Question 1

The most common form of advertainment is product placement.

Accepted Answer

A) True 
 B)False

Question 2

Pepsi being prominently featured on episodes of Empire is an example of ________.

Accepted Answer

A)  advertainment 
B)  buzz marketing 
C)  personal selling 
D)  sales promotion 
E)  product placement 
A)  advertainment 
B)  buzz marketing 
C)  personal selling 
D)  sales promotion 
E)  product placement

Question 3

Which of the following statements about magazines as an advertising medium is true?

Accepted Answer

A)  Magazines have long ad purchase lead times. 
B)  Magazines cannot offer high geographic selectivity. 
C)  Magazines lack credibility. 
D)  Magazines provide better local coverage than newspapers. 
E)  Magazines have poor reproduction of images. 
A)  Magazines have long ad purchase lead times. 
B)  Magazines cannot offer high geographic selectivity. 
C)  Magazines lack credibility. 
D)  Magazines provide better local coverage than newspapers. 
E)  Magazines have poor reproduction of images.

Question 4

Which of the following best explains why public relations is often overlooked as a tool for supporting product marketing objectives?

Accepted Answer

A)  Public relations departments are typically large divisions within corporations. 
B)  The time and costs associated with public relations prohibit its extensive use. 
C)  Public relations specialists lack the skills necessary to work with marketing experts. 
D)  Many public relations professionals see their jobs as communicating, not brand building. 
E)  The public relations department handles stockholders and legislators but not employees. 
A)  Public relations departments are typically large divisions within corporations. 
B)  The time and costs associated with public relations prohibit its extensive use. 
C)  Public relations specialists lack the skills necessary to work with marketing experts. 
D)  Many public relations professionals see their jobs as communicating, not brand building. 
E)  The public relations department handles stockholders and legislators but not employees.

Question 5

Which message execution style involves presenting survey data indicating that a brand is better than other brands?

Accepted Answer

A)  scientific evidence 
B)  testimonial evidence 
C)  endorsement 
D)  technical expertise 
E)  slice of life 
A)  scientific evidence 
B)  testimonial evidence 
C)  endorsement 
D)  technical expertise 
E)  slice of life

Question 6

Brands in a market with many competitors and high advertising clutter must ________.

Accepted Answer

A)  have very high prices compared to competitors 
B)  be advertised only through print and social media 
C)  be advertised more heavily to be noticed in the marketplace 
D)  never be advertised using informative advertising 
E)  be advertised only during the mature stage of the product life cycle 
A)  have very high prices compared to competitors 
B)  be advertised only through print and social media 
C)  be advertised more heavily to be noticed in the marketplace 
D)  never be advertised using informative advertising 
E)  be advertised only during the mature stage of the product life cycle

Question 7

How can public relations have a strong impact at a much lower cost than advertising?

Accepted Answer

A)  The firm can pay for content to be spread. 
B)  Interested consumers can create the content on their own and spread it. 
C)  Interesting brand stories, events, videos, or other content can be shared by sources out of the company's control, but to its benefit. 
D)  Advertising agencies can minimize the impact of competitors' news. 
E)  Advertising costs have changed dramatically due to changing technologies. 
A)  The firm can pay for content to be spread. 
B)  Interested consumers can create the content on their own and spread it. 
C)  Interesting brand stories, events, videos, or other content can be shared by sources out of the company's control, but to its benefit. 
D)  Advertising agencies can minimize the impact of competitors' news. 
E)  Advertising costs have changed dramatically due to changing technologies.

Question 8

Persuasive advertising becomes ________ advertising when a company directly or indirectly compares its brand with one or more other brands.

Accepted Answer

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

Question 9

Which of the following message execution styles focuses on the company's skill and knowledge in making the product?

Accepted Answer

A)  endorsement 
B)  scientific evidence 
C)  slice of life 
D)  technical expertise 
E)  testimonial evidence 
A)  endorsement 
B)  scientific evidence 
C)  slice of life 
D)  technical expertise 
E)  testimonial evidence

Question 10

Apple used an album by the band U2 to promote the Apple Watch announcement. Which of the following message execution styles is illustrated in this example?

Accepted Answer

A)  personality symbol 
B)  musical 
C)  fantasy 
D)  lifestyle 
E)  slice of life 
A)  personality symbol 
B)  musical 
C)  fantasy 
D)  lifestyle 
E)  slice of life

Question 11

Professional athletes such as Peyton Manning and Maria Sharapova are featured in advertisements for Gatorade. According to this information, Gatorade is utilizing branded entertainment.

Accepted Answer

A) True 
 B)False

Question 12

A company's Web site can be an important public relations vehicle.

Accepted Answer

A) True 
 B)False

Question 13

A Spanish-language channel runs its ads only in Hispanic neighborhoods. This is an example of ________.

Accepted Answer

A)  broadcasting 
B)  buzz marketing 
C)  narrow programming 
D)  media multitasking 
E)  personal selling 
A)  broadcasting 
B)  buzz marketing 
C)  narrow programming 
D)  media multitasking 
E)  personal selling

Question 14

Which of the following most likely requires the smallest advertising budget?

Accepted Answer

A)  products in competitive markets 
B)  undifferentiated brands 
C)  new products 
D)  low-share brands 
E)  mature brands 
A)  products in competitive markets 
B)  undifferentiated brands 
C)  new products 
D)  low-share brands 
E)  mature brands

Question 15

Persuasive advertising aims to build broad demand.

Accepted Answer

A) True 
 B)False

Question 16

Refer to the scenario below to answer the following question(s).
Most clients of Second Avenue have learned about the store through word-of-mouth communication. This small retailer of quality secondhand children's clothing thrives on the sale of a vast inventory of children's clothing placed on consignment. "Because small children grow so quickly," Second Avenue's owner commented, "they often outgrow many of their clothes before they've hardly been worn!"
Second Avenue provides a way for people to sell their children's clothing, earn a few dollars, and buy the next larger size. "We're extremely picky about the condition of the clothing we stock," the owner stated, "but we sell most items at a 60-percent discount."
-The owner of Second Avenue wants to establish a community clothing drive to collect clothes for a local children's shelter. The owner is planning to set up collection barrels outside Second Avenue. In this case, which of the following public relations tools is being used by the owner?

Accepted Answer

A)  press relations 
B)  product publicity 
C)  lobbying 
D)  development 
E)  public affairs 
A)  press relations 
B)  product publicity 
C)  lobbying 
D)  development 
E)  public affairs

Question 17

Which of the following is one of the primary goals of reminder advertising?

Accepted Answer

A)  maintain customer relationships 
B)  build brand preference 
C)  correct false impressions 
D)  inform the market of a price change 
E)  restore company image 
A)  maintain customer relationships 
B)  build brand preference 
C)  correct false impressions 
D)  inform the market of a price change 
E)  restore company image

Question 18

Branded entertainment involves making the brand an inseparable part of some other form of entertainment.

Accepted Answer

A) True 
 B)False

Question 19

An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________.

Accepted Answer

A)  reciprocate 
B)  compete 
C)  remind 
D)  explain 
E)  suggest 
A)  reciprocate 
B)  compete 
C)  remind 
D)  explain 
E)  suggest

Question 20

Describe the four major steps in media selection.

Accepted Answer

First, the advertiser needs to decide on

The most common form of advertainment is product placement.

Pepsi being prominently featured on episodes of Empire is an example of ________.

Which of the following statements about magazines as an advertising medium is true?

Which of the following best explains why public relations is often overlooked as a tool for supporting product marketing objectives?

Which message execution style involves presenting survey data indicating that a brand is better than other brands?

Brands in a market with many competitors and high advertising clutter must ________.

How can public relations have a strong impact at a much lower cost than advertising?

Persuasive advertising becomes ________ advertising when a company directly or indirectly compares its brand with one or more other brands.

Which of the following message execution styles focuses on the company's skill and knowledge in making the product?

Apple used an album by the band U2 to promote the Apple Watch announcement. Which of the following message execution styles is illustrated in this example?

Professional athletes such as Peyton Manning and Maria Sharapova are featured in advertisements for Gatorade. According to this information, Gatorade is utilizing branded entertainment.

A company's Web site can be an important public relations vehicle.

A Spanish-language channel runs its ads only in Hispanic neighborhoods. This is an example of ________.

Which of the following most likely requires the smallest advertising budget?

Persuasive advertising aims to build broad demand.

Which of the following is one of the primary goals of reminder advertising?

Branded entertainment involves making the brand an inseparable part of some other form of entertainment.

An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________.

Describe the four major steps in media selection.

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

The most common form of advertainment is product placement.

Pepsi being prominently featured on episodes of Empire is an example of ________.

Which of the following statements about magazines as an advertising medium is true?

Which of the following best explains why public relations is often overlooked as a tool for supporting product marketing objectives?

Which message execution style involves presenting survey data indicating that a brand is better than other brands?

Brands in a market with many competitors and high advertising clutter must ________.

How can public relations have a strong impact at a much lower cost than advertising?

Persuasive advertising becomes ________ advertising when a company directly or indirectly compares its brand with one or more other brands.

Which of the following message execution styles focuses on the company's skill and knowledge in making the product?

Apple used an album by the band U2 to promote the Apple Watch announcement. Which of the following message execution styles is illustrated in this example?

Professional athletes such as Peyton Manning and Maria Sharapova are featured in advertisements for Gatorade. According to this information, Gatorade is utilizing branded entertainment.

A company's Web site can be an important public relations vehicle.

A Spanish-language channel runs its ads only in Hispanic neighborhoods. This is an example of ________.

Which of the following most likely requires the smallest advertising budget?

Persuasive advertising aims to build broad demand.

Which of the following is one of the primary goals of reminder advertising?

Branded entertainment involves making the brand an inseparable part of some other form of entertainment.

An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________.

Describe the four major steps in media selection.

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