Exam 17: Advertising and Publicrelations

Which of the following is not a public relations tool?

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

Ad agencies work jointly with their client firms to develop the ad campaigns.

To announce its development of a solid fuel titanium rocket for the U.S.missile defense system,Unijet management feels it needs to get wide media coverage.Under these circumstances,which of the following would be its best alternative?

Public relations is communication in news story form about an organization,its products,or both that is transmitted through a mass medium at no charge.

Comparative advertisements mention the actual names of competing brands.

A list of the exact magazines,newspapers,and television stations in which an advertisement will appear,along with the dates and times,is a(n)

Which of the following is the most important consideration when choosing an event to sponsor?

The physical arrangement of the illustration,headline,subheadline,body copy,and the signature is called the

In recall posttesting,respondents are shown the actual advertisement and are asked whether they recognize it.

Kohl's,a department store featuring clothing and housewares,communicates in news story form about its organization and its efforts to support local children's hospitals.This information is transmitted through mass media at no charge and is therefore called

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.

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)

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

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

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

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

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

What are the major components of a media plan? What limitations must be considered as the media plan is implemented?