Question 1

_____ is the ability of an advertising medium to reach a precisely defined market.

Accepted Answer

A)  ​Audience selectivity
B)  Target sensitivity
C)  Projection efficiency
D)  ​Target efficiencyE) A) and B)
F) A) and C)

Question 2

If an advertiser wants to enhance the sales of a specific good or service,_____ should be used.

Accepted Answer

A)  ​institutional advertising
B)  product advertising
C)  corporate advertising
D)  ​advocacy advertisingE) None of the above
F) A) and B)

Question 3

The selection of media is not dependent on promotional objectives,the appeal,or executional style of advertising.

Accepted Answer

A) True 
 B)False

Question 4

Magnira Corp.,a manufacturer of hygiene and personal care products,launches a new toothpaste "Tidy" that is more effective in maintaining oral hygiene than other brands.The advertisements of Tidy provide highly valid research information.This is an example of _____.

Accepted Answer

A)  ​scientific executional style
B)  slice-of-life executional style
C)  lifestyle executional style
D)  ​demonstration executional styleE) B) and D)
F) A) and B)

Question 5

Advertising can affect the way consumers rank a brand's attributes.

Accepted Answer

A) True 
 B)False  True

Question 6

Kelly's Kitchen,a popular chain of fast food restaurants,offers a kids' meal pack free with every purchase of its newly introduced luxury meal pack.This is an example of a:

Accepted Answer

A)  ​trade allowance.
B)  loyalty marketing program.
C)  rebate.
D)  ​premium.E) B) and C)
F) B) and D)

Question 7

Identify a true statement about an advertising campaign.

Accepted Answer

A)  ​It contains a wide variety of themes and slogans.
B)  It extends for a defined period of time.
C)  It cannot focus on more than one advertising appeal.
D)  ​It follows the Boston Consulting Group's matrix.E) A) and C)
F) C) and D)

Question 8

Explain with an example how marketers manage unfavorable publicity during a crisis.

Accepted Answer

Answers will vary.Although marketers try to avoid unpleasant situations,crises do happen.Crisis management is the coordinated effort to handle the effects of unfavorable publicity,ensuring fast and accurate communication in times of emergency.When the Villa Fresh Italian Kitchen ran "Dub the Dew," an online contest to name a green apple-flavored variety of Mountain Dew exclusive to the restaurant,it was not long before Internet trolls descended.These digital pranksters submitted absurd and offensive names,then voted their submissions to the top of the contest leaderboard en masse.The contest's Web site was quickly taken offline,and Mountain Dew tweeted that the contest "lost to the internet." In attempt to manage the crisis,the Villa Fresh Italian Kitchen issued an apologetic statement. Please see the section "Public Relations" for more information.

Question 9

Duski,a very expensive brand of clothing and accessories,promotes its products by using advertisements that feature beautiful women clothed in its brands.Given this information,which of the following advertising appeals is used by Duski?

Accepted Answer

A)  ​Health
B)  Environmental consciousness
C)  Profit
D)  ​Vanity and egotismE) C) and D)
F) A) and D)

Question 10

Which of the following is a difference between an attribute and a benefit of a product?

Accepted Answer

A)  ​An attribute includes pleasure or improved health, while a benefit includes an easy-open package or a special formulation.
B)  An attribute cannot be experienced by consumers, while a benefit is tangible and can be experienced.
C)  An attribute is bought by consumers, while a benefit is not bought by consumers.
D)  ​An attribute is simply a feature of a product, while a benefit is what consumers receive by using a product.E) A) and B)
F) A) and C)

Question 11

Advertisements of Brita LED Lightings are in the form of comparative advertising to emphasize the benefits of using LEDs over CFLs.The ads emphasize that Brita's LEDs cost less than CFLs or other brands' LEDs,last longer,consume lesser energy,and need to be replaced fewer times than CFLs.In this case,which of the following advertising appeals is used in these ads?

Accepted Answer

A)  ​Admiration
B)  Profit
C)  Vanity and egotism
D)  ​HealthE) A) and B)
F) None of the above

Question 12

Which of the following is an example of unmeasured media ad spending?

Accepted Answer

A)  ​Cable TV
B)  Magazines
C)  Catalogs
D)  ​NewspapersE) B) and C)
F) C) and D)

Question 13

An alternative to a commercial spot is _____,a thirty-minute or longer advertisement,which is relatively inexpensive to produce and air.

Accepted Answer

A)  ​the frequent buyer program
B)  a premium
C)  a sweepstake
D)  ​the infomercialE) A) and B)
F) A) and C)

Question 14

_____ is a form of advertising designed to influence demand for a specific brand.

Accepted Answer

A)  ​Institutional advertising
B)  Advocacy advertising
C)  Competitive advertising
D)  ​Pioneering advertisingE) B) and D)
F) B) and C)

Question 15

Tread Inc.is the market leader for sports shoes in the subcontinent of Gavon.Though the brand has not introduced any new product lines over the past decade,its signature products enjoy a high demand and have always remained popular.According to the concept of advertising response function,which of the following should be Tread Inc.'s advertising strategy?

Accepted Answer

A)  ​It should have a large budget for advertising expenditures.
B)  It should spend proportionately less on advertising than on a newer line.
C)  It should penetrate consumers' perceptual defenses and affect purchase intentions.
D)  ​Its advertisements should easily affect target consumers' deeply rooted values and attitudes.E) All of the above
F) B) and C)

Question 16

Describe the emergence of Internet as a tool for sales promotion.

Accepted Answer

Answers will vary.The biggest trend in s...

Question 17

Kriyoto Inc.is a manufacturer of printers,scanners,and other office equipment.It announced a cash refund for corporate purchases in quantities more than ten.Rick purchased 20 color printers for his office from Kriyoto during this sale.To avail the cash refund,he had to mail in a proof of purchase,purpose of purchase,proof of his company's legality,and his cash register receipt.In this case,Rick has received a:

Accepted Answer

A)  ​premium.
B)  bonus.
C)  push money.
D)  ​rebate.E) All of the above
F) A) and D)

Question 18

Which of the following is an advantage of using cost per contact to determine the media mix for a product?

Accepted Answer

A)  ​It allows advertisers to increase an ad's effectiveness by reaching potential customers.
B)  It enables an advertiser to compare the relative expenses of specific media vehicles.
C)  It requires advertisers to pay only for the customers who view their ad.
D)  ​It allows marketers to minimize the cost of advertising by reaching a large number of people.E) A) and D)
F) C) and D)

Question 19

Firms use competitive or brand advertising when a product enters the _____ of the product life cycle and other companies begin to enter the marketplace.

Accepted Answer

A)  ​introductory stage
B)  growth stage
C)  formative stage
D)  ​decline stageE) A) and B)
F) A) and C)

Question 20

How is a sales promotion cheaper and easier to measure than advertising? Explain using an example.

Accepted Answer

Answers will vary.Sales promotion is usually cheaper than advertising and easier to measure.A major national television advertising campaign often costs $10 million or more to create,produce,and place.In contrast,promotional campaigns using the Internet or direct marketing methods can cost less than half that amount.It is also very difficult to determine how many people buy a product or service as a result of radio or television ads.With sales promotion,marketers know the precise number of coupons redeemed or the number of contest entries received. Please see the section "Sales Promotion" for more information.

Exam 16: Advertising, Public Relations and Sales Promotion

_____ is the ability of an advertising medium to reach a precisely defined market.

Correct Answer
verified

If an advertiser wants to enhance the sales of a specific good or service,_____ should be used.

Correct Answer
verified

The selection of media is not dependent on promotional objectives,the appeal,or executional style of advertising.

Correct Answer
verified

Magnira Corp.,a manufacturer of hygiene and personal care products,launches a new toothpaste "Tidy" that is more effective in maintaining oral hygiene than other brands.The advertisements of Tidy provide highly valid research information.This is an example of _____.

Correct Answer
verified

Advertising can affect the way consumers rank a brand's attributes.

Correct Answer
verified
True

Kelly's Kitchen,a popular chain of fast food restaurants,offers a kids' meal pack free with every purchase of its newly introduced luxury meal pack.This is an example of a:

Correct Answer
verified

Identify a true statement about an advertising campaign.

Correct Answer
verified

Explain with an example how marketers manage unfavorable publicity during a crisis.

Duski,a very expensive brand of clothing and accessories,promotes its products by using advertisements that feature beautiful women clothed in its brands.Given this information,which of the following advertising appeals is used by Duski?

Correct Answer
verified

Which of the following is a difference between an attribute and a benefit of a product?

Correct Answer
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Correct Answer
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Which of the following is an example of unmeasured media ad spending?

Correct Answer
verified

An alternative to a commercial spot is _____,a thirty-minute or longer advertisement,which is relatively inexpensive to produce and air.

Correct Answer
verified

_____ is a form of advertising designed to influence demand for a specific brand.

Correct Answer
verified

Correct Answer
verified

Describe the emergence of Internet as a tool for sales promotion.

Correct Answer
verified
Answers will vary.The biggest trend in s...
View Answer

Correct Answer
verified

Which of the following is an advantage of using cost per contact to determine the media mix for a product?

Correct Answer
verified

Firms use competitive or brand advertising when a product enters the _____ of the product life cycle and other companies begin to enter the marketplace.

Correct Answer
verified

How is a sales promotion cheaper and easier to measure than advertising? Explain using an example.

Exam 16: Advertising, Public Relations and Sales Promotion

_____ is the ability of an advertising medium to reach a precisely defined market.

Correct AnswerverifiedShow Answer

If an advertiser wants to enhance the sales of a specific good or service,_____ should be used.

Correct AnswerverifiedShow Answer

The selection of media is not dependent on promotional objectives,the appeal,or executional style of advertising.

Correct AnswerverifiedShow Answer

Magnira Corp.,a manufacturer of hygiene and personal care products,launches a new toothpaste "Tidy" that is more effective in maintaining oral hygiene than other brands.The advertisements of Tidy provide highly valid research information.This is an example of _____.

Correct AnswerverifiedShow Answer

Advertising can affect the way consumers rank a brand's attributes.

Correct AnswerverifiedTrue

Kelly's Kitchen,a popular chain of fast food restaurants,offers a kids' meal pack free with every purchase of its newly introduced luxury meal pack.This is an example of a:

Correct AnswerverifiedShow Answer

Identify a true statement about an advertising campaign.

Correct AnswerverifiedShow Answer

Explain with an example how marketers manage unfavorable publicity during a crisis.

Duski,a very expensive brand of clothing and accessories,promotes its products by using advertisements that feature beautiful women clothed in its brands.Given this information,which of the following advertising appeals is used by Duski?

Correct AnswerverifiedShow Answer

Which of the following is a difference between an attribute and a benefit of a product?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following is an example of unmeasured media ad spending?

Correct AnswerverifiedShow Answer

An alternative to a commercial spot is _____,a thirty-minute or longer advertisement,which is relatively inexpensive to produce and air.

Correct AnswerverifiedShow Answer

_____ is a form of advertising designed to influence demand for a specific brand.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Describe the emergence of Internet as a tool for sales promotion.

Correct AnswerverifiedAnswers will vary.The biggest trend in s...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Which of the following is an advantage of using cost per contact to determine the media mix for a product?

Correct AnswerverifiedShow Answer

Firms use competitive or brand advertising when a product enters the _____ of the product life cycle and other companies begin to enter the marketplace.

Correct AnswerverifiedShow Answer

How is a sales promotion cheaper and easier to measure than advertising? Explain using an example.

Correct Answer
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True

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Answers will vary.The biggest trend in s...
View Answer

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