Florida International University

MAR 3023

Chapter 15-Non-Personal Communication

True / False Questions

1)According to the text, low-involvement products are those for which the buyer believes there is financial or psycho-social risk associated with the purchase.

 

 

2. According to the strategic dimension of advertising, objectives that relate to the hierarchy-of-effects model are called intermediary objectives.

 

 

3. In comparative advertising, the advertiser makes a direct comparison with a competitor’s product.

 

 

4. Demonstration advertising shows the product in use and focuses on its performance.

 

 

5. According to the text, frequency is the number of targeted individuals exposed to the advertising at least once during the planning period.

 

 

6. Emotional advertising is a special case of two-sided advertising that explicitly mentions competitors’ claims, but then directly disproves them.

 

 

7. When an audience is less interested in a product, or has an unfavorable prior impression, primacy advertising is generally more effective in gaining attention or minimizing objections.

 

 

8. Scope describes the average number of times a targeted individual is exposed to the advertising.

 

 

9. The correct formula for calculating Gross Rating Points is Reach + Frequency.

 

 

10. According to the text, a regular periodic pattern of advertising is referred to as continuous.

 

 

11. While simple to implement, the percent of sales advertising budgeting method suffers from the logical inconsistency that sales determines advertising spending, rather than advertising leading to sales.

 

 

12. Competitive parity is the advertising budget method that is based on the advertising spending actions of competitors.

 

 

13. Aided recall is the type of measure used widely for broadcast advertisements in which respondents are asked what advertisements they remember seeing during a particular program.

 

 

14. In general, advertising focuses on securing neutral or favorable short-term press coverage for some aspect of the firm’s activities.

 

15. Public relations is concerned with long-term image building via a myriad of activities, such as corporate publications, senior executive speeches, and financial support of worthy causes.  

 

Multiple Choice Questions

 

16. According to the text,                                      products are those for which the buyer believes there is financial or psycho-social risk associated with the purchase.

a.) low-involvement

b.) high-involvement

c.) convenience d.) simple

 

17. Advertising creates product awareness that leads the customer through all of the following critical sequential stages EXCEPT:

a.) Knowledge b.) Liking

c.) Trial

d.) Cultural

 

18. Concerning the strategic dimension of advertising, which of the following objectives includes dimensions such as sales, market share, and brand loyalty?

a.) Output objectives

b.) Input objectives

c.) Intermediary objectives d.) Direct objectives

 

19. Concerning the strategic dimension of advertising, objectives that relate to the hierarchy-of-effects model are called                                                   .

a.) output objectives b.) input objectives

c.) intermediary objectives

d.) direct objectives

 

20. Concerning the strategic dimension of advertising, which of the following types of objectives include awareness, knowledge, liking, trial, repeat purchase, and purchase satisfaction?

a.) Output objectives b.) Input objectives

c.) Intermediary objectives

d.) Direct objectives

 

21. All of the following are mentioned in the text as distinct execution styles and ways of structuring communication EXCEPT:

a.) Humor advertising

b.) Comparative advertising

c.) Absolute advertising

d.) Celebrity endorsement advertising

 

22. Which of the following styles of advertising shows the product in use and focuses on its performance?

a.)               Demonstration advertising

b.)              One-sided appeal advertising c.)                    Comparative advertising

d.)              Primacy advertising

23.                                         is an advertising approach that appeals to people’s sense of logic. a.)            Emotional advertising.

b.)      Humor-based advertising.

c.)       Rational advertising.

d.)      Fear-based advertising.

 

24. In which of the following types of advertising does the advertiser make a direct comparison with a competitor’s product?

a.) Humor advertising

b.) Comparative advertising

c.) Absolute advertising d.) Virtual advertising

 

25.                                         is a special case of two-sided advertising that explicitly mentions competitors’ claims, but then directly disproves them.

a.)               Refutational advertising

b.)              Emotional advertising

c.)               Humor-based advertising

d.)              Fear-based advertising

 

26. “The Pepsi Challenge” is an example of which of the following types of advertising? a.) Humor advertising

b.) Comparative advertising

c.) Absolute advertising d.) Virtual advertising

 

27. When an audience is less interested in a product, or has an unfavorable prior impression,

                                      advertising is generally more effective in gaining attention or minimizing objections.

a.)       primacy advertising

b.)      recency advertising

c.)       refutational advertising d.) fear-based advertising

 

28. Which of the following is NOT one of the main styles of emotional advertising?

a.)       Refutational advertising

b.)      Emotional advertising c.)   Humor-based advertising d.)         Fear-based advertising

 

29. To select the appropriate media, the firm must answer questions in all of the following areas EXCEPT:

a.)               Media objectives

b.)              Types of media

c.)               Competitor media

d.)              Media schedule

 

30. According to the text,                                      is the number of targeted individuals exposed to the advertising at least once during the planning period.

a.) reach

b.) frequency

c.) gross rating point d.) range

31. Which of the following describes the average number of times a targeted individual is exposed to the advertising?

a.) Reach

b.) Frequency  c.) Gross rating point d.) Range

 

32. Which of the following is the correct formula for calculating Gross Rating Points? a.)                    Reach/Frequency

b.)              Reach x Frequency

c.)               Reach + Frequency

d.)              Frequency/Reach

 

33. A(n)                                  is a specific entity in a media class. a.)            gross rating point

b.)      media vehicle

c.)       pulsing

d.)      flighting

 

34. Critical issues in choosing the actual media vehicles include all of the following EXCEPT: a.)                    Audience type

b.)              Audience size

c.)               Cost to design the ad

d.)              Nature of the vehicle

 

35. According to the text, a regular periodic pattern of advertising is referred to as                                     

advertising.

a.) continuous

b.) flighting c.) pulsing

d.) gross rating point

 

36.                                       refers to repeated high levels of advertising followed by low, or no, advertising. a.) Continuous

b.) Flighting

c.) Pulsing

d.) Gross rating point

 

37. According to the text, pulsing is a combination of                                          and                                     

advertising.

a.) continuous and flighting

b.) pulsing and gross rating point c.) reach and pulsing

d.) reach and gross rating point

 

38. Which of the following advertising budgeting methods is set as a percentage of the firm’s current sales, anticipated next year’s sales, or some combination of the two?

a.)       Competitive parity b.)            Affordability

c.)       Gross rating point

d.)      Percentage of sales

 

39. While simple to implement, the                                     advertising budgeting method suffers from the logical inconsistency that sales determines advertising spending, rather than advertising leading to sales.

a.) competitive parity

b.) percentage of sales

c.) affordability

d.) gross rating point

 

40. All of the following are practical problems with the percentage of sales method for setting the advertising budget EXCEPT:

a.) Using last year’s sales b.) Using anticipated sales c.) Seduction

d.) Competitive parity

 

41. Which of the following is NOT an advertising effectiveness measure used for both field and laboratory advertising tests?

a.) Satisfaction

b.) Recognition c.) Unaided recall d.) Aided recall

 

42. Which of the following advertising budgeting methods is based on the advertising spending actions of competitors?

a.) Competitive parity

b.) Affordability

c.) Gross rating point d.) Percentage of sales

 

43. The                                         advertising budgeting method assumes that the firm and its competitors have similar objectives, that rivals have themselves made good budgeting decisions, and that different campaigns are equivalently effective.

a.) competitive parity

b.) affordability

c.) gross rating point d.) percentage of sales

44. The measure widely used for print advertising in which subjects are taken through the publication and asked which advertisements they are familiar with is called                                           .

a.) unaided recall b.) aided recall

c.) recognition

d.) point of awareness

 

45.                                       is the type of measure used widely for broadcast advertisements in which respondents are asked what advertisements they remember seeing during a particular program. a.) Unaided recall 

b.) Aided recall c.) Recognition

d.) Point of awareness

 

46.                                         measure customer responses over time, using either a customer panel or randomly selected respondents.

a.) Perceptual maps b.) Factor analysis

c.) Regression analysis

d.) Tracking studies

 

47. Which of the following is NOT a group the company typically works with in an advertising agency?

a.) Account managers

b.) Finance department

c.) Creative department d.) Media department

 

48. Which of the following is NOT an advantage of using direct marketing? a.) flexibility

b.) predictability

c.) better customer knowledge

d.) standardization

 

49. Which of the following describes the type of measure widely used for broadcast advertisements in which respondents are asked if they remember seeing an advertisement for a particular brand during a particular program?

a.) Unaided recall

b.) Aided recall

c.) Recognition

d.) Point of awareness

50. In general,                                      focuses on securing neutral or favorable short-term press coverage for some aspect of the firm’s activities.

a.) public relations b.) publicity  c.) advertising

d.) sales promotion

 

51. Public relations embraces all of the following aspects of a business EXCEPT: a.) Corporate reputation

b.) Profitability

c.) Crisis management d.) Government relations

 

52.                                       is concerned with long-term image-building via a myriad of activities, like corporate publications, senior executive speeches, and financial support of worthy causes.

a.) Public relations

b.) Publicity c.) Advertising

d.) Sales promotion

 

53.                                       is a complex blend of communications techniques providing extra value to customers, most often for trial to stimulate immediate sales.

a.) Sales promotion

b.) Publicity c.) Advertising

d.) Public relations

 

54. Which of the following is NOT a main type of sales promotion? a.) Consumer promotion

b.) Trade promotion

c.) Corporate promotion

d.) Retail promotion

 

55. Which of the following is NOT mentioned in the text as a “new way” to approaching integrating marketing communications?

a.) One-to-one communication

b.) Passive audience

c.) Long-term brand equity d.) Direct response methods

 

Essay Questions

 

56. In a short essay, discuss high-involvement and low-involvement products.

 

 

 

57. In a short essay, list the five related questions a firm must answer to select the appropriate media.

 

 

 

58. In a short essay, list and discuss four critical dimensions in which various media vehicles differ.

 

 

 

59. In a short essay, list and discuss three different approaches to setting the advertising budget and include an analysis of the advantages and disadvantage of each method.