Question 1

Which of the following are the three characteristics an advertising appeal should have?

Accepted Answer

A) engaging, informative, and stylish 
B) trendy, compelling, and appealing 
C) meaningful, believable, and distinctive 
D) unique, emotional, and entertaining 
E) humorous, memorable, and interesting 
A) engaging, informative, and stylish 
B) trendy, compelling, and appealing 
C) meaningful, believable, and distinctive 
D) unique, emotional, and entertaining 
E) humorous, memorable, and interesting

Question 2

Which of the following best explains why companies often fail to integrate their various communications to consumers?

Accepted Answer

A) Historically, consumers have been able to distinguish between message sources. 
B) Public relations is usually given priority over advertising. 
C) Communications often come from different parts of the company. 
D) Personal selling and sales promotion are in direct conflict. 
E) Companies have failed to understand the concept of brand contact. 
A) Historically, consumers have been able to distinguish between message sources. 
B) Public relations is usually given priority over advertising. 
C) Communications often come from different parts of the company. 
D) Personal selling and sales promotion are in direct conflict. 
E) Companies have failed to understand the concept of brand contact.

Question 3

In selecting media vehicles, the planner must balance media costs against several media effectiveness factors. First, the planner should evaluate the media vehicle's ________.

Accepted Answer

A) audience quality 
B) audience attention 
C) editorial quality 
D) market coverage 
E) pass-along audience 
A) audience quality 
B) audience attention 
C) editorial quality 
D) market coverage 
E) pass-along audience

Question 4

________ becomes more important as competition increases. The company's objective is to build selective demand.

Accepted Answer

A) Persuasive advertising 
B) Informative advertising 
C) POP promotion advertising 
D) Patronage advertising 
E) Reminder-oriented advertising 
A) Persuasive advertising 
B) Informative advertising 
C) POP promotion advertising 
D) Patronage advertising 
E) Reminder-oriented advertising

Question 5

Advertising programs ________ from country to country.

Accepted Answer

A) usually are adapted 
B) remain about the same 
C) are rarely negotiated 
D) are impossible to compare 
E) are usually comparable 
A) usually are adapted 
B) remain about the same 
C) are rarely negotiated 
D) are impossible to compare 
E) are usually comparable

Question 6

Using the ________ method for setting an advertising budget, the company starts with total revenues, deducts operating expenses and capital outlays, and then devotes some portion of the remaining funds to advertising.

Accepted Answer

A) percentage-of-sales 
B) affordable 
C) competitive-parity 
D) objective-and-task 
E) moving-average 
A) percentage-of-sales 
B) affordable 
C) competitive-parity 
D) objective-and-task 
E) moving-average

Question 7

Advertising is the most directly persuasive communications vehicle.

Accepted Answer

A) True 
 B)False

Question 8

Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events?

Accepted Answer

A) sales promotion 
B) personal selling 
C) direct marketing 
D) public relations 
E) search engine optimization 
A) sales promotion 
B) personal selling 
C) direct marketing 
D) public relations 
E) search engine optimization

Question 9

Franklin & Marshall College wishes to contact high school seniors at independent schools in British Columbia. Which of the following media would be most effective and efficient?

Accepted Answer

A) a 30-second commercial on local cable channels throughout the state 
B) local newspapers ads throughout the state 
C) radio ads throughout the state 
D) online mail sent to the schools 
E) billboards throughout the state 
A) a 30-second commercial on local cable channels throughout the state 
B) local newspapers ads throughout the state 
C) radio ads throughout the state 
D) online mail sent to the schools 
E) billboards throughout the state

Question 10

An amateur video showing the result of mixing Diet Coke with Mentos candies is an example of which growing trend in advertising?

Accepted Answer

A) YouTube webisodes 
B) YouTube consumer-generated messages 
C) multiple mini-campaigns 
D) consumer-driven promotions 
E) competitive consumer messages 
A) YouTube webisodes 
B) YouTube consumer-generated messages 
C) multiple mini-campaigns 
D) consumer-driven promotions 
E) competitive consumer messages

Question 11

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 12

Give a hypothetical example of a slice of life message execution style.

Accepted Answer

Slice of life exampl

Question 13

Second Avenue, a small retailer of quality second-hand children's clothing, thrives on the sale of a vast inventory of children's clothing placed there on consignment. Its clientele are the result of word-of-mouth communication. The small retailer of quality second-hand children's clothing has never advertised.

"Small children grow so quickly," Second Avenue's owner commented. "Most of the clothes we carry have hardly been worn! We're extremely picky about the condition of the clothing we stock, but we sell most items at a 60 percent discount."

Because of this, many of Second Avenue's consigners are also customers. Second Avenue provides a way for people to sell their children's clothing, earn a few dollars, and buy the next larger size. According to the owner, "This keeps customers coming back."

-How could Second Avenue use the slice of life message execution style in an ad?

Accepted Answer

The marketer could show a mother trying

Question 14

Advertising ________ define the task that advertising must do with a specific target audience during a specific period of time.

Accepted Answer

A) objectives 
B) budgets 
C) strategies 
D) campaigns 
E) evaluations 
A) objectives 
B) budgets 
C) strategies 
D) campaigns 
E) evaluations

Question 15

How does a personality symbol affect a brand?

Accepted Answer

A personality symbol is a char

Question 16

Explain how seasonality affects media timing.

Accepted Answer

Seasonality will affect how of

Question 17

News features, speeches, and special events are tools of particular value to ________.

Accepted Answer

A) advertising agencies 
B) advertising specialists 
C) public relations professionals 
D) media buyers 
E) media planners 
A) advertising agencies 
B) advertising specialists 
C) public relations professionals 
D) media buyers 
E) media planners

Question 18

When does a marketer use informative ads?

Accepted Answer

Informative ads are

Question 19

Which of the following is a factor in the changes occurring in today's marketing communications?

Accepted Answer

A) Mass markets have consolidated, and marketers are shifting towards mass marketing. 
B) Improvements in communication technologies are changing how companies and customers communicate with each other. 
C) Companies sometimes invest millions of dollars in the mass media. 
D) Mass media no longer capture the majority of promotional budgets. 
E) Consumers tend to make rash decision based on impulse. 
A) Mass markets have consolidated, and marketers are shifting towards mass marketing. 
B) Improvements in communication technologies are changing how companies and customers communicate with each other. 
C) Companies sometimes invest millions of dollars in the mass media. 
D) Mass media no longer capture the majority of promotional budgets. 
E) Consumers tend to make rash decision based on impulse.

Question 20

A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional salespeople to sell its products to wholesalers and cities. This is an example of ________.

Accepted Answer

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

Which of the following are the three characteristics an advertising appeal should have?

Which of the following best explains why companies often fail to integrate their various communications to consumers?

In selecting media vehicles, the planner must balance media costs against several media effectiveness factors. First, the planner should evaluate the media vehicle's ________.

________ becomes more important as competition increases. The company's objective is to build selective demand.

Advertising programs ________ from country to country.

Using the ________ method for setting an advertising budget, the company starts with total revenues, deducts operating expenses and capital outlays, and then devotes some portion of the remaining funds to advertising.

Advertising is the most directly persuasive communications vehicle.

Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events?

Franklin & Marshall College wishes to contact high school seniors at independent schools in British Columbia. Which of the following media would be most effective and efficient?

An amateur video showing the result of mixing Diet Coke with Mentos candies is an example of which growing trend in advertising?

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

Give a hypothetical example of a slice of life message execution style.

Advertising ________ define the task that advertising must do with a specific target audience during a specific period of time.

How does a personality symbol affect a brand?

Explain how seasonality affects media timing.

News features, speeches, and special events are tools of particular value to ________.

When does a marketer use informative ads?

Which of the following is a factor in the changes occurring in today's marketing communications?

A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional salespeople to sell its products to wholesalers and cities. This is an example of ________.

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Sustainable Marketing, Social Responsibility and Ethics

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behaviour

Segmentation, Targeting, and Positioning

Developing and Managing Products and Services

Brand Strategy and Management

Pricing: Understanding and Capturing Customer Value

Marketing Channels

Retailing and Wholesaling

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

The Global Marketplace

Filters

Exam 13: Communicating Customer Value: Advertising and Public Relations

Which of the following are the three characteristics an advertising appeal should have?

Which of the following best explains why companies often fail to integrate their various communications to consumers?

In selecting media vehicles, the planner must balance media costs against several media effectiveness factors. First, the planner should evaluate the media vehicle's ________.

________ becomes more important as competition increases. The company's objective is to build selective demand.

Advertising programs ________ from country to country.

Using the ________ method for setting an advertising budget, the company starts with total revenues, deducts operating expenses and capital outlays, and then devotes some portion of the remaining funds to advertising.

Advertising is the most directly persuasive communications vehicle.

Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events?

Franklin & Marshall College wishes to contact high school seniors at independent schools in British Columbia. Which of the following media would be most effective and efficient?

An amateur video showing the result of mixing Diet Coke with Mentos candies is an example of which growing trend in advertising?

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

Give a hypothetical example of a slice of life message execution style.

Advertising ________ define the task that advertising must do with a specific target audience during a specific period of time.

How does a personality symbol affect a brand?

Explain how seasonality affects media timing.

News features, speeches, and special events are tools of particular value to ________.

When does a marketer use informative ads?

Which of the following is a factor in the changes occurring in today's marketing communications?

A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional salespeople to sell its products to wholesalers and cities. This is an example of ________.

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Sustainable Marketing, Social Responsibility and Ethics

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behaviour

Segmentation, Targeting, and Positioning

Developing and Managing Products and Services

Brand Strategy and Management

Pricing: Understanding and Capturing Customer Value

Marketing Channels

Retailing and Wholesaling

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

The Global Marketplace

Filters