Question 1

Neville is trying to create an advertising message that tells consumers how his company's cell,pager,instant messaging,and Internet services differ from other alternatives in the market.Neville is trying to create a(n)

Accepted Answer

A)   unique selling proposition.
B)   proportional benefit communication.
C)   institutional advertising message.
D)   PSA.
E)   flighting ad strategy.

Question 2

Ashley was nervous about making the ___________.She knew it was likely to be the largest expense in the advertising budget.

Accepted Answer

A)   creative decision
B)   media flight plan decision
C)   media mix choice
D)   media buy
E)   monitoring and evaluation plan decision

Question 3

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 4

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

Accepted Answer

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

Question 5

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 6

Often,advertisers will employ a variety of media to deliver their message.When using different media,advertisers need to deliver

Accepted Answer

A)   value-based posttesting.
B)   niche media emotional appeals to the mass market.
C)   a consistent and compelling message.
D)   selective,continuous pulsing.
E)   mild puffery.

Question 7

Greg is planning an advertising campaign to promote his kayak tour company.The success of his ad campaign depends on

Accepted Answer

A)   the quality of his kayaks.
B)   how much money he spends.
C)   how well he can identify his target audience.
D)   how much consumers like him.
E)   whether he can gain commitments from manufacturers for complementary products.

Question 8

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 9

Generally,when advertising to consumers,the objective of an advertising campaign is

Accepted Answer

A)   a pull strategy-to get the product into stores by having consumers demand it.
B)   a push strategy-to stimulate interest among members of the supply chain.
C)   to win advertising awards.
D)   to offset sales promotion costs.
E)   to maximize media planning.

Question 10

In the United States,the regulation of advertising involves a complex mix of laws and informal restrictions designed to

Accepted Answer

A)   protect consumers from deceptive practices.
B)   stimulate domestic demand.
C)   reduce international competition.
D)   promote social marketing.
E)   institutionalize pull strategies.

Question 11

"Now available.The latest fall fashions." is an example of a(n) __________ advertising message.

Accepted Answer

A)   persuasive
B)   reminder
C)   socially responsible
D)   informative
E)   institutional

Question 12

The primary federal agencies that regulate advertising activities in the United States are the DOD,DOE,and WTO.

Accepted Answer

A) True 
 B)False

Question 13

Gretchen has just started as a fashion marketing intern for an up-and-coming design firm.When she came in she expected to begin right away implementing the four Ps she had learned about in class.Instead,she was asked to work on a project identifying important events where celebrities might wear the fashions.She soon realized that this activity was part of __________,directly related to marketing.

Accepted Answer

A)   sales promotions
B)   cause-related marketing
C)   public relations
D)   press release development
E)   a push-pull strategy

Question 14

Florida Heat Pump Manufacturing Company is offering a free,all-expenses-paid trip to Las Vegas for HVAC dealers that sell at least twenty units this year.Florida Heat Pump is using a __________ promotional strategy.

Accepted Answer

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

Question 15

__________ are special incentives or excitement-building programs that encourage consumers to purchase a particular product,often used in conjunction with advertising or personal selling programs.

Accepted Answer

A)   B2B programs
B)   Trade incentives
C)   Sales promotions
D)   Push programs
E)   Targeted leader items

Question 16

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 17

The advertising message admonition,"People are not looking for quarter-inch drill bits; they are looking for quarter-inch holes," suggests that advertising messages need to

Accepted Answer

A)   emphasize technology.
B)   focus on quality.
C)   inform consumers about opportunities.
D)   focus on solving problems.
E)   engage in mild puffery.

Question 18

Advertisers can determine how effective their media mix has been in reaching their target audience by calculating __________ of the advertising schedule.

Accepted Answer

A)   the click rate
B)   the total GRP
C)   the conversion rate
D)   the media mix
E)   the USP

Question 19

An advertising campaign's objectives should be specific and measurable.

Accepted Answer

A) True 
 B)False

Question 20

Traditionally,marketers have seen the role of __________ as generating short-term results,whereas the goal of __________ was to lead to long-term results.

Accepted Answer

A)   public relations; institutional advertising
B)   advertising; personal selling
C)   sales promotion; advertising
D)   advertising; public relations
E)   corporate blogs; public relations

Exam 19: Advertising,public Relations,and Sales Promotions

Advertisers can determine how effective their media mix has been in reaching their target audience by calculating __________ of the advertising schedule.

Correct Answer
verified

Often,advertisers will employ a variety of media to deliver their message.When using different media,advertisers need to deliver

Correct Answer
verified

Greg is planning an advertising campaign to promote his kayak tour company.The success of his ad campaign depends on

Correct Answer
verified

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

__________ are special incentives or excitement-building programs that encourage consumers to purchase a particular product,often used in conjunction with advertising or personal selling programs.

Correct Answer
verified

Ashley was nervous about making the ___________.She knew it was likely to be the largest expense in the advertising budget.

Correct Answer
verified

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

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

Correct Answer
verified

Generally,when advertising to consumers,the objective of an advertising campaign is

Correct Answer
verified

"Now available.The latest fall fashions." is an example of a(n) __________ advertising message.

Correct Answer
verified

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

Correct Answer
verified

The primary federal agencies that regulate advertising activities in the United States are the DOD,DOE,and WTO.

Correct Answer
verified

Florida Heat Pump Manufacturing Company is offering a free,all-expenses-paid trip to Las Vegas for HVAC dealers that sell at least twenty units this year.Florida Heat Pump is using a __________ promotional strategy.

Correct Answer
verified

The advertising message admonition,"People are not looking for quarter-inch drill bits; they are looking for quarter-inch holes," suggests that advertising messages need to

Correct Answer
verified

In the United States,the regulation of advertising involves a complex mix of laws and informal restrictions designed to

Correct Answer
verified

Traditionally,marketers have seen the role of as generating short-term results,whereas the goal of was to lead to long-term results.

Correct Answer
verified

Correct Answer
verified

Neville is trying to create an advertising message that tells consumers how his company's cell,pager,instant messaging,and Internet services differ from other alternatives in the market.Neville is trying to create a(n)

Correct Answer
verified

An advertising campaign's objectives should be specific and measurable.

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

Exam 19: Advertising,public Relations,and Sales Promotions

Advertisers can determine how effective their media mix has been in reaching their target audience by calculating __________ of the advertising schedule.

Correct AnswerverifiedShow Answer

Often,advertisers will employ a variety of media to deliver their message.When using different media,advertisers need to deliver

Correct AnswerverifiedShow Answer

Greg is planning an advertising campaign to promote his kayak tour company.The success of his ad campaign depends on

Correct AnswerverifiedShow 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

__________ are special incentives or excitement-building programs that encourage consumers to purchase a particular product,often used in conjunction with advertising or personal selling programs.

Correct AnswerverifiedShow Answer

Ashley was nervous about making the ___________.She knew it was likely to be the largest expense in the advertising budget.

Correct AnswerverifiedShow 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

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

Correct AnswerverifiedShow Answer

Generally,when advertising to consumers,the objective of an advertising campaign is

Correct AnswerverifiedShow Answer

"Now available.The latest fall fashions." is an example of a(n) __________ advertising message.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The primary federal agencies that regulate advertising activities in the United States are the DOD,DOE,and WTO.

Correct AnswerverifiedShow Answer

Florida Heat Pump Manufacturing Company is offering a free,all-expenses-paid trip to Las Vegas for HVAC dealers that sell at least twenty units this year.Florida Heat Pump is using a __________ promotional strategy.

Correct AnswerverifiedShow Answer

The advertising message admonition,"People are not looking for quarter-inch drill bits; they are looking for quarter-inch holes," suggests that advertising messages need to

Correct AnswerverifiedShow Answer

In the United States,the regulation of advertising involves a complex mix of laws and informal restrictions designed to

Correct AnswerverifiedShow Answer

Traditionally,marketers have seen the role of __________ as generating short-term results,whereas the goal of __________ was to lead to long-term results.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Neville is trying to create an advertising message that tells consumers how his company's cell,pager,instant messaging,and Internet services differ from other alternatives in the market.Neville is trying to create a(n)

Correct AnswerverifiedShow Answer

An advertising campaign's objectives should be specific and measurable.

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

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Traditionally,marketers have seen the role of as generating short-term results,whereas the goal of was to lead to long-term results.

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