Question 1

Marketing management must make four important decisions when developing an advertising program. Briefly describe these four decisions.

Accepted Answer

Marketing management should first set ad...

Question 2

Companies use PR to build good relations with consumers, investors, the media, and their communities.

Accepted Answer

A) True 
 B)False

Question 3

The purpose of advertising is to get consumers to think about or react to the product or company in a certain way.

Accepted Answer

A) True 
 B)False

Question 4

Describe public relations and any three of its main functions.

Accepted Answer

Student answers may include this descrip...

Question 5

Describe the four major steps in media selection.

Accepted Answer

First, the advertiser needs to decide on...

Question 6

Which of the following would most likely be included in the written materials prepared by PR professionals to reach and influence target markets?

Accepted Answer

A)   employee code of conduct
B)   annual reports
C)   memorandum of association
D)   advertisement jingles
E)   white papersF) B) and C)
G) A) and C)

Question 7

Which of the following is a disadvantage of using direct mail as an advertising medium?

Accepted Answer

A)   low audience selectivity
B)   no flexibility
C)   severe ad competition
D)   relatively high cost per exposure
E)   lack of personalizationF) C) and E)
G) B) and D)

Question 8

PR can have a strong impact on public awareness at a much higher cost than advertising can.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is a digital medium that is used by advertisers to reach consumers directly?

Accepted Answer

A)   smartphone
B)   direct mail
C)   newspapers
D)   billboards
E)   televisionF) A) and E)
G) D) and E)

Question 10

Discuss the concepts of advertainment and branded entertainment.

Accepted Answer

This merging of advertising and entertai...

Question 11

Advertisers should regularly evaluate two types of advertising results: the communication effects and the sales and profit effects. How are these two results measured?

Accepted Answer

Measuring the communication effects of an ad or ad campaign tells whether the ads and media are communicating the ad message well. Individual ads can be tested before or after they are run. Before an ad is placed, the advertiser can show it to consumers, ask how they like it, and measure message recall or attitude changes resulting from it. After an ad is run, the advertiser can measure how the ad affected consumer recall or product awareness, knowledge, and preference. Pre- and post-evaluations of communication effects can be made for entire advertising campaigns as well. Sales and profit effects of advertising are often much harder to measure. Sales and profits are affected by many factors other than advertising-such as product features, price, and availability. One way to measure the sales and profit effects of advertising is to compare past sales and profits with past advertising expenditures. Another way is through experiments. For example, to test the effects of different advertising spending levels, a company could vary the amount it spends on advertising in different market areas and measure the differences in the resulting sales and profit levels. More complex experiments could be designed to include other variables, such as differences in the ads or media used.

Question 12

A product in the maturity stage will most likely require ________ advertising.

Accepted Answer

A)   informative
B)   comparative
C)   persuasive
D)   reminder
E)   covertF) C) and D)
G) B) and C)

Question 13

When using public relations, the company pays for space and time in the media.

Accepted Answer

A) True 
 B)False

Question 14

How are companies taking advantage of interactive technologies to tap consumers for message ideas and actual ads? What are the benefits and disadvantages of consumer-generated advertising?

Accepted Answer

Companies can now search existing video sites such as YouTube, set up their own Web sites, create accounts on social networks such as Facebook, and sponsor ad-creation contests. Several companies, such as Coca-Cola, MasterCard, and Frito-Lay, have used consumer-generated ads in national promotions. Consumer-generated advertising offers companies a way to gather new perspectives on their products and develop insights into how their products are used and seen by actual consumers. Also, consumer-generated advertising is very inexpensive. On the other hand, companies do not control consumer-generated material, which can lead to conflicting, or even negative, messages about a brand.

Question 15

Progressive Insurance uses Flo to represent its product. Which of the following message execution styles was used by Progressive Insurance?

Accepted Answer

A)   mood or image
B)   fantasy
C)   personality symbol
D)   technical expertise
E)   musicalF) B) and D)
G) B) and C) C

Question 16

The term media multitaskers refers to ________.

Accepted Answer

A)   competing brands which use the same media vehicle
B)   people who absorb more than one medium at a time
C)   media planners who also head the creative department
D)   media planners who use more than one advertising medium
E)   ad agencies whose clients are competitors of each otherF) A) and E)
G) None of the above

Question 17

An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________.

Accepted Answer

A)   reciprocate
B)   compete
C)   remind
D)   explain
E)   suggestF) A) and B)
G) C) and D)

Question 18

Snappy Cameras is launching a new advertising campaign to demonstrate the high quality of its digital cameras. Which media option would give the audience the most control over exposure to the ads and interactive capabilities?

Accepted Answer

A)   the Internet
B)   newspaper
C)   TV
D)   radio
E)   billboardF) None of the above
G) B) and C)

Question 19

An ad for Athleta active wear shows a woman in a complex yoga pose and states: "If your body is your temple, build it one piece at a time." This ad uses the ________ execution style.

Accepted Answer

A)   slice of life
B)   lifestyle
C)   fantasy
D)   scientific evidence
E)   personality symbolF) A) and D)
G) C) and D)

Question 20

Which of the following is a major step in selecting advertising media?

Accepted Answer

A)   determining reach, frequency, and impact
B)   selecting message execution style
C)   developing a compelling creative concept
D)   deciding on format elements
E)   planning a message strategyF) A) and B)
G) A) and C)

Exam 15: Advertising and Public Relations

Marketing management must make four important decisions when developing an advertising program. Briefly describe these four decisions.

Correct Answer
verified
Marketing management should first set ad...
View Answer

Companies use PR to build good relations with consumers, investors, the media, and their communities.

Correct Answer
verified

The purpose of advertising is to get consumers to think about or react to the product or company in a certain way.

Correct Answer
verified

Describe public relations and any three of its main functions.

Correct Answer
verified
Student answers may include this descrip...
View Answer

Describe the four major steps in media selection.

Correct Answer
verified
First, the advertiser needs to decide on...
View Answer

Which of the following would most likely be included in the written materials prepared by PR professionals to reach and influence target markets?

Correct Answer
verified

Which of the following is a disadvantage of using direct mail as an advertising medium?

Correct Answer
verified

PR can have a strong impact on public awareness at a much higher cost than advertising can.

Correct Answer
verified

Which of the following is a digital medium that is used by advertisers to reach consumers directly?

Correct Answer
verified

Discuss the concepts of advertainment and branded entertainment.

Correct Answer
verified
This merging of advertising and entertai...
View Answer

Advertisers should regularly evaluate two types of advertising results: the communication effects and the sales and profit effects. How are these two results measured?

A product in the maturity stage will most likely require ________ advertising.

Correct Answer
verified

When using public relations, the company pays for space and time in the media.

Correct Answer
verified

How are companies taking advantage of interactive technologies to tap consumers for message ideas and actual ads? What are the benefits and disadvantages of consumer-generated advertising?

Progressive Insurance uses Flo to represent its product. Which of the following message execution styles was used by Progressive Insurance?

Correct Answer
verified
C

The term media multitaskers refers to ________.

Correct Answer
verified

An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________.

Correct Answer
verified

Snappy Cameras is launching a new advertising campaign to demonstrate the high quality of its digital cameras. Which media option would give the audience the most control over exposure to the ads and interactive capabilities?

Correct Answer
verified

An ad for Athleta active wear shows a woman in a complex yoga pose and states: "If your body is your temple, build it one piece at a time." This ad uses the ________ execution style.

Correct Answer
verified

Which of the following is a major step in selecting advertising media?

Correct Answer
verified

Exam 15: Advertising and Public Relations

Marketing management must make four important decisions when developing an advertising program. Briefly describe these four decisions.

Correct AnswerverifiedMarketing management should first set ad...View AnswerShow Answer

Companies use PR to build good relations with consumers, investors, the media, and their communities.

Correct AnswerverifiedShow Answer

The purpose of advertising is to get consumers to think about or react to the product or company in a certain way.

Correct AnswerverifiedShow Answer

Describe public relations and any three of its main functions.

Correct AnswerverifiedStudent answers may include this descrip...View AnswerShow Answer

Describe the four major steps in media selection.

Correct AnswerverifiedFirst, the advertiser needs to decide on...View AnswerShow Answer

Which of the following would most likely be included in the written materials prepared by PR professionals to reach and influence target markets?

Correct AnswerverifiedShow Answer

Which of the following is a disadvantage of using direct mail as an advertising medium?

Correct AnswerverifiedShow Answer

PR can have a strong impact on public awareness at a much higher cost than advertising can.

Correct AnswerverifiedShow Answer

Which of the following is a digital medium that is used by advertisers to reach consumers directly?

Correct AnswerverifiedShow Answer

Discuss the concepts of advertainment and branded entertainment.

Correct AnswerverifiedThis merging of advertising and entertai...View AnswerShow Answer

Advertisers should regularly evaluate two types of advertising results: the communication effects and the sales and profit effects. How are these two results measured?

A product in the maturity stage will most likely require ________ advertising.

Correct AnswerverifiedShow Answer

When using public relations, the company pays for space and time in the media.

Correct AnswerverifiedShow Answer

How are companies taking advantage of interactive technologies to tap consumers for message ideas and actual ads? What are the benefits and disadvantages of consumer-generated advertising?

Progressive Insurance uses Flo to represent its product. Which of the following message execution styles was used by Progressive Insurance?

Correct AnswerverifiedC

The term media multitaskers refers to ________.

Correct AnswerverifiedShow Answer

An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________.

Correct AnswerverifiedShow Answer

Snappy Cameras is launching a new advertising campaign to demonstrate the high quality of its digital cameras. Which media option would give the audience the most control over exposure to the ads and interactive capabilities?

Correct AnswerverifiedShow Answer

An ad for Athleta active wear shows a woman in a complex yoga pose and states: "If your body is your temple, build it one piece at a time." This ad uses the ________ execution style.

Correct AnswerverifiedShow Answer

Which of the following is a major step in selecting advertising media?

Correct AnswerverifiedShow Answer

Correct Answer
verified
Marketing management should first set ad...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Student answers may include this descrip...
View Answer

Correct Answer
verified
First, the advertiser needs to decide on...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
This merging of advertising and entertai...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
C

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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