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Exam 15: Advertising and Public Relations

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Question 31

Multiple Choice

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The number of times an average person in the target market is exposed to an ad is known as the .

A) exposure
B) impact
C) frequency
D) reach
E) engagement

F) B) and C)
G) C) and E)

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Question 32

Multiple Choice

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After determining its advertising objectives,the company's next step in developing an advertising program is to _ .

A) determine the media vehicle
B) plan its advertising campaign
C) use cash rebate offers
D) set its advertising budget
E) develop its message strategy

F) B) and D)
G) A) and B)

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Question 33

Multiple Choice

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Illustrations,the headline,and the copy are three elements of an advertisement.

After creating a message strategy statement,the advertiser must develop a compelling that will bring the message strategy to life in a distinctive and memorable way.

Cell phones are one type of _ _.

Advertising media costs

tend to be straightforward outlines of benefits and positioning points that the advertiser wants to stress.

Advertisements built around dream themes use which type of execution style?

A company typically spends comparable budgets on public relations and advertising.

Technical expertise,scientific evidence,and testimonial evidence are all examples of execution styles that creative teams use in advertising products.

Direct mail is one of the least expensive media on a per exposure basis.

In an attempt to set the company apart from its competitors,United Parcel Service has its employees wear brown uniforms and drive brown trucks.What type of public relations tool is UPS using?

is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time.

Apex detergent is relatively undifferentiated from two other detergent brands,Acme and Brighton detergents.Therefore,Apex is most likely to require which of the following?

Which of the following may require heavy advertising in order to be set apart from similar products?

Explain why different types of messages may require different media.

Which execution style presents survey evidence that a brand is better than other brands?

You receive a report that 68% of your target market has been exposed to your ad campaign during a given period of time.The information in the report relates to .

An ad for a new convection oven shows a busy professional woman serving dinner to her family.The convection oven is seen in the background,and the headline reads,"The latest development in time travel." This is an example of what type of execution style?

Advertising define the task that advertising must accomplish with a specific target audience during a specific period of time.