Question 1

A major way to reduce unfavorable public relations is to reduce the number of negative events.

Accepted Answer

A) True 
 B)False

Question 2

Recognition and recall tests are posttest methods based on

Accepted Answer

A)  mail surveys. 
B)  memory. 
C)  inquiries. 
D)  preferences. 
E)  in-depth interviews. 
A)  mail surveys. 
B)  memory. 
C)  inquiries. 
D)  preferences. 
E)  in-depth interviews.

Question 3

Advertising is paid nonpersonal communication transmitted through mass media.

Accepted Answer

A) True 
 B)False

Question 4

To determine how much money to spend on advertising,marketers for a new brand of caffeinated energy drink decided that they wanted the advertising to create awareness of the new flavor in 80 percent of the energy drink market within one month of introduction.The marketers then determined how much it would cost to reach this goal.This is an example of which one of the following approaches to determining advertising budgets?

Accepted Answer

A)  Objective-and-task 
B)  Percent of sales 
C)  Competition matching 
D)  Arbitrary allocation 
E)  Past-year comparison 
A)  Objective-and-task 
B)  Percent of sales 
C)  Competition matching 
D)  Arbitrary allocation 
E)  Past-year comparison

Question 5

After developing the budget for advertising GEO automobiles,marketing managers at General Motors then determined what proportion of that budget would be spent on magazine,television,and radio advertisements based on the cost effectiveness of each.This subsequent allocation of the budget is known as a(n)____ plan.

Accepted Answer

A)  advertisement-allocation 
B)  media 
C)  arbitrary allocation 
D)  objective-and-task 
E)  percent-of-sales 
A)  advertisement-allocation 
B)  media 
C)  arbitrary allocation 
D)  objective-and-task 
E)  percent-of-sales

Question 6

What is public relations and for what purposes is it used?

Accepted Answer

The answer of What is public relations and for what...

Question 7

The target audience for an advertising campaign is the

Accepted Answer

A)  information base on which to develop the campaign. 
B)  geographic distribution of persons. 
C)  people toward whom the advertisements are directed. 
D)  overall goal of the advertising campaign. 
E)  sales objective to be achieved by the campaign. 
A)  information base on which to develop the campaign. 
B)  geographic distribution of persons. 
C)  people toward whom the advertisements are directed. 
D)  overall goal of the advertising campaign. 
E)  sales objective to be achieved by the campaign.

Question 8

As Will Marcum reads the copy for South Beach Hotel's upcoming magazine ad in Southern Living,he worries that no one will spend the time to read all the details of the facilities his resort has to offer.Wanting to have the greatest impact,Will focuses his creative efforts on the

Accepted Answer

A)  copy. 
B)  body. 
C)  text. 
D)  signature. 
E)  headline. 
A)  copy. 
B)  body. 
C)  text. 
D)  signature. 
E)  headline.

Question 9

What is an advertising platform most commonly based upon?

Accepted Answer

A)  The opinions of employees within the firm or the advertising agency 
B)  Data collected from past marketing research about the brand 
C)  Customer surveys about what they consider the most important issues 
D)  Retailer information about potential consumers of the product 
E)  The advertising appropriation for that particular ad campaign 
A)  The opinions of employees within the firm or the advertising agency 
B)  Data collected from past marketing research about the brand 
C)  Customer surveys about what they consider the most important issues 
D)  Retailer information about potential consumers of the product 
E)  The advertising appropriation for that particular ad campaign

Question 10

Coors advertises that its beer is the only one that is kept cold from the brewery to the store.This type of advertising is called

Accepted Answer

A)  pioneer. 
B)  competitive. 
C)  comparative. 
D)  defensive. 
E)  institutional. 
A)  pioneer. 
B)  competitive. 
C)  comparative. 
D)  defensive. 
E)  institutional.

Question 11

Danielle Robinson,account representative for EXpert Advertising,tells D'Orazio Tile Products that she is proposing to use 5 full-page,four-color ads in home-decorating magazines to achieve an increase in consumer and builder inquiries of 15 percent.This approach is an example of which of the following methods of determining advertising expenditure levels?

Accepted Answer

A)  Competitive parity 
B)  Percent of sales 
C)  Arbitrary 
D)  Affordability 
E)  Objective-and-task 
A)  Competitive parity 
B)  Percent of sales 
C)  Arbitrary 
D)  Affordability 
E)  Objective-and-task

Question 12

The three general types of media schedules are

Accepted Answer

A)  pulsing,beating,and continuous. 
B)  short,medium,and long-term. 
C)  morning,afternoon,and evening. 
D)  pulsing,continuous,and flighting. 
E)  light,heavy,and alternating. 
A)  pulsing,beating,and continuous. 
B)  short,medium,and long-term. 
C)  morning,afternoon,and evening. 
D)  pulsing,continuous,and flighting. 
E)  light,heavy,and alternating.

Question 13

Darcy presents an identification card at the supermarket checkout and has a microcomputer attached to her TV.Information from both of these is sent to a research facility.Darcy is providing

Accepted Answer

A)  family behavior recording. 
B)  individual consumer jury. 
C)  single-source data. 
D)  advertisement exposure data. 
E)  detailed market research. 
A)  family behavior recording. 
B)  individual consumer jury. 
C)  single-source data. 
D)  advertisement exposure data. 
E)  detailed market research.

Question 14

A schedule in which advertisements run for set periods of time,alternating with periods in which no ads run is known as

Accepted Answer

A)  continuous. 
B)  skipping. 
C)  pulsing. 
D)  flighting. 
E)  intervals. 
A)  continuous. 
B)  skipping. 
C)  pulsing. 
D)  flighting. 
E)  intervals.

Question 15

The effectiveness of an advertising campaign can be measured

Accepted Answer

A)  only after the campaign has been carried out completely and results have been tabulated. 
B)  only before the campaign begins,to prevent unnecessary expenditures. 
C)  during the campaign to determine whether more or less funds should be allocated,but not after the campaign. 
D)  several weeks after the beginning of the campaign to determine whether the campaign is headed in the right direction. 
E)  before,during,and after the campaign through the use of pretests,inquiries,and posttests. 
A)  only after the campaign has been carried out completely and results have been tabulated. 
B)  only before the campaign begins,to prevent unnecessary expenditures. 
C)  during the campaign to determine whether more or less funds should be allocated,but not after the campaign. 
D)  several weeks after the beginning of the campaign to determine whether the campaign is headed in the right direction. 
E)  before,during,and after the campaign through the use of pretests,inquiries,and posttests.

Question 16

Describe the major types of advertising,and discuss how they differ.

Accepted Answer

The answer of Describe the major types of advertising,and discuss...

Question 17

Because ad agencies often get commissions on media purchases,firms can obtain some agency services at moderate prices.

Accepted Answer

A) True 
 B)False

Question 18

To announce a major news event,an organization should use a news release.

Accepted Answer

A) True 
 B)False

Question 19

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.If State Farm were to decide that its previous method of appropriating the advertising budget was ineffective,it could decide to allocate 2 percent of its total annual sales to advertising.However,one problem with this method is that

Accepted Answer

A)  it makes the bookkeeping too difficult. 
B)  it is tied too closely to sales forecasts. 
C)  a sales decline leads to an increase in the advertising appropriation. 
D)  a drop in sales would cause a drop in the advertising budget. 
E)  competitors may have different advertising objectives. 
A)  it makes the bookkeeping too difficult. 
B)  it is tied too closely to sales forecasts. 
C)  a sales decline leads to an increase in the advertising appropriation. 
D)  a drop in sales would cause a drop in the advertising budget. 
E)  competitors may have different advertising objectives.

Question 20

The choice of media influences the content and form of the message.

Accepted Answer

A) True 
 B)False

A major way to reduce unfavorable public relations is to reduce the number of negative events.

Recognition and recall tests are posttest methods based on

Advertising is paid nonpersonal communication transmitted through mass media.

What is public relations and for what purposes is it used?

The target audience for an advertising campaign is the

As Will Marcum reads the copy for South Beach Hotel's upcoming magazine ad in Southern Living,he worries that no one will spend the time to read all the details of the facilities his resort has to offer.Wanting to have the greatest impact,Will focuses his creative efforts on the

What is an advertising platform most commonly based upon?

Coors advertises that its beer is the only one that is kept cold from the brewery to the store.This type of advertising is called

The three general types of media schedules are

Darcy presents an identification card at the supermarket checkout and has a microcomputer attached to her TV.Information from both of these is sent to a research facility.Darcy is providing

A schedule in which advertisements run for set periods of time,alternating with periods in which no ads run is known as

The effectiveness of an advertising campaign can be measured

Describe the major types of advertising,and discuss how they differ.

Because ad agencies often get commissions on media purchases,firms can obtain some agency services at moderate prices.

To announce a major news event,an organization should use a news release.

The choice of media influences the content and form of the message.

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

A major way to reduce unfavorable public relations is to reduce the number of negative events.

Recognition and recall tests are posttest methods based on

Advertising is paid nonpersonal communication transmitted through mass media.

What is public relations and for what purposes is it used?

The target audience for an advertising campaign is the

As Will Marcum reads the copy for South Beach Hotel's upcoming magazine ad in Southern Living,he worries that no one will spend the time to read all the details of the facilities his resort has to offer.Wanting to have the greatest impact,Will focuses his creative efforts on the

What is an advertising platform most commonly based upon?

Coors advertises that its beer is the only one that is kept cold from the brewery to the store.This type of advertising is called

The three general types of media schedules are

Darcy presents an identification card at the supermarket checkout and has a microcomputer attached to her TV.Information from both of these is sent to a research facility.Darcy is providing

A schedule in which advertisements run for set periods of time,alternating with periods in which no ads run is known as

The effectiveness of an advertising campaign can be measured

Describe the major types of advertising,and discuss how they differ.

Because ad agencies often get commissions on media purchases,firms can obtain some agency services at moderate prices.

To announce a major news event,an organization should use a news release.

The choice of media influences the content and form of the message.

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