Question 1

The advertising platform is the foundation on which campaign messages are built.

Accepted Answer

A) True 
 B)False

Question 2

Sony Corporation has a particular approach for determining its advertising appropriation.A problem with this technique,however,is that the people in the marketing department have difficulty estimating the level of effort needed to achieve certain goals.This problem is characteristic of the ____ approach.

Accepted Answer

A)   reliable-appropriation
B)   match-competition
C)   arbitrary
D)   objective-and-task
E)   percent-of-salesF) C) and D)
G) A) and E)

Question 3

Advertising appropriations are largest for which type of product?

Accepted Answer

A)   Business products
B)   Convenience goods
C)   High-priced products
D)   Specialty goods
E)   Infrequently purchased goodsF) B) and E)
G) C) and E)

Question 4

Brian and Tiffany are discussing the media plan for the opening of their new bar/laundromat called Soap and Suds.He tells her that while he agrees that ____ has tremendous impact,he does not feel that the upfront costs for such a campaign are in the modest budget that presently exists.

Accepted Answer

A)   radio
B)   outdoor
C)   television
D)   direct mail
E)   newspaperF) All of the above
G) C) and E) C

Question 5

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,reminderF) A) and B)
G) C) and D) C

Question 6

Julie Reese is working on developing a magazine advertisement for Curves For Women,the ladies' fitness chain.She knows what she wants the advertisement to say and the illustrations she wants to use,but she is having a tough time putting it all together.Julie is having trouble determining the

Accepted Answer

A)   storyboard.
B)   artwork.
C)   copy.
D)   presentation.
E)   layout.F) None of the above
G) B) and D)

Question 7

An ad for a multivitamin that claims,"We still bring you everything you need to get through your day in one vitamin," would most likely be considered ____ advertising.

Accepted Answer

A)   reinforcement
B)   competitive
C)   comparative
D)   reminder
E)   institutionalF) C) and E)
G) B) and E)

Question 8

One way for a company to measure the effectiveness of its publicity-based public relations efforts is to

Accepted Answer

A)   tabulate the equivalent in advertising dollars if the time and space were purchased.
B)   ask for return of reply cards.
C)   calculate market share increase.
D)   count the number of exposures in the media.
E)   conduct an environmental audit of media alternatives.F) A) and D)
G) A) and E)

Question 9

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.F) B) and D)
G) A) and C)

Question 10

An advantage of the arbitrary approach for determining the advertising appropriation is that it is

Accepted Answer

A)   objective.
B)   unique.
C)   profitable.
D)   effective.
E)   expedient.F) C) and E)
G) C) and D)

Question 11

What steps should an organization take to be able to deal effectively with negative public relations?

Accepted Answer

The answer of What steps should an organization take to...

Question 12

Institutional advertising and promotional advertising are the two basic categories of advertising.

Accepted Answer

A) True 
 B)False  False

Question 13

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 copyF) B) and C)
G) A) and B)

Question 14

____ provide businesses with copywriters,artists,production coordinators,media experts,researchers,and other highly skilled specialists.

Accepted Answer

A)   Public relation firms
B)   Media companies
C)   Advertising agencies
D)   Production companies
E)   Promotion expertsF) B) and E)
G) C) and E)

Question 15

What design element is used to attract attention,communicate an idea quickly,or communicate ideas that are difficult to put into words?

Accepted Answer

A)   Illustrations
B)   Headlines
C)   Copy
D)   Layout
E)   SignatureF) B) and E)
G) All of the above

Question 16

____ is a broad set of communication activities used to create and maintain favorable relations between the organization and its stakeholders.

Accepted Answer

A)   Advertising
B)   Selling
C)   A press strategy
D)   Public relations
E)   PublicityF) All of the above
G) B) and E)

Question 17

When using the percentage-of-sales approach for determining the advertising appropriation,marketers

Accepted Answer

A)   base their funding on a percentage of the competitors' sales.
B)   multiply the firm's past sales by a set percentage they want to spend.
C)   set sales objectives for the upcoming period and base appropriations on these goals.
D)   multiply the firm's past sales plus a factor for expected changes in sales times a standard percentage.
E)   use an industry standard to determine what percentage of their profits they want to allocate to advertising.F) B) and E)
G) A) and D)

Question 18

Reinforcement advertising is primarily targeted at

Accepted Answer

A)   new potential target markets.
B)   users of competitors' brands and products.
C)   anyone who uses that type of product.
D)   all the stakeholders of an organization.
E)   the current users of a particular product.F) A) and D)
G) A) and C)

Question 19

Ad agencies and firms usually work together when creating an ad campaign because the agencies would act too subjectively on their own.

Accepted Answer

A) True 
 B)False

Question 20

If a consumer is shown a particular advertisement and asked if she has seen it before,a(n) ____ is being performed.

Accepted Answer

A)   pretest
B)   consumer jury test
C)   recognition test
D)   unaided recall test
E)   aided recall testF) B) and C)
G) A) and E)

Exam 17: Advertising and Publicrelations

The advertising platform is the foundation on which campaign messages are built.

Correct Answer
verified

Correct Answer
verified

Advertising appropriations are largest for which type of product?

Correct Answer
verified

Brian and Tiffany are discussing the media plan for the opening of their new bar/laundromat called Soap and Suds.He tells her that while he agrees that ____ has tremendous impact,he does not feel that the upfront costs for such a campaign are in the modest budget that presently exists.

Correct Answer
verified
C

Which of the following lists forms of competitive advertising?

Correct Answer
verified
C

Julie Reese is working on developing a magazine advertisement for Curves For Women,the ladies' fitness chain.She knows what she wants the advertisement to say and the illustrations she wants to use,but she is having a tough time putting it all together.Julie is having trouble determining the

Correct Answer
verified

An ad for a multivitamin that claims,"We still bring you everything you need to get through your day in one vitamin," would most likely be considered ____ advertising.

Correct Answer
verified

One way for a company to measure the effectiveness of its publicity-based public relations efforts is to

Correct Answer
verified

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

Correct Answer
verified

An advantage of the arbitrary approach for determining the advertising appropriation is that it is

Correct Answer
verified

What steps should an organization take to be able to deal effectively with negative public relations?

Correct Answer
verified

Institutional advertising and promotional advertising are the two basic categories of advertising.

Correct Answer
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False

Correct Answer
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____ provide businesses with copywriters,artists,production coordinators,media experts,researchers,and other highly skilled specialists.

Correct Answer
verified

What design element is used to attract attention,communicate an idea quickly,or communicate ideas that are difficult to put into words?

Correct Answer
verified

____ is a broad set of communication activities used to create and maintain favorable relations between the organization and its stakeholders.

Correct Answer
verified

When using the percentage-of-sales approach for determining the advertising appropriation,marketers

Correct Answer
verified

Reinforcement advertising is primarily targeted at

Correct Answer
verified

Ad agencies and firms usually work together when creating an ad campaign because the agencies would act too subjectively on their own.

Correct Answer
verified

If a consumer is shown a particular advertisement and asked if she has seen it before,a(n) ____ is being performed.

Correct Answer
verified

Exam 17: Advertising and Publicrelations

The advertising platform is the foundation on which campaign messages are built.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Advertising appropriations are largest for which type of product?

Correct AnswerverifiedShow Answer

Brian and Tiffany are discussing the media plan for the opening of their new bar/laundromat called Soap and Suds.He tells her that while he agrees that ____ has tremendous impact,he does not feel that the upfront costs for such a campaign are in the modest budget that presently exists.

Correct AnswerverifiedC

Which of the following lists forms of competitive advertising?

Correct AnswerverifiedC

Julie Reese is working on developing a magazine advertisement for Curves For Women,the ladies' fitness chain.She knows what she wants the advertisement to say and the illustrations she wants to use,but she is having a tough time putting it all together.Julie is having trouble determining the

Correct AnswerverifiedShow Answer

An ad for a multivitamin that claims,"We still bring you everything you need to get through your day in one vitamin," would most likely be considered ____ advertising.

Correct AnswerverifiedShow Answer

One way for a company to measure the effectiveness of its publicity-based public relations efforts is to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

An advantage of the arbitrary approach for determining the advertising appropriation is that it is

Correct AnswerverifiedShow Answer

What steps should an organization take to be able to deal effectively with negative public relations?

Correct AnswerverifiedShow Answer

Institutional advertising and promotional advertising are the two basic categories of advertising.

Correct AnswerverifiedFalse

Correct AnswerverifiedShow Answer

____ provide businesses with copywriters,artists,production coordinators,media experts,researchers,and other highly skilled specialists.

Correct AnswerverifiedShow Answer

What design element is used to attract attention,communicate an idea quickly,or communicate ideas that are difficult to put into words?

Correct AnswerverifiedShow Answer

____ is a broad set of communication activities used to create and maintain favorable relations between the organization and its stakeholders.

Correct AnswerverifiedShow Answer

When using the percentage-of-sales approach for determining the advertising appropriation,marketers

Correct AnswerverifiedShow Answer

Reinforcement advertising is primarily targeted at

Correct AnswerverifiedShow Answer

Ad agencies and firms usually work together when creating an ad campaign because the agencies would act too subjectively on their own.

Correct AnswerverifiedShow Answer

If a consumer is shown a particular advertisement and asked if she has seen it before,a(n) ____ is being performed.

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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C

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C

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False

Correct Answer
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Correct Answer
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