Deck 15: Advertising and Public Relations

Question 1

The advantages of newspaper advertising are geographic flexibility and timeliness.

Answer 1

True

Question 2

Periodically,DuPont Industry runs ads describing the merits of LYCRA elastic fibers (a product DuPont produces)in clothing.Its ads are an example of institutional advertising.

Answer 2

True

Question 3

Nabisco developed a "Stuck in the Middle" ad campaign for its Oreo cookies,which showed animated Oreos singing on a crowded bus.This is an example of a fun and pleasure appeal.

Answer 3

False

Question 4

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 5

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 USRDA of vitamins and minerals." This is an example of an advertisement selling the product's benefits.

Question 6

Scripture Candy in Birmingham,Alabama,has just introduced lollipops with a message from the Bible on the front of each pop.Its ads focus on the spiritual advantage of eating its candy and showing others Christians are not afraid to show their beliefs.This is an example of pioneering advertising.

Question 7

NutriHealth makes vitamins and mineral supplements.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 8

Testing the effectiveness of a media campaign can be done either before or after the campaign is run.

Question 9

The media mix determines how much of the advertising budget will be spent in each advertising media.

Question 10

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 11

Spending on advertising varies by industry.

Question 12

The advertisements for Torengo chips show how the leading brand of tortilla chips (Tostitos by Frito-Lay)contains broken chips,and all Torengo chips are uniform in size and shape.These ads are examples of contrasting advertising because they are showing how Torengo chips are superior to Tostitos.

Question 13

The DAGMAR approach is one of the best methods for determining the most effective media schedules.

Question 14

R&B Industries has developed an inexpensive yet safe car seat for cats.The company doesn't have much money for advertising and has decided to run one ad in one medium.Its best choice is an ad in a specialty magazine because this will reach its highly specialized target market

Question 15

An insurance company's advertisement poses the question,"Will your family survive if you die uninsured?" This is an example of a health appeal.

Question 16

Researchers are unanimously convinced of the effectiveness of banner advertising on Internet Web sites.

Question 17

Unlike other types of advertising,a comparative advertising campaign can be readily globalized.

Question 18

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 19

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

Question 20

There are many types of microwave meals,but only Hormel makes one specifically for children.Its target market is the product's unique selling proposition.

Question 21

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 understand the advertising-to-sales relationship.

Question 22

_____ 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 23

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 _____ advertising.

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

Question 24

How does advertising affect consumers?

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

Question 25

Crisis management should begin before a crisis occurs.

Question 26

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 27

The United States's top advertiser,according to dollars spent per year,is:

A) Sony Corporation
B) Time Warner
C) Procter & Gamble
D) General Motors Corporation
E) McDonald's Corp.

Question 28

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

A) advocacy
B) persuasive
C) issue
D) comparative
E) image

Question 29

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,you would advise that Home Depot:

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 30

AIG is a worldwide insurance and financial services provider.The company used _____ advertising when it published an ad in which it asked why the fifty states in the United States can't function as one nation like the members of the European Union.Companies established to do business in one EU country can do business in them all.This is not true in the United States where each state has different laws.

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

Question 31

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

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

Question 32

Lobbying,product publicity,and crisis management are all functions of public relations tools.

Question 33

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

Question 34

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 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 35

Advertising expenditures in the United States:

A) are large,but the industry is small with fewer than 300,000 employees
B) are staying level with little or no increase year to year
C) are completely controlled by the 200,000 advertising agencies in the United States
D) exceed $250 billion per year in the huge industry that employs over three million people
E) are dominated by the millions of small firms competing for business through price wars

Question 36

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

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

Question 37

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 38

People who drink Cheerwine (a cherry-flavored cola)are extremely loyal to this product that is primarily found in the Carolinas.Which of the following statements about how increased advertising of Cheerwine would affect extremely brand loyal users of Cheerwine is true?

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

Question 39

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 40

A candy store only runs newspaper advertisements the week before holidays,such as Valentine's Day,Easter,and Halloween.This is an example of a flighted schedule.

Question 41

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 42

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 _____ advertising.

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

Question 43

Which of the following statements about comparative advertising is true?

A) Comparative advertising for a new brand has a negative impact on purchase intentions if a brand with high credibility is the comparison product.
B) The FCC is the only federal agency that has any regulatory power over comparative advertising.
C) Direct comparative advertisements will not decrease purchase intentions for established brands even though consumer awareness of new ones is increased.
D) Comparative advertising is highly regulated and is illegal in certain countries.
E) None of these statements about comparative advertising is true.

Question 44

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 45

Ads showing consumers preferring Kraft Cheese Nips to Sunshine Cheezits are an example of _____ advertising because it implies that the Kraft brand cheese crackers is superior to the Sunshine brand cheese crackers.

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

Question 46

Comparative advertising is:

A) like a mirror because it compares all negative and positive features of both products
B) like a shotgun in that it compares multiple features of two products
C) like a rifle in that it only compares a single benefit or advantage
D) only used by companies at the highest level of the pyramid of corporate responsibility
E) is accurately described by none of the above

Question 47

When the conservative New England Banking Company decided to hire Campbell & Cook advertising agency to launch a new advertising campaign,the agency's first step was to:

A) determine that the goal of the ads was to emphasize the bank's customer service
B) set its marketing budget
C) decide what executional style to use in the ads
D) see if sales promotion was superior to other tools within the promotion mix
E) hire a spokesperson

Question 48

A(n)_____ is a specific communication task that should be accomplished 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 49

Hill's Science Diet dog food has been available at pet stores and veterinary clinics for years.Then the manufacturer of Hill's has 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 dog's with sensitive skin._____ advertising should be used for the new Hill's Science Diet for dogs with sensitive skin.

A) Pioneering
B) Innovative
C) Promotional
D) Introductory
E) Comparative

Question 50

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 51

An ad sponsored by Avon Cosmetics advising all women over the age of 40 to get an annual mammogram is an example of _____ advertising.

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

Question 52

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 53

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 _____ advertising.

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

Question 54

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 55

The goal 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 favorable brand attitude.

A) pioneering
B) objective-specific
C) competitive
D) institutional
E) comparative

Question 56

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

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

Question 57

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) has high recall of the brand name of the advertised goods,but not for the named,competitive brand

Question 58

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

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

Question 59

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

Question 60

One of the problems with using aluminum foil to line casserole dishes is sticking.Reynolds Wrap has developed Release non-stick aluminum foil.Its advertising campaign for the new product describes how the new foil is superior to existing foils.Reynolds Wrap is using _____ advertising to promote Release.

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

Question 61

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 advertising appeal is this ad using?

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

Question 62

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 63

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) convenience
B) taste
C) health
D) profit
E) admiration

Question 64

The new Hydrience hair color advertising campaign encourages people to "treat their hair to lush,radiant color." The advertising is focusing on:

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

Question 65

Realemon juice relies on the slogan,"Fresh Lemon Taste Made Easy." This slogan gives the juice its:

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

Question 66

In advertising,the goal is to sell the product's _____,not its _____.

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

Question 67

You are the advertising campaign manager for Health Express USA,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) Health Express USA allows you to eat a quick,nutritious meal.
B) Health Express USA has hamburgers made from lean buffalo meat.
C) Eating at Health Express USA will make you healthier.
D) The healthier food at Health Express will make your wallet seem fatter,
E) Even your children will love Health Express's baked fries.

Question 68

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

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

Question 69

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.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 70

An effective advertising appeal must:

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

Question 71

The dominant advertising appeal selected for the campaign will become the:

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

Question 72

Ads for M&M candy that prominently feature the M&M candies 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 73

_____ is the way the advertisement portrays its information.

A) Message execution
B) Appeal formation
C) Focus selection
D) Audience selection
E) Benefit determination

Question 74

The ad for White House 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) environmentally consciousness
B) vanity and egotism
C) health
D) profit
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 off 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

In the past,Kroger supermarkets relied on the slogan "For Goodness Sake" to create the company's:

A) advertising objective
B) unique selling proposition
C) differential attribute
D) basis for identification
E) promotional mix

Question 77

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.These ads use a(n)_____ executional style.

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

Question 78

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

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

Question 79

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

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

Question 80

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 the product's:

A) unique selling proposition
B) advertising objective
C) basis for lifestyle strategy
D) promotional mix
E) basis for comparative advertising