Question 1

An effective advertising appeal must:

Accepted Answer

A)  be unbelievable 
B)  make a positive impression on the target market 
C)  be familiar 
D)  be inexpensive 
E)  be similar to its competitors' advertising appeals 
A)  be unbelievable 
B)  make a positive impression on the target market 
C)  be familiar 
D)  be inexpensive 
E)  be similar to its competitors' advertising appeals

Question 2

A magazine ad for Baker's chocolate shows a picture of a luscious chocolate cookie and is headlined,"Love cleverly disguised as chocolate." Which executional style is being used in this ad?

Accepted Answer

A)  demonstration 
B)  scientific 
C)  fantasy 
D)  testimonial 
E)  humorous 
A)  demonstration 
B)  scientific 
C)  fantasy 
D)  testimonial 
E)  humorous

Question 3

Which of the following statements about postcampaign evaluation is true?

Accepted Answer

A)  Evaluating an advertising campaign can be the most demanding task facing advertisers. 
B)  Testing ad effectiveness can be done either before or after the campaign. 
C)  Most advertising campaigns aim to create an image for the product instead of asking for action. 
D)  Even if an ad campaign has been particularly successful,advertisers will typically conduct a postcampaign evaluation. 
E)  All of the above statements about postcampaign evaluation are true. 
A)  Evaluating an advertising campaign can be the most demanding task facing advertisers. 
B)  Testing ad effectiveness can be done either before or after the campaign. 
C)  Most advertising campaigns aim to create an image for the product instead of asking for action. 
D)  Even if an ad campaign has been particularly successful,advertisers will typically conduct a postcampaign evaluation. 
E)  All of the above statements about postcampaign evaluation are true.

Question 4

Ads showing consumers preferring Kraft Cheese Nips to Sunshine Cheezits are an example of _____ advertising because it implies that the Kraft brand cheese crackers is superior to the Sunshine brand cheese crackers.

Accepted Answer

A)  differential 
B)  cooperative 
C)  advocacy 
D)  comparative 
E)  image 
A)  differential 
B)  cooperative 
C)  advocacy 
D)  comparative 
E)  image

An effective advertising appeal must:

A magazine ad for Baker's chocolate shows a picture of a luscious chocolate cookie and is headlined,"Love cleverly disguised as chocolate." Which executional style is being used in this ad?

Which of the following statements about postcampaign evaluation is true?

Ads showing consumers preferring Kraft Cheese Nips to Sunshine Cheezits are an example of _____ advertising because it implies that the Kraft brand cheese crackers is superior to the Sunshine brand cheese crackers.

An Overview of Marketing

Strategic Planning for Competitive Advantag

Social Responsibility, ethics, and the Marketing Environment

Developing a Global Vision27

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 and Supply Chain Management

Retailing

Integrated Marketing Communications

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Internet Marketing

Customer Relationship Management

Filters

Exam 15: Advertising and Public Relations

An effective advertising appeal must:

A magazine ad for Baker's chocolate shows a picture of a luscious chocolate cookie and is headlined,"Love cleverly disguised as chocolate." Which executional style is being used in this ad?

Which of the following statements about postcampaign evaluation is true?

Ads showing consumers preferring Kraft Cheese Nips to Sunshine Cheezits are an example of _____ advertising because it implies that the Kraft brand cheese crackers is superior to the Sunshine brand cheese crackers.

An Overview of Marketing

Strategic Planning for Competitive Advantag

Social Responsibility, ethics, and the Marketing Environment

Developing a Global Vision27

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 and Supply Chain Management

Retailing

Integrated Marketing Communications

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Internet Marketing

Customer Relationship Management

Filters