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Kotler / Armstrong, Chapter 15
Which of the following is not an aim of
advertising?
1. to persuade
2. to inform
3. to remind
4. All of the above are aims of advertising.
Kotler / Armstrong, Chapter 15
Which of the following is not an aim of
advertising?
1. to persuade
2. to inform
3. to remind
4. All of the above are aims of advertising.
Kotler / Armstrong, Chapter 15
Advertising is any non-paid form of
nonpersonal presentation by an identified
sponsor.
1. true
2. false
Kotler / Armstrong, Chapter 15
Advertising is any non-paid form of
nonpersonal presentation by an identified
sponsor.
1. true
2. false
Kotler / Armstrong, Chapter 15
Which type of advertising is heavily used when
introducing a new product category?
1. persuasive
2. informative
3. reminder
4. positioning
Kotler / Armstrong, Chapter 15
Which type of advertising is heavily used when
introducing a new product category?
1. persuasive
2. informative
3. reminder
4. positioning
Kotler / Armstrong, Chapter 15
Some persuasive advertising has become
_______ advertising; for example, the “Battle
of the Burger” companies.
1. comparative
2. vertical
3. tall
4. broad
Kotler / Armstrong, Chapter 15
Some persuasive advertising has become
_______ advertising; for example, the “Battle
of the Burger” companies.
1. comparative
2. vertical
3. tall
4. broad
Kotler / Armstrong, Chapter 15
Creating advertising messages and selecting
advertising media are the two major elements
of advertising _____.
1. evaluation
2. message
3. strategy
4. creativity
Kotler / Armstrong, Chapter 15
Creating advertising messages and selecting
advertising media are the two major elements
of advertising _____.
1. evaluation
2. message
3. strategy
4. creativity
Kotler / Armstrong, Chapter 15
The general message to be communicated to
consumers is called the _____.
1. storyline
2. logo
3. message strategy
4. slogan
Kotler / Armstrong, Chapter 15
The general message to be communicated to
consumers is called the _____.
1. storyline
2. logo
3. message strategy
4. slogan
Kotler / Armstrong, Chapter 15
Your brand’s advertising budget often depends
on its stage in the product life cycle (PLC).
1. true
2. false
Kotler / Armstrong, Chapter 15
Your brand’s advertising budget often depends
on its stage in the product life cycle (PLC).
1. true
2. false
Kotler / Armstrong, Chapter 15
A phrase that represents the merging of
advertising and entertainment in order to
reach consumers with a more engaging
message is called ___________.
1. Boardwalk & Park Place
2. Trump & Rodeo
3. Madison & Vine
4. 42nd & 5th
Kotler / Armstrong, Chapter 15
A phrase that represents the merging of
advertising and entertainment in order to
reach consumers with a more engaging
message is called ___________.
1. Boardwalk & Park Place
2. Trump & Rodeo
3. Madison & Vine
4. 42nd & 5th
Kotler / Armstrong, Chapter 15
This type of ad execution style shows one or
more “typical” people using the product in a
normal setting.
1. slice of life
2. word of mouth
3. lifestyle
4. testimonial
Kotler / Armstrong, Chapter 15
This type of ad execution style shows one or
more “typical” people using the product in a
normal setting.
1. slice of life
2. word of mouth
3. lifestyle
4. testimonial
Kotler / Armstrong, Chapter 15
The “big idea” that brings the message
strategy to life in a distinctive way is called
the ________ concept.
1. marketing
2. media
3. positioning
4. creative
Kotler / Armstrong, Chapter 15
The “big idea” that brings the message
strategy to life in a distinctive way is called
the ________ concept.
1. marketing
2. media
3. positioning
4. creative
Kotler / Armstrong, Chapter 15
This type of ad execution style creates a
character that represents the product.
1. personality symbol
2. characterization
3. fantasy
4. image
Kotler / Armstrong, Chapter 15
This type of ad execution style creates a
character that represents the product.
1. personality symbol
2. characterization
3. fantasy
4. image
Kotler / Armstrong, Chapter 15
____ is a measure of the percentage of people in
the target market who are exposed to the ad
campaign during a given time period.
1. Frequency
2. Scope
3. Reach
4. Impact
Kotler / Armstrong, Chapter 15
____ is a measure of the percentage of people in
the target market who are exposed to the ad
campaign during a given time period.
1. Frequency
2. Scope
3. Reach
4. Impact
Kotler / Armstrong, Chapter 15
Media buyers look at _____ when making their
media choices.
1. the media habits of their target market
2. the cost of the media
3. the nature of the product
4. all of the above
Kotler / Armstrong, Chapter 15
Media buyers look at _____ when making their
media choices.
1. the media habits of their target market
2. the cost of the media
3. the nature of the product
4. all of the above
Kotler / Armstrong, Chapter 15
Specific media within each general media type
are called media _____.
1. vehicles
2. forms
3. channels
4. none of the above
Kotler / Armstrong, Chapter 15
Specific media within each general media type
are called media _____.
1. vehicles
2. forms
3. channels
4. none of the above
Kotler / Armstrong, Chapter 15
Press releases, public affairs, and lobbying are
all forms of _____.
1. reach
2. public relations
3. direct marketing
4. sales promotion
Kotler / Armstrong, Chapter 15
Press releases, public affairs, and lobbying are
all forms of _____.
1. reach
2. public relations
3. direct marketing
4. sales promotion
Kotler / Armstrong, Chapter 15
Which is true of public relations (PR)?
1. One of the benefits of PR is that there are
no costs involved.
2. PR only helps promote companies, not
brands.
3. PR is often overlooked as an effective tool
by marketing departments.
4. PR is declining as an effective promotional
tool.
Kotler / Armstrong, Chapter 15
Which is true of public relations (PR)?
1. One of the benefits of PR is that there are
no costs involved.
2. PR only helps promote companies, not
brands.
3. PR is often overlooked as an effective tool
by marketing departments.
4. PR is declining as an effective promotional
tool.
Kotler / Armstrong, Chapter 15
Which of the following is not a major tool of
public relations?
1. press releases
2. special events
3. speeches
4. contests
Kotler / Armstrong, Chapter 15
Which of the following is not a major tool of
public relations?
1. press releases
2. special events
3. speeches
4. contests
Kotler / Armstrong, Chapter 15
Buzz marketing takes advantage of social
networking processes by getting
consumers to talk about the product.
1. true
2. false
Kotler / Armstrong, Chapter 15
Buzz marketing takes advantage of social
networking processes by getting
consumers to talk about the product.
1. true
2. false
Kotler / Armstrong, Chapter 15
Cable television advertisers can take
advantage of “narrowcasting” to “rifle in”
on targets, rather than the major TV
network “shotgun” approach.
1. true
2. false
Kotler / Armstrong, Chapter 15
Cable television advertisers can take
advantage of “narrowcasting” to “rifle in”
on targets, rather than the major TV
network “shotgun” approach.
1. true
2. false
Kotler / Armstrong, Chapter 15
_____ happens inside the consumer, telling the
marketer how the target engaged with the
brand idea.
1. Media engagement
2. Marketing concept
3. Creative concept
4. Segmentation
Kotler / Armstrong, Chapter 15
_____ happens inside the consumer, telling the
marketer how the target engaged with the
brand idea.
1. Media engagement
2. Marketing concept
3. Creative concept
4. Segmentation