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Advertising Final Exam 1 General Test Questions & Answers Advertising: Chapter 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 | Final Exam 01 02 | Advertising Plan | Advertising Terms A certain brand of hand lotion commands 7
percent of the market for this product category. To increase the brand's
market share, a new advertising campaign is formulated with the following objective: "Within the next six months, our objective is to increase the brand's market share from 7 percent to 40 percent." This objective suffers from being ____. unrealistic
Which of the following is NOT a marcom
budgeting method?
communication-based method
Objective setting and budgeting are _____
marcom decisions.
fundamental
According to the hierarchy-of-effects model,
the advertiser's initial imperative is to _____.
make people aware of the brand
One reason why it is essential that objectives
be established prior to making marcom implementation decisions is that
objectives provide _____ against which results can be measured. standards
The _____ effect is the delay of results of
marcom on sales from one time period to another.
lagged
Which marcom tool is best at encouraging trial
purchases?
sales promotion
The fact that a brand's advertising must
compete for the consumer's recall with the advertising from competitive brands
is a situation known as _____. competitive interference
Which is generally regarded as the most
sensible and defendable advertising budgeting method?
objective and task method
The assessment of marcom effectiveness should
include, but not be restricted to, _____.
presales goals
The owner of a new pizzeria set the following
marcom objective: "Make consumers aware of this new restaurant.
" This objective suffers from _____. not being quantitative and measurable
A manufacturer of consumer goods has stated
the advertising and sales promotion objective is to increase retail
distribution by 25 percent while at the same time has reduced the sales force size by 20 percent. This objective suffers from _____. not being internally consistent
Computer programs that interpret HyperText
Markup Language are called _____.
web browsers
A worldwide network of computer systems that
facilitates global electronic communications through various means is called
_____.
the Internet
Identify an advantage of an ad network.
It is easy to facilitate maximum
exposure.
A collection of web pages, images, videos, or
data assets that is accessible through the Internet is called a(n)
website
E-mail advertising is an electronic form of
direct-mail advertising.
true
Part of the reason advertisers prefer social
media as an advertising platform is that it is easier for them to control the
message.
false
Targeting a highly selective audience on the
Internet is _____.
cost intensive
Which is an accurate statement about
influencers.
Fans find influencer recommendations
to be more credible than traditional ads.
A(n) ______ acts as a broker for advertisers
and websites by pooling hundreds or even thousands of web pages together to
facilitate advertising across these pages.
ad network
The digital marketing firm, Wagada, suggests
that social authority is made up of ______.
four dimensions: who you know, who
knows you, what you know, and what you are known for
Social media helps cultivate relationships
between advertisers and customers when ______.
advertisers engage customers by
posting content, sharing news and running contests & customers
interact with the brand through reviews, and posts Retargeted ads are used to ______.
engage customers who abandoned items
in an online shopping cart
Social media "celebrities" who
attract sponsors willing to pay for a recommendation or positive review are
known as ______.
influencers
Influencer marketing begins with ______.
social authority
One can successfully develop an integrated
marketing communications program using digital interactive media by _____.
encouraging deliberate dialogue
between the company and stakeholders
Digital media that connect individuals to one
another
Social Media
A worldwide network of computer systems
Internet
Complex connections of hubs and links
Distributed network
This language allows for easy creation of Web
pages
HTML
Pages that provide Web starting points or
gateways
Portals
Sites that find and retrieve requested
information
search engines
Small pieces of information stored on a Web
user's computer
Cookie
A method of delivering ads from a central
source across many sites
Third Party Ad server
Anonymous tracking of a Web user's behaviors
on the Internet in order to serve up relevant ads
Behavioral
Tracking
The number of times an ad is selected by a Web
user divided by the number of ad requests
Click Rate
Imagine that Marvel created a site to
supplement its main site to promote its characters being included in the
Fortnite game. According to your text, this type of site is referred to as a microsite.
Marvel plans for users to see a mobile ad when
they are browsing the web any time that they are within 10 miles
of a Target store to encourage them to go buy Fortnite at their local Target store. This is an example of geotargeting.
Marvel knew that it wanted to promote the
inclusion of its characters in Fortnite to avid gamers, male and female,
ages 18-25. The ad agency Marvel is working with uses a computer program to place a bid for this audience. This is an example of programmatic advertising.
Imagine that Wendy's wanted to collect all of
the information about consumers' responses to its tweets,
whether positive or negative in order to assess how the conversations were evolving over time. What could Wendy's use to do this? a social listening tool
Which pricing method is used when a digital
advertiser pays for an audience member to take a specific action, typically
making a purchase?
cost-per-action
Why is the ultimate objective to achieve brand
loyal consumers?
It is much cheaper to retain present
customers than it is to continuously prospect for new ones.
which of the following is NOT a way
advertising adds value to a product
making the product more convenient for
consumers to buy
Which type of self-regulation occurs when an
organization, such as an advertising agency, develops, uses,
and enforces norms within its own practices self-discipline
What is the common technique of TV commercials
that present a series of fast-paced scenes showing people
enjoying the product as they enjoy life while a jingle or song with lyrics is played based on the situation we see the satisfaction the product offers vignettes and situations
For out-of-home advertising in the United
States in 2018, the most widely used format is
billboards
A billboard for an all nude gentlemen's club
in Charlotte, NC should be regulated by
the City of Charlotte, NC
According to the Interactive Bureau (2016),
which of the following is NOT one of the most common current
in-stream ad formats for digital video advertising In-display video ads
Inspiration for creative ideas is said to result
from all the following
creative genius
A clothing store that sets their advertising
budget by following the major competitor and adding an additional
15 percent is using the _____ method. competitive parity
In which method does a company set a brand's
advertising budget by simply establishing the budget as a fixed percentage of
past or anticipated sales volume?
percentage of sales method
Which of the following is NOT a requirement
for setting marcom objectives?
Objectives must be stated in terms of
profits.
The owners of Sun Buns, a new beach-side baker
in California, set the following advertising objective:
"Increase awareness of the Sun Buns brand from 45 to 55 percent." Which of the following best characterizes this objective? specific in terms of the amount of
change
Albright Carpet Cleaners has the attractive
position of holding a high market share, and its competitor is
nonaggressive and has a relatively low share of voice. What should Albright do to retain its present large market share? Maintain a modest advertising spending
premium over its competitor.
Advertisers obtain consumer loyalty by
providing a brand that meets the needs of the consumers and _____.
by continually advertising the brand's
merits
Which of the following is a requirement for
setting marcom objectives?
Objectives must include a precise
statement of who, what, and when.
Owners of Sun Buns, Incorporated, a new
beach-side California baker, want to make sure that consumers are aware of
their baked goods, but they also want to persuade consumers that their products
are more nutritious than competitive brands. Their ads will be designed to move
consumers from the awareness state of the hierarchy-of-effects model to what
stage?
expectation
Objective setting and budgeting decisions must
be _____.
formal and systematic
Linda saw a print ad in a magazine for
Clairol's Natural Essence semi-permanent hair color that she knew existed
but did not know anything about it. The ad informed her that users of this hair dye will not see gray roots. In terms of the hierarchy-of-effects model, which step does this marketing communication represent? creating an expectation
Assume that the total advertising expenditures
for shoe manufacturers is $828 million and Nike spends $207 million.
Nike's _____ would be 25 percent. share of voice
Which of the following is an argument against
using sales as the objective for a branded product's marcom effort?
Marcom's effect on sales is typically
delayed.
Rick's job at a major consumer goods
manufacturer is to oversee the process of setting advertising objectives,
devising budgets, message creation, and determining media strategy. Rick is involved in _____. formulating advertising strategy
The most common method of compensation for
advertising agencies today is _________.
Outcome- or performance-based programs
Eric is a copywriter employed by a
full-service advertising agency.
Which function of a full-service agency does Eric's job fall into? creative services
Advertising is costly and its effects are
often ___________.
uncertain
PepsiCo's commercials that encourage people to
purchase Mountain Dew is an example of creating __________ demand.
secondary
Which unit of a full-service advertising
agency is charged with the task of selecting the best advertising media
for reaching the client's target market, achieving ad objectives, and meeting the budget? media services
An example of usage expansion advertising is _____________.
a manufacturer of baking soda
promoting a new use for the product
Most successful companies are aware that _____
spending is the key factor underlying successful advertising.
consistent investment
Carrie works at an advertising agency, and her
job is to procure specific vehicles within particular media that have
been selected for the agency's clients. Carrie is a(n) ____. media buyer
The __________ says that sales volume, or
quantity, typically increases when prices are reduced, and vice versa.
law of inverse demand
Which is NOT a function performed by
advertising?
assisting production
Customers are known to be more responsive to
retailers' price deals when retailers _____.
advertise those deals
Creating demand for an entire product category
is known as __________ demand.
primary
Gwen works at a consumer-goods manufacturer
and deals with the tactical, day-to-day activities that must be
performed to carry out an advertising campaign. Gwen is involved in ____________. implementing advertising strategy
An advertisement that was designed to keep a
company's brand fresh in the consumer's memory performs
the advertising function of __________. reminding
Message strategies and decisions are most
often the joint enterprise of the companies that advertise and their __________.
advertising agencies
The ____________ are involved in tactical
decision making and day-to-day contact with brand managers and
other client personnel. account executives
When firms choose to reduce advertising
expenditures if a brand is performing well or during periods of economic
recession, this is referred to as _____.
disinvesting
____________ are involved in getting new
business for the agency and working with clients at a strategic level.
management supervisors
An ex-CEO at Procter & Gamble—one of the
world's largest advertisers— aptly draws an analogy between
advertising and exercise in that both _____. need to be done regularly
____________ is the process of creating ad
messages, selecting media in which to place the ads, and
measuring the effects of the advertising efforts. advertising management
____________ are responsible for developing
overall media strategy.
media planners
Sam works for a full-service advertising
agency. His job includes studying the buying habits of clients' customers,
their purchase preferences, and their responsiveness to advertising concepts
and finished ads. Sam most likely works in ____________.
research services
Jif Peanut Butter has long used the slogan
"Choosy mothers choose Jif." This campaign does not directly
challenge
competitors but instead relies upon an understanding of the consumer's desire to be perceived as a good parent. Hence, in the sense that Jif is being advertised as the "good- parent peanut butter," what advertising style is being used? brand image
A document designed to channel copywriters'
and other creatives' efforts toward a solution that will serve the interests of
the client is known as a(n) _____.
creative brief
Advertisements for athletic shoes often focus
on technological features such as special shock-absorbing sole construction.
What creative advertising style is being used when the advertising for a brand of athletic shoes focuses on a particular technological feature? unique selling proposition
____________ strategies do not necessarily use
any particular type of appeal to consumers but are designed to
achieve an advantage over competitors in the same product category. category dominance
A TV commercial for a sports car marketed to
young people emphasizes pleasure and freedom as end levels. The advertised car
is shown delivering these end levels when the car is transformed into a magic
chariot and its young driver is carried away into a fantasyland. In terms of
the MECCAS model, the magic chariot technique represents the commercial's
____________ .
leverage point
Marian is concerned with the preservation and
enhancement of her family and friends. She is honest, loyal, and helpful.
She possesses the _____ value. benevolence
The generic and preemptive creative strategies
are _____ strategies.
category dominance
Enjoying life and receiving pleasure are
fundamental to which universal value?
hedonism
Which of the following is FALSE regarding
effective advertising?
Effective advertising must take the
advertiser's view.
Especially during holiday seasons, advertisers
can get people to care about their brands by appealing
to ____________ that are relevant to the product category in which the advertised brand competes. emotions
A brand's primary benefit or how it can solve
the consumer's problem is known as a(n) _____.
value proposition
In the creative brief, the brand management
team must clearly articulate the brand's _____.
meaning
Your company markets a molded-plastic product
that is shaped like a baseball and is used as an inventorying
device for storing baseball cards. You will advertise this product as a gift item to be purchased by parents of young children. Your advertising will feature the nostalgia of collecting baseball cards. What creative style are you using? resonance
Sunshield is a new line of sunglasses that
boasts lenses that grow progressively darker with increasing sunlight.
Other brands have this same type of lens, but Sunshield is the first to make the claim that its product helps prevent sun lines and aging of skin. What type of creative advertising style is described here? preemptive
____________ advertising appeals to consumers'
needs for tangible, physical, concrete benefits.
functionally oriented
An advertisement by Anheuser Busch, the
manufacturer of Budweiser beer, stressing the importance of using a
designated driver to curb drunken driving accidents is an example of ____________ advertising. corporate issue
Which creative style does not focus on product
claims or brand imagesbut rather seeks to present circumstances or
situations that find counterparts in the real or imagine experiences of the target audience, attempting to match "patterns" in an advertisement with the target audience's stored experiences? resonance
____________ ads are ads for which the
audience comprehends the advertiser's intended message;
they are remembered, and they change the target audience's brand-related opinions or behavior. sticky
Which of the following is the final step in
developing an advertising strategy?
identify mandatory requirements
Ad advertisement for Imodium A-D
anti-diarrheal medicine compares having to take two pills to several
spoonfuls of the "pink stuff." Which type of comparative advertisement is this? indirect
The practice in which advertisers directly or
indirectly compare their products against competitive offerings,
ypically claiming that the promoted item is superior in one or several important purchase considerations, is called ____________. comparative advertising
What is the fundamental issues advertisers
should consider when using fear in advertising?
determining how intense the threat
should be
Laurie was influenced to purchase a set of
children's books and tapes from an infomercial that used Angela Lansbury,
an actress that played a murder mystery writer in a television series called Murder She Wrote, as the endorser. Actually, Ms. Lansbury presented the entire sales pitch and discussed the merits of the product. Laurie perceived Ms. Lansbury to be honest and believable. Which attribute of endorser credibility does this represent? trustworthiness
Lance Armstrong, an American who won seven
straight Tour de France bicycling events, appeared in a television
advertisement endorsing Trek bicycles claiming they are the best money can buy.
Lance's ability to favorably influence the audience's
perceptions of Trek bicycles is likely due to his _____ as it relates to this product. expertise
The tendency to believe or trust someone is
called ______________.
credibility
The Aflac duck is an example of what type of
endorser?
spokes character
When Josh was seventeen, he killed a family of
four in a drunk driving accident. As part of his community service, Josh goes
around to high schools telling other teens about the terrible thing he did in an attempt to prevent them from doing the same thing. Based on this information, why do you think Josh is considered an attractive source for this type of message? He is perceived as similar to the
audience he is trying to influence.
Researchers have found that people who have a
higher ______________ are more responsive to humorous ads
that those who score lower in this trait. need for humor
An advertiser who asks if the target market
will relate positively to the endorser is considering which practical issue in
selecting a celebrity endorser?v
celebrity and audience matchup
The knowledge, expertise, or skills possessed
by an endorser is referred to as _____.
expertise
Comparative advertising _____.
is more effective when claims are made
to appear more credible.
______________ refers to the perceived
honesty, integrity, and believability of a source.
trustworthiness
Humor ______________.
is more successfully used with
established rather than new products
An advertiser who seeks a celebrity that fits
with the brand's "bad boy" image is focusing on which practical issue
in
choosing celebrity endorsers? celebrity and brand matchup
An advertising manager chose not to hire a
celebrity endorser because the advertiser felt that the celebrity was
overexposed.
In this case, the advertiser was focusing on ______________. the saturation factor
Assume that John, a highly credible music
critic, gives a rave review of a new album by the Corrs and that
consumers form a positive attitude toward the album. In this instance, attitude is formed through the psychological process of ______________. internalization
Jack owns a chain of bookstores. He has a
limited advertising budget and wants to advertise in the medium
with the lowest cost per thousand for reaching his target audience. Jack should use ______________ advertising. radio
______________ are currently used in the top
25 designated market areas in the U.S. to gather data used for
estimating TV program ratings. local people meters
The cost of network television advertising
depends on ______________.
the time of day when an ad is aired
The Eastman Kodak company introduced a
30-minute _____ on TV to promote its new DC210 zoom digital camera.
infomercial
Consumers consider ______________ to be the
most cluttered of all media types.
television
Bonnie needs information for local radio
ratings. She would be able to get this information from ______________.
Nielson Audio
The medium that is best able to use humor as
an advertising strategy is ______________.
television
Monica is the advertising director for a
company that manufactures exercise equipment. She wants the
advertisements to demonstrate the use of the products and generate excitement. She should use _____ advertising. television
When a national television advertiser places
ads in select geographic markets, this is termed ______________.
spot advertising
Which is NOT a relative advantage of
television advertising?
low absolute cost
Advertising: Chapter 01 02 03 04 05 06 07 08
09 10 11 12 13
14
15
16 | Final Exam 01 02 | Advertising Plan | Advertising Terms
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