Question 1

Why is public relations often overlooked as a tool for supporting product marketing objectives?

Accepted Answer

A) 	Public relations departments are typically small divisions within corporations. 
B) 	The time and costs associated with public relations can be prohibitive. 
C) 	Public relations specialists lack the skills necessary to work with marketing experts. 
D) 	Many public relations professionals see their jobs as simply communicating, not necessarily brand building. 
E) 	The public relations department only wants to handle stockholders, employees, and government officials.

Question 2

What are some of the reasons a company such as Unilever might decide not to invest in Super Bowl advertising?

Accepted Answer

The answer of What are some of the reasons a...

Question 3

You are looking to advertise your new product,and you want good mass-marketing coverage and low cost per exposure.You should choose ________ as your advertising medium.

Accepted Answer

The answer of You are looking to advertise your new...

Question 4

Quaker Oats has been selling oatmeal for many years and is a trusted leader in the oatmeal market.What will be the most likely objective of advertisements for a new flavour of oatmeal being introduced by Quaker Oats?

Accepted Answer

A) 	Build a company image 
B) 	Encourage customers to switch brands 
C) 	Correct false impressions 
D) 	Maintain customer relationships 
E) 	Change customer perceptions

Question 5

A specific communication task to be accomplished with a specific target audience during a specific period of time is called an advertising objective.

Accepted Answer

A) True 
 B)False

Question 6

In small and large companies,advertising is typically handled by an individual or team in the sales department.

Accepted Answer

A) True 
 B)False

Question 7

An ad for a new convection oven shows a busy professional woman serving dinner to her family.The convection oven is seen in the background,and the headline reads,"The latest development in time travel." This is an example of what type of execution style?

Accepted Answer

A) 	Slice of life 
B) 	Lifestyle 
C) 	Fantasy 
D) 	Scientific evidence 
E) 	Mood or image

Question 8

__________ have been developed to help larger companies determine the optimal investment across various media.Such tools are useful when determining the relationship between promotional spending and brand sales.

Accepted Answer

The answer of __________ have been developed to help larger...

Question 9

If Tim wants to adopt the strategy of informative advertising for his bakery,which of the following would be the best objective?

Accepted Answer

A) 	Build brand preference 
B) 	Suggest new uses for a product 
C) 	Encourage customers to switch brands 
D) 	Change customer perceptions of brand value 
E) 	Keep brand in customer minds during off-seasons

Question 10

IAMS Pet Food runs a commercial on the Animal Planet cable channel during an episode of The Dog Whisperer.The advertising agency for IAMS is taking advantage of which of the following?

Accepted Answer

A) 	Prime time 
B) 	Broadcasting 
C) 	Narrowcasting 
D) 	Audience engagement 
E) 	Frequency and reach

Question 11

For the sake of accountability,advertisers must evaluate two types of advertising results: the communication effects and the sales and profit effects.How are these two results measured?

Accepted Answer

The answer of For the sake of accountability,advertisers must evaluate...

Question 12

Tim's Bakery wants to reach out to past customers who have not been in the store for a while.His advertising objective is classified by its primary purpose,which is to inform,persuade,or ________.

Accepted Answer

The answer of Tim's Bakery wants to reach out to...

Question 13

In its advertisements,Timex promotes its affordable and sturdy watches.Fossil emphasizes style and fashion in its advertisements,while Rolex stresses luxury and status.These are all examples of ________ appeals.

Accepted Answer

The answer of In its advertisements,Timex promotes its affordable and...

Question 14

When does a marketer use reminder ads?

Accepted Answer

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

Question 15

Although television advertising is expensive for corporations,the cost per exposure is relatively low.

Accepted Answer

A) True 
 B)False

Question 16

How has clutter in television and other advertising media created an increasingly hostile advertising environment?

Accepted Answer

The answer of How has clutter in television and other...

Question 17

The advertiser must decide on the ________,or desired media impact,of a message in a specific medium

Accepted Answer

The answer of The advertiser must decide on the ________,or...

Question 18

Building good relations with the company's various publics by obtaining favourable publicity,building a good corporate image,and handling or heading off unfavourable rumours,stories,and events is another major mass-promotion tool.

Accepted Answer

A) True 
 B)False

Question 19

Today's advertising agencies are staffed with specialists who can often perform advertising tasks better than a producer or retailer's own employees can.

Accepted Answer

A) True 
 B)False

Question 20

This Hour Has 22 Minutes and Maclean's are both examples of ________,specific media within each general media type.

Accepted Answer

The answer of This Hour Has 22 Minutes and Maclean's...

Exam 15: Advertising and Public Relations

Why is public relations often overlooked as a tool for supporting product marketing objectives?

What are some of the reasons a company such as Unilever might decide not to invest in Super Bowl advertising?

You are looking to advertise your new product,and you want good mass-marketing coverage and low cost per exposure.You should choose ________ as your advertising medium.

Quaker Oats has been selling oatmeal for many years and is a trusted leader in the oatmeal market.What will be the most likely objective of advertisements for a new flavour of oatmeal being introduced by Quaker Oats?

A specific communication task to be accomplished with a specific target audience during a specific period of time is called an advertising objective.

In small and large companies,advertising is typically handled by an individual or team in the sales department.

An ad for a new convection oven shows a busy professional woman serving dinner to her family.The convection oven is seen in the background,and the headline reads,"The latest development in time travel." This is an example of what type of execution style?

__________ have been developed to help larger companies determine the optimal investment across various media.Such tools are useful when determining the relationship between promotional spending and brand sales.

If Tim wants to adopt the strategy of informative advertising for his bakery,which of the following would be the best objective?

IAMS Pet Food runs a commercial on the Animal Planet cable channel during an episode of The Dog Whisperer.The advertising agency for IAMS is taking advantage of which of the following?

For the sake of accountability,advertisers must evaluate two types of advertising results: the communication effects and the sales and profit effects.How are these two results measured?

Tim's Bakery wants to reach out to past customers who have not been in the store for a while.His advertising objective is classified by its primary purpose,which is to inform,persuade,or ________.

In its advertisements,Timex promotes its affordable and sturdy watches.Fossil emphasizes style and fashion in its advertisements,while Rolex stresses luxury and status.These are all examples of ________ appeals.

When does a marketer use reminder ads?

Although television advertising is expensive for corporations,the cost per exposure is relatively low.

How has clutter in television and other advertising media created an increasingly hostile advertising environment?

The advertiser must decide on the ________,or desired media impact,of a message in a specific medium

Building good relations with the company's various publics by obtaining favourable publicity,building a good corporate image,and handling or heading off unfavourable rumours,stories,and events is another major mass-promotion tool.

Today's advertising agencies are staffed with specialists who can often perform advertising tasks better than a producer or retailer's own employees can.

This Hour Has 22 Minutes and Maclean's are both examples of ________,specific media within each general media type.