Question 1

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

Question 2

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.

Question 3

Public service advertising typically focuses on social marketing objectives.

Accepted Answer

A) True 
 B)False

Question 4

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 5

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

Accepted Answer

A unique selling proposition is a common...

Question 6

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.

Question 7

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

Question 8

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.

Question 9

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 10

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

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

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 13

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 14

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.

Question 15

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.

Question 16

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.

Question 17

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.

Question 18

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

Question 19

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

Question 20

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.

Exam 19: Advertising,public Relations,and Sales Promotions

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

Correct Answer
verified

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?

Correct Answer
verified
Since this is a niche market product,she...
View Answer

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

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

The execution style of an advertising message must

Correct Answer
verified

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

Correct Answer
verified

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.

Correct Answer
verified

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.

Correct Answer
verified

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

Correct Answer
verified

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.

Correct Answer
verified

Correct Answer
verified

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.

Correct Answer
verified

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

Correct Answer
verified
A unique selling proposition is a common...
View Answer

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

Correct Answer
verified

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

Correct Answer
verified
Answers will vary,but should d...
View Answer

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

Correct Answer
verified

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?

Correct Answer
verified
The success of Jason's advertising campa...
View Answer

Public service advertising typically focuses on social marketing objectives.

Correct Answer
verified

Unlike advertising,public relations

Correct Answer
verified

Exam 19: Advertising,public Relations,and Sales Promotions

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

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedSince this is a niche market product,she...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The execution style of an advertising message must

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedA unique selling proposition is a common...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedAnswers will vary,but should d...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedThe success of Jason's advertising campa...View AnswerShow Answer

Public service advertising typically focuses on social marketing objectives.

Correct AnswerverifiedShow Answer

Unlike advertising,public relations

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified
Since this is a niche market product,she...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
A unique selling proposition is a common...
View Answer

Correct Answer
verified

Correct Answer
verified
Answers will vary,but should d...
View Answer

Correct Answer
verified

Correct Answer
verified
The success of Jason's advertising campa...
View Answer

Correct Answer
verified

Correct Answer
verified