Deck 13: Communicating Customer Value: Advertising and Public Relations

Question 1

Companies are using less ________ and more ________ as a result of an explosion of more focused media that better match today's targeting strategies.

A)marketing; media
B)media; sales
C)narrowcasting; broadcasting
D)mass media; targeted media
E)advertising; word-of-mouth

Answer 1

D

Question 2

The use of short-term incentives to encourage the purchase or sale of a product or service is called ________.

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

Answer 2

B

Question 3

Some argue that factors like high costs will cause the old mass-media communications model to be abandoned in favour of ________.

A)public relations
B)direct marketing
C)push and pull strategies
D)new technologies
E)buzz marketing

Answer 3

D

Question 4

Advertising, sales promotion, personal selling, public relations, and direct marketing are all ________.

A)communications channels that should be integrated under the concept of integrated marketing communications
B)communications channels focused more on narrowcasting than broadcasting
C)promotional tools used for push strategies but not pull strategies
D)promotional tools used for pull strategies but not push strategies
E)promotional tools adapted for use in mass marketing

Question 5

To produce better communications consistency, a unified company image, and greater sales impact, some companies employ a(n)________.

A)advertising agency
B)marketing communications director
C)public relations specialist
D)personal sales force
E)media buyer

Question 6

________ is the company's most expensive promotion tool.

A)Advertising
B)Personal selling
C)Mass media
D)Public relations
E)Publicity

Question 7

Which of the following are major categories in the promotion mix?

A)advertising, sales promotion
B)sales promotion, positioning
C)positioning, public relations
D)positioning, advertising
E)advertising, indirect marketing

Question 8

More companies are adopting the concept of ________, which carefully coordinates the company's many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands.

A)integrated marketing communications
B)integrated personal selling
C)integrated competitive methods
D)nonpersonal communication channels
E)buzz marketing

Question 9

Which of the following does not explain why marketers are moving to digital media?

A)Mass media costs are rising.
B)Audiences are shrinking.
C)Ad clutter is increasing.
D)Viewers are gaining message control.
E)TV leads as an advertising media in global spending.

Question 10

The promotion mix is the company's primary communication activity; the marketing mix must be coordinated for the greatest communication impact. Which of the following are included in the entire marketing mix?

A)product, competitor
B)competitor, price
C)price, intermediaries
D)intermediaries, place
E)promotion, price

Question 11

Which of the following is an example of a media that an advertiser might use to reach larger customer segments?

A)cable television channels
B)email
C)blogs
D)network television
E)online social networks

Question 12

Advertising has many advantages. What is one of them?

A)It is impersonal.
B)It can be very costly.
C)It reaches many people across geographic locations.
D)It carries on one-way communication with the audience.
E)It does not make audiences feel the need to respond.

Question 13

Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events?

A)sales promotion
B)personal selling
C)direct marketing
D)public relations
E)search engine optimization

Question 14

A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________.

A)direct marketing
B)integrated marketing
C)the promotion mix
D)competitive marketing
E)target marketing

Question 15

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.

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

Question 16

Which of the following best explains why companies often fail to integrate their various communications to consumers?

A)Historically, consumers have been able to distinguish between message sources.
B)Public relations is usually given priority over advertising.
C)Communications often come from different parts of the company.
D)Personal selling and sales promotion are in direct conflict.
E)Companies have failed to understand the concept of brand contact.

Question 17

Which of the following is a factor in the changes occurring in today's marketing communications?

A)Mass markets have consolidated, and marketers are shifting towards mass marketing.
B)Improvements in communication technologies are changing how companies and customers communicate with each other.
C)Companies sometimes invest millions of dollars in the mass media.
D)Mass media no longer capture the majority of promotional budgets.
E)Consumers tend to make rash decision based on impulse.

Question 18

Companies are challenged with the changing face of today's marketing communications. Change in which of the following is one of the factors?

A)media
B)competitors
C)micromarkets
D)consumers
E)advertising

Question 19

Today's consumers do not need to rely on marketer-supplied information about products and services because they can use ________ to seek out a wealth of information.

A)public relations
B)direct marketing
C)the Internet and other technologies
D)mass market media
E)informative advertising

Question 20

Integrated marketing communications require a company's mass-market advertisements, website, email, and personal selling communications to all have ________.

A)equal portions of the advertising budget
B)independent communications directors
C)separate marketing objectives
D)the same target audience
E)the same clear and compelling message

Question 21

"Buy it now" is the message of ________.

A)personal selling
B)advertising
C)a nonpersonal communication channel
D)sales promotion
E)publicity

Question 22

Persuasive advertising becomes comparative advertising, also known as ________, when a company directly or indirectly compares its brand with one or more other brands.

A)informative advertising
B)reminder advertising
C)attack advertising
D)POP promotion advertising
E)institutional advertising

Question 23

Which promotional mix strategy directs marketing efforts toward final consumers?

A)push
B)blitz
C)pull
D)buzz
E)pulse

Question 24

Which promotional tool is described as less public, immediate, customized, and interactive?

A)segmented advertising
B)sales promotions
C)public relations
D)brand contacts
E)direct marketing

Question 25

________ is used heavily when introducing a new product category. The objective is to build primary demand.

A)Persuasive advertising
B)Informative advertising
C)Comparative advertising
D)Patronage advertising
E)Institutional advertising

Question 26

Advertising ________ define the task that advertising must do with a specific target audience during a specific period of time.

A)objectives
B)budgets
C)strategies
D)campaigns
E)evaluations

Question 27

Which promotional tool is most effective in building up buyers' preferences, convictions, and, most importantly, actions?

A)mass-market advertising
B)segmented advertising
C)sales promotion
D)public relations
E)personal selling

Question 28

Using the ________ method for setting an advertising budget, the company starts with total revenues, deducts operating expenses and capital outlays, and then devotes some portion of the remaining funds to advertising.

A)percentage-of-sales
B)affordable
C)competitive-parity
D)objective-and-task
E)moving-average

Question 29

________ becomes more important as competition increases. The company's objective is to build selective demand.

A)Persuasive advertising
B)Informative advertising
C)POP promotion advertising
D)Patronage advertising
E)Reminder-oriented advertising

Question 30

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

A)setting advertising objectives, setting the advertising budget
B)setting the advertising budget, selecting a target market
C)selecting a target market, developing advertising strategy
D)selecting a target market, evaluating campaigns
E)evaluating advertising campaigns, starting over

Question 31

After determining its advertising objectives, the company's next step in developing an advertising program is to ________.

A)set its advertising budget
B)evaluate ad campaigns
C)develop an ad strategy
D)make message decisions
E)make media decisions

Question 32

Business-to-consumer companies are more likely to emphasize a ________ promotion strategy, while business-to-business companies are more likely to emphasize a ________ promotion strategy.

A)pull; push
B)push; pull
C)pulse; pull
D)continuity; pulse
E)pulse; continuity

Question 33

A company decides on its promotion budget by using four common methods to set the total budget for advertising. What are two of these methods?

A)the affordable method, the integrated method
B)the percentage-of-sales method, the integrated method
C)the integrated method, objective-task method
D)the integrated method, the competitive-parity method
E)the objective-and-task method, affordable method

Question 34

Which of the following statements does not describe direct marketing?

A)Direct marketing is interactive.
B)Direct marketing is customized to the target audience and immediate.
C)Messages are directed at the mass public audience in direct marketing.
D)Direct marketing allows a dialogue between the marketing team and the consumer.
E)Building one-to-one customer relationships is a key benefit of direct marketing.

Question 35

Advertising ________ can be classified by primary purpose-whether the aim is to inform, persuade, or remind.

A)objectives
B)budgets
C)evaluations
D)campaigns
E)logos

Question 36

A product in the maturity stage will often require ________ advertising.

A)informative
B)comparative
C)persuasive
D)reminder
E)cooperative

Question 37

Which method of setting an advertising budget is based on analyzing competitors' spending?

A)affordable method
B)percentage-of-sales method
C)competitive-parity method
D)objective-and-task method
E)integrated method

Question 38

Sales promotion features a wide assortment of tools. Which is one set of these tools?

A)contests, catalogues
B)catalogues, premiums
C)catalogs, coupons
D)coupons, contests
E)dealer warranties, coupons

Question 39

Though the ________ method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending, selling price, and profit per unit, it wrongly views sales as the cause of promotion rather than the result.

A)percentage-of-sales
B)affordable
C)competitive-parity
D)objective-and-task
E)regression

Question 40

Which promotional mix strategy directs marketing efforts toward market channel members?

A)push
B)blitz
C)pull
D)buzz
E)pulse

Question 41

What is the first element that a reader typically notices in a print ad?

A)copy
B)illustration
C)headline
D)logo
E)color

Question 42

Which of the following are the three characteristics an advertising appeal should have?

A)engaging, informative, and stylish
B)trendy, compelling, and appealing
C)meaningful, believable, and distinctive
D)unique, emotional, and entertaining
E)humorous, memorable, and interesting

Question 43

A term that has come to represent the merging of advertising and entertainment in an effort to create new avenues for reaching consumers with more engaging messages is ________.

A)Madison & Vine
B)Hollywood & Vine
C)Hollywood & Madison
D)Saks Fifth Avenue
E)Hollywood and Wall Street

Question 44

________ is the message execution style that depicts one or more typical people using the product in a normal setting.

A)Lifestyle
B)Fantasy
C)Slice of life
D)Personality symbol
E)Testimonial evidence

Question 45

Product placement in television programs and movies is an example of ________.

A)branded entertainment
B)advertainment
C)lifestyle execution
D)mood execution
E)consumer generated content

Question 46

To succeed, an advertisement must ________.

A)have a significant budget
B)be placed during prime time
C)be high frequency
D)interrupt or disrupt
E)gain attention and be engaging

Question 47

Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals.

A)consumer trends
B)competitors' weaknesses
C)competitors' strengths
D)customer benefits
E)consumer emotions

Question 48

________ is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time.

A)Reach
B)Qualitative value
C)Impact
D)Premium
E)Frequency

Question 49

Soaring media costs, focused target marketing strategies, and the growing array of new media have increased the importance of ________.

A)the affordable method of setting a promotion budget
B)the competitive-parity method of setting a promotion budget
C)using humor to capture audience attention and interest
D)implementing branded entertainment
E)media planning

Question 50

Today, which of the following is often a more important element of developing an advertising strategy than the creative elements of the campaign?

A)selecting the right advertising media
B)using sophisticated statistical models
C)setting advertising objectives
D)evaluating advertising campaigns
E)setting the advertising budget

Question 51

Ads that are built around dream themes use which type of execution style?

A)mood or image
B)musical
C)fantasy
D)slice of life
E)scientific evidence

Question 52

After creating message strategy statements, the advertiser must develop a(n)________ that will bring the message strategy to life in a distinctive and memorable way.

A)creative concept
B)customer strategy
C)customer benefit
D)execution style
E)media vehicle

Question 53

The goal of advertising as entertainment is for ________ to become a part of the entertainment rather than interrupting it.

A)branded entertainment
B)advertainment
C)audience engagement
D)brands
E)testimonial endorsement

Question 54

Digital technology present which of the following problems for marketers?

A)Consumers are watching less television.
B)Consumers have difficulty attending to specific advertising messages due to advertising clutter.
C)Audiences are less interested in media consumption.
D)Consumers have more choices about what to watch or not watch.
E)Television advertising is becoming more expensive.

Question 55

The most logical budget-setting method is the ________ method because it is based on spending necessary to accomplish specific promotion goals.

A)percentage-of-sales
B)affordable
C)competitive-parity
D)objective-and-task
E)exponential smoothing

Question 56

________ is the first step in creating effective advertising messages-deciding what general message will be communicated to consumers.

A)Eliminating advertising clutter
B)Message strategy
C)Media opportunity
D)Rewarding consumers
E)Selecting the medium

Question 57

________ tend to be plain, straightforward outlines of benefits and positioning points that the advertiser wants to stress.

A)Execution styles
B)Message strategy statements
C)Creative concept strategies
D)Advertising appeals
E)Branded entertainment plans

Question 58

The Geico gecko and Tony the Tiger are examples of ________ used in successful advertising campaigns.

A)slice of life appeals
B)creative endorsements
C)testimonials
D)celebrity spokespeople
E)personality symbols

Question 59

Which of the following are some of the major steps in selecting advertising media?

A)deciding on reach, frequency, and impact, choosing among major media types
B)choosing among major media types, selecting target markets
C)selecting specific media vehicles, deciding on format elements
D)deciding on format elements, selecting target markets
E)deciding on format elements, deciding on timing

Question 60

An amateur video showing the result of mixing Diet Coke with Mentos candies is an example of which growing trend in advertising?

A)YouTube webisodes
B)YouTube consumer-generated messages
C)multiple mini-campaigns
D)consumer-driven promotions
E)competitive consumer messages

Question 61

MacLean's and Hockey Night in Canada are both examples of ________, specific media within a general media type.

A)alternative media
B)major media
C)media vehicles
D)media multitaskers
E)micromedia

Question 62

Tara Keegan owns Live Well, a small chain of health stores offering a variety of natural health products and related services. In order to implement integrated marketing communications, Tara has hired a marketing communications director, whose job it will be to ensure that each ________ will deliver a consistent and positive message about the company.

A)public relations message
B)brand contact
C)advertisement
D)logo
E)media vehicle

Question 63

Scheduling ads unevenly, or ________, builds awareness that is intended to be carried over to the next advertising period.

A)continuity
B)pulsing
C)hard hitting
D)sequencing
E)segmenting

Question 64

When nonprofit organizations need financial or volunteer support, they often turn to public relations experts to help them in the area of ________.

A)public affairs
B)press relations
C)product publicity
D)development
E)lobbying

Question 65

Advertisers are increasingly shifting larger portions of their budgets to media that cost less and target more effectively. Which of the following purchase options ignores this shift?

A)outdoor advertising
B)cable television
C)television
D)digital satellite television systems
E)Internet advertising

Question 66

Logos, stationery, brochures, signs, business forms, business cards, buildings, uniforms, and company trucks are all examples of ________ that help a company create an identity the public immediately recognizes.

A)direct marketing
B)social marketing
C)public service activities
D)corporate identity materials
E)special events

Question 67

Advertising programs ________ from country to country.

A)usually are adapted
B)remain about the same
C)are rarely negotiated
D)are impossible to compare
E)are usually comparable

Question 68

________ means scheduling ads evenly within a given period. ________ means scheduling ads unevenly over a given time period.

A)Pulsing; Continuity
B)Continuity; Seasonal
C)Continuity; Pulsing
D)Pulsing; Seasonal
E)Sequencing; Routing

Question 69

La-Z-boy makes recliner armchairs. The company places some of its La-Z-boy chairs in a movie theatre. This is an example of what type of media?

A)alternative media
B)major media
C)media vehicles
D)media multitaskers
E)micromedia

Question 70

News features, speeches, and special events are tools of particular value to ________.

A)advertising agencies
B)advertising specialists
C)public relations professionals
D)media buyers
E)media planners

Question 71

Large companies might use ________ to organize and deliver their advertising strategies.

A)lower advertising costs
B)greater global advertising penetration
C)higher appeal to varying demographics
D)consistent worldwide image
E)advertising agencies

Question 72

Which of the following functions is least likely to be performed by a public relations department?

A)product publicity
B)lobbying
C)public affairs
D)investor relations
E)media vehicle selection

Question 73

An email from Amazon.ca offers free shipping on your next purchase of more than $35. This is an example of ________.

A)sales promotion
B)personal selling
C)public relations
D)an advertising objective
E)a push strategy

Question 74

When selecting media, the advertiser must decide on the desired qualitative value, known as the ________, of a message through a given medium.

A)reach
B)media engagement
C)media impact
D)exposure costs
E)frequency

Question 75

For many years, ________ have dominated the media mix used by national advertisers.

A)radio and television
B)television and magazines
C)direct mail and billboards
D)radio and digital media
E)newspapers and direct mail

Question 76

One way to measure the ________ effects of advertising is to compare past sales with past advertising expenditures.

A)sales and profit
B)promotion and cost
C)communication
D)loyalty
E)interest and return

Question 77

In selecting media vehicles, the planner must balance media costs against several media effectiveness factors. First, the planner should evaluate the media vehicle's ________.

A)audience quality
B)audience attention
C)editorial quality
D)market coverage
E)pass-along audience

Question 78

A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional salespeople to sell its products to wholesalers and cities. This is an example of ________.

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

Question 79

The media planner looks both at the total cost of using a medium and at the ________.

A)cost per thousand persons reached
B)cost of premium offers
C)cost of the magazine it is using
D)opportunity cost
E)continuity cost

Question 80

Lobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is a function of ________.

A)message strategy
B)press relations
C)press agencies
D)public relations
E)a mass market strategy