Question 1

How has clutter in television and other advertising media created an increasingly hostile advertising environment?

Accepted Answer

The majority of Americans believe there

Question 2

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

Accepted Answer

A)  increased popularity 
B)  reduced long-term market share 
C)  improved brand image 
D)  increased short-term sales 
E)  increased long-term market share 
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 3

Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals.

Accepted Answer

A)  consumer trends 
B)  competitors' weaknesses 
C)  competitors' strengths 
D)  customer benefits 
E)  consumer emotions 
A)  consumer trends 
B)  competitors' weaknesses 
C)  competitors' strengths 
D)  customer benefits 
E)  consumer emotions

Question 4

30 Rock and BusinessWeek are both examples of ________-specific media within each general media type.

Accepted Answer

A)  alternative media 
B)  major media 
C)  media vehicles 
D)  media multitaskers 
E)  micromedia 
A)  alternative media 
B)  major media 
C)  media vehicles 
D)  media multitaskers 
E)  micromedia

Question 5

Snappy Cameras is launching a new advertising campaign to demonstrate the high quality of its digital cameras. Which media option would give the audience the most control over exposure to the ads and interactive capabilities?

Accepted Answer

A)  the Internet 
B)  newspaper 
C)  TV 
D)  radio 
E)  billboard 
A)  the Internet 
B)  newspaper 
C)  TV 
D)  radio 
E)  billboard

Question 6

When using public relations, the company pays for space and time in the media.

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

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 
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 8

Audience quality, audience engagement, and editorial quality are most likely to be considered when a media planner ________.

Accepted Answer

A)  decides on media timing 
B)  selects an execution style 
C)  selects a media vehicle 
D)  evaluates return on investment 
E)  measures the communication effects of an advertisement 
A)  decides on media timing 
B)  selects an execution style 
C)  selects a media vehicle 
D)  evaluates return on investment 
E)  measures the communication effects of an advertisement

Question 9

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

Accepted Answer

A)  mobile phone 
B)  direct mail 
C)  newspapers 
D)  billboards 
E)  television 
A)  mobile phone 
B)  direct mail 
C)  newspapers 
D)  billboards 
E)  television

Question 10

What are the three characteristics that advertising appeals should have?

Accepted Answer

Advertising appeals should be meaningful

Question 11

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

Accepted Answer

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

Question 12

Explain why an ad might need to be modified from one country to the next.

Accepted Answer

Differences in perceptions of time, colo

Question 13

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

Accepted Answer

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

Question 14

Describe the continuity and pulsing advertisement schedules.

Accepted Answer

Continuity means scheduling ads evenly w

Question 15

Taco Bell used a Chihuahua, a small dog, to represent its product. Which of the following message execution styles was used by Taco Bell?

Accepted Answer

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

Question 16

Agencies bring an outside point of view to solving a company's problems, along with lots of experience from working with different clients and situations.

Accepted Answer

A) True 
 B)False

Question 17

Reach is a measure of how many times the average person in the target market is exposed to the message.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following is a media measure?

Accepted Answer

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

Question 19

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

Accepted Answer

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

Question 20

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

Accepted Answer

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

How has clutter in television and other advertising media created an increasingly hostile advertising environment?

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

Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals.

30 Rock and BusinessWeek are both examples of ________-specific media within each general media type.

Snappy Cameras is launching a new advertising campaign to demonstrate the high quality of its digital cameras. Which media option would give the audience the most control over exposure to the ads and interactive capabilities?

When using public relations, the company pays for space and time in the media.

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

Audience quality, audience engagement, and editorial quality are most likely to be considered when a media planner ________.

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

What are the three characteristics that advertising appeals should have?

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

Explain why an ad might need to be modified from one country to the next.

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

Describe the continuity and pulsing advertisement schedules.

Taco Bell used a Chihuahua, a small dog, to represent its product. Which of the following message execution styles was used by Taco Bell?

Agencies bring an outside point of view to solving a company's problems, along with lots of experience from working with different clients and situations.

Reach is a measure of how many times the average person in the target market is exposed to the message.

Which of the following is a media measure?

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

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

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behavior

Business Markets and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

New-Product Development and Product Life Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters

Exam 15: Advertising and Public Relations

How has clutter in television and other advertising media created an increasingly hostile advertising environment?

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

Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals.

30 Rock and BusinessWeek are both examples of ________-specific media within each general media type.

Snappy Cameras is launching a new advertising campaign to demonstrate the high quality of its digital cameras. Which media option would give the audience the most control over exposure to the ads and interactive capabilities?

When using public relations, the company pays for space and time in the media.

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

Audience quality, audience engagement, and editorial quality are most likely to be considered when a media planner ________.

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

What are the three characteristics that advertising appeals should have?

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

Explain why an ad might need to be modified from one country to the next.

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

Describe the continuity and pulsing advertisement schedules.

Taco Bell used a Chihuahua, a small dog, to represent its product. Which of the following message execution styles was used by Taco Bell?

Agencies bring an outside point of view to solving a company's problems, along with lots of experience from working with different clients and situations.

Reach is a measure of how many times the average person in the target market is exposed to the message.

Which of the following is a media measure?

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

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

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behavior

Business Markets and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

New-Product Development and Product Life Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters