Question 1

Steve is working on the message to convey in his firm's advertising campaign.As a starting point,Steve should first 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. B

Question 2

__________ 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 3

Generally,which of the following media outlets relies on a mix of visual and auditory techniques and is typically very expensive?

Accepted Answer

A)   Internet
B)   newspaper
C)   radio
D)   television
E)   billboards

Question 4

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

Accepted Answer

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 budgeting more important,and creativity less important.

Question 5

Because PSAs are a special class of advertising,FCC rules require

Accepted Answer

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 airtime to them.
E)   that they use only the informative or reminder advertising appeals.

Question 6

Each year in December,Anheuser-Busch runs television ads featuring the Clydesdale horses pulling a stagecoach with an Anheuser-Busch logo.The message is low-key,wishing everyone well during the holiday season.This is an example of _________ advertising.

Accepted Answer

A)   informative
B)   persuasive
C)   reminder
D)   discussive
E)   institutional

Question 7

What is a unique selling proposition (USP)? Propose one for your university.

Accepted Answer

A unique selling proposition is a common theme or slogan for an advertising campaign that differentiates a product by establishing its unique benefits.USPs created by students will vary,but should emphasize the university's unique benefits.

Question 8

Firms are willing to offer generous rebates because

Accepted Answer

A)   the retailer and manufacturer always split the cost.
B)   rebates increase sales,but firms may not have to pay off all the rebates offered.
C)   they are easier for the consumer to use than are coupons.
D)   rebates are the only type of sales promotion proven to impact sales.
E)   they tend to generate repeat customers. B

Question 9

For consumer products like toothpaste and groceries,things consumers purchase throughout the year,most advertisers would use a __________ advertising schedule.

Accepted Answer

A)   continuous
B)   flighting
C)   pulsing
D)   penetrating
E)   purposeful

Question 10

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

Accepted Answer

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.

Question 11

Special in-store displays for magazines and chewing gum are most likely to be effective if located

Accepted Answer

A)   near the entrance to the store.
B)   near the restrooms.
C)   along the aisle or wall to the far right of the customer as he or she enters the store.
D)   near the checkout counter.
E)   in the window at the front of the store.

Question 12

Create two appeals for a nonprofit organization whose cause you support-one informational appeal,and one emotional appeal.

Accepted Answer

Answers will vary,but an informational a...

Question 13

Which of the following is the best example of puffery?

Accepted Answer

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."

Question 14

Walmart's "Everyday low prices" selling proposition is effective primarily because it is

Accepted Answer

A)   unique to the industry.
B)   meaningful to the consumer.
C)   variable over time.
D)   a one-time message.
E)   generally unsustainable.

Question 15

Describe an example of a product placement you have recently seen,and if it was effective.

Accepted Answer

Answers will vary,but should d...

Question 16

One of the advantages of niche media is it often allows marketers to

Accepted Answer

A)   reach a larger audience than mass media.
B)   use major events like the Super Bowl.
C)   focus on narrow audience segments.
D)   sell cooperative advertising space to cosponsors.
E)   spend fewer advertising dollars.

Question 17

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

Accepted Answer

A)   pull
B)   puffery
C)   publicity
D)   push
E)   posttesting

Question 18

An advertisement featuring a cartoon Smokey the Bear saying "Only you can prevent wildfires" is an example of a successful

Accepted Answer

A)   push-and-pull advertisement.
B)   puffery campaign.
C)   sales promotion.
D)   product-focused advertisement.
E)   public service announcement.

Question 19

The primary federal agencies that regulate advertising activities in the United States are the Fed,FEMA,and the FCC.

Accepted Answer

A) True 
 B)False

Question 20

Priscilla opened a new financial services office about two years ago.Now she is established and known in her local market.How will her advertising message change?

Accepted Answer

As a new business,Priscilla needed to cr...

Exam 18: Advertising, Public Relations, and Sales Promotions

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

Correct AnswerverifiedB

__________ 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

Generally,which of the following media outlets relies on a mix of visual and auditory techniques and is typically very expensive?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Because PSAs are a special class of advertising,FCC rules require

Correct AnswerverifiedShow Answer

Each year in December,Anheuser-Busch runs television ads featuring the Clydesdale horses pulling a stagecoach with an Anheuser-Busch logo.The message is low-key,wishing everyone well during the holiday season.This is an example of _________ advertising.

Correct AnswerverifiedShow Answer

What is a unique selling proposition (USP)? Propose one for your university.

Correct AnswerverifiedA unique selling proposition is a common theme or slogan for an advertising campaign that differentiates a product by establishing its unique benefits.USPs created by students will vary,but should emphasize the university's unique benefits.

Firms are willing to offer generous rebates because

Correct AnswerverifiedB

For consumer products like toothpaste and groceries,things consumers purchase throughout the year,most advertisers would use a __________ advertising schedule.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Special in-store displays for magazines and chewing gum are most likely to be effective if located

Correct AnswerverifiedShow Answer

Create two appeals for a nonprofit organization whose cause you support-one informational appeal,and one emotional appeal.

Correct AnswerverifiedAnswers will vary,but an informational a...View AnswerShow Answer

Which of the following is the best example of puffery?

Correct AnswerverifiedShow Answer

Walmart's "Everyday low prices" selling proposition is effective primarily because it is

Correct AnswerverifiedShow Answer

Describe an example of a product placement you have recently seen,and if it was effective.

Correct AnswerverifiedAnswers will vary,but should d...View AnswerShow Answer

One of the advantages of niche media is it often allows marketers to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

An advertisement featuring a cartoon Smokey the Bear saying "Only you can prevent wildfires" is an example of a successful

Correct AnswerverifiedShow Answer

The primary federal agencies that regulate advertising activities in the United States are the Fed,FEMA,and the FCC.

Correct AnswerverifiedShow Answer

Priscilla opened a new financial services office about two years ago.Now she is established and known in her local market.How will her advertising message change?

Correct AnswerverifiedAs a new business,Priscilla needed to cr...View AnswerShow Answer

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B

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A unique selling proposition is a common theme or slogan for an advertising campaign that differentiates a product by establishing its unique benefits.USPs created by students will vary,but should emphasize the university's unique benefits.

Correct Answer
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B

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Answers will vary,but an informational a...
View Answer

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Answers will vary,but should d...
View Answer

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As a new business,Priscilla needed to cr...
View Answer