Question 1

For many years,________ have dominated the media mix used by national advertisers.However,the media mix seems to be shifting.

Accepted Answer

The answer of For many years,________ have dominated the media...

Question 2

The Internet,direct mail,magazines,and radio all offer advertisers which of the following advantages?

Accepted Answer

A) 	Audience selectivity 
B) 	Low costs 
C) 	Timeliness 
D) 	Flexibility 
E) 	Credibility

Question 3

When does a marketer use informative ads?

Accepted Answer

The answer of When does a marketer use informative ads?...

Question 4

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

Accepted Answer

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

Question 5

One of major public relations tools is news.

Accepted Answer

A) True 
 B)False

Question 6

U-Frame-It is a small company that has hired a local ad agency to put together an advertising campaign.Which of the following questions should be answered first?

Accepted Answer

A) 	What percentage of the budget should be for U-Frame-It radio ads? 
B) 	Which type of media vehicle is most appropriate for U-Frame-It ads? 
C) 	What are the communication and sales objectives of U-Frame-It? 
D) 	How does U-Frame-It's competition advertise? 
E) 	What is the demographic of U-Frame-It's customer base?

Question 7

Which of the following is an element of developing an advertising strategy?

Accepted Answer

A) 	Selecting advertising media 
B) 	Using sophisticated statistical models 
C) 	Setting advertising objectives 
D) 	Evaluating advertising campaigns 
E) 	Setting the advertising budget

Question 8

The creative team must find the best way to execute an advertising message.Name and describe three of these styles of execution.

Accepted Answer

The answer of The creative team must find the best...

Question 9

As a relative newcomer to the marketplace in Winnipeg,Dan's Fine Furniture opts to use ________ advertising to showcase its brand with one or more other local brands.

Accepted Answer

The answer of As a relative newcomer to the marketplace...

Question 10

Kathy Champe,a public relations specialist for a regional chain of pharmacies,regularly contacts members of the local and state-wide media with information about community events and charity fundraisers sponsored by her company.This is an example of the ________ function of public relations.

Accepted Answer

The answer of Kathy Champe,a public relations specialist for a...

Question 11

When a media planner determines whether an advertisement for dishwashing soap should be placed in Sports Illustrated or Good Housekeeping,the planner is evaluating the media vehicle's ________.

Accepted Answer

The answer of When a media planner determines whether an...

Question 12

Bob's Bait and Tackle wants to increase the percentage of people in the target market who are exposed to its ad campaign during a given period of time.Bob wants to increase his _________.

Accepted Answer

The answer of Bob's Bait and Tackle wants to increase...

Question 13

A company's website can be an important public relations vehicle.

Accepted Answer

A) True 
 B)False

Question 14

How does a personality symbol impact a brand?

Accepted Answer

The answer of How does a personality symbol impact a...

Question 15

________ use several tools,including the news,speeches,corporate identity materials,and special events.

Accepted Answer

The answer of ________ use several tools,including the news,speeches,corporate identity...

Question 16

In an attempt to change the perception that milk was unhealthy,the National Fluid Milk Processors Education Program established an advertising campaign featuring celebrities with milk moustaches and the tag line "Got Milk?"

Accepted Answer

A) True 
 B)False

Question 17

Which of the two elements to developing advertising strategy is more important: creating the message or selecting the media?

Accepted Answer

The answer of Which of the two elements to developing...

Question 18

Advertising is used mostly by not-for-profit organizations,professionals,and social agencies to promote their various causes to target publics.

Accepted Answer

A) True 
 B)False

Question 19

Suave ran ads featuring a woman with beautiful hair questioning "Suave or Matrix? Can You Tell?" This is an example of ________.

Accepted Answer

The answer of Suave ran ads featuring a woman with...

Question 20

Which of the following are important steps during the process of developing an advertising program?

Accepted Answer

A) 	Setting strategic objectives 
B) 	Setting the research and development budget 
C) 	Developing agency strategy 
D) 	Selecting a target market 
E) 	Evaluating advertising campaigns

Exam 15: Advertising and Public Relations

For many years,________ have dominated the media mix used by national advertisers.However,the media mix seems to be shifting.

The Internet,direct mail,magazines,and radio all offer advertisers which of the following advantages?

When does a marketer use informative ads?

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

One of major public relations tools is news.

U-Frame-It is a small company that has hired a local ad agency to put together an advertising campaign.Which of the following questions should be answered first?

Which of the following is an element of developing an advertising strategy?

The creative team must find the best way to execute an advertising message.Name and describe three of these styles of execution.

As a relative newcomer to the marketplace in Winnipeg,Dan's Fine Furniture opts to use ________ advertising to showcase its brand with one or more other local brands.

Kathy Champe,a public relations specialist for a regional chain of pharmacies,regularly contacts members of the local and state-wide media with information about community events and charity fundraisers sponsored by her company.This is an example of the ________ function of public relations.

When a media planner determines whether an advertisement for dishwashing soap should be placed in Sports Illustrated or Good Housekeeping,the planner is evaluating the media vehicle's ________.

Bob's Bait and Tackle wants to increase the percentage of people in the target market who are exposed to its ad campaign during a given period of time.Bob wants to increase his _________.

A company's website can be an important public relations vehicle.

How does a personality symbol impact a brand?

________ use several tools,including the news,speeches,corporate identity materials,and special events.

In an attempt to change the perception that milk was unhealthy,the National Fluid Milk Processors Education Program established an advertising campaign featuring celebrities with milk moustaches and the tag line "Got Milk?"

Which of the two elements to developing advertising strategy is more important: creating the message or selecting the media?

Advertising is used mostly by not-for-profit organizations,professionals,and social agencies to promote their various causes to target publics.

Suave ran ads featuring a woman with beautiful hair questioning "Suave or Matrix? Can You Tell?" This is an example of ________.

Which of the following are important steps during the process of developing an advertising program?