Question 1

Reach is a measure of how many times the average person in the target market is exposed to the message.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following is NOT one of the publics to which a public relations department must answer?

Accepted Answer

A)  stockholders 
B)  legislators 
C)  the press 
D)  employees 
E)  suppliers 
A)  stockholders 
B)  legislators 
C)  the press 
D)  employees 
E)  suppliers

Question 3

When the product differs greatly from those of competitors, ________.

Accepted Answer

A)  advertising can make customers aware of the product 
B)  firms should advertise similarly to competitors, to remind consumers of the product 
C)  advertising can point out the differences to consumers 
D)  firms should advertise little as the uniqueness will not require education of consumers 
E)  advertising can reaffirm a consumer's decision to purchase 
A)  advertising can make customers aware of the product 
B)  firms should advertise similarly to competitors, to remind consumers of the product 
C)  advertising can point out the differences to consumers 
D)  firms should advertise little as the uniqueness will not require education of consumers 
E)  advertising can reaffirm a consumer's decision to purchase

Question 4

List any four major media types and identify some of the strengths and weaknesses of each of them.

Accepted Answer

Students' answers may include any four o

Question 5

Which of the following is a major tool used by PR professionals?

Accepted Answer

A)  standardized global advertising 
B)  market penetration 
C)  news 
D)  bait-and-switch strategy 
E)  product packaging 
A)  standardized global advertising 
B)  market penetration 
C)  news 
D)  bait-and-switch strategy 
E)  product packaging

Question 6

When the advertising objective is to build primary demand for a new product category, ________ advertising will most likely be used.

Accepted Answer

A)  persuasive 
B)  informative 
C)  comparative 
D)  patronage 
E)  institutional 
A)  persuasive 
B)  informative 
C)  comparative 
D)  patronage 
E)  institutional

Question 7

Which of the following is a disadvantage of using direct mail as an advertising medium?

Accepted Answer

A)  low audience selectivity 
B)  no flexibility 
C)  severe ad competition 
D)  relatively high cost per exposure 
E)  lack of personalization 
A)  low audience selectivity 
B)  no flexibility 
C)  severe ad competition 
D)  relatively high cost per exposure 
E)  lack of personalization

Question 8

To break through the clutter, many marketers have subscribed to a new merging of advertising and entertainment, dubbed ________.

Accepted Answer

A)  Madison & Vine 
B)  Wall St. & Fifth Ave 
C)  buzz marketing 
D)  podcasting 
E)  webisodes 
A)  Madison & Vine 
B)  Wall St. & Fifth Ave 
C)  buzz marketing 
D)  podcasting 
E)  webisodes

Question 9

Which message execution style depicts average people using a product in an everyday setting?

Accepted Answer

A)  lifestyle 
B)  scientific evidence 
C)  slice of life 
D)  personality symbol 
E)  testimonial evidence 
A)  lifestyle 
B)  scientific evidence 
C)  slice of life 
D)  personality symbol 
E)  testimonial evidence

Question 10

A product in the maturity stage will most likely require ________ advertising.

Accepted Answer

A)  informative 
B)  comparative 
C)  persuasive 
D)  reminder 
E)  covert 
A)  informative 
B)  comparative 
C)  persuasive 
D)  reminder 
E)  covert

Question 11

Advertising is the least used of the major promotion tools, although it has great potential for building consumer awareness and reference.

Accepted Answer

A) True 
 B)False

Question 12

Comparative advertising is also known as ________ advertising.

Accepted Answer

A)  attack 
B)  institutional 
C)  covert 
D)  reminder 
E)  informative 
A)  attack 
B)  institutional 
C)  covert 
D)  reminder 
E)  informative

Question 13

Maybelline used Gigi Hadid, a model, to endorse a new range of cosmetics. This message execution style is referred to as ________.

Accepted Answer

A)  lifestyle 
B)  testimonial evidence 
C)  image 
D)  technical expertise 
E)  personality symbol 
A)  lifestyle 
B)  testimonial evidence 
C)  image 
D)  technical expertise 
E)  personality symbol

Question 14

The number of times an average person in the target market is exposed to a message is known as the ________ of the message.

Accepted Answer

A)  quantitative value 
B)  reach 
C)  frequency 
D)  exposure rate 
E)  turnover rate 
A)  quantitative value 
B)  reach 
C)  frequency 
D)  exposure rate 
E)  turnover rate

Question 15

In an attempt to set the company apart from its competitors, Central Parcel Service (CPS) has its employees wear brown uniforms and drive brown trucks. What type of public relations tool is being used by CPS?

Accepted Answer

A)  buzz marketing 
B)  corporate logos 
C)  corporate identity materials 
D)  product publicity 
E)  public service materials 
A)  buzz marketing 
B)  corporate logos 
C)  corporate identity materials 
D)  product publicity 
E)  public service materials

Question 16

Logos, uniforms, brochures, and company trucks are all examples of ________ materials that can be used to help a company create a visual image which the public can immediately recognize.

Accepted Answer

A)  direct marketing 
B)  social marketing 
C)  public service 
D)  corporate identity 
E)  buzz marketing 
A)  direct marketing 
B)  social marketing 
C)  public service 
D)  corporate identity 
E)  buzz marketing

Question 17

The main block of text in a print ad is referred to as the ________.

Accepted Answer

A)  copy 
B)  testimonial evidence 
C)  headline 
D)  slogan 
E)  message strategy statement 
A)  copy 
B)  testimonial evidence 
C)  headline 
D)  slogan 
E)  message strategy statement

Question 18

The most important objective of reminder advertising is telling the market about a new product.

Accepted Answer

A) True 
 B)False

Question 19

To measure the ________ effects of an ad after it has aired, the advertiser can evaluate how the ad affected consumer recall, product awareness, attitude changes, and preference.

Accepted Answer

A)  sales 
B)  profit 
C)  communication 
D)  continuity 
E)  associativity 
A)  sales 
B)  profit 
C)  communication 
D)  continuity 
E)  associativity

Question 20

Which of the following public relations functions involves maintaining relationships with shareholders and those in the financial community?

Accepted Answer

A)  direct marketing 
B)  press relations management 
C)  investor relations management 
D)  development 
E)  lobbying 
A)  direct marketing 
B)  press relations management 
C)  investor relations management 
D)  development 
E)  lobbying

Reach is a measure of how many times the average person in the target market is exposed to the message.

Which of the following is NOT one of the publics to which a public relations department must answer?

When the product differs greatly from those of competitors, ________.

List any four major media types and identify some of the strengths and weaknesses of each of them.

Which of the following is a major tool used by PR professionals?

When the advertising objective is to build primary demand for a new product category, ________ advertising will most likely be used.

Which of the following is a disadvantage of using direct mail as an advertising medium?

To break through the clutter, many marketers have subscribed to a new merging of advertising and entertainment, dubbed ________.

Which message execution style depicts average people using a product in an everyday setting?

A product in the maturity stage will most likely require ________ advertising.

Advertising is the least used of the major promotion tools, although it has great potential for building consumer awareness and reference.

Comparative advertising is also known as ________ advertising.

Maybelline used Gigi Hadid, a model, to endorse a new range of cosmetics. This message execution style is referred to as ________.

The number of times an average person in the target market is exposed to a message is known as the ________ of the message.

In an attempt to set the company apart from its competitors, Central Parcel Service (CPS) has its employees wear brown uniforms and drive brown trucks. What type of public relations tool is being used by CPS?

Logos, uniforms, brochures, and company trucks are all examples of ________ materials that can be used to help a company create a visual image which the public can immediately recognize.

The main block of text in a print ad is referred to as the ________.

The most important objective of reminder advertising is telling the market about a new product.

To measure the ________ effects of an ad after it has aired, the advertiser can evaluate how the ad affected consumer recall, product awareness, attitude changes, and preference.

Which of the following public relations functions involves maintaining relationships with shareholders and those in the financial community?

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Buyer Behavior

Business Markets and Business Buyer Behavior

Customer Value-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

Developing New Products and Managing the Product Life Cycle

Pricing: Understanding and Capturing Customer Value

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters

Exam 15: Advertising and Public Relations

Reach is a measure of how many times the average person in the target market is exposed to the message.

Which of the following is NOT one of the publics to which a public relations department must answer?

When the product differs greatly from those of competitors, ________.

List any four major media types and identify some of the strengths and weaknesses of each of them.

Which of the following is a major tool used by PR professionals?

When the advertising objective is to build primary demand for a new product category, ________ advertising will most likely be used.

Which of the following is a disadvantage of using direct mail as an advertising medium?

To break through the clutter, many marketers have subscribed to a new merging of advertising and entertainment, dubbed ________.

Which message execution style depicts average people using a product in an everyday setting?

A product in the maturity stage will most likely require ________ advertising.

Advertising is the least used of the major promotion tools, although it has great potential for building consumer awareness and reference.

Comparative advertising is also known as ________ advertising.

Maybelline used Gigi Hadid, a model, to endorse a new range of cosmetics. This message execution style is referred to as ________.

The number of times an average person in the target market is exposed to a message is known as the ________ of the message.

In an attempt to set the company apart from its competitors, Central Parcel Service (CPS) has its employees wear brown uniforms and drive brown trucks. What type of public relations tool is being used by CPS?

Logos, uniforms, brochures, and company trucks are all examples of ________ materials that can be used to help a company create a visual image which the public can immediately recognize.

The main block of text in a print ad is referred to as the ________.

The most important objective of reminder advertising is telling the market about a new product.

To measure the ________ effects of an ad after it has aired, the advertiser can evaluate how the ad affected consumer recall, product awareness, attitude changes, and preference.

Which of the following public relations functions involves maintaining relationships with shareholders and those in the financial community?

Marketing: Creating Customer Value and Engagement

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Buyer Behavior

Business Markets and Business Buyer Behavior

Customer Value-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

Developing New Products and Managing the Product Life Cycle

Pricing: Understanding and Capturing Customer Value

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters