Question 1

In an attempt to change the perception that milk was unhealthy,the National Fluid Milk Processors Education Program established an advertising campaign featuring celebrities with milk moustaches and the tag line "Got Milk?"

Accepted Answer

The answer of In an attempt to change the perception...

Question 2

If Tim wants to adopt the strategy of informative advertising for his bakery,which of the following would be the best objective?

Accepted Answer

Informative advertising is aimed at informing consumers about a product's benefits, uses, or features. Suggesting new uses for a product directly aligns with the goal of educating the market about the product's versatility or additional applications, which is a key aspect of informative advertising.

Question 3

Jill's Deli wants to build primary demand for a new product category.This is an example of ________ advertising.

Accepted Answer

The answer of Jill's Deli wants to build primary demand...

Question 4

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

Accepted Answer

Advertising may be handled by a separate marketing department or by an external advertising agency. It may also be handled by a dedicated advertising department within the company.

Question 5

Media planners must also choose the best media vehicles-specific media within each general media type.

Accepted Answer

Media planners must consider the characteristics of each media vehicle (e.g. TV networks, magazines, websites) to determine which ones will reach their target audience most effectively. Therefore, they must choose the best media vehicle within each general media type.

Question 6

Janice has a successful marketing company.One of her business advisors suggests adopting reminder advertising.Which of the following would be the most suitable objective?

Accepted Answer

Reminder advertising is primarily aimed at maintaining customer relationships by keeping the brand in the minds of consumers. It is not typically used for correcting false impressions, informing about price changes, restoring company image, or specifically building brand preference, but rather to ensure that existing customers continue to remember and choose the brand.

Question 7

Building good relations with the company's various publics by obtaining favourable publicity,building a good corporate image,and handling or heading off unfavourable rumours,stories,and events is another major mass-promotion tool.

Accepted Answer

Building good relations with various publics and obtaining favourable publicity helps in promoting a company's image and is a major mass-promotion tool.

Question 8

____________ is any paid form of non-personal presentation and promotion of ideas,goods,or services by an identified sponsor.

Accepted Answer

The answer of ____________ is any paid form of non-personal...

Question 9

Public relations can have a strong impact on public awareness but at a much higher cost than advertising.

Accepted Answer

Public relations often costs less than advertising because it primarily involves generating and managing organic media coverage and public perception, rather than paying for space or airtime as in advertising.

Question 10

Since China has lifted many of its international trade restrictions,corporations such as McDonald's and Coca-Cola now have only limited censorship rules governing their TV and radio advertising.

Accepted Answer

While China has opened up to international trade, it still maintains strict censorship rules that apply to all forms of media, including TV and radio advertising, affecting both domestic and international corporations.

Question 11

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

Accepted Answer

The answer of The communication effects of advertisements and ad...

Question 12

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 not reduced the need for advertising standardization for global brands, as they still need to maintain a consistent brand image and message across different markets and cultures.

Question 13

Tim's bakery decided to sell 15 percent more bagels before the end of the next quarter.This is an example of advertising ________ that define the task that advertising must accomplish with a specific target audience during a specific period of time.

Accepted Answer

The answer of Tim's bakery decided to sell 15 percent...

Question 14

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 specialize in creating and executing advertising campaigns, and their employees have expertise in various areas such as creative design, market research, media planning, and copywriting. This expertise can often produce better results than a producer or retailer's own employees who may not have the same level of training or experience in advertising.

Question 15

Tim's Bakery wants to reach out to past customers who have not been in the store for a while.His advertising objective is classified by its primary purpose,which is to inform,persuade,or ________.

Accepted Answer

The answer of Tim's Bakery wants to reach out to...

Question 16

One of major public relations tools is news.

Accepted Answer

News is a key tool in public relations as it is a way for organizations to communicate their message and information to the public through media outlets such as television, radio, and newspapers. This form of communication can help to generate positive publicity and increase awareness and understanding of an organization's goals and initiatives.

Question 17

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

Accepted Answer

A company's website can be an important tool for communication and engagement with the public, making it a key public relations vehicle. The website can be used to showcase company values, provide information about products and services, share news and updates, and interact with customers and stakeholders.

Question 18

Return on advertising investment is using the net return on advertising investment divided by the costs of the advertising investment.

Accepted Answer

Return on advertising investment (ROAI) is calculated using the net return on advertising investment divided by the costs of the advertising investment. Therefore, the statement is true.

Question 19

Direct mail is one of the least expensive media on a per exposure basis.

Accepted Answer

Direct mail tends to be more expensive on a per exposure basis compared to many digital marketing options due to costs associated with printing, postage, and mailing list acquisition.

Question 20

Which of the following are important steps during the process of developing an advertising program?

Accepted Answer

The answer of Which of the following are important steps...

Quiz 15: Advertising and Public Relations