Deck 15: Advertising and Public Relations

Question 1

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

Answer 1

B

Question 2

When P&G developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. What type of campaign was most likely used by P&G for the Mr. Clean Magic Eraser?

A) informative advertising
B) persuasive advertising
C) reminder advertising
D) developmental advertising
E) comparative advertising

Answer 2

A

Question 3

An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________.

A) reciprocate
B) compete
C) remind
D) explain
E) suggest

Answer 3

C

Question 4

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

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

Question 5

Comparative advertising is also known as ________ advertising.

A) attack
B) institutional
C) covert
D) reminder
E) informative

Question 6

Advertising objectives should be based on the marketing mix, positioning, and ________.

A) differentiation
B) past decisions about the target market
C) costs of different media choices
D) ability to create special events
E) novelty of the product advertised

Question 7

Advertising is used mostly by ________.

A) governments
B) business firms
C) social agencies
D) independent professionals
E) not-for-profit organizations

Question 8

Advertising is a good way to engage, inform, and persuade, regardless of the objective of the message.

Question 9

Persuasive advertising becomes ________ advertising when a company directly or indirectly compares its brand with one or more other brands.

A) informative
B) reminder
C) attack
D) covert
E) institutional

Question 10

Any paid form of nonpersonal presentation and 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

Question 11

Which of the following is most likely an objective of informative advertising?

A) build brand preference
B) change customer perceptions of brand value
C) encourage customers to switch brands
D) suggest new uses for a product
E) keep the brand in customer minds during off-seasons

Question 12

Marketing management must make four important decisions when developing an advertising program. Briefly describe these four decisions.

Question 13

Marketing management must make important decisions when developing an advertising program. Which of the following is NOT one of those decisions?

A) evaluating advertising effectiveness
B) developing advertising strategy
C) setting advertising objectives
D) designing products and distribution
E) setting the advertising budget

Question 14

Which of the following is an objective of persuasive advertising?

A) communicate customer value
B) correct false impressions
C) describe available services and support
D) keep the brand in a customer's mind during off-seasons
E) engage customers and create brand community

Question 15

Encouraging customers to switch brands is most likely the objective of ________ advertising.

A) informative
B) reminder
C) covert
D) persuasive
E) institutional

Question 16

Advertising is the least used of the major promotion tools, although it has great potential for building consumer awareness and reference.

Question 17

________ becomes more important as competition increases. With this type of advertising, a company's objective is to build selective demand.

A) Institutional advertising
B) Informative advertising
C) Reminder advertising
D) Not-for-profit advertising
E) Persuasive advertising

Question 18

When Verizon Wireless began offering the iPhone, it used its "Can you hear me now?" slogan to attack AT&T's rumored spotty service. This example best illustrates ________.

A) informative advertising
B) reminder advertising
C) comparative advertising
D) covert advertising
E) institutional advertising

Question 19

Competitive parity and task methods are considered when making decisions about ________.

A) sales objectives
B) budget
C) message structure
D) media selection
E) message effectiveness

Question 20

Advertising is a good way to ________, inform, and persuade.

A) educate
B) create
C) define
D) engage
E) harvest

Question 21

To break through the clutter, many marketers have subscribed to a new merging of advertising and entertainment, dubbed ________.

A) Madison & Vine
B) Wall St. & Fifth Ave
C) buzz marketing
D) podcasting
E) webisodes

Question 22

Which of the following would be the most likely result of slashing ad spending for a product?

A) increased popularity
B) reduced long-term market share
C) improved brand image
D) increased short-term sales
E) increased long-term market share

Question 23

Pepsi being prominently featured on episodes of Empire is an example of ________.

A) advertainment
B) buzz marketing
C) personal selling
D) sales promotion
E) product placement

Question 24

Product placement in television programs and movies is an example of ________.

A) branded entertainment
B) advertainment
C) direct marketing
D) buzz marketing
E) sales promotion

Question 25

Which of the following most likely requires the smallest advertising budget?

A) products in competitive markets
B) undifferentiated brands
C) new products
D) low-share brands
E) mature brands

Question 26

With the help of ________ systems, consumers can avoid watching ads.

A) USB
B) CCTV
C) HDMI
D) DVR
E) XBMC

Question 27

The aim of ________ is to make an advertisement so useful or entertaining that people want to watch it.

A) branded entertainment
B) advertainment
C) viral marketing
D) buzz marketing
E) word-of-mouth advertising

Question 28

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

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 29

When the product differs greatly from those of competitors, ________.

A) advertising can make customers aware of the product
B) firms should advertise similarly to competitors, to remind consumers of the product
C) advertising can point out the differences to consumers
D) firms should advertise little as the uniqueness will not require education of consumers
E) advertising can reaffirm a consumer's decision to purchase

Question 30

Which of the following statements is true regarding the vital importance of the media-planning function?

A) With changing technologies, media costs are declining.
B) Brand content is usually created in-house by the company.
C) Which media to use is sometimes more critical than the creative elements of the messaging.
D) Market targeting has declined in importance in the planning stages.
E) Because so many consumers use the same mobile and social media applications, messaging can be less focused.

Question 31

Advertising has numerous goals. Which of the following is NOT one of those goals?

A) to help move consumers through the buying process
B) to work with lobbyists and legislators in developing industry regulations
C) to move people to immediate action
D) to build or strengthen long-term customer relationships
E) to engage customers and change the way they think or feel about the brand

Question 32

Describing available services and support is most likely a goal of ________ advertising.

A) reminder
B) competitive
C) covert
D) attack
E) informative

Question 33

Which of the following is one of the primary goals of reminder advertising?

A) maintain customer relationships
B) build brand preference
C) correct false impressions
D) inform the market of a price change
E) restore company image

Question 34

After determining its advertising objectives, a company's next step in developing an advertising program is to ________.

A) set an advertising budget
B) determine the media vehicle
C) use cash rebate offers
D) evaluate the advertising campaign
E) develop a message strategy

Question 35

Which of the following brands most likely requires heavy advertising in order to be set apart from similar products?

A) undifferentiated brands
B) specialty brands
C) international brands
D) mature brands
E) high-share brands

Question 36

Keeping the brand in a customer's mind during off-seasons is most likely a goal of ________ advertising.

A) reminder
B) attack
C) informative
D) covert
E) competitive

Question 37

In addition to advertainment, advertisers are creating content that ________.

A) provides much more information than ads did in the past
B) they expect to go viral
C) helps the advertiser save money
D) looks less like ads and more like short films or shows
E) confuses viewers about whether they are ads

Question 38

Which of the following is a major 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

Question 39

Which of the following types of advertising will most likely result in an advertising war?

A) covert advertising
B) institutional advertising
C) informative advertising
D) comparative advertising
E) reminder advertising

Question 40

A product in the maturity stage will most likely require ________ advertising.

A) informative
B) comparative
C) persuasive
D) reminder
E) covert

Question 41

Which message execution style involves presenting survey data indicating that a brand is better than other brands?

A) scientific evidence
B) testimonial evidence
C) endorsement
D) technical expertise
E) slice of life

Question 42

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.

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

Question 43

A pharmaceutical ad features a world-renowned heart surgeon describing the benefits of a medication. Which of the following message execution styles is illustrated in this example?

A) mood or image
B) fantasy
C) personality symbol
D) musical
E) testimonial evidence

Question 44

In its advertisements, Timex promotes its affordable and sturdy watches. Fossil emphasizes style and fashion in its advertisements, and Rolex stresses luxury and status. These are all examples of ________ appeals.

A) rational
B) reminder
C) believable
D) entertainment
E) distinctive

Question 45

The first step in creating effective advertising messages is ________.

A) selecting specific media vehicles
B) planning a message strategy
C) determining return on advertising investment
D) choosing media timing
E) executing the message

Question 46

An IKEA ad shows consumers creating fanciful room designs with IKEA furniture, such as "a bedroom for a queen made by Bree and her sister, designed by IKEA." Which of the following message execution styles is illustrated in this example?

A) mood or image
B) musical
C) fantasy
D) lifestyle
E) personality symbol

Question 47

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

Question 48

The advertisements that use the Aflac duck or the GEICO gecko are using the message execution style of ________.

A) lifestyle
B) technical expertise
C) testimonial evidence
D) slice of life
E) personality symbols

Question 49

After creating a message strategy statement, 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

Question 50

Maybelline used Gigi Hadid, a model, to endorse a new range of cosmetics. This message execution style is referred to as ________.

A) lifestyle
B) testimonial evidence
C) image
D) technical expertise
E) personality symbol

Question 51

Which of the following message execution styles focuses on the company's skill and knowledge in making the product?

A) endorsement
B) scientific evidence
C) slice of life
D) technical expertise
E) testimonial evidence

Question 52

Which term refers to the general 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

Question 53

Which of the following are the three characteristics that an advertising appeal should have?

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

Question 54

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

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

Question 55

The advertiser must find the best approach, style, words, format, and ________ for executing the message.

A) media
B) cost
C) visuals
D) tone
E) endorser

Question 56

Developing an effective message strategy 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

Question 57

________ tend to be straightforward outlines of benefits and positioning points that the advertiser wants to stress.

A) Promotion mix plans
B) Message strategy statements
C) Creative concept strategies
D) Advertainment statements
E) Branded entertainment plans

Question 58

Apple used an album by the band U2 to promote the Apple Watch announcement. Which of the following message execution styles is illustrated in this example?

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

Question 59

Progressive Insurance uses Flo to represent its product. Which of the following message execution styles was used by Progressive Insurance?

A) mood or image
B) fantasy
C) personality symbol
D) technical expertise
E) musical

Question 60

An ad for a new convection oven shows a busy professional woman using the convection oven to cook dinner for her family. Which of the following message execution styles is illustrated in this example?

A) testimonial evidence
B) slice of life
C) fantasy
D) scientific evidence
E) mood or image

Question 61

Which of the following statements about magazines as an advertising medium is true?

A) Magazines have long ad purchase lead times.
B) Magazines cannot offer high geographic selectivity.
C) Magazines lack credibility.
D) Magazines provide better local coverage than newspapers.
E) Magazines have poor reproduction of images.

Question 62

The McDonald's fast-food restaurant chain uses Ronald McDonald, a clown, as its primary character. Which message execution style is used by McDonald's?

A) technical expertise
B) lifestyle
C) personality symbol
D) image
E) slice of life

Question 63

The number of times an average person in the target market is exposed to a message is known as the ________ of the message.

A) quantitative value
B) reach
C) frequency
D) exposure rate
E) turnover rate

Question 64

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

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

Question 65

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

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

Question 66

You receive a report that 68 percent of your target market has been exposed to your ad campaign during a given period of time. Which of the following aspects of media selection is represented by this information?

A) frequency
B) reach
C) impact
D) engagement
E) qualitative value

Question 67

Which of the following is an advantage of using newspapers as an advertising medium?

A) long life
B) good reproduction quality
C) large pass-along audience
D) broad acceptability
E) no ad competition within the same medium

Question 68

Which of the following is a disadvantage of using direct mail as an advertising medium?

A) low audience selectivity
B) no flexibility
C) severe ad competition
D) relatively high cost per exposure
E) lack of personalization

Question 69

Which of the following is a media measure?

A) consumer price index
B) GDP per capita
C) wholesale price index
D) click-through rate
E) human development index

Question 70

Which of the following is a major step in selecting advertising media?

A) determining reach, frequency, and impact
B) selecting message execution style
C) developing a compelling creative concept
D) deciding on format elements
E) planning a message strategy

Question 71

Which of the following is illustrated by an amateur 30-second video, developed by a consumer, telling the story of the online crafts marketplace, Etsy.com?

A) personal selling
B) consumer-generated messages
C) consumer ethnocentrism
D) sales promotion
E) consumerism

Question 72

________ 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.

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

Question 73

Which of the following statements about outdoor media is true?

A) It has no creative limitations.
B) It is characterized by higher costs per exposure.
C) It has good positional selectivity.
D) It has very limited flexibility.
E) It has high audience selectivity.

Question 74

An illustration, a headline, and a copy are the three ________ elements of an advertisement.

A) tone
B) mood
C) format
D) reach
E) frequency

Question 75

What is the first element that a reader most likely notices in a print ad?

A) copy
B) illustration
C) headline
D) slogan
E) tone

Question 76

Television, as a medium of advertisement, is characterized by ________.

A) high audience selectivity
B) low absolute costs
C) poor mass-marketing coverage
D) fleeting exposure
E) high cost per exposure

Question 77

You want to advertise your new product. You want good mass marketing coverage and low cost per exposure. You also want to combine sight, sound, and motion and make the advertisement appealing to the senses. You should choose ________ as your advertising media.

A) newspaper
B) radio
C) magazines
D) television
E) direct mail

Question 78

What is an advantage of consumer-generated content?

A) It will be less expensive.
B) It cannot be controlled by the company.
C) It can provide new creative ideas.
D) It can entice customers to become brand evangelists.
E) It can use social media sites more effectively than the company can.

Question 79

Which of the following statements is most likely true about radio as an advertising medium?

A) Radio advertising is typically quite expensive.
B) Radio ensures good attention from the target audience.
C) Radio offers very low audience selectivity.
D) Radio prohibits the use of segmentation strategies.
E) Radio advertising is characterized by good local acceptance.

Question 80

Which of the following is a digital medium that is used by advertisers to reach consumers directly?

A) smartphone
B) direct mail
C) newspapers
D) billboards
E) television