Question 1

The head of the marketing area told Alana to find the most stringent federal regulations on advertising to create the toughest standards. "If we can pass those, we should be able to get by all regulations." One real problem is

Accepted Answer

State regulations may have different, and sometimes more stringent, standards than federal regulations. Therefore, passing the toughest federal regulations may not be enough to comply with all advertising regulations.

Question 2

The additional sales that can be attributed to an advertising campaign are known as

Accepted Answer

The additional sales that can be attributed to an advertising campaign are known as "lift." It refers to the increase in sales or revenue that can be directly linked to the advertising campaign.

Question 3

Boris is working on the creative design for his company's new ad campaign. This is his first major assignment. His boss reminds him that when writing a headline, it should

Accepted Answer

When writing a headline, it should be short and use simple words. This is because a headline is supposed to grab the reader's attention and quickly convey the main message of the ad, not overshadow the visual message or use language that may be unfamiliar to the target audience. A headline should also not necessarily identify the sponsor of the ad, as that information can be conveyed through other means such as the company logo or tagline.

Question 4

Which of these is the best example of puffery?

Accepted Answer

"You have tried the rest, now try the best" is an example of puffery because it is a subjective statement that cannot be proven or disproven. It is a mere opinion or exaggeration.

Question 5

The major text portion of a print advertisement that should arouse a desire for the product and move the consumer to action is contained in the

Accepted Answer

The body copy of a print advertisement is where the main message and selling points of the product are explained in detail. It provides information about the product that is intended to generate interest, desire and ultimately, action from the consumer. The headline and subheads may grab attention, but it is the body copy that provides the persuasive argument for why the consumer should buy the product. The brand elements and photo credits are important, but do not necessarily lead to the consumer taking action.

Question 6

Jessica has worked for many years reviewing and approving print ads for her firm. She has memorized a checklist of key elements to review. Which of these is least likely to be on her checklist?

Accepted Answer

Photo credits are important to ensure the proper attribution for the photographer, but they are a minor element in a print ad and may not be included on a checklist of key elements to review. The other options listed (headline, body copy, brand element, subhead) are all significant components of a print ad and are more likely to be included on a checklist for review.

Question 7

The execution style of an advertising message must

Accepted Answer

The execution style of an advertising message must match the medium and the objectives to be most effective. It is important to consider the characteristics of the medium being used (such as television, print, or social media) and the goals of the campaign (such as increasing brand awareness or driving sales) when developing the execution style.

Question 8

Rory just bought a gourmet bagel store. She is working with a freelance graphic artist who is designing her logo and print advertisements. Rory is spending days looking over the various designs and color options. She needs to remember that the creative aspect of advertising design

Accepted Answer

The creative aspect of advertising design should not overshadow the message. While it is important to have eye-catching and aesthetically pleasing designs, the main goal of advertising is to communicate a message effectively to the target audience. Therefore, the design should enhance and support the message, not detract from it.

Question 9

Fred had conducted a thorough pretest before the new ad campaign, so he was fairly sure the elements would work together. A lot was riding on the success of the campaign, so he couldn't wait until the campaign was over to see how well it did. During the campaign, he will be monitoring the sales volumes on a daily basis as part of his

Accepted Answer

The practice of monitoring sales volumes on a daily basis during a campaign is known as tracking. This allows marketers to measure the effectiveness of the campaign and make adjustments if necessary.

Question 10

Marketers ________ an advertising campaign to ensure that various elements of the campaign will work in an integrated fashion and do what they are intended to do.

Accepted Answer

A pretest is conducted before the actual launch of an advertising campaign to assess its potential effectiveness and ensure that all elements work together in a cohesive way. This helps to identify any potential problems and make necessary adjustments before the campaign is rolled out. Post-testing, monitoring, flight, and pulse are all important aspects of measuring campaign effectiveness, but pretesting is specifically focused on ensuring that the campaign is integrated and effective before it even begins.

Question 11

Objectives are established in the early stages of an ad campaign. To determine if those objectives have been met at the end of the campaign, the marketer will

Accepted Answer

Posttesting is the process of evaluating an advertising campaign after it has run its course. It is used to measure the effectiveness of the campaign in terms of reaching the objectives that were set at the outset. The other options mentioned are not typically used for this purpose.

Question 12

Kiri has developed a vitamin-enriched crouton in crazy colors that can be added to children's salads to make them more nutritious and fun. She'd like to ethically advertise the product directly to the children, so she is examining

Accepted Answer

The Better Business Bureau's Children's Advertising Review Unit (CARU) provides guidelines specifically for advertising to children, ensuring that such advertising is ethical and appropriate.

Question 13

Joseph is managing an extended advertising campaign for a local convenience store chain. The campaign includes a series of television, radio, and print messages. As part of monitoring the campaign, what offers a good indicator of advertising effectiveness?

Accepted Answer

The daily and weekly sales volume would be the best indicator of advertising effectiveness as it would directly reflect how well the advertising is resonating with customers and driving them to make purchases at the store. The other options mentioned may provide some context but are not a clear indicator of advertising effectiveness.

Question 14

The ________ is the primary enforcement agency for mass media advertising.

Accepted Answer

The Federal Trade Commission (FTC) is the primary enforcement agency for mass media advertising. The FTC works to protect consumers by preventing fraudulent, deceptive, and unfair business practices, including false or misleading advertising. The agency has the authority to take legal action against companies that violate federal advertising laws and has issued guidelines and regulations to help businesses understand and comply with these laws.

Question 15

Often, advertisers will employ a variety of media to deliver their message. When using different media, advertisers need to deliver

Accepted Answer

Advertisers need to ensure that their message is consistent and compelling across all the different media that they use. This helps to increase the effectiveness of the advertising campaign and make it more memorable for the target audience.

Question 16

The effectiveness of an advertising campaign is assessed during the campaign by

Accepted Answer

The effectiveness of an advertising campaign is assessed during the campaign by tracking. This involves monitoring the campaign's performance, such as reach, engagement, and conversions, and making adjustments if necessary to improve its effectiveness. Pull and push strategies refer to the methods used to promote the campaign, while flighting refers to the scheduling of the campaign. Pretesting occurs before the campaign to assess its potential effectiveness.

Question 17

In the United States, the regulation of advertising involves a complex mix of laws and informal restrictions designed to

Accepted Answer

The primary goal of advertising regulation in the United States is to protect consumers from deceptive practices. This includes enforcing truth-in-advertising laws and regulations against false or misleading advertising. While promoting social marketing and pull strategies may be secondary goals of advertising, they are not the primary focus of regulation. Domestic demand stimulation and reducing international competition are not considered factors in advertising regulation.

Question 18

After the advertiser has decided on the message, type of ad, and appeal, its attention now shifts to

Accepted Answer

After deciding on the message, type of ad, and appeal, the next step for an advertiser is to create the advertisement itself, which involves designing and producing the ad.

Question 19

In the "create advertisements" step when planning and executing an ad campaign, often the execution style for the ad will

Accepted Answer

The execution style of the ad will determine the type of medium used to deliver the message. For example, if the execution style involves using visuals, then mediums such as television and print advertising would be more effective. If the execution style involves using sound or music, then radio advertising would be more effective.

Question 20

U.S. based global marketers have often found that

Accepted Answer

European advertising regulations are generally more restrictive than those in the United States, which can pose challenges for U.S. based global marketers. For example, the EU has stricter rules on product claims and comparative advertising, as well as stricter rules on advertising to children. It is important for global marketers to be aware of these differences and adapt their advertising strategies accordingly to avoid any legal or ethical issues.

Quiz 18: Advertising, Public Relations, and Sales Promotions