Question 1

The _____ design element of an advertisement is used to attract attention, communicate an idea quickly, or communicate ideas that are difficult to put into words; the ____ is the physical arrangement of the illustration, headline, subheadline, body copy, and the signature.

Accepted Answer

A)  illustration; layout 
B)  headline; layout 
C)  layout; design 
D)  layout; storyboard 
E)  signature; layout

Question 2

A feature article is likely to be more informative than a news release.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following lists forms of competitive advertising?

Accepted Answer

A)  Pioneer, comparative, reminder 
B)  Reminder, repetitive, reinforcement 
C)  Comparative, reminder, reinforcement 
D)  Institutional, product, comparative 
E)  Product, pioneer, reminder

Question 4

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

Question 5

Canon Inc. is releasing a new version of its EOS Rebel camera. As part of the launch, they have submitted a 2,500-word story to Popular Photography, a magazine for camera users. This is a public relations tool known as

Accepted Answer

A)  publicity. 
B)  a news release. 
C)  a captioned photo. 
D)  a feature article. 
E)  a press conference.

Question 6

You are a brand manager for a major retailer, and you just completed developing a series of advertisements with the help of your outside ad agency. You are excited about the ads and you are anxious to get the marketing vice president's opinion of the ads. Unfortunately, the vice president does not believe the ads will be effective. She wants you to do some type of effectiveness evaluation of the ads before the company spends a lot of money running them. Which of the following evaluation techniques should you use?

Accepted Answer

A)  A consumer jury 
B)  A recognition test 
C)  An unaided recall test 
D)  An aided recall test 
E)  Any type of post test

Question 7

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.

Question 8

The limitations in using publicity-based public relations tools stem primarily from the fact that

Accepted Answer

A)  marketers alter the length of publicity releases. 
B)  publicity is never properly managed by media personnel. 
C)  media personnel consider only unfavorable messages as newsworthy. 
D)  it is time-consuming to convince media personnel that the information is newsworthy. 
E)  media personnel control the content of the communication.

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.

Question 10

Scenario 17.1 Use the following to answer the questions.
The Toyota Motor Corporation is developing its promotional plan for the coming year and is considering several types of advertising to communicate its messages. Toyota will likely advertise its vehicle, the Venza, on TV, on its website, in major national magazines, and through Facebook. It is possible that the ads could focus on the features of the Venza and its most likely competitor, the Ford Edge. Other forms of advertising that can be considered are ads that feature all of the Toyota brands in a single ad, while mentioning only the Toyota brand and its company's strengths. Finally, Toyota will probably continue to advertise updates of its cash cow brands, the Camry and the hybrid versions of its SUVs.
Refer to Scenario 17.1. Advertisements such as the one proposed above for the Camry and hybrid SUVs are most likely an example of

Accepted Answer

A)  product advertising. 
B)  comparative advertising. 
C)  competitive advertising. 
D)  institutional advertising. 
E)  reminder advertising.

Question 11

Which of the following is the best example of native advertising?

Accepted Answer

A)  The Old Spice man uses humor to promote Old Spice so the campaign goes viral on the Internet. 
B)  Ben & Jerry's takes out an advertisement describing how their ice cream does not use GMOs and supports the humane treatment of cows. 
C)  Fidelity Investments sponsors an article on the Forbes website that discusses whether to accept an employer's buyout offer. 
D)  Red Bull sponsors the space jump of daredevil Felix Baumgartner as a way to generate publicity. 
E)  Coca-Cola acts as the primary sponsor of this year's Special Olympics.

Question 12

Frederick Griffith of Griffith's department stores tells his marketing director that he is tired of the constant price-centered advertising by the firm's agency. "We have the best customer service in town, and I feel that is what we should be hanging our hats on," he states. This statement is most appropriate for use in which of the following stages of campaign development?

Accepted Answer

A)  Determining the appropriations 
B)  Creating the platform 
C)  Identifying the target 
D)  Defining objectives 
E)  Developing the media plan

Question 13

General Mills used a panel of consumers to evaluate its Cheerios campaign featuring children who read the cereal box and try to persuade their parents to watch their cholesterol. These consumers judged the advertisements prior to the execution of the advertising campaign. This is an example of a(n)

Accepted Answer

A)  pretest. 
B)  inquiry. 
C)  recognition test. 
D)  recall test. 
E)  posttest.

Question 14

A marketer's advertising platform should consist of issues that are important to consumers.

Accepted Answer

A) True 
 B)False

Question 15

Scenario 17.2 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% 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.

Question 16

Disney decided to run its new commercials for all of its theme parks several times a day for three weeks and then not at all for two weeks. It will then run the commercials again for three more weeks. Disney is using a ____ schedule for its advertising.

Accepted Answer

A)  flighting 
B)  varying 
C)  continuous 
D)  pulsing 
E)  beating

Question 17

_______________ is digital advertising that matches the appearance and purpose of the content in which it is embedded.

Accepted Answer

A)  Native advertising 
B)  Institutional advertising 
C)  Comparative advertising 
D)  Content advertising 
E)  Advocacy advertising

Question 18

Rachel is considering advertising her new restaurant on the radio to attract more customers. She knows that in order to attract listeners' attention on the radio it will be important for her to

Accepted Answer

A)  use a high level of repetition. 
B)  buy a really long time slot to get all the information in. 
C)  be both informal and conversational in tone. 
D)  use a quick speaker to attract attention to the commercial. 
E)  say the restaurant's name and location three separate times.

Question 19

A firm can identify changes in public opinion that affect it by conducting

Accepted Answer

A)  environmental monitoring. 
B)  consumer polling. 
C)  a consumer jury. 
D)  a communications audit. 
E)  press conferences.

Question 20

Pioneer advertising attempts to stimulate demand for a specific brand.

Accepted Answer

A) True 
 B)False

Exam 17: Advertising and Public Relations

The _ design element of an advertisement is used to attract attention, communicate an idea quickly, or communicate ideas that are difficult to put into words; the is the physical arrangement of the illustration, headline, subheadline, body copy, and the signature.

A feature article is likely to be more informative than a news release.

Which of the following lists forms of competitive advertising?

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

Canon Inc. is releasing a new version of its EOS Rebel camera. As part of the launch, they have submitted a 2,500-word story to Popular Photography, a magazine for camera users. This is a public relations tool known as

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

The limitations in using publicity-based public relations tools stem primarily from the fact that

A major benefit of using event sponsorship is that it

Which of the following is the best example of native advertising?

General Mills used a panel of consumers to evaluate its Cheerios campaign featuring children who read the cereal box and try to persuade their parents to watch their cholesterol. These consumers judged the advertisements prior to the execution of the advertising campaign. This is an example of a(n)

A marketer's advertising platform should consist of issues that are important to consumers.

Disney decided to run its new commercials for all of its theme parks several times a day for three weeks and then not at all for two weeks. It will then run the commercials again for three more weeks. Disney is using a ____ schedule for its advertising.

_______________ is digital advertising that matches the appearance and purpose of the content in which it is embedded.

Rachel is considering advertising her new restaurant on the radio to attract more customers. She knows that in order to attract listeners' attention on the radio it will be important for her to

A firm can identify changes in public opinion that affect it by conducting

Pioneer advertising attempts to stimulate demand for a specific brand.