Question 1

The media that offers the advantage of intimacy with the audience is

Accepted Answer

A)   magazines
B)   newspapers
C)   television
D)   radio

Question 2

Affective message strategies tend to be used with all of the following appeals except

Accepted Answer

A)   fear
B)   sex
C)   rational
D)   emotional

Question 3

The advertising appeal that is used the most, in about 30% of all ads is

Accepted Answer

A)   emotional
B)   fear
C)   humor
D)   sex

Question 4

An advertisement designed to provide the audience with some type of information is called _________________________.

Accepted Answer

informativ...

Question 5

The ability to break through clutter and gain a person's attention is _________________________.

Accepted Answer

The answer of The ability to break through clutter and...

Question 6

Advertising on radio has all of the following disadvantages except

Accepted Answer

A)   short ad duration
B)   no national audience
C)   low attention
D)   high cost per ad

Question 7

While the sex appeal can be used for almost any product, it works best for products that are related to sex in some way.

Accepted Answer

A) True 
 B)False

Question 8

In terms of advertising execution, _____ is the presentation of an advertisement using drawn or personified characters, which are computer-enhanced or modified imagery.

Accepted Answer

A)   animation
B)   slice-of-life
C)   dramatization
D)   fantasy

Question 9

Identify the various types of advertising.

Accepted Answer

Advertising can be divided into two prim...

Question 10

The primary goal of an emotional appeal is to

Accepted Answer

A)   build a bond between the brand and the consumer, just as you would between two people
B)   entertain the audience
C)   gain the attention of the audience, then persuade them about the merits of the product being advertised
D)   make the audience smile and enjoy the advertisement

Question 11

When reporting Nielsen ratings, the "share" is the percent of households that have television sets turned on and are watching a particular program.

Accepted Answer

A) True 
 B)False

Question 12

All of the following should be used as criteria for selecting an advertising agency except the

Accepted Answer

A)   size of the agency
B)   relative experience of the agency
C)   experience in multinational advertising campaigns
D)   media planning and purchasing capability

Question 13

In terms of advertising execution, the lifestyle execution

Accepted Answer

A)   involves the presentation of an advertisement using drawn or personified characters or computer-enhanced or modified imagery
B)   involves presenting a problem and a solution within the framework of an advertisement
C)   portrays the product fitting into a person's current or desired lifestyle
D)   uses an individual, such as a celebrity, an ordinary person, or a customer to endorse the product

Question 14

Of the following industries, the one with the lowest expenditures on advertising as a percentage of revenue, at 1 percent, is

Accepted Answer

A)   grocery stores
B)   eating places
C)   real estate agents
D)   amusement parks

Question 15

In terms of media spending in Finland, the most is spent for _____, at 47.7% of the total.

Accepted Answer

A)   newspapers
B)   television
C)   magazines
D)   direct mail

Question 16

An advertisement by Coors encouraging people not to drink and drive would be an example of

Accepted Answer

A)   brand advertising
B)   persuasive advertising
C)   institutional advertising
D)   pioneer advertising

Question 17

Rotoscoping is the process of placing individuals from different photos into one photo or advertisement.

Accepted Answer

A) True 
 B)False

Question 18

If an advertisement for milk presents information about the fact that milk has calcium and it can prevent bone diseases, the ad is using a(n)  _____ message strategy.

Accepted Answer

A)   affective
B)   cognitive
C)   conative
D)   brand

Question 19

Advertising can be divided into two broad categories: product advertising and business-to-business advertising.

Accepted Answer

A) True 
 B)False

Question 20

The largest percentage of radio ads, 67 percent, are

Accepted Answer

A)   national ads
B)   network ads
C)   local ads
D)   humorous ads

Exam 14: Advertising, Sponsorships, and Public Relations

Of the following industries, the one with the lowest expenditures on advertising as a percentage of revenue, at 1 percent, is

Correct AnswerverifiedShow Answer

The media that offers the advantage of intimacy with the audience is

Correct AnswerverifiedShow Answer

If an advertisement for milk presents information about the fact that milk has calcium and it can prevent bone diseases, the ad is using a(n) _____ message strategy.

Correct AnswerverifiedShow Answer

Advertising can be divided into two broad categories: product advertising and business-to-business advertising.

Correct AnswerverifiedShow Answer

Affective message strategies tend to be used with all of the following appeals except

Correct AnswerverifiedShow Answer

In terms of advertising execution, _____ is the presentation of an advertisement using drawn or personified characters, which are computer-enhanced or modified imagery.

Correct AnswerverifiedShow Answer

When reporting Nielsen ratings, the "share" is the percent of households that have television sets turned on and are watching a particular program.

Correct AnswerverifiedShow Answer

The primary goal of an emotional appeal is to

Correct AnswerverifiedShow Answer

Advertising on radio has all of the following disadvantages except

Correct AnswerverifiedShow Answer

In terms of advertising execution, the lifestyle execution

Correct AnswerverifiedShow Answer

In terms of media spending in Finland, the most is spent for _____, at 47.7% of the total.

Correct AnswerverifiedShow Answer

Identify the various types of advertising.

Correct AnswerverifiedAdvertising can be divided into two prim...View AnswerShow Answer

Rotoscoping is the process of placing individuals from different photos into one photo or advertisement.

Correct AnswerverifiedShow Answer

The largest percentage of radio ads, 67 percent, are

Correct AnswerverifiedShow Answer

An advertisement designed to provide the audience with some type of information is called _________________________.

Correct Answerverifiedinformativ...View AnswerShow Answer

All of the following should be used as criteria for selecting an advertising agency except the

Correct AnswerverifiedShow Answer

An advertisement by Coors encouraging people not to drink and drive would be an example of

Correct AnswerverifiedShow Answer

The advertising appeal that is used the most, in about 30% of all ads is

Correct AnswerverifiedShow Answer

The ability to break through clutter and gain a person's attention is _________________________.

Correct AnswerverifiedShow Answer

While the sex appeal can be used for almost any product, it works best for products that are related to sex in some way.

Correct AnswerverifiedShow Answer

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Advertising can be divided into two prim...
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informativ...
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