University Of Arizona - BAD 302ch19. A Grade With 100%

ch19 Student: ___________________________________________________________________________ 1. One problem facing advertisers is that consumers screen out messages that are not relevant to them. True False 2. Glenn is using a push strategy to promote his new, self-published financial guidebook. He is directly promoting it to readers in the Wall Street Journal. True False 3. The three general objectives of advertising are to select, target, and promote. True False 4. An advertisement stating "Buy now: no money down" is a persuasive-type ad. True False 5. PSAs typically focus on social marketing objectives. True False 6. Public Service Announcements (PSAs) represent a form of sales promotion. True False 7. An advertising campaign's objectives should be specific and measurable. True False 8. The key to a successful emotional appeal is to create a bond between the consumer and the brand. True False 9. A pulsing advertising schedule uses periods of heavy advertising followed by periods of no advertising. True False 10. Isaac wants to measure the effectiveness of his company's advertising campaign. To do so, Isaac will have to assess elements of the campaign before, during, and after the campaign runs. True False 11. The primary federal agencies that regulate advertising activities in the United States are the DOD, DOE, and WTO. True False 12. Puffery is not always illegal in the United States under state and federal law. True False 13. When businesses support cultural or sporting events, such as the Discover Orange Bowl football game, this is known as cause-related marketing. True False 14. Contests and sweepstakes are both forms of sales promotions, but a contest requires some sort of skill or effort, while a sweepstakes is a drawing of entrants' names. True False 15. Beverage companies often pay movie producers to have their products used and shown in movies. This is an example of product placement. True False 16. Loyalty programs are sales promotions designed to retain current customers and encourage multiple purchases over time with the promise of a reward or premium. True False 17. The difference between advertising and publicity is that advertising is A. more effective in reaching consumers. B. almost always used in conjunction with consumer satisfaction surveys. C. a paid form of marketing communication. D. designed to remind consumers, while publicity is used to persuade consumers. E. always handled by advertising agencies. 18. Kelly is the head of marketing for a nonprofit agency that supports the arts. She just received the goahead from her board of directors to conduct the agency's first-ever advertising campaign. Her first step will be to A. identify the target audience. B. set the advertising objectives. C. determine the advertising budget. D. evaluate and select the media. E. create the advertisements. 19. Advertising slogans such as "Don't text and drive" and "Buy flood insurance before it is too late" are examples of ads designed to A. provide information. B. remind consumers. C. recruit employees. D. persuade consumers to take action. E. generate goodwill. 20. Technically speaking, word-of-mouth advertising is A. always the best advertising. B. personal selling with paid consumer salespeople. C. an emotional media mix selling proposition. D. not really advertising. E. another name for political advertising. 21. Because advertising is the most visible form of marketing, A. many people think of marketing and advertising as synonymous. B. it is the most important part of a marketing mix. C. everyone prefers to be in advertising. D. marketing budgets always emphasize advertising over other forms of communication. E. it is the largest source of employment opportunities for marketing graduates. 22. To get us to remember their ad and the product or brand in the ad, advertisers must first A. use persuasion. B. offer incentives. C. create effective PSAs. D. get our attention. E. vary between flighting and pulsing scheduling. 23. Yesenia is working on an advertisement to promote consumer awareness of the danger of solar radiation causing skin cancer. Yesenia's first concern will be to A. get consumers' attention. B. enlist creative advertising designers. C. make sure firms producing sunscreen lotions approve. D. collect a petition in support of controls against global warming. E. use public relations to buy advertising space. 24. Brent is working on an advertising campaign to promote downtown businesses. He knows the increasing number of advertising communication channels available and changes in consumers' media usage A. will force him to use PSAs. B. increases consumers' preference for high-pressure persuasive advertising. C. makes his job more difficult. D. makes it easier to select media. E. makes budget more important, and creativity less important. 25. The __________ stage of the advertising campaign planning process can be described by the question, "Who are we trying to talk to?" A. identifying target audience B. setting advertising objectives C. conveying the message D. assessing the impact E. determining the advertising budget 26. Greg is planning an advertising campaign to promote his kayak tour company. The success of his ad campaign depends on A. the quality of his kayaks. B. how much money he spends. C. how well he can identify his target audience. D. how much consumers like him. E. whether he can gain commitments from manufacturers for complementary products. 27. After using market research to identify the target audience for his advertising campaign, Jorge will next use this information to A. develop creative advertising copy. B. assess the potential effectiveness of his ad campaign. C. buy advertising time. D. set explicit and measurable objectives for the campaign. E. develop PSAs for distribution in lieu of advertising. 28. Generally speaking, all advertising messages are designed to A. meet the needs of society. B. inform, persuade, or remind customers. C. comply with FCC rules combined with FTC antitrust regulations. D. entertain or apprise. E. match production scheduling with consumer demand. 29. Yana has identified the target audience for her line of Russian jewelry. For optimum success, she is creating an advertising plan that will A. allow her to skip the assessment stage at the end of the campaign. B. offer discounts to media as an incentive to carry out her plan. C. clarify the specific goals that the advertising is designed to accomplish. D. encapsulate her unique selling proposition. E. maximize puffery. 30. An advertising plan is crucial to an ad campaign because it A. is the basis for sales commissions. B. is required by the accounting department. C. offers insights into the creative leadership of mass media buyers. D. will later be used to measure the success or failure of the campaign. E. stimulates demand for a product category. 31. Generally, when advertising to consumers, the objective of an advertising campaign is A. a pull strategy—to get the product into stores by having consumers demand it. B. a push strategy—to stimulate interest among members of the supply chain. C. to win advertising awards. D. to offset sales promotion costs. E. to maximize media planning. 32. Whenever the major beverage companies develop a new product, they advertise it heavily using television and print media. These efforts are designed to A. generate goodwill for the company. B. pull the product into retail stores through consumer demand. C. signal strategy changes to market competitors. D. make it easier to do posttesting. E. use a push strategy. 33. Florida Heat Pump Manufacturing Company is offering a free, all-expenses-paid trip to Las Vegas for HVAC dealers that sell at least twenty units this year. Florida Heat Pump is using a __________ promotional strategy. A. pull B. puffery C. publicity D. push E. posttesting 34. Anne's Pita Bread Chips offers free POP (point-of-purchase) displays to retailers ordering their product. Anne's is using a ____________ strategy. A. pull B. puffery C. publicity D. push E. posttesting 35. After identifying the target audience for the university's new advertising campaign, the advertising team needs to decide whether the advertising objective is to __________, __________, or __________ potential and/or existing students. A. create, stimulate, or ignore B. beg, borrow, or steal C. pay, buy, or entertain D. inform, persuade, or remind E. push, pull, or sell 36. Informative advertising is used to A. prompt repurchase of a product. B. create and build brand awareness. C. trigger an emotional response. D. gather information about consumers. E. convince consumers to take action. 37. "Now available. The latest fall fashions." is an example of a(n) __________ advertising message. A. persuasive B. reminder C. socially responsible D. informative E. institutional