BA 390 Principles of Marketing 17e Chapter 15 quiz

When a company directly or indirectly compares its brand with one or more other brands in an​ advertisement, they are using​ __________. A. comparative advertising B. informative advertising C. an unethical practice D. reminder advertising E. competitive advertising

A) comparative advertising

What is the first step in the media selection​ process? A. Determining​ reach, frequency,​ impact, and engagement B. Choosing the media vehicle C. Choosing the media timing D. Determining the tone of the ad E. Choosing the media type

A) determining reach, frequency, impact, and engagement

Which public relations function is used to work with donors or members of nonprofit organizations to gain financial or volunteer​ support? A. Development B. Public affairs C. Lobbying D. Press relations E. Product publicity

A) development

One primary PR responsibility is to create content that​ __________. A. draws consumers to a brand B. disparages competitors C. is informative but rarely engaging D. is more entertaining than an advertising campaign E. lessens the need for using other promotional needs

A) draws consumers to a brand

Which of the following statements about setting an advertising budget is​ correct? A. New products typically need relatively large advertising budgets to build awareness and to gain consumer trial. B. When a product is clearly​ differentiated, advertising is not used in the promotion mix. C. Brands in a market with many competitors and high advertising clutter usually require less advertising. D. Undifferentiated brands do not require advertising to set them apart. E. Mature brands usually require higher advertising budgets as a ratio to sales.

A) new products typically need relatively large advertising budgets to build awareness and to gain consumer trial

_________ consists of activities designed to engage and build good relations with the​ company's various publics. A. Public relations B. Informative advertising C. Comparative advertising D. Reminder advertising E. Branded entertainment

A) public relations

Which type of advertising is important for​ mature, established​ brands? A.Reminder B.Comparative C.Persuasive D.Attack E.Informative

A) reminder

What is the first decision advertisers need to make when developing an advertising​ program? A. Setting advertising objectives B. Setting the budget C. Evaluating the​ program's effectiveness D. Selecting the media E. Determining the message appeals

A) setting advertising objectives

What is media​ impact? A. The qualitative value of exposure to a message B. The number of times a person is exposed to a message C. The percentage of the target audience that is exposed to a message D. The return on investment from the ad campaign E. How much the chosen media engages the target audience

A) the qualitative value of exposure to a message

It is common to see product placementslong dash—embedding brands as props within other​ programming, such as TV shows or movies. Product placements are a form of​ __________. A.comparative advertising B.branded entertainment C.advertainment D.sponsored content E.native advertising

B) branded entertainment

Which type of advertising is heavily used for new product category​ introductions? A. Reminder B. Informative C. Attack D. Persuasive E. Comparative

B) informative

​Logos, stationery,​ brochures, signs, business​ cards, buildings, and uniforms are all types of​ __________. A. written materials B. news C. corporate identity materials D. special events E. audiovisual materials

C) corporate identity materials

The public relations function of​ __________ is used to build and maintain national or local community relationships. A. product publicity B. development C. public affairs D. lobbying E. press relations

C) public affairs

What is the intent of​ advertainment? A. To use humorous appeals that everyone agrees are funny B. To clearly separate the advertisement from the entertainment aspect C. To make ads and brand content into something that people actually want to watch D. To make ad messages credible E. To place brands in popular television shows

C) to make ads and brand content into something that people actually want to watch

Which of the following statements about advertising is​ correct? A. Advertising is not useful for persuading an audience. B. Over​ time, advertising has changed very little. C. Advertising began in the early​ 1800's. D. In addition to​ businesses, advertising is used by many types of organizations. E. Advertising is synonymous with public relations.

D) In addition to businesses, advertising is used by many types of organizations

To bring the message strategy to life in a distinctive and memorable​ way, advertisers develop what is known as the​ "big idea". This big idea becomes the​ __________. A. message content B. creative appeal C. message strategy D. creative concept E. message execution style

D) creative concept

A company holds a news conference to announce a new product launch. Which PR tool are they using in this example. A. Corporate identity materials B. written materials C. public service activities D. special events E. audiovisual materials

D) special events

Which of the following statements about public relations is​ correct? A. The impact of public relations on public awareness comes at a much higher cost than advertising. B. Public relations cannot be used to engage consumers. C. Public relations captures a major portion of the overall marketing budget. D. The lines between advertising and public relations are becoming more and more blurred. E. Public relations is used only to promote products.

D) the lines between advertising and public relations are becoming more and more blurred

Annual​ reports, brochures,​ articles, and company newsletters all represent which type of PR​ tool? A. Audiovisual materials B. Corporate identity materials C. News D. Written materials E. Special events

D) written materials

Regardless of the size of the​ budget, to​ succeed, advertising must engage consumers and​ __________. A.reduce the clutter B.entertain them C.attack competitors D.use humor E.communicate well

E) communicate well

In selecting a media​ vehicle, media planners need to determine the cost of the​ vehicle's reach. To measure​ this, they use a method known as​ __________. A. cost per​ 5,000 B. cost per exposure C. cost of production D. cost per 500 E. cost per​ 1,000

E) cost per 1,000

What are the two major elements of advertising​ strategy? A.Creating messages and setting the budget B.Selecting media and setting objectives C.Setting objectives and creating messages D.Setting objectives and using free publicity E.Creating messages and selecting media

E) creating messages and selecting media

Which execution style shows one or more​ "typical" people using the product in a normal​ setting? A. Personality symbol B. Scientific evidence C. Fantasy D. Mood or image E. Slice of life

E) slice of life

Advertising appeals should have three characteristics. These characteristics are​ __________. A. to be​ meaningful, to be​ believable, and to be humorous B. to be​ believable, to be​ distinctive, and to be consumer generated C. to be​ meaningful, to be​ believable, and to use scientific evidence D. to be​ meaningful, to be​ distinctive, and to use scientific evidence E. to be​ meaningful, to be​ believable, and to be distinctive

E) to be meaningful, to be believable, and to be distinctive

Advertising objectives can be classified based on three primary purposes. What are the three​ purposes? A. To​ inform, engage, or entertain B. To​ inform, gain​ interest, or remind C. To get​ attention, inform, or entertain D. To​ inform, persuade, or gain interest E. To​ inform, persuade, or remind

E) to inform, persuade, or remind