Question 1

Advertisements that promote goods and services are called advocacy advertisements.

Accepted Answer

A) True 
 B)False

Question 2

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) B) and E)
G) A) and B)

Question 3

Which of the following is not an advantage of using publicity-based public relations tools?

Accepted Answer

A)   Control by media personnel of the content and timing of messages
B)   Credibility
C)   Strong news value
D)   Follow-up word-of-mouth communications
E)   A favorable perception of being endorsed by the mediaF) C) and D)
G) C) and E)

Question 4

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) B) and D)
G) All of the above

Question 5

Rachel is considering advertising her new restaurant on the radio to attract more customers. She knows that in order to attract listeners' attention on the radio it will be important for her to

Accepted Answer

A)   use a high level of repetition.
B)   buy a really long time slot to get all the information in.
C)   be both informal and conversational in tone.
D)   use a quick speaker to attract attention to the commercial.
E)   say the restaurant's name and location three separate times.F) A) and B)
G) B) and D)

Question 6

Which of the following statements is true about public relations?

Accepted Answer

A)   Publicity is not part of public relations.
B)   The most common publicity-based tool is the press conference.
C)   Marketers cannot control whether the media choose to publish their public relations material.
D)   Publicity-based public relations do not have limitations.
E)   Event sponsorship is not an effective public relations tool.F) A) and B)
G) A) and C)

Question 7

The effectiveness of an advertising campaign can be measured only after the completion of the campaign, when results are tabulated.

Accepted Answer

A) True 
 B)False

Question 8

The "Got milk?" print campaign is advertising that stimulates demand for a ____, known as ____ advertising.

Accepted Answer

A)   product category; pioneer
B)   roduct brand; competitive
C)   product category; institutional
D)   brand category; pioneer
E)   product; comparativeF) B) and D)
G) A) and B)

Question 9

Which of the following lists forms of competitive advertising?

Accepted Answer

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

Question 10

Advertising departments may use independent research organizations or freelance specialists for some of their projects.

Accepted Answer

A) True 
 B)False

Question 11

____ provide businesses with copywriters, artists, production coordinators, media experts, researchers, and other highly skilled specialists.

Accepted Answer

A)   Public relation firms
B)   Media companies
C)   Advertising agencies
D)   Production companies
E)   Promotion expertsF) A) and B)
G) A) and C)

Question 12

Publicity is a subset or part of public relations.

Accepted Answer

A) True 
 B)False

Question 13

Public relations, unlike advertising, is not particularly useful for promoting an organization's image.

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A)   institutional
B)   product
C)   advocacy
D)   issue
E)   competitiveF) A) and D)
G) B) and C)

Question 15

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 announcement.F) B) and D)
G) B) and E)

Question 16

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?

Accepted Answer

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

Question 17

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

Accepted Answer

To protect its image, an organization ne...

Question 18

Most often, the opinions of a firm's personnel are used to develop the advertising platform.

Accepted Answer

A) True 
 B)False

Question 19

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) A) and E)

Question 20

A marketer's advertising platform should consist of issues that are important to consumers.

Accepted Answer

A) True 
 B)False

Exam 16: Advertising and Public Relations

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

The effectiveness of an advertising campaign can be measured only after the completion of the campaign, when results are tabulated.

Correct Answer
verified

A marketer's advertising platform should consist of issues that are important to consumers.

Correct Answer
verified

Advertisements that promote goods and services are called advocacy advertisements.

Correct Answer
verified

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

Correct Answer
verified

Which of the following statements is true about public relations?

Correct Answer
verified

____ provide businesses with copywriters, artists, production coordinators, media experts, researchers, and other highly skilled specialists.

Correct Answer
verified

Which of the following lists forms of competitive advertising?

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

Which of the following is not an advantage of using publicity-based public relations tools?

Correct Answer
verified

Most often, the opinions of a firm's personnel are used to develop the advertising platform.

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

Publicity is a subset or part of public relations.

Correct Answer
verified

Rachel is considering advertising her new restaurant on the radio to attract more customers. She knows that in order to attract listeners' attention on the radio it will be important for her to

Correct Answer
verified

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

Correct Answer
verified

Public relations, unlike advertising, is not particularly useful for promoting an organization's image.

Correct Answer
verified

The "Got milk?" print campaign is advertising that stimulates demand for a , known as advertising.

Correct Answer
verified

Advertising departments may use independent research organizations or freelance specialists for some of their projects.

Correct Answer
verified

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

Correct Answer
verified
To protect its image, an organization ne...
View Answer

Exam 16: Advertising and Public Relations

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

The effectiveness of an advertising campaign can be measured only after the completion of the campaign, when results are tabulated.

Correct AnswerverifiedShow Answer

A marketer's advertising platform should consist of issues that are important to consumers.

Correct AnswerverifiedShow Answer

Advertisements that promote goods and services are called advocacy advertisements.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following statements is true about public relations?

Correct AnswerverifiedShow Answer

____ provide businesses with copywriters, artists, production coordinators, media experts, researchers, and other highly skilled specialists.

Correct AnswerverifiedShow Answer

Which of the following lists forms of competitive advertising?

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

Which of the following is not an advantage of using publicity-based public relations tools?

Correct AnswerverifiedShow Answer

Most often, the opinions of a firm's personnel are used to develop the advertising platform.

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

Publicity is a subset or part of public relations.

Correct AnswerverifiedShow Answer

Rachel is considering advertising her new restaurant on the radio to attract more customers. She knows that in order to attract listeners' attention on the radio it will be important for her to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Public relations, unlike advertising, is not particularly useful for promoting an organization's image.

Correct AnswerverifiedShow Answer

The "Got milk?" print campaign is advertising that stimulates demand for a ____, known as ____ advertising.

Correct AnswerverifiedShow Answer

Advertising departments may use independent research organizations or freelance specialists for some of their projects.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedTo protect its image, an organization ne...View AnswerShow Answer

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verified

Correct Answer
verified

Correct Answer
verified

The "Got milk?" print campaign is advertising that stimulates demand for a , known as advertising.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
To protect its image, an organization ne...
View Answer