Question 1

What is the difference between institutional advertising and advocacy advertising?

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Question 2

To posttest an ad for Maytag appliances,interviewers could ask consumers what appliance ads they have seen in the last month.

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By asking about the ads consumers have seen in the last month, interviewers can determine if the Maytag ad has been effectively reaching its target audience. This is a common method of posttesting advertisement effectiveness known as aided recall.

Question 3

Compare and contrast proactive public relations activities and crisis management.

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Question 4

Briefly describe four main objections to advertising.

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Question 5

During an episode of the TV show Everybody Loves Raymond,Ray knocked over an entire display of Ragu Express,a packaged pasta-and-sauce meal,when he was in the supermarket with his wife.What style of advertising was implemented during this television scene? Explain your answer.

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Question 6

When the Pharmaceutical Manufacturers Association spent eight million dollars creating and placing a print campaign arguing that the most expensive drugs represent just five percent of national health care expenditures,the association was using public relations.

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The creation and placement of a print campaign by the Pharmaceutical Manufacturers Association is an example of public relations.

Question 7

Ads that are intended only to inform consumers about a brand or a product will not benefit from the use of a slogan or jingle.

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Slogans and jingles can help improve brand recognition and create a memorable impression on consumers, even if the ad is purely informational.

Question 8

Specialists at an advertising agency must determine the best execution format for an advertising message.Name and describe three of these formats.

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Question 9

Identify the traditional mass media vehicles and identify some of the strengths and weaknesses of each type.

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Question 10

Describe public relations and four objectives it is often used to achieve.

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Question 11

Compare reach and frequency.For which type of products is media reach more important? For which type of products is media frequency more important?

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Question 12

An ad showing how much food a Dixie paper plate can handle and how much more food a Chinet paper plate can handle is an example of comparative advertising.

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The ad is comparing the amount of food each type of paper plate can hold, which makes it an example of comparative advertising.

Question 13

Quaker Oats inserted $5 million worth of gold and silver coins in Ken-L Ration dog food packages.This is an example of a contest.

Accepted Answer

This is not an example of a contest, as there is no indication that customers had to take any action or compete with each other to win the coins. It is an example of a promotional offer or incentive.

Question 14

Explain how and why a marketer might use crowdsourcing.

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Question 15

What is a USP? When would a marketer use a USP strategy?

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Question 16

What is the rationale for local advertising?

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Question 17

Discuss the advantages and disadvantages of using different types of Internet advertising.

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Question 18

How are companies taking advantage of interactive technologies to tap consumers for message ideas and actual ads? What are the benefits and disadvantages of "do-it-yourself" advertising?

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Question 19

How are technological devices such as digital video recorders (DVRs),TiVo,and iPods having an effect upon advertising in the television industry?

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Question 20

What are the basic differences between sales promotion and advertising?

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Quiz 13: One to Many: Advertising, public Relations, and Consumer Sales Promotions