Question 1

To assume that sales create advertising is incorrect.

Accepted Answer

A) True 
 B)False

Question 2

What is an advertising platform? What is the best way to develop a platform?

Accepted Answer

The answer of What is an advertising platform? What is...

Question 3

Measuring effectiveness during a campaign is usually accomplished by using

Accepted Answer

A)  pretests. 
B)  posttests. 
C)  consumer juries. 
D)  inquiries. 
E)  sales force surveys. 
A)  pretests. 
B)  posttests. 
C)  consumer juries. 
D)  inquiries. 
E)  sales force surveys.

Question 4

The most effective method of determining platform issues is to use a survey of

Accepted Answer

A)  personnel within the firm. 
B)  individuals at the advertising agency. 
C)  customers. 
D)  marketers in the industry. 
E)  advertising experts. 
A)  personnel within the firm. 
B)  individuals at the advertising agency. 
C)  customers. 
D)  marketers in the industry. 
E)  advertising experts.

Question 5

A major reason why a substantial amount of publicity material is rejected by media personnel is that the material is

Accepted Answer

A)  too long. 
B)  written at too high a reading level. 
C)  submitted by organizations that the media do not like. 
D)  not persuasive enough. 
E)  not newsworthy. 
A)  too long. 
B)  written at too high a reading level. 
C)  submitted by organizations that the media do not like. 
D)  not persuasive enough. 
E)  not newsworthy.

Question 6

If researchers at Merck Pharmaceuticals develop a cure for prostate cancer,the best way to announce this to the public and get wide media coverage would be through a

Accepted Answer

A)  captioned paragraph. 
B)  press release. 
C)  feature article. 
D)  sponsorship. 
E)  press conference. 
A)  captioned paragraph. 
B)  press release. 
C)  feature article. 
D)  sponsorship. 
E)  press conference.

Question 7

What are the major components of artwork?

Accepted Answer

The major components of artwork, which a

Question 8

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.Advertisements such as the one proposed above for the Camry and hybrid SUVs,are most likely an example of

Accepted Answer

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

Question 9

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 10

Why are headlines important?

Accepted Answer

Headlines are important for several reas

Question 11

The advertising platform consists of the basic issues and selling points that an advertiser wishes to include in the campaign.

Accepted Answer

A) True 
 B)False

Question 12

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.

Accepted Answer

A) True 
 B)False

Question 13

Discuss how event sponsorship can be used as a public relations tool.

Accepted Answer

The answer of Discuss how event sponsorship can be used...

Question 14

The statement of advertising objectives should include a benchmark-such as the current sales level-and indicate how much improvement is sought.

Accepted Answer

A) True 
 B)False

Question 15

The identification of an advertisement's sponsor is the

Accepted Answer

A)  copy. 
B)  signature. 
C)  trademark. 
D)  layout. 
E)  subheadline. 
A)  copy. 
B)  signature. 
C)  trademark. 
D)  layout. 
E)  subheadline.

Question 16

An evaluation performed before an advertising campaign begins is a

Accepted Answer

A)  consumer exam. 
B)  posttest. 
C)  recognition test. 
D)  pretest. 
E)  recall test. 
A)  consumer exam. 
B)  posttest. 
C)  recognition test. 
D)  pretest. 
E)  recall test.

Question 17

Advertising that lets consumers know that an established brand still offers certain uses,characteristics,and advantages is ____ advertising.

Accepted Answer

A)  repetitive 
B)  reminder 
C)  pioneer 
D)  competitive 
E)  reinforcement 
A)  repetitive 
B)  reminder 
C)  pioneer 
D)  competitive 
E)  reinforcement

Question 18

If a company is perceived positively by the public,employee morale is often higher.

Accepted Answer

A) True 
 B)False

Question 19

Event sponsorship can provide companies with a considerable amount of advertising.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A) True 
 B)False

Exam 17: Advertising and Publicrelations

To assume that sales create advertising is incorrect.

What is an advertising platform? What is the best way to develop a platform?

Measuring effectiveness during a campaign is usually accomplished by using

The most effective method of determining platform issues is to use a survey of

A major reason why a substantial amount of publicity material is rejected by media personnel is that the material is

If researchers at Merck Pharmaceuticals develop a cure for prostate cancer,the best way to announce this to the public and get wide media coverage would be through a

What are the major components of artwork?

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

Why are headlines important?

The advertising platform consists of the basic issues and selling points that an advertiser wishes to include in the campaign.

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.

Discuss how event sponsorship can be used as a public relations tool.

The statement of advertising objectives should include a benchmark-such as the current sales level-and indicate how much improvement is sought.

The identification of an advertisement's sponsor is the

An evaluation performed before an advertising campaign begins is a

Advertising that lets consumers know that an established brand still offers certain uses,characteristics,and advantages is ____ advertising.

If a company is perceived positively by the public,employee morale is often higher.

Event sponsorship can provide companies with a considerable amount of advertising.

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

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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