Chapter 15 Quiz

Which of the following statements is most likely true of public relations?

It can have the same impact on public awareness as advertising at much lower costs.

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

be advertised more heavily to be noticed in the marketplace

When a company directly or indirectly compares its brand with one or more other brands in an​ advertisement, they are using

comparative advertising

To bring the message strategy to life in a distinctive and memorable​ way, advertisers develop what is known as the​ "big idea". This big idea becomes the​ __________.

creative concept

One primary PR responsibility is to create content that​ __________

draws consumers to a brand

Which of the following is an objective of persuasive advertising?

engage customers and create customer brand community

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.

fantasy

Regardless of the size of the budget, to succeed, advertising must engage consumers and

Communicate well

The public relations function of​ __________ is used to build and maintain national or local community relationships.

public affairs

The National Pork Board developed "Pork. The Other White Meat" campaign. The campaign provided nutritional information and pork recipes in an attempt to encourage people to view pork as a tasty alternative to poultry and fish. Which of the following functions was the goal of this public relations campaign?

rebuilding consumer interest in pork

When P&G developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. What type of campaign was most likely used by P&G for the Mr. Clean Magic Eraser?

informative advertising

Second Avenue has just developed a 30-second television ad that features three different shoppers enthusiastically shopping in the store and appreciating its products. This ad uses the ________ execution style.

slice of life

What are the two major elements of advertising strategy?

Creating messages and selecting media

Which of the following statements about advertising is​ correct?

In addition to​ businesses, advertising is used by many types of organizations.

Which execution style shows one or more​ "typical" people using the product in a normal​ setting?

Slice of life

What is the intent of advertainment?

To make ads and brand content into something that people actually want to watch

Advertising objectives can be classified based on their primary purpose. What are the three​ purposes?

To​ inform, persuade, or remind

Product placement in television programs and movies is an example of ________.

branded entertainment

An ad for a new convection oven shows a busy professional woman using the convection oven to cook dinner for her family. Which of the following message execution styles is illustrated in this example?

slice of life

A pharmaceutical ad features a world-renowned heart surgeon describing the benefits of a medication. Which of the following message execution styles is illustrated in this example?

testimonial evidence

Snappy Cameras is launching a new advertising campaign to demonstrate the high quality of its digital cameras. Which media option would give the audience the most control over exposure to the ads and interactive capabilities?

the internet

Advertising appeals should have three characteristics. These characteristics are​ __________.

to be​ meaningful, to be​ believable, and to be distinctive

What is the first step in the media selection​ process?

Determining​ reach, frequency,​ impact, and engagement

Which public relations function is used to work with donors or members of nonprofit organizations to gain financial or volunteer​ support?

Development

Which type of advertising is important for mature, established brands?

Reminder

Which of the following statements about public relations is correct?

The lines between advertising and public relations are becoming more and more blurred

When Verizon Wireless began offering the iPhone, it used its "Can you hear me now?" slogan to attack AT&T's rumored spotty service. This example best illustrates ________.

comparative advertising

In its advertisements, Timex promotes its affordable and sturdy watches. Fossil emphasizes style and fashion in its advertisements, and Rolex stresses luxury and status. These are all examples of ________ appeals.

distinctive

It is common to see product placements long dash embedding brands as props within other​ programming, such as TV shows or movies. Product placements are a form of​

Branded entertainment

A company holds a news conference to announce a new product launch. Which PR tool are they using in this​ example?

Special events

Which of the following best explains why public relations is often overlooked as a tool for supporting product marketing objectives?

Many public relations professionals see their jobs as communicating not brand building.

Which of the following statements about setting an advertising budget is correct?

New products typically need relatively large advertising budgets to build awareness and to gain consumer trail

​__________ consists of activities designed to engage and build good relations with the​ company's various publics.

Public relations

What is the first decision advertisers need to make when developing an advertising​ program?

Setting advertising objectives

What is media​ impact?

The qualitative value of exposure to a message

With the help of ________ systems, consumers can avoid watching ads.

DVR

Which type of advertising is heavily used for new product category​ introductions?

Informative

Annual​ reports, brochures,​ articles, and company newsletters all represent which type of PR​ tool?

Written materials

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?

a direct mail piece sent to selected students

In an attempt to set the company apart from its competitors, Central Parcel Service (CPS) has its employees wear brown uniforms and drive brown trucks. What type of public relations tool is being used by CPS?

corporate identity materials

​Logos, stationery,​ brochures, signs, business​ cards, buildings, and uniforms are all types of​ __________.

corporate identity materials

In selecting a media​ vehicle, media planners need to determine the cost of the​ vehicle's reach. To measure​ this, they use a method known as​ _________

cost per​ 1,000

Which of the following is one of the primary goals of reminder advertising?

maintain customer relationships

Which of the following most likely requires the smallest advertising budget?

mature brands

Which of the following is an example of audiovisual material used by PR professionals?

online videos

Which of the following media options would be the LEAST costly for Second Avenue's promotional efforts?

periodic advertising in a local newspaper that follows a pulsing schedule

Progressive Insurance uses Flo to represent its product. Which of the following message execution styles was used by Progressive Insurance?

personality symbol

The advertisements that use the Aflac duck or the GEICO gecko are using the message execution style of ________.

personality symbols

Encouraging customers to switch brands is most likely the objective of ________ advertising.

persuasive

Coca-Cola cups prominently featured on episodes of American Idol are an example of ________.

product placement