Deck 20: Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Question 1

________ advertising aims to create brand awareness and knowledge of new products or new features of existing products.

A) Informative
B) Corporate
C) Reinforcement
D) Persuasive
E) Reminder

Answer 1

A

Question 2

An advertising ________ is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.

A) medium
B) objective
C) channel
D) budget
E) copy

Answer 2

B

Question 3

An advertising objective is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.

Answer 3

True

Question 4

Comparative advertising works best when ________.

A) it elicits cognitive and behavioral motivations simultaneously
B) the firm is trying to minimize brand dilution
C) consumers are processing advertising in a detailed, analytical mode
D) it elicits affective motivation, followed by cognitive motivation
E) the advertising message uses negative fear appeals

Question 5

________ advertising aims to create liking, preference, conviction, and purchase of a product or service.

A) Corporate
B) Reminder
C) Persuasive
D) Reinforcement
E) Informational

Question 6

Persuasive advertising aims to create brand awareness and knowledge of new products or new features of existing products.

Question 7

The "Got Milk" campaign was intended to boost sagging milk consumption among Californians in the 1990s. The campaign ads highlighted the inconvenience of running out of milk when intended to be used with certain foods, such as cookies or muffins, advising consumers to stock up on milk to avoid such inconveniences. The "Got Milk?" campaign is an example of ________ advertising.

A) informational
B) reminder
C) institutional
D) comparative
E) reinforcement

Question 8

Reinforcement advertising aims to stimulate repeat purchase of products and services.

Question 9

________ advertising aims to stimulate repeat purchase of products and services.

A) Reinforcement
B) Comparative
C) Persuasive
D) Informational
E) Reminder

Question 10

When Staples introduced a new $69.99 paper-shredding device called the MailMate in 2006 by striking a two-episode deal with NBC's popular television program, The Office, it was using product placement.

Question 11

Advertising elasticities were estimated to be higher for established (0.3) than for new (0.1) products.

Question 12

Which of the following conditions necessitates that the objective of advertising should be to stimulate more usage of a product?

A) The advertised product belongs to a nascent product category.
B) The company is not the market leader.
C) The advertised brand is superior to the market leader.
D) The product class is mature.
E) Brand usage for the product is very high.

Question 13

The predominant response function for advertising is often concave, but when it is S-shaped, ________.

A) sales are flat, and advertising does not generate any sales impact
B) any increase in advertising spending results in a proportionally positive increase in sales
C) any increase in advertising spending results in a proportionally negative decrease in sales
D) some positive amount of advertising is necessary to generate any sales impact, but sales increases eventually flatten out
E) advertising is not necessary to generate any sales impact

Question 14

When Lola asked what the advertising campaign should say, she was concerned with which of the five Ms?

A) Mission
B) Money
C) Message
D) Media
E) Measurement

Question 15

Marketers often cut the cost of advertising dramatically by using consumers as their creative team. This strategy is known as ________.

A) disintermediation
B) public relations
C) vertical integration
D) reintermediation
E) crowdsourcing

Question 16

Which of the following statements is true of the factors that affect an advertising budget?

A) High-market-share brands usually require proportionately high advertising expenditure as a percentage of sales to maintain share.
B) Brands in less-differentiated or commodity-like product classes require less advertising to establish a unique image.
C) New products typically merit large advertising budgets to build awareness and to gain consumer trial.
D) In a market with few competitors and moderate advertising spending, a brand must advertise more heavily to be heard.
E) Established brands usually are supported with high advertising budgets, measured as a ratio to sales.

Question 17

________ advertising aims to convince current purchasers that they made the right choice.

A) Persuasive
B) Informational
C) Reinforcement
D) Reminder
E) Comparative

Question 18

Puffery refers to simple exaggerations in advertisements that are not meant to be believed and are considered illegal.

Question 19

What you say (ad copy) is more important than the number of times you say it (ad frequency).

Question 20

If the product class is mature, then the advertising objective is to convince the market of the brand's superiority.

Question 21

What is the role of print media in advertising? What are the major advantages and disadvantages associated with print advertising media?

Question 22

According to researchers, which of the following is the correct order in which content of print advertisements matter?

A) picture-headline-copy
B) copy-picture-headline
C) headline-copy-picture
D) picture-copy-headline
E) copy-headline-picture

Question 23

What are the legal and social issues associated with advertising?

Question 24

________ is finding the most cost-effective media to deliver the desired number and type of exposures to the target audience.

A) Media scheduling
B) Content analysis
C) Media selection
D) Communication design
E) Copy testing

Question 25

Explain the classification of advertising objectives.

Question 26

Kraft utilized customers to name its new flavor of its iconic Vegemite product, and their selection, iSnack 2.0, increased sales dramatically.

Question 27

The qualitative value of an exposure through a given medium is known as ________.

A) frequency
B) reach
C) amplitude
D) impact
E) range

Question 28

TV advertising is considered to be particularly advantageous because ________.

A) the low volume of nonprogramming material on television makes it difficult for consumers to ignore or forget ads
B) it provides detailed product information and effectively communicates user and usage imagery
C) it can vividly demonstrate product attributes and persuasively explain their corresponding consumer benefits
D) TV channels are very targeted, ads are relatively inexpensive to produce and place, and short closings allow for quick response
E) it lets companies achieve a balance between broad and localized market coverage

Question 29

Describe how advertising objectives are set to reflect the product class.

Question 30

The number of different persons or households exposed to a particular media schedule at least once during a specified time period is known as ________.

A) range
B) impact
C) intensity
D) reach
E) frequency

Question 31

Which of the following is generally acknowledged as the most powerful advertising medium and reaches a broad spectrum of consumers at low cost per exposure?

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

Question 32

The number of times within a specified time period that an average person or household is exposed to an advertising message is known as ________.

A) impact
B) frequency
C) amplitude
D) reach
E) depth

Question 33

Briefly describe the role of television as an advertising medium.

Question 34

________ refers to simple exaggerations in advertisements that are not meant to be believed and that are permitted by law.

A) Puffery
B) Boosterism
C) Astroturfing
D) Doublethink
E) Subliminal advertising

Question 35

Which of the following is the main advantage of radio as an advertising medium?

A) low competition
B) more attention than television
C) longer duration of ad exposure
D) flexibility
E) standardized rate structures

Question 36

Give a brief description of the various factors that affect advertising budget decisions.

Question 37

Which of the following equations accurately describes the total number of exposures (E) of an advertising message through a given medium?

A) E = reach × frequency
B) E = (reach × frequency) / impact
C) E = reach × frequency × impact
D) E = (reach + frequency) / impact
E) E = frequency / reach

Question 38

Place advertising, or out-of-home advertising, is a broad category that includes many creative and unexpected forms to grab consumers' attention, including all of the following EXCEPT ________.

A) billboards
B) yellow pages
C) public spaces
D) product placement
E) point of purchase

Question 39

What are the four types of advertising timing patterns available to marketers when launching a new product?

Question 40

In developing an advertising program, marketing managers can make the five major decisions known as the five Ms. List and explain each of these Ms.

Question 41

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

A) high absolute cost
B) low audience attention
C) lack of reach among audience
D) high audience selectivity
E) absence of clutter

Question 42

Under which of the following conditions is the frequency the most important factor in media selection?

A) when introducing flanker brands
B) when launching infrequently purchased brands
C) when going into undefined target markets
D) when there is high consumer resistance to the product
E) when there is modest competition to the brand in the market

Question 43

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

A) low competition
B) high believability
C) short ad purchase lead time
D) greater scope for creativity
E) lack of clutter

Question 44

Pepe Homes manufactures a range of bathroom accessories and fittings that include bathtubs, shower stalls, etc. While deciding on an effective advertising media vehicle for its planned advertising campaign, the marketing department decides that its advertising objectives would be best achieved if they used a medium that would portray their brand as prestigious and a symbol of luxury. To this effect, the medium should offer marketers a high degree of audience selectivity and high-quality reproduction. Which of the following advertising media would best serve the advertising purposes of Pepe Homes?

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

Question 45

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

A) low audience selectivity
B) high chances of runaway costs
C) lack of adequate control
D) relatively high costs
E) lack of interactive possibilities

Question 46

The weighted number of exposures (WE) of an advertising message over a given medium is given by ________.

A) WE = reach × frequency
B) WE = (reach × frequency) / impact
C) WE = reach × frequency × impact
D) WE = (reach + frequency) / impact
E) WE = frequency / reach

Question 47

What is the weighted number of exposures of a media schedule that reaches 80 percent of the target audience, with an exposure frequency of 4 and impact value of 2?

A) 10
B) 160
C) 240
D) 320
E) 640

Question 48

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

A) low geographic and demographic selectivity
B) long ad purchase lead time
C) low-quality reproduction
D) small "pass-along" readership
E) lack of credibility

Question 49

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

A) high-quality reproduction
B) short ad purchase lead time
C) high efficiency in circulation
D) no ad competition in same medium
E) low cost of advertising

Question 50

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

A) limited audience selectivity
B) increasing clutter
C) lack of interactive possibilities
D) relatively high costs involved
E) fleeting ad exposure time

Question 51

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

A) lack of flexibility
B) high costs of advertisement space
C) poor reproduction quality
D) low believability
E) absence of local market coverage

Question 52

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

A) low audience selectivity
B) lack of flexibility
C) high competition within same medium
D) relatively high cost
E) lack of personalization of advertising message

Question 53

What is the gross rating points (GRP) for a media schedule that reaches 60 percent of homes with an average exposure frequency of 4 and impact of 1.5?

A) 10
B) 15
C) 160
D) 240
E) 360

Question 54

Which of the following is a disadvantage of using Yellow Pages as an advertising medium?

A) high competition
B) poor local market coverage
C) low believability
D) lack of adequate reach
E) high total costs

Question 55

Which of the following is a disadvantage of using outdoor media for advertising?

A) low flexibility
B) low repeat exposure
C) limited audience selectivity
D) high costs
E) greater competition

Question 56

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

A) long lifespan
B) high reproduction quality
C) huge "pass-along" audience
D) high level of targeting
E) good local market coverage

Question 57

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

A) higher attention than television
B) standardized rate structures
C) long duration of ad exposure
D) high quality reproduction
E) high geographic selectivity

Question 58

Under which of the following conditions is the reach of media the most important factor in media selection?

A) when introducing frequently purchased brands
B) when going into a defined target market
C) when launching extensions of well-known brands
D) when there are strong competitors to a brand
E) when there is high consumer resistance to the product

Question 59

Moonburst is a newly launched brand of energy drinks, one among many other recently introduced competing brands. The advertising agency handling Moonburst's account decides that to better promote Moonburst, it has to zero in on an advertising medium that would offer immunity from the clutter of other brands, flexibility to alter its advertising message, and the ability to fit in with the modest advertising budget. Also, the medium has to provide a high repeat exposure of the advertising message to the target audience. The advertising agency would be happy to trade-off audience selectivity and creative possibilities if the medium satisfies the above criteria. Which of the following would be the best option for Moonburst?

A) outdoor media
B) radio
C) magazines
D) television
E) Yellow Pages

Question 60

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

A) high attention and reach
B) low absolute cost
C) absence of clutter
D) long duration of ad exposure
E) high audience selectivity

Question 61

________ is the number of times the average buyer buys a product during the period.

A) Buyer turnover
B) Purchase frequency
C) Customer retention rate
D) Advertising impressions
E) Total number of exposures

Question 62

Flighting as an advertising timing pattern is most useful when ________.

A) purchase cycle is rather frequent
B) substantial advertising budget is available
C) items are seasonal
D) tightly defined buyer categories exist
E) there are expanding market situations

Question 63

Which of the following media timing factors expresses the rate at which new customers enter the market?

A) buyer turnover
B) purchase frequency
C) media reach
D) weighted number of exposures
E) advertising impressions

Question 64

Print advertising, newspapers and magazines, is generally acknowledged as the most powerful advertising medium.

Question 65

In which of the following types of advertising timing patterns do exposures appear evenly throughout a given period?

A) concentration
B) pulsing
C) flighting
D) continuity
E) frequency capping

Question 66

________ seeks to determine whether an ad is communicating effectively.

A) Copy testing
B) Flighting
C) Pulsing
D) Frequency capping
E) Square inch analysis

Question 67

Brands in highly differentiated product classes require heavy advertising to establish a unique image.

Question 68

________ is continuous advertising at low levels, reinforced periodically by waves of heavier activity.

A) Flighting
B) Frequency capping
C) Pulsing
D) Concentration
E) Session capping

Question 69

Which of the following types of advertising timing patterns calls for spending all advertising dollars in a single period?

A) frequency capping
B) flighting
C) concentration
D) pulsing
E) continuity

Question 70

________ is an advertising timing pattern that calls for advertising during a certain period, followed by a period with no advertising, followed by a second specific period of advertising activity.

A) Pulsing
B) Continuity
C) Flighting
D) Concentration
E) Frequency capping

Question 71

The popular music talent show American Idol has been generally acknowledged as the most profitable TV series in US history, in terms of advertising and merchandising revenue. Major sponsors of the show include Coca-Cola, AT&T Wireless, and iTunes, among others. Cups bearing the Coca-Cola logo were a prominent prop found on the show's judges' tables. The show also urged viewers to vote for contestants using AT&T's sms service. Contestants were routinely shown rehearsing for their performances with the help of Apple iPods. Which of the following advertising practices is apparent in this example?

A) ambush advertising
B) product placement
C) angel dusting
D) co-branding
E) subliminal advertising

Question 72

Advertisements for which of the following product categories would merit a continuous advertising timing pattern the most?

A) air conditioners
B) life insurance
C) breakfast cereal
D) automobiles
E) holiday package tours

Question 73

Dante is a media buyer with Shelvey Partners, an ad agency in San Francisco. He is currently working on charting a media plan for the ads of a department store chain to target the upcoming Thanksgiving weekend. Which of the following advertising timing patterns is best suited for running these ads?

A) continuity
B) flighting
C) pulsing
D) concentration
E) frequency capping

Question 74

Established brands usually are supported with lower advertising budgets, measured as a ratio to sales.

Question 75

Reach of an advertising message is most important when launching new products, flanker brands, extensions of well-known brands, or infrequently purchased brands.

Question 76

Which of the following advertising practices involves advertisers paying filmmakers to have their products make cameo appearances in movies and television shows?

A) brand extension
B) flyposting
C) co-branding
D) product placement
E) ambush marketing

Question 77

Share of ________ represents the proportion of company advertising of a product to all advertising of that product.

A) wallet
B) mind
C) voice
D) market
E) cost

Question 78

Advertisements for which of the following product categories would be most effective when used with a flighting pattern?

A) breakfast cereal
B) detergents
C) beer
D) electric bulbs
E) refrigerator

Question 79

Although newspapers are timely and pervasive, magazines are typically more effective at building user and usage imagery.

Question 80

Researchers studying print advertisements report that the picture, headline, and copy matter in that order.