Question 1

The "Got milk?" print campaign is advertising that stimulates demand for a ____, known as ____ advertising.

Accepted Answer

A)  product category; pioneer 
B)  product brand; competitive 
C)  product category; institutional 
D)  brand category; pioneer 
E)  product; comparative

Question 2

Lack of control over the content and timing of public relations is a limitation in using publicity-based public relations tools.

Accepted Answer

A) True 
 B)False

Question 3

You are the head of marketing for a major oil company based in the United States. Recently, your company was involved in a major oil spill off the coast of Texas where millions of barrels of crude oil were accidentally released into the Gulf of Mexico. The negative publicity for your company has been fast and furious since the spill occurred. However, your company took a very proactive approach in managing the disaster and the resulting publicity. Now your CEO wants to assess how effective the company has been in repairing its image. Which of the following would you recommend to the CEO?

Accepted Answer

A)  A communications audit 
B)  A customer survey 
C)  A public relations audit 
D)  A press conference 
E)  A social audit

Question 4

Ad agencies usually work jointly with the firms to develop the ad campaigns.

Accepted Answer

A) True 
 B)False

Question 5

Radio copy should consist of short, familiar terms.

Accepted Answer

A) True 
 B)False

Question 6

The advertising department for the Pennzoil Corporation is working on a print advertisement for a new product. At this point, the layout contains a phrase to attract attention, an additional phrase to provide an explanation, an illustration to show the product, and a paragraph to explain the advantages and benefits of the product. What other important element should be included?

Accepted Answer

A)  Headline 
B)  Subheadline 
C)  Signature 
D)  Artwork 
E)  Body copy

Question 7

At very large firms, advertising campaigns are likely to be performed by a(n) _____________________, while in small firms advertising campaigns are more likely to fall under the responsibility of ____________________.

Accepted Answer

A)  experienced individual; an advertising agency 
B)  advertising agency; advertising department 
C)  advertising agency; one or two individuals 
D)  advertising department; one or two individuals 
E)  experienced individual; an advertising department

Question 8

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 9

Carla is stopped by a researcher at a shopping mall and asked what was the last television commercial she remembers seeing. This is an example of a(n)

Accepted Answer

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

Question 10

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.

Question 11

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

Question 12

If Target were to base its advertising appropriation on the amount that Walmart spends, it would be using the ____ approach.

Accepted Answer

A)  objective-and-task 
B)  percent-of-sales 
C)  industry-standard 
D)  arbitrary 
E)  competition-matching

Question 13

Preston works in the communications division of a large toy manufacturer. Recently, his company was forced to issue a nationwide recall after it was discovered that lead paint had been used on some of the toys. The news has spread like wildfire, and rumors have begun to replace facts. Preston has been constantly busy answering questions from the media, assuring the public that it was taking appropriate action, fielding calls from government officials, and more. He has come up with a statement acknowledging the incident on the corporate Facebook page and its website. He is also helping the CEO craft a response. Preston has learned the difficult lesson that

Accepted Answer

A)  government regulators always fine firms when they have to issue a massive recall. 
B)  managers spend more resources responding to negative word of mouth than positive word of mouth. 
C)  it is impossible for managers to develop an adequate response to a major crisis event. 
D)  the company's response will not be able to quell the misinformation regarding a crisis event. 
E)  it is impossible to develop a crisis management plan because nobody knows what crisis is going to hit.

Question 14

Domino's wants to get free publicity and be associated with a worthy cause that resonates with consumers. It wants to achieve this with relatively little investment. It should engage in

Accepted Answer

A)  press conferences. 
B)  television advertising. 
C)  event sponsorship. 
D)  writing featured articles. 
E)  celebrity endorsement.

Question 15

Fruit of the Loom is launching a new advertising campaign. Within the first six months of the campaign, the media planners want the new advertisement's _____ to be 25% of the target market and the _____ to be four times.

Accepted Answer

A)  reach; frequency 
B)  goal; multiplier 
C)  exposure; repetition 
D)  range; rate 
E)  impact; recurrence

Question 16

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.

Exam 17: Advertising and Public Relations

The "Got milk?" print campaign is advertising that stimulates demand for a , known as advertising.

Lack of control over the content and timing of public relations is a limitation in using publicity-based public relations tools.

Ad agencies usually work jointly with the firms to develop the ad campaigns.

Radio copy should consist of short, familiar terms.

At very large firms, advertising campaigns are likely to be performed by a(n) _, while in small firms advertising campaigns are more likely to fall under the responsibility of .

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

Carla is stopped by a researcher at a shopping mall and asked what was the last television commercial she remembers seeing. This is an example of a(n)

The three general types of media schedules are

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

If Target were to base its advertising appropriation on the amount that Walmart spends, it would be using the ____ approach.

Domino's wants to get free publicity and be associated with a worthy cause that resonates with consumers. It wants to achieve this with relatively little investment. It should engage in

Fruit of the Loom is launching a new advertising campaign. Within the first six months of the campaign, the media planners want the new advertisement's _ to be 25% of the target market and the _ to be four times.

The target audience for an advertising campaign is the