Question 1

Describe the significance of public relations as a mass-promotion tool.

Accepted Answer

Public relations is used to promote prod

Question 2

Which of the following is most likely true about using a pulsing schedule for an ad?

Accepted Answer

A)  The ads would achieve maximum awareness. 
B)  The costs of advertising would be low. 
C)  The only effective medium would be radio. 
D)  The ads would negatively affect the image of the brand. 
E)  The ads would lack flexibility. 
A)  The ads would achieve maximum awareness. 
B)  The costs of advertising would be low. 
C)  The only effective medium would be radio. 
D)  The ads would negatively affect the image of the brand. 
E)  The ads would lack flexibility.

Question 3

When Verizon Wireless began offering the iPhone, it used its "Can you hear me now?" slogan to attack AT&T's rumored spotty service. This example best illustrates ________.

Accepted Answer

A)  informative advertising 
B)  reminder advertising 
C)  comparative advertising 
D)  covert advertising 
E)  institutional advertising 
A)  informative advertising 
B)  reminder advertising 
C)  comparative advertising 
D)  covert advertising 
E)  institutional advertising

Question 4

An illustration, a headline, and a copy are the three ________ elements of an advertisement.

Accepted Answer

A)  tone 
B)  mood 
C)  format 
D)  reach 
E)  frequency 
A)  tone 
B)  mood 
C)  format 
D)  reach 
E)  frequency

Question 5

A Spanish-language channel runs its ads only in Hispanic neighborhoods . This is an example of ________.

Accepted Answer

A)  broadcasting 
B)  buzz marketing 
C)  narrowcasting 
D)  media multitasking 
E)  personal selling 
A)  broadcasting 
B)  buzz marketing 
C)  narrowcasting 
D)  media multitasking 
E)  personal selling

Question 6

Which of the following is a major element of developing an advertising strategy?

Accepted Answer

A)  selecting advertising media 
B)  using sophisticated statistical models 
C)  setting advertising objectives 
D)  evaluating advertising campaigns 
E)  setting the advertising budget 
A)  selecting advertising media 
B)  using sophisticated statistical models 
C)  setting advertising objectives 
D)  evaluating advertising campaigns 
E)  setting the advertising budget

Question 7

The aim of advertainment is to make ads so entertaining or useful that people want to watch them.

Accepted Answer

A) True 
 B)False

Question 8

Comparative advertising is also known as ________ advertising.

Accepted Answer

A)  attack 
B)  institutional 
C)  covert 
D)  reminder 
E)  informative 
A)  attack 
B)  institutional 
C)  covert 
D)  reminder 
E)  informative

Question 9

The purpose of advertising is to get consumers to think about or react to the product or company in a certain way.

Accepted Answer

A) True 
 B)False

Question 10

Professional athletes such as Peyton Manning and Maria Sharapova are featured in advertisements for Gatorade. According to this information, Gatorade is utilizing branded entertainment.

Accepted Answer

A) True 
 B)False

Question 11

________ 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.

Accepted Answer

A)  Reach 
B)  Qualitative value 
C)  Impact 
D)  Premium 
E)  Frequency 
A)  Reach 
B)  Qualitative value 
C)  Impact 
D)  Premium 
E)  Frequency

Question 12

Public relations specialists use several tools. Identify three of these tools and describe how they can help a company communicate with the public.

Accepted Answer

Students' answers may include any three

Question 13

When a media planner determines whether an advertisement for diapers should be placed in Parents magazine or Sports Illustrated, the planner is evaluating the media vehicle's ________.

Accepted Answer

A)  profit margin 
B)  flexibility 
C)  rate of depreciation 
D)  audience quality 
E)  cost per exposure 
A)  profit margin 
B)  flexibility 
C)  rate of depreciation 
D)  audience quality 
E)  cost per exposure

Question 14

Encouraging customers to switch brands is most likely the objective of ________ advertising.

Accepted Answer

A)  informative 
B)  reminder 
C)  covert 
D)  persuasive 
E)  institutional 
A)  informative 
B)  reminder 
C)  covert 
D)  persuasive 
E)  institutional

Question 15

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.

Accepted Answer

A)  sales promotion 
B)  direct marketing 
C)  advertising 
D)  personal selling 
E)  public relations 
A)  sales promotion 
B)  direct marketing 
C)  advertising 
D)  personal selling 
E)  public relations

Question 16

Which of the following would most likely be included in the written materials prepared by PR professionals to reach and influence target markets?

Accepted Answer

A)  employee code of conduct 
B)  annual reports 
C)  memorandum of association 
D)  advertisement jingles 
E)  white papers 
A)  employee code of conduct 
B)  annual reports 
C)  memorandum of association 
D)  advertisement jingles 
E)  white papers

Question 17

Which of the following message execution styles focuses on the company's skill and knowledge in making the product?

Accepted Answer

A)  endorsement 
B)  scientific evidence 
C)  slice of life 
D)  technical expertise 
E)  testimonial evidence 
A)  endorsement 
B)  scientific evidence 
C)  slice of life 
D)  technical expertise 
E)  testimonial evidence

Question 18

Logos, uniforms, brochures, and company trucks are all examples of ________ materials that can be used to help a company create a visual image which the public can immediately recognize.

Accepted Answer

A)  direct marketing 
B)  social marketing 
C)  public service 
D)  corporate identity 
E)  buzz marketing 
A)  direct marketing 
B)  social marketing 
C)  public service 
D)  corporate identity 
E)  buzz marketing

Question 19

Which of the following types of advertising will most likely result in an advertising war?

Accepted Answer

A)  covert advertising 
B)  institutional advertising 
C)  informative advertising 
D)  comparative advertising 
E)  reminder advertising 
A)  covert advertising 
B)  institutional advertising 
C)  informative advertising 
D)  comparative advertising 
E)  reminder advertising

Question 20

A brief glimpse of the latest LG phone on Grey's Anatomy will be an example of an advertainment.

Accepted Answer

A) True 
 B)False

Describe the significance of public relations as a mass-promotion tool.

Which of the following is most likely true about using a pulsing schedule for an ad?

When Verizon Wireless began offering the iPhone, it used its "Can you hear me now?" slogan to attack AT&T's rumored spotty service. This example best illustrates ________.

An illustration, a headline, and a copy are the three ________ elements of an advertisement.

A Spanish-language channel runs its ads only in Hispanic neighborhoods . This is an example of ________.

Which of the following is a major element of developing an advertising strategy?

The aim of advertainment is to make ads so entertaining or useful that people want to watch them.

Comparative advertising is also known as ________ advertising.

The purpose of advertising is to get consumers to think about or react to the product or company in a certain way.

Professional athletes such as Peyton Manning and Maria Sharapova are featured in advertisements for Gatorade. According to this information, Gatorade is utilizing branded entertainment.

________ 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.

Public relations specialists use several tools. Identify three of these tools and describe how they can help a company communicate with the public.

When a media planner determines whether an advertisement for diapers should be placed in Parents magazine or Sports Illustrated, the planner is evaluating the media vehicle's ________.

Encouraging customers to switch brands is most likely the objective of ________ advertising.

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.

Which of the following would most likely be included in the written materials prepared by PR professionals to reach and influence target markets?

Which of the following message execution styles focuses on the company's skill and knowledge in making the product?

Logos, uniforms, brochures, and company trucks are all examples of ________ materials that can be used to help a company create a visual image which the public can immediately recognize.

Which of the following types of advertising will most likely result in an advertising war?

A brief glimpse of the latest LG phone on Grey's Anatomy will be an example of an advertainment.

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 significance of public relations as a mass-promotion tool.

Which of the following is most likely true about using a pulsing schedule for an ad?

When Verizon Wireless began offering the iPhone, it used its "Can you hear me now?" slogan to attack AT&T's rumored spotty service. This example best illustrates ________.

An illustration, a headline, and a copy are the three ________ elements of an advertisement.

A Spanish-language channel runs its ads only in Hispanic neighborhoods . This is an example of ________.

Which of the following is a major element of developing an advertising strategy?

The aim of advertainment is to make ads so entertaining or useful that people want to watch them.

Comparative advertising is also known as ________ advertising.

The purpose of advertising is to get consumers to think about or react to the product or company in a certain way.

Professional athletes such as Peyton Manning and Maria Sharapova are featured in advertisements for Gatorade. According to this information, Gatorade is utilizing branded entertainment.

________ 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.

Public relations specialists use several tools. Identify three of these tools and describe how they can help a company communicate with the public.

When a media planner determines whether an advertisement for diapers should be placed in Parents magazine or Sports Illustrated, the planner is evaluating the media vehicle's ________.

Encouraging customers to switch brands is most likely the objective of ________ advertising.

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.

Which of the following would most likely be included in the written materials prepared by PR professionals to reach and influence target markets?

Which of the following message execution styles focuses on the company's skill and knowledge in making the product?

Logos, uniforms, brochures, and company trucks are all examples of ________ materials that can be used to help a company create a visual image which the public can immediately recognize.

Which of the following types of advertising will most likely result in an advertising war?

A brief glimpse of the latest LG phone on Grey's Anatomy will be an example of an advertainment.

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