Deck 17: Advertising and Public Relations

Question 1

Describe the various methods used to evaluate the advertising effectiveness after a campaign.

Answer 1

Evaluation of advertising effectiveness after the campaign is called a posttest. Advertising objectives often determine what kind of posttest is appropriate. If the objectives' focus is on communication-to increase awareness of product features or brands or to create more favorable customer attitudes-the posttest should measure changes in these dimensions. Advertisers sometimes use consumer surveys or experiments to evaluate a campaign based on communication objectives. These methods are costly, however. In posttests, generalizations can be made about why advertising is failing or why media vehicles are not delivering the desired results.
Posttest methods based on memory include recognition and recall tests. Such tests are usually performed by research organizations through surveys. In a recognition test, respondents are shown the actual advertisement and asked whether they recognize it. If they do, the interviewer asks additional questions to determine how much of the advertisement each respondent read. When recall is evaluated, respondents are not shown the actual advertisement but instead are asked about what they have seen or heard recently.
Recall can be measured through either unaided or aided recall methods. In an unaided recall test, respondents identify advertisements they have seen recently but are not shown any clues to help them remember. A similar procedure is used with an aided recall test, but respondents are shown a list of products, brands, company names, or trademarks to jog their memories.

Question 2

Tropicana orange juice has a television commercial where a young boy is drinking orange juice at dinner. He remarks that he likes the great taste of Tropicana anytime. The element of the commercial that focuses on drinking orange juice at dinner would be best classified as ________, while the focus on the great taste of Tropicana would be best classified as

A) comparative advertising; native advertising
B) pioneer advertising; competitive advertising
C) institutional advertising; stimulating primary demand
D) product advertising; institutional
E) comparative advertising; competitive advertising

Answer 2

B

Question 3

Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called ____ advertising.

A) institutional
B) product
C) organizational
D) pioneer
E) advocacy

Answer 3

A

Question 4

The two major types of product advertising are

A) institutional and advocacy.
B) pioneer and competitive.
C) competitive and comparative.
D) advocacy and competitive.
E) informative and comparative.

Question 5

What are the important issues to consider when developing advertising objectives?

Question 6

When a company promotes its position on a public issue, this is specifically referred to as ____ advertising.

A) institutional
B) product
C) advocacy
D) issue
E) competitive

Question 7

Discuss how event sponsorship can be used as a public relations tool.

Question 8

Compare the competition-matching approach with the arbitrary approach in determining an advertising appropriation. Which method might more easily lead to overspending or underspending on the appropriation?

Question 9

The University of Iowa runs a series of ads throughout the Midwest on how friendly and helpful its faculty, staff, and students are as well as how outstanding its academic programs are. This type of promotion would best be characterized as

A) public relations.
B) product advertising.
C) advocacy advertising.
D) institutional advertising.
E) comparative advertising.

Question 10

What approaches can be used to evaluate the effectiveness of public relations programs?

Question 11

What are the major differences between sales-based and communications-based advertising objectives?

Question 12

What is an advertising platform? What is the best way to develop a platform?

Question 13

What is public relations and for what purposes is it used?

Question 14

Describe the major types of advertising, and discuss how they differ.

Question 15

What are the major components of a media plan? What factors must be considered as the media plan is implemented?

Question 16

What are the advantages of using an advertising agency to develop an advertising campaign?

Question 17

Identify and describe four publicity-based public relations tools.

Question 18

What are the components of a print ad? What are the functions of each component?

Question 19

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

Question 20

When Anheuser-Busch ran an advertising campaign featuring the slogan, "Know when to say when," it was using

A) competitive advertising.
B) public relations.
C) product advertising.
D) public service awareness.
E) advocacy advertising.

Question 21

The target audience for an advertising campaign is the

A) information base on which to develop the campaign.
B) geographic distribution of persons.
C) people toward whom the advertisements are directed.
D) overall goal of the advertising campaign.
E) sales objective to be achieved by the campaign.

Question 22

Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody did?" exemplifies the use of ____ advertising.

A) reinforcement
B) offensive
C) comparative
D) institutional
E) defensive

Question 23

After the advertising budget is determined, the next step in creating an advertising campaign is

A) creating the advertising message.
B) creating the advertising platform.
C) evaluating the advertising objectives.
D) executing the campaign.
E) developing the media plan.

Question 24

After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed by

A) creating the advertising platform.
B) determining the financial resources available.
C) defining the advertising objectives.
D) developing a media plan.
E) creating an advertising message.

Question 25

The "Got milk?" print campaign is advertising that stimulates demand for a ____, known as ____ advertising.

A) product category; pioneer
B) product brand; competitive
C) product category; institutional
D) brand category; pioneer
E) product; comparative

Question 26

Why should a benchmark statement be included in advertising objectives?

A) Shareholders want to see where a company is in relation to competition.
B) It is useful in determining whether retailers have increased their sales over the year.
C) It gives an indication of how the advertising message is best presented.
D) Without a reference point, it is difficult to determine to what degree objectives have been accomplished.
E) Objectives become more easily attainable when such a statement is included.

Question 27

Soft drink companies advertise that their products beat the competition in national "taste tests," and they refer to the rival brands by name. This type of advertising is best described as

A) pioneer.
B) competitive.
C) comparative.
D) defensive.
E) selective.

Question 28

Suppose State Farm Insurance stated, "We want our advertising to increase our customer base for home and automobile insurance 10 percent by the end of the fiscal year." This would be considered a(n)

A) target audience goal.
B) advertising platform.
C) percent-of-sales approach.
D) advertising objective.
E) media plan goal.

Question 29

Reinforcement advertising is primarily targeted at

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.

Question 30

When Volvo's advertising campaign mentions the Volvo CX60 has the highest safety rating of any European sedan, it is using _______ advertising.

A) reminder
B) reinforcement
C) competitive
D) defensive
E) institutional

Question 31

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.

A) reinforcement
B) competitive
C) comparative
D) reminder
E) institutional

Question 32

Tercile Products Company advertises a specific product heavily, and Carbone Products Company wants to offset the effects of that advertising. In this case, Carbone would most likely employ ____ advertising.

A) competitive
B) pioneer
C) institutional
D) primary
E) native

Question 33

The first stage in the development of any advertising campaign is

A) creating the message.
B) setting the budget.
C) identifying the advertising target audience.
D) defining the advertising objectives.
E) creating the advertising platform.

Question 34

The owner of a professional baseball team asks the account representative of an advertising agency to develop an advertising campaign to bring more teenagers to the ballpark. At this point, the account representative logically begins to discuss establishing ____ for the campaign.

A) the target audience
B) a budget
C) a media plan
D) objectives
E) advertising directives

Question 35

The last stage in the development of any advertising campaign is

A) creating the advertising platform.
B) developing the media plan.
C) creating the advertising message.
D) evaluating the effectiveness of advertising.
E) defining the advertising objectives.

Question 36

The advertising campaign for Crest toothpaste lets consumers know about its newest flavor, and also mentions its history as an established brand. The ad also mentions Crest's advantages and benefits. Crest's advertising would be classified as

A) repetitive.
B) reminder.
C) pioneer.
D) competitive.
E) reinforcement.

Question 37

When developing an advertising campaign, benchmarks need to be included in the

A) campaign platform.
B) evaluation of the advertising effectiveness.
C) statement of advertising objectives.
D) media plan.
E) budget.

Question 38

The step in developing an advertising campaign that directly precedes campaign execution is

A) defining advertising objectives.
B) creating the advertising platform.
C) evaluating advertising effectiveness.
D) developing a media plan.
E) creating the advertising message.

Question 39

Which of the following lists forms of competitive advertising?

A) Pioneer, comparative, reminder
B) Reminder, repetitive, reinforcement
C) Comparative, reminder, reinforcement
D) Institutional, product, comparative
E) Product, pioneer, reminder

Question 40

Brands that are promoted through comparative advertising are most likely to be

A) market leaders.
B) brands that are attempting to compete with market leaders.
C) primarily services rather than tangible goods.
D) attempting to compete on a nonprice basis.
E) competing in a less competitive market.

Question 41

The main problem with using the objective-and-task approach to setting an advertising budget is that

A) it takes the view that sales create advertising rather than advertising creates sales.
B) it often results in overspending or underspending of the firm's resources.
C) it does not achieve full potential in terms of stimulating demand.
D) the marketer may experience difficulty when trying to estimate accurately the level of effort needed to achieve goals.
E) it is difficult to determine the objectives of the campaign.

Question 42

The basic issues or selling points that an advertiser wants to include in an advertising campaign is (are) the

A) advertising objectives.
B) target audience objectives.
C) media plan.
D) advertising message.
E) advertising platform.

Question 43

Alan is the CEO of Greensprings Landscaping. At the recent budget planning meeting, Alan stated that last year's sales were down from the previous period. He then went on to say that Greensprings would have a budget of $100,000 for advertising in the coming year. In this instance, Alan was using the

A) arbitrary approach.
B) executive decision process.
C) objective-and-task approach.
D) percentage-of-sales approach.
E) competition-matching approach.

Question 44

To determine how much money to spend on advertising, marketers for a new brand of caffeinated energy drink decided that they wanted the advertising to create awareness of the new flavor in 80% of the energy drink market within one month of introduction. The marketers then determined how much it would cost to reach this goal. This is an example of which one of the following approaches to determining advertising budgets?

A) Objective-and-task
B) Percent of sales
C) Competition matching
D) Arbitrary allocation
E) Past-year comparison

Question 45

Danielle Robinson, account representative for EXpert Advertising, tells D'Orazio Tile Products that she is proposing to use 5 full-page, four-color ads in home-decorating magazines to achieve an increase in consumer and builder inquiries of 15%. This approach is an example of which of the following methods of determining advertising expenditure levels?

A) Competitive parity
B) Percent of sales
C) Arbitrary
D) Affordability
E) Objective-and-task

Question 46

The percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period of time is the definition of

A) frequency.
B) exposure.
C) reach.
D) targeting.
E) push.

Question 47

An advertising platform should consist of issues that are important to consumers. Selling features should be important to consumers and should be features that

A) competitive products lack.
B) can be seen easily in a photograph.
C) are familiar concepts to those in the target market.
D) competitive products have as well.
E) are reasonably inexpensive to develop.

Question 48

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

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

Question 49

Frederick Griffith of Griffith's department stores tells his marketing director that he is tired of the constant price-centered advertising by the firm's agency. "We have the best customer service in town, and I feel that is what we should be hanging our hats on," he states. This statement is most appropriate for use in which of the following stages of campaign development?

A) Determining the appropriations
B) Creating the platform
C) Identifying the target
D) Defining objectives
E) Developing the media plan

Question 50

If an advertising campaign is aimed at increasing brand awareness and consumers' knowledge of a product's features, the advertising objective should be stated in terms of

A) market share.
B) dollar sales.
C) unit sales.
D) communication.
E) long-run goals.

Question 51

The maker of Huggies diapers is developing a media plan that involves trying to expose its target audience to its new advertisement about ten times. This is advertising

A) reach.
B) repetition.
C) frequency.
D) targeting.
E) exposure.

Question 52

An advertising platform is the

A) basic issue or selling point that an advertiser wishes to include in an advertising campaign.
B) objective of the advertising campaign, stated in precise and measurable terms.
C) form in which the basic issues of the campaign should be presented.
D) broad objectives of the advertising campaign.
E) consumer advertising research conducted.

Question 53

The total amount of money a marketer allocates for advertising for a specific time period is the

A) marketing budget.
B) advertising appropriation.
C) objective-and-task approach.
D) promotion grant.
E) finances for advertising.

Question 54

Which of the following statements applies to media planning?

A) Characteristics of the product are the most important consideration in selecting the media for a campaign.
B) The message content affects the types of media used for an advertising campaign.
C) The location of the advertising target is irrelevant in media planning.
D) Total media dollars spent on advertising have decreased over the last 30 years.
E) Regardless of the message to be conveyed, newspapers are one medium that is appropriate for almost any circumstances.

Question 55

Advertising appropriations are largest for which type of product?

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

Question 56

A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the dates and times, is a(n)

A) advertising plan.
B) media plan.
C) advertising message.
D) advertising appropriation.
E) media platform.

Question 57

If Target were to base its advertising appropriation on the amount that Walmart spends, it would be using the ____ approach.

A) objective-and-task
B) percent-of-sales
C) industry-standard
D) arbitrary
E) competition-matching

Question 58

Colin McKinney, director of marketing for Greenwald Industrial Products, complains to his advertising director that the continuing slump in orders has apparently been perpetuated by the firm's failure to have the necessary advertising expenditures. Based on this information, Greenwald is most likely using the ____ approach to determine its advertising expenditures.

A) percent-of-sales
B) objective-and-task
C) competition-matching
D) arbitrary
E) judgmental

Question 59

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

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.

Question 60

Dan is responsible for developing the promotional campaign for Under Armour's new line of footwear for teens. He will be writing advertising campaign objectives that are aimed at making the target customers' attitudes more favorable toward Under Armour, which should be stated in ____ terms.

A) communication
B) sales
C) demand
D) market
E) survey

Question 61

Steve is aware of the growth in digital media advertising, particularly to certain target markets. The use of advertising on digital devices can alienate young consumers. Steve has uncovered recent research stating that young consumers are more likely to be receptive to advertising appearing on their digital devices if the source is _____; _____ has been given, and the messages are ______.

A) known; a coupon; exciting
B) trusted; permission; relevant or entertaining
C) liked; permission; monetarily beneficial
D) trusted; a discount; exciting
E) known; a discount; humorous

Question 62

As Oscar Mayer puts together its advertising campaign for the summer, it will need to keep in mind that its desire to use billboard advertising will have strong effects on its selection of the advertising

A) message.
B) budget.
C) platform.
D) audience analysis.
E) objectives.

Question 63

The identification of an advertisement's sponsor is the

A) copy.
B) signature.
C) trademark.
D) layout.
E) subheadline.

Question 64

A schedule in which advertisements run for set periods of time, alternating with periods in which no ads are run is known as

A) continuous.
B) skipping.
C) pulsing.
D) flighting.
E) intervals.

Question 65

Todd is developing a print advertisement for Aflac. He knows that the ______ is a critical component of the copy because _____.

A) headline; it determines the final layout design
B) headline; it is often the only part of the advertisement that is read
C) artwork; it takes up the most space
D) tagline; it links the copy to the signature
E) slogan; it links the artwork to the signature

Question 66

Domino's is looking into magazine advertising for its pizza. The company wants to reach as many people as possible, but due to budget constraints Domino's must reach consumers as efficiently as possible. What can Domino's use to evaluate various magazines?

A) A cost comparison indicator
B) The total circulation of the magazines
C) A list of the costs of a one-page ad in various magazines
D) The advertising appropriations for each magazine
E) An index of advertisement exposure

Question 67

An ad's ____ is designed to attract readers' attention and develop interest so that they will read the entire advertisement.

A) signature
B) layout
C) headline
D) artwork
E) subheadline

Question 68

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

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.

Question 69

As Will reads the copy for South Beach Hotel's upcoming magazine ad in Southern Living, he worries that no one will spend the time to read all the details of the facilities his resort has to offer. Wanting to have the greatest impact, Will focuses his creative efforts on the

A) copy.
B) body.
C) text.
D) signature.
E) headline.

Question 70

The three general types of media schedules are

A) pulsing, beating, and continuous.
B) short, medium, and long-term.
C) morning, afternoon, and evening.
D) pulsing, continuous, and flighting.
E) light, heavy, and alternating.

Question 71

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?

A) Headline
B) Subheadline
C) Signature
D) Artwork
E) Body copy

Question 72

The cost per thousand (CPM) indicator shows

A) the cost to expose 1,000 people to a television commercial.
B) the cost to expose 1,000 people to a one-page magazine advertisement.
C) the return on investment marketers get for their advertising dollar.
D) the cost to expose a million people to any type of advertisement.
E) how one media source compares to a different source for reaching target markets.

Question 73

A marketer that wanted to include detailed information in advertisements would most likely use

A) radio.
B) television.
C) billboard displays.
D) magazines.
E) mass transit.

Question 74

Disney decided to run its new commercials for all of its theme parks several times a day for three weeks and then not at all for two weeks. It will then run the commercials again for three more weeks. Disney is using a ____ schedule for its advertising.

A) flighting
B) varying
C) continuous
D) pulsing
E) beating

Question 75

A tool that allows an advertiser to compare the costs of several media vehicles within a specific medium relative to the number of persons reached by each vehicle is called a(n)

A) cost comparison indicator.
B) media comparison selector.
C) unit-price selector.
D) cost/person index.
E) vehicle/price indicator.

Question 76

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.

A) radio advertising
B) billboard advertising
C) television advertising
D) direct mail advertising
E) newspaper advertising

Question 77

The verbal portion of an advertisement, including headlines, body, and signature, is called the

A) artwork.
B) copy.
C) storyboard.
D) layout.
E) script.

Question 78

During the duration of an advertising campaign, Verizon Wireless ran television advertisements at a steady rate throughout the week and intensified its message with newspaper advertising in many major newspapers in the Sunday paper. Verizon Wireless used a(n)____ media schedule.

A) flighting
B) continuous
C) pulsing
D) alternating
E) multimedia

Question 79

If during an advertising campaign a certain portion of advertising runs continuously, and then during specific periods additional advertising is used to intensify the level of communication, a(n) ____ media schedule is being used.

A) beating
B) alternating
C) flighting
D) continuous with emphasis
E) pulsing

Question 80

When a copywriter and an artist combine the copy with the visual material for a television commercial, it usually is done through use of a

A) parallel format.
B) commercial layout.
C) layout procedure.
D) storyboard.
E) visual-impact process.