Question 1

Discuss how event sponsorship can be used as a public relations tool.

Accepted Answer

The answer of Discuss how event sponsorship can be used...

Question 2

The target audience for an advertising campaign is the

Accepted Answer

A) information base on which to develop the campaign. 
B) geographic distribution of persons. 
C) people toward whom the advertisements are directed. 
D) overall goal of the advertising campaign. 
E) sales objective to be achieved by the campaign. 
A) information base on which to develop the campaign. 
B) geographic distribution of persons. 
C) people toward whom the advertisements are directed. 
D) overall goal of the advertising campaign. 
E) sales objective to be achieved by the campaign.

Question 3

Radio copy should consist of short,familiar terms.

Accepted Answer

A) True 
 B)False

Question 4

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.If State Farm Bank decided that it wanted to increase its number of bank customers by 10% in the coming year,it would most likely use the ____ approach to advertising allocation.

Accepted Answer

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

Question 5

A list of the exact magazines,newspapers,and television stations in which an advertisement will appear,along with the dates and times,is a(n)

Accepted Answer

A) advertising plan. 
B) media plan. 
C) advertising message. 
D) advertising appropriation. 
E) media platform. 
A) advertising plan. 
B) media plan. 
C) advertising message. 
D) advertising appropriation. 
E) media platform.

Question 6

A major benefit of using event sponsorship is that it

Accepted Answer

A) enhances personal selling efforts. 
B) provides excellent support for advertisements. 
C) can provide large amounts of free media coverage. 
D) is cost-free. 
E) neutralizes the effects of unfavorable public relations. 
A) enhances personal selling efforts. 
B) provides excellent support for advertisements. 
C) can provide large amounts of free media coverage. 
D) is cost-free. 
E) neutralizes the effects of unfavorable public relations.

Question 7

Tercile Products Company advertises a specific product heavily,and Carbone Products Company wants to offset the effects of that advertising.In this case,Carbone would most likely employ ____ advertising.

Accepted Answer

A) competitive 
B) pioneer 
C) institutional 
D) primary 
E) target 
A) competitive 
B) pioneer 
C) institutional 
D) primary 
E) target

Question 8

Kohl's,a department store featuring clothing and housewares,communicates in news story form about its organization and its efforts to support local children's hospitals.This information is transmitted through mass media at no charge and is therefore called

Accepted Answer

A) news reporting. 
B) public relations. 
C) mass communications. 
D) free advertising. 
E) publicity. 
A) news reporting. 
B) public relations. 
C) mass communications. 
D) free advertising. 
E) publicity.

Question 9

When respondents are shown a list of various products,brands,and company names and then asked about advertisements they have seen lately,researchers are conducting a(n)

Accepted Answer

A) unaided recall test. 
B) pretest. 
C) recognition test. 
D) aided recognition test. 
E) aided recall test. 
A) unaided recall test. 
B) pretest. 
C) recognition test. 
D) aided recognition test. 
E) aided recall test.

Question 10

Advertising is paid nonpersonal communication transmitted through mass media.

Accepted Answer

A) True 
 B)False

Question 11

Event sponsorship can provide companies with a considerable amount of advertising.

Accepted Answer

A) True 
 B)False

Question 12

A public relations audit is used to assess an organization's image among its publics or to evaluate the effect of a specific public relations program.

Accepted Answer

A) True 
 B)False

Question 13

When sales go up,advertising should be increased;when sales decline,advertising should be decreased.

Accepted Answer

A) True 
 B)False

Question 14

Because ad agency personnel are outsiders to their client firms,they may not judge the firm's product objectively.

Accepted Answer

A) True 
 B)False

Question 15

A marketer that wanted to include detailed information in advertisements would most likely use

Accepted Answer

A) radio. 
B) television. 
C) outdoor displays. 
D) magazines. 
E) mass transit. 
A) radio. 
B) television. 
C) outdoor displays. 
D) magazines. 
E) mass transit.

Question 16

The statement of advertising objectives should include a benchmark-such as the current sales level-and indicate how much improvement is sought.

Accepted Answer

A) True 
 B)False

Question 17

Recently the local television station communicated a news story about the new specialized medical mart opened by Cleveland Clinic.The story provided information about the various services that the new medical mart would offer and how to get in touch with the service providers.This story is most likely an example of

Accepted Answer

A) Institutional advertising. 
B) Publicity. 
C) Public relations. 
D) Sales promotion. 
E) Direct marketing. 
A) Institutional advertising. 
B) Publicity. 
C) Public relations. 
D) Sales promotion. 
E) Direct marketing.

Question 18

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 19

What are the important issues to consider when developing advertising objectives?

Accepted Answer

The answer of What are the important issues to consider...

Question 20

To assume that sales create advertising is incorrect.

Accepted Answer

A) True 
 B)False

Discuss how event sponsorship can be used as a public relations tool.

The target audience for an advertising campaign is the

Radio copy should consist of short,familiar terms.

A list of the exact magazines,newspapers,and television stations in which an advertisement will appear,along with the dates and times,is a(n)

A major benefit of using event sponsorship is that it

Tercile Products Company advertises a specific product heavily,and Carbone Products Company wants to offset the effects of that advertising.In this case,Carbone would most likely employ ____ advertising.

Kohl's,a department store featuring clothing and housewares,communicates in news story form about its organization and its efforts to support local children's hospitals.This information is transmitted through mass media at no charge and is therefore called

When respondents are shown a list of various products,brands,and company names and then asked about advertisements they have seen lately,researchers are conducting a(n)

Advertising is paid nonpersonal communication transmitted through mass media.

Event sponsorship can provide companies with a considerable amount of advertising.

A public relations audit is used to assess an organization's image among its publics or to evaluate the effect of a specific public relations program.

When sales go up,advertising should be increased;when sales decline,advertising should be decreased.

Because ad agency personnel are outsiders to their client firms,they may not judge the firm's product objectively.

A marketer that wanted to include detailed information in advertisements would most likely use

The statement of advertising objectives should include a benchmark-such as the current sales level-and indicate how much improvement is sought.

The identification of an advertisement's sponsor is the

What are the important issues to consider when developing advertising objectives?

To assume that sales create advertising is incorrect.

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

Discuss how event sponsorship can be used as a public relations tool.

The target audience for an advertising campaign is the

Radio copy should consist of short,familiar terms.

A list of the exact magazines,newspapers,and television stations in which an advertisement will appear,along with the dates and times,is a(n)

A major benefit of using event sponsorship is that it

Tercile Products Company advertises a specific product heavily,and Carbone Products Company wants to offset the effects of that advertising.In this case,Carbone would most likely employ ____ advertising.

Kohl's,a department store featuring clothing and housewares,communicates in news story form about its organization and its efforts to support local children's hospitals.This information is transmitted through mass media at no charge and is therefore called

When respondents are shown a list of various products,brands,and company names and then asked about advertisements they have seen lately,researchers are conducting a(n)

Advertising is paid nonpersonal communication transmitted through mass media.

Event sponsorship can provide companies with a considerable amount of advertising.

A public relations audit is used to assess an organization's image among its publics or to evaluate the effect of a specific public relations program.

When sales go up,advertising should be increased;when sales decline,advertising should be decreased.

Because ad agency personnel are outsiders to their client firms,they may not judge the firm's product objectively.

A marketer that wanted to include detailed information in advertisements would most likely use

The statement of advertising objectives should include a benchmark-such as the current sales level-and indicate how much improvement is sought.

The identification of an advertisement's sponsor is the

What are the important issues to consider when developing advertising objectives?

To assume that sales create advertising is incorrect.

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