Yesenia is working on an advertisement to promote consumer awareness of the danger of solar radiation causing skin cancer. Yesenia's first concern will be to
Select one:
a. enlist creative advertising designers.
b. get consumers' attention.
c. use public
b. get consumers' attention
__________ 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.
Select one:
a. Niche marketing
b. Emotional
e. Informational
Cross-promotion is most successful when
Select one:
a. one product is well-known and one product is less known.
b. the firms have a prior marketing relationship.
c. the two products appeal to the same target market.
d. the promotion takes place over a ver
c. the two products appeal to the same target market
For consumer products like toothpaste and groceries, things consumers purchase throughout the year, most advertisers would use a __________ advertising schedule.
Select one:
a. purposeful
b. flighting
c. continuous
d. penetrating
e. pulsing
c. continuous
The additional sales that can be attributed to an advertising campaign are known as
Select one:
a. impact.
b. ROI.
c. lift.
d. payload.
e. the campaign increment.
c. lift
__________ is a particularly good advertising medium for groceries and fast food.
Select one:
a. Radio
b. Direct mail
c. Television
d. Newspaper
e. Internet
a. radio
Buy one, get one free" is a __________ sales promotion.
Select one:
a. rebate
b. deal
c. sample
d. sweepstake
e. coupon
b. deal
Kelly is the head of marketing for a nonprofit agency that supports the arts. She just received the go-ahead from her board of directors to conduct the agency's first-ever advertising campaign. Her first step will be to
Select one:
a. create the advertise
c. identify the target audience
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
b. institutional advertising
Traditionally, marketers have seen the role of __________ as generating short-term results, whereas the goal of __________ was to lead to long-term results.
Select one:
a. advertising; personal selling
b. public relations; institutional advertising
c. cor
d. sales promotion; advertising
Which of the following is the best example of a reminder advertising message?
Select one:
a. "Better than the rest."
b. "Doing business in Peoria since 1848."
c. "Buy now, pay later."
d. "Now available. The latest fall fashions."
e. "Serving the public si
b. "Doing business in Peoria since 1848.
__________ 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.
Select one:
a. Informational
b. Reminder
c.
a. informational
Which of the following is the best example of puffery?
Select one:
a. "Take two and call us in the morning."
b. "Happy hour every Friday."
c. "All natural ingredients."
d. "Northwestern, the quiet company."
e. "You have tried the rest, now try the best.
e. "You have tried the rest, now try the best.
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.
Select one:
a. ethical
b. informatio
d. emotional
A __________ is an advertisement that focuses on public welfare issues.
Select one:
a. public service announcement
b. product-focused advertisement
c. consumer generated advertisement
d. push strategy
e. reminder advertisement
a. public service announcement
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
Select one:
a. focus on solving problems.
b. emphasize technology.
c. focus on qu
a. focus on solving problems
__________ is when two or more firms join forces to reach a target audience in a short-term effort.
Select one:
a. Promotional co-branding
b. Joint-venture promotion
c. Cross-promotion
d. Multi-target promoting
e. Convenience promoting
c. cross-promotion
A ____________ advertising schedule uses a base level of advertising during some periods followed by periods of increased advertising.
Select one:
a. continuous
b. purposeful
c. flighting
d. pulsing
e. penetrating
d. pulsing
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
Select one:
a. unique selling proposi
a. unique selling proposition
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
Select one:
a. product-focused advertising.
b. consumer generated advertisi
c. a public service announcement
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.
Select one:
a. posttesting
b. publici
c. push
Jamara knows that his spring-break travel packages are the best deal on campus. He also knows his competitor is sloppy, often waiting until the last minute to provide the needed tickets and documents to students buying his island packages. Jamara wants to
d. informational
Greg is planning an advertising campaign to promote his kayak tour company. The success of his ad campaign depends on
Select one:
a. how much money he spends.
b. how well he can identify his target audience.
c. whether he can gain commitments from manufac
b. how well he can identify his target audience
Which of the following is NOT a public relations tool?
Select one:
a. news releases
b. coupons and rebates
c. websites
d. donating a portion of profits to a charitable cause
e. event sponsorships
b. coupons and rebates
Generally, which of the following is the most expensive media buy?
Select one:
a. newspaper
b. television
c. Internet
d. billboards
e. radio
b. television
In the United States, the regulation of advertising involves a complex mix of laws and informal restrictions designed to
Select one:
a. protect consumers from deceptive practices.
b. reduce international competition.
c. institutionalize pull strategies.
d
a. protect consumers from deceptive practices
Kelly is the head of marketing for a nonprofit agency that supports the arts. She just received the go-ahead from her board of directors to conduct the agency's first-ever advertising campaign. Her first step will be to
Select one:
a. evaluate and select
d. identify the target audience
Informative advertising is used to
Select one:
a. prompt repurchase of a product.
b. gather information about consumers.
c. create and build brand awareness.
d. trigger an emotional response.
e. convince consumers to take action.
c. create and build brand awareness
Which of the following is NOT a major consideration in determining an advertising budget?
Select one:
a. the product life cycle
b. role of advertising in overall promotional objectives
c. the nature of the product
d. the nature of the market
e. the budget
e. the budgeting method used
The key to a successful emotional advertising appeal is to use the emotion to
Select one:
a. make consumers cry.
b. deliver a logical message.
c. get consumers to think about the benefits of the product.
d. balance social marketing with product-focused ad
e. create a bond between the consumer and the brand
The __________ is the primary enforcement agency for mass media advertising.
Select one:
a. USPS
b. FTC
c. FCC
d. BATF
e. FDA
b. FTC
Chet was struggling selling his golf photography outside a PGA event. When he offered a tee shirt with a golf photograph on it with any framed golf photo, sales picked up. Chet discovered the value of sales promotions�specifically _________�in encouraging
c. premiums
One of the advantages of niche media is that it often allows marketers to
Select one:
a. use major events like the Super Bowl.
b. sell cooperative advertising space to cosponsors.
c. spend fewer advertising dollars.
d. change and personalize messages for
d. change and personalize messages for different audiences.
Buy one, get one free" is a __________ sales promotion.
Select one:
a. rebate
b. coupon
c. sample
d. sweepstake
e. deal
e. deal
Generally, less money is spent on advertising in B2B markets because
Select one:
a. B2B marketing is too expensive to use advertising.
b. publicity is the most effective advertising in B2B markets.
c. B2B markets are too homogeneous to use advertising.
d.
e. B2B marketing usually involves more personal selling
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
Select one:
a. identify the sponsor of the ad.
b. be short and use simple words.
c.
b. be short and use simple words
Jami is managing an extended advertising campaign for a local convenience store chain. The campaign includes a series of television, radio, and print messages. As part of monitoring the campaign, Jami will keep track of
Select one:
a. new advertising conc
e. the daily and weekly sales volume
The additional sales that can be attributed to an advertising campaign are known as
Select one:
a. impact.
b. payload.
c. the campaign increment.
d. ROI.
e. lift.
e. lift
Which of the following is NOT a public relations tool?
Select one:
a. coupons and rebates
b. event sponsorships
c. websites
d. donating a portion of profits to a charitable cause
e. news releases
a. coupons and rebates
Steve is working on the message to convey in his firm's advertising campaign. As a starting point, Steve should first consider
Select one:
a. whether he uses the product being advertised.
b. which media he wants to use.
c. touting the key benefits of his
c. touting the key benefits of his firm's services