The California Raisin Advisory Board used to run ads featuring "The California Raisins," a fictitious R&B musical group composed of dancing raisins that boogied to the song, "I Heard It Through the Grapevine." The ads, which were hugely popular and which gave rise to a line of raisin-themed merchandise, were designed to encourage raisin consumption. This campaign was an example of
B.consumer generated advertising.
C.public service announcements.
52.A __________ is an advertisement that focuses on public welfare issues.
B.consumer generated advertisement
C.public service announcement
53.First Lady Michelle Obama has recorded an ad encouraging parents to teach their children good nutrition habits to stem the increase in child obesity. This message is an example of
B.consumer generated advertising.
C.a public service announcement.
E.a flighting campaign.
54.Because PSAs are a special class of advertising, FCC rules require
A.consumers to listen to them.
B.court approval before they are aired.
C.all advertisers to contribute to them.
D.broadcasters to devote a specific amount of free time to them.
E.they use only the informative or reminder advertising appeals.
55.An advertisement featuring a cartoon Smokey the Bear saying "only you can prevent wildfires" is an example of a successful
E.public service announcement.
56.Regardless of the objective of an advertising campaign, each campaign's objectives must be
A.sincere and emotional.
B.consistent with those of the available media.
C.either informative or persuasive but not both.
D.specific and measurable.
E.designed for use in both a pull and a push strategy.
57.Generally, less money is spent on advertising in B2B markets because
A.B2B marketing usually involves more personal selling.
B.B2B marketing is too expensive to use advertising.
C.business customers prefer coupons.
D.B2B markets are too homogeneous to use advertising.
E.publicity is the most effective advertising in B2B markets.
58.Which of the following is NOT a major consideration in determining an advertising budget?
A.role of advertising in overall promotional objectives
B.the product life cycle
C.the nature of the market
D.the budgeting method used
E.the nature of the product
59.Steve is working on the message to convey in his firm's advertising campaign. As a starting point, Steve should first consider
A.the due date for his contribution to the campaign.
B.touting the key benefits of his firm's services.
C.what competitors are doing.
D.which media he wants to use.
E.whether he uses the product being advertised.
60.When developing an advertising message, the message should focus on
B.the advertising environment.
C.solving problems for consumers.
D.creating investment opportunities.
E.niche media balance.
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