Question 1

The advertising team must find the best approach,style,_______________ for
executing the message.

Accepted Answer

A)  tune, words, and format 
B)  tone, words, and frame 
C)  tone, words, and format 
D)  tone and format 
E)  words and format 
A)  tune, words, and format 
B)  tone, words, and frame 
C)  tone, words, and format 
D)  tone and format 
E)  words and format C

Question 2

Which of the following represents the merge between advertising and entertainment?

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 A

Question 3

After determining its advertising objectives,the company's next step in developing an advertising program is to ________.

Accepted Answer

A)  set its advertising budget 
B)  determine the media vehicle 
C)  use cash rebate offers 
D)  plan its advertising campaign 
E)  develop its message strategy 
A)  set its advertising budget 
B)  determine the media vehicle 
C)  use cash rebate offers 
D)  plan its advertising campaign 
E)  develop its message strategy A

Question 4

For many years,________ dominated the media mix used by national advertisers.

Accepted Answer

A)  radio and television 
B)  television and magazines 
C)  direct mail and billboards 
D)  radio and digital media 
E)  newspapers and direct mail 
A)  radio and television 
B)  television and magazines 
C)  direct mail and billboards 
D)  radio and digital media 
E)  newspapers and direct mail

Question 5

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

Question 6

The _____ must effectively entice the right people to read the copy-the main block of text in the advertisement.

Accepted Answer

A)  byline 
B)  dateline 
C)  headline 
D)  outline 
E)  beeline 
A)  byline 
B)  dateline 
C)  headline 
D)  outline 
E)  beeline

Question 7

You are looking to advertise your new product,and you want good mass marketing coverage and low cost per exposure.You should choose ________ as your advertising media.

Accepted Answer

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

Question 8

In its classic ___________ campaign,Avis positioned itself against market-leading
Hertz by claiming,"We try harder."

Accepted Answer

A)  informative 
B)  comparative 
C)  persuasive 
D)  reminder 
E)  cooperative 
A)  informative 
B)  comparative 
C)  persuasive 
D)  reminder 
E)  cooperative

Question 9

Describe public relations and three of its main functions.

Accepted Answer

Public relations departments build good

Question 10

In small and large companies,advertising is typically handled by an individual or team in the sales department.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following functions is LEAST likely to be performed by a public relations department?

Accepted Answer

A)  product publicity 
B)  development 
C)  public affairs 
D)  investor relations 
E)  media vehicle selection 
A)  product publicity 
B)  development 
C)  public affairs 
D)  investor relations 
E)  media vehicle selection

Question 12

Lobbying,or building and maintaining relations with legislators and government officials to influence legislation and regulation,is part of ________.

Accepted Answer

A)  direct marketing 
B)  press relations 
C)  press agencies 
D)  public relations 
E)  sales promotion 
A)  direct marketing 
B)  press relations 
C)  press agencies 
D)  public relations 
E)  sales promotion

Question 13

_____________ directly or ______ compares one brand with another or several other brands.

Accepted Answer

A)  Informative advertising; indirectly 
B)  Reminder advertising; indirectly 
C)  Comparative advertising; indirectly 
D)  Persuasive advertising; indirectly 
E)  Buzz marketing; indirectly 
A)  Informative advertising; indirectly 
B)  Reminder advertising; indirectly 
C)  Comparative advertising; indirectly 
D)  Persuasive advertising; indirectly 
E)  Buzz marketing; indirectly

Question 14

________ means scheduling ads evenly within a given period.________ means scheduling ads unevenly over a given time period.

Accepted Answer

A)  Pulsing; Continuity 
B)  Continuity; Hard hitting 
C)  Continuity; Pulsing 
D)  Pulsing; Hard hitting 
E)  Sequencing; Routing 
A)  Pulsing; Continuity 
B)  Continuity; Hard hitting 
C)  Continuity; Pulsing 
D)  Pulsing; Hard hitting 
E)  Sequencing; Routing

Question 15

The advertising agency hired by the Mrs Cookie cookie company has developed a series of commercials about the new cookie flavors created by the company.The head of the marketing department thinks that pulsing would be the most appropriate way to schedule the commercials.What is the potential benefit of pulsing the cookie ads?

Accepted Answer

A)  The ads would achieve maximum awareness. 
B)  The costs of advertising would be low. 
C)  Audience quality can be evaluated. 
D)  Ads can be modified for different demographics. 
E)  Ad schedules can be adapted based on sales. 
A)  The ads would achieve maximum awareness. 
B)  The costs of advertising would be low. 
C)  Audience quality can be evaluated. 
D)  Ads can be modified for different demographics. 
E)  Ad schedules can be adapted based on sales.

Question 16

P&G is the world's largest advertiser.

Accepted Answer

A) True 
 B)False

Question 17

The Internet,video on demand (VOD),and DVD rentals present which of the following problems for marketers?

Accepted Answer

A)  Consumers are watching less television. 
B)  Consumers cannot focus on specific messages due to advertising clutter. 
C)  Audiences are less interested in media consumption. 
D)  Consumers have more choices about what to watch or not watch. 
E)  Television advertising is becoming more expensive. 
A)  Consumers are watching less television. 
B)  Consumers cannot focus on specific messages due to advertising clutter. 
C)  Audiences are less interested in media consumption. 
D)  Consumers have more choices about what to watch or not watch. 
E)  Television advertising is becoming more expensive.

Question 18

The Internet,direct mail,magazines,and radio all offer advertisers which of the following advantages?

Accepted Answer

A)  audience selectivity 
B)  low costs 
C)  timeliness 
D)  flexibility 
E)  credibility 
A)  audience selectivity 
B)  low costs 
C)  timeliness 
D)  flexibility 
E)  credibility

Question 19

Which message execution style 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 20

Public relations is used to promote products,people,and even nations.

Accepted Answer

A) True 
 B)False

The advertising team must find the best approach,style,_______________ for executing the message.

Which of the following represents the merge between advertising and entertainment?

After determining its advertising objectives,the company's next step in developing an advertising program is to ________.

For many years,________ dominated the media mix used by national advertisers.

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.

The _____ must effectively entice the right people to read the copy-the main block of text in the advertisement.

You are looking to advertise your new product,and you want good mass marketing coverage and low cost per exposure.You should choose ________ as your advertising media.

In its classic ___________ campaign,Avis positioned itself against market-leading Hertz by claiming,"We try harder."

Describe public relations and three of its main functions.

In small and large companies,advertising is typically handled by an individual or team in the sales department.

Which of the following functions is LEAST likely to be performed by a public relations department?

Lobbying,or building and maintaining relations with legislators and government officials to influence legislation and regulation,is part of ________.

_______ directly or compares one brand with another or several other brands.

means scheduling ads evenly within a given period. means scheduling ads unevenly over a given time period.

P&G is the world's largest advertiser.

The Internet,video on demand (VOD),and DVD rentals present which of the following problems for marketers?

The Internet,direct mail,magazines,and radio all offer advertisers which of the following advantages?

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

Public relations is used to promote products,people,and even nations.

Marketing: Managing Profitable Customer Relationships

Company and Marketing Strategy: Partnering to Build

The Marketing Environment

Managing Marketing Information

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 Products: Understanding and Capturing Customer Value

Pricing Products: Pricing Strategies

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing

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

The advertising team must find the best approach,style,_______________ for executing the message.

Which of the following represents the merge between advertising and entertainment?

After determining its advertising objectives,the company's next step in developing an advertising program is to ________.

For many years,________ dominated the media mix used by national advertisers.

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.

The _____ must effectively entice the right people to read the copy-the main block of text in the advertisement.

You are looking to advertise your new product,and you want good mass marketing coverage and low cost per exposure.You should choose ________ as your advertising media.

In its classic ___________ campaign,Avis positioned itself against market-leading Hertz by claiming,"We try harder."

Describe public relations and three of its main functions.

In small and large companies,advertising is typically handled by an individual or team in the sales department.

Which of the following functions is LEAST likely to be performed by a public relations department?

Lobbying,or building and maintaining relations with legislators and government officials to influence legislation and regulation,is part of ________.

_____________ directly or ______ compares one brand with another or several other brands.

________ means scheduling ads evenly within a given period.________ means scheduling ads unevenly over a given time period.

P&G is the world's largest advertiser.

The Internet,video on demand (VOD),and DVD rentals present which of the following problems for marketers?

The Internet,direct mail,magazines,and radio all offer advertisers which of the following advantages?

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

Public relations is used to promote products,people,and even nations.

Marketing: Managing Profitable Customer Relationships

Company and Marketing Strategy: Partnering to Build

The Marketing Environment

Managing Marketing Information

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 Products: Understanding and Capturing Customer Value

Pricing Products: Pricing Strategies

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing

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

_______ directly or compares one brand with another or several other brands.

means scheduling ads evenly within a given period. means scheduling ads unevenly over a given time period.