Question 1

M&M's famous slogan,"Melts in your mouth,not in your hand," is an example of a(n):

Accepted Answer

A unique selling proposition is a desirable,exclusive,and believable advertising appeal selected as a theme for an advertising campaign.

Question 2

Television is an example of an advertising:

Accepted Answer

A medium is the channel used to convey a message to a target market.

Question 3

_____ is the way the advertisement portrays its information.

Accepted Answer

The style in which the message is executed is one of the most creative elements of an advertisement.

Question 4

All of the following are common types of advertising appeals EXCEPT:

Accepted Answer

See Exhibit 16.1.

Question 5

An advertising _____ identifies a reason for a person to buy a product.

Accepted Answer

This is the definition of an advertising appeal.

Question 6

Many advertisements use celebrities who are liked by many people in hopes that consumers will buy the product that the celebrity endorses.Using celebrities to influence consumers to buy the product is an example of which advertising appeal?

Accepted Answer

See Exhibit 16.1.

Question 7

A(n)_____ is a desirable,exclusive,and believable advertising appeal selected as the theme for a campaign.

Accepted Answer

The advertising appeal selected for the campaign becomes what advertisers call its unique selling promotion,and it usually becomes the campaign slogan.

Question 8

The _____ is the channel used to convey a message to a target market.

Accepted Answer

This is the definition of a medium,which is a major decision for advertisers.

Question 9

Which of the following statements is NOT true about post-campaign evaluation?

Accepted Answer

Even though there are so many variables that shape the effectiveness of an ad,marketers spend a considerable amount of time studying advertising effectiveness and its probable impact on sales,market share,or awareness.

Question 10

Which of the following statements about the selection of media for advertising is true?

Accepted Answer

In many cases,the advertising objectives dictate the medium and the creative approach to be used.

Question 11

Ads for Brita water filters describe how one Brita pitcher filter can reduce waste by effectively replacing as many as 300 standard plastic water bottles.What kind of appeal is this ad using?

Accepted Answer

See Exhibit 16.1.

Question 12

Allstate Insurance has mostly ditched its famous "in good hands" ads in favor of a character called "Mayhem," who shows up in your life at random - and trashes it.What kind of advertising appeal were these ads using?

Accepted Answer

See Exhibit 16.1

Question 13

Outdoor advertising is:

Accepted Answer

Outdoor (or out-of-home)advertising is a flexible,low-cost medium that may take a variety of forms.Outdoor advertising reaches a broad and diverse market and is therefore ideal for promoting convenience products and services as well as directing consumers to local businesses.

Question 14

A print ad for Kraft Capri Sun drink packs says "take a sip of antioxidant protection." What kind of an advertising appeal is this ad using?

Accepted Answer

See Exhibit 16.1.Health appeals to those who want to be healthy.

Question 15

IBM runs television ads that show how their information technology services can help a small Internet start-up prepare for and solve any problems that may arise in its daily operations.This is an example of a:

Accepted Answer

A unique selling proposition is a desirable,exclusive,and believable advertising appeal selected as a theme for an advertising campaign.

Question 16

_____ is the series of decisions advertisers make regarding the selection and use of media,allowing the marketer to optimally and cost-effectively communicate the message to the target audience.

Accepted Answer

This is the definition of media planning.

Question 17

An ad for Crystal Geyser bottled water shows why and how the bottler supports the reforestation of America's forests.What kind of an advertising appeal is this ad using?

Accepted Answer

See Exhibit 16.1

Question 18

Ads for M&M candy that prominently feature the M&M candies in real-life situations are using a _____ style.

Accepted Answer

The real/animated product symbol executional style creates a character that represents the product in advertisements.

Question 19

Gucci,a very expensive brand of clothing and accessories,show beautiful women wearing its products in magazine ads.What kind of an advertising appeal is this?

Accepted Answer

See Exhibit 16.1.

Question 20

In advertising,the goal is to sell the _____,not the _____ of a product.

Accepted Answer

A well-known rule of thumb in advertising is "Sell the sizzle,not the steak."

Quiz 31: Advertising Public Relations and Sales Promotion

M&M's famous slogan,"Melts in your mouth,not in your hand," is an example of a(n) :

Television is an example of an advertising:

_____ is the way the advertisement portrays its information.

All of the following are common types of advertising appeals EXCEPT:

An advertising _____ identifies a reason for a person to buy a product.

Many advertisements use celebrities who are liked by many people in hopes that consumers will buy the product that the celebrity endorses.Using celebrities to influence consumers to buy the product is an example of which advertising appeal?

A(n) _____ is a desirable,exclusive,and believable advertising appeal selected as the theme for a campaign.

The _____ is the channel used to convey a message to a target market.

Which of the following statements is NOT true about post-campaign evaluation?

Which of the following statements about the selection of media for advertising is true?

Ads for Brita water filters describe how one Brita pitcher filter can reduce waste by effectively replacing as many as 300 standard plastic water bottles.What kind of appeal is this ad using?

Allstate Insurance has mostly ditched its famous "in good hands" ads in favor of a character called "Mayhem," who shows up in your life at random - and trashes it.What kind of advertising appeal were these ads using?

Outdoor advertising is:

A print ad for Kraft Capri Sun drink packs says "take a sip of antioxidant protection." What kind of an advertising appeal is this ad using?

IBM runs television ads that show how their information technology services can help a small Internet start-up prepare for and solve any problems that may arise in its daily operations.This is an example of a:

_____ is the series of decisions advertisers make regarding the selection and use of media,allowing the marketer to optimally and cost-effectively communicate the message to the target audience.

An ad for Crystal Geyser bottled water shows why and how the bottler supports the reforestation of America's forests.What kind of an advertising appeal is this ad using?

Ads for M&M candy that prominently feature the M&M candies in real-life situations are using a _____ style.

Gucci,a very expensive brand of clothing and accessories,show beautiful women wearing its products in magazine ads.What kind of an advertising appeal is this?

In advertising,the goal is to sell the _,not the _ of a product.