Chapter 15 Quiz - MARK 3336
Which of the following statements about advertising is correct?
In addition to businesses, advertising is used by many types of organizations.
A recent ad for a home security system shows a home invasion thwarted by the security system. An operator calls the homeowner to check on the alarm and alerts authorities. The next scene shows the relieved family talking to the police. Which execution style is being used?
Mood
________ include any activity designed to engage the organization's various publics and build good relations with them.
Public relations
A company makes contributions to several school systems to pay for band instruments. Which PR tool are they using in this example?
Public service activities
Which type of advertising is important for mature, established brands?
Reminder
An advertisement for a new pharmaceutical product shows a medical doctor discussing the benefits of the drug and touting the results of a clinical trial. What type of execution style is being used?
Scientific evidence
Which of the following statements about public relations is correct?
The lines between advertising and public relations are becoming more and more blurred.
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
It is common to see product placements—embedding specific products as props within other programming, such as TV shows or movies. Product placements are a form of __________.
branded entertainment
Global spending on advertising is estimated to be approximately ________.
$763 billion
The LEGO movie boosted the company's sales by 13 percent. It was essentially a very lengthy sales pitch that consumers paid to watch. Which of these categories does this type of advertising fit into?
Brand integration
Which of these is NOT a possible use of informative advertising?
Build brand preference.
Which of these is NOT one of the major media types?
Celebrity endorsement
Firm ABC ran an advertisement that featured consumers testing its top selling product and three competing products from other firms. What type of advertising is Firm ABC using?
Comparative advertising
Which type of advertising is sometimes called attack advertising?
Comparative advertising
Janeesha attended a career fair where she collected a sack full of swag. She had dozens of pens, two calculators, and four flash drives all embossed with different company logos. What type of public relations are these companies using?
Corporate identity materials
What are the two major elements of advertising strategy?
Creating messages and selecting media
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 heavily used for new product category introductions?
Informative
________ consists of building relationships with government officials in order to influence legislation and regulation.
Lobbying
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
The public relations function of __________ is used to build and maintain national or local community relationships.
public affairs
Firm XYZ held a contest where the public was invited to submit a 30-second video posted on some form of social media that promoted a new product. The submissions were judged by the public and the winner received $5,000 and a trip to New York City. What type of advertising is Firm XYZ using?
Consumer-generated content