Question 1

The "Got milk?" print campaign is advertising that stimulates demand for a ____, known as ____ advertising.

Accepted Answer

A) product category; pioneer 
B) product brand; competitive 
C) product category; institutional 
D) brand category; pioneer 
E) product; comparative 
A) product category; pioneer 
B) product brand; competitive 
C) product category; institutional 
D) brand category; pioneer 
E) product; comparative

Question 2

Measuring effectiveness during a campaign is usually accomplished by using

Accepted Answer

A) pretests. 
B) posttests. 
C) consumer juries. 
D) inquiries. 
E) sales force surveys. 
A) pretests. 
B) posttests. 
C) consumer juries. 
D) inquiries. 
E) sales force surveys.

Question 3

An ad for a multivitamin that claims, "We still bring you everything you need to get through your day in one vitamin," would most likely be considered ____ advertising.

Accepted Answer

A) reinforcement 
B) competitive 
C) comparative 
D) reminder 
E) institutional 
A) reinforcement 
B) competitive 
C) comparative 
D) reminder 
E) institutional

Question 4

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 5

Brian and Tiffany are discussing the media plan for the opening of their new bar/laundromat called Soap and Suds. He tells her that while he agrees that ____ has tremendous impact, he does not feel that the upfront costs for such a campaign are in the modest budget that presently exists.

Accepted Answer

A) radio 
B) outdoor 
C) television 
D) direct mail 
E) newspaper 
A) radio 
B) outdoor 
C) television 
D) direct mail 
E) newspaper

Question 6

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 7

The first stage in the development of any advertising campaign is

Accepted Answer

A) creating the message. 
B) setting the budget. 
C) identifying the advertising target audience. 
D) defining the advertising objectives. 
E) creating the advertising platform. 
A) creating the message. 
B) setting the budget. 
C) identifying the advertising target audience. 
D) defining the advertising objectives. 
E) creating the advertising platform.

Question 8

The step in developing an advertising campaign that directly precedes campaign execution is

Accepted Answer

A) defining advertising objectives. 
B) creating the advertising platform. 
C) evaluating advertising effectiveness. 
D) developing a media plan. 
E) creating the advertising message. 
A) defining advertising objectives. 
B) creating the advertising platform. 
C) evaluating advertising effectiveness. 
D) developing a media plan. 
E) creating the advertising message.

Question 9

Why should a benchmark statement be included in advertising objectives?

Accepted Answer

A) Shareholders want to see where a company is in relation to competition. 
B) It is useful in determining whether retailers have increased their sales over the year. 
C) It gives an indication of how the advertising message is best presented. 
D) Without a reference point, it is difficult to determine to what degree objectives have been accomplished. 
E) Objectives become more easily attainable when such a statement is included. 
A) Shareholders want to see where a company is in relation to competition. 
B) It is useful in determining whether retailers have increased their sales over the year. 
C) It gives an indication of how the advertising message is best presented. 
D) Without a reference point, it is difficult to determine to what degree objectives have been accomplished. 
E) Objectives become more easily attainable when such a statement is included.

Question 10

Colin McKinney, director of marketing for Greenwald Industrial Products, complains to his advertising director that the continuing slump in orders has apparently been perpetuated by the firm's failure to have the necessary advertising expenditures. Based on this information, Greenwald is most likely using the ____ approach to determine its advertising expenditures.

Accepted Answer

A) percent-of-sales 
B) objective-and-task 
C) competition-matching 
D) arbitrary 
E) judgmental 
A) percent-of-sales 
B) objective-and-task 
C) competition-matching 
D) arbitrary 
E) judgmental

Question 11

Scenario 17.2 Use the following to answer the questions.The State Farm Group includes several companies. Probably the most well-known company in the group is the State Farm Insurance company, the largest auto and home insurer in the United States. State Farm Insurance provides protection for approximately 78 million policies on auto, fire, life, and health services. It is also a leading insurer of homes and autos in Canada. Another company in the State Farm group is the State Farm Bank, which was opened in 2000, beginning State Farm's entry into the financial services field. However, the State Farm Bank is not a traditional bank, in that it has no branch offices and its services are provided through State Farm agents, a call center, the mail, and on the Internet. It currently serves over 1.9 million bank accounts.
-Refer to Scenario 17.2. When deciding on its advertising allocation for the coming year, State Farm Insurance could choose to spend the same amount as Safe Auto, another auto insurance company, or it could allocate an amount that is 10% of last year's premiums. If State Farm uses the same amount as Safe Auto, this method of advertising appropriation is known as the ____ approach; if State Farm uses the amount based on last year's premiums, the method would be _____.

Accepted Answer

A) competition-matching; percent-of-sales 
B) arbitrary; competition-matching 
C) competition-matching; objective-and-task 
D) arbitrary; objective-and-task 
E) objective-and-task; percent-of-sales 
A) competition-matching; percent-of-sales 
B) arbitrary; competition-matching 
C) competition-matching; objective-and-task 
D) arbitrary; objective-and-task 
E) objective-and-task; percent-of-sales

Question 12

An ad's ____ is designed to attract readers' attention and develop interest so that they will read the entire advertisement.

Accepted Answer

A) signature 
B) layout 
C) headline 
D) artwork 
E) subheadline 
A) signature 
B) layout 
C) headline 
D) artwork 
E) subheadline

Question 13

The percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period of time is the definition of​

Accepted Answer

A) frequency. 
B) exposure. 
C) reach. 
D) targeting. 
E) push. 
A) frequency. 
B) exposure. 
C) reach. 
D) targeting. 
E) push.

Question 14

An advantage of the arbitrary approach for determining the advertising appropriation is that it is

Accepted Answer

A) objective. 
B) unique. 
C) profitable. 
D) effective. 
E) expedient. 
A) objective. 
B) unique. 
C) profitable. 
D) effective. 
E) expedient.

Question 15

Advertising objectives should be stated in clear, precise, and measurable terms.

Accepted Answer

A) True 
 B)False

Question 16

The advertising budgets for industrial products are usually large relative to the sales of the products.

Accepted Answer

A) True 
 B)False

Question 17

____ is a broad set of communication activities used to create and maintain favorable relations between the organization and its stakeholders.

Accepted Answer

A) Advertising 
B) Selling 
C) A press strategy 
D) Public relations 
E) Publicity 
A) Advertising 
B) Selling 
C) A press strategy 
D) Public relations 
E) Publicity

Question 18

If during an advertising campaign a certain portion of advertising runs continuously, and then during specific periods additional advertising is used to intensify the level of communication, a(n) ____ media schedule is being used.

Accepted Answer

A) beating 
B) alternating 
C) flighting 
D) continuous with emphasis 
E) pulsing 
A) beating 
B) alternating 
C) flighting 
D) continuous with emphasis 
E) pulsing

Question 19

Advertising departments may use independent research organizations or freelance specialists for some of their projects.

Accepted Answer

A) True 
 B)False

Question 20

The limitations in using publicity-based public relations tools stem primarily from the fact that

Accepted Answer

A) marketers alter the length of publicity releases. 
B) publicity is never properly managed by media personnel. 
C) media personnel consider only unfavorable messages as newsworthy. 
D) it is time-consuming to convince media personnel that the information is newsworthy. 
E) media personnel control the content of the communication. 
A) marketers alter the length of publicity releases. 
B) publicity is never properly managed by media personnel. 
C) media personnel consider only unfavorable messages as newsworthy. 
D) it is time-consuming to convince media personnel that the information is newsworthy. 
E) media personnel control the content of the communication.

The "Got milk?" print campaign is advertising that stimulates demand for a , known as advertising.

Measuring effectiveness during a campaign is usually accomplished by using

An ad for a multivitamin that claims, "We still bring you everything you need to get through your day in one vitamin," would most likely be considered ____ advertising.

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

Brian and Tiffany are discussing the media plan for the opening of their new bar/laundromat called Soap and Suds. He tells her that while he agrees that ____ has tremendous impact, he does not feel that the upfront costs for such a campaign are in the modest budget that presently exists.

The first stage in the development of any advertising campaign is

The step in developing an advertising campaign that directly precedes campaign execution is

Why should a benchmark statement be included in advertising objectives?

An ad's ____ is designed to attract readers' attention and develop interest so that they will read the entire advertisement.

The percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period of time is the definition of

An advantage of the arbitrary approach for determining the advertising appropriation is that it is

Advertising objectives should be stated in clear, precise, and measurable terms.

The advertising budgets for industrial products are usually large relative to the sales of the products.

____ is a broad set of communication activities used to create and maintain favorable relations between the organization and its stakeholders.

If during an advertising campaign a certain portion of advertising runs continuously, and then during specific periods additional advertising is used to intensify the level of communication, a(n) ____ media schedule is being used.

Advertising departments may use independent research organizations or freelance specialists for some of their projects.

The limitations in using publicity-based public relations tools stem primarily from the fact that

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

The "Got milk?" print campaign is advertising that stimulates demand for a ____, known as ____ advertising.

Measuring effectiveness during a campaign is usually accomplished by using

An ad for a multivitamin that claims, "We still bring you everything you need to get through your day in one vitamin," would most likely be considered ____ advertising.

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

Brian and Tiffany are discussing the media plan for the opening of their new bar/laundromat called Soap and Suds. He tells her that while he agrees that ____ has tremendous impact, he does not feel that the upfront costs for such a campaign are in the modest budget that presently exists.

The first stage in the development of any advertising campaign is

The step in developing an advertising campaign that directly precedes campaign execution is

Why should a benchmark statement be included in advertising objectives?

An ad's ____ is designed to attract readers' attention and develop interest so that they will read the entire advertisement.

The percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period of time is the definition of​

An advantage of the arbitrary approach for determining the advertising appropriation is that it is

Advertising objectives should be stated in clear, precise, and measurable terms.

The advertising budgets for industrial products are usually large relative to the sales of the products.

____ is a broad set of communication activities used to create and maintain favorable relations between the organization and its stakeholders.

If during an advertising campaign a certain portion of advertising runs continuously, and then during specific periods additional advertising is used to intensify the level of communication, a(n) ____ media schedule is being used.

Advertising departments may use independent research organizations or freelance specialists for some of their projects.

The limitations in using publicity-based public relations tools stem primarily from the fact that

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

The "Got milk?" print campaign is advertising that stimulates demand for a , known as advertising.

The percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period of time is the definition of