Question 1

Which of the following best describes the personality symbol style of advertising?

Accepted Answer

Personality symbol style of advertising uses an animated character or mascot to represent a product in an advertisement. This is aimed at creating a connection between the audience and the character, thus increasing brand recognition and affinity.

Question 2

The aim of ________ is to make ads and brand content so engaging or useful that people want to watch them.

Accepted Answer

Advertainment refers to the practice of creating ads and brand content that are so engaging or entertaining that people choose to watch them voluntarily.

Question 3

The competitive-parity method of setting promotion budgets prevents promotion wars between companies.

Accepted Answer

The competitive-parity method, which involves setting budgets based on competitors' spending, does not prevent promotion wars; it often aims to match or exceed competitors' spending, potentially leading to increased competition rather than preventing it.

Question 4

Marketers need to know how customers connect with an ad and brand idea as a part of the broader brand relationship. This can be achieved by measuring ________ levels.

Accepted Answer

Media engagement refers to how customers interact with an ad, including how long they pay attention to it, how much they remember, and whether they take any action as a result. This is a critical measurement for marketers because it helps them understand how effectively their message is resonating with their target audience and whether there are any areas for improvement in the ad or the broader brand strategy. Reach, frequency, listenership, and readership are all important factors to consider in evaluating the effectiveness of a marketing campaign, but they don't provide the same level of insight into customer engagement as media engagement metrics.

Question 5

Persuasive advertising helps to maintain customer relationships and keep consumers thinking about the product.

Accepted Answer

The answer of Persuasive advertising helps to maintain customer relationships...

Question 6

The ________ style of advertising shows ordinary people clearly using a product in a normal setting.

Accepted Answer

The "slice of life" advertising style typically depicts ordinary people using a product in everyday situations. This approach aims to appeal to viewers by showing how the product can fit into their everyday lives.

Question 7

Reminder advertising is ideal for maintaining customer relationships with mature products.

Accepted Answer

Reminder advertising helps to reinforce the brand image and keep the product in the customer's mind, making it an effective strategy for maintaining customer relationships with mature products.

Question 8

Which of the following media is most suitable for having consumers provide input on product design or features?

Accepted Answer

Social media is the most suitable option for having consumers provide input on product design or features because it allows for real-time interaction between the brand and consumers, as well as easy sharing of ideas and feedback. Other media options offer less direct communication and less opportunity for immediate feedback.

Question 9

The affordable method of setting an advertising budget depends on the total revenues of a company.

Accepted Answer

The affordable method of setting an advertising budget is based on the percentage of total revenues of a company that can be allocated towards advertising. Therefore, the budget will be adjusted according to the revenue fluctuations of the company.

Question 10

The principle behind the percentage-of-sales method of budget setting is viewing sales as the result of advertising.

Accepted Answer

The percentage-of-sales method of budget setting is based on the principle of setting the advertising budget as a fixed percentage of past or anticipated sales, not viewing sales as the result of advertising.

Question 11

Crest toothpaste has used a ________ style of advertising to convince buyers that Crest is better than other brands at fighting cavities.

Accepted Answer

Crest toothpaste uses scientific evidence to convince buyers that it is better than other brands at fighting cavities. They often highlight the active ingredient, fluoride, and how it helps prevent tooth decay.

Question 12

A TV ad promoting how an ordinary person's life has changed due to considerable weight loss is an example of the ________ style of advertising.

Accepted Answer

A testimonial is a recommendation or endorsement from someone who has experienced a product or service. In this case, the ad promotes weight loss and features an ordinary person whose life has changed due to their weight loss. This is a common approach in weight loss advertisements, using testimonials from regular people who have had success with the product or service being advertised.

Question 13

Which of the following is a disadvantage of using digital, mobile, and social media for advertising?

Accepted Answer

One disadvantage of using digital, mobile, and social media for advertising is that the audience controls the content and ad exposure. This means that users can choose to ignore or block ads, making it difficult for advertisers to reach their intended audience. Additionally, users can provide negative feedback or comments on ads, potentially damaging the brand's reputation.

Question 14

Starbucks has signed a contract with a television production company to have its brand featured prominently in a new situation comedy about empty nesters. The conditions of the agreement state that the situation comedy will feature only the Starbucks brand of coffee. What kind of advertising technique is being used in this example?

Accepted Answer

This is an example of product placement, which involves featuring a brand prominently within a TV show, movie, or other media content. In this case, Starbucks is paying to have their brand of coffee be the only one featured in the situation comedy.

Question 15

Which of the following media is most suitable for advertising a product that needs to be demonstrated?

Accepted Answer

Television allows for audio and visual demonstrations of a product, making it the most suitable option for products that need to be demonstrated. It also has a wide reach and can target specific audiences through network and program selection.

Question 16

Comparative advertising is a type of persuasive advertising.

Accepted Answer

Comparative advertising is a type of advertising where one brand directly or indirectly compares its product or service with another brand's product or service to persuade consumers that their brand is superior.

Question 17

Which of the following best describes the term "Madison and Vine"?

Accepted Answer

Madison and Vine refers to the merging of advertising with entertainment, named after the location of two famous streets in New York City where many advertising and entertainment companies are located.

Question 18

Which of the following is an example of branded entertainment?

Accepted Answer

Branded entertainment refers to the integration of a brand's products or services within an entertaining medium such as movies, TV shows, music videos, and video games. Placing a product in a movie scene is a classic example of branded entertainment as it showcases the product in a natural and engaging way within the storyline.

Question 19

Which of the following is a disadvantage of using a magazine as an advertising medium?

Accepted Answer

Magazine advertising can be expensive compared to other advertising mediums, especially if targeting a national audience or a specialized niche market.

Question 20

Trainstar, a sportswear equipment manufacturer, releases a new line of energy drinks called VitaZing. The television ad for the energy drink shows people jogging, working out in a gym, and doing aerobics. The actors then take a break to drink VitaZing, which visibly re-energizes them and leads them to continue exercising. Which advertising style is most likely used in the VitaZing ad?

Accepted Answer

The VitaZing ad most likely uses the lifestyle advertising style, which features a depiction of a desirable lifestyle that the product can help achieve. The ad shows energetic and fit people exercising and then pausing to drink VitaZing, which is followed by a boost in energy and motivation to continue exercising. This is aimed at attracting consumers who want to be part of that active, healthy lifestyle.

Quiz 12: Engaging Consumers and Communicating Customer Value: Advertising and Public Relations