BMT 1400 Quiz 10
Artwork, a major part of most advertisements, consists of the: a.illustration and the layout. b.method by which all the components are put together. c.layout and the signature. d.illustration and the signature. e.illustration and type of print used in the headlines.
a
Coors Inc. advertises that its beer is the only one that is kept cold from the brewery to the store. This type of advertising is called _____. a.competitive advertising b.advocacy advertising c.institutional advertising d.defensive advertising e.comparative advertising
a
The verbal portion of an advertisement, including headlines, body, and signature, is called the _____. a.copy b.storyboard c.artwork d.script e.layout
a
When Anheuser-Busch ran an advertising campaign featuring the slogan, "Know when to say when," it was using: a.advocacy advertising. b.public service awareness. c.product advertising. d.competitive advertising. e.public relations.
a
Which of the following is the most commonly used type of publicity-based public relations tool? a.News release b.Press conference c.Captioned photograph d.Feature article e.Letter to the editor
a
_____ provide businesses with copywriters, artists, production coordinators, media experts, researchers, and other highly skilled specialists. a.Advertising agencies b.Media companies c.Public relation firms d.Production companies e.Promotion experts
a
An evaluation performed before an advertising campaign begins is a _____. a.consumer exam b.pretest c.recognition test d.posttest e.recall test
b
If a company calls a meeting to announce a major news event, this is known as a _____. a.press release b.press conference c.public service announcement d.media call e.news release
b
The University of Iowa runs a series of ads throughout the Midwest on how friendly and helpful its faculty, staff, and students are as well as how outstanding its academic programs are. This type of promotion would best be characterized as _____. a.product advertising b.institutional advertising c.comparative advertising d.public relations e.advocacy advertising
b
When a copywriter and an artist combine the copy with the visual material for a television commercial, it usually is done through use of a _____. a.commercial layout b.storyboard c.visual-impact process d.layout procedure e.parallel format
b
Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody did?" exemplifies the use of _____ advertising. a.institutional b.defensive c.reinforcement d.offensive e.comparative
c
Monroe works for NASCAR where his responsibilities include maintaining favorable relationships between the organization and its stakeholders. Monroe is most likely employed in _____. a.advertising b.sales c.public relations d.human resources e.digital media marketing
c
When respondents are shown a list of various products, brands, and company names and then asked about advertisements they have seen lately, researchers are conducting a(n) _____. a.pretest b.recognition test c.aided recall test d.unaided recall test e.aided recognition test
c
Which of the following is not an advantage of using publicity-based public relations tools? a.A favorable perception of being endorsed by the media b.Strong news value c.Control by media personnel of the content and timing of messages d.Follow-up word-of-mouth communications e.Credibility
c
The _____ design element of an advertisement is used to attract attention, communicate an idea quickly, or communicate ideas that are difficult to put into words; the _____ is the physical arrangement of the illustration, headline, subheadline, body copy, and the signature. a.signature; layout b.headline; layout c.layout; design d.illustration; layout e.layout; storyboard
d
The public relations department at Lowe's Home Improvement submits one page of typewritten copy to national newspapers and news web sites to announce its one-day, nationwide clean-up-local-parks event. This is an example of a _____. a.publicity stunt b.media bulletin c.feature article d.news release e.public update
d
The target audience for an advertising campaign is the: a.sales objective to be achieved by the campaign. b.overall goal of the advertising campaign. c.geographic distribution of persons. d.people at whom advertisements are aimed. e.information base on which to develop the campaign
d
Which of the following is not a public relations tool? a.Annual report b.Company magazine c.News release d.Product sample e.Feature article
d
A major benefit of using event sponsorship is that it: a.neutralizes the effects of unfavorable public relations. b.enhances personal selling efforts. c.provides excellent support for advertisements. d.is cost-free. e.can provide large amounts of free media coverage.
e
Todd is developing a print advertisement for Afflac. He knows that the _____ is a critical component of the copy because _____. a.headline; it determines the final layout design b.artwork; it takes up the most space c.slogan; it links the artwork to the signature d.tag line; it links the copy to the signature e.headline; it is often the only part of the advertisement that is read
e
