Question 1

When selecting a media vehicle, the media planner looks both at the total cost of using a medium and at the ________.

Accepted Answer

A)  cost per thousand persons reached 
B)  cost of premium offers 
C)  cost of the magazine it is using 
D)  profit margin 
E)  continuity cost 
A)  cost per thousand persons reached 
B)  cost of premium offers 
C)  cost of the magazine it is using 
D)  profit margin 
E)  continuity cost A

Question 2

Which of the following are the three characteristics that an advertising appeal should have?

Accepted Answer

A)  engaging, informative, and stylish 
B)  trendy, compelling, and appealing 
C)  meaningful, believable, and distinctive 
D)  unique, emotional, and entertaining 
E)  humorous, memorable, and interesting 
A)  engaging, informative, and stylish 
B)  trendy, compelling, and appealing 
C)  meaningful, believable, and distinctive 
D)  unique, emotional, and entertaining 
E)  humorous, memorable, and interesting C

Question 3

You want to advertise your new product. You want good mass marketing coverage and low cost per exposure. You also want to combine sight, sound, and motion and make the advertisement appealing to the senses. You should choose ________ as your advertising media.

Accepted Answer

A)  newspaper 
B)  radio 
C)  magazines 
D)  television 
E)  direct mail 
A)  newspaper 
B)  radio 
C)  magazines 
D)  television 
E)  direct mail D

Question 4

Which of the following is an advantage of using newspapers as an advertising medium?

Accepted Answer

A)  long life 
B)  good reproduction quality 
C)  large pass-along audience 
D)  broad acceptability 
E)  no ad competition within the same medium 
A)  long life 
B)  good reproduction quality 
C)  large pass-along audience 
D)  broad acceptability 
E)  no ad competition within the same medium

Question 5

In an endorsement style of execution, the endorsers can be ordinary people saying how much they like a given product.

Accepted Answer

A) True 
 B)False

Question 6

Which term refers to the general idea that will be communicated to consumers through an advertisement?

Accepted Answer

A)  advertising appeal 
B)  message strategy 
C)  consumer-generated message 
D)  creative concept 
E)  message execution 
A)  advertising appeal 
B)  message strategy 
C)  consumer-generated message 
D)  creative concept 
E)  message execution

Question 7

The National Pork Board developed "Pork. The Other White Meat" campaign. The campaign provided nutritional information and pork recipes in an attempt to encourage people to view pork as a tasty alternative to poultry and fish. Which of the following functions was the goal of this public relations campaign?

Accepted Answer

A)  influencing government regulations on pork 
B)  gaining financial support for pork producers 
C)  creating newsworthy information about pork 
D)  maintaining relationships with pork producers 
E)  rebuilding consumer interest in pork 
A)  influencing government regulations on pork 
B)  gaining financial support for pork producers 
C)  creating newsworthy information about pork 
D)  maintaining relationships with pork producers 
E)  rebuilding consumer interest in pork

Question 8

Branded entertainment (or brand integrations) involves making the brand an inseparable part of some other form of entertainment.

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A)  Promotion mix plans 
B)  Message strategy statements 
C)  Creative concept strategies 
D)  Advertainment statements 
E)  Branded entertainment plans 
A)  Promotion mix plans 
B)  Message strategy statements 
C)  Creative concept strategies 
D)  Advertainment statements 
E)  Branded entertainment plans

Question 10

Television, as a medium of advertisement, is characterized by ________.

Accepted Answer

A)  high audience selectivity 
B)  low absolute costs 
C)  poor mass-marketing coverage 
D)  fleeting exposure 
E)  high cost per exposure 
A)  high audience selectivity 
B)  low absolute costs 
C)  poor mass-marketing coverage 
D)  fleeting exposure 
E)  high cost per exposure

Question 11

In an attempt to set the company apart from its competitors, Central Parcel Service (CPS) has its employees wear brown uniforms and drive brown trucks. What type of public relations tool is being used by CPS?

Accepted Answer

A)  buzz marketing 
B)  corporate logos 
C)  corporate identity materials 
D)  product publicity 
E)  public service materials 
A)  buzz marketing 
B)  corporate logos 
C)  corporate identity materials 
D)  product publicity 
E)  public service materials

Question 12

Companies use PR to build good relations with consumers, investors, the media, and their communities.

Accepted Answer

A) True 
 B)False

Question 13

Kathy Champe, a public relations specialist for a regional chain of pharmacies, regularly contacts members of the local and state-wide media with information about community events and charity fundraisers sponsored by her company. This is an example of the ________ function of public relations.

Accepted Answer

A)  press relations 
B)  product publicity 
C)  investor relations 
D)  lobbying 
E)  development 
A)  press relations 
B)  product publicity 
C)  investor relations 
D)  lobbying 
E)  development

Question 14

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.

Accepted Answer

A)  creative concept 
B)  customer strategy 
C)  customer benefit 
D)  execution style 
E)  media vehicle 
A)  creative concept 
B)  customer strategy 
C)  customer benefit 
D)  execution style 
E)  media vehicle

Question 15

Standardization of advertising leads to lower advertising costs, greater global advertising coordination, and a more consistent worldwide image.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following is a disadvantage of using direct mail as an advertising medium?

Accepted Answer

A)  low audience selectivity 
B)  no flexibility 
C)  severe ad competition 
D)  relatively high cost per exposure 
E)  lack of personalization 
A)  low audience selectivity 
B)  no flexibility 
C)  severe ad competition 
D)  relatively high cost per exposure 
E)  lack of personalization

Question 17

In its advertisements, Timex promotes its affordable and sturdy watches. Fossil emphasizes style and fashion in its advertisements, and Rolex stresses luxury and status. These are all examples of ________ appeals.

Accepted Answer

A)  rational 
B)  reminder 
C)  believable 
D)  entertainment 
E)  distinctive 
A)  rational 
B)  reminder 
C)  believable 
D)  entertainment 
E)  distinctive

Question 18

To break through the clutter, many marketers have subscribed to a new merging of advertising and entertainment, dubbed ________.

Accepted Answer

A)  Madison & Vine 
B)  Wall St. & Fifth Ave 
C)  buzz marketing 
D)  podcasting 
E)  webisodes 
A)  Madison & Vine 
B)  Wall St. & Fifth Ave 
C)  buzz marketing 
D)  podcasting 
E)  webisodes

Question 19

Which of the following best explains why public relations is often overlooked as a tool for supporting product marketing objectives?

Accepted Answer

A)  Public relations departments are typically large divisions within corporations. 
B)  The time and costs associated with public relations prohibit its extensive use. 
C)  Public relations specialists lack the skills necessary to work with marketing experts. 
D)  Many public relations professionals see their jobs as communicating not brand building. 
E)  The public relations department handles stockholders and legislators but not employees. 
A)  Public relations departments are typically large divisions within corporations. 
B)  The time and costs associated with public relations prohibit its extensive use. 
C)  Public relations specialists lack the skills necessary to work with marketing experts. 
D)  Many public relations professionals see their jobs as communicating not brand building. 
E)  The public relations department handles stockholders and legislators but not employees.

Question 20

Describe the main objectives of reminder advertising.

Accepted Answer

The main objectives of reminder advertis

When selecting a media vehicle, the media planner looks both at the total cost of using a medium and at the ________.

Which of the following are the three characteristics that an advertising appeal should have?

You want to advertise your new product. You want good mass marketing coverage and low cost per exposure. You also want to combine sight, sound, and motion and make the advertisement appealing to the senses. You should choose ________ as your advertising media.

Which of the following is an advantage of using newspapers as an advertising medium?

In an endorsement style of execution, the endorsers can be ordinary people saying how much they like a given product.

Which term refers to the general idea that will be communicated to consumers through an advertisement?

Branded entertainment (or brand integrations) involves making the brand an inseparable part of some other form of entertainment.

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

Television, as a medium of advertisement, is characterized by ________.

In an attempt to set the company apart from its competitors, Central Parcel Service (CPS) has its employees wear brown uniforms and drive brown trucks. What type of public relations tool is being used by CPS?

Companies use PR to build good relations with consumers, investors, the media, and their communities.

Kathy Champe, a public relations specialist for a regional chain of pharmacies, regularly contacts members of the local and state-wide media with information about community events and charity fundraisers sponsored by her company. This is an example of the ________ function of public relations.

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.

Standardization of advertising leads to lower advertising costs, greater global advertising coordination, and a more consistent worldwide image.

Which of the following is a disadvantage of using direct mail as an advertising medium?

In its advertisements, Timex promotes its affordable and sturdy watches. Fossil emphasizes style and fashion in its advertisements, and Rolex stresses luxury and status. These are all examples of ________ appeals.

To break through the clutter, many marketers have subscribed to a new merging of advertising and entertainment, dubbed ________.

Which of the following best explains why public relations is often overlooked as a tool for supporting product marketing objectives?

Describe the main objectives of reminder advertising.

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behavior

Business Markets and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

New-Product Development and Product Life Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters

Exam 15: Advertising and Public Relations

When selecting a media vehicle, the media planner looks both at the total cost of using a medium and at the ________.

Which of the following are the three characteristics that an advertising appeal should have?

You want to advertise your new product. You want good mass marketing coverage and low cost per exposure. You also want to combine sight, sound, and motion and make the advertisement appealing to the senses. You should choose ________ as your advertising media.

Which of the following is an advantage of using newspapers as an advertising medium?

In an endorsement style of execution, the endorsers can be ordinary people saying how much they like a given product.

Which term refers to the general idea that will be communicated to consumers through an advertisement?

Branded entertainment (or brand integrations) involves making the brand an inseparable part of some other form of entertainment.

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

Television, as a medium of advertisement, is characterized by ________.

In an attempt to set the company apart from its competitors, Central Parcel Service (CPS) has its employees wear brown uniforms and drive brown trucks. What type of public relations tool is being used by CPS?

Companies use PR to build good relations with consumers, investors, the media, and their communities.

Kathy Champe, a public relations specialist for a regional chain of pharmacies, regularly contacts members of the local and state-wide media with information about community events and charity fundraisers sponsored by her company. This is an example of the ________ function of public relations.

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.

Standardization of advertising leads to lower advertising costs, greater global advertising coordination, and a more consistent worldwide image.

Which of the following is a disadvantage of using direct mail as an advertising medium?

In its advertisements, Timex promotes its affordable and sturdy watches. Fossil emphasizes style and fashion in its advertisements, and Rolex stresses luxury and status. These are all examples of ________ appeals.

To break through the clutter, many marketers have subscribed to a new merging of advertising and entertainment, dubbed ________.

Which of the following best explains why public relations is often overlooked as a tool for supporting product marketing objectives?

Describe the main objectives of reminder advertising.

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behavior

Business Markets and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

New-Product Development and Product Life Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing Communications Strategy

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters