Question 1

________ refers to the mood or attitude an advertisement conveys.

Accepted Answer

A)  Creative technique 
B)  Execution format 
C)  Unique selling proposition 
D)  Appeal 
E)  Tonality 
A)  Creative technique 
B)  Execution format 
C)  Unique selling proposition 
D)  Appeal 
E)  Tonality

Question 2

In media metrics, frequency is which of the following?

Accepted Answer

A)  the total number of people who will be exposed to an ad placed in one media vehicle 
B)  the percentage of people who will be exposed to an ad more than once 
C)  the percentage of people who will be exposed to the media vehicle 
D)  the number of times a person in the target group will be exposed to an ad 
E)  the total number of ads in one advertising campaign 
A)  the total number of people who will be exposed to an ad placed in one media vehicle 
B)  the percentage of people who will be exposed to an ad more than once 
C)  the percentage of people who will be exposed to the media vehicle 
D)  the number of times a person in the target group will be exposed to an ad 
E)  the total number of ads in one advertising campaign

Question 3

What is a USP? When would a marketer use a USP strategy?

Accepted Answer

USP stands for unique selling

Question 4

What promotional efforts might a marketer be likely to employ if the communication objective was to create desire for the product?

Accepted Answer

When the marketer's communication object

Question 5

Coca-Cola's Minute Maid unit is introducing a new premium fruit beverage. The primary promotional objective of marketing communications for the new product should be to create awareness.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following statements about advertising is true?

Accepted Answer

A)  Advertising is personal communication from an identified sponsor using the mass media. 
B)  Consumers perceive advertising as always having a high level of credibility. 
C)  Advertising can be used to establish and reinforce a distinctive brand identity. 
D)  Advertising tends to be comparatively inexpensive. 
E)  Advertising always relies on factual information. 
A)  Advertising is personal communication from an identified sponsor using the mass media. 
B)  Consumers perceive advertising as always having a high level of credibility. 
C)  Advertising can be used to establish and reinforce a distinctive brand identity. 
D)  Advertising tends to be comparatively inexpensive. 
E)  Advertising always relies on factual information.

Question 7

What is integrated marketing communication (IMC)? Explain how it differs from more traditional marketing communication approaches.

Accepted Answer

Integrated marketing communication (IMC)

Question 8

Which of the following types of ads can users block with Internet access software applications?

Accepted Answer

A)  banners 
B)  buttons 
C)  pop-ups 
D)  search engine listings 
E)  pre-roll ads 
A)  banners 
B)  buttons 
C)  pop-ups 
D)  search engine listings 
E)  pre-roll ads

Question 9

In one section of the Sunday newspaper there are four-color, magazine-style advertisements for different stores. Each of these advertisements informs consumers of the products being marketed at sale prices during the coming week. How are these magazine-style advertisements examples of the implementation of sale promotions?

Accepted Answer

Sale promotions are programs such as con

Question 10

Word of mouth or buzz on social media is also referred to as ________.

Accepted Answer

A)  unaided recall 
B)  owned media 
C)  earned media 
D)  rich media 
E)  native advertising 
A)  unaided recall 
B)  owned media 
C)  earned media 
D)  rich media 
E)  native advertising

Question 11

The form of digital media most similar to traditional media is ________.

Accepted Answer

A)  owned media 
B)  native advertising 
C)  earned media 
D)  paid media 
E)  support media 
A)  owned media 
B)  native advertising 
C)  earned media 
D)  paid media 
E)  support media

Question 12

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 flexibility. 
D)  Radio prohibits the use of segmentation strategies. 
E)  Radio is defined as a place-based 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 flexibility. 
D)  Radio prohibits the use of segmentation strategies. 
E)  Radio is defined as a place-based medium.

Question 13

When does a marketer use reminder ads?

Accepted Answer

Reminder ads are imp

Question 14

Which of the following is the responsibility of an advertising agency's research and marketing services?

Accepted Answer

A)  recruiting new clients through different media outlets 
B)  deciding where, when, and how often an advertisement will appear 
C)  crafting interesting messages that convey a client's marketing objectives 
D)  analyzing information about consumers to develop sensible strategies 
E)  serving as the primary liaison between the client and its publics 
A)  recruiting new clients through different media outlets 
B)  deciding where, when, and how often an advertisement will appear 
C)  crafting interesting messages that convey a client's marketing objectives 
D)  analyzing information about consumers to develop sensible strategies 
E)  serving as the primary liaison between the client and its publics

Question 15

Fear appeal ads convey the message that not using the advertised product has negative consequences consumers want to avoid.

Accepted Answer

A) True 
 B)False

Question 16

Why might an advertiser be accused of greenwashing?

Accepted Answer

Greenwashing refers to a compa

Question 17

If the pull strategy is effective, consumers will then demand the product from channel members, who will, in turn, demand it from producers.

Accepted Answer

A) True 
 B)False

Question 18

Ads on the sides of delivery trucks, ads on the fence around a baseball field, and ads that you see on interstate billboards are all examples of ________ media.

Accepted Answer

A)  out-of-home 
B)  place-based 
C)  native 
D)  owned 
E)  earned 
A)  out-of-home 
B)  place-based 
C)  native 
D)  owned 
E)  earned

Question 19

The communication model acknowledges that messages can be blocked by ________, which is anything that interferes with effective communication.

Accepted Answer

A)  media 
B)  feedback 
C)  noise 
D)  encoding 
E)  decoding 
A)  media 
B)  feedback 
C)  noise 
D)  encoding 
E)  decoding

Question 20

The communications model is an effective way to look at traditional marketing communications, but not new word-of-mouth communications.

Accepted Answer

A) True 
 B)False

________ refers to the mood or attitude an advertisement conveys.

In media metrics, frequency is which of the following?

What is a USP? When would a marketer use a USP strategy?

What promotional efforts might a marketer be likely to employ if the communication objective was to create desire for the product?

Coca-Cola's Minute Maid unit is introducing a new premium fruit beverage. The primary promotional objective of marketing communications for the new product should be to create awareness.

Which of the following statements about advertising is true?

What is integrated marketing communication (IMC)? Explain how it differs from more traditional marketing communication approaches.

Which of the following types of ads can users block with Internet access software applications?

Word of mouth or buzz on social media is also referred to as ________.

The form of digital media most similar to traditional media is ________.

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

When does a marketer use reminder ads?

Which of the following is the responsibility of an advertising agency's research and marketing services?

Fear appeal ads convey the message that not using the advertised product has negative consequences consumers want to avoid.

Why might an advertiser be accused of greenwashing?

If the pull strategy is effective, consumers will then demand the product from channel members, who will, in turn, demand it from producers.

Ads on the sides of delivery trucks, ads on the fence around a baseball field, and ads that you see on interstate billboards are all examples of ________ media.

The communication model acknowledges that messages can be blocked by ________, which is anything that interferes with effective communication.

The communications model is an effective way to look at traditional marketing communications, but not new word-of-mouth communications.

Welcome to the World of Marketing: Create and Deliver Value

Global, Ethical, and Sustainable Marketing

Strategic Market Planning

Market Research

Marketing Analytics: Welcome to the Era of Big Data

Understand Consumer and Business Markets

Segmentation, Target Marketing, and Positioning

Product I: Innovation and New Product Development

Product Ii: Product Strategy, Branding, and Product Management

Price: What Is the Value Proposition Worth

Deliver the Goods: Determine the Distribution Strategy

Deliver the Customer Experience: Goods and Services Via Bricks and Clicks

Promotion II: Social Media Marketing and Other Communication Tools

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Exam 13: Promotion I: Advertising: One to Many Marketing Communications

________ refers to the mood or attitude an advertisement conveys.

In media metrics, frequency is which of the following?

What is a USP? When would a marketer use a USP strategy?

What promotional efforts might a marketer be likely to employ if the communication objective was to create desire for the product?

Coca-Cola's Minute Maid unit is introducing a new premium fruit beverage. The primary promotional objective of marketing communications for the new product should be to create awareness.

Which of the following statements about advertising is true?

What is integrated marketing communication (IMC)? Explain how it differs from more traditional marketing communication approaches.

Which of the following types of ads can users block with Internet access software applications?

Word of mouth or buzz on social media is also referred to as ________.

The form of digital media most similar to traditional media is ________.

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

When does a marketer use reminder ads?

Which of the following is the responsibility of an advertising agency's research and marketing services?

Fear appeal ads convey the message that not using the advertised product has negative consequences consumers want to avoid.

Why might an advertiser be accused of greenwashing?

If the pull strategy is effective, consumers will then demand the product from channel members, who will, in turn, demand it from producers.

Ads on the sides of delivery trucks, ads on the fence around a baseball field, and ads that you see on interstate billboards are all examples of ________ media.

The communication model acknowledges that messages can be blocked by ________, which is anything that interferes with effective communication.

The communications model is an effective way to look at traditional marketing communications, but not new word-of-mouth communications.

Welcome to the World of Marketing: Create and Deliver Value

Global, Ethical, and Sustainable Marketing

Strategic Market Planning

Market Research

Marketing Analytics: Welcome to the Era of Big Data

Understand Consumer and Business Markets

Segmentation, Target Marketing, and Positioning

Product I: Innovation and New Product Development

Product Ii: Product Strategy, Branding, and Product Management

Price: What Is the Value Proposition Worth

Deliver the Goods: Determine the Distribution Strategy

Deliver the Customer Experience: Goods and Services Via Bricks and Clicks

Promotion II: Social Media Marketing and Other Communication Tools

Filters