Question 1

If Target were to base its advertising appropriation on the amount that Walmart spends, it would be using the ____ approach.

Accepted Answer

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

Question 2

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. D

Question 3

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  True

Question 4

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 5

The verbal portion of an advertisement, including headlines, body, and signature, is called the

Accepted Answer

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

Question 6

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 7

When Anheuser-Busch ran an advertising campaign featuring the slogan, "Know when to say when," it was using

Accepted Answer

A) competitive advertising. 
B) public relations. 
C) product advertising. 
D) public service awareness. 
E) advocacy advertising. 
A) competitive advertising. 
B) public relations. 
C) product advertising. 
D) public service awareness. 
E) advocacy advertising.

Question 8

When using the percentage-of-sales approach for determining the advertising appropriation, marketers

Accepted Answer

A) base their funding on a percentage of the competitors' sales. 
B) multiply the firm's past sales by a set percentage they want to spend. 
C) set sales objectives for the upcoming period and base appropriations on these goals. 
D) multiply the firm's past sales plus a factor for expected changes in sales times a standard percentage. 
E) use an industry standard to determine what percentage of their profits they want to allocate to advertising. 
A) base their funding on a percentage of the competitors' sales. 
B) multiply the firm's past sales by a set percentage they want to spend. 
C) set sales objectives for the upcoming period and base appropriations on these goals. 
D) multiply the firm's past sales plus a factor for expected changes in sales times a standard percentage. 
E) use an industry standard to determine what percentage of their profits they want to allocate to advertising.

Question 9

What is the primary justification marketers use for conducting recognition and recall tests?

Accepted Answer

A) Researchers find that recalling an advertisement has a strong link to purchasing a product. 
B) People have unfavorable views of advertising and are unlikely to purchase advertised products. 
C) Consumers tend to enjoy participating in these tests and are likely to purchase the products as a result. 
D) People are more likely to buy a product they have seen advertised than one they have not seen advertised. 
E) There is a strong link between advertisement recall/recognition and word-of-mouth communication. 
A) Researchers find that recalling an advertisement has a strong link to purchasing a product. 
B) People have unfavorable views of advertising and are unlikely to purchase advertised products. 
C) Consumers tend to enjoy participating in these tests and are likely to purchase the products as a result. 
D) People are more likely to buy a product they have seen advertised than one they have not seen advertised. 
E) There is a strong link between advertisement recall/recognition and word-of-mouth communication.

Question 10

What are the major differences between sales-based and communications-based advertising objectives?

Accepted Answer

The answer of What are the major differences between sales-based...

Question 11

To announce its development of a solid fuel titanium rocket for the U.S. missile defense system, Unijet management feels it needs to get wide media coverage. Under these circumstances, which of the following would be its best alternative?

Accepted Answer

A) Captioned photograph 
B) Feature article 
C) Editorial letters 
D) Television advertisement 
E) Press conference 
A) Captioned photograph 
B) Feature article 
C) Editorial letters 
D) Television advertisement 
E) Press conference

Question 12

When Volvo's advertising campaign mentions the Volvo CX60 has the highest safety rating of any European sedan, it is using _______ advertising.

Accepted Answer

A) Reminder 
B) Reinforcement 
C) Competitive 
D) Defensive 
E) Institutional 
A) Reminder 
B) Reinforcement 
C) Competitive 
D) Defensive 
E) Institutional

Question 13

The University of Iowa runs a series of ads throughout the Midwest on how friendly and helpful its faculty, staff, and students are as well as how outstanding its academic programs are. This type of promotion would best be characterized as

Accepted Answer

A) public relations. 
B) product advertising. 
C) advocacy advertising. 
D) institutional advertising. 
E) comparative advertising. 
A) public relations. 
B) product advertising. 
C) advocacy advertising. 
D) institutional advertising. 
E) comparative advertising.

Question 14

The advertising campaign for Crest toothpaste lets consumers know about its newest flavor, and also mentions its history as an established brand. The ad also mentions Crest's advantages and benefits. Crest's advertising would be classified as

Accepted Answer

A) repetitive. 
B) reminder. 
C) pioneer. 
D) competitive. 
E) reinforcement. 
A) repetitive. 
B) reminder. 
C) pioneer. 
D) competitive. 
E) reinforcement.

Question 15

Matt was in a group considered to be actual or potential purchasers of a new mountain bike produced by Specialized Sports. He and the other consumers were shown three different advertisements and asked to judge several dimensions of each one. Matt participated in a(n)

Accepted Answer

A) posttest consumer group. 
B) panel of advertising experts. 
C) consumer jury. 
D) customer ad panel. 
E) ad preview group. 
A) posttest consumer group. 
B) panel of advertising experts. 
C) consumer jury. 
D) customer ad panel. 
E) ad preview group.

Question 16

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 17

Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called ____ advertising.

Accepted Answer

A) institutional 
B) product 
C) organizational 
D) pioneer 
E) advocacy 
A) institutional 
B) product 
C) organizational 
D) pioneer 
E) advocacy

Question 18

If during an advertising campaign a certain portion of advertising runs continuously, and then during specific periods additional advertising is used to intensify the level of communication, a(n) ____ media schedule is being used.

Accepted Answer

A) beating 
B) alternating 
C) flighting 
D) continuous with emphasis 
E) pulsing 
A) beating 
B) alternating 
C) flighting 
D) continuous with emphasis 
E) pulsing

Question 19

Small firms generally depend on local newspapers and radio stations for assistance with advertising efforts.

Accepted Answer

A) True 
 B)False

Question 20

What approaches can be used to evaluate the effectiveness of public relations programs?

Accepted Answer

The answer of What approaches can be used to evaluate...

Exam 18: Advertising and Public Relations

If Target were to base its advertising appropriation on the amount that Walmart spends, it would be using the ____ approach.

Why should a benchmark statement be included in advertising objectives?

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

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)

The verbal portion of an advertisement, including headlines, body, and signature, is called the

The target audience for an advertising campaign is the

When Anheuser-Busch ran an advertising campaign featuring the slogan, "Know when to say when," it was using

When using the percentage-of-sales approach for determining the advertising appropriation, marketers

What is the primary justification marketers use for conducting recognition and recall tests?

What are the major differences between sales-based and communications-based advertising objectives?

To announce its development of a solid fuel titanium rocket for the U.S. missile defense system, Unijet management feels it needs to get wide media coverage. Under these circumstances, which of the following would be its best alternative?

When Volvo's advertising campaign mentions the Volvo CX60 has the highest safety rating of any European sedan, it is using _______ advertising.

The University of Iowa runs a series of ads throughout the Midwest on how friendly and helpful its faculty, staff, and students are as well as how outstanding its academic programs are. This type of promotion would best be characterized as

The advertising campaign for Crest toothpaste lets consumers know about its newest flavor, and also mentions its history as an established brand. The ad also mentions Crest's advantages and benefits. Crest's advertising would be classified as

Matt was in a group considered to be actual or potential purchasers of a new mountain bike produced by Specialized Sports. He and the other consumers were shown three different advertisements and asked to judge several dimensions of each one. Matt participated in a(n)

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.

Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called ____ advertising.

If during an advertising campaign a certain portion of advertising runs continuously, and then during specific periods additional advertising is used to intensify the level of communication, a(n) ____ media schedule is being used.

Small firms generally depend on local newspapers and radio stations for assistance with advertising efforts.

What approaches can be used to evaluate the effectiveness of public relations programs?

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