Question 1

Today's advertising agencies are staffed with specialists who can often perform advertising tasks better than a producer or retailer's own employees can.

Accepted Answer

Advertising agencies have specialized professionals who have the expertise and experience to perform advertising tasks more effectively and efficiently than a producer or retailer's own employees. These specialists have specific knowledge in areas such as market research, copywriting, media planning, creative design, and digital marketing.

Question 2

Identify four of the major media types and identify some of the strengths and weaknesses of each type.

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Question 3

The creative team must find the best way to execute an advertising message. Name and describe three of these styles of execution.

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Question 4

A company's website can be an important public relations vehicle.

Accepted Answer

A company's website can provide information to the public about the company and its products/services, showcase its brand identity, and communicate with customers. Therefore, it can be an important tool for public relations.

Question 5

Why are profound changes in marketing communications creating both exciting and scary times for marketing communicators?

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Question 6

Advertising standardization for global brands allows for lower costs in advertising and a more consistent worldwide brand image.

Accepted Answer

Standardizing advertising for global brands allows for the use of the same advertisements across different countries, which can lead to lower costs and a more consistent brand image worldwide.

Question 7

Recently, the increased use of online social networks and video sharing has reduced the need for advertising standardization for global brands.

Accepted Answer

The increased use of online social networks and video sharing has actually made it more important for global brands to advertise in a standardized way in order to maintain consistency and recognition across different platforms and regions.

Question 8

How are companies taking advantage of interactive technologies to tap consumers for message ideas and actual ads? What are the benefits and disadvantages of consumer-generated advertising?

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Question 9

Pulsing means scheduling ads evenly over a given period of time.

Accepted Answer

Pulsing refers to a strategy that combines continuous and flighting strategies by scheduling ads at a base level but increasing advertising intensity during certain periods.

Question 10

The communication effects of advertisements and ad campaigns are more difficult to measure than the sales and profit effects.

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Question 11

Identify and describe the three characteristics advertising appeals should have.

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Question 12

Describe public relations and three of its main functions.

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Question 13

Marketing management must make four important decisions when developing an advertising program. Name and describe these four decisions.

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Question 14

International advertisers must determine the degree to which their global advertising should be adapted to fit the unique characteristics of various markets.

Accepted Answer

International advertisers need to adapt their global advertising to fit the unique characteristics of various markets, including cultural differences, language barriers, and local regulations. Failure to do so may result in ineffective, offensive, or even illegal advertising campaigns.

Question 15

A company's marketing communications mix-also called its promotion mix-blends five different tools. Name and define these tools.

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Question 16

Marketers can choose from two basic promotion mix strategies-push promotion or pull promotion. Compare these two strategies.

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Question 17

How are advertising and direct marketing different?

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Question 18

A company typically spends comparable budgets on public relations and advertising.

Accepted Answer

Generally, companies spend more on advertising than on public relations. Advertising involves paying for media space or time, while public relations involves building relationships with the media and other stakeholders to generate earned media coverage. However, the specific budget allocation varies depending on the company, industry, and marketing goals.

Question 19

In large companies, advertising is typically handled by an individual in the sales department.

Accepted Answer

In large companies, advertising is usually handled by a separate department or agency dedicated to marketing and advertising. It is not typically the responsibility of an individual in the sales department.

Question 20

Name and describe the four major steps in media selection.

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Quiz 13: Communicating Customer Value: Advertising and Public Relations