Marketing Final Exam

17 1 key cbe model promotion 2 the advertising

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Unformatted text preview: OBJ: 16-7 KEY: CB&E Model Promotion| CB&E Model Strategy TOP: AACSB Analytic MSC: BLOOMS Synthesis Chapter 17—Advertising and Public Relations TRUE/FALSE 1. Spending on advertising varies by industry. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Comprehension REF: 265 OBJ: 17-1 KEY: CB&E Model Promotion 2. The advertising response function is a phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing results. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Knowledge REF: 266 OBJ: 17-1 KEY: CB&E Model Promotion 3. The goal of advertising is to change people’s values. ANS: F Advertising cannot change a person’s basic value system, moral code, or cultural influences. Advertising instead tries to change consumers’ attitudes about brands. PTS: 1 REF: 266 Thinking KEY: CB&E Model Promotion OBJ: 17-1 TOP: AACSB Reflective MSC: BLOOMS Comprehension 4. A small high-tech company has just launched a new writing pen that has a memory, much like a small computer. The advertising campaign focuses on the innovativeness of the new product. This is an example of pioneering advertising. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Application REF: 267 OBJ: 17-2 KEY: CB&E Model Promotion 5. On Subway napkins, nutritional information for their 6-inch subs is compared to McDonald’s Big Mac and Burger King Whopper. This is an example of competitive advertising. ANS: F Comparative advertising specifically compares two or more products. PTS: 1 REF: 268 Thinking KEY: CB&E Model Promotion OBJ: 17-2 TOP: AACSB Reflective MSC: BLOOMS Application 6. The goal of competitive advertising is to influence demand for a specific brand. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Comprehension REF: 268 OBJ: 17-2 KEY: CB&E Model Promotion 7. The DAGMAR approach is one method of setting advertising objectives. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Knowledge REF: 268 OBJ: 17-3 KEY: CB&E Model Promotion 8. A print ad depicts a picture of a frozen dessert accompanied by information about the dessert: “two servings, only 300 calories per serving, no cholesterol, and 100 percent of the RDA of vitamins and minerals.” This is an example of an advertisement selling the product’s benefits. ANS: F This ad sells the product’s attributes. PTS: 1 REF: 269 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Application 9. An appeal to vanity and egotism is the reason celebrity spokespeople are used so often in advertising. ANS: F This common advertising appeal is admiration. See Exhibit 17.1. PTS: 1 REF: 269 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Comprehension 10. An insurance company’s advertisement poses the question, “Will your family survive if you die uninsured?” This is an example of a health appeal. ANS: F This...
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This document was uploaded on 09/29/2013.

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