Chapter 15 quiz

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​ distinctive, and to use scientific evidence C. to be​ meaningful, to be​ believable, and to use scientific evidence D. to be​ believable, to be​ distinctive, and to be consumer generated E. to be​ meaningful, to be​ believable, and to be humorous

A

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

A

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 strategy B. message execution style C. creative concept D. message content E. creative appeal

C

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. Public service activities C. Written materials D. Special events E. Audiovisual materials

D

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. branded entertainment B. advertainment C. sponsored content D. native advertising E. comparative advertising

A

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

A

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. Choosing the media type E. Determining the tone of the ad

A

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 use humorous appeals that everyone agrees are funny D. To make ad messages credible E. To place brands in popular television shows

A

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

B

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

B

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

B

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

B

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

B

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

B

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

B

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

C

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

C

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

C

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. In addition to​ businesses, advertising is used by many types of organizations. D. Advertising is synonymous with public relations. E. Advertising began in the early​ 1800's.

C

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

C

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

D

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. Setting advertising objectives E. Evaluating the​ program's effectiveness

D

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

D

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

E

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

E