Question 1

All of these are factors used to select a particular medium for an advertisement except which?

Accepted Answer

Purchase frequency is not a direct factor in selecting an advertising medium; it relates more to consumer behavior and purchasing patterns.

Question 2

The type of appeal used to imply either directly or subtly that the product is more fun or exciting than competitors' offerings is referred to as

Accepted Answer

The answer of The type of appeal used to imply...

Question 3

An ad for Hydroxycut, a dietary supplement sold as a weight loss aid, depicts a handsome man with an open shirt with ripped abdominal muscles who claims that he "was shocked at how fast Hydroxycut worked" when he lost 27 pounds. This ad is using

Accepted Answer

The ad uses a sex appeal by showcasing a handsome man with an attractive physique to entice consumers into buying the product, suggesting that they too can achieve similar results.

Question 4

The means by which an advertising message is communicated to the target audience is known as

Accepted Answer

Advertising media refers to the various channels or platforms used to deliver advertising messages to the target audience, such as television, radio, print, online, etc.

Question 5

The number of different people or households exposed to an advertisement is referred to as

Accepted Answer

Reach refers to the total number of different people or households exposed to an advertisement.

Question 6

Lance Armstrong and Tiger Woods, both sports stars, lost contracts as celebrity spokespeople because

Accepted Answer

Both Lance Armstrong and Tiger Woods lost contracts due to negative public attention stemming from personal scandals that affected their public image.

Question 7

Advertisers use a mix of media forms and vehicles to maximize the exposure of the message to the target audience while at the same time minimizing

Accepted Answer

Advertisers aim to minimize costs while maximizing exposure to ensure the advertising campaign is cost-effective and reaches the target audience efficiently.

Question 8

Advertisers use a mix of media forms and vehicles to maximize the ________ of the message to the target audience while at the same time minimizing

Accepted Answer

Advertisers aim to maximize exposure to reach as many people in the target audience as possible while minimizing costs to stay within budget constraints.

Question 9

All of these are difficulties associated with creating an actual advertising message except which?

Accepted Answer

Replacing actors with computer-generated animation can be effective and is often used in advertising to create appealing and engaging content.

Question 10

One problem with humorous appeals is that

Accepted Answer

Humor can be culturally specific, so what is funny in one culture may not be in another, affecting the effectiveness of global campaigns.

Question 11

The American Cancer Society reports that 57,000 Americans die from colon cancer each year, a number that would drop significantly if people over 50 were checked regularly. But being tested for colon cancer is not a pleasant experience and most people fear the possibility of bad news. The ACS sponsored several ads using "Polyp Man" dressed in a big red suit to encourage people to get tested. This is most likely an example of a ________ appeal.

Accepted Answer

The use of "Polyp Man" dressed in a big red suit suggests a humorous appeal to encourage people to get tested for colon cancer.

Question 12

While many commercials that use humorous appeals gain the attention of the audience, they

Accepted Answer

Humorous commercials can quickly lose their novelty and effectiveness as the joke becomes familiar, leading to a decrease in consumer interest.

Question 13

Using actors Samuel L. Jackson in a Capital One commercial and George Clooney in a Nespresso ad rather than unknown actors is an example of a popular form of advertising today-the use of

Accepted Answer

Using well-known actors like Samuel L. Jackson and George Clooney in advertisements is an example of using celebrity spokespersons to leverage their fame and influence to promote a product.

Question 14

The owners of a small bar and grill want to run an ad on local radio in the small town where the business is located. Their objective is to create awareness for the restaurant among the town's consumers. Which of these measures should be used to determine how many different people will hear the advertisement?

Accepted Answer

Reach is the measure used to determine how many different people will hear the advertisement. It refers to the total number of unique individuals exposed to the ad at least once.

Question 15

GEICO ads that use a talking gecko, a group of robbers ordering a getaway car with an app, or a group of pigeons on a wire talking about GEICO are using which type of advertising appeal?

Accepted Answer

These GEICO ads use humor as an advertising appeal to engage the audience and make the brand memorable through entertaining and funny scenarios.

Question 16

When bebe, a contemporary women's clothing store, uses pictures in its advertising to "attract customers who are intrigued by the playfully sensual and evocative imagery of the bebe lifestyle," it is using which type of advertising appeal?

Accepted Answer

The use of "playfully sensual and evocative imagery" suggests that the advertising appeal is based on sex, as it aims to attract customers through sensual and provocative visuals.

Question 17

Newspaper circulation and television ratings are measures of ________ in advertising.

Accepted Answer

Newspaper circulation and television ratings measure the "reach" of advertising, indicating how many people are exposed to the advertisement.

Question 18

Media selection decisions are related to the target audience, the type of product, the nature of the message, campaign objectives, available budget, and

Accepted Answer

The costs of alternative media are crucial in media selection decisions as they directly impact the budget and the effectiveness of reaching the target audience.

Question 19

The use of deceased celebrities such as John Wayne or Fred Astaire in commercials

Accepted Answer

Using deceased celebrities in commercials avoids the risk of their image changing due to future actions or controversies, as they are no longer alive to alter their public persona.

Question 20

All of these statements are true about using humorous appeals in advertising except which?

Accepted Answer

Humorous content does not automatically improve the reach of an advertisement; its effectiveness depends on various factors such as the target audience and the context in which it is used.

Quiz 19: Using Social Media and Mobile Marketing to Connect With Consumers