Question 1

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 2

Informative ads are used primarily in the growth stage of the product life cycle.

Accepted Answer

A) True 
 B)False

Question 3

Some advertisers use edgy humor in their advertisements in order to break through the commercial clutter.This is an example of an advertisement's ________.

Accepted Answer

A)  format 
B)  execution style 
C)  tone 
D)  image 
E)  message strategy 
A)  format 
B)  execution style 
C)  tone 
D)  image 
E)  message strategy

Question 4

Of the following,which is most difficult for advertisers to measure?

Accepted Answer

A)  reach 
B)  frequency 
C)  click-through rates 
D)  media engagement 
E)  media impact 
A)  reach 
B)  frequency 
C)  click-through rates 
D)  media engagement 
E)  media impact

Question 5

When non-profit organizations need financial or volunteer support,they often turn to public relations experts to help them in the area of ________.

Accepted Answer

A)  public affairs 
B)  press relations 
C)  investor relations 
D)  development 
E)  lobbying 
A)  public affairs 
B)  press relations 
C)  investor relations 
D)  development 
E)  lobbying

Question 6

Star TV and Cosmopolitan are both examples of ________,specific media within each general media type.

Accepted Answer

A)  alternative media 
B)  major media 
C)  media vehicles 
D)  media multitaskers 
E)  micromedia 
A)  alternative media 
B)  major media 
C)  media vehicles 
D)  media multitaskers 
E)  micromedia

Question 7

Which message execution style depicts average people using a product in an everyday setting?

Accepted Answer

A)  lifestyle 
B)  scientific evidence 
C)  slice of life 
D)  personality symbol 
E)  testimonial evidence 
A)  lifestyle 
B)  scientific evidence 
C)  slice of life 
D)  personality symbol 
E)  testimonial evidence

Question 8

To measure the ________ of an ad after it has been aired,the advertiser can evaluate how the ad affected consumer recall,product awareness,and preference.

Accepted Answer

A)  sales effects 
B)  profit effects 
C)  communication effects 
D)  reminder effects 
E)  comparative effects 
A)  sales effects 
B)  profit effects 
C)  communication effects 
D)  reminder effects 
E)  comparative effects

Question 9

Persuasive advertising becomes ________ advertising when a company directly or indirectly compares its brand with one or more other brands.

Accepted Answer

A)  informative 
B)  reminder 
C)  comparative 
D)  POP promotion 
E)  institutional 
A)  informative 
B)  reminder 
C)  comparative 
D)  POP promotion 
E)  institutional

Question 10

____________ is used for maintaining relationships with shareholders and others in
the financial community.

Accepted Answer

A)  Advertising 
B)  Personal selling 
C)  Direct marketing 
D)  Sales promotions 
E)  Public relations 
A)  Advertising 
B)  Personal selling 
C)  Direct marketing 
D)  Sales promotions 
E)  Public relations

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

Informative ads are used primarily in the growth stage of the product life cycle.

Some advertisers use edgy humor in their advertisements in order to break through the commercial clutter.This is an example of an advertisement's ________.

Of the following,which is most difficult for advertisers to measure?

When non-profit organizations need financial or volunteer support,they often turn to public relations experts to help them in the area of ________.

Star TV and Cosmopolitan are both examples of ________,specific media within each general media type.

Which message execution style depicts average people using a product in an everyday setting?

To measure the ________ of an ad after it has been aired,the advertiser can evaluate how the ad affected consumer recall,product awareness,and preference.

Persuasive advertising becomes ________ advertising when a company directly or indirectly compares its brand with one or more other brands.

____________ is used for maintaining relationships with shareholders and others in the financial community.

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

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

Informative ads are used primarily in the growth stage of the product life cycle.

Some advertisers use edgy humor in their advertisements in order to break through the commercial clutter.This is an example of an advertisement's ________.

Of the following,which is most difficult for advertisers to measure?

When non-profit organizations need financial or volunteer support,they often turn to public relations experts to help them in the area of ________.

Star TV and Cosmopolitan are both examples of ________,specific media within each general media type.

Which message execution style depicts average people using a product in an everyday setting?

To measure the ________ of an ad after it has been aired,the advertiser can evaluate how the ad affected consumer recall,product awareness,and preference.

Persuasive advertising becomes ________ advertising when a company directly or indirectly compares its brand with one or more other brands.

____________ is used for maintaining relationships with shareholders and others in the financial community.

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