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Exam 14: Advertising, Sponsorships, and Public Relations

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Question 31

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The average cost of producing a national 30-second television ad is $58,000.

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Question 32

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While research has shown that using a sex appeal increases viewers' attention to the ad, the difficulty is that

A) brand recall for ads using a sex appeal is lower
B) brand recognition for ads using a sex appeal is lower
C) the sex appeal interferes with the other appeals that could be used
D) the high clutter of sex appeals makes it more difficult to be effective unless the sexuality or nudity is at a higher level

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Question 33

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In selecting an advertising agency based on the size of the agency criterion, a good rule of thumb to follow is that the account should be large enough for an advertising agency that it would be important to them.

Messages designed to elicit some type of audience behavior, such as a purchase or an inquiry is a(n) ____________________ message strategy.

Over 40 percent of advertising in Japan is in television, whereas it is less than 18% in Finland and Switzerland.

In the past, the execution which was chosen by advertisers with low budgets who could not afford actors was

The initial information needed by a creative from the account executive in designing an advertisement or advertising campaign includes all of the following except

A Purina advertisement shows small puppies being loved by children to present the importance of having the right puppy food. Such an ad is using a(n) _____ message strategy.

In terms of advertising design, the message strategy is what is being said while the appeal is how it is being said.

The amount of money spent on advertising varies widely among the different industries. From the list below, the industry with the highest advertising expenditures as a percent of sales, at 16.9%, is

When broadcast and cable television ad spending is combined, it represents _____ percent of total U.S. ad spending.

Most people believe that advertising initiated the "belly button" fad.

In selecting an advertising agency for Applebee's, a dine-in restaurant, a potential conflict of interest would be the highest for an advertising agency that also represents

In creating an advertisement, decisions a creative will make include all of the following except

If not handled correctly, a negative news story or negative incident can destroy a brand and/or corporate image quickly.

An advertisement designed to persuade viewers' thinking in some way is _________________________.

A recent trend in advertising introduced by the Young and Rubicam Advertising Agency is the move to more specialized firms to handle different components of a firm's IMC Campaign.

In personal care products, _____ revenue per advertising dollar is $24.70 and is considerably higher than its closest competitor, Procter & Gamble, which is only $5.50.

The advertising executions that are used frequently for business-to-business ads and service ads are testimonials and

Product advertising is any advertisement that is designed to promote a firm's brand and can be targeted to end-users or channel members.