BUS 346 CH 18

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For an advertiser, the target audience can be understood as
A. consumers who currently use or like the product.

B. consumers who do not use the product.

C. consumers whom its research designates as its target market.

D. consumers who prefer the competitor’s product.

E. consumers who are unaware of the product.

C. Firms must keep in mind that their target audience may or may not be the same as current users of the product. They must conduct research to identify their target audience.

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

B. remind consumers.

C. recruit employees.

D. persuade consumers to take action.

E. generate goodwill.

D. These are persuasive messages because they seek to persuade the receiver to take some action.

In very simple words, advertising is really about
A. improving brand image.

B. personal selling.

C. linking emotions with products.

D. getting consumers’ attention.

E. being creative.

D. To get you to remember their ad and the brand, advertisers must first get your attention.

To get us to remember their ad and the product or brand in the ad, advertisers must first
A. use persuasion.

B. offer incentives.

C. create effective PSAs.

D. get our attention.

E. vary between flighting and pulsing scheduling.

D. Unless an advertiser gets the consumer’s attention, the ad has no impact.

Brent is working on an advertising campaign to promote downtown businesses. He knows the increasing number of advertising communication channels available and changes in consumers’ media usage
A. will force him to use PSAs.

B. increases consumers’ preference for high-pressure persuasive advertising.

C. makes his job more difficult.

D. makes it easier to select media.

E. makes budget more important, and creativity less important.

C. The increasing number of communications media has made it more complex to choose appropriate media for a campaign.

Generally speaking, all advertising messages are designed to
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.

B. Informing, persuading, and reminding are the three general objectives of advertising.

An advertising plan is crucial to an ad campaign because it
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.

D. The plan, in addition to directing development of the campaign, will permit the firm to later evaluate the campaign’s success, allowing the firm to make necessary adjustments.

Whenever the major beverage companies develop a new product, they advertise it heavily using television and print media. These efforts are designed to
A. generate goodwill for the company.

B. pull the product into retail stores through consumer demand.

C. signal strategy changes to market competitors.

D. make it easier to do posttesting.

E. use a push strategy.

B. Consumer advertising is usually part of a pull strategy, in which the goal is to have consumers demand the product of retailers. In contrast, a push strategy promotes a product to members of the supply chain.

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.
A. pull

B. puffery

C. publicity

D. push

E. posttesting

D. A push strategy promotes a product to members of the supply chain. Consumer advertising, in contrast, is usually part of a pull strategy, in which the goal is to have consumers demand the product of retailers.

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

B. puffery

C. publicity

D. push

E. posttesting

D. A push strategy promotes a product to members of the supply chain. Consumer advertising, in contrast, is usually part of a pull strategy, in which the goal is to have consumers demand the product of retailers.

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.
A. create, stimulate, ignore

B. beg, borrow, steal

C. pay, buy, entertain

D. inform, persuade, remind

E. push, pull, sell

D. Informing, persuading, and reminding are the three general objectives of advertising.

When a product has gained a certain level of brand awareness, firms use __________ advertising to motivate consumers to take action.
A. informative

B. persuasive

C. institutional

D. discussive

E. reminder

B. Persuasive advertising seeks to motivate the consumer to take action.

Which of the following is the best example of a persuasive advertising message?
A. "Buy now, pay later."

B. "Doing business in Peoria since 1848."

C. "Better than average."

D. "Now available. The latest fall fashions."

E. "Serving the public since last Tuesday."

A. Persuasive advertising seeks to motivate the consumer to take action. "Buy now, pay later" is asking the consumer to take action—to buy now.

P&G’s Tide laundry detergent has been around since 1948 and is still a market leader. P&G has used __________ advertising to reposition Tide several times over the product’s life, trying to motivate new consumer segments to use the product.
A. informative

B. persuasive

C. reminder

D. discussive

E. institutional

B. In the later stages of the product life cycle, firms may use persuasive advertising to promote products to new segments or for new uses.

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
A. product-focused advertising.

B. consumer generated advertising.

C. public service announcements.

D. institutional advertising.

E. push strategies.

D. This is an example of institutional advertising, which promotes an entire industry (raisin production in California) rather than any particular brand.

Because PSAs are a special class of advertising, FCC rules require
A. consumers to listen to them.

B. court approval before they are aired.

C. all advertisers to contribute to them.

D. broadcasters to devote a specific amount of free time to them.

E. they use only the informative or reminder advertising appeals.

D. Public service announcements are messages focused on public welfare. All broadcasters, in return for access to the broadcast spectrum, are required by the FCC to devote some free airtime to PSAs.

An advertisement featuring a cartoon Smokey the Bear saying "only you can prevent wildfires" is an example of a successful
A. push-and-pull advertisement.

B. puffery campaign.

C. sales promotion.

D. product-focused advertisement.

E. public service announcement.

E. public service announcement This is an example of a public service announcement, which is a message focused on public welfare.

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

D. Objectives must be specific and measurable, both to guide campaign development and to facilitate evaluation.

Generally, less money is spent on advertising in B2B markets because
A. B2B marketing usually involves more personal selling.

B. B2B marketing is too expensive to use advertising.

C. business customers prefer coupons.

D. B2B markets are too homogeneous to use advertising.

E. publicity is the most effective advertising in B2B markets.

B2B marketing makes heavy use of personal selling and less use of advertising compared to B2C marketing.

Which of the following is NOT a major consideration in determining an advertising budget?
A. role of advertising in overall promotional objectives

B. the product life cycle

C. the nature of the market

D. the budgeting method used

E. the nature of the product

D. In determining an advertising budget, firms must consider the role that advertising plays in their attempt to meet overall promotional objectives, expenditures over the course of the product life cycle, the nature of the market, and the nature of the product.

The content of an advertising message is closely tied to
A. recent institutional advertising.

B. the characteristics of the media selected to carry the message.

C. the opportunity for posttesting.

D. the sales promotion opportunities.

E. the coupon redemption rate.

B. Different media have characteristics that make them well suited (or poorly suited) to deliver different types of messages.

The __________ is the combination of media used and the frequency of advertising in each medium.
A. media plan

B. media buy

C. media mix

D. communications tactical plan

E. communications operational plan

C. This is the definition of the media mix.

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

B. media flight plan decision

C. media mix choice

D. media buy

E. monitoring and evaluation plan decision

D. Ashley was about to make the media buy, the actual purchase of airtime or print pages.

__________ is a particularly good advertising medium for groceries and fast food.
A. Television

B. Internet

C. Direct mail

D. Radio

E. Newspaper

D. Because many people listen to the radio in their cars, it becomes a highly effective means to reach consumers at a crucial point in their decision process.

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

B. the total GRP

C. the conversion rate

D. the media mix

E. the USP

Advertisers can determine how effective their media mix has been in reaching their target audience by calculating the total GRP (reach times frequency) of the advertising schedule.

How does an advertiser calculate the GRP?
A. current sales plus new sales

B. reach minus frequency

C. sales minus advertising costs

D. reach times frequency

E. reach times range

D. Advertisers can determine how effective their media mix has been in reaching their target audience by calculating the total GRP (reach times frequency) of the advertising schedule.

After the advertiser has decided on the message, type of ad, and appeal, its attention now shifts to
A. logistical support.

B. new product development.

C. advertising assessment.

D. determining why they should advertise.

E. creation of the advertisement.

E. Once these decisions are made, it is time to create the advertisements.

In the create advertisements step when planning and executing an ad campaign, often the execution style for the ad will
A. determine the pretesting pulse of the ad.

B. dictate the type of medium used to deliver the message.

C. determine which push/pull strategy will accompany the ad.

D. dictate how advertising will be flighted.

E. deliver integrated marketing.

B. The execution style and the type of medium will be connected; the execution style often dictates the type of media that can be used.

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

C. Advertisers should strive for a consistent, compelling message across all media to avoid confusing consumers or presenting a muddled brand image.

The execution style of an advertising message must
A. match the medium and the objectives.

B. correspond with globally accepted norms.

C. include a minimum of puffery and maximum media buy.

D. selectively pull retailers into the marketing channel.

E. cover new creative ground to be effective.

A. The execution style and the type of medium will affect each other; in addition, the execution style should be appropriate for the campaign objectives.

Marketers __________ an advertising campaign to ensure that various elements of the campaign will work in an integrated fashion and do what they are intended to do.
A. pretest

B. posttest

C. monitor

D. flight

E. pulse

A. Pretesting of campaigns is conducted to ensure that the advertisement does what it is supposed to do before significant money is spent executing the campaign.

The additional sales that can be attributed to an advertising campaign are known as
A. payload.

B. impact.

C. lift.

D. the campaign increment.

This is the definition of lift.

Which of the following is NOT one of the federal agencies that regulate advertising activities?




The FDA, FCC, and FTC are the three major agencies regulating advertising; however, other agencies (including the U.S. Postal Service) have some regulatory responsibility as well.


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





C.The Federal Trade Commission (FTC) is the primary enforcement agency for most mass media advertising.

U.S.-based global marketers have often found that
A. anything goes when advertising outside the United States.

B. EU advertising laws are more restrictive than those in the United States.

C. children in other countries are less influenced by advertising.

D. self-regulatory groups are especially demanding of U.S. advertisers.

E. outside the U.S., standards are subject to U.N. approval.

B. Advertising laws in the European Union are more restrictive than those in the U.S.

Which of the following is the best example of puffery?
A. "Take two and call us in the morning."

B. "Happy hour every Friday."

C. "You have tried the rest, now try the best."

D. "All natural ingredients."

E. "Northwestern, the quiet company."

C. Puffery refers to the legal exaggeration of praise, stopping just short of deception, lavished on a product. "Now try the best" sounds like an exaggeration.

Unlike advertising, public relations
A. supports promotional efforts by generating free media attention.

B. accounts for a greater increase in marketing spending.

C. converts mass media advertising into direct marketing.

D. is considered a human resources function.

E. should not be considered as part of the marketing area.

A. Public relations consists of free media attention, often obtained because of corporate activities to encourage the attention.

Gretchen has just started as a fashion marketing intern for an up-and-coming design firm. 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. Gretchen soon realized that this activity was part of __________, directly related to marketing.
A. sales promotions

B. cause-related marketing

C. public relations

D. press release development

E. a push-pull strategy

C> Public relations consists of free media attention, often obtained because of corporate activities to encourage the attention. By getting celebrities to wear the fashions, Gretchen was helping to get publicity for the design firm’s clothing

Which of the following is NOT true about public relations?
A. PR has become increasingly important as costs of other forms of marketing communications continue to increase.

B. Consumers have become increasingly skeptical of marketing claims made in conventional media.

C. Media coverage generated by PR is seen as more credible than paid advertising.

D. With the growth of the Internet, PR is quickly losing its impact.

E. Public relations activities often support other promotional efforts.

D. The Internet has not caused PR to lose its impact—if anything, the impact may have grown because of all the additional media outlets and exposure.

Kevin is recognized by his friends as an activist on many fronts. He prefers to buy products from firms that will donate part of the total purchase price to organizations he supports. Marketers recognize that this approach can be an important competitive tool; it is called
A. social activist marketing.

B. voluntary premium pricing.

C. cause-related marketing.

D. business/social responsibility.

E. the do-gooder syndrome.

C. Cause-related marketing is a commercial activity in which businesses and charities form partnerships to market an image, product, or service for their mutual benefit.

Sarah goes through the newspaper looking for coupons to help reduce her living expenses. Her roommate Paige doesn’t read newspapers, let alone look through them for coupons. But Paige filled out a form from inside a cereal box entering her in a drawing for free exercise equipment. What kind of sales promotion reached Paige?
A. loyalty program

B. contest

C. deal

D. premium

E. sweepstakes

E. All of these are alternate ways of reaching consumers who do not search for coupons—but a sweepstakes does not require the entrant to complete a task other than buying a ticket or filling out a form.

Firms are willing to offer generous rebates because
A. the retailer and manufacturer always split the cost.

B. rebates increase sales, but few customers actually apply for the rebate.

C. they are easier for the consumer to use than are coupons.

D. rebates are the only type of sales promotion proven to affect sales.

E. they tend to generate repeat customers.

B. Rebates stimulate sales because the usually sizable rebate amount lowers the effective price in the consumer’s mind; however, relatively few customer follow through on applying for the rebate.

Cross-promotion is most successful when
A. one product is well-known and one product is less known.

B. the firms have a prior marketing relationship.

C. the two products are similar in price.

D. the promotion takes place over a very short time period.

E. the two products appeal to the same target market.

E. To achieve a successful cross promotion, the two products must appeal to the same target market and together create value for consumers.

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