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 brands advertising budget often depends

on its stage in the product life cycle (PLC).
1. true
2. false

Kotler / Armstrong, Chapter 15

Your brands 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