Question 1

When developing an advertising campaign, benchmarks need to be included in the

Accepted Answer

A) campaign platform. 
B) evaluation of the advertising effectiveness. 
C) statement of advertising objectives. 
D) media plan. 
E) budget. 
A) campaign platform. 
B) evaluation of the advertising effectiveness. 
C) statement of advertising objectives. 
D) media plan. 
E) budget.

Question 2

Advertising appropriations are largest for which type of product?

Accepted Answer

A) Business products 
B) Convenience goods 
C) High-priced products 
D) Specialty goods 
E) Infrequently purchased goods 
A) Business products 
B) Convenience goods 
C) High-priced products 
D) Specialty goods 
E) Infrequently purchased goods

Question 3

Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody did?" exemplifies the use of ____ advertising.

Accepted Answer

A) reinforcement 
B) offensive 
C) comparative 
D) institutional 
E) defensive 
A) reinforcement 
B) offensive 
C) comparative 
D) institutional 
E) defensive

Question 4

If a company calls a meeting to announce a major news event, this is known as a

Accepted Answer

A) media call. 
B) press conference. 
C) news release. 
D) press release. 
E) public service announcement. 
A) media call. 
B) press conference. 
C) news release. 
D) press release. 
E) public service announcement.

Question 5

Almost all advertising campaigns are aimed at producing immediate sales.

Accepted Answer

A) True 
 B)False

Question 6

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 7

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 8

As Oscar Meyer puts together its advertising campaign for the summer, it will need to keep in mind that its desire to use outdoor advertising will have strong effects on its selection of the advertising

Accepted Answer

A) message. 
B) budget. 
C) platform. 
D) audience analysis. 
E) objectives. 
A) message. 
B) budget. 
C) platform. 
D) audience analysis. 
E) objectives.

Question 9

An advertising platform should consist of issues that are important to consumers. Selling features should be important to consumers and should be features that

Accepted Answer

A) competitive products lack. 
B) can be seen easily in a photograph. 
C) are familiar concepts to those in the target market. 
D) competitive products have as well. 
E) are reasonably inexpensive to develop. 
A) competitive products lack. 
B) can be seen easily in a photograph. 
C) are familiar concepts to those in the target market. 
D) competitive products have as well. 
E) are reasonably inexpensive to develop.

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

Coors advertises that its beer is the only one that is kept cold from the brewery to the store. This type of advertising is called

Accepted Answer

A) pioneer. 
B) competitive. 
C) comparative. 
D) defensive. 
E) institutional. 
A) pioneer. 
B) competitive. 
C) comparative. 
D) defensive. 
E) institutional.

Question 12

Institutional advertising and promotional advertising are the two basic categories of advertising.

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

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 15

Scenario 18.1
Use the following to answer the questions.
The Toyota Corporation is developing its promotional plan for the coming year and is considering several types of advertising to communicate its messages. Toyota will likely advertise its new vehicle, the Venza, on TV, on its website, in major national magazines, and through Facebook. It is possible that the ads could focus on the features of the Venza and its most likely competitor, the Ford Edge. Other forms of advertising that can be considered are ads that feature all of the Toyota brands in a single ad, while mentioning only the Toyota brand and its company's strengths. Finally, Toyota will probably continue to advertise updates of its cash cow brands, the Camry and the hybrid versions of its SUVs.
-Refer to Scenario 18.1. Toyota's television advertisements for the new Venza are examples of _______, while its Facebook ads are examples of ______ advertising.

Accepted Answer

A) publicity; product advertising. 
B) institutional advertising; publicity. 
C) product advertising; social media. 
D) comparative advertising; social media. 
E) pioneer advertising; social media. 
A) publicity; product advertising. 
B) institutional advertising; publicity. 
C) product advertising; social media. 
D) comparative advertising; social media. 
E) pioneer advertising; social media.

Question 16

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 17

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 18

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 19

The three general types of media schedules are

Accepted Answer

A) pulsing, beating, and continuous. 
B) short, medium, and long-term. 
C) morning, afternoon, and evening. 
D) pulsing, continuous, and flighting. 
E) light, heavy, and alternating. 
A) pulsing, beating, and continuous. 
B) short, medium, and long-term. 
C) morning, afternoon, and evening. 
D) pulsing, continuous, and flighting. 
E) light, heavy, and alternating.

Question 20

A layout includes only the illustrations used in an advertisement.

Accepted Answer

A) True 
 B)False

When developing an advertising campaign, benchmarks need to be included in the

Advertising appropriations are largest for which type of product?

Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody did?" exemplifies the use of ____ advertising.

If a company calls a meeting to announce a major news event, this is known as a

Almost all advertising campaigns are aimed at producing immediate sales.

The effectiveness of an advertising campaign can be measured

As Oscar Meyer puts together its advertising campaign for the summer, it will need to keep in mind that its desire to use outdoor advertising will have strong effects on its selection of the advertising

An advertising platform should consist of issues that are important to consumers. Selling features should be important to consumers and should be features that

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

Coors advertises that its beer is the only one that is kept cold from the brewery to the store. This type of advertising is called

Institutional advertising and promotional advertising are the two basic categories of advertising.

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

A major benefit of using event sponsorship is that it

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

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

The three general types of media schedules are

A layout includes only the illustrations used in an advertisement.

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

When developing an advertising campaign, benchmarks need to be included in the

Advertising appropriations are largest for which type of product?

Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody did?" exemplifies the use of ____ advertising.

If a company calls a meeting to announce a major news event, this is known as a

Almost all advertising campaigns are aimed at producing immediate sales.

The effectiveness of an advertising campaign can be measured

As Oscar Meyer puts together its advertising campaign for the summer, it will need to keep in mind that its desire to use outdoor advertising will have strong effects on its selection of the advertising

An advertising platform should consist of issues that are important to consumers. Selling features should be important to consumers and should be features that

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

Coors advertises that its beer is the only one that is kept cold from the brewery to the store. This type of advertising is called

Institutional advertising and promotional advertising are the two basic categories of advertising.

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

A major benefit of using event sponsorship is that it

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

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

The three general types of media schedules are

A layout includes only the illustrations used in an advertisement.

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