Question 1

Artwork,a major part of most advertisements,consists of the

Accepted Answer

A) illustration and the signature. 
B) illustration and the layout. 
C) illustration and type of print used in the headlines. 
D) layout and the signature. 
E) method by which all the components are put together. 
A) illustration and the signature. 
B) illustration and the layout. 
C) illustration and type of print used in the headlines. 
D) layout and the signature. 
E) method by which all the components are put together.

Question 2

____ 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

Question 3

The effectiveness of an advertising campaign can be measured

Accepted Answer

A) only after the campaign has been carried out completely and results have been tabulated. 
B) only before the campaign begins,to prevent unnecessary expenditures. 
C) during the campaign to determine whether more or less funds should be allocated,but not after the campaign. 
D) several weeks after the beginning of the campaign to determine whether the campaign is headed in the right direction. 
E) before,during,and after the campaign through the use of pretests,inquiries,and posttests. 
A) only after the campaign has been carried out completely and results have been tabulated. 
B) only before the campaign begins,to prevent unnecessary expenditures. 
C) during the campaign to determine whether more or less funds should be allocated,but not after the campaign. 
D) several weeks after the beginning of the campaign to determine whether the campaign is headed in the right direction. 
E) before,during,and after the campaign through the use of pretests,inquiries,and posttests.

Question 4

Which of the following lists forms of competitive advertising?

Accepted Answer

A) Pioneer,comparative,reminder 
B) Reminder,repetitive,reinforcement 
C) Comparative,reminder,reinforcement 
D) Institutional,product,comparative 
E) Product,pioneer,reminder 
A) Pioneer,comparative,reminder 
B) Reminder,repetitive,reinforcement 
C) Comparative,reminder,reinforcement 
D) Institutional,product,comparative 
E) Product,pioneer,reminder

Question 5

The total amount of money a marketer allocates for advertising for a specific time period is the

Accepted Answer

A) marketing budget. 
B) advertising appropriation. 
C) objective-and-task approach. 
D) promotion grant. 
E) finances for advertising. 
A) marketing budget. 
B) advertising appropriation. 
C) objective-and-task approach. 
D) promotion grant. 
E) finances for advertising.

Question 6

Brands that are promoted through comparative advertising are most likely to be

Accepted Answer

A) market leaders. 
B) brands that are attempting to compete with market leaders. 
C) primarily services rather than tangible goods. 
D) attempting to compete on a nonprice basis. 
E) competing in a less competitive market. 
A) market leaders. 
B) brands that are attempting to compete with market leaders. 
C) primarily services rather than tangible goods. 
D) attempting to compete on a nonprice basis. 
E) competing in a less competitive market.

Question 7

Todd is developing a print advertisement for Afflac.He knows that the ______ is a critical component of the copy because _____.

Accepted Answer

A) headline;it determines the final layout design. 
B) headline;It is often the only part of the advertisement that is read. 
C) artwork;it takes up the most space. 
D) tag line;it links the copy to the signature. 
E) slogan;it links the artwork to the signature. 
A) headline;it determines the final layout design. 
B) headline;It is often the only part of the advertisement that is read. 
C) artwork;it takes up the most space. 
D) tag line;it links the copy to the signature. 
E) slogan;it links the artwork to the signature.

Question 8

Reinforcement advertising tells current users how to get the most satisfaction from the brand they have chosen.

Accepted Answer

A) True 
 B)False

Question 9

What is public relations and for what purposes is it used?

Accepted Answer

The answer of What is public relations and for what...

Question 10

Describe the major types of advertising,and discuss how they differ.

Accepted Answer

The answer of Describe the major types of advertising,and discuss...

Question 11

The step in developing an advertising campaign that directly precedes campaign execution is

Accepted Answer

A) defining advertising objectives. 
B) creating the advertising platform. 
C) evaluating advertising effectiveness. 
D) developing a media plan. 
E) creating the advertising message. 
A) defining advertising objectives. 
B) creating the advertising platform. 
C) evaluating advertising effectiveness. 
D) developing a media plan. 
E) creating the advertising message.

Question 12

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 13

Chloe is employed by an advertising agency and is currently working on the advertising platform for a client.Most often,the method of determining platform issues is to use the opinions of _____;however,the most effective method is to use _____.

Accepted Answer

A) marketers in the industry;opinions of personnel within the firm. 
B) individuals at the advertising agency;opinions of advertising experts. 
C) individuals at the advertising agency;a survey of customers. 
D) marketers in the industry;a survey of customers. 
E) advertising experts;opinions of personnel within the firm. 
A) marketers in the industry;opinions of personnel within the firm. 
B) individuals at the advertising agency;opinions of advertising experts. 
C) individuals at the advertising agency;a survey of customers. 
D) marketers in the industry;a survey of customers. 
E) advertising experts;opinions of personnel within the firm.

Question 14

Which of the following is the most commonly used type of publicity-based public relations tool?

Accepted Answer

A) News release 
B) Captioned photograph 
C) Feature article 
D) Press conference 
E) Letter to the editor 
A) News release 
B) Captioned photograph 
C) Feature article 
D) Press conference 
E) Letter to the editor

Question 15

If a commercial advertisement compares one brand of laundry detergent to another brand,this is a type of competitive advertising.

Accepted Answer

A) True 
 B)False

Question 16

A schedule in which advertisements run for set periods of time,alternating with periods in which no ads run is known as

Accepted Answer

A) continuous. 
B) skipping. 
C) pulsing. 
D) flighting. 
E) intervals. 
A) continuous. 
B) skipping. 
C) pulsing. 
D) flighting. 
E) intervals.

Question 17

Mike Stevens wonders whether the creative idea of using the character "Tom T.Turtle" as an image for marketing a new line of running shoes will be successful.He should suggest to his account representative that a(n)____ be used to pretest the campaign.

Accepted Answer

A) storyboard 
B) survey 
C) experiment 
D) GSR test 
E) consumer jury 
A) storyboard 
B) survey 
C) experiment 
D) GSR test 
E) consumer jury

Question 18

The signature is not part of the verbal portion of an advertisement.

Accepted Answer

A) True 
 B)False

Question 19

Compare the competition-matching approach with the arbitrary approach in determining an advertising appropriation.Which method might more easily lead to overspending or underspending on the appropriation?

Accepted Answer

The answer of Compare the competition-matching approach with the arbitrary...

Question 20

When a copywriter and an artist combine the copy with the visual material for a television commercial,it usually is done through use of a

Accepted Answer

A) parallel format. 
B) commercial layout. 
C) layout procedure. 
D) storyboard. 
E) visual-impact process. 
A) parallel format. 
B) commercial layout. 
C) layout procedure. 
D) storyboard. 
E) visual-impact process.

Exam 18: Advertising and Public Relations

Artwork,a major part of most advertisements,consists of the

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

The effectiveness of an advertising campaign can be measured

Which of the following lists forms of competitive advertising?

The total amount of money a marketer allocates for advertising for a specific time period is the

Brands that are promoted through comparative advertising are most likely to be

Todd is developing a print advertisement for Afflac.He knows that the ______ is a critical component of the copy because _____.

Reinforcement advertising tells current users how to get the most satisfaction from the brand they have chosen.

What is public relations and for what purposes is it used?

Describe the major types of advertising,and discuss how they differ.

The step in developing an advertising campaign that directly precedes campaign execution is

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.

Chloe is employed by an advertising agency and is currently working on the advertising platform for a client.Most often,the method of determining platform issues is to use the opinions of _____;however,the most effective method is to use _____.

Which of the following is the most commonly used type of publicity-based public relations tool?

If a commercial advertisement compares one brand of laundry detergent to another brand,this is a type of competitive advertising.

A schedule in which advertisements run for set periods of time,alternating with periods in which no ads run is known as

Mike Stevens wonders whether the creative idea of using the character "Tom T.Turtle" as an image for marketing a new line of running shoes will be successful.He should suggest to his account representative that a(n)____ be used to pretest the campaign.

The signature is not part of the verbal portion of an advertisement.

Compare the competition-matching approach with the arbitrary approach in determining an advertising appropriation.Which method might more easily lead to overspending or underspending on the appropriation?

When a copywriter and an artist combine the copy with the visual material for a television commercial,it usually is done through use of a

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

Todd is developing a print advertisement for Afflac.He knows that the __ is a critical component of the copy because _.

Chloe is employed by an advertising agency and is currently working on the advertising platform for a client.Most often,the method of determining platform issues is to use the opinions of _;however,the most effective method is to use _.