Deck 18: Public Relations Advertising

Question 1

Retail advertising is a type of ___ advertising.

A) business-to-business
B) consumer
C) political
D) public service
E) public relations

Answer 1

consumer

Question 2

Advocacy advertising is a type of ___ advertising.

A) business-to-business
B) consumer
C) political
D) public relations
E) retail

Answer 2

public relations

Question 3

A billboard advertisement that includes a three-word headline and a prominent photograph is an example of a/an __.

A) billboard layout
B) editorial-style layout
C) photo layout
D) poster-style layout
E) standard advertising layout

Answer 3

poster-style layout

Question 4

Strategies for effective development of the visual message in an advertisement includes __.

A) depicting a crowd scene with the faces of many people
B) employing different themes for editorial and visual messages
C) featuring strong narration
D) showing ingredients in products or components of services
E) using stereotyped images for instant connections

Question 5

An advertising headline that proclaims "An innovative way to learn Japanese" uses a message approach based on the concept of __.

A) emotion
B) news
C) pun
D) question
E) technology

Question 6

Public service advertising assists television stations by __.

A) helping fulfill FCC requirements on the number of PSAs that must be aired each month
B) providing an alternative source of income from nonprofit organizations
C) providing buffers between advertisers of competing products
D) providing messages on controversial topics
E) providing spots that can be used on short notice when paying advertisers cancel their commercials

Question 7

Television stations that broadcast public service advertising generally accept spots that deal with __.

A) controversial social issues
B) denominational religious themes
C) fundraising
D) health and public safety
E) political issues

Question 8

Corporations that buy advertising time and space to address public issues important to them are engaging in __.

A) advocacy advertising
B) political advertising
C) product advertising
D) public service advertising
E) sponsored advertising

Question 9

Research shows that people will read lengthy advertising copy when it __.

A) includes personal anecdotes
B) is alliterative
C) is of particular interest to them
D) is repeated frequently
E) promises financial savings

Question 10

The Advertising Council estimates that the media support its campaigns each year by donating broadcast time and advertising space worth __.

A) $200,000
B) $20 million
C) $200 million
D) $2 billion
E) $20 billion

Question 11

Which character is a product of the Advertising Council?

A) AFLAC duck
B) Geico gecko
C) Mayhem Man
D) McGruff, the crime-fighting dog
E) Tony the Tiger

Question 12

A technique to keep production costs low for public service advertising involves writing scripts based on __.

A) animation
B) mini-dramas
C) product demonstrations
D) professional celebrity endorsements
E) symbols

Question 13

PSA is an abbreviation for ___.

A) positive selling agreement
B) promotional selling aspect
C) public service advertising
D) public service announcement

Question 14

Headlines in print advertisements are considered part of the visual message.

Question 15

The Federal Communication Commission requires television stations to broadcast public service advertising.

Question 16

Identify one of the several techniques that a nonprofit organization might use to localize a nationally provided public service advertisement.