Question 1

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 switching from an approach where they set their budget as a percentage of their projected revenue (percentage-of-sales) to one where they identify the cost needed to achieve certain objectives (objective-and-task).

Question 2

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

Accepted Answer

While using a spokescharacter can be effective in creating an advertising message, it is not a requirement for a slogan. The other options (short, retained for a long time, backed by a large budget, and memorable) are all recommended for creating a strong slogan.

Question 3

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.

Question 4

Native advertising uses a platform outside of its own media.

Accepted Answer

Native advertising is a form of advertising that blends in with the content of the platform it's served on, but it is usually sponsored by a different company or brand. It is often used on social media platforms, publisher websites, and other external media sources.

Question 5

Which of the following would most likely fall under the responsibility of an advertising agency?

Accepted Answer

Copyediting and artwork are tasks directly related to creating and executing advertising campaigns, which are typically the responsibility of an advertising agency.

Answer: B
 Public relations services are not typically provided by advertising agencies, but may be the responsibility of a separate public relations firm or in-house PR department.

Answer: C
 Advertising appropriation, or determining the budget for advertising activities, may be a collaborative effort between a company and their advertising agency, but ultimately falls under the responsibility of the company's financial department.

Answer: D
 Legal services are typically handled by a company's legal department or a law firm, and are not directly related to advertising.

Answer: E
 Developing advertising objectives may be a collaborative effort between a company and their advertising agency, but ultimately falls under the responsibility of the company's marketing department.

Question 6

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 that the advertisement is intended to reach, and Lexus designed its commercials to appeal to more affluent car drivers, indicating that they are the target audience. The other answer choices are not applicable in this context: Advertising objective refers to the goal of the advertisement, advertising platform refers to the specific media that the advertisement will be displayed on, media plan refers to the strategy for distributing the advertisement, and advertising message refers to the content of the advertisement itself. None of these answer choices explicitly relate to the target audience.

Question 7

Which of the following is the best example of native advertising?

Accepted Answer

Native advertising is a type of advertising that blends seamlessly into the content of the site or platform it appears on, often mimicking the form and style of that content. Fidelity Investments sponsoring an article on Forbes website fits this description best as it is seamlessly integrated into the site's content and does not disrupt user experience. The content provides value to the reader while also promoting Fidelity Investments' services. The other options, while still forms of advertising, are not as seamlessly integrated into the content in which they appear.

Question 8

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

Reach refers to the number of people within a target audience who see an advertisement at least once. Frequency refers to the number of times those people are exposed to the advertisement. Therefore, the media planners want the reach to be 25% and the frequency to be four times, making choice A the correct answer.

Question 9

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

Accepted Answer

Pioneer advertising is most appropriate during the introduction stage of the product life cycle when a new product is being introduced to the market. At this stage, the objective is to create awareness and generate interest among potential customers. Pioneer advertising can help in creating a brand image for the product and establishing a position in the market. In addition, it can also help in informing potential customers about the product's features, benefits, and usage. Therefore, pioneer advertising is the best choice during the introduction stage.

Question 10

Sam works for a national sporting goods store in the marketing department. He wants to place advertisements in sports magazines that target teenagers. He notices that the sports preferences of teenagers tend to differ in different parts of the country. In one geographic area, for instance, teens are highly into skating culture. Along the coast, however, many teenagers are more interested in surf culture. Because these target markets differ, Sam should probably try to place advertisements in _________________ of magazines.

Accepted Answer

Sam should try to place advertisements in regional issues of magazines because they will be tailored to the specific interests of teenagers in each region. This approach will likely result in higher engagement and more effective targeting of the desired audience.

Question 11

_____________ 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 12

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 a written statement designed to generate media coverage of an organization's activities or to support other public relations efforts. Publicity is a key aspect of public relations, and news releases are a popular and effective means of obtaining it. Option A is incorrect because publicity is a key component of public relations. Option C is incorrect because while marketers can influence the media's decision to publish their material, they cannot control it entirely. Option D is incorrect because publicity-based public relations do have limitations, such as the risk of negative coverage or the inability to control the message once it is released to the media. Option E is incorrect because event sponsorship is a commonly used public relations tool that can help enhance an organization's image and improve its relationships with its stakeholders.

Question 13

Public relations personnel create corporate identity materials including all the following except:

Accepted Answer

Coupons are typically created by marketing or advertising personnel, not public relations personnel. The other options are all common elements of corporate identity materials that may be created by public relations personnel.

Question 14

_____________ identifies changes in public opinion affecting an organization.

Accepted Answer

Environmental monitoring involves tracking and analyzing changes in public opinion and other external factors that can impact an organization.

Question 15

_______________ is digital advertising that matches the appearance and purpose of the content in which it is embedded.

Accepted Answer

Native advertising is a form of digital advertising that blends into the surrounding content, mimicking its appearance and purpose. It is designed to be non-disruptive and seamless to the user experience, making it more effective than traditional banner ads or pop-ups.

Question 16

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

Canon Inc. submitted a lengthy story to a magazine, which indicates that they are using a feature article as a public relations tool to promote the launch of their new camera.

Question 17

Native advertising and content marketing are the same thing.

Accepted Answer

While both aim to create content that engages and informs audiences, native advertising is specifically designed to look like other content on a website, while content marketing more broadly refers to the creation and sharing of content with the goal of building relationships and driving profitable customer action.

Question 18

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 19

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 have a longer life span compared to other mediums, allow for high-quality reproduction of images and text, can target specific demographics through niche publications, and often contain in-depth content that allows for detailed information to be communicated to the audience.

Question 20

At very large firms, advertising campaigns are likely to be performed by a(n) _____________________, while in small firms advertising campaigns are more likely to fall under the responsibility of ____________________.

Accepted Answer

The answer of At very large firms, advertising campaigns are...

Quiz 17: Advertising and Public Relations