Question 1

The DAGMAR approach is method one of setting advertising objectives.

Accepted Answer

The DAGMAR (Defining Advertising Goals for Measured Advertising Results) approach is a commonly used method for setting advertising objectives.

Question 2

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

The advertising campaign focuses on the innovativeness of the new product, indicating that the company is the first to introduce such a pen with memory, making it an example of pioneering advertising.

Question 3

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.See Exhibit 17.2.

Question 4

Unlike other types of advertising,a comparative advertising campaign can be readily globalized.

Accepted Answer

In many countries,the hard-sell tactics found in comparative advertising are illegal.

Question 5

Advergaming is an Internet advertising format where companies put ad messages in Web-based or video games to advertise or promote products.

Accepted Answer

Advergaming is a real advertising format where ad messages are placed in web-based or video games.

Question 6

Testing the effectiveness of a media campaign can be done either before or after the campaign is run.

Accepted Answer

Testing the effectiveness of a media campaign can be done before the campaign is run to gather insights from the target audience about the message, format, and delivery. It can also be done after the campaign to evaluate the impact, success, and return on investment.

Question 7

On Subway napkins,they compare the nutritional information for their 6-inch subs to McDonald's Big Mac and Burger King Whopper.This is an example of competitive advertising.

Accepted Answer

Comparative advertising specifically compares two or more products.

Question 8

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

Accepted Answer

Advertising cannot change a person's basic value system,moral code,or cultural influences.Advertising instead tries to change consumers' attitudes about brands.

Question 9

The advertising response function is a phenomenon in which increased spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing results.

Accepted Answer

This statement correctly describes the advertising response function.

Question 10

Research has shown banner ads on Web sites to be very effective.

Accepted Answer

The effectiveness of banner advertising is one hotly contested area of Internet advertising.

Question 11

Publicity consists of programs developed by a company to capitalize on the factors that will enhance the firm's image and minimize those that generate negative images.

Accepted Answer

The statement describes public relations.Publicity is the outcome of these public relations efforts.

Question 12

Spending on advertising varies by industry.

Accepted Answer

Different industries have different advertising needs and budgets, so spending on advertising often varies by industry. For example, the automotive industry tends to spend significantly more on advertising than the healthcare industry.

Question 13

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 mentions that only Nature's Path makes an organic snack designed for a child's palate, implying that this is a unique selling proposition. Therefore, the answer is true.

Question 14

Nature's Path makes EnviroKids brand organic cereals,rice bars,and cookies.It is determining whether to put its advertisements in newspapers or on television.Its primary concern is with how many people in its target market will be exposed to its ads.In other words,the company is concerned about frequency.

Accepted Answer

It is concerned about reach.

Question 15

The manufacturer of the George Forman grill has produced a 30-minute sales pitch in the form of a talk and demonstration show to be aired on local cable TV channels.This is an example of an infomercial.

Accepted Answer

An infomercial is a long-form commercial that typically includes a combination of product demonstrations, testimonials, and sales pitches. The George Forman grill company's 30-minute talk and demonstration show fits this description and is therefore an example of an infomercial.

Question 16

A commercial for frozen pot pies showed two moms sitting in the stands at their sons' soccer game talking about feeding their family this product. This is an example of a slice-of-life executional style for advertising.

Accepted Answer

The scenario described in the statement fits the slice-of-life executional style, which aims to depict relatable everyday situations to promote a product or service.

Question 17

The primary advantage of newspaper advertising is demographic selectivity.

Accepted Answer

While newspaper has an advantage of geographic selectivity,it does not have the advantage of demographic selectivity like magazines do.

Question 18

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 RDA of vitamins and minerals." This is an example of an advertisement selling the product's benefits.

Accepted Answer

This ad sells the product's attributes.

Question 19

An appeal to vanity and egotism is the reason that celebrity spokespeople are used so often in advertising.

Accepted Answer

This common advertising appeal is admiration. See Exhibit 17.2.

Question 20

A costume rental company only runs newspaper advertisements the week before holidays,such as Christmas and Halloween.This is an example of a flighted schedule.

Accepted Answer

This is an example of a seasonal schedule.

Quiz 17: Advertising and Public Relations