14 Aug 1. In developing an advertising program, marketing managers can make five major

1. In
developing an advertising program, marketing managers can make five major
decisions known as the five Ms. Which of the following is NOT part of the
five Ms.
a. mission
b. money
c. message
d. media
e. minimum

2. Today, advertising agencies
are redefining themselves as ________.
a. communications
companies
b. direct
marketing companies
c. marketers
d. full-service
companies
e. none of the
above

3. Advertising objectives can be
classified according to whether their aim is to inform, persuade, remind, or ________.

a. create
interest
b. purchase
c. create
demand
d. reinforce
e. introduce

4. When setting
the advertising budget, marketers must consider five specific factors. Which of
the following is one of the factors that must be considered?
a. Message
details.
b. Cost of
television time.
c. Cost of new
products development.
d.
Stage in the product life cycle.
e.
Buyers reaction to the campaign.

5. In designing and evaluating
an ad campaign, it is important to distinguish the message strategyor positioning of an ad from its ________.
a. brand
strategy
b. creative
strategy
c. test
strategy
d. medium
strategy
e. corporate
strategy

6. A creative briefis an elaboration of the positioning statement and
includes such items as ________.
a. key brand benefits
b. detail instructions for the director
of the commercial
c. detailed instructions for the
print ads
d. key actors to be used in the
commercial
e. none of the above

7. Television is
the most powerful advertising
medium. Television can be an effective means of vividly demonstrating product attributes and persuasively
explaining their corresponding consumer benefits. Second, TV advertising can be
a compelling means for dramatically
portraying user and usage imagery, brand personality, and other brand ________.

a. sounds
b. sights
c. intangibles
d.
tangibles
e. components

8. Print media provides much ________ product information and can also
effectively communicate user and usage imagery.
a.
detailed
b.
specific
c. informational

d. historical

e.. usage

9. Radios main
advantage lies in its ________.
a. disk
jockeys
b. flexibility
c. format
d. age of
audience
e. none of the
above

10. Advertisers prepare a copy strategy statementdescribing the ________,
content, support, and tone of the desired ad.
a. frequency
b. size
c. opinions
d. demographics
e. objective

11. Under U.S.
law, advertisers must not ________.
a. copy others
ads
b. make false
claims
c. advertiser
to children
d. advertise
after 3 a.m.
e. demonstrate a product

12. Puffery is defined as ________.
a. a
description of a bakery product
b. used in
sales brochures to tout the benefits of a product
c. simple exaggerations
d. lies
e. non-truths
but legal

13. In choosing the proper media
to carry the message, advertisers must decide on ________.
a. strategy,
users, media
b. target
markets, users, heavy users
c. markets,
target markets, consumers
d. reach, impact, television stations
e. reach,
frequency, impact

14. ________ is most important when launching new products, flanker
brands, or extensions of well-known brands.
a. Media
selection
b. Weighted
exposures
c. Impact
d. Reach
e. Frequency

15. One of the advantages of
television is that it combines sight, sound, and motion,
appealing to the senses, high attention, and high reach. One of the
disadvantages of television is its ________.
a. use of the remote control to zap through commercials
b. high clutter
c. cable
channels
d. fragmented
markets
e. censorship
possibilities

16. In
deciding on an ad budget, marketers must also recognize that consumer response
can be ________-shaped: An ad threshold effect exists where some positive amount of advertising is necessary before any sales impact can be detected, but sales increases
eventually flatten out.
a. T
b. M
c. S

d. Y
e. C

17. Marketers
are using creative and unexpected ad placements to grab consumers attentions
in ________ advertising.
a. market
specific
b. customer
specific
c. space

d. nontraditional

e. place

18. Marketers pay fees so that
their products make cameo appearances in movies
and on television. This is called ________.
a. branded
entertainment
b. point-of-purchase
c. advertorials
d. product
placement
e. individualization

19.In-store advertising including ads on
shopping carts, in aisles, on shelves, ads on the floor, and talking shelves
are all examples of ________
advertising.
a. point-of-decision

b. product
placement
c. point-of-purchase
d. branding

e. advertising

20. The main advantage of nontraditional media is that a very precise
andbecause of the nature of the setting involvedcaptive audience often can be
reached in a ________ manner.
a. new
b. effective
c. cost-effective

d. targeted
e. individualized

21. Television audience size has
several possible measures. These include circulation, audience, and ________.
a.
non-exposed audience
b. total
circulation
c. exposed
audience
d. listening
audience
e. effective
audience

22. The ________ involves scheduling the advertising in relation to
seasons and the business cycle.
a. effective
ad-exposed audience
b. editorial
quality
c. ad
placement policies
d. macro
scheduling problem
e. micro
scheduling problem

23. In launching
a new product, the advertiser has to choose among
continuity, concentration, flighting, and ________.
a. reflective

b. periodic
c. continuous
d. pulsing
e. running

24. A company has to decide on how to allocate its
advertising budget over space as well as over time. A company
makes spot buys when it buys TV time in just a few markets or in regional
editions of magazines. These markets are called ________.
a. areas of dominant
influence
b. trading
areas
c. short term
marketing opportunities
d. SMSA
e. none of the
above

25. ________ seeks to determine whether an ad is communicating
effectively.
a. Targeted
marketing research
b. Customer
feedback
c. Copy testing

d. Marketing
research
e. Communication-effects
research

26. There are
three major methods of pretesting ads. These are consumer feedback, ________,
and laboratory test.
a. pre-launch
testing
b. copy
testing
c. direct
testing
d. telephone
inquiries
e. portfolio
testing

27. One of the tips
provided by Nikes ad agency, Weiden and Kennedy, about what works in good economic times as well as bad is to ________.

a. make noise
b. get noticed
c. hit the TV hard
d. cut back on promotions
e. none of the above

28. A companys
share of advertising expenditures should produce an ultimate ________.
a. share of
business
b. share of
heart
c. share of
voice
d. share of
market
e. share of
mind

29. Sales promotion consists of a collection of incentive tools, mostly short term, designed to ________ quicker or
greater purchase of particular products or services by consumers or the trade.
a. intensify
b. foster
c. demand
d. stimulate
e. create

30. Sales promotions include tools for ________ promotion, trade promotion,
and business, and sales-force promotions.

a. incentive
b. reasons
c. target
d. prospects
e. consumer
1. In
developing an advertising program, marketing managers can make five major
decisions known as the five Ms. Which of the following is NOT part of the
five Ms. a. mission b. money c. messaged. media e. minimum 2. Today, advertising agencies
are redefining themselves as ________. a. communications
companies b. direct
marketing companiesc. marketersd. full-service
companiese. none of the
above 3. Advertising objectives can be
classified according to whether their aim is to inform, persuade, remind, or ________.
a. create
interestb. purchasec. create
demandd. reinforce e. introduce 4. When setting
the advertising budget, marketers must consider five specific factors. Which of
the following is one of the factors that must be considered? a. Message
details. b. Cost of
television time.c. Cost of new
products development. d.
Stage in the product life cycle.e.
Buyers reaction to the campaign. 5. In designing and evaluating
an ad campaign, it is important to distinguish the message strategyor positioning of an ad from its ________. a. brand
strategy b. creative
strategy c. test
strategyd. medium
strategy e. corporate
strategy6. A creative briefis an elaboration of the positioning statement and
includes such items as ________. a. key brand benefits b. detail instructions for the director
of the commercialc. detailed instructions for the
print adsd. key actors to be used in the
commerciale. none of the above 7. Television is
the most powerful advertising
medium. Television can be an effective means of vividly demonstrating product attributes and persuasively
explaining their corresponding consumer benefits. Second, TV advertising can be
a compelling means for dramatically
portraying user and usage imagery, brand personality, and other brand ________.
a. soundsb. sightsc. intangibles d.
tangiblese. components 8. Print media provides much ________ product information and can also
effectively communicate user and usage imagery. a.
detailedb.
specific c. informational
d. historical
e.. usage
9. Radios main
advantage lies in its ________. a. disk
jockeys b. flexibility c. formatd. age of
audiencee. none of the
above 10. Advertisers prepare a copy strategy statementdescribing the ________,
content, support, and tone of the desired ad. a. frequency b. size c. opinionsd. demographicse. objective 11. Under U.S.
law, advertisers must not ________. a. copy others
ads b. make false
claimsc. advertiser
to childrend. advertise
after 3 a.m.e. demonstrate a product 12. Puffery is defined as ________. a. a
description of a bakery productb. used in
sales brochures to tout the benefits of a productc. simple exaggerationsd. liese. non-truths
but legal 13. In choosing the proper media
to carry the message, advertisers must decide on ________. a. strategy,
users, media b. target
markets, users, heavy usersc. markets,
target markets, consumersd. reach, impact, television stationse. reach,
frequency, impact 14. ________ is most important when launching new products, flanker
brands, or extensions of well-known brands. a. Media
selection b. Weighted
exposuresc. Impactd. Reach e. Frequency 15. One of the advantages of
television is that it combines sight, sound, and motion,
appealing to the senses, high attention, and high reach. One of the
disadvantages of television is its ________.a. use of the remote control to zap through commercials b. high clutterc. cable
channels d. fragmented
marketse. censorship
possibilities 16. In
deciding on an ad budget, marketers must also recognize that consumer response
can be ________-shaped: An ad threshold effect exists where some positive amount of advertising is necessary before any sales impact can be detected, but sales increases
eventually flatten out. a. Tb. Mc. S
d. Ye. C 17. Marketers
are using creative and unexpected ad placements to grab consumers attentions
in ________ advertising. a. market
specific b. customer
specific c. space
d. nontraditional
e. place
18. Marketers pay fees so that
their products make cameo appearances in movies
and on television. This is called ________. a. branded
entertainment b. point-of-purchasec. advertorials d. product
placemente. individualization
19.In-store advertising including ads on
shopping carts, in aisles, on shelves, ads on the floor, and talking shelves
are all examples of ________
advertising. a. point-of-decision
b. product
placement c. point-of-purchase d. branding
e. advertising
20. The main advantage of nontraditional media is that a very precise
andbecause of the nature of the setting involvedcaptive audience often can be
reached in a ________ manner. a. new b. effective c. cost-effective
d. targeted e. individualized
21. Television audience size has
several possible measures. These include circulation, audience, and ________. a.
non-exposed audience b. total
circulation c. exposed
audience d. listening
audiencee. effective
audience 22. The ________ involves scheduling the advertising in relation to
seasons and the business cycle. a. effective
ad-exposed audience b. editorial
quality c. ad
placement policiesd. macro
scheduling problem e. micro
scheduling problem 23. In launching
a new product, the advertiser has to choose among
continuity, concentration, flighting, and ________. a. reflective
b. periodic c. continuousd. pulsinge. running 24. A company has to decide on how to allocate its
advertising budget over space as well as over time. A company
makes spot buys when it buys TV time in just a few markets or in regional
editions of magazines. These markets are called ________.a. areas of dominant
influenceb. trading
areasc. short term
marketing opportunitiesd. SMSA e. none of the
above 25. ________ seeks to determine whether an ad is communicating
effectively. a. Targeted
marketing research b. Customer
feedback c. Copy testing
d. Marketing
research e. Communication-effects
research 26. There are
three major methods of pretesting ads. These are consumer feedback, ________,
and laboratory test. a. pre-launch
testing b. copy
testing c. direct
testing d. telephone
inquiries e. portfolio
testing 27. One of the tips
provided by Nikes ad agency, Weiden and Kennedy, about what works in good economic times as well as bad is to ________.
a. make noiseb. get noticedc. hit the TV hardd. cut back on promotionse. none of the above 28. A companys
share of advertising expenditures should produce an ultimate ________. a. share of
business b. share of
heartc. share of
voice d. share of
market e. share of
mind 29. Sales promotion consists of a collection of incentive tools, mostly short term, designed to ________ quicker or
greater purchase of particular products or services by consumers or the trade. a. intensify b. foster c. demand d. stimulatee. create 30. Sales promotions include tools for ________ promotion, trade promotion,
and business, and sales-force promotions.
a. incentive b. reasonsc. targetd. prospectse. consumer

Our website has a team of professional writers who can help you write any of your homework. They will write your papers from scratch. We also have a team of editors just to make sure all papers are of HIGH QUALITY & PLAGIARISM FREE. To make an Order you only need to click Ask A Question and we will direct you to our Order Page at WriteDemy. Then fill Our Order Form with all your assignment instructions. Select your deadline and pay for your paper. You will get it few hours before your set deadline.