Deck 17: Advertising and Public Relations

Question 1

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

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

Answer 1

C

Question 2

What are the major components of a media plan? What limitations must be considered as the media plan is implemented?

Answer 2

Answer not provided.

Question 3

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

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

Answer 3

D

Question 4

Advertising is a promotion mix ingredient that is a(n) ____________________ communication.

Question 5

Identify and describe four publicity-based public relations tools.

Question 6

Discuss how event sponsorship can be used as a public relations tool.

Question 7

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

Question 8

Why are headlines important?

Question 9

First Union Bank airs a series of radio ads that claim, "We are the friendly bank." This campaign would best be described as ____ advertising.

A)pioneer
B)target
C)product
D)institutional
E)comparative

Question 10

What steps should an organization take to be able to deal effectively with negative public relations?

Question 11

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

Question 12

What are the major components of artwork?

Question 13

What are the important issues to consider when developing advertising objectives?

Question 14

What is an advertising platform? What is the best way to develop a platform?

Question 15

Why would a marketer conduct a posttest when the advertising campaign has already run and the dollars have already been spent?

Question 16

Compare the competition-matching approach with the arbitrary approach in determining an advertising appropriation. Which method might more easily lead to overspending or underspending on the appropriation?

Question 17

What is public relations and for what purposes is it used?

Question 18

What approaches can be used to evaluate the effectiveness of public relations programs?

Question 19

Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called ____ advertising.

A)institutional
B)product
C)organizational
D)pioneer
E)advocacy

Question 20

Describe the major types of advertising, and discuss how they differ.

Question 21

After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed by

A)creating the advertising platform.
B)determining the financial resources available.
C)defining the advertising objectives.
D)developing a media plan.
E)creating an advertising message.

Question 22

Troy Products Company advertises a specific product heavily, and Carbone Products Company wants to offset the effects of that advertising. In this case, Carbone would most likely employ ____ advertising.

A)competitive
B)pioneer
C)institutional
D)primary
E)target

Question 23

When Anheuser-Busch ran an advertising campaign featuring the slogan, "Know when to say when," it was using

A)competitive advertising.
B)public relations.
C)product advertising.
D)public service awareness.
E)advocacy advertising.

Question 24

What type of advertising points out a brand's features and advantages that fit consumers but may not be available in other brands?

A)Reminder
B)Reinforcement
C)Competitive
D)Defensive
E)Institutional

Question 25

The step in developing an advertising campaign that directly precedes campaign execution is

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

Question 26

An ad for a multivitamin that claims, "We still bring you everything you need to get through your day in one vitamin," would most likely be considered ____ advertising.

A)reinforcement
B)competitive
C)comparative
D)reminder
E)institutional

Question 27

The last stage in the development of any advertising campaign is

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 28

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

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

Question 29

The two major types of product advertising are

A)institutional and advocacy.
B)pioneer and competitive.
C)competitive and comparative.
D)advocacy and competitive.
E)informative and comparative.

Question 30

Which of the following lists forms of competitive advertising?

A)Pioneer, comparative, reminder
B)Reminder, repetitive, reinforcement
C)Comparative, reminder, reinforcement
D)Institutional, product, comparative
E)Product, pioneer, reminder

Question 31

After the advertising budget is determined, the next step in creating an advertising campaign is

A)creating the advertising message.
B)creating the advertising platform.
C)evaluating the advertising objectives.
D)executing the campaign.
E)developing the media plan.

Question 32

The first stage in the development of any advertising campaign is

A)creating the message.
B)setting the budget.
C)identifying the advertising target audience.
D)defining the advertising objectives.
E)creating the advertising platform.

Question 33

Brands that are promoted through comparative advertising are most likely to be

A)market leaders.
B)brands that are attempting to compete with market leaders.
C)primarily services rather than tangible goods.
D)attempting to compete on a nonprice basis.
E)competing in a less competitive market.

Question 34

Advertising that lets consumers know that an established brand still offers certain uses, characteristics, and advantages is ____ advertising.

A)repetitive
B)reminder
C)pioneer
D)competitive
E)reinforcement

Question 35

Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody did?" exemplifies the use of ____ advertising.

A)reinforcement
B)offensive
C)comparative
D)institutional
E)defensive

Question 36

The target audience for an advertising campaign is the

A)information base on which to develop the campaign.
B)geographic distribution of persons.
C)people toward whom the advertisements are directed.
D)overall goal of the advertising campaign.
E)sales objective to be achieved by the campaign.

Question 37

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

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

Question 38

Reinforcement advertising is primarily targeted at

A)new potential target markets.
B)users of competitors' brands and products.
C)anyone who uses that type of product.
D)all the stakeholders of an organization.
E)the current users of a particular product.

Question 39

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

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

Question 40

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

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

Question 41

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

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

Question 42

When using the percentage-of-sales approach for determining the advertising appropriation, marketers

A)base their funding on a percentage of the competitors' sales.
B)multiply the firm's past sales by a set percentage they want to spend.
C)set sales objectives for the upcoming period and base appropriations on these goals.
D)multiply the firm's past sales plus a factor for expected changes in sales times a standard percentage.
E)use an industry standard to determine what percentage of their profits they want to allocate to advertising.

Question 43

Advertising campaign objectives that are aimed at making customers' attitudes more favorable are stated in ____ terms.

A)communication
B)sales
C)demand
D)market
E)survey

Question 44

What is an advertising platform most commonly based upon?

A)The opinions of employees within the firm or the advertising agency
B)Data collected from past marketing research about the brand
C)Customer surveys about what they consider the most important issues
D)Retailer information about potential consumers of the product
E)The advertising appropriation for that particular ad campaign

Question 45

Before launching a new advertising campaign, marketers for Healthy Choice frozen dinners must determine the selling points that they want to include in the advertisements. The identification and organization of these selling points is called the

A)advertising appropriation.
B)objective-and-task approach.
C)advertising platform.
D)advertising objective.
E)advertising budget.

Question 46

Sony Corporation has a particular approach for determining its advertising appropriation. A problem with this technique, however, is that the people in the marketing department have difficulty estimating the level of effort needed to achieve certain goals. This problem is characteristic of the ____ approach.

A)reliable-appropriation
B)match-competition
C)arbitrary
D)objective-and-task
E)percent-of-sales

Question 47

The total amount of money a marketer allocates for advertising for a specific time period is the

A)marketing budget.
B)advertising appropriation.
C)objective-and-task approach.
D)promotion grant.
E)finances for advertising.

Question 48

Advertising appropriations are largest for which type of product?

A)Business products
B)Convenience goods
C)High-priced products
D)Specialty goods
E)Infrequently purchased goods

Question 49

Frederick Griffith of Griffith's department stores tells his marketing director that he is tired of the constant price-centered advertising by the firm's agency. "We have the best customer service in town, and I feel that is what we should be hanging our hats on," he states. This statement is most appropriate for use in which of the following stages of campaign development?

A)Determining the appropriations
B)Creating the platform
C)Identifying the target
D)Defining objectives
E)Developing the media plan

Question 50

If an advertising campaign is aimed at increasing brand awareness and consumers' knowledge of a product's features, the advertising objective should be stated in terms of

A)market share.
B)dollar sales.
C)unit sales.
D)communication.
E)long-run goals.

Question 51

To determine how much money to spend on advertising, marketers for a new brand of caffeinated energy drink decided that they wanted the advertising to create awareness of the new flavor in 80 percent of the energy drink market within one month of introduction. The marketers then determined how much it would cost to reach this goal. This is an example of which one of the following approaches to determining advertising budgets?

A)Objective-and-task
B)Percent of sales
C)Competition matching
D)Arbitrary allocation
E)Past-year comparison

Question 52

Why should a benchmark statement be included in advertising objectives?

A)Shareholders want to see where a company is in relation to competition.
B)It is useful in determining whether retailers have increased their sales over the year.
C)It gives an indication of how the advertising message is best presented.
D)Without a reference point, it is difficult to determine to what degree objectives have been accomplished.
E)Objectives become more easily attainable when such a statement is included.

Question 53

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

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.

Question 54

Danielle Robinson, account representative for EXpert Advertising, tells D'Orazio Tile Products that she is proposing to use 5 full-page, four-color ads in home-decorating magazines to achieve an increase in consumer and builder inquiries of 15 percent. This approach is an example of which of the following methods of determining advertising expenditure levels?

A)Competitive parity
B)Percent of sales
C)Arbitrary
D)Affordability
E)Objective-and-task

Question 55

The owner of a professional baseball team asks the account representative of an advertising agency to develop an advertising campaign to bring more teenagers to the ballpark. At this point, the account representative logically begins to discuss establishing ____ for the campaign.

A)the target audience
B)a budget
C)a media plan
D)objectives
E)advertising directives

Question 56

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

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

Question 57

An advertising platform should consist of issues that are important to consumers. Selling features should be important to consumers and should be features that

A)competitive products lack.
B)can be seen easily in a photograph.
C)are familiar concepts to those in the target market.
D)competitive products have as well.
E)are reasonably inexpensive to develop.

Question 58

An advertising platform is the

A)basic issue or selling point that an advertiser wishes to include in an advertising campaign.
B)objective of the advertising campaign, stated in precise and measurable terms.
C)form in which the basic issues of the campaign should be presented.
D)broad objectives of the advertising campaign.
E)consumer advertising research conducted.

Question 59

The most effective method of determining platform issues is to use a survey of

A)personnel within the firm.
B)individuals at the advertising agency.
C)customers.
D)marketers in the industry.
E)advertising experts.

Question 60

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)

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

Question 61

The three general types of media schedules are

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 62

Colin McKinney, director of marketing for Greenwald Industrial Products, complains to his advertising director that the continuing slump in orders has apparently been perpetuated by the firm's failure to have the necessary advertising expenditures. Based on this information, Greenwald is most likely using the ____ approach to determine its advertising expenditures.

A)percent-of-sales
B)objective-and-task
C)competition-matching
D)arbitrary
E)judgmental

Question 63

Brian and Tiffany are discussing the media plan for the opening of their new bar/laundromat called Soap and Suds. He tells her that while he agrees that ____ has tremendous impact, he does not feel that the upfront costs for such a campaign are in the modest budget that presently exists.

A)radio
B)outdoor
C)television
D)direct mail
E)newspaper

Question 64

Domino's is looking into magazine advertising for its pizza. The company wants to reach as many people as possible, but due to budget constraints Domino's must reach consumers as efficiently as possible. What can Domino's use to evaluate various magazines?

A)A cost comparison indicator
B)The total circulation of the magazines
C)A list of the costs of a one-page ad in various magazines
D)The advertising appropriations for each magazine
E)An index of advertisement exposure

Question 65

A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the dates and times, is a(n)

A)advertising plan.
B)media plan.
C)advertising message.
D)advertising appropriation.
E)media platform.

Question 66

If Target were to base its advertising appropriation on the amount that WalMart spends, it would be using the ____ approach.

A)objective-and-task
B)percent-of-sales
C)industry-standard
D)arbitrary
E)competition-matching

Question 67

As Oscar Meyer puts together its advertising campaign for the summer, it will need to keep in mind that its desire to use outdoor advertising will have strong effects on its selection of the advertising

A)message.
B)budget.
C)platform.
D)audience analysis.
E)objectives.

Question 68

After developing the budget for advertising GEO automobiles, marketing managers at General Motors then determined what proportion of that budget would be spent on magazine, television, and radio advertisements based on the cost effectiveness of each. This subsequent allocation of the budget is known as a(n) ____ plan.

A)advertisement-allocation
B)media
C)arbitrary allocation
D)objective-and-task
E)percent-of-sales

Question 69

A tool that allows an advertiser to compare the costs of several media vehicles within a specific medium relative to the number of persons reached by each vehicle is called a(n)

A)cost comparison indicator.
B)media comparison selector.
C)unit-price selector.
D)cost/person index.
E)vehicle/price indicator.

Question 70

The maker of Huggies diapers is developing a media plan that involves trying to expose its target audience to its new advertisement about ten times. This is advertising

A)reach.
B)repetition.
C)frequency.
D)targeting.
E)exposure.

Question 71

Subway decided to run its new commercials 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. Subway is using a ____ schedule for its advertising.

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

Question 72

An advantage of the arbitrary approach for determining the advertising appropriation is that it is

A)objective.
B)unique.
C)profitable.
D)effective.
E)expedient.

Question 73

The cost per thousand (CPM) indicator shows

A)the cost to expose 1,000 people to a television commercial.
B)the cost to expose 1,000 people to a one-page magazine advertisement.
C)the return on investment marketers get for their advertising dollar.
D)the cost to expose a million people to any type of advertisement.
E)how one media source compares to a different source for reaching target markets.

Question 74

The percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period of time is the definition of

A)frequency.
B)exposure.
C)reach.
D)targeting.
E)push.

Question 75

If during an advertising campaign a certain portion of advertising runs continuously, and then during specific periods additional advertising is used to intensify the level of communication, a(n) ____ media schedule is being used.

A)beating
B)alternating
C)flighting
D)continuous with emphasis
E)pulsing

Question 76

During the duration of an advertising campaign, Verizon Wireless ran television advertisements at a steady rate throughout the week and intensified its message with newspaper advertising in many major newspapers in the Sunday paper. Verizon Wireless used a(n)____ media schedule.

A)flighting
B)continuous
C)pulsing
D)alternating
E)multimedia

Question 77

When the CEO or chief financial officer of a company states how much the company should spend on advertising for the coming period, the company is using the

A)arbitrary approach.
B)executive decision process.
C)objective-and-task approach.
D)percentage-of-sales approach.
E)competition-matching approach.

Question 78

The primary goal of a media planner is to

A)choose the best commercial spots available.
B)develop a message that works well with the firm's target market.
C)achieve the appropriate message reach and frequency.
D)use a wide variety of media to ensure the entire target audience is exposed.
E)reach the largest number of people in the target market within the budget constraints.

Question 79

Which of the following statements applies to media planning?

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 80

A schedule in which advertisements run for set periods of time, alternating with periods in which no ads run is known as

A)continuous.
B)skipping.
C)pulsing.
D)flighting.
E)intervals.