Question 1

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

Accepted Answer

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

Question 2

P&G is the world's largest advertiser.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following is an objective of informative advertising?

Accepted Answer

A) change customer perceptions of brand value 
B) encourage customers to switch brands 
C) keep brand in customer minds during off- seasons 
D) suggest new uses for a product 
E) build brand preference 
A) change customer perceptions of brand value 
B) encourage customers to switch brands 
C) keep brand in customer minds during off- seasons 
D) suggest new uses for a product 
E) build brand preference

Question 4

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

Accepted Answer

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

Question 5

Logos,uniforms,brochures,and company trucks are all examples of that can be used to help a company create a visual image for the public.

Accepted Answer

A) direct marketing 
B) social marketing 
C) corporate identity materials 
D) public service activities 
E) buzz marketing materials 
A) direct marketing 
B) social marketing 
C) corporate identity materials 
D) public service activities 
E) buzz marketing materials

Question 6

Name and describe the four major steps in media selection.

Accepted Answer

First,the advertiser needs to decide on

Question 7

Kathy Champe,a public relations specialist for a regional chain of pharmacies,regularly contacts members of the local and state- wide media with information about community events and charity fundraisers sponsored by her company.This is an example of the function of public relations.

Accepted Answer

A) development 
B) lobbying 
C) public affairs 
D) product publicity 
E) press relations 
A) development 
B) lobbying 
C) public affairs 
D) product publicity 
E) press relations

Question 8

When nonprofit organizations need financial or volunteer support,they often turn to public relations experts to help them in the area of .

Accepted Answer

A) investor relations 
B) public affairs 
C) press relations 
D) development 
E) lobbying 
A) investor relations 
B) public affairs 
C) press relations 
D) development 
E) lobbying

Question 9

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

Accepted Answer

A) Magazines have not benefited from advances in communication technologies. 
B) Magazines typically use a mass marketing strategy. 
C) Magazines provide better local coverage than newspapers do. 
D) Magazines have poor reproduction quality of images. 
E) Magazines have long lead times and deadlines that can reduce flexibility. 
A) Magazines have not benefited from advances in communication technologies. 
B) Magazines typically use a mass marketing strategy. 
C) Magazines provide better local coverage than newspapers do. 
D) Magazines have poor reproduction quality of images. 
E) Magazines have long lead times and deadlines that can reduce flexibility.

Question 10

All of the following are benefits of standardized global advertising EXCEPT .

Accepted Answer

A) more consistent worldwide image 
B) higher appeal to varying demographics 
C) greater global advertising coordination 
D) lower advertising costs 
E) greater consistency among international product Web sites 
A) more consistent worldwide image 
B) higher appeal to varying demographics 
C) greater global advertising coordination 
D) lower advertising costs 
E) greater consistency among international product Web sites

Question 11

Participants of the reality show Survivor win a team contest and receive a gift basket of Crest toothpaste,Ivory soap,and Charmin toilet paper.P&G,the maker of these products,has just participated in advertainment.

Accepted Answer

A) True 
 B)False

Question 12

Give a hypothetical example of a slice- of- life message execution style.

Accepted Answer

Possible examples are endless.

Question 13

The Internet,direct mail,magazines,and radio all offer advertisers which of the following advantages?

Accepted Answer

A) timeliness 
B) audience selectivity 
C) credibility 
D) low costs 
E) flexibility 
A) timeliness 
B) audience selectivity 
C) credibility 
D) low costs 
E) flexibility

Question 14

Refer to the scenario below to answer the following questions.
Most of the clientele at Second Avenue have learned about the store through word- of- mouth communication.This small retailer of quality secondhand children's clothing thrives on the sale of a vast inventory of children's clothing placed there on consignment."Because small children grow so quickly," Second Avenue's owner commented,"they often outgrow many of their clothes before they've hardly been worn!"
Second Avenue provides a way for people to sell their children's clothing,earn a few dollars,and buy the next larger size."We're extremely picky about the condition of the clothing we stock," the owner stated,"but we sell most items at a 60 percent discount."
-Which of the following media options would MOST benefit Second Avenue's promotional efforts given the store's limited budget?

Accepted Answer

A) daily advertisements on a cable television station 
B) periodic advertising in a local newspaper 
C) a billboard placed on the interstate 
D) a link on the city's Chamber of Commerce Web site 
E) weekly commercials during the local evening news 
A) daily advertisements on a cable television station 
B) periodic advertising in a local newspaper 
C) a billboard placed on the interstate 
D) a link on the city's Chamber of Commerce Web site 
E) weekly commercials during the local evening news

Question 15

Of the following,which is most difficult for advertisers to measure?

Accepted Answer

A) click- through rates 
B) frequency 
C) media impact 
D) media engagement 
E) reach 
A) click- through rates 
B) frequency 
C) media impact 
D) media engagement 
E) reach

Question 16

An amateur 30- second video telling the story of online crafts marketplace Etsy.com exemplifies which growing trend in advertising?

Accepted Answer

A) consumer- driven promotions 
B) competitive consumer messages 
C) crowdsourcing campaigns 
D) consumer- generated messages 
E) YouTube webisodes 
A) consumer- driven promotions 
B) competitive consumer messages 
C) crowdsourcing campaigns 
D) consumer- generated messages 
E) YouTube webisodes

Question 17

What is a potential problem associated with comparative advertising?

Accepted Answer

A) Consumers confuse the positive and negative aspects of the brands involved in the ad war. 
B) Consumers alternate between competing products and never develop brand loyalties. 
C) Competitors develop new and improved products in an attempt to win the advertising contest. 
D) Consumers are bombarded with competing ads,which cause them to leave the market completely. 
E) Competitors respond with their own ads,which often result in negative publicity for both brands. 
A) Consumers confuse the positive and negative aspects of the brands involved in the ad war. 
B) Consumers alternate between competing products and never develop brand loyalties. 
C) Competitors develop new and improved products in an attempt to win the advertising contest. 
D) Consumers are bombarded with competing ads,which cause them to leave the market completely. 
E) Competitors respond with their own ads,which often result in negative publicity for both brands.

Question 18

Explain how seasonality impacts media timing.

Accepted Answer

Seasonality will impact how often an adv

Question 19

30 Rock and Newsweek are both examples of ,specific media within each general media type.

Accepted Answer

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

Question 20

Scheduling ads unevenly,which is called _ ,builds awareness that is intended to be carried over to the next advertising period.

Accepted Answer

A) pulsing 
B) segmenting 
C) continuity 
D) sequencing 
E) shuffling 
A) pulsing 
B) segmenting 
C) continuity 
D) sequencing 
E) shuffling

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

P&G is the world's largest advertiser.

Which of the following is an objective of informative advertising?

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

Logos,uniforms,brochures,and company trucks are all examples of that can be used to help a company create a visual image for the public.

Name and describe the four major steps in media selection.

Kathy Champe,a public relations specialist for a regional chain of pharmacies,regularly contacts members of the local and state- wide media with information about community events and charity fundraisers sponsored by her company.This is an example of the function of public relations.

When nonprofit organizations need financial or volunteer support,they often turn to public relations experts to help them in the area of .

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

All of the following are benefits of standardized global advertising EXCEPT .

Participants of the reality show Survivor win a team contest and receive a gift basket of Crest toothpaste,Ivory soap,and Charmin toilet paper.P&G,the maker of these products,has just participated in advertainment.

Give a hypothetical example of a slice- of- life message execution style.

The Internet,direct mail,magazines,and radio all offer advertisers which of the following advantages?

Of the following,which is most difficult for advertisers to measure?

An amateur 30- second video telling the story of online crafts marketplace Etsy.com exemplifies which growing trend in advertising?

What is a potential problem associated with comparative advertising?

Explain how seasonality impacts media timing.

30 Rock and Newsweek are both examples of ,specific media within each general media type.

Scheduling ads unevenly,which is called _ ,builds awareness that is intended to be carried over to the next advertising period.

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

Developing New Products and Managing the Product Life Cycle

Pricing Strategies: Understanding and Capturing Customer Value

Additional Pricing Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value

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

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

P&G is the world's largest advertiser.

Which of the following is an objective of informative advertising?

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

Logos,uniforms,brochures,and company trucks are all examples of that can be used to help a company create a visual image for the public.

Name and describe the four major steps in media selection.

Kathy Champe,a public relations specialist for a regional chain of pharmacies,regularly contacts members of the local and state- wide media with information about community events and charity fundraisers sponsored by her company.This is an example of the function of public relations.

When nonprofit organizations need financial or volunteer support,they often turn to public relations experts to help them in the area of .

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

All of the following are benefits of standardized global advertising EXCEPT .

Participants of the reality show Survivor win a team contest and receive a gift basket of Crest toothpaste,Ivory soap,and Charmin toilet paper.P&G,the maker of these products,has just participated in advertainment.

Give a hypothetical example of a slice- of- life message execution style.

The Internet,direct mail,magazines,and radio all offer advertisers which of the following advantages?

Of the following,which is most difficult for advertisers to measure?

An amateur 30- second video telling the story of online crafts marketplace Etsy.com exemplifies which growing trend in advertising?

What is a potential problem associated with comparative advertising?

Explain how seasonality impacts media timing.

30 Rock and Newsweek are both examples of ,specific media within each general media type.

Scheduling ads unevenly,which is called _ ,builds awareness that is intended to be carried over to the next advertising period.

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

Developing New Products and Managing the Product Life Cycle

Pricing Strategies: Understanding and Capturing Customer Value

Additional Pricing Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value

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