Question 1

If a commercial advertisement compares one brand of laundry detergent to another brand, this is a type of competitive advertising.

Accepted Answer

A) True 
 B)False

Question 2

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 3

Advertising that stimulates demand for a product category by informing potential customers about the product's features, uses, and benefits is called ________________.

Accepted Answer

A) advocacy advertising 
B) pioneer advertising 
C) institutional advertising 
D) competitive advertising 
E) comparative advertising 
A) advocacy advertising 
B) pioneer advertising 
C) institutional advertising 
D) competitive advertising 
E) comparative advertising

Question 4

____ provide businesses with copywriters, artists, production coordinators, media experts, researchers, and other highly skilled specialists.

Accepted Answer

A) Public relation firms 
B) Media companies 
C) Advertising agencies 
D) Production companies 
E) Promotion experts 
A) Public relation firms 
B) Media companies 
C) Advertising agencies 
D) Production companies 
E) Promotion experts

Question 5

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 6

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

Accepted Answer

A public relations audit is used to asse

Question 7

What are the advantages of using an advertising agency to develop an advertising campaign?

Accepted Answer

Most large corporations employ an advert

Question 8

After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed by

Accepted Answer

A) creating the advertising platform. 
B) determining the financial resources available. 
C) defining the advertising objectives. 
D) developing a media plan. 
E) creating an advertising message. 
A) creating the advertising platform. 
B) determining the financial resources available. 
C) defining the advertising objectives. 
D) developing a media plan. 
E) creating an advertising message.

Question 9

Because ad agencies often get commissions on media purchases, firms can obtain some agency services at moderate prices.

Accepted Answer

A) True 
 B)False

Question 10

Home Depot is interested in knowing how its efforts to act in a socially responsible manner through its Habitat for Humanity and disaster relief efforts have affected stakeholders' views of the company. Home Depot should conduct a(n)

Accepted Answer

A) social audit. 
B) publicity audit. 
C) environmental audit. 
D) communications audit. 
E) environmental impact study. 
A) social audit. 
B) publicity audit. 
C) environmental audit. 
D) communications audit. 
E) environmental impact study.

Question 11

When individuals' behaviors are tracked from television sets to checkout counters using equipment provided by the marketer, this is known as

Accepted Answer

A) family behavior recording. 
B) single-source data. 
C) individual consumer jury. 
D) advertisement exposure data. 
E) detailed market research. 
A) family behavior recording. 
B) single-source data. 
C) individual consumer jury. 
D) advertisement exposure data. 
E) detailed market research.

Question 12

Lack of control over the content and timing of public relations is a limitation in using publicity-based public relations tools.

Accepted Answer

A) True 
 B)False

Question 13

To assume that sales create advertising is incorrect.

Accepted Answer

A) True 
 B)False

Question 14

Carla is stopped by a researcher at a shopping mall and asked what was last television commercial she remembers seeing was. This is an example of a(n)

Accepted Answer

A) unaided recall test. 
B) pretest. 
C) recognition test. 
D) aided recall test. 
E) memory test. 
A) unaided recall test. 
B) pretest. 
C) recognition test. 
D) aided recall test. 
E) memory test.

Question 15

The choice of media influences the content and form of the message.

Accepted Answer

A) True 
 B)False

Question 16

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 17

Which of the following lists forms of competitive advertising?

Accepted Answer

A) Pioneer, comparative, reminder 
B) Reminder, repetitive, reinforcement 
C) Comparative, reminder, reinforcement 
D) Institutional, product, comparative 
E) Product, pioneer, reminder 
A) Pioneer, comparative, reminder 
B) Reminder, repetitive, reinforcement 
C) Comparative, reminder, reinforcement 
D) Institutional, product, comparative 
E) Product, pioneer, reminder

Question 18

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 19

The advertising platform is the foundation on which campaign messages are built.

Accepted Answer

A) True 
 B)False

Question 20

To determine how much money to spend on advertising, marketers for a new brand of caffeinated energy drink decided that they wanted the advertising to create awareness of the new flavor in 80 percent of the energy drink market within one month of introduction. The marketers then determined how much it would cost to reach this goal. This is an example of which one of the following approaches to determining advertising budgets?

Accepted Answer

A) Objective-and-task 
B) Percent of sales 
C) Competition matching 
D) Arbitrary allocation 
E) Past-year comparison 
A) Objective-and-task 
B) Percent of sales 
C) Competition matching 
D) Arbitrary allocation 
E) Past-year comparison

If a commercial advertisement compares one brand of laundry detergent to another brand, this is a type of competitive advertising.

The three general types of media schedules are

Advertising that stimulates demand for a product category by informing potential customers about the product's features, uses, and benefits is called ________________.

____ provide businesses with copywriters, artists, production coordinators, media experts, researchers, and other highly skilled specialists.

Advertising appropriations are largest for which type of product?

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

What are the advantages of using an advertising agency to develop an advertising campaign?

After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed by

Because ad agencies often get commissions on media purchases, firms can obtain some agency services at moderate prices.

Home Depot is interested in knowing how its efforts to act in a socially responsible manner through its Habitat for Humanity and disaster relief efforts have affected stakeholders' views of the company. Home Depot should conduct a(n)

When individuals' behaviors are tracked from television sets to checkout counters using equipment provided by the marketer, this is known as

Lack of control over the content and timing of public relations is a limitation in using publicity-based public relations tools.

To assume that sales create advertising is incorrect.

Carla is stopped by a researcher at a shopping mall and asked what was last television commercial she remembers seeing was. This is an example of a(n)

The choice of media influences the content and form of the message.

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

Which of the following lists forms of competitive advertising?

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

The advertising platform is the foundation on which campaign messages are built.

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, Branding and Packaging

Developing and Managing Products

Services Marketing

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 17: Advertising and Public Relations

If a commercial advertisement compares one brand of laundry detergent to another brand, this is a type of competitive advertising.

The three general types of media schedules are

Advertising that stimulates demand for a product category by informing potential customers about the product's features, uses, and benefits is called ________________.

____ provide businesses with copywriters, artists, production coordinators, media experts, researchers, and other highly skilled specialists.

Advertising appropriations are largest for which type of product?

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

What are the advantages of using an advertising agency to develop an advertising campaign?

After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed by

Because ad agencies often get commissions on media purchases, firms can obtain some agency services at moderate prices.

Home Depot is interested in knowing how its efforts to act in a socially responsible manner through its Habitat for Humanity and disaster relief efforts have affected stakeholders' views of the company. Home Depot should conduct a(n)

When individuals' behaviors are tracked from television sets to checkout counters using equipment provided by the marketer, this is known as

Lack of control over the content and timing of public relations is a limitation in using publicity-based public relations tools.

To assume that sales create advertising is incorrect.

Carla is stopped by a researcher at a shopping mall and asked what was last television commercial she remembers seeing was. This is an example of a(n)

The choice of media influences the content and form of the message.

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

Which of the following lists forms of competitive advertising?

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

The advertising platform is the foundation on which campaign messages are built.

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, Branding and Packaging

Developing and Managing Products

Services Marketing

Marketing Channels and Supply-Chain Management

Retailing, Direct Marketing and Wholesaling

Integrated Marketing Communications

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters