Question 1

Which of the following statements applies to media planning?

Accepted Answer

A)  Characteristics of the product are the most important consideration in selecting the media for a campaign. 
B)  The message content affects the types of media used for an advertising campaign. 
C)  The location of the advertising target is irrelevant in media planning. 
D)  Total media dollars spent on advertising have decreased over the last 30 years. 
E)  Regardless of the message to be conveyed, newspapers are one medium that is appropriate for almost any circumstances. 
A)  Characteristics of the product are the most important consideration in selecting the media for a campaign. 
B)  The message content affects the types of media used for an advertising campaign. 
C)  The location of the advertising target is irrelevant in media planning. 
D)  Total media dollars spent on advertising have decreased over the last 30 years. 
E)  Regardless of the message to be conveyed, newspapers are one medium that is appropriate for almost any circumstances.

Question 2

Lexus has designed its commercials to appeal to more affluent car drivers as its

Accepted Answer

A)  target audience. 
B)  advertising objective. 
C)  advertising platform. 
D)  media plan. 
E)  advertising message. 
A)  target audience. 
B)  advertising objective. 
C)  advertising platform. 
D)  media plan. 
E)  advertising message.

Question 3

Why should a benchmark statement be included in advertising objectives?

Accepted Answer

A)  Shareholders want to see where a company is in relation to competition. 
B)  It is useful in determining whether retailers have increased their sales over the year. 
C)  It gives an indication of how the advertising message is best presented. 
D)  Without a reference point, it is difficult to determine to what degree objectives have been accomplished. 
E)  Objectives become more easily attainable when such a statement is included. 
A)  Shareholders want to see where a company is in relation to competition. 
B)  It is useful in determining whether retailers have increased their sales over the year. 
C)  It gives an indication of how the advertising message is best presented. 
D)  Without a reference point, it is difficult to determine to what degree objectives have been accomplished. 
E)  Objectives become more easily attainable when such a statement is included.

Question 4

Comparative advertisements mention the actual names of competing brands.

Accepted Answer

A) True 
 B)False

Question 5

The arbitrary approach to setting an advertising budget often results in inappropriate spending of the firm's resources.

Accepted Answer

A) True 
 B)False

Question 6

One way an advertising agency assists a firm is that it takes care of all the grunt work in order to give its clients time to do the creative work on the campaign.

Accepted Answer

A) True 
 B)False

Question 7

During the duration of an advertising campaign, Verizon Wireless ran television advertisements at a steady rate throughout the week and intensified its message with newspaper advertising in many major newspapers in the Sunday paper. Verizon Wireless used a(n)____ media schedule.

Accepted Answer

A)  flighting 
B)  continuous 
C)  pulsing 
D)  alternating 
E)  multimedia 
A)  flighting 
B)  continuous 
C)  pulsing 
D)  alternating 
E)  multimedia

Question 8

A car dealership is switching how it determines its advertising appropriation. They are moving from an approach where they set their budget based on their projected revenue for the coming year to one in which it identifies the cost required to meet certain goals. They are switching from the _____ approach to the _____ approach.

Accepted Answer

A)  competitive-matching; arbitrary 
B)  percentage-of-sales; competitive-matching 
C)  competitive-matching; objective-and-task 
D)  percentage-of-sales; objective-and-task 
E)  arbitrary; competitive-matching 
A)  competitive-matching; arbitrary 
B)  percentage-of-sales; competitive-matching 
C)  competitive-matching; objective-and-task 
D)  percentage-of-sales; objective-and-task 
E)  arbitrary; competitive-matching

Question 9

Suppose State Farm Insurance stated, "We want our advertising to increase our customer base for home and automobile insurance 10 percent by the end of the fiscal year." This would be considered a(n)

Accepted Answer

A)  target audience goal. 
B)  advertising platform. 
C)  percent-of-sales approach. 
D)  advertising objective. 
E)  media plan goal. 
A)  target audience goal. 
B)  advertising platform. 
C)  percent-of-sales approach. 
D)  advertising objective. 
E)  media plan goal.

Question 10

Which of the following statements is true about public relations?

Accepted Answer

A)  Publicity is not part of public relations. 
B)  The most common publicity-based tool is the press conference. 
C)  Marketers cannot control whether the media choose to publish their public relations material. 
D)  Publicity-based public relations do not have limitations. 
E)  Event sponsorship is not an effective public relations tool. 
A)  Publicity is not part of public relations. 
B)  The most common publicity-based tool is the press conference. 
C)  Marketers cannot control whether the media choose to publish their public relations material. 
D)  Publicity-based public relations do not have limitations. 
E)  Event sponsorship is not an effective public relations tool.

Question 11

The identification of an advertisement's sponsor is the

Accepted Answer

A)  copy. 
B)  signature. 
C)  trademark. 
D)  layout. 
E)  subheadline. 
A)  copy. 
B)  signature. 
C)  trademark. 
D)  layout. 
E)  subheadline.

Question 12

One way for a company to measure the effectiveness of its publicity-based public relations efforts is to

Accepted Answer

A)  tabulate the equivalent in advertising dollars if the time and space were purchased. 
B)  ask for return of reply cards. 
C)  calculate market share increase. 
D)  count the number of exposures in the media. 
E)  conduct an environmental audit of media alternatives. 
A)  tabulate the equivalent in advertising dollars if the time and space were purchased. 
B)  ask for return of reply cards. 
C)  calculate market share increase. 
D)  count the number of exposures in the media. 
E)  conduct an environmental audit of media alternatives.

Question 13

Event sponsorship can provide companies with a considerable amount of free media coverage.

Accepted Answer

A) True 
 B)False

Question 14

What is an advertising platform? What is the best way to develop a platform?

Accepted Answer

An advertising platform consists of the

Question 15

Public relations is communication in news story form about an organization, its products, or both that is transmitted through a mass medium at no charge.

Accepted Answer

A) True 
 B)False

Question 16

Domino's is looking into magazine advertising for its pizza. The company wants to reach as many people as possible, but due to budget constraints Domino's must reach consumers as efficiently as possible. What can Domino's use to evaluate various magazines?

Accepted Answer

A)  A cost comparison indicator 
B)  The total circulation of the magazines 
C)  A list of the costs of a one-page ad in various magazines 
D)  The advertising appropriations for each magazine 
E)  An index of advertisement exposure 
A)  A cost comparison indicator 
B)  The total circulation of the magazines 
C)  A list of the costs of a one-page ad in various magazines 
D)  The advertising appropriations for each magazine 
E)  An index of advertisement exposure

Question 17

Native advertising uses a platform outside of its own media.

Accepted Answer

A) True 
 B)False

Question 18

Julie Reese is working on developing a magazine advertisement for Planet Fitness, a health and fitness club. She knows what she wants the advertisement to say and the illustrations she wants to use, but she is having a tough time putting it all together. Julie is having trouble determining the

Accepted Answer

A)  storyboard. 
B)  artwork. 
C)  copy. 
D)  presentation. 
E)  layout. 
A)  storyboard. 
B)  artwork. 
C)  copy. 
D)  presentation. 
E)  layout.

Question 19

When an advertiser defines objectives on the basis of sales, the objectives focus on increasing absolute dollar or unit sales, increasing sales by a certain percentage, or increasing the firm's market share.

Accepted Answer

A) True 
 B)False

Question 20

____ provide businesses with copywriters, artists, production coordinators, media experts, researchers, and other highly skilled specialists.

Accepted Answer

A)  Public relation firms 
B)  Media companies 
C)  Advertising agencies 
D)  Production companies 
E)  Promotion experts 
A)  Public relation firms 
B)  Media companies 
C)  Advertising agencies 
D)  Production companies 
E)  Promotion experts

Which of the following statements applies to media planning?

Lexus has designed its commercials to appeal to more affluent car drivers as its

Why should a benchmark statement be included in advertising objectives?

Comparative advertisements mention the actual names of competing brands.

The arbitrary approach to setting an advertising budget often results in inappropriate spending of the firm's resources.

One way an advertising agency assists a firm is that it takes care of all the grunt work in order to give its clients time to do the creative work on the campaign.

During the duration of an advertising campaign, Verizon Wireless ran television advertisements at a steady rate throughout the week and intensified its message with newspaper advertising in many major newspapers in the Sunday paper. Verizon Wireless used a(n)____ media schedule.

Suppose State Farm Insurance stated, "We want our advertising to increase our customer base for home and automobile insurance 10 percent by the end of the fiscal year." This would be considered a(n)

Which of the following statements is true about public relations?

The identification of an advertisement's sponsor is the

One way for a company to measure the effectiveness of its publicity-based public relations efforts is to

Event sponsorship can provide companies with a considerable amount of free media coverage.

What is an advertising platform? What is the best way to develop a platform?

Public relations is communication in news story form about an organization, its products, or both that is transmitted through a mass medium at no charge.

Domino's is looking into magazine advertising for its pizza. The company wants to reach as many people as possible, but due to budget constraints Domino's must reach consumers as efficiently as possible. What can Domino's use to evaluate various magazines?

Native advertising uses a platform outside of its own media.

Julie Reese is working on developing a magazine advertisement for Planet Fitness, a health and fitness club. She knows what she wants the advertisement to say and the illustrations she wants to use, but she is having a tough time putting it all together. Julie is having trouble determining the

When an advertiser defines objectives on the basis of sales, the objectives focus on increasing absolute dollar or unit sales, increasing sales by a certain percentage, or increasing the firm's market share.

____ provide businesses with copywriters, artists, production coordinators, media experts, researchers, and other highly skilled specialists.

An Overview of Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets, Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product Concepts, Branding, and Packaging

Developing and Managing Products

Services Marketing

Marketing Channels and Supply Chain Management

Retailing, Direct Marketing and Wholesaling

Integrated Marketing Communications

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters

Exam 17: Advertising and Public Relations

Which of the following statements applies to media planning?

Lexus has designed its commercials to appeal to more affluent car drivers as its

Why should a benchmark statement be included in advertising objectives?

Comparative advertisements mention the actual names of competing brands.

The arbitrary approach to setting an advertising budget often results in inappropriate spending of the firm's resources.

One way an advertising agency assists a firm is that it takes care of all the grunt work in order to give its clients time to do the creative work on the campaign.

During the duration of an advertising campaign, Verizon Wireless ran television advertisements at a steady rate throughout the week and intensified its message with newspaper advertising in many major newspapers in the Sunday paper. Verizon Wireless used a(n)____ media schedule.

Suppose State Farm Insurance stated, "We want our advertising to increase our customer base for home and automobile insurance 10 percent by the end of the fiscal year." This would be considered a(n)

Which of the following statements is true about public relations?

The identification of an advertisement's sponsor is the

One way for a company to measure the effectiveness of its publicity-based public relations efforts is to

Event sponsorship can provide companies with a considerable amount of free media coverage.

What is an advertising platform? What is the best way to develop a platform?

Public relations is communication in news story form about an organization, its products, or both that is transmitted through a mass medium at no charge.

Domino's is looking into magazine advertising for its pizza. The company wants to reach as many people as possible, but due to budget constraints Domino's must reach consumers as efficiently as possible. What can Domino's use to evaluate various magazines?

Native advertising uses a platform outside of its own media.

Julie Reese is working on developing a magazine advertisement for Planet Fitness, a health and fitness club. She knows what she wants the advertisement to say and the illustrations she wants to use, but she is having a tough time putting it all together. Julie is having trouble determining the

When an advertiser defines objectives on the basis of sales, the objectives focus on increasing absolute dollar or unit sales, increasing sales by a certain percentage, or increasing the firm's market share.

____ provide businesses with copywriters, artists, production coordinators, media experts, researchers, and other highly skilled specialists.

An Overview of Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets, Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product Concepts, Branding, and Packaging

Developing and Managing Products

Services Marketing

Marketing Channels and Supply Chain Management

Retailing, Direct Marketing and Wholesaling

Integrated Marketing Communications

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters