Advertising Questions

Which of the following is the correct formula for calculating Gross Rating Points?a.) Reach/Frequencyb.) Reach x Frequencyc.) Reach + Frequencyd.) Frequency/Reach

Which of the following describes the average number of times a targeted individual is exposed to the advertising?a.) Reachb.) Frequencyc.) Gross rating pointd.) Range

________________ is an advertising approach that appeals to people's sense of logic.a.) Emotional advertising.b.) Humor-based advertising.c.) Rational advertising.d.) Fear-based advertising.

According to the text, _______________ products are those for which the buyer believes there is financial or psycho-social risk associated with the purchase.a.) low-involvementb.) high-involvementc.) convenienced.) simple

In comparative advertising, the advertiser makes a direct comparison with a competitor's product

All of the following are styles of rational advertising EXCEPT:a.) comparative b.) celebrity endorsement c.) refutationald.) demonstration

________________ is a special case of two-sided advertising that explicitly mentions competitors' claims, but then directly disproves them.a.) Refutational advertising b.) Emotional advertisingc.) Humor-based advertisingd.) Fear-based advertising

Concerning the strategic dimension of advertising, which of the following types of objectives include awareness, knowledge, liking, trial, repeat purchase, and purchase satisfaction?a.) Output objectivesb.) Input objectivesc.) Intermediate objectives d.) Direct objectives

Duracell versus Energizer batteries" is an example of which of the following types of advertising?a.) Humor advertisingb.) Comparative advertising c.) Absolute advertisingd.) Virtual advertising

When an audience is less interested in a product, or has an unfavorable prior impression, primacy advertising is generally more effective in gaining attention or minimizing objections.

Utilizing the percentage of sales advertising budget, a firm would base its advertising budget on competitor actions by using competitor spending as a benchmark.

The objective and task method of determining an advertising budget should underpin the budgeting process.

Concerning the strategic dimension of advertising, objectives that relate to the hierarchy-of-effects model are called _______________.a.) output objectivesb.) input objectivesc.) intermediate objectives d.) direct objectives

Emotional advertising is a special case of two-sided advertising that explicitly mentions competitors' claims, but then directly disproves them.

Which of the following is NOT one of the main styles of emotional advertising?a.) Refutational advertising b.) Story telling advertisingc.) Humor-based advertisingd.) Fear-based advertising

The correct formula for calculating Gross Rating Points is Reach + Frequency

Demonstration advertising shows the product in use and focuses on its performance

According to the text, a regular periodic pattern of advertising is referred to as continuous.

To select the appropriate media, the firm must answer questions in all of the following areas EXCEPT:a.) Media objectivesb.) Media classesc.) Media costsd.) Media schedule

According to the text, _______________ is the number of targeted individuals exposed to the advertising at least once during the planning period.a.) reachb.) frequencyc.) gross rating pointd.) range