Deck 13: One to Many: Advertising, public Relations, and Consumer Sales Promotions

Question 1

Which of the following is true of institutional advertising?

A)It is also known as public-service advertising.
B)It describes products as customer services.
C)It is primarily used to support sales promotion activities.
D)It promotes the activities or point of view of an organization.
E)It is used only by non-profit and government organizations.

Answer 1

D

Question 2

CGM,which stands for ________,includes online consumer comments,discussions,reviews,photos,images,videos,podcasts,and webcasts.

A)crowd-generated media
B)community-generated media
C)consumer-generated media
D)content-graded media
E)consumer-generated messaging

Answer 2

C

Question 3

Advertising account managers are typically responsible for which of the following?

A)writing the advertising copy
B)acting as liaison between the agency and client
C)posttesting advertisements
D)collecting data to make informed strategic decisions
E)identifying the most effective communication vehicles for the advertising campaign

Answer 3

B

Question 4

What type of advertising delivers a message that focuses on a specific good or service?

A)retail advertising
B)product advertising
C)institutional advertising
D)brand placement
E)advocacy advertising

Question 5

Which of the following is an example of Do-it-Yourself advertising?

A)Toyota's presence in online communities
B)Nike's Nike Plus running Web site
C)MasterCard's use of "Priceless" commercials shot by customers
D)Neiman Marcus's InCircle Rewards program for its best customers
E)The Lexus Covenant aimed at creating customer delight

Question 6

Which of the following is NOT an example of a specialized task that is typically performed to create an advertising campaign?

A)creative services
B)account management
C)new product development
D)research and marketing services
E)media planning

Question 7

Which of the following is the responsibility of an advertising agency's media planner?

A)recruiting new clients through different media outlets
B)deciding where,when,and how often an advertisement will appear
C)crafting interesting messages that convey a client's marketing objectives
D)analyzing research about consumers to develop sensible advertising objectives
E)serving as the primary liaison between the client and its publics

Question 8

Which of the following is the type of advertising that the media run free of charge?

A)product advertisements
B)advocacy advertisements
C)public service advertisements
D)institutional advertisements
E)local advertisements

Question 9

Do-it-Yourself advertising is a type of ________.

A)user-generated content
B)advocacy advertising
C)sales promotion
D)corrective advertising
E)public service advertising

Question 10

A(n)________ is a coordinated,comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in various media over a period of time.

A)sales promotion
B)advertising campaign
C)mass marketing plan
D)media schedule
E)integrated marketing communication campaign

Question 11

An ad agency's copywriters are part of the agency's ________.

A)creative services
B)account management
C)marketing services
D)editorial department
E)media planning

Question 12

Which advertising agency specialist is responsible for acting as the voice of the consumer in creating effective advertising?

A)the account executive
B)the account planner
C)the creative director
D)the media planner
E)the art director

Question 13

Video on demand(VOD),iPods,and DVRs (digital video recorders)present which of the following challenges for advertisers?

A)Consumers are watching less television programming.
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 advertisements to watch or not watch.
E)Television advertising is becoming more expensive.

Question 14

Which of the following provides a firm with one or more specialized services,such as media buying or creative development,that an advertising campaign requires?

A)a limited-service agency
B)an account management agency
C)a retail advertising agency
D)a media planning agency
E)an integrated marketing agency

Question 15

A(n)________ provides most or all of the services needed to mount an advertising campaign.

A)institutional agency
B)limited-service agency
C)creative services agency
D)in-house agency
E)full-service agency

Question 16

Which of the following is defined as nonpersonal communication paid for by an identified sponsor using mass media to persuade or inform an audience?

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

Question 17

________ advertising promotes the company as a whole instead of the firm's individual products.

A)Advocacy
B)Public service
C)Public relations
D)Corporate
E)Testimonial

Question 18

Through ________,a firm outsources marketing activities to a community of users.

A)crowdsourcing
B)crowd-generated media
C)inhouse marketing
D)advertising agency contracts
E)consumer-generated media

Question 19

Which of the following is true of advocacy advertising?

A)It is also known as public-service advertising.
B)It is primarily used to support sales promotion activities.
C)It is used only for non-profit causes.
D)It is intended to inform customers about a new product.
E)It is intended to influence public opinion.

Question 20

________ are messages that champion an issue or promote not-for-profit organizations that serve society in some way.

A)Advocacy advertisements
B)Product advertisements
C)Public service advertisements
D)Institutional advertisements
E)Brand advertisements

Question 21

Advertising "puffery" is a term for a(n)________.

A)straightforward promotional message
B)claim of superiority that cannot be proven or disproven
C)emotional appeal to customers
D)subliminal appeal to customers
E)value-added promotion

Question 22

The central idea of an ad is expressed in its ________.

A)media vehicle
B)media schedule
C)reach
D)advertising appeal
E)message objective

Question 23

________ is a problem-solving process for getting an advertising message to a specific target audience in the most effective fashion.

A)Pretesting
B)Lobbying
C)Media pulsing
D)Media planning
E)Sampling

Question 24

Which of the following is NOT an example of a specialized and highly-targeted media that an advertiser might use to reach smaller customer segments?

A)cable television channels
B)Internet
C)network TV
D)advergaming
E)radio

Question 25

________ is the execution format that depicts typical people using the product in an everyday setting.

A)Lifestyle
B)Fantasy
C)Slice of life
D)Testimonial
E)Demonstration

Question 26

Which of the following types of ads can users block through the use of applications developed by Internet access software?

A)banners
B)buttons
C)pop-ups
D)search engine listings
E)directory listings

Question 27

Apple recently ran ads featuring real people who had switched from Microsoft Windows-based PCs to Macs.When companies use people,actors,or sports celebrities to express the product's effectiveness,what kind of execution format is being used?

A)testimonial
B)lifestyle
C)comparative
D)unique selling proposition
E)slice of life

Question 28

Which of the following statements about radio as an advertising medium is true?

A)Radio advertising is typically quite expensive.
B)National radio advertising opportunities are simple to purchase.
C)One advantage of radio advertising is its flexibility.
D)Radio prohibits the use of segmentation strategies.
E)Radio is defined as a place-based medium.

Question 29

Which of the following statements about magazines as an advertising medium is true?

A)Magazines have long lead times and deadlines that can reduce flexibility.
B)Magazines have not benefited from advances in communication technologies.
C)Magazines typically use a mass marketing strategy.
D)Magazines do not accept local advertising.
E)Magazines have poor reproduction quality of images.

Question 30

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

A)Budget objectives
B)Message objectives
C)Creative strategies
D)Advertising appeals
E)Media plans

Question 31

________ is the practice of sending unsolicited email directed to five or more people not personally known to the sender.

A)Spimming
B)Spamming
C)Junking
D)Appealing
E)Reaching

Question 32

Which of the following would be the best medium for an advertisement encouraging customers to come to a local retailer's weekend sidewalk sale?

A)magazine
B)network television
C)local newspaper
D)directory
E)advergaming

Question 33

Which of the following practices helps to protect consumers from spamming?

A)puffery
B)permission marketing
C)pop-up blocking
D)adware installation
E)sampling

Question 34

________ refers to the mood or attitude an advertisement conveys.

A)Creative technique
B)Execution format
C)Unique selling proposition
D)Appeal
E)Tonality

Question 35

Which of the following should be the first step of developing an advertising campaign?

A)set the budget objectives
B)establish the advertising message
C)understand the target audience
D)draft the creative brief
E)select the execution format

Question 36

You are looking to advertise your new product,and you want good mass-marketing coverage and low cost per exposure.You should go with ________ as your advertising medium.

A)radio
B)place-based media
C)branded entertainment
D)advergaming
E)television

Question 37

Web sites and mobile phones are examples of ________.

A)social networks
B)digital media
C)augmented realities
D)analog media
E)place-based media

Question 38

In which type of media would you find buttons advertising products?

A)place-based media
B)out-of-home media
C)the Internet
D)directories
E)magazines

Question 39

The creative strategy for an advertising campaign is summarized in a(n)________.

A)agency contract
B)account plan
C)media plan
D)creative brief
E)message objective

Question 40

Product placements in television programs and movies are examples of ________.

A)advergaming
B)branded entertainment
C)augmented reality
D)advertising exposure
E)pulsing

Question 41

Which of the following promotion tools is most closely associated with 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)advertising

Question 42

Which of the following would a consumer be most likely to consult just before making a purchase decision?

A)television
B)a directory
C)out-of-home media
D)radio
E)branded entertainment

Question 43

The most common way for public relations specialists to communicate is through the use of ________.

A)sponsorship
B)lobbying
C)press releases
D)special events
E)speech writing

Question 44

Frequency is which of the following?

A)the total number of people who will be exposed to an ad placed in one media vehicle
B)the percentage of people who will be exposed to an ad more than once
C)the percentage of people who will be exposed to the media vehicle
D)the number of times a person in the target group will be exposed to an ad
E)the total number of ads in one advertising campaign

Question 45

Which of the following is a posttesting technique used by telephone survey or personal interview to determine whether a person remembers seeing an ad during a specified period without giving the person the name of the brand?

A)unaided recall
B)attitudinal measure
C)pulsing
D)gross rating points (GRPs)
E)corrective advertising

Question 46

Which of the following is a relatively inexpensive objective measurement that public relations (PR)specialists can use to gauge the effectiveness of their efforts?

A)personal evaluation of PR activities
B)opinion surveys among the firm's publics
C)coverage in print and broadcast media
D)gross ratings points (GRP)
E)cost per thousand (CPM)

Question 47

Which of the following would a marketer use to track customers as they pass through the aisles of a retail outlet?

A)RFID technology
B)augmented reality technology
C)permission-based marketing
D)cookies
E)digital signage

Question 48

Which of the following is a technique for measuring the impact of an advertisement during the final step of developing an advertising campaign?

A)pretesting
B)attitudinal measures
C)pulsing
D)gross rating points (GRPs)
E)cost per thousand (CPM)

Question 49

To compare the relative cost-effectiveness of different media and of spots run on different vehicles in the same medium,media planners use ________.

A)cost per thousand (CPM)
B)reach
C)impressions
D)gross rating points (GRPs)
E)attitudinal measures

Question 50

The basic rule of ________ is "do something good,then talk about it."

A)customer relationship management
B)public affairs
C)public relations
D)social marketing
E)promotions

Question 51

Ads on the sides of delivery trucks,ads on the fence around a baseball field,and ads that you see on interstate billboards are all examples of ________ media.

A)out-of-home
B)place-based
C)branded entertainment
D)banner
E)pop-up

Question 52

Which of the following is a media schedule of short,intense bursts alternating with periods of little to no activity?

A)a continuous schedule
B)sequencing
C)segmenting
D)flighting
E)hard hitting

Question 53

There are three steps involved in creating a public relations campaign.The first step is to ________.

A)conduct a SWOT analysis
B)develop objectives
C)formulate a mission statement
D)recruit and train public relations specialists
E)pretest components of the proposed public relations campaign

Question 54

Timely topics and research project stories are both types of ________.

A)advertising appeals
B)advocacy advertising
C)puffery
D)press releases
E)creative strategies

Question 55

Which of the following is true about a continuous advertising schedule?

A)It is less difficult to evaluate than a pulsing schedule.
B)It reduces a firm's need for public relations.
C)It is much less expensive than a flighting schedule.
D)It can lead to advertising wear-out.
E)It is more effective than a pulsing schedule for seasonal products.

Question 56

________ is the communication function that seeks to build good relationships with an organization's publics.

A)Advertising
B)Mass marketing
C)Public relations
D)Promotions
E)Customer service

Question 57

________ is a measure of the percentage of people in the target market who are exposed to the media vehicle at least once during a given time period.

A)Reach
B)Frequency
C)Impression
D)Exposure
E)Gross rating

Question 58

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

A)product publicity
B)lobbying
C)sponsorships
D)media vehicle selection
E)press releases

Question 59

Brand placement in video games is referred to as ________.

A)place-based advertising
B)augmented reality
C)captive advertising
D)mobile advertising
E)advergaming

Question 60

One of the barriers to greater reliance on ________ is the difficulty of gauging its effectiveness

A)online advertising
B)catalog marketing
C)direct mail
D)sales promotion
E)public relations

Question 61

An example of a(n)________ is an airline's practice of awarding customers points for miles traveled that can be turned in for free airline trips.

A)price-off pack
B)rebate
C)special pack
D)loyalty program
E)premium

Question 62

Which of the following would be most useful if a firm has an immediate objective to achieve?

A)public relations activities
B)sales promotions
C)out-of-home media
D)sponsorships
E)product placement

Question 63

Which of the following types of sales promotions would NOT be offered to a final consumer?

A)rebates
B)push money
C)bonus packs
D)sweepstakes
E)premiums

Question 64

Which of the following is NOT a public relations activity?

A)speech writing
B)advice and counsel to management
C)creative strategy
D)sponsorships
E)investor relations

Question 65

Planning and implementing special events are typically responsibilities of ________.

A)a planning agency
B)a full-service agency
C)creative services
D)the PR department
E)the sales promotion department

Question 66

Which of the following advertising situations would LEAST likely be considered "puffery"?

A)a mouthwash that claims to make your mouth feel its freshest
B)toned thighs and legs as a result of using the Thigh Master for only 15 minutes each day
C)children growing into attractive adults as a result of drinking milk
D)a retired couple drinking a vitamin and protein shake and then going bicycling
E)a sleepy mom who wakes up to a gray day,drinks a cup of coffee,and then looks out her window to see golden sunshine,beautiful flowers blooming,songbirds singing,and a rainbow on the horizon

Question 67

U-Frame-It is a small company that has hired a local ad agency to put together an advertising campaign.Which of the following questions should be addressed before the others?

A)What percentage of the budget should be for U-Frame-It radio ads?
B)Which type of media is most appropriate for U-Frame-It ads?
C)What are the message objectives of U-Frame-It?
D)How does U-Frame-It's competition advertise?
E)What type of appeal will work best for U-Frame-It's products?

Question 68

Of the major consumer promotion tools,which is the most effective for introducing a new product?

A)sponsorships
B)sampling
C)loyalty programs
D)lobbying
E)advertising

Question 69

________ are the most common price promotion.

A)Rebates
B)Merchandising allowances
C)Coupons
D)Contests and sweepstakes
E)Premiums

Question 70

Prior to the 2008 U.S.presidential election,MTV's "Choose or Lose" campaign encouraged millions of young people ages eighteen to thirty to learn about the issues,to vote,and to be a deciding factor in the election.This campaign is an example of ________.

A)product advertising
B)brand placement
C)institutional advertising
D)advocacy advertising
E)local advertising

Question 71

A television commercial for Post Select cereal is an example of which of the following?

A)product advertising
B)institutional advertising
C)sales promotion
D)direct selling
E)retail advertising

Question 72

A downside to ________ is that if used too frequently,consumers become conditioned to purchase the product only at the lower promotional price.

A)promotional products
B)a merchandising allowance
C)contests
D)premiums
E)price-based consumer sales promotion

Question 73

Which of the following is a strategy that involves a company "ambushing" consumers with promotional content in places consumers would typically not expect to see information about a product or service?

A)sales promotion
B)guerrilla marketing
C)sponsorships
D)internal PR
E)crowdsourcing

Question 74

________ offer consumers savings off the regular price of a product,with the reduced price marked by the producer directly on the label or package.

A)Bonus packs
B)Rebates
C)Premiums
D)Price-off packs
E)Coupons

Question 75

________ are goods offered either free or at low cost as an incentive to buy a product;they may be in-pack,on-pack,or delivered through the mail.

A)Rebates
B)Bonus packs
C)Price-off packs
D)Premiums
E)Sweepstakes

Question 76

A company newsletter is an example of ________.

A)media relations
B)sponsorship
C)corporate identity
D)internal PR
E)publicity

Question 77

________ is the promotional tool used to build interest in or encourage purchase of a good or service during a specified period.

A)A patronage reward
B)A segmented promotion
C)Advertising
D)Public relations
E)Sales promotion

Question 78

An ad for Ford did not advertise any cars,but instead explained the meaning of the company's slogan,"no boundaries." This ad is an example of ________.

A)product advertising
B)a sales promotion
C)institutional advertising
D)advocacy advertising
E)retail advertising

Question 79

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

A)outdated business ethics
B)media relations
C)reactive PR
D)crisis management
E)public relations

Question 80

____________ in the form of logos,stationery,brochures,signs,business forms,business cards,buildings,uniforms,and company trucks can be used to help a company create an identity that the public immediately recognizes.

A)Direct marketing
B)Social marketing
C)Public service activities
D)Corporate identity materials
E)Sponsorships