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