Question 1

A print ad for Kraft Capri Sun drink packs says "take a sip of antioxidant protection." What kind of an advertising appeal is this ad using?

Accepted Answer

A) Convenience 
B) Fun and pleasure 
C) Health 
D) Profit 
E) Admiration 
A) Convenience 
B) Fun and pleasure 
C) Health 
D) Profit 
E) Admiration

Question 2

How do public relations professionals use Internet Web sites?

Accepted Answer

A) To introduce new products 
B) To promote existing products 
C) To obtain consumer feedback 
D) To showcase upcoming events 
E) To do all of these things 
A) To introduce new products 
B) To promote existing products 
C) To obtain consumer feedback 
D) To showcase upcoming events 
E) To do all of these things

Question 3

_____ is used by public relations specialists to handle the effects of unfavorable publicity.

Accepted Answer

A) Media planning 
B) Crisis management 
C) Message power 
D) Damage control 
E) Communication narrowcasting 
A) Media planning 
B) Crisis management 
C) Message power 
D) Damage control 
E) Communication narrowcasting

Question 4

A series of related advertisements focusing on a common theme,slogan,and set of advertising appeals is referred to as a(n):

Accepted Answer

A) advertising campaign. 
B) message strategy. 
C) continuity program. 
D) flight. 
E) creative program. 
A) advertising campaign. 
B) message strategy. 
C) continuity program. 
D) flight. 
E) creative program.

Question 5

Burger King utilized the growing interest in the Internet as an advertising medium when it put up its Coq Roq Web site.

Accepted Answer

A) True 
 B)False

Question 6

The advertising response function helps marketers:

Accepted Answer

A) create ads that will be noticed by consumers each time the ad runs. 
B) use their advertising budgets wisely. 
C) calculate the break-even points for each product being advertised. 
D) determine the reach and frequency of specific media. 
E) select an executional appeal appropriate to the product being advertised. 
A) create ads that will be noticed by consumers each time the ad runs. 
B) use their advertising budgets wisely. 
C) calculate the break-even points for each product being advertised. 
D) determine the reach and frequency of specific media. 
E) select an executional appeal appropriate to the product being advertised.

Question 7

Burger King did not understand who its target audience was for Chicken Fries when it attempted to model it's fictional band of masked chickens on the heavy metal band Slipknot.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following statements about Internet advertising is true?

Accepted Answer

A) It is easy to measure ad effectiveness with this medium. 
B) It is a medium to which all consumers have access. 
C) It is the fastest growing of all the advertising media. 
D) There is a long lead time required for creating Internet ads. 
E) By its very nature,this medium reaches a broad,diverse audience. 
A) It is easy to measure ad effectiveness with this medium. 
B) It is a medium to which all consumers have access. 
C) It is the fastest growing of all the advertising media. 
D) There is a long lead time required for creating Internet ads. 
E) By its very nature,this medium reaches a broad,diverse audience.

Question 9

Name five major advertising media.List two advantages and two disadvantages associated with the use of each.

Accepted Answer

NEWSPAPERS.Advantages: (1)geographic sel

Question 10

_____ is the element in the promotional mix that evaluates public attitudes,identifies issues that may elicit public concern,and executes programs to gain public understanding and acceptance.

Accepted Answer

A) Personal selling 
B) Advertising 
C) Mass communications 
D) Public relations 
E) Sales promotion 
A) Personal selling 
B) Advertising 
C) Mass communications 
D) Public relations 
E) Sales promotion

Question 11

LeBlanc's Pecan Company
Betty and Orville LeBlanc recently opened LeBlanc's Pecan Company retail store.In addition to shelled and unshelled pecans,the Texas store sells pecan pies,tortes,fruitcakes,fudge,pralines,chocolate pecan bark,homemade pecan ice cream toppings,and jams and jellies.At this time,there are no other stores of this type in the Houston area.The LeBlancs are considering developing an advertising campaign for their store,focusing on its wide assortment of pecan-related products.Orville LeBlanc has drawn up a list of communication tasks the advertising must accomplish.He used the DAGMAR approach to draw up this list.
-Refer to LeBlanc's Pecan Company.When Orville LeBlanc created the list of communication tasks the advertising must accomplish,he was setting his:

Accepted Answer

A) marketing mix. 
B) media schedule. 
C) advertising objectives. 
D) advertising life span. 
E) media profile. 
A) marketing mix. 
B) media schedule. 
C) advertising objectives. 
D) advertising life span. 
E) media profile.

Question 12

Revlon cosmetics feature celebrities like Halle Berry,Kate Hudson,and Jessica Biel endorsing the product.These are examples of a _____ executional style for advertising.

Accepted Answer

A) lifestyle 
B) spokesperson 
C) fantasy 
D) scientific 
E) mood or image 
A) lifestyle 
B) spokesperson 
C) fantasy 
D) scientific 
E) mood or image

Question 13

Kellogg's has a brand of Frosted Flakes that touts a third less sugar on the packaging.This ad is emphasizing:

Accepted Answer

A) a product attribute. 
B) production implementation. 
C) a product mission. 
D) a loyalty reward. 
E) a product premium. 
A) a product attribute. 
B) production implementation. 
C) a product mission. 
D) a loyalty reward. 
E) a product premium.

Question 14

All of the following are advantages offered by radio to its advertisers EXCEPT:

Accepted Answer

A) commercial clutter. 
B) low cost. 
C) can be scheduled on short notice. 
D) short-term advertiser commitments. 
E) immediacy of message. 
A) commercial clutter. 
B) low cost. 
C) can be scheduled on short notice. 
D) short-term advertiser commitments. 
E) immediacy of message.

Question 15

An ad in which Dunkin' Donuts tells consumers that more "hard-working" people prefer their coffee than the high-priced,"elitist" coffee sold at Starbucks is an example of _____ advertising.

Accepted Answer

A) competitive 
B) institutional 
C) comparative 
D) image 
E) pioneering 
A) competitive 
B) institutional 
C) comparative 
D) image 
E) pioneering

Question 16

Cranium,the Seattle-based toy company,has recently introduced Giggle Gear,a toy designed to let kids' imagination run wild.With the face and headpieces that make up Giggle Gear,kids can change themselves into aliens,fairies,bugs,and robots.What type of advertising will this company be using to promote this new toy?

Accepted Answer

A) Pioneering 
B) Innovative 
C) Promotional 
D) Start-up 
E) Comparative 
A) Pioneering 
B) Innovative 
C) Promotional 
D) Start-up 
E) Comparative

Question 17

Media vehicles like People magazine and The Chicago Tribune appeal to a wide cross section of the population.In contrast,Self magazine and The Food Network have high levels of:

Accepted Answer

A) longevity. 
B) audience selectivity. 
C) geographic selectivity. 
D) flexibility. 
E) market singularity. 
A) longevity. 
B) audience selectivity. 
C) geographic selectivity. 
D) flexibility. 
E) market singularity.

Question 18

ReaLemon juice relies on the slogan,"Fresh Lemon Taste Made Easy." What kind of an advertising appeal is this ad using?

Accepted Answer

A) Mood or Image 
B) Vanity and Egotism 
C) Health 
D) Convenience 
E) Admiration 
A) Mood or Image 
B) Vanity and Egotism 
C) Health 
D) Convenience 
E) Admiration

Question 19

The UPS Store's advertising "What Brown Can Do for You" whiteboard campaign tells business consumers that when it comes to getting their products delivered somewhere,UPS can help.The advertising is focusing on:

Accepted Answer

A) creating advertising appeal. 
B) production implementation. 
C) a product mission. 
D) creating product loyalty. 
E) a product benefit. 
A) creating advertising appeal. 
B) production implementation. 
C) a product mission. 
D) creating product loyalty. 
E) a product benefit.

Question 20

When an advertiser decides how much space and/or time will be placed in each advertising medium the company wants to use,the advertiser is determining its:

Accepted Answer

A) marketing mix. 
B) media mix. 
C) promotional plan. 
D) advertising campaign. 
E) reach objectives. 
A) marketing mix. 
B) media mix. 
C) promotional plan. 
D) advertising campaign. 
E) reach objectives.

A print ad for Kraft Capri Sun drink packs says "take a sip of antioxidant protection." What kind of an advertising appeal is this ad using?

How do public relations professionals use Internet Web sites?

_____ is used by public relations specialists to handle the effects of unfavorable publicity.

A series of related advertisements focusing on a common theme,slogan,and set of advertising appeals is referred to as a(n):

Burger King utilized the growing interest in the Internet as an advertising medium when it put up its Coq Roq Web site.

The advertising response function helps marketers:

Burger King did not understand who its target audience was for Chicken Fries when it attempted to model it's fictional band of masked chickens on the heavy metal band Slipknot.

Which of the following statements about Internet advertising is true?

Name five major advertising media.List two advantages and two disadvantages associated with the use of each.

_____ is the element in the promotional mix that evaluates public attitudes,identifies issues that may elicit public concern,and executes programs to gain public understanding and acceptance.

Revlon cosmetics feature celebrities like Halle Berry,Kate Hudson,and Jessica Biel endorsing the product.These are examples of a _____ executional style for advertising.

Kellogg's has a brand of Frosted Flakes that touts a third less sugar on the packaging.This ad is emphasizing:

All of the following are advantages offered by radio to its advertisers EXCEPT:

An ad in which Dunkin' Donuts tells consumers that more "hard-working" people prefer their coffee than the high-priced,"elitist" coffee sold at Starbucks is an example of _____ advertising.

Media vehicles like People magazine and The Chicago Tribune appeal to a wide cross section of the population.In contrast,Self magazine and The Food Network have high levels of:

ReaLemon juice relies on the slogan,"Fresh Lemon Taste Made Easy." What kind of an advertising appeal is this ad using?

The UPS Store's advertising "What Brown Can Do for You" whiteboard campaign tells business consumers that when it comes to getting their products delivered somewhere,UPS can help.The advertising is focusing on:

When an advertiser decides how much space and/or time will be placed in each advertising medium the company wants to use,the advertiser is determining its:

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels

Supply Chain Management

Retailing

Integrated Marketing Communications

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Customer Relationship Management Crm

Social Media and Marketing

Filters

Exam 17: Advertising and Public Relations

A print ad for Kraft Capri Sun drink packs says "take a sip of antioxidant protection." What kind of an advertising appeal is this ad using?

How do public relations professionals use Internet Web sites?

_____ is used by public relations specialists to handle the effects of unfavorable publicity.

A series of related advertisements focusing on a common theme,slogan,and set of advertising appeals is referred to as a(n):

Burger King utilized the growing interest in the Internet as an advertising medium when it put up its Coq Roq Web site.

The advertising response function helps marketers:

Burger King did not understand who its target audience was for Chicken Fries when it attempted to model it's fictional band of masked chickens on the heavy metal band Slipknot.

Which of the following statements about Internet advertising is true?

Name five major advertising media.List two advantages and two disadvantages associated with the use of each.

_____ is the element in the promotional mix that evaluates public attitudes,identifies issues that may elicit public concern,and executes programs to gain public understanding and acceptance.

Revlon cosmetics feature celebrities like Halle Berry,Kate Hudson,and Jessica Biel endorsing the product.These are examples of a _____ executional style for advertising.

Kellogg's has a brand of Frosted Flakes that touts a third less sugar on the packaging.This ad is emphasizing:

All of the following are advantages offered by radio to its advertisers EXCEPT:

An ad in which Dunkin' Donuts tells consumers that more "hard-working" people prefer their coffee than the high-priced,"elitist" coffee sold at Starbucks is an example of _____ advertising.

Media vehicles like People magazine and The Chicago Tribune appeal to a wide cross section of the population.In contrast,Self magazine and The Food Network have high levels of:

ReaLemon juice relies on the slogan,"Fresh Lemon Taste Made Easy." What kind of an advertising appeal is this ad using?

The UPS Store's advertising "What Brown Can Do for You" whiteboard campaign tells business consumers that when it comes to getting their products delivered somewhere,UPS can help.The advertising is focusing on:

When an advertiser decides how much space and/or time will be placed in each advertising medium the company wants to use,the advertiser is determining its:

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels

Supply Chain Management

Retailing

Integrated Marketing Communications

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Customer Relationship Management Crm

Social Media and Marketing

Filters