Deck 5: Financing and Shaping the Media: Advertising, Public Relations, and Marketing Communications

Question 1

A type of ad agency that takes on only particular types of clients, such as a company marketing a new drug, is called a

A) Business to business agency
B) Consumer agency
C) General agency
D) Specialty agency

Answer 1

D
Explanation: Specialty agencies take on clients that have particular needs and products that might have laws regulating their advertising.

Question 2

An ad agency that creates advertising for Web sites such as Facebook is called a(n)

A) Consumer agency
B) Internet agency
C) Online agency
D) General agency

Answer 2

B
Explanation: Internet agencies work in both B2B and consumer advertising, implementing new technologies to reach consumers online.

Question 3

Of the three types of public relations work, which one deals with news reporters calling for information?

A) Internal relations
B) External relations
C) Media relations
D) News relations

Answer 3

C
Explanation: Media relations deal with the media directly. Internal connects with employees; external connects with the public.

Question 4

The appearance of Coca-Cola and Ford on American Idol is an example of which type of integrated marketing communications?

A) Event marketing
B) Event sponsorship
C) Product placement
D) Direct marketing

Question 5

A program of study that people don't realize they are taking is called a(n)

A) Hidden curriculum
B) Persuasive advertising
C) Commercial messages
D) Subliminal advertising

Question 6

According to Table 4.1 in the text, which one of the following media industries received more advertising money in 2014 than it did in 2013?

A) broadcast television
B) newspapers
C) broadcast and satellite radio
D) consumer magazines

Question 7

What is the capacity to aim media content and ads at particular individuals called?

A) tailoring
B) selecting
C) targeting
D) branding

Question 8

Creating a specific image of a product that makes it stand out in the marketplace is known as what?

A) positioning
B) prompting
C) branding
D) pitching

Question 9

Which of the following is not one of the Big Four agency holding companies?

A) Publicis
B) WPP
C) Omnicom
D) Mather

Question 10

Table 4.3 in the text lists the top ten agency networks based on worldwide revenue. Which of the following cities does not have an agency headquartered in that list?

A) Chicago
B) Tokyo
C) New York
D) Paris

Question 11

Which of the following is not an area in which you would typically find prominent public relations activities?

A) health care
B) political communications
C) crisis management
D) financial communications

Question 12

By definition, what is a firm's process of maintaining long-term contact with its customers known as?

A) consistent marketing
B) relationship marketing
C) branded marketing
D) persistent marketing

Question 13

As shown in Figure 4.1 in the text, which of the following is not part of an advertising agency's Marketing Services structure?

A) print production
B) research
C) sales promotion
D) media planning

Question 14

At the start of the chapter, who said the following: "The trouble with us in America isn't that the poetry of life has turned to prose, but that it has turned to advertising copy."?

A) Mark Twain
B) Louis Kronenberger
C) Benjamin Franklin
D) Bob Costas

Question 15

One of the big differences between advertising and public relations is that

A) PR uses persuasive communication strategies
B) PR practitioners are eager for the public to recognize examples of publicity
C) advertisers typically pay for the media space and time they receive
D) all of these

Question 16

PR clients typically want to explain their actions to

A) companies
B) members of the public
C) government regulators
D) all of these

Question 17

George Creel conducted a wide-ranging PR campaign that encouraged support for

A) the Iraq War
B) the Vietnam War
C) smoke-free work places
D) World War I

Question 18

The creation and presentation of a company's overall image to its own employees and to the public is called

A) corporate communications
B) internal PR
C) organizational communication
D) interface PR

Question 19

Journalists who want to interview a company executive typically must contact the company's office of

A) internal PR
B) media relations
C) creative engineering
D) executive relations

Question 20

PR practitioners are most interested in helping their clients

A) develop efficient approaches to buying media time and space
B) focus on the strategy and tactics of their ad campaigns
C) understand the challenges that face them
D) understand new media technologies

Question 21

PR practitioners

A) would probably not be willing to arrange interviews with financial journalists
B) are excluded by federal regulation from coordinating shareholder meetings
C) often prepare the annual reports sent to shareholders by corporations
D) are excluded by the Securities and Exchange Commission from arranging meetings with security analysts

Question 22

During a crisis, PR practitioners attempt to influence news coverage

A) in order to establish the legitimacy of their client's interests
B) in order to eliminate the need for advertising
C) in no way, because silence is the best policy during a crisis
D) in order to convince the media to lower their ad rates for the client until the crisis is resolved

Question 23

Pharmaceutical companies employ PR practitioners to

A) contact consumers
B) contact physicians
C) promote the value of the pharmaceutical industry
D) all of these

Question 24

A TV station is more likely to air a PR "news" story if the story

A) does not look like a public relations piece
B) contains several prominent references to a client's brand
C) criticizes the client's competitors
D) if the source of the piece is clearly identified

Question 25

Information subsidies

A) are taxed by the Internal Revenue Service
B) function like the advancement of money and time to publicity outlets
C) are given by media outlets to PR agencies in order to receive a steady flow of usable materials
D) all of these

Question 26

PR practitioners can curry favor with journalists by giving out

A) subscriptions to the journalists' newspapers
B) saturation ads in all of the newspapers owned by one company
C) exclusives
D) false information to media competitors

Question 27

An integrated marketing communications campaign

A) is risky, because such campaigns typically fail
B) avoids the use of branded entertainment
C) usually stresses event marketing over relationship marketing
D) attempts to send different, yet consistent, messages to consumers and others

Question 28

The creation of a television plot line around a particular brand is called

A) product placement
B) product integration
C) a product narrative
D) a hybrid genre

Question 29

During the last twenty years, five agency holding companies have emerged to control globally

A) the major advertising companies
B) the major public relations companies
C) the major marketing communication firms
D) all of these

Question 30

Critics argue that the persuasion industries

A) blur truth
B) often manipulate mass media content
C) ignore their own professional codes
D) all of these

Question 31

Integrated marketing communications campaigns are

A) highly synergistic
B) increasingly avoided by the persuasion industries
C) only marginally successful
D) not associated with agency holding companies

Question 32

The concept of selectability refers to

A) the ability of consumers to choose the specific cable TV channels transmitted to their homes
B) the ability of consumers to choose between cable TV and direct broadcast satellite TV
C) the ability of media outlets to reach individuals based on their particular interests
D) the ability of media industries to determine how they will measure their audiences in fully digital environment

Question 33

The ultimate aim of twenty-first century marketing is to

A) adjust consumerism with environmental limitations
B) reach consumers with specific messages that are consistent with their personal lifestyles
C) provide comparisons of price and consumer satisfaction
D) enhance community involvement among various groups

Question 34

In the PR industry, distribution depends on

A) bulk advertising rates paid by the client
B) information subsidies provided by media outlets
C) the availability and cooperation of proper publicity outlets
D) all of these

Question 35

Social Networking tools such as Twitter and Facebook are increasingly being used

A) To facilitate online subscriptions to brands
B) To attack the reputations of rival companies
C) To maintain brand reputation and generate positive publicity
D) To weigh in on important social issues

Question 36

A direct marketing agency creates advertising that makes favorable impressions on consumers so that they remember the product when they go to the store.

Question 37

Dividing people into categories of consumers is called market segmentation.

Question 38

Internal relations involves delivering messages to the public about the company and its images.

Question 39

As audiences become more and more segmented, localization is one of the key activities of the biggest advertising firms.

Question 40

A press release is written in a style similar to an objective news story.

Question 41

Advertising conglomerates are called agency holding companies.

Question 42

Direct-marketing agencies attempt to shape messages that urge audiences to make immediate purchases

Question 43

Research activities are not needed to position a product.

Question 44

The term "in-store media" refers to the advertising efforts undertaken by businesses without the help of advertising agencies.

Question 45

Although CPM is important to media outlets, it has little influence in the advertising industry.

Question 46

Location-based advertising refers to an ad agency's familiarity with billboard availabilities in high traffic areas.

Question 47

Cross-platform gaming allows Microsoft to sell ads aimed at the same people with particular demographics across all three of Microsoft's gaming areas.

Question 48

Click-through ads that appear on websites allow customers to make direct purchases.

Question 49

In traditional advertising, immediate results are impossible to observe.

Question 50

Ad clutter refers to the attempt by a single advertising agency to dominate the commercial pods throughout an entire program line-up on a single evening of prime time television.

Question 51

About 8 big ad organizations dominate the industry

Question 52

The United States Federal Trade Commission does not yet hold the right to prosecute advertisers making false or misleading claims.

Question 53

Marketers are using advertising and public relations in concert to reach audiences with persuasive messages.

Question 54

Both advertising and PR contribute to the movement of materials across media boundaries.

Question 55

People distinguished among PR and advertising as early as the beginning of the nineteenth century.

Question 56

Government agencies are forbidden by federal law from hiring public relations specialists.

Question 57

WPP, Omnicom, and Interpublic are known as the Big Three public relations holding companies.

Question 58

The PR business has not been eager to concentrate within conglomerates, because concentration of ownership tends to hinder potential success.

Question 59

Financial communications is a PR function that involves helping a client's interactions with government regulators.

Question 60

Public relations activities necessarily involve technologies of mass communication.

Question 61

PR practitioners use a wide variety of approaches to convince a client's target audience to see the client in a positive light.

Question 62

Because consumers tend to adopt new products very quickly, the advanced technology industry has little need for PR activities on its behalf.

Question 63

Public affairs PR involves giving money to individuals and groups that have been, or can be, politically helpful to clients.

Question 64

Federal regulations prevent PR practitioners from involving themselves in international relations on behalf of their clients.

Question 65

PR practitioners are rarely former news reporters.

Question 66

When PR practitioners produce TV "news" stories, they usually make the stories seem like soft feature items produced by the TV stations that air them.

Question 67

PR practitioners regard media outlets as publicity outlets.

Question 68

Because so much of public relations work depends on personal contacts and face-to-face communication, the PR industry has been very slow to adopt new media technologies for distribution purposes.

Question 69

From a client's point of view, the danger of information subsidies is that they will be used too often by too many publicity outlets.

Question 70

Both advertisers and public relation practitioners need to buy space or time in the media in order to make audiences aware of their sponsor's business.

Question 71

One way to curry favor with news reporters is to give to one newspaper an exclusive interview about a client's important deal and to then give another newspaper a behind-the-scenes look at the transaction.

Question 72

The influence of public relations practitioners on media content is largely hidden from public view.

Question 73

The advertising and PR trade press rarely writes about the strategies and cross-discipline activities of agency holding companies.

Question 74

When acting as endorsers, bloggers are also prohibited from making false claims about a product.

Question 75

Explain what is a cross-platform deal in media buying, and what forms it can take.

Question 76

Given consumers' desire to skip ads, what strategies do advertisers adopt in order to make sure that consumers are still exposed to advertisement? Discuss at least three such strategies.

Question 77

Why do some advertising critics dislike the rise of conglomerates in the advertising industry?

Question 78

Explain how advertising agencies go about creating a brand at their production stage.

Question 79

What are the four dimensions along which one can describe what ad agencies do?

Question 80

Discuss the public affairs component in PR.