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Advertising and Public Relations 2
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Advertising and Public Relations 2
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20 Questions

1. A small, high-tech company has just launched a new writing pen that has a memory, much like a small computer. The advertising campaign focuses on the innovativeness of the new product. This is an example of pioneering advertising.
2. On Subway napkins, they compare the nutritional information for their 6-inch subs to McDonald’s Big Mac and Burger King Whopper. This is an example of competitive advertising.
3. Nature’s Path makes EnviroKids brand organic cereals, rice bars, and cookies. It is determining whether to put its advertisements in newspapers or on television. Its primary concern is with how many people in its target market will be exposed to its ads. In other words, the company is concerned about frequency.
4. The DAGMAR approach is method one of setting advertising objectives.
5. The manufacturer of the George Forman grill has produced a 30-minute sales pitch in the form of a talk and demonstration show to be aired on local cable TV channels. This is an example of an infomercial.
6. An appeal to vanity and egotism is the reason that celebrity spokespeople are used so often in advertising.
7. Promotion is defined as any form of impersonal, paid communication in which the sponsor or company is identified.
8. The primary advantage of newspaper advertising is demographic selectivity.
9. The advertising response function is a phenomenon in which increased spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing results.
10. The goal of advertising is to change people's values.
11. Magazine ads have a much shorter life span and pass-along rate than radio ads.
12. A print ad depicts a picture of a frozen dessert accompanied by information about the dessert: 'two servings, only 300 calories per serving, no cholesterol, and 100 percent of the RDA of vitamins and minerals.' This is an example of an advertisement selling the product's benefits.
13. Humorous executional styles are more often used in radio and television advertising than in print or magazine advertising.
14. There are many snack foods for children, but only Nature’s Path makes an organic snack designed for a child’s palate. The product's unique selling proposition is that it is completely organic.
15. Historically, advertising in the United States has been oriented around corporations, not products.
16. An example of product placement is when the judges on American Idol are shown sipping Coca-Cola during the broadcast.
17. The sponsorship of NASCAR is an example of a public relations activity.
18. An appeal to love and romance is often used in selling cosmetics and perfume.
19. A commercial for McDonald’s shows kids having fun with their Happy Meals. This is an example of a demonstration executional style for advertising.
20. Cause-related marketing is when two competing companies come together to support a cause, such breast cancer research.

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