Question 1

Product placement in television programs and movies is an example of ________.

Accepted Answer

Product placement in television programs and movies involves the integration of brands into the storyline and is a form of branded entertainment where the entertainment content is created to feature a specific brand or product. Advertainment, direct marketing, buzz marketing, and sales promotion are all different forms of marketing that involve different techniques and strategies.

Question 2

Coca-Cola cups prominently featured on episodes of American Idol are an example of ________.

Accepted Answer

The Coca-Cola cups being prominently featured on American Idol episodes is an example of product placement, where a brand's product is strategically placed within a TV show or movie to increase brand awareness and exposure.

Question 3

Which of the following most likely requires the smallest advertising budget?

Accepted Answer

The answer of Which of the following most likely requires...

Question 4

An ad for a new convection oven shows a busy professional woman using the convection oven to cook dinner for her family. Which of the following message execution styles is illustrated in this example?

Accepted Answer

The ad illustrates the slice of life message execution style, as it portrays a relatable and realistic scenario of a busy professional woman using the convection oven to cook dinner for her family.

Question 5

Which message execution style depicts average people using a product in an everyday setting?

Accepted Answer

The slice of life message execution style depicts average people using a product in an everyday setting, making it the best choice for this scenario. Lifestyle execution style typically highlights how a product fits with a particular type of lifestyle, scientific evidence emphasizes the product's technical and scientific qualities, personality symbol uses a character or figure to represent the brand's personality, and testimonial evidence features endorsements from satisfied customers. None of these execution styles specifically depict average people using a product in an everyday setting.

Question 6

Brands in a market with many competitors and high advertising clutter must ________.

Accepted Answer

In a market with many competitors and high advertising clutter, brands must advertise more heavily to be noticed in the marketplace. With so many brands competing for consumer attention, it is important for a brand to stand out through advertising efforts.

Question 7

Which term refers to the general idea that will be communicated to consumers through an advertisement?

Accepted Answer

The term that refers to the general idea that will be communicated to consumers through an advertisement is message strategy. Message strategy outlines what the advertising message will say and how it will be said to the target audience.

Question 8

________ tend to be straightforward outlines of benefits and positioning points that the advertiser wants to stress.

Accepted Answer

Message strategy statements typically outline the main benefits and positioning points that the advertiser wants to communicate to the target audience. These statements are typically straightforward and to the point, highlighting the key messages that the advertiser wants to convey in the advertising campaign.

Question 9

After creating a message strategy statement, the advertiser must develop a compelling ________ that will bring the message strategy to life in a distinctive and memorable way.

Accepted Answer

A creative concept is the idea or theme that communicates the message strategy to the target audience in a unique and memorable way. It is the foundation on which the execution style and media vehicles are built. Therefore, developing a compelling creative concept is crucial to the success of the advertising campaign.

Question 10

An ad for Athleta active wear shows a woman in a complex yoga pose and states: "If your body is your temple, build it one piece at a time." This ad uses the ________ execution style.

Accepted Answer

The ad is using the lifestyle execution style by promoting the idea that wearing Athleta active wear is a way to build and improve one's body, which aligns with the lifestyle of individuals who prioritize fitness and health.

Question 11

Which of the following is a major element of developing an advertising strategy?

Accepted Answer

The answer of Which of the following is a major...

Question 12

The first step in creating effective advertising messages is ________.

Accepted Answer

Planning a message strategy is the first step in creating effective advertising messages. This involves identifying the target audience, determining the message objectives, and developing key messages that will resonate with the audience. Once the message strategy is in place, specific media vehicles can be selected, media timing can be determined, and the message can be executed. Determining return on advertising investment comes later in the process, as it involves evaluating the effectiveness of the advertising campaign after it has run.

Question 13

The aim of ________ is to make an advertisement so useful or entertaining that people want to watch it.

Accepted Answer

The answer of The aim of ________ is to make...

Question 14

Which of the following brands most likely requires heavy advertising in order to be set apart from similar products?

Accepted Answer

The answer of Which of the following brands most likely...

Question 15

With the help of ________ systems, consumers can avoid watching ads.

Accepted Answer

DVR (Digital Video Recorder) systems allow consumers to record television programs and fast-forward through commercials.

Question 16

In its advertisements, Timex promotes its affordable and sturdy watches. Fossil emphasizes style and fashion in its advertisements, and Rolex stresses luxury and status. These are all examples of ________ appeals.

Accepted Answer

The answer of In its advertisements, Timex promotes its affordable...

Question 17

Which of the following are the three characteristics that an advertising appeal should have?

Accepted Answer

An effective advertising appeal should be meaningful, believable, and distinctive to attract and persuade the target audience. The other options may be desirable qualities but they do not necessarily guarantee a successful appeal.

Question 18

Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals.

Accepted Answer

Developing an effective message strategy involves identifying customer benefits that can be used as advertising appeals. This involves understanding and communicating the unique value proposition of the product or service being offered, and highlighting how it addresses the needs and desires of the target audience. Focusing on customer benefits allows for a more persuasive and compelling message that speaks directly to the needs and wants of potential customers.

Question 19

To break through the clutter, many marketers have subscribed to a new merging of advertising and entertainment, dubbed ________.

Accepted Answer

Madison & Vine refers to the merging of advertising and entertainment, specifically the intersection of Hollywood's film and production industry (represented by Hollywood's famous Vine Street) with Madison Avenue's (New York City) renowned traditional advertising industry.

Question 20

Which of the following would be the most likely result of slashing ad spending for a product?

Accepted Answer

Slashing ad spending for a product is likely to result in reduced long-term market share as it decreases the visibility of the product and reduces consumer awareness over time. While there may be short-term sales boosts, this is unlikely to be sustained without continued advertising efforts. The other options (increased popularity, improved brand image, increased short-term sales, increased long-term market share) are unlikely outcomes of reducing ad spending.

Quiz 15: Advertising and Public Relations