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 one of the five Ms?
a. Mission
b. Money
c. Message
d. Media

e. Minimum

2. ________ is any paid form of nonpersonal
presentation and promotion of ideas, goods, or services by an identified
sponsor.
a. Advertising
b. Prospecting
c. Media

d. Marketing
e. Public Relations

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 the________.
a. message details
b. cost of television time
c. cost of new product 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. detailed 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. In deciding on an ad budget, marketers must
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
8. A good ad normally focuses on one or two
________.
a. important environmental factors
b. subliminal messages
c. core selling propositions
d. easily identifiable celebrities
e. consumer interest items

9. Television is the most powerful advertising
medium. 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

Print media provides much ________ product information
and can also effectively communicate user and usage imagery.
f. detailed
g. specific

h. informational
i.
historical

j.
usage

10. Of the elements of a print advertisement,
the ________ matters the most when it comes to the ads effectiveness.
a. headline
b. copy
c. picture
d. font
e. color

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

12. The obvious disadvantages of radio include
________.
a. the relatively passive nature of the
consumer processing
b. excessive visual stimulus
c. consumers ability to fast forward through
advertisements
d. consumers typical commitment to a single
radio station
e. all of the above

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

14. ________ is finding the most cost-effective
media to deliver the desired number and types of exposures to the target
audience.
a. Weight
b. Frequency
c. Reach
d. Media buying
e. Media selection

15. Puffery is defined as ________.
a. a description of a bakery product
b. statements used in sales brochures to tout
the benefits of a product
c. simple exaggerations
d. lies
e. legal nontruths

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

18. The higher the ________ associated with a
brand, product category, or message, the higher the warranted level of
repetition.
a. total number of exposures
b. target audience media habits
c. forgetting rate
d. impact
e. reach

19. 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

20. One of the advantages of direct mail is
audience selectivity. One of its
limitations is ________.
a. its short life
b. poor reproduction quality
c. high competition
d. long ad purchase lead time
e. relatively high cost

21. 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

22. 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

23. In-store advertising, including ads on
shopping carts, in aisles, on shelves, 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

24. 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

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

26. Readers of Vogue may pay more
attention to ads than do readers of Newsweek. In this example, Vogue has greater
________ than Newsweek.
a. ad-placement policies
b. editorial quality
c. audience-attention probability
d. audience quality
e. lead generation

27. A media vehicles ________ refers to its
prestige and believability. People are
more likely to believe a TV or radio ad and to become more positively disposed
toward the brand when the ad is placed within a program they like.
a. ad-placement policies
b. editorial quality
c. audience-attention probability
d. audience quality
e. lead generation

28. ________ expresses the rate at which new
buyers enter the market; the higher this rate, the more continuous the
advertising should be.
a. Buyer demographics
b. Purchase frequency
c. Purchase intent
d. Buyer turnover
e. Buyer profile

The ________ is the rate at which the buyer forgets the brand.
f. designated rate
g. purchase frequency
h. purge rate
i.
turnover
rate
j.
forgetting
rate
29. The term concentration when used in the
context of advertising means that the advertiser will ________.
a. run heavy advertising day and night for a
short period of time
b. spend all of the advertising dollars in a
single period
c. run all the ads for the product within a specific
period of time
d. spend all of the advertising dollars across
a specific time period
e. not spend all of the advertising dollars in
a single period

30. ________ seeks to determine
whether an ad is communicating effectively.
a. Communications-effect research
b. Marketing research
c. Buyer research
d. Consumer research
e. Media research
1. In developing an advertising program,
marketing managers can make five major decisions known as the five Ms. Which of
the following is NOT one of the five Ms?a. Missionb. Moneyc. Messaged. Media
e. Minimum 2. ________ is any paid form of nonpersonal
presentation and promotion of ideas, goods, or services by an identified
sponsor. a. Advertising b. Prospectingc. Media
d. Marketing e. Public Relations 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 the________.a. message details b. cost of television timec. cost of new product developmentd. stage in the product life cyclee. buyers reaction to the campaign5. 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. detailed 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. In deciding on an ad budget, marketers must
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. C8. A good ad normally focuses on one or two
________. a. important environmental factorsb. subliminal messagesc. core selling propositionsd. easily identifiable celebritiese. consumer interest items9. Television is the most powerful advertising
medium. 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 Print media provides much ________ product information
and can also effectively communicate user and usage imagery. f. detailedg. specific
h. informational i.
historical
j.
usage 10. Of the elements of a print advertisement,
the ________ matters the most when it comes to the ads effectiveness.a. headlineb. copyc. pictured. fonte. color 11. Radios main advantage lies in its
________. a. disk jockeys b. flexibility c. formatd. age of audiencee. none of the above 12. The obvious disadvantages of radio include
________.a. the relatively passive nature of the
consumer processing b. excessive visual stimulusc. consumers ability to fast forward through
advertisementsd. consumers typical commitment to a single
radio statione. all of the above13. Under U.S. law, advertisers must not
________. a. copy others ads b. make false claimsc. advertise to childrend. advertise after 3 a.m. e. demonstrate a product 14. ________ is finding the most cost-effective
media to deliver the desired number and types of exposures to the target
audience. a. Weight b. Frequencyc. Reach d. Media buying e. Media selection 15. Puffery is defined as ________. a. a description of a bakery productb. statements used in sales brochures to tout
the benefits of a productc. simple exaggerationsd. liese. legal nontruths 16. In choosing the proper media to carry the
message, advertisers must decide on ________. a. strategy, users, and media b. target markets, users, and heavy usersc. markets, target markets, and consumersd. reach, impact, and television stationse. reach, frequency, and impactAnswer:17. ________ 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 18. The higher the ________ associated with a
brand, product category, or message, the higher the warranted level of
repetition.a. total number of exposuresb. target audience media habitsc. forgetting rated. impacte. reach 19. 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 20. One of the advantages of direct mail is
audience selectivity. One of its
limitations is ________.a. its short lifeb. poor reproduction qualityc. high competitiond. long ad purchase lead timee. relatively high cost 21. 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 22. 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 23. In-store advertising, including ads on
shopping carts, in aisles, on shelves, 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 24. 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 25. Television audience size has
several possible measures. These include circulation, audience, and ________. a. nonexposed audience b. total circulation c. exposed audience d. listening audiencee. effective audience 26. Readers of Vogue may pay more
attention to ads than do readers of Newsweek. In this example, Vogue has greater
________ than Newsweek.a. ad-placement policiesb. editorial qualityc. audience-attention probabilityd. audience qualitye. lead generation27. A media vehicles ________ refers to its
prestige and believability. People are
more likely to believe a TV or radio ad and to become more positively disposed
toward the brand when the ad is placed within a program they like.a. ad-placement policiesb. editorial qualityc. audience-attention probabilityd. audience qualitye. lead generation28. ________ expresses the rate at which new
buyers enter the market; the higher this rate, the more continuous the
advertising should be. a. Buyer demographics b. Purchase frequency c. Purchase intentd. Buyer turnover e. Buyer profile
The ________ is the rate at which the buyer forgets the brand. f. designated rate g. purchase frequency h. purge ratei.
turnover
ratej.
forgetting
rate29. The term concentration when used in the
context of advertising means that the advertiser will ________. a. run heavy advertising day and night for a
short period of timeb. spend all of the advertising dollars in a
single period c. run all the ads for the product within a specific
period of timed. spend all of the advertising dollars across
a specific time periode. not spend all of the advertising dollars in
a single period 30. ________ seeks to determine
whether an ad is communicating effectively. a. Communications-effect research b. Marketing researchc. Buyer research d. Consumer research e. Media research

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