Question 1

Which of the following is a disadvantage of using a magazine as an advertising medium?

Accepted Answer

A)   It has low geographic selectivity.
B)   It consists of low-quality reproduction.
C)   It has low credibility and image.
D)   It involves high costs.
E)   It has a poor pass-along readership. D

Question 2

In an effort to better engage its younger consumers, Adidas relies entirely on digital and social media.

Accepted Answer

A) True 
 B)False  True

Question 3

The competitive-parity method of setting promotion budgets prevents promotion wars between companies.

Accepted Answer

A) True 
 B)False  False

Question 4

The method of setting an advertising budget typically overlooks how promotion affects sales.

Accepted Answer

A)   competitive parity
B)   affordable
C)   objective-and-task
D)   percentage-of-sales
E)   adaptive-control

Question 5

Which of the following is true of public relations?

Accepted Answer

A)   It involves training a dedicated sales force to meet customers.
B)   It provides quick incentives to make product purchases.
C)   It emphasizes news and events rather than sales.
D)   It cannot be used to dramatize a product or company.
E)   It is the most widely used promotional tool.

Question 6

Rather than just creating and placing "TV ads" or "print ads" or "Snapchat branded stories," many marketers now view themselves more broadly as managers.

Accepted Answer

A)   integrated marketing communication
B)   direct marketing
C)   social media marketing
D)   content marketing
E)   multi-media marketing

Question 7

Traditional mass media still make up a majority of today's media mixes.

Accepted Answer

A) True 
 B)False

Question 8

Advertising's goal is to help move consumers through the buying process.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following media is most suitable for having consumers provide input on product design or features?

Accepted Answer

A)   social media
B)   television
C)   radio
D)   magazines
E)   billboards

Question 10

A common PR tool is special events, ranging from news conferences and speeches, brand tours, and sponsorships to multimedia presentations or educational programs designed to reach and interest target publics.

Accepted Answer

A) True 
 B)False

Question 11

The objective of advertising is to build primary demand.

Accepted Answer

A)   informative
B)   comparative
C)   persuasive
D)   personal
E)   reminder

Question 12

Which of the following is an example of a firm utilizing public relations as a promotion tool?

Accepted Answer

A)   a firm providing interesting information about a product to the news media
B)   a firm informing customers of special discounts on its website
C)   a firm using its personal sales force at an expo to sell its products
D)   a firm sending its catalog directly to customers through e-mail
E)   a firm using a celebrity to endorse a product in a television commercial

Question 13

How does public relations help in creating an integrated marketing communications system?

Accepted Answer

The answer of How does public relations help in creating...

Question 14

In any medium, the relevance of advertising content to an audience is less important than how many people the advertisement reaches.

Accepted Answer

A) True 
 B)False

Question 15

When a company issues a press release to announce a sizable donation to a national charity, it is using to generate goodwill and maintain a positive corporate image.

Accepted Answer

A)   personal selling
B)   public relations
C)   advertising
D)   sales promotion
E)   direct and digital marketing

Question 16

Paid media refers to promotional channels owned and controlled by the company, including company websites, corporate blogs, owned social media pages, proprietary brand communities, sales forces, and events.

Accepted Answer

A) True 
 B)False

Question 17

Which statement is most likely true about the affordable method of setting an advertising budget?

Accepted Answer

A)   Spending on advertising is based on a competitor's advertising outlays.
B)   Spending on advertising is based on a predetermined percentage of current or forecasted sales for the year.
C)   Spending on advertising is calculated based on the financial objectives a company wishes to accomplish.
D)   Spending on advertising is calculated after operating expenses and capital outlays are deducted from total revenues.
E)   Spending on advertising is calculated as a percentage of the unit sales price.

Question 18

What are the different functions of a public relations (PR) department?

Accepted Answer

The answer of What are the different functions of a...

Question 19

Trainstar, a sportswear equipment manufacturer, releases a new line of energy drinks called VitaZing. The television ad for the energy drink shows people jogging, working out in a gym, and doing aerobics. The actors then take a break to drink VitaZing, which visibly re-energizes them and leads them to continue exercising. Which advertising methods most likely used in the VitaZing ad?

Accepted Answer

A)   personality symbol
B)   scientific evidence
C)   testimonial evidence
D)   technical expertise
E)   lifestyle

Question 20

Chic Eyewear, a producer of designer eyeglass frames, promotes their new line in national fashion magazines. Chic Eyewear lists the select optical retailers that carry their line at the bottom of their ads. This is an example of
A strategy.

Accepted Answer

A)   publish-subscribe
B)   direct marketing
C)   pull
D)   push
E)   vertical integration

Exam 12: Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

Which of the following is a disadvantage of using a magazine as an advertising medium?

In an effort to better engage its younger consumers, Adidas relies entirely on digital and social media.

The competitive-parity method of setting promotion budgets prevents promotion wars between companies.

The method of setting an advertising budget typically overlooks how promotion affects sales.

Which of the following is true of public relations?

Rather than just creating and placing "TV ads" or "print ads" or "Snapchat branded stories," many marketers now view themselves more broadly as managers.

Traditional mass media still make up a majority of today's media mixes.

Advertising's goal is to help move consumers through the buying process.

Which of the following media is most suitable for having consumers provide input on product design or features?

A common PR tool is special events, ranging from news conferences and speeches, brand tours, and sponsorships to multimedia presentations or educational programs designed to reach and interest target publics.

The objective of advertising is to build primary demand.

Which of the following is an example of a firm utilizing public relations as a promotion tool?

How does public relations help in creating an integrated marketing communications system?

In any medium, the relevance of advertising content to an audience is less important than how many people the advertisement reaches.

When a company issues a press release to announce a sizable donation to a national charity, it is using to generate goodwill and maintain a positive corporate image.

Paid media refers to promotional channels owned and controlled by the company, including company websites, corporate blogs, owned social media pages, proprietary brand communities, sales forces, and events.

Which statement is most likely true about the affordable method of setting an advertising budget?

What are the different functions of a public relations (PR) department?

Chic Eyewear, a producer of designer eyeglass frames, promotes their new line in national fashion magazines. Chic Eyewear lists the select optical retailers that carry their line at the bottom of their ads. This is an example of A strategy.