Question 1

The headline for an ad for a brand of snacks reads "Hits the Spot. Anytime, Anywhere." This ad is an example of a(n) _________appeal.

Accepted Answer

A)  emotional 
B)  provocative 
C)  reciprocal 
D)  practical 
E)  rational 
A)  emotional 
B)  provocative 
C)  reciprocal 
D)  practical 
E)  rational

Question 2

The elements of an advertisement including its headline, copy, illustrations, colour, message size shape and movement are collectively known as the advertisement's:

Accepted Answer

A)  layout. 
B)  style. 
C)  structure. 
D)  format. 
E)  design. 
A)  layout. 
B)  style. 
C)  structure. 
D)  format. 
E)  design.

Question 3

The main advantages of television as an advertising medium are:

Accepted Answer

A)  audience selectivity, creativity and credibility. 
B)  immediacy, interactivity and audience selectivity. 
C)  credibility, influence and low cost. 
D)  coverage, attention and low cost. 
E)  impact, short lead times and attention. 
A)  audience selectivity, creativity and credibility. 
B)  immediacy, interactivity and audience selectivity. 
C)  credibility, influence and low cost. 
D)  coverage, attention and low cost. 
E)  impact, short lead times and attention.

Question 4

Mini Case 15- 1
Aspirin is so potent that many in the health professions contend that if it were invented today, it would be only available by prescription. In 1897, Felix Hoffman chemically concocted the first synthetic aspirin compound, known as acetylsalicylic acid. At the time he was working for the Bayer Company. In 1899, Bayer Aspirin was introduced. It was the first tablet ever to be marketed as a water- soluble pill. Fifty billion aspirins are consumed worldwide annually. A variety of painkillers line the store shelves today, but only aspirin has been subject to rigourous scientific testing that shows it has long- term cardiovascular and anti- cancer benefits. In spite of these positive aspects, a particular concern is that aspirin might contribute to the very rare Reye's Syndrome in children, a disease that affects the brain and liver, has led to aspirin having an identity crisis. There is a generation of individuals who have grown up assuming other drugs have completely replaced aspirin. Ask someone for an aspirin these days, and you're likely to receive a Panadol or any other brand of pain killer. Aspirin manufacturers are trying to educate people that simple aspirin, especially when taken in low dosages, can have important preventive health benefits.
-Refer to Mini Case 15- 1. The aspirin industry is interested in convincing consumers to follow the advice of health professionals and ask intermediaries to stock aspirin. The manufacturers of aspirin should use a(n)_________ strategy.

Accepted Answer

A)  push 
B)  pull 
C)  inertia 
D)  product development 
E)  mass marketing 
A)  push 
B)  pull 
C)  inertia 
D)  product development 
E)  mass marketing

Question 5

The Port Douglas Tourism Board would be using a(n) promotional strategy if it advertised heavily to travel agents to get the agents to sell the benefits of a vacation to Port Douglas to its clients. With this strategy, it could also provide hotel discounts and free guided tours as incentives to the travel agents.

Accepted Answer

A)  pull 
B)  inertia 
C)  product development 
D)  push 
E)  mass marketing 
A)  pull 
B)  inertia 
C)  product development 
D)  push 
E)  mass marketing

Question 6

Which of the following activities is LEAST likely to be performed by the public relations department?

Accepted Answer

A)  lobbying 
B)  counselling 
C)  media vehicle selection 
D)  product publicity 
E)  public affairs 
A)  lobbying 
B)  counselling 
C)  media vehicle selection 
D)  product publicity 
E)  public affairs

Question 7

Which of the following statements about print advertisements is FALSE?

Accepted Answer

A)  Less than 10 per cent of the exposed audience will read most of the body copy. 
B)  The advertisement will be noted by less than 50 per cent of the exposed audience. 
C)  Only about 30 per cent of the exposed audience will recall the main point of the headline. 
D)  Only about 25 per cent of the exposed audience will remember the advertiser's name. 
E)  More than 60 per cent of the exposed audience will decode the illustration. 
A)  Less than 10 per cent of the exposed audience will read most of the body copy. 
B)  The advertisement will be noted by less than 50 per cent of the exposed audience. 
C)  Only about 30 per cent of the exposed audience will recall the main point of the headline. 
D)  Only about 25 per cent of the exposed audience will remember the advertiser's name. 
E)  More than 60 per cent of the exposed audience will decode the illustration.

Question 8

Atmospheres are BEST defined as:

Accepted Answer

A)  designed environments that create or reinforce the buyer's leanings toward buying a product or service. 
B)  sensory elements such as lighting, colour, and furnishings in a commercial space. 
C)  outdoor spaces that are suitable for the placement of outdoor advertising messages. 
D)  the layout and decorative features of a retail store or service environment. 
E)  none of the above 
A)  designed environments that create or reinforce the buyer's leanings toward buying a product or service. 
B)  sensory elements such as lighting, colour, and furnishings in a commercial space. 
C)  outdoor spaces that are suitable for the placement of outdoor advertising messages. 
D)  the layout and decorative features of a retail store or service environment. 
E)  none of the above

Question 9

Firms seek to persuade potential consumers that purchasing the product is the right thing to do in the stage of the buyer- readiness process called:

Accepted Answer

A)  conviction. 
B)  attention. 
C)  purchase. 
D)  awareness. 
E)  preference. 
A)  conviction. 
B)  attention. 
C)  purchase. 
D)  awareness. 
E)  preference.

Question 10

The sales effect of advertising is much easier to measure than communication effect.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following would NOT normally be considered a suitable medium for a targeted communications campaign?

Accepted Answer

A)  door- to- door selling 
B)  special events 
C)  location TV 
D)  catalogues 
E)  outdoor advertising 
A)  door- to- door selling 
B)  special events 
C)  location TV 
D)  catalogues 
E)  outdoor advertising

Question 12

In the case of print advertisements, research suggests that only about 30 per cent of the exposed audience will recall the main point of the headline.

Accepted Answer

A) True 
 B)False

Question 13

The Beta Corporation's "flagship" product has been on the market for years and is well- known. The firm's promotional efforts for this product are most likely to consist primarily of:

Accepted Answer

A)  comparative advertising. 
B)  informative advertising. 
C)  competitive advertising. 
D)  reminder advertising. 
E)  persuasive advertising. 
A)  comparative advertising. 
B)  informative advertising. 
C)  competitive advertising. 
D)  reminder advertising. 
E)  persuasive advertising.

Question 14

If the communication objective for a dairy producer were to stimulate consumer action and purchase, it might:

Accepted Answer

A)  emphasise its low price and offer sales promotions. 
B)  use personal selling. 
C)  emphasise its community service and worker- friendly environment, in its public relations and advertising efforts. 
D)  run numerous commercials stressing its name and logo. 
E)  promote its products' quality in its advertisements. 
A)  emphasise its low price and offer sales promotions. 
B)  use personal selling. 
C)  emphasise its community service and worker- friendly environment, in its public relations and advertising efforts. 
D)  run numerous commercials stressing its name and logo. 
E)  promote its products' quality in its advertisements.

Question 15

Which of the following is a weakness of the percentage- of- sales method of establishing the promotion budget?

Accepted Answer

A)  The percentage- of- sales method of establishing the promotion budget discourages promotional wars. 
B)  The percentage- of- sales method of establishing the promotion budget assumes the competition knows what it is doing. 
C)  The percentage- of- sales method of establishing the promotion budget ignores the role of promotion as an investment in the business. 
D)  The percentage- of- sales method of establishing the promotion budget is a complicated, time- consuming process. 
E)  The percentage- of- sales method of establishing the promotion budget leads to a budget that ignores market opportunities. 
A)  The percentage- of- sales method of establishing the promotion budget discourages promotional wars. 
B)  The percentage- of- sales method of establishing the promotion budget assumes the competition knows what it is doing. 
C)  The percentage- of- sales method of establishing the promotion budget ignores the role of promotion as an investment in the business. 
D)  The percentage- of- sales method of establishing the promotion budget is a complicated, time- consuming process. 
E)  The percentage- of- sales method of establishing the promotion budget leads to a budget that ignores market opportunities.

Question 16

The Port Douglas Tourism Board would be using a(n) _________ promotional strategy by advertising heavily in consumer magazines and offering consumer discounts on hotels and airfare. The Port Douglas Tourism Board wants travellers to ask their travel agents to make all the arrangements to send them to Port Douglas for a holiday.

Accepted Answer

A)  mass marketing 
B)  push 
C)  pull 
D)  inertia 
E)  product development 
A)  mass marketing 
B)  push 
C)  pull 
D)  inertia 
E)  product development

Question 17

Presenting the strongest argument in a message first:

Accepted Answer

A)  is the most common structure used in advertising. 
B)  is a poor way to get attention. 
C)  is the best way to gain attention. 
D)  is best used for highly educated audiences. 
E)  may lead to an anticlimactic ending. 
A)  is the most common structure used in advertising. 
B)  is a poor way to get attention. 
C)  is the best way to gain attention. 
D)  is best used for highly educated audiences. 
E)  may lead to an anticlimactic ending.

Question 18

The most logical method of setting a promotional budget is believed to be:

Accepted Answer

A)  percentage- of- sales method. 
B)  arbitrary allocation. 
C)  objective- and- task method. 
D)  competitive parity method. 
E)  affordable method. 
A)  percentage- of- sales method. 
B)  arbitrary allocation. 
C)  objective- and- task method. 
D)  competitive parity method. 
E)  affordable method.

Question 19

The objective- and- task method requires management to set its promotional budget according to the goals it desires to accomplish with promotion.

Accepted Answer

A) True 
 B)False

Question 20

The promotion tool that is the best to use when the seller wants to reward quick response is:

Accepted Answer

A)  personal selling. 
B)  sales promotion. 
C)  public relations. 
D)  publicity. 
E)  advertising. 
A)  personal selling. 
B)  sales promotion. 
C)  public relations. 
D)  publicity. 
E)  advertising.

The headline for an ad for a brand of snacks reads "Hits the Spot. Anytime, Anywhere." This ad is an example of a(n) _________appeal.

The elements of an advertisement including its headline, copy, illustrations, colour, message size shape and movement are collectively known as the advertisement's:

The main advantages of television as an advertising medium are:

Which of the following activities is LEAST likely to be performed by the public relations department?

Which of the following statements about print advertisements is FALSE?

Atmospheres are BEST defined as:

Firms seek to persuade potential consumers that purchasing the product is the right thing to do in the stage of the buyer- readiness process called:

The sales effect of advertising is much easier to measure than communication effect.

Which of the following would NOT normally be considered a suitable medium for a targeted communications campaign?

In the case of print advertisements, research suggests that only about 30 per cent of the exposed audience will recall the main point of the headline.

The Beta Corporation's "flagship" product has been on the market for years and is well- known. The firm's promotional efforts for this product are most likely to consist primarily of:

If the communication objective for a dairy producer were to stimulate consumer action and purchase, it might:

Which of the following is a weakness of the percentage- of- sales method of establishing the promotion budget?

Presenting the strongest argument in a message first:

The most logical method of setting a promotional budget is believed to be:

The objective- and- task method requires management to set its promotional budget according to the goals it desires to accomplish with promotion.

The promotion tool that is the best to use when the seller wants to reward quick response is:

Marketing: Creating Superior Customer Value

Marketing: Delivering and Capturing Value

Strategic Planning and Marketing

Marketing Strategies for Competitive Advantage

The Global Marketing Environment

Information Management and Marketing Research

Consumer Behaviour

Business-To-Business Behaviour

Market Segmentation, Targeting and Positioning

Products and Services Marketing

New Products

Pricing for Value

Marketing Channels and Logistics Networks

Retailing and Wholesaling

Sales Promotion and Selling

Direct and Online Marketing

Tapping Into Markets Across the Globe

Responsible Marketing

Filters

Exam 15: Advertising and Public Relations

The headline for an ad for a brand of snacks reads "Hits the Spot. Anytime, Anywhere." This ad is an example of a(n) _________appeal.

The elements of an advertisement including its headline, copy, illustrations, colour, message size shape and movement are collectively known as the advertisement's:

The main advantages of television as an advertising medium are:

Which of the following activities is LEAST likely to be performed by the public relations department?

Which of the following statements about print advertisements is FALSE?

Atmospheres are BEST defined as:

Firms seek to persuade potential consumers that purchasing the product is the right thing to do in the stage of the buyer- readiness process called:

The sales effect of advertising is much easier to measure than communication effect.

Which of the following would NOT normally be considered a suitable medium for a targeted communications campaign?

In the case of print advertisements, research suggests that only about 30 per cent of the exposed audience will recall the main point of the headline.

The Beta Corporation's "flagship" product has been on the market for years and is well- known. The firm's promotional efforts for this product are most likely to consist primarily of:

If the communication objective for a dairy producer were to stimulate consumer action and purchase, it might:

Which of the following is a weakness of the percentage- of- sales method of establishing the promotion budget?

Presenting the strongest argument in a message first:

The most logical method of setting a promotional budget is believed to be:

The objective- and- task method requires management to set its promotional budget according to the goals it desires to accomplish with promotion.

The promotion tool that is the best to use when the seller wants to reward quick response is:

Marketing: Creating Superior Customer Value

Marketing: Delivering and Capturing Value

Strategic Planning and Marketing

Marketing Strategies for Competitive Advantage

The Global Marketing Environment

Information Management and Marketing Research

Consumer Behaviour

Business-To-Business Behaviour

Market Segmentation, Targeting and Positioning

Products and Services Marketing

New Products

Pricing for Value

Marketing Channels and Logistics Networks

Retailing and Wholesaling

Sales Promotion and Selling

Direct and Online Marketing

Tapping Into Markets Across the Globe

Responsible Marketing

Filters