Question 1

The three general objectives of advertising are to select, target, and promote.

Accepted Answer

The three general objectives of advertising are to inform, persuade, and remind.

Question 2

A pulsing advertising schedule uses periods of heavy advertising followed by periods of no advertising.

Accepted Answer

False

Question 3

An advertisement stating, "Buy now: no money down," is a persuasive-type ad.

Accepted Answer

The advertisement uses the persuasive technique of "no money down" to encourage consumers to make a purchase, making it a persuasive-type ad.

Question 4

An advertising campaign's objectives should be specific and measurable.

Accepted Answer

Objectives that are specific and measurable help to ensure that the campaign's success can be accurately evaluated and adjustments can be made if necessary. Without specific and measurable objectives, it can be difficult to determine the effectiveness of the campaign.

Question 5

A television ad showing a crowd holding candles and singing "I'd like to teach the world to sing," followed by the words, "Happy Holidays from your Coca-Cola bottler," is an example of reminder advertising.

Accepted Answer

Reminder advertising aims to reinforce brand awareness and loyalty among existing customers, and this ad shows the Coca-Cola brand and its holiday message to its target audience.

Question 6

The target audience for advertisers is not always the same as current users of the product.

Accepted Answer

Advertisers may target a different audience in order to expand the reach of the product or attract new customers.

Question 7

PSAs typically focus on social marketing objectives.

Accepted Answer

PSAs (Public Service Announcements) are designed to promote social causes, public health, safety, and well-being. Therefore, they typically focus on social marketing objectives.

Question 8

The key to a successful emotional appeal is to create a bond between the consumer and the brand.

Accepted Answer

Emotional appeals aim to create a connection between the consumer and the brand by evoking emotions such as joy, fear, nostalgia, or empathy. This connection helps to build brand loyalty and can lead to increased sales and positive consumer perceptions.

Question 9

Contests and sweepstakes are both forms of sales promotions, but a contest requires some sort of skill or effort, whereas a sweepstakes is a drawing of entrants' names.

Accepted Answer

This is the correct definition and differentiation between contests and sweepstakes. Contests require some sort of skill or effort, such as solving a puzzle or submitting a creative entry, while sweepstakes are simply a random drawing of entrants' names.

Question 10

Beverage companies often pay movie producers to have their products used and shown in movies. This is an example of product placement.

Accepted Answer

Product placement refers to the practice of companies paying to have their products featured or integrated into movies, TV shows, or other forms of media. Beverage companies are known to commonly engage in this practice.

Question 11

Isaac wants to measure the effectiveness of his company's advertising campaign. To do so, Isaac will have to assess elements of the campaign before, during, and after the campaign runs.

Accepted Answer

To measure the effectiveness of an advertising campaign, it is important to assess elements before, during, and after the campaign runs. This includes setting goals and objectives beforehand, evaluating progress during the campaign, and analyzing the results after the campaign ends.

Question 12

The primary federal agencies that regulate advertising activities in the United States are the FED, FEMA, and FCC.

Accepted Answer

The primary federal agencies that regulate advertising activities in the United States are the Federal Trade Commission (FTC) and the Federal Communications Commission (FCC). There is no agency called FED or FEMA that regulates advertising activities.

Question 13

One problem facing advertisers is that consumers screen out messages that are not relevant to them.

Accepted Answer

This is a common phenomenon known as "ad blindness" where consumers ignore or block out messages that do not interest them, making it difficult for advertisers to effectively reach their target audience.

Question 14

An iPad mini advertisement appearing in The New York Times is an example of using a niche media channel.

Accepted Answer

The New York Times is a mainstream media outlet with a broad audience, not a niche media channel specifically targeted towards potential iPad mini users or technology enthusiasts.

Question 15

Public service announcements (PSAs) represent a form of sales promotion.

Accepted Answer

The answer of Public service announcements (PSAs) represent a form...

Question 16

Glenn is using a push strategy to promote his new, self-published financial guidebook. He is directly promoting it to readers in the The Wall Street Journal.

Accepted Answer

A push strategy involves promoting products through distribution channels to retailers or wholesalers, not directly to consumers. Promoting directly to readers is more characteristic of a pull strategy.

Question 17

When businesses support cultural or sporting events, such as the Discover Orange Bowl football game, this is known as cause-related marketing.

Accepted Answer

This is known as event sponsorship, where businesses support events for promotional benefits rather than cause-related marketing, which involves partnerships with non-profits or causes for mutual benefit and social good.

Question 18

Puffery is not always illegal in the United States under state and federal law.

Accepted Answer

Puffery is generally considered to be subjective or exaggerated statements that are not meant to be taken literally. These statements are not considered to be false or misleading advertising under state and federal law. However, if the statement goes beyond mere puffery and is a misrepresentation of material facts, it could be considered illegal.

Question 19

Although it is usually brief, the role of the subhead in print advertisements is to provide additional product information.

Accepted Answer

The subhead in print advertisements is used to provide more details about the product being advertised.

Question 20

Loyalty programs are sales promotions designed to retain current customers and encourage multiple purchases over time with the promise of a reward or premium.

Accepted Answer

Loyalty programs are specifically designed to reward and incentivize customers to continue purchasing from a particular brand or business.

Quiz 18: Advertising, Public Relations, and Sales Promotions