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Chapter 17
1. Serious or emotional advertisements are largely used to change people's deeply rooted values and attitudes.
a. True
b. False
ANSWER: False
RATIONALE: Advertising may succeed in transforming a person's negative attitude toward a product into a
positive one. However, it can't change their deeply rooted values and attitudes. See 17-1: The
Effects of Advertising
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.01
TOPICS: A-head: The Effects of Advertising
Bloom's: Understand
BUSPROG: Analytic
Consumer Behavior
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: EZKVV0X1BGKU429FS664
QUESTION ID: JFND-GO4G-G3BU-KTJW
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMJW-GY5G-RQJZ-CTOS-EATI-GASU-
YQBO-8RSS-GA3Z-GOSS-NAJ1-GYSU-CPUN-GAHU-RP3S-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

2. A product's benefit is simply a feature of the product such as its easy-open package, special formulation, or new lower
price.
a. True
b. False
ANSWER: False
RATIONALE: An attribute is simply a feature of the product such as its easy-open package, special
formulation, or new lower price. A benefit is what consumers will receive or achieve by
using the product, such as convenience or ease of use. See 17-3: Creative Decisions in
Advertising
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.03
TOPICS: A-head: Creative Decisions in Advertising
Bloom's: Remember
BUSPROG: Analytic
Product Core Benefit
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
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CUSTOM ID: CGI: HQRF7BTLT8X59LV8Y876

QUESTION ID: JFND-GO4G-G3BU-KT1N
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMMG-GRAU-OPJW-GJOU-NQBT-
COSS-NQBS-CRSU-R3B3-GOSU-OPMG-8RSU-Y3JZ-8YAU-1P3U-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE

3. Marketing managers use experiential marketing as a means of developing public relations.

a. True
b. False
ANSWER: True
RATIONALE: Experiential marketing is one of the tools used by public relations managers to market their
products. Experiential marketing involves engaging with consumers in a way that enables
them to feel the brand—not just read about it. See 17-5: Public Relations
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.05
TOPICS: A-head: Public Relations
Bloom's: Understand
BUSPROG: Analytic
Public Relations
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: KKKZEBW3UHCEB3AAZ556
QUESTION ID: JFND-GO4G-G3BU-KT1B
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMMB-CAHG-EQBT-GE5D-KQDB-
GHSU-CP31-CRSS-K3JZ-GOSS-NA5G-CCSU-QA5R-CCAS-CPBO-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE

4. Testing ad effectiveness can be done before and/or after the campaign.

a. True
b. False
ANSWER: True
RATIONALE: Testing ad effectiveness can be done before and/or after the campaign. Before a campaign is
released, marketing managers use pretests to determine the best advertising appeal, layout,
and media vehicle. See 17-3: Creative Decisions in Advertising
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.03
TOPICS: A-head: Creative Decisions in Advertising
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Bloom's: Understand
BUSPROG: Analytic
Advertising campaigns
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: MKZV32ZQTTTZ3CAJ3372
QUESTION ID: JFND-GO4G-G3BU-KTT3
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMMG-G31U-QC3S-CFUG-RA3I-GOSS-
CCMB-8RSU-QQDR-GOSS-RQJ3-CESS-RA3W-CFTS-EAUG-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

5. A trade allowance is a price reduction offered by retailers to customers who are buying homogeneous shopping goods.
a. True
b. False
ANSWER: False
RATIONALE: A trade allowance is a price reduction offered by manufacturers to intermediaries such as
wholesalers and retailers. See 17-6: Sales Promotion
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.06
TOPICS: A-head: Sales Promotions
Bloom's: Remember
BUSPROG: Analytic
Trade Sales Promotion Methods
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: NZPMQ8CKNQ2VMH1NM942
QUESTION ID: JFND-GO4G-G3BU-KTTA
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMJI-G31G-RPUB-CTTD-NPMR-CASS-
K3JU-CRSS-GAJW-GOSU-EPJT-GRSS-GCTA-CW5D-C3TA-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

6. Publicity is easily controlled in a free-press environment.

a. True
b. False
ANSWER: False
RATIONALE: In a free-press environment, publicity is not easily controlled, especially in a crisis. See 17-5:
Public Relations
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
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HAS VARIABLES: False

LEARNING OBJECTIVES: MKTG.LAMB.15.17.05
TOPICS: A-head: Public Relations
Bloom's: Understand
BUSPROG: Analytic
Crisis Management
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: RNUJ136DPZDLPPMHY258
QUESTION ID: JFND-GO4G-G3BU-KT1G
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMJ3-CITU-1A31-8RAD-NA5F-CCSU-
GPMR-CESU-1CMN-GOSS-KQMG-CESU-EATO-CITU-QAJ3-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

7. Humorous advertisements have been shown to be more effective at shaping attitudes when consumers already have a
positive image of an advertised brand.
a. True
b. False
ANSWER: True
RATIONALE: Humorous advertisements have been shown to be more effective at shaping attitudes when
consumers already have a positive image of an advertised brand. See 17-1: The Effects of
Advertising
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.01
TOPICS: A-head: The Effects of Advertising
Bloom's: Understand
BUSPROG: Analytic
Consumer Behavior
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: RPTZH3NCA8LC0ZRH4038
QUESTION ID: JFND-GO4G-G3BU-KT1F
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMJA-CF1D-G3BW-CI1U-QP3Z-COSU-
1CBA-CRSS-CAJT-GOSU-K3DD-8YSU-KQJZ-CE3S-EATU-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

8. Promotional objectives and the appeal and executional style of advertising strongly affect the selection of media.
a. True
b. False
ANSWER: True

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RATIONALE: Promotional objectives and the appeal and executional style of advertising strongly affect the
selection of media. Both creative and media decisions are made at the same time: creative
work cannot be completed without knowing which medium will be used to convey the
message to the target market. See 17-4: Media Decisions in Advertising
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.04
TOPICS: A-head: Media Decisions in Advertising
Bloom's: Understand
BUSPROG: Analytic
Decision Making
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: RSNUPZGH2EQJEFXFU883
QUESTION ID: JFND-GO4G-G3BU-KT1R
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMJS-CR3G-G3MD-GJ1D-CCUG-8RSS-
KPMR-CESS-C3UR-GOSS-RA31-CESU-RQJS-CCAS-GPTU-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

9. Corporations often use advocacy advertising to express their views on controversial issues.
a. True
b. False
ANSWER: True
RATIONALE: Corporations often use advocacy advertising to express their views on controversial issues.
Advocacy advertising is typically used to safeguard against negative consumer attitudes and
to enhance the company's credibility among consumers who already favor its position. See
17-2: Major Types of Advertising
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.02
TOPICS: A-head: Major Types of Advertising
Bloom's: Understand
BUSPROG: Analytic
Institutional Advertising
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: VZSGV4Y7MFZPFNSP2158
QUESTION ID: JFND-GO4G-G3BU-KT1D
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMJZ-C3UG-C3JA-GH5G-RCTI-GRSS-
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EP5F-CESS-RAJ3-GOSS-EQMN-GESU-QP3Z-8YHS-G3MD-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

10. Push money is one of the efforts taken by manufacturers to make wholesalers push the manufacturer's brands through
the distribution channel.
a. True
b. False
ANSWER: False
RATIONALE: Push money is one of the trade sales promotion methods. Intermediaries receive push money
as a bonus for pushing the manufacturer's brand through the distribution channel. Often the
push money is directed toward a retailer's salespeople. See 17-6: Sales Promotion
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.06
TOPICS: A-head: Sales Promotions
Bloom's: Understand
BUSPROG: Analytic
Trade Sales Promotion Methods
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: WQHMFET8VNB4VY331246
QUESTION ID: JFND-GO4G-G3BU-KTTU
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMJS-GBUD-QPBU-GY5D-ECDG-CWSS-
CQJT-8RSU-Y3MF-GOSS-NQJT-GOSU-YPJI-GE4S-KCBU-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

11. Evaluating an advertising campaign can be the most demanding task facing advertisers.
a. True
b. False
ANSWER: True
RATIONALE: Evaluating an advertising campaign can be the most demanding task facing advertisers. So
many variables shape the effectiveness of an ad that advertisers often must guess whether
their money has been well spent. See 17-3: Creative Decisions in Advertising
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.03
TOPICS: A-head: Creative Decisions in Advertising
Bloom's: Understand
BUSPROG: Analytic
Advertising campaigns

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DATE CREATED: 5/1/2015 4:22 PM

DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: YXMYP7EATKPLNVQF2298
QUESTION ID: JFND-GO4G-G3BU-KTT1
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMMR-CI1U-1C5G-GWHS-GAUR-GYSU-
YCB3-8YSU-1QB3-GOSS-KAJU-COSU-YP31-CTUD-GAUF-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

12. A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals is referred to as
a(n):
a. advertising campaign.
b. advertising objective.
c. media schedule.
d. infomercial.
ANSWER: a
RATIONALE: A series of related advertisements focusing on a common theme, slogan, and set of
advertising appeals is referred to as an advertising campaign. The objectives of a specific
advertising campaign often depend on the overall corporate objectives and the product being
advertised. See 17-3: Creative Decisions in Advertising
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.03
TOPICS: A-head: Creative Decisions in Advertising
Bloom's: Remember
BUSPROG: Analytic
Advertising Campaigns
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: ALJRBDBWSVZXLNJ93034
QUESTION ID: JFND-GO4G-G3BU-KTTT
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMMD-CCAD-K3MF-CPUG-K3BS-
GASU-NQJU-CESU-RPTA-GOSU-RQB3-CRSS-KCBU-8Y5S-RCMF-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE

13. Which form of advertising is designed to influence demand for a specific brand?
a. Institutional advertising
b. Advocacy advertising
c. Competitive advertising
d. Pioneering advertising
ANSWER: c
RATIONALE: Instead of building demand for a product category, the goal of competitive advertising is to
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influence demand for a specific brand. Firms use competitive or brand advertising when a
product enters the growth phase of the product life cycle and other companies begin to enter
the marketplace. See 17-2: Major Types of Advertising
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.02
TOPICS: A-head: Major Types of Advertising
Bloom's: Remember
BUSPROG: Analytic
Product Advertising
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: CSZTPD5YNF1A52K86342
QUESTION ID: JFND-GO4G-G3BU-KTTO
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMMF-GJTS-KQJS-CFUG-RA31-GOSU-
CA3S-CRSU-GPTU-GOSS-NPBW-GESU-ECDG-GY4D-QCJW-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

14. Kelly's Kitchen, a popular chain of fast food restaurants, offers a kids' meal pack free with every purchase of its luxury
meal pack. This is an example of a:
a. trade allowance.
b. loyalty marketing program.
c. rebate.
d. premium.
ANSWER: d
RATIONALE: Kelly's Kitchen offers a premium along with its luxury meal pack. A premium is an extra
item offered to the consumer, usually in exchange for some proof that the promoted product
has been purchased. See 17-6: Sales Promotion
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.06
TOPICS: A-head: Sales Promotions
Bloom's: Apply
BUSPROG: Reflective Thinking
Consumer Sales Promotion Methods
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: DLYRPQQHN1266EMFH947
QUESTION ID: JFND-GO4G-G3BU-KTTZ
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
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CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMMR-GO3G-NCDN-GWHG-EP3S-
CESU-GPDD-CESS-R3BU-GOSU-NA5F-CRSU-RCJ1-GE3G-KAMR-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE

15. Which of the following is a similarity between trade sales promotion and consumer sales promotion?
a. Both focus on providing incentives to consumers or wholesalers to make an immediate purchase.
b. Both focus on providing push money and trade allowance to loyal consumers.
c. Both aim to increase sales by using point-of-purchase display.
d. Both aim to segment a market based on its characteristics.
ANSWER: a
RATIONALE: Giving the consumer an incentive to make an immediate purchase is the goal of sales
promotion, regardless of the form it takes. Sales promotion is usually targeted toward either
of two distinctly different markets. Trade sales promotion is directed to members of the
marketing channel, such as wholesalers and retailers. Consumer sales promotion is targeted
to the ultimate consumer market. See 17-6: Sales Promotion
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.06
TOPICS: A-head: Sales Promotions
Bloom's: Analyze
BUSPROG: Analytic
Sales Promotions
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: DRWQRM0APG6L2A85L136
QUESTION ID: JFND-GO4G-G3BU-KTTS
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMMB-G7UD-KQJA-CE5U-KPJZ-GESU-
EQJT-CESS-KCBO-GOSU-CCBO-COSU-CQJS-8FUD-1P33-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

16. Which of the following best describes message execution?

a. It is the way an advertisement portrays its information.
b. It is the series of steps taken by marketers to finalize a product's unique selling proposition.
c. It is the process where a manufacturer and retailer split the costs of advertising the manufacturer's brand.
d. It is the manner in which consumers interpret an advertisement.
ANSWER: a
RATIONALE: Message execution is the way an advertisement portrays its information. The style in which a
message is executed is one of the most creative elements of an advertisement. See 17-3:
Creative Decisions in Advertising
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: Multiple Choice
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HAS VARIABLES: False

LEARNING OBJECTIVES: MKTG.LAMB.15.17.03
TOPICS: A-head: Creative Decisions in Advertising
Bloom's: Remember
BUSPROG: Analytic
Advertising Messages
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: DZWSV31ZDJ7MLKX7Q404
QUESTION ID: JFND-GO4G-G3BU-KTTI
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMJO-CF1D-YCDD-GP1S-NPJW-GRSU-
RPDR-CRSU-OCTU-GOSS-GQJ1-CASS-K3JT-8Y3U-1ATO-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

17. Ads for Brita LED Lightings use comparative advertising to emphasize the benefits of using LEDs over CFLs. The
ads emphasize that LEDs last longer, consume lesser energy, and need to be replaced fewer number of times than CFLs.
In this case, what kind of appeal is used by these ads?
a. Admiration
b. Vanity and egotism
c. Health
d. Profit
ANSWER: d
RATIONALE: The ads for Brita LED Lightings use a profit appeal. Ads that use a profit appeal focus on
letting consumers know whether the product will save them money, make them money, or
keep them from losing money. See 17-3: Creative Decisions in Advertising
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.03
TOPICS: A-head: Creative Decisions in Advertising
Bloom's: Apply
BUSPROG: Reflective Thinking
Advertising appeal
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: EMUR210LHDH43DS69762
QUESTION ID: JFND-GO4G-G3BU-KTTW
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMJI-8Y4U-EQDB-8R5U-RA3W-GOSU-
GCBT-CESU-KCBZ-GOSU-YPTI-CCSU-YQBA-GHAD-OPTI-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

18. Which of the following is an example of publicity?

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a. Neon Power, a manufacturer of electronic goods, uses its salesforce to sell directly to its customers.
b. Silky Blue, an apparel store, announces huge discounts on its products for the year-end sale.
c. The Blue Bird, a daily newspaper, publishes a review about the latest model car from Storm, a car
manufacturing company.
d. Neil's Food Factory, a manufacturer of food products, relies largely on paid-for advertisements on television
for its products.
ANSWER: c
RATIONALE: The article in The Blue Bird newspaper about Storm's latest model of car is an example of
publicity. Publicity is the effort to capture media attention—for example, through articles or
editorials in publications or through human-interest stories on radio or television programs.
See 17-5: Public Relations
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.05
TOPICS: A-head: Public Relations
Bloom's: Apply
BUSPROG: Reflective Thinking
Publicity
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: ETVVT1P7YRZE5H3HN209
QUESTION ID: JFND-GO4G-G3BU-KO4N
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMMD-GC4G-N3BA-GR5U-RP3O-GCSU-
OCDF-CRSU-RA5F-GOSU-1CT3-GOSS-RAJW-CITU-E3UB-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

19. Ads for Gelly candy feature children enjoying the candies with their parents during family trips. Which of the
following executional styles of advertising is used by these ads?
a. Slice-of-life
b. Lifestyle
c. Animated product symbol
d. Demonstration
ANSWER: a
RATIONALE: The ads for Gelly candies use a slice-of-life style for advertising the product. This
executional style depicts people in normal settings, such as at the dinner table or in their car.
See 17-3: Creative Decisions in Advertising
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.03
TOPICS: A-head: Creative Decisions in Advertising
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Bloom's: Apply
BUSPROG: Reflective Thinking
Advertising Messages
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: EVNLFKHJLSFYPLY4S945
QUESTION ID: JFND-GO4G-G3BU-KO4B
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMMD-G7UD-1QJW-GC3G-NCB1-GESU-
YQDG-8RSS-EPDG-GOSU-CCUD-CRSU-KPUD-CWHU-EPDD-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

20. Which of the following is an advantage of using cost per contact to determine the media mix for a product?
a. It allows advertisers to increase an ad's effectiveness by reaching a limited number of people.
b. It enables an advertiser to compare the relative expenses of specific media vehicles.
c. It requires advertisers to pay only for the customers who view their ad.
d. It allows marketers to minimize the cost of advertising by reaching a larger number of people.
ANSWER: b
RATIONALE: Cost per contact enables an advertiser to compare the relative costs of specific media vehicles
(such as television versus radio or magazine versus newspaper), or more specifically, within
a media category (such as People versus US Weekly). Thus, an advertiser debating whether
to spend local advertising dollars for television spots or radio spots could consider the cost
per contact of each. See 17-4: Media Decisions in Advertising
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.04
TOPICS: A-head: Media Decisions in Advertising
Bloom's: Understand
BUSPROG: Analytic
Media Selection
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: GWZP9UAHM7M3CDD3S629
QUESTION ID: JFND-GO4G-G3BU-KO33
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMJS-8R5G-N3TU-GRHD-G3BA-CCSS-
R3BO-8RSU-RPDR-GOSS-ECJW-GOSU-Y3BA-8YAU-ECTA-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

21. Which of the following types of advertisements is likely to be more successful in transforming a person's negative
attitude toward a product into a positive one?
a. Advertisements aimed at changing the person's deep-rooted values
b. Advertisements emphasizing luxury

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Chapter 17

c. Humorous advertisements
d. Dramatic advertisements
ANSWER: d
RATIONALE: Serious or dramatic advertisements are more effective at changing consumers' negative
attitudes. Humorous ads, on the other hand, have been shown to be more effective at shaping
attitudes when consumers already have a positive image of an advertised brand. See 17-1:
The Effects of Advertising
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.01
TOPICS: A-head: The Effects of Advertising
Bloom's: Understand
BUSPROG: Analytic
Consumer Behavior
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: JDAD8BTQ0V4DNSCKX859
QUESTION ID: JFND-GO4G-G3BU-KO3A
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMMN-GIOU-1AJI-GAHS-G3TT-GASU-
NQJT-8YSU-G3DF-GOSU-NC3I-GOSU-GQDF-CCAU-GCDG-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

22. Why do brands with a large market share spend proportionally less on advertising compared to brands with a small
market share?
a. Diminishing returns set in beyond a certain level of spending for advertising.
b. Certain industries have a practice of spending more for sales than for advertising.
c. A minimum level of exposure is required for advertising to have an effect on sales.
d. Advertising will not stimulate economic growth for the industry.
ANSWER: a
RATIONALE: New brands with small market share tend to spend proportionately more for advertising and
sales promotion than those with a large market share because beyond a certain volume of
promotion, diminishing returns set in. See 17-1: The Effects of Advertising
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.01
TOPICS: A-head: The Effects of Advertising
Bloom's: Understand
BUSPROG: Analytic
Market Share
DATE CREATED: 5/1/2015 4:22 PM
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DATE MODIFIED: 5/26/2015 1:56 AM

CUSTOM ID: CGI: KNRD1L7U6JCLULWHE011
QUESTION ID: JFND-GO4G-G3BU-KO4G
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMMB-CR3D-EQDR-CO3G-EP3W-GESU-
KP5F-8YSS-KC5G-GOSU-QATZ-8YSS-NPMB-CEAS-RP3O-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

23. Kraft's marketing efforts for its Macaroni & Cheese include paid television commercials and magazine inserts. These
are examples of activities associated with:
a. advertising.
b. franchising.
c. personal selling.
d. nonstore retailing.
ANSWER: a
RATIONALE: These are examples of activities associated with advertising. Advertising is any form of
impersonal, one-way mass communication about a product or organization that is paid for by
a marketer. It is a popular form of promotion, especially for consumer packaged goods and
services. See 17-1: The Effects of Advertising
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.01
TOPICS: A-head: The Effects of Advertising
Bloom's: Apply
BUSPROG: Reflective Thinking
Advertising
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: RANCHJ6ULZ29YHGJ2735
QUESTION ID: JFND-GO4G-G3BU-KO4F
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMJA-8R5D-NPJ1-CWAU-1PJI-GCSU-
Y3JU-8YSS-E3JW-GOSU-Y3UG-GWSS-CAMF-C31D-1C3U-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

24. Duski, a very expensive brand of clothing and accessories, promotes its products by using advertisements that feature
beautiful women wearing its products. What kind of an advertising appeal is used by Duski?
a. Environmental consciousness
b. Vanity and egotism
c. Health
d. Profit
ANSWER: b
RATIONALE: The ads of Duski use the vanity and egotism appeal. This appeal is used mostly for expensive
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or conspicuous items such as car and clothing. See 17-3: Creative Decisions in Advertising
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.03
TOPICS: A-head: Creative Decisions in Advertising
Bloom's: Apply
BUSPROG: Reflective Thinking
Advertising appeal
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: RNKJDJNDN37JQV6XS497
QUESTION ID: JFND-GO4G-G3BU-KO4R
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMJU-GBOU-YC5D-CC4D-EPTT-GOSS-
RCJ1-CRSU-1CMF-GOSS-GQJO-CWSU-R3DR-G31U-QA3I-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

25. Meek's Hunting Emporium is a retail store that sells equipment required for hunting. It has established an advertising
plan that allows it to advertise every day prior to the opening of quail, deer, and turkey hunting seasons on four local radio
stations, as well as in the local newspapers. This is an example of:
a. message execution.
b. a media profile.
c. audience selectivity.
d. a media schedule.
ANSWER: d
RATIONALE: This is an example of a media schedule. A media schedule designates the medium or media
to be used, the specific vehicles, and the insertion dates of the advertising. It is used by
marketers to schedule their ads after choosing the media for their advertising campaign. See
17-4: Media Decisions in Advertising
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.04
TOPICS: A-head: Media Decisions in Advertising
Bloom's: Apply
BUSPROG: Reflective Thinking
Media Scheduling
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: RPDK32EPX5Z4TZY62520
QUESTION ID: JFND-GO4G-G3BU-KO4D
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
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Chapter 17

CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMJA-GE4U-CCDD-8FUD-RCUB-GRSU-
GCTO-8YSU-QP3A-GOSU-GA5R-GWSU-QPJA-G3OU-OP31-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

26. Which of the following is true of pioneering advertising?

a. It offers consumers in-depth information about the benefits of a new product.
b. It is highly used during the growth stage of the product life cycle.
c. It focuses on influencing demand for a specific brand.
d. It is used mainly to compare brands on one or more specific attributes.
ANSWER: a
RATIONALE: Pioneering advertising is heavily used during the introductory stage of the product life cycle.
It is intended to stimulate primary demand for a new product or product category and offers
consumers in-depth information about the product class. See 17-2: Major Types of
Advertising
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.02
TOPICS: A-head: Major Types of Advertising
Bloom's: Understand
BUSPROG: Analytic
Product Advertising
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: RTPKQYKUGCRG3KN7A405
QUESTION ID: JFND-GO4G-G3BU-KO3U
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMMN-GB1G-GPTS-CIUG-KPDD-
GWSU-OPUN-8YSU-1C5R-GOSU-ECJI-GESS-EQDN-GB1U-OP5G-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE

27. Which of the following is a difference between an attribute and a benefit of a product?
a. An attribute is what consumers achieve by using a product, while a benefit is a characteristic of a product.
b. An attribute is a temporary part of a product, while a benefit is always associated with a product.
c. An attribute is bought by consumers, while a benefit is not bought by consumers.
d. An attribute is a feature of a product, while a benefit is what consumers receive by using a product.
ANSWER: d
RATIONALE: An attribute is simply a feature of a product such as its easy-open package, special
formulation, or new lower price. A benefit is what consumers will receive or achieve by
using the product, such as convenience or ease of use. Customers do not buy attributes, they
buy benefits. See 17-3: Creative Decisions in Advertising
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Multiple Choice
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HAS VARIABLES: False

LEARNING OBJECTIVES: MKTG.LAMB.15.17.03
TOPICS: A-head: Creative Decisions in Advertising
Bloom's: Analyze
BUSPROG: Analytic
Product Core Benefit
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: SPABEFCSNUWAZXLAT976
QUESTION ID: JFND-GO4G-G3BU-KO31
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMMN-GFUD-Q3MD-GWAS-G3BS-
GHSU-EP3W-8YSU-OAMR-GOSS-RCDN-GASU-G3BT-8YHU-NPT3-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE

28. The advertising response function helps marketers:

a. create ads that will be noticed by consumers each time the ad runs.
b. use their advertising budgets wisely.
c. calculate the break-even points for each product being advertised.
d. determine the reach and frequency of a specific medium
ANSWER: b
RATIONALE: Sales and market share improvements slow down and eventually decrease no matter how
much is spent on advertising and sales promotion. This phenomenon is called the advertising
response function. It helps marketers use their advertising budgets wisely. See 17-1: The
Effects of Advertising
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.01
TOPICS: A-head: The Effects of Advertising
Bloom's: Understand
BUSPROG: Analytic
Market Share
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: SXTMWCBSJFUY7J4NN875
QUESTION ID: JFND-GO4G-G3BU-KO3T
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMMN-CW3S-GCMG-CR5G-GPBU-
GYSU-GPMB-8YSU-QPMR-GOSU-CATO-GESU-RC3U-CRHS-GPJW-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE

29. An advertising campaign:

a. may contain a wide variety of themes and slogans.

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Chapter 17

b. extends for a defined period of time.

c. acts as a base for defining an advertising objective.
d. starts with determining the appropriate media for the campaign.
ANSWER: b
RATIONALE: An advertising campaign is a specific advertising effort for a particular product that extends
for a defined period of time. It is a series of related advertisements focusing on a common
theme, slogan, and set of advertising appeals is referred to as an advertising campaign. See
17-3: Creative Decisions in Advertising
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.03
TOPICS: A-head: Creative Decisions in Advertising
Bloom's: Understand
BUSPROG: Analytic
Advertising Campaigns
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: WXLEP28FVTX0E46NA862
QUESTION ID: JFND-GO4G-G3BU-KO3O
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMJO-8BUG-G3BT-CF1G-NATU-GOSU-
EC5R-8RSU-Q3JZ-GOSU-R3JW-CRSU-GCDF-CJTD-ECJ3-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

30. Kriyoto Inc. is a retailer of printers, scanners, and other office equipment. It announced a cash refund for corporate
purchases in quantities more than ten. Rick purchased ten color printers for his office from Kriyoto during this sale. To
avail the cash refund, he had to mail in a proof of purchase, purpose of purchase, proof of his company's legality, and his
cash register receipt. In this case, Rick has received a:
a. premium.
b. trade allowance.
c. push money.
d. rebate.
ANSWER: d
RATIONALE: In this case, Rick has received a rebate. A rebate is a cash refund given for the purchase of a
product during a specific period. However, the purchaser must mail in a rebate form and
usually some proof of purchase to avail the rebate. See 17-6: Sales Promotion
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.06
TOPICS: A-head: Sales Promotions
Bloom's: Apply
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BUSPROG: Reflective Thinking

Consumer Sales Promotion Methods
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: XUHPYU512XN7WA5A5276
QUESTION ID: JFND-GO4G-G3BU-KO3Z
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMJI-8R5S-CPJ1-GO4D-EP5F-GRSU-
CP3W-8RSS-GCJW-GOSU-O3B1-8YSU-KCJ1-GW5D-QAUB-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

31. __________is the element in the promotional mix that evaluates people's attitudes, identifies issues that may elicit
their concern, and executes programs to gain their understanding and acceptance.
ANSWER: Public relations
RATIONALE: Public relations is the element in the promotional mix that evaluates public attitudes,
identifies issues that may elicit public concern, and executes programs to gain public
understanding and acceptance. It is a vital link in a forward-thinking company's marketing
communication mix. See 17-5: Public Relations
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Completion
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.05
TOPICS: A-head: Public Relations
Bloom's: Remember
BUSPROG: Analytic
Public Relations
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: ACCCPD9V14AC3SD6H958
QUESTION ID: JFND-GO4G-G3BU-KO3S
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMJ1-GBUD-NA3O-G7TD-GAMD-GYSS-
G3DG-CRSU-NA3Z-GOSS-KPBT-CWSU-EPJW-CO4U-NPDF-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

32. __________is the effort to capture media attention—for example, through articles or editorials in publications or
through human-interest stories on radio or television programs.
ANSWER: Publicity
RATIONALE: Publicity is the effort to capture media attention—for example, through articles or editorials
in publications or through human-interest stories on radio or television programs. It is soften
initiated through press releases that further a corporation's public relations plans. See 17-5:
Public Relations
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Completion
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HAS VARIABLES: False

LEARNING OBJECTIVES: MKTG.LAMB.15.17.05
TOPICS: A-head: Public Relations
Bloom's: Remember
BUSPROG: Analytic
Publicity
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: GNWP3RLS7VJ7XM1MY211
QUESTION ID: JFND-GO4G-G3BU-KO3I
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMJZ-8B1S-NCUD-G7OU-GQBA-GRSU-
YP3W-8RSU-O3T3-GOSS-RP3O-GRSS-CP5F-8R5D-OP3S-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

33. If an advertiser wants to enhance the sales of a specific good or service,__________advertising should be used.
ANSWER: product
RATIONALE: If an advertiser wants to enhance the sales of a specific good or service, product advertising
should be used. In contrast, if the goal of the promotion plan is to improve the image of the
company or the industry, institutional advertising may be used. See 17-2: Major Types of
Advertising
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Completion
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.01
TOPICS: Advertising
A-head: The Effects of Advertising
Bloom's: Understand
BUSPROG: Analytic
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: GZCF823RBKYH78YNL695
QUESTION ID: JFND-GO4G-G3BU-KO3W
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMMD-GRHG-GP5D-CEHU-YQBW-
CRSS-RATZ-8YSU-KA33-GOSU-GAT3-8YSS-EP5F-C3OU-QP3Z-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE

34. A thirty-minute or longer advertisement that looks more like a television talk show than a sales pitch is known as
a(n)__________.
ANSWER: infomercial
RATIONALE: An alternative to a commercial spot is the infomercial, a thirty-minute or longer
advertisement, which is relatively inexpensive to produce and air. Advertisers say the
infomercial is an ideal way to present complicated information to potential customers, which
other advertising vehicles typically do not allow time to do. See 17-4: Media Decisions in
Cengage Learning Testing, Powered by Cognero Page 20
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Chapter 17

Advertising
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Completion
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.04
TOPICS: Advertising Media
A-head: Media Decisions in Advertising
Bloom's: Remember
BUSPROG: Analytic
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: MCCWVK3XBBKF17NA9033
QUESTION ID: JFND-GO4G-G3BU-KTNN
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMMB-CITU-C3TW-CR3U-13JT-GOSU-
GPDF-8YSU-QPBS-GOSS-RCBO-COSU-EA5N-GWAS-EPTW-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

35. __________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.
ANSWER: Media planning
RATIONALE: Media planning 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. Specifically, advertisers must determine which types of media will best
communicate the message to the target audience. See 17-4: Media Decisions in Advertising
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Completion
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.04
TOPICS: A-head: Media Decisions in Advertising
Bloom's: Remember
BUSPROG: Analytic
Decision Making
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: MRFHRK6KJNZ1ARA7F293
QUESTION ID: JFND-GO4G-G3BU-KTNB
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMJ3-CR4G-EAUR-CI1U-GA3S-GESU-
KCTO-8RSS-GQDB-GOSS-CPDG-GRSS-KCTS-GYAD-EPUR-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

36. A(n)__________designates the channel to be used, the specific vehicles, and the insertion dates of advertising.

Cengage Learning Testing, Powered by Cognero Page 21

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Chapter 17

ANSWER: media schedule

RATIONALE: A media schedule designates the medium or media to be used, the specific vehicles, and the
insertion dates of the advertising. There are four basic types of media schedule: continuous,
flighted, pulsing, and seasonal. See 17-4: Media Decisions in Advertising
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Completion
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.04
TOPICS: A-head: Media Decisions in Advertising
Bloom's: Remember
BUSPROG: Analytic
Media Scheduling
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: QMGVRWD674R9CWRPN672
QUESTION ID: JFND-GO4G-G3BU-KTB3
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMJO-8F1U-QPBI-CO4G-CPJO-GRSS-
GP3S-8YSU-GCDD-GOSS-NCT3-8RSU-1A5F-GRHD-CA3W-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

37. A(n)__________is the channel used to convey a message to a target market.

ANSWER: medium
RATIONALE: A medium is the channel used to convey a message to a target market. The choice of medium
is a major decision for advertisers. See 17-4: Media Decisions in Advertising
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Completion
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.04
TOPICS: A-head: Media Decisions in Advertising
Bloom's: Remember
BUSPROG: Analytic
Decision Making
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: QRQYP9LTAPD1GHGSQ240
QUESTION ID: JFND-GO4G-G3BU-KTBA
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMMB-CE4S-CA31-COAU-KP3Z-CESS-
R3UR-CRSS-RAMD-GOSS-GQJT-GWSU-OAT1-8YAS-R3BU-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

38. __________is the cost of reaching one member of the target market.
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Chapter 17

ANSWER: Cost per thousand

RATIONALE: Cost per contact, also referred to as cost per thousand, is the cost of reaching one member of
the target market. Advertisers use this to compare media vehicles, such as television versus
radio or magazine versus newspaper. See 17-4: Media Decisions in Advertising
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Completion
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.04
TOPICS: A-head: Media Decisions in Advertising
Bloom's: Remember
BUSPROG: Analytic
Media Selection
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: UECBD99XZXN55TQS0020
QUESTION ID: JFND-GO4G-G3BU-KTNG
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMMG-GO3S-EPTZ-GO3D-E3TA-GESS-
KQJI-8YSU-KAUR-GOSS-RAUF-8YSU-EAJW-GR3U-N3JA-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

39. __________is a form of advertising designed to enhance a company's image rather than promote a particular product.
ANSWER: Institutional advertising
RATIONALE: Institutional advertising is a form of advertising designed to enhance a company's image rather than
promote a particular product. If the goal of the promotion plan is to improve the image of the
company or the industry, institutional advertising may be used. In See 17-2: Major Types of
Advertising

POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Completion
HAS VARIABLES: False
TOPICS: A-head: Major Types of Advertising
Bloom's: Remember
BUSPROG: Analytic
Institutional Advertising
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: UPPMBJYUBN3Q2TLGF147
QUESTION ID: JFND-GO4G-G3BU-KTNF
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMMR-CCAD-K3BT-GJTU-13DB-8YSS-
C3TT-CESS-CCT1-GOSU-NPMN-CESU-E3MR-GEAD-GQJO-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

Cengage Learning Testing, Powered by Cognero Page 23

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Chapter 17
40. A disadvantage of newspaper advertising is that it has__________.
ANSWER: limited color capabilities
RATIONALE: Some of the disadvantages of newspapers are that they have little demographic selectivity,
limited color capabilities, low pass-along rate, and may be expensive. See 17-4: Media
Decisions in Advertising
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Completion
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.04
TOPICS: Advertising Media
A-head: Media Decisions in Advertising
Bloom's: Understand
BUSPROG: Analytic
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: WLGBYM8LJDS78X4XS581
QUESTION ID: JFND-GO4G-G3BU-KTNR
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMMG-CE5D-CQMG-GB1U-OPJU-GHSS-
CPUF-CRSU-1QJO-GOSU-ECJ1-GWSU-GP33-GY5G-KCTA-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

41. How is a sales promotion cheaper and easier to measure than advertising? Explain using an example.
ANSWER: Sales promotion is usually cheaper than advertising and easier to measure. A major national
television advertising campaign often costs $10 million or more to create, produce, and place.
In contrast, promotional campaigns using the Internet or direct marketing methods can cost
less than half that amount. It is also very difficult to determine how many people buy a
product or service as a result of radio or television ads. With sales promotion, marketers
know the precise number of coupons redeemed or the number of contest entries received.
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Essay
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.06
TOPICS: A-head: Sales Promotions
Bloom's: Analyze
BUSPROG: Analytic
Sales Promotions
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: CBYEJRQX44J3U32WQ748
QUESTION ID: JFND-GO4G-G3BU-KTND
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMMF-G71G-R3TO-CC5U-RQDF-GASU-
1P3T-8YSU-YA3W-GOSS-C3TT-GESS-K3TI-CRHG-EATA-E7JI-YT4D-JFNN-4OTI-
Cengage Learning Testing, Powered by Cognero Page 24
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Chapter 17

GO4W-NQNBEE

42. Explain how marketers manage unfavorable publicity using an example.

ANSWER: Although marketers try to avoid unpleasant situations, crises do happen. Crisis management
is the coordinated effort to handle the effects of unfavorable publicity, ensuring fast and
accurate communication in times of emergency. When the Villa Fresh Italian Kitchen ran
“Dub the Dew," an online contest to name a green apple-flavored variety of Mountain Dew
exclusive to the restaurant, it was not long before Internet trolls descended. These digital
pranksters submitted absurd and offensive names, then voted their submissions to the top of
the contest leaderboard en masse. The contest's website was quickly taken offline, and
Mountain Dew tweeted that the contest “lost to the internet." In attempt to manage the crisis,
the Villa Fresh Italian Kitchen issued an apologetic statement.
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Essay
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.05
TOPICS: A-head: Public Relations
Bloom's: Apply
BUSPROG: Reflective Thinking
Crisis Management
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: FTJCK6WAN1QKS1W7G487
QUESTION ID: JFND-GO4G-G3BU-KTBU
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMJI-G71S-GPBU-CC4G-RPJI-GCSS-
CCBO-CESU-RQMN-GOSS-RQJU-GESU-OQMB-GW3D-EQJO-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

43. Explain the importance of media planning in advertising.

ANSWER: A major decision for advertisers is the choice of medium—the channel used to convey a
message to a target market. Media planning, therefore, is the series of decisions advertisers
make regarding the selection and use of media, enabling the marketer to optimally and cost-
effectively communicate the message to the target audience. Specifically, advertisers must
determine which types of media will best communicate the benefits of their product or
service to the target audience and when and for how long the advertisement will run.
Promotional objectives and the appeal and executional style of the advertising strongly affect
the selection of media. Both creative and media decisions are made at the same time: creative
work cannot be completed without knowing which medium will be used to convey the
message to the target market. In many cases, the advertising objectives dictate the medium
and the creative approach to be used. For example, if the objective is to demonstrate how fast
a product operates, a television commercial that shows this action may be the best choice.
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Essay
HAS VARIABLES: False
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Chapter 17

LEARNING OBJECTIVES: MKTG.LAMB.15.17.04

TOPICS: A-head: Media Decisions in Advertising
Bloom's: Understand
BUSPROG: Analytic
Media selection
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: WDFALPK6PNA8SAJTE440
QUESTION ID: JFND-GO4G-G3BU-KTB1
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMMR-8R3D-O3UN-GR3S-RQBI-GCSU-
OA3O-CESU-YAJI-GOSU-C3JO-GCSU-YC5R-CA3D-RCUD-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

44. Justify the statement, “A brand with a distinct personality is more likely to have a larger base of loyal customers and
market share."
ANSWER: A brand with a distinct personality is more likely to have a larger base of loyal customers and
market share. The more consistent a brand's personality, the more likely a customer will build
a relationship with that brand over his or her lifetime. Consider Apple, for example. Sixty
percent of iPhone users report that they would switch to Apple's latest iPhone without
considering any other options first, admitting to “blind loyalty." This is why market leaders
spend billions of dollars annually to reinforce and remind their loyal customers about the
benefits of their products. Advertising can also affect the way consumers rank a brand's
attributes.
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Essay
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.01
TOPICS: A-head: The Effects of Advertising
Bloom's: Analyze
BUSPROG: Analytic
Consumer Behavior
DATE CREATED: 5/1/2015 4:22 PM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: CGI: XGXS61A8H4LSEUW9A744
QUESTION ID: JFND-GO4G-G3BU-KTBT
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMJ3-CJ1D-GP5B-CEAU-OAMG-GWSU-
RA5R-8RSU-NAMB-GOSU-KPTO-GOSU-EQB1-CW3D-RPDF-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

45. _____ is a form of advertising designed to enhance a company’s image rather than promote a particular product.
a. Institutional advertising
b. Pioneering advertising
c. Competitive advertising
Cengage Learning Testing, Powered by Cognero Page 26
Name: Class: Date:

Chapter 17

d. Comparative advertising
ANSWER: a
RATIONALE: Institutional advertising is a form of advertising designed to enhance a company’s image
rather than promote a particular product. If the goal of the promotion plan is to improve the
image of the company or the industry, institutional advertising may be used. In See 17-2:
Major Types of Advertising
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.02
TOPICS: A-head: Major Types of Advertising
Bloom's: Remember
BUSPROG: Analytic
Institutional Advertising
DATE CREATED: 5/26/2015 1:10 AM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: UPPMBJYUBN3Q2TLGF147
QUESTION ID: JFND-GO4G-GR3W-KTKB
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMJI-GTOU-EPDR-8RHU-NPMF-GYSU-
QCTU-8YSS-KPJS-GOSS-EQDN-COSS-GPBA-8B1S-KPUR-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

46. If an advertiser wants to enhance the sales of a specific good or service, _____ advertising should be used.
a. institutional
b. product
c. corporate
d. advocacy
ANSWER: b
RATIONALE: If an advertiser wants to enhance the sales of a specific good or service, product advertising
should be used. In contrast, if the goal of the promotion plan is to improve the image of the
company or the industry, institutional advertising may be used. See 17-2: Major Types of
Advertising
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.01
TOPICS: A-head: The Effects of Advertising
Bloom's: Understand
BUSPROG: Analytic
Advertising
DATE CREATED: 5/26/2015 1:13 AM
DATE MODIFIED: 5/26/2015 1:56 AM
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Chapter 17

CUSTOM ID: GZCF823RBKYH78YNL695

QUESTION ID: JFND-GO4G-GR3W-KTKF
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMJO-GR5D-NPDB-GC4D-QPB1-GYSS-
R3B3-8YSU-KAMN-GOSU-NQB1-8YSS-GP5N-CJTG-EAJO-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

47. A(n) _____ is the channel used to convey a message to a target market.
a. medium
b. product network
c. attribute
d. appeal
ANSWER: a
RATIONALE: A medium is the channel used to convey a message to a target market. The choice of medium
is a major decision for advertisers. See 17-4: Media Decisions in Advertising
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.04
TOPICS: A-head: Media Decisions in Advertising
Bloom's: Remember
BUSPROG: Analytic
Decision Making
DATE CREATED: 5/26/2015 1:17 AM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: QRQYP9LTAPD1GHGSQ240
QUESTION ID: JFND-GO4G-GR3W-KTJ1
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMJW-CO5U-NP3S-GT1D-1CBO-GYSU-
EPJU-8YSU-13BA-GOSU-NPMB-GRSU-OP3U-CPUG-NQJW-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

48. _____ 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. Media mix
c. Media planning
d. Market segmentation
ANSWER: c
RATIONALE: Media planning 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. Specifically, advertisers must determine which types of media will best
communicate the message to the target audience. See 17-4: Media Decisions in Advertising
POINTS: 1
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Name: Class: Date:

Chapter 17

DIFFICULTY: Easy
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.04
TOPICS: A-head: Media Decisions in Advertising
Bloom's: Remember
BUSPROG: Analytic
Decision Making
DATE CREATED: 5/26/2015 1:20 AM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: MRFHRK6KJNZ1ARA7F293
QUESTION ID: JFND-GO4G-GR3W-KTJW
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMMB-8RAD-NPBZ-CO4U-YCBW-
GOSS-KA3O-CESU-YPJ1-GOSU-RPDF-GESU-YC5B-CJTD-OPBS-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE

49. A disadvantage of newspaper advertising is that it has _____.

a. low geographic selectivity and flexibility
b. limited color capabilities
c. low individual market coverage
d. high lead time
ANSWER: b
RATIONALE: Some of the disadvantages of newspapers are that they have little demographic selectivity,
limited color capabilities, low pass-along rate, and may be expensive. See 17-4: Media
Decisions in Advertising
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.04
TOPICS: A-head: Media Decisions in Advertising
Bloom's: Understand
BUSPROG: Analytic
Advertising Media
DATE CREATED: 5/26/2015 1:23 AM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: WLGBYM8LJDS78X4XS581
QUESTION ID: JFND-GO4G-GR3W-KT1D
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMJI-CCHS-ECBZ-8YAD-GAMG-GWSU-
O3BT-8RSU-RPDD-GOSU-RC3Z-COSS-KQJI-G3TS-NAT3-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

50. A thirty-minute or longer advertisement that looks more like a television talk show than a sales pitch is known as a(n)
Cengage Learning Testing, Powered by Cognero Page 29
Name: Class: Date:

Chapter 17
_____.
a. advocacy advertisement
b. premium
c. trade sales promotion
d. infomercial
ANSWER: d
RATIONALE: An alternative to a commercial spot is the infomercial, a thirty-minute or longer
advertisement, which is relatively inexpensive to produce and air. Advertisers say the
infomercial is an ideal way to present complicated information to potential customers, which
other advertising vehicles typically do not allow time to do. See 17-4: Media Decisions in
Advertising
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.04
TOPICS: A-head: Media Decisions in Advertising
Bloom's: Remember
BUSPROG: Analytic
Advertising Media
DATE CREATED: 5/26/2015 1:26 AM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: MCCWVK3XBBKF17NA9033
QUESTION ID: JFND-GO4G-GR3W-KTTI
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMJW-GWHG-CPJU-GP1U-QAJ1-GRSS-
GPTZ-8RSS-R3MF-GOSS-GAMN-8YSU-NAJS-GCAD-CCBI-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

51. _____ is the cost of reaching one member of the target market.
a. Cost per click
b. Cost per thousand
c. Pay for order
d. Pay for placement
ANSWER: b
RATIONALE: Cost per contact, also referred to as cost per thousand, is the cost of reaching one member of
the target market. Advertisers use this to compare media vehicles, such as television versus
radio or magazine versus newspaper. See 17-4: Media Decisions in Advertising
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.04
TOPICS: A-head: Media Decisions in Advertising
Bloom's: Remember
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Chapter 17

BUSPROG: Analytic
Media Selection
DATE CREATED: 5/26/2015 1:29 AM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: UECBD99XZXN55TQS0020
QUESTION ID: JFND-GO4G-GR3W-KO4R
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMJA-CJTU-QCTW-GEAU-YP31-GASU-
CPT3-8RSS-KCTT-GOSS-ECBI-CWSS-NPJ1-GRHG-CAJW-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

52. A(n) _____ designates the channel to be used, the specific vehicles, and the insertion dates of advertising.
a. advertising response function
b. media schedule
c. AIDA plan
d. ad outline
ANSWER: b
RATIONALE: A media schedule designates the medium or media to be used, the specific vehicles, and the
insertion dates of the advertising. There are four basic types of media schedule: continuous,
flighted, pulsing, and seasonal. See 17-4: Media Decisions in Advertising
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.04
TOPICS: A-head: Media Decisions in Advertising
Bloom's: Remember
BUSPROG: Analytic
Media Scheduling
DATE CREATED: 5/26/2015 1:32 AM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: QMGVRWD674R9CWRPN672
QUESTION ID: JFND-GO4G-GR3W-KTNN
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMJO-GOAD-YC5G-CO4U-CQMD-
8YSU-1AMF-8YSS-EA5D-GOSU-N3JW-8YSU-GP5G-CA3D-KPTT-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE

53. _____ is the element in the promotional mix that evaluates people’s attitudes, identifies issues that may elicit their
concern, and executes programs to gain their understanding and acceptance.
a. Personal selling
b. Advertising
c. Sales promotion
d. Public relations
ANSWER: d
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Chapter 17

RATIONALE: Public relations is the element in the promotional mix that evaluates public attitudes,
identifies issues that may elicit public concern, and executes programs to gain public
understanding and acceptance. It is a vital link in a forward-thinking company’s marketing
communication mix. See 17-5: Public Relations
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.05
TOPICS: A-head: Public Relations
Bloom's: Remember
BUSPROG: Analytic
Public Relations
DATE CREATED: 5/26/2015 1:35 AM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: ACCCPD9V14AC3SD6H958
QUESTION ID: JFND-GO4G-GR3W-KTBT
QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMJ3-GRHS-KC3Z-CC3U-RATI-GRSU-
EAJZ-8RSU-QPTU-GOSS-CP5G-GESU-NP3S-C3TD-CQMR-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE

54. _____ is the effort to capture media attention—for example, through articles or editorials in publications or through
human-interest stories on radio or television programs.
a. Personal selling
b. Advertising
c. Sales promotion
d. Publicity
ANSWER: d
RATIONALE: Publicity is the effort to capture media attention—for example, through articles or editorials
in publications or through human-interest stories on radio or television programs. It is soften
initiated through press releases that further a corporation’s public relations plans. See 17-5:
Public Relations
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.17.05
TOPICS: A-head: Public Relations
Bloom's: Remember
BUSPROG: Analytic
Publicity
DATE CREATED: 5/26/2015 1:38 AM
DATE MODIFIED: 5/26/2015 1:56 AM
CUSTOM ID: GNWP3RLS7VJ7XM1MY211
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Chapter 17

QUESTION ID: JFND-GO4G-GR3W-KC1N

QUESTION GLOBAL ID: GCID-E7BW-1TBP-CA4G-NATU-CR4D-N3UN-CWH1-4C3U-C3TN-4PMD-CW4N-4C5F-
CW51-43UF-GE3S-CQJ3-GPDI-GWN8-EPRW-EMMG-8YAD-GATU-CTTD-C3UG-
GYSU-1C5G-CRSU-KC3S-GOSU-KPJT-GASS-ECJI-G3TU-Q3DR-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE

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