Question 1

______________________ 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.

Accepted Answer

A)  Emotional
B)  Niche marketing
C)  Informational
D)  Institutional
E)  Reminder

Question 2

Why should a marketer NOT use persuasive advertising communication to introduce hydrogen-powered automobiles?

Accepted Answer

Hydrogen-powered automobiles a...

Question 3

Advertisers often face the problem of consumers:

Accepted Answer

A)  screening out their message.
B)  not reacting to their message.
C)  not remembering their message.
D)  remembering the message but forgetting the brand.
E)  all of these

Question 4

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 the ad execution style needs to:

Accepted Answer

A)  attract the audience's attention.
B)  give consumers a reason to pay attention to the ad.
C)  accomplish the advertiser's objectives.
D)  not overshadow the message.
E)  all of these.

Question 5

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 6

Smokey the Bear,McGruff the Crime Dog,and Rosie the Riveter (during World War II) are examples of successful:

Accepted Answer

A)  push-and-pull advertisements.
B)  puffery campaigns.
C)  sales promotions.
D)  product-focused advertisements.
E)  public service announcements.

Question 7

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

Question 8

Persuasive advertising is often used when competition:

Accepted Answer

A)  is non-existent.
B)  is cooperating.
C)  is most intense.
D)  is declining.
E)  is ineffective.

Question 9

Every day,we can see local car dealerships advertising on television.What are the advantages and disadvantages of television advertising for local car dealerships?

Accepted Answer

The advantages are wide reach and use of...

Question 10

Why is tracking the impact of an advertising campaign challenging?

Accepted Answer

Many factors other t...

Question 11

Why is public relations an important part of a marketing campaign?

Accepted Answer

Students should be able to ide...

Question 12

Why do marketers need to create an advertising plan before they initiate a campaign?

Accepted Answer

The plan will later ...

Question 13

Jim is reviewing the proposed assessment measures for an upcoming travel magazine campaign encouraging last-minute travel to his region.Jim knows he can measure the number of inquires they get on their website in response to the ad,but he wants to monitor external factors that could influence consumers' responsiveness to the campaign.What factors should he monitor?

Accepted Answer

He will want to monitor weathe...

Question 14

To be effective,what three qualities does a selling proposition in an advertising campaign need to have?

Accepted Answer

The selling proposit...

Question 15

The execution style of an advertising message must:

Accepted Answer

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)  all of these.

Question 16

The additional sales that can be attributed to an advertising campaign are known as:

Accepted Answer

A)  payload.
B)  impact.
C)  lift.
D)  the campaign increment.
E)  return on advertising.

Question 17

The _____________ is the primary federal agency regulating television,radio,and other electronic advertising.

Accepted Answer

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

Question 18

Steve is working on the message to convey in his firm's advertising campaign.As a starting point Steve will consider:

Accepted Answer

A)  the due date for his contribution to the campaign.
B)  touting the key benefits of his firm's services.
C)  what competitors are doing.
D)  which media he wants to use.
E)  whether or not he uses the product being advertised.

Question 19

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 price of his purchase to organizations he supports.Marketers recognize that this approach can be an important competitive tool; it is called:

Accepted Answer

A)  social activist marketing.
B)  voluntary premium pricing.
C)  cause-related marketing.
D)  business / social responsibility.
E)  the do-gooder syndrome.

Question 20

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:

Accepted Answer

A)  to get consumers' attention.
B)  enlist creative advertising designers.
C)  make sure firms producing sunscreen lotions approve.
D)  collect a petition in support of controls against global warming.
E)  use public relations to buy advertising space.

Exam 18: Advertising,public Relations,and Sales Promotions

The additional sales that can be attributed to an advertising campaign are known as:

Correct Answer
verified

Correct Answer
verified
He will want to monitor weathe...
View Answer

Why is public relations an important part of a marketing campaign?

Correct Answer
verified
Students should be able to ide...
View Answer

The _____________ is the primary federal agency regulating television,radio,and other electronic advertising.

Correct Answer
verified

Every day,we can see local car dealerships advertising on television.What are the advantages and disadvantages of television advertising for local car dealerships?

Correct Answer
verified
The advantages are wide reach and use of...
View Answer

Why should a marketer NOT use persuasive advertising communication to introduce hydrogen-powered automobiles?

Correct Answer
verified
Hydrogen-powered automobiles a...
View Answer

______________________ 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.

Correct Answer
verified

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 price of his purchase to organizations he supports.Marketers recognize that this approach can be an important competitive tool; it is called:

Correct Answer
verified

To be effective,what three qualities does a selling proposition in an advertising campaign need to have?

Correct Answer
verified
The selling proposit...
View Answer

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:

Correct Answer
verified

Persuasive advertising is often used when competition:

Correct Answer
verified

Advertisers often face the problem of consumers:

Correct Answer
verified

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

Correct Answer
verified

Smokey the Bear,McGruff the Crime Dog,and Rosie the Riveter (during World War II) are examples of successful:

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 the ad execution style needs to:

Correct Answer
verified

Why do marketers need to create an advertising plan before they initiate a campaign?

Correct Answer
verified
The plan will later ...
View Answer

The execution style of an advertising message must:

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

Why is tracking the impact of an advertising campaign challenging?

Correct Answer
verified
Many factors other t...
View Answer

Steve is working on the message to convey in his firm's advertising campaign.As a starting point Steve will consider:

Correct Answer
verified

Exam 18: Advertising,public Relations,and Sales Promotions

The additional sales that can be attributed to an advertising campaign are known as:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedHe will want to monitor weathe...View AnswerShow Answer

Why is public relations an important part of a marketing campaign?

Correct AnswerverifiedStudents should be able to ide...View AnswerShow Answer

The _____________ is the primary federal agency regulating television,radio,and other electronic advertising.

Correct AnswerverifiedShow Answer

Every day,we can see local car dealerships advertising on television.What are the advantages and disadvantages of television advertising for local car dealerships?

Correct AnswerverifiedThe advantages are wide reach and use of...View AnswerShow Answer

Why should a marketer NOT use persuasive advertising communication to introduce hydrogen-powered automobiles?

Correct AnswerverifiedHydrogen-powered automobiles a...View AnswerShow Answer

______________________ 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.

Correct AnswerverifiedShow Answer

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 price of his purchase to organizations he supports.Marketers recognize that this approach can be an important competitive tool; it is called:

Correct AnswerverifiedShow Answer

To be effective,what three qualities does a selling proposition in an advertising campaign need to have?

Correct AnswerverifiedThe selling proposit...View AnswerShow Answer

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:

Correct AnswerverifiedShow Answer

Persuasive advertising is often used when competition:

Correct AnswerverifiedShow Answer

Advertisers often face the problem of consumers:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Smokey the Bear,McGruff the Crime Dog,and Rosie the Riveter (during World War II) are examples of successful:

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 the ad execution style needs to:

Correct AnswerverifiedShow Answer

Why do marketers need to create an advertising plan before they initiate a campaign?

Correct AnswerverifiedThe plan will later ...View AnswerShow Answer

The execution style of an advertising message must:

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

Why is tracking the impact of an advertising campaign challenging?

Correct AnswerverifiedMany factors other t...View AnswerShow Answer

Steve is working on the message to convey in his firm's advertising campaign.As a starting point Steve will consider:

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified
He will want to monitor weathe...
View Answer

Correct Answer
verified
Students should be able to ide...
View Answer

Correct Answer
verified

Correct Answer
verified
The advantages are wide reach and use of...
View Answer

Correct Answer
verified
Hydrogen-powered automobiles a...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The selling proposit...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The plan will later ...
View Answer

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
Many factors other t...
View Answer

Correct Answer
verified