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| 1 | |
Which of the following is NOT one of the defining characteristics of advertising? |
| | A) | Advertising is not free; someone has paid for it. |
| | B) | Advertising must be carried by some medium. |
| | C) | Advertising gets people to buy products and services they would not otherwise buy. |
| | D) | The source of the advertising must be known or knowable. |
| | E) | Advertising is a persuasive form of communications. |
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| 2 | |
An advertising plan is crucial to an ad campaign because it will later be used _______________. |
| | A) | to measure the success or failure of the campaign |
| | B) | as a supporting document required of all media for placement of the ad |
| | C) | as part of the annual report to the Federal Trade Commission |
| | D) | to supplement the firm's SWOT analysis |
| | E) | all of the above |
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| 3 | |
The three objectives of advertising are to: |
| | A) | promote the product, protect the price or predict the place to purchase. |
| | B) | make the consumer safer, make the consumer healthier or make the consumer wiser. |
| | C) | pay, buy, or barter |
| | D) | inform, persuade, or remind |
| | E) | push, pull, or sell |
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| 4 | |
A campaign theme or slogan that helps to differentiate a product or service by establishing its benefits in a way no competitor can claim is a(n) ________________. |
| | A) | unique selling proposition |
| | B) | advertising positioning statement |
| | C) | promotional promise |
| | D) | promotion |
| | E) | strategic summary |
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| 5 | |
A(n) _______________ advertising message will appeal to consumers' fears, sense of humor, nostalgia, or other feelings. |
| | A) | product-focused |
| | B) | cognitively active |
| | C) | subconscious |
| | D) | selective demand |
| | E) | emotional |
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| 6 | |
The content of an advertisement is closely linked to the characteristics of the ______________. |
| | A) | decision-making intention of the target audience |
| | B) | media selected to carry the ad |
| | C) | public relations campaign to accompany the ad |
| | D) | features of the product or service being promoted |
| | E) | All of the above |
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| 7 | |
Although print ads are one-dimensional, they can be very effective when executed well. The creative design aspects of a newspaper or magazine advertising campaign include decisions about the: |
| | A) | colors |
| | B) | words |
| | C) | pictures |
| | D) | layout |
| | E) | all of the above |
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| 8 | |
Which of the following is NOT one of the federal agencies that regulate advertising activities? |
| | A) | IRS |
| | B) | FCC |
| | C) | FTC |
| | D) | FDA |
| | E) | USPS |
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| 9 | |
"Guaranteed to increase your sex appeal" is an example of advertising: |
| | A) | informational appeals. |
| | B) | self-actualization promises. |
| | C) | puffery. |
| | D) | performance promises. |
| | E) | aspirations. |
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| 10 | |
_________________ involves building and maintaining a positive image for the firm, handling or heading off unfavorable stories or events and maintaining positive relationships with the press, and it should be considered an integral part of marketing communications. |
| | A) | Damage control |
| | B) | Publicity |
| | C) | Goodwill development |
| | D) | Public relations |
| | E) | Press relations |
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| 11 | |
If Tara needs to provide a short-term stimulus to her firm's marketing efforts, she will likely turn to: |
| | A) | institutional advertising. |
| | B) | primary demand advertising. |
| | C) | unique selling proposition. |
| | D) | personal selling. |
| | E) | sales promotions. |
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| 12 | |
Which of the following is NOT one of the kinds of sales promotions marketers use? |
| | A) | coupons |
| | B) | samples |
| | C) | loyalty programs |
| | D) | direct mail |
| | E) | product placements |
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