Chpt 17 Quiz

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

Control by media personnel of the content and timing of messages

Advertising appropriations are largest for which type of product?

Convenience goods

Advertisements that promote goods and services are called advocacy advertisements.

False

Which of the following is the most commonly used type of publicity-based public relations tool?

News release

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% of the energy drink market within six months 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?

Objective-and-task

Advertising objectives should be stated in clear, precise, and measurable terms.

True

Radio copy should consist of short, familiar terms.

True

When Mini Cooper ran an advertising campaign featuring the slogan, "Texting and Driving Don't Mix," it was using

advocacy advertising.

An advertising platform is the

basic issue or selling point that an advertiser wishes to include in an advertising campaign.

The effectiveness of an advertising campaign can be measured

before, during, and after the campaign through the use of pretests, inquiries, and posttests.

The greatest benefit of using event sponsorship is that it

can provide large amounts of free media coverage.

Soft drink companies advertise that their products beat the competition in national "taste tests," and they refer to the rival brands by name. This type of advertising is best described as

comparative.

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

consumer jury.

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

copy

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

defining the advertising objectives.

Public relations focuses on

enhancing the image of the total organization.

The first stage in the development of any advertising campaign is

identifying the advertising target audience.

The University of Iowa runs a series of ads throughout the Midwest on how friendly and helpful its faculty, staff, and students are as well as how outstanding its academic programs are. This type of promotion would best be characterized as

institutional advertising.

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.

pulsing

The media planner's primary goal is to

reach the largest number of people in the advertising target that the budget will allow.