Question 1

In developing an advertising campaign,agencies do not use pretesting until they have determined the media types and media schedule.

Accepted Answer

Pretesting is often used before developing the advertising campaign to gather feedback and make informed decisions about the creative strategy and messaging.

Question 2

Reach is a measure of how many times the average person in the target market is exposed to the message.

Accepted Answer

The answer of Reach is a measure of how many...

Question 3

Special events are public relations activities for which companies provide financial support to help fund an event in return for publicized recognition of the company's contribution.

Accepted Answer

The answer of Special events are public relations activities for...

Question 4

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

Accepted Answer

Pulsing refers to an advertising strategy that combines continuous and flighting strategies, where ads are scheduled at a base level for continuity but are intensified during certain periods.

Question 5

In the United States,the advertising industry itself encourages honesty in advertising.

Accepted Answer

The advertising industry in the United States has self-regulatory organizations such as the National Advertising Division (NAD) and the Better Business Bureau (BBB) that monitor and promote truthfulness and accuracy in advertising. Additionally, federal and state laws prohibit deceptive advertising practices. Therefore, the industry itself does encourage honesty in advertising.

Question 6

Guerrilla marketing strategies can be used to achieve public relations objectives.

Accepted Answer

Guerrilla marketing involves unconventional and creative marketing tactics that aim to generate buzz and awareness through unconventional means. These tactics can include using graffiti, flash mobs, or viral marketing campaigns. By using these tactics, companies and organizations can achieve their public relations objectives by generating media coverage, social media engagement, and word-of-mouth marketing.

Question 7

Public relations activities can be used to influence the attitudes and perceptions of various publics toward politicians and celebrities.

Accepted Answer

Public relations activities can be used to shape the image and reputation of politicians and celebrities, through techniques such as media manipulation, image building, and crisis management.

Question 8

Introducing new products to consumers is not an objective that falls within the responsibilities of the PR department.

Accepted Answer

Introducing new products to consumers is often a key objective of the PR department. They may use tactics such as product launches, media outreach, and influencer partnerships to promote the product and generate buzz among the target audience.

Question 9

Most consumer sales promotions temporarily change the price/value relationship.

Accepted Answer

Consumer sales promotions, such as discount offers and coupons, typically offer a lower price for a product or service, thereby altering the price/value relationship in the short term.

Question 10

Slice of life,lifestyle,and celebrity are all appeal styles used in public relations.

Accepted Answer

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Question 11

It is more difficult to assess the bottom-line impact of public relations activities than the bottom-line impact of advertising.

Accepted Answer

Public relations activities are generally not directly tied to sales or revenue, making it more challenging to measure their direct impact on the bottom-line. Advertising, on the other hand, typically has more direct and measurable results on sales and revenue.

Question 12

A traditional advertising medium can be used to publicize a sales promotion.

Accepted Answer

Traditional advertising mediums such as television, print media, or billboards can be used to bring attention to a sales promotion and attract customers to the business.

Question 13

Institutional advertising does not focus on a specific brand.

Accepted Answer

Institutional advertising focuses on promoting an institution's values, mission, and overall image, rather than promoting a specific brand or product.

Question 14

Gross rating points (GRPs)are a measure of the quantity of media included in a given media plan.

Accepted Answer

GRPs are a measure of the amount or quantity of media included in a media plan, calculated by multiplying the advertising reach (the percentage of the target audience exposed to the ad) by the frequency (the number of times the target audience is exposed to the ad).

Question 15

Crisis management is typically a public relations function.

Accepted Answer

Crisis management involves proactively and reactively dealing with events that could potentially harm an organization's reputation or bottom line. Public relations professionals are often the ones responsible for handling these situations, as they are trained to communicate effectively with stakeholders and manage the organization's image in the public eye.

Question 16

Planning a public relations campaign is a two-step process: develop objectives and then execute those objectives.

Accepted Answer

Planning a public relations campaign involves several steps beyond just developing and executing objectives, including research, identifying target audiences, strategy formulation, tactics planning, and evaluation.

Question 17

A small percentage of the advertising we see and hear is product advertising.

Accepted Answer

Most advertising we encounter is product advertising, aimed at promoting specific goods or services to consumers.

Question 18

Declining brand loyalty has led marketers to place less of their total marketing communication budgets in sales promotions.

Accepted Answer

Declining brand loyalty has often led marketers to increase their investment in sales promotions as a way to incentivize purchases and temporarily boost sales, rather than decreasing their budget allocation for such activities.

Question 19

Banners are online ads that pop up between changes on a Web site.

Accepted Answer

The answer of Banners are online ads that pop up...

Question 20

Advertising and marketing are interchangeable terms.

Accepted Answer

While advertising is a component of marketing, they are not the same thing. Marketing includes activities such as market research, product development, pricing, advertising, and sales, while advertising specifically refers to the promotion of a product or service through paid channels such as television commercials, print ads, or online display ads.

Quiz 13: One to Many: Advertising, public Relations, and Consumer Sales Promotions