1. 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.

2. 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.

3. Kotler / Armstrong, Chapter 15 Advertising is any non-paid form of nonpersonal presentation by an identified sponsor. 1.true 2.false

4. Kotler / Armstrong, Chapter 15 Advertising is any non-paid form of nonpersonal presentation by an identified sponsor. 1.true 2.false

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. Kotler / Armstrong, Chapter 15 The general message to be communicated to consumers is called the _____. 1.storyline 2.logo 3.message strategy 4.slogan

12. Kotler / Armstrong, Chapter 15 The general message to be communicated to consumers is called the _____. 1.storyline 2.logo 3.message strategy 4.slogan

13. Kotler / Armstrong, Chapter 15 Your brand’s advertising budget often depends on its stage in the product life cycle (PLC). 1.true 2.false

14. Kotler / Armstrong, Chapter 15 Your brand’s advertising budget often depends on its stage in the product life cycle (PLC). 1.true 2.false

15. 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 4.42 nd & 5 th

16. 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 4.42 nd & 5 th

17. 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

18. 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

19. 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

20. 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

21. 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

22. 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

23. 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

24. 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

25. 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

26. 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

27. 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

28. 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

29. 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

30. 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

31. 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.

32. 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.

33. 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

34. 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

35. Kotler / Armstrong, Chapter 15 Buzz marketing takes advantage of social networking processes by getting consumers to talk about the product. 1.true 2.false

36. Kotler / Armstrong, Chapter 15 Buzz marketing takes advantage of social networking processes by getting consumers to talk about the product. 1.true 2.false

37. 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

38. 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

39. 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

40. 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