20-1. Any paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor is called: a. publicity.
b. sales promotion.
d. personal selling.
20-2. The primary purpose of a pioneering advertisement is to: a. promote a specific brand's features and benefits.
b. tell people what a product is, what it can do, and where it can be found. c. show one brand's strengths relative to those of competitors. d. reinforce previous knowledge of a product.
e. build goodwill or an image for an organization rather than promote a specific good or service. 20-3. Advertising that promotes a specific brand's features and benefits is: a. institutional.
20-4. Reminder advertisements are especially effective for products in which stage of the product life cycle? a. Introduction
e. All of the above
20-5. Most advertising messages are made up of two types of elements: a. functional and persuasional.
b. expository and persuasional.
c. informational and persuasional.
d. informational and creative.
e. creative and expository.
20-6. A concern when using sex appeal is:
a. what men find sexy, women don't.
b. what women find sexy, men don't.
c. sex appeal fails to gain audience attention.
d. the sex appeal of the ad distracts the audience from the product. e. sex appeal doesn't have any effect on senior citizens. 20-7. A concern when using humor appeal is:
a. what adults find humorous, children do not.
b. what children find humorous, adults do not.
c. most humorous advertisements make someone feel offended. d. humor tends to bore consumers quickly, causing "wearout." e. all of the above.
20-8. What percentage of Canadian homes can be reached by the television medium? a. 75 percent
b. 80 percent
c. 85 percent
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