chapter 15 - advertising and public relations

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

A) determining reach, frequency, and impact

20) Which of the following is one of the primary goals of reminder advertising? A) maintain customer relationships B) build brand preference C) correct false impressions D) inform the market of a price change E) restore company image

A) maintain customer relationships

77) When a media planner determines whether an advertisement for diapers should be placed in Parents magazine or Sports Illustrated magazine, the planner is evaluating the media vehicle's ________. A) profit margin B) flexibility C) rate of depreciation D) audience quality E) cost per exposure

D) audience quality

19) Keeping the brand in a customer's mind during off-seasons is most likely a goal of ________ advertising. A) reminder B) attack C) informative D) covert E) competitive

A) reminder

49) Which message execution style involves presenting survey data indicating that a brand is better than other brands? A) scientific evidence B) testimonial evidence C) endorsement D) technical expertise E) slice of life

A) scientific evidence

133) Which of the following statements is most likely true of public relations? A) It requires participating companies to pay for media space or time. B) It can have the same impact on public awareness as advertising at much lower costs. C) It is always handled by a third-party agency hired by the firm. D) It forms a huge portion of the overall marketing budget of most large firms. E) It plays an insignificant role in brand building with the increasing popularity of advertising.

B) It can have the same impact on public awareness as advertising at much lower costs.

35) ________ tend to be straightforward outlines of benefits and positioning points that the advertiser wants to stress. A) Promotion mix plans B) Message strategy statements C) Creative concept strategies D) Advertainment statements E) Branded entertainment plans

B) Message strategy statements

82) Which of the following is most likely true about using a pulsing schedule for an ad? A) The ads would achieve maximum awareness. B) The costs of advertising would be low. C) The only effective medium would be radio. D) The ads would negatively affect the image of the brand. E) The ads would lack flexibility.

B) The costs of advertising would be low.

4) Competitive parity and task methods are considered when making decisions about ________. A) sales objectives B) budget C) message structure D) media selection E) message effectiveness

B) budget

2) Advertising is used mostly by ________. A) governments B) business firms C) social agencies D) independent professionals E) not-for-profit organizations

B) business firms

56) Which of the following is illustrated by an amateur 30-second video, developed by a consumer, telling the story of the online crafts marketplace, Etsy.com? A) personal selling B) consumer-generated messages C) consumer ethnocentrism D) sales promotion E) consumerism

B) consumer-generated messages

54) What is the first element that a reader most likely notices in a print ad? A) copy B) illustration C) headline D) slogan E) tone

B) illustration

42) 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. A) slice of life B) lifestyle C) fantasy D) scientific evidence E) personality symbol

B) lifestyle

33) Which term refers to the general idea that will be communicated to consumers through an advertisement? A) advertising appeal B) message strategy C) consumer-generated message D) creative concept E) message execution

B) message strategy

46) Apple used an album by the band U2 to promote the Apple Watch announcement. Which of the following message execution styles is illustrated in this example? A) personality symbol B) musical C) fantasy D) lifestyle E) slice of life

B) musical

74) The term "media multitaskers" refers to ________. 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 other

B) people who absorb more than one medium at a time

59) You receive a report that 68 percent of your target market has been exposed to your ad campaign during a given period of time. Which of the following aspects of media selection is represented by this information? A) frequency B) reach C) impact D) engagement E) qualitative value

B) reach

26) Which of the following would be the most likely result of slashing ad spending for a product? A) increased popularity B) reduced long-term market share C) improved brand image D) increased short-term sales E) increased long-term market share

B) reduced long-term market share

41) An ad for a new convection oven shows a busy professional woman using the convection oven to cook dinner for her family. Which of the following message execution styles is illustrated in this example? A) testimonial evidence B) slice of life C) fantasy D) scientific evidence E) mood or image

B) slice of life

143) News conferences, press tours, and grand openings are examples of ________, a type of tool commonly used by public relations professionals. A) public service activities B) special events C) social networking D) development E) investor relations

B) special events

83) To measure the ________ effects of an ad after it has aired, the advertiser can evaluate how the ad affected consumer recall, product awareness, and preference. A) sales B) profit C) communication D) continuity E) associativity

C) communication

15) When Verizon Wireless began offering the iPhone, it used its "Can you hear me now?" slogan to attack AT&T's rumored spotty service. This example best illustrates ________. A) informative advertising B) reminder advertising C) comparative advertising D) covert advertising E) institutional advertising

C) comparative advertising

61) Which term refers to the qualitative value of message exposure through a given medium? A) reach B) turnover rate C) efficiency D) media impact E) frequency

C) efficiency

45) An IKEA ad shows consumers creating fanciful room designs with IKEA furniture, such as "a bedroom for a queen made by Bree and her sister, designed by IKEA." Which of the following message execution styles is illustrated in this example? A) mood or image B) musical C) fantasy D) lifestyle E) personality symbol

C) fantasy

53) An illustration, a headline, and a copy are the three ________ elements of an advertisement. A) tone B) mood C) format D) reach E) frequency

C) format

38) Which of the following are the three characteristics that an advertising appeal should have? A) engaging, informative, and stylish B) trendy, compelling, and appealing C) meaningful, believable, and distinctive D) unique, emotional, and entertaining E) humorous, memorable, and interesting

C) meaningful, believable, and distinctive

73) A Spanish-language channel runs its ads only in Hispanic neighborhoods. This is an example of ________. A) broadcasting B) buzz marketing C) narrowcasting D) media multitasking E) personal selling

C) narrowcasting

48) Progressive Insurance uses Flo to represent its product. Which of the following message execution styles was used by Progressive Insurance? A) mood or image B) fantasy C) personality symbol D) technical expertise E) musical

C) personality symbol

7) An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________. A) reciprocate B) compete C) remind D) explain E) suggest

C) remind

3) The decisions about impact and engagement of an advertisement fall into the category ________ decisions. A) sales objectives B) budget C) message D) media E) advertising evaluations

D) media

16) Encouraging customers to switch brands is most likely the objective of ________ advertising. A) informative B) reminder C) covert D) persuasive E) institutional

D) persuasive

8) Which of the following is most likely an objective of informative advertising? A) build brand preference B) change customer perceptions of brand value C) encourage customers to switch brands D) suggest new uses for a product E) keep the brand in customer minds during off-seasons

D) suggest new uses for a product

67) Which of the following is an advantage of using newspapers as an advertising medium? A) long life B) good reproduction quality C) large pass-along audience D) broad acceptability E) no ad competition within the same medium

D) broad acceptability

69) Which of the following is a disadvantage of using direct mail as an advertising medium? A) low audience selectivity B) no flexibility C) severe ad competition D) relatively high cost per exposure E) lack of personalization

D) relatively high cost per exposure

79) In the context of media timing, ________ means scheduling ads unevenly over a given time period. A) routing B) continuity C) sequencing D) narrowcasting E) pulsing

E) pulsing

29) To break through the clutter, many marketers have subscribed to a new merging of advertising and entertainment, dubbed ________. A) Madison & Vine B) Wall St. & Fifth Ave C) buzz marketing D) podcasting E) webisodes

A) Madison & Vine

1) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________. A) sales promotion B) direct marketing C) advertising D) personal selling E) public relations

C) advertising

78) Audience quality, audience engagement, and editorial quality are most likely to be considered when a media planner ________. A) decides on media timing B) selects an execution style C) selects a media vehicle D) evaluates return on investment E) measures the communication effects of an advertisement

C) selects a media vehicle

40) Which message execution style depicts average people using a product in an everyday setting? A) lifestyle B) scientific evidence C) slice of life D) personality symbol E) testimonial evidence

C) slice of life

50) Which of the following message execution styles features a highly believable or likable source endorsing the product? A) musical B) mood or image C) testimonial evidence D) lifestyle E) slice of life

C) testimonial evidence

62) Which of the following is a media measure? A) consumer price index B) GDP per capita C) wholesale price index D) click-through rate E) human development index

D) click-through rate

17) Which of the following types of advertising will most likely result in an advertising war? A) covert advertising B) institutional advertising C) informative advertising D) comparative advertising E) reminder advertising

D) comparative advertising

146) Logos, uniforms, brochures, and company trucks are all examples of ________ materials that can be used to help a company create a visual image which the public can immediately recognize. A) direct marketing B) social marketing C) public service D) corporate identity E) buzz marketing

D) corporate identity

34) Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals. A) consumer trends B) competitors' weaknesses C) competitors' strengths D) customer benefits E) consumer emotions

D) customer benefits

131) One of the functions performed by a PR department is ________, which involves working with donors or members of nonprofit organizations to gain financial or volunteer support. A) direct marketing B) press relations management C) investor relations management D) development E) lobbying

D) development

12) ________ becomes more important as competition increases. With this type of advertising, a company's objective is to build selective demand. A) Institutional advertising B) Informative advertising C) Reminder advertising D) Not-for-profit advertising E) Persuasive advertising

E) Persuasive advertising

58) ________ is a measure of the percentage of people in a target market who are exposed to an ad campaign during a given period of time. A) Frequency B) Qualitative value C) Impact D) Premium E) Reach

E) Reach

11) Which of the following is an objective of persuasive advertising? A) communicate customer value B) correct false impressions C) describe available services and support D) keep the brand in a customer's mind during off-seasons E) change customer perceptions of product value

E) change customer perceptions of product value

39) In its advertisements, Timex promotes its affordable and sturdy watches. Fossil emphasizes style and fashion in its advertisements, and Rolex stresses luxury and status. These are all examples of ________ appeals. A) rational B) reminder C) believable D) entertainment E) distinctive

E) distinctive

18) Describing available services and support is most likely a goal of ________ advertising. A) reminder B) competitive C) covert D) attack E) informative

E) informative

Refer to the scenario below to answer the following question(s). Most clients of Second Avenue have learned about the store through word-of-mouth communication. This small retailer of quality secondhand children's clothing thrives on the sale of a vast inventory of children's clothing placed on consignment. "Because small children grow so quickly," Second Avenue's owner commented, "they often outgrow many of their clothes before they've hardly been worn!" Second Avenue provides a way for people to sell their children's clothing, earn a few dollars, and buy the next larger size. "We're extremely picky about the condition of the clothing we stock," the owner stated, "but we sell most items at a 60-percent discount." 85) Which of the following media options would be the LEAST costly for Second Avenue's promotional efforts? A) periodic advertising in a local newspaper that follows a pulsing schedule B) daily advertisements on a cable television station C) daily commercials during the local evening news D) a billboard placed on the nearest interstate highway E) a billboard placed in a supercenter 86) Second Avenue has just developed a 30-second television ad that features three different shoppers enthusiastically shopping in the store and appreciating its products. This ad uses the ________ execution style. A) slice of life B) technical expertise C) personality symbol D) fantasy E) image 135) The owner of Second Avenue wants to establish a community clothing drive to collect clothes for a local children's shelter. The owner is planning to set up collection barrels outside Second Avenue. In this case, which of the following public relations tools is being used by the owner? A) press relations B) product publicity C) lobbying D) development E) public affairs

85) A) periodic advertising in a local newspaper that follows a pulsing schedule 86) A) slice of life 135) E) public affairs

68) Which of the following statements about magazines as an advertising medium is true? A) Magazines have long ad purchase lead times. B) Magazines cannot offer high geographic selectivity. C) Magazines lack credibility. D) Magazines provide better local coverage than newspapers. E) Magazines have poor reproduction of images.

A) Magazines have long ad purchase lead times.

14) Comparative advertising is also known as ________ advertising. A) attack B) institutional C) covert D) reminder E) informative

A) attack

31) Product placement in television programs and movies is an example of ________. A) branded entertainment B) advertainment C) direct marketing D) buzz marketing E) sales promotion

A) branded entertainment

55) The main block of text in a print ad is referred to as the ________. A) copy B) testimonial evidence C) headline D) slogan E) message strategy statement

A) copy

76) When selecting a media vehicle, the media planner looks both at the total cost of using a medium and at the ________. A) cost per thousand persons reached B) cost of premium offers C) cost of the magazine it is using D) profit margin E) continuity cost

A) cost per thousand persons reached

36) After creating a message strategy statement, the advertiser must develop a compelling ________ that will bring the message strategy to life in a distinctive and memorable way. A) creative concept B) customer strategy C) customer benefit D) execution style E) media vehicle

A) creative concept

9) When P&G developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. What type of campaign was most likely used by P&G for the Mr. Clean Magic Eraser? A) informative advertising B) persuasive advertising C) reminder advertising D) developmental advertising E) comparative advertising

A) informative advertising

129) Kathy Champe, a public relations specialist for a regional chain of pharmacies, regularly contacts members of the local and statewide media with information about community events and charity fundraisers sponsored by her company. This is an example of the ________ function of public relations. A) press relations B) product publicity C) investor relations D) lobbying E) development

A) press relations

27) Which of the following is a major element of developing an advertising strategy? A) selecting advertising media B) using sophisticated statistical models C) setting advertising objectives D) evaluating advertising campaigns E) setting the advertising budget

A) selecting advertising media

22) After determining its advertising objectives, a company's next step in developing an advertising program is to ________. A) set an advertising budget B) determine the media vehicle C) use cash rebate offers D) evaluate the advertising campaign E) develop a message strategy

A) set an advertising budget

63) Which of the following is a newer digital medium that is used by advertisers to reach consumers directly? A) smartphone B) direct mail C) newspapers D) billboards E) television

A) smartphone

66) 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? A) the Internet B) newspaper C) TV D) radio E) billboard

A) the Internet

24) Which of the following brands most likely requires heavy advertising in order to be set apart from similar products? A) undifferentiated brands B) specialty brands C) international brands D) mature brands E) high-share brands

A) undifferentiated brands

30) The aim of ________ is to make an advertisement so useful or entertaining that people want to watch it. A) branded entertainment B) advertainment C) viral marketing D) buzz marketing E) word-of-mouth advertising

B) advertainment

144) Which of the following would most likely be included in the written materials prepared by PR professionals to reach and influence target markets? A) employee code of conduct B) annual reports C) memorandum of association D) advertisement jingles E) white papers

B) annual reports

10) When the advertising objective is to build primary demand for a new product category, ________ advertising will most likely be used. A) persuasive B) informative C) comparative D) patronage E) institutional

B) informative

37) The first step in creating effective advertising messages is ________. A) selecting specific media vehicles B) planning a message strategy C) determining return on advertising investment D) choosing media timing E) executing the message

B) planning a message strategy

81) In the context of media timing, the idea behind ________ is to advertise heavily for a short period to build awareness that carries over to the next advertising period. A) continuity B) pulsing C) shuffling D) sequencing E) segmenting

B) pulsing

51) Maybelline used Sarah Michelle Gellar, an actress, to endorse a new range of cosmetics. This message execution style is referred to as ________. A) lifestyle B) testimonial evidence C) image D) technical expertise E) personality symbol

B) testimonial evidence

72) Which of the following statements about outdoor media is true? A) It has no creative limitations. B) It is characterized by higher costs per exposure. C) It has good positional selectivity. D) It has very limited flexibility. E) It has high audience selectivity.

C) It has good positional selectivity.

13) Persuasive advertising becomes ________ advertising when a company directly or indirectly compares its brand with one or more other brands. A) informative B) reminder C) attack D) covert E) institutional

C) attack

25) Brands in a market with many competitors and high advertising clutter must ________. A) have very high prices compared to competitors B) be advertised only through print and social media C) be advertised more heavily to be noticed in the marketplace D) never be advertised using informative advertising E) be advertised only during the mature stage of the product life cycle

C) be advertised more heavily to be noticed in the marketplace

80) In the context of media timing, ________ means scheduling ads evenly within a given period. A) sequencing B) narrowcasting C) continuity D) routing E) pulsing

C) continuity

147) In an attempt to set the company apart from its competitors, Central Parcel Service (CPS) has its employees wear brown uniforms and drive brown trucks. What type of public relations tool is being used by CPS? A) buzz marketing B) corporate logos C) corporate identity materials D) product publicity E) public service materials

C) corporate identity materials

60) The number of times an average person in the target market is exposed to a message is known as the ________ of the message. A) quantitative value B) reach C) frequency D) exposure rate E) turnover rate

C) frequency

75) Glee and The Wall Street Journal are both examples of ________-specific media within each general media type. A) alternative media B) major media C) media vehicles D) media multitaskers E) micromedia

C) media vehicles

28) With the help of ________ systems, consumers can avoid watching ads. A) USB B) CCTV C) HDMI D) DVR E) XBMC

D) DVR

134) Which of the following best explains why public relations is often overlooked as a tool for supporting product marketing objectives? A) Public relations departments are typically large divisions within corporations. B) The time and costs associated with public relations prohibit its extensive use. C) Public relations specialists lack the skills necessary to work with marketing experts. D) Many public relations professionals see their jobs as communicating not brand building. E) The public relations department handles stockholders and legislators but not employees.

D) Many public relations professionals see their jobs as communicating not brand building.

70) Franklin & Marshall College wishes to contact high school seniors at independent schools in Pennsylvania. Which of the following media would be most effective and efficient? A) a Facebook page for the college B) local newspapers ads throughout the state C) radio ads throughout the state D) a direct mail piece sent to selected students E) billboards throughout the state

D) a direct mail piece sent to selected students

84) Which of the following characterizes standardized global advertising? A) higher advertising costs B) no global advertising coordination C) higher appeal to varying demographics D) a more consistent worldwide image E) lower reach

D) a more consistent worldwide image

64) Television, as a medium of advertisement, is characterized by ________. A) high audience selectivity B) low absolute costs C) poor mass-marketing coverage D) fleeting exposure E) high cost per exposure

D) fleeting exposure

130) One of the functions performed by a PR department is ________, which involves building and maintaining relations with legislators and government officials to influence legislation and regulation. A) direct marketing B) press relations management C) investor relations management D) lobbying E) public affairs management

D) lobbying

128) Which of the following promotion tools involves 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

D) public relations

21) A product in the maturity stage will most likely require ________ advertising. A) informative B) comparative C) persuasive D) reminder E) covert

D) reminder

43) Which of the following message execution styles focuses on the company's skill and knowledge in making the product? A) endorsement B) scientific evidence C) slice of life D) technical expertise E) testimonial evidence

D) technical expertise

65) You want to advertise your new product. You want good mass marketing coverage and low cost per exposure. You also want to combine sight, sound, and motion and make the advertisement appealing to the senses. You should choose ________ as your advertising media. A) newspaper B) radio C) magazines D) television E) direct mail

D) television

71) Which of the following statements is most likely true about radio as an advertising medium? A) Radio advertising is typically quite expensive. B) Radio ensures good attention from the target audience. C) Radio offers very low audience selectivity. D) Radio prohibits the use of segmentation strategies. E) Radio advertising is characterized by good local acceptance.

E) Radio advertising is characterized by good local acceptance.

23) Which of the following most likely requires the smallest advertising budget? A) products in competitive markets B) undifferentiated brands C) new products D) low-share brands E) mature brands

E) mature brands

145) Which of the following is an example of audiovisual material used by PR professionals? A) blogs B) logos C) vision statements D) brochures E) online videos

E) online videos

47) The advertisements that use the Aflac duck or the GEICO gecko are using the message execution style of ________. A) lifestyle B) technical expertise C) testimonial evidence D) slice of life E) personality symbols

E) personality symbols

32) Coca-Cola cups prominently featured on episodes of American Idol are an example of ________. A) advertainment B) buzz marketing C) personal selling D) sales promotion E) product placement

E) product placement

132) The National Pork Board developed "Pork. The Other White Meat" campaign. The campaign provided nutritional information and pork recipes in an attempt to encourage people to view pork as a tasty alternative to poultry and fish. Which of the following functions was the goal of this public relations campaign? A) influencing government regulations on pork B) gaining financial support for pork producers C) creating newsworthy information about pork D) maintaining relationships with pork producers E) rebuilding consumer interest in pork

E) rebuilding consumer interest in pork

44) A pharmaceutical ad features a world-renowned heart surgeon describing the benefits of a medication. Which of the following message execution styles is illustrated in this example? A) mood or image B) fantasy C) personality symbol D) musical E) testimonial evidence

E) testimonial evidence

142) Which of the following is a major tool used by PR professionals? A) standardized global advertising B) market penetration C) news D) bait-and-switch strategy E) product packaging

C) news

52) The McDonald's fast-food restaurant chain uses Ronald McDonald, a clown, as its primary character. Which message execution style is used by McDonald's? A) technical expertise B) lifestyle C) personality symbol D) image E) slice of life

C) personality symbol