Question 1

If a restaurant, known for its delicious food and fun entertainment, does not serve alcohol, it is displaying advocacy advertising.

Accepted Answer

A) True 
 B)False

Question 2

To announce a major news event, an organization should use a news release.

Accepted Answer

A) True 
 B)False

Question 3

You are a brand manager for a major retailer and you just completed developing a series of advertisements with the help of your outside ad agency. You are excited about the ads and you are anxious the get the marketing vice president's opinion of the ads. Unfortunately, the vice president does not believe the ads will be effective. She wants you to do some type of effectiveness evaluation of the ads before the company spends a lot of money running them.Which of following evaluation techniques should you use? ​

Accepted Answer

A) A consumer jury 
B) A recognition test 
C) An unaided recall test 
D) An aided recall test 
E) Any type of post test 
A) A consumer jury 
B) A recognition test 
C) An unaided recall test 
D) An aided recall test 
E) Any type of post test

Question 4

Todd is developing a print advertisement for Afflac. He knows that the ______ is a critical component of the copy because _____.

Accepted Answer

A) headline; it determines the final layout design. 
B) headline; It is often the only part of the advertisement that is read. 
C) artwork; it takes up the most space. 
D) tag line; it links the copy to the signature. 
E) slogan; it links the artwork to the signature. 
A) headline; it determines the final layout design. 
B) headline; It is often the only part of the advertisement that is read. 
C) artwork; it takes up the most space. 
D) tag line; it links the copy to the signature. 
E) slogan; it links the artwork to the signature.

Question 5

Tercile Products Company advertises a specific product heavily, and Carbone Products Company wants to offset the effects of that advertising. In this case, Carbone would most likely employ ____ advertising.

Accepted Answer

A) competitive 
B) pioneer 
C) institutional 
D) primary 
E) target 
A) competitive 
B) pioneer 
C) institutional 
D) primary 
E) target

Question 6

Some of the posttest methods for measuring advertising effectiveness are based on how well consumers remember advertising and include (1) recognition tests and (2) recall tests. What is the basic difference between these two approaches?

Accepted Answer

A) The actual ads are shown in the former but not in the latter. 
B) The former method relies on memory alone, and the latter shows the actual ads. 
C) One uses a consumer jury; the other uses random individuals. 
D) The respondents are given class clues in the latter but not in the former. 
E) One is used primarily by the government, and the other is used by private businesses. 
A) The actual ads are shown in the former but not in the latter. 
B) The former method relies on memory alone, and the latter shows the actual ads. 
C) One uses a consumer jury; the other uses random individuals. 
D) The respondents are given class clues in the latter but not in the former. 
E) One is used primarily by the government, and the other is used by private businesses.

Question 7

The effectiveness of an advertising campaign can be measured

Accepted Answer

A) only after the campaign has been carried out completely and results have been tabulated. 
B) only before the campaign begins, to prevent unnecessary expenditures. 
C) during the campaign to determine whether more or less funds should be allocated, but not after the campaign. 
D) several weeks after the beginning of the campaign to determine whether the campaign is headed in the right direction. 
E) before, during, and after the campaign through the use of pretests, inquiries, and posttests. 
A) only after the campaign has been carried out completely and results have been tabulated. 
B) only before the campaign begins, to prevent unnecessary expenditures. 
C) during the campaign to determine whether more or less funds should be allocated, but not after the campaign. 
D) several weeks after the beginning of the campaign to determine whether the campaign is headed in the right direction. 
E) before, during, and after the campaign through the use of pretests, inquiries, and posttests.

Question 8

Institutional advertising and promotional advertising are the two basic categories of advertising.

Accepted Answer

A) True 
 B)False

Question 9

A content analysis of an organization's messages, readability studies, and readership surveys are all tools used to conduct a(n)

Accepted Answer

A) consumer survey. 
B) public relations audit. 
C) environmental audit. 
D) communications audit. 
E) social audit. 
A) consumer survey. 
B) public relations audit. 
C) environmental audit. 
D) communications audit. 
E) social audit.

Question 10

Scenario 17.1 Use the following to answer the questions.The Toyota Corporation is developing its promotional plan for the coming year and is considering several types of advertising to communicate its messages. Toyota will likely advertise its vehicle, the Venza, on TV, on its website, in major national magazines, and through Facebook. It is possible that the ads could focus on the features of the Venza and its most likely competitor, the Ford Edge. Other forms of advertising that can be considered are ads that feature all of the Toyota brands in a single ad, while mentioning only the Toyota brand and its company's strengths. Finally, Toyota will probably continue to advertise updates of its cash cow brands, the Camry and the hybrid versions of its SUVs.
-Refer to Scenario 17.1. The advertising mentioned above in which Toyota features all brands of the company would be an example of

Accepted Answer

A) competitive advertising. 
B) institutional advertising. 
C) comparative advertising. 
D) pioneer advertising. 
E) product advertising. 
A) competitive advertising. 
B) institutional advertising. 
C) comparative advertising. 
D) pioneer advertising. 
E) product advertising.

Question 11

The Bentley Agency places $2,500 in radio spots and $17,500 in television spots for Darnell Insurance in June. For its efforts this month, the agency "traditionally" would receive ____ in compensation.

Accepted Answer

A) $2,500 
B) $10,000 
C) $1,000 
D) $5,500 
E) $3,000 
A) $2,500 
B) $10,000 
C) $1,000 
D) $5,500 
E) $3,000

Question 12

When Volvo's advertising campaign mentions the Volvo CX60 has the highest safety rating of any European sedan, it is using _______ advertising.

Accepted Answer

A) Reminder 
B) Reinforcement 
C) Competitive 
D) Defensive 
E) Institutional 
A) Reminder 
B) Reinforcement 
C) Competitive 
D) Defensive 
E) Institutional

Question 13

Brittany is choosing the type of media for a new promotional campaign for Halls cough drops. She knows that each type of media has both benefits and disadvantages. She is considering the Internet as a form of media. Which of the following is NOT a disadvantage of the Internet as a promotional medium?

Accepted Answer

A) costs of precise targeting are high. 
B) effects of promotion can be difficult to measure. 
C) there are concerns about privacy. 
D) the message must be short and simple. 
E) there are concerns about security. 
A) costs of precise targeting are high. 
B) effects of promotion can be difficult to measure. 
C) there are concerns about privacy. 
D) the message must be short and simple. 
E) there are concerns about security.

Question 14

A single page of typewritten copy that has 300 words or less and describes a company event or product is called a

Accepted Answer

A) press story. 
B) feature article. 
C) captioned paragraph. 
D) news release. 
E) publicity bulletin. 
A) press story. 
B) feature article. 
C) captioned paragraph. 
D) news release. 
E) publicity bulletin.

Question 15

When a company promotes its position on a public issue, this is specifically referred to as ____ advertising.

Accepted Answer

A) institutional 
B) product 
C) advocacy 
D) issue 
E) competitive 
A) institutional 
B) product 
C) advocacy 
D) issue 
E) competitive

Question 16

Identify and describe four publicity-based public relations tools.

Accepted Answer

Publicity is a part of public relations.

Question 17

Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called ____ advertising.

Accepted Answer

A) institutional 
B) product 
C) organizational 
D) pioneer 
E) advocacy 
A) institutional 
B) product 
C) organizational 
D) pioneer 
E) advocacy

Question 18

The type of posttest an advertiser uses is affected by the type of advertising objectives set by the advertiser.

Accepted Answer

A) True 
 B)False

Question 19

One way for a company to measure the effectiveness of its publicity-based public relations efforts is to

Accepted Answer

A) tabulate the equivalent in advertising dollars if the time and space were purchased. 
B) ask for return of reply cards. 
C) calculate market share increase. 
D) count the number of exposures in the media. 
E) conduct an environmental audit of media alternatives. 
A) tabulate the equivalent in advertising dollars if the time and space were purchased. 
B) ask for return of reply cards. 
C) calculate market share increase. 
D) count the number of exposures in the media. 
E) conduct an environmental audit of media alternatives.

Question 20

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

Accepted Answer

A) Publicity is not part of public relations. 
B) The most common publicity-based tool is the news release. 
C) Marketers can control whether the media choose to publish their public relations material. 
D) Publicity-based public relations do not have limitations. 
E) Event sponsorship is not an effective public relations tool. 
A) Publicity is not part of public relations. 
B) The most common publicity-based tool is the news release. 
C) Marketers can control whether the media choose to publish their public relations material. 
D) Publicity-based public relations do not have limitations. 
E) Event sponsorship is not an effective public relations tool.

If a restaurant, known for its delicious food and fun entertainment, does not serve alcohol, it is displaying advocacy advertising.

To announce a major news event, an organization should use a news release.

Todd is developing a print advertisement for Afflac. He knows that the __ is a critical component of the copy because _.

Tercile Products Company advertises a specific product heavily, and Carbone Products Company wants to offset the effects of that advertising. In this case, Carbone would most likely employ ____ advertising.

Some of the posttest methods for measuring advertising effectiveness are based on how well consumers remember advertising and include (1) recognition tests and (2) recall tests. What is the basic difference between these two approaches?

The effectiveness of an advertising campaign can be measured

Institutional advertising and promotional advertising are the two basic categories of advertising.

A content analysis of an organization's messages, readability studies, and readership surveys are all tools used to conduct a(n)

The Bentley Agency places $2,500 in radio spots and $17,500 in television spots for Darnell Insurance in June. For its efforts this month, the agency "traditionally" would receive ____ in compensation.

When Volvo's advertising campaign mentions the Volvo CX60 has the highest safety rating of any European sedan, it is using _______ advertising.

A single page of typewritten copy that has 300 words or less and describes a company event or product is called a

When a company promotes its position on a public issue, this is specifically referred to as ____ advertising.

Identify and describe four publicity-based public relations tools.

Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called ____ advertising.

The type of posttest an advertiser uses is affected by the type of advertising objectives set by the advertiser.

One way for a company to measure the effectiveness of its publicity-based public relations efforts is to

Which of the following statements is true about public relations?

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 restaurant, known for its delicious food and fun entertainment, does not serve alcohol, it is displaying advocacy advertising.

To announce a major news event, an organization should use a news release.

Todd is developing a print advertisement for Afflac. He knows that the ______ is a critical component of the copy because _____.

Tercile Products Company advertises a specific product heavily, and Carbone Products Company wants to offset the effects of that advertising. In this case, Carbone would most likely employ ____ advertising.

Some of the posttest methods for measuring advertising effectiveness are based on how well consumers remember advertising and include (1) recognition tests and (2) recall tests. What is the basic difference between these two approaches?

The effectiveness of an advertising campaign can be measured

Institutional advertising and promotional advertising are the two basic categories of advertising.

A content analysis of an organization's messages, readability studies, and readership surveys are all tools used to conduct a(n)

The Bentley Agency places $2,500 in radio spots and $17,500 in television spots for Darnell Insurance in June. For its efforts this month, the agency "traditionally" would receive ____ in compensation.

When Volvo's advertising campaign mentions the Volvo CX60 has the highest safety rating of any European sedan, it is using _______ advertising.

A single page of typewritten copy that has 300 words or less and describes a company event or product is called a

When a company promotes its position on a public issue, this is specifically referred to as ____ advertising.

Identify and describe four publicity-based public relations tools.

Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called ____ advertising.

The type of posttest an advertiser uses is affected by the type of advertising objectives set by the advertiser.

One way for a company to measure the effectiveness of its publicity-based public relations efforts is to

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

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

Todd is developing a print advertisement for Afflac. He knows that the __ is a critical component of the copy because _.

Which of the following statements is true about public relations?