Marketing Final Exam

How the product helped them lose weight see exhibit

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Unformatted text preview: loss system feature celebrities, like football great Dan Marino, showing how they lost weight on the program. This is an example of a _____ executional style for advertising. a. lifestyle b. spokesperson/testimonial c. fantasy d. scientific e. mood or image ANS: B The celebrities are testifying how the product helped them lose weight. See Exhibit 17.2. PTS: 1 REF: 270 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Application 69. Which of the following statements is NOT true about postcampaign evaluation? a. Marketers spend little time studying advertising effectiveness because there are so many variables that shape the effectiveness of an ad. b. Testing ad effectiveness can be done either before or after the campaign. c. Most advertising campaigns aim to create an image for the product instead of asking for action, so their real effect is unknown. d. Even if an ad campaign has been particularly successful, advertisers will typically conduct a postcampaign evaluation. e. Evaluating an advertising campaign can be the most demanding task facing advertisers. ANS: A Even though there are so many variables that shape the effectiveness of an ad, marketers spend a considerable amount of time studying advertising effectiveness and its probable impact on sales, market share, or awareness. PTS: 1 REF: 271 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Evaluation 70. The _____ is the channel used to convey a message to a target market. a. medium b. product network c. attribute d. appeal e. executor ANS: A This is the definition of a medium, which is a major decision for advertisers. PTS: 1 REF: 271 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 71. _____ is the series of decisions advertisers make regarding the selection and use of media, allowing the marketer to optimally and cost-effectively communicate the message to the target audience. a. Promotional implementation b. Marketing mix planning c. Media planning d. Media reach and frequency strategy e. Media targeted selection ANS: C This is the definition of media planning. PTS: 1 REF: 271 Thinking KEY: CB&E Model Promotion 72. Television is an example of an advertising: a. b. c. d. e. OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge medium network attribute appeal execution ANS: A A medium is the channel used to convey a message to a target market. See Exhibit 17.3. PTS: 1 REF: 272 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Comprehension 73. Which of the following statements about the selection of media for advertising is true? a. Creative planning for an ad that goes on a billboard is the same as the planning for an ad that runs on television. b. The media selection is typically unrelated to the advertising objectives. c. The appeal and executional style of the ad strongly affect the media selection. d. Creative work is finished before the...
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