Question 1

Branded Coca-Cola cups have been prominently featured on episodes of American Idol.This is an example of ________.

Accepted Answer

A)  advertising 
B)  sponsorship 
C)  consumer-generated messages 
D)  sales promotion 
E)  product placement 
A)  advertising 
B)  sponsorship 
C)  consumer-generated messages 
D)  sales promotion 
E)  product placement

Question 2

Digital satellite systems are one type of ________.

Accepted Answer

A)  digital media 
B)  consumer-generated media 
C)  outdoor media 
D)  indirect media 
E)  traditional media 
A)  digital media 
B)  consumer-generated media 
C)  outdoor media 
D)  indirect media 
E)  traditional media

Question 3

The advertiser must decide on the ________,or desired media impact,of a message in a specific medium.

Accepted Answer

A)  reach 
B)  illustration 
C)  qualitative value 
D)  exposure costs 
E)  frequency 
A)  reach 
B)  illustration 
C)  qualitative value 
D)  exposure costs 
E)  frequency

Question 4

A company typically spends comparable budgets on public relations and advertising.

Accepted Answer

A) True 
 B)False

Question 5

Why can public relations efforts have a strong impact on public awareness at a substantially lower cost than advertising?

Accepted Answer

With public relations,the company is pay

Question 6

Which of the following are the three characteristics an advertising appeal should have?

Accepted Answer

A)  engaging, informative, and stylish 
B)  trendy, compelling, and appealing 
C)  meaningful, believable, and distinctive 
D)  unique, emotional, and entertaining 
E)  humorous, memorable, and interesting 
A)  engaging, informative, and stylish 
B)  trendy, compelling, and appealing 
C)  meaningful, believable, and distinctive 
D)  unique, emotional, and entertaining 
E)  humorous, memorable, and interesting

Question 7

An ad for Giant mountain bikes shows a serious biker traversing remote and rugged but beautiful terrain.This ad uses the ________ execution style.

Accepted Answer

A)  slice of life 
B)  lifestyle 
C)  fantasy 
D)  scientific evidence 
E)  personality symbol 
A)  slice of life 
B)  lifestyle 
C)  fantasy 
D)  scientific evidence 
E)  personality symbol

Question 8

Which of the following statements about radio as an advertising medium is true?

Accepted Answer

A)  Radio advertising is typically quite expensive. 
B)  National radio advertising opportunities are simple to purchase. 
C)  One advantage of radio advertising is its high demographic selectivity. 
D)  Radio prohibits the use of segmentation strategies. 
E)  Radio is defined as an outdoor medium. 
A)  Radio advertising is typically quite expensive. 
B)  National radio advertising opportunities are simple to purchase. 
C)  One advantage of radio advertising is its high demographic selectivity. 
D)  Radio prohibits the use of segmentation strategies. 
E)  Radio is defined as an outdoor medium.

Question 9

Most international advertisers develop global advertising _______ that make their worldwide advertising efforts more efficient and consistent.

Accepted Answer

A)  programs 
B)  objectives 
C)  strategies 
D)  plans 
E)  media 
A)  programs 
B)  objectives 
C)  strategies 
D)  plans 
E)  media

Question 10

High audience selectivity; flexibility; no ad competition within the same medium; allows
Personalization.Which medium has these advantages?

Accepted Answer

A)  advertising 
B)  television 
C)  radio 
D)  direct mail 
E)  outdoor 
A)  advertising 
B)  television 
C)  radio 
D)  direct mail 
E)  outdoor

Question 11

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

Accepted Answer

More than 70 percent of Americ

Question 12

________ use several tools,including the news,speeches,corporate identity materials,and special events.

Accepted Answer

A)  Advertising agencies 
B)  Advertising specialists 
C)  Public relations professionals 
D)  Media buyers 
E)  Media planners 
A)  Advertising agencies 
B)  Advertising specialists 
C)  Public relations professionals 
D)  Media buyers 
E)  Media planners

Question 13

The number of times an average person in the target market is exposed to an ad is known as the ________.

Accepted Answer

A)  impact 
B)  reach 
C)  frequency 
D)  exposure 
E)  engagement 
A)  impact 
B)  reach 
C)  frequency 
D)  exposure 
E)  engagement

Question 14

Product placement in television programs and movies is an example of ________.

Accepted Answer

A)  branded entertainment 
B)  advertainment 
C)  direct marketing 
D)  message execution 
E)  sales promotion 
A)  branded entertainment 
B)  advertainment 
C)  direct marketing 
D)  message execution 
E)  sales promotion

Question 15

You receive a report that 68% of your target market has been exposed to your ad campaign during a given period of time.The information in the report relates to ________.

Accepted Answer

A)  reach 
B)  frequency 
C)  impact 
D)  engagement 
E)  qualitative value 
A)  reach 
B)  frequency 
C)  impact 
D)  engagement 
E)  qualitative value

Question 16

A dog food brand runs a commercial on the Animal Planet cable channel during an episode of The Dog Whisperer.The advertising agency for the brand is taking advantage of which of the following?

Accepted Answer

A)  prime time 
B)  broadcasting 
C)  narrowcasting 
D)  media multitasking 
E)  frequency and reach 
A)  prime time 
B)  broadcasting 
C)  narrowcasting 
D)  media multitasking 
E)  frequency and reach

Question 17

When Pepsi uses Hong Kong celebrity,Aaron Kwok,in its ads,which type of execution style is being used?

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 18

Recently,the increased use of online social networks and video sharing has reduced the need for advertising standardization for global brands.

Accepted Answer

A) True 
 B)False

Question 19

Good advertising messages are especially important in today's costly and cluttered advertising environment.

Accepted Answer

A) True 
 B)False

Question 20

Give an example of testimonial evidence.

Accepted Answer

Testimonial evidence features

Branded Coca-Cola cups have been prominently featured on episodes of American Idol.This is an example of ________.

Digital satellite systems are one type of ________.

The advertiser must decide on the ________,or desired media impact,of a message in a specific medium.

A company typically spends comparable budgets on public relations and advertising.

Why can public relations efforts have a strong impact on public awareness at a substantially lower cost than advertising?

Which of the following are the three characteristics an advertising appeal should have?

An ad for Giant mountain bikes shows a serious biker traversing remote and rugged but beautiful terrain.This ad uses the ________ execution style.

Which of the following statements about radio as an advertising medium is true?

Most international advertisers develop global advertising _______ that make their worldwide advertising efforts more efficient and consistent.

High audience selectivity; flexibility; no ad competition within the same medium; allows Personalization.Which medium has these advantages?

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

________ use several tools,including the news,speeches,corporate identity materials,and special events.

The number of times an average person in the target market is exposed to an ad is known as the ________.

Product placement in television programs and movies is an example of ________.

You receive a report that 68% of your target market has been exposed to your ad campaign during a given period of time.The information in the report relates to ________.

A dog food brand runs a commercial on the Animal Planet cable channel during an episode of The Dog Whisperer.The advertising agency for the brand is taking advantage of which of the following?

When Pepsi uses Hong Kong celebrity,Aaron Kwok,in its ads,which type of execution style is being used?

Recently,the increased use of online social networks and video sharing has reduced the need for advertising standardization for global brands.

Good advertising messages are especially important in today's costly and cluttered advertising environment.

Give an example of testimonial evidence.

Marketing: Managing Profitable Customer Relationships

Company and Marketing Strategy: Partnering to Build

The Marketing Environment

Managing Marketing Information

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 Products: Understanding and Capturing Customer Value

Pricing Products: Pricing Strategies

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing

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

Branded Coca-Cola cups have been prominently featured on episodes of American Idol.This is an example of ________.

Digital satellite systems are one type of ________.

The advertiser must decide on the ________,or desired media impact,of a message in a specific medium.

A company typically spends comparable budgets on public relations and advertising.

Why can public relations efforts have a strong impact on public awareness at a substantially lower cost than advertising?

Which of the following are the three characteristics an advertising appeal should have?

An ad for Giant mountain bikes shows a serious biker traversing remote and rugged but beautiful terrain.This ad uses the ________ execution style.

Which of the following statements about radio as an advertising medium is true?

Most international advertisers develop global advertising _______ that make their worldwide advertising efforts more efficient and consistent.

High audience selectivity; flexibility; no ad competition within the same medium; allows Personalization.Which medium has these advantages?

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

________ use several tools,including the news,speeches,corporate identity materials,and special events.

The number of times an average person in the target market is exposed to an ad is known as the ________.

Product placement in television programs and movies is an example of ________.

You receive a report that 68% of your target market has been exposed to your ad campaign during a given period of time.The information in the report relates to ________.

A dog food brand runs a commercial on the Animal Planet cable channel during an episode of The Dog Whisperer.The advertising agency for the brand is taking advantage of which of the following?

When Pepsi uses Hong Kong celebrity,Aaron Kwok,in its ads,which type of execution style is being used?

Recently,the increased use of online social networks and video sharing has reduced the need for advertising standardization for global brands.

Good advertising messages are especially important in today's costly and cluttered advertising environment.

Give an example of testimonial evidence.

Marketing: Managing Profitable Customer Relationships

Company and Marketing Strategy: Partnering to Build

The Marketing Environment

Managing Marketing Information

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 Products: Understanding and Capturing Customer Value

Pricing Products: Pricing Strategies

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing

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