Question 1

When selecting media,the advertiser must decide on the desired qualitative value,known as the ________,of a message through a given medium.
A)reach
B)media engagement
C)media impact
D)exposure costs
E)frequency

Accepted Answer

The desired qualitative value of a message through a given medium is known as media impact. This refers to the effect that the message will have on the audience and how well it aligns with the advertiser's goals and objectives. Reach, media engagement, exposure costs, and frequency are all important factors to consider when selecting media, but they do not specifically address the qualitative value or impact of the message.

Question 2

________ is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time.
A)Reach
B)Qualitative value
C)Impact
D)Premium
E)Frequency

Accepted Answer

Reach is the measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time. Qualitative value refers to the subjective assessment of the value of an ad campaign. Impact is the effect of the ad on the audience. Premium refers to the extra payment made for a higher quality product or service. Frequency refers to the number of times the target audience is exposed to the ad.

Question 3

________ is a measure of the number of times the average person in the target market is exposed to an advertising message during a given period of time.
A)Reach
B)Qualitative value
C)Impact
D)Premium
E)Frequency

Accepted Answer

Frequency is a measure of the number of times the average person in the target market is exposed to an advertising message during a given period of time. Reach refers to the number of people in the target market who are exposed to the message, while impact refers to the effectiveness and persuasiveness of the message. Qualitative value and premium are not relevant to this measure.

Question 4

For many years,________ have dominated the media mix used by national advertisers.
A)radio and television
B)television and magazines
C)direct mail and billboards
D)radio and digital media
E)newspapers and direct mail

Accepted Answer

Television and magazines have been the dominant media mix used by national advertisers for many years. They offer wide reach and effective visual storytelling options. However, in recent years, there has been a shift towards digital media as it offers more targeted advertising options and the ability to track and measure campaign performance.

Question 5

________ is the message execution style that depicts one or more typical people using the product in a normal setting.
A)Lifestyle
B)Fantasy
C)Slice of life
D)Personality symbol
E)Testimonial evidence

Accepted Answer

Slice of life is the message execution style that typically depicts one or more typical people using the product in a normal setting. Lifestyle focuses on portraying a desirable lifestyle, fantasy features unrealistic elements, personality symbol emphasizes the personality of the product, and testimonial evidence uses real-life endorsements from satisfied customers.

Question 6

Video of professional stuntmen shot with the use of a GoPro is an example of is an example of which growing trend in advertising?
A)YouTube webisodes
B)consumer-generated messages
C)multiple mini-campaigns
D)consumer-driven promotions
E)competitive consumer messages

Accepted Answer

Consumer-generated messages are messages that are created by consumers and shared with other consumers. This can be done through social media, online forums, or other platforms. GoPro videos are an example of consumer-generated messages because they are created by consumers and shared with other consumers.

Question 7

You are looking to advertise your new product and you want good mass-marketing coverage and low cost per exposure.You should choose ________ as your advertising media.
A)newspaper
B)radio
C)outdoor
D)television
E)direct mail

Accepted Answer

Television offers good mass-marketing coverage and typically has a low cost per exposure due to its wide reach and ability to target large audiences.

Question 8

When companies use people,actors or sports celebrities as product endorsers,what kind of execution style is being used?
A)musical
B)testimonial evidence
C)scientific evidence
D)lifestyle
E)fantasy

Accepted Answer

Testimonial evidence execution style involves the use of individuals, such as celebrities or experts, to provide a testimonial about a product or service. By using people as product endorsers, companies are using this execution style.

Question 9

When McDonalds uses Ronald to represent its products,which type of execution style is being used?
A)mood or image
B)fantasy
C)personality symbol
D)technical expertise
E)musical

Accepted Answer

The use of Ronald as a representation of McDonald's products is an example of a personality symbol execution style. It involves the use of a well-known character or individual to represent the brand and create an emotional connection with the audience.

Question 10

An advertisement that uses a popular celebrity to endorse a product or brand is an example of a(n)________.
A)endorsement,or testimonial evidence
B)personality symbol
C)spokesperson
D)lifestyle
E)slice of life

Accepted Answer

An endorsement, or testimonial evidence, is a type of advertising that uses a popular celebrity to endorse a product or brand.

Question 11

Advertisers are increasingly shifting larger portions of their budgets to media that cost less and target more effectively.Which of the following does NOT benefit from this shift?
A)outdoor advertising
B)subscription television
C)network television
D)digital radio
E)internet advertising

Accepted Answer

Network television tends to be more expensive and less targeted compared to options like internet advertising, digital radio, or subscription television, making it less beneficial from the shift towards more cost-effective and targeted media.

Question 12

The Michelin man (car tyres),Chesty Bond (singlets)and Ronald McDonald (fast food)are examples of ________ used in successful advertising campaigns.
A)slice of life appeals
B)creative endorsements
C)testimonials
D)endorsement
E)personality symbols

Accepted Answer

The Michelin man, Chesty Bond, and Ronald McDonald are all examples of personality symbols used to represent their respective brands.

Question 13

You receive a report that says 68% of your target market had been exposed to your ad campaign during a given period of time.This is an example of ________.
A)reach
B)frequency
C)impact
D)engagement
E)qualitative value

Accepted Answer

The report describes the proportion of the target market who have been exposed to the ad campaign, which is a measure of reach. Frequency refers to how many times the target audience was exposed to the message. Impact measures the effectiveness of the ad on the audience, while engagement measures the level of interaction between the audience and the ad. Qualitative value cannot be determined from the information given in the report.

Question 14

When Maxwell House shows one of its buyers carefully selecting coffee beans and discussing the detailed selection criteria used to make that selection,which type of execution style is being used?
A)mood or image
B)fantasy
C)personality symbol
D)musical
E)technical expertise

Accepted Answer

The use of a buyer carefully selecting coffee beans and discussing the selection criteria is an example of showcasing technical expertise, which falls under the technical expertise execution style.

Question 15

The media planner looks both at the total cost of using a medium and at the ________.
A)cost per thousand persons reached
B)cost of premium offers
C)cost of the magazine it is using
D)opportunity cost
E)continuity cost

Accepted Answer

The media planner looks at the cost per thousand persons reached (CPM) as it helps them compare the cost-effectiveness of different media options.

Question 16

What is the first element that a reader typically notices in a print ad?
A)copy
B)illustration
C)headline
D)logo
E)colour

Accepted Answer

The answer of What is the first element that a...

Question 17

Mike's Bike Shop has a new print advertisement appearing in the local newspaper.Readers will notice which of the following first in the advertisement?
A)headline
B)illustration
C)copy
D)sub-headlines
E)colour

Accepted Answer

Readers typically notice the illustration first in an advertisement as it is often the most visually striking element, designed to capture attention quickly.

Question 18

Which of the following is NOT one of the major steps in selecting advertising media?
A)deciding on reach,frequency and impact
B)choosing among major media types
C)selecting specific media vehicles
D)deciding on format elements
E)deciding on timing

Accepted Answer

Deciding on format elements is not one of the major steps in selecting advertising media. The major steps include deciding on reach, frequency, and impact; choosing among major media types; selecting specific media vehicles; and deciding on timing. Formatting decisions would be made after selecting the specific media vehicle.

Question 19

The Melbourne Technical College wishes to contact Year 12 students at public schools in the state of Victoria.Which of the following media would be most effective and efficient?
A)a 30-second commercial on local cable channels throughout the state
B)local newspapers ads throughout the state
C)radio ads throughout the state
D)a direct mail piece sent to the schools
E)billboards throughout the state

Accepted Answer

Direct mail would allow for targeted communication to the specific group of Year 12 students at public schools in Victoria. It would also eliminate the need for an expensive media buy and be more cost-effective for the Melbourne Technical College.

Question 20

Ads that are built around dream themes use which type of execution style?
A)mood or image
B)musical
C)fantasy
D)slice of life
E)scientific evidence

Accepted Answer

Ads that are built around dream themes use fantasy execution style which is designed to create a make-believe world that is different from the real world. It involves the use of imaginary elements such as magical creatures, unreal places, and impossible situations to create a captivating and engaging story that touches the viewers' emotions and captures their attention.

Quiz 11: Communicating Customer Value: Advertising and Public Relations

When selecting media,the advertiser must decide on the desired qualitative value,known as the ________,of a message through a given medium.

________ is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time.

________ is a measure of the number of times the average person in the target market is exposed to an advertising message during a given period of time.

For many years,________ have dominated the media mix used by national advertisers.

________ is the message execution style that depicts one or more typical people using the product in a normal setting.

Video of professional stuntmen shot with the use of a GoPro is an example of is an example of which growing trend in advertising?

You are looking to advertise your new product and you want good mass-marketing coverage and low cost per exposure.You should choose ________ as your advertising media.

When companies use people,actors or sports celebrities as product endorsers,what kind of execution style is being used?

When McDonalds uses Ronald to represent its products,which type of execution style is being used?

An advertisement that uses a popular celebrity to endorse a product or brand is an example of a(n) ________.

Advertisers are increasingly shifting larger portions of their budgets to media that cost less and target more effectively.Which of the following does NOT benefit from this shift?

The Michelin man (car tyres) ,Chesty Bond (singlets) and Ronald McDonald (fast food) are examples of ________ used in successful advertising campaigns.

You receive a report that says 68% of your target market had been exposed to your ad campaign during a given period of time.This is an example of ________.

When Maxwell House shows one of its buyers carefully selecting coffee beans and discussing the detailed selection criteria used to make that selection,which type of execution style is being used?

The media planner looks both at the total cost of using a medium and at the ________.

What is the first element that a reader typically notices in a print ad?

Mike's Bike Shop has a new print advertisement appearing in the local newspaper.Readers will notice which of the following first in the advertisement?

Which of the following is NOT one of the major steps in selecting advertising media?

The Melbourne Technical College wishes to contact Year 12 students at public schools in the state of Victoria.Which of the following media would be most effective and efficient?

Ads that are built around dream themes use which type of execution style?