Question 1

The new advertisements for Stouffer's Skillet Sensations meals focus on the fact the easy-to-prepare meal contains 50 percent more chicken than it originally did.This advertising highlights:

Accepted Answer

A)  a product attribute 
B)  the creation of brand loyalty 
C)  how negative consumers' attitudes are modified 
D)  a product benefit 
E)  a loyalty reward

Question 2

Advertisers categorize ads inside grocery stores and ads at gas station pumps as examples of:

Accepted Answer

A)  communications networks 
B)  alternative media 
C)  distribution channels for ads 
D)  outdoor advertising 
E)  direct advertising

Question 3

An ad sponsored by Avon Cosmetics advising all women over the age of 40 to get an annual mammogram is an example of _____ advertising.

Accepted Answer

A)  advocacy 
B)  selective 
C)  product 
D)  differential 
E)  image

Question 4

One of the reasons why a retailer might avoid the use of newspaper advertising is:

Accepted Answer

A)  absence of geographic selectivity 
B)  short lead time 
C)  year-round readership 
D)  little demographic selectivity 
E)  high individual market coverage

Question 5

SCENARIOS
Purgatory-Durango
Joe Average is "A-OK" with the Purgatory-Durango ski resort.Rather than try to keep up with big-budget competitors like Vail and Aspen,the southwestern Colorado resort has poured its meager marketing budget into a no-frills advertising approach to lure "real people" to its slopes.The advertising campaign has the catchy slogan,"You Don't Have to Be Cool to Ski Purgatory." "Movie Star," the title of a full-page color ad,features a Polaroid photo of a smiling,overweight,slightly geeky man in a neon orange ski suit that looks like it could double as hunting attire in a duck blind.His skis aren't new,his hat doesn't match his outfit,and he is wearing goggles.This ad's copy says "We are Purgatory-Durango,not Telluride.And this is John Taber--not someone the tabloids would follow to the slopes.You don't need to be a celebrity to be treated like a star at Purgatory-Durango." This year,public relations activities included passing out to news media plastic pocket protectors containing pens,a used pencil,and a comb bearing the message: "Purgatory-Durango--No.1 in Grooming."
-Refer to LeBlanc's Pecan Company.The LeBlancs focused their campaign on reasons why customers should shop at their store.This is an example of _____ advertising:

Accepted Answer

A)  comparison 
B)  objective 
C)  format 
D)  execution 
E)  appeal

Question 6

Name and briefly define three forms of product advertising.

Accepted Answer

The answer of Name and briefly define three forms of...

Question 7

You are the advertising campaign manager for Health Express USA,a new fast-food restaurant that caters to the health-conscious.Which of the following messages would be LEAST effective in communicating product benefits?

Accepted Answer

A)  Health Express USA allows you to eat a quick,nutritious meal. 
B)  Health Express USA has hamburgers made from lean buffalo meat. 
C)  Eating at Health Express USA will make you healthier. 
D)  The healthier food at Health Express will make your wallet seem fatter, 
E)  Even your children will love Health Express's baked fries.

Question 8

Why do McDonald's,Visa,Allstate,and The Home Depot sponsor swimming,diving,and gymnastics events?

Accepted Answer

The answer of Why do McDonald's,Visa,Allstate,and The Home Depot sponsor...

Question 9

The DAGMAR approach is one of the best methods for determining the most effective media schedules.

Accepted Answer

A) True 
 B)False

Question 10

An ad for Land O Lakes deli cheese shows someone's hands building a sandwich using generous portions of Land O Lakes brand cheese.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 11

A(n)_____ is a specific communication task that should be accomplished for a specified target audience during a specified period of time.

Accepted Answer

A)  advertising objective 
B)  marketing mix 
C)  media schedule 
D)  advertising life span 
E)  promotional mix

Question 12

An ad for Kraft Easy Mac,six microwaveable snack packets of macaroni and cheese,asks,"Need a snack?" and responds,"Snack the Mac." What kind of an advertising appeal is this ad using?

Accepted Answer

A)  convenience 
B)  taste 
C)  health 
D)  profit 
E)  admiration

Question 13

Realemon juice relies on the slogan,"Fresh Lemon Taste Made Easy." This slogan gives the juice its:

Accepted Answer

A)  unique selling proposition 
B)  advertising objective 
C)  media profile 
D)  basis for comparative advertising 
E)  basis for product identification

Question 14

Outdoor advertising:

Accepted Answer

A)  is often used to sell specialty products 
B)  is a flexible low-cost medium that can take many forms 
C)  is a high-cost medium 
D)  can be used to reach a narrow,selective target market 
E)  is not affected by noise

Question 15

In the past,Kroger supermarkets relied on the slogan "For Goodness Sake" to create the company's:

Accepted Answer

A)  advertising objective 
B)  unique selling proposition 
C)  differential attribute 
D)  basis for identification 
E)  promotional mix

Question 16

Unlike advertising that establishes or maintains a company's identity,_____ advertising touts the benefits of a specific good or service.

Accepted Answer

A)  selective 
B)  cooperative 
C)  advocacy 
D)  image 
E)  product

Question 17

After a visit to Athens,the International Olympic Committee representative said,"If you look around Athens,it is one of the most visually polluted cities in terms of outdoor advertising in all of Europe." In terms of media selections,this condition means that outdoor advertising in Athens has:

Accepted Answer

A)  minimum reach 
B)  no geographic selectivity 
C)  limited flexibility 
D)  high noise levels 
E)  all of the above

Question 18

Comparative advertising:

Accepted Answer

A)  does not have high claim recall effectiveness 
B)  has always been legal but is in bad taste 
C)  allows advertisers to falsely describe the competition 
D)  was not allowed before the 1970s if the other brands were mentioned by name or shown 
E)  has high recall of the brand name of the advertised goods,but not for the named,competitive brand

Question 19

The slogan for Lawry's meat marinades is "Always Tender.Always Juicy.Always Easy." This slogan,which describes meat after it has been cooked using the marinade,describes the product's:

Accepted Answer

A)  unique selling proposition 
B)  advertising objective 
C)  basis for lifestyle strategy 
D)  promotional mix 
E)  basis for comparative advertising

Question 20

When making creative decisions for the advertising campaign,the advertising manager may consider all of the following EXCEPT:

Accepted Answer

A)  how to develop advertising appeals 
B)  identification of the product's benefits 
C)  the selection of advertising objectives 
D)  the selection of a unique selling proposition 
E)  the advertising message

Exam 15: Advertising and Public Relations