Question 1

Which of the following is true of institutional advertising?

Accepted Answer

Institutional advertising aims to promote the organization as a whole, rather than specific products or services. It is used to create a favorable image in the minds of the target audience and promote the activities or point of view of the organization.

Question 2

Which of the following is the type of advertising that the media run free of charge?

Accepted Answer

Public service advertisements (PSAs) are the type of advertising that the media run free of charge. PSAs aim to raise awareness about public issues such as health and safety, education, and the environment. Unlike product or institutional advertisements, PSAs do not promote any specific brand or organization. Instead, they serve to promote the public good.

Question 3

________ is the execution format that depicts typical people using the product in an everyday setting.

Accepted Answer

Slice of life execution format depicts typical people using the product in an everyday setting, making it relatable and realistic for the target audience. Lifestyle execution format focuses on showcasing the product's benefits as a part of a certain lifestyle. Fantasy execution format creates a unique and imaginative scenario to promote the product. Testimonial execution format uses real customers to endorse the product, and Demonstration execution format focuses on demonstrating the product's features and capabilities.

Question 4

________ can be classified by primary purpose--whether the aim is to inform, persuade, or remind.

Accepted Answer

Message objectives are classified by primary purpose, whether the aim is to inform, persuade, or remind. Budget objectives relate to the allocation of resources, creative strategies determine the approach to delivering the message, advertising appeals are the emotional or logical tactics used to persuade the audience, and media plans outline the channels used to reach the target audience.

Question 5

Advertising account managers are typically responsible for which of the following?

Accepted Answer

The answer of Advertising account managers are typically responsible for...

Question 6

Apple recently ran ads featuring real people who had switched from Microsoft Windows-based PCs to Macs.When companies use people, actors, or sports celebrities to express the product's effectiveness, what kind of execution format is being used?

Accepted Answer

The use of real people who have switched from Windows-based PCs to Macs is an example of a testimonial format, where a satisfied customer provides a personal endorsement of the product's effectiveness.

Question 7

The creative strategy for an advertising campaign is summarized in a(n) ________.

Accepted Answer

The creative strategy for an advertising campaign is summarized in a creative brief. A creative brief outlines the objectives, target audience, key messaging, and other important elements that guide the development of the advertising campaign.

Question 8

Which of the following should be the first step of developing an advertising campaign?

Accepted Answer

Understanding the target audience is the first step to developing an effective advertising campaign as it helps in identifying the key characteristics, needs, and preferences of the audience that the campaign is targeting. Only when this is well understood can the advertising message, budget objectives, creative brief, and execution format be properly developed to resonate with the target audience.

Question 9

What type of advertising delivers a message that focuses on a specific good or service?

Accepted Answer

Product advertising delivers a message that focuses on a specific good or service. Retail advertising promotes a store. Institutional advertising promotes an organization's image rather than specific products or services. Brand placement is when a product is featured prominently within a TV show or movie rather than in an advertisement. Advocacy advertising promotes a particular cause or viewpoint.

Question 10

Which of the following is true of advocacy advertising?

Accepted Answer

Advocacy advertising is intended to influence public opinion on specific issues or causes, rather than promoting a product or service. It may be used by non-profit organizations, political campaigns, or corporations advocating for a particular stance on a social or political issue.

Question 11

Advertising "puffery" is a term for a(n)________.

Accepted Answer

Advertising puffery refers to claims of superiority or exaggeration that cannot be objectively proven or disproven. It is often used as a marketing technique to make a product or service more appealing to consumers.

Question 12

Video on demand(VOD), iPods, and DVRs (digital video recorders) present which of the following challenges for advertisers?

Accepted Answer

Video on demand, iPods, and DVRs provide consumers with the ability to skip ads or choose not to watch them. This makes it more challenging for advertisers to reach their target audience and capture their attention.

Question 13

Which of the following is an example of Do-it-Yourself advertising?

Accepted Answer

MasterCard's use of "Priceless" commercials shot by customers is an example of Do-it-Yourself advertising since it involves customers creating their own commercials for the brand.

Question 14

Which of the following provides a firm with one or more specialized services, such as media buying or creative development, that an advertising campaign requires?

Accepted Answer

A limited-service agency provides a firm with specialized services such as media buying or creative development that an advertising campaign requires.

Question 15

The central idea of an ad is expressed in its ________.

Accepted Answer

The central idea of an ad is expressed in its advertising appeal, which is the specific message or theme designed to persuade the target audience to take action or make a purchase. The advertising appeal is the key element that communicates the unique selling proposition (USP) of the product or service being advertised.

Question 16

Which advertising agency specialist is responsible for acting as the voice of the consumer in creating effective advertising?

Accepted Answer

The account planner is responsible for acting as the voice of the consumer in creating effective advertising. They conduct research and analyze data to gain a deep understanding of the target audience, and then use this insight to inform the creative strategy and messaging. The account executive is responsible for managing the client relationship, the creative director oversees the creative development process, the media planner selects the best media channels to reach the target audience, and the art director is responsible for the visual elements of the advertising.

Question 17

CGM, which stands for ________, includes online consumer comments, discussions, reviews, photos, images, videos, podcasts, and webcasts.

Accepted Answer

CGM stands for consumer-generated media, which is content generated by the consumers themselves. Options A and B are close but not the exact term used in marketing. Option D and E are not accurate terms in this context.

Question 18

A(n) ________ provides most or all of the services needed to mount an advertising campaign.

Accepted Answer

Full-service agency provides most or all of the services needed to mount an advertising campaign. They offer a range of services, including research, planning, creation of ad campaigns, media buying, and evaluation of campaign effectiveness.

Question 19

A(n) ________ is a coordinated, comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in various media over a period of time.

Accepted Answer

The definition given in the question matches the description of an advertising campaign. Sales promotion refers to short-term incentives to encourage immediate sales, mass marketing plan is too broad of a term, media schedule refers to the specific timing and placement of ads, and integrated marketing communication campaign includes various forms of marketing communication beyond just advertising.

Question 20

________ advertising promotes the company as a whole instead of the firm's individual products.

Accepted Answer

The statement describes corporate advertising, which promotes the overall image and reputation of the company rather than individual products. Advocacy advertising is focused on influencing public opinion about a particular issue or cause, public service advertising promotes social welfare, and testimonial advertising features the endorsement of a satisfied customer. Public relations encompasses various communication strategies aimed at promoting and maintaining a positive relationship between the company and the public.

Quiz 11: Advertising, Public Relations, Promotions, Direct Marketing and Personal Selling