15) Advertising and Public Relations (MC)

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

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.

________ 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

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

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

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

B) business firms

Rather than measuring click-through rates, companies now want to track ________ as a more accurate measure of the engagement of the consumers in the message. A) ratings B) consumer expressions C) listenership D) consumer impressions E) readership

B) consumer expressions

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

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

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

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

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

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

Advertising objectives should be based on the marketing mix, positioning, and ________. A) differentiation B) past decisions about the target market C) costs of different media choices D) ability to create special events E) novelty of the product advertised

B) past decisions about the target market

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

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

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

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

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

Maybelline used Gigi Hadid, a model, 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

Advertising has numerous goals. Which of the following is NOT one of those goals? A) to help move consumers through the buying process B) to work with lobbyists and legislators in developing industry regulations C) to move people to immediate action D) to build or strengthen long-term customer relationships E) to engage customers and change the way they think or feel about the brand

B) to work with lobbyists and legislators in developing industry regulations

How can public relations have a strong impact at a much lower cost than advertising? A) The firm can pay for content to be spread. B) Interested consumers can create the content on their own and spread it. C) Interesting brand stories, events, videos, or other content can be shared by sources out of the company's control, but to its benefit. D) Advertising agencies can minimize the impact of competitors' news. E) Advertising costs have changed dramatically due to changing technologies.

C) Interesting brand stories, events, videos, or other content can be shared by sources out of the company's control, but to its benefit.

What is an advantage of consumer-generated content? A) It will be less expensive. B) It cannot be controlled by the company. C) It can provide new creative ideas. D) It can entice customers to become brand evangelists. E) It can use social media sites more effectively than the company can.

C) It can provide new creative ideas.

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.

Which of the following statements is true regarding the vital importance of the mediaplanning function? A) With changing technologies, media costs are declining. B) Brand content is usually created in-house by the company. C) Which media to use is sometimes more critical than the creative elements of the messaging. D) Market targeting has declined in importance in the planning stages. E) Because so many consumers use the same mobile and social media applications, messaging can be less focused.

C) Which media to use is sometimes more critical than the creative elements of the messaging.

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

When the product differs greatly from those of competitors, ________. A) advertising can make customers aware of the product B) firms should advertise similarly to competitors, to remind consumers of the product C) advertising can point out the differences to consumers D) firms should advertise little as the uniqueness will not require education of consumers E) advertising can reaffirm a consumer's decision to purchase

C) advertising can point out the differences to consumers

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

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

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

C) communication

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

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

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

Which of the following public relations functions involves maintaining relationships with shareholders and those in the financial community? A) direct marketing B) press relations management C) investor relations management D) development E) lobbying

C) investor relations management

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

Modern Family 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

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

C) narrow programming

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

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

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

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

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

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

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

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

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

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

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

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

Marketing management must make important decisions when developing an advertising program. Which of the following is NOT one of those decisions? A) evaluating advertising effectiveness B) developing advertising strategy C) setting advertising objectives D) designing products and distribution E) setting the advertising budget

D) designing products and distribution

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

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

D) persuasive

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

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

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

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

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

The advertiser must find the best approach, style, words, format, and ________ for executing the message. A) media B) cost C) visuals D) tone E) endorser

D) tone

________ 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

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.

________ 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

Finding ads on shopping carts, ATMs, transit buses, and even municipal garbage cans is known as ________. A) paid media B) earned media C) shared media D) media multitasking E) alternative media

E) alternative media

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

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

E) informative

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

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

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

In the context of media timing, ________ means making decisions on scheduling ads either following the seasonal pattern, opposing the seasonal pattern, or being the same all year. A) routing B) continuity C) sequencing D) narrowcasting E) seasonal advertising

E) seasonal advertising

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

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.

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

A) attack

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

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

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

A) smartphone

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

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

D) DVR

Advertising is a good way to ________, inform, and persuade. A) educate B) create C) define D) engage E) harvest

D) engage

While traditional mass media still make up a majority of today's media mixes, companies have added digital, mobile, and social media that cost less, target more effectively, and ________. A) are quicker to create B) involve more departments in the company C) must be chosen carefully, since there are so many options D) engage consumers more fully E) are challenging to schedule

D) engage consumers more fully

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

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

In addition to advertainment, advertisers are creating content that ________. A) provides much more information than ads did in the past B) they expect to go viral C) helps the advertiser save money D) looks less like ads and more like short films or shows E) confuses viewers about whether they are ads

D) looks less like ads and more like short films or shows

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

D) media

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

D) media impact

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

D) reminder

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) engage customers and create brand community

E) engage customers and create brand community

Pepsi being prominently featured on episodes of Empire is an example of ________. A) advertainment B) buzz marketing C) personal selling D) sales promotion E) product placement

E) product placement

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

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

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

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

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

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

Refer to the scenario below to answer the following question(s). . "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." (CASE) 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 regular monthly 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

A) periodic advertising in a local newspaper that follows a regular monthly schedule

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

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

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

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

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

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. 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. (CASE) A) slice of life B) technical expertise C) personality symbol D) fantasy E) image

A) slice of life

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