Question 1

Why do new brands with a small market share tend to spend proportionately more for advertising and sales promotion than those with a large market share?

Accepted Answer

A)   Beyond a certain level of spending for advertising and sales promotion,diminishing returns set in.
B)   A certain minimum level of exposure is needed to measurably affect purchase habits.
C)   Both are correct.
D)   Neither is correct.E) A) and C)
F) A) and B)

Question 2

Experiential marketing is the coordinated effort to handle the effects of unfavorable publicity,ensuring fast and accurate communication in times of emergency.

Accepted Answer

A) True 
 B)False

Question 3

Research shows that using humorous advertising is most effective when it is used to:

Accepted Answer

A)   reinforce and remind loyal customers about the benefits of a product.
B)   change consumers' deeply rooted values and attitudes.
C)   publicize new brands introduced in the market.
D)   shape attitudes when consumers already have a positive image of an advertised brand.E) A) and C)
F) C) and D)

Question 4

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

Accepted Answer

A)   An attribute includes pleasure or improved health,whereas a benefit includes an easy-open package or a special formulation.
B)   An attribute cannot be experienced by consumers,whereas a benefit is tangible and can be experienced.
C)   An attribute is the goal to sell a product,whereas a benefit is an apparent part of a product.
D)   An attribute is simply a feature of a product,whereas a benefit is what consumers receive by using a product.E) B) and D)
F) All of the above

Question 5

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) A) and B)
F) A) and C)

Question 6

Although the number of event marketing and experiential events has decreased in recent years,the most growth comes from the world's smallest and newest brands.

Accepted Answer

A) True 
 B)False

Question 7

Which form of advertising promotes the benefits of a specific good or service?

Accepted Answer

A)   Institutional advertising
B)   Product advertising
C)   Competitive advertising
D)   Comparative advertisingE) All of the above
F) A) and C)

Question 8

Which of the following best defines audience selectivity?

Accepted Answer

A)   The number of target consumers exposed to a commercial at least once during a specific period
B)   The number of times an individual is exposed to a given message during a specific period
C)   The ability of an advertising medium to reach a precisely defined market
D)   The cost associated with a consumer clicking on a display or banner adE) A) and B)
F) B) and C)

Question 9

Which of the following refers to a series of related advertisements focusing on a common theme,slogan,and set of advertising appeals?

Accepted Answer

A)   Advertising campaign
B)   Advertising objective
C)   Competitive advertising
D)   Pioneering advertisingE) A) and B)
F) B) and C)

Question 10

Which of the following is NOT correct about the effects of advertising?

Accepted Answer

A)   Advertising affects peoples' daily lives and ultimately,their purchases.
B)   Advertising can affect the way consumers rank a brand's attributes.
C)   Because of proliferation of new technology options,consumers don't spend much time consuming traditional media.
D)   Advertising reinforces positive attitudes toward brands.E) None of the above
F) A) and D)

Question 11

A desirable,exclusive,and believable advertising appeal selected as the theme for a campaign is called:

Accepted Answer

A)   the unique selling proposition.
B)   the advertising objective.
C)   an advertising plan
D)   competitive advertising.E) A) and B)
F) B) and D)

Question 12

Both gamification and the unique selling proposition refer to the process of using game mechanics and a gaming mind-set to engage an audience.

Accepted Answer

A) True 
 B)False

Question 13

A_____ media schedule is a strategy in which ads are run heavily every other month or every two weeks to achieve a greater impact with an increased frequency and reach at those times.

Accepted Answer

A)   circular
B)   flighted
C)   continuous
D)   seasonalE) All of the above
F) B) and D)

Question 14

Which method of setting advertising objectives specifies that all objectives should precisely define the target audience,the desired percentage change (in some specified measure of effectiveness) ,and the time frame in which that change is to occur?

Accepted Answer

A)   The DAGMAR approach
B)   The AIDA model
C)   BCG matrix
D)   SWOT analysisE) B) and D)
F) B) and C)

Question 15

Online advertising includes search engine marketing,display advertising,social media advertising,email marketing,and mobile marketing.

Accepted Answer

A) True 
 B)False

Question 16

When evaluating an advertising campaign,ad effectiveness can be measured only after the advertising campaign is over.

Accepted Answer

A) True 
 B)False

Question 17

A brand with a distinct personality is more likely to have a larger base of loyal customers and market share.

Accepted Answer

A) True 
 B)False

Question 18

Explain what is meant by media planning and how the advertisers decide which medium to choose to best communicate their advertising objective.Discuss the importance of media planning in advertising.

Accepted Answer

Answers will vary.A major decision for a...

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 phase
B)   growth phase
C)   formative phase
D)   decline phaseE) B) and D)
F) B) and C)

Question 20

New brands with small market shares tend to spend more on advertising and sales promotions than those with large market shares because:

Accepted Answer

A)   a certain minimum level of exposure is needed to measurably affect purchase habits.
B)   spending more will inhibit the advertising response function.
C)   returns multiply exponentially after a certain level of spending.
D)   the percentage of growth in market share is directly proportionate to the amount of money spent on advertising.E) None of the above
F) B) and D)

Exam 16: Advertising,public Relations,and Sales Promotion

Which form of advertising promotes the benefits of a specific good or service?

Correct AnswerverifiedShow Answer

Experiential marketing is the coordinated effort to handle the effects of unfavorable publicity,ensuring fast and accurate communication in times of emergency.

Correct AnswerverifiedShow Answer

A brand with a distinct personality is more likely to have a larger base of loyal customers and market share.

Correct AnswerverifiedShow Answer

Which of the following refers to a series of related advertisements focusing on a common theme,slogan,and set of advertising appeals?

Correct AnswerverifiedShow Answer

Which method of setting advertising objectives specifies that all objectives should precisely define the target audience,the desired percentage change (in some specified measure of effectiveness) ,and the time frame in which that change is to occur?

Correct AnswerverifiedShow Answer

Why do new brands with a small market share tend to spend proportionately more for advertising and sales promotion than those with a large market share?

Correct AnswerverifiedShow Answer

A_____ media schedule is a strategy in which ads are run heavily every other month or every two weeks to achieve a greater impact with an increased frequency and reach at those times.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Although the number of event marketing and experiential events has decreased in recent years,the most growth comes from the world's smallest and newest brands.

Correct AnswerverifiedShow Answer

Research shows that using humorous advertising is most effective when it is used to:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A desirable,exclusive,and believable advertising appeal selected as the theme for a campaign is called:

Correct AnswerverifiedShow Answer

Explain what is meant by media planning and how the advertisers decide which medium to choose to best communicate their advertising objective.Discuss the importance of media planning in advertising.

Correct AnswerverifiedAnswers will vary.A major decision for a...View AnswerShow Answer

When evaluating an advertising campaign,ad effectiveness can be measured only after the advertising campaign is over.

Correct AnswerverifiedShow Answer

Which of the following best defines audience selectivity?

Correct AnswerverifiedShow Answer

Which of the following is NOT correct about the effects of advertising?

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

Both gamification and the unique selling proposition refer to the process of using game mechanics and a gaming mind-set to engage an audience.

Correct AnswerverifiedShow Answer

New brands with small market shares tend to spend more on advertising and sales promotions than those with large market shares because:

Correct AnswerverifiedShow Answer

Online advertising includes search engine marketing,display advertising,social media advertising,email marketing,and mobile marketing.

Correct AnswerverifiedShow Answer

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Answers will vary.A major decision for a...
View Answer

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