Question 1

The UPS Store's advertising "What Brown Can Do for You" whiteboard campaign tells business consumers that when it comes to getting their products delivered somewhere or need shipping software or ship products worldwide that UPS can help.The advertising is focusing on:
A) creating advertising appeal
B) production implementation
C) a product mission
D) creating product loyalty
E) a product benefit

Accepted Answer

A benefit is what customers will receive or achieve by using the product or service.

Question 2

A feature of a product is called a(n):
A) asset
B) appeal
C) attribute
D) element
E) benefit

Accepted Answer

Attributes are features,while benefits are what consumers will receive or achieve by using the product.

Question 3

IBM runs television ads that show how their IT services can help a small Internet start up prepare for and solve any problems that may arise in their daily operations.This is an example of a:
A) unique selling proposition
B) advertising objective
C) media profile
D) basis for comparative advertising
E) basis for product identification

Accepted Answer

A unique selling proposition is a desirable,exclusive,and believable advertising appeal selected as a theme for an advertising campaign.

Question 4

DAGMAR is an acronym for:
A) Defining and Achieving Goals Means Advertising Reach
B) Developing Aggressive Markets
C) Designing Advertising with Market Research
D) Defining Advertising Goals for Measured Advertising Results
E) Developing Aggressive Growth Markets and Revenues

Accepted Answer

According to this method,all advertising objectives should precisely define the target audience,the desired percentage change in some specific measure of effectiveness,and the time frame in which that change is to occur.

Question 5

Which of the following is what consumers will receive or achieve by using a product?
A) Attribute
B) Benefit
C) Compensation
D) Market share
E) Functionality

Accepted Answer

Benefits might be such things as convenience,pleasure,savings,or relief.

Question 6

Many advertisements use celebrities that are liked by many people in hopes that consumers will buy the product that the celebrity endorses.Using celebrities to influence consumers to buy the product is an example of which advertising appeal?
A) Consciousness
B) Love or romance
C) Fun and pleasure
D) Admiration
E) Resonance

Accepted Answer

Using a celebrity to influence consumers to buy a product is an example of the admiration advertising appeal, where the advertiser aims to increase the attractiveness of the product by associating it with a respected, admired figure.

Question 7

Kellogg's has a brand of Frosted Flakes that touts a third less sugar on the packaging.This ad is emphasizing:
A) a product attribute
B) production implementation
C) a product mission
D) a loyalty reward
E) a product premium

Accepted Answer

The sugar content is an attribute.

Question 8

Ads for Sandals Resorts that prominently feature vacationers in real-life situations are using a _____ appeal.
A) slice-of-life
B) mood or image
C) fun and pleasure
D) demonstration
E) spokesperson

Accepted Answer

The other choices are executional styles.

Question 9

Ads for Brita water filters describe how one Brita pitcher filter can reduce waste by effectively replacing as many as 300 standard plastic water bottles.What kind of an advertising appeal is this ad using?
A) Environmental consciousness
B) Concern
C) Health
D) Profit
E) Admiration

Accepted Answer

The ad is using an environmental consciousness appeal, encouraging consumers to use a Brita pitcher filter instead of single-use plastic water bottles to reduce waste.

Question 10

An advertising _____ identifies a reason for a person to buy a product.
A) profile
B) execution
C) format
D) appeal

Accepted Answer

This is the definition of an advertising appeal.

Question 11

In advertising,the goal is to sell the _____,not the _____ of a product.
A) benefits;attributes
B) characteristics;appeals
C) values;traits
D) competitive edge;virtues
E) differential advantage;properties

Accepted Answer

A well-known rule of thumb in advertising is "Sell the sizzle,not the steak."

Question 12

Ads for Yoplait Greek Yogurt highlight that the product has twice the protein and three times the calcium of other yogurts.This advertising highlights:
A) a product attribute
B) the creation of brand loyalty
C) how negative consumers' attitudes are modified
D) a product benefit
E) a loyalty reward

Accepted Answer

The calcium and protein content are considered product attributes.

Question 13

A(n)_____ is a desirable,exclusive,and believable advertising appeal selected as the theme for a campaign.
A) executional framework
B) creative message strategy
C) benefit
D) attribute
E) unique selling proposition

Accepted Answer

The advertising appeal selected for the campaign becomes what advertisers call its unique selling promotion,and it usually becomes the campaign slogan.

Question 14

ReaLemon juice relies on the slogan,"Fresh Lemon Taste Made Easy." What kind of an advertising appeal is this ad using?
A) Mood
B) Vanity and egotism
C) Health
D) Convenience
E) Admiration

Accepted Answer

The slogan "Fresh Lemon Taste Made Easy" suggests that using ReaLemon juice is convenient, implying that it saves time and effort compared to manually squeezing lemons for juice. Therefore, the ad is using convenience as its advertising appeal.

Question 15

A newspaper ad for General Mills cereal highlights its BoxTop Redemption program in which General Mills donates cash to schools when the schools redeem box tops from General Mills cereal.This ad focuses on:
A) a product attribute
B) production implementation
C) a product mission
D) creating product loyalty
E) a product benefit

Accepted Answer

The ad answers the customer's question,"What's in it for me?"

Question 16

All of the following are common types of advertising appeals EXCEPT:
A) profit
B) health
C) admiration
D) fear
E) commitment

Accepted Answer

All of the other choices (profit, health, admiration, fear) are common types of advertising appeals. Commitment may be utilized as a tactic within an appeal, but it is not a stand-alone type of appeal.

Question 17

Allstate Insurance has mostly ditched its famous "in good hands" ads in favor of a character called "Mayhem," who shows up in your life at random - and trashes it.What kind of advertising appeal were these ads using?
A) fear
B) consequences
C) health
D) vanity and egotism
E) consciousness

Accepted Answer

The ads are using fear as an advertising appeal to showcase the potential risks and challenges that people can face in their lives, and how Allstate's insurance coverage can help protect them. Mayhem symbolizes the unpredictable and chaotic events that can happen to anyone at any time, creating a sense of urgency and vulnerability in the viewers.

Question 18

A print ad for Kraft Capri Sun drink packs says "take a sip of antioxidant protection" What kind of an advertising appeal is this ad using?
A) Convenience
B) Fun and pleasure
C) Health
D) Profit
E) Admiration

Accepted Answer

Health appeals to those who want to be healthy.

Question 19

Gucci,a very expensive brand of clothing and accessories,show beautiful women wearing its products in magazine ads.What kind of an advertising appeal is this?
A) Environmental consciousness
B) Vanity and egotism
C) Health
D) Profit
E) Admiration

Accepted Answer

The advertising appeal is vanity and egotism, as it is portraying beautiful women wearing expensive Gucci products, which is meant to appeal to consumers' desire for status, luxury, and admiration.

Question 20

An ad for an AT&T MasterCard offered zero percent interest on any balance transferred from another card by September 1,as well as no annual fee.What kind of an appeal is this ad using?
A) Environmental consciousness
B) Vanity and egotism
C) Health
D) Profit
E) Admiration

Accepted Answer

The ad is using a profit appeal by offering zero percent interest on balance transfers and no annual fee, which would save customers money and potentially increase profits for AT&T MasterCard.

Quiz 17: Advertising and Public Relations

The UPS Store's advertising "What Brown Can Do for You" whiteboard campaign tells business consumers that when it comes to getting their products delivered somewhere or need shipping software or ship products worldwide that UPS can help.The advertising is focusing on:

A feature of a product is called a(n) :

IBM runs television ads that show how their IT services can help a small Internet start up prepare for and solve any problems that may arise in their daily operations.This is an example of a:

DAGMAR is an acronym for:

Which of the following is what consumers will receive or achieve by using a product?

Many advertisements use celebrities that are liked by many people in hopes that consumers will buy the product that the celebrity endorses.Using celebrities to influence consumers to buy the product is an example of which advertising appeal?

Kellogg's has a brand of Frosted Flakes that touts a third less sugar on the packaging.This ad is emphasizing:

Ads for Sandals Resorts that prominently feature vacationers in real-life situations are using a _____ appeal.

Ads for Brita water filters describe how one Brita pitcher filter can reduce waste by effectively replacing as many as 300 standard plastic water bottles.What kind of an advertising appeal is this ad using?

An advertising _____ identifies a reason for a person to buy a product.

In advertising,the goal is to sell the _,not the _ of a product.

Ads for Yoplait Greek Yogurt highlight that the product has twice the protein and three times the calcium of other yogurts.This advertising highlights:

A(n) _____ is a desirable,exclusive,and believable advertising appeal selected as the theme for a campaign.

ReaLemon juice relies on the slogan,"Fresh Lemon Taste Made Easy." What kind of an advertising appeal is this ad using?

A newspaper ad for General Mills cereal highlights its BoxTop Redemption program in which General Mills donates cash to schools when the schools redeem box tops from General Mills cereal.This ad focuses on:

All of the following are common types of advertising appeals EXCEPT:

Allstate Insurance has mostly ditched its famous "in good hands" ads in favor of a character called "Mayhem," who shows up in your life at random - and trashes it.What kind of advertising appeal were these ads using?

A print ad for Kraft Capri Sun drink packs says "take a sip of antioxidant protection" What kind of an advertising appeal is this ad using?

Gucci,a very expensive brand of clothing and accessories,show beautiful women wearing its products in magazine ads.What kind of an advertising appeal is this?

An ad for an AT&T MasterCard offered zero percent interest on any balance transferred from another card by September 1,as well as no annual fee.What kind of an appeal is this ad using?