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1. Describe the major types of advertising, and discuss how they differ.
2. What are the important issues to consider when developing advertising objectives?
3. What are the major differences between sales-based and communications-based advertising objectives?
4. What is an advertising platform? What is the best way to develop a platform?
5. Compare the competition-matching approach with the arbitrary approach in determining an advertising appropriation.
Which method might more easily lead to overspending or underspending on the appropriation?
6. What are the major components of a media plan? What limitations must be considered as the media plan is
implemented?
7. What are the components of a print ad? What are the functions of each component?
8. Describe the various methods used to evaluate the advertising effectiveness after a campaign.
9. What are the advantages of using an advertising agency to develop an advertising campaign?
10. What is public relations and for what purposes is it used?
11. Discuss how event sponsorship can be used as a public relations tool.
12. Identify and describe four publicity-based public relations tools.
13. What approaches can be used to evaluate the effectiveness of public relations programs?
14. What steps should an organization take to be able to deal effectively with negative public relations?
15. Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is
called ____ advertising.
a.
institutional
b.
product
c.
organizational
d.
pioneer
e.
advocacy
16. Parisian Dry Cleaners airs a series of radio ads that claim, "We are the fastest dry cleaners in town." This campaign
would best be described as ____ advertising.
a.
pioneer
b.
target
c.
product
d.
institutional
e.
comparative
17. The University of Iowa runs a series of ads throughout the Midwest on how friendly and helpful its faculty, staff, and
students are as well as how outstanding its academic programs are. This type of promotion would best be characterized as
a.
public relations.
b.
product advertising.
c.
advocacy advertising.
d.
institutional advertising.
e.
comparative advertising.
18. When a company promotes its position on a public issue, this is specifically referred to as ____ advertising.
a.
institutional
b.
product
c.
advocacy
d.
issue
e.
competitive
19. When Anheuser-Busch ran an advertising campaign featuring the slogan, "Know when to say when," it was using
a.
competitive advertising.
b.
public relations.
c.
product advertising.
d.
public service awareness.
e.
advocacy advertising.
20. Tropicana orange juice has a television commercial where a young boy is drinking orange juice at dinner. He remarks
that he likes the great taste of Tropicana anytime. The element of the commercial that focuses on drinking orange juice at
dinner would be best classified as ________, while the focus on the great taste of Tropicana would be best classified as
___.
a.
comparative advertising; informative advertising
b.
pioneer advertising; competitive advertising
c.
institutional advertising; stimulating primary demand
d.
product advertising; institutional
e.
comparative advertising; competitive advertising
21. The two major types of product advertising are
a.
institutional and advocacy.
b.
pioneer and competitive.
c.
competitive and comparative.
d.
advocacy and competitive.
e.
informative and comparative.
22. The “Got milk?” print campaign is advertising that stimulates demand for a ____, known as ____ advertising.
a.
product category; pioneer
b.
product brand; competitive
c.
product category; institutional
d.
brand category; pioneer
e.
product; comparative
23. Which of the following lists forms of competitive advertising?
a.
Pioneer, comparative, reminder
b.
Reminder, repetitive, reinforcement
c.
Comparative, reminder, reinforcement
d.
Institutional, product, comparative
e.
Product, pioneer, reminder
24. When Volvo’s advertising campaign mentions the Volvo CX60 has the highest safety rating of any European sedan, it
is using _______ advertising.
a.
Reminder
b.
Reinforcement
c.
Competitive
d.
Defensive
e.
Institutional
25. Coors advertises that its beer is the only one that is kept cold from the brewery to the store. This type of advertising is
called
a.
pioneer.
b.
competitive.
c.
comparative.
d.
defensive.
e.
institutional.
26. Tercile Products Company advertises a specific product heavily, and Carbone Products Company wants to offset the
effects of that advertising. In this case, Carbone would most likely employ ____ advertising.
a.
competitive
b.
pioneer
c.
institutional
d.
primary
e.
target
27. Soft drink companies advertise that their products beat the competition in national "taste tests," and they refer to the
rival brands by name. This type of advertising is best described as
a.
pioneer.
b.
competitive.
c.
comparative.
d.
defensive.
e.
selective.
28. Brands that are promoted through comparative advertising are most likely to be
a.
market leaders.
b.
brands that are attempting to compete with market leaders.
c.
primarily services rather than tangible goods.
d.
attempting to compete on a nonprice basis.
e.
competing in a less competitive market.
29. The advertising campaign for Crest toothpaste lets consumers know about its newest flavor, and also mentions its
history as an established brand. The ad also mentions Crest’s advantages and benefits. Crest’s advertising would be
classified as
a.
repetitive.
b.
reminder.
c.
pioneer.
d.
competitive.
e.
reinforcement.
30. An ad for a multivitamin that claims, "We still bring you everything you need to get through your day in one vitamin,"
would most likely be considered ____ advertising.
a.
reinforcement
b.
competitive
c.
comparative
d.
reminder
e.
institutional
31. Reinforcement advertising is primarily targeted at
a.
new potential target markets.
b.
users of competitors' brands and products.
c.
anyone who uses that type of product.
d.
all the stakeholders of an organization.
e.
the current users of a particular product.
32. Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody did?" exemplifies the use of
____ advertising.
a.
reinforcement
b.
offensive
c.
comparative
d.
institutional
e.
defensive
33. The target audience for an advertising campaign is the
a.
information base on which to develop the campaign.
b.
geographic distribution of persons.
c.
people toward whom the advertisements are directed.
d.
overall goal of the advertising campaign.
e.
sales objective to be achieved by the campaign.
34. The first stage in the development of any advertising campaign is
a.
creating the message.
b.
setting the budget.
c.
identifying the advertising target audience.
d.
defining the advertising objectives.
e.
creating the advertising platform.
35. The last stage in the development of any advertising campaign is
a.
creating the advertising platform.
b.
developing the media plan.
c.
creating the advertising message.
d.
evaluating the effectiveness of advertising.
e.
defining the advertising objectives.
36. After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed
by
a.
creating the advertising platform.
b.
determining the financial resources available.
c.
defining the advertising objectives.
d.
developing a media plan.
e.
creating an advertising message.
37. After the advertising budget is determined, the next step in creating an advertising campaign is
a.
creating the advertising message.
b.
creating the advertising platform.
c.
evaluating the advertising objectives.
d.
executing the campaign.
e.
developing the media plan.
38. The step in developing an advertising campaign that directly precedes campaign execution is
a.
defining advertising objectives.
b.
creating the advertising platform.
c.
evaluating advertising effectiveness.
d.
developing a media plan.
e.
creating the advertising message.
39. Suppose State Farm Insurance stated, "We want our advertising to increase our customer base for home and
automobile insurance 10 percent by the end of the fiscal year." This would be considered a(n)
a.
target audience goal.
b.
advertising platform.
c.
percent-of-sales approach.
d.
advertising objective.
e.
media plan goal.
40. When developing an advertising campaign, benchmarks need to be included in the
a.
campaign platform.
b.
evaluation of the advertising effectiveness.
c.
statement of advertising objectives.
d.
media plan.
e.
budget.
41. Why should a benchmark statement be included in advertising objectives?
a.
Shareholders want to see where a company is in relation to competition.
b.
It is useful in determining whether retailers have increased their sales over the year.
c.
It gives an indication of how the advertising message is best presented.
d.
Without a reference point, it is difficult to determine to what degree objectives have been accomplished.
e.
Objectives become more easily attainable when such a statement is included.
42. The owner of a professional baseball team asks the account representative of an advertising agency to develop an
advertising campaign to bring more teenagers to the ballpark. At this point, the account representative logically begins to
discuss establishing ____ for the campaign.
a.
the target audience
b.
a budget
c.
a media plan
d.
objectives
e.
advertising directives
43. Dan is responsible for developing the promotional campaign for Under Armour’s new line of footwear for teens. He
will be writing advertising campaign objectives that are aimed at making the target customers' attitudes more favorable
toward Under Armour, which should be stated in ____ terms.
a.
communication
b.
sales
c.
demand
d.
market
e.
survey
44. If an advertising campaign is aimed at increasing brand awareness and consumers' knowledge of a product's features,
the advertising objective should be stated in terms of
a.
market share.
b.
dollar sales.
c.
unit sales.
d.
communication.
e.
long-run goals.
45. An advertising platform is the
a.
basic issue or selling point that an advertiser wishes to include in an advertising campaign.
b.
objective of the advertising campaign, stated in precise and measurable terms.
c.
form in which the basic issues of the campaign should be presented.
d.
broad objectives of the advertising campaign.
e.
consumer advertising research conducted.
46. The basic issues or selling points that an advertiser wants to include in an advertising campaign is (are) the
a.
advertising objectives.
b.
target audience objectives.
c.
media plan.
d.
advertising message.
e.
advertising platform.
47. Before launching a new advertising campaign, marketers for Healthy Choice frozen dinners must determine the selling
points that they want to include in the advertisements. The identification and organization of these selling points is called
the
a.
advertising appropriation.
b.
objective-and-task approach.
c.
advertising platform.
d.
advertising objective.
e.
advertising budget.
48. Frederick Griffith of Griffith's department stores tells his marketing director that he is tired of the constant price-
centered advertising by the firm's agency. "We have the best customer service in town, and I feel that is what we should
be hanging our hats on," he states. This statement is most appropriate for use in which of the following stages of campaign
development?
a.
Determining the appropriations
b.
Creating the platform
c.
Identifying the target
d.
Defining objectives
e.
Developing the media plan
49. An advertising platform should consist of issues that are important to consumers. Selling features should be important
to consumers and should be features that
a.
competitive products lack.
b.
can be seen easily in a photograph.
c.
are familiar concepts to those in the target market.
d.
competitive products have as well.
e.
are reasonably inexpensive to develop.
50. The total amount of money a marketer allocates for advertising for a specific time period is the
a.
marketing budget.
b.
advertising appropriation.
c.
objective-and-task approach.
d.
promotion grant.
e.
finances for advertising.
51. Advertising appropriations are largest for which type of product?
a.
Business products
b.
Convenience goods
c.
High-priced products
d.
Specialty goods
e.
Infrequently purchased goods
52. Sony Corporation has a particular approach for determining its advertising appropriation. A problem with this
technique, however, is that the people in the marketing department have difficulty estimating the level of effort needed to
achieve certain goals. This problem is characteristic of the ____ approach.
a.
reliable-appropriation
b.
match-competition
c.
arbitrary
d.
objective-and-task
e.
percent-of-sales
53. The main problem with using the objective-and-task approach to setting an advertising budget is that
a.
sales create advertising rather than advertising creates sales.
b.
it often results in overspending or underspending of the firm's resources.
c.
it does not achieve full potential in terms of stimulating demand.
d.
the marketer may experience difficulty when trying to estimate accurately the level of effort needed to achieve
goals.
e.
it is difficult to determine the objectives of the campaign.
54. Danielle Robinson, account representative for EXpert Advertising, tells D'Orazio Tile Products that she is proposing
to use 5 full-page, four-color ads in home-decorating magazines to achieve an increase in consumer and builder inquiries
of 15 percent. This approach is an example of which of the following methods of determining advertising expenditure
levels?
