Chapter 19
Test Bank
1. One problem facing advertisers is that consumers screen out messages that are not relevant to them.
2. The target audience for advertisers is not always the same as current users of the product.
3. Glenn is trying to promote his new, self-published financial guidebook. By directly promoting it to readers in Wall Street Journal, he is using a push
strategy.
4. The three general objectives of advertising are to select, target, and promote.
5. A television ad showing a crowd holding candles and singing “I’d like to teach the world to sing,” followed by the words “Happy Holidays from your
Coca-Cola bottler,” is an example of reminder advertising.
6. An advertisement stating “Buy now: no money down” is a persuasive-type ad.
7. Public service advertising typically focuses on social marketing objectives.
9. An advertising campaign’s objectives should be specific and measurable.
10. Am emotional appeal aims to satisfy consumers’ emotional desires rather than their utilitarian needs.
11. A pulsing advertising schedule uses periods of heavy advertising followed by periods of no advertising.
12. An iPad mini advertisement appearing in New York Times is an example of using a niche media channel.
13. Procter & Gamble advertises its Tide brand of laundry detergent continuously. This is an example of a pulse advertising schedule.
14. Consumer goods firms such as Lancôme often use reminder advertising to convince consumers to take action—switch brands, try a new product, or
even continue to buy the advertised product.
15. The primary federal agencies that regulate advertising activities in the United States are the Fed, FEMA, and the FCC.
16. Puffery is not always illegal in the United States under state and federal law.
17. When businesses support cultural or sporting events, such as the Discover Orange Bowl football game, this is known as cause-related marketing.
18. Contests and sweepstakes are both forms of sales promotions, but a contest requires some sort of skill or effort, while a sweepstakes is a drawing of
entrants’ names.
19. Beverage companies often pay movie producers to have their products used and shown in movies. This is an example of product placement.
20. Loyalty programs are sales promotions designed to retain current customers and encourage multiple purchases over time with the promise of a
reward or premium.
Multiple Choice Questions
21. The difference between advertising and publicity is that advertising is
22. Kelly is the head of marketing for a nonprofit agency that supports the arts. She just received the go-ahead from her board of directors to conduct the
agency’s first-ever advertising campaign. Her first step will be to
23. For an advertiser, the target audience can be understood as
24. Advertising slogans such as “Don’t text and drive” and “Buy flood insurance before it is too late” are examples of ads designed to
25. In very simple words, advertising is really about
26. Because advertising is the most visible form of marketing,
27. To get us to remember their ad and the product or brand in the ad, advertisers must first
28. Yesenia is working on an advertisement to promote consumer awareness of the danger of solar radiation causing skin cancer. Yesenia’s first concern
will be to
29. 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
30. The __________ stage of the advertising campaign planning process can be described by the question, “Whom are we trying to talk to?”
31. Greg is planning an advertising campaign to promote his kayak tour company. The success of his ad campaign depends on
32. After using market research to identify the target audience for his advertising campaign, Jorge will next use this information to
33. Generally speaking, all advertising messages are designed to
34. Yana has identified the target audience for her line of Russian jewelry. For optimum success, she is creating an advertising plan that will
35. An advertising plan is crucial to an ad campaign because it
36. Generally, when advertising to consumers, the objective of an advertising campaign is
37. Whenever the major beverage companies develop a new product, they advertise it heavily using television and print media. These efforts are
designed to
38. Florida Heat Pump Manufacturing Company is offering a free, all-expenses-paid trip to Las Vegas for HVAC dealers that sell at least 20 units this
year. Florida Heat Pump is using a __________ promotional strategy.
39. Anne’s Pita Bread Chips offers free POP (point-of-purchase) displays to retailers ordering its product. Anne’s is using a __________ strategy.
40. After identifying the target audience for the university’s new advertising campaign, the advertising team needs to decide whether the advertising
objective is to __________, __________, or __________ potential and/or existing students.
41. Informative advertising is used to
42. “Now available—the latest fall fashions” is an example of a(n) __________ advertising message.
43. When a product has gained a certain level of brand awareness, firms use __________ advertising to motivate consumers to take action.
44. Which of the following is the best example of a persuasive advertising message?
45. P&G‘s Tide laundry detergent has been around since 1948 and is still a market leader. P&G has used __________ advertising to reposition Tide
several times over the product’s life, trying to motivate new consumer segments to use the product.
46. Persuasive advertising is often used when competition
47. Reminder advertising is primarily used to
48. Which of the following is the best example of a reminder advertising message?
49. 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.
50. Campbell’s Soup Company ran a series of radio ads tied to local weather forecasts. Before an impending storm the ads said, “Time to stock up on
Campbell’s Soup.” During the storm the ads said, “Stay home and stay warm with Campbell’s Soup.” The first ad was __________ advertising, while
the second ad was __________ advertising.
51. The California Raisin Advisory Board used to run ads featuring “The California Raisins,” a fictitious R&B musical group composed of dancing
raisins that boogied to the song “I Heard It Through the Grapevine.” The ads, which were hugely popular and which gave rise to a line of raisin-themed
merchandise, were designed to encourage raisin consumption. This campaign was an example of
52. A __________ is an advertisement that focuses on public welfare issues.
53. First Lady Michelle Obama recorded an ad encouraging parents to teach their children good nutrition habits to stem the increase in child obesity.
This message is an example of
54. Because PSAs are a special class of advertising, FCC rules require
55. An advertisement featuring a cartoon Smokey the Bear saying “Only you can prevent wildfires” is an example of a successful
56. Regardless of the objective of an advertising campaign, each campaign’s objectives must be
57. Generally, less money is spent on advertising in B2B markets than in B2C markets because
58. All of the following are considered a major consideration in determining an advertising budget except
59. Steve is working on the message to convey in his firm‘s advertising campaign. As a starting point, Steve should first consider
60. When developing an advertising message, the message should focus on
61. The advertising message “People are not looking for quarter-inch drill bits; they are looking for quarter-inch holes” suggests that advertising
messages need to
62. Neville is trying to create an advertising message that tells consumers how his company’s cable and Internet services differ from other alternatives in
the market. Neville is trying to create a(n)
63. Walmart’s “Everyday low prices” selling proposition is effective primarily because it is
64. __________ 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.
65. Estella is trying to create an advertising message that communicates the tangible features of her company’s laptop computers, telling consumers
about the relative advantages of her products as compared to other offerings in the market. Estella is trying to create a(n) __________ appeal.
66. Jamara knows that his spring break travel packages are the best deal on campus. He also knows his competitor is sloppy, often waiting until the last
minute to provide the needed tickets and documents to students buying his island packages. Jamara wants to develop an advertising message that
emphasizes the key benefits he provides. He will develop a(n) __________ appeal.
67. Danielle is creating an advertising message designed to appeal to consumers’ fears of having their home broken into. Danielle’s message will focus
on a(n) __________ appeal.
68. The key to a successful emotional advertising appeal is to use the emotion to
69. An emotional appeal aims to satisfy consumers’ __________, while an informational appeal speaks to consumers’
70. Automobile manufacturers often use television advertising showing an attractive man or woman driving the manufacturer’s stylish new car on a
winding road along an ocean vista. These types of ads have __________ appeal.
71. Which of the following is the least likely common emotional appeal for advertisers?
72. The content of an advertising message is closely tied to
73. The __________ is the combination of media used and the frequency of advertising in each medium.
74. Ashley was nervous about making the ___________. She knew it was likely to be the largest expense in the advertising budget.
75. When Microsoft introduces a new version of its Windows operating system, it typically uses selected magazine, Internet, and direct mail
advertising. This combination of advertising outlets represents Microsoft’s
76. Generally, which of the following media outlets relies on a mix of visual and auditory techniques and is typically very expensive?
77. An advertisement for Titleist golf balls that airs on the cable television Golf Channel network is an example of what type of media channel?