Question 1

When a company promotes its position on a public issue, this is specifically referred to as ____ advertising.

Accepted Answer

A) institutional 
B) product 
C) advocacy 
D) issue 
E) competitive 
A) institutional 
B) product 
C) advocacy 
D) issue 
E) competitive C

Question 2

When developing an advertising campaign, benchmarks need to be included in the

Accepted Answer

A) campaign platform. 
B) evaluation of the advertising effectiveness. 
C) statement of advertising objectives. 
D) media plan. 
E) budget. 
A) campaign platform. 
B) evaluation of the advertising effectiveness. 
C) statement of advertising objectives. 
D) media plan. 
E) budget. C

Question 3

To be unbiased, a member of a consumer jury should not be a present user of the advertised product.

Accepted Answer

A) True 
 B)False  False

Question 4

Advertising that focuses on stimulating demand for a product category is called ____ advertising.

Accepted Answer

A) pioneer 
B) competitive 
C) institutional 
D) categorical 
E) product 
A) pioneer 
B) competitive 
C) institutional 
D) categorical 
E) product

Question 5

Identify and describe four publicity-based public relations tools.

Accepted Answer

The answer of Identify and describe four publicity-based public relations...

Question 6

Jobs such as specialists, copywriters, artists, media buyers, and technical production coordinators are included in the public relations department of a large organization.

Accepted Answer

A) True 
 B)False

Question 7

A television advertisement showing the safety features of the Volvo "Cross Country" Wagon would be best classified as which of the following?

Accepted Answer

A) Product advertising 
B) Pioneer advertising 
C) Defensive advertising 
D) Societal marketing 
E) Publicity 
A) Product advertising 
B) Pioneer advertising 
C) Defensive advertising 
D) Societal marketing 
E) Publicity

Question 8

Suppose State Farm Insurance stated, "We want our advertising to increase our customer base for home and automobile insurance 10 percent by the end of the fiscal year." This would be considered a(n)

Accepted Answer

A) target audience goal. 
B) advertising platform. 
C) percent-of-sales approach. 
D) advertising objective. 
E) media plan goal. 
A) target audience goal. 
B) advertising platform. 
C) percent-of-sales approach. 
D) advertising objective. 
E) media plan goal.

Question 9

Almost all advertising campaigns are aimed at producing immediate sales.

Accepted Answer

A) True 
 B)False

Question 10

The University of Iowa runs a series of ads throughout the Midwest on how friendly and helpful its faculty, staff, and students are as well as how outstanding its academic programs are. This type of promotion would best be characterized as

Accepted Answer

A) public relations. 
B) product advertising. 
C) advocacy advertising. 
D) institutional advertising. 
E) comparative advertising. 
A) public relations. 
B) product advertising. 
C) advocacy advertising. 
D) institutional advertising. 
E) comparative advertising.

Question 11

The basic issues or selling points that an advertiser wants to include in an advertising campaign is (are) the

Accepted Answer

A) advertising objectives. 
B) target audience objectives. 
C) media plan. 
D) advertising message. 
E) advertising platform. 
A) advertising objectives. 
B) target audience objectives. 
C) media plan. 
D) advertising message. 
E) advertising platform.

Question 12

Advertising agencies typically receive

Accepted Answer

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. 
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.

Question 13

Scenario 17.2
Use the following to answer the questions.
The State Farm Group includes several companies. Probably the most well-known company in the group is the State Farm Insurance company, the largest auto and home insurer in the United States. State Farm Insurance provides protection for approximately 78 million policies on auto, fire, life, and health services. It is also a leading insurer of homes and autos in Canada. Another company in the State Farm group is the State Farm Bank, which was opened in 2000, beginning State Farm's entry into the financial services field. However, the State Farm Bank is not a traditional bank, in that it has no branch offices and its services are provided through State Farm agents, a call center, the mail, and on the internet. It currently serves over 1.9 million bank accounts.
-Refer to Scenario 17.2. In 2008, Cal Ripken, Jr. and State Farm teamed up to promote State Farm's national teen driver safety program. The marketing division at State Farm produced a one-page document that described the partnership, which was then published in several national newspapers and on the internet. The document from State Farm is an example of ____, while the publication in the newspapers is an example of ____.

Accepted Answer

A) public relations; publicity 
B) public relations; a news release 
C) publicity; advocacy advertising 
D) a news release; publicity 
E) publicity; a news release 
A) public relations; publicity 
B) public relations; a news release 
C) publicity; advocacy advertising 
D) a news release; publicity 
E) publicity; a news release

Question 14

Which of the following statements applies to media planning?

Accepted Answer

A) Characteristics of the product are the most important consideration in selecting the media for a campaign. 
B) The message content affects the types of media used for an advertising campaign. 
C) The location of the advertising target is irrelevant in media planning. 
D) Total media dollars spent on advertising have decreased over the last 30 years. 
E) Regardless of the message to be conveyed, newspapers are one medium that is appropriate for almost any circumstances. 
A) Characteristics of the product are the most important consideration in selecting the media for a campaign. 
B) The message content affects the types of media used for an advertising campaign. 
C) The location of the advertising target is irrelevant in media planning. 
D) Total media dollars spent on advertising have decreased over the last 30 years. 
E) Regardless of the message to be conveyed, newspapers are one medium that is appropriate for almost any circumstances.

Question 15

The last stage in the development of any advertising campaign is

Accepted Answer

A) creating the advertising platform. 
B) developing the media plan. 
C) creating the advertising message. 
D) evaluating the effectiveness of advertising. 
E) defining the advertising objectives. 
A) creating the advertising platform. 
B) developing the media plan. 
C) creating the advertising message. 
D) evaluating the effectiveness of advertising. 
E) defining the advertising objectives.

Question 16

Small and medium-sized firms never use advertising agencies to produce campaigns for them.

Accepted Answer

A) True 
 B)False

Question 17

Soft drink companies advertise that their products beat the competition in national "taste tests," and they refer to the rival brands by name. This type of advertising is best described as

Accepted Answer

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

Question 18

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)

Accepted Answer

A) unaided recall test. 
B) pretest. 
C) recognition test. 
D) aided recognition test. 
E) aided recall test. 
A) unaided recall test. 
B) pretest. 
C) recognition test. 
D) aided recognition test. 
E) aided recall test.

Question 19

Scenario 17.1
Use the following to answer the questions.
The Toyota Corporation is developing its promotional plan for the coming year and is considering several types of advertising to communicate its messages. Toyota will likely advertise its new vehicle, the Venza, on TV and in major national magazines. It is possible that the ads could focus on the features of the Venza and its most likely competitor, the Ford Edge. Other forms of advertising that can be considered are ads that feature all of the Toyota brands in a single ad, while mentioning only the Toyota brand and its company's strengths. Finally, Toyota will probably continue to advertise updates of its cash cow brands, the Camry and the hybrid versions of its SUVs.
-Refer to Scenario 17.1. Toyota's television advertisements for the new Venza are examples of

Accepted Answer

A) publicity. 
B) institutional advertising. 
C) product advertising. 
D) comparative advertising. 
E) pioneer advertising. 
A) publicity. 
B) institutional advertising. 
C) product advertising. 
D) comparative advertising. 
E) pioneer advertising.

Question 20

One way an advertising agency assists a firm is that it takes care of all the grunt work in order to give its clients time to do the creative work on the campaign.

Accepted Answer

A) True 
 B)False

When a company promotes its position on a public issue, this is specifically referred to as ____ advertising.

When developing an advertising campaign, benchmarks need to be included in the

To be unbiased, a member of a consumer jury should not be a present user of the advertised product.

Advertising that focuses on stimulating demand for a product category is called ____ advertising.

Identify and describe four publicity-based public relations tools.

Jobs such as specialists, copywriters, artists, media buyers, and technical production coordinators are included in the public relations department of a large organization.

A television advertisement showing the safety features of the Volvo "Cross Country" Wagon would be best classified as which of the following?

Suppose State Farm Insurance stated, "We want our advertising to increase our customer base for home and automobile insurance 10 percent by the end of the fiscal year." This would be considered a(n)

Almost all advertising campaigns are aimed at producing immediate sales.

The University of Iowa runs a series of ads throughout the Midwest on how friendly and helpful its faculty, staff, and students are as well as how outstanding its academic programs are. This type of promotion would best be characterized as

The basic issues or selling points that an advertiser wants to include in an advertising campaign is (are) the

Advertising agencies typically receive

Which of the following statements applies to media planning?

The last stage in the development of any advertising campaign is

Small and medium-sized firms never use advertising agencies to produce campaigns for them.

Soft drink companies advertise that their products beat the competition in national "taste tests," and they refer to the rival brands by name. This type of advertising is best described as

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)

One way an advertising agency assists a firm is that it takes care of all the grunt work in order to give its clients time to do the creative work on the campaign.

Customer-Driven Strategic Marketing

Planning Marketing Strategies

The Marketing Environment, Social Responsibility, and Ethics

Marketing Research and Information Systems

Target Market Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

E-Marketing, Digital Media, and Social Networking

Product, Branding, and Packaging Concepts

Developing and Managing Goods and Services

Pricing Concepts

Pricing Management

A:marketing Channels and Supply-Chain Management

B:marketing Channels and Supply-Chain Management

A:retailing, Direct Marketing, and Wholesaling

B:retailing, Direct Marketing, and Wholesaling

Integrated Marketing Communications

Personal Selling and Sales Promotion

Filters

Exam 17: Advertising and Public Relations

When a company promotes its position on a public issue, this is specifically referred to as ____ advertising.

When developing an advertising campaign, benchmarks need to be included in the

To be unbiased, a member of a consumer jury should not be a present user of the advertised product.

Advertising that focuses on stimulating demand for a product category is called ____ advertising.

Identify and describe four publicity-based public relations tools.

Jobs such as specialists, copywriters, artists, media buyers, and technical production coordinators are included in the public relations department of a large organization.

A television advertisement showing the safety features of the Volvo "Cross Country" Wagon would be best classified as which of the following?

Suppose State Farm Insurance stated, "We want our advertising to increase our customer base for home and automobile insurance 10 percent by the end of the fiscal year." This would be considered a(n)

Almost all advertising campaigns are aimed at producing immediate sales.

The University of Iowa runs a series of ads throughout the Midwest on how friendly and helpful its faculty, staff, and students are as well as how outstanding its academic programs are. This type of promotion would best be characterized as

The basic issues or selling points that an advertiser wants to include in an advertising campaign is (are) the

Advertising agencies typically receive

Which of the following statements applies to media planning?

The last stage in the development of any advertising campaign is

Small and medium-sized firms never use advertising agencies to produce campaigns for them.

Soft drink companies advertise that their products beat the competition in national "taste tests," and they refer to the rival brands by name. This type of advertising is best described as

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)

One way an advertising agency assists a firm is that it takes care of all the grunt work in order to give its clients time to do the creative work on the campaign.

Customer-Driven Strategic Marketing

Planning Marketing Strategies

The Marketing Environment, Social Responsibility, and Ethics

Marketing Research and Information Systems

Target Market Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

E-Marketing, Digital Media, and Social Networking

Product, Branding, and Packaging Concepts

Developing and Managing Goods and Services

Pricing Concepts

Pricing Management

A:marketing Channels and Supply-Chain Management

B:marketing Channels and Supply-Chain Management

A:retailing, Direct Marketing, and Wholesaling

B:retailing, Direct Marketing, and Wholesaling

Integrated Marketing Communications

Personal Selling and Sales Promotion

Filters