Question 1

Explain how seasonality impacts media timing.

Accepted Answer

An advertiser must decide how to schedul...

Question 2

The main block of text in a print ad is referred to as the ________.

Accepted Answer

A)   copy
B)   testimonial evidence
C)   headline
D)   slogan
E)   message strategy statementF) D) and E)
G) None of the above

Question 3

Describe the main objectives of informative advertising.

Accepted Answer

The main objectives of informative advertising are:
-Communicating customer value
-Building a brand and company image
-Telling the market about a new product
-Explaining how a product works
-Suggesting new uses for a product
-Informing the market of a price change
-Describing available services and support
-Correcting false impressions

Question 4

The decisions about impact and engagement of an advertisement fall into the category of ________ decisions.

Accepted Answer

A)   sales objectives
B)   budget
C)   message
D)   media
E)   advertising evaluationsF) A) and E)
G) B) and C)

Question 5

Which of the following message execution styles features a highly believable or likable source endorsing the product?

Accepted Answer

A)   musical
B)   mood or image
C)   testimonial evidence
D)   lifestyle
E)   slice of lifeF) B) and E)
G) B) and D)

Question 6

Although television advertising has high absolute costs, its cost per exposure is relatively low.

Accepted Answer

A) True 
 B)False

Question 7

________ is a measure of the percentage of people in a target market who are exposed to an ad campaign during a given period of time.

Accepted Answer

A)   Frequency
B)   Qualitative value
C)   Impact
D)   Premium
E)   ReachF) B) and D)
G) B) and E)

Question 8

A Spanish-language channel runs its ads only in Hispanic neighborhoods. This is an example of ________.

Accepted Answer

A)   broadcasting
B)   buzz marketing
C)   narrowcasting
D)   media multitasking
E)   personal sellingF) B) and E)
G) A) and D) C

Question 9

Brands in a market with many competitors and high advertising clutter must ________.

Accepted Answer

A)   have very high prices compared to competitors
B)   be advertised only through print and social media
C)   be advertised more heavily to be noticed in the marketplace
D)   never be advertised using informative advertising
E)   be advertised only during the mature stage of the product life cycleF) A) and E)
G) A) and D)

Question 10

Persuasive advertising aims to build broad demand.

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

A)   lifestyle
B)   scientific evidence
C)   slice of life
D)   personality symbol
E)   testimonial evidenceF) B) and D)
G) D) and E)

Question 12

Describe the three characteristics that advertising appeals should have?

Accepted Answer

Advertising appeals should be meaningful...

Question 13

Which of the following characterizes standardized global advertising?

Accepted Answer

A)   higher advertising costs
B)   no global advertising coordination
C)   higher appeal to varying demographics
D)   a more consistent worldwide image
E)   lower reachF) A) and B)
G) D) and E)

Question 14

When selecting a media vehicle, the media planner looks both at the total cost of using a medium and at the ________.

Accepted Answer

A)   cost per thousand persons reached
B)   cost of premium offers
C)   cost of the magazine it is using
D)   profit margin
E)   continuity costF) C) and D)
G) A) and D)

Question 15

An ad for Athleta active wear shows a woman in a complex yoga pose and states: "If your body is your temple, build it one piece at a time." This ad uses the ________ execution style.

Accepted Answer

A)   slice of life
B)   lifestyle
C)   fantasy
D)   scientific evidence
E)   personality symbolF) A) and D)
G) A) and C)

Question 16

Which term refers to the general idea that will be communicated to consumers through an advertisement?

Accepted Answer

A)   advertising appeal
B)   message strategy
C)   consumer-generated message
D)   creative concept
E)   message executionF) None of the above
G) A) and E)

Question 17

Which term refers to the qualitative value of message exposure through a given medium?

Accepted Answer

A)   reach
B)   turnover rate
C)   efficiency
D)   media impact
E)   frequencyF) C) and D)
G) A) and B)

Question 18

Franklin & Marshall College wishes to contact high school seniors at independent schools in Pennsylvania. Which of the following media would be most effective and efficient?

Accepted Answer

A)   a Facebook page for the college
B)   local newspapers ads throughout the state
C)   radio ads throughout the state
D)   a direct mail piece sent to selected students
E)   billboards throughout the stateF) B) and D)
G) C) and D)

Question 19

Public relations specialists use several tools. Identify three of these tools and describe how they can help a company communicate with the public.

Accepted Answer

Students' answers may include any three ...

Question 20

Give an example of testimonial evidence and explain the importance of the source.

Accepted Answer

Students answers will vary. Testimonial evidence features a highly believable or likable source endorsing the product. Nike uses Maria Sharapova to endorse its sports equipment and apparel.

Exam 15: Advertising and Public Relations

Explain how seasonality impacts media timing.

Correct Answer
verified
An advertiser must decide how to schedul...
View Answer

The main block of text in a print ad is referred to as the ________.

Correct Answer
verified

Describe the main objectives of informative advertising.

The decisions about impact and engagement of an advertisement fall into the category of ________ decisions.

Correct Answer
verified

Which of the following message execution styles features a highly believable or likable source endorsing the product?

Correct Answer
verified

Although television advertising has high absolute costs, its cost per exposure is relatively low.

Correct Answer
verified

________ is a measure of the percentage of people in a target market who are exposed to an ad campaign during a given period of time.

Correct Answer
verified

A Spanish-language channel runs its ads only in Hispanic neighborhoods. This is an example of ________.

Correct Answer
verified
C

Brands in a market with many competitors and high advertising clutter must ________.

Correct Answer
verified

Persuasive advertising aims to build broad demand.

Correct Answer
verified

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

Correct Answer
verified

Describe the three characteristics that advertising appeals should have?

Correct Answer
verified
Advertising appeals should be meaningful...
View Answer

Which of the following characterizes standardized global advertising?

Correct Answer
verified

When selecting a media vehicle, the media planner looks both at the total cost of using a medium and at the ________.

Correct Answer
verified

An ad for Athleta active wear shows a woman in a complex yoga pose and states: "If your body is your temple, build it one piece at a time." This ad uses the ________ execution style.

Correct Answer
verified

Which term refers to the general idea that will be communicated to consumers through an advertisement?

Correct Answer
verified

Which term refers to the qualitative value of message exposure through a given medium?

Correct Answer
verified

Franklin & Marshall College wishes to contact high school seniors at independent schools in Pennsylvania. Which of the following media would be most effective and efficient?

Correct Answer
verified

Public relations specialists use several tools. Identify three of these tools and describe how they can help a company communicate with the public.

Correct Answer
verified
Students' answers may include any three ...
View Answer

Give an example of testimonial evidence and explain the importance of the source.

Correct Answer
verified
Students answers will vary. Testimonial evidence features a highly believable or likable source endorsing the product. Nike uses Maria Sharapova to endorse its sports equipment and apparel.

Exam 15: Advertising and Public Relations

Explain how seasonality impacts media timing.

Correct AnswerverifiedAn advertiser must decide how to schedul...View AnswerShow Answer

The main block of text in a print ad is referred to as the ________.

Correct AnswerverifiedShow Answer

Describe the main objectives of informative advertising.

The decisions about impact and engagement of an advertisement fall into the category of ________ decisions.

Correct AnswerverifiedShow Answer

Which of the following message execution styles features a highly believable or likable source endorsing the product?

Correct AnswerverifiedShow Answer

Although television advertising has high absolute costs, its cost per exposure is relatively low.

Correct AnswerverifiedShow Answer

________ is a measure of the percentage of people in a target market who are exposed to an ad campaign during a given period of time.

Correct AnswerverifiedShow Answer

A Spanish-language channel runs its ads only in Hispanic neighborhoods. This is an example of ________.

Correct AnswerverifiedC

Brands in a market with many competitors and high advertising clutter must ________.

Correct AnswerverifiedShow Answer

Persuasive advertising aims to build broad demand.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Describe the three characteristics that advertising appeals should have?

Correct AnswerverifiedAdvertising appeals should be meaningful...View AnswerShow Answer

Which of the following characterizes standardized global advertising?

Correct AnswerverifiedShow Answer

When selecting a media vehicle, the media planner looks both at the total cost of using a medium and at the ________.

Correct AnswerverifiedShow Answer

An ad for Athleta active wear shows a woman in a complex yoga pose and states: "If your body is your temple, build it one piece at a time." This ad uses the ________ execution style.

Correct AnswerverifiedShow Answer

Which term refers to the general idea that will be communicated to consumers through an advertisement?

Correct AnswerverifiedShow Answer

Which term refers to the qualitative value of message exposure through a given medium?

Correct AnswerverifiedShow Answer

Franklin & Marshall College wishes to contact high school seniors at independent schools in Pennsylvania. Which of the following media would be most effective and efficient?

Correct AnswerverifiedShow Answer

Public relations specialists use several tools. Identify three of these tools and describe how they can help a company communicate with the public.

Correct AnswerverifiedStudents' answers may include any three ...View AnswerShow Answer

Give an example of testimonial evidence and explain the importance of the source.

Correct AnswerverifiedStudents answers will vary. Testimonial evidence features a highly believable or likable source endorsing the product. Nike uses Maria Sharapova to endorse its sports equipment and apparel.

Correct Answer
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An advertiser must decide how to schedul...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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C

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Advertising appeals should be meaningful...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Students' answers may include any three ...
View Answer

Correct Answer
verified
Students answers will vary. Testimonial evidence features a highly believable or likable source endorsing the product. Nike uses Maria Sharapova to endorse its sports equipment and apparel.