interests.
78. Which of the following is the best example of a mass media advertising channel?
79. One of the advantages of niche media is it often allows marketers to
80. __________ is a particularly good advertising medium for groceries and fast food.
81. _______ refers to the process of evaluating and selecting the ________.
82. _______ channels are used to reach a broad audience; _______ channels are used to reach a narrower segment of consumers.
83. Advertising in which medium relies on a mix of visual and auditory techniques?
84. A ____________ advertising schedule uses heavy advertising during some periods followed by periods of no advertising.
85. A ____________ advertising schedule uses a base level of advertising during some periods followed by periods of increased advertising.
86. For consumer products like toothpaste and groceries, things consumers purchase throughout the year, most advertisers would use a __________
advertising schedule.
87. Tyler runs a parasailing business on Hilton Head Island, South Carolina. Tyler closes his business in winter when the water gets too cold. Tyler
should use a __________ advertising schedule.
88. Gypsy just bought a gift and jewelry store on Main Street. She knows from the previous owner that almost 60 percent of her sales take place during
the Christmas holiday season, with the other 40 percent of sales evenly distributed over the rest of the year. Gypsy will probably use a __________
advertising schedule.
89. After the advertiser has decided on the message, type of ad, and appeal, its attention now shifts to
90. In the “create advertisements” step when planning and executing an ad campaign, often the execution style for the ad will
91. Often, advertisers will employ a variety of media to deliver their message. When using different media, advertisers need to deliver
92. Regina just bought a gourmet bagel store. She is working with a freelance graphic artist who is designing her logo and print advertisements. Regina
is spending days looking over the various designs and color options. She needs to remember that the creative aspect of advertising design
93. The execution style of an advertising message must
94. Brad is working on the creative design for his company’s new ad campaign. This is his first major assignment. His boss reminds him that when
writing a headline, it should
95. Jennifer has worked for many years reviewing and approving print ads for her firm. She has memorized a checklist of key points to review. All of the
following would be on her checklist except
96. The major text portion of a print advertisement that should arouse a desire for the product and move the consumer to action is contained in the
97. The effectiveness of an advertising campaign is assessed during the campaign by
98. Marketers __________ an advertising campaign to ensure that various elements of the campaign will work in an integrated fashion and do what they
are intended to do.
99. Jami is managing an extended advertising campaign for a local convenience store chain. The campaign includes a series of television, radio, and
print messages. As part of monitoring the campaign, which of the following offers a good indicator of advertising effectiveness?
100. Thomas had conducted a thorough pretest before the new ad campaign, so he was fairly sure the elements would work together. A lot was riding on
the success of the ad campaign, so he couldn’t wait until the campaign was over to see how well it did. During the campaign, he will be monitoring the
sales volumes on a daily basis as part of his
101. In the early stages of an ad campaign, the objectives are established. To determine if those objectives have been met, the marketer will
102. The additional sales that can be attributed to an advertising campaign are known as
103. In the United States, the regulation of advertising involves a complex mix of laws and informal restrictions designed to
104. All of the following are federal agencies that regulate advertising activities except the
105. The __________ is the primary enforcement agency for mass media advertising.
106. Brett has developed a vitamin-enriched crouton in crazy colors that can be added to children’s salads to make them more nutritious and fun. She’d
like to ethically advertise the product directly to the children, so she is examining
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107. The head of the marketing area told Alex to find the most stringent federal regulations on advertising to create the toughest standards. “If we can
pass those, we should be able to get by all regulations.” One real problem is
108. U.S.-based global marketers have often found that
109. Which of the following is the best example of puffery?
110. Unlike advertising, public relations
111. Gretchen has just started as a fashion marketing intern for an up-and-coming design firm. She expected to immediately begin implementing the
four Ps she had learned about in class. Instead, she was asked to work on a project identifying important events where celebrities might wear the
fashions. Gretchen soon realized that this activity was part of __________, directly related to marketing.
112. All of the following statements about public relations are true except
113. Kevin is recognized by his friends as an activist on many fronts. He prefers to buy products from firms that will donate part of the total purchase
price to organizations he supports. Marketers recognize that this approach can be an important competitive tool; it is called
114. All of the following are public relations tools except
115. __________ are special incentives or excitement-building programs that encourage consumers to purchase a particular product, often used in
conjunction with advertising or personal selling programs.
116. Sarah goes through the newspaper looking for coupons to help reduce her living expenses. Her roommate Paige doesn’t read newspapers, let alone
look through them for coupons. But Paige filled out a form from inside a cereal box entering her in a drawing for free exercise equipment. What kind of
sales promotion reached Paige?
117. “Buy one, get one free” is a __________ sales promotion.
118. Chet was struggling selling his golf photography outside a PGA event. When he offered a T-shirt with a golf photograph on it with any framed golf
photo, sales picked up. Chet discovered the value of sales promotions—specifically _________—in encouraging customers to buy.
119. Firms are willing to offer generous rebates because
120. Actor Sissy Spacek once objected to a series of movie scenes that included her smoking a certain brand of cigarettes. She was probably objecting
to a __________ arrangement the film company had made with an advertiser.
121. Special in-store displays for magazines and chewing gum are most likely to be effective if located
122. __________ is when two or more firms join to reach a target audience.
123. Traditionally, marketers have seen the role of __________ as generating short-term results, whereas the goal of __________ was to lead to
long-term results.
124. Cross-promotion is most successful when
125. Why do many people think advertising and marketing are synonymous?
126. Marketers know perception is a highly selective process. What does this mean for advertisers?
127. The first step in developing an ad campaign for Jason’s reggae band is to identify his target audience. Why is this a starting point for effective
advertising? What does identifying his target audience involve?
128. You are assigned the task of developing an advertising plan for the marketing program at your university. What will you include in your plan?
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129. Create three one-sentence advertising messages for the nearest fast-food restaurant: one that is informative, one that is persuasive, and one that is
a reminder ad.
130. What are PSAs? Why do television and radio stations run them?
131. What is a unique selling proposition (USP)? Propose one for your university.
132. Priscilla opened a new financial services office about two years ago. Now she is established and known in her local market. How will her
advertising message change?
133. Create two appeals for a nonprofit organization whose cause you support—one informational appeal, and one emotional appeal.
134. Assume you are the owner of a nationally franchised pizza restaurant in a large city like New York, Chicago, or Los Angeles. Which types of
media would you use, and why?
135. The author/self-publisher of a new book, The Gullah Bible (a translation of the Bible into the Gullah language), wants to advertise her book. Which
media outlets would be most appropriate?
136. Which type of advertising scheduling would you recommend for your university, and why?
137. Jim is reviewing the proposed assessment measures for an upcoming travel magazine campaign encouraging last-minute travel to his region. Jim
knows he can measure the number of inquiries on the website in response to the ad, but he wants to monitor external factors that could influence
consumers’ responsiveness to the campaign. What factors should he monitor?
138. What is puffery? Why is puffery not illegal in the United States? Give an example of an advertising message containing puffery.
Puffery is the legal exaggeration of praise, stopping just short of deception, lavished on a product. In the United States, the prevailing government
139. Briefly define public relations. Why is public relations an important part of a marketing campaign?
Public relations involves managing communication and relationships to achieve various objectives, such as building and maintaining a positive image
140. Many small “main street” retailers find advertising either too expensive or ineffective. In this situation, these business owners turn to sales
promotion to complement or augment their advertising efforts. Describe three kinds of sales promotion a small, main street retailer might use, including
141. Why do marketers need to create an advertising plan before they initiate a campaign?
142. What type of advertising appeal is most appropriate for a marketer introducing hydrogen-powered automobiles to consumers?
143. To be effective, what three qualities does a selling proposition in an advertising campaign need to have?
144. Which of the two types of appeals does each of these ads represent?
145. Every day we can see local car dealerships advertising on television. What are the advantages and disadvantages of television advertising for local
car dealerships?
146. Tyrone runs an ice cream shop on the pier in Atlantic City, New Jersey. Tyrone closes his business in winter, when the weather turns cold. What
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147. Almost everyone in advertising agencies wants to be part of the creative team, coming up with potential award-winning ads. What admonition
needs to be considered when creating advertisements and why?
148. Why is tracking the impact of an advertising campaign challenging?
149. Create a sales promotion to promote your university bookstore.
150. Describe an example of a product placement you have recently seen, and if it was effective.
Category # of Questions
AACSB: Analytical Thinking 73
AACSB: Communication 12
AACSB: Ethics 9
AACSB: Knowledge Application 56
Accessibility: Keyboard Navigation 124
Blooms: Analyze 1
Blooms: Apply 66
Blooms: Create 3
Blooms: Remember 32
Blooms: Understand 48
Difficulty: 1 Easy 32
Difficulty: 2 Medium 49
Difficulty: 3 Hard 69
Learning Objective: 19-01 Describe the steps in designing and executing an advertising campaign. 26
Learning Objective: 19-02 Identify three objectives of advertising. 32
Learning Objective: 19-03 Describe the different ways that advertisers appeal to consumers. 19
Learning Objective: 19-04 Identify the various types of media. 40
Learning Objective: 19-05 Identify agencies that regulate advertising. 10
Learning Objective: 19-06 Describe the elements of a public relations toolkit. 7
Learning Objective: 19-07 Identify the various types of sales promotions. 16
Topic: Advertising Appeals 36
Topic: Advertising Media 27
Topic: Marketing Metrics 6
Topic: Political and Legal Environment 10
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Topic: Promotion Budget 2
Topic: Public Relations 7
Topic: Sales Promotions 16
Topic: Target Markets 3
Topic: The Role of Advertising 20
Topic: The Steps in an Advertising Campaign 23