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Marketing Management, 14e (Kotler/Keller)
Chapter 18 Managing Mass Communications: Advertising, Sales Promotions, Events and
Experiences, and Public Relations
1) An ________ is a specific communications task and achievement level to be accomplished
with a specific audience in a specific period of time.
A) advertising medium
B) advertising objective
C) advertising channel
D) advertising budget
E) advertising copy
2) ________ aims to create brand awareness and knowledge of new products or new features of
existing products.
A) Informative advertising
B) Corporate advertising
C) Reinforcement advertising
D) Persuasive advertising
E) Reminder advertising
3) Which of the following is an example of informational advertising?
A) Volkswagen famed "Drivers Wanted" campaign
B) Pringles campaign with the tagline "Once You Pop, the Fun Don't Stop"
C) KFC's fast-food range that it claims to be "Finger Lickin' Good"
D) The California Milk Processor Board's famous "Got Milk" campaign
E) Excedrin's ads that claim it stops the toughest headache
4) ________ aims to create liking, preference, conviction, and purchase of a product or service.
A) Corporate advertising
B) Reminder advertising
C) Persuasive advertising
D) Reinforcement advertising
E) Informational advertising
5) Comparative advertising works best when ________.
A) it elicits cognitive and behavioral motivations simultaneously
B) the firm is trying to minimize brand dilution
C) consumers are processing advertising in a detailed, analytical mode
D) it elicits affective motivation, followed by cognitive motivation
E) the advertising message uses negative fear appeals
6) ________ aims to stimulate repeat purchase of products and services.
A) Reinforcement advertising
B) Comparative advertising
C) Persuasive advertising
D) Informational advertising
E) Reminder advertising
7) The "Got Milk" campaign was intended to boost the sagging milk consumption among
Californians in the 1990s. The campaign ads highlighted the inconvenience of running out of
milk when intended to be used with certain foods, such as cookies or muffins, advising
consumers to stock up on milk to avoid such inconveniences. The "Got Milk?" campaign an
example of ________.
A) informational advertising
B) reminder advertising
C) institutional advertising
D) comparative advertising
E) reinforcement advertising
8) ________ aims to convince current purchasers that they made the right choice.
A) Persuasive advertising
B) Informational advertising
C) Reinforcement advertising
D) Reminder advertising
E) Comparative advertising
9) Which of the following conditions necessitates that the objective of advertising should be to
stimulate more usage of a product?
A) the advertised product belongs to a nascent product category
B) the company is not the market leader
C) the advertised brand is superior to the market leader
D) the product class is mature
E) brand usage for the product is very high
10) Which of the following statements is true of the factors that affect an advertising budget?
A) High-market-share brands usually require proportionately high advertising expenditure as a
percentage of sales to maintain share.
B) Brands in less-differentiated or commodity-like product classes require very less advertising
to establish a unique image.
C) New products typically merit large advertising budgets to build awareness and to gain
consumer trial.
D) In a market with few competitors and moderate advertising spending, a brand must advertise
more heavily to be heard.
E) Established brands usually are supported with high advertising budgets, measured as a ratio to
sales.
11) Marketers often cut the cost of advertising dramatically by using consumers as their creative
team. This strategy is known as ________.
A) disintermediation
B) public relations
C) vertical integration
D) reintermediation
E) crowdsourcing
12) Which of the following is generally acknowledged as the most powerful advertising medium
and reaches a broad spectrum of consumers at low cost per exposure?
A) television
B) radio
C) newspapers
D) magazines
E) billboards
13) TV advertising is considered to be particularly advantageous because ________.
A) the low volume of nonprogramming material on television makes it difficult for consumers to
ignore or forget ads
B) it provides detailed product information and effectively communicates user and usage
imagery
C) it can vividly demonstrate product attributes and persuasively explain their corresponding
consumer benefits
D) TV channels are very targeted, ads are relatively inexpensive to produce and place, and short
closings allow for quick response
E) it lets companies achieve a balance between broad and localized market coverage
14) According to researchers, which of the following is the correct order in which content of
print advertisements matter?
A) picture-headline-copy
B) copy-picture-headline
C) headline-copy-picture
D) picture-copy-headline
E) copy-headline-picture
15) Which of the following is the main advantage of radio as an advertising medium?
A) low competition
B) more attention than television
C) longer duration of ad exposure
D) flexibility
E) standardized rate structures
16) ________ refers to simple exaggerations in advertisements that are not meant to be believed
and that are permitted by law.
A) Puffery
B) Boosterism
C) Astroturfing
D) Doublethink
E) Subliminal advertising
17) Which of the following organizations uses top-notch industry talent to produce and distribute
public service announcements for nonprofits and government agencies?
A) the Association of National Advertisers
B) the International Advertising Association
C) the Ad Council
D) the National Advertising Review Council
E) the Advertising Research Foundation
18) ________ is finding the most cost-effective media to deliver the desired number and type of
exposures to the target audience.
A) Media scheduling
B) Content analysis
C) Media selection
D) Communication design
E) Copy testing
19) The number of different persons or households exposed to a particular media schedule at
least once during a specified time period is known as ________.
A) range
B) impact
C) intensity
D) reach
E) frequency
20) The number of times within a specified time period that an average person or household is
exposed to an advertising message is known as ________.
A) impact
B) frequency
C) amplitude
D) reach
E) depth
21) The qualitative value of an exposure through a given medium is known as ________.
A) frequency
B) reach
C) amplitude
D) impact
E) range
22) Which of the following equations accurately describes the total number of exposures (E) of
an advertising message through a given medium?
A) E = reach * frequency
B) E = (reach * frequency) / impact
C) E = reach * frequency * impact
D) E = (reach + frequency) / impact
E) E = frequency / reach
23) The weighted number of exposures (WE) of an advertising message over a given medium is
given by ________.
A) WE = reach * frequency
B) WE = (reach * frequency) / impact
C) WE = reach * frequency * impact
D) WE = (reach + frequency) / impact
E) WE = frequency / reach
24) Under which of the following conditions is the reach of media the most important factor in
media selection?
A) when introducing frequently purchased brands
B) when going into a defined target market
C) when launching extensions of well-known brands
D) when there are strong competitors to a brand
E) when there is high consumer resistance to the product
25) Under which of the following conditions is the frequency the most important factor in media
selection?
A) when introducing flanker brands
B) when launching infrequently purchased brands
C) when going into undefined target markets
D) when there is high consumer resistance to the product
E) when there is modest competition to the brand in the market
26) What is the gross rating points (GRP) for a media schedule that reaches 60 percent of homes
with an average exposure frequency of 4 and impact of 1.5?
A) 15
B) 160
C) 360
D) 240
E) 10
27) What is the weighted number of exposures of a media schedule that reaches 80 percent of the
target audience, with an exposure frequency of 4 and impact value of 2?
A) 320
B) 10
C) 640
D) 160
E) 240
28) Which of the following is an advantage of using newspapers as an advertising medium?
A) long lifespan
B) high reproduction quality
C) huge "pass-along" audience
D) high level of targeting
E) good local market coverage
29) Which of the following is a disadvantage of using newspapers as an advertising medium?
A) lack of flexibility
B) high costs of advertisement space
C) poor reproduction quality
D) low believability
E) absence of local market coverage
30) Which of the following is an advantage of using television as an advertising medium?
A) high attention and reach
B) low absolute cost
C) absence of clutter
D) long duration of ad exposure
E) high audience selectivity
31) Which of the following is a disadvantage of using television as an advertising medium?
A) high absolute cost
B) low audience attention
C) lack of reach among audience
D) high audience selectivity
E) absence of clutter
32) Which of the following is an advantage of using radio as an advertising medium?
A) higher attention than television
B) standardized rate structures
C) long duration of ad exposure
D) high quality reproduction
E) high geographic selectivity
33) Which of the following is a disadvantage of using direct mail as an advertising medium?
A) low audience selectivity
B) lack of flexibility
C) high competition within same medium
D) relatively high cost
E) lack of personalization of advertising message
34) Which of the following is an advantage of using magazines as an advertising medium?
A) high-quality reproduction
B) short ad purchase lead time
C) high efficiency in circulation
D) no ad competition in same medium
E) low cost of advertising
35) Which of the following is a disadvantage of using magazines as an advertising medium?
A) low geographic and demographic selectivity
B) long ad purchase lead time
C) low-quality reproduction
D) small "pass-along" readership
E) lack of credibility
36) Which of the following is a disadvantage of using outdoor media for advertising?
A) low flexibility
B) low repeat exposure
C) limited audience selectivity
D) high costs
E) greater competition
37) Which of the following is an advantage of using Yellow Pages as an advertising medium?
A) low competition
B) high believability
C) short ad purchase lead time
D) greater scope for creativity
E) lack of clutter
38) Which of the following is a disadvantage of using Yellow Pages as an advertising medium?
A) high competition
B) poor local market coverage
C) low believability
D) lack of adequate reach
E) high total costs
39) Which of the following is a disadvantage of using the Internet as an advertising medium?
A) limited audience selectivity
B) increasing clutter
C) lack of interactive possibilities
D) relatively high costs involved
E) fleeting ad exposure time
40) Which of the following is a disadvantage of using newsletters as an advertising medium?
A) low audience selectivity
B) high chances of runaway costs
C) lack of adequate control
D) relatively high costs
E) lack of interactive possibilities
41) Pepe Homes manufactures a range of bathroom accessories and fittings that include bath-
tubs, shower stalls, etc. While deciding on an effective advertising media vehicle for its planned
advertising campaign, the marketing department decides that its advertising objectives would be
best achieved if they used a medium that would portray their brand as prestigious and a symbol
of luxury. To this effect, the medium should offer the marketers a high degree of audience
selectivity and high-quality reproduction. Which of the following advertising media would best
serve the advertising purposes of Pepe Homes?
A) outdoor media
B) radio
C) magazines
D) television
E) newspapers
42) Moonburst is a newly-launched brand of energy drinks, one among many other recently
introduced competing brands. The advertising agency handling Moonburst's account decides that
to promote Moonburst better, it has to zero in on an advertising medium that would offer
immunity from the clutter of other brands, flexibility to alter its advertising message, and fit in
with the modest advertising budget. Also, the medium has to provide a high repeat exposure of
the advertising message to the target audience. The advertising agency would be happy to trade-
off audience selectivity and creative possibilities, if the medium satisfies the above criteria.
Which of the following would be the best option for Moonburst?
A) outdoor media
B) radio
C) magazines
D) television
E) Yellow Pages
43) Which of the following advertising practices involves advertisers paying filmmakers to have
their products make cameo appearances in movies and television shows?
A) brand extension
B) flyposting
C) co-branding
D) product placement
E) ambush marketing
44) The popular music talent show, American Idol, has been generally acknowledged as the most
profitable TV series in U.S. history, in terms of advertising and merchandising revenue. Major
sponsors of the show include Coca-Cola, AT&T Wireless, and iTunes, among many others. Cups
bearing the logo of Coca-Cola were a prominent prop found on the show's judges' tables. The
show also urged viewers to vote for contestants using AT&T sms services. Contestants were
routinely shown rehearsing for their performances with the help of Apple iPods. Which of the
following advertising practices is apparent in this example?
A) ambush advertising
B) product placement
C) angel dusting
D) co-branding
E) subliminal advertising
45) Which of the following media timing factors expresses the rate at which new customers enter
the market?
A) buyer turnover
B) purchase frequency
C) media reach
D) weighted number of exposures
E) advertising impressions
46) ________ is the number of times the average buyer buys a product during the period.
A) Buyer turnover
B) Purchase frequency
C) Customer retention rate
D) Advertising impressions
E) Total number of exposures
47) In which of the following types of advertising timing patterns do exposures appear evenly
throughout a given period?
A) concentration
B) pulsing
C) flighting
D) continuity
E) frequency capping
48) Which of the following types of advertising timing patterns calls for spending all the
advertising dollars in a single period?
A) frequency capping
B) flighting
C) concentration
D) pulsing
E) continuity
49) Ted is a media buyer with Shelvey Partners, an ad agency in San Francisco. He is currently
working on charting a media plan for a departmental store chain's ads that are targeted at the
upcoming Thanksgiving weekend. Which of the following advertising timing patterns is best
suited for running these ads?
A) continuity
B) flighting
C) pulsing
D) concentration
E) frequency capping
50) Advertisements for which of the following products categories would merit a continuous
advertising timing pattern the most?
A) air conditioners
B) life insurance
C) breakfast cereal
D) automobiles
E) holiday package tours
51) ________ is an advertising timing pattern that calls for advertising during a period, followed
by a period with no advertising, followed by a second period of advertising activity.
A) Pulsing
B) Continuity
C) Flighting
D) Concentration
E) Frequency capping
52) Flighting as an advertising timing pattern is most useful when ________.
A) purchase cycle is rather frequent
B) substantial advertising budget is available
C) items are seasonal
D) tightly defined buyer categories exist
E) there are expanding market situations
53) Advertisements for which of the following product categories would be most effective when
used with a flighting pattern?
A) breakfast cereal
B) detergents
C) beer
D) electric bulbs
E) refrigerator
54) ________ is continuous advertising at low-weight levels, reinforced periodically by waves of
heavier activity.
A) Flighting
B) Frequency capping
C) Pulsing
D) Concentration
E) Session capping
55) ________ seeks to determine whether an ad is communicating effectively.
A) Copy testing
B) Flighting
C) Pulsing
D) Frequency capping
E) Square inch analysis
56) ________ represents the proportion of company advertising of a product to all advertising of
that product.
A) Share of wallet
B) Share of mind
C) Share of voice
D) Share of market
E) Share of cost
57) Which of the following elements of the marketing communications mix consists of a
collection of incentive tools, mostly short-term, designed to stimulate quicker or greater purchase
of particular products or services by consumers or the trade?
A) advertising
B) public relations
C) sales promotion
D) events and experiences
E) personal selling
58) Which of the following is an example of a trade promotion?
A) free samples
B) discount coupons
C) display allowances
D) contests for sales reps
E) premiums
59) Which of the following is an example of a business and sales force promotion?
A) advertising allowance
B) free samples
C) contests for sales reps
D) display allowance
E) discount coupons
60) Sales promotion expenditures increased as a percentage of budget expenditure for a number
of years, although its growth has recently slowed. Which of the following is a factor that has
contributed to the growth of sales promotion expenditures?
A) many brands have come to be seen as dissimilar
B) the efficiency of advertising as a promotion has improved
C) the trade demands more deals from manufacturers
D) consumers have become less price-oriented
E) the number of brands in the market has decreased
61) According to consumer-packaged goods companies, which of the following effects is
attributed to the heavy use of sales promotion?
A) increased brand loyalty
B) focus on long-run marketing planning
C) improved brand-quality image
D) increased price sensitivity
E) greater coupon redemption rates
62) Which of the following is an example of a manufacturer promotion?
A) price cuts
B) feature advertising
C) retailer coupons
D) high-value trade-in credit
E) retailer contests or premiums
63) Which of the following is a sales promotion tool that is consumer franchise building in
nature?
A) price-off packs
B) contests and sweepstakes
C) consumer refund offers
D) trade allowances
E) frequency awards
64) Which of the following is a sales promotion tool that typically does not build brand image?
A) consumer refund offers
B) free samples
C) premiums related to the product
D) frequency awards
E) coupons that include a selling message
65) Which of the following consumer promotion tools offers a free amount of a product or
service delivered door-to-door, sent in the mail, picked up in a store, attached to another product,
or featured in an advertising offer?
A) coupons
B) rebates
C) premiums
D) samples
E) price packs
66) ________ are certificates that entitle the bearer to a stated saving on the purchase of a
specific product.
A) Samples
B) Coupons
C) Rebates
D) Price packs
E) Premiums
67) ________ are consumer promotion tools that provide a price reduction after purchase rather
than at the retail shop.
A) Rebates
B) Cents-off deals
C) Price packs
D) Coupons
E) Premiums
