Question 1

Which of the following message execution styles focuses on the company's skill and knowledge in making the product?

Accepted Answer

The message execution style that focuses on the company's skill and knowledge in making the product is technical expertise. This style emphasizes the technical aspects of the product and highlights the expertise of the company in developing and creating the product. It is often used to target a knowledgeable and sophisticated audience who is interested in the technical details of the product.

Question 2

________ is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time.

Accepted Answer

Reach is the correct answer, as it refers to the percentage of people within the target market who have seen or been exposed to an ad campaign during a specified time period. Qualitative value refers to the subjective evaluation or perceived value of a product or service. Impact refers to the effectiveness or influence of an ad campaign. Premium refers to an additional payment or benefit offered as an incentive. Frequency refers to how often an individual is exposed to an ad campaign.

Question 3

You receive a report that 68% of your target market has been exposed to your ad campaign during a given period of time. Which of the following aspects of media selection is represented by this information?

Accepted Answer

Reach refers to the percentage of the target audience that has been exposed to the campaign at least once during a given period of time. The report stated that 68% of the target market has been exposed to the ad campaign, which indicates the reach of the campaign.

Question 4

Which term refers to the qualitative value of message exposure through a given medium?

Accepted Answer

Media impact refers to the qualitative value of message exposure through a given medium. Reach refers to the number of people who have been exposed to a message, efficiency refers to the cost-effectiveness of a campaign, and frequency refers to the number of times a message is seen or heard by an individual. Turnover rate is not relevant to this concept.

Question 5

Which of the following message execution styles features a highly believable or likable source endorsing the product?

Accepted Answer

Testimonial evidence uses a highly believable or likable source, such as a celebrity or an expert in the field, to endorse the product.

Question 6

The main block of text in a print ad is referred to as the ________.

Accepted Answer

The main block of text in a print ad that conveys the information about the product or service being promoted is referred to as the copy. The headline and slogan are separate elements of the ad that are designed to catch the reader's attention and leave a lasting impression. Testimonial evidence may be included within the copy, but it is not the main focus of the ad. The message strategy statement is a planning document that outlines the overall advertising approach and goals, and is not typically included in the final printed ad.

Question 7

Maybelline used Sarah Michelle Gellar, an actress, to endorse a new range of cosmetics. This message execution style is referred to as ________.

Accepted Answer

The use of Sarah Michelle Gellar as an actress to endorse the new range of cosmetics is an example of testimonial evidence, where a famous personality or an expert gives a testimonial supporting the product.

Question 8

Which of the following is a major step in advertising media selection?

Accepted Answer

Determining reach (number of people who will be exposed to the ad), frequency (number of times each person will see the ad), and impact (effectiveness of the ad) are all important factors in selecting the appropriate advertising media. The other options may be part of the overall advertising campaign, but do not specifically relate to media selection.

Question 9

The advertisements which use the AFLAC duck or Tony the Tiger are using the message execution style of ________.

Accepted Answer

The use of AFLAC duck or Tony the Tiger in advertisements represents the message execution style of personality symbols, as they are fictional characters that have been used to create a distinct personality for the brand.

Question 10

Taco Bell used a Chihuahua, a small dog, to represent its product. Which of the following message execution styles was used by Taco Bell?

Accepted Answer

The use of a Chihuahua to represent Taco Bell is an example of a personality symbol, as the dog was meant to embody the fun and playful spirit of the brand.

Question 11

What is the first element that a reader most likely notices in a print ad?

Accepted Answer

The answer of What is the first element that a...

Question 12

The number of times an average person in the target market is exposed to a message is known as the ________ of the message.

Accepted Answer

Frequency refers to the number of times an average person in the target market is exposed to a message.

Question 13

Which message execution style involves presenting survey data indicating that a brand is better than other brands?

Accepted Answer

The message execution style that involves presenting survey data indicating that a brand is better than other brands is scientific evidence. This involves using data and statistics to prove the superiority of a brand over others.

Question 14

An illustration, a headline, and a copy are the three ________ elements of an advertisement.

Accepted Answer

The answer of An illustration, a headline, and a copy...

Question 15

Which of the following is illustrated by an amateur 30-second video, developed by a consumer, telling the story of an online crafts marketplace, Etsy.com?

Accepted Answer

The amateur 30-second video developed by a consumer telling the story of an online crafts marketplace, Etsy.com, is an example of consumer-generated messages, as it is produced by an individual consumer rather than the company itself.

Question 16

The McDonald's fast-food restaurant chain uses Ronald McDonald, a clown character, as its primary mascot. Which message execution style is used by McDonalds?

Accepted Answer

The use of Ronald McDonald as a primary mascot represents the personality symbol execution style, where a character or personality is used to embody the brand or message.

Question 17

An IKEA ad shows consumers creating fanciful room designs with IKEA furniture, such as "a bedroom for a queen made by Bree and her sister, designed by IKEA." Which of the following message execution styles is illustrated in this example?

Accepted Answer

The ad shows consumers creating fanciful room designs with IKEA furniture, which is a clear example of a fantasy execution style.

Question 18

A pharmaceutical ad features a world-renowned heart surgeon describing the benefits of the medication. Which of the following message execution styles is illustrated in this example?

Accepted Answer

This advertisement is using a testimonial evidence execution style, as they are featuring a heart surgeon giving their personal endorsement of the medication.

Question 19

Skoda used a hard rock version of Julie Andrews' track "My Favorite Things" by the band Sound Tree to promote the new model of Fabia. Which of the following message execution styles is illustrated in this example?

Accepted Answer

The use of a hard rock version of Julie Andrews' track "My Favorite Things" by the band Sound Tree is an example of a musical message execution style. It involves using music to communicate the message and attract the attention of the target audience.

Question 20

Which of the following is a media measure?

Accepted Answer

Click-through rate is a media measure that indicates the percentage of users who click on an advertisement or link to a particular website. The other options are economic measures.

Quiz 15: Advertising and Public Relations