Question 1

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

Accepted Answer

A) True 
 B)False  False

Question 2

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 C

Question 3

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 C

Question 4

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 5

Ad agencies and firms usually work together when creating an ad campaign because the agencies would act too subjectively on their own.

Accepted Answer

A) True 
 B)False

Question 6

____ 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 7

What design element is used to attract attention,communicate an idea quickly,or communicate ideas that are difficult to put into words?

Accepted Answer

A)  Illustrations 
B)  Headlines 
C)  Copy 
D)  Layout 
E)  Signature 
A)  Illustrations 
B)  Headlines 
C)  Copy 
D)  Layout 
E)  Signature

Question 8

What steps should an organization take to be able to deal effectively with negative public relations?

Accepted Answer

The answer of What steps should an organization take to...

Question 9

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?

Accepted Answer

A)  Headline 
B)  Subheadline 
C)  Signature 
D)  Artwork 
E)  Body copy 
A)  Headline 
B)  Subheadline 
C)  Signature 
D)  Artwork 
E)  Body copy

Question 10

Julie Reese is working on developing a magazine advertisement for Curves For Women,the ladies' fitness chain.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

Accepted Answer

A)  storyboard. 
B)  artwork. 
C)  copy. 
D)  presentation. 
E)  layout. 
A)  storyboard. 
B)  artwork. 
C)  copy. 
D)  presentation. 
E)  layout.

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

If a consumer is shown a particular advertisement and asked if she has seen it before,a(n)____ is being performed.

Accepted Answer

A)  pretest 
B)  consumer jury test 
C)  recognition test 
D)  unaided recall test 
E)  aided recall test 
A)  pretest 
B)  consumer jury test 
C)  recognition test 
D)  unaided recall test 
E)  aided recall test

Question 13

Sony Corporation has a particular approach for determining its advertising appropriation.A problem with this technique,however,is that the people in the marketing department have difficulty estimating the level of effort needed to achieve certain goals.This problem is characteristic of the ____ approach.

Accepted Answer

A)  reliable-appropriation 
B)  match-competition 
C)  arbitrary 
D)  objective-and-task 
E)  percent-of-sales 
A)  reliable-appropriation 
B)  match-competition 
C)  arbitrary 
D)  objective-and-task 
E)  percent-of-sales

Question 14

Rachel is considering advertising her new restaurant on the radio to attract more customers.She knows that in order to attract listeners' attention on the radio it will be important for her to

Accepted Answer

A)  use a high level of repetition. 
B)  buy a really long time slot to get all the information in. 
C)  be both informal and conversational in tone. 
D)  use a quick speaker to attract attention to the commercial. 
E)  say the restaurant's name and location three separate times. 
A)  use a high level of repetition. 
B)  buy a really long time slot to get all the information in. 
C)  be both informal and conversational in tone. 
D)  use a quick speaker to attract attention to the commercial. 
E)  say the restaurant's name and location three separate times.

Question 15

____ 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 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

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 18

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 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

Reinforcement advertising is primarily targeted at

Accepted Answer

A)  new potential target markets. 
B)  users of competitors' brands and products. 
C)  anyone who uses that type of product. 
D)  all the stakeholders of an organization. 
E)  the current users of a particular product. 
A)  new potential target markets. 
B)  users of competitors' brands and products. 
C)  anyone who uses that type of product. 
D)  all the stakeholders of an organization. 
E)  the current users of a particular product.

Exam 17: Advertising and Publicrelations

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

Which of the following lists forms of competitive advertising?

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.

Advertising appropriations are largest for which type of product?

Ad agencies and firms usually work together when creating an ad campaign because the agencies would act too subjectively on their own.

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

What design element is used to attract attention,communicate an idea quickly,or communicate ideas that are difficult to put into words?

What steps should an organization take to be able to deal effectively with negative public relations?

Julie Reese is working on developing a magazine advertisement for Curves For Women,the ladies' fitness chain.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

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

If a consumer is shown a particular advertisement and asked if she has seen it before,a(n)____ is being performed.

Rachel is considering advertising her new restaurant on the radio to attract more customers.She knows that in order to attract listeners' attention on the radio it will be important for her to

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

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

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

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.

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

Reinforcement advertising is primarily targeted at

Strategic Marketing Management

Developing and Implementing Marketing Strategies

The Global Marketing Environment

Information for Marketing Decisions

Selecting Target Markets

Consumer Behavior

Business Buying Behavior

International Marketing

Digital Marketing and Social Media

Product Decisions

Strategic Product Management

Services Marketing

Strategic Management of Branding and Packaging

A Supply Chain Management and Marketing Channels

B Supply Chain Management and Marketing Channels

A Retailing,wholesaling and Direct Marketing

B Retailing,wholesaling and Direct Marketing

Integrated Marketing Communications

Personal Selling and Sales Promotion

Strategic Pricing Management

Pricingdecisions

Global Issues,social Responsibility and Marketing

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