Question 1

Evaluating an advertising campaign is the simplest part of the advertising process because the factors that determine the effectiveness of an ad are limited and clear.

Accepted Answer

A) True 
 B)False

Question 2

A disadvantage of newspaper advertising is that:

Accepted Answer

A)  it has low geographic selectivity and flexibility.
B)  it encounters distractions from competing ads and news stories.
C)  it seldom lends itself well to cooperative advertising.
D)  it lacks news value, immediacy, and year-round readership.E) None of the above
F) A) and B)

Question 3

Understanding the advertising response function helps marketers:

Accepted Answer

A)  invest a large amount of money on advertising and promotion.
B)  use their advertising budgets wisely to suit the target market.
C)  multiply returns by constantly increasing the money spent on advertising.
D)  achieve consumer loyalty regardless of the quality of the product or service.E) A) and B)
F) All of the above

Question 4

If an advertiser wants to enhance the sales of a specific good or service, _____ should be used.

Accepted Answer

A)  institutional advertising
B)  product advertising
C)  corporate advertising
D)  advocacy advertisingE) A) and D)
F) B) and C)

Question 5

Firms use competitive or brand advertising when a product enters the _____ of the product life cycle and other companies begin to enter the marketplace.

Accepted Answer

A)  introductory phase
B)  growth phase
C)  formative phase
D)  decline phaseE) A) and B)
F) A) and C)

Question 6

The selection of media is not dependent on promotional objectives, the appeal, or executional style of advertising.

Accepted Answer

A) True 
 B)False

Exam 16: Advertising, Public Relations, and Sales Promotion

If an advertiser wants to enhance the sales of a specific good or service, _____ should be used.

Correct Answer
verified

Evaluating an advertising campaign is the simplest part of the advertising process because the factors that determine the effectiveness of an ad are limited and clear.

Correct Answer
verified

Firms use competitive or brand advertising when a product enters the _____ of the product life cycle and other companies begin to enter the marketplace.

Correct Answer
verified

A disadvantage of newspaper advertising is that:

Correct Answer
verified

The selection of media is not dependent on promotional objectives, the appeal, or executional style of advertising.

Correct Answer
verified

Understanding the advertising response function helps marketers:

Correct Answer
verified

Exam 16: Advertising, Public Relations, and Sales Promotion

If an advertiser wants to enhance the sales of a specific good or service, _____ should be used.

Correct AnswerverifiedShow Answer

Evaluating an advertising campaign is the simplest part of the advertising process because the factors that determine the effectiveness of an ad are limited and clear.

Correct AnswerverifiedShow Answer

Firms use competitive or brand advertising when a product enters the _____ of the product life cycle and other companies begin to enter the marketplace.

Correct AnswerverifiedShow Answer

A disadvantage of newspaper advertising is that:

Correct AnswerverifiedShow Answer

The selection of media is not dependent on promotional objectives, the appeal, or executional style of advertising.

Correct AnswerverifiedShow Answer

Understanding the advertising response function helps marketers:

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified