Question 1

Toyota's sponsorship of a major Professional Golf Association tournament would be an example of a(n)____ tool.

Accepted Answer

A)  advertising 
B)  public relations 
C)  sales promotion 
D)  publicity 
E)  personal selling 
A)  advertising 
B)  public relations 
C)  sales promotion 
D)  publicity 
E)  personal selling

Question 2

If a restaurant,known for its delicious food and fun entertainment,does not serve alcohol,it is displaying advocacy advertising.

Accepted Answer

A) True 
 B)False

Question 3

Advertising is a promotion mix ingredient that is a(n)____________________ communication.

Accepted Answer

Advertising is a pro

Question 4

The maker of Huggies diapers is developing a media plan that involves trying to expose its target audience to its new advertisement about ten times.This is advertising

Accepted Answer

A)  reach. 
B)  repetition. 
C)  frequency. 
D)  targeting. 
E)  exposure. 
A)  reach. 
B)  repetition. 
C)  frequency. 
D)  targeting. 
E)  exposure.

Question 5

Reinforcement advertising tells current users how to get the most satisfaction from the brand they have chosen.

Accepted Answer

A) True 
 B)False

Question 6

Brands that are promoted through comparative advertising are most likely to be

Accepted Answer

A)  market leaders. 
B)  brands that are attempting to compete with market leaders. 
C)  primarily services rather than tangible goods. 
D)  attempting to compete on a nonprice basis. 
E)  competing in a less competitive market. 
A)  market leaders. 
B)  brands that are attempting to compete with market leaders. 
C)  primarily services rather than tangible goods. 
D)  attempting to compete on a nonprice basis. 
E)  competing in a less competitive market.

Question 7

Why should a benchmark statement be included in advertising objectives?

Accepted Answer

A)  Shareholders want to see where a company is in relation to competition. 
B)  It is useful in determining whether retailers have increased their sales over the year. 
C)  It gives an indication of how the advertising message is best presented. 
D)  Without a reference point,it is difficult to determine to what degree objectives have been accomplished. 
E)  Objectives become more easily attainable when such a statement is included. 
A)  Shareholders want to see where a company is in relation to competition. 
B)  It is useful in determining whether retailers have increased their sales over the year. 
C)  It gives an indication of how the advertising message is best presented. 
D)  Without a reference point,it is difficult to determine to what degree objectives have been accomplished. 
E)  Objectives become more easily attainable when such a statement is included.

Question 8

After the advertising budget is determined,the next step in creating an advertising campaign is

Accepted Answer

A)  creating the advertising message. 
B)  creating the advertising platform. 
C)  evaluating the advertising objectives. 
D)  executing the campaign. 
E)  developing the media plan. 
A)  creating the advertising message. 
B)  creating the advertising platform. 
C)  evaluating the advertising objectives. 
D)  executing the campaign. 
E)  developing the media plan.

Question 9

A major benefit of using event sponsorship is that it

Accepted Answer

A)  enhances personal selling efforts. 
B)  provides excellent support for advertisements. 
C)  can provide large amounts of free media coverage. 
D)  is cost-free. 
E)  neutralizes the effects of unfavorable public relations. 
A)  enhances personal selling efforts. 
B)  provides excellent support for advertisements. 
C)  can provide large amounts of free media coverage. 
D)  is cost-free. 
E)  neutralizes the effects of unfavorable public relations.

Question 10

An effective approach for dealing with potential unfavorable public relations resulting from a negative event is to discourage news coverage.

Accepted Answer

A) True 
 B)False

Question 11

A consumer jury is a

Accepted Answer

A)  group of consumers who have purchased the product before that evaluate its effectiveness. 
B)  panel of potential buyers of the advertised product brought together to pretest an advertising message. 
C)  panel of buyers who review and evaluate an advertising message after it has been circulated in certain regions. 
D)  group of consumers who determine whether or not other consumers have been treated fairly by companies. 
E)  panel of consumer experts who rank the effectiveness of advertisements. 
A)  group of consumers who have purchased the product before that evaluate its effectiveness. 
B)  panel of potential buyers of the advertised product brought together to pretest an advertising message. 
C)  panel of buyers who review and evaluate an advertising message after it has been circulated in certain regions. 
D)  group of consumers who determine whether or not other consumers have been treated fairly by companies. 
E)  panel of consumer experts who rank the effectiveness of advertisements.

Question 12

Reminder advertising is not applicable to new products.

Accepted Answer

A) True 
 B)False

Question 13

Advertising objectives should be stated in clear,precise,and measurable terms.

Accepted Answer

A) True 
 B)False

Question 14

In a comparative advertisement,advertisers point out that their brand has characteristics that are superior to those of competing brands,but they do not actually mention the brand names of competitors.

Accepted Answer

A) True 
 B)False

Question 15

Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody did?" exemplifies the use of ____ advertising.

Accepted Answer

A)  reinforcement 
B)  offensive 
C)  comparative 
D)  institutional 
E)  defensive 
A)  reinforcement 
B)  offensive 
C)  comparative 
D)  institutional 
E)  defensive

Question 16

Matt was in a group considered to be actual or potential purchasers of a new mountain bike produced by Specialized.He and the other consumers were shown three different advertisements and asked to judge several dimensions of each one.Matt participated in a(n)

Accepted Answer

A)  posttest consumer group. 
B)  panel of advertising experts. 
C)  consumer jury. 
D)  customer ad panel. 
E)  ad preview group. 
A)  posttest consumer group. 
B)  panel of advertising experts. 
C)  consumer jury. 
D)  customer ad panel. 
E)  ad preview group.

Question 17

The University of Iowa runs a series of ads throughout the Midwest on how friendly and helpful its faculty,staff,and students are as well as how outstanding its academic programs are.This type of promotion would best be characterized as

Accepted Answer

A)  public relations. 
B)  product advertising. 
C)  advocacy advertising. 
D)  institutional advertising. 
E)  comparative advertising. 
A)  public relations. 
B)  product advertising. 
C)  advocacy advertising. 
D)  institutional advertising. 
E)  comparative advertising.

Question 18

If a commercial advertisement compares one brand of laundry detergent to another brand,this is a type of competitive advertising.

Accepted Answer

A) True 
 B)False

Question 19

Advertising agencies typically receive

Accepted Answer

A)  large fees from the companies whose ads they develop and place. 
B)  a 15 percent commission from the company whose product they are helping advertise. 
C)  a 10 percent commission from the advertising company and 10 percent from the media they use. 
D)  a 25 percent commission paid by the media from which it makes purchases. 
E)  a 15 percent commission paid by the media from which it makes purchases. 
A)  large fees from the companies whose ads they develop and place. 
B)  a 15 percent commission from the company whose product they are helping advertise. 
C)  a 10 percent commission from the advertising company and 10 percent from the media they use. 
D)  a 25 percent commission paid by the media from which it makes purchases. 
E)  a 15 percent commission paid by the media from which it makes purchases.

Question 20

What are the important issues to consider when developing advertising objectives?

Accepted Answer

The answer of What are the important issues to consider...

Exam 17: Advertising and Publicrelations

Toyota's sponsorship of a major Professional Golf Association tournament would be an example of a(n)____ tool.

If a restaurant,known for its delicious food and fun entertainment,does not serve alcohol,it is displaying advocacy advertising.

Advertising is a promotion mix ingredient that is a(n)____________________ communication.

The maker of Huggies diapers is developing a media plan that involves trying to expose its target audience to its new advertisement about ten times.This is advertising

Reinforcement advertising tells current users how to get the most satisfaction from the brand they have chosen.

Brands that are promoted through comparative advertising are most likely to be

Why should a benchmark statement be included in advertising objectives?

After the advertising budget is determined,the next step in creating an advertising campaign is

A major benefit of using event sponsorship is that it

An effective approach for dealing with potential unfavorable public relations resulting from a negative event is to discourage news coverage.

A consumer jury is a

Reminder advertising is not applicable to new products.

Advertising objectives should be stated in clear,precise,and measurable terms.

In a comparative advertisement,advertisers point out that their brand has characteristics that are superior to those of competing brands,but they do not actually mention the brand names of competitors.

Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody did?" exemplifies the use of ____ advertising.

Matt was in a group considered to be actual or potential purchasers of a new mountain bike produced by Specialized.He and the other consumers were shown three different advertisements and asked to judge several dimensions of each one.Matt participated in a(n)

The University of Iowa runs a series of ads throughout the Midwest on how friendly and helpful its faculty,staff,and students are as well as how outstanding its academic programs are.This type of promotion would best be characterized as

If a commercial advertisement compares one brand of laundry detergent to another brand,this is a type of competitive advertising.

Advertising agencies typically receive

What are the important issues to consider when developing advertising objectives?

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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