Question 1

"Our new clinic is now open for Medicare patients," is an example of a(n)________ advertising message.

Accepted Answer

A) persuasive 
B) reminder 
C) socially responsible 
D) informative 
E) institutional 
A) persuasive 
B) reminder 
C) socially responsible 
D) informative 
E) institutional

Question 2

To be effective, what three qualities does a selling proposition in an advertising campaign need to have?

Accepted Answer

The selling proposit

Question 3

The advertising message "We make better, longer-lasting apparel," suggests that advertising messages need to

Accepted Answer

A) emphasize technology. 
B) focus on price. 
C) inform consumers about opportunities. 
D) focus on solving problems. 
E) engage in mild puffery. 
A) emphasize technology. 
B) focus on price. 
C) inform consumers about opportunities. 
D) focus on solving problems. 
E) engage in mild puffery.

Question 4

Persuasive advertising is often used when competition is

Accepted Answer

A) nonexistent. 
B) waning. 
C) most intense. 
D) similar. 
E) ineffective. 
A) nonexistent. 
B) waning. 
C) most intense. 
D) similar. 
E) ineffective.

Question 5

Kyle is recognized by his friends as an activist on many fronts. For instance, he prefers to buy products from firms that will donate part of the total purchase price to organizations he supports. Marketers recognize that this approach can be an important competitive tool. It is called

Accepted Answer

A) social activist marketing. 
B) voluntary premium pricing. 
C) cause-related marketing. 
D) business\social responsibility. 
E) the do-gooder syndrome. 
A) social activist marketing. 
B) voluntary premium pricing. 
C) cause-related marketing. 
D) business\social responsibility. 
E) the do-gooder syndrome.

Question 6

One of the advantages of niche media is it often allows marketers to

Accepted Answer

A) reach a larger audience than mass media. 
B) use major events like the Super Bowl. 
C) change and personalize messages for different audiences. 
D) sell cooperative advertising space to cosponsors. 
E) spend fewer advertising dollars. 
A) reach a larger audience than mass media. 
B) use major events like the Super Bowl. 
C) change and personalize messages for different audiences. 
D) sell cooperative advertising space to cosponsors. 
E) spend fewer advertising dollars.

Question 7

Dalinda is creating an advertising message designed to appeal to consumers' fears of having their home broken into. Dalinda's message will focus on a(n)________ appeal.

Accepted Answer

A) emotional 
B) niche marketing 
C) informational 
D) institutional 
E) reminder 
A) emotional 
B) niche marketing 
C) informational 
D) institutional 
E) reminder

Question 8

The primary federal agencies that regulate advertising activities in the United States are the Fed, FEMA, and the FCC.

Accepted Answer

A) True 
 B)False

Question 9

The California Raisin Advisory Board used to run ads featuring "The California Raisins," a fictitious R&B musical group composed of dancing raisins that boogied to the song "I Heard It Through the Grapevine." The ads, which were hugely popular and gave rise to a line of raisin-themed merchandise, were designed to encourage raisin consumption. This campaign was an example of

Accepted Answer

A) product-focused advertising. 
B) consumer-generated advertising. 
C) public service announcements. 
D) institutional advertising. 
E) push strategies. 
A) product-focused advertising. 
B) consumer-generated advertising. 
C) public service announcements. 
D) institutional advertising. 
E) push strategies.

Question 10

The ________ is the combination of media used and the frequency of advertising in each medium.

Accepted Answer

A) media plan 
B) media buy 
C) media mix 
D) communications tactical plan 
E) communications operational plan 
A) media plan 
B) media buy 
C) media mix 
D) communications tactical plan 
E) communications operational plan

Question 11

________ are special incentives or excitement-building programs that encourage consumers to purchase a particular product, often used in conjunction with advertising or personal selling programs.

Accepted Answer

A) B2B programs 
B) Trade incentives 
C) Sales promotions 
D) Push programs 
E) Targeted leader items 
A) B2B programs 
B) Trade incentives 
C) Sales promotions 
D) Push programs 
E) Targeted leader items

Question 12

Terry runs an ice cream shop on the pier in Atlantic City, New Jersey. Terry closes his business in winter, when the weather turns cold. What type of advertising schedule should Terry use?

Accepted Answer

He should use a flighting sche

Question 13

Shui is working on the message to convey in his firm's advertising campaign. As a starting point, Shui should first consider

Accepted Answer

A) the due date for his contribution to the campaign. 
B) the product or service's problem-solving ability. 
C) what competitors are doing. 
D) which media he wants to use. 
E) whether or not he uses the product being advertised. 
A) the due date for his contribution to the campaign. 
B) the product or service's problem-solving ability. 
C) what competitors are doing. 
D) which media he wants to use. 
E) whether or not he uses the product being advertised.

Question 14

An advertising plan is crucial to an ad campaign because it

Accepted Answer

A) is the basis for sales commissions. 
B) is required by the FCC. 
C) offers insights into the creative leadership of mass media buyers. 
D) will later be used to measure the success or failure of the campaign. 
E) stimulates demand for a product category. 
A) is the basis for sales commissions. 
B) is required by the FCC. 
C) offers insights into the creative leadership of mass media buyers. 
D) will later be used to measure the success or failure of the campaign. 
E) stimulates demand for a product category.

Question 15

In the United States, the regulation of advertising involves a complex mix of laws and informal restrictions designed to

Accepted Answer

A) protect consumers from deceptive practices. 
B) stimulate domestic demand. 
C) reduce international competition. 
D) promote social marketing. 
E) institutionalize pull strategies. 
A) protect consumers from deceptive practices. 
B) stimulate domestic demand. 
C) reduce international competition. 
D) promote social marketing. 
E) institutionalize pull strategies.

Question 16

What is a unique selling proposition (USP)? Propose one for your university.

Accepted Answer

A unique selling proposition is a common

Question 17

Contests and sweepstakes are both forms of sales promotions, but a contest requires some sort of skill or effort, while a sweepstakes is a drawing of entrants' names.

Accepted Answer

A) True 
 B)False

Question 18

Which of the two types of appeals does each of these ads represent?(a)"Be all you can be in the Army."
(b)"Enlist in the Army today for $20,000 in educational support."

Accepted Answer

The first is an emot

Question 19

For consumer products like toothpaste and groceries, things consumers purchase throughout the year, most advertisers would use a ________ advertising schedule.

Accepted Answer

A) continuous 
B) flighting 
C) pulsing 
D) penetrating 
E) purposeful 
A) continuous 
B) flighting 
C) pulsing 
D) penetrating 
E) purposeful

Question 20

You are assigned the task of developing an advertising plan for the marketing program at your university. What will you include in your plan?

Accepted Answer

Your advertising plan will begin with th

"Our new clinic is now open for Medicare patients," is an example of a(n)________ advertising message.

To be effective, what three qualities does a selling proposition in an advertising campaign need to have?

The advertising message "We make better, longer-lasting apparel," suggests that advertising messages need to

Persuasive advertising is often used when competition is

Kyle is recognized by his friends as an activist on many fronts. For instance, he prefers to buy products from firms that will donate part of the total purchase price to organizations he supports. Marketers recognize that this approach can be an important competitive tool. It is called

One of the advantages of niche media is it often allows marketers to

Dalinda is creating an advertising message designed to appeal to consumers' fears of having their home broken into. Dalinda's message will focus on a(n)________ appeal.

The primary federal agencies that regulate advertising activities in the United States are the Fed, FEMA, and the FCC.

The ________ is the combination of media used and the frequency of advertising in each medium.

________ are special incentives or excitement-building programs that encourage consumers to purchase a particular product, often used in conjunction with advertising or personal selling programs.

Terry runs an ice cream shop on the pier in Atlantic City, New Jersey. Terry closes his business in winter, when the weather turns cold. What type of advertising schedule should Terry use?

Shui is working on the message to convey in his firm's advertising campaign. As a starting point, Shui should first consider

An advertising plan is crucial to an ad campaign because it

In the United States, the regulation of advertising involves a complex mix of laws and informal restrictions designed to

What is a unique selling proposition (USP)? Propose one for your university.

Contests and sweepstakes are both forms of sales promotions, but a contest requires some sort of skill or effort, while a sweepstakes is a drawing of entrants' names.

Which of the two types of appeals does each of these ads represent?(a)"Be all you can be in the Army." (b)"Enlist in the Army today for $20,000 in educational support."

For consumer products like toothpaste and groceries, things consumers purchase throughout the year, most advertisers would use a ________ advertising schedule.

You are assigned the task of developing an advertising plan for the marketing program at your university. What will you include in your plan?

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Digital Marketing: Online, Social, and Mobile

Conscious Marketing, Corporate Social Responsibility, and Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation, Targeting, and Positioning

Marketing Research

Product, Branding, and Packaging Decisions

Developing New Products

Services: the Intangible Product

Pricing Concepts for Capturing Value

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Personal Selling and Sales Management

Filters

Exam 18: Advertising, Public Relations, and Sales Promotions

"Our new clinic is now open for Medicare patients," is an example of a(n)________ advertising message.

To be effective, what three qualities does a selling proposition in an advertising campaign need to have?

The advertising message "We make better, longer-lasting apparel," suggests that advertising messages need to

Persuasive advertising is often used when competition is

Kyle is recognized by his friends as an activist on many fronts. For instance, he prefers to buy products from firms that will donate part of the total purchase price to organizations he supports. Marketers recognize that this approach can be an important competitive tool. It is called

One of the advantages of niche media is it often allows marketers to

Dalinda is creating an advertising message designed to appeal to consumers' fears of having their home broken into. Dalinda's message will focus on a(n)________ appeal.

The primary federal agencies that regulate advertising activities in the United States are the Fed, FEMA, and the FCC.

The ________ is the combination of media used and the frequency of advertising in each medium.

________ are special incentives or excitement-building programs that encourage consumers to purchase a particular product, often used in conjunction with advertising or personal selling programs.

Terry runs an ice cream shop on the pier in Atlantic City, New Jersey. Terry closes his business in winter, when the weather turns cold. What type of advertising schedule should Terry use?

Shui is working on the message to convey in his firm's advertising campaign. As a starting point, Shui should first consider

An advertising plan is crucial to an ad campaign because it

In the United States, the regulation of advertising involves a complex mix of laws and informal restrictions designed to

What is a unique selling proposition (USP)? Propose one for your university.

Contests and sweepstakes are both forms of sales promotions, but a contest requires some sort of skill or effort, while a sweepstakes is a drawing of entrants' names.

Which of the two types of appeals does each of these ads represent?(a)"Be all you can be in the Army." (b)"Enlist in the Army today for $20,000 in educational support."

For consumer products like toothpaste and groceries, things consumers purchase throughout the year, most advertisers would use a ________ advertising schedule.

You are assigned the task of developing an advertising plan for the marketing program at your university. What will you include in your plan?

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Digital Marketing: Online, Social, and Mobile

Conscious Marketing, Corporate Social Responsibility, and Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation, Targeting, and Positioning

Marketing Research

Product, Branding, and Packaging Decisions

Developing New Products

Services: the Intangible Product

Pricing Concepts for Capturing Value

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Personal Selling and Sales Management

Filters