Question 1

Illustrations,the headline,and the copy are three elements of an advertisement.

Accepted Answer

The format refers to the physical arrangement of the advertisement, including the size, shape, and placement of the elements within it. Illustrations, headline, and copy are all examples of elements that contribute to the format of an advertisement. Execution style refers to the creative approach taken in developing the advertisement, reach refers to the audience that the advertisement is intended to reach, tone refers to the attitude conveyed by the advertisement, and mood refers to the emotional atmosphere created by the advertisement.

Question 2

Some large corporations have developed to help determine the optimal investment across various media;such tools are useful when determining the relationship between promotional spending and brand sales.

Accepted Answer

The use of statistical models can help determine the optimal investment across various media by analyzing the relationship between promotional spending and brand sales.

Question 3

Which of the following represents the merge between advertising and entertainment?

Accepted Answer

Madison & Vine refers to the convergence of advertising and entertainment, named after the intersection of two famous streets in New York City where many ad agencies and entertainment companies are located. This term is often used to describe branded content, product placement, and other forms of advertising that are seamlessly integrated into entertainment content.

Question 4

Trade associations have used to rebuild interest in declining commodities such as eggs,pork,and milk.

Accepted Answer

Public relations can be used to rebuild interest in declining commodities like eggs, pork, and milk by improving the image and reputation of the commodities through various communication channels, such as media outlets and targeted marketing campaigns. Trade associations can use public relations strategies to educate the public about the health benefits and nutritional value of these commodities and encourage consumption through creative messaging and promotions.

Question 5

Quaker Oats has been selling oatmeal for many years and is a trusted leader in the oatmeal market.What will be the most likely objective of advertisements for a new flavor of oatmeal being introduced by Quaker Oats?

Accepted Answer

The introduction of a new flavor of oatmeal is likely an attempt to maintain customer relationships by offering something new and exciting to current customers. Encouraging customers to switch brands or changing customer perceptions would be better suited for a company introducing an entirely new oatmeal product or entering a new market. Correcting false impressions or building a company image may be important for a new company or product, but Quaker Oats already has a strong reputation in the market.

Question 6

Logos,uniforms,brochures,and company trucks are all examples of that can be used to help a company create a visual image for the public.

Accepted Answer

Logos, uniforms, brochures, and company trucks are all examples of corporate identity materials, which are specifically designed to create a visual image for a company. Direct marketing involves targeted advertisements to specific individuals or groups, social marketing is focused on promoting social causes or messages, public service activities involve charitable or community-oriented efforts, and buzz marketing involves creating excitement and word-of-mouth marketing through unconventional means.

Question 7

The goal of is to make an advertisement so useful or entertaining that people want to watch it.

Accepted Answer

Advertainment refers to the creation of an advertisement that provides entertainment value to the viewer, making them more likely to engage with the brand. This approach aims to make the advertisement more enjoyable and less interruptive, ultimately boosting audience engagement and retention.

Question 8

Refer to the scenario below to answer the following questions.
Most of the clientele at Second Avenue have learned about the store through word- of- mouth communication.This small retailer of quality secondhand children's clothing thrives on the sale of a vast inventory of children's clothing placed there on consignment."Because small children grow so quickly," Second Avenue's owner commented,"they often outgrow many of their clothes before they've hardly been worn!"
Second Avenue provides a way for people to sell their children's clothing,earn a few dollars,and buy the next larger size."We're extremely picky about the condition of the clothing we stock," the owner stated,"but we sell most items at a 60 percent discount."
-The owner of Second Avenue wants to establish a community clothing drive to collect clothes for a local children's shelter.The owner will set up collection barrels outside Second Avenue.Which of the following public relations tools is the owner using?

Accepted Answer

The owner of Second Avenue is using public affairs to establish a community clothing drive to collect clothes for a local children's shelter. The goal is to build goodwill in the community and show that Second Avenue cares about the well-being of local children.

Question 9

An ad for a new convection oven shows a busy professional woman serving dinner to her family.The convection oven is seen in the background,and the headline reads,"The latest development in time travel." This is an example of what type of execution style?

Accepted Answer

The ad depicts a realistic scenario of a busy professional woman using the convection oven to save time, which aligns with the "slice of life" execution style.

Question 10

When Taco Bell uses a Chihuahua,a small dog,to represent its product,which type of execution style is being used?

Accepted Answer

The use of a Chihuahua, a small dog, represents the personality symbol execution style. It is used to create a link between the product and the character.

Question 11

Reach,frequency,and impact are all made when developing an advertising program.

Accepted Answer

Reach refers to the number of target audience members who are exposed to the advertisement, frequency is the number of times the target audience is exposed to the advertisement, and impact refers to the degree to which the advertisement resonates with the target audience. Media decisions, such as choosing the right channels and platforms to reach the target audience, are key in achieving optimal reach, frequency, and impact in an advertising program.

Question 12

To be successful,an advertisement must .

Accepted Answer

For an advertisement to be successful, it must first gain the attention of consumers. If the advertisement does not catch the attention or interest of the target audience, it loses its purpose. Factors like frequency, price, quality of service, and product quality play a role in overall success, but none of them matter if the advertisement cannot initially attract attention.

Question 13

After determining its advertising objectives,the company's next step in developing an advertising program is to _ .

Accepted Answer

The next step after determining advertising objectives is to set the advertising budget. This is necessary to ensure that the company has the resources to achieve its advertising goals. After the budget is set, the company can then move on to planning the advertising campaign, determining the media vehicles to use, developing the message strategy, and potentially using cash rebate offers.

Question 14

After creating a message strategy statement,the advertiser must develop a compelling that will bring the message strategy to life in a distinctive and memorable way.

Accepted Answer

The creative concept is the execution of the message strategy statement in a distinctive and memorable way. It should be compelling and bring the message strategy to life. The customer benefit, media vehicle, and execution style are all important elements of advertising, but they are not specifically related to bringing the message strategy to life. Customer strategy is a broader concept that includes all aspects of the customer experience and is not related specifically to advertising.

Question 15

Lobbying,or building and maintaining relations with legislators and government officials to influence legislation and regulation,is part of .

Accepted Answer

Lobbying involves maintaining relations with legislators and government officials, which falls under the domain of public relations. Press agencies deal with disseminating news and information, press relations deal with managing the relationship between an organization and the media, sales promotion and direct marketing are advertising methods.

Question 16

IAMS Pet Food runs a commercial on the Animal Planet cable channel during an episode of The Dog Whisperer.The advertising agency for IAMS is taking advantage of which of the following?

Accepted Answer

The advertising agency for IAMS is taking advantage of narrowcasting because they are targeting a specific audience (pet owners) by running their commercial on the Animal Planet cable channel during an episode of The Dog Whisperer.

Question 17

The National Pork Board developed the very successful "Pork.The Other White Meat" campaign.The campaign provided nutritional information and pork recipes in an attempt to encourage consumers to view pork as a tasty alternative to poultry and fish.Which of the following functions was the goal of this public relations campaign?

Accepted Answer

The goal of this public relations campaign was to build up a positive image for pork and encourage consumers to view it as a tasty alternative to other meats.

Question 18

All of the following are benefits of standardized global advertising EXCEPT .

Accepted Answer

Standardized global advertising may not necessarily have a higher appeal to varying demographics as cultural, linguistic, and societal differences may require localized advertising.

Question 19

When a pharmaceutical ad includes a world- renowned heart surgeon describing the benefits of the medication,which type of execution style is being used?

Accepted Answer

The execution style being used is "technical expertise" because the ad features a world-renowned heart surgeon, who is an expert, discussing the benefits of the medication.

Question 20

To measure the of an ad after it has been aired,the advertiser can evaluate how the ad affected consumer recall,product awareness,and preference.

Accepted Answer

Communication effects refer to the impact of advertising on consumer recall, product awareness, and preference. It is a measure of how well the ad communicates the intended message to the target audience. Comparative effects compare the effectiveness of different ads or campaigns, sales effects measure the impact on sales, profit effects measure the impact on profits, and reminder effects aim to reinforce brand awareness rather than create new information or attitudes.

Quiz 15: Advertising and Public Relations