Final exam pool items (Chs. 9, 11, 12, 13, 14, 15 & 17 not 18)
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ANS: E PTS: 1 REF: 225 OBJ: 15-2 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Promotion | TB&E Model Strategy
ANS: A Pioneering advertising is heavily utilized during the introductory stage of the product life cycle. PTS: 1 REF: 225 OBJ: 15-2 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Promotion | TB&E Model Product 21. Cranium, the Seattle-based 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. _____ advertising should be used to promote this new toy.
ANS: A Pioneering advertising is intended to stimulate demand for a new product. PTS: 1 REF: 225 OBJ: 15-2 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Promotion | TB&E Model Product 22. The goal of _____ advertising is to influence demand for a specific brand of good or service. Such advertising is less informational and more emotional. The emphasis is on brand name, recall, and favorable attitude toward the brand.
ANS: C PTS: 1 REF: 225 OBJ: 15-2 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Promotion | TB&E Model Strategy 23. Comparative advertising is:
ANS: E
Comparative advertising compares two or more competing brands on one or more specific attributes. FTC monitoring of comparative advertising indicates that it is sometimes used unethically. PTS: 1 REF: 225 OBJ: 15-2 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Strategy
ANS: E The goal of competitive advertising is to influence demand for a specific brand of good or service. Such advertising is less informational and more emotional. The emphasis is on brand name, recall and favorable attitude toward the brand. PTS: 1 REF: 225 OBJ: 15-2 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Promotion | TB&E Model Product 25. _____ advertising compares two or more specifically named or shown competing brands on one or more specific attributes.
ANS: B PTS: 1 REF: 225 OBJ: 15-2 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Promotion 26. Comparative advertising:
ANS: D
Comparative advertising compares two or more specifically named or shown competing brands on one or more specific attributes; it was illegal before the 1970s. PTS: 1 REF: 225 OBJ: 15-2 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Promotion
ANS: C This comparative advertising names and shows Pringles and contrasts them to the more positive results consumers have from eating Frito’s Stax crisps. PTS: 1 REF: 225 OBJ: 15-2 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Promotion | TB&E Model Customer 28. Which of the following statements about comparative advertising is true?
ANS: D
Comparative advertising is not consistent with social values in Arabic countries and is not effective there. The FTC has regulatory power over comparative advertising. Comparative advertising is often used for products with sluggish growth. PTS: 1 REF: 225 OBJ: 15-2 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Promotion | TB&E Model Strategy 29. 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.
ANS: D
Comparative advertising compares two or more specifically named or shown competing brands on one or more specific attributes. PTS: 1 REF: 225 OBJ: 15-3 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Promotion | TB&E Model Product 30. The first step in the advertising campaign decision process is to:
ANS: C PTS: 1 REF: 225-226 OBJ: 15-3 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Strategy 31. An advertising campaign:
ANS: B
The advertising campaign is a series of related advertisements that focus on a common theme, slogan, and set of advertising appeals and extend for a defined period of time. PTS: 1 REF: 225 OBJ: 15-3 TYPE: Comp TOP: AACSB Communication | TB&E Model Strategy 32. A(n) _____ is a specific communication task that a campaign should accomplish for a specified target audience during a specified period of time.
ANS: A PTS: 1 REF: 226 OBJ: 15-3 TYPE: Def TOP: AACSB Communication | TB&E Model Strategy 33. One method used for setting advertising objectives is:
ANS: C PTS: 1 REF: 226 OBJ: 15-3 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Strategy 34. DAGMAR is an acronym for:
ANS: D PTS: 1 REF: 226 OBJ: 15-3 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Strategy 35. When the conservative New England Banking Company hired Campbell & Cook advertising agency to launch a new advertising campaign, the agency's first step was to:
ANS: A
The first step in any advertising campaign is to set advertising objectives. PTS: 1 REF: 226 OBJ: 15-3 TYPE: Comp TOP: AACSB Communication | TB&E Model Strategy 36. The UPS Store’s advertising campaign tells consumers that when it comes to mailing packages, “The UPS Store can pack it, track it, and guarantee it.” The advertising is focusing on:
ANS: E The ad answers the customer's question, "What's in it for me?" PTS: 1 REF: 226 OBJ: 15-3 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Strategy 37. 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:
ANS: E The ad answers the customer's question, "What's in it for me?" PTS: 1 REF: 226 OBJ: 15-3 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Promotion | TB&E Model Product 38. The ad described Mott’s Healthy Harvest brand fruit sauces as containing no artificial sweetener and half the calories of Mott’s original applesauce. This ad is emphasizing:
ANS: A The reduction in calories is an attribute. PTS: 1 REF: 226 OBJ: 15-3 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Promotion | TB&E Model Product 39. The ad for Xerox color copiers told readers that Xerox’s ability to print brilliant colors was due to “30 years of experience and a commitment to meeting the color needs of every kind of business.” This phrase represents the Xerox color copier’s:
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