this type of advertising is to influence demand for a specific brand of good or service and is less informational and more emotional.The emphasis is on brand name,recall,and favourable brand attitude.What advertising is being described?

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

Question 26

Which type of advertising is usually employed when a new product enters a marketplace that is occupied by strong existing products?

A) competitive
B) pioneering
C) reminder
D) comparative

Question 27

When the conservative Royal Bank decided to hire Campbell & Cook advertising agency to launch a new advertising campaign,what was the agency's first step?

A) See if sales promotion was superior to other tools within the promotion mix.
B) Decide what executional style to use in the ads.
C) Determine that the goal of the ads was to emphasize the bank's customer service.
D) Set its marketing budget.

Question 28

The new Hydrience hair colour advertising campaign encourages people to "treat their hair to lush,radiant colour." What is the advertising focusing on?

A) the product
B) a product benefit
C) product implementation
D) creating product loyalty

Question 29

According to the text,which of the following statements about comparative advertising is true?

A) Comparative advertising is highly regulated and is illegal in certain countries.
B) Direct comparative advertisements will not decrease purchase intentions for established brands even though consumer awareness of new ones is increased.
C) Comparative advertising for a new brand has a negative impact on purchase intentions if a brand with high credibility is the comparison product.
D) Canada has no federal law that has any regulatory power over comparative advertising.

Question 30

Hill's Science Diet dog food has been available at pet stores and veterinary clinics for years.The manufacturer of Hill's recently developed Hill's Science Diet for dogs with sensitive skin.This product differs from the company's previous product offerings because it produces healthy skin and shiny coats.Hill's other dog food was not designed for dogs with sensitive skin.What type of advertising should be used for the new Hill's Science Diet for dogs with sensitive skin?

A) innovative
B) promotional
C) introductory
D) pioneering

Question 31

A newspaper ad for General Mills cereal highlights its Box Tops for Education program in which General Mills donates cash to schools when the schools redeem box tops off General Mills cereal.What does this ad focus on?

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

Question 32

What is DAGMAR an acronym for?

A) designing advertising with market research
B) defining and achieving goals means advertising reach
C) developing aggressive growth markets and revenues
D) defining advertising goals for measured advertising results

Question 33

According to the text,what is one method used for setting advertising objectives?

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

Question 34

Those expensive Coke television ads featuring computer-generated images are primarily a type of which type of advertising?

A) persuasive
B) competitive
C) comparative
D) reminder

Question 35

What prohibits advertisers from falsely describing competitors' products and allows competitors to sue if ads show their products or brand names in an incorrect or false manner?

A) Competition Act
B) Better Business Bureau
C) Truth in Advertising Act
D) Advertising Standards Council

Question 36

What is the first step in the advertising campaign decision process?

A) Make creative decisions.
B) Develop advertising copy.
C) Evaluate the campaign.
D) Determine campaign objectives.

Question 37

Which type of advertising compares two or more specifically named or present competing brands on one or more specific attributes?

A) contrasting
B) superlative
C) pioneering
D) comparative

Question 38

Procter & Gamble's ads for Crest White Strips emphasize the brand name and how effectively it whitens teeth.The ads show demonstrations of how the strips can be worn at any time of the day-even at work.This is an example of what type of advertising?

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

Question 39

Pepsi's advertising campaign that depicts people who mistakenly drink Coke as suddenly living a boring lifestyle,acting "square," or singing mellow,old songs,is an example of what type of advertising?

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

Question 40

What is comparative advertising?

A) It compares one or more competing attributes with one or more specific attributes
B) It is like a shotgun in that it compares multiple features of two products.
C) It is like a rifle in that it compares only a single benefit or advantage.
D) It is like a mirror because it compares all negative and positive features of both products.

Question 41

The new advertisements for Stouffer's Skillet Sensations meals focus on the fact the easy-to-prepare meal contains 50 percent more chicken than it originally did.What does this advertising highlight?

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

Question 42

An ad for Lake of Bays deli cheese shows someone's hands building a sandwich using generous portions of Land of Bays brand cheese.Which executional style is being used in this ad?

A) slice of life
B) fantasy
C) mood or image
D) demonstration

Question 43

Ads for M&M candy that prominently feature the M&M candies in real-life situations are using which type of appeal?

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

Question 44

Which of the following identifies a reason for a person to buy a product?

A) an advertising execution
B) an advertising profile
C) an advertising format
D) an advertising appeal

Question 45

When making creative decisions for the advertising campaign,the advertising manager may consider all of the following EXCEPT which one?

A) identification of the product's benefits
B) the selection of advertising objectives
C) the selection of a unique selling proposition
D) how to develop advertising appeals

Question 46

A newspaper ad for Hill's Science Diet dog food shows a man joyfully playing with his two very healthy looking golden retrievers.Which executional style is being used in this ad?

A) testimonial
B) demonstration
C) slice of life
D) mood or image

Question 47

The slogan for Lawry's meat marinades is "Always Tender.Always Juicy.Always Easy." This slogan,which describes meat after it has been cooked using the marinade,describes which of the following?

A) the product's promotional mix
B) the product's advertising objective
C) the product's unique selling proposition
D) the product's basis for comparative advertising

Question 48

A magazine ad for Baker's chocolate shows a picture of a luscious chocolate cookie and is headlined,"Love,cleverly disguised as chocolate." Which executional style is being used in this ad?

A) fantasy
B) demonstration
C) humorous
D) scientific

Question 49

In advertising,what is the goal?

A) to sell the product's characteristics,not its appeals
B) to sell the product's competitive edge,not its virtues
C) to sell the product's differential advantage,not its properties
D) to sell the product's benefits,not its attributes

Question 50

Which of the following BEST describes an effective advertising appeal?

A) It must make a positive impression on the target market.
B) It must be similar to its competitors' advertising appeals.
C) It must be familiar.
D) It must be inexpensive.

Question 51

An ad for an RBC 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 advertising appeal is this ad using?

A) admiration
B) profit
C) environmentally consciousness
D) vanity and egotism

Question 52

An ad for applesauce cups describes how the product provides 100 percent of your daily vitamin C in every cup.What kind of an advertising appeal is this ad using?

A) vanity and egotism
B) profit
C) health
D) admiration

Question 53

The dominant advertising appeal selected for the campaign will become which of the following?

A) the media profile
B) the basis for comparative advertising
C) the unique selling proposition
D) the decision factor in media selection

Question 54

An ad for Kraft Easy Mac,six microwaveable snack packets of macaroni and cheese,asks,"Need a snack?" and responds,"Snack the Mac." What kind of an advertising appeal is this ad using?

A) admiration
B) convenience
C) profit
D) taste

Question 55

You are the advertising campaign manager for Health Express,a new fast-food restaurant that caters to the health-conscious.Which of the following messages would be LEAST effective in communicating product benefits?

A) Eating at Health Express will make you healthier.
B) Health Express has hamburgers made from lean buffalo meat.
C) Even your children will love Health Express's baked fries.
D) Health Express allows you to eat a quick,nutritious meal.

Question 56

Which of the following is the way an advertisement portrays its information?

A) appeal formation
B) focus selection
C) benefit determination
D) message execution

Question 57

In the past,Miller Lite Beer relied on the slogan "Tastes great,less filling" to create which of the following?

A) the company's unique selling proposition
B) the company's basis for identification
C) the company's promotional mix
D) the company's differential attribute

Question 58

An ad for bottled water shows why and how the bottler supports the reforestation of forests.What kind of an advertising appeal is this ad using?

A) environmentally consciousness
B) concern
C) health
D) admiration

Question 59

The ads for Advantage flea and tick control show well-loved pets miserably scratching.With one application of Advantage,the pets are happy and doing what they do best-providing pleasure for their owners.What type of executional style do these ads use?

A) scientific
B) mood or image
C) demonstration
D) lifestyle

Question 60

An RBC ad shows a woman who has just filled her bird feeder,only to have squirrels steal the feed.The theme of the ad is that many investment banks can be like squirrels,eager to dip into a customer's funds instead of providing good service.Which executional style is being used in this ad?

A) mood or image
B) fantasy
C) slice of life
D) demonstration

Question 61

The advantages of demographic and local market selectivity,high pass-along rate,and long advertising life belong to which media type?

A) magazines
B) television
C) outdoor media
D) newspapers

Question 62

Which advertising medium has the lowest rates?

A) magazines
B) direct mail
C) outdoor
D) radio

Question 63

According to the text,which of the following statements about developing an advertising campaign is true?

A) Advertisers use DAGMAR to determine the product's appeal.
B) The product's unique selling proposition is identified early so that advertising objectives can be efficiently set.
C) In developing an advertising campaign,it is more important for the advertiser to identify the attributes than the benefits.
D) Evaluating results of an advertising campaign helps marketers to adjust objectives for future campaigns.

Question 64

The advantages of immediacy,good local market coverage,geographic flexibility,and short lead time apply best to which media type?

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

Question 65

An ad for Calvin Klein jeans contained information about The Bay department stores where the jeans could be purchased.This ad was most likely an example of what type of advertising?

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

Question 66

According to the text,which of the following statements about the selection of media for advertising is true?

A) Creative work is finished before the media are selected.
B) The appeal and executional style of the ad strongly affect the media selection.
C) The media selection is typically unrelated to the advertising objectives.
D) Creative planning for an ad that goes on a billboard is the same as the planning for an ad that runs on television.

Question 67

According to the text,which of the following statements about postcampaign evaluation is true?

A) Testing ad effectiveness can be done either before or after the campaign.
B) Most advertising campaigns ask for action instead of creating an image for the product
C) Evaluating an advertising campaign can be the least demanding task facing advertisers.
D) Even if an ad campaign has been particularly successful,advertisers will not typically conduct a postcampaign evaluation.

Question 68

What is one reason a retailer might avoid the use of newspaper advertising?

A) little demographic selectivity
B) high individual market coverage
C) year-round readership
D) absence of geographic selectivity

Question 69

What is one advantage of television advertising?

A) ability to reach wide and diverse audience
B) commercial clutter
C) long lead time
D) low costs

Question 70

In an advertisement for Planters peanuts and trail mix,a peanut wearing a monocle and a top hat and called Mr.Peanut represents the product quality.Mr.Peanut appears in all advertisements for Planters.This is an example of how a company can use what type of executional style?

A) lifestyle
B) fantasy
C) product symbol
D) spokesperson

Question 71

Which of the following types of advertising has the advantage of its local market selectivity?

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

Question 72

In an advertisement for Dow bathroom cleaner,animated,talking scrubbing bubbles are used to show how hard the bubbles work to clean.The lively scrubbing bubbles appear in all advertisements for this product and are depicted on the packaging.This is an example of what type of executional style?

A) slice of life
B) fantasy
C) product symbol
D) spokesperson

Question 73

Which advertising has the advantages of being both timely and geographically flexible?

A) newspaper
B) magazine
C) television
D) outdoor

Question 74

Ads for General Foods International Coffees all feature the slogan,"It stirs the soul." Given this information and the fact that the ads feature flowers,soft lights,and romantic settings,you know that these ads use which type of executional style?

A) demonstration
B) scientific
C) mood
D) lifestyle

Question 75

Which of the following is an advantage offered by radio to its advertisers?

A) ability to reach a wide and diverse audience
B) relative low cost
C) billions of listeners
D) short lead time

Question 76

Which advertising is an arrangement under which a manufacturer pays a percentage of the advertising cost for an ad that a retailer places for the manufacturer's brand?

A) one-to-one
B) comparative
C) institutional
D) cooperative

Question 77

An ad for the General Electric Advantium microwave shows people rushing to get from one place to another and has the headline,"If your life moves this fast,maybe your oven should too." According to the ad,even though it seems that there never is enough time to cook,this microwave will help you find the time to prepare home-cooked meals.This is an example of the use of which executional style?

A) lifestyle
B) mood
C) demonstration
D) humorous

Question 78

What is direct-response advertising in the form of a 30-minute advertisement that resembles a TV talk show?

A) an infomercial
B) an extended sales pitch
C) an ad expander
D) a prolonged advertisement

Question 79

Which of the following is the series of decisions advertisers make regarding the selection and use of media that will optimally and cost-effectively communicate the message to the target audience?

A) media planning
B) promotional implementation
C) media reach and frequency strategy
D) marketing mix planning

Question 80

Creative work in an advertising campaign cannot be completed without knowing which message channel will be used to convey the message to the target market.What is the message channel?

A) the appeal
B) the product network
C) the medium
D) the executor