Question 1

Research has shown banner ads on Web sites to be very effective.

Accepted Answer

The effectiveness of banner advertising is one hotly contested area of Internet advertising.

Question 2

On Subway napkins,they compare the nutritional information for their 6-inch subs to McDonald's Big Mac and Burger King Whopper.This is an example of competitive advertising.

Accepted Answer

Comparative advertising specifically compares two or more products.

Question 3

Advergaming is an Internet advertising format where companies put ad messages in Web-based or video games to advertise or promote products.

Accepted Answer

Advergaming is a real internet advertising format where companies use games as a platform to advertise their products.

Question 4

A commercial for McDonald's shows kids having fun with their Happy Meals.This is an example of a demonstration executional style for advertising.

Accepted Answer

It is an example of a slice-of-life executional style.

Question 5

The manufacturer of the George Forman grill has produced a 30-minute sales pitch in the form of a talk and demonstration show to be aired on local cable TV channels.This is an example of an infomercial.

Accepted Answer

An infomercial is a long-form commercial that typically lasts 30 minutes or more and includes a mix of product demonstrations, testimonials, and sales pitches. The George Foreman grill manufacturer's 30-minute sales pitch in the form of a talk and demonstration show fits this description and is therefore an example of an infomercial.

Question 6

The goal of advertising is to change people's values.

Accepted Answer

Advertising cannot change a person's basic value system,moral code,or cultural influences.Advertising instead tries to change consumers' attitudes about brands.

Question 7

Historically,advertising in the United States has been oriented around corporations,not products.

Accepted Answer

Historically,advertising in the U.S.has been product oriented.

Question 8

There are many snack foods for children,but only Nature's Path makes an organic snack designed for a child's palate.The product's unique selling proposition is that it is completely organic.

Accepted Answer

The statement mentions that Nature's Path makes an organic snack designed for a child's palate, and that this is its unique selling proposition. Therefore, the statement is true.

Question 9

A small,high-tech company has just launched a new writing pen that has a memory,much like a small computer.The advertising campaign focuses on the innovativeness of the new product.This is an example of pioneering advertising.

Accepted Answer

Pioneering advertising is used for new and innovative products where the focus is on highlighting the product's unique features and benefits. In this case, the advertising campaign focuses on the pen's memory, which is a unique feature, making it an example of pioneering advertising.

Question 10

Magazine ads have a much shorter life span and pass-along rate than radio ads.

Accepted Answer

The opposite is True.

Question 11

A print ad depicts a picture of a frozen dessert accompanied by information about the dessert: "two servings,only 300 calories per serving,no cholesterol,and 100 percent of the RDA of vitamins and minerals." This is an example of an advertisement selling the product's benefits.

Accepted Answer

This ad sells the product's attributes.

Question 12

An appeal to vanity and egotism is the reason that celebrity spokespeople are used so often in advertising.

Accepted Answer

This common advertising appeal is admiration.

Question 13

An appeal to love and romance is often used in selling cosmetics and perfume.

Accepted Answer

This is true as cosmetics and perfumes are often marketed as something that can enhance one's attractiveness and appeal to potential romantic partners. The advertising often features romantic or intimate scenarios, and language that suggests using the product will lead to increased attention and attraction from others.

Question 14

The primary advantage of newspaper advertising is demographic selectivity.

Accepted Answer

While newspaper has an advantage of geographic selectivity,it does not have the advantage of demographic selectivity like magazines do.

Question 15

Mobile advertising may be one of the most promising tactics for contacting consumers when they are thinking about a specific product.

Accepted Answer

Mobile devices are highly personal, and consumers tend to carry them with them all the time, providing marketers with an unprecedented opportunity to reach their target audience with highly targeted and personalized advertising. As a result, mobile advertising has become an important and effective way for marketers to connect with consumers who are actively searching for information on a particular product or service. Therefore, mobile advertising is considered one of the most promising tactics for contacting consumers when they are thinking about a specific product.

Question 16

Promotion is defined as any form of impersonal,paid communication in which the sponsor or company is identified.

Accepted Answer

This defines advertising,which is a type of promotion.

Question 17

Nature's Path makes EnviroKids brand organic cereals,rice bars,and cookies.It is determining whether to put its advertisements in newspapers or on television.Its primary concern is with how many people in its target market will be exposed to its ads.In other words,the company is concerned about frequency.

Accepted Answer

It is concerned about reach.

Question 18

The DAGMAR approach is method one of setting advertising objectives.

Accepted Answer

The DAGMAR approach, which stands for Defining Advertising Goals for Measured Advertising Results, is a method of setting advertising objectives that was developed by Russell Colley in the 1960s. It focuses on setting specific, measurable objectives that can be evaluated to determine the effectiveness of an advertising campaign.

Question 19

The advertising response function is a phenomenon in which increased spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing results.

Accepted Answer

The advertising response function states that while increased spending for advertising and sales promotion can initially lead to increased sales or market share, there is a point at which further spending produces diminishing returns. This is a well-documented phenomenon in marketing and advertising.

Question 20

Humorous executional styles are more often used in radio and television advertising than in print or magazine advertising.

Accepted Answer

Humor is often conveyed through dialogue and visual cues, which are better utilized in radio and television advertising than in print or magazine advertising. Additionally, humor is more likely to capture and maintain audience attention in a dynamic medium like television or radio.

Quiz 17: Advertising and Public Relations