Question 1

To be unbiased,a member of a consumer jury should not be a present user of the advertised product.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following is the most commonly used type of publicity-based public relations tool?

Accepted Answer

A)  News release 
B)  Captioned photograph 
C)  Feature article 
D)  Press conference 
E)  Letter to the editor 
A)  News release 
B)  Captioned photograph 
C)  Feature article 
D)  Press conference 
E)  Letter to the editor

Question 3

As Oscar Meyer puts together its advertising campaign for the summer,it will need to keep in mind that its desire to use outdoor advertising will have strong effects on its selection of the advertising

Accepted Answer

A)  message. 
B)  budget. 
C)  platform. 
D)  audience analysis. 
E)  objectives. 
A)  message. 
B)  budget. 
C)  platform. 
D)  audience analysis. 
E)  objectives.

Question 4

A feature article is longer than a news release and is written for a particular publication.

Accepted Answer

A) True 
 B)False

Question 5

When sales go up,advertising should be increased; when sales decline,advertising should be decreased.

Accepted Answer

A) True 
 B)False

Question 6

The arbitrary approach to setting an advertising budget often results in inappropriate spending of the firm's resources.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following statements applies to media planning?

Accepted Answer

A)  Characteristics of the product are the most important consideration in selecting the media for a campaign. 
B)  The message content affects the types of media used for an advertising campaign. 
C)  The location of the advertising target is irrelevant in media planning. 
D)  Total media dollars spent on advertising have decreased over the last 30 years. 
E)  Regardless of the message to be conveyed,newspapers are one medium that is appropriate for almost any circumstances. 
A)  Characteristics of the product are the most important consideration in selecting the media for a campaign. 
B)  The message content affects the types of media used for an advertising campaign. 
C)  The location of the advertising target is irrelevant in media planning. 
D)  Total media dollars spent on advertising have decreased over the last 30 years. 
E)  Regardless of the message to be conveyed,newspapers are one medium that is appropriate for almost any circumstances.

Question 8

The two major types of product advertising are

Accepted Answer

A)  institutional and advocacy. 
B)  pioneer and competitive. 
C)  competitive and comparative. 
D)  advocacy and competitive. 
E)  informative and comparative. 
A)  institutional and advocacy. 
B)  pioneer and competitive. 
C)  competitive and comparative. 
D)  advocacy and competitive. 
E)  informative and comparative.

Question 9

Which of the following is not an advantage of using publicity-based public relations tools?

Accepted Answer

A)  Control by media personnel of the content and timing of messages 
B)  Credibility 
C)  Strong news value 
D)  Follow-up word-of-mouth communications 
E)  A favorable perception of being endorsed by the media 
A)  Control by media personnel of the content and timing of messages 
B)  Credibility 
C)  Strong news value 
D)  Follow-up word-of-mouth communications 
E)  A favorable perception of being endorsed by the media

Question 10

Belinda works for Burger King and her responsibilities include maintaining favorable relationships between the organization and its stakeholders.Belinda works in

Accepted Answer

A)  sales. 
B)  advertising. 
C)  human resources. 
D)  public relations. 
E)  imaging. 
A)  sales. 
B)  advertising. 
C)  human resources. 
D)  public relations. 
E)  imaging.

Question 11

An ad's ____ is designed to attract readers' attention and develop interest so that they will read the entire advertisement.

Accepted Answer

A)  signature 
B)  layout 
C)  headline 
D)  artwork 
E)  subheadline 
A)  signature 
B)  layout 
C)  headline 
D)  artwork 
E)  subheadline

Question 12

Publicity is a subset or part of public relations.

Accepted Answer

A) True 
 B)False

Question 13

When respondents are shown a list of various products,brands,and company names and then asked about advertisements they have seen lately,researchers are conducting a(n)

Accepted Answer

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

Question 14

What type of advertising points out a brand's features and advantages that fit consumers but may not be available in other brands?

Accepted Answer

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

Question 15

An advertising platform is the

Accepted Answer

A)  basic issue or selling point that an advertiser wishes to include in an advertising campaign. 
B)  objective of the advertising campaign,stated in precise and measurable terms. 
C)  form in which the basic issues of the campaign should be presented. 
D)  broad objectives of the advertising campaign. 
E)  consumer advertising research conducted. 
A)  basic issue or selling point that an advertiser wishes to include in an advertising campaign. 
B)  objective of the advertising campaign,stated in precise and measurable terms. 
C)  form in which the basic issues of the campaign should be presented. 
D)  broad objectives of the advertising campaign. 
E)  consumer advertising research conducted.

Question 16

Radio copy should consist of short,familiar terms.

Accepted Answer

A) True 
 B)False

Question 17

One way an advertising agency assists a firm is that it takes care of all the grunt work in order to give its clients time to do the creative work on the campaign.

Accepted Answer

A) True 
 B)False

Question 18

Advertising that focuses on stimulating demand for a product category is called ____ advertising.

Accepted Answer

A)  pioneer 
B)  competitive 
C)  institutional 
D)  categorical 
E)  product 
A)  pioneer 
B)  competitive 
C)  institutional 
D)  categorical 
E)  product

Question 19

After the target audience for an advertising campaign has been identified and analyzed,marketers should then proceed by

Accepted Answer

A)  creating the advertising platform. 
B)  determining the financial resources available. 
C)  defining the advertising objectives. 
D)  developing a media plan. 
E)  creating an advertising message. 
A)  creating the advertising platform. 
B)  determining the financial resources available. 
C)  defining the advertising objectives. 
D)  developing a media plan. 
E)  creating an advertising message.

Question 20

Chelsea Collins walks her client,Kaptain Korn president Steve Gonski,through her agency's proposed television campaign for the product's introduction.In doing so,she moves from square to square on the

Accepted Answer

A)  copy. 
B)  storyboard. 
C)  illustrations chart. 
D)  artwork. 
E)  media plan. 
A)  copy. 
B)  storyboard. 
C)  illustrations chart. 
D)  artwork. 
E)  media plan.

Exam 17: Advertising and Publicrelations

To be unbiased,a member of a consumer jury should not be a present user of the advertised product.

Which of the following is the most commonly used type of publicity-based public relations tool?

As Oscar Meyer puts together its advertising campaign for the summer,it will need to keep in mind that its desire to use outdoor advertising will have strong effects on its selection of the advertising

A feature article is longer than a news release and is written for a particular publication.

When sales go up,advertising should be increased; when sales decline,advertising should be decreased.

The arbitrary approach to setting an advertising budget often results in inappropriate spending of the firm's resources.

Which of the following statements applies to media planning?

The two major types of product advertising are

Which of the following is not an advantage of using publicity-based public relations tools?

Belinda works for Burger King and her responsibilities include maintaining favorable relationships between the organization and its stakeholders.Belinda works in

An ad's ____ is designed to attract readers' attention and develop interest so that they will read the entire advertisement.

Publicity is a subset or part of public relations.

When respondents are shown a list of various products,brands,and company names and then asked about advertisements they have seen lately,researchers are conducting a(n)

What type of advertising points out a brand's features and advantages that fit consumers but may not be available in other brands?

An advertising platform is the

Radio copy should consist of short,familiar terms.

One way an advertising agency assists a firm is that it takes care of all the grunt work in order to give its clients time to do the creative work on the campaign.

Advertising that focuses on stimulating demand for a product category is called ____ advertising.

After the target audience for an advertising campaign has been identified and analyzed,marketers should then proceed by

Chelsea Collins walks her client,Kaptain Korn president Steve Gonski,through her agency's proposed television campaign for the product's introduction.In doing so,she moves from square to square on 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

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