Deck 18: Advertising and Public Relations

Question 1

Which form of promotion utilizes a paid medium, a set format, and mass communication?

A) Advertising
B) Personal selling
C) Sales promotion
D) Public relations

Answer 1

Advertising

Question 2

Mass and personal communication that is image-directed is

A) public relations.
B) word-of-mouth communication. .
C) publicity.
D) institutional advertising

Answer 2

public relations.

Question 3

Public relations efforts include

A) image-oriented advertising, personal selling, sales promotion, and publicity.
B) product ads, word-of-mouth communication, and publicity.
C) personal selling, publicity, and advertising.
D) word-of-mouth communication, sales promotion, and cooperative advertising.

Answer 3

image-oriented advertising, personal selling, sales promotion, and publicity.

Question 4

The major difference between advertising and ___ can be summarized in the statement: "Advertising is paid for, ___ is prayed for."

A) publicity, publicity
B) sales promotion, sales promotion
C) public relations, public relations
D) goodwill, goodwill

Question 5

The leading projected medium in terms of U.S. advertising expenditures in 2010 is

A) magazines.
B) radio.
C) newspapers.
D) television.

Question 6

The leading two media in terms of projected advertising expenditures in the United States for 2010 (in order of total expenditures) are

A) television and direct mail.
B) radio and television.
C) magazines and radio.
D) newspapers and television.

Question 7

A strong emphasis on advertising is most likely when products

A) are low in price and appeal to a market niche.
B) have difficult-to-communicate features and are sold direct.
C) are standardized and appeal to a large target market.
D) are sold direct and are high in price.

Question 8

Which is a major advantage of print media-based advertising?

A) A flexible message that is responsive to consumer questions
B) Low waste circulation
C) Consumers being able to study and restudy messages
D) High levels of interactivity

Question 9

Which is a major disadvantage of the use of media that appeals to a broad audience?

A) Low control of message content
B) Low message permanence
C) High costs per viewer or reader
D) High waste circulation

Question 10

Advertising objectives can be best classified as ___ and ___-oriented.

A) demand, image
B) behavioral, marketing
C) primary, institutional
D) sales dollars, market share

Question 11

Image-related advertisements are considered part of

A) public relations.
B) sales promotion.
C) trade advertising.
D) selective advertising.

Question 12

A firm can assign advertising responsibility to the internal personnel involved with marketing functions, or use a(n)

A) external ad agency or a trade association.
B) specialized in-house department or an external ad agency.
C) functional line manager or a staff person.
D) account executive or a brand manager.

Question 13

Most firms involved with advertising on a sizable or continuous basis assign responsibility for advertising to a(n)

A) advertising agency.
B) in-house advertising department.
C) product manager.
D) functional marketing manager.

Question 14

Which form of advertising responsibility is most likely to be used by a large, diversified firm?

A) One ad agency to handle advertising for all product lines
B) One ad agency to handle both advertising and public relations for all product lines
C) A separate ad agency for each major product line
D) A separate ad agency for each brand

Question 15

An independent firm that works with clients to develop and implement their advertising plans is a(n)

A) copyrighting firm.
B) copy house.
C) public relations firm.
D) advertising agency.

Question 16

Which of these functions would generally NOT be assigned to an ad agency?

A) Public relations
B) Pricing
C) Market research
D) Consumer research

Question 17

The overall appeals for an advertising campaign are referred to as

A) copy.
B) layouts.
C) themes.
D) headlines.

Question 18

Institutional advertising appeals are largely involved with the development and maintenance of a firm's

A) short-run sales.
B) long-term sales.
C) market share.
D) image.

Question 19

Advertising media costs are typically measured on the basis of

A) reach and frequency.
B) total costs and costs per reader or viewer.
C) total audience and waste coverage/circulation.
D) total costs and net costs.

Question 20

Advertising media costs for print media are generally expressed on the basis of cost per ___ readers.

A) thousand
B) ten thousand
C) hundred thousand
D) million

Question 21

Reach is best defined as

A) the percent of a media's audience that is within the firm's target market.
B) the number of viewers, readers, or listeners in a medium's audience.
C) a medium's audience less its waste circulation.
D) the total number of delivered copies of a print medium.

Question 22

For print media, the components of reach are

A) circulation and waste.
B) circulation and passalong rate.
C) total circulation and the size of the target market.
D) subscription and newsstand sales.

Question 23

Which statement about passalong rate is correct?

A) Passalong rate is related to frequency.
B) Only print media have passalong rates.
C) Passalong rate is a component of circulation.
D) Passalong rate is a component of waste.

Question 24

Which statement concerning passalong rate is NOT correct?

A) Only print media have a passalong rate.
B) Different magazines have different passalong rates.
C) The passalong rate is the number of times each copy is placed with another reader.
D) The passalong rate for daily newspapers is higher than that for magazines.

Question 25

The medium with the highest passalong rate is

A) magazines.
B) daily newspapers.
C) network television.
D) cable television.

Question 26

Waste circulation can be best defined as the portion of a medium's

A) passalong rate that is not in a firm's target market.
B) audience that is not in a firm's target market.
C) circulation that has purchased a subscription at less than half of the magazine's cover price.
D) reach that purchases, but no longer reads, a given medium.

Question 27

In general, mass-audience magazines have greater ___ than special-interest magazines.

A) waste
B) clutter
C) persuasive impact
D) frequency

Question 28

A television station can significantly reduce waste by

A) reducing clutter.
B) increasing its persuasive impact.
C) using narrowcasting to better focus on a narrow target market.
D) reducing the amount of advertising relative to programming.

Question 29

The number of exposures a single advertisement generates and how long it remains available to the audience relates to its

A) message permanence.
B) circulation.
C) persuasive impact.
D) passalong rate.

Question 30

The medium with the highest message permanence is

A) radio.
B) outdoor.
C) daily newspapers.
D) flyers.

Question 31

A medium's ability to stimulate consumers is referred to as its

A) message permanence.
B) circulation.
C) persuasive impact.
D) passalong rate.

Question 32

Which medium has the highest persuasive impact?

A) Radio
B) Newspaper
C) Outdoor
D) Television

Question 33

A medium that can reach a highly targeted audience is best described by

A) low clutter.
B) narrowcasting.
C) high frequency.
D) a long lead time.

Question 34

Cable television and regional editions of national magazines are examples of

A) persuasive impact.
B) narrowcasting.
C) waste circulation.
D) frequency.

Question 35

How often a medium can be used describes its

A) frequency.
B) lead time.
C) passalong rate.
D) reach.

Question 36

Which of these media has the highest frequency?

A) Transit advertising
B) Telephone directories
C) The Internet
D) Weekly magazines

Question 37

Which of these media has the POOREST frequency?

A) Cable television
B) Radio
C) Outdoor
D) Daily newspapers

Question 38

The large number of commercials in an hour of television (due to the proliferation of 15-second advertisements) contributes to ___ in this medium.

A) clutter
B) waste
C) message impermanence
D) frequency

Question 39

A magazine with a high number of ads relative to editorial content has

A) low frequency.
B) high message permanence.
C) high clutter.
D) high waste.

Question 40

The period required by a medium for placing an ad is its

A) frequency.
B) lead time.
C) reach.
D) dvertising schedule.

Question 41

Which print medium has the shortest lead time?

A) Daily newspapers
B) Yellow Pages
C) Outdoor
D) Magazines

Question 42

Which medium has the longest lead time?

A) Weekly newspapers
B) Commercial television
C) Telephone directories
D) Cable television

Question 43

A manufacturer and retailer would agree to share advertising costs in what type of advertising agreement?

A) Distributed ads
B) Horizontal cooperative advertising
C) Vertical cooperative advertising
D) Pull strategy

Question 44

Two or more noncompeting retailers could agree to share advertising costs with a ___ advertising agreement.

A) distributed
B) horizontal cooperative
C) massed
D) vertical cooperative

Question 45

Which statement concerning publicity is NOT correct?

A) Message believability is high related to advertising.
B) With publicity, there are no costs for message time or space.
C) There are no costs associated with publicity.
D) With publicity, a firm has little control over messages, timing, placement, and coverage.

Question 46

The credibility of publicity-related messages is high because

A) the media are independent.
B) the media are paid by the sponsor.
C) publicity-related messages are long.
D) people pay more attention to publicity than advertising.

Question 47

Marketers have the LEAST degree of control with which promotional form?

A) Subliminal advertising
B) Publicity
C) Public relations
D) Personal selling

Question 48

The responsibilities for public relations are generally organized and implemented by a(n)

A) product manager or a new-product planning manager.
B) brand manager, functional manager, or staff assistant.
C) in-house department, an outside ad agency, or a specialized firm.
D) matrix-based team or staff department.

Question 49

In a service feature article release, a firm could

A) explain its new strategy to the general public.
B) describe its performance for the past quarter.
C) announce a new product to the target market.
D) offer hints on reducing air-conditioning costs.

Question 50

A firm can best evaluate the success of a public relations campaign by

A) conducting brand-awareness studies.
B) studying stockholder relations.
C) measuring wasted circulation.
D) computing the cost of comparable advertising.

Question 51

Advertising and public relations are often grouped together because they both

A) appeal to a mass audience.
B) utilize an identified sponsor.
C) present messages through an impartial source.
D) have high source credibility.

Question 52

A major difference between advertising and public relations is that public relations

A) uses a standardized message.
B) is involved with mass communication.
C) is more image-oriented.
D) has higher persuasive impact.

Question 53

Which promotion tool works best with a pulling strategy?

A) Massed promotion
B) Distributed promotion
C) Personal selling
D) Advertising

Question 54

A goal for advertising, in terms of its relationship with personal selling, is to

A) close the sale.
B) counter objections.
C) provide specialized information to special customers.
D) obtain audience awareness and liking for a firm's brands.

Question 55

A firm seeks to acquaint consumers with its new everyday low-pricing strategy. Its advertising objectives should be ___-oriented.

A) reminding/retention
B) persuasion
C) information
D) image

Question 56

A manufacturer is interested in improving customer attitudes toward its leading brand and increasing the sales of that brand. Its promotional goals should have what orientation?

A) Information
B) Image
C) Reminding/retention
D) Persuasion

Question 57

A major advantage of an outside ad agency versus an in-house ad department is the

A) reduced media costs due to quantity discounts.
B) better usage of advertising specialists.
C) improved corporate communication of policies, events, etc.
D) improved secrecy involving both new products and research and development activities.

Question 58

An ad focuses on the low comparative costs of Compaq's personal computer products. What kind of theme is being used?

A) Institutional related
B) Consumer related
C) Good related
D) Service related

Question 59

An ad contains a statement about a firm's concern for the environment. A picture of a lake located three miles downstream from the firm's plant is an integral part of the ad. What kind of theme is being used?

A) Consumer related
B) Institutional related
C) Good related
D) Service related

Question 60

A national magazine, with a circulation of 800,000, charges $80,000 for one full-page 4-color ad. Its cost per thousand is

A) $5.
B) $20.
C) $100.
D) $200.

Question 61

The Following Questions are linked to this scenario: A small manufacturer of personal computers has two target market groups of customers: local and national. The local customers consist of people who live or work within a 7-mile radius of the store. Many are past customers who now seek to upgrade their equipment. The second target market consists of customers who are much more geographically dispersed.

-Which medium is most appropriate for targeted ad messages aimed at past customers who seek to upgrade their equipment?

A) Direct mail
B) Telephone directories
C) Outdoor
D) Daily newspaper

Question 62

The Following Questions are linked to this scenario: A small manufacturer of personal computers has two target market groups of customers: local and national. The local customers consist of people who live or work within a 7-mile radius of the store. Many are past customers who now seek to upgrade their equipment. The second target market consists of customers who are much more geographically dispersed.

-To reach the second target market, the retailer seeks a medium that surrounds ads with editorial content, has a high passalong rate, and serves a more geographically dispersed audience. Which medium best meets these needs?

A) Direct mail
B) Weekly newspapers
C) Commercial television
D) Magazines

Question 63

A service company is interested in an advertising medium that covers a metropolitan area, requires a short lead time, and offers a mass-market appeal. The most appropriate medium is

A) outdoor advertising. .
B) commercial television.
C) a daily newspaper
D) a telephone directory.

Question 64

A small firm wishes to utilize a medium with a high degree of interactivity to appeal to a global audience. Which medium best meets these needs?

A) Internet
B) Weekly newspapers
C) Commercial television
D) Magazines

Question 65

A luggage manufacturer wishes to sell closeouts in a low-cost environment. The retailer recognizes the need to have an up-to-date listing of models/styles/colors in stock. Which medium best meets these needs?

A) Internet
B) Weekly newspapers
C) Commercial television
D) Magazines

Question 66

A magazine has a circulation of 5,000,000 and a reach of 20,000,000. Its passalong rate

A) is .25.
B) is 3.
C) is 25.
D) cannot be determined based on the information supplied.

Question 67

A magazine's circulation is 100,000. It has a passalong rate of 4. The magazine's reach is

A) 100,000.
B) 500,000.
C) 600,000.
D) 5,000,000.

Question 68

Media that appeal to mass audiences generally have ___ than media that appeal to specialized audiences.

A) higher passalong rates
B) higher frequencies
C) longer lead times
D) larger amounts of waste

Question 69

Although a daily newspaper has a countywide audience, a local retailer has only a 5-mile trading area. For this retailer, the newspaper can be best described as having

A) clutter.
B) high waste.
C) a low passalong rate.
D) diminishing returns.

Question 70

A magazine has a circulation of 500,000. A full-page ad costs $50,000. An advertiser estimates that only 200,000 of the 500,000 people who buy the magazine would be interested in its product. What is the real cost per thousand of the ad?

A) $50
B) $100
C) $166.67
D) $250

Question 71

An advertiser can reduce waste by

A) implementing multiunit advertising.
B) increasing frequency.
C) lessening clutter.
D) narrowcasting.

Question 72

When Newsweek publishes regional editions, it is illustrating the concept of

A) narrowcasting.
B) multiunit advertising.
C) message permanence.
D) persuasive impact.

Question 73

Many national magazines are attracting ads from small firms because these magazines are reducing waste by

A) providing regional editions.
B) lowering lead-time requirements.
C) reducing clutter.
D) lowering their rates.

Question 74

Generally, a medium with high frequency has

A) a large waste circulation.
B) high reach.
C) high persuasive impact.
D) short lead time.

Question 75

A medium with many pages of advertising relative to editorial matter has high

A) reach.
B) persuasive impact.
C) clutter.
D) waste.

Question 76

High ___ describes a situation where each advertisement is "lost in the crowd."

A) clutter
B) waste
C) noise
D) frequency

Question 77

The promotion manager for a new Broadway show argues that the show needs a large promotional budget to promote the awards it received. Once awareness is established, its budget can be greatly reduced. What type of initial advertising is needed?

A) Distributed ads
B) Massed ads
C) Cooperative advertising
D) Primary advertising

Question 78

Channel cooperation is illustrated by the use of

A) vertical cooperative advertising.
B) horizontal cooperative advertising.
C) narrowcasting by franchisors.
D) multiunit advertising.

Question 79

Which of these is the major benefit of a vertical cooperative-advertising agreement to a manufacturer?

A) Retailers usually pay advertising agency fees.
B) Competition among competing retailers is reduced.
C) It is able to better train retail sales personnel.
D) A combination of push and pull strategies is involved.

Question 80

Which of these is NOT a major potential benefit of a vertical cooperative-advertising agreement for a small retailer?

A) It can conduct more advertising than planned.
B) It can emphasize a well-known manufacturer's name in ads.
C) It can gain access to professionally prepared ad materials.
D) It can have flexibility in developing and using messages.