Institutional advertisements refer to ...

advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service.

Which of the following statements describes a potential problem when using humorous appeals in advertising?

humor tends to wear out quickly, boring the customer.

There are three key factors when selecting the media for an advertising campaign: knowing the media habits of the target audience, (...), and cost.

consideration of product attributes

Portfolio tests refer to...

placing a test ad in the midst of other ads and stories, instructing consumers to look at the ads and stories, and then asking consumers questions about what was seen.

Which of the following statements about attitude tests is most accurate?

In an attitude test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favorable attitude toward the product advertised.

The offer of one free pizza with the purchase of two pizzas at the regular price might appeal to you. This type of incentive offer is an example of...

a consumer-oriented sales promotion.

For marketers, the primary objective of a premium is to...

encourage customers to return frequently or to use more of the product.

The key difference between a contest and a sweepstakes is...

contests require some element of skill rather than random chance in a sweepstakes.

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Marketing Ch. 19

Quiz

Question	Answer
Institutional advertisements refer to ...	advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service.
Which of the following statements describes a potential problem when using humorous appeals in advertising?	humor tends to wear out quickly, boring the customer.
One of the advantages associated with radio as an advertising medium is that it...	is relatively low cost.
Which of the following is a trend that influences newspapers today?	growth in online newspapers.
Billboard advertising is most effective for ________ advertising.	reminder
There are three key factors when selecting the media for an advertising campaign: knowing the media habits of the target audience, (...), and cost.	consideration of product attributes
Portfolio tests refer to...	placing a test ad in the midst of other ads and stories, instructing consumers to look at the ads and stories, and then asking consumers questions about what was seen.
Which of the following statements about attitude tests is most accurate?	In an attitude test, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favorable attitude toward the product advertised.
The offer of one free pizza with the purchase of two pizzas at the regular price might appeal to you. This type of incentive offer is an example of...	a consumer-oriented sales promotion.
For marketers, the primary objective of a premium is to...	encourage customers to return frequently or to use more of the product.
The key difference between a contest and a sweepstakes is...	contests require some element of skill rather than random chance in a sweepstakes.
When a rerun of Seinfeld shows a Pepsi on a desktop, a Lexus parked on the street, or a box of Tide on the countertop, ______ _______ is being used.	product placement
TransWave Co. is a warning device. TransWave must make itself known to oil companies.They wrote an article for the company in a magazine. It described company, what product does, and why it was needed. The article was an example of ____ ______.	institutional advertising

Created by: ciarasafari

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