Principles of Marketing, 15e (Kotler/Armstrong)
Chapter 15 Advertising and Public Relations
1) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an
identified sponsor is called ________.
A) sales promotion
B) direct marketing
C) advertising
D) personal selling
E) public relations
2) Advertising is used mostly by ________.
A) governments
B) business firms
C) social agencies
D) independent professionals
E) not-for-profit organizations
3) The decisions about reach, frequency, and impact of an advertisement fall into the category of
________ decisions.
A) sales objectives
B) budget
C) message
D) media
E) advertising evaluations
4) Competitive parity and task methods are considered when making decisions about ________.
A) sales objectives
B) budget
C) message structure
D) media selection
E) metrics
5) An advertising objective is classified by its primary purpose, which is to inform, persuade, or
________.
A) reciprocate
B) compete
C) remind
D) explain
E) suggest
6) Which of the following is most likely an objective of informative advertising?
A) build brand preference
B) change customer perceptions of brand value
C) encourage customers to switch brands
D) suggest new uses for a product
E) keep the brand in customer minds during off-seasons
7) When Procter & Gamble (P&G) developed the Mr. Clean Magic Eraser, the company needed
to explain how the product cleans grime from walls without removing paint. What type of
campaign was most likely used by P&G for the Mr. Clean Magic Eraser?
A) informative advertising
B) persuasive advertising
C) reminder advertising
D) developmental advertising
E) comparative advertising
8) When the advertising objective is to build primary demand for a new product category,
________ advertising will most likely be used.
A) persuasive
B) informative
C) comparative
D) patronage
E) institutional
9) Which of the following is an objective of persuasive advertising?
A) communicate customer value
B) correct false impressions
C) describe available services and support
D) keep the brand in a customer’s mind during off-seasons
E) change customer perceptions of product value
10) ________ becomes more important as competition increases. With this type of advertising, a
company’s objective is to build selective demand.
A) Institutional advertising
B) Informative advertising
C) Reminder advertising
D) Covert advertising
E) Persuasive advertising
11) Persuasive advertising becomes ________ advertising when a company directly or indirectly
compares its brand with one or more other brands.
A) informative
B) reminder
C) attack
D) covert
E) institutional
12) Comparative advertising is also known as ________ advertising.
A) attack
B) institutional
C) covert
D) reminder
E) informative
13) When Verizon Wireless began offering the iPhone, it used its “Can you hear me now?”
slogan to attack AT&T’s rumored spotty service. This example best illustrates ________.
A) informative advertising
B) reminder advertising
C) comparative advertising
D) covert advertising
E) institutional advertising
14) Encouraging customers to switch brands is most likely the objective of ________
advertising.
A) informative
B) reminder
C) covert
D) persuasive
E) institutional
15) Which of the following types of advertising will most likely result in an advertising war?
A) covert advertising
B) institutional advertising
C) informative advertising
D) comparative advertising
E) reminder advertising
16) Describing available services and support is most likely a goal of ________ advertising.
A) reminder
B) competitive
C) covert
D) attack
E) informative
17) Keeping the brand in a customer’s mind during off-seasons is most likely a goal of ________
advertising.
A) reminder
B) attack
C) informative
D) covert
E) competitive
18) Which of the following is one of the primary goals of reminder advertising?
A) maintain customer relationships
B) build brand preference
C) correct false impressions
D) inform the market of a price change
E) restore company image
19) A product in the maturity stage will most likely require ________ advertising.
A) informative
B) comparative
C) persuasive
D) reminder
E) covert
20) After determining its advertising objectives, a company’s next step in developing an
advertising program is to ________.
A) set an advertising budget
B) determine the media vehicle
C) use cash rebate offers
D) evaluate the advertising campaign
E) develop a message strategy
21) Which of the following most likely requires the smallest advertising budget?
A) products in competitive markets
B) undifferentiated brands
C) new products
D) low-share brands
E) mature brands
22) Which of the following brands most likely requires heavy advertising in order to be set apart
from similar products?
A) undifferentiated brands
B) specialty brands
C) international brands
D) mature brands
E) high-share brands
23) Brands in a market with many competitors and high advertising clutter must ________.
A) have very high prices compared to competitors
B) be advertised only through print and social media
C) be advertised more heavily to be noticed in the marketplace
D) never be advertised using informative advertising
E) be advertised only during the mature stage of the product life cycle
24) Which of the following would be the most likely result of slashing ad spending for a
product?
A) increased popularity
B) reduced long-term market share
C) improved brand image
D) increased short-term sales
E) increased long-term market share
25) Which of the following is a major element of developing an advertising strategy?
A) selecting advertising media
B) using sophisticated statistical models
C) setting advertising objectives
D) evaluating advertising campaigns
E) setting the advertising budget
26) With the help of ________ systems, consumers can avoid watching ads.
A) USB
B) CCTV
C) HDMI
D) DVR
E) XBMC
27) To break through the clutter, many marketers have subscribed to a new merging of
advertising and entertainment, dubbed ________.
A) Madison & Vine
B) Wall St. & Fifth Ave
C) buzz marketing
D) podcasting
E) webisodes
28) The aim of ________ is to make an advertisement so useful or entertaining that people want
to watch it.
A) branded entertainment
B) advertainment
C) viral marketing
D) buzz marketing
E) word-of-mouth advertising
29) Product placement in television programs and movies is an example of ________.
A) branded entertainment
B) advertainment
C) direct marketing
D) buzz marketing
E) sales promotion
30) Coca-Cola cups prominently featured on episodes of American Idol are an example of
________.
A) advertainment
B) buzz marketing
C) personal selling
D) sales promotion
E) product placement
31) Which term refers to the general idea that will be communicated to consumers through an
advertisement?
A) advertising appeal
B) message strategy
C) consumer-generated message
D) creative concept
E) message execution
32) Developing an effective message strategy begins with identifying ________ that can be used
as advertising appeals.
A) consumer trends
B) competitors’ weaknesses
C) competitors’ strengths
D) customer benefits
E) consumer emotions
33) ________ tend to be straightforward outlines of benefits and positioning points that the
advertiser wants to stress.
A) Promotion mix plans
B) Message strategy statements
C) Creative concept strategies
D) Advertainment statements
E) Branded entertainment plans
34) After creating a message strategy statement, the advertiser must develop a compelling
________ that will bring the message strategy to life in a distinctive and memorable way.
A) creative concept
B) customer strategy
C) customer benefit
D) execution style
E) media vehicle
35) The first step in creating effective advertising messages is ________.
A) selecting specific media vehicles
B) planning a message strategy
C) determining return on advertising investment
D) choosing media timing
E) executing the message
36) Which of the following are the three characteristics that an advertising appeal should have?
A) engaging, informative, and stylish
B) trendy, compelling, and appealing
C) meaningful, believable, and distinctive
D) unique, emotional, and entertaining
E) humorous, memorable, and interesting
37) In its advertisements, Timex promotes its affordable and sturdy watches. Fossil emphasizes
style and fashion in its advertisements, and Rolex stresses luxury and status. These are all
examples of ________ appeals.
A) rational
B) reminder
C) believable
D) entertainment
E) distinctive
38) Which message execution style depicts average people using a product in an everyday
setting?
A) lifestyle
B) scientific evidence
C) slice of life
D) personality symbol
E) testimonial evidence
39) An ad for a new convection oven shows a busy professional woman using the convection
oven to cook dinner for her family. Which of the following message execution styles is
illustrated in this example?
A) testimonial evidence
B) slice of life
C) fantasy
D) scientific evidence
E) mood or image
40) An ad for Athleta active wear shows a woman in a complex yoga pose and states: “If your
body is your temple, build it one piece at a time.” This ad uses the ________ execution style.
A) slice-of-life
B) lifestyle
C) fantasy
D) scientific evidence
E) personality symbol
41) Which of the following message execution styles focuses on the company’s skill and
knowledge in making the product?
A) endorsement
B) scientific evidence
C) slice of life
D) technical expertise
E) testimonial evidence
42) A pharmaceutical ad features a world-renowned heart surgeon describing the benefits of the
medication. Which of the following message execution styles is illustrated in this example?
A) mood or image
B) fantasy
C) personality symbol
D) musical
E) testimonial evidence
43) An IKEA ad shows consumers creating fanciful room designs with IKEA furniture, such as
“a bedroom for a queen made by Bree and her sister, designed by IKEA.” Which of the following
message execution styles is illustrated in this example?
A) mood or image
B) musical
C) fantasy
D) lifestyle
E) personality symbol
44) Skoda used a hard rock version of Julie Andrews’ track “My Favorite Things” by the band
Sound Tree to promote the new model of Fabia. Which of the following message execution
styles is illustrated in this example?
A) personality symbol
B) musical
C) fantasy
D) lifestyle
E) slice of life
45) The advertisements which use the AFLAC duck or Tony the Tiger are using the message
execution style of ________.
A) lifestyle
B) technical expertise
C) testimonial evidence
D) slice of life
E) personality symbols
46) Taco Bell used a Chihuahua, a small dog, to represent its product. Which of the following
message execution styles was used by Taco Bell?
A) mood or image
B) fantasy
C) personality symbol
D) technical expertise
E) musical
47) Which message execution style involves presenting survey data indicating that a brand is
better than other brands?
A) scientific evidence
B) testimonial evidence
C) endorsement
D) technical expertise
E) slice of life
48) Which of the following message execution styles features a highly believable or likable
source endorsing the product?
A) musical
B) mood or image
C) testimonial evidence
D) lifestyle
E) slice of life
49) Maybelline used Sarah Michelle Gellar, an actress, to endorse a new range of cosmetics. This
message execution style is referred to as ________.
A) lifestyle
B) testimonial evidence
C) image
D) technical expertise
E) personality symbol
50) The McDonald’s fast-food restaurant chain uses Ronald McDonald, a clown character, as its
primary mascot. Which message execution style is used by McDonalds?
A) technical expertise
B) lifestyle
C) personality symbol
D) image
E) slice of life
51) An illustration, a headline, and a copy are the three ________ elements of an advertisement.
A) tone
B) mood
C) format
D) reach
E) frequency
52) What is the first element that a reader most likely notices in a print ad?
A) copy
B) illustration
C) headline
D) slogan
E) tone
53) The main block of text in a print ad is referred to as the ________.
A) copy
B) testimonial evidence
C) headline
D) slogan
E) message strategy statement
54) Which of the following is illustrated by an amateur 30-second video, developed by a
consumer, telling the story of an online crafts marketplace, Etsy.com?
A) personal selling
B) consumer-generated messages
C) consumer ethnocentrism
D) sales promotion
E) consumerism
55) Which of the following is a major step in advertising media selection?
A) determining reach, frequency, and impact
B) selecting message execution style
C) developing a compelling creative concept
D) deciding on format elements
E) planning a message strategy
56) ________ is a measure of the percentage of people in the target market who are exposed to
the ad campaign during a given period of time.
A) Reach
B) Qualitative value
C) Impact
D) Premium
E) Frequency
57) You receive a report that 68% of your target market has been exposed to your ad campaign
during a given period of time. Which of the following aspects of media selection is represented
by this information?
A) reach
B) frequency
C) impact
D) engagement
E) qualitative value
58) The number of times an average person in the target market is exposed to a message is
known as the ________ of the message.
A) quantitative value
B) reach
C) frequency
D) exposure rate
E) turnover rate
59) Which term refers to the qualitative value of message exposure through a given medium?
A) reach
B) turnover rate
C) media impact
D) efficiency
E) frequency
60) Which of the following is a media measure?
A) consumer price index
B) GDP per capita
C) wholesale price index
D) click-through rate
E) human development index