BUS 346 Ch 18 – Flashcards
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Jamara knows that his spring-break travel packages are the best deal on campus. He also knows his competitor is sloppy, often waiting until the last minute to provide the needed tickets and documents to students buying his island packages. Jamara wants to develop an advertising message that emphasizes the key benefits he provides. He will develop a __________ appeal. Select one: a. reminder b. emotional c. informational d. institutional e. niche marketing
answer
c
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Jennifer has worked for many years reviewing and approving print ads for her firm. She has memorized a checklist of key points to review. Which of the following would NOT be on her checklist? Select one: a. brand elements b. photo credits c. subheads d. body copy e. headline
answer
b
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Cross-promotion is most successful when Select one: a. the firms have a prior marketing relationship. b. the two products are similar in price. c. one product is well-known and one product is less known. d. the two products appeal to the same target market. e. the promotion takes place over a very short time period.
answer
d
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Often, advertisers will employ a variety of media to deliver their message. When using different media, advertisers need to deliver Select one: a. value-based posttesting. b. selective, continuous pulsing. c. a consistent and compelling message. d. mild puffery. e. niche media emotional appeals to the mass market.
answer
c
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Because advertising is the most visible form of marketing, Select one: a. marketing budgets always emphasize advertising over other forms of communication. b. it is the most important part of a marketing mix. c. it is the largest source of employment opportunities for marketing graduates. d. many people think of marketing and advertising as synonymous. e. everyone prefers to be in advertising.
answer
d
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Actress Sissy Spacek once objected to a series of movie scenes that included her smoking a certain brand of cigarettes. She was probably objecting to a __________ arrangement the film company had made with an advertiser. Select one: a. loyalty program b. sampling c. promotional deal d. mass media buy e. product placement
answer
e
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Unlike advertising, public relations Select one: a. supports promotional efforts by generating free media attention. b. accounts for a greater increase in marketing spending. c. converts mass media advertising into direct marketing. d. is considered a human resources function. e. should not be considered as part of the marketing area.
answer
a
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Generally, less money is spent on advertising in B2B markets because Select one: a. B2B markets are too homogeneous to use advertising. b. business customers prefer coupons. c. B2B marketing is too expensive to use advertising. d. B2B marketing usually involves more personal selling. e. publicity is the most effective advertising in B2B markets.
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d
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In very simple words, advertising is really about Select one: a. linking emotions with products. b. improving brand image. c. being creative. d. getting consumers' attention. e. personal selling.
answer
d
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Campbell's soup Company ran a series of radio ads tied to local weather forecasts. Before an impending storm, the ads said "Time to stock up on Campbell's soup." During the storm, the ads said, "Stay home and stay warm with Campbell's soup." The first ad was __________ advertising, whereas the second ad was __________ advertising. Select one: a. reminder; persuasive b. discussive; informative c. informative; persuasive d. persuasive; reminder e. institutional; persuasive
answer
d
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The __________ is the combination of media used and the frequency of advertising in each medium. Select one: a. media mix b. communications operational plan c. media plan d. communications tactical plan e. media buy
answer
a
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A ____________ advertising schedule uses a base level of advertising during some periods followed by periods of increased advertising. Select one: a. continuous b. purposeful c. penetrating d. flighting e. pulsing
answer
e
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Advertisers can determine how effective their media mix has been in reaching their target audience by calculating __________ of the advertising schedule. Select one: a. the conversion rate b. the media mix c. the click rate d. the total GRP e. the USP
answer
d
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Automobile manufacturers often use television advertising showing an attractive man or woman driving the manufacturer's stylish new car on a winding road along an ocean vista. These types of ads have __________ appeal. Select one: a. institutional b. informational c. emotional d. reminder e. ethical
answer
c
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Advertising in which medium relies on a mix of visual and auditory techniques? Select one: a. radio b. newspapers c. magazines d. television e. direct marketing
answer
d
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Informative advertising is used to Select one: a. create and build brand awareness. b. gather information about consumers. c. trigger an emotional response. d. prompt repurchase of a product. e. convince consumers to take action.
answer
a
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__________ appeals help consumers make purchase decisions by offering facts in advertising messages and strong arguments built around relevant issues, explaining key benefits of the firm's products and services. Select one: a. Niche marketing b. Informational c. Emotional d. Institutional e. Reminder
answer
b
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Whenever the major beverage companies develop a new product, they advertise it heavily using television and print media. These efforts are designed to Select one: a. signal strategy changes to market competitors. b. pull the product into retail stores through consumer demand. c. generate goodwill for the company. d. use a push strategy. e. make it easier to do posttesting.
answer
b
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Anne's Pita Bread Chips offers free POP (point-of-purchase) displays to retailers ordering their product. Anne's is using a __________ strategy. Select one: a. publicity b. puffery c. posttesting d. pull e. push
answer
e
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The execution style of an advertising message must Select one: a. selectively pull retailers into the marketing channel. b. include a minimum of puffery and maximum media buy. c. correspond with globally accepted norms. d. cover new creative ground to be effective. e. match the medium and the objectives.
answer
e
question
The major text portion of a print advertisement that should arouse a desire for the product and move the consumer to action is contained in the Select one: a. headline. b. body copy. c. photo credits. d. brand elements. e. subheads.
answer
b
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Jami is managing an extended advertising campaign for a local convenience store chain. The campaign includes a series of television, radio, and print messages. As part of monitoring the campaign, Jami will keep track of Select one: a. planned store expansions in similar markets. b. new advertising concepts. c. past economic conditions. d. the daily and weekly sales volume. e. the cost of the media buy.
answer
d
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A ____________ advertising schedule uses a base level of advertising during some periods followed by periods of increased advertising. Select one: a. penetrating b. continuous c. pulsing d. purposeful e. flighting
answer
c
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In the early stages of an ad campaign, the objectives are established. To determine whether those objectives have been met, the marketer will Select one: a. initiate content analysis. b. posttest. c. conduct feedback analysis. d. arrange for peer analysis. e. conduct tracking.
answer
b
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A ____________ advertising schedule uses heavy advertising during some periods followed by periods of no advertising. Select one: a. penetrating b. pulsing c. continuous d. flighting e. purposeful
answer
d
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For consumer products like toothpaste and groceries, things consumers purchase throughout the year, most advertisers would use a __________ advertising schedule. Select one: a. continuous b. penetrating c. flighting d. purposeful e. pulsing
answer
a
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Brett has developed a vitamin-enriched crouton in crazy colors that can be added to children's salads to make them more nutritious and fun. She'd like to ethically advertise the product directly to the children, so she is examining Select one: a. the Food and Drug Administration guidelines. b. the federal GAO regulations on advertising. c. the provisions of the Children's Television Act of 1990. d. the Better Business Bureau's Children's Advertising Review Unit guidelines. e. the complete FCC regulations.
answer
d
question
Automobile manufacturers often use television advertising showing an attractive man or woman driving the manufacturer's stylish new car on a winding road along an ocean vista. These types of ads have __________ appeal. Select one: a. ethical b. informational c. reminder d. emotional e. institutional
answer
d
question
A ____________ advertising schedule uses heavy advertising during some periods followed by periods of no advertising. Select one: a. flighting b. penetrating c. continuous d. purposeful e. pulsing
answer
a
question
Jamara knows that his spring-break travel packages are the best deal on campus. He also knows his competitor is sloppy, often waiting until the last minute to provide the needed tickets and documents to students buying his island packages. Jamara wants to develop an advertising message that emphasizes the key benefits he provides. He will develop a __________ appeal. Select one: a. niche marketing b. institutional c. informational d. reminder e. emotional
answer
c
question
Generally, when advertising to consumers, the objective of an advertising campaign is Select one: a. to win advertising awards. b. to offset sales promotion costs. c. a push strategy—to stimulate interest among members of the supply chain. d. a pull strategy—to get the product into stores by having consumers demand it. e. to maximize media planning.
answer
d
question
__________ appeals help consumers make purchase decisions by offering facts in advertising messages and strong arguments built around relevant issues, explaining key benefits of the firm's products and services. Select one: a. Informational b. Reminder c. Emotional d. Institutional e. Niche marketing
answer
a
question
U.S.-based global marketers have often found that Select one: a. outside the U.S., standards are subject to U.N. approval. b. anything goes when advertising outside the United States. c. self-regulatory groups are especially demanding of U.S. advertisers. d. EU advertising laws are more restrictive than those in the United States. e. children in other countries are less influenced by advertising.
answer
d
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A ____________ advertising schedule uses heavy advertising during some periods followed by periods of no advertising. Select one: a. penetrating b. purposeful c. pulsing d. flighting e. continuous
answer
d
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The advertising message admonition, "People are not looking for quarter-inch drill bits; they are looking for quarter-inch holes," suggests that advertising messages need to Select one: a. focus on quality. b. emphasize technology. c. engage in mild puffery. d. inform consumers about opportunities. e. focus on solving problems.
answer
e
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Regina just bought a gourmet bagel store. She is working with a freelance graphic artist who is designing her logo and print advertisements. Regina is spending days looking over the various designs and color options. She needs to remember that the creative aspect of advertising design Select one: a. should always include coupons. b. is everything. c. should not overshadow the message. d. dictates tracking alternatives. e. will determine pretesting and posttesting options.
answer
c
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The content of an advertising message is closely tied to Select one: a. recent institutional advertising. b. the opportunity for posttesting. c. the sales promotion opportunities. d. the characteristics of the media selected to carry the message. e. the coupon redemption rate.
answer
d
question
Whenever the major beverage companies develop a new product, they advertise it heavily using television and print media. These efforts are designed to Select one: a. make it easier to do posttesting. b. generate goodwill for the company. c. use a push strategy. d. pull the product into retail stores through consumer demand. e. signal strategy changes to market competitors.
answer
d
question
An advertisement featuring a cartoon Smokey the Bear saying "only you can prevent wildfires" is an example of a successful Select one: a. puffery campaign. b. product-focused advertisement. c. public service announcement. d. sales promotion. e. push-and-pull advertisement.
answer
c
question
U.S.-based global marketers have often found that Select one: a. self-regulatory groups are especially demanding of U.S. advertisers. b. children in other countries are less influenced by advertising. c. EU advertising laws are more restrictive than those in the United States. d. anything goes when advertising outside the United States. e. outside the U.S., standards are subject to U.N. approval.
answer
c
question
The California Raisin Advisory Board used to run ads featuring "The California Raisins," a fictitious R&B musical group composed of dancing raisins that boogied to the song, "I Heard It Through the Grapevine." The ads, which were hugely popular and which gave rise to a line of raisin-themed merchandise, were designed to encourage raisin consumption. This campaign was an example of Select one: a. consumer generated advertising. b. institutional advertising. c. push strategies. d. public service announcements. e. product-focused advertising.
answer
b
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The execution style of an advertising message must Select one: a. include a minimum of puffery and maximum media buy. b. cover new creative ground to be effective. c. match the medium and the objectives. d. selectively pull retailers into the marketing channel. e. correspond with globally accepted norms.
answer
c
question
The content of an advertising message is closely tied to Select one: a. the characteristics of the media selected to carry the message. b. the coupon redemption rate. c. recent institutional advertising. d. the sales promotion opportunities. e. the opportunity for posttesting.
answer
a
question
Regina just bought a gourmet bagel store. She is working with a freelance graphic artist who is designing her logo and print advertisements. Regina is spending days looking over the various designs and color options. She needs to remember that the creative aspect of advertising design Select one: a. will determine pretesting and posttesting options. b. dictates tracking alternatives. c. should always include coupons. d. should not overshadow the message. e. is everything.
answer
d
question
When developing an advertising message, the message should focus on Select one: a. the advertising environment. b. creating investment opportunities. c. niche media balance. d. the producer. e. solving problems for consumers.
answer
e
question
Jamara knows that his spring-break travel packages are the best deal on campus. He also knows his competitor is sloppy, often waiting until the last minute to provide the needed tickets and documents to students buying his island packages. Jamara wants to develop an advertising message that emphasizes the key benefits he provides. He will develop a __________ appeal. Select one: a. emotional b. niche marketing c. reminder d. informational e. institutional
answer
d
question
Which of the following is the best example of a persuasive advertising message? Select one: a. "Buy now, pay later." b. "Better than average." c. "Doing business in Peoria since 1848." d. "Serving the public since last Tuesday." e. "Now available. The latest fall fashions."
answer
a
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Gretchen has just started as a fashion marketing intern for an up-and-coming design firm. She expected to begin right away implementing the four Ps she had learned about in class. Instead, she was asked to work on a project identifying important events where celebrities might wear the fashions. Gretchen soon realized that this activity was part of __________, directly related to marketing. Select one: a. press release development b. cause-related marketing c. public relations d. a push-pull strategy e. sales promotions
answer
c
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To get us to remember their ad and the product or brand in the ad, advertisers must first Select one: a. use persuasion. b. create effective PSAs. c. get our attention. d. offer incentives. e. vary between flighting and pulsing scheduling.
answer
c
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Brent is working on an advertising campaign to promote downtown businesses. He knows the increasing number of advertising communication channels available and changes in consumers' media usage Select one: a. makes budget more important, and creativity less important. b. increases consumers' preference for high-pressure persuasive advertising. c. will force him to use PSAs. d. makes it easier to select media. e. makes his job more difficult.
answer
e
