Question 1

An advertising campaign is typically developed by an individual or a few persons within the firm, an advertising department within the organization, or .
A) an advertising agency
B) a group of media specialists
C) a group of multi-skilled managers
D) a "special projects" group
E) freelance advertising consultants

Accepted Answer

An advertising agency is specifically designed to handle the task of developing advertising campaigns for a variety of clients. They have specialized personnel with diverse backgrounds, including media specialists, copywriters, graphic designers, and account executives, who work together to create effective campaigns.

Question 2

When an organization uses an advertising agency, develops the advertising campaign.
A) the agency's specialists
B) the firm and the agency working jointly
C) the firm suggests ideas and the agency chooses among them
D) the advertising department within an organization
E) an individual or a few persons within the firm

Accepted Answer

Typically, an advertising campaign is developed through collaboration between the firm and the agency, combining the firm's knowledge of its products and market with the agency's expertise in advertising strategies.

Question 3

Toyota's sponsorship of a major Professional Golf Association tournament would be an example of a(n) tool.
A) advertising
B) public relations
C) sales promotion
D) publicity
E) personal selling

Accepted Answer

Toyota's sponsorship of a major Professional Golf Association tournament would be an example of public relations. While it may also include elements of advertising, sales promotion, publicity, or personal selling, the main purpose of the sponsorship is to enhance Toyota's public image and reputation by associating the brand with a popular and prestigious sporting event. This is a common strategy in public relations, where companies use sponsorships, charitable donations, and other forms of community engagement to build goodwill and positive relationships with consumers and other stakeholders.

Question 4

The Bentley Agency places $2,500 in radio spots and $17,500 in television spots for Darnell Insurance in June. For its efforts this month, the agency "traditionally" would receive in compensation from the two media.
A) $2,500
B) $10,000
C) $1,000
D) $5,500
E) $3,000

Accepted Answer

The answer of The Bentley Agency places $2,500 in radio...

Question 5

When respondents are shown a list of various products, brands, and company names and then asked about advertisements they have seen lately, researchers are conducting a(n) .
A) unaided recall test
B) pretest
C) recognition test
D) aided recognition test
E) aided recall test

Accepted Answer

The answer of When respondents are shown a list of...

Question 6

Advertising agencies typically receive:
A) large fees from the companies whose ads they develop and place.
B) a 15 percent commission from the company whose product they are helping advertise.
C) a 10 percent commission from the advertising company and 10 percent from the media they use.
D) a 25 percent commission paid by the media from which it makes purchases.
E) a 15 percent commission paid by the media from which it makes purchases.

Accepted Answer

Advertising agencies typically receive a 15 percent commission paid by the media from which it makes purchases. While other options mention commissions, they are either incorrect or not complete. Option B is partially correct but only mentions the commission received from the company whose product they advertise, while option C specifies two types of commission but is not widely used in the industry. Option D is completely inaccurate. Therefore, the best choice is E.

Question 7

provide businesses with copywriters, artists, production coordinators, media experts, researchers, and other highly skilled specialists.
A) Public relation firms
B) Media companies
C) Advertising agencies
D) Production companies
E) Promotion experts

Accepted Answer

Advertising agencies provide businesses with a range of services including copywriting, graphic design, media planning and buying, research, and production coordination to create and implement advertising campaigns. Public relation firms, media companies, production companies, and promotion experts may provide some of these services, but advertising agencies specialize in developing and executing advertising campaigns across multiple mediums.

Question 8

Kohl's, a department store featuring clothing and houseware, communicates in news story form about its organization and its efforts to support local children's hospitals. This information is transmitted through mass media at no charge and is therefore called .
A) news reporting
B) public announcement
C) mass communications
D) free advertising
E) publicity

Accepted Answer

Publicity refers to the act of gaining public visibility or awareness for a product, service, or organization through media coverage, which is typically not paid for.

Question 9

When individuals' behaviors are tracked from television sets to checkout counters using equipment provided by the marketer, this is known as .
A) family behavior recording
B) single-source data
C) individual consumer jury
D) advertisement exposure data
E) detailed market research

Accepted Answer

Single-source data refers to the practice of tracking an individual's behavior from media exposure to purchase behavior using equipment provided by marketers. This is an effective way to measure the impact of advertising on sales and consumer behavior.

Question 10

Carla is stopped by a researcher at a shopping mall and asked which was the last television commercial she remembers seeing. This is an example of a(n) .
A) unaided recall test
B) pretest
C) recognition test
D) aided recall test
E) memory test

Accepted Answer

This is an example of an unaided recall test because Carla is asked to remember and report the last commercial she saw without being given any specific cues or prompts.

Question 11

A major benefit of using event sponsorship is that it:
A) enhances personal selling efforts.
B) provides excellent support for advertisements.
C) can provide large amounts of free media coverage.
D) is cost-free.
E) neutralizes the effects of unfavorable public relations.

Accepted Answer

Event sponsorship can often provide a significant amount of free media coverage, including mentions in news articles, social media posts, and other promotional materials associated with the event. This can be a major benefit for companies looking to increase their visibility and exposure to potential customers. However, it is important to note that event sponsorship typically involves significant costs, such as payment for naming rights, product giveaways, and other promotional expenses.

Question 12

is a broad set of communication activities used to create and maintain favorable relations between the organization and its stakeholders.
A) Advertising
B) Trade relations
C) A press strategy
D) Public relations
E) Publicity

Accepted Answer

Public relations is the broad set of communication activities aimed at creating and maintaining favorable relations between an organization and its stakeholders.

Question 13

Darcy presents an identification card at the supermarket checkout and has a microcomputer attached to her TV. Information from both of these is sent to a research facility. Darcy is providing:
A) family behavior recording.
B) individual consumer opinion.
C) single-source data.
D) advertisement exposure data.
E) detailed market research.

Accepted Answer

Single-source data refers to the collection of data from a single source, such as Darcy's identification card and microcomputer, to track consumer behavior and preferences.

Question 14

What is the primary justification marketers use for conducting recognition and recall tests?
A) Researchers find that recalling an advertisement has a strong link to purchasing a product.
B) People have unfavorable views of advertising and are unlikely to purchase advertised products.
C) Consumers tend to enjoy participating in these tests and are likely to purchase the products as a result.
D) People are more likely to buy a product they have seen advertised than one they have not seen advertised.
E) There is a strong link between advertisement recall/recognition and word-of-mouth communication.

Accepted Answer

Marketers use recognition and recall tests to measure the effectiveness of their advertising campaigns, as researchers have found that recalling an advertisement has a strong link to purchasing a product. This helps marketers gauge whether their advertising efforts are generating the desired results and can inform future advertising strategies.

Question 15

Monroe works for NASCAR where his responsibilities include maintaining favorable relationships between the organization and its stakeholders. Monroe is most likely employed in .
A) sales
B) advertising
C) human resources
D) public relations
E) digital media marketing

Accepted Answer

Monroe's responsibilities of maintaining favorable relationships with stakeholders suggest that he is working in the field of Public Relations.

Question 16

Grant is responsible for the marketing promotions of a small firm of consultants. It is most likely that his firm will use to create and implement its advertising campaigns.
A) an advertising agency
B) a group of multi-skilled managers
C) an advertising department
D) a freelance specialist
E) one or two individuals

Accepted Answer

The answer of Grant is responsible for the marketing promotions...

Question 17

Recently the local television station communicated a news story about the new specialized medical mart opened by Cleveland Clinic. The story provided information about the various services that the new medical mart would offer and how to get in touch with the service providers. This story is most likely an example of _.
A) institutional advertising
B) publicity
C) public announcement
D) sales promotion
E) direct marketing

Accepted Answer

The story is an example of publicity as it involves media coverage of an event or service without direct payment, aiming to inform the public about the new medical mart and its services.

Question 18

Which of the following is the most important consideration when choosing an event to sponsor?
A) Reasonable association between the event and the company's product
B) The length of the event
C) When the event occurs
D) Whether or not the event is a national or an international event
E) The specific name of the event

Accepted Answer

A reasonable association between the event and the company's product is crucial as it ensures that the sponsorship aligns with the company's brand and marketing objectives, enhancing brand recognition and customer engagement.

Question 19

Which of the following is not a public relations tool?
A) Feature article
B) Company magazine
C) News release
D) Annual report
E) Product sample

Accepted Answer

While product sampling may be a part of a public relations campaign, it is not considered a "tool" in the same way that the other options are. The other choices (feature articles, company magazines, news releases, and annual reports) are all commonly used tactics in public relations.

Question 20

Some of the posttest methods for measuring advertising effectiveness are based on how well consumers remember advertising and include (1) recognition tests and (2) recall tests. What is the basic difference between these two approaches?
A) The actual ads are shown in the former but not in the latter.
B) The former method relies on memory alone, and the latter shows the actual ads.
C) One uses a consumer jury; the other uses random individuals.
D) The respondents are given class clues in the latter but not in the former.
E) One is used primarily by the government, and the other is used by private businesses.

Accepted Answer

Recognition tests involve showing respondents the actual advertising materials and asking if they remember seeing them before, while recall tests require respondents to remember the advertising without aid (i.e. without seeing the ads again). Therefore, the actual ads are shown in recognition tests (option A), but not in recall tests.

Quiz 16: Advertising and Public Relations

An advertising campaign is typically developed by an individual or a few persons within the firm, an advertising department within the organization, or .

When an organization uses an advertising agency, develops the advertising campaign.

Toyota's sponsorship of a major Professional Golf Association tournament would be an example of a(n) tool.

The Bentley Agency places $2,500 in radio spots and $17,500 in television spots for Darnell Insurance in June. For its efforts this month, the agency "traditionally" would receive in compensation from the two media.

When respondents are shown a list of various products, brands, and company names and then asked about advertisements they have seen lately, researchers are conducting a(n) .

Advertising agencies typically receive:

provide businesses with copywriters, artists, production coordinators, media experts, researchers, and other highly skilled specialists.

Kohl's, a department store featuring clothing and houseware, communicates in news story form about its organization and its efforts to support local children's hospitals. This information is transmitted through mass media at no charge and is therefore called .

When individuals' behaviors are tracked from television sets to checkout counters using equipment provided by the marketer, this is known as .

Carla is stopped by a researcher at a shopping mall and asked which was the last television commercial she remembers seeing. This is an example of a(n) .

A major benefit of using event sponsorship is that it:

is a broad set of communication activities used to create and maintain favorable relations between the organization and its stakeholders.

Darcy presents an identification card at the supermarket checkout and has a microcomputer attached to her TV. Information from both of these is sent to a research facility. Darcy is providing:

What is the primary justification marketers use for conducting recognition and recall tests?

Monroe works for NASCAR where his responsibilities include maintaining favorable relationships between the organization and its stakeholders. Monroe is most likely employed in .

Grant is responsible for the marketing promotions of a small firm of consultants. It is most likely that his firm will use to create and implement its advertising campaigns.

Which of the following is the most important consideration when choosing an event to sponsor?

Which of the following is not a public relations tool?

Some of the posttest methods for measuring advertising effectiveness are based on how well consumers remember advertising and include (1) recognition tests and (2) recall tests. What is the basic difference between these two approaches?