Homework answers / question archive / Western New Mexico University BSAD 340 Chapter 16 1)_________is any form of impersonal, sponsor-paid, one-way mass communication

Western New Mexico University BSAD 340 Chapter 16 1)_________is any form of impersonal, sponsor-paid, one-way mass communication

Business

Share With

---

Western New Mexico University

BSAD 340

Chapter 16

1)_________is any form of impersonal, sponsor-paid, one-way mass communication.

 

a.   Publicity b. Advertising

c.             Promotion

d.            Public relations

e.            Direct marketing

 

2.            Kraft’s marketing efforts for its Macaroni & Cheese include television commercial and magazine inserts. These are all activities associated with:

a.            advertising.

b.            publicity.

c.             public relations.

d.            sales promotions.

e.            direct marketing.

 

3.            In 2011, advertising expenditures by the top 100 U.S. advertisers:

a. grew 10 percent. b. grew 5 percent.

c.             stayed the same.

d.            shrank 5 percent.

e.            shrank 10 percent.

 

4.            Why do many brands with a large market share spend proportionally less on advertising compared to brands with small market share?

a.            Beyond a certain volume of promotion, diminishing returns set in.

b.            Certain industries have a practice of spending a low amount of dollars, relative to sales, on advertising.

c.             There is no minimum level of exposure for advertising to have an effect on sales.

d.            Advertising will not stimulate economic growth for the industry.

e.            The firms with large market share do not have to advertise anymore.

 

 

5.            The advertising response function helps marketers:

a. create ads that will be noticed by consumers each time the ad runs. b. use their advertising budgets wisely.

c.             calculate the break-even points for each product being advertised.

d.            determine the reach and frequency of specific media.

e.            select an executional appeal appropriate to the product being advertised.

 

6.            Why do companies with new brands that have a small market share tend to spend proportionately more for advertising and sales promotions compared to those with a large market share for existing products?

a.            As a result of experiential marketing research

b.            To create the appropriate level of institutional advertising

c.             To determine which executional appeal is the most effective

d.            To achieve a certain minimum level of exposure to measurably affect purchase habits

e.            To prevent product cannibalization

 

 

7.            When Gillette introduced its Venus razor for women several years ago, it spent $100 million on advertising and other promotions and successfully boosted its market share. As an advertising consultant, you would advise Gillette to now:

a.            double its advertising budget in order to double its market share.

b.            maintain the current advertising budget and continue to focus on brand awareness and market share gains.

c.             slowly increase the amount spent on advertising and promotion to offset competitive advertisements.

d.            shift the budget dollars from advertising to sales promotion and personal selling due to a change in the product life cycle stage.

e.            focus on maintaining market share and spend proportionately less on advertising because additional expenditures would reap diminishing benefits.

 

8.            How can advertising affect consumers?

a.            It can change cultural practices and conventions

b.            It can change strongly held values

c.             It can manipulate society against its will

d.            It can change negative attitudes to positive ones

e.            It can make people buy things they do not want

 

9.                           advertising is designed to enhance a company’s image rather than promote a particular product.

a.            Publicity

b.            Institutional

c.             Pioneering

d.            Selective

e.            Image

 

 

 

10.          Tobacco company Philip Morris runs television ads where they promote quitting smoking and direct viewers to a Web site for support and help. These ads are examples of  advertising.

a.            product

b.            institutional

c.             pioneering

d.            environmental

e.            comparative

 

11.          DuPont has an advertisement that shows police officers describing how they were shot at close range in the line of duty. The advertisement explains that the lives of these public servants were saved by Kevlar bullet-proof vests and that Kevlar was invented by DuPont. This is an example of

                advertising.

a.            publicity

b.            attribute

c.             image

 

d.            pioneering e. institutional

 

12.          Which form of advertising involves an organization expressing its views on controversial issues or responding to media attacks?

a.            Advocacy

b.            Persuasive

c.             Issue

d.            Comparative

e.            Image

 

13.          Exxon Mobil has launched a series of ads promoting its commitment to alternative energy sources during a time when the company is recording record profits while consumers struggle with high gas prices and environmentalists are concerned that burning fossil fuels is contributing to the acceleration of global warming. This is an example of   advertising.

a.            global

b.            homogeneous

c.             pioneering d. advocacy

e. image

 

14.          Unlike advertising that establishes or maintains a company’s identity,    advertising touts the benefits of a specific good or service.

a.            selective

b.            cooperative

c.             advocacy

d.            image e. product

 

 

15.          Kia Motors runs television advertisements that encourage the purchase of their Kia Soul compact car. This is an example of   advertising.

a.            pioneering

b.            circumstantial c. product

d. advocacy

e. comparative

 

16.          Pioneering advertising, competitive advertising, and comparative advertising are all types of:

a. institutional advertising b. product advertising

c.             primary advertising

d.            commercial advertising

e.            commissioned advertising

 

17.          Instead of sending artfully arranged flower bouquets, an entrepreneur has developed fresh fruit bouquets and is marketing them under the name Edible Arrangements. The premium fruit is cut to mimic flowers, arranged in a basket, and carefully delivered to the recipient’s home. One of the problems is convincing people that it is not a novelty product, but an attractive way to show how you feel about someone. Edible Arrangements will be using                advertising to promote its fruit bouquets.

a.            pioneering

b.            innovative

c.             introductory

d.            start-up

e.            focused

 

18.          Cranium, the Seattlebased toy company, has recently introduced Giggle Gear, a toy designed to let kids’ imagination run wild. With the face and headpieces that make up Giggle Gear, kids can change themselves into aliens, fairies, bugs, and robots. What type of advertising will this company be using to promote this new toy?

a.            Pioneering

b.            Innovative

c.             Promotional

d.            Start-up

e.            Comparative

 

19.          Which form of advertising is designed to influence demand for a specific brand?

a.            Institutional

b.            Primary

c.             Competitive

d.            Direct

e.            Growth

 

 

 

20.          An emphasis on branding generally begins as firms use  advertising.

a.            comparative

b.            differentiational

c.             pioneering

d.            institutional e. competitive

 

21.                         advertising compares two or more specifically named or shown competing brands on one or more specific attributes.

a. Contrasting b. Comparative

c.             Pioneering

d.            Superlative

e.            Differentiational

 

22.          An ad in which Dunkin’ Donuts tells consumers that more “hardworking” people prefer their coffee than the highpriced, “elitist” coffee sold at Starbucks is an example of      advertising.

a.            competitive

b.            institutional c. comparative

d. image

e. pioneering

 

23.          Around election time every year, we see ads on television claiming that one candidate is superior to another in terms of experience, capability, and/or ethics. Sometimes opponents are named and even vilified in these    ads.

a.            differential

b.            cooperative

c.             advocacy

d.            comparative

e.            image

 

24.          Which of the following statements about comparative advertising is true?

a.            Comparative advertising is highly effective in Arabic countries.

b.            The FCC is the only federal agency that has any regulatory power over comparative advertising.

c.             Comparative advertising is often used for products experiencing strong growth. d. Comparative advertising is regulated by the FTC in the United States.

e. Comparative advertising is illegal in the United States.

 

25.          A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals is referred to as a(n):

a.            advertising campaign.

b.            message strategy.

c.             continuity program.

d.            flight.

e.            creative program.

26.          An advertising campaign:

a. may contain a wide variety of themes and slogans. b. extends for a defined period of time.

c.             continues for the life of the product.

d.            starts with determining which media will be used.

e.            rarely has a specific budget.

 

27.          A(n)       is a specific communication task that a campaign should accomplish for a specified target audience during a specified period.

a.            advertising objective

b.            marketing mix

c.             media schedule

d.            advertising life span

e.            promotional mix

 

28.          Before any creative work can begin on an advertising campaign, it is important to: a. determine what goals or objectives the advertising should achieve.

b.            set the marketing budget.

c.             decide what executional style to use in the ads.

d.            see if sales promotion is more important.

e.            hire a spokesperson.

 

29.          One method used for setting advertising objectives is:

a.            campaign budgeting.

b.            objective and task.

c.             the DAGMAR approach.

d.            percentage of sales.

e.            contribution margin.

 

30.          DAGMAR is an acronym for:

a.            Defining and Achieving Goals Means Advertising Reach.

b.            Developing Aggressive Markets.

c.             Designing Advertising with Market Research.

d.            Defining Advertising Goals for Measured Advertising Results.

e.            Developing Aggressive Growth Markets and Revenues.

 

31.          A feature of a product is called a(n):

a.            asset

b.            appeal c. attribute

d. element

e. benefit

 

 

 

32.          Ads for Yoplait Greek Yogurt highlight that the product has twice the protein and three times the calcium of other yogurts. This advertising highlights:

a.            product attributes.

b.            the creation of brand loyalty.

c.             how negative consumers’ attitudes are modified.

d.            product benefits.

e.            loyalty rewards.

 

33.          Which of the following is what consumers will receive or achieve by using a product?

a. Attribute b. Benefit

c.             Compensation

d.            Market share

e.            Functionality

 

34.          The UPS Store’s advertising “What Brown Can Do for You” whiteboard campaign tells business consumers that when it comes to getting their products delivered somewhere, UPS can help. The advertising is focusing on:

a.            creating advertising appeal.

b.            production implementation.

c.             a product mission.

d.            creating product loyalty. e. a product benefit.

 

35.          A newspaper ad for General Mills cereal highlights its BoxTop Redemption program in which General Mills donates cash to schools when the schools redeem box tops from General Mills cereal. This ad focuses on:

a.            a product attribute.

b.            production implementation.

c.             a product mission.

d.            creating product loyalty. e. a product benefit.

 

36.          In advertising, the goal is to sell the         , not the               of a product. a. benefits; attributes

b.            characteristics; appeals

c.             values; traits

d.            competitive edge; virtues

e.            differential advantage; properties

 

37.          An advertising   identifies a reason for a person to buy a product.

a.            profile

b.            execution

c.             format

d.            execution e. appeal

38.          All of the following are common types of advertising appeals EXCEPT:

a.            profit.

b.            health.

c.             admiration.

d.            fear.

e.            commitment.

 

39.          A print ad for Kraft Capri Sun drink packs says “take a sip of antioxidant protection.” What kind of an advertising appeal is this ad using?

a.            Convenience

b.            Fun and pleasure c. Health

d. Profit

e. Admiration

 

40.          Gucci, a very expensive brand of clothing and accessories, show beautiful women wearing its products in magazine ads. What kind of an advertising appeal is this?

a. Environmental consciousness b. Vanity and egotism

c.             Health

d.            Profit

e.            Admiration

 

41.          Ads for Brita water filters describe how one Brita pitcher filter can reduce waste by effectively replacing as many as 300 standard plastic water bottles. What kind of appeal is this ad using?

a.            Environmental Consciousness

b.            Vanity and Egotism

c.             Health d. Profit

e. Admiration

 

42.          An ad for Crystal Geyser bottled water shows why and how the bottler supports the reforestation of America’s forests. What kind of an advertising appeal is this ad using? a. Environmental Consciousness

b.            Concern

c.             Health

d.            Profit

e.            Admiration

 

43.          Allstate Insurance has mostly ditched its famous “in good hands” ads in favor of a character called “Mayhem,” who shows up in your life at random — and trashes it. What kind of advertising appeal were these ads using?

a.            Fear

b.            Consequences

c.             Health

d.            Vanity and egotism

44.          Many advertisements use celebrities who are liked by many people in hopes that consumers will buy the product that the celebrity endorses. Using celebrities to influence consumers to buy the product is an example of which advertising appeal?

a.            Consciousness

b.            Love or romance

c.             Fun and pleasure d. Admiration

e. Resonance

 

45.          A(n)       is a desirable, exclusive, and believable advertising appeal selected as the theme for a campaign.

a.            executional framework

b.            creative message strategy

c.             benefit

d.            attribute

 

e.            unique selling proposition

 

46.          IBM runs television ads that show how their information technology services can help a small Internet start-up prepare for and solve any problems that may arise in its daily operations. This is an example of a:

a.            unique selling proposition.

b.            advertising objective.

c.             media profile.

d.            basis for comparative advertising.

e.            basis for product identification.

 

47.          M&M’s famous slogan, “Melts in your mouth, not in your hand,” is an example of a(n): a. unique selling proposition.

b.            advertising objective.

c.             basis for lifestyle strategy.

d.            promotional mix.

e.            basis for comparative advertising.

 

48.          Ads for M&M candy that prominently feature the M&M candies in real-life situations are using a

                style.

a.            slice-of-life

b.            lifestyle

c.             animated product symbol

d.            demonstration

e.            scientific

 

49.                         is the way the advertisement portrays its information. a. Message execution

b.            Appeal formation

c.             Focus selection

d.            Audience selection

50.          Which of the following statements is NOT true about post-campaign evaluation?

a.            Marketers spend little time studying advertising effectiveness because there are so many variables that shape the effectiveness of an ad.

b.            Testing ad effectiveness can be done either before or after the campaign.

c.             Most advertising campaigns aim to create an image for the product instead of asking for action, so their real effect is unknown.

d.            Even if an ad campaign has been particularly successful, advertisers will typically conduct a post- campaign evaluation.

e.            Evaluating an advertising campaign can be the most demanding task facing advertisers.

 

51.          The        is the channel used to convey a message to a target market. a. medium

b.            product network

c.             attribute

d.            appeal

 

e.            executor

 

52.                         is the series of decisions advertisers make regarding the selection and use of media, allowing the marketer to optimally and cost-effectively communicate the message to the target audience.

a.            Promotional implementation

b.            Marketing mix planning c. Media planning

d. Media reach and frequency strategy

e. Media targeted selection

 

53.          Television is an example of an advertising:

a.            medium.

b.            network.

c.             attribute.

d.            appeal.

e.            execution.

 

54.          Which of the following statements about the selection of media for advertising is true?

a.            Creative planning for an ad that goes on a billboard is the same as the planning for an ad that runs on television.

b.            The media selection is typically unrelated to the advertising objectives.

c.             The appeal and executional style of the ad often affect the media selection.

d.            Creative work is finished before the media are selected.

e.            Media selection is the first step in developing an advertising campaign.

 

55.          Outdoor advertising is:

a.            inflexible and high-cost.

b.            inflexible and low-cost.

c.             flexible and high-cost. d. flexible and low-cost.

56.                         advertising has the advantages of being both timely and geographically flexible.

a. Television b. Newspaper

c.             Outdoor

d.            Magazine

e.            Catalog

 

57.                         advertising is an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer’s brand.

a.            Advocacy

b.            Comparative

c.             Institutional

d.            One-to-one e. Cooperative

 

58.          An ad for the new Magnifique perfume by Lancome shows that it can be purchased at Macy’s. This ad is most likely an example of            advertising.

a.            comparative

b.            institutional c. cooperative

d. advocacy

e. strategic

 

59.          Advertising in the form of a 30-minute advertisement that resembles a television talk show is called a(n):

a.            Infomercial.

b.            extended sales pitch.

c.             mega-mercial.

d.            ad expander.

e.            prolonged advertisement.

 

60.          The many uses of OxiClean products are shown in a program-length television commercial. This is a(n)  form of advertising.

a.            mega-mercial

b.            ad expander c. infomercial

d. prolonged ad

e. extended sales pitch