Question 1

In creating the advertising message, which of the following is not recommended when creating a slogan?

Accepted Answer

While a spokescharacter may be effective in some cases, it is not a recommended requirement for creating a successful slogan. The other options listed are all important considerations when creating a slogan.

Question 2

During which stage of the product life cycle is pioneer advertising most appropriate?

Accepted Answer

Pioneer advertising, which is aimed at creating awareness and interest in a new product, is most appropriate during the introduction stage of the product life cycle. This is because the target audience is likely to be unfamiliar with the product, and the goal of pioneer advertising is to educate and inform them about it. As the product moves into the growth and maturity stages, the focus of advertising will shift to building brand preference and loyalty, rather than just generating awareness.

Question 3

Which of the following statements is true about public relations?

Accepted Answer

The most common publicity-based tool in public relations is the news release, which is disseminated to the media in the hope of generating news coverage. Option A is incorrect since publicity is a major part of public relations. Option C is incorrect since marketers cannot control media decisions. Option D is incorrect since there are limitations, such as the media's editorial discretion. Option E is incorrect since event sponsorship can be an effective public relations tool.

Question 4

Fruit of the Loom is launching a new advertising campaign.  Within the first six months of the campaign, the media planners want the new advertisement's _____ to be 25% of the target market and the _____ to be four times.

Accepted Answer

The question is asking for two specific metrics: reach (how many people in the target market see the ad) and frequency (how many times each person in the target market sees the ad). Choice A correctly identifies these two metrics. The other choices are either too vague (B, D, E) or use different terminology or concepts (C).

Question 5

Pepsi wants to find out how their public relations program in which they sponsor the Super Bowl Halftime Show has changed perceptions of the company.  To do so, they should conduct a

Accepted Answer

A public relations audit is a comprehensive evaluation of a company's public relations program, including its goals, strategies, tactics, and results. It can help a company identify areas for improvement and make sure that its public relations program is aligned with its overall business objectives.

Question 6

A car dealership is switching how it determines its advertising appropriation. They are moving from an approach where they set their budget based on their projected revenue for the coming year to one in which it identifies the cost required to meet certain goals.  They are switching from the _____ approach to the _____ approach.

Accepted Answer

The dealership is moving from a percentage-of-sales approach (where they base their advertising budget on projected revenue) to an objective-and-task approach (where they determine the cost required to meet certain advertising goals).

Question 7

Lexus has designed its commercials to appeal to more affluent car drivers as its

Accepted Answer

The target audience refers to the specific group of people to whom the advertisement is aimed to appeal. Lexus has designed its commercials to cater to more affluent car drivers, implying that it aims to target this group with its advertisements.

Question 8

_____________ may include a readership survey.

Accepted Answer

A readership survey is a tool commonly used in a communications audit to assess the effectiveness of a company's communication strategies and ensure they are meeting the needs of their audience. Public relations audits, financial audits, social audits, and environmental monitoring may also be important for a company, but they do not directly involve a readership survey.

Question 9

Canon Inc. is releasing a new version of its EOS Rebel camera.  As part of the launch, they have submitted a 2,500-word story to Popular Photography, a magazine for camera users.  This is a public relations tool known as

Accepted Answer

The 2,500-word story submitted to Popular Photography is a feature article, which is a type of public relations tool commonly used to provide in-depth information and tell a story about a product or company. It is different from a news release, which is a shorter and more concise announcement of news or updates related to a company or product.

Question 10

A restaurant chain recently had several customers become sick after eating at one of their locations.  In order to lessen the negative effects of the event, the restaurant should most likely

Accepted Answer

The answer of A restaurant chain recently had several customers...

Question 11

An advertiser that wanted to use a medium that allows for good reproduction quality, a long life to its message, demographic selectivity, and the ability to provide detailed information would likely choose

Accepted Answer

Magazines provide good reproduction quality, a long life to its message (as it can be kept and read multiple times), demographic selectivity (as different magazines cater to different target audiences), and the ability to provide detailed information (as there is space to include extensive copy and images).

Question 12

Amanda is determining the media plan for her tax accounting business.  She is currently selecting an advertising medium and is looking for a medium that is not expensive, allows for a short lead time, has large reach, and provides frequent communication.  Based on these, Amanda should avoid

Accepted Answer

Magazines are generally more expensive, have longer lead times, and do not have as large of a reach compared to other advertising mediums such as radio or outdoor advertising. While they may provide frequent communication, they do not meet the other criteria Amanda is looking for in her media plan.

Quiz 16: Advertising and Public Relations

In creating the advertising message, which of the following is not recommended when creating a slogan?

During which stage of the product life cycle is pioneer advertising most appropriate?

Which of the following statements is true about public relations?

Fruit of the Loom is launching a new advertising campaign. Within the first six months of the campaign, the media planners want the new advertisement's _ to be 25% of the target market and the _ to be four times.

Pepsi wants to find out how their public relations program in which they sponsor the Super Bowl Halftime Show has changed perceptions of the company. To do so, they should conduct a

Lexus has designed its commercials to appeal to more affluent car drivers as its

_____________ may include a readership survey.

Canon Inc. is releasing a new version of its EOS Rebel camera. As part of the launch, they have submitted a 2,500-word story to Popular Photography, a magazine for camera users. This is a public relations tool known as

A restaurant chain recently had several customers become sick after eating at one of their locations. In order to lessen the negative effects of the event, the restaurant should most likely

An advertiser that wanted to use a medium that allows for good reproduction quality, a long life to its message, demographic selectivity, and the ability to provide detailed information would likely choose

Amanda is determining the media plan for her tax accounting business. She is currently selecting an advertising medium and is looking for a medium that is not expensive, allows for a short lead time, has large reach, and provides frequent communication. Based on these, Amanda should avoid