Advertising Questions

Which of the following is NOT an advertising effectiveness measure used for both field and laboratory advertising tests?a.) Satisfactionb.) Recognitionc.) Unaided recalld.) Aided recall

Which of the following advertising budgeting processes should underpin the firm's budgeting process?a.) competitive parityb.) percentage of sales c.) affordabilityd.) objective and task

____________ is the advertising budgeting approach where a firm bases advertising on competitor actions by using competitor spending as a benchmark.a.) Objective and taskb.) Percentage of salesc.) Affordabilityd.) Competitive parity

Which of the following is NOT a main type of sales promotion?a.) Consumer promotionb.) Trade promotionc.) Corporate promotiond.) Retail promotion

Which of the following is NOT an advantage of using direct marketing?a.) flexibilityb.) predictabilityc.) better customer knowledged.) standardization

In general, _______________ focuses on securing neutral or favorable short-term press coverage for some aspect of the firm's activities.a.) public relationsb.) publicityc.) advertisingd.) sales promotion

Which of the following is NOT a group the company typically works with in an advertising agency?a.) Account relationship managersb.) Finance department c.) Creative departmentd.) Media department

Public relations embraces all of the following aspects of a business EXCEPT:a.) Corporate reputationb.) Profitabilityc.) Crisis managementd.) Government relations

________________ measure customer responses over time, using either a customer panel or randomly selected respondents.a.) Perceptual mapsb.) Factor analysisc.) Regression analysisd.) Tracking studies

_______________ is a complex blend of communications techniques providing extra value to customers, most often for trial to stimulate immediate sales.a.) Sales promotionb.) Publicityc.) Advertisingd.) Public relations

The ________________ advertising budgeting method assumes that the firm and its competitors have similar objectives, that rivals have themselves made good budgeting decisions, and that different campaigns are equivalently effective.a.) competitive parity b.) affordabilityc.) gross rating pointd.) percentage of sales

Which of the following advertising budgeting methods is set as a percentage of the firm's current sales, anticipated next year's sales, or some combination of the two?a.) Competitive parityb.) Affordabilityc.) Gross rating pointd.) Percentage of sales

Critical issues in choosing the actual media vehicles include all of the following EXCEPT:a.) Audience typeb.) Audience sizec.) Cost to design the ad d.) Nature of the vehicle

According to the text, a regular periodic pattern of advertising is referred to as _______________ advertising.a.) continuous b.) flightingc.) pulsingd.) gross rating point

In general, advertising focuses on securing neutral or favorable short-term press coverage for some aspect of the firm's activities.

_______________ refers to repeated high levels of advertising followed by low, or no, advertising.a.) Continuousb.) Flightingc.) Pulsingd.) Gross rating point

A(n) _____________ is a specific entity in a media class.a.) gross rating pointb.) media vehiclec.) pulsingd.) flighting

According to the text, pulsing is a combination of _______________ and _______________ advertising.a.) continuous and flighting b.) pulsing and gross rating pointc.) reach and pulsingd.) reach and gross rating point

When an audience is less interested in a product, or has an unfavorable prior impression, _______________ advertising is generally more effective in gaining attention or minimizing objections.a.) primacy advertisingb.) recency advertisingc.) refutational advertisingd.) fear-based advertising

Concerning the strategic dimension of advertising, which of the following objectives includes dimensions such as sales, market share, and brand loyalty?a.) Output objectivesb.) Input objectivesc.) Intermediate objectivesd.) Direct objectives