Question 1

The physical arrangement of the illustration,headline,subheadline,body copy,and the signature is called the

Accepted Answer

A)   artwork.
B)   copy.
C)   art design.
D)   layout.
E)   storyboard.F) A) and B)
G) B) and E)

Question 2

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.

Accepted Answer

A)   beating
B)   alternating
C)   flighting
D)   continuous with emphasis
E)   pulsingF) A) and C)
G) A) and D)

Question 3

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

Question 4

Comparative advertisements mention the actual names of competing brands.

Accepted Answer

A) True 
 B)False

Question 5

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 research.F) A) and B)
G) B) and D)

Question 6

The advertising budgets for industrial products are usually large relative to the sales of the products.

Accepted Answer

A) True 
 B)False

Question 7

To announce its development of a solid fuel titanium rocket for the U.S.missile defense system,Unijet management feels it needs to get wide media coverage.Under these circumstances,which of the following would be its best alternative?

Accepted Answer

A)   Captioned photograph
B)   Feature article
C)   Editorial letters
D)   Television advertisement
E)   Press conferenceF) B) and D)
G) B) and C)

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

Kohl's,a department store featuring clothing and housewares,communicates in news story form about its organization and its efforts to support local children's hospitals.This information is transmitted through mass media at no charge and is therefore called

Accepted Answer

A)   news reporting.
B)   public relations.
C)   mass communications.
D)   free advertising.
E)   publicity.F) A) and E)
G) None of the above

Question 10

Which of the following is the most important consideration when choosing an event to sponsor?

Accepted Answer

A)   Reasonable association between the event and the company's product
B)   The length of the event
C)   When the event occurs
D)   Whether or not the event is a national event
E)   The specific name of the eventF) D) and E)
G) B) and C)

Question 11

What is the primary justification marketers use for conducting recognition and recall tests?

Accepted Answer

A)   Researchers find that recalling an advertisement has a strong link to purchasing a product.
B)   People have unfavorable views of advertising and are unlikely to purchase advertised products.
C)   Consumers tend to enjoy participating in these tests and are likely to purchase the products as a result.
D)   People are more likely to buy a product they have seen advertised than one they have not seen advertised.
E)   There is a strong link between advertisement recall/recognition and word-of-mouth communication.F) None of the above
G) C) and E)

Question 12

Ad agencies work jointly with their client firms to develop the ad campaigns.

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

The answer of What are the major components of a...

Question 14

In recall posttesting,respondents are shown the actual advertisement and are asked whether they recognize it.

Accepted Answer

A) True 
 B)False

Question 15

An advertising campaign is typically developed by an individual or a few persons within the firm,an advertising department within the organization,or

Accepted Answer

A)   an advertising agency.
B)   a group of media specialists.
C)   a group of multiskilled managers.
D)   a "special projects" group.
E)   freelance advertising consultants.F) D) and E)
G) All of the above

Question 16

Small firms generally depend on local newspapers and radio stations for assistance with advertising efforts.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is not a public relations tool?

Accepted Answer

A)   Feature article
B)   Company magazine
C)   News release
D)   Annual report
E)   Product sampleF) A) and B)
G) C) and D)

Question 18

Public relations is communication in news story form about an organization,its products,or both that is transmitted through a mass medium at no charge.

Accepted Answer

A) True 
 B)False

Question 19

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)

Accepted Answer

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

Exam 17: Advertising and Publicrelations

Ad agencies work jointly with their client firms to develop the ad campaigns.

Correct Answer
verified

An advertising campaign is typically developed by an individual or a few persons within the firm,an advertising department within the organization,or

Correct Answer
verified

To announce its development of a solid fuel titanium rocket for the U.S.missile defense system,Unijet management feels it needs to get wide media coverage.Under these circumstances,which of the following would be its best alternative?

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Kohl's,a department store featuring clothing and housewares,communicates in news story form about its organization and its efforts to support local children's hospitals.This information is transmitted through mass media at no charge and is therefore called

Correct Answer
verified

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.

Correct Answer
verified

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

Correct Answer
verified

What is the primary justification marketers use for conducting recognition and recall tests?

Correct Answer
verified

The advertising budgets for industrial products are usually large relative to the sales of the products.

Correct Answer
verified

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)

Correct Answer
verified

Comparative advertisements mention the actual names of competing brands.

Correct Answer
verified

Which of the following is the most important consideration when choosing an event to sponsor?

Correct Answer
verified

Which of the following is not a public relations tool?

Correct Answer
verified

In recall posttesting,respondents are shown the actual advertisement and are asked whether they recognize it.

Correct Answer
verified

Public relations is communication in news story form about an organization,its products,or both that is transmitted through a mass medium at no charge.

Correct Answer
verified

The physical arrangement of the illustration,headline,subheadline,body copy,and the signature is called the

Correct Answer
verified

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
verified

Small firms generally depend on local newspapers and radio stations for assistance with advertising efforts.

Correct Answer
verified

Exam 17: Advertising and Publicrelations

Ad agencies work jointly with their client firms to develop the ad campaigns.

Correct AnswerverifiedShow Answer

An advertising campaign is typically developed by an individual or a few persons within the firm,an advertising department within the organization,or

Correct AnswerverifiedShow Answer

To announce its development of a solid fuel titanium rocket for the U.S.missile defense system,Unijet management feels it needs to get wide media coverage.Under these circumstances,which of the following would be its best alternative?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Kohl's,a department store featuring clothing and housewares,communicates in news story form about its organization and its efforts to support local children's hospitals.This information is transmitted through mass media at no charge and is therefore called

Correct AnswerverifiedShow Answer

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.

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

What is the primary justification marketers use for conducting recognition and recall tests?

Correct AnswerverifiedShow Answer

The advertising budgets for industrial products are usually large relative to the sales of the products.

Correct AnswerverifiedShow Answer

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)

Correct AnswerverifiedShow Answer

Comparative advertisements mention the actual names of competing brands.

Correct AnswerverifiedShow Answer

Which of the following is the most important consideration when choosing an event to sponsor?

Correct AnswerverifiedShow Answer

Which of the following is not a public relations tool?

Correct AnswerverifiedShow Answer

In recall posttesting,respondents are shown the actual advertisement and are asked whether they recognize it.

Correct AnswerverifiedShow Answer

Public relations is communication in news story form about an organization,its products,or both that is transmitted through a mass medium at no charge.

Correct AnswerverifiedShow Answer

The physical arrangement of the illustration,headline,subheadline,body copy,and the signature is called the

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

Small firms generally depend on local newspapers and radio stations for assistance with advertising efforts.

Correct AnswerverifiedShow Answer

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