Exam 17: Advertising and Public Relations

What are the important issues to consider when developing advertising objectives?

The arbitrary approach to setting an advertising budget often results in inappropriate spending of the firm's resources.

The signature is not part of the verbal portion of an advertisement.

Small and medium-sized firms never use advertising agencies to produce campaigns for them.

When respondents are shown a list of various products, brands, and company names and then asked about advertisements they have seen lately, researchers are conducting a(n)

Grant is responsible for the marketing promotions of a small firm of consultants. It is most likely that his firm will use ____ to create and implement its advertising campaigns.

The target audience for an advertising campaign is the

Julie Reese is working on developing a magazine advertisement for Planet Fitness, a health and fitness club. She knows what she wants the advertisement to say and the illustrations she wants to use, but she is having a tough time putting it all together. Julie is having trouble determining the

A public relations audit is used to assess an organization's image among its publics or to evaluate the effect of a specific public relations program.

Small firms generally depend on local newspapers and radio stations for assistance with advertising efforts.

You are the head of marketing for a major oil company based in the United States. Recently, your company was involved in a major oil spill off the coast of Texas where millions of barrels of crude oil were accidentally released into the Gulf of Mexico. The negative publicity for your company has been fast and furious since the spill occurred. However, your company took a very proactive approach in managing the disaster and the resulting publicity. Now your CEO wants to assess how effective the company has been in repairing its image.Which of the following would you recommend to the CEO? ​

A schedule in which advertisements run for set periods of time, alternating with periods in which no ads run is known as

As Will reads the copy for South Beach Hotel's upcoming magazine ad in Southern Living, he worries that no one will spend the time to read all the details of the facilities his resort has to offer. Wanting to have the greatest impact, Will focuses his creative efforts on the

Before launching a new advertising campaign, marketers for Healthy Choice frozen dinners must determine the selling points that they want to include in the advertisements. The identification and organization of these selling points is called the

A tool that allows an advertiser to compare the costs of several media vehicles within a specific medium relative to the number of persons reached by each vehicle is called a(n)

When developing an advertising campaign, benchmarks need to be included in the

Which of the following statements is true about public relations? ​

Most often, the opinions of a firm's personnel are used to develop the advertising platform.

The advertising department for the Pennzoil Corporation is working on a print advertisement for a new product. At this point, the layout contains a phrase to attract attention, an additional phrase to provide an explanation, an illustration to show the product, and a paragraph to explain the advantages and benefits of the product. What other important element should be included?

During the duration of an advertising campaign, Verizon Wireless ran television advertisements at a steady rate throughout the week and intensified its message with newspaper advertising in many major newspapers in the Sunday paper. Verizon Wireless used a(n)____ media schedule.