Question 1

In an endorsement style of execution, the endorsers can be characters that represent the product.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following is a major step in selecting advertising media?

Accepted Answer

A)  determining reach, frequency, and impact 
B)  selecting message execution style 
C)  developing a compelling creative concept 
D)  deciding on format elements 
E)  planning a message strategy 
A)  determining reach, frequency, and impact 
B)  selecting message execution style 
C)  developing a compelling creative concept 
D)  deciding on format elements 
E)  planning a message strategy

Question 3

News conferences, press tours, and grand openings are examples of ________, a type of tool commonly used by public relations professionals.

Accepted Answer

A)  public service activities 
B)  special events 
C)  social networking 
D)  development 
E)  investor relations 
A)  public service activities 
B)  special events 
C)  social networking 
D)  development 
E)  investor relations

Question 4

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 5

In the context of media timing, the idea behind ________ is to advertise heavily for a short period to build awareness that carries over to the next advertising period.

Accepted Answer

A)  continuity 
B)  pulsing 
C)  shuffling 
D)  sequencing 
E)  segmenting 
A)  continuity 
B)  pulsing 
C)  shuffling 
D)  sequencing 
E)  segmenting

Question 6

Which of the following brands most likely requires heavy advertising in order to be set apart from similar products?

Accepted Answer

A)  undifferentiated brands 
B)  specialty brands 
C)  international brands 
D)  mature brands 
E)  high-share brands 
A)  undifferentiated brands 
B)  specialty brands 
C)  international brands 
D)  mature brands 
E)  high-share brands

Question 7

Which of the following statements about outdoor media is true?

Accepted Answer

A)  It has no creative limitations. 
B)  It is characterized by higher costs per exposure. 
C)  It has good positional selectivity. 
D)  It has very limited flexibility. 
E)  It has high audience selectivity. 
A)  It has no creative limitations. 
B)  It is characterized by higher costs per exposure. 
C)  It has good positional selectivity. 
D)  It has very limited flexibility. 
E)  It has high audience selectivity.

Question 8

Advertisers should regularly evaluate two types of advertising results: the communication effects and the sales and profit effects. How are these two results measured?

Accepted Answer

Measuring the communication effects of a

Question 9

Which of the following would be the most likely result of slashing ad spending for a product?

Accepted Answer

A)  increased popularity 
B)  reduced long-term market share 
C)  improved brand image 
D)  increased short-term sales 
E)  increased long-term market share 
A)  increased popularity 
B)  reduced long-term market share 
C)  improved brand image 
D)  increased short-term sales 
E)  increased long-term market share

Question 10

How are companies taking advantage of interactive technologies to tap consumers for message ideas and actual ads? What are the benefits and disadvantages of consumer-generated advertising?

Accepted Answer

Companies can now search existing video

Question 11

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 12

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

Question 13

When P&G developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. What type of campaign was most likely used by P&G for the Mr. Clean Magic Eraser?

Accepted Answer

A)  informative advertising 
B)  persuasive advertising 
C)  reminder advertising 
D)  developmental advertising 
E)  comparative advertising 
A)  informative advertising 
B)  persuasive advertising 
C)  reminder advertising 
D)  developmental advertising 
E)  comparative advertising

Question 14

Product placement in television programs and movies is an example of ________.

Accepted Answer

A)  branded entertainment 
B)  advertainment 
C)  direct marketing 
D)  buzz marketing 
E)  sales promotion 
A)  branded entertainment 
B)  advertainment 
C)  direct marketing 
D)  buzz marketing 
E)  sales promotion

Question 15

________ 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 16

Agencies bring an outside point of view to solving a company's problems, along with lots of experience from working with different clients and situations.

Accepted Answer

A) True 
 B)False

Question 17

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 18

The aim of ________ is to make an advertisement so useful or entertaining that people want to watch it.

Accepted Answer

A)  branded entertainment 
B)  advertainment 
C)  viral marketing 
D)  buzz marketing 
E)  word-of-mouth advertising 
A)  branded entertainment 
B)  advertainment 
C)  viral marketing 
D)  buzz marketing 
E)  word-of-mouth advertising

Question 19

Recently, the increased use of online social networks and video sharing has reduced the need for advertising standardization with global brands.

Accepted Answer

A) True 
 B)False

Question 20

Advertising media costs and availability differ vastly from country to country.

Accepted Answer

A) True 
 B)False

In an endorsement style of execution, the endorsers can be characters that represent the product.

Which of the following is a major step in selecting advertising media?

News conferences, press tours, and grand openings are examples of ________, a type of tool commonly used by public relations professionals.

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

In the context of media timing, the idea behind ________ is to advertise heavily for a short period to build awareness that carries over to the next advertising period.

Which of the following brands most likely requires heavy advertising in order to be set apart from similar products?

Which of the following statements about outdoor media is true?

Advertisers should regularly evaluate two types of advertising results: the communication effects and the sales and profit effects. How are these two results measured?

Which of the following would be the most likely result of slashing ad spending for a product?

How are companies taking advantage of interactive technologies to tap consumers for message ideas and actual ads? What are the benefits and disadvantages of consumer-generated advertising?

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 are the three characteristics that an advertising appeal should have?

When P&G developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. What type of campaign was most likely used by P&G for the Mr. Clean Magic Eraser?

Product placement in television programs and movies is an example of ________.

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

Agencies bring an outside point of view to solving a company's problems, along with lots of experience from working with different clients and situations.

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

The aim of ________ is to make an advertisement so useful or entertaining that people want to watch it.

Recently, the increased use of online social networks and video sharing has reduced the need for advertising standardization with global brands.

Advertising media costs and availability differ vastly from country to country.

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and 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

Engaging Customers and Communicating Customer Value: Integrated Marketing Communications Strategy

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters

Exam 15: Advertising and Public Relations

In an endorsement style of execution, the endorsers can be characters that represent the product.

Which of the following is a major step in selecting advertising media?

News conferences, press tours, and grand openings are examples of ________, a type of tool commonly used by public relations professionals.

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

In the context of media timing, the idea behind ________ is to advertise heavily for a short period to build awareness that carries over to the next advertising period.

Which of the following brands most likely requires heavy advertising in order to be set apart from similar products?

Which of the following statements about outdoor media is true?

Advertisers should regularly evaluate two types of advertising results: the communication effects and the sales and profit effects. How are these two results measured?

Which of the following would be the most likely result of slashing ad spending for a product?

How are companies taking advantage of interactive technologies to tap consumers for message ideas and actual ads? What are the benefits and disadvantages of consumer-generated advertising?

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 are the three characteristics that an advertising appeal should have?

When P&G developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. What type of campaign was most likely used by P&G for the Mr. Clean Magic Eraser?

Product placement in television programs and movies is an example of ________.

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

Agencies bring an outside point of view to solving a company's problems, along with lots of experience from working with different clients and situations.

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

The aim of ________ is to make an advertisement so useful or entertaining that people want to watch it.

Recently, the increased use of online social networks and video sharing has reduced the need for advertising standardization with global brands.

Advertising media costs and availability differ vastly from country to country.

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and 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

Engaging Customers and Communicating Customer Value: Integrated Marketing Communications Strategy

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters