general business data bank

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. buyer’s 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 ad’s effectiveness.

a. headline

b. copy

c. picture

d. font

e. color

11. Radio’s 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 other’s 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 and—because of the nature of the setting involved—captive 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 vehicle’s ________ 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