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 C

Question 2

An appeal to vanity and egotism is the reason that celebrity spokespeople are used so often in advertising.

Accepted Answer

A) True 
 B)False  False

Question 3

Kellogg's has a brand of Frosted Flakes that touts 1/3 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

Question 4

A print ad for Real Simple Magazine shows a group of women sitting on a sofa talking and laughing.Which executional style is being used in this ad?

Accepted Answer

A)   demonstration
B)   slice-of-life
C)   fantasy
D)   mood or image
E)   testimonial

Question 5

Nature's Path makes EnviroKids brand organic cereals,rice bars,and cookies.It is determining whether to put its advertisements in newspapers or on television.Its primary concern is with how many people in its target market will be exposed to its ads.In other words,the company is concerned about frequency.

Accepted Answer

A) True 
 B)False

Question 6

The ads for Tilex Mold & Mildew cleaner show the product being applied to a mildewed bathroom shower and the mildew disappearing.These ads use a _____ executional style.

Accepted Answer

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

Question 7

Publicity:

Accepted Answer

A)   will never damage a company because it performs the information task of promotion
B)   is free communication
C)   is not persuasive with customers
D)   has to be purchased from the mass media
E)   has many internal costs to the company associated with it

Question 8

What is institutional advertising? How does advocacy advertising differ from institutional advertising?

Accepted Answer

The answer of What is institutional advertising? How does advocacy...

Question 9

A small high-tech company has just launched a new writing pen that has a memory,much like a small computer.The advertising campaign focuses on the innovativeness of the new product.This is an example of pioneering advertising.

Accepted Answer

A) True 
 B)False

Question 10

Exxon Mobil has launched a series of ads promoting their commitment to alternative energy sources during a time when they are recording record profits and consumers struggle with high gas prices and environmentalists are concerned that burning fossil fuels is contributing to the acceleration of global warming.This is an example of _____ advertising.

Accepted Answer

A)   global
B)   homogeneous
C)   pioneering
D)   advocacy
E)   image

Question 11

_____ advertising is an arrangement under which a manufacturer pays a percentage of the advertising cost for an ad that a retailer places for the manufacturer's brand.

Accepted Answer

A)   Advocacy
B)   Comparative
C)   Institutional
D)   One-to-one
E)   Cooperative

Question 12

Products such as surfboards,swimsuits,lawn mowers,allergy medication,and flower seeds are most likely to be advertised with a _____ media schedule.

Accepted Answer

A)   flighted
B)   pulsing
C)   seasonal
D)   continuous
E)   consecutive

Question 13

Before any creative work can begin on an advertising campaign,it is important to:

Accepted Answer

A)   determine what goals or objectives the advertising should achieve
B)   set the marketing budget
C)   decide what executional style to use in the ads
D)   see if sales promotion is more important
E)   hire a spokesperson

Question 14

General Mills put together a brochure titled,"A Guide to Good Food,Good Health," which it made available to elementary teachers at the beginning of a school year so that the teachers could use the brochures to explain to children why it is important to eat right.This is an example of which public relations tool?

Accepted Answer

A)   product placement
B)   event sponsorship
C)   consumer education
D)   crisis management
E)   lobbying

Question 15

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.A feature article in a Houston newspaper describing the LeBlanc's Pecan Company store and what it sells would be an example of:

Accepted Answer

A)   newspaper advertising
B)   event sponsorship
C)   product placement
D)   competitive advertising
E)   publicity

Question 16

A print ad depicts a picture of a frozen dessert accompanied by information about the dessert: "two servings,only 300 calories per serving,no cholesterol,and 100 percent of the RDA of vitamins and minerals." This is an example of an advertisement selling the product's benefits.

Accepted Answer

A) True 
 B)False

Question 17

Billboard advertisements often have to compete for a driver's attention with traffic,passengers,radio,or other billboards.Billboard advertising would be described as:

Accepted Answer

A)   lacking any geographic selectivity
B)   the most flexible advertising medium
C)   having a high noise level
D)   having a low noise level
E)   being a great channel for informative ads

Question 18

Which of the following products is most likely to have a seasonal media schedule?

Accepted Answer

A)   aromatherapy candles
B)   masking tape
C)   airplane tickets
D)   charcoal
E)   soft drinks

Question 19

The Highway Transportation Agency once used ads showing real automobile accidents in which real people were killed in hopes of getting more drivers to use their seat belts. What kind of advertising appeal were these ads using?

Accepted Answer

A)   fear
B)   consequences
C)   health
D)   profit
E)   consciousness

Question 20

When Gillette introduced its Venus razor for women several years ago,it spent $100 million on advertising and other promotions and successfully boosted its market share.As an advertising consultant,you would advise Gillette to now:

Accepted Answer

A)   double its advertising budget in order to double its market share
B)   maintain the current advertising budget and continue to focus on brand awareness and market share gains
C)   slowly increase the amount spent on advertising and promotion to offset competitive advertisements
D)   shift the budget dollars from advertising to sales promotion and personal selling due to a change in the product life cycle stage
E)   focus on maintaining market share and spend proportionately less on advertising because additional expenditures would reap diminishing benefits

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?

An appeal to vanity and egotism is the reason that celebrity spokespeople are used so often in advertising.

Kellogg's has a brand of Frosted Flakes that touts 1/3 less sugar on the packaging.This ad is emphasizing:

A print ad for Real Simple Magazine shows a group of women sitting on a sofa talking and laughing.Which executional style is being used in this ad?

The ads for Tilex Mold & Mildew cleaner show the product being applied to a mildewed bathroom shower and the mildew disappearing.These ads use a _____ executional style.

Publicity:

What is institutional advertising? How does advocacy advertising differ from institutional advertising?

A small high-tech company has just launched a new writing pen that has a memory,much like a small computer.The advertising campaign focuses on the innovativeness of the new product.This is an example of pioneering advertising.

_____ advertising is an arrangement under which a manufacturer pays a percentage of the advertising cost for an ad that a retailer places for the manufacturer's brand.

Products such as surfboards,swimsuits,lawn mowers,allergy medication,and flower seeds are most likely to be advertised with a _____ media schedule.

Before any creative work can begin on an advertising campaign,it is important to:

A print ad depicts a picture of a frozen dessert accompanied by information about the dessert: "two servings,only 300 calories per serving,no cholesterol,and 100 percent of the RDA of vitamins and minerals." This is an example of an advertisement selling the product's benefits.

Billboard advertisements often have to compete for a driver's attention with traffic,passengers,radio,or other billboards.Billboard advertising would be described as:

Which of the following products is most likely to have a seasonal media schedule?

The Highway Transportation Agency once used ads showing real automobile accidents in which real people were killed in hopes of getting more drivers to use their seat belts. What kind of advertising appeal were these ads using?

When Gillette introduced its Venus razor for women several years ago,it spent $100 million on advertising and other promotions and successfully boosted its market share.As an advertising consultant,you would advise Gillette to now: