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general business data bank

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Question;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

 

Paper#47203 | Written in 18-Jul-2015

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