Question 1

Scientific evidence is the execution style used when Subway advertises six subs for under six fat grams.

Accepted Answer

A) True 
 B)False  True

Question 2

Familiar products such as Coca-Cola are more likely to use ________.

Accepted Answer

reminder advertising

Question 3

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

Accepted Answer

A) 	An email reaching out to students through the Internet 
B) 	Local newspaper ads throughout the state 
C) 	Radio ads throughout the state 
D) 	A direct mail piece sent to the schools 
E) 	Billboards throughout the state 
A) 	An email reaching out to students through the Internet 
B) 	Local newspaper ads throughout the state 
C) 	Radio ads throughout the state 
D) 	A direct mail piece sent to the schools 
E) 	Billboards throughout the state D

Question 4

Unilever decided not to purchase advertising during the Super Bowl a second time because the maker of Dove ________.

Accepted Answer

earned a better resp

Question 5

Unless ads provide information that is interesting,useful,or entertaining,many consumers will simply skip by them.

Accepted Answer

A) True 
 B)False

Question 6

Media planners must also choose the best media vehicles-specific media within each general media type.

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

A) 	Sales promotion 
B) 	Personal selling 
C) 	Direct marketing 
D) 	Public relations 
E) 	Direct marketing. 
A) 	Sales promotion 
B) 	Personal selling 
C) 	Direct marketing 
D) 	Public relations 
E) 	Direct marketing.

Question 8

The advertising agency hired by Mrs.Brown's Cookie Company has developed a series of commercials about the new cookie flavours created by the company.The head of the marketing department thinks that pulsing would be the most appropriate way to schedule the commercials.What is the potential benefit of pulsing the cookie ads?

Accepted Answer

A) 	The ads would achieve maximum awareness. 
B) 	The costs of advertising would be low. 
C) 	Audience quality could be evaluated. 
D) 	Ads could be modified for different demographics. 
E) 	Ad schedules could be adapted based on sales. 
A) 	The ads would achieve maximum awareness. 
B) 	The costs of advertising would be low. 
C) 	Audience quality could be evaluated. 
D) 	Ads could be modified for different demographics. 
E) 	Ad schedules could be adapted based on sales.

Question 9

What is a hot issue facing today's advertisers?

Accepted Answer

A) 	Determining the favourite media for all demographics 
B) 	Measuring advertising's effectiveness and the return on advertising investment 
C) 	Estimating the overall costs of an advertising campaign 
D) 	Managing advertising campaigns on tight budgets 
E) 	Calculating the communication effects of an ad campaign 
A) 	Determining the favourite media for all demographics 
B) 	Measuring advertising's effectiveness and the return on advertising investment 
C) 	Estimating the overall costs of an advertising campaign 
D) 	Managing advertising campaigns on tight budgets 
E) 	Calculating the communication effects of an ad campaign

Question 10

Viewing time,combined,is increasing for the Internet,video on demand,and DVRs (digital video recorders),resulting in which of the following problems for marketers?

Accepted Answer

A) 	Consumers are watching less television. 
B) 	Consumers have more choices about what to watch or not watch. 
C) 	Audiences are less interested in media consumption. 
D) 	Consumers cannot focus on specific messages due to advertising clutter. 
E) 	Television advertising is becoming more expensive. 
A) 	Consumers are watching less television. 
B) 	Consumers have more choices about what to watch or not watch. 
C) 	Audiences are less interested in media consumption. 
D) 	Consumers cannot focus on specific messages due to advertising clutter. 
E) 	Television advertising is becoming more expensive.

Question 11

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

Accepted Answer

Possible examples are endless.

Question 12

Describe public relations and three of its main functions.

Accepted Answer

Public relations departments build good

Question 13

What is a potential problem associated with comparative advertising?

Accepted Answer

A) 	Consumers confuse the positive and negative aspects of the brands involved in the ad war. 
B) 	Competitors develop new and improved products in an attempt to win the advertising contest. 
C) 	Consumers are bombarded with competing ads, which causes them to leave the market completely. 
D) 	Competitors respond with their own ads, which often results in negative publicity for both brands. 
E) 	Consumers alternate between competing products and never develop brand loyalties. 
A) 	Consumers confuse the positive and negative aspects of the brands involved in the ad war. 
B) 	Competitors develop new and improved products in an attempt to win the advertising contest. 
C) 	Consumers are bombarded with competing ads, which causes them to leave the market completely. 
D) 	Competitors respond with their own ads, which often results in negative publicity for both brands. 
E) 	Consumers alternate between competing products and never develop brand loyalties.

Question 14

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

Accepted Answer

A) 	YouTube webisodes 
B) 	Consumer-generated messages 
C) 	Multiple minicampaigns 
D) 	Consumer-driven promotions 
E) 	Competitive consumer messages 
A) 	YouTube webisodes 
B) 	Consumer-generated messages 
C) 	Multiple minicampaigns 
D) 	Consumer-driven promotions 
E) 	Competitive consumer messages

Question 15

Which of the following definitely require high advertising budgets?

Accepted Answer

A) 	Products in non-competitive markets 
B) 	Differentiated brands 
C) 	New products 
D) 	High-share brands 
E) 	Mature brands 
A) 	Products in non-competitive markets 
B) 	Differentiated brands 
C) 	New products 
D) 	High-share brands 
E) 	Mature brands

Question 16

Trade associations have used ________ to rebuild interest in declining commodities,such as eggs,pork,and milk.

Accepted Answer

The answer of Trade associations have used ________ to rebuild...

Question 17

To be successful,an advertisement must ________.

Accepted Answer

gain the a

Question 18

Jill's Deli wants to build primary demand for a new product category.This is an example of ________ advertising.

Accepted Answer

The answer of Jill's Deli wants to build primary demand...

Question 19

Mike's Bike Shop has a new print advertisement appearing in the local newspaper.What will be the first element readers will notice in the advertisement?

Accepted Answer

A) 	Headline 
B) 	Illustration 
C) 	Copy 
D) 	Subheadlines 
E) 	Colour 
A) 	Headline 
B) 	Illustration 
C) 	Copy 
D) 	Subheadlines 
E) 	Colour

Question 20

Why can public relations efforts have a strong impact on public awareness at a substantially lower cost than advertising?

Accepted Answer

With public relations,the comp

Scientific evidence is the execution style used when Subway advertises six subs for under six fat grams.

Familiar products such as Coca-Cola are more likely to use ________.

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

Unilever decided not to purchase advertising during the Super Bowl a second time because the maker of Dove ________.

Unless ads provide information that is interesting,useful,or entertaining,many consumers will simply skip by them.

Media planners must also choose the best media vehicles-specific media within each general media type.

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

What is a hot issue facing today's advertisers?

Viewing time,combined,is increasing for the Internet,video on demand,and DVRs (digital video recorders),resulting in which of the following problems for marketers?

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

Describe public relations and three of its main functions.

What is a potential problem associated with comparative advertising?

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

Which of the following definitely require high advertising budgets?

Trade associations have used ________ to rebuild interest in declining commodities,such as eggs,pork,and milk.

To be successful,an advertisement must ________.

Jill's Deli wants to build primary demand for a new product category.This is an example of ________ advertising.

Mike's Bike Shop has a new print advertisement appearing in the local newspaper.What will be the first element readers will notice in the advertisement?

Why can public relations efforts have a strong impact on public awareness at a substantially lower cost than advertising?

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Sustainable Marketing: Social Responsibility and Ethics

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behaviour

Business Markets and Business Buyer Behaviour

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products,services,and Brands: Building Customer Value

New-Product Development and Product Life-Cycle Strategies

Pricing

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

Creating Competitive Advantage

The Global Marketplace

Filters

Exam 15: Advertising and Public Relations

Scientific evidence is the execution style used when Subway advertises six subs for under six fat grams.

Familiar products such as Coca-Cola are more likely to use ________.

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

Unilever decided not to purchase advertising during the Super Bowl a second time because the maker of Dove ________.

Unless ads provide information that is interesting,useful,or entertaining,many consumers will simply skip by them.

Media planners must also choose the best media vehicles-specific media within each general media type.

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

What is a hot issue facing today's advertisers?

Viewing time,combined,is increasing for the Internet,video on demand,and DVRs (digital video recorders),resulting in which of the following problems for marketers?

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

Describe public relations and three of its main functions.

What is a potential problem associated with comparative advertising?

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

Which of the following definitely require high advertising budgets?

Trade associations have used ________ to rebuild interest in declining commodities,such as eggs,pork,and milk.

To be successful,an advertisement must ________.

Jill's Deli wants to build primary demand for a new product category.This is an example of ________ advertising.

Mike's Bike Shop has a new print advertisement appearing in the local newspaper.What will be the first element readers will notice in the advertisement?

Why can public relations efforts have a strong impact on public awareness at a substantially lower cost than advertising?

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Sustainable Marketing: Social Responsibility and Ethics

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behaviour

Business Markets and Business Buyer Behaviour

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products,services,and Brands: Building Customer Value

New-Product Development and Product Life-Cycle Strategies

Pricing

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

Creating Competitive Advantage

The Global Marketplace

Filters