Question 1

Measuring effectiveness during a campaign is usually accomplished by using .

Accepted Answer

A)   pretests
B)   posttests
C)   consumer juries
D)   inquiries
E)   sales force surveysF) None of the above
G) A) and C)

Question 2

What are the important issues that need to be considered in the process of developing advertising objectives?

Accepted Answer

Advertising objectives guide campaign de...

Question 3

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.

Accepted Answer

A)   flighting
B)   continuous
C)   pulsing
D)   alternating
E)   multimediaF) D) and E)
G) None of the above

Question 4

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)  .

Accepted Answer

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

Question 5

Tropicana orange juice has a television commercial where a young boy is drinking orange juice at dinner. He remarks that he likes the great taste of Tropicana anytime. The element of the commercial that focuses on drinking orange juice at dinner would be best classified as , while the focus on the great taste of Tropicana would be best classified as .

Accepted Answer

A)   comparative advertising; informative advertising
B)   pioneer advertising; competitive advertising
C)   institutional advertising; stimulating primary demand
D)   product advertising; institutional
E)   comparative advertising; competitive advertisingF) B) and C)
G) A) and E)

Question 6

Which of the following lists forms of competitive advertising?

Accepted Answer

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

Question 7

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 researchF) D) and E)
G) B) and C)

Question 8

A public relations audit is used to assess an organization's image among the public or to evaluate the effect of a specific public relations program.

Accepted Answer

A) True 
 B)False  True

Question 9

In many instances the most appropriate way for a firm to cope with an event that leads to negative public relations is to:

Accepted Answer

A)   discourage news coverage of the event.
B)   deny that the event occurred.
C)   facilitate news coverage of the event.
D)   hire a public relations firm.
E)   refrain from publicity that reports the event.F) C) and E)
G) A) and E)

Question 10

When an organization uses an advertising agency, develops the advertising campaign.

Accepted Answer

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

Question 11

Radio copy should consist of short, familiar terms.

Accepted Answer

A) True 
 B)False

Question 12

Some of the posttest methods for measuring advertising effectiveness are based on how well consumers remember advertising and include (1)  recognition tests and (2)  recall tests. What is the basic difference between these two approaches?

Accepted Answer

A)   The actual ads are shown in the former but not in the latter.
B)   The former method relies on memory alone, and the latter shows the actual ads.
C)   One uses a consumer jury; the other uses random individuals.
D)   The respondents are given class clues in the latter but not in the former.
E)   One is used primarily by the government, and the other is used by private businesses.F) D) and E)
G) A) and C)

Question 13

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

Accepted Answer

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.F) A) and E)
G) A) and D)

Question 14

Institutional advertising and promotional advertising are the two basic categories of advertising.

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

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.F) A) and C)
G) D) and E)

Question 16

If a company calls a meeting to announce a major news event, this is known as a .

Accepted Answer

A)   media call
B)   press conference
C)   news release
D)   press release
E)   public service announcementF) B) and E)
G) B) and D)

Question 17

The verbal portion of an advertisement, including headlines, body, and signature, is called the .

Accepted Answer

A)   artwork
B)   copy
C)   storyboard
D)   layout
E)   scriptF) A) and E)
G) A) and C)

Question 18

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 .

Accepted Answer

A)   advertising appropriation
B)   objective-and-task approach
C)   advertising platform
D)   advertising objective
E)   advertising budgetF) A) and D)
G) A) and E) C

Question 19

Matt was in a group considered to be actual or potential purchasers of a new mountain bike produced by Specialized Sports. He and the other consumers were shown three different advertisements and asked to judge several dimensions of each one. Matt was part of a(n)  .

Accepted Answer

A)   posttest consumer group
B)   panel of advertising experts
C)   consumer jury
D)   customer ad panel
E)   ad preview groupF) B) and C)
G) A) and D)

Question 20

An advantage of the percent-of-sales approach for determining the advertising appropriation is that .

Accepted Answer

A)   it is objective
B)   marketers can accurately estimate the level of effort needed to attain certain objectives.
C)   it is scientific
D)   it is logical and inexpensive
E)   it is easy to implementF) A) and D)
G) A) and C) E

Exam 16: Advertising and Public Relations

Measuring effectiveness during a campaign is usually accomplished by using .

Correct Answer
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What are the important issues that need to be considered in the process of developing advertising objectives?

Correct Answer
verified
Advertising objectives guide campaign de...
View Answer

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.

Correct Answer
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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) .

Correct Answer
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Correct Answer
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Which of the following lists forms of competitive advertising?

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

Correct Answer
verified

A public relations audit is used to assess an organization's image among the public or to evaluate the effect of a specific public relations program.

Correct Answer
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True

In many instances the most appropriate way for a firm to cope with an event that leads to negative public relations is to:

Correct Answer
verified

When an organization uses an advertising agency, develops the advertising campaign.

Correct Answer
verified

Radio copy should consist of short, familiar terms.

Correct Answer
verified

Some of the posttest methods for measuring advertising effectiveness are based on how well consumers remember advertising and include (1) recognition tests and (2) recall tests. What is the basic difference between these two approaches?

Correct Answer
verified

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

Correct Answer
verified

Institutional advertising and promotional advertising are the two basic categories of advertising.

Correct Answer
verified

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

Correct Answer
verified

If a company calls a meeting to announce a major news event, this is known as a .

Correct Answer
verified

The verbal portion of an advertisement, including headlines, body, and signature, is called the .

Correct Answer
verified

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 .

Correct Answer
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C

Matt was in a group considered to be actual or potential purchasers of a new mountain bike produced by Specialized Sports. He and the other consumers were shown three different advertisements and asked to judge several dimensions of each one. Matt was part of a(n) .

Correct Answer
verified

An advantage of the percent-of-sales approach for determining the advertising appropriation is that .

Correct Answer
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E

Exam 16: Advertising and Public Relations

Measuring effectiveness during a campaign is usually accomplished by using .

Correct AnswerverifiedShow Answer

What are the important issues that need to be considered in the process of developing advertising objectives?

Correct AnswerverifiedAdvertising objectives guide campaign de...View AnswerShow Answer

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.

Correct AnswerverifiedShow Answer

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) .

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following lists forms of competitive advertising?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A public relations audit is used to assess an organization's image among the public or to evaluate the effect of a specific public relations program.

Correct AnswerverifiedTrue

In many instances the most appropriate way for a firm to cope with an event that leads to negative public relations is to:

Correct AnswerverifiedShow Answer

When an organization uses an advertising agency, develops the advertising campaign.

Correct AnswerverifiedShow Answer

Radio copy should consist of short, familiar terms.

Correct AnswerverifiedShow Answer

Some of the posttest methods for measuring advertising effectiveness are based on how well consumers remember advertising and include (1) recognition tests and (2) recall tests. What is the basic difference between these two approaches?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Institutional advertising and promotional advertising are the two basic categories of advertising.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

If a company calls a meeting to announce a major news event, this is known as a .

Correct AnswerverifiedShow Answer

The verbal portion of an advertisement, including headlines, body, and signature, is called the .

Correct AnswerverifiedShow Answer

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 .

Correct AnswerverifiedC

Matt was in a group considered to be actual or potential purchasers of a new mountain bike produced by Specialized Sports. He and the other consumers were shown three different advertisements and asked to judge several dimensions of each one. Matt was part of a(n) .

Correct AnswerverifiedShow Answer

An advantage of the percent-of-sales approach for determining the advertising appropriation is that .

Correct AnswerverifiedE

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Advertising objectives guide campaign de...
View Answer

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True

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C

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E