Question 1

When developing an advertising message,the message should focus on

Accepted Answer

A)  the producer. 
B)  the advertising environment. 
C)  solving problems for consumers. 
D)  creating investment opportunities. 
E)  niche media balance. 
A)  the producer. 
B)  the advertising environment. 
C)  solving problems for consumers. 
D)  creating investment opportunities. 
E)  niche media balance.

Question 2

Assume you are the owner of a nationally franchised pizza restaurant in a large city like New York,Chicago,or Los Angeles.Which types of media would you use,and why?

Accepted Answer

Because it is part of a national franchi

Question 3

The advertising message "People are not looking for quarter-inch drill bits; they are looking for quarter-inch holes" suggests that advertising messages need to

Accepted Answer

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

Question 4

Firms are willing to offer generous rebates because

Accepted Answer

A)  the retailer and manufacturer always split the cost. 
B)  rebates increase sales, but firms may not have to pay off all the rebates offered. 
C)  they are easier for the consumer to use than are coupons. 
D)  rebates are the only type of sales promotion proven to impact sales. 
E)  they tend to generate repeat customers. 
A)  the retailer and manufacturer always split the cost. 
B)  rebates increase sales, but firms may not have to pay off all the rebates offered. 
C)  they are easier for the consumer to use than are coupons. 
D)  rebates are the only type of sales promotion proven to impact sales. 
E)  they tend to generate repeat customers.

Question 5

Generally,less money is spent on advertising in B2B markets than in B2C markets because

Accepted Answer

A)  B2B marketing usually involves more personal selling. 
B)  B2B marketing is too expensive to use advertising. 
C)  business customers prefer coupons. 
D)  B2B markets are too homogeneous to use advertising. 
E)  publicity is the most effective advertising in B2B markets. 
A)  B2B marketing usually involves more personal selling. 
B)  B2B marketing is too expensive to use advertising. 
C)  business customers prefer coupons. 
D)  B2B markets are too homogeneous to use advertising. 
E)  publicity is the most effective advertising in B2B markets.

Question 6

The additional sales that can be attributed to an advertising campaign are known as

Accepted Answer

A)  payload. 
B)  impact. 
C)  lift. 
D)  the campaign increment. 
E)  ROI. 
A)  payload. 
B)  impact. 
C)  lift. 
D)  the campaign increment. 
E)  ROI.

Question 7

Because PSAs are a special class of advertising,FCC rules require

Accepted Answer

A)  consumers to listen to them. 
B)  court approval before they are aired. 
C)  all advertisers to contribute to them. 
D)  broadcasters to devote a specific amount of free airtime to them. 
E)  that they use only the informative or reminder advertising appeals. 
A)  consumers to listen to them. 
B)  court approval before they are aired. 
C)  all advertisers to contribute to them. 
D)  broadcasters to devote a specific amount of free airtime to them. 
E)  that they use only the informative or reminder advertising appeals.

Question 8

Why do many people think advertising and marketing are synonymous?

Accepted Answer

Many people are not familiar w

Question 9

What type of advertising appeal is most appropriate for a marketer introducing hydrogen-powered automobiles to consumers?

Accepted Answer

Hydrogen-powered automobiles are a new p

Question 10

The three general objectives of advertising are to select,target,and promote.

Accepted Answer

A) True 
 B)False

Question 11

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 12

Am emotional appeal aims to satisfy consumers' emotional desires rather than their utilitarian needs.

Accepted Answer

A) True 
 B)False

Question 13

An advertising campaign's objectives should be specific and measurable.

Accepted Answer

A) True 
 B)False

Question 14

All of the following are considered a major consideration in determining an advertising budget except

Accepted Answer

A)  the role of advertising in overall promotional objectives. 
B)  the product life cycle. 
C)  the nature of the market. 
D)  the budgeting method used. 
E)  the nature of the product. 
A)  the role of advertising in overall promotional objectives. 
B)  the product life cycle. 
C)  the nature of the market. 
D)  the budgeting method used. 
E)  the nature of the product.

Question 15

Kelly is the head of marketing for a nonprofit agency that supports the arts.She just received the go-ahead from her board of directors to conduct the agency's first-ever advertising campaign.Her first step will be to

Accepted Answer

A)  identify the target audience. 
B)  set the advertising objectives. 
C)  determine the advertising budget. 
D)  evaluate and select the media. 
E)  create the advertisements. 
A)  identify the target audience. 
B)  set the advertising objectives. 
C)  determine the advertising budget. 
D)  evaluate and select the media. 
E)  create the advertisements.

Question 16

Which type of advertising scheduling would you recommend for your university,and why?

Accepted Answer

Answers may vary,but almost all universi

Question 17

Ashley was nervous about making the ___________.She knew it was likely to be the largest expense in the advertising budget.

Accepted Answer

A)  publicity plan 
B)  media flight plan decision 
C)  media mix choice 
D)  media buy 
E)  monitoring and evaluation plan decision 
A)  publicity plan 
B)  media flight plan decision 
C)  media mix choice 
D)  media buy 
E)  monitoring and evaluation plan decision

Question 18

Regina just bought a gourmet bagel store.She is working with a freelance graphic artist who is designing her logo and print advertisements.Regina is spending days looking over the various designs and color options.She needs to remember that the creative aspect of advertising design

Accepted Answer

A)  is everything. 
B)  will determine pretesting and posttesting options. 
C)  dictates tracking alternatives. 
D)  should not overshadow the message. 
E)  should always include coupons. 
A)  is everything. 
B)  will determine pretesting and posttesting options. 
C)  dictates tracking alternatives. 
D)  should not overshadow the message. 
E)  should always include coupons.

Question 19

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

Accepted Answer

A)  the due date for his contribution to the campaign. 
B)  touting the key benefits of his firm's services. 
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)  touting the key benefits of his firm's services. 
C)  what competitors are doing. 
D)  which media he wants to use. 
E)  whether or not he uses the product being advertised.

Question 20

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

Accepted Answer

He should use a flighting sche

When developing an advertising message,the message should focus on

Assume you are the owner of a nationally franchised pizza restaurant in a large city like New York,Chicago,or Los Angeles.Which types of media would you use,and why?

The advertising message "People are not looking for quarter-inch drill bits; they are looking for quarter-inch holes" suggests that advertising messages need to

Firms are willing to offer generous rebates because

Generally,less money is spent on advertising in B2B markets than in B2C markets because

The additional sales that can be attributed to an advertising campaign are known as

Because PSAs are a special class of advertising,FCC rules require

Why do many people think advertising and marketing are synonymous?

What type of advertising appeal is most appropriate for a marketer introducing hydrogen-powered automobiles to consumers?

The three general objectives of advertising are to select,target,and promote.

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

Am emotional appeal aims to satisfy consumers' emotional desires rather than their utilitarian needs.

An advertising campaign's objectives should be specific and measurable.

All of the following are considered a major consideration in determining an advertising budget except

Kelly is the head of marketing for a nonprofit agency that supports the arts.She just received the go-ahead from her board of directors to conduct the agency's first-ever advertising campaign.Her first step will be to

Which type of advertising scheduling would you recommend for your university,and why?

Ashley was nervous about making the ___________.She knew it was likely to be the largest expense in the advertising budget.

Regina just bought a gourmet bagel store.She is working with a freelance graphic artist who is designing her logo and print advertisements.Regina is spending days looking over the various designs and color options.She needs to remember that the creative aspect of advertising design

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

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

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

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 Establishing Value

Supply Chain and Channel Management

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Personal Selling and Sales Management

Filters

Exam 19: Advertising,public Relations,and Sales Promotions

When developing an advertising message,the message should focus on

Assume you are the owner of a nationally franchised pizza restaurant in a large city like New York,Chicago,or Los Angeles.Which types of media would you use,and why?

The advertising message "People are not looking for quarter-inch drill bits; they are looking for quarter-inch holes" suggests that advertising messages need to

Firms are willing to offer generous rebates because

Generally,less money is spent on advertising in B2B markets than in B2C markets because

The additional sales that can be attributed to an advertising campaign are known as

Because PSAs are a special class of advertising,FCC rules require

Why do many people think advertising and marketing are synonymous?

What type of advertising appeal is most appropriate for a marketer introducing hydrogen-powered automobiles to consumers?

The three general objectives of advertising are to select,target,and promote.

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

Am emotional appeal aims to satisfy consumers' emotional desires rather than their utilitarian needs.

An advertising campaign's objectives should be specific and measurable.

All of the following are considered a major consideration in determining an advertising budget except

Kelly is the head of marketing for a nonprofit agency that supports the arts.She just received the go-ahead from her board of directors to conduct the agency's first-ever advertising campaign.Her first step will be to

Which type of advertising scheduling would you recommend for your university,and why?

Ashley was nervous about making the ___________.She knew it was likely to be the largest expense in the advertising budget.

Regina just bought a gourmet bagel store.She is working with a freelance graphic artist who is designing her logo and print advertisements.Regina is spending days looking over the various designs and color options.She needs to remember that the creative aspect of advertising design

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

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

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

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 Establishing Value

Supply Chain and Channel Management

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Personal Selling and Sales Management

Filters