Question 1

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

Accepted Answer

A unique selling proposition is a common

Question 2

An emotional appeal aims to satisfy consumers' __________,while an informational appeal speaks to consumers'

Accepted Answer

A)  needs; desires. 
B)  institutional focus; personal focus. 
C)  emotional desires; utilitarian needs. 
D)  top-of-the-mind awareness; bottom-of-the-mind reactions. 
E)  cost-consciousness; imaginations. 
A)  needs; desires. 
B)  institutional focus; personal focus. 
C)  emotional desires; utilitarian needs. 
D)  top-of-the-mind awareness; bottom-of-the-mind reactions. 
E)  cost-consciousness; imaginations.

Question 3

Estella is trying to create an advertising message that communicates the tangible features of her company's laptop computers,telling consumers about the relative advantages of her products as compared to other offerings in the market.Estella is trying to create 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 4

Special in-store displays for magazines and chewing gum are most likely to be effective if located

Accepted Answer

A)  near the entrance to the store. 
B)  near the restrooms. 
C)  along the aisle or wall to the far right of the customer as he or she enters the store. 
D)  near the checkout counter. 
E)  in the window at the front of the store. 
A)  near the entrance to the store. 
B)  near the restrooms. 
C)  along the aisle or wall to the far right of the customer as he or she enters the store. 
D)  near the checkout counter. 
E)  in the window at the front of the store.

Question 5

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 6

The head of the marketing area told Alex to find the most stringent federal regulations on advertising to create the toughest standards."If we can pass those,we should be able to get by all regulations." One real problem is

Accepted Answer

A)  state regulations are not always consistent with federal standards. 
B)  FCC regulations create a uniform standard that preempt all other regulations. 
C)  European countries have agreed to follow the U.S. standards, so it's a matter of working with the U.S. federal regulations. 
D)  as long as the advertising does not contain sexually explicit content, there are no regulations. 
E)  in most cases, standards are changing almost daily. 
A)  state regulations are not always consistent with federal standards. 
B)  FCC regulations create a uniform standard that preempt all other regulations. 
C)  European countries have agreed to follow the U.S. standards, so it's a matter of working with the U.S. federal regulations. 
D)  as long as the advertising does not contain sexually explicit content, there are no regulations. 
E)  in most cases, standards are changing almost daily.

Question 7

Unlike advertising,public relations

Accepted Answer

A)  supports promotional efforts by generating "free" media attention and good will. 
B)  accounts for a greater increase in marketing spending. 
C)  converts mass media advertising into direct marketing. 
D)  is considered a human resource function. 
E)  should not be considered part of the marketing area. 
A)  supports promotional efforts by generating "free" media attention and good will. 
B)  accounts for a greater increase in marketing spending. 
C)  converts mass media advertising into direct marketing. 
D)  is considered a human resource function. 
E)  should not be considered part of the marketing area.

Question 8

Thomas had conducted a thorough pretest before the new ad campaign,so he was fairly sure the elements would work together.A lot was riding on the success of the ad campaign,so he couldn't wait until the campaign was over to see how well it did.During the campaign,he will be monitoring the sales volumes on a daily basis as part of his

Accepted Answer

A)  cause-related marketing. 
B)  pulsing. 
C)  tracking. 
D)  flighting. 
E)  lifting. 
A)  cause-related marketing. 
B)  pulsing. 
C)  tracking. 
D)  flighting. 
E)  lifting.

Question 9

An advertisement stating "Buy now: no money down" is a persuasive-type ad.

Accepted Answer

A) True 
 B)False

Question 10

The author/self-publisher of a new book,The Gullah Bible (a translation of the Bible into the Gullah language),wants to advertise her book.Which media outlets would be most appropriate?

Accepted Answer

Since this is a niche market product,she

Question 11

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 12

The first step in developing an ad campaign for Jason's reggae band is to identify his target audience.Why is this a starting point for effective advertising? What does identifying his target audience involve?

Accepted Answer

The success of Jason's advertising campa

Question 13

Brad is working on the creative design for his company's new ad campaign.This is his first major assignment.His boss reminds him that when writing a headline,it should

Accepted Answer

A)  represent the main text of the ad. 
B)  identify the sponsor of the ad. 
C)  use jargon and complex terminology. 
D)  overshadow the visual message. 
E)  be short and use simple words. 
A)  represent the main text of the ad. 
B)  identify the sponsor of the ad. 
C)  use jargon and complex terminology. 
D)  overshadow the visual message. 
E)  be short and use simple words.

Question 14

A ____________ advertising schedule uses a base level of advertising during some periods followed by periods of increased advertising.

Accepted Answer

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

Question 15

Automobile manufacturers often use television advertising showing an attractive man or woman driving the manufacturer's stylish new car on a winding road along an ocean vista.These types of ads have __________ appeal.

Accepted Answer

A)  emotional 
B)  ethical 
C)  informational 
D)  institutional 
E)  reminder 
A)  emotional 
B)  ethical 
C)  informational 
D)  institutional 
E)  reminder

Question 16

Danielle is creating an advertising message designed to appeal to consumers' fears of having their home broken into.Danielle'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 17

Actor Sissy Spacek once objected to a series of movie scenes that included her smoking a certain brand of cigarettes.She was probably objecting to a __________ arrangement the film company had made with an advertiser.

Accepted Answer

A)  promotional deal 
B)  mass media buy 
C)  product placement 
D)  loyalty program 
E)  sampling 
A)  promotional deal 
B)  mass media buy 
C)  product placement 
D)  loyalty program 
E)  sampling

Question 18

Describe an example of a product placement you have recently seen,and if it was effective.

Accepted Answer

Answers will vary,but should d

Question 19

Public service advertising typically focuses on social marketing objectives.

Accepted Answer

A) True 
 B)False

Question 20

The execution style of an advertising message must

Accepted Answer

A)  match the medium and the objectives. 
B)  correspond with globally accepted norms. 
C)  include a minimum of puffery and maximum media buy. 
D)  selectively pull retailers into the marketing channel. 
E)  cover new creative ground to be effective. 
A)  match the medium and the objectives. 
B)  correspond with globally accepted norms. 
C)  include a minimum of puffery and maximum media buy. 
D)  selectively pull retailers into the marketing channel. 
E)  cover new creative ground to be effective.

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

An emotional appeal aims to satisfy consumers' __________,while an informational appeal speaks to consumers'

Estella is trying to create an advertising message that communicates the tangible features of her company's laptop computers,telling consumers about the relative advantages of her products as compared to other offerings in the market.Estella is trying to create a(n)__________ appeal.

Special in-store displays for magazines and chewing gum are most likely to be effective if located

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

The head of the marketing area told Alex to find the most stringent federal regulations on advertising to create the toughest standards."If we can pass those,we should be able to get by all regulations." One real problem is

Unlike advertising,public relations

An advertisement stating "Buy now: no money down" is a persuasive-type ad.

The author/self-publisher of a new book,The Gullah Bible (a translation of the Bible into the Gullah language),wants to advertise her book.Which media outlets would be most appropriate?

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

The first step in developing an ad campaign for Jason's reggae band is to identify his target audience.Why is this a starting point for effective advertising? What does identifying his target audience involve?

Brad is working on the creative design for his company's new ad campaign.This is his first major assignment.His boss reminds him that when writing a headline,it should

A ____________ advertising schedule uses a base level of advertising during some periods followed by periods of increased advertising.

Automobile manufacturers often use television advertising showing an attractive man or woman driving the manufacturer's stylish new car on a winding road along an ocean vista.These types of ads have __________ appeal.

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

Actor Sissy Spacek once objected to a series of movie scenes that included her smoking a certain brand of cigarettes.She was probably objecting to a __________ arrangement the film company had made with an advertiser.

Describe an example of a product placement you have recently seen,and if it was effective.

Public service advertising typically focuses on social marketing objectives.

The execution style of an advertising message must

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

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

An emotional appeal aims to satisfy consumers' __________,while an informational appeal speaks to consumers'

Estella is trying to create an advertising message that communicates the tangible features of her company's laptop computers,telling consumers about the relative advantages of her products as compared to other offerings in the market.Estella is trying to create a(n)__________ appeal.

Special in-store displays for magazines and chewing gum are most likely to be effective if located

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

The head of the marketing area told Alex to find the most stringent federal regulations on advertising to create the toughest standards."If we can pass those,we should be able to get by all regulations." One real problem is

Unlike advertising,public relations

An advertisement stating "Buy now: no money down" is a persuasive-type ad.

The author/self-publisher of a new book,The Gullah Bible (a translation of the Bible into the Gullah language),wants to advertise her book.Which media outlets would be most appropriate?

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

The first step in developing an ad campaign for Jason's reggae band is to identify his target audience.Why is this a starting point for effective advertising? What does identifying his target audience involve?

Brad is working on the creative design for his company's new ad campaign.This is his first major assignment.His boss reminds him that when writing a headline,it should

A ____________ advertising schedule uses a base level of advertising during some periods followed by periods of increased advertising.

Automobile manufacturers often use television advertising showing an attractive man or woman driving the manufacturer's stylish new car on a winding road along an ocean vista.These types of ads have __________ appeal.

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

Actor Sissy Spacek once objected to a series of movie scenes that included her smoking a certain brand of cigarettes.She was probably objecting to a __________ arrangement the film company had made with an advertiser.

Describe an example of a product placement you have recently seen,and if it was effective.

Public service advertising typically focuses on social marketing objectives.

The execution style of an advertising message must

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