Deck 16: Advertising and Public Relations

Question 1

Native advertising and content marketing are the same thing.

Answer 1

False

Question 2

Native advertising uses a platform outside of its own media.

Answer 2

True

Question 3

Advertising objectives should be stated in clear, precise, and measurable terms.

Answer 3

True

Question 4

If a commercial advertisement compares one brand of laundry detergent to another brand, this is a type of competitive advertising.

Question 5

Business organizations are the only major users of advertising.

Question 6

If a restaurant, known for its delicious food and fun entertainment, does not serve alcohol, it is displaying advocacy advertising.

Question 7

Product advertising is often used to stimulate demand directly.

Question 8

Reminder advertising is not applicable to new products.

Question 9

When an advertiser defines objectives on the basis of sales, the objectives focus on increasing absolute dollar or unit sales, increasing sales by a certain percentage, or increasing the firm's market share.

Question 10

Comparative advertisements mention the actual names of competing brands.

Question 11

Advertising is paid nonpersonal communication transmitted through mass media.

Question 12

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

Question 13

A marketer's advertising platform should consist of issues that are important to consumers.

Question 14

Advertisements that promote goods and services are called advocacy advertisements.

Question 15

In a comparative advertisement, advertisers point out that their brand has characteristics that are superior to those of competing brands, but they do not actually mention the brand names of competitors.

Question 16

Almost all advertising campaigns are aimed at producing immediate sales.

Question 17

Reinforcement advertising tells current users how to get the most satisfaction from the brand they have chosen.

Question 18

The advertising platform consists of the basic issues and selling points that an advertiser wishes to include in the campaign.

Question 19

Pioneer advertising attempts to stimulate demand for a specific brand.

Question 20

Most often, the opinions of a firm's personnel are used to develop the advertising platform.

Question 21

The effectiveness of an advertising campaign can be measured only after the completion of the campaign, when results are tabulated.

Question 22

Small and medium-sized firms never use advertising agencies to produce campaigns for them.

Question 23

Ad agencies usually work jointly with the firms to develop the ad campaigns.

Question 24

To assume that sales create advertising is incorrect.

Question 25

The arbitrary approach to setting an advertising budget often results in inappropriate spending of the firm's resources.

Question 26

The advertising budgets for industrial products are usually large relative to the sales of the products.

Question 27

Because ad agencies often get commissions on media purchases, firms can obtain some agency services at moderate prices.

Question 28

A cost comparison indicator (such as CPM) should not be used to compare the cost and impact of a television commercial with the cost and impact of a newspaper advertisement.

Question 29

To be unbiased, a member of a consumer jury should not be a present user of the advertised product.

Question 30

One way an advertising agency assists a firm is that it takes care of all the grunt work in order to give its clients time to do the creative work on the campaign.

Question 31

The choice of media influences the content and form of the message.

Question 32

Advertising departments may use independent research organizations or freelance specialists for some of their projects.

Question 33

The signature is not part of the verbal portion of an advertisement.

Question 34

Advertising agencies often have more highly skilled people than the advertising departments of firms.

Question 35

Radio copy should consist of short, familiar terms.

Question 36

When sales go up, advertising should be increased; when sales decline, advertising should be decreased.

Question 37

The type of posttest an advertiser uses is affected by the type of advertising objectives set by the advertiser.

Question 38

In unaided recall posttesting, respondents are shown the actual advertisement and are asked whether they recognize it.

Question 39

A layout includes only the illustrations used in an advertisement.

Question 40

Normally, if an advertising agency contracts for $200,000 of television time, it would receive a commission of $30,000 from the television station.

Question 41

Publicity is usually very costly financially for a firm because the firm needs to spend money convincing the media to promote their newsworthy events.

Question 42

A public relations audit identifies changes in public opinion affecting the organization.

Question 43

A public relations audit is used to assess an organization's image among its publics or to evaluate the effect of a specific public relations program.

Question 44

Public relations is communication in news story form about an organization, its products, or both that is transmitted through a mass medium at no charge.

Question 45

A feature article is likely to be more informative than a news release.

Question 46

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 47

A feature article is longer than a news release and is written for a particular publication.

Question 48

Public relations, unlike advertising, is not particularly useful for promoting an organization's image.

Question 49

An effective approach for dealing with potential unfavorable public relations resulting from a negative event is to discourage news coverage.

Question 50

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 51

Event sponsorship can provide companies with a considerable amount of free media coverage.

Question 52

______ advertising supports organizational images, ideas, and political issues while ______ advertising touts the uses, features, and benefits of goods and services.

A)Reminder; competitive
B)Publicity; pioneer
C)Institutional; reminder
D)Advocacy; product
E)Institutional; product

Question 53

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

Question 54

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 55

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 56

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 57

Pioneer advertising is used during which of the following product life-cycle stages?

A)Maturity
B)Growth
C)Decline
D)Introduction
E)Runout

Question 58

Lack of control over the content and timing of public relations is a limitation in using publicity-based public relations tools.

Question 59

If a company is perceived positively by the public, employee morale is often higher.

Question 60

SunnyD 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 SunnyD 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 SunnyD 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

Question 61

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 62

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 63

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 64

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 65

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 66

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 67

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 68

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 69

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 70

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 71

When Volvo's advertising campaign mentions the Volvo S60 has the highest safety rating of any European sedan, it is using _______ advertising.

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

Question 72

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

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

Question 73

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 74

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 75

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 76

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 77

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 78

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 79

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 80

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.