MAR - CH17 questions-1 - C17-q1 PDF

Preview

Summary

C17-q1...

Description

MGMT 1006: Intro to Marketing Chapter 17: Advertising, Public Relations, and Direct Response

Textbook: MKTG, 4th Edition, Charles W. Lamb, Joe F. Hair, Carl McDanniel, Marc Boivin, Davis Gaudet, Janice Shearer.

Question Review 1. What is the term for any form of impersonal, sponsor-paid, one-way mass communication? a. publicity b. advertising c. public relations d. direct marketing ANSWER: b 2. Procter & Gamble’s marketing efforts for its L’Oreal Men Expert Hydra Sensitive shaving gel product includes television commercials, billboards, magazine inserts, and radio spots. What are all these activities associated with? a. advertising b. publicity c. sales promotions d. direct marketing ANSWER: a 3. Why do many brands with a large market share spend proportionally less on advertising compared to brands with small market share? a. Beyond a certain volume of promotion, diminishing returns set in. b. There is no minimum level of exposure for advertising to have an effect on sales. c. Advertising will not stimulate economic growth for the industry. d. The firms with large market share do not understand the advertising-to-sales relationship. ANSWER: a 4. People who drink Coca-Cola are extremely loyal to this product. Which of the following statements best describes how increased advertising of Coca-Cola would affect brand loyal users of Coca-Cola? a. The advertising would have no effect because loyal users of Coca-Cola have a neutral frame of reference. b. The advertising could encourage loyal Coca-Cola users to try other brands. c. The advertising could create a positive frame of reference for loyal Coca-Cola users. d. The advertising could cause loyal Coca-Cola users to buy more. 1

MGMT 1006: Intro to Marketing ANSWER: d 5. The advertising response function helps marketers to do which of the following? a. Create ads that will be noticed by consumers each time the ad runs. b. Use their advertising budgets wisely. c. Calculate the break-even points for each product being advertised. d. Determine the reach and frequency of specific media. ANSWER: b 6. Why do companies with new brands that have a small market share tend to spend proportionately more for advertising and sales promotions compared to those with a large market share for existing products? a. to increase new customer loyalty b. to create the appropriate level of institutional advertising c. to achieve a certain minimum level of exposure to measurably affect purchase habits d. to prevent product cannibalization ANSWER: c 7. When Gillette introduced its Venus razor for women, it spent several million dollars on advertising and other promotions and successfully boosted its market share. As an advertising consultant, what would you advise that Gillette do in terms of its advertising budget? a. Double its advertising budget in order to double its market share. b. Maintain the current advertising budget and continue to focus on brand awareness and market share gains. c. Shift the budget dollars from advertising to sales promotion and personal selling due to a change in the product life-cycle stage. d. Focus on maintaining market share and spend proportionately less on advertising because additional expenditures would reap diminishing benefits. ANSWER: d 8. How does advertising affect consumers? a. It changes cultural practices and conventions. b. It changes strongly held values. c. It changes young people’s views. d. It changes negative attitudes to positive ones. ANSWER: d 9. Procter & Gamble has run ads that promote its Children’s Safe Drinking Water program in which it shows its employees teaching people around the world how to purify their water. The program was 2

MGMT 1006: Intro to Marketing instituted because 5,000 children die every day from diseases caused by unsafe water. These ads are examples of which type of advertising? a. product b. institutional c. pioneering d. comparative ANSWER: b 10. During the recession that started in 2008, companies such as Ford Motor Company produced television commercials that promoted the image of the company itself but did not promote a specific vehicle. What type of advertising was this? a. publicity b. institutional c. pioneering d. image ANSWER: b 11. DuPont has an advertisement that shows police officers describing how they were shot at close range in the line of duty. The advertisement explains that the lives of these public servants were saved by Kevlar bullet-proof vests and that Kevlar was invented by DuPont. Which type of advertising is being used? a. attribute b. image c. pioneering d. institutional ANSWER: d 12. Clothing retailer Lululemon often has displays in their front window that try to raise awareness on specific issues such as the dangers of HIV/AIDS. Which form of institutional advertising is? a. advocacy b. persuasive c. issue d. comparative ANSWER: a 13. When Coca-Cola was accused of deliberately trying to poison consumers in India by selling them soft drinks allegedly containing 27 times the maximum amount of pesticide that is permissible, Coke ran ads in national newspapers describing how much care it takes to guarantee the safety of the products it produces. What were these ads examples of? a. advocacy advertising 3

MGMT 1006: Intro to Marketing b. selective advertising c. product advertising d. image advertising ANSWER: a 14. General Motors runs magazine advertisements that encourage the purchase of Cadillac automobiles. Which type of advertising is being used? a. pioneering advertising b. circumstantial advertising c. product advertising d. comparative advertising ANSWER: c 15. Unlike advertising that establishes or maintains a company’s identity, which type of advertising touts the benefits of a specific good or service? a. selective advertising b. advocacy advertising c. image advertising d. product advertising ANSWER: d 16. When launching the iPhone 6, Apple used advertising via television and the web to stimulate demand for its new cell phone. What type of advertising is this? a. comparative advertising b. innovative advertising c. image advertising d. pioneering advertising ANSWER: d 17. Instead of sending artfully arranged flower bouquets, an entrepreneur has developed fresh fruit bouquets and is marketing them under the name Edible Arrangements. The premium fruit is cut to mimic flowers and is arranged in a basket. One of the problems is convincing people that it is an attractive way to show how you feel about someone. Which type of advertising is Edible Arrangements using to promote its fruit bouquets? a. pioneering advertising b. innovative advertising c. introductory advertising d. start-up advertising ANSWER: a 4

MGMT 1006: Intro to Marketing

18. Cranium, a toy company, has recently introduced Giggle Gear, a toy designed to let kids’ imaginations run wild. With the face and headpieces that make up Giggle Gear, kids can change themselves into aliens, fairies, bugs, and robots. Which type of advertising should be used to promote this new toy? a. pioneering advertising b. innovative advertising c. promotional advertising d. start-up advertising ANSWER: a 19. The goal of one type of advertising is to influence demand for a specific brand of good or service. Such advertising is less informational and more emotional; the emphasis is on brand name, recall, and favourable attitude toward the brand. What is the type of advertising being described? a. pioneering advertising b. objective-specific advertising c. competitive advertising d. comparative advertising ANSWER: c 20. Procter & Gamble’s ads for Head & Shoulders Intensive Solutions system designed to treat the symptoms of dandruff that emphasize the brand name and how effectively it heals the scalp. In addition, the ads demonstrate how easy it is to use the system, which looks complicated but isn’t. Which type of advertising is this? a. comparative advertising b. pioneering advertising c. institutional advertising d. competitive advertising ANSWER: d 21. Pepsi Cola often directly compares itself positively against Coca Cola in its advertising. What kind of advertising is this? a. contrasting advertising b. comparative advertising c. pioneering advertising d. differentiational advertising ANSWER: b 22. Frito-Lay has run television and print commercials in which it shows that consumers prefer Frito’s Stax Crisps to Procter & Gamble’s Pringles. Which type of advertising is this? 5

MGMT 1006: Intro to Marketing a. competitive advertising b. institutional advertising c. comparative advertising d. pioneering advertising ANSWER: c 23. Which of the following statements best describes comparative advertising? a. Comparative advertising is highly effective in Arabic countries. b. Comparative advertising is often used for new products. c. Comparative advertising is often used for products experiencing strong growth. d. Comparative advertising is highly regulated and is illegal in certain countries. ANSWER: d 24. Around election time every year, we see ads on television claiming that one party is superior to another in terms of experience, capability, and/or ethics. Sometimes opponents are named and even vilified in these types of ads. What are they? a. cooperative ads b. advocacy ads c. comparative ads d. image ads ANSWER: c 25. Which of the following best describes an advertising campaign? a. finishes with more money being spent than planned for b. extends for a defined period of time c. continues for the life of the product d. starts with determining which media will be used ANSWER: b 26. What is the first step in the advertising campaign decision process? a. to make media decisions b. to evaluate the campaign c. to determine campaign objectives d. to make creative decisions ANSWER: c 27. What is the term for a specific communication task that a campaign should accomplish for a specified target audience during a specified period of time? 6

MGMT 1006: Intro to Marketing a. advertising objective b. marketing mix c. media objective d. promotional mix ANSWER: a 28. What is one method used for setting advertising objectives? a. objective and task b. the DAGMAR approach c. percentage of sales d. contribution margin ANSWER: b 29. What is DAGMAR an acronym for? a. defining and achieving goals means advertising reach b. designing advertising with market research c. defining advertising goals for measured advertising results d. developing aggressive growth markets and revenues ANSWER: c 30. When a conservative insurance company hired Campbell & Cook advertising agency to launch a new advertising campaign, what would have been the agency’s first step? a. to determine that the goal of the ads was to emphasize the bank’s customer service b. to set its marketing budget c. to decide what executional style to use in the ads d. to hire a spokesperson ANSWER: a 31. The UPS Store’s advertising campaign tells consumers that when it comes to mailing packages, “The UPS Store can pack it, track it, and guarantee it.” What is the advertising focusing on? a. production verification b. production implementation c. creation of product loyalty d. product benefit ANSWER: d 32. A newspaper ad for General Mills cereal highlights its Box Top Redemption program in which General Mills donates cash to schools when the schools redeem box tops from General Mills cereal. What does 7

MGMT 1006: Intro to Marketing this ad focus on? a. a product attribute b. a product mission c. creation of product loyalty d. a product benefit ANSWER: d 33. The ad described Mott’s Healthy Harvest brand fruit sauces as containing no artificial sweetener and half the calories of Mott’s original applesauce. What is this ad emphasizing? a. a product attribute b. a product mission c. a loyalty reward d. a product benefit ANSWER: a 34. The ad campaign for EnviroKidz organic animal cookies states that the cookies are gluten-free. What does this advertising highlight? a. a product attribute b. the creation of brand loyalty c. a product benefit d. a loyalty reward ANSWER: a 35. In advertising, the goal is to sell the product’s benefits, not which of the following? a. attributes b. appeals c. traits d. virtues ANSWER: a 36. You are the advertising campaign manager for Health Express, a fast-food restaurant that caters to the health conscious. Which of the following messages would NOT be effective in communicating product benefits? a. Health Express allows you to eat a quick, nutritious meal. b. Health Express has hamburgers made from lean buffalo meat. c. Eating at Health Express will make you healthier. d. Even your children will love Health Express’s baked fries. ANSWER: b

8

MGMT 1006: Intro to Marketing 37. When making creative decisions for the advertising campaign, which of the following might the advertising manager NOT consider? a. identification of the product’s benefits b. the selection of advertising objectives c. the selection of a unique selling proposition d. the advertising message ANSWER: b 38. Which of the following identifies a reason for a person to buy a product? a. an advertising profile b. an advertising format c. an advertising execution d. an advertising appeal ANSWER: d 39. Which of the following statements best describes the development of an advertising campaign? a. Advertisers use DAGMAR to determine the product’s appeal. b. The last stage in the process is to execute the message. c. The product’s unique selling proposition is identified early so that advertising objectives can be efficiently set. d. Evaluating results of an advertising campaign helps marketers to adjust objectives for future campaigns. ANSWER: d 40. An effective advertising appeal must meet certain criteria. Which of the following is one of these criteria? a. creating aspirational brands b. creating a positive impression c. increasing familiarization with services d. creating point of parity with competition appeals ANSWER: b 41. The ad for Xerox colour copiers told readers that Xerox’s ability to print brilliant colours was due to “30 years of experience and a commitment to meeting the colour needs of every kind of business.” What does this phrase represent for the Xerox colour copier? a. its unique selling proposition b. its advertising objective c. its media profile d. its basis for product identification 9

MGMT 1006: Intro to Marketing ANSWER: a 42. The slogan for an ad campaign used by Microsoft Office was “The ‘I’m tied to my desk’ era is over.” What does this slogan describe? a. the software’s unique selling proposition b. the software’s advertising objective c. the software’s basis for lifestyle strategy d. the software’s basis for comparative advertising ANSWER: a 43. What will the dominant advertising appeal selected for the campaign become? a. the advertising objective b. the unique selling proposition c. the media profile d. the decision factor in media selection ANSWER: b 44. The ads for Tilex Mould & Mildew cleaner show the product being applied to a mildewed bathroom shower and the mildew disappearing. Which type of executional style do these ads use? a. demonstration b. scientific c. mood or image d. lifestyle ANSWER: a 45. The ad for Mott’s applesauce cups describes how the product provides 100 percent of your daily vitamin C in every cup. What kind of an advertising appeal is this ad using? a. environmental consciousness b. health c. profit d. admiration ANSWER: b 46. Powerade relies on the slogan “The Complete Sports Drink” for its Ion-4 beverage. What kind of an advertising appeal is this ad using? a. mood b. vanity and egotism c. health

10

MGMT 1006: Intro to Marketing d. convenience ANSWER: c 47. An ad for MasterCard offered 0 percent interest on any balance transferred from another card by September 1, as well as no annual fee. What kind of an advertising appeal is this ad using? a. environmental consciousness b. health c. profit d. admiration ANSWER: c 48. An ad for Crystal Geyser bottled water shows why and how the bottler supports reforestation. What kind of an advertising appeal is this ad using? a. environmental consciousness b. concern c. health d. profit ANSWER: a 49. An ad for Toyota explains how consumers can reduce pollution by purchasing the Camry Hybrid, which creates fewer smog-forming emissions than other car models. What kind of advertising appeal is this ad using? a. environmental consciousness b. concern c. health d. admiration ANSWER: a 50. An ad for Kraft Easy Mac, six microwavable snack packets of macaroni and cheese, asks, “Need a snack?” and responds, “Snack the Mac.” What kind of an advertising appeal is this ad using? a. convenience b. taste c. health d. admiration ANSWER: a

11...