Question 1

An ad for Mongoose mountain bikes shows a serious biker traversing remote and rugged but beautiful terrain and states, "There are places that are so awesome and so killer that you'd like to tell the whole world about them.But please, don't." This ad uses the ________ execution style.
slice of life
lifestyle
fantasy
scientific evidence
personality symbol

Accepted Answer

lifestyle

Question 2

Marketers can choose from two basic promotion mix strategies-push promotion or pull promotion.Compare these two strategies.

Accepted Answer

Using the pull strategy, the producer directs its marketing activities toward final consumers to induce them to buy the product; if the pull strategy is effective, consumers will then demand the product from channel members who will in turn demand it from producers. Using a push strategy, the producer focuses instead on the channel members, persuading them to carry the product and promote it to final consumers.

Question 3

Soaring media costs, focused target marketing strategies, and the growing array of new media have increased the importance of ________.
the affordable method of setting a promotion budget
the competitive-parity method of setting a promotion budget
using humor to capture audience attention and interest
implementing branded entertainment
media planning

Accepted Answer

media planning

Question 4

Pulsing means scheduling ads evenly over a given period of time.

Accepted Answer

A) True 
 B)False

Question 5

How are advertising and direct marketing different?

Accepted Answer

The answer of How are advertising and direct marketing different?...

Question 6

Scheduling ads unevenly, or ________, builds awareness that is intended to be carried over to the next advertising period.
continuity
pulsing
hard hitting
sequencing
segmenting

Accepted Answer

The answer of Scheduling ads unevenly, or ________, builds awareness...

Question 7

How are companies taking advantage of interactive technologies to tap consumers for message ideas and actual ads? What are the benefits and disadvantages of consumer-generated advertising?

Accepted Answer

The answer of How are companies taking advantage of interactive...

Question 8

Persuasive advertising becomes comparative advertising, also known as ________, when a company directly or indirectly compares its brand with one or more other brands.
informative advertising
reminder advertising
attack advertising
POP promotion advertising
institutional advertising

Accepted Answer

The answer of Persuasive advertising becomes comparative advertising, also known...

Question 9

The objective-and-task method of setting a promotion budget is the most logical method because it forces management to articulate its assumptions about the relationship between dollars spent and promotion results.

Accepted Answer

A) True 
 B)False

Question 10

Marketing management must make four important decisions when developing an advertising program.Name and describe these four decisions.

Accepted Answer

The answer of Marketing management must make four important decisions...

Question 11

The communication effects of advertisements and ad campaigns are more difficult to measure than the sales and profit effects.

Accepted Answer

A) True 
 B)False

Question 12

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.
percentage-of-sales
affordable
competitive-parity
objective-and-task
moving-average

Accepted Answer

The answer of Using the ________ method for setting an...

Question 13

Identify four of the major media types and identify some of the strengths and weaknesses of each type.

Accepted Answer

The answer of Identify four of the major media types...

Question 14

When Taco Bell uses a Chihuahua, a small dog, to represent its product, which type of execution style is being used?
mood or image
fantasy
personality symbol
technical expertise
musical

Accepted Answer

The answer of When Taco Bell uses a Chihuahua, a...

Question 15

Apple recently ran ads featuring real people who had switched from Microsoft Windows-based PCs to Macs.When companies use people, actors, or sports celebrities as product endorsers, what kind of execution style is being used?
musical
testimonial evidence
scientific evidence
lifestyle
fantasy

Accepted Answer

The answer of Apple recently ran ads featuring real people...

Question 16

An e-mail from Amazon.ca offers free shipping on your next purchase of more than $35.This is an example of ________.
sales promotion
personal selling
public relations
an advertising objective
a push strategy

Accepted Answer

The answer of An e-mail from Amazon.ca offers free shipping...

Question 17

Which of the following is an example of a media that an advertiser might use to reach larger customer segments?
cable television channels
e-mail
blogs
network television
online social networks

Accepted Answer

The answer of Which of the following is an example...

Question 18

________ tend to be plain, straightforward outlines of benefits and positioning points that the advertiser wants to stress.
Execution styles
Message strategy statements
Creative concept strategies
Advertising appeals
Branded entertainment plans

Accepted Answer

The answer of ________ tend to be plain, straightforward outlines...

Question 19

Today, which of the following is often a more important element of developing an advertising strategy than the creative elements of the campaign?
selecting the right advertising media
using sophisticated statistical models
setting advertising objectives
evaluating advertising campaigns
setting the advertising budget

Accepted Answer

The answer of Today, which of the following is often...

Question 20

In large companies, advertising is typically handled by an individual in the sales department.

Accepted Answer

A) True 
 B)False

Exam 12: Communicating Customer Value: Advertising and Public Relations

Marketers can choose from two basic promotion mix strategies-push promotion or pull promotion.Compare these two strategies.

Pulsing means scheduling ads evenly over a given period of time.

How are advertising and direct marketing different?

Scheduling ads unevenly, or ________, builds awareness that is intended to be carried over to the next advertising period. continuity pulsing hard hitting sequencing segmenting

How are companies taking advantage of interactive technologies to tap consumers for message ideas and actual ads? What are the benefits and disadvantages of consumer-generated advertising?

Persuasive advertising becomes comparative advertising, also known as ________, when a company directly or indirectly compares its brand with one or more other brands. informative advertising reminder advertising attack advertising POP promotion advertising institutional advertising

The objective-and-task method of setting a promotion budget is the most logical method because it forces management to articulate its assumptions about the relationship between dollars spent and promotion results.

Marketing management must make four important decisions when developing an advertising program.Name and describe these four decisions.

The communication effects of advertisements and ad campaigns are more difficult to measure than the sales and profit effects.

Identify four of the major media types and identify some of the strengths and weaknesses of each type.

When Taco Bell uses a Chihuahua, a small dog, to represent its product, which type of execution style is being used? mood or image fantasy personality symbol technical expertise musical

Apple recently ran ads featuring real people who had switched from Microsoft Windows-based PCs to Macs.When companies use people, actors, or sports celebrities as product endorsers, what kind of execution style is being used? musical testimonial evidence scientific evidence lifestyle fantasy

An e-mail from Amazon.ca offers free shipping on your next purchase of more than $35.This is an example of ________. sales promotion personal selling public relations an advertising objective a push strategy

Which of the following is an example of a media that an advertiser might use to reach larger customer segments? cable television channels e-mail blogs network television online social networks

________ tend to be plain, straightforward outlines of benefits and positioning points that the advertiser wants to stress. Execution styles Message strategy statements Creative concept strategies Advertising appeals Branded entertainment plans

In large companies, advertising is typically handled by an individual in the sales department.