Question 1

Create a sales promotion to promote your university bookstore.

Accepted Answer

Answers will vary, but a contest, sweepstakes, or coupon would probably be most appropriate. Maybe a loyalty program would work, if the bookstore also sells things students buy repeatedly like coffee.

Question 2

Yanni is working on an advertisement to promote consumer awareness of the danger of solar radiation causing skin cancer. Yanni's first concern will be to

Accepted Answer

A)  identify the target audience.
B)  enlist creative advertising designers.
C)  make sure firms producing sunscreen lotions approve.
D)  collect a petition in support of controls against global warming.
E)  use public relations to buy advertising space. A

Question 3

Consumer goods firms often use reminder advertising to convince consumers to take action, such as switch brands, try a new product, or even continue to buy the advertised product.

Accepted Answer

A) True 
 B)False  False

Question 4

Maeko was nervous about 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

Question 5

An advertisement for Titleist golf balls that airs on the cable television Golf Channel network is an example of what type of media channel?

Accepted Answer

A)  niche
B)  mass
C)  select
D)  product placement
E)  institutional

Question 6

________ appeals help consumers make purchase decisions by offering facts in advertising messages and strong arguments built around relevant issues, explaining key benefits of the firm's products and services.

Accepted Answer

A)  Emotional
B)  Niche marketing
C)  Informational
D)  Institutional
E)  Reminder

Question 7

The target audience for advertisers is not always the same as current users of the product.

Accepted Answer

A) True 
 B)False

Question 8

Rory just bought a gourmet bagel store. She is working with a freelance graphic artist who is designing her logo and print advertisements. Rory 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 incentives.

Question 9

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

The answer of The author\self-publisher of a new book, The...

Question 10

Target has an arrangement with Starbucks to sell Starbucks products in a stand-alone area of the store. This is an example of

Accepted Answer

A)  promotional co-branding.
B)  cross-promotion.
C)  joint-venture promotion.
D)  multitarget promoting.
E)  convenience branding.

Question 11

_______ refers to the process of evaluating and selecting the ________.

Accepted Answer

A)  Advertising; media buy
B)  Media planning; media mix
C)  Promotion planning; advertising mix
D)  Media buying; media mix
E)  Media mixing; media buy

Question 12

The content of an advertising message is closely tied to

Accepted Answer

A)  the size of the advertising team.
B)  the characteristics of the media selected to carry the message.
C)  the opportunity for posttesting.
D)  the sales promotion opportunities.
E)  the coupon redemption rate.

Question 13

What is puffery? Why is puffery not illegal in the United States? Give an example of an advertising message containing puffery.

Accepted Answer

The answer of What is puffery? Why is puffery not...

Question 14

Why is tracking the impact of an advertising campaign challenging?

Accepted Answer

The answer of Why is tracking the impact of an...

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

Question 16

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.

Question 17

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 answer of The first step in developing an ad...

Question 18

Generally speaking, all advertising messages are designed to

Accepted Answer

A)  meet the needs of society.
B)  inform, persuade, or remind customers.
C)  comply with FCC rules combined with FTC antitrust regulations.
D)  entertain or educate.
E)  match production scheduling with consumer demand.

Question 19

U.S. based global marketers have often found that

Accepted Answer

A)  anything goes when advertising outside the United States.
B)  European advertising regulations are more restrictive than those in the United States.
C)  children in other countries are less influenced by advertising.
D)  self-regulatory groups are especially demanding of U.S. advertisers.
E)  outside the United States, standards are subject to UN approval.

Question 20

An iPad mini advertisement appearing in The New York Times is an example of using a niche media channel.

Accepted Answer