1. When deciding which objective an advertising campaign should follow, it is critical for advertisers to

Multiple Choice

• base the objective on the product and the needs of the target audience.
• determine the budget options for each potential objective.
• prioritize objectives by degree of importance.
• research which objective will most likely increase sales.
• design the campaign according to what the competition is doing.

2. Reminder advertising is most common during which stage of the product life cycle?

Multiple Choice

• conceptual
• introductory
• growth
• maturity
• repositioning

3. Fit Living has just opened a new fitness club uptown. The company wants to encourage people to try out the club for a week before signing up for membership. Since the club is new in the area, the most effective way to promote the free trial is through

Multiple Choice

• informative advertising.
• persuasive advertising.
• reminder advertising.
• emotional advertising.
• rational advertising.

4. What is a major advantage of publicity as a promotion mix tool?

Multiple Choice

• It allows a firm to communicate with consumers at low cost.
• There is less control over how the information is presented.
• It cannot be presented through multiple media sources.
• It is time-consuming for the marketer to prepare.
• It must be generated by internal sources.

5. A paid advertising campaign has the advantage of control. What does this statement mean?

Multiple Choice

• The advertiser decides how to present the message to the public.
• The advertiser can decide to communicate the campaign to the consumer face-to-face.
• The advertiser has the advantage of determining the advertising budget without consulting others.
• The advertiser can use various types of media such as the Internet, television, radio, print.
• The advertiser can transmit the message to large numbers of individuals.

6. The goal of sales promotion is to

Multiple Choice

• inform the consumer of the product's benefits.
• build a trusting relationship with a customer over a long period of time.
• promote positive relations between a firm and its stakeholders.
• promote goodwill with customers and the community at large.
• stimulate quicker and more frequent purchases of a product.

7. What two key words in the definition of advertising are crucial to understanding how advertising fits into the promotion mix?

Multiple Choice

• personal and communication
• paid and communication
• nonpaid and nonpersonal
• paid and nonpersonal
• nonpaid and personal

8. This agency was created to enforce truth-in-advertising laws for all forms of media.

Multiple Choice

• Federal Trade Commission (FTC)
• Federal Communications Commission (FCC)
• Advertising Self-Regulatory Council (ASRC)
• Children's Advertising Review Unit (CARU)
• Public Broadcast Service (PBS)

9. When you type in "sustainable travel," the website for G Adventures appears first in the list. This is an example of

Multiple Choice

• email marketing.
• social media marketing.
• search engine optimization.
• native advertising.
• inbound marketing.

10. What type of advertising is common during the growth stage of the product life cycle as firms compete directly and attempt to take market share from one another?

Multiple Choice

• reminder
• informative
• persuasive
• entertainment
• narrative

Answer rating: 100% (QA)

The detailed answer for the above question is provided below 1 base the objective on the product and the needs of the target audience 2 growth 3 persuasive advertising 4 It allows a firm to communicat... View the full answer