Final exam pool items (Chs. 9, 11, 12, 13, 14, 15 & 17 not 18)
Download 3.11 Mb.
|
ANS: E The ad is intended as gentle humor. See Exhibit 15.2. PTS: 1 REF: 227 OBJ: 15-3 TYPE: App TOP: AACSB Communication | TB&E Model Strategy | TB&E Model Promotion 62. Ads for General Foods International Coffees all feature the slogan, "It stirs the soul." Given this information and the fact that the ads feature flowers, soft lights, and romantic settings, you know that these ads use a _____ executional style.
ANS: E The ads build a mood around the coffee. See Exhibit 15.2. PTS: 1 REF: 227 OBJ: 15-3 TYPE: App TOP: AACSB Communication | TB&E Model Strategy | TB&E Model Promotion 63. In an advertisement for Dow bathroom cleaner, animated, talking scrubbing bubbles are used to show how hard the bubbles work to clean. The lively scrubbing bubbles appear in all advertisements for this product and are depicted on the packaging. This is an example of a _____ executional style.
ANS: E A product symbol (such as the animated scrubbing bubbles) is an executional style that uses a character to represent the product. See Exhibit 15.2. PTS: 1 REF: 227 OBJ: 15-3 TYPE: App TOP: AACSB Communication | TB&E Model Strategy | TB&E Model Promotion 64. In an advertisement for Planters peanuts and trail mix, a peanut wearing a monocle and a top hat and called Mr. Peanut represents the product quality. Mr. Peanut appears in all of the advertisements for Planters. This is an example of how a company can use a _____ executional style.
ANS: A Message execution is the development of how the advertisement will be portrayed, and a product symbol (such as Mr. Peanut) is an executional style that uses a character to represent the product. See Exhibit 15.2. PTS: 1 REF: 227 OBJ: 15-3 TYPE: App TOP: AACSB Communication | TB&E Model Strategy | TB&E Model Promotion 65. Which of the following statements about the use of executional styles in foreign advertising is true?
ANS: B The U.S. and European markets prefer distinctly different executional styles of advertising. PTS: 1 REF: 228 OBJ: 15-3 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Promotion | TB&E Model International Perspective 66. An ad for the General Electric Advantium microwave shows people rushing from one place to another and has the headline, "If your life moves this fast, maybe your oven should too." According to the ad, even though there never seems to be enough time to cook, this microwave will help you prepare home-cooked meals. This is an example of the use of a _____ executional style.
ANS: B This ad shows how well the product can fit it with the consumer's lifestyle. See Exhibit 15.2. PTS: 1 REF: 227 OBJ: 15-3 TYPE: App TOP: AACSB Communication | TB&E Model Strategy | TB&E Model Promotion 67. Which of the following statements about postcampaign evaluation is true?
ANS: E PTS: 1 REF: 228 OBJ: 15-3 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Strategy 68. Which of the following statements about developing an advertising campaign is true?
ANS: D
DAGMAR is used to set advertising objectives. The last stage of the process is campaign evaluation. The unique selling proposition is identified after benefits (not attributes) are defined. PTS: 1 REF: 226 OBJ: 15-3 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Strategy 69. Creative work in an advertising campaign cannot be completed without knowing which message channel will be used to convey the message to the target market. The message channel is the:
ANS: A PTS: 1 REF: 228 OBJ: 15-4 TYPE: Def TOP: AACSB Communication | TB&E Model Strategy 70. _____ is the series of decisions advertisers make regarding the selection and use of media that will optimally and cost-effectively communicate the message to the target audience.
ANS: C PTS: 1 REF: 228 OBJ: 15-4 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Strategy 71. Which of the following statements about the selection of media for advertising is true?
ANS: C
Advertising objectives strongly affect the media that are selected as does the creative work, which cannot be finished until the media selection is made. PTS: 1 REF: 228 OBJ: 15-4 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Strategy 72. _____ advertising has the advantages of being both timely and geographically flexible.
ANS: B
Newspapers are often used by local retailers because they are current and flexible and directed to a local but wide market. PTS: 1 REF: 229 OBJ: 15-4 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Promotion
ANS: C PTS: 1 REF: 229 OBJ: 15-4 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Promotion 74. _____ advertising is an arrangement under which a manufacturer pays a percentage of the advertising cost for an ad that a retailer places for the manufacturer's brand.
ANS: E PTS: 1 REF: 229 OBJ: 15-4 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Promotion 75. One of the reasons why a retailer might avoid the use of newspaper advertising is:
ANS: D
See Exhibit 15.3. PTS: 1 REF: 229 OBJ: 15-4 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Promotion | TB&E Model Strategy 76. One of the advantages of television advertising is:
ANS: E
See Exhibit 15.3. PTS: 1 REF: 229 OBJ: 15-4 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Promotion | TB&E Model Strategy 77. Which of the following statements about Internet advertising is true?
ANS: C
See Exhibit 15.3. PTS: 1 REF: 229 | 231 OBJ: 15-4 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Promotion | TB&E Model Online/Computer 78. One of the main advantages of _____ advertising is its extreme market selectivity.
ANS: C
Magazines are available for almost every market segment and can be highly specialized PTS: 1 REF: 230 OBJ: 15-4 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Promotion 79. Which of the following is NOT an advantage offered by radio to its advertisers?
ANS: A
Radio stations are often local and do not reach the widest audiences. PTS: 1 REF: 230 OBJ: 15-4 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Promotion 80. Advertising in the form of a 30-minute advertisement that resembles a TV talk show is called a(n):
ANS: A PTS: 1 REF: 230 OBJ: 15-4 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Promotion
ANS: C Advertising in the form of a 30-minute advertisement that resembles a TV talk show is called an infomercial. PTS: 1 REF: 230 OBJ: 15-4 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Promotion 82. Outdoor advertising:
ANS: B
Outdoor advertising is a low-cost medium, that reaches a broad and varied audience, but may be subject to many distractions (noise). It often advertises convenience and shopping products. PTS: 1 REF: 231 OBJ: 15-4 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Promotion
ANS: C Advergaming is the placing of advertising messages in Web-based or video games to advertise or promote a product (in this case, the U.S. Army). PTS: 1 REF: 231 OBJ: 15-4 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Promotion | TB&E Model Online/Computer 84. Miller Brewing Company hired Red Sky Interactive to design an entertaining online game that would convey the brand essentials of its Miller Lite beer while appealing to its target demographic. The result: the "Miller Lite Virtual Racing League" (VRL), an online stock car racing game that allows users to customize their vehicles, compete for sponsorship money, and run their team against those of friends. Miller used _____ to reach its target market.
ANS: D Advergaming is the placing of advertising messages in Web-based or video games to advertise or promote a product. PTS: 1 REF: 231 OBJ: 15-4 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Promotion | TB&E Model Online/Computer 85. Which of the following is NOT identified in the text as a factor that influences media selection?
ANS: C
If cooperative advertising is available, manufacturers usually allow use of these dollars in any media. PTS: 1 REF: 232 OBJ: 15-4 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Promotion
ANS: B The media mix is the combination of media to be used and the volume of advertising that will be conducted among the various media vehicles. PTS: 1 REF: 232 OBJ: 15-4 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Strategy 87. _____ usually is NOT used as a basis used for making media mix decisions.
ANS: A
The media schedule will be the result AFTER the media mix decisions are made, based on the other four factors PTS: 1 REF: 232 | 234 OBJ: 15-4 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Strategy
ANS: B Cost per contact is the cost of reaching one member of the market. Comparing the cost of contacting the same amount of people using different media mixes is a common aid in selecting media. PTS: 1 REF: 232 OBJ: 15-4 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Promotion | TB&E Model Strategy 89. Advertisers categorize ads on shopping carts at grocery stores and ads at gas station pumps as examples of:
ANS: B PTS: 1 REF: 232 OBJ: 15-4 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Strategy 90. Why are advertisers looking to alternative media to advertise their products?
ANS: C PTS: 1 REF: 232 OBJ: 15-4 TYPE: Def TOP: AACSB Communication | TB&E Model Strategy | TB&E Model Promotion
ANS: D There are lots of distractions to the target audience. PTS: 1 REF: 233 OBJ: 15-4 TYPE: App TOP: AACSB Communication | TB&E Model Strategy 92. _____ measures the number of different target consumers who are exposed to a commercial at least once.
ANS: C PTS: 1 REF: 232 OBJ: 15-4 TYPE: Def TOP: AACSB Communication | TB&E Model Strategy | TB&E Model Promotion 93. _____ is a measure of the number of times an individual is exposed to a brand message. It is used to measure the intensity of a specific medium's coverage.
ANS: E PTS: 1 REF: 232 OBJ: 15-4 TYPE: Def TOP: AACSB Communication | TB&E Model Strategy 94. A medium's ability to reach a precisely defined market is its:
ANS: A PTS: 1 REF: 232-233 OBJ: 15-4 TYPE: Def TOP: AACSB Communication | TB&E Model Strategy
ANS: B A medium's ability to reach a precisely defined market is audience selectivity. PTS: 1 REF: 232-233 OBJ: 15-4 TYPE: App TOP: AACSB Communication | TB&E Model Strategy 96. Prices on items sold by supermarkets change frequently, and they often offer special sales to match or beat the prices of their competitors. Therefore, _____ is a major consideration when a supermarket selects an advertising vehicle.
ANS: E
Flexibility of the medium refers to the ability to change the message to fit changing market conditions. PTS: 1 REF: 233 OBJ: 15-4 TYPE: App TOP: AACSB Communication | TB&E Model Strategy | TB&E Model Promotion 97. Billboard advertisements often have to compete for a driver's attention with traffic, passengers, radio, or other billboards. Billboard advertising would be described as:
ANS: C
Noise level is the amount of distractions--other advertisements, people, competing sounds in the environment, or news stories--involved with a type of medium. Outdoor advertising such as billboards suffers from a great deal of competing noise. PTS: 1 REF: 233 OBJ: 15-4 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Promotion | TB&E Model Strategy 98. Advertisers are often concerned with the noise level in a medium. The medium that is assumed to have the lowest noise level is:
ANS: C
Noise level is the amount of distractions—other advertisements, people, competing sounds in the environment, or news stories—involved with a type of medium. PTS: 1 REF: 233 OBJ: 15-4 TYPE: Comp TOP: AACSB Communication | TB&E Model Strategy
ANS: D Some media such as magazines have a long life span with the consumer, and advertisements may be seen repeatedly. Ads in other media such as radio and television are gone instantly. PTS: 1 REF: 233 OBJ: 15-4 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Promotion | TB&E Model Strategy 100. Advertising researchers today are discussing the qualitative factors that should be present during media selection. Which of the following is an example of one of those qualitative factors for placing television advertising?
ANS: A
The text discusses how audience behavior should be considered when making media selections. PTS: 1 REF: 233 OBJ: 15-4 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Strategy 101. Products in the latter stages of the product life cycle, which are advertised on a reminder basis use, a(n) _____ media schedule.
ANS: C PTS: 1 REF: 234 OBJ: 15-4 TYPE: Def TOP: AACSB Communication | TB&E Model Strategy | TB&E Model Product 102. With a(n) _____ media schedule, the advertiser may schedule the ads heavily every other month to achieve a greater impact with an increased frequency and reach at those times.
ANS: B PTS: 1 REF: 234 OBJ: 15-4 TYPE: Def TOP: AACSB Communication | TB&E Model Strategy | TB&E Model Promotion 103. A(n) _____ media schedule combines continuous scheduling throughout the year with a flighted schedule during the best sales periods.
ANS: A PTS: 1 REF: 234 OBJ: 15-4 TYPE: Def TOP: AACSB Communication | TB&E Model Strategy 104. Which of the following products is most likely to use a pulsing media schedule?
ANS: C
Band instruments would be most heavily advertised just prior to the opening of the new school year. PTS: 1 REF: 234 OBJ: 15-4 TYPE: Comp TOP: AACSB Communication | TB&E Model Strategy | TB&E Model Product 105. Which of the following products is most likely to have a seasonal media schedule?
ANS: D
Seasonal products like charcoal are not advertised year-round because they are not used year-round. PTS: 1 REF: 234 OBJ: 15-4 TYPE: Comp TOP: AACSB Communication | TB&E Model Strategy | TB&E Model Product 106. A(n) _____ designates the vehicles, specific publications or programs, and the insertion dates of advertising.
ANS: B PTS: 1 REF: 234 OBJ: 15-4 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Strategy 107. Meek's Hunting Emporium is a retail store that carries all the products hunters need or think they need. It has set up an advertising plan that allows it to advertise every day prior to the opening of quail-, deer-, and turkey-hunting seasons on four local radio stations, as well as in the local newspapers. This is an example of a:
ANS: D The media schedule designates when and where advertising will appear. PTS: 1 REF: 234 OBJ: 15-4 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Strategy 108. Budweiser uses reminder advertising that runs steadily all year. This is an example of a _____ media schedule.
ANS: E A continuous media schedule allows advertising to run steadily throughout the advertising period. PTS: 1 REF: 234 OBJ: 15-4 TYPE: App TOP: AACSB Communication | TB&E Model Strategy 109. Knight's Dinner Theater runs ads in the entertainment section of the local newspaper every first weekend of each month. This is a _____ scheduling plan.
ANS: A Flighted media scheduling schedules ads heavily for a period, then drops them, and then repeats them PTS: 1 REF: 234 OBJ: 15-4 TYPE: App TOP: AACSB Communication | TB&E Model Strategy 110. Mother Goose is the name of a retail store that caters to preteens. It advertises regularly both on radio and in the daily newspaper. The month prior to the beginning of each new school year, the store buys extra advertising space and time. This is an example of a(n) _____ scheduling plan.
ANS: E Pulsing combines continuous scheduling with an extra "pulse" during heavy sale periods. PTS: 1 REF: 234 OBJ: 15-4 TYPE: App TOP: AACSB Communication | TB&E Model Strategy 111. Products such as surfboards, swimsuits, lawn mowers, allergy medication, and flower seeds are most likely to be advertised with a _____ media schedule.
ANS: C
Products that are used more during certain times of the year tend to follow a seasonal strategy. PTS: 1 REF: 234 OBJ: 15-4 TYPE: App TOP: AACSB Communication | TB&E Model Strategy 112. _____ is the promotional mix element that evaluates public attitudes, identifies issues that may elicit public concern, and executes programs to gain public understanding and acceptance.
ANS: D PTS: 1 REF: 234 OBJ: 15-5 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Strategy 113. Pepsi-Cola like Coca-Cola was charged with selling soft drinks that had a high level of pesticides in India. A newspaper article on why Pepsi-Cola promoted an Indian-born manager to the job of chief executive officer is an example of:
ANS: E Publicity is the effort to capture media attention. PTS: 1 REF: 234 OBJ: 15-5 TYPE: App TOP: AACSB Communication | TB&E Model Strategy 114. A news story on the arrest of the chairman of Shanghai Electric Company for “violating certain rules and regulations of Chinese Communist Party” is an example of:
ANS: E Publicity can be either positive or negative. PTS: 1 REF: 234 OBJ: 15-5 TYPE: App TOP: AACSB Communication | TB&E Model Strategy 115. The recent accusations of steroid usage lodged against the alleged winner of the Tour de France created _____ for the bicycle race.
ANS: E PTS: 1 REF: 234 OBJ: 15-5 TYPE: App TOP: AACSB Communication | TB&E Model Strategy 116. Tools for the public relations manager include all of the following EXCEPT:
ANS: D
Sales promotions are not part of public relations. PTS: 1 REF: 234-235 OBJ: 15-5 TYPE: Comp TOP: AACSB Communication | TB&E Model Strategy 117. When Sara Lee developed crustless bread, it probably planned to rely on _____ to gain exposure for the bread and to explain how the convenience of the product justifies its higher price. Sara Lee could not have done this if the product had not been new and innovative.
ANS: E Publicity (a form of public relations) for new, innovative products can result in more exposure than conventional advertising and other promotional tools. PTS: 1 REF: 235 OBJ: 15-5 TYPE: App TOP: AACSB Communication | TB&E Model Strategy | TB&E Model Product 118. Stormbreaker, a new spymovie, details the story of Alex Rider who, after the death of his uncle, is recruited as an M16 spy. Armed with a special set of gadgets, Rider's mission is to save millions of lives. In James Bond fashion, the Cross pen serves as one of the key gadgets in the film. The maker of Cross pen paid to have its pen featured in this movie. This is an example of:
ANS: D Product placement is a public relations tool and is used to create product exposure. PTS: 1 REF: 235 OBJ: 15-5 TYPE: App TOP: AACSB Communication | TB&E Model Strategy | TB&E Model Product 119. On an episode of ER, one of the doctors asked a nurse for a Nitrolingual Pumpspray, which is used for acute relief of chest pain caused by angina. The free appearance of the product on the show gave its small manufacturer some needed publicity. This was an example of how _____ can result in positive publicity.
ANS: A PTS: 1 REF: 235 OBJ: 15-5 TYPE: App TOP: AACSB Communication | TB&E Model Strategy | TB&E Model Product 120. General Mills put together a brochure titled, "A Guide to Good Food, Good Health," which it made available to elementary teachers at the beginning of a school year so that the teachers could use the brochures to explain to children why it is important to eat right. This is an example of which public relations tool?
ANS: C PTS: 1 REF: 235 OBJ: 15-5 TYPE: App TOP: AACSB Communication | TB&E Model Strategy 121. Many people have trouble defining the term "casual dress" when it comes to what is appropriate to wear to work. Levi Strauss & Co. put together a newsletter and a video detailing what was suitable for casual work attire. Levi sent the video to human resources managers all over the United States. This is an example of:
ANS: D Consumer education is a type of public relations in which the user benefits by educating the consumer about the usefulness of its products. PTS: 1 REF: 235 OBJ: 15-5 TYPE: App TOP: AACSB Communication | TB&E Model Strategy 122. Ford Motor Company is hoping the popularity of first-season American Idol winner Kelly Clarkson will attract consumers to the artist’s 24-city concert series and drive concertgoers to dealerships. Ford’s _____ of this tour is part of Ford’s “Bold Moves” marketing campaign, and Ford is gambling that its target market will react positively to its brand being associated with the tour.
ANS: E Sponsorship is a public relations strategy in which a company spends money to support an issue, cause, or event that is consistent with corporate objectives. PTS: 1 REF: 235 OBJ: 15-5 TYPE: App TOP: AACSB Communication | TB&E Model Strategy 123. “Change Your Clock, Change Your Battery” was the name of an ad campaign jointly sponsored by Energizer and the International Association of Fire Chiefs. It was designed to encourage consumers to change the batteries in their smoke detectors when they reset their clocks due to daylight savings time changes. Energizer used:
ANS: E Cause-related marketing is a type of sponsorship involving the association of a for-profit company and a nonprofit organization. PTS: 1 REF: 236 OBJ: 15-5 TYPE: App TOP: AACSB Communication | TB&E Model Strategy 124. Companies that show support for recycling efforts and other examples of green marketing through advertising are engaged in:
ANS: D
Green marketing is an important way for companies to build loyalties by promoting a popular issue. PTS: 1 REF: 235 OBJ: 15-5 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Strategy 125. How do public relations professionals use Internet Web sites?
ANS: E PTS: 1 REF: 236 OBJ: 15-5 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Promotion | TB&E Model Online/Computer 126. _____ is used by public relations specialists to handle the effects of unfavorable publicity.
ANS: B PTS: 1 REF: 237 OBJ: 15-5 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Strategy 127. A newspaper article revealed that hazardous wastes buried in an on-site landfill at a paper manufacturer were leaking into the local water supply. Even though the company quickly stopped the leak and paid for an additional water purification system for the town, it still received some very negative publicity. The company should have:
ANS: B
Crisis management is used to handle the effects of unfavorable publicity. PTS: 1 REF: 237 OBJ: 15-5 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Strategy Directory: ~ecarter2 ~ecarter2 -> SP14 mktg 490 case analysis – product/brand strategy – samsung electronics ~ecarter2 -> The menu of mktg 490 cases [Dr. Carter] ~ecarter2 -> Real-world Download 3.11 Mb. Share with your friends:
|