Question 1

After determining its advertising objectives,the company's next step in developing an advertising program is to _ .

Accepted Answer

A) determine the media vehicle 
B) plan its advertising campaign 
C) use cash rebate offers 
D) set its advertising budget 
E) develop its message strategy 
A) determine the media vehicle 
B) plan its advertising campaign 
C) use cash rebate offers 
D) set its advertising budget 
E) develop its message strategy

Question 2

tend to be straightforward outlines of benefits and positioning points that the advertiser wants to stress.

Accepted Answer

A) Branded entertainment plans 
B) Big idea statements 
C) Creative concept strategies 
D) Promotion mix plans 
E) Message strategy statements 
A) Branded entertainment plans 
B) Big idea statements 
C) Creative concept strategies 
D) Promotion mix plans 
E) Message strategy statements

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

Apex detergent is relatively undifferentiated from two other detergent brands,Acme and Brighton detergents.Therefore,Apex is most likely to require which of the following?

Accepted Answer

A) a higher price 
B) a different target market 
C) heavy advertising to set it apart from others 
D) a new package 
E) a slice- of- life style 
A) a higher price 
B) a different target market 
C) heavy advertising to set it apart from others 
D) a new package 
E) a slice- of- life style

Question 5

Cell phones are one type of _ _.

Accepted Answer

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

Question 6

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

Question 7

Advertisements built around dream themes use which type of execution style?

Accepted Answer

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

Question 8

Explain why different types of messages may require different media.

Accepted Answer

For example,a message announci

Question 9

In an attempt to set the company apart from its competitors,United Parcel Service has its employees wear brown uniforms and drive brown trucks.What type of public relations tool is UPS using?

Accepted Answer

A) product publicity 
B) corporate logos 
C) buzz marketing 
D) corporate identity materials 
E) public service materials 
A) product publicity 
B) corporate logos 
C) buzz marketing 
D) corporate identity materials 
E) public service materials

Question 10

Direct mail is one of the least expensive media on a per exposure basis.

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

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

Question 12

After creating a message strategy statement,the advertiser must develop a compelling that will bring the message strategy to life in a distinctive and memorable way.

Accepted Answer

A) customer benefit 
B) media vehicle 
C) execution style 
D) creative concept 
E) customer strategy 
A) customer benefit 
B) media vehicle 
C) execution style 
D) creative concept 
E) customer strategy

Question 13

Technical expertise,scientific evidence,and testimonial evidence are all examples of execution styles that creative teams use in advertising products.

Accepted Answer

A) True 
 B)False

Question 14

Illustrations,the headline,and the copy are three elements of an advertisement.

Accepted Answer

A) execution style 
B) format 
C) reach 
D) tone 
E) mood 
A) execution style 
B) format 
C) reach 
D) tone 
E) mood

Question 15

Which of the following may require heavy advertising in order to be set apart from similar products?

Accepted Answer

A) international brands 
B) specialty brands 
C) undifferentiated brands 
D) high- share brands 
E) mature brands 
A) international brands 
B) specialty brands 
C) undifferentiated brands 
D) high- share brands 
E) mature brands

Question 16

An ad for a new convection oven shows a busy professional woman serving dinner to her family.The convection oven is seen in the background,and the headline reads,"The latest development in time travel." This is an example of what type of execution style?

Accepted Answer

A) slice of life 
B) testimonial evidence 
C) fantasy 
D) scientific evidence 
E) mood or image 
A) slice of life 
B) testimonial evidence 
C) fantasy 
D) scientific evidence 
E) mood or image

Question 17

is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time.

Accepted Answer

A) Reach 
B) Format 
C) Frequency 
D) Premium 
E) Qualitative value 
A) Reach 
B) Format 
C) Frequency 
D) Premium 
E) Qualitative value

Question 18

Advertising media costs

Accepted Answer

A) are impossible to compare 
B) are usually comparable 
C) differ vastly 
D) remain about the same 
E) are rarely negotiated 
A) are impossible to compare 
B) are usually comparable 
C) differ vastly 
D) remain about the same 
E) are rarely negotiated

Question 19

Which execution style presents survey evidence that a brand is better than other brands?

Accepted Answer

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

Question 20

Advertising define the task that advertising must accomplish with a specific target audience during a specific period of time.

Accepted Answer

A) strategies 
B) objectives 
C) evaluations 
D) campaigns 
E) budgets 
A) strategies 
B) objectives 
C) evaluations 
D) campaigns 
E) budgets

After determining its advertising objectives,the company's next step in developing an advertising program is to _ .

tend to be straightforward outlines of benefits and positioning points that the advertiser wants to stress.

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

Apex detergent is relatively undifferentiated from two other detergent brands,Acme and Brighton detergents.Therefore,Apex is most likely to require which of the following?

Cell phones are one type 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 .

Advertisements built around dream themes use which type of execution style?

Explain why different types of messages may require different media.

In an attempt to set the company apart from its competitors,United Parcel Service has its employees wear brown uniforms and drive brown trucks.What type of public relations tool is UPS using?

Direct mail is one of the least expensive media on a per exposure basis.

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

After creating a message strategy statement,the advertiser must develop a compelling that will bring the message strategy to life in a distinctive and memorable way.

Technical expertise,scientific evidence,and testimonial evidence are all examples of execution styles that creative teams use in advertising products.

Illustrations,the headline,and the copy are three elements of an advertisement.

Which of the following may require heavy advertising in order to be set apart from similar products?

An ad for a new convection oven shows a busy professional woman serving dinner to her family.The convection oven is seen in the background,and the headline reads,"The latest development in time travel." This is an example of what type of execution style?

is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time.

Advertising media costs

Which execution style presents survey evidence that a brand is better than other brands?

Advertising define the task that advertising must accomplish with a specific target audience during a specific period of time.

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

After determining its advertising objectives,the company's next step in developing an advertising program is to _ .

tend to be straightforward outlines of benefits and positioning points that the advertiser wants to stress.

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

Apex detergent is relatively undifferentiated from two other detergent brands,Acme and Brighton detergents.Therefore,Apex is most likely to require which of the following?

Cell phones are one type 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 .

Advertisements built around dream themes use which type of execution style?

Explain why different types of messages may require different media.

In an attempt to set the company apart from its competitors,United Parcel Service has its employees wear brown uniforms and drive brown trucks.What type of public relations tool is UPS using?

Direct mail is one of the least expensive media on a per exposure basis.

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

After creating a message strategy statement,the advertiser must develop a compelling that will bring the message strategy to life in a distinctive and memorable way.

Technical expertise,scientific evidence,and testimonial evidence are all examples of execution styles that creative teams use in advertising products.

Illustrations,the headline,and the copy are three elements of an advertisement.

Which of the following may require heavy advertising in order to be set apart from similar products?

An ad for a new convection oven shows a busy professional woman serving dinner to her family.The convection oven is seen in the background,and the headline reads,"The latest development in time travel." This is an example of what type of execution style?

is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time.

Advertising media costs

Which execution style presents survey evidence that a brand is better than other brands?

Advertising define the task that advertising must accomplish with a specific target audience during a specific period of time.

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