Chapter 17

Which of the following contrasts the promoted brand with one or more identified competing brands on the basis of one or more product characteristics? a. Comparative advertising b. Product advertising c. Competitive advertising d. Institutional advertising e. Pioneer advertising

a. Comparative advertising

Which of the following publicity-based public relations tool is most common? a. News release b. Press conference c. Letters to the editor d. Captioned photograph e. Feature article

a. News release

Which of the following appropriation techniques is most logical? a. Objective-and-task approach b. Arbitrary approach c. Percent-of-sales approach d. Competition-matching approach e. Status quo approach

a. Objective-and-task approach

Which of the following is used to assess an organization's image among the public or to evaluate the effect of a specific public relations program? a. Public relations audit b. Environmental monitoring c. Environmental scanning d. Communications audit e. Social audit

a. Public relations audit

Whenever ACME Corp. introduces a new product, it sends out a single page with typewritten copy containing fewer than 300 words and describing a company event or product called a(n) _______ and a photograph with a brief description explaining its contents, called a(n) _______. a. press release; captioned photograph b. event sponsorship; captioned photograph c. feature article; captioned photograph d. press release; TV commercial e. press release; event sponsorship

a. press release; captioned photograph

Digital advertising that matches the appearance and purpose of the content in which it is embedded is called _______. a. product advertising b. native advertising c. reinforcement advertising d. institutional advertising e. competitive advertising

b. native advertising

The group of people at whom advertisements are aimed is called the _______. a. target market b. target audience c. target public d. market segment e. client public

b. target audience

The Food Network ran a promotion for its show, The Great Food Truck Race, where viewers were asked to go to the Facebook page and nominate or vote for their favorite local food truck. This event was a great success and generated a lot of buzz. Which of the following is used to evaluate advertising effectiveness before a campaign begins? a.An unaided recall test b.A consumer jury c.An aided recall test d.A consumer forum e.A recognition test

b.A consumer jury

Scripps Networks Interactive uses a number of means such as mobile marketing, social media, and websites to advertise its partners' products. This forms part of the _______ of the advertisers. a.advertising appropriation b.media plan c.advertising campaign d.advertising platform e.storyboard

b.media plan

It is mostly the women between 25 and 54 years of age who watch the lifestyle channels owned by Scripps Networks Interactive, and the advertisements that run on these channels are essentially aimed at them. These women are the company's _______. a.consumer jury b.target audience c.strategic windows d.advertising medium e.target public

b.target audience

Which of the following is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders? a. Sales promotion b. Advertising c. Public relations d. Personal selling e. Advertising campaign

c. Public relations

Which of the following is NOT a public relations tool? a. Managed social media account b. Executive speech c. TV commercial d. Event sponsorship e. News release

c. TV commercial

Hallmark is using a strategy of running advertisements for set periods of time, alternating with periods in which no ads run. This is best described as _______. a. recall b. layout c. flighting d. pulsing e. continuous

c. flighting

Susie Fogelson, the former head of marketing for Food Network and Cooking Channel, mentions that metrics are easy to get from social media, and one can see the return on investment almost immediately. Which of the following steps of the advertising campaign is Susie discussing? a.The stage of creating the advertising platform b.The stage of creating the advertising message c.The stage of evaluating advertising effectiveness d.The stage of determining the advertising appropriation e.The stage of analyzing the target audience

c.The stage of evaluating advertising effectiveness

Which of the following focuses on a product category rather than a specific brand? a. Comparative advertising b. Product advertising c. Advocacy advertising d. Pioneer advertising e. Competitive advertising

d. Pioneer advertising

The ad sales marketing team at Scripps Networks Interactive develops ideas for sellers who in turn sell the ideas in the market to advertisers. In this way, the team creates an advertising platform for advertisers. Which of the following best defines an advertising platform? a.Blueprints that combine copy and visual materials to show the sequence of major scenes in a commercial b.The advertising budget for a specific time period c.An advertisement's illustrations and layout d.Basic issues or selling points to be included in an advertising campaign e.The media vehicles to be used and the schedule for running advertisements

d.Basic issues or selling points to be included in an advertising campaign

Which of the following is NOT one of the developers of an advertising campaign? a. A few people within the firm b. The firm's advertising department c. An advertising agency d. A single individual e. An accounting firm

e. An accounting firm

ACME Corp. is evaluating the effectiveness of a recent campaign by showing selected consumers the actual advertisement and asking whether they recognize it. ACME is probably using which method to evaluate its campaign? a. Unaided recall test b. Aided recall test c. Consumer jury d. Pretest e. Recognition test

e. Recognition test

The most critical copy in an advertisement is the _______. a. body copy b. signature c. subheadline d. layout e. headline

e. headline

To prevent unfavorable public relations or at least lessen its effect, the first thing a firm should do is _______. a. nothing at all because bad things just happen b. send inconsistent brand messages and images c. scapegoat d. apologize e. implement safety programs, inspections, training, and effective quality control procedures

e. implement safety programs, inspections, training, and effective quality control procedures

The Food Network ran a promotion for its show, The Great Food Truck Race. This event was a great success and generated a lot of buzz. The fans, businesses, and the show were all involved in generating buzz and the advertising campaign had a large reach. In advertising, reach refers to _______. a.a measurement of the familiarity and appeal of a brand, company, celebrity, or television show used in the United States b.the number of people who will actually be exposed to and consume the advertising c.the number of people consuming each media vehicle d.the number of times the targeted consumers are exposed to an advertisement e.the percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period

e.the percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period