Deck 15: Advertising and Public Relations

Question 1

ABC Advertising Agency was recently hired to create an advertising campaign for a local water park.Since the park is only open during the spring and summer months,_ plays a major role in the firm's decision about scheduling advertisements.

A)audience quality
B)audience engagement
C)media timing
D)continuity
E)media vehicles

Answer 1

C

Question 2

Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events?

A)sales promotion
B)advertising
C)direct marketing
D)personal selling
E)public relations

Answer 2

E

Question 3

All of the following require high advertising budgets EXCEPT .

A)new products
B)mature brands
C)low- share brands
D)undifferentiated brands
E)products in competitive markets

Answer 3

B

Question 4

Apex detergent is relatively undifferentiated from two other detergent brands,Acme and Brighton detergents.Therefore,Apex is most likely to require which of the following?

A)a higher price
B)a different target market
C)heavy advertising to set it apart from others
D)a new package
E)a slice- of- life style

Question 5

Advertising is used mostly by which of the following?

A)independent professionals
B)governments
C)social agencies
D)not- for- profit organizations
E)business firms

Question 6

Which of the following is an objective of informative advertising?

A)change customer perceptions of brand value
B)encourage customers to switch brands
C)keep brand in customer minds during off- seasons
D)suggest new uses for a product
E)build brand preference

Question 7

Which execution style presents survey evidence that a brand is better than other brands?

A)slice of life
B)technical expertise
C)scientific evidence
D)testimonial evidence
E)endorsement

Question 8

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

A)outdoor
B)radio
C)television
D)newspaper
E)direct mail

Question 9

The advertiser must decide on the _ medium.

A)qualitative value
B)reach
C)frequency
D)exposure costs
E)illustration

Question 10

Refer to the scenario below to answer the following questions.
Most of the clientele at Second Avenue have learned about the store through word- of- mouth communication.This small retailer of quality secondhand children's clothing thrives on the sale of a vast inventory of children's clothing placed there on consignment."Because small children grow so quickly," Second Avenue's owner commented,"they often outgrow many of their clothes before they've hardly been worn!"
Second Avenue provides a way for people to sell their children's clothing,earn a few dollars,and buy the next larger size."We're extremely picky about the condition of the clothing we stock," the owner stated,"but we sell most items at a 60 percent discount."
Which of the following media options would MOST benefit Second Avenue's promotional efforts given the store's limited budget?

A)daily advertisements on a cable television station
B)periodic advertising in a local newspaper
C)a billboard placed on the interstate
D)a link on the city's Chamber of Commerce Web site
E)weekly commercials during the local evening news

Question 11

The big idea or the creative concept may emerge as a(n),a phrase,or a combination of the two.

A)visualization
B)differentiation
C)evaluation
D)strategy
E)appeal

Question 12

Any paid form of nonpersonal presentation and promotion of ideas,goods,or services by an identified sponsor is called .

A)direct marketing
B)advertising
C)personal selling
D)public relations
E)sales promotion

Question 13

What is the term used to describe the idea that will be communicated to consumers through an advertisement?

A)consumer- generated message
B)advertising appeal
C)message strategy
D)message execution
E)creative concept

Question 14

is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time.

A)Reach
B)Format
C)Frequency
D)Premium
E)Qualitative value

Question 15

Companies are doing less and more as a result of an explosion of more focused media that better match today's targeting strategies.

A)marketing;personal selling
B)advertising;public relations
C)public relations;advertising
D)broadcasting;narrowcasting
E)narrowcasting;broadcasting

Question 16

Most international advertisers develop global for the sake of efficiency,but they adapt their advertising to make them responsive to local market needs and expectations.

A)programs;strategies
B)strategies;objectives
C)strategies;programs
D)objectives;programs
E)campaigns;objectives

Question 17

Branded Coca- Cola cups have been prominently featured on episodes of American Idol.This is an example of _ _.

A)advertising
B)product placement
C)sponsorship
D)consumer- generated messages
E)sales promotion

Question 18

Which of the following functions is LEAST likely to be performed by a public relations department?

A)product publicity
B)media vehicle selection
C)development
D)public affairs
E)investor relations

Question 19

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?

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

Question 20

Advertising define the task that advertising must accomplish with a specific target audience during a specific period of time.

A)strategies
B)objectives
C)evaluations
D)campaigns
E)budgets

Question 21

What is the first element that a reader notices in a print ad?

A)copy
B)headline
C)illustration
D)slogan
E)color

Question 22

Some advertisers use edgy humor in their advertisements in order to break through the commercial clutter.This is an example of an advertisement's _ .

A)format
B)message strategy
C)image
D)execution style
E)tone

Question 23

Soaring media costs,focused target marketing strategies,and the growing array of new media have increased the importance of .

A)humor in advertisements
B)media planning
C)indirect marketing
D)competitive parity
E)branded entertainment

Question 24

Audience quality,audience engagement,and editorial quality are all considerations when a media planner _.

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

Question 25

Persuasive advertising becomes advertising when a company directly or indirectly compares its brand with one or more other brands.

A)comparative
B)reminder
C)POP promotion
D)informative
E)institutional

Question 26

Capture Cameras is launching a new advertising campaign to demonstrate the quality of its digital cameras.Which media option would give the audience the most control over exposure to the ads?

A)billboard
B)newspaper
C)the Internet
D)radio
E)TV

Question 27

Scheduling ads unevenly,which is called _ ,builds awareness that is intended to be carried over to the next advertising period.

A)pulsing
B)segmenting
C)continuity
D)sequencing
E)shuffling

Question 28

Of the following,which is most difficult for advertisers to measure?

A)click- through rates
B)frequency
C)media impact
D)media engagement
E)reach

Question 29

Which message execution style depicts average people using a product in an everyday setting?

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

Question 30

For many years,dominated the media mix used by national advertisers.

A)direct mail and billboards
B)television and magazines
C)newspapers and direct mail
D)radio and television
E)radio and digital media

Question 31

Which of the following statements about magazines as an advertising medium is true?

A)Magazines have not benefited from advances in communication technologies.
B)Magazines typically use a mass marketing strategy.
C)Magazines provide better local coverage than newspapers do.
D)Magazines have poor reproduction quality of images.
E)Magazines have long lead times and deadlines that can reduce flexibility.

Question 32

means scheduling ads evenly within a given period._ means scheduling ads unevenly over a given time period.

A)Continuity;Hard hitting
B)Pulsing;Continuity
C)Continuity;Pulsing
D)Sequencing;Routing
E)Pulsing;Hard hitting

Question 33

When Procter & Gamble (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?

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

Question 34

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.

A)development
B)lobbying
C)public affairs
D)product publicity
E)press relations

Question 35

Which of the following is the most likely result of reducing brand- building advertising for a product?

A)improved brand image
B)reduced short- term sales
C)increased long- term market share
D)increased short- term sales
E)reduced long- term market share

Question 36

Franklin & Marshall College wishes to contact high school seniors at independent schools in Pennsylvania.Which of the following media would be most effective and efficient?

A)a Facebook page for the college
B)billboards throughout the state
C)local newspapers ads throughout the state
D)radio ads throughout the state
E)a direct mail piece sent to selected students

Question 37

The advertising agency hired by Mrs.Brown's Cookie Company has developed a series of commercials about the new cookie flavors created by the company.The head of the marketing department thinks that pulsing would be the most appropriate way to schedule the commercials.What is the potential benefit of pulsing the cookie ads?

A)Audience quality can be evaluated.
B)The costs of advertising would be low.
C)The ads would achieve maximum awareness.
D)Ad schedules can be adapted based on sales.
E)Ads can be modified for different demographics.

Question 38

Advertisements built around dream themes use which type of execution style?

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

Question 39

In an attempt to set the company apart from its competitors,United Parcel Service has its employees wear brown uniforms and drive brown trucks.What type of public relations tool is UPS using?

A)product publicity
B)corporate logos
C)buzz marketing
D)corporate identity materials
E)public service materials

Question 40

The number of times an average person in the target market is exposed to an ad is known as the .

A)exposure
B)impact
C)frequency
D)reach
E)engagement

Question 41

When the advertising objective is to build primary demand for a new product category,advertising will most likely be used.

A)informative
B)persuasive
C)patronage
D)institutional
E)comparative

Question 42

How can consumer- generated ads benefit companies and their products?

A)Consumers become engaged in the product and consider its value in their lives.
B)Viewers enjoy participating in product contests and being in commercials.
C)Consumers trust the opinions of people similar to themselves.
D)Consumer criticism of a competitor's product is believable and valuable.
E)Viewers find user- generated advertisements more humorous than professional ads.

Question 43

You receive a report that 68% of your target market has been exposed to your ad campaign during a given period of time.The information in the report relates to .

A)reach
B)engagement
C)frequency
D)impact
E)qualitative value

Question 44

All of the following are major steps in advertising media selection EXCEPT .

A)deciding on reach,frequency,and impact
B)selecting specific media vehicles
C)choosing among major media types
D)deciding on format elements
E)choosing media timing

Question 45

Developing an effective message strategy begins with identifying that can be used as advertising appeals.

A)competitors' weaknesses
B)consumer emotions
C)consumer trends
D)competitors' strengths
E)customer benefits

Question 46

Advertising media costs

A)are impossible to compare
B)are usually comparable
C)differ vastly
D)remain about the same
E)are rarely negotiated

Question 47

An ad for Mongoose mountain bikes shows a serious biker traversing remote and rugged but beautiful terrain and states,"There are places that are so awesome and so killer that you'd like to tell the whole world about them.But please,don't." This ad uses the execution style.

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

Question 48

An advertising objective is classified by its primary purpose,which is to inform,persuade,or .

A)remind
B)explain
C)encourage
D)compete
E)convince

Question 49

Which of the following is an example of user- generated content?

A)Neiman Marcus's InCircle Rewards program for its best customers
B)Toyota's presence in online communities
C)Nike's Nike Plus running Web site
D)MasterCard's use of "Priceless" commercials shot by customers
E)The Lexus Covenant aimed at creating customer delight

Question 50

Unilever decided not to purchase advertising during the Super Bowl a second time because the maker of Dove .

A)received negative publicity for running a beauty ad during a sporting event
B)discovered that most of the audience did not watch the sentimental commercial
C)earned a better response for less money through an outdoor campaign and a viral campaign
D)received little buzz after running its commercial during the game
E)spent too much money on one commercial that received low consumer ratings

Question 51

advertising becomes more important as competition increases.The company's objective is to build selective demand.

A)POP promotion
B)Patronage
C)Informative
D)Reminder- oriented
E)Persuasive

Question 52

When Maxwell House shows one of its buyers carefully selecting coffee beans,which type of execution style is being used?

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

Question 53

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

A)comparative advertising
B)persuasive advertising
C)buzz marketing
D)reminder advertising
E)informative advertising

Question 54

One way to measure the _ effects of advertising is to _ past sales and past advertising expenditures.

A)communication;identify
B)sales;compare
C)sales;combine
D)promotion;analyze
E)communication;average

Question 55

tend to be straightforward outlines of benefits and positioning points that the advertiser wants to stress.

A)Branded entertainment plans
B)Big idea statements
C)Creative concept strategies
D)Promotion mix plans
E)Message strategy statements

Question 56

The Internet,video on demand (VOD),and DVD rentals present which of the following problems for marketers?

A)Audiences are less interested in media consumption.
B)Consumers cannot focus on specific messages due to advertising clutter.
C)Consumers are watching less television.
D)Consumers have more choices about what to watch or not watch.
E)Television advertising is becoming more expensive.

Question 57

A product in the maturity stage will often require advertising.

A)persuasive
B)reminder
C)informative
D)comparative
E)cooperative

Question 58

30 Rock and Newsweek are both examples of ,specific media within each general media type.

A)media multitaskers
B)micromedia
C)major media
D)alternative media
E)media vehicles

Question 59

Which of the following are the three characteristics an advertising appeal should have?

A)humorous,memorable,and interesting
B)meaningful,believable,and distinctive
C)unique,emotional,and entertaining
D)trendy,compelling,and appealing
E)engaging,informative,and stylish

Question 60

A company's total marketing communications package consists of a special blend of advertising,sales promotion,public relations,personal selling,and direct- marketing tools that the company uses to communicate customer value and build customer relationships.This is also called .

A)target marketing
B)integrated marketing
C)the promotion mix
D)the communications method
E)competitive marketing

Question 61

Illustrations,the headline,and the copy are three elements of an advertisement.

A)execution style
B)format
C)reach
D)tone
E)mood

Question 62

Some large corporations have developed to help determine the optimal investment across various media;such tools are useful when determining the relationship between promotional spending and brand sales.

A)advertising strategies
B)advertising budgets
C)impact studies
D)sales techniques
E)statistical models

Question 63

Which of the following represents the merge between advertising and entertainment?

A)webisodes
B)Madison & Vine
C)buzz marketing
D)podcasting
E)Wall St.& Fifth Ave

Question 64

Trade associations have used to rebuild interest in declining commodities such as eggs,pork,and milk.

A)lobbying
B)public relations
C)investor relations
D)development
E)niche marketing

Question 65

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 flavor of oatmeal being introduced by Quaker Oats?

A)encourage customers to switch brands
B)correct false impressions
C)change customer perceptions
D)maintain customer relationships
E)build a company image

Question 66

Logos,uniforms,brochures,and company trucks are all examples of that can be used to help a company create a visual image for the public.

A)direct marketing
B)social marketing
C)corporate identity materials
D)public service activities
E)buzz marketing materials

Question 67

The goal of is to make an advertisement so useful or entertaining that people want to watch it.

A)pulse scheduling
B)branded entertainment
C)advertainment
D)audience engagement
E)continuity scheduling

Question 68

Refer to the scenario below to answer the following questions.
Most of the clientele at Second Avenue have learned about the store through word- of- mouth communication.This small retailer of quality secondhand children's clothing thrives on the sale of a vast inventory of children's clothing placed there on consignment."Because small children grow so quickly," Second Avenue's owner commented,"they often outgrow many of their clothes before they've hardly been worn!"
Second Avenue provides a way for people to sell their children's clothing,earn a few dollars,and buy the next larger size."We're extremely picky about the condition of the clothing we stock," the owner stated,"but we sell most items at a 60 percent discount."
The owner of Second Avenue wants to establish a community clothing drive to collect clothes for a local children's shelter.The owner will set up collection barrels outside Second Avenue.Which of the following public relations tools is the owner using?

A)product publicity
B)public affairs
C)development
D)press relations
E)lobbying

Question 69

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?

A)slice of life
B)testimonial evidence
C)fantasy
D)scientific evidence
E)mood or image

Question 70

When Taco Bell uses a Chihuahua,a small dog,to represent its product,which type of execution style is being used?

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

Question 71

Reach,frequency,and impact are all made when developing an advertising program.

A)advertising evaluations
B)message decisions
C)media decisions
D)sales objectives
E)budget decisions

Question 72

To be successful,an advertisement must .

A)reach consumers frequently
B)promise the lowest market price
C)offer the highest quality service
D)gain the attention of consumers
E)guarantee the highest quality product

Question 73

After determining its advertising objectives,the company's next step in developing an advertising program is to _ .

A)determine the media vehicle
B)plan its advertising campaign
C)use cash rebate offers
D)set its advertising budget
E)develop its message strategy

Question 74

After creating a message strategy statement,the advertiser must develop a compelling that will bring the message strategy to life in a distinctive and memorable way.

A)customer benefit
B)media vehicle
C)execution style
D)creative concept
E)customer strategy

Question 75

Lobbying,or building and maintaining relations with legislators and government officials to influence legislation and regulation,is part of .

A)press agencies
B)press relations
C)sales promotion
D)direct marketing
E)public relations

Question 76

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?

A)prime time
B)narrowcasting
C)media multitasking
D)broadcasting
E)frequency and reach

Question 77

The National Pork Board developed the very successful "Pork.The Other White Meat" campaign.The campaign provided nutritional information and pork recipes in an attempt to encourage consumers to view pork as a tasty alternative to poultry and fish.Which of the following functions was the goal of this public relations campaign?

A)gain financial support for pork producers
B)maintain relationships with pork producers
C)influence government regulations on pork
D)build up a positive image for pork
E)create newsworthy information about pork

Question 78

All of the following are benefits of standardized global advertising EXCEPT .

A)more consistent worldwide image
B)higher appeal to varying demographics
C)greater global advertising coordination
D)lower advertising costs
E)greater consistency among international product Web sites

Question 79

When a pharmaceutical ad includes a world- renowned heart surgeon describing the benefits of the medication,which type of execution style is being used?

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

Question 80

To measure the of an ad after it has been aired,the advertiser can evaluate how the ad affected consumer recall,product awareness,and preference.

A)comparative effects
B)communication effects
C)sales effects
D)profit effects
E)reminder effects