Question 1

After using market research to identify the target audience for his advertising campaign, Jorge will next use this information to

Accepted Answer

A)   develop creative advertising copy.
B)   assess the potential effectiveness of his ad campaign.
C)   buy advertising time.
D)   set explicit and measurable objectives for the campaign.
E)   develop PSAs for distribution in lieu of advertising.

Question 2

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 3

What type of advertising appeal is most appropriate for a marketer introducing hydrogen-powered automobiles to consumers?

Accepted Answer

Hydrogen-powered automobiles are a new p...

Question 4

Although it is usually brief, the role of the subhead in print advertisements is to provide additional product information.

Accepted Answer

A) True 
 B)False

Question 5

In the early stages of an ad campaign, the objectives are established. To determine whether those objectives have been met, the marketer will

Accepted Answer

A)   posttest.
B)   conduct feedback analysis.
C)   initiate content analysis.
D)   conduct tracking.
E)   arrange for peer analysis.

Question 6

First Lady Michelle Obama has recorded an ad encouraging parents to teach their children good nutrition habits to stem the increase in child obesity. This message is an example of

Accepted Answer

A)   product-focused advertising.
B)   consumer generated advertising.
C)   a public service announcement.
D)   reminder advertising.
E)   a flighting campaign.

Question 7

Which of the two types of appeals does each of these ads represent?
(a) "Be all you can be in the Army."
(b) "Enlist in the Army today for $20,000 in educational support."

Accepted Answer

The first is an emot...

Question 8

Advertising slogans such as "Don't text and drive" and "Buy flood insurance before it is too late" are examples of ads designed to

Accepted Answer

A)   provide information.
B)   remind consumers.
C)   recruit employees.
D)   persuade consumers to take action.
E)   generate goodwill.

Question 9

Anne's Pita Bread Chips offers free POP (point-of-purchase)  displays to retailers ordering their product. Anne's is using a __________ strategy.

Accepted Answer

A)   pull
B)   puffery
C)   publicity
D)   push
E)   posttesting

Question 10

The __________ is the primary enforcement agency for mass media advertising.

Accepted Answer

A)   FDA
B)   FCC
C)   FTC
D)   BATF
E)   USPS

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

The key to a successful emotional appeal is to create a bond between the consumer and the brand.

Accepted Answer

A) True 
 B)False

Question 14

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 apprise.
E)   match production scheduling with consumer demand.

Question 15

Regardless of the objective of an advertising campaign, each campaign's objectives must be

Accepted Answer

A)   sincere and emotional.
B)   consistent with those of the available media.
C)   either informative or persuasive but not both.
D)   specific and measurable.
E)   designed for use in both a pull and a push strategy.

Question 16

The difference between advertising and publicity is that advertising is

Accepted Answer

A)   more effective in reaching consumers.
B)   almost always used in conjunction with consumer satisfaction surveys.
C)   a paid form of marketing communication.
D)   designed to remind consumers, whereas publicity is used to persuade consumers.
E)   designed for very targeted audiences, while publicity reaches mass audiences.

Question 17

The California Raisin Advisory Board used to run ads featuring "The California Raisins," a fictitious R&B musical group composed of dancing raisins that boogied to the song, "I Heard It Through the Grapevine." The ads, which were hugely popular and which gave rise to a line of raisin-themed merchandise, were designed to encourage raisin consumption. This campaign was an example of

Accepted Answer

A)   product-focused advertising.
B)   consumer generated advertising.
C)   public service announcements.
D)   institutional advertising.
E)   push strategies.

Question 18

An advertising plan is crucial to an ad campaign because it

Accepted Answer

A)   is the basis for sales commissions.
B)   is required by the accounting department.
C)   offers insights into the creative leadership of mass media buyers.
D)   will later be used to measure the success or failure of the campaign.
E)   stimulates demand for a product category.

Question 19

After identifying the target audience for the university's new advertising campaign, the advertising team needs to decide whether the advertising objective is to __________, __________, or __________ potential and / or existing students.

Accepted Answer

A)   create, stimulate, ignore
B)   beg, borrow, steal
C)   pay, buy, entertain
D)   inform, persuade, remind
E)   push, pull, sell

Question 20

Glenn is using a push strategy to promote his new, self-published financial guidebook. He is directly promoting it to readers in the The Wall Street Journal.

Accepted Answer

A) True 
 B)False

Exam 18: Advertising, Public Relations, and Sales Promotions

What type of advertising appeal is most appropriate for a marketer introducing hydrogen-powered automobiles to consumers?

Correct Answer
verified
Hydrogen-powered automobiles are a new p...
View Answer

First Lady Michelle Obama has recorded an ad encouraging parents to teach their children good nutrition habits to stem the increase in child obesity. This message is an example of

Correct Answer
verified

Advertising slogans such as "Don't text and drive" and "Buy flood insurance before it is too late" are examples of ads designed to

Correct Answer
verified

Although it is usually brief, the role of the subhead in print advertisements is to provide additional product information.

Correct Answer
verified

Which of the two types of appeals does each of these ads represent? (a) "Be all you can be in the Army." (b) "Enlist in the Army today for $20,000 in educational support."

Correct Answer
verified
The first is an emot...
View 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 Answer
verified

An advertising plan is crucial to an ad campaign because it

Correct Answer
verified

In the early stages of an ad campaign, the objectives are established. To determine whether those objectives have been met, the marketer will

Correct Answer
verified

The difference between advertising and publicity is that advertising is

Correct Answer
verified

Anne's Pita Bread Chips offers free POP (point-of-purchase) displays to retailers ordering their product. Anne's is using a __________ strategy.

Correct Answer
verified

The __________ is the primary enforcement agency for mass media advertising.

Correct Answer
verified

Generally speaking, all advertising messages are designed to

Correct Answer
verified

Correct Answer
verified

After identifying the target audience for the university's new advertising campaign, the advertising team needs to decide whether the advertising objective is to , , or __ potential and / or existing students.

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

The key to a successful emotional appeal is to create a bond between the consumer and the brand.

Correct Answer
verified

After using market research to identify the target audience for his advertising campaign, Jorge will next use this information to

Correct Answer
verified

Regardless of the objective of an advertising campaign, each campaign's objectives must be

Correct Answer
verified

Glenn is using a push strategy to promote his new, self-published financial guidebook. He is directly promoting it to readers in the The Wall Street Journal.

Correct Answer
verified

Exam 18: Advertising, Public Relations, and Sales Promotions

What type of advertising appeal is most appropriate for a marketer introducing hydrogen-powered automobiles to consumers?

Correct AnswerverifiedHydrogen-powered automobiles are a new p...View AnswerShow Answer

First Lady Michelle Obama has recorded an ad encouraging parents to teach their children good nutrition habits to stem the increase in child obesity. This message is an example of

Correct AnswerverifiedShow Answer

Advertising slogans such as "Don't text and drive" and "Buy flood insurance before it is too late" are examples of ads designed to

Correct AnswerverifiedShow Answer

Although it is usually brief, the role of the subhead in print advertisements is to provide additional product information.

Correct AnswerverifiedShow Answer

Which of the two types of appeals does each of these ads represent? (a) "Be all you can be in the Army." (b) "Enlist in the Army today for $20,000 in educational support."

Correct AnswerverifiedThe first is an emot...View AnswerShow 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

An advertising plan is crucial to an ad campaign because it

Correct AnswerverifiedShow Answer

In the early stages of an ad campaign, the objectives are established. To determine whether those objectives have been met, the marketer will

Correct AnswerverifiedShow Answer

The difference between advertising and publicity is that advertising is

Correct AnswerverifiedShow Answer

Anne's Pita Bread Chips offers free POP (point-of-purchase) displays to retailers ordering their product. Anne's is using a __________ strategy.

Correct AnswerverifiedShow Answer

The __________ is the primary enforcement agency for mass media advertising.

Correct AnswerverifiedShow Answer

Generally speaking, all advertising messages are designed to

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

After identifying the target audience for the university's new advertising campaign, the advertising team needs to decide whether the advertising objective is to __________, __________, or __________ potential and / or existing students.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The key to a successful emotional appeal is to create a bond between the consumer and the brand.

Correct AnswerverifiedShow Answer

After using market research to identify the target audience for his advertising campaign, Jorge will next use this information to

Correct AnswerverifiedShow Answer

Regardless of the objective of an advertising campaign, each campaign's objectives must be

Correct AnswerverifiedShow Answer

Glenn is using a push strategy to promote his new, self-published financial guidebook. He is directly promoting it to readers in the The Wall Street Journal.

Correct AnswerverifiedShow Answer

Correct Answer
verified
Hydrogen-powered automobiles are a new p...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The first is an emot...
View Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified

After identifying the target audience for the university's new advertising campaign, the advertising team needs to decide whether the advertising objective is to , , or __ potential and / or existing students.

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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