Principles of Marketing, 17e, Global Edition (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) Marketing management must make important decisions when developing an advertising
program. Which of the following is NOT one of those decisions?
A) evaluating advertising effectiveness
B) developing advertising strategy
C) setting advertising objectives
D) designing products and distribution
E) setting the advertising budget
4) Competitive parity and task methods are considered when making decisions about ________.
A) sales objectives
B) budget
C) message structure
D) media selection
E) message effectiveness
5) Advertising is the least used of the major promotion tools, although it has great potential for
building consumer awareness and reference.
6) Advertising is a good way to engage, inform, and persuade, regardless of the objective of the
message.
7) Marketing management must make four important decisions when developing an advertising
program. Briefly describe these four decisions.
8) The decisions about impact and engagement of an advertisement fall into the category of
________ decisions.
A) sales objectives
B) budget
C) message
D) media
E) advertising evaluations
9) 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
10) Advertising objectives should be based on the marketing mix, positioning, and ________.
A) differentiation
B) past decisions about the target market
C) costs of different media choices
D) ability to create special events
E) novelty of the product advertised
11) Advertising is a good way to ________, inform, and persuade.
A) educate
B) create
C) define
D) engage
E) harvest
12) 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
13) When 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
14) 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
15) 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) engage customers and create brand community
16) ________ 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) Not-for-profit advertising
E) Persuasive advertising
17) 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
18) Comparative advertising is also known as ________ advertising.
A) attack
B) institutional
C) covert
D) reminder
E) informative
19) 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
20) Encouraging customers to switch brands is most likely the objective of ________
advertising.
A) informative
B) reminder
C) covert
D) persuasive
E) institutional
21) 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
22) Describing available services and support is most likely a goal of ________ advertising.
A) reminder
B) competitive
C) covert
D) attack
E) informative
23) 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
24) 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
25) A product in the maturity stage will most likely require ________ advertising.
A) informative
B) comparative
C) persuasive
D) reminder
E) covert
26) Advertising has numerous goals. Which of the following is NOT one of those goals?
A) to help move consumers through the buying process
B) to work with lobbyists and legislators in developing industry regulations
C) to move people to immediate action
D) to build or strengthen long-term customer relationships
E) to engage customers and change the way they think or feel about the brand
27) 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
28) 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
29) With the help of ________ systems, consumers can avoid watching ads.
A) USB
B) CCTV
C) HDMI
D) DVR
E) XBMC
30) 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
31) 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
32) 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
33) When the product differs greatly from those of competitors, ________.
A) advertising can make customers aware of the product
B) firms should advertise similarly to competitors, to remind consumers of the product
C) advertising can point out the differences to consumers
D) firms should advertise little as the uniqueness will not require education of consumers
E) advertising can reaffirm a consumer’s decision to purchase
34) 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
35) Which of the following statements is true regarding the vital importance of the media-
planning function?
A) With changing technologies, media costs are declining.
B) Brand content is usually created in-house by the company.
C) Which media to use is sometimes more critical than the creative elements of the messaging.
D) Market targeting has declined in importance in the planning stages.
E) Because so many consumers use the same mobile and social media applications, messaging
can be less focused.
36) 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
37) 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
38) In addition to advertainment, advertisers are creating content that ________.
A) provides much more information than ads did in the past
B) they expect to go viral
C) helps the advertiser save money
D) looks less like ads and more like short films or shows
E) confuses viewers about whether they are ads
39) 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
40) Pepsi being prominently featured on episodes of Empire is an example of ________.
A) advertainment
B) buzz marketing
C) personal selling
D) sales promotion
E) product placement
41) 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
42) 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
43) 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
44) ________ 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
45) 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
46) 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
47) 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
48) The advertiser must find the best approach, style, words, format, and ________ for
executing the message.
A) media
B) cost
C) visuals
D) tone
E) endorser
49) 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
50) 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
51) 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
52) 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
53) A pharmaceutical ad features a world-renowned heart surgeon describing the benefits of a
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
54) 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
55) Apple used an album by the band U2 to promote the Apple Watch announcement. 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
56) The advertisements that use the Aflac duck or the GEICO gecko are using the message
execution style of ________.
A) lifestyle
B) technical expertise
C) testimonial evidence
D) slice of life
E) personality symbols
57) Progressive Insurance uses Flo to represent its product. Which of the following message
execution styles was used by Progressive Insurance?
A) mood or image
B) fantasy
C) personality symbol
D) technical expertise
E) musical
58) 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
59) 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
60) Maybelline used Gigi Hadid, a model, 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
61) The McDonald’s fast-food restaurant chain uses Ronald McDonald, a clown, as its primary
character. Which message execution style is used by McDonald’s?
A) technical expertise
B) lifestyle
C) personality symbol
D) image
E) slice of life