Question 1

An advertisement by Coors encouraging people not to drink and drive would be an example of

Accepted Answer

An advertisement by Coors encouraging people not to drink and drive would be an example of institutional advertising, since its ultimate goal is to build goodwill for Coors.

Question 2

Media service companies

Accepted Answer

Media service companies negotiate and purchase media packages for companies, matching the media with the firm's target audience.

Question 3

Media production companies

Accepted Answer

Media production companies specialize in producing the actual advertisements, and are primarily involved in the broadcast media of television and radio.

Question 4

With most products in the _____ stage of the product life cycle, advertising is key in the process of developing brand awareness, brand equity, and brand preference.

Accepted Answer

The answer of With most products in the _____ stage...

Question 5

Advertising agencies can typically provide all of the following services except

Accepted Answer

Advertising agencies typically focus on creating and managing advertising campaigns, while public relations expertise is usually handled by specialized PR firms.

Question 6

In selecting an advertising agency, all of the following are major criteria that should be used except

Accepted Answer

Public relations experience is not a major criterion for selecting an advertising agency, as it focuses more on managing a company's public image rather than creating and executing advertising campaigns.

Question 7

In selecting an advertising agency for Applebee's, a dine-in restaurant, a potential conflict of interest would be the highest for an advertising agency that also represents

Accepted Answer

In selecting an advertising agency for Applebee's, a dine-in restaurant, a potential conflict of interest would be the highest for an advertising agency that also represents TGI Friday's since both are dine-in restaurants with similar products and customer base.

Question 8

In advertising, the _____ is actively involved in soliciting accounts, finalizing details of the contract, and managing the advertising campaign.

Accepted Answer

The account executive is responsible for soliciting accounts, finalizing details of the contract, and managing the advertising campaign.

Question 9

In an advertising agency, the account executive typically performs all of the following functions except

Accepted Answer

The account executive is responsible for managing client relationships and campaigns, but the media plan is typically prepared by a media planner or media department.

Question 10

Advertising objectives should be based on communication objectives and

Accepted Answer

Advertising objectives should be based on communication objectives. Good objectives should be specific, be measurable, and have a specific time frame.

Question 11

Inside Indigo, a retail store, wants to increase awareness of their store using an advertising campaign. An appropriate advertising objective might be

Accepted Answer

Inside Indigo, a retail store, wants to increase awareness of their store using an advertising campaign. An appropriate advertising objective might be increase awareness by 10 percent within 3 months of the launch of the advertising campaign, because it meets the test of an objective of being measurable, specific, and within a specific time frame.

Question 12

In designing advertisements, demographic information about the target audience would include all of the following except

Accepted Answer

Demographic information typically includes age, gender, and geographic region, but interests are considered psychographic information, not demographic.

Question 13

In designing advertisements, psychographic information about the target audience would include all of the following except

Accepted Answer

Psychographic information focuses on activities, interests, and opinions, while behaviors are typically categorized under behavioral segmentation.

Question 14

In designing an advertisement for Skeeter boats, the creative requested psychographic information about the target audience. An example of psychographic information about a target audience would be

Accepted Answer

Psychographic information refers to the lifestyle, interests, and activities of individuals, such as enjoying outdoor activities like hunting, fishing, and hiking.

Question 15

Dockers for Women launched a "Three fits so we all fit in" campaign advertising three different options for the waistline of their newly developed jeans line. This new product line was based on an understanding of

Accepted Answer

The answer of Dockers for Women launched a "Three fits...

Question 16

The advertising appeal is the

Accepted Answer

The answer of The advertising appeal is the
...

Question 17

The primary goal of an emotional appeal is to

Accepted Answer

The primary goal of an emotional appeal is to build a bond between the brand and the consumer, just as you would between two people with the goal of enhancing positive feelings toward the brand.

Question 18

The most common emotional appeals focus on

Accepted Answer

The most common emotional appeals focus on the consumer's life and feelings.

Question 19

Research has shown that sex and nudity increase viewer attention

Accepted Answer

Research has shown that sex and nudity increase viewer attention regardless of the gender of the audience or the gender of the model in the ad. The danger is that brand recall is often lower.

Question 20

In terms of ad appeal, both _____ have a strong intrusion value and can capture the attention of an individual who is not paying any attention to the TV or to the radio.

Accepted Answer

The answer of In terms of ad appeal, both _____...

Quiz 14: Advertising, Sponsorships, and Public Relations