Chapter 15

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

A. Creating messages and selecting media

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

A. In addition to​ businesses, advertising is used by many types of organizations.

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

A. The qualitative value of exposure to a message

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

A. To make ads and brand content into something that people actually want to watch

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. an unethical practice C. informative advertising D. competitive advertising E. reminder advertising

A. comparative advertising

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​ 1,000 B. cost per​ 5,000 C. cost per 500 D. cost of production E. cost per exposure

A. cost per​ 1,000

Advertising appeals should have three characteristics. These characteristics are​ __________. A. to be​ meaningful, to be​ believable, and to be distinctive B. to be​ meaningful, to be​ believable, and to be humorous 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​ believable, to be​ distinctive, and to be consumer generated

A. to be​ meaningful, to be​ believable, and to be distinctive

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

E. Written materials

​__________ advertising is more suitable for mature products. A. Reminder B. Attack C. Persuasive D. Comparative E. Informative

A. Reminder

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

B. Determining​ reach, frequency,​ impact, and engagement

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

B. corporate identity materials

Which of the following statements about setting an advertising budget is​ correct? A. Mature brands usually require higher advertising budgets as a ratio to sales. B. New products typically need relatively large advertising budgets to build awareness and to gain consumer trial. 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. When a product is clearly​ differentiated, advertising is not used in the promotion mix.

B. New products typically need relatively large advertising budgets to build awareness and to gain consumer trial.

​__________ and​ __________ are core PR strengths and that plays well into the use of​ online, mobile, and social media. A. Business​ cards; forms B. ​Storytelling; engagement C. ​Logos; brochures D. ​Pinterest; Twitter E. ​Stationary; signs

B. Storytelling; engagement

Marketing management must first​ __________ when developing an advertising program. A. make message decisions B. set advertising objectives C. develop the advertising strategy D. make media decisions E. set an advertising budget

B. set advertising objectives

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

C. communicate well

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

C. Informative

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

E. Setting advertising objectives

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. creative concept D. message execution style E. message strategy

C. creative concept

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

E. To​ inform, persuade, or remind

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

D. The lines between advertising and public relations are becoming more and more blurred

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

D. branded entertainment

Despite its potential​ strengths, public relations are occasionally described as a marketing stepchild because of all of the following reasons except​ __________. A. the PR department is handled by third party B. the PR department is often located at corporate headquarters C. the PR practitioners are interested in customer engagement and relationships D. PR practitioners consider their job as simply communication E. the PR practitioners are not interested in brand building

D. PR practitioners consider their job as simply communication

The reasons for considering public​ relations, which has a greater impact at a much lower cost than​ advertising, include​ __________. A. the ease of selecting media from a variety of available choices. B. the ease in tracking consumer impressions for a media placement. C. the frequency by which messages are available for promotion. D. the possibility of stories to be picked up by different media E. the rapid growth in the number of media​ multitaskers, people who absorb more than one medium at a time.

D. the possibility of stories to be picked up by different media

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

E. Public relations

A company holds a news conference to announce a new product launch. Which PR tool are they using in this​ example? A. Audiovisual materials B. Corporate identity materials C. Public service activities D. Written materials E. Special events

E. Special events