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Exam 14: Advertising, Sponsorships, and Public Relations

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Question 71

True/False

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One of the best areas to have sponsorships is baseball. According to Performance Research, 72 percent of baseball fans buy products that support the sport and 40 percent of the fans will switch their brand loyalty to baseball related brands.

A) True
B) False

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Question 72

Multiple Choice

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Match the statement with the advertising execution strategy: -An advertising execution that portrays a product in a straightforward, direct way.

A) animation
B) slice-of-life
C) dramatization
D) lifestyle
E) testimonial
F) demonstration
G) fantasy
H) presentation

I) E) and H)
J) G) and H)

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Question 73

Multiple Choice

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As a percentage of total ad spending by media, outdoor advertising is the highest for the country of

An advertising boutique-type service would offer only one type of service or works for only one type of client.

The primary print media of magazines, newspapers, the Yellow Pages, business publications, and direct mail account for approximately 25% of the total expenditures on advertising.

One of the most difficult and important tasks faced by the public relations department is to handle negative publicity.

Message themes are carried from one ad to another and from one campaign to another to connect ads and campaigns together and to ensure consumers hear a consistent message.

The decision to hire an advertising agency is based on the belief that the agency can provide services and assistance in a more cost-effective manner.

The message strategy that is often tied to a consumer promotion such as a coupon or contest is the _____ message strategy.

Advertising objectives should be specific, measurable, and have a specific time frame.

What is rotoscoping?

The creative design process for an advertisement begins with information obtained from the account executive about the objectives of the advertisements or the ad campaign, the target audience, and any message themes that should be included.

An advertisement that compares the featured brand with another brand, either named or implied, is _________________________.

In the liquid refreshment beverage industry, top brands have to spend, on the average, _____ for each market share point.

Music is an important component of broadcast ads because it helps to gain people's attention and link them emotionally to the product being advertised.

While most creatives work for advertising agencies, some creatives also are freelancers and work for hire with various agencies when needs arise.

Almost every product can be advertised using any of the six appeals and often an advertisement will utilize more than one appeal.

In advertising, the _____ is actively involved in soliciting accounts, finalizing details of the contract, and managing the advertising campaign.

Institutional advertising is an advertisement designed to

A study by Marketing Evolution found that magazines scored the highest when compared to television and online advertising in brand familiarity, purchase intentions, and brand imagery.