Question 1

Describe the four major steps in media selection.

Accepted Answer

First, the advertiser needs to decide on

Question 2

Which of the following characterizes standardized global advertising?

Accepted Answer

A)  higher advertising costs 
B)  no global advertising coordination 
C)  higher appeal to varying demographics 
D)  a more consistent worldwide image 
E)  lower reach 
A)  higher advertising costs 
B)  no global advertising coordination 
C)  higher appeal to varying demographics 
D)  a more consistent worldwide image 
E)  lower reach

Question 3

A company's Web site can be an important public relations vehicle.

Accepted Answer

A) True 
 B)False

Question 4

A specific communication task to be accomplished with a specific target audience during a specific period of time is called an advertising objective.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following most likely requires the smallest advertising budget?

Accepted Answer

A)  products in competitive markets 
B)  undifferentiated brands 
C)  new products 
D)  low-share brands 
E)  mature brands 
A)  products in competitive markets 
B)  undifferentiated brands 
C)  new products 
D)  low-share brands 
E)  mature brands

Question 6

Advertising is used mostly by ________.

Accepted Answer

A)  governments 
B)  business firms 
C)  social agencies 
D)  independent professionals 
E)  not-for-profit organizations 
A)  governments 
B)  business firms 
C)  social agencies 
D)  independent professionals 
E)  not-for-profit organizations

Question 7

Why is reach an important measure for a marketer?

Accepted Answer

Reach is a measurement of the

Question 8

One of the functions performed by a PR department is ________, which involves working with donors or members of nonprofit organizations to gain financial or volunteer support.

Accepted Answer

A)  direct marketing 
B)  press relations management 
C)  investor relations management 
D)  development 
E)  lobbying 
A)  direct marketing 
B)  press relations management 
C)  investor relations management 
D)  development 
E)  lobbying

Question 9

Which of the following is an objective of persuasive advertising?

Accepted Answer

A)  communicate customer value 
B)  correct false impressions 
C)  describe available services and support 
D)  keep the brand in a customer's mind during off-seasons 
E)  change customer perceptions of product value 
A)  communicate customer value 
B)  correct false impressions 
C)  describe available services and support 
D)  keep the brand in a customer's mind during off-seasons 
E)  change customer perceptions of product value

Question 10

The advertisements which use the AFLAC duck or Tony the Tiger are using the message execution style of ________.

Accepted Answer

A)  lifestyle 
B)  technical expertise 
C)  testimonial evidence 
D)  slice of life 
E)  personality symbols 
A)  lifestyle 
B)  technical expertise 
C)  testimonial evidence 
D)  slice of life 
E)  personality symbols

Question 11

Maybelline used Sarah Michelle Gellar, an actress, to endorse a new range of cosmetics. This message execution style is referred to as ________.

Accepted Answer

A)  lifestyle 
B)  testimonial evidence 
C)  image 
D)  technical expertise 
E)  personality symbol 
A)  lifestyle 
B)  testimonial evidence 
C)  image 
D)  technical expertise 
E)  personality symbol

Question 12

An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________.

Accepted Answer

A)  reciprocate 
B)  compete 
C)  remind 
D)  explain 
E)  suggest 
A)  reciprocate 
B)  compete 
C)  remind 
D)  explain 
E)  suggest

Question 13

Although television advertising has high absolute costs, its cost per exposure is relatively low.

Accepted Answer

A) True 
 B)False

Question 14

When the advertising objective is to build primary demand for a new product category, ________ advertising will most likely be used.

Accepted Answer

A)  persuasive 
B)  informative 
C)  comparative 
D)  patronage 
E)  institutional 
A)  persuasive 
B)  informative 
C)  comparative 
D)  patronage 
E)  institutional

Question 15

Franklin & Marshall College wishes to contact high school seniors at independent schools in Pennsylvania. Which of the following media would be most effective and efficient?

Accepted Answer

A)  a Facebook page for the college 
B)  local newspapers ads throughout the state 
C)  radio ads throughout the state 
D)  a direct mail piece sent to selected students 
E)  billboards throughout the state 
A)  a Facebook page for the college 
B)  local newspapers ads throughout the state 
C)  radio ads throughout the state 
D)  a direct mail piece sent to selected students 
E)  billboards throughout the state

Question 16

You receive a report that 68% of your target market has been exposed to your ad campaign during a given period of time. Which of the following aspects of media selection is represented by this information?

Accepted Answer

A)  reach 
B)  frequency 
C)  impact 
D)  engagement 
E)  qualitative value 
A)  reach 
B)  frequency 
C)  impact 
D)  engagement 
E)  qualitative value

Question 17

When would a marketer most likely use a comparative ad?

Accepted Answer

Comparative ads are a type of persuasive

Question 18

What is an advertising objective? What are the three primary types of advertising objectives?

Accepted Answer

An advertising objective is a specific c

Question 19

Which of the following is illustrated by an amateur 30-second video, developed by a consumer, telling the story of an online crafts marketplace, Etsy.com?

Accepted Answer

A)  personal selling 
B)  consumer-generated messages 
C)  consumer ethnocentrism 
D)  sales promotion 
E)  consumerism 
A)  personal selling 
B)  consumer-generated messages 
C)  consumer ethnocentrism 
D)  sales promotion 
E)  consumerism

Question 20

PR can have a strong impact on public awareness at a much lower cost than advertising can.

Accepted Answer

A) True 
 B)False

Describe the four major steps in media selection.

Which of the following characterizes standardized global advertising?

A company's Web site can be an important public relations vehicle.

A specific communication task to be accomplished with a specific target audience during a specific period of time is called an advertising objective.

Which of the following most likely requires the smallest advertising budget?

Advertising is used mostly by ________.

Why is reach an important measure for a marketer?

One of the functions performed by a PR department is ________, which involves working with donors or members of nonprofit organizations to gain financial or volunteer support.

Which of the following is an objective of persuasive advertising?

The advertisements which use the AFLAC duck or Tony the Tiger are using the message execution style of ________.

Maybelline used Sarah Michelle Gellar, an actress, to endorse a new range of cosmetics. This message execution style is referred to as ________.

An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________.

Although television advertising has high absolute costs, its cost per exposure is relatively low.

When the advertising objective is to build primary demand for a new product category, ________ advertising will most likely be used.

Franklin & Marshall College wishes to contact high school seniors at independent schools in Pennsylvania. Which of the following media would be most effective and efficient?

You receive a report that 68% of your target market has been exposed to your ad campaign during a given period of time. Which of the following aspects of media selection is represented by this information?

When would a marketer most likely use a comparative ad?

What is an advertising objective? What are the three primary types of advertising objectives?

Which of the following is illustrated by an amateur 30-second video, developed by a consumer, telling the story of an online crafts marketplace, Etsy.com?

PR can have a strong impact on public awareness at a much lower cost than advertising can.

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

Describe the four major steps in media selection.

Which of the following characterizes standardized global advertising?

A company's Web site can be an important public relations vehicle.

A specific communication task to be accomplished with a specific target audience during a specific period of time is called an advertising objective.

Which of the following most likely requires the smallest advertising budget?

Advertising is used mostly by ________.

Why is reach an important measure for a marketer?

One of the functions performed by a PR department is ________, which involves working with donors or members of nonprofit organizations to gain financial or volunteer support.

Which of the following is an objective of persuasive advertising?

The advertisements which use the AFLAC duck or Tony the Tiger are using the message execution style of ________.

Maybelline used Sarah Michelle Gellar, an actress, to endorse a new range of cosmetics. This message execution style is referred to as ________.

An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________.

Although television advertising has high absolute costs, its cost per exposure is relatively low.

When the advertising objective is to build primary demand for a new product category, ________ advertising will most likely be used.

Franklin & Marshall College wishes to contact high school seniors at independent schools in Pennsylvania. Which of the following media would be most effective and efficient?

You receive a report that 68% of your target market has been exposed to your ad campaign during a given period of time. Which of the following aspects of media selection is represented by this information?

When would a marketer most likely use a comparative ad?

What is an advertising objective? What are the three primary types of advertising objectives?

Which of the following is illustrated by an amateur 30-second video, developed by a consumer, telling the story of an online crafts marketplace, Etsy.com?

PR can have a strong impact on public awareness at a much lower cost than advertising can.

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