Question 1

In handling a crisis, M. Douglas Ivester of Coca-Cola recommends a strategy of being _____ to the crisis and to the individuals involved.

Accepted Answer

In handling a crisis, M. Douglas Ivester of Coca-Cola recommends a strategy of being visible, sympathetic, and responsive to a crisis and to the individuals involved.

Question 2

In terms of advertising expenditures as a percent of income, the highest percentage is for amusement parks, at 16.9%.

Accepted Answer

The highest is for transportation services (16.9%).

Question 3

Advertising can be divided into two broad categories: product advertising and business-to-business advertising.

Accepted Answer

Advertising can be divided into two broad categories: product advertising and institutional advertising.

Question 4

Brand advertising is designed to promote a particular brand through comparing it to its closest competitor.

Accepted Answer

Brand advertising is designed to promote a particular brand with little or no information in the advertisement.

Question 5

The primary goals of brand advertising is to develop a strong brand name and to differentiate the brand from its competitors.

Accepted Answer

The primary goals of brand advertising is to develop a strong brand name and to build brand awareness.

Question 6

In using comparative advertising, ad agencies and companies must ensure that similar products are being compared in the ad and that any statements made can be substantiated.

Accepted Answer

In using comparative advertising, ad agencies and companies must ensure that similar products are being compared in the ad and that any statements made can be substantiated to prevent a legal investigation by the FTC.

Question 7

Most advertising falls into the product advertising category.

Accepted Answer

Most advertising falls into the product advertising category, not institutional advertising.

Question 8

Most media production companies are in the area of print advertising, such as magazine and newspaper ad development.

Accepted Answer

Most media production companies are in the area of broadcast advertising, such as television and radio ad development.

Question 9

A recent trend in advertising introduced by the Young and Rubicam Advertising Agency is the move to more specialized firms to handle different components of a firm's IMC Campaign.

Accepted Answer

A recent trend in advertising introduced by the Young and Rubicam Advertising Agency is the move to more integrated communications to handle all of the components of a firm's IMC Campaign.

Question 10

The decision to hire an advertising agency is based on the belief that the agency can provide services and assistance in a more cost-effective manner.

Accepted Answer

The decision to hire an advertising agency is based on the belief that the agency can provide expertise in services and assistance that a company does not have.

Question 11

In selecting an advertising agency based on the size of the agency criterion, a good rule of thumb to follow is that the account should be large enough for an advertising agency that it would be important to them.

Accepted Answer

In selecting an advertising agency based on the size of the agency criterion, a good rule of thumb to follow is that the account should be large enough for an advertising agency that it would be important to them but small enough that if lost, it will not adversely affect the agency.

Question 12

In choosing an advertising agency, it is critical in developing an IMC approach that the advertising agency has the ability to produce the advertisement and purchase the media time and space in addition to designing the ads.

Accepted Answer

In choosing an advertising agency, it is not critical in developing an IMC approach that the advertising agency has the ability to produce the advertisement and purchase the media time and space in addition to designing the ads.

Question 13

Advertising objectives need to be specific and measurable with a cost analysis for each component.

Accepted Answer

Advertising objectives need to be specific and measurable.

Question 14

In addition to demographic information, a creative designing an advertisement needs to have psychographic information about the target audience.

Accepted Answer

In addition to demographic information, a creative designing an advertisement needs to have psychographic information about the target audience and any other information that will be useful to a creative in designing an advertisement.

Question 15

In designing an advertisement, psychographic information about the target audience is as important to a creative as is the demographic information.

Accepted Answer

In designing an advertisement, psychographic information about the target audience is as important to a creative as is the demographic information because it provides insight to the target audiences' activities, interests, and opinions.

Question 16

Message themes are carried from one ad to another and from one campaign to another to connect ads and campaigns together and to ensure consumers hear a consistent message.

Accepted Answer

Message themes are carried from one ad to another and from one campaign to another to connect ads and campaigns together and to ensure consumers hear a consistent message and can retain the message being delivered.

Question 17

The appeal chosen by a creative in designing an advertisement will depend on the objective of the ad, the message theme to be used, and the target audience of the ad.

Accepted Answer

The appeal in an advertisement is influenced by the ad's objective, the message theme, and the target audience to effectively communicate and resonate with the intended viewers.

Question 18

Research has shown that ads using a sex appeal have a greater impact on gaining the attention of males than that of females.

Accepted Answer

Research has shown that ads using a sex appeal have an equal impact on both males and females in gaining their attention.

Question 19

In using a music appeal, advertisers will often select a current, popular song because they hope the audience will transfer their positive feelings towards the song to the brand that is being advertised.

Accepted Answer

Advertisers use popular music to evoke positive emotions and associations, hoping these feelings will transfer to the brand, enhancing its appeal.

Question 20

In terms of advertising design, the message strategy is what is being said while the appeal is how it is being said.

Accepted Answer

In terms of advertising design, the message strategy is what is being said while the appeal is how it is being said. Message strategies include cognitive, affective, and conative.

Quiz 14: Advertising, Sponsorships, and Public Relations