Mktg 3650 unt chapter 16 Exam
Complete All Questions And Correct
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Which of the following is a strength of billboard advertising? - Answer- - Relatively low
cost.
- Long-lived exposure to ensure a large number of viewers are reached on multiple
occasions.
- Excellent for delivering short, targeted messages for branding.
- All of the above are strengths. (correct)
The result of airing advertising messages with too much frequency (exposures per
individual) can be consumer irritation or actual rejection of the message. This effect is
called __________ . - Answer- Wear-out (correct)
___________ are employed to gain attention and, hopefully, create a positive "affective"
response to the ad that can rub off on the product. The idea is "like the ad, like the
brand." - Answer- Humor appeals (correct)
___________ are employed to scare people into buying or not buying and using certain
products - Answer- Fear appeals (correct)
Advertising using billboards, street furniture, transit locations and vehicles, and posters
are categorically referred to as outdoor advertising. - Answer- TRUE (correct)
The FTC issued a ruling in 1979 that encourages the use of ____________ advertising
(as long as the ads are truthful) arguing that consumers are armed with more data upon
which to make informed choices. - Answer- Comparative advertising (correct)
___________ is a direct inducement that offers incentives to the sales force or
distributors to sell a product, or incentives to ultimate consumers to induce an
immediate purchase. - Answer- Sales promotions (correct)
_________ is often considered to be sales promotion directed at intermediaries
because the cost of the intermediary's advertising is shared in part by the manufacturer.
- Answer- Vertical cooperative advertising (correct)
The biggest advantage of publicity is: - Answer- a and b above are correct. (correct)
, The ____________ is the set of message recipients toward which advertising is
directed and may be the market to which the firm's products are targeted. - Answer-
Target audience (correct)
___________ appeals show the product being used by the "typical consumer" in a
normal setting - Answer- Slice-of-life appeals (correct)
Perfumes, jewelry, and designer clothing are often advertised in pleasant settings or
usage situations in an attempt to create a positive mood or image for the brand
advertised. The advertising appeal employed is ____________. - Answer- Emotional
appeal (correct)
The first step in the advertising process is to ___________ - Answer- Identify the target
audience (correct)
Persuasive advertising is employed mainly to: - Answer- Create selective demand for
individual brands (correct)
______ are forms of sales promotion directed at the sales force with the objective of
motivating or incentivizing extra effort and improved performance - Answer- Contests
(correct)
_________ is any form of one-way, paid communication delivered en masse through
electronic, print, or Internet-based media with the purpose of informing, reminding, or
persuading. - Answer- Advertising (correct
The typical Mountain Dew ad shows young adults enjoying the refreshing coolness of
Mountain Dew while engaging in some fun activity, such as swimming and partying in a
mountain lake. The advertising appeal used is __________. - Answer- Life style
appeals. (correct)
Bounty paper towels employ _____________ in which the brand is presented in a way
that emphasizes its absorbency and strength. - Answer- Demonstration advertising
(correct)
Determining the Big Idea is part of the ______________ stage of advertising strategy
development - Answer- Creating the advertising message (correct)
With respect to advertising, a medium's "reach" multiplied by its "frequency" is used to
determine______ . - Answer- Total impressions provided by the medium. (correct)
Advertising in which a firm's brand is directly compared against those of competitors is
called: - Answer- Comparative advertising (correct)
A medium's "reach" is ________ - Answer- The total number of recipients exposed to
the message in that medium. (correct)
Complete All Questions And Correct
Detailed Answers |Already Graded
A+||Already Graded A+
Which of the following is a strength of billboard advertising? - Answer- - Relatively low
cost.
- Long-lived exposure to ensure a large number of viewers are reached on multiple
occasions.
- Excellent for delivering short, targeted messages for branding.
- All of the above are strengths. (correct)
The result of airing advertising messages with too much frequency (exposures per
individual) can be consumer irritation or actual rejection of the message. This effect is
called __________ . - Answer- Wear-out (correct)
___________ are employed to gain attention and, hopefully, create a positive "affective"
response to the ad that can rub off on the product. The idea is "like the ad, like the
brand." - Answer- Humor appeals (correct)
___________ are employed to scare people into buying or not buying and using certain
products - Answer- Fear appeals (correct)
Advertising using billboards, street furniture, transit locations and vehicles, and posters
are categorically referred to as outdoor advertising. - Answer- TRUE (correct)
The FTC issued a ruling in 1979 that encourages the use of ____________ advertising
(as long as the ads are truthful) arguing that consumers are armed with more data upon
which to make informed choices. - Answer- Comparative advertising (correct)
___________ is a direct inducement that offers incentives to the sales force or
distributors to sell a product, or incentives to ultimate consumers to induce an
immediate purchase. - Answer- Sales promotions (correct)
_________ is often considered to be sales promotion directed at intermediaries
because the cost of the intermediary's advertising is shared in part by the manufacturer.
- Answer- Vertical cooperative advertising (correct)
The biggest advantage of publicity is: - Answer- a and b above are correct. (correct)
, The ____________ is the set of message recipients toward which advertising is
directed and may be the market to which the firm's products are targeted. - Answer-
Target audience (correct)
___________ appeals show the product being used by the "typical consumer" in a
normal setting - Answer- Slice-of-life appeals (correct)
Perfumes, jewelry, and designer clothing are often advertised in pleasant settings or
usage situations in an attempt to create a positive mood or image for the brand
advertised. The advertising appeal employed is ____________. - Answer- Emotional
appeal (correct)
The first step in the advertising process is to ___________ - Answer- Identify the target
audience (correct)
Persuasive advertising is employed mainly to: - Answer- Create selective demand for
individual brands (correct)
______ are forms of sales promotion directed at the sales force with the objective of
motivating or incentivizing extra effort and improved performance - Answer- Contests
(correct)
_________ is any form of one-way, paid communication delivered en masse through
electronic, print, or Internet-based media with the purpose of informing, reminding, or
persuading. - Answer- Advertising (correct
The typical Mountain Dew ad shows young adults enjoying the refreshing coolness of
Mountain Dew while engaging in some fun activity, such as swimming and partying in a
mountain lake. The advertising appeal used is __________. - Answer- Life style
appeals. (correct)
Bounty paper towels employ _____________ in which the brand is presented in a way
that emphasizes its absorbency and strength. - Answer- Demonstration advertising
(correct)
Determining the Big Idea is part of the ______________ stage of advertising strategy
development - Answer- Creating the advertising message (correct)
With respect to advertising, a medium's "reach" multiplied by its "frequency" is used to
determine______ . - Answer- Total impressions provided by the medium. (correct)
Advertising in which a firm's brand is directly compared against those of competitors is
called: - Answer- Comparative advertising (correct)
A medium's "reach" is ________ - Answer- The total number of recipients exposed to
the message in that medium. (correct)
