Question 1

Which of the following is an example of audiovisual material used by PR professionals?

Accepted Answer

A)  blogs 
B)  logos 
C)  vision statements 
D)  brochures 
E)  online videos 
A)  blogs 
B)  logos 
C)  vision statements 
D)  brochures 
E)  online videos

Question 2

Advertising is a good way to engage, inform, and persuade, regardless of the objective of the message.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following statements about outdoor media is true?

Accepted Answer

A)  It has no creative limitations. 
B)  It is characterized by higher costs per exposure. 
C)  It has good positional selectivity. 
D)  It has very limited flexibility. 
E)  It has high audience selectivity. 
A)  It has no creative limitations. 
B)  It is characterized by higher costs per exposure. 
C)  It has good positional selectivity. 
D)  It has very limited flexibility. 
E)  It has high audience selectivity.

Question 4

Which of the following types of advertising will most likely result in an advertising war?

Accepted Answer

A)  covert advertising 
B)  institutional advertising 
C)  informative advertising 
D)  comparative advertising 
E)  reminder advertising 
A)  covert advertising 
B)  institutional advertising 
C)  informative advertising 
D)  comparative advertising 
E)  reminder advertising

Question 5

The National Pork Board developed "Pork. The Other White Meat" campaign. The campaign provided nutritional information and pork recipes in an attempt to encourage people to view pork as a tasty alternative to poultry and fish. Which of the following functions was the goal of this public relations campaign?

Accepted Answer

A)  influencing government regulations on pork 
B)  gaining financial support for pork producers 
C)  creating newsworthy information about pork 
D)  maintaining relationships with pork producers 
E)  rebuilding consumer interest in pork 
A)  influencing government regulations on pork 
B)  gaining financial support for pork producers 
C)  creating newsworthy information about pork 
D)  maintaining relationships with pork producers 
E)  rebuilding consumer interest in pork

Question 6

An illustration, a headline, and a copy are the three ________ elements of an advertisement.

Accepted Answer

A)  tone 
B)  mood 
C)  format 
D)  reach 
E)  frequency 
A)  tone 
B)  mood 
C)  format 
D)  reach 
E)  frequency

Question 7

Finding ads on shopping carts, ATMs, transit buses, and even municipal garbage cans is known as ________.

Accepted Answer

A)  paid media 
B)  earned media 
C)  shared media 
D)  media multitasking 
E)  alternative media 
A)  paid media 
B)  earned media 
C)  shared media 
D)  media multitasking 
E)  alternative media

Question 8

Which of the following message execution styles features a highly believable or likable source endorsing the product?

Accepted Answer

A)  musical 
B)  mood or image 
C)  testimonial evidence 
D)  lifestyle 
E)  slice of life 
A)  musical 
B)  mood or image 
C)  testimonial evidence 
D)  lifestyle 
E)  slice of life

Question 9

The term media multitaskers refers to ________.

Accepted Answer

A)  competing brands which use the same media vehicle 
B)  people who absorb more than one medium at a time 
C)  media planners who also head the creative department 
D)  media planners who use more than one advertising medium 
E)  ad agencies whose clients are competitors of each other 
A)  competing brands which use the same media vehicle 
B)  people who absorb more than one medium at a time 
C)  media planners who also head the creative department 
D)  media planners who use more than one advertising medium 
E)  ad agencies whose clients are competitors of each other

Question 10

In its advertisements, Timex promotes its affordable and sturdy watches. Fossil emphasizes style and fashion in its advertisements, and Rolex stresses luxury and status. These are all examples of ________ appeals.

Accepted Answer

A)  rational 
B)  reminder 
C)  believable 
D)  entertainment 
E)  distinctive 
A)  rational 
B)  reminder 
C)  believable 
D)  entertainment 
E)  distinctive

Question 11

Advertising media costs and availability differ vastly from country to country.

Accepted Answer

A) True 
 B)False

Question 12

Discuss the concepts of advertainment and branded entertainment.

Accepted Answer

This merging of advertising and entertai

Question 13

Which of the following is most likely an objective of informative advertising?

Accepted Answer

A)  build brand preference 
B)  change customer perceptions of brand value 
C)  encourage customers to switch brands 
D)  suggest new uses for a product 
E)  keep the brand in customer minds during off-seasons 
A)  build brand preference 
B)  change customer perceptions of brand value 
C)  encourage customers to switch brands 
D)  suggest new uses for a product 
E)  keep the brand in customer minds during off-seasons

Question 14

Encouraging customers to switch brands is most likely the objective of ________ advertising.

Accepted Answer

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

Question 15

Snappy Cameras is launching a new advertising campaign to demonstrate the high quality of its digital cameras. Which media option would give the audience the most control over exposure to the ads and interactive capabilities?

Accepted Answer

A)  the Internet 
B)  newspaper 
C)  TV 
D)  radio 
E)  billboard 
A)  the Internet 
B)  newspaper 
C)  TV 
D)  radio 
E)  billboard

Question 16

One of the functions performed by a PR department is ________, which involves working with donors or members of nonprofit organizations to gain financial or volunteer support.

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

Question 17

Which of the following are the three characteristics that an advertising appeal should have?

Accepted Answer

A)  engaging, informative, and stylish 
B)  trendy, compelling, and appealing 
C)  meaningful, believable, and distinctive 
D)  unique, emotional, and entertaining 
E)  humorous, memorable, and interesting 
A)  engaging, informative, and stylish 
B)  trendy, compelling, and appealing 
C)  meaningful, believable, and distinctive 
D)  unique, emotional, and entertaining 
E)  humorous, memorable, and interesting

Question 18

Advertising is used mostly by ________.

Accepted Answer

A)  governments 
B)  business firms 
C)  social agencies 
D)  independent professionals 
E)  not-for-profit organizations 
A)  governments 
B)  business firms 
C)  social agencies 
D)  independent professionals 
E)  not-for-profit organizations

Question 19

________ tend to be straightforward outlines of benefits and positioning points that the advertiser wants to stress.

Accepted Answer

A)  Promotion mix plans 
B)  Message strategy statements 
C)  Creative concept strategies 
D)  Advertainment statements 
E)  Branded entertainment plans 
A)  Promotion mix plans 
B)  Message strategy statements 
C)  Creative concept strategies 
D)  Advertainment statements 
E)  Branded entertainment plans

Question 20

Changing technologies, especially with digital content, is significantly increasing the role of public relations in a firm's integrated marketing communications program.

Accepted Answer

A) True 
 B)False

Which of the following is an example of audiovisual material used by PR professionals?

Advertising is a good way to engage, inform, and persuade, regardless of the objective of the message.

Which of the following statements about outdoor media is true?

Which of the following types of advertising will most likely result in an advertising war?

An illustration, a headline, and a copy are the three ________ elements of an advertisement.

Finding ads on shopping carts, ATMs, transit buses, and even municipal garbage cans is known as ________.

Which of the following message execution styles features a highly believable or likable source endorsing the product?

The term media multitaskers refers to ________.

In its advertisements, Timex promotes its affordable and sturdy watches. Fossil emphasizes style and fashion in its advertisements, and Rolex stresses luxury and status. These are all examples of ________ appeals.

Advertising media costs and availability differ vastly from country to country.

Discuss the concepts of advertainment and branded entertainment.

Which of the following is most likely an objective of informative advertising?

Encouraging customers to switch brands is most likely the objective of ________ advertising.

Snappy Cameras is launching a new advertising campaign to demonstrate the high quality of its digital cameras. Which media option would give the audience the most control over exposure to the ads and interactive capabilities?

One of the functions performed by a PR department is ________, which involves working with donors or members of nonprofit organizations to gain financial or volunteer support.

Which of the following are the three characteristics that an advertising appeal should have?

Advertising is used mostly by ________.

________ tend to be straightforward outlines of benefits and positioning points that the advertiser wants to stress.

Changing technologies, especially with digital content, is significantly increasing the role of public relations in a firm's integrated marketing communications program.

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

Which of the following is an example of audiovisual material used by PR professionals?

Advertising is a good way to engage, inform, and persuade, regardless of the objective of the message.

Which of the following statements about outdoor media is true?

Which of the following types of advertising will most likely result in an advertising war?

An illustration, a headline, and a copy are the three ________ elements of an advertisement.

Finding ads on shopping carts, ATMs, transit buses, and even municipal garbage cans is known as ________.

Which of the following message execution styles features a highly believable or likable source endorsing the product?

The term media multitaskers refers to ________.

In its advertisements, Timex promotes its affordable and sturdy watches. Fossil emphasizes style and fashion in its advertisements, and Rolex stresses luxury and status. These are all examples of ________ appeals.

Advertising media costs and availability differ vastly from country to country.

Discuss the concepts of advertainment and branded entertainment.

Which of the following is most likely an objective of informative advertising?

Encouraging customers to switch brands is most likely the objective of ________ advertising.

Snappy Cameras is launching a new advertising campaign to demonstrate the high quality of its digital cameras. Which media option would give the audience the most control over exposure to the ads and interactive capabilities?

One of the functions performed by a PR department is ________, which involves working with donors or members of nonprofit organizations to gain financial or volunteer support.

Which of the following are the three characteristics that an advertising appeal should have?

Advertising is used mostly by ________.

________ tend to be straightforward outlines of benefits and positioning points that the advertiser wants to stress.

Changing technologies, especially with digital content, is significantly increasing the role of public relations in a firm's integrated marketing communications program.

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