Question 1

The many uses of OxiClean products are shown in a program-length television commercial.This is a(n)_____ form of advertising.

Accepted Answer

A) mega-mercial 
B) ad expander 
C) infomercial 
D) prolonged ad 
E) extended sales pitch 
A) mega-mercial 
B) ad expander 
C) infomercial 
D) prolonged ad 
E) extended sales pitch

Question 2

A(n)_____ designates the medium or media to be used,the specific vehicles,and the insertion dates of the advertising.

Accepted Answer

A) advertising plan 
B) media schedule 
C) promotion strategy 
D) ad outline 
E) promotional profile 
A) advertising plan 
B) media schedule 
C) promotion strategy 
D) ad outline 
E) promotional profile

Question 3

All of the following are common types of advertising appeals EXCEPT:

Accepted Answer

A) profit. 
B) health. 
C) admiration. 
D) fear. 
E) commitment. 
A) profit. 
B) health. 
C) admiration. 
D) fear. 
E) commitment.

Question 4

The advertising response function is a phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing results.

Accepted Answer

A) True 
 B)False

Question 5

Ads for Yoplait Greek Yogurt highlight that the product has twice the protein and three times the calcium of other yogurts.This advertising highlights:

Accepted Answer

A) product attributes. 
B) the creation of brand loyalty. 
C) how negative consumers' attitudes are modified. 
D) product benefits. 
E) loyalty rewards. 
A) product attributes. 
B) the creation of brand loyalty. 
C) how negative consumers' attitudes are modified. 
D) product benefits. 
E) loyalty rewards.

Question 6

One method used for setting advertising objectives is:

Accepted Answer

A) campaign budgeting. 
B) objective and task. 
C) the DAGMAR approach. 
D) percentage of sales. 
E) contribution margin. 
A) campaign budgeting. 
B) objective and task. 
C) the DAGMAR approach. 
D) percentage of sales. 
E) contribution margin.

Question 7

An appeal to vanity and egotism is the reason celebrity spokespeople are used so often in advertising.

Accepted Answer

A) True 
 B)False

Question 8

In which medium do advertisers spend the most?

Accepted Answer

A) Direct mail 
B) Newspaper 
C) Television 
D) Radio 
E) The Internet 
A) Direct mail 
B) Newspaper 
C) Television 
D) Radio 
E) The Internet

Question 9

The ability of an advertising medium to reach a precisely defined market is called:

Accepted Answer

A) audience selectivity 
B) market singularity 
C) geographic selectivity 
D) noise filtering ability 
E) life span 
A) audience selectivity 
B) market singularity 
C) geographic selectivity 
D) noise filtering ability 
E) life span

Question 10

Which step in the AIDA concept of promotional goals was met by the controversial Coq Roq Web site?

Accepted Answer

A) attention 
B) interest 
C) desire 
D) action 
E) The Coq Roq Web site was designed to fulfill all elements of the AIDA concept. 
A) attention 
B) interest 
C) desire 
D) action 
E) The Coq Roq Web site was designed to fulfill all elements of the AIDA concept.

Question 11

A(n)_____ is a specific communication task that a campaign should accomplish for a specified target audience during a specified period.

Accepted Answer

A) advertising objective 
B) marketing mix 
C) media schedule 
D) advertising life span 
E) promotional mix 
A) advertising objective 
B) marketing mix 
C) media schedule 
D) advertising life span 
E) promotional mix

Question 12

Burger King used its Coq Roq Web site as a(n)________ to communicate the message about its new Chicken Fries.

Accepted Answer

A) marketing objective 
B) online chat room 
C) channel 
D) informational device 
E) personal selling tool 
A) marketing objective 
B) online chat room 
C) channel 
D) informational device 
E) personal selling tool

Question 13

A national chain of restaurants was accused of discriminating against African American customers.As the director of public relations for this chain,describe the public relations tool you would use to counter this negative publicity.

Accepted Answer

Crisis management is the key to counteri

Question 14

A Wall Street Journal headline is "Best Buy Wins iPhone Lineup." This article represents _____ for Best Buy and Apple,Inc.

Accepted Answer

A) marketing research 
B) sales promotion 
C) personal selling 
D) advertising 
E) publicity 
A) marketing research 
B) sales promotion 
C) personal selling 
D) advertising 
E) publicity

Question 15

An insurance company's advertisement poses the question,"Will your family survive if you die uninsured?" This is an example of a health appeal.

Accepted Answer

A) True 
 B)False

Question 16

_____ advertising has the advantages of being both timely and geographically flexible.

Accepted Answer

A) Television 
B) Newspaper 
C) Outdoor 
D) Magazine 
E) Catalog 
A) Television 
B) Newspaper 
C) Outdoor 
D) Magazine 
E) Catalog

Question 17

Before any creative work can begin on an advertising campaign,it is important to:

Accepted Answer

A) determine what goals or objectives the advertising should achieve. 
B) set the marketing budget. 
C) decide what executional style to use in the ads. 
D) see if sales promotion is more important. 
E) hire a spokesperson. 
A) determine what goals or objectives the advertising should achieve. 
B) set the marketing budget. 
C) decide what executional style to use in the ads. 
D) see if sales promotion is more important. 
E) hire a spokesperson.

Question 18

Name and briefly define the two major types of advertising.

Accepted Answer

INSTITUTIONAL ADVERTISING is used when t

Question 19

Pioneering advertising,competitive advertising,and comparative advertising are all types of:

Accepted Answer

A) institutional advertising 
B) product advertising 
C) primary advertising 
D) commercial advertising 
E) commissioned advertising 
A) institutional advertising 
B) product advertising 
C) primary advertising 
D) commercial advertising 
E) commissioned advertising

Question 20

Toys "R" Us
Retailers are using social media in unprecedented levels.In 2011,more than 90% of all U.S.retailers were using social media.That's a monumental increase given the fact that only 4% used it in 2007.About 70% are on Facebook and MySpace,and more than half use Twitter.Toys "R" Us was one of those retailers.The retailer has enlisted basketball superstar,Shaquille O'Neal,in a "Join Shaq Give Back" promotion in which $1 is donated to a charity for every new Facebook fan.Shaq tweets about his "Shaq-a-Claus" challenge to his 4.3 million followers.The Facebook site also focuses on parents with the song "I don't want to grow up."
-Refer to Toys "R" Us.By donating $1 to charity for every new Facebook fan,Toys "R" Us is using:

Accepted Answer

A) admiration. 
B) cause-related marketing. 
C) product publicity. 
D) philanthropic marketing. 
E) ethical marketing. 
A) admiration. 
B) cause-related marketing. 
C) product publicity. 
D) philanthropic marketing. 
E) ethical marketing.

Exam 17: Advertising and Public Relations

The many uses of OxiClean products are shown in a program-length television commercial.This is a(n)_____ form of advertising.

A(n)_____ designates the medium or media to be used,the specific vehicles,and the insertion dates of the advertising.

All of the following are common types of advertising appeals EXCEPT:

The advertising response function is a phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing results.

Ads for Yoplait Greek Yogurt highlight that the product has twice the protein and three times the calcium of other yogurts.This advertising highlights:

One method used for setting advertising objectives is:

An appeal to vanity and egotism is the reason celebrity spokespeople are used so often in advertising.

In which medium do advertisers spend the most?

The ability of an advertising medium to reach a precisely defined market is called:

Which step in the AIDA concept of promotional goals was met by the controversial Coq Roq Web site?

A(n)_____ is a specific communication task that a campaign should accomplish for a specified target audience during a specified period.

Burger King used its Coq Roq Web site as a(n)________ to communicate the message about its new Chicken Fries.

A national chain of restaurants was accused of discriminating against African American customers.As the director of public relations for this chain,describe the public relations tool you would use to counter this negative publicity.

A Wall Street Journal headline is "Best Buy Wins iPhone Lineup." This article represents _____ for Best Buy and Apple,Inc.

An insurance company's advertisement poses the question,"Will your family survive if you die uninsured?" This is an example of a health appeal.

_____ advertising has the advantages of being both timely and geographically flexible.

Before any creative work can begin on an advertising campaign,it is important to:

Name and briefly define the two major types of advertising.

Pioneering advertising,competitive advertising,and comparative advertising are all types of:

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels

Supply Chain Management

Retailing

Integrated Marketing Communications

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Customer Relationship Management Crm

Social Media and Marketing

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