Question 1

The main problem with using the objective-and-task approach to setting an advertising budget is that

Accepted Answer

A) sales create advertising rather than advertising creates sales. 
B) it often results in overspending or underspending of the firm's resources. 
C) it does not achieve full potential in terms of stimulating demand. 
D) the marketer may experience difficulty when trying to estimate accurately the level of effort needed to achieve goals. 
E) it is difficult to determine the objectives of the campaign. 
A) sales create advertising rather than advertising creates sales. 
B) it often results in overspending or underspending of the firm's resources. 
C) it does not achieve full potential in terms of stimulating demand. 
D) the marketer may experience difficulty when trying to estimate accurately the level of effort needed to achieve goals. 
E) it is difficult to determine the objectives of the campaign. D

Question 2

A consumer jury is a

Accepted Answer

A) group of consumers who have purchased the product before that evaluate its effectiveness. 
B) panel of potential buyers of the advertised product brought together to pretest an advertising message. 
C) panel of buyers who review and evaluate an advertising message after it has been circulated in certain regions. 
D) group of consumers who determine whether or not other consumers have been treated fairly by companies. 
E) panel of consumer experts who rank the effectiveness of advertisements. 
A) group of consumers who have purchased the product before that evaluate its effectiveness. 
B) panel of potential buyers of the advertised product brought together to pretest an advertising message. 
C) panel of buyers who review and evaluate an advertising message after it has been circulated in certain regions. 
D) group of consumers who determine whether or not other consumers have been treated fairly by companies. 
E) panel of consumer experts who rank the effectiveness of advertisements. B

Question 3

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

Accepted Answer

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 event 
E) The specific name of the event 
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 event 
E) The specific name of the event A

Question 4

When an organization uses an advertising agency,who usually develops the advertising campaign?

Accepted Answer

A) The agency's specialists 
B) The firm and the agency working jointly 
C) The agency suggests ideas and the firm chooses among them 
D) The advertising department within an organization 
E) An individual or a few persons within the firm 
A) The agency's specialists 
B) The firm and the agency working jointly 
C) The agency suggests ideas and the firm chooses among them 
D) The advertising department within an organization 
E) An individual or a few persons within the firm

Question 5

Coors advertises that its beer is the only one that is kept cold from the brewery to the store.This type of advertising is called

Accepted Answer

A) pioneer. 
B) competitive. 
C) comparative. 
D) defensive. 
E) institutional. 
A) pioneer. 
B) competitive. 
C) comparative. 
D) defensive. 
E) institutional.

Question 6

While digital advertising is commonly used,many digital ads still fail to work.Which of the following is not one of the reasons that digital ads fail?

Accepted Answer

A) They are often difficult to read or decipher. 
B) They often use "flash" technology just for the sake of flash. 
C) They do not have enough details. 
D) The message is often unclear. 
E) It takes too long to get to the point. 
A) They are often difficult to read or decipher. 
B) They often use "flash" technology just for the sake of flash. 
C) They do not have enough details. 
D) The message is often unclear. 
E) It takes too long to get to the point.

Question 7

Disney decided to run its new commercials for all of its theme parks several times a day for three weeks and then not at all for two weeks.It will then run the commercials again for three more weeks.Disney is using a ____ schedule for its advertising.

Accepted Answer

A) flighting 
B) varying 
C) continuous 
D) pulsing 
E) beating 
A) flighting 
B) varying 
C) continuous 
D) pulsing 
E) beating

Question 8

The three general types of media schedules are

Accepted Answer

A) pulsing,beating,and continuous. 
B) short,medium,and long-term. 
C) morning,afternoon,and evening. 
D) pulsing,continuous,and flighting. 
E) light,heavy,and alternating. 
A) pulsing,beating,and continuous. 
B) short,medium,and long-term. 
C) morning,afternoon,and evening. 
D) pulsing,continuous,and flighting. 
E) light,heavy,and alternating.

Question 9

What are the advantages of using an advertising agency to develop an advertising campaign?

Accepted Answer

The answer of What are the advantages of using an...

Question 10

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

Accepted Answer

A) family behavior recording. 
B) single-source data. 
C) individual consumer jury. 
D) advertisement exposure data. 
E) detailed market research. 
A) family behavior recording. 
B) single-source data. 
C) individual consumer jury. 
D) advertisement exposure data. 
E) detailed market research.

Question 11

The choice of media influences the content and form of the message.

Accepted Answer

A) True 
 B)False

Question 12

What are the major differences between sales-based and communications-based advertising objectives?

Accepted Answer

The answer of What are the major differences between sales-based...

Question 13

Measuring effectiveness during a campaign is usually accomplished by using

Accepted Answer

A) pretests. 
B) posttests. 
C) consumer juries. 
D) inquiries. 
E) sales force surveys. 
A) pretests. 
B) posttests. 
C) consumer juries. 
D) inquiries. 
E) sales force surveys.

Question 14

Brittany is choosing the type of media for a new promotional campaign for Halls cough drops.She knows that each type of media has both benefits and disadvantages.She is considering the Internet as a form of media.Which of the following is NOT a disadvantage of the Internet as a promotional medium?

Accepted Answer

A) costs of precise targeting are high. 
B) effects of promotion can be difficult to measure. 
C) there are concerns about privacy. 
D) the message must be short and simple. 
E) there are concerns about security. 
A) costs of precise targeting are high. 
B) effects of promotion can be difficult to measure. 
C) there are concerns about privacy. 
D) the message must be short and simple. 
E) there are concerns about security.

Question 15

A layout includes only the illustrations used in an advertisement.

Accepted Answer

A) True 
 B)False

Question 16

The limitations in using publicity-based public relations tools stem primarily from the fact that

Accepted Answer

A) marketers alter the length of publicity releases. 
B) publicity is never properly managed by media personnel. 
C) media personnel consider only unfavorable messages as newsworthy. 
D) it is time-consuming to convince media personnel that the information is newsworthy. 
E) media personnel control the content of the communication. 
A) marketers alter the length of publicity releases. 
B) publicity is never properly managed by media personnel. 
C) media personnel consider only unfavorable messages as newsworthy. 
D) it is time-consuming to convince media personnel that the information is newsworthy. 
E) media personnel control the content of the communication.

Question 17

Which of the following is not a public relations tool?

Accepted Answer

A) Feature article 
B) Company magazine 
C) News release 
D) Annual report 
E) Product sample 
A) Feature article 
B) Company magazine 
C) News release 
D) Annual report 
E) Product sample

Question 18

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

Accepted Answer

A) advertising 
B) public relations 
C) sales promotion 
D) publicity 
E) personal selling 
A) advertising 
B) public relations 
C) sales promotion 
D) publicity 
E) personal selling

Question 19

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

Accepted Answer

A) Advertising 
B) Selling 
C) A press strategy 
D) Public relations 
E) Publicity 
A) Advertising 
B) Selling 
C) A press strategy 
D) Public relations 
E) Publicity

Question 20

Julie Reese is working on developing a magazine advertisement for Planet Fitness,a health and fitness club.She knows what she wants the advertisement to say and the illustrations she wants to use,but she is having a tough time putting it all together.Julie is having trouble determining the

Accepted Answer

A) storyboard. 
B) artwork. 
C) copy. 
D) presentation. 
E) layout. 
A) storyboard. 
B) artwork. 
C) copy. 
D) presentation. 
E) layout.

Exam 18: Advertising and Public Relations

The main problem with using the objective-and-task approach to setting an advertising budget is that

A consumer jury is a

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

When an organization uses an advertising agency,who usually develops the advertising campaign?

Coors advertises that its beer is the only one that is kept cold from the brewery to the store.This type of advertising is called

While digital advertising is commonly used,many digital ads still fail to work.Which of the following is not one of the reasons that digital ads fail?

Disney decided to run its new commercials for all of its theme parks several times a day for three weeks and then not at all for two weeks.It will then run the commercials again for three more weeks.Disney is using a ____ schedule for its advertising.

The three general types of media schedules are

What are the advantages of using an advertising agency to develop an advertising campaign?

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

The choice of media influences the content and form of the message.

What are the major differences between sales-based and communications-based advertising objectives?

Measuring effectiveness during a campaign is usually accomplished by using

Brittany is choosing the type of media for a new promotional campaign for Halls cough drops.She knows that each type of media has both benefits and disadvantages.She is considering the Internet as a form of media.Which of the following is NOT a disadvantage of the Internet as a promotional medium?

A layout includes only the illustrations used in an advertisement.

The limitations in using publicity-based public relations tools stem primarily from the fact that

Which of the following is not a public relations tool?

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

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

Julie Reese is working on developing a magazine advertisement for Planet Fitness,a health and fitness club.She knows what she wants the advertisement to say and the illustrations she wants to use,but she is having a tough time putting it all together.Julie is having trouble determining the

An Overview of Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets: Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product Concepts

Developing and Managing Products

Services Marketing

Branding and Packaging

Marketing Channels and Supply-Chain Management

Retailing, direct Marketing, and Wholesaling

Integrated Marketing Communications

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters