Question 1

When Sara Lee developed crustless bread, what did the company probably plan to rely on to gain exposure for the bread and to explain how the convenience of the product justifies its higher price?

Accepted Answer

The answer of When Sara Lee developed crustless bread, what...

Question 2

What do public relations specialists use to handle the effects of unfavourable publicity?

Accepted Answer

Public relations specialists use crisis management to handle the effects of unfavourable publicity. This involves taking immediate and strategic action to minimize the negative impact of the publicity and prevent further damage to the reputation of the company or organization. Crisis management may involve issuing a public statement, addressing concerns and complaints, offering solutions or compensation, and communicating with stakeholders and the media.

Question 3

"Many a small thing has been made large by the right kind of advertising."

Accepted Answer

This statement is true as advertising can create awareness, generate interest, and increase demand for a product or service, thereby making a small thing appear larger in terms of its impact and success. Effective advertising campaigns can promote the perceived value of a product or service and make it seem more important or significant to potential customers.

Question 4

What did recent accusations of steroid usage lodged against the alleged winner of the Tour de France create for the bicycle race?

Accepted Answer

The recent accusations of steroid usage lodged against the alleged winner of the Tour de France created a great deal of publicity for the bicycle race.

Question 5

A small high-tech company has just launched a new writing pen that has a memory, much like a small computer. The advertising campaign focuses on the innovativeness of the new product. This is an example of pioneering advertising.

Accepted Answer

Pioneering advertising is used to promote a new product or technology that has never been seen before. The advertising campaign for the new writing pen with a memory focuses on its innovative features, making it an example of pioneering advertising.

Question 6

A print ad depicts a picture of a frozen dessert accompanied by information about the dessert: "Two servings, only 300 calories per serving, no cholesterol, and 100 percent of the recommended daily amount of vitamins and minerals." This is an example of an advertisement selling the product's benefits.

Accepted Answer

The answer of A print ad depicts a picture of...

Question 7

A newspaper article revealed that hazardous wastes buried in an on-site landfill at a paper manufacturer were leaking into the local water supply. Even though the company quickly stopped the leak and paid for an additional water purification system for the town, it still received some very negative publicity. What should the company have done?

Accepted Answer

The company should have implemented its crisis management plan, which should include steps to prevent or mitigate the effects of a crisis, as well as clear communication strategies to address concerns and provide accurate information to stakeholders. This would have helped the company to respond quickly and effectively to the situation, and to minimize the negative impact on its reputation. An advertising campaign or fear appeal would not address the root cause of the problem, nor provide a credible solution to the community's concerns. Ignoring the situation would only exacerbate the problem and further damage the company's reputation.

Question 8

Companies that show support for recycling efforts and other examples of green marketing through advertising are engaged in which of the following?

Accepted Answer

Sponsorship involves supporting an event or cause, which is what companies are doing when they show support for recycling efforts and other examples of green marketing through advertising.

Question 9

An insurance company's advertisement poses the question, "Will your family survive if you die uninsured?" This is an example of a health appeal.

Accepted Answer

This is an example of a fear appeal, as it uses the fear of negative consequences (in this case, the financial impact on one's family) to motivate behavior (purchasing insurance).

Question 10

The advertisements for Torengo chips show how packages of the leading brand of tortilla chips (Tostitos from Frito-Lay) contain broken chips, whereas all Torengo chips are uniform in size and shape. These ads are examples of contrasting advertising because they are showing how Torengo chips are superior to Tostitos.

Accepted Answer

The answer of The advertisements for Torengo chips show how...

Question 11

Nabisco developed a "Stuck in the Middle" ad campaign for its Oreo cookies, which showed animated Oreos singing on a crowded bus. This is an example of a fun and pleasure appeal.

Accepted Answer

The answer of Nabisco developed a "Stuck in the Middle"...

Question 12

On an episode of ER, one of the doctors asked a nurse for a Nitrolingual Pumpspray, which is used for acute relief of chest pain caused by angina. The free appearance of the product on the show gave its small manufacturer some needed publicity. What did this positive publicity result from?

Accepted Answer

The positive publicity resulted from product placement, where the Nitrolingual Pumpspray was featured on the show as a part of the storyline. This exposure gave the small manufacturer some needed publicity.

Question 13

Ford Motor Company is allying itself with American Idol winner Kelly Clarkson's newest concert tour. Ford is gambling that its target market will react positively to its brand being associated with the tour. What would Ford's and Kelly Clarkson's relationship be categorized as?

Accepted Answer

Ford's involvement in Kelly Clarkson's concert tour is a clear example of sponsorship, as they are supporting the tour financially in exchange for brand exposure and association with the popular artist.

Question 14

"Change Your Clock, Change Your Battery" was the name of an ad campaign jointly sponsored by Energizer and the International Association of Fire Chiefs. It was designed to encourage consumers to change the batteries in their smoke detectors when they reset their clocks due to daylight savings time changes. What did Energizer use?

Accepted Answer

Energizer sponsored a cause-related marketing campaign with the International Association of Fire Chiefs to promote the importance of changing smoke detector batteries along with resetting clocks for daylight savings time.

Question 15

What is the term for the promotional mix element that evaluates public attitudes, identifies issues that may elicit public concern, and executes programs to gain public understanding and acceptance?

Accepted Answer

The term for the promotional mix element that evaluates public attitudes, identifies issues that may elicit public concern, and executes programs to gain public understanding and acceptance is public relations. Advertising, mass communications, and sales promotion are other elements of the promotional mix, but they do not involve the same level of emphasis on public opinion and perception management as public relations.

Question 16

The DAGMAR approach is one of the best methods for determining the most effective media schedules.

Accepted Answer

The DAGMAR approach is primarily focused on defining advertising goals for measured advertising results, not specifically on determining the most effective media schedules.

Question 17

There are many snack foods for children, but only Nature's Path makes an organic snack designed for a child's palate. The product's unique selling proposition is that it is completely organic.

Accepted Answer

The statement correctly identifies that Nature's Path makes an organic snack designed for a child's palate and highlights the product's unique selling proposition of being completely organic.

Question 18

The goal of advertising is to change people's values.

Accepted Answer

The primary goal of advertising is to influence consumer behavior, typically by promoting products, services, or brands to increase sales or awareness, not to change people's core values.

Question 19

A news story on the arrest of the chairman of Shanghai Electric Company for "violating certain rules and regulations of the Chinese Communist Party" is an example of which of the following?

Accepted Answer

The news story about the arrest of the chairman of Shanghai Electric Company is an example of publicity. Publicity is the act of creating awareness about a person, product, or company through the media. In this case, the news story was created to inform the public about the arrest of the chairman for violating certain rules and regulations of the Chinese Communist Party.

Question 20

Stormbreaker, a spy movie, details the story of Alex Rider who, after the death of his uncle, is recruited as an MI6 spy. Armed with a special set of gadgets, Rider's mission is to save millions of lives. In James Bond fashion, the Cross pen serves as one of the key gadgets in the film. The maker of Cross pens paid to have its pen featured in this movie. What is this an example of?

Accepted Answer

This is an example of product placement, which is a type of marketing strategy where a brand pays to have its product prominently featured in a movie, TV show, or other media. In this case, Cross pens paid to have their product appear in Stormbreaker.

Quiz 17: Advertising, Public Relations, and Direct Response