Q&A Hero

Q: Which of the following products is most likely to use a pulsing media schedule? a. romance novels b. gasoline c. band instruments d. baking soda e. ceiling fans

Q: The Tween Scene is a retail store catering to 8-12 year-old boys and girls. It advertises regularly both on radio and in the daily newspaper. The month prior to the beginning of each new school year, the store buys extra advertising space and time. This is an example of a(n) _____ scheduling plan. a. continuous b. replication c. interval d. seasonal e. pulsing

Q: A(n) _____ media schedule combines continuous scheduling throughout the year with a flighted schedule during the best sales periods. a. pulsing b. bursting c. unremitting d. rhythmic e. vibrating

Q: The Swine Palace Theater runs ads in the entertainment section of the local newspaper every first weekend of each month. This is a _____ scheduling plan. a. flighted b. continuous c. bursting d. seasonal e. replication

Q: With a(n) _____ media schedule, the advertiser may schedule the ads heavily every other month to achieve a greater impact with an increased frequency and reach at those times. a. intermittent b. flighted c. periodic d. unremitting e. alternating

Q: Budweiser uses reminder advertising that runs steadily all year. This is an example of a _____ media schedule. a. seasonal b. pulsed c. flighted d. consecutive e. continuous

Q: Products in the latter stages of the product life cycle, which are advertised on a reminder basis, use a(n) _____ media schedule. a. intermittent b. bursting c. continuous d. trailing e. unremitting

Q: Meek's Hunting Emporium is a retail store that carries all the products hunters need or think they need. It has set up an advertising plan that allows it to advertise every day prior to the opening of quail-, deer-, and turkey-hunting seasons on four local radio stations, as well as in the local newspapers. This is an example of a: a. message execution plan b. media profile c. reach program d. media schedule e. frequency timetable

Q: A(n) _____ designates the vehicles, specific publications or programs, and the insertion dates of advertising. a. advertising plan b. media schedule c. promotion strategy d. ad outline e. promotional profile

Q: In the 1960s there were only three television networks and most consumers only received these three channels plus a local channel. Now, consumers have more than 500 channels to choose from. This is an example of which problem facing media planners? a. media fragmentation b. flighted media c. effective frequency d. effective reach e. media consolidation

Q: Because Samuel Cabot, Inc., a manufacturer of premium-grade wood stains, wants to spend its promotional budget on advertisements that will have a long life span so the ad will be around when the homeowner needs such a product, it should use _____ advertising. a. newspaper b. radio c. television d. magazine e. creative

Q: Advertisers are often concerned with the noise level in a medium. The medium that is assumed to have the lowest noise level is: a. radio b. television c. direct mail d. newspaper e. magazines

Q: Billboard advertisements often have to compete for a driver's attention with traffic, passengers, radio, or other billboards. Billboard advertising would be described as: a. lacking any geographic selectivity b. the most flexible advertising medium c. having a high noise level d. having a low noise level e. being a great channel for informative ads

Q: Media vehicles like People and Newsweek magazines appeal to a wide cross section of the population. In contrast, Golf and Cosmopolitan magazines have high levels of: a. longevity b. audience selectivity c. geographic selectivity d. flexibility e. market singularity

Q: A medium's ability to reach a precisely defined market is its: a. audience selectivity b. market singularity c. geographic selectivity d. noise filtering ability e. life span

Q: _____ is a measure of the number of times an individual is exposed to a brand message. It is used to measure the intensity of a specific medium's coverage. a. Synchronization b. Reach c. Cost per contact d. Media scheduling e. Frequency

Q: _____ measures the number of different target consumers who are exposed to a commercial at least once. a. Noise level b. Frequency c. Reach d. Synchronization e. Cost per contact

Q: _____ is the cost of reaching one member of the target market. a. Cost per contact b. Cost per thousand c. gross rating d. GRP e. Effective reach

Q: All of the following are used for making media mix decisions EXCEPT: a. media schedule b. cost per thousand c. reach d. frequency e. audience selectivity

Q: When an advertiser decides how much space and/or time will be placed in each advertising medium that the company wants to use, the advertiser is determining its: a. marketing mix b. media mix c. promotional plan d. advertising campaign e. reach objectives

Q: All of the following are true regarding stealth marketing EXCEPT: a. it is also known as guerrilla marketing b. it is any unconventional way of performing marketing promotion c. usually done on a low budget d. the target audience is unaware they have been marketed to e. doesn"t generate buzz

Q: _____ is the collaboration and sharing of online content between the sender and the receiver--the brand and the consumer. a. Advergaming b. Podcasting c. Stealth marketing d. Social media marketing e. Integrated marketing communications

Q: The U.S. Army created a video game called America's Army to boost its recruiting efforts. The game is an example of: a. an interconnect b. a videomercial c. advergaming d. a relationship tool e. an infomercial

Q: Ads on shopping carts at grocery stores and in video games are examples of: a. communications networks b. alternative media c. distribution channels for ads d. outdoor advertising e. direct advertising

Q: Outdoor advertising: a. is often used to sell specialty products b. is a flexible low-cost medium that can take many forms c. is a high-cost medium d. can be used to reach a narrow, selective target market e. is not affected by noise

Q: The many uses of Oxy-clean products are shown in a program-length television commercial. This is a(n) _____ form of advertising. a. mega-mercial b. ad expander c. infomercial d. prolonged ad e. extended sales pitch

Q: Which of the following statements about Internet advertising is true? a. It is easy to measure ad effectiveness with this medium. b. It is a medium to which all consumers have access. c. It is the fastest growing of all the advertising media. d. There is a long lead time required for creating Internet ads. e. By its very nature, this medium reaches a broad, diverse audience.

Q: All of the following are advantages offered by radio to its advertisers EXCEPT: a. high CPM b. relatively low cost c. targeting power d. ability to change spots quickly e. timelines and geographic flexibility

Q: _____ advertising is an arrangement under which a manufacturer pays a percentage of the advertising cost for an ad that a retailer places for the manufacturer's brand. a. Advocacy b. Comparative c. Institutional d. One-to-one e. Cooperative

Q: In which medium do advertisers spend the most? a. direct mail b. newspaper c. TV d. radio e. Internet

Q: _____ is the series of decisions advertisers make regarding the selection and use of media that will optimally and cost-effectively communicate the message to the target audience. a. Promotional implementation b. Marketing mix planning c. Media planning d. Media reach and frequency strategy e. Media targeted selection

Q: All of the following statements about postcampaign evaluation are true EXCEPT: a. Marketers spend little time studying advertising effectiveness because there are so many variables that shape the effectiveness of an ad. b. Testing ad effectiveness can be done either before or after the campaign. c. Most advertising campaigns aim to create an image for the product instead of asking for action, so their real effect is unknown. d. Even if an ad campaign has been particularly successful, advertisers will typically conduct a postcampaign evaluation. e. Evaluating an advertising campaign can be the most demanding task facing advertisers.

Q: Ads for Oreck vacuums claim that it removes 99% of allergens with its heppa filter, which is based on testing from an independent laboratory. Which executional framework is this? a. factual b. demonstration c. scientific d. rational e. testimonial

Q: An ad for the General Electric Advantium microwave shows people rushing from one place to another and has the headline, "If your life moves this fast, maybe your oven should too." According to the ad, even though there never seems to be enough time to cook, this microwave will help you prepare home-cooked meals. This is an example of the use of a _____ executional style. a. humorous b. lifestyle c. mood d. scientific e. demonstration

Q: In an advertisement for Planters peanuts and trail mix, a peanut wearing a monocle and a top hat and called Mr. Peanut represents the product quality. Mr. Peanut appears in all of the advertisements for Planters. This is an example of how a company can use a _____ executional style. a. product symbol b. lifestyle c. spokesperson d. fantasy e. scientific evidence

Q: Ads for General Foods International Coffees all feature the slogan, "It stirs the soul." Given this information and the fact that the ads feature flowers, soft lights, and romantic settings, you know that these ads use a _____ executional style. a. demonstration b. lifestyle c. spokesperson d. scientific e. mood

Q: The ads for Tilex Mold & Mildew cleaner show the product being applied to a mildewed bathroom shower and the mildew disappearing. These ads use a _____ executional style. a. demonstration b. scientific c. fantasy d. mood or image e. lifestyle

Q: A print ad for Real Simple Magazine shows a group of women sitting on a sofa talking and laughing. Which executional style is being used in this ad? a. demonstration b. slice-of-life c. fantasy d. mood or image e. testimonial

Q: All of the following are executional styles for advertising EXCEPT: a. humorous b. fantasy c. lifestyle d. fear e. musical

Q: _____ is the way the advertisement portrays its information. a. Message execution b. Appeal formation c. Focus selection d. Audience selection e. Benefit determination

Q: IBM runs television ads that show how their IT services can help a small Internet start up prepare for and solve any problems that may arise in their daily operations. This is an example of a _____. a. unique selling proposition b. advertising objective c. media profile d. basis for comparative advertising e. basis for product identification

Q: A(n) _____ is a desirable, exclusive, and believable advertising appeal selected as the theme for a campaign. a. executional framework b. creative message strategy c. benefit d. attribute e. unique selling proposition

Q: An ad for Crystal Geyser bottled water shows why and how the bottler supports the reforestation of America's forests. What kind of an advertising appeal is this ad using? a. environmental consciousness b. concern c. health d. profit e. admiration

Q: Ads for M&M candy that prominently feature the M&M candies in real-life situations are using a _____ appeal. a. slice-of-life b. mood or image c. fun and pleasure d. demonstration e. spokesperson

Q: A print ad for Kraft Capri Sun drink packs says "take a sip of antioxidant protection" What kind of an advertising appeal is this ad using? a. convenience b. fun and pleasure c. health d. profit e. admiration

Q: An advertising _____ identifies a reason for a person to buy a product. a. profile b. execution c. format d. execution e. appeal

Q: In advertising, the goal is to sell the product's _____, not its _____. a. benefits; attributes b. characteristics; appeals c. values; traits d. competitive edge; virtues e. differential advantage; properties

Q: The UPS Store's advertising "What Brown Can do for You" whiteboard campaign tells business consumers that when it comes to getting their products delivered somewhere or need shipping software or ship products worldwide that UPS can help. The advertising is focusing on: a. creating advertising appeal b. production implementation c. a product mission d. creating product loyalty e. a product benefit

Q: Which of the following is what consumers will receive or achieve by using a product? a. attribute b. benefit c. compensation d. market share e. functionality

Q: The ad campaign for South Beach Living Cinnamon Raisin Cereal Bars highlights that the product is a good source of fiber and packed with ten grams of protein. This advertising highlights: a. a product attribute b. the creation of brand loyalty c. how negative consumers' attitudes are modified d. a product benefit e. a loyalty reward

Q: Kellogg's has a brand of Frosted Flakes that touts 1/3 less sugar on the packaging. This ad is emphasizing: a. a product attribute b. production implementation c. a product mission d. a loyalty reward e. a product premium

Q: A feature of a product is called a(n): a. asset b. appeal c. attribute d. element e. benefit

Q: DAGMAR is an acronym for: a. defining and achieving goals means advertising reach b. developing aggressive markets c. designing advertising with market research d. defining advertising goals for measured advertising results e. developing aggressive growth markets and revenues

Q: The first step in the advertising campaign decision process is to: a. make media decisions b. evaluate the campaign c. determine campaign objectives d. develop advertising copy e. make creative decisions

Q: Before any creative work can begin on an advertising campaign, it is important to: a. determine what goals or objectives the advertising should achieve b. set the marketing budget c. decide what executional style to use in the ads d. see if sales promotion is more important e. hire a spokesperson

Q: A(n) _____ is a specific communication task that a campaign should accomplish for a specified target audience during a specified period of time. a. advertising objective b. marketing mix c. media schedule d. advertising life span e. promotional mix

Q: An advertising campaign: a. may contain a wide variety of themes and slogans b. extends for a defined period of time c. continues for the life of the product d. starts with determining which media will be used e. rarely has a specific budget

Q: A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals is referred to as a(n): a. advertising campaign b. message strategy c. continuity program d. flight e. creative program

Q: Which of the following statements about comparative advertising is true? a. Comparative advertising is highly effective in Arabic countries. b. The FCC is the only federal agency that has any regulatory power over comparative advertising. c. Comparative advertising is often used for products experiencing strong growth. d. Comparative advertising is highly regulated and is illegal in certain countries. e. Comparative advertising is illegal in the United States.

Q: Verizon runs ads that have a map floating over cellphone users' heads showing where they have 3G network capabilities, and the blue coloring on the map shows that Verizon's coverage is almost everywhere in the United States. The ads also show an unfortunate AT&T customer with a red-shaded map showing much less 3G network coverage throughout the United States. Verizon is using _____ advertising. a. competitive b. institutional c. comparative d. image e. pioneering

Q: _____ advertising compares two or more specifically named or shown competing brands on one or more specific attributes. a. Contrasting b. Comparative c. Pioneering d. Superlative e. Differentiational

Q: Detrol, a drug for an overactive bladder, runs a television ad where a empathetic female restroom sign jumps off the door and convinces a patient to have the "Detrol discussion" with her doctor as the patient, after multiple trips to the bathroom, obviously has an overactive bladder. This is an example of a(n) _____ ad. a. comparative b. differentiational c. pioneering d. institutional e. competitive

Q: Which form of advertising is designed to influence demand for a specific brand? a. institutional advertising b. primary advertising c. competitive advertising d. direct advertising e. growth advertising

Q: Instead of sending artfully arranged flower bouquets, an entrepreneur has developed fresh fruit bouquets and is marketing them under the name Edible Arrangements. The premium fruit is cut to mimic flowers, arranged in a basket, and carefully delivered to the recipient's home. One of the problems is convincing people that it is not a novelty product, but an attractive way to show how you feel about someone. Edible Arrangements will be using _____ advertising to promote its fruit bouquets. a. pioneering b. innovative c. introductory d. start-up e. focused

Q: Which type of advertising is used to stimulate demand for a new product or product category? a. Comparative b. Innovative c. Focused d. Image e. Pioneering

Q: Unlike advertising that establishes or maintains a company's identity, _____ advertising touts the benefits of a specific good or service. a. selective b. cooperative c. advocacy d. image e. product

Q: Which form of advertising involves an organization expressing its views on controversial issues or responding to media attacks? a. advocacy b. persuasive c. issue d. comparative e. image

Q: Procter & Gamble has run ads that promote its Children's Safe Drinking Water program in which it shows its employees teaching people around the world how to purify their water. The program was instituted because 5,000 children die every day from diseases caused by unsafe water. These ads are examples of _____ advertising. a. product b. institutional c. pioneering d. environmental e. comparative

Q: _____ advertising is designed to enhance a company's image rather than promote a particular product. a. Publicity b. Institutional c. Pioneering d. Selective e. Image

Q: How can advertising affect consumers? a. changes cultural practices and conventions b. changes strongly held values c. manipulates society against its will d. changes negative attitudes to positive ones e. makes people buy things they do not want

Q: Why do companies with new brands that have a small market share tend to spend proportionately more for advertising and sales promotions compared to those with a large market share for existing products? a. as a result of experiential marketing research b. to create the appropriate level of institutional advertising c. to determine which executional appeal is the most effective d. to achieve a certain minimum level of exposure to measurably affect purchase habits e. to prevent product cannibalization

Q: The advertising response function helps marketers: a. create ads that will be noticed by consumers each time the ad runs b. use their advertising budgets wisely c. calculate the break-even points for each product being advertised d. determine the reach and frequency of specific media e. select an executional appeal appropriate to the product being advertised

Q: Which of the following explains why sales and market share begin to decrease no mater how much is spent on advertising and sales promotion? a. inverted promotion function b. Weber's Law c. AIDA d. Just Noticeable Difference (JND) e. advertising response function

Q: Why do many brands with a large market share spend proportionally less on advertising compared to brands with small market share? a. Beyond a certain volume of promotion, diminishing returns set in. b. Certain industries have a practice of spending a low amount of dollars, relative to sales, on advertising. c. There is no minimum level of exposure for advertising to have an effect on sales. d. Advertising will not stimulate economic growth for the industry. e. The firms with large market share do not have to advertise anymore.

Q: The United States's top advertiser, according to dollars spent per year, is: a. Sony Corporation b. Time Warner c. Procter & Gamble d. General Motors Corporation e. McDonald's Corporation

Q: _____ is any form of impersonal, sponsor-paid, one-way mass communication. a. Publicity b. Advertising c. Promotion d. Public relations e. Direct marketing

Q: An ad for a prescription-only antihistamine that does not make its users sleepy like many other allergy medications was run in several health and fitness magazines. The ad said that if you were interested in learning more about the new product or trying it out, you should ask your physician. The manufacturer of the drug was using a _____ promotional strategy. a. reinforcement b. personal selling c. push d. pull e. kinetic

Q: The American Plastics Council wants to stimulate more consumer demand for products that are packaged in plastic. The ads will be run in consumer magazines and will hopefully cause customers to ask retailers to carry more products packaged in plastic. The American Plastics Council is planning to use a(n) _____ strategy. a. kinetic b. pull c. inertia d. advertorial e. push

Q: A manufacturer of a prescription-only blood pressure medication uses sales reps to call on doctors to explain the benefits and side effects of the drugs. The pharmaceutical reps also provide the doctor with samples to give to patients. The manufacturer of the drug is using a _____ strategy. a. reinforcement b. push c. pull d. kinetic e. interval

Q: The use of aggressive personal selling and trade advertising by a manufacturer to convince a wholesaler or retailer to carry and sell its merchandise is known as a _____ strategy. a. strong-arm b. kinetic c. pull d. foot-in-the-door e. push