Question 1

Identify and describe four publicity-based public relations tools.

Accepted Answer

The answer of Identify and describe four publicity-based public relations...

Question 2

After the target audience for an advertising campaign has been identified and analyzed,marketers should then proceed by

Accepted Answer

A) creating the advertising platform. 
B) determining the financial resources available. 
C) defining the advertising objectives. 
D) developing a media plan. 
E) creating an advertising message. 
A) creating the advertising platform. 
B) determining the financial resources available. 
C) defining the advertising objectives. 
D) developing a media plan. 
E) creating an advertising message.

Question 3

If a company is perceived positively by the public,employee morale is often higher.

Accepted Answer

A) True 
 B)False

Question 4

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 5

As Will reads the copy for South Beach Hotel's upcoming magazine ad in Southern Living,he worries that no one will spend the time to read all the details of the facilities his resort has to offer.Wanting to have the greatest impact,Will focuses his creative efforts on the

Accepted Answer

A) copy. 
B) body. 
C) text. 
D) signature. 
E) headline. 
A) copy. 
B) body. 
C) text. 
D) signature. 
E) headline.

Question 6

Pioneer advertising involves describing the features and benefits of a product in contrast to a direct competitor.

Accepted Answer

A) True 
 B)False

Question 7

An advertising campaign is typically developed by an individual or a few persons within the firm,an advertising department within the organization,or

Accepted Answer

A) an advertising agency. 
B) a group of media specialists. 
C) a group of multiskilled managers. 
D) a "special projects" group. 
E) freelance advertising consultants. 
A) an advertising agency. 
B) a group of media specialists. 
C) a group of multiskilled managers. 
D) a "special projects" group. 
E) freelance advertising consultants.

Question 8

Alan is the CEO of Greensprings Landscaping.At the recent budget planning meeting,Alan stated that last year's sales were down from the previous period.He then went on to say that Greensprings would have a budget of $100,000 for advertising in the coming year.In this instance,Alan was using the ____

Accepted Answer

A) arbitrary approach. 
B) executive decision process. 
C) objective-and-task approach. 
D) percentage-of-sales approach. 
E) competition-matching approach. 
A) arbitrary approach. 
B) executive decision process. 
C) objective-and-task approach. 
D) percentage-of-sales approach. 
E) competition-matching approach.

Question 9

Sony Corporation has a particular approach for determining its advertising appropriation.A problem with this technique,however,is that the people in the marketing department have difficulty estimating the level of effort needed to achieve certain goals.This problem is characteristic of the ____ approach.

Accepted Answer

A) reliable-appropriation 
B) match-competition 
C) arbitrary 
D) objective-and-task 
E) percent-of-sales 
A) reliable-appropriation 
B) match-competition 
C) arbitrary 
D) objective-and-task 
E) percent-of-sales

Question 10

What are the components of a print ad? What are the functions of each component?

Accepted Answer

The answer of What are the components of a print...

Question 11

Scenario 18.2
Use the following to answer the questions.
The State Farm Group includes several companies.Probably the most well-known company in the group is the State Farm Insurance company,the largest auto and home insurer in the United States.State Farm Insurance provides protection for approximately 78 million policies on auto,fire,life,and health services.It is also a leading insurer of homes and autos in Canada.Another company in the State Farm group is the State Farm Bank,which was opened in 2000,beginning State Farm's entry into the financial services field.However,the State Farm Bank is not a traditional bank,in that it has no branch offices and its services are provided through State Farm agents,a call center,the mail,and on the Internet.It currently serves over 1.9 million bank accounts.
-Refer to Scenario 18.2.When deciding on its advertising allocation for the coming year,State Farm Insurance could choose to spend the same amount as Safe Auto,another auto insurance company,or it could allocate an amount that is 10% of last year's premiums.If State Farm uses the same amount as Safe Auto,this method of advertising appropriation is known as the ____ approach;if State Farm uses the amount based on last year's premiums,the method would be _____.

Accepted Answer

A) competition-matching;percent-of-sales. 
B) arbitrary;competition-matching. 
C) competition-matching;objective-and-task 
D) arbitrary;objective-and-task 
E) objective-and-task;percent-of-sales 
A) competition-matching;percent-of-sales. 
B) arbitrary;competition-matching. 
C) competition-matching;objective-and-task 
D) arbitrary;objective-and-task 
E) objective-and-task;percent-of-sales

Question 12

In a comparative advertisement,advertisers point out that their brand has characteristics that are superior to those of competing brands,but they do not actually mention the brand names of competitors.

Accepted Answer

A) True 
 B)False

Question 13

An evaluation performed before an advertising campaign begins is a

Accepted Answer

A) consumer exam. 
B) posttest. 
C) recognition test. 
D) pretest. 
E) recall test. 
A) consumer exam. 
B) posttest. 
C) recognition test. 
D) pretest. 
E) recall test.

Question 14

Before launching a new advertising campaign,marketers for Healthy Choice frozen dinners must determine the selling points that they want to include in the advertisements.The identification and organization of these selling points is called the

Accepted Answer

A) advertising appropriation. 
B) objective-and-task approach. 
C) advertising platform. 
D) advertising objective. 
E) advertising budget. 
A) advertising appropriation. 
B) objective-and-task approach. 
C) advertising platform. 
D) advertising objective. 
E) advertising budget.

Question 15

The advertising budgets for industrial products are usually large relative to the sales of the products.

Accepted Answer

A) True 
 B)False

Question 16

Ad agencies work jointly with their client firms to develop the ad campaigns.

Accepted Answer

A) True 
 B)False

Question 17

Most often,the opinions of a firm's personnel are used to develop the advertising platform.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following is not an advantage of using publicity-based public relations tools?

Accepted Answer

A) Control by media personnel of the content and timing of messages 
B) Credibility 
C) Strong news value 
D) Follow-up word-of-mouth communications 
E) A favorable perception of being endorsed by the media 
A) Control by media personnel of the content and timing of messages 
B) Credibility 
C) Strong news value 
D) Follow-up word-of-mouth communications 
E) A favorable perception of being endorsed by the media

Identify and describe four publicity-based public relations tools.

After the target audience for an advertising campaign has been identified and analyzed,marketers should then proceed by

If a company is perceived positively by the public,employee morale is often higher.

Why should a benchmark statement be included in advertising objectives?

As Will reads the copy for South Beach Hotel's upcoming magazine ad in Southern Living,he worries that no one will spend the time to read all the details of the facilities his resort has to offer.Wanting to have the greatest impact,Will focuses his creative efforts on the

Pioneer advertising involves describing the features and benefits of a product in contrast to a direct competitor.

An advertising campaign is typically developed by an individual or a few persons within the firm,an advertising department within the organization,or

Alan is the CEO of Greensprings Landscaping.At the recent budget planning meeting,Alan stated that last year's sales were down from the previous period.He then went on to say that Greensprings would have a budget of $100,000 for advertising in the coming year.In this instance,Alan was using the ____

What are the components of a print ad? What are the functions of each component?

In a comparative advertisement,advertisers point out that their brand has characteristics that are superior to those of competing brands,but they do not actually mention the brand names of competitors.

An evaluation performed before an advertising campaign begins is a

Before launching a new advertising campaign,marketers for Healthy Choice frozen dinners must determine the selling points that they want to include in the advertisements.The identification and organization of these selling points is called the

The advertising budgets for industrial products are usually large relative to the sales of the products.

Ad agencies work jointly with their client firms to develop the ad campaigns.

Most often,the opinions of a firm's personnel are used to develop the advertising platform.

Which of the following is not an advantage of using publicity-based public relations tools?

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

Developing and Managing Products

Services Marketing

Branding and Packaging

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 18: Advertising and Public Relations

Identify and describe four publicity-based public relations tools.

After the target audience for an advertising campaign has been identified and analyzed,marketers should then proceed by

If a company is perceived positively by the public,employee morale is often higher.

Why should a benchmark statement be included in advertising objectives?

As Will reads the copy for South Beach Hotel's upcoming magazine ad in Southern Living,he worries that no one will spend the time to read all the details of the facilities his resort has to offer.Wanting to have the greatest impact,Will focuses his creative efforts on the

Pioneer advertising involves describing the features and benefits of a product in contrast to a direct competitor.

An advertising campaign is typically developed by an individual or a few persons within the firm,an advertising department within the organization,or

What are the components of a print ad? What are the functions of each component?

In a comparative advertisement,advertisers point out that their brand has characteristics that are superior to those of competing brands,but they do not actually mention the brand names of competitors.

An evaluation performed before an advertising campaign begins is a

Before launching a new advertising campaign,marketers for Healthy Choice frozen dinners must determine the selling points that they want to include in the advertisements.The identification and organization of these selling points is called the

The advertising budgets for industrial products are usually large relative to the sales of the products.

Ad agencies work jointly with their client firms to develop the ad campaigns.

Most often,the opinions of a firm's personnel are used to develop the advertising platform.

Which of the following is not an advantage of using publicity-based public relations tools?

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

Developing and Managing Products

Services Marketing

Branding and Packaging

Marketing Channels and Supply-Chain Management

Retailing, direct Marketing, and Wholesaling

Integrated Marketing Communications

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters