Deck 15: Advertising and Public Relations

Question 1

Low-share brands usually need more advertising spending as a percentage of sales.

Answer 1

True

Question 2

Weekend advertisements for Home Depot encourage consumers to visit the store immediately.Home Depot is practising reminder advertising.

Answer 2

False

Question 3

Advertising is used mostly by not-for-profit organizations,professionals,and social agencies to promote their various causes to target publics.

Answer 3

False

Question 4

Gatorade's "How Fit is Your Water?" campaign is an example of informative advertising.

Question 5

Technical expertise,scientific evidence,and testimonial evidence are all examples of the execution styles that creative teams use in advertising products.

Question 6

Canadian organizations spend more than $14 billion on advertising annually.

Question 7

Informative ads are used primarily in the growth stage of the product life cycle.

Question 8

Jennifer Love Hewitt and Jessica Simpson speak for Proactiv Solution in its advertising.This is an example of a scientific evidence execution style.

Question 9

Slice of life,lifestyle,and personality symbol are all execution styles used in public relations.

Question 10

One agency even leases space on the foreheads of college students for temporary advertising tattoos.

Question 11

Unless ads provide information that is interesting,useful,or entertaining,many consumers will simply skip by them.

Question 12

Reach is a measure of how many times the average person in the target market is exposed to the message.

Question 13

No matter how big the budget,advertising can succeed only if advertisements gain attention and communicate well.

Question 14

Professional athletes such as Tiger Woods,Peyton Manning,and Maria Sharapova are featured in advertisements for Gatorade.Gatorade is utilizing persuasive advertising.

Question 15

A specific communication task to be accomplished with a specific target audience during a specific period of time is called an advertising objective.

Question 16

A simple message idea can become a great ad campaign when a copywriter and an art director team up to develop creative concepts.

Question 17

In advertising strategy,the creative department first creates good advertisements,and then the media department selects the best media,a system that almost always works very well.

Question 18

Scientific evidence is the execution style used when Subway advertises six subs for under six fat grams.

Question 19

Media engagement measures are easy to come by for most media.

Question 20

Although television advertising is expensive for corporations,the cost per exposure is relatively low.

Question 21

In an attempt to change the perception that milk was unhealthy,the National Fluid Milk Processors Education Program established an advertising campaign featuring celebrities with milk moustaches and the tag line "Got Milk?"

Question 22

If Tim wants to adopt the strategy of informative advertising for his bakery,which of the following would be the best objective?

A) Build brand preference
B) Suggest new uses for a product
C) Encourage customers to switch brands
D) Change customer perceptions of brand value
E) Keep brand in customer minds during off-seasons

Question 23

Jill's Deli wants to build primary demand for a new product category.This is an example of ________ advertising.

Question 24

In small and large companies,advertising is typically handled by an individual or team in the sales department.

Question 25

Media planners must also choose the best media vehicles-specific media within each general media type.

Question 26

Janice has a successful marketing company.One of her business advisors suggests adopting reminder advertising.Which of the following would be the most suitable objective?

A) Restore company image
B) Build brand preference
C) Correct false impressions
D) Inform the market of a price change
E) Maintain customer relationships

Question 27

Building good relations with the company's various publics by obtaining favourable publicity,building a good corporate image,and handling or heading off unfavourable rumours,stories,and events is another major mass-promotion tool.

Question 28

____________ is any paid form of non-personal presentation and promotion of ideas,goods,or services by an identified sponsor.

Question 29

Public relations can have a strong impact on public awareness but at a much higher cost than advertising.

Question 30

Since China has lifted many of its international trade restrictions,corporations such as McDonald's and Coca-Cola now have only limited censorship rules governing their TV and radio advertising.

Question 31

The communication effects of advertisements and ad campaigns are more difficult to measure than the sales and profit effects.

Question 32

Recently,the increased use of online social networks and video sharing has reduced the need for advertising standardization for global brands.

Question 33

Tim's bakery decided to sell 15 percent more bagels before the end of the next quarter.This is an example of advertising ________ that define the task that advertising must accomplish with a specific target audience during a specific period of time.

Question 34

Today's advertising agencies are staffed with specialists who can often perform advertising tasks better than a producer or retailer's own employees can.

Question 35

Tim's Bakery wants to reach out to past customers who have not been in the store for a while.His advertising objective is classified by its primary purpose,which is to inform,persuade,or ________.

Question 36

One of major public relations tools is news.

Question 37

A company's website can be an important public relations vehicle.

Question 38

Return on advertising investment is using the net return on advertising investment divided by the costs of the advertising investment.

Question 39

Direct mail is one of the least expensive media on a per exposure basis.

Question 40

Which of the following are important steps during the process of developing an advertising program?

A) Setting strategic objectives
B) Setting the research and development budget
C) Developing agency strategy
D) Selecting a target market
E) Evaluating advertising campaigns

Question 41

Which of the following definitely require high advertising budgets?

A) Products in non-competitive markets
B) Differentiated brands
C) New products
D) High-share brands
E) Mature brands

Question 42

What is a potential problem associated with comparative advertising?

A) Consumers confuse the positive and negative aspects of the brands involved in the ad war.
B) Competitors develop new and improved products in an attempt to win the advertising contest.
C) Consumers are bombarded with competing ads, which causes them to leave the market completely.
D) Competitors respond with their own ads, which often results in negative publicity for both brands.
E) Consumers alternate between competing products and never develop brand loyalties.

Question 43

The goal of ________ is to make an advertisement so useful that people want to watch it.

Question 44

When Proctor & Gamble developed the Mr.Clean Magic Eraser,the company needed to explain how the product cleans grime from walls without removing paint.What type of campaign was most likely used by Proctor & Gamble for the Mr.Clean Magic Eraser?

A) Informative advertising
B) Persuasive advertising
C) Reminder advertising
D) Developmental advertising
E) Comparative advertising

Question 45

Which of the following is an element of developing an advertising strategy?

A) Selecting advertising media
B) Using sophisticated statistical models
C) Setting advertising objectives
D) Evaluating advertising campaigns
E) Setting the advertising budget

Question 46

Suave ran ads featuring a woman with beautiful hair questioning "Suave or Matrix? Can You Tell?" This is an example of ________.

Question 47

To be successful,an advertisement must ________.

Question 48

Dan's Fine Furniture has determined its advertising objectives.The next step in developing an advertising program is to ________.

Question 49

Heavy advertising may be required for target customers to distinguish between similar products from President's Choice and Presidential Preference.This is an example of ___________.

Question 50

A product in the maturity stage will often require ________ advertising.

Question 51

U-Frame-It is a small company that has hired a local ad agency to put together an advertising campaign.Which of the following questions should be answered first?

A) What percentage of the budget should be for U-Frame-It radio ads?
B) Which type of media vehicle is most appropriate for U-Frame-It ads?
C) What are the communication and sales objectives of U-Frame-It?
D) How does U-Frame-It's competition advertise?
E) What is the demographic of U-Frame-It's customer base?

Question 52

Apex detergent is relatively undifferentiated from two other detergent brands: Acme and Brighton detergent.Therefore,Apex may require ________.

Question 53

__________ have been developed to help larger companies determine the optimal investment across various media.Such tools are useful when determining the relationship between promotional spending and brand sales.

Question 54

As a relative newcomer to the marketplace in Winnipeg,Dan's Fine Furniture opts to use ________ advertising to showcase its brand with one or more other local brands.

Question 55

George's Golf Emporium has started careful ____________ as a result of rising media costs,focused target marketing strategies,and the growing array of new media.

Question 56

Familiar products such as Coca-Cola are more likely to use ________.

Question 57

Which of the following represents the merge between advertising and entertainment?

A) Madison & Vine
B) Wall St. & Fifth Ave.
C) Buzz marketing
D) product placement
E) webisodes

Question 58

Quaker Oats has been selling oatmeal for many years and is a trusted leader in the oatmeal market.What will be the most likely objective of advertisements for a new flavour of oatmeal being introduced by Quaker Oats?

A) Build a company image
B) Encourage customers to switch brands
C) Correct false impressions
D) Maintain customer relationships
E) Change customer perceptions

Question 59

Viewing time,combined,is increasing for the Internet,video on demand,and DVRs (digital video recorders),resulting in which of the following problems for marketers?

A) Consumers are watching less television.
B) Consumers have more choices about what to watch or not watch.
C) Audiences are less interested in media consumption.
D) Consumers cannot focus on specific messages due to advertising clutter.
E) Television advertising is becoming more expensive.

Question 60

Bruce's Bait and Tackle has decided to increase ________ advertising as competition increases.The company's objective is to build selective demand.

Question 61

Mike's Bike Shop has a new print advertisement appearing in the local newspaper.What will be the first element readers will notice in the advertisement?

A) Headline
B) Illustration
C) Copy
D) Subheadlines
E) Colour

Question 62

Jasdeep's Motors wants to increase the number of times an average person in the target market is exposed to its ad.To do this Jasdeep needs to increase ________.

Question 63

When Energizer uses a bunny to represent its product,which type of execution style is being employed?

A) Mood or image
B) Fantasy
C) Personality symbol
D) Technical expertise
E) Musical

Question 64

When a pharmaceutical ad includes a world-renowned heart surgeon describing the benefits of the medication,which type of execution style is being used?

A) Mood or image
B) Fantasy
C) Personality symbol
D) Musical
E) Technical expertise

Question 65

After creating message strategy statements,the advertiser must develop a compelling ________ that will bring the message strategy to life in a distinctive and memorable way.

Question 66

Bob's Bait and Tackle wants to increase the percentage of people in the target market who are exposed to its ad campaign during a given period of time.Bob wants to increase his _________.

Question 67

________ tend to be straightforward outlines of benefits and positioning points that the advertiser wants to stress

Question 68

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

A) Copy
B) Illustration
C) Headline
D) Slogan
E) Colour

Question 69

How can consumer-generated ads benefit companies and their products?

A) Consumers trust the opinions of people similar to themselves.
B) Viewers find user-generated advertisements more humorous than professional ads.
C) Consumer criticism of a competitor's product is believable and valuable.
D) Viewers enjoy participating in product contests and being in commercials.
E) Consumers become engaged in the product and consider its value in their lives.

Question 70

An amateur video showing the result of mixing Diet Coke with Mentos candies exemplifies which growing trend in advertising?

A) YouTube webisodes
B) Consumer-generated messages
C) Multiple minicampaigns
D) Consumer-driven promotions
E) Competitive consumer messages

Question 71

The AFLAC duck and Tony the Tiger are examples of ________ used in successful advertising campaigns.

Question 72

In its advertisements,Timex promotes its affordable and sturdy watches.Fossil emphasizes style and fashion in its advertisements,while Rolex stresses luxury and status.These are all examples of ________ appeals.

Question 73

Which message execution style depicts average people using a product in an everyday setting?

A) Lifestyle
B) Scientific evidence
C) Slice of life
D) Personality symbol
E) Testimonial evidence

Question 74

What is the term used to describe the idea that will be communicated to consumers through an advertisement?

A) Advertising appeal
B) Message strategy
C) Consumer-generated message
D) Creative concept
E) Message execution

Question 75

The big idea or the creative concept may emerge as a(n)________,a phrase,or a combination of the two.

Question 76

Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals.

Question 77

Product placement in television programs and movies is an example of ________

Question 78

Which of the following are the three characteristics of an advertising appeal?

A) Engaging, informative, and stylish
B) Trendy, compelling, and appealing
C) Meaningful, believable, and distinctive
D) Unique, emotional, and entertaining
E) Humorous, memorable, and interesting

Question 79

An ad for a new convection oven shows a busy professional woman serving dinner to her family.The convection oven is seen in the background,and the headline reads,"The latest development in time travel." This is an example of what type of execution style?

A) Slice of life
B) Lifestyle
C) Fantasy
D) Scientific evidence
E) Mood or image

Question 80

Advertisements built around dream themes are using which type of execution style?

A) Mood or image
B) Musical
C) Fantasy
D) Lifestyle
E) Personality symbol