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100 Cards in this Set
- Front
- Back
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Video on demand(VOD), iPods, and DVRs (digital video recorders) present which of the following challenges for advertisers?
A) Consumers are watching less television programming. B) Consumers have difficulty attending to specific advertising messages due to advertising clutter. C) Audiences are less interested in media consumption. D) Consumers have more choices about what advertisements to watch or not watch. E) Television advertising is becoming more expensive. |
D) Consumers have more choices about what advertisements to watch or not watch. |
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Which of the following is defined as nonpersonal communication paid for by an identified sponsor using mass media to persuade or inform an audience?
A) public relations B) direct marketing C) direct selling D) advertising E) sales promotion |
D) advertising |
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What type of advertising delivers a message that focuses on a specific good or service?
A) retail advertising B) product advertising C) institutional advertising D) brand placement E) advocacy advertising |
B) product advertising |
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Which of the following is true of institutional advertising?
A) It is also known as public-service advertising. B) It describes products as customer services. C) It is primarily used to support sales promotion activities. D) It promotes the activities or point of view of an organization. E) It is used only by non-profit and government organizations. |
D) It promotes the activities or point of view of an organization. |
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________ advertising promotes the company as a whole instead of the firm's individual products.
A) Advocacy B) Public service C) Public relations D) Corporate E) Testimonial |
D) Corporate |
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Which of the following is true of advocacy advertising?
A) It is also known as public-service advertising. B) It is primarily used to support sales promotion activities. C) It is used only for non-profit causes. D) It is intended to inform customers about a new product. E) It is intended to influence public opinion. |
E) It is intended to influence public opinion. |
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Which of the following is the type of advertising that the media run free of charge?
A) product advertisements B) advocacy advertisements C) public service advertisements D) institutional advertisements E) local advertisements |
C) public service advertisements |
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________ are messages that champion an issue or promote not-for-profit organizations that serve society in some way.
A) Advocacy advertisements B) Product advertisements C) Public service advertisements D) Institutional advertisements E) Brand advertisements |
C) Public service advertisements |
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A(n) ________ is a coordinated, comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in various media over a period of time.
A) sales promotion B) advertising campaign C) mass marketing plan D) media schedule E) integrated marketing communication campaign |
B) advertising campaign |
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Which of the following provides a firm with one or more specialized services, such as media buying or creative development, that an advertising campaign requires?
A) a limited-service agency B) an account management agency C) a retail advertising agency D) a media planning agency E) an integrated marketing agency |
A) a limited-service agency |
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A(n) ________ provides most or all of the services needed to mount an advertising campaign.
A) institutional agency B) limited-service agency C) creative services agency D) in-house agency E) full-service agency |
E) full-service agency |
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Advertising account managers are typically responsible for which of the following?
A) writing the advertising copy B) acting as liaison between the agency and client C) posttesting advertisements D) collecting data to make informed strategic decisions E) identifying the most effective communication vehicles for the advertising campaign |
B) acting as liaison between the agency and client |
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Which advertising agency specialist is responsible for acting as the voice of the consumer in creating effective advertising?
A) the account executive B) the account planner C) the creative director D) the media planner E) the art director |
B) the account planner |
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An ad agency's copywriters are part of the agency's ________.
A) creative services B) account management C) marketing services D) editorial department E) media planning |
A) creative services |
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Which of the following is NOT an example of a specialized task that is typically performed to create an advertising campaign?
A) creative services B) account management C) new product development D) research and marketing services E) media planning |
C) new product development |
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Which of the following is the responsibility of an advertising agency's media planner?
A) recruiting new clients through different media outlets B) deciding where, when, and how often an advertisement will appear C) crafting interesting messages that convey a client's marketing objectives D) analyzing research about consumers to develop sensible advertising objectives E) serving as the primary liaison between the client and its publics |
B) deciding where, when, and how often an advertisement will appear |
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CGM, which stands for ________, includes online consumer comments, discussions, reviews, photos, images, videos, podcasts, and webcasts.
A) crowd-generated media B) community-generated media C) consumer-generated media D) content-graded media E) consumer-generated messaging |
C) consumer-generated media |
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Which of the following is an example of Do-it-Yourself advertising?
A) Toyota's presence in online communities B) Nike's Nike Plus running Web site C) MasterCard's use of "Priceless" commercials shot by customers D) Neiman Marcus's InCircle Rewards program for its best customers E) The Lexus Covenant aimed at creating customer delight |
C) MasterCard's use of "Priceless" commercials shot by customers |
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Do-it-Yourself advertising is a type of ________.
A) user-generated content B) advocacy advertising C) sales promotion D) corrective advertising E) public service advertising |
A) user-generated content |
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Through ________, a firm outsources marketing activities to a community of users.
A) crowdsourcing B) crowd-generated media C) inhouse marketing D) advertising agency contracts E) consumer-generated media |
A) crowdsourcing |
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Advertising "puffery" is a term for a(n)________.
A) straightforward promotional message B) claim of superiority that cannot be proven or disproven C) emotional appeal to customers D) subliminal appeal to customers E) value-added promotion |
B) claim of superiority that cannot be proven or disproven |
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Which of the following should be the first step of developing an advertising campaign?
A) set the budget objectives B) establish the advertising message C) understand the target audience D) draft the creative brief E) select the execution format |
C) understand the target audience |
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________ can be classified by primary purpose-–whether the aim is to inform, persuade, or remind.
A) Budget objectives B) Message objectives C) Creative strategies D) Advertising appeals E) Media plans |
B) Message objectives |
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The creative strategy for an advertising campaign is summarized in a(n) ________.
A) agency contract B) account plan C) media plan D) creative brief E) message objective |
D) creative brief |
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The central idea of an ad is expressed in its ________.
A) media vehicle B) media schedule C) reach D) advertising appeal E) message objective |
D) advertising appeal |
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________ is the execution format that depicts typical people using the product in an everyday setting.
A) Lifestyle B) Fantasy C) Slice of life D) Testimonial E) Demonstration |
C) Slice of life |
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Apple recently ran ads featuring real people who had switched from Microsoft Windows-based PCs to Macs. When companies use people, actors, or sports celebrities to express the product's effectiveness, what kind of execution format is being used?
A) testimonial B) lifestyle C) comparative D) unique selling proposition E) slice of life |
A) testimonial |
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________ refers to the mood or attitude an advertisement conveys.
A) Creative technique B) Execution format C) Unique selling proposition D) Appeal E) Tonality |
E) Tonality |
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________ is a problem-solving process for getting an advertising message to a specific target audience in the most effective fashion.
A) Pretesting B) Lobbying C) Media pulsing D) Media planning E) Sampling |
D) Media planning |
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Which of the following is NOT an example of a specialized and highly-targeted media that an advertiser might use to reach smaller customer segments?
A) cable television channels B) Internet C) network TV D) advergaming E) radio |
D) advergaming |
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You are looking to advertise your new product, and you want good mass-marketing coverage and low cost per exposure. You should go with ________ as your advertising medium.
A) radio B) place-based media C) branded entertainment D) advergaming E) television |
A) radio |
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Which of the following statements about magazines as an advertising medium is true?
A) Magazines have long lead times and deadlines that can reduce flexibility. B) Magazines have not benefited from advances in communication technologies. C) Magazines typically use a mass marketing strategy. D) Magazines do not accept local advertising. E) Magazines have poor reproduction quality of images. |
A) Magazines have long lead times and deadlines that can reduce flexibility. |
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Which of the following statements about radio as an advertising medium is true?
A) Radio advertising is typically quite expensive. B) National radio advertising opportunities are simple to purchase. C) One advantage of radio advertising is its flexibility. D) Radio prohibits the use of segmentation strategies. E) Radio is defined as a place-based medium. |
C) One advantage of radio advertising is its flexibility. |
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Which of the following would be the best medium for an advertisement encouraging customers to come to a local retailer's weekend sidewalk sale?
A) magazine B) network television C) local newspaper D) directory E) advergaming |
C) local newspaper |
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Web sites and mobile phones are examples of ________.
A) social networks B) digital media C) augmented realities D) analog media E) place-based media |
B) digital media |
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Which of the following types of ads can users block through the use of applications developed by Internet access software?
A) banners B) buttons C) pop-ups D) search engine listings E) directory listings |
C) pop-ups |
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In which type of media would you find buttons advertising products?
A) place-based media B) out-of-home media C) the Internet D) directories E) magazines |
C) the Internet |
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________ is the practice of sending unsolicited email directed to five or more people not personally known to the sender.
A) Spimming B) Spamming C) Junking D) Appealing E) Reaching |
B) Spamming |
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Which of the following practices helps to protect consumers from spamming?
A) puffery B) permission marketing C) pop-up blocking D) adware installation E) sampling |
B) permission marketing |
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Product placements in television programs and movies are examples of ________.
A) advergaming B) branded entertainment C) augmented reality D) advertising exposure E) pulsing |
B) branded entertainment |
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Ads on the sides of delivery trucks, ads on the fence around a baseball field, and ads that you see on interstate billboards are all examples of ________ media.
A) out-of-home B) place-based C) branded entertainment D) banner E) pop-up |
A) out-of-home |
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Which of the following would a consumer be most likely to consult just before making a purchase decision?
A) television B) a directory C) out-of-home media D) radio E) branded entertainment |
B) a directory |
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Brand placement in video games is referred to as ________.
A) place-based advertising B) augmented reality C) captive advertising D) mobile advertising E) advergaming |
E) advergaming |
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Which of the following would a marketer use to track customers as they pass through the aisles of a retail outlet?
A) RFID technology B) augmented reality technology C) permission-based marketing D) cookies E) digital signage |
A) RFID technology |
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________ is a measure of the percentage of people in the target market who are exposed to the media vehicle at least once during a given time period.
A) Reach B) Frequency C) Impression D) Exposure E) Gross rating |
A) Reach |
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Frequency is which of the following?
A) the total number of people who will be exposed to an ad placed in one media vehicle B) the percentage of people who will be exposed to an ad more than once C) the percentage of people who will be exposed to the media vehicle D) the number of times a person in the target group will be exposed to an ad E) the total number of ads in one advertising campaign |
D) the number of times a person in the target group will be exposed to an ad |
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To compare the relative cost-effectiveness of different media and of spots run on different vehicles in the same medium, media planners use ________.
A) cost per thousand (CPM) B) reach C) impressions D) gross rating points (GRPs) E) attitudinal measures |
A) cost per thousand (CPM) |
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Which of the following is a media schedule of short, intense bursts alternating with periods of little to no activity? A) a continuous schedule B) sequencing C) segmenting D) flighting E) hard hitting |
D) flighting |
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Which of the following is true about a continuous advertising schedule?
A) It is less difficult to evaluate than a pulsing schedule. B) It reduces a firm's need for public relations. C) It is much less expensive than a flighting schedule. D) It can lead to advertising wear-out. E) It is more effective than a pulsing schedule for seasonal products. |
D) It can lead to advertising wear-out. |
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Which of the following is a technique for measuring the impact of an advertisement during the final step of developing an advertising campaign?
A) pretesting B) attitudinal measures C) pulsing D) gross rating points (GRPs) E) cost per thousand (CPM) |
B) attitudinal measures |
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Which of the following is a posttesting technique used by telephone survey or personal interview to determine whether a person remembers seeing an ad during a specified period without giving the person the name of the brand?
A) unaided recall B) attitudinal measure C) pulsing D) gross rating points (GRPs) E) corrective advertising |
A) unaided recall |
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Which of the following promotion tools is most closely associated with building up a positive corporate image and handling unfavorable stories and events?
A) sales promotion B) personal selling C) direct marketing D) public relations E) advertising |
D) public relations |
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________ is the communication function that seeks to build good relationships with an organization's publics.
A) Advertising B) Mass marketing C) Public relations D) Promotions E) Customer service |
C) Public relations |
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The basic rule of ________ is "do something good, then talk about it."
A) customer relationship management B) public affairs C) public relations D) social marketing E) promotions |
C) public relations |
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Which of the following is LEAST likely to be performed by a public relations department?
A) product publicity B) lobbying C) sponsorships D) media vehicle selection E) press releases |
D) media vehicle selection |
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There are three steps involved in creating a public relations campaign. The first step is to ________.
A) conduct a SWOT analysis B) develop objectives C) formulate a mission statement D) recruit and train public relations specialists E) pretest components of the proposed public relations campaign |
B) develop objectives |
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One of the barriers to greater reliance on ________ is the difficulty of gauging its effectiveness
A) online advertising B) catalog marketing C) direct mail D) sales promotion E) public relations |
E) public relations |
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The most common way for public relations specialists to communicate is through the use of ________.
A) sponsorship B) lobbying C) press releases D) special events E) speech writing |
C) press releases |
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Timely topics and research project stories are both types of ________.
A) advertising appeals B) advocacy advertising C) puffery D) press releases E) creative strategies |
D) press releases |
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Which of the following is a relatively inexpensive objective measurement that public relations (PR) specialists can use to gauge the effectiveness of their efforts?
A) personal evaluation of PR activities B) opinion surveys among the firm's publics C) coverage in print and broadcast media D) gross ratings points (GRP) E) cost per thousand (CPM) |
C) coverage in print and broadcast media |
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A company newsletter is an example of ________.
A) media relations B) sponsorship C) corporate identity D) internal PR E) publicity |
D) internal PR |
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Lobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is part of ________.
A) outdated business ethics B) media relations C) reactive PR D) crisis management E) public relations |
E) public relations |
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____________ in the form of logos, stationery, brochures, signs, business forms, business cards, buildings, uniforms, and company trucks can be used to help a company create an identity that the public immediately recognizes.
A) Direct marketing B) Social marketing C) Public service activities D) Corporate identity materials E) Sponsorships |
D) Corporate identity materials |
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Planning and implementing special events are typically responsibilities of ________.
A) a planning agency B) a full-service agency C) creative services D) the PR department E) the sales promotion department |
D) the PR department |
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Which of the following is a strategy that involves a company "ambushing" consumers with promotional content in places consumers would typically not expect to see information about a product or service?
A) sales promotion B) guerrilla marketing C) sponsorships D) internal PR E) crowdsourcing |
B) guerrilla marketing |
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Which of the following is NOT a public relations activity?
A) speech writing B) advice and counsel to management C) creative strategy D) sponsorships E) investor relations |
C) creative strategy |
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________ is the promotional tool used to build interest in or encourage purchase of a good or service during a specified period.
A) A patronage reward B) A segmented promotion C) Advertising D) Public relations E) Sales promotion |
E) Sales promotion |
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Which of the following would be most useful if a firm has an immediate objective to achieve?
A) public relations activities B) sales promotions C) out-of-home media D) sponsorships E) product placement |
B) sales promotions |
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A downside to ________ is that if used too frequently, consumers become conditioned to purchase the product only at the lower promotional price.
A) promotional products B) a merchandising allowance C) contests D) premiums E) price-based consumer sales promotion |
E) price-based consumer sales promotion |
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________ are the most common price promotion.
A) Rebates B) Merchandising allowances C) Coupons D) Contests and sweepstakes E) Premiums |
C) Coupons |
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________ offer consumers savings off the regular price of a product, with the reduced price marked by the producer directly on the label or package.
A) Bonus packs B) Rebates C) Premiums D) Price-off packs E) Coupons |
D) Price-off packs |
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An example of a(n) ________ is an airline's practice of awarding customers points for miles traveled that can be turned in for free airline trips.
A) price-off pack B) rebate C) special pack D) loyalty program E) premium |
D) loyalty program |
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________ are goods offered either free or at low cost as an incentive to buy a product; they may be in-pack, on-pack, or delivered through the mail.
A) Rebates B) Bonus packs C) Price-off packs D) Premiums E) Sweepstakes |
D) Premiums |
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Of the major consumer promotion tools, which is the most effective for introducing a new product?
A) sponsorships B) sampling C) loyalty programs D) lobbying E) advertising |
E) advertising |
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Which of the following types of sales promotions would NOT be offered to a final consumer?
A) rebates B) push money C) bonus packs D) sweepstakes E) premiums |
B) push money |
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A television commercial for Post Select cereal is an example of which of the following?
A) product advertising B) institutional advertising C) sales promotion D) direct selling E) retail advertising |
A) product advertising |
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An ad for Ford did not advertise any cars, but instead explained the meaning of the company's slogan, "no boundaries." This ad is an example of ________.
A) product advertising B) a sales promotion C) institutional advertising D) advocacy advertising E) retail advertising |
C) institutional advertising |
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Prior to the 2008 U.S. presidential election, MTV's "Choose or Lose" campaign encouraged millions of young people ages eighteen to thirty to learn about the issues, to vote, and to be a deciding factor in the election. This campaign is an example of ________.
A) product advertising B) brand placement C) institutional advertising D) advocacy advertising E) local advertising |
D) advocacy advertising |
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Which of the following advertising situations would LEAST likely be considered "puffery"?
A) a mouthwash that claims to make your mouth feel its freshest B) toned thighs and legs as a result of using the Thigh Master for only 15 minutes each day C) children growing into attractive adults as a result of drinking milk D) a retired couple drinking a vitamin and protein shake and then going bicycling E) a sleepy mom who wakes up to a gray day, drinks a cup of coffee, and then looks out her window to see golden sunshine, beautiful flowers blooming, songbirds singing, and a rainbow on the horizon |
D) a retired couple drinking a vitamin and protein shake and then going bicycling |
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U-Frame-It is a small company that has hired a local ad agency to put together an advertising campaign. Which of the following questions should be addressed before the others?
A) What percentage of the budget should be for U-Frame-It radio ads? B) Which type of media is most appropriate for U-Frame-It ads? C) What are the message objectives of U-Frame-It? D) How does U-Frame-It's competition advertise? E) What type of appeal will work best for U-Frame-It's products? |
C) What are the message objectives of U-Frame-It? |
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Avis positioned itself against market-leading Hertz by claiming, "We're number two, so we try harder." This is an example of ________.
A) reminder advertising B) comparative advertising C) demonstration advertising D) a slice of life appeal E) a lifestyle appeal |
B) comparative advertising |
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An ad for Mongoose mountain bikes shows a serious biker traversing remote and rugged but beautiful terrain and states, "There are places that are so awesome and so killer that you'd like to tell the whole world about them. But please, don't." This ad uses the ________ appeal.
A) slice of life B) lifestyle C) fear D) testimonial E) straight-forward |
B) lifestyle |
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When Proctor & Gamble developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. What type of execution format would most likely be used by Proctor & Gamble for the Mr. Clean Magic Eraser?
A) demonstration B) reminder C) teaser D) comparative E) mystery |
A) demonstration |
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An ad for a new convection oven shows a busy professional woman serving dinner to her family. The convection oven is seen in the background, and the headline reads, "The latest development in time travel." This is an example of what type of execution format?
A) slice of life B) testimonial C) comparative D) demonstration E) apprehension |
A) slice of life |
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When a pharmaceutical ad includes a world-renowned heart surgeon describing the benefits of the medication, which type of execution format is being used?
A) demonstration B) slice-of-life C) lifestyle D) dramatic E) testimonial |
E) testimonial |
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Jell-O ads contain the phrase "Make some magic." All Ace Hardware store ads contain the statement "Life is an ongoing project." The American Dairy Farmers run ads that say, "Ahh, the power of cheese." These are all examples of ________.
A) jingles B) testimonials C) unique selling propositions (USPs) D) slogans E) slice-of-life appeals |
D) slogans |
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A supermarket chain wants to quickly inform loyal customers who are close to one of the chain's locations of short-term price cuts. Which of the following would be the most effective media vehicle for the chain?
A) mobile advertising B) newspaper C) cable television D) directory E) brand placement |
B) newspaper |
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The current event television shows that are specifically designed to be broadcast in U.S. high school classrooms contain some ads from sponsors of the educational program. The ads reach this captive audience through the use of ________ media.
A) augmented reality B) out-of-home C) place-based D) mobile E) permission |
C) place-based |
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Some television shows have shown actors drinking a cup of Starbucks coffee. In these instances, Starbucks has chosen ________ as a marketing tool.
A) corporate advertising B) a promotional product C) testimonial D) brand placement E) augmented reality |
D) brand placement |
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For which of the following products would a continuous advertising schedule be most appropriate?
A) swimming pool chemicals B) snow goggles C) heaters D) mosquito repellent E) lightbulbs |
E) lightbulbs |
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A manufacturer of toilet tissue sent its brand mascot to help refurbish restrooms at fairgrounds across the country. As part of this project, each restroom was to provide fairgoers with a clean oasis featuring aromatherapy, soothing music, constant maintenance, and premium toilet tissue. Newspaper articles about the company's role in making restrooms inviting are an example of ________.
A) corporate advertising B) a sales promotion C) media planning D) publicity E) sponsorship |
D) publicity |
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Kathy Champe, a public relations specialist for a regional chain of pharmacies, regularly contacts members of the local and state-wide media with information about community events and charity fundraisers sponsored by her company. She is using ________.
A) press releases B) product publicity C) crisis management D) institutional advertising E) lobbying |
A) press releases |
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In an attempt to set the company apart from its competitors, United Parcel Service has its employees wear brown uniforms and drive brown trucks. What type of public relations tool is UPS using?
A) buzz marketing B) social networking C) corporate identity materials D) product publicity E) public service materials |
C) corporate identity materials |
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The Red Baron Gallery has provided funding to Georgia Public Television to help pay for the rights to broadcast the Antiques Roadshow and is credited at the beginning of the show for its financial support. This is an example of ________.
A) image advertising B) a special event C) a sponsorship D) a sales promotion E) guerilla marketing |
C) a sponsorship |
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A manufacturer of toilet tissue sent its brand mascot to help refurbish restrooms at fairgrounds across the country. As part of this project, each restroom was to provide fairgoers with a clean oasis featuring aromatherapy, soothing music, constant maintenance, and premium toilet tissue. The use of this brand in this clean-up effort is an example of ________.
A) lobbying B) corporate identity C) sponsorship D) a promotional product E) a premium |
C) sponsorship |
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Dancers and singers hired by the California Board of Tourism staged a series of seemingly impromptu performances of a medley of Beach Boys songs, including "Surfing U.S.A." and "California Girls," in busy airport terminals around the country. This is an example of ________.
A) lobbying B) guerrilla marketing C) sponsorship D) media relations E) internal PR |
B) guerrilla marketing |
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Which of the following is an example of a sales promotion?
A) a news release encouraging voters to support a new bond issue for a local elementary school B) a staged dance routine promoting a new product in a busy public place C) a coupon for $5 off a visit to an amusement park D) a listing of all the television programs to be shown by Charter Cable the week of March 16 E) a plan to increase ice cream sales by adding two new flavors |
C) a coupon for $5 off a visit to an amusement park |
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Toro ran a clever preseason promotion on some of its snow blower models, offering some money back if the snowfall in the buyer's market area turned out to be below average. This is an example of a ________.
A) rebate B) premium C) price-off pack D) continuity program E) sweepstake |
A) rebate |
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When Antoine purchased a doll dream house for his daughter, he mailed in his receipt showing how much he had paid for the toy and the proof of purchase form off the carton in which the dream house came to the manufacturer. In six weeks, he received a check from the manufacturer for five dollars. The manufacturer used a ________ to refund part of the purchase price.
A) cash allowance B) premium C) coupon D) rebate E) price-off pack |
D) rebate |
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Keely was invited to examine a free copy of a new magazine called Coastal Living. If she did not enjoy the magazine, she could write "Refused" on the invoice for her subscription, which would arrive about three weeks after the free magazine. The magazine's publisher was using ________.
A) a continuity program B) a rebate C) a premium D) product placement E) sampling |
E) sampling |
