Question 1

The basic issues or selling points that an advertiser wants to include in an advertising campaign is (are)the

Accepted Answer

A)  advertising objectives. 
B)  target audience objectives. 
C)  media plan. 
D)  advertising message. 
E)  advertising platform. 
A)  advertising objectives. 
B)  target audience objectives. 
C)  media plan. 
D)  advertising message. 
E)  advertising platform.

Question 2

Almost all advertising campaigns are aimed at producing immediate sales.

Accepted Answer

A) True 
 B)False

Question 3

If Target were to base its advertising appropriation on the amount that WalMart spends,it would be using the ____ approach.

Accepted Answer

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

Question 4

Identify and describe four publicity-based public relations tools.

Accepted Answer

The answer of Identify and describe four publicity-based public relations...

Question 5

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 6

The last stage in the development of any advertising campaign is

Accepted Answer

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

Question 7

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 new vehicle,the Venza,on TV and in major national magazines.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.Toyota's television advertisements for the new Venza are examples of

Accepted Answer

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

Question 8

A marketer's advertising platform should consist of issues that are important to consumers.

Accepted Answer

A) True 
 B)False

Question 9

The main problem with using the objective-and-task approach to setting an advertising budget is that

Accepted Answer

A)  sales create advertising rather than advertising creates sales. 
B)  it often results in overspending or underspending of the firm's resources. 
C)  it does not achieve full potential in terms of stimulating demand. 
D)  the marketer may experience difficulty when trying to estimate accurately the level of effort needed to achieve goals. 
E)  it is difficult to determine the objectives of the campaign. 
A)  sales create advertising rather than advertising creates sales. 
B)  it often results in overspending or underspending of the firm's resources. 
C)  it does not achieve full potential in terms of stimulating demand. 
D)  the marketer may experience difficulty when trying to estimate accurately the level of effort needed to achieve goals. 
E)  it is difficult to determine the objectives of the campaign.

Question 10

Business organizations are the only major users of advertising.

Accepted Answer

A) True 
 B)False

Question 11

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 12

Frederick Griffith of Griffith's department stores tells his marketing director that he is tired of the constant price-centered advertising by the firm's agency."We have the best customer service in town,and I feel that is what we should be hanging our hats on," he states.This statement is most appropriate for use in which of the following stages of campaign development?

Accepted Answer

A)  Determining the appropriations 
B)  Creating the platform 
C)  Identifying the target 
D)  Defining objectives 
E)  Developing the media plan 
A)  Determining the appropriations 
B)  Creating the platform 
C)  Identifying the target 
D)  Defining objectives 
E)  Developing the media plan

Question 13

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 new vehicle,the Venza,on TV and in major national magazines.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 14

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

Accepted Answer

A) True 
 B)False

Question 15

The verbal portion of an advertisement,including headlines,body,and signature,is called the

Accepted Answer

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

Question 16

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 17

A firm can identify changes in public opinion that affect it by conducting

Accepted Answer

A)  environmental monitoring. 
B)  consumer polling. 
C)  a consumer jury. 
D)  a communications audit. 
E)  press conferences. 
A)  environmental monitoring. 
B)  consumer polling. 
C)  a consumer jury. 
D)  a communications audit. 
E)  press conferences.

Question 18

Why is the headline of a print advertisement such a critical component of the copy?

Accepted Answer

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

Question 19

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

Accepted Answer

A)  advertising appropriation. 
B)  objective-and-task approach. 
C)  advertising platform. 
D)  advertising objective. 
E)  advertising budget. 
A)  advertising appropriation. 
B)  objective-and-task approach. 
C)  advertising platform. 
D)  advertising objective. 
E)  advertising budget.

Question 20

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.This method of advertising appropriation is known as the ____ approach.

Accepted Answer

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

The basic issues or selling points that an advertiser wants to include in an advertising campaign is (are)the

Almost all advertising campaigns are aimed at producing immediate sales.

If Target were to base its advertising appropriation on the amount that WalMart spends,it would be using the ____ approach.

Identify and describe four publicity-based public relations tools.

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

The last stage in the development of any advertising campaign is

A marketer's advertising platform should consist of issues that are important to consumers.

The main problem with using the objective-and-task approach to setting an advertising budget is that

Business organizations are the only major users of advertising.

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

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

The verbal portion of an advertisement,including headlines,body,and signature,is called the

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

A firm can identify changes in public opinion that affect it by conducting

Why is the headline of a print advertisement such a critical component of the copy?

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

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

Filters

Exam 17: Advertising and Publicrelations

The basic issues or selling points that an advertiser wants to include in an advertising campaign is (are)the

Almost all advertising campaigns are aimed at producing immediate sales.

If Target were to base its advertising appropriation on the amount that WalMart spends,it would be using the ____ approach.

Identify and describe four publicity-based public relations tools.

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

The last stage in the development of any advertising campaign is

A marketer's advertising platform should consist of issues that are important to consumers.

The main problem with using the objective-and-task approach to setting an advertising budget is that

Business organizations are the only major users of advertising.

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

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

The verbal portion of an advertisement,including headlines,body,and signature,is called the

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

A firm can identify changes in public opinion that affect it by conducting

Why is the headline of a print advertisement such a critical component of the copy?

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

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

Filters