Question 1

________ is a measure of the percentage of people in a target market who are exposed to an ad campaign during a given period of time.

Accepted Answer

Reach is defined as the percentage of people in a target market who are exposed to an ad campaign during a given period of time. Frequency refers to how many times the target audience is exposed to the ad, Qualitative value is not a measure of ad exposure, Impact refers to the effectiveness of an ad in generating a response, and Premium refers to an additional incentive offered to encourage a particular action.

Question 2

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 slice of life message execution style is illustrated in this example, as it depicts a relatable, everyday scenario of a busy professional woman using the convection oven to cook for her family.

Question 3

An IKEA ad shows consumers creating fanciful room designs with IKEA furniture, such as "a bedroom for a queen made by Bree and her sister, designed by IKEA." Which of the following message execution styles is illustrated in this example?

Accepted Answer

The ad is using a fantasy execution style by showing customers creating fanciful room designs, such as a bedroom for a queen, that are not necessarily realistic but allow the customer to imagine themselves in a unique and exciting space.

Question 4

Apple used an album by the band U2 to promote the Apple Watch announcement. Which of the following message execution styles is illustrated in this example?

Accepted Answer

The use of U2's album as promotion for the Apple Watch announcement is an example of the musical message execution style. This style uses music to establish an emotional connection with the audience and promote the product or service being advertised.

Question 5

Progressive Insurance uses Flo to represent its product. Which of the following message execution styles was used by Progressive Insurance?

Accepted Answer

Progressive Insurance uses Flo as a personality symbol to represent its product.

Question 6

Which of the following message execution styles features a highly believable or likable source endorsing the product?

Accepted Answer

Testimonial evidence features a highly believable or likable source endorsing the product. In this execution style, the advertiser uses the experience, satisfaction, and approval of a satisfied customer as a selling point to attract potential customers.

Question 7

The main block of text in a print ad is referred to as the ________.

Accepted Answer

The main block of text in a print ad is known as the copy, which is the persuasive message designed to inform, persuade, or remind consumers about a product or service.

Question 8

Which of the following message execution styles focuses on the company's skill and knowledge in making the product?

Accepted Answer

The technical expertise message execution style focuses on the company's skill and knowledge in making the product.

Question 9

Which of the following is illustrated by an amateur 30-second video, developed by a consumer, telling the story of the online crafts marketplace, Etsy.com?

Accepted Answer

The amateur 30-second video developed by a consumer telling the story of Etsy.com is an example of consumer-generated messages, as it is created and shared by a consumer rather than the brand itself.

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 uses the lifestyle execution style by portraying a woman in a yoga pose and emphasizing the importance of building one's body.

Question 11

What is the first element that a reader most likely notices in a print ad?

Accepted Answer

The answer of What is the first element that a...

Question 12

The number of times an average person in the target market is exposed to a message is known as the ________ of the message.

Accepted Answer

The term that refers to the number of times an average person in the target market is exposed to a message is frequency.

Question 13

The McDonald's fast-food restaurant chain uses Ronald McDonald, a clown, as its primary character. Which message execution style is used by McDonald's?

Accepted Answer

The use of Ronald McDonald, a clown, as the primary character represents the personality symbol execution style, which associates a specific personality with the brand.

Question 14

You receive a report that 68 percent of your target market has been exposed to your ad campaign during a given period of time. Which of the following aspects of media selection is represented by this information?

Accepted Answer

Reach refers to the percentage of the target audience that has been exposed to the ad at least once during a given period of time. In this case, the report states that 68% of the target market has been reached, indicating the extent of the ad's exposure.

Question 15

Which of the following is a major step in selecting advertising media?

Accepted Answer

Determining reach, frequency, and impact is a major step in selecting advertising media as it helps in evaluating different media options based on their ability to reach the target audience effectively and efficiently. It helps in identifying the most suitable media for achieving the advertising objectives within the budget constraints. The other options mentioned are also important steps in the advertising process but are not specifically related to media selection.

Question 16

A pharmaceutical ad features a world-renowned heart surgeon describing the benefits of a medication. Which of the following message execution styles is illustrated in this example?

Accepted Answer

The fact that a world-renowned heart surgeon is endorsing the medication is an example of testimonial evidence, where an expert or a satisfied customer praises the product.

Question 17

The advertisements that use the Aflac duck or the GEICO gecko are using the message execution style of ________.

Accepted Answer

The use of the Aflac duck or the GEICO gecko in advertisements is an example of the personality symbol message execution style. These characters are used to represent the overall brand image and personality, rather than highlighting specific product features or benefits.

Question 18

An illustration, a headline, and a copy are the three ________ elements of an advertisement.

Accepted Answer

The answer of An illustration, a headline, and a copy...

Question 19

Maybelline used Sarah Michelle Gellar, an actress, to endorse a new range of cosmetics. This message execution style is referred to as ________.

Accepted Answer

Testimonial evidence involves the use of a well-known person or personality who expresses support for a product or service. In this case, Sarah Michelle Gellar is used to endorse the new range of cosmetics from Maybelline.

Question 20

Which message execution style involves presenting survey data indicating that a brand is better than other brands?

Accepted Answer

The message execution style involving presenting survey data indicating that a brand is better than other brands is scientific evidence. This involves using quantitative data (e.g. percentages, statistics) to support the superiority of a product or brand.

Quiz 15: Advertising and Public Relations