Question 1

In creating the advertising message, which of the following is not recommended when creating a slogan?
A)The slogan should be short.
B)The slogan should be retained for a long period of time.
C)The slogan should be accompanied by a spokescharacter.
D)The slogan should be backed by a large marketing budget.
E)The slogan should be memorable.

Accepted Answer

While using a spokescharacter in advertising can be effective, it is not a recommended aspect for creating a slogan. The other options listed are all important aspects of creating a strong slogan.

Question 2

One way for a company to measure the effectiveness of its publicity-based public relations efforts is to
A)tabulate the equivalent in advertising dollars if the time and space were purchased.
B)ask for return of reply cards.
C)calculate market share increase.
D)count the number of exposures in the media.
E)conduct an environmental audit of media alternatives.

Accepted Answer

The answer of One way for a company to measure...

Question 3

Which of the following statements is true about public relations?
A)Publicity is not part of public relations.
B)The most common publicity-based tool is the press conference.
C)Marketers cannot control whether the media choose to publish their public relations material.
D)Publicity-based public relations do not have limitations.
E)Event sponsorship is not an effective public relations tool.

Accepted Answer

Marketers can create and distribute public relations materials, but they cannot control whether the media choose to publish them. Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics, and publicity is just one of the many tools used in public relations. The most common publicity-based tools are news releases, media pitches, and media advisories, not press conferences. Publicity-based public relations have limitations, such as the lack of control over the message and the potential for negative publicity. Event sponsorship can be an effective public relations tool, as it can help to create brand awareness, increase visibility, and enhance reputation.

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.
A)reach; frequency
B)goal; multiplier
C)exposure; repetition
D)range; rate
E)impact; recurrence

Accepted Answer

Reach refers to the percentage of the target audience that will be exposed to the advertisement at least once during the specified time period, while frequency refers to the number of times that the average person within the target audience will be exposed to the advertisement. Therefore, the media planners want the reach to be 25% and the frequency to be four times.

Question 5

A car dealership is altering how it determines its advertising appropriation. It is moving from an approach where it sets its budget based on projected revenue for the coming year to one in which it identifies the cost required to meet certain goals. It is switching from the _____ approach to the _____ approach.
A)competitive-matching; arbitrary
B)percentage-of-sales; competitive-matching
C)competitive-matching; objective-and-task
D)percentage-of-sales; objective-and-task
E)arbitrary; competitive-matching

Accepted Answer

The dealership is moving away from a percentage-of-sales approach (which is a type of arbitrary approach) to an objective-and-task approach where it identifies the cost required to meet certain goals. Therefore, choice D (percentage-of-sales; objective-and-task) is the best fit for this scenario.

Question 6

A content analysis of an organization's messages, readability studies, and readership surveys are all tools used to conduct a(n)
A)consumer survey.
B)public relations audit.
C)environmental audit.
D)communications audit.
E)social audit.

Accepted Answer

A communications audit is a comprehensive review of an organization's communications processes and materials, including evaluating messaging content, readability of materials, and readership surveys to assess communication effectiveness. It helps organizations to improve their communication strategies, identify areas for improvement, and ensure that communication efforts are aligned with their mission and vision.

Question 7

_____________ may include a readership survey.
A)A public relations audit
B)A financial audit
C)A communications audit
D)A social audit
E)Environmental monitoring

Accepted Answer

A readership survey is a tool used in a communications audit to assess the effectiveness of a company's communication efforts with its audience. Therefore, the correct answer is C) a communications audit.

Question 8

Canon Inc. is releasing a new version of its EOS Rebel camera. As part of the launch, it has submitted a 2,500-word story to Popular Photography, a magazine for camera users. This is a public relations tool known as
A)publicity.
B)a news release.
C)a captioned photo.
D)a feature article.
E)a press conference.

Accepted Answer

Canon Inc. has submitted a 2,500-word story to Popular Photography, which is a feature article, a public relations tool used to provide in-depth information about a product or service to a specific audience.

Question 9

Which of the following is used to assess an organization's image among the public or to evaluate the effect of a specific public relations program?
A)Environmental monitoring
B)Public relations audit
C)Consumer jury
D)Social audit
E)Communications audit

Accepted Answer

A public relations audit is specifically designed to assess an organization's image among the public and to evaluate the effectiveness of a specific public relations program. Environmental monitoring focuses on monitoring an organization's impact on the environment, consumer jury typically involves a group of consumers evaluating a product or service, social audit focuses on assessing an organization's social impact, and a communications audit assesses an organization's communications channels and strategies.

Question 10

During which stage of the product life cycle is pioneer advertising most appropriate?
A)Introduction
B)Growth
C)Maturity
D)Recession
E)Decline

Accepted Answer

Pioneer advertising is most appropriate during the introduction stage of the product life cycle. This is because during this stage, the product is new and unfamiliar to the market, and thus requires advertising that focuses on informing and educating potential consumers about the product, its features, and benefits. Pioneer advertising helps to create brand awareness, establish a unique positioning in the market, and generate interest and demand for the new product.

Question 11

Lexus has designed its commercials to appeal to more affluent car drivers as its
A)target audience.
B)advertising objective.
C)advertising platform.
D)media plan.
E)advertising message.

Accepted Answer

Target audience refers to the specific group of people that an advertising campaign is trying to reach or appeal to. In this case, Lexus is aiming to appeal to more affluent car drivers, which indicates that they have identified this group as their target audience.

Question 12

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
A)direct mail.
B)television.
C)radio.
D)outdoor advertising.
E)magazines.

Accepted Answer

Magazines have high reproduction quality, with the ability to use full color and high-resolution images. Magazine ads also have a longer life than other mediums since they are often kept for reference or entertainment. Advertisers can choose specific magazine titles that cater to their target market for demographic selectivity. Finally, magazines allow for detailed information to be provided through longer ad copy and editorial content.

Question 13

_____________ identifies changes in public opinion affecting an organization.
A)A public relations audit
B)A financial audit
C)A communications audit
D)A social audit
E)Environmental monitoring

Accepted Answer

The answer of _____________ identifies changes in public opinion affecting...

Question 14

Angela 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, Angela should avoid
A)direct mail.
B)television.
C)radio.
D)outdoor advertising.
E)magazines.

Accepted Answer

Magazines typically have a longer lead time for publication, can be more expensive, and do not provide the frequent communication that Angela is looking for.

Question 15

You and your marketing team are conducting a series of focus groups with potential customers of a new product your firm is launching next year. The purpose of these focus groups is to find out what potential customers consider most important in the selection and use of this new product.??Which of the following steps in the advertising campaign development process are you performing with this activity?
A)Defining the advertising objectives
B)Determining the advertising appropriation
C)Developing the media plan
D)Creating the advertising platform
E)Identifying and analyzing the target audience

Accepted Answer

The answer of You and your marketing team are conducting...

Question 16

You are the head of marketing for a major oil company based in the United States. Recently, your company was involved in a major oil spill off the coast of Texas where millions of barrels of crude oil were accidentally released into the Gulf of Mexico. The negative publicity for your company has been fast and furious since the spill occurred. However, your company took a very proactive approach in managing the disaster and the resulting publicity. Now your CEO wants to assess how effective the company has been in repairing its image.??Which of the following would you recommend to the CEO?
A)A communications audit
B)A customer survey
C)A public relations audit
D)A press conference
E)A social audit

Accepted Answer

A public relations audit is the most comprehensive way to assess the effectiveness of the company's efforts in repairing its image following the oil spill. It evaluates all aspects of the company's public relations strategies, including media relations, community engagement, and crisis management, providing a clear picture of the company's current reputation and the effectiveness of its public relations efforts.

Question 17

Your company CEO is a very socially conscious individual who believes in prudently utilizing the resources of the company to promote causes that are good for the environment and society-at-large. She recently asked you to work with the firm's outside ad agency to develop an advertising campaign that articulates the company's concern about climate change.??Which of the following types of advertising will you pursue to meet her expectations?
A)Competitive advertising
B)Comparative advertising
C)Pioneer advertising
D)Reminder advertising
E)Advocacy advertising

Accepted Answer

Advocacy advertising is designed to promote a particular cause or idea and is often used to promote social responsibility, environmental concerns, or ethical behavior. This type of advertising would be the most appropriate to meet the CEO's expectations of promoting the company's concern about climate change.

Question 18

Public relations materials include which of the following?
A)Logos
B)Business cards
C)Stationery
D)Newsletters
E)Signs

Accepted Answer

Newsletters are typically used for public relations purposes to inform and engage with an audience on a regular basis. Logos, business cards, stationery, and signs are all important branding materials, but they are not specific to public relations efforts.

Question 19

You are a brand manager for a major retailer, and you just completed developing a series of advertisements with the help of your outside ad agency. You are excited about the ads and you are anxious to get the marketing vice president's opinion of the ads. Unfortunately, the vice president does not believe the ads will be effective. She wants you to do some type of effectiveness evaluation of the ads before the company spends a lot of money running them.??Which of the following evaluation techniques should you use?
A)A consumer jury
B)A recognition test
C)An unaided recall test
D)An aided recall test
E)Any type of post test

Accepted Answer

A consumer jury involves gathering a group of target consumers to provide feedback on the advertisements, which can help assess their potential effectiveness before a large investment is made in running them. This method allows for direct consumer input on the appeal, comprehension, and potential impact of the ads.

Question 20

Advertising that stimulates demand for a product category by informing potential customers about the product's features, uses, and benefits is called
A)advocacy advertising.
B)pioneer advertising.
C)institutional advertising.
D)competitive advertising.
E)comparative advertising.

Accepted Answer

Pioneer advertising is used to inform potential customers about a new product category and its features, uses, and benefits. It is used when a company introduces a new product to the market where there are no existing competitors. This type of advertising helps to create demand for the product category and educate customers about the benefits of the product.

Quiz 16: Advertising and Public Relations

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

One way for a company to measure the effectiveness of its publicity-based public relations efforts is to

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.

A content analysis of an organization's messages, readability studies, and readership surveys are all tools used to conduct a(n)

_____________ may include a readership survey.

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

Which of the following is used to assess an organization's image among the public or to evaluate the effect of a specific public relations program?

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

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

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

_____________ identifies changes in public opinion affecting an organization.

Angela 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, Angela should avoid

Public relations materials include which of the following?

Advertising that stimulates demand for a product category by informing potential customers about the product's features, uses, and benefits is called