Question 1

Advertising is used mostly by which of the following?

Accepted Answer

A) independent professionals 
B) governments 
C) social agencies 
D) not- for- profit organizations 
E) business firms 
A) independent professionals 
B) governments 
C) social agencies 
D) not- for- profit organizations 
E) business firms

Question 2

U- Frame- It is a small company that has hired a local ad agency to put together an advertising campaign.Which of the following questions should be answered first?

Accepted Answer

A) What is the demographic of U- Frame- It's customer base? 
B) How does U- Frame- It's competition advertise? 
C) What are the communication and sales objectives of U- Frame- It? 
D) Which type of media vehicle is most appropriate for U- Frame- It ads? 
E) What percentage of the budget should allocated for U- Frame- It radio ads? 
A) What is the demographic of U- Frame- It's customer base? 
B) How does U- Frame- It's competition advertise? 
C) What are the communication and sales objectives of U- Frame- It? 
D) Which type of media vehicle is most appropriate for U- Frame- It ads? 
E) What percentage of the budget should allocated for U- Frame- It radio ads?

Question 3

Any paid form of nonpersonal presentation and promotion of ideas,goods,or services by an identified sponsor is called .

Accepted Answer

A) direct marketing 
B) advertising 
C) personal selling 
D) public relations 
E) sales promotion 
A) direct marketing 
B) advertising 
C) personal selling 
D) public relations 
E) sales promotion

Question 4

The advertiser must decide on the _ medium.

Accepted Answer

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

Question 5

All of the following are major steps in advertising media selection EXCEPT .

Accepted Answer

A) deciding on reach,frequency,and impact 
B) selecting specific media vehicles 
C) choosing among major media types 
D) deciding on format elements 
E) choosing media timing 
A) deciding on reach,frequency,and impact 
B) selecting specific media vehicles 
C) choosing among major media types 
D) deciding on format elements 
E) choosing media timing

Question 6

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

Accepted Answer

The majority of Americans believe there

Question 7

Why is reach an important measure for a marketer?

Accepted Answer

Reach is a measurement of the

Question 8

What is the term used to describe the idea that will be communicated to consumers through an advertisement?

Accepted Answer

A) consumer- generated message 
B) advertising appeal 
C) message strategy 
D) message execution 
E) creative concept 
A) consumer- generated message 
B) advertising appeal 
C) message strategy 
D) message execution 
E) creative concept

Question 9

Informative ads are used primarily in the growth stage of the product life cycle.

Accepted Answer

A) True 
 B)False

Question 10

The AFLAC duck and Tony the Tiger are examples of used in successful advertising campaigns.

Accepted Answer

A) celebrity spokespeople 
B) creative endorsements 
C) fantasy figures 
D) brand names 
E) personality symbols 
A) celebrity spokespeople 
B) creative endorsements 
C) fantasy figures 
D) brand names 
E) personality symbols

Question 11

When Taco Bell uses a Chihuahua,a small dog,to represent its product,which type of execution style is being used?

Accepted Answer

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

Question 12

Which of the following is an example of user- generated content?

Accepted Answer

A) Neiman Marcus's InCircle Rewards program for its best customers 
B) Toyota's presence in online communities 
C) Nike's Nike Plus running Web site 
D) MasterCard's use of "Priceless" commercials shot by customers 
E) The Lexus Covenant aimed at creating customer delight 
A) Neiman Marcus's InCircle Rewards program for its best customers 
B) Toyota's presence in online communities 
C) Nike's Nike Plus running Web site 
D) MasterCard's use of "Priceless" commercials shot by customers 
E) The Lexus Covenant aimed at creating customer delight

Question 13

An ad for Mongoose mountain bikes shows a serious biker traversing remote and rugged but beautiful terrain and states,"There are places that are so awesome and so killer that you'd like to tell the whole world about them.But please,don't." This ad uses the execution style.

Accepted Answer

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

Question 14

A specific communication task to be accomplished with a specific target audience during a specific period of time is called an advertising objective.

Accepted Answer

A) True 
 B)False

Question 15

A company's total marketing communications package consists of a special blend of advertising,sales promotion,public relations,personal selling,and direct- marketing tools that the company uses to communicate customer value and build customer relationships.This is also called .

Accepted Answer

A) target marketing 
B) integrated marketing 
C) the promotion mix 
D) the communications method 
E) competitive marketing 
A) target marketing 
B) integrated marketing 
C) the promotion mix 
D) the communications method 
E) competitive marketing

Question 16

Reach,frequency,and impact are all made when developing an advertising program.

Accepted Answer

A) advertising evaluations 
B) message decisions 
C) media decisions 
D) sales objectives 
E) budget decisions 
A) advertising evaluations 
B) message decisions 
C) media decisions 
D) sales objectives 
E) budget decisions

Question 17

The communication effects of advertisements and ad campaigns are more difficult to measure than the sales and profit effects.

Accepted Answer

A) True 
 B)False

Question 18

What is one of the primary goals of reminder advertising?

Accepted Answer

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

Question 19

When would a marketer most likely use reminder ads?

Accepted Answer

Reminder ads are imp

Question 20

Give a hypothetical example of testimonial evidence.

Accepted Answer

Possible examples are endless.

Advertising is used mostly by which of the following?

U- Frame- It is a small company that has hired a local ad agency to put together an advertising campaign.Which of the following questions should be answered first?

Any paid form of nonpersonal presentation and promotion of ideas,goods,or services by an identified sponsor is called .

The advertiser must decide on the _ medium.

All of the following are major steps in advertising media selection EXCEPT .

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

Why is reach an important measure for a marketer?

What is the term used to describe the idea that will be communicated to consumers through an advertisement?

Informative ads are used primarily in the growth stage of the product life cycle.

The AFLAC duck and Tony the Tiger are examples of used in successful advertising campaigns.

When Taco Bell uses a Chihuahua,a small dog,to represent its product,which type of execution style is being used?

Which of the following is an example of user- generated content?

An ad for Mongoose mountain bikes shows a serious biker traversing remote and rugged but beautiful terrain and states,"There are places that are so awesome and so killer that you'd like to tell the whole world about them.But please,don't." This ad uses the execution style.

A specific communication task to be accomplished with a specific target audience during a specific period of time is called an advertising objective.

A company's total marketing communications package consists of a special blend of advertising,sales promotion,public relations,personal selling,and direct- marketing tools that the company uses to communicate customer value and build customer relationships.This is also called .

Reach,frequency,and impact are all made when developing an advertising program.

The communication effects of advertisements and ad campaigns are more difficult to measure than the sales and profit effects.

What is one of the primary goals of reminder advertising?

When would a marketer most likely use reminder ads?

Give a hypothetical example of testimonial evidence.

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

Advertising is used mostly by which of the following?

U- Frame- It is a small company that has hired a local ad agency to put together an advertising campaign.Which of the following questions should be answered first?

Any paid form of nonpersonal presentation and promotion of ideas,goods,or services by an identified sponsor is called .

The advertiser must decide on the _ medium.

All of the following are major steps in advertising media selection EXCEPT .

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

Why is reach an important measure for a marketer?

What is the term used to describe the idea that will be communicated to consumers through an advertisement?

Informative ads are used primarily in the growth stage of the product life cycle.

The AFLAC duck and Tony the Tiger are examples of used in successful advertising campaigns.

When Taco Bell uses a Chihuahua,a small dog,to represent its product,which type of execution style is being used?

Which of the following is an example of user- generated content?

An ad for Mongoose mountain bikes shows a serious biker traversing remote and rugged but beautiful terrain and states,"There are places that are so awesome and so killer that you'd like to tell the whole world about them.But please,don't." This ad uses the execution style.

A specific communication task to be accomplished with a specific target audience during a specific period of time is called an advertising objective.

A company's total marketing communications package consists of a special blend of advertising,sales promotion,public relations,personal selling,and direct- marketing tools that the company uses to communicate customer value and build customer relationships.This is also called .

Reach,frequency,and impact are all made when developing an advertising program.

The communication effects of advertisements and ad campaigns are more difficult to measure than the sales and profit effects.

What is one of the primary goals of reminder advertising?

When would a marketer most likely use reminder ads?

Give a hypothetical example of testimonial evidence.

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