chapter 17 test (chapter 16)

question

Television is an example of an advertising _____:
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medium
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Which form of advertising is designed to influence demand for a specific brand?
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competitive advertising
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Budweiser uses reminder advertising that runs steadily all year. This is an example of a _____ media schedule.
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continuous
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A print ad for Real Simple Magazine shows a group of women sitting on a sofa talking and laughing. Which executional style is being used in this ad?
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slice-of-life
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One of the advantages of television advertising is:
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ability to reach wide and diverse audience
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Which of the following explains why sales and market share begin to decrease no mater how much is spent on advertising and sales promotion?
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advertising response function
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Products such as surfboards, swimsuits, lawn mowers, allergy medication, and flower seeds are most likely to be advertised with a _____ media schedule.
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seasonal
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A print ad for Wydham hotels and resorts shows how different groups can benefit from their vacation whether it be playing as a family, a woman getting a massage, or a young couple enjoying some quality time together. Which executional style is being used in this ad?
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lifestyle
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Tools for the public relations manager include all of the following EXCEPT:
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press relations product publicity lobbying SALES PROMOTIONS corporate communications
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Pioneering advertising, competitive advertising, and comparative advertising are all types of:
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product advertising
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DAGMAR is an acronym for:
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defining advertising goals for measured advertising results
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Advertisers are often concerned with the noise level in a medium. The medium that is assumed to have the lowest noise level is:
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direct mail
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LeBlanc’s Pecan Company Betty and Orville LeBlanc recently opened LeBlanc’s Pecan Company retail store. In addition to shelled and unshelled pecans, the Texas store sells pecan pies, tortes, fruitcakes, fudge, pralines, chocolate pecan bark, homemade pecan ice cream toppings, and jams and jellies. At this time, there are no other stores of this type in the Houston area. The LeBlancs are considering developing an advertising campaign for their store focusing on its wide assortment of pecan-related products. Orville LeBlanc has drawn up a list of communication tasks the advertising must accomplish. He used the DAGMAR approach to draw up this list. Refer to LeBlanc’s Pecan Company. One of their advertisements featured Mrs. LeBlanc showing how several of the products sold in the shop can be used when entertaining guests. This is an example of which executional style for advertising?
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demonstration
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_____is the way the advertisement portrays its information.
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Message execution
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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.
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institutional
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Prices on items sold by supermarkets change frequently, and they often offer special sales to match or beat the prices of their competitors. Therefore, _____would be a major consideration when a supermarket selects an advertising vehicle.
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flexibility
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All of the following are used for making media mix decisions EXCEPT:
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MEDIA SCHEDULE cost per thousand reach frequency audience selectivity
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A(n) _____ designates the vehicles, specific publications or programs, and the insertion dates of advertising.
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media schedule
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UPS uses their \”White-board\” campaign to show how they can help a growing business with their problems. This is using a(n) _____.
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unique selling proposition
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Public information about a company, good, or service appearing in the mass media as a news item is:
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publicity
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Ads for Oreck vacuums claim that it removes 99% of allergens with its heppa filter, which is based on testing from an independent laboratory. Which executional framework is this?
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scientific
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A medium’s ability to reach a precisely defined market is its:
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audience selectivity
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The UPS Store’s advertising \”What Brown Can do for You\” whiteboard campaign tells business consumers that when it comes to getting their products delivered somewhere or need shipping software or ship products worldwide that UPS can help. The advertising is focusing on:
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a product benefit
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Around election time every year, we see ads on television claiming that one candidate is superior to another in terms of experience, capability, and/or ethics. Sometimes opponents are named and even vilified in these _____ ads.
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comparative
question

Toys ‘R’ Us Retailers are using social media in unprecedented levels, with more than half of them using it for the 2009 holiday season. That’s a monumental increase given the fact that only 4% used it in 2007. The majority focused on Facebook (76%), but they also used Twitter and MySpace. Toys ‘R’ Us was one of those retailers. The retailer enlisted basketball superstar, Shaquille O’Neal, in a \”Join Shaq Give Back\” promotion in which $1 was donated to a charity for every new Facebook fan. Shaq tweeted about his \”Shaq-a-Claus\” challenge to his 2.6 million followers. The Facebook site also focused on parents with the song \”I don’t want to grow up.\” Refer to Toys ‘R’ Us. Which type of product advertising is this campaign built around?
answer

competitive
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A newspaper article revealed that hazardous waste buried in an on-site landfill at a paper manufacturer was leaking into the local water supply. Even though the company quickly stopped the leak and paid for an additional water purification system for the town, it still received some very negative publicity. The company should have:
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implemented its crisis management plan
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Outdoor advertising:
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is a flexible low-cost medium that can take many forms
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Which of the following involves the association of a for-profit company with a nonprofit organization?
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cause-related marketing
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Exxon Mobil has launched a series of ads promoting their commitment to alternative energy sources during a time when they are recording record profits and consumers struggle with high gas prices and environmentalists are concerned that burning fossil fuels is contributing to the acceleration of global warming. This is an example of _____ advertising.
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advocacy
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In the 1960s there were only three television networks and most consumers only received these three channels plus a local channel. Now, consumers have more than 500 channels to choose from. This is an example of which problem facing media planners?
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media fragmentation
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_____ is a measure of the number of times an individual is exposed to a brand message. It is used to measure the intensity of a specific medium’s coverage.
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Frequency
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Which form of advertising involves an organization expressing its views on controversial issues or responding to media attacks?
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advocacy
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Verizon runs ads that have a map floating over cellphone users’ heads showing where they have 3G network capabilities, and the blue coloring on the map shows that Verizon’s coverage is almost everywhere in the United States. The ads also show an unfortunate AT&T customer with a red-shaded map showing much less 3G network coverage throughout the United States. Verizon is using _____ advertising.
answer

comparative
question

Toys ‘R’ Us Retailers are using social media in unprecedented levels, with more than half of them using it for the 2009 holiday season. That’s a monumental increase given the fact that only 4% used it in 2007. The majority focused on Facebook (76%), but they also used Twitter and MySpace. Toys ‘R’ Us was one of those retailers. The retailer enlisted basketball superstar, Shaquille O’Neal, in a \”Join Shaq Give Back\” promotion in which $1 was donated to a charity for every new Facebook fan. Shaq tweeted about his \”Shaq-a-Claus\” challenge to his 2.6 million followers. The Facebook site also focused on parents with the song \”I don’t want to grow up.\” Refer to Toys ‘R’ Us. The Facebook promotion was trying to get consumers to visit the Toy ‘R’ Us Web site and stores to purchase holiday gifts. This describes the _____ of the campaign.
answer

advertising objective
question

An ad for the General Electric Advantium microwave shows people rushing 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 there never seems to be enough time to cook, this microwave will help you prepare home-cooked meals. This is an example of the use of a _____ executional style.
answer

lifestyle

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