Advertising, Public Relations, and Direct Response

Chapter 17: Advertising, Public Relations, and Direct Response 51. A magazine ad for Baker’s chocolate shows a picture of a luscious chocolate cookie and is headlined, “Love cleverly disguised as chocolate.” Which executional style is being used in this ad? a. demonstration b. fantasy c. testimonial d. humorous 52. Ads for General Foods International Coffees all feature the slogan, “It stirs the soul.” Given this information and the fact that the ads feature flowers, soft lights, and romantic settings, which type of executional style are these ads using? a. demonstration b. spokesperson c. scientific d. mood 53. In an advertisement for Dow bathroom cleaner, animated, talking scrubbing bubbles are used to show how hard the bubbles work to clean. The lively scrubbing bubbles appear in all advertisements for this product and are shown on the packaging. Which type of executional style are these ads using? a. spokesperson b. lifestyle c. slice-of-life d. product symbol 54. In an advertisement for Planters peanuts and trail mix, a peanut wearing a top hat called Mr. Peanut represents the product quality. Mr. Peanut appears in all of the advertisements for Planters. Which type of executional style is this ad using? a. product symbol 1 b. lifestyle c. spokesperson d. fantasy 55. An ad for the General Electric Advantium microwave shows people rushing from one place to another and has the headline, “If your life moves this fast, maybe your oven should too.” According to the ad, even though there never seems to be enough time to cook, this microwave will help you prepare home-cooked meals. Which type of executional style is this ad using? a. humorous b. lifestyle c. mood d. demonstration 56. Which of the following describes the way an advertisement portrays its information? a. message execution b. appeal formation c. focus selection d. benefit determination 57. A bank ad shows a woman who has just filled her bird feeder, only to have squirrels steal the feed. The theme of the ad is that many investment banks can be like squirrels, eager to dip into a customer’s funds instead of providing good service. Which executional style is being used in this ad? a. demonstration b. slice-of-life c. fantasy d. testimonial 58. A magazine ad for Bosch appliances shows a father cuddling his young daughter who is giggling. Which executional style is being used in this ad? a. slice-of-life b. fantasy c. mood or image d. testimonial 2 59. Ads for M&M candy that prominently feature the M&M candies in real-life situations are using which type of appeal? a. slice-of-life b. fun and pleasure c. demonstration d. spokesperson 60. An ad for Deli brand cheese shows someone’s hands building a sandwich using generous portions of Deli cheese. Which executional style is being used in this ad? a. demonstration b. testimonial c. fantasy d. mood or image 61. Creative work in an advertising campaign cannot be completed without knowing which message channel will be used to convey the message to the target market. What is the message channel? a. the medium b. the product network c. the attribute d. the appeal 62. What is the series of decisions advertisers make regarding the selection and use of media that will optimally and cost-effectively communicate the message to the target audience? a. promotional implementation b. marketing mix planning c. media planning d. media targeted selection 63. Which of the following statements best describes the selection of media for advertising? a. Creative planning for an ad that goes on a billboard is the same as the planning for an ad that runs on television. b. The media selection is typically unrelated to the advertising objectives. c. The appeal and executional style of the ad strongly affect the media selection. d. Creative work is finished before the media are selected. 3 64. Which type of advertising has the advantages of being both timely and geographically flexible? a. television b. newspaper c. outdoor d. catalogue 65. An ad for Levi’s jeans contained information about The Bay department stores where the jeans could be purchased. This ad was most likely an example of which type of advertising? a. comparative b. institutional c. cooperative d. strategic 66. Imagine that Samsung pays a percentage of the advertising cost for an ad that Best Buy places for a Samsung product. What type of arrangement is this? a. advocacy b. comparative c. institutional d. cooperative 67. According to the text what is one reason that a retailer might avoid the use of newspaper advertising? a. absence of geographic selectivity b. short lead time c. little demographic selectivity d. high individual market coverage 68. Which advertising has as one of its main advantages its extreme market selectivity? a. newspaper b. magazine c. radio d. outdoor 4 69. Which of the following is NOT an advantage offered by radio to its advertisers? a. billions of listeners b. relatively low cost c. targeting power d. timelines and geographic flexibility 70. Which of the following is one of the advantages of television advertising? a. short life of message b. long lead time c. commercial clutter d. ability to reach wide and diverse audience 71. Commercials for the Slap Chop, Bowflex, and ShamWow are usually around 30 minutes long and resemble TV talk shows. What category do these advertisements fall under? a. an infomercial b. an extended sales pitch c. a mega-mercial d. a prolonged advertisement 72. The Flowbee hair cutting vacuum cleaner attachment is shown during a half-hour television spot. The product is demonstrated on volunteer studio audience members, testimonials are given by Flowbee owners, and viewers are encouraged to order the product through a toll-free telephone number. Which form of advertising is the Flowbee using? a. the mega-mercial b. the ad expander c. the infomercial d. the extended sales pitch 73. Which of the following is NOT a factor that influences media selection? a. audience selectivity b. cost per contact c. use of cooperative advertising d. reach 5 74. Which of the following defines outdoor advertising? a. a medium that is often used to sell specialty products. b. a flexible low-cost medium that can take many forms. c. a high-cost medium that is used best for expensive products. d. a tool used to reach a narrow, selective target market. 75. Samuel Cabot Inc., a manufacturer of premium-grade wood stains, wants to spend its promotional budget on advertisements that will have a long life span so the ad will be around when the homeowner needs such a product. Which type of advertising should it use? a. newspaper b. television c. magazine d. creative 76. Prices on items sold by supermarkets change frequently, and supermarkets often offer special sales to match or beat the prices of their competitors. Therefore, what is a major consideration when a supermarket selects an advertising vehicle? a. audience duplication b. noise level c. cost per contact d. flexibility 77. After a visit to Athens, the International Olympic Committee representative said, “If you look around Athens, it is one of the most visually polluted cities in terms of outdoor advertising in all of Europe.” In terms of media selection, what does this means about outdoor advertising in Athens? a. It has minimum reach. b. It has no geographic selectivity. c. It has limited flexibility. d. It has high noise levels. 78. Billboard advertisements often have to compete for a driver’s attention with traffic, passengers, radio, or other billboards. According to the text how would billboard advertising be described? a. as lacking any geographic selectivity 6 b. as the most flexible advertising medium c. as having a high noise level d. as being a great channel for informative ads 79. Which of the following is a qualitative factor that should be present during media selection? a. how well the program is liked by potential consumers b. the kind of noise filtration system used by the network c. the clarity of the picture d. whether the medium is satellite- or cable-based 80. Like Coca-Cola, Pepsi-Cola was charged with selling soft drinks that had a high level of pesticides in India. A newspaper article on why Pepsi-Cola promoted an Indian-born manager to the job of chief executive officer is an example of which of the following? a. a sales promotion b. direct marketing communications c. newspaper advertising d. publicity 81. Which of the following statements best describes Internet advertising? a. It is easy to measure ad effectiveness with this medium. b. It is a medium to which all consumers have access. c. It is the fastest growing of all the advertising media. d. There is a long lead time required for creating Internet ads. 82. The Canadian Armed Forces created a video game called Canada’s Army to boost its recruiting efforts. What is the game an example of? a. a videomercial b. advergaming c. a relationship tool d. an infomercial 83. Miller Brewing Company hired Red Sky Interactive to design an entertaining online game that would convey the brand essentials of its Miller Lite beer while appealing to its target demographic. The result: the “Miller Lite Virtual Racing League” (VRL), an online stock car racing game that allows users to 7 customize their vehicles, compete for sponsorship money, and run their team against those of friends. What did Miller use to reach its target market? a. an infomercial b. a videomercial c. advergaming d. an interconnect 84. A candy manufacturer estimates the product’s new advertising campaign will reach 1,750,000 people and will cost $400,000 if the company uses radio and newspaper, and $6.5 million if it uses television. What does the company’s decision seem to rest on? a. flexibility b. cost per contact c. noise level d. life span 85. Which of the following measures the number of different target consumers who are exposed to a commercial at least once? a. noise level b. frequency c. reach d. cost per contact 86. Which of the following is a measure of the number of times an individual is exposed to a brand message and determines the intensity of a specific medium’s coverage? a. synchronization b. reach c. cost per contact d. frequency 87. What is the term for a medium’s ability to reach a precisely defined market? a. its audience selectivity b. its geographic selectivity c. its noise filtering ability d. its reach ability 8 88. Media vehicles such as Time and Macleans magazines appeal to a wide cross-section of the population. In contrast, what do Skiing and Fitness magazines have high levels of? a. longevity b. audience selectivity c. geographic selectivity d. flexibility 89. Which of the following is NOT used as a basis for making media mix decisions? a. media schedule b. cost per thousand c. frequency d. audience selectivity 90. Which type of media schedule do products in the latter stages of the product life cycle, which are advertised on a reminder basis, use? a. intermittent b. bursting c. continuous d. trailing 91. With which media schedule may an advertiser schedule the ads heavily every other month to achieve a greater impact with an increased frequency and reach at those times? a. intermittent b. flighted c. periodic d. alternating 92. Which media schedule combines continuous scheduling throughout the year with a flighted schedule during the best sales periods? a. pulsing b. bursting c. unremitting d. vibrating 9 93. Which of the following products is most likely to use a pulsing media schedule? a. romance novels b. gasoline c. band instruments d. ceiling fans 94. Which of the following products is most likely to have a seasonal media schedule? a. aromatherapy candles b. masking tape c. charcoal d. soft drinks 95. Joban Rai decided to place adverts for his new fashion line in mens’ fashion magazine GQ every month for three months prior to London fashion week. Which of the following designates these decisions? a. advertising plan b. media schedule c. promotion strategy d. ad outline 96. Meek’s Hunting Emporium is a retail store that carries all the products hunters need or think they need. It has set up an advertising plan that allows it to advertise every day prior to the opening of quail-, deer-, and turkey-hunting seasons on four local radio stations, as well as in the local newspapers. What is this an example of? a. a message execution plan b. a reach program c. a media schedule d. a frequency timetable 97. Canadian 67 Sublime beer uses reminder advertising that runs steadily all year. Which type of media schedule is this an example of? a. seasonal b. pulsed 10 c. flighted d. continuous 98. Knight’s Dinner Theatre runs ads in the entertainment section of the local newspaper every first weekend of each month. Which type of scheduling plan is this? a. flighted b. continuous c. bursting d. seasonal 99. Mother Goose is the name of a retail store that caters to preteens. It advertises regularly both on radio and in the daily newspaper. The month prior to the beginning of each new school year, the store buys extra advertising space and time. Which type of scheduling plan is this? a. continuous b. replication c. interval d. pulsing 100. Products such as surfboards, swimsuits, lawn mowers, allergy medication, and flower seeds are most likely to be advertised with which type of media schedule? a. flighted b. pulsing c. seasonal d. consecutive 11