Question 1

Since China has lifted many of its international trade restrictions,corporations such as McDonald's and Coca- Cola now have only limited censorship rules governing their TV and radio advertising.

Accepted Answer

China maintains strict regulations and censorship on advertising, including for foreign corporations like McDonald's and Coca-Cola, despite lifting some trade restrictions.

Question 2

The Butterball Turkey Talk- Line answers over 100,000 questions during November and December.The toll- free help line supplements the company's Web site and is a valuable public relations vehicle for Butterball.

Accepted Answer

The statement is true as per the given information.

Question 3

Advertising is a modern marketing tool;it was not used in the ancient world.

Accepted Answer

This statement is false. Advertising did exist in the ancient world, albeit in very different forms than what we see today. For example, ancient civilizations used vocal announcements, town criers, and inscriptions on walls and buildings to advertise goods and services.

Question 4

A company typically spends comparable budgets on public relations and advertising.

Accepted Answer

A company's budget for advertising is typically much larger than for public relations. Advertising is a paid form of promotion, while public relations is focused on building relationships and generating positive media coverage without payment.

Question 5

Recently,the increased use of online social networks and video sharing has reduced the need for advertising standardization for global brands.

Accepted Answer

While online social networks and video sharing have impacted advertising, global brands still need standardization in order to maintain consistency across different cultures and markets.

Question 6

Slice of life,lifestyle,and personality symbol are all execution styles used in public relations.

Accepted Answer

These terms are execution styles used in advertising, not specifically in public relations.

Question 7

In an attempt to change the perception that milk was unhealthy,the National Fluid Milk Processors Education Program established a sales promotion featuring celebrities with milk mustaches and the tag line "Got Milk?"

Accepted Answer

The answer of In an attempt to change the perception...

Question 8

The communication effects of advertisements and ad campaigns are more difficult to measure than the sales and profit effects.

Accepted Answer

The answer of The communication effects of advertisements and ad...

Question 9

Although television advertising is expensive for corporations,the cost per exposure is relatively low.

Accepted Answer

Television advertising can reach a large audience, which means the cost per viewer or exposure is lower compared to other forms of advertising with smaller audiences.

Question 10

A company's Web site can be an important public relations vehicle.

Accepted Answer

A well-designed and informative website can be an effective tool for building brand image and communicating with customers, stakeholders, and the public. It can also provide a platform for sharing company news, updates, and other important information.

Question 11

Weekend advertisements for Home Depot encourage consumers to visit the store immediately.Home Depot is practicing reminder advertising.

Accepted Answer

Reminder advertising is used to keep a brand in the consumer's mind, often for established products. Encouraging immediate visits is more characteristic of direct-response or promotional advertising.

Question 12

In addition to execution style,an advertiser must also choose a tone for an advertisement.

Accepted Answer

The tone of an advertisement is an important consideration for an advertiser in addition to the execution style. The tone sets the mood and personality of the advertisement and can impact how the audience receives the message.

Question 13

Reach is a measure of how many times the average person in the target market is exposed to the message.

Accepted Answer

The answer of Reach is a measure of how many...

Question 14

A specific communication task to be accomplished with a specific target audience during a specific period of time is called an advertising objective.

Accepted Answer

This statement accurately defines an advertising objective.

Question 15

Professional athletes such as Peyton Manning and Maria Sharapova are featured in advertisements for Gatorade.Gatorade is utilizing branded entertainment.

Accepted Answer

Branded entertainment involves integrating a brand into entertainment content, whereas featuring athletes in advertisements is a form of celebrity endorsement, not branded entertainment.

Question 16

The decision about which type of media to use for an ad campaign can be more critical than the decision about which creative elements to use.

Accepted Answer

The choice of media can significantly impact the reach and effectiveness of an ad campaign, while creative elements can be adjusted to fit the chosen media. Therefore, it is crucial to carefully consider the media channel when planning an ad campaign.

Question 17

Technical expertise,scientific evidence,and testimonial evidence are all examples of execution styles that creative teams use in advertising products.

Accepted Answer

Technical expertise, scientific evidence, and testimonial evidence are all commonly used execution styles in advertising products, so the statement is true.

Question 18

Informative ads are used primarily in the growth stage of the product life cycle.

Accepted Answer

The answer of Informative ads are used primarily in the...

Question 19

Unilever regularly runs ads comparing its Suave products to "overpriced competitors." Unilever would need to adapt this campaign if it wanted to run ads in India or Brazil.

Accepted Answer

In India and Brazil, laws and regulations prohibit companies from comparing their products to competitors in advertising. Therefore, Unilever would need to adapt its campaign to comply with these laws.

Question 20

Direct mail is one of the least expensive media on a per exposure basis.

Accepted Answer

Direct mail is often more expensive on a per exposure basis compared to other media like digital advertising, due to costs associated with printing, postage, and distribution.

Quiz 15: Advertising and Public Relations