Question 1

Steps involved in determining when and how to use product public relations include ________, choosing the PR message and media, implementing the PR plan, and evaluating the results, plus integrating with the full marketing communications effort.

Accepted Answer

A)  defining the budget 
B)  hiring the media creators 
C)  collecting feedback 
D)  setting PR objectives 
E)  determining the messenger

Question 2

Which of the following statements is true regarding the vital importance of the media-planning function?

Accepted Answer

A)  With changing technologies, media costs are declining. 
B)  Brand content is usually created in-house by the company. 
C)  Which media to use is sometimes more critical than the creative elements of the messaging. 
D)  Market targeting has declined in importance in the planning stages. 
E)  Because so many consumers use the same mobile and social media applications, messaging can be less focused.

Question 3

Agencies bring an outside point of view to solving a company's problems, along with lots of experience from working with different clients and situations.

Accepted Answer

A) True 
 B)False

Question 4

Keeping the brand in a customer's mind during off-seasons is most likely a goal of ________ advertising.

Accepted Answer

A)  reminder 
B)  attack 
C)  informative 
D)  covert 
E)  competitive

Question 5

An IKEA ad shows consumers creating fanciful room designs with IKEA furniture, such as "a bedroom for a queen made by Bree and her sister, designed by IKEA." Which of the following message execution styles is illustrated in this example?

Accepted Answer

A)  mood or image 
B)  musical 
C)  fantasy 
D)  lifestyle 
E)  personality symbol

Question 6

When P&G developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. What type of campaign was most likely used by P&G for the Mr. Clean Magic Eraser?

Accepted Answer

A)  informative advertising 
B)  persuasive advertising 
C)  reminder advertising 
D)  developmental advertising 
E)  comparative advertising

Question 7

Describing available services and support is most likely a goal of ________ advertising.

Accepted Answer

A)  reminder 
B)  competitive 
C)  covert 
D)  attack 
E)  informative

Question 8

Audience quality, audience engagement, and editorial quality are most likely to be considered when a media planner ________.

Accepted Answer

A)  decides on media timing 
B)  selects an execution style 
C)  selects a media vehicle 
D)  evaluates return on investment 
E)  measures the communication effects of an advertisement

Question 9

Marketing management must make important decisions when developing an advertising program. Which of the following is NOT one of those decisions?

Accepted Answer

A)  evaluating advertising effectiveness 
B)  developing advertising strategy 
C)  setting advertising objectives 
D)  designing products and distribution 
E)  setting the advertising budget

Question 10

Recently, the increased use of online social networks and video sharing has reduced the need for advertising standardization with global brands.

Accepted Answer

A) True 
 B)False

Question 11

An ad for Athleta active wear shows a woman in a complex yoga pose and states: "If your body is your temple, build it one piece at a time." This ad uses the ________ execution style.

Accepted Answer

A)  slice of life 
B)  lifestyle 
C)  fantasy 
D)  scientific evidence 
E)  personality symbol

Question 12

The McDonald's fast-food restaurant chain uses Ronald McDonald, a clown, as its primary character. Which message execution style is used by McDonald's?

Accepted Answer

A)  technical expertise 
B)  lifestyle 
C)  personality symbol 
D)  image 
E)  slice of life

Question 13

Explain why an ad might need to be modified from one country to the next.

Accepted Answer

The answer of Explain why an ad might need to...

Question 14

With the help of ________ systems, consumers can avoid watching ads.

Accepted Answer

A)  USB 
B)  CCTV 
C)  HDMI 
D)  DVR 
E)  XBMC

Question 15

How are companies taking advantage of interactive technologies to tap consumers for message ideas and actual ads? What are the benefits and disadvantages of consumer-generated advertising?

Accepted Answer

The answer of How are companies taking advantage of interactive...

Question 16

When a media planner determines whether an advertisement for diapers should be placed in Parents magazine or Sports Illustrated magazine, the planner is evaluating the media vehicle's ________.

Accepted Answer

A)  profit margin 
B)  flexibility 
C)  rate of depreciation 
D)  audience quality 
E)  cost per exposure

Question 17

Describe the three characteristics that advertising appeals should have?

Accepted Answer

The answer of Describe the three characteristics that advertising appeals...

Question 18

When using public relations, the company pays for space and time in the media.

Accepted Answer

A) True 
 B)False

Question 19

Discuss the advantages of using the services of an advertising agency.

Accepted Answer

The answer of Discuss the advantages of using the services...

Question 20

When Verizon Wireless began offering the iPhone, it used its "Can you hear me now?" slogan to attack AT&T's rumored spotty service. This example best illustrates ________.

Accepted Answer

A)  informative advertising 
B)  reminder advertising 
C)  comparative advertising 
D)  covert advertising 
E)  institutional advertising

Exam 15: Advertising and Public Relations

Steps involved in determining when and how to use product public relations include ________, choosing the PR message and media, implementing the PR plan, and evaluating the results, plus integrating with the full marketing communications effort.

Which of the following statements is true regarding the vital importance of the media-planning function?

Agencies bring an outside point of view to solving a company's problems, along with lots of experience from working with different clients and situations.

Keeping the brand in a customer's mind during off-seasons is most likely a goal of ________ advertising.

An IKEA ad shows consumers creating fanciful room designs with IKEA furniture, such as "a bedroom for a queen made by Bree and her sister, designed by IKEA." Which of the following message execution styles is illustrated in this example?

When P&G developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. What type of campaign was most likely used by P&G for the Mr. Clean Magic Eraser?

Describing available services and support is most likely a goal of ________ advertising.

Audience quality, audience engagement, and editorial quality are most likely to be considered when a media planner ________.

Marketing management must make important decisions when developing an advertising program. Which of the following is NOT one of those decisions?

Recently, the increased use of online social networks and video sharing has reduced the need for advertising standardization with global brands.

An ad for Athleta active wear shows a woman in a complex yoga pose and states: "If your body is your temple, build it one piece at a time." This ad uses the ________ execution style.

The McDonald's fast-food restaurant chain uses Ronald McDonald, a clown, as its primary character. Which message execution style is used by McDonald's?

Explain why an ad might need to be modified from one country to the next.

With the help of ________ systems, consumers can avoid watching ads.

How are companies taking advantage of interactive technologies to tap consumers for message ideas and actual ads? What are the benefits and disadvantages of consumer-generated advertising?

When a media planner determines whether an advertisement for diapers should be placed in Parents magazine or Sports Illustrated magazine, the planner is evaluating the media vehicle's ________.

Describe the three characteristics that advertising appeals should have?

When using public relations, the company pays for space and time in the media.

Discuss the advantages of using the services of an advertising agency.

When Verizon Wireless began offering the iPhone, it used its "Can you hear me now?" slogan to attack AT&T's rumored spotty service. This example best illustrates ________.