Chapter 16 Managing Mass Communications

Chapter 16 Managing Mass Communications
1) An advertising is a specific communications task and achievement level to be
accomplished with a specific audience in a specific period of time.
A) medium
B) objective
C) channel
D) budget
E) copy
Answer: B
Diff: 1
LO: 20.1: What steps are required in developing an advertising program?
AACSB: Reflective thinking

2) advertising aims to create brand awareness and knowledge of new products or
new features of existing products.
A) Informative
B) Corporate
C) Reinforcement
D) Persuasive
E) Reminder
Answer: A
Diff: 1
LO: 20.1: What steps are required in developing an advertising program?
AACSB: Reflective thinking

3) When Lola asked what the advertising campaign should say, she was concerned with
which of the five Ms?
A) Mission
B) Money

,C) Message
D) Media
E) Measurement
Answer: C
Diff: 1
LO: 20.1: What steps are required in developing an advertising program?
AACSB: Application of knowledge

,4) advertising aims to create liking, preference, conviction, and purchase of a
product or service.
A) Corporate
B) Reminder
C) Persuasive
D) Reinforcement
E) Informational
Answer: C
Diff: 1
LO: 20.1: What steps are required in developing an advertising program?
AACSB: Reflective thinking

5) Comparative advertising works best when .
A) it elicits cognitive and behavioral motivations simultaneously
B) the firm is trying to minimize brand dilution
C) consumers are processing advertising in a detailed, analytical mode
D) it elicits affective motivation, followed by cognitive motivation
E) the advertising message uses negative fear appeals
Answer: C
Diff: 2
LO: 20.1: What steps are required in developing an advertising program?
AACSB: Reflective thinking

6) advertising aims to stimulate repeat purchase of products and services.
A) Reinforcement
B) Comparative
C) Persuasive
D) Informational
E) Reminder
Answer: E
Diff: 1
LO: 20.1: What steps are required in developing an advertising program?
AACSB: Reflective thinking

, 7) The "Got Milk" campaign was intended to boost sagging milk consumption among
Californians in the 1990s. The campaign ads highlighted the inconvenience of running out of
milk when intended to be used with certain foods, such as cookies or muffins, advising
consumers to stock up on milk to avoid such inconveniences. The "Got Milk?" campaign is an
example of advertising.
A) informational
B) reminder
C) institutional
D) comparative
E) reinforcement
Answer: B
Diff: 2
LO: 20.1: What steps are required in developing an advertising program?
AACSB: Analytical thinking; Application of knowledge

8) advertising aims to convince current purchasers that they made the right
choice.
A) Persuasive
B) Informational
C) Reinforcement
D) Reminder
E) Comparative
Answer: C
Diff: 1
LO: 20.1: What steps are required in developing an advertising program?
AACSB: Reflective thinking

9) The predominant response function for advertising is often concave, but when it is S-
shaped, .
A) sales are flat, and advertising does not generate any sales impact
B) any increase in advertising spending results in a proportionally positive increase in sales
C) any increase in advertising spending results in a proportionally negative decrease in sales
D) some positive amount of advertising is necessary to generate any sales impact, but sales
increases eventually flatten out
E) advertising is not necessary to generate any sales impact
Answer: D
Diff: 3
LO: 20.1: What steps are required in developing an advertising program?
AACSB: Analytical thinking