Ch 17: Advertising & Public Relations

Toyota's sponsorship of a major Professional Golf Association tournament would be an example of a(n) _______ tool. a. advertising b. public relations c. publicity d. sales promotion

b. public relations

Verizon releases advertising that informs users that it is "America's #1 Internet Service Provider." This is an example of _______. a. comparative advertising b. reinforcement advertising c. competitive advertising d. pioneer advertising e. institutional advertising

c. competitive advertising

SC Johnson airs television ads that highlight the qualities of the company rather than promote specific brands. These ads would best be described as _______ advertising. a. product b. target c. pioneer d. institutional

d. institutional

Using a(n) __________________, respondents are shown the actual advertisement and asked whether they recognize it. a. aided recall test b. unaided recall test c. pretest d. recognition test

d. recognition test

A large retail organization is more likely to have one or two skilled individuals in the organization to handle its advertising needs. True False

False

A social audit identifies changes in public opinion affecting an organization. True False

False

Assessing public attitudes and creating a favorable image are no less important than direct promotion of the organization's products. True False

True

What consists of basic issues or selling points to be included in an advertising campaign? a. Advertising platform b. Advertising campaign c. Target audience d. Objectives

a. Advertising platform

Which of the following identifies changes in public opinion affecting an organization? a. Environmental monitoring b. Public relations audit c. Communications audit d. Social audit

a. Environmental monitoring

P&G's concern about some users seeing P&G ads an excessive number of times relates primarily to which consideration for selecting media choices for a promotional campaign? a. Frequency b. Target Audience c. Reach d. Objectives

a. Frequency

Apple has been working on what it believes is a revolutionary new technology. CEO Tim Cook is finally ready to showcase this technology. Cook knows this is a major news event and wants to get as much exposure as possible. Which public relations tool would probably be best for Tim Cook to use to announce this major news event? a. Press conference b. News release c. Event sponsorship d. Captioned photograph e. Feature article

a. Press conference

What is a news-story type of communication about an organization and its products transmitted through a mass medium at no charge? a. Publicity b. Captioned photograph c. News release d. Press conference

a. Publicity

With some of that digital ad spending now reallocated to a medium with a larger reach, P&G needs to decide on a media schedule. In particular, it wants to spend money on its Vicks brand of cold and flu medicine. Since Vicks ads already run year-round, P&G decided to use its additional funds to simply boost the number of ads during the best sales periods of the year—which includes the months of October/November and a similar period during February/March. What type of media schedule is this? a. Pulsing b. Flighted c. Continuous d. Seasonal

a. Pulsing

In addition to its "Good Neighbor Night" and allowing customers to make donations to local charities, Pepe's has also decided to spend money to support the local neighborhood cleanup events put on by the city each year. In exchange, the city puts the Pepe's logo on the banners hung around town. This is an example of _______. a. a sponsorship b. a news release c. a press conference d. company social media

a. a sponsorship

When companies like Walgreens hire a(n) _______, Walgreens relies on them for copywriting, artwork, production, and formulation of the media plan. a. advertising agency b. public relations firm c. media company d. production company

a. advertising agency

The city of Boulder, Colorado, has built a new park that features the largest playground in the state. The city decides to send an image of the park with a description of the playground to news organizations throughout Colorado using the _______ public relations tool. a. captioned photograph b. feature article c. publicity d. news release

a. captioned photograph

When Bounty paper towels are advertised as being the "Quicker Picker-Upper," suggesting that they clean more efficiently than other paper towels, Bounty is using _______ advertising. a. competitive b. reinforcement c. reminder d. institutional

a. competitive

If Pampers were to set its advertising appropriation based on how much is spent on Huggies, it would be using the _______ approach. a. competitive-matching b. media plan c. percent-of-sales d. arbitrary

a. competitive-matching

Apple wants to develop a campaign for its newest rendition of the iPhone. Before it can do anything else, Apple must _______. a. identify and analyze the target audience b. create the advertising platform c. define advertising objectives d. decide between advertising and public relations e. determine the type of media

a. identify and analyze the target audience

Bank of America is a major sponsor of the Susan G. Komen Race for the Cure, a series of 5K runs and walks to raise money for breast cancer research. This is an example of a(n) _______ tool. a. public relations b. publicity c. sales promotion d. advertising

a. public relations

IHOP (International House of Pancakes) announced it would change its name to IHOb (International House of Burgers). While the temporary stunt received both positive and negative attention from consumers as well as the media, the campaign was intended to be a fun ____________________ tool to draw attention to IHOP's burger offering. a. public relations b. contenct marketing c. advertising d. sales promotions

a. public relations

Scenario 17.3. Every year on Independence Day, Nathan's Famous holds a hot dog eating contest. One year, Orbitz donated a travel package for the winner. The event always gets extensive media coverage. Refer to Scenario 17.3. Suppose that USA Today writes an article about this year's Nathan's Famous Hot Dog Eating Contest. This acts as _______ for Nathan's Hot Dogs. a. publicity b. viral marketing c. a press conference d. a feature article e. pioneer advertising

a. publicity

Huntington wants to find out whether its sponsorship of Pelotonia, a bike ride dedicated to raising funds for cancer research, is having a positive effect on stakeholders' views of Huntington's efforts to be a socially responsible company. Huntington should conduct a _______. a. social audit b. communications audit c. public relations audit d. sponsorship-effectiveness audit

a. social audit

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

a. target audience

Jennifer Garner was featured in a Neutrogena print advertisement. The ad has a big photo of Jennifer Garner that takes up the whole page. The written portion of the ad contained four main elements. On the bottom right is the Neutrogena name "Neutrogena Partnership for Skin Health" with a trademark registration symbol. Toward the middle of the ad are the words "Yes. She checks herself out in the mirror" in the largest font. Underneath it explains how one in five Americans will develop skin cancer in their lifetime and how Neutrogena is partnering with the Academy of Dermatology to stop skin cancer before it spreads. The fourth element consists of slightly larger letters with the words "Protect yourself starting today." Which of the following is most likely to be the subheadline? a. Jennifer Garner's photo b. "Protect yourself starting today" c. Information about the Neutrogena partnership and dangers of skin cancer d. "Neutrogena® raised to the ® power Partnership for Skin Health" e. "Yes. She checks herself out in a mirror"

b. "Protect yourself starting today"

Which media schedule involves the advertiser scheduling "on" times and "off" times for the ad based on the best sales periods? a. Pulsing media schedule b. Flighted media schedule c. Continuous media schedule d. Frequency media schedule

b. Flighted media schedule

Berry had success with outdoor advertising—such as billboards—because he can place it close to the point of sale (i.e., his restaurants), but he's also now considering radio. Which of the following accurately reflects the benefits of radio? a. Selective targeting and long life b. Low relative cost and can target local audiences c. Largest reach and high audio-visual impact d. Highly selective targeting and real-time feedback

b. Low relative cost and can target local audiences

What is a short piece of copy publicizing an event or a product? a. Press conference b. News release c. Publicity d. Captioned photograph

b. News release

Which of the following are advantages of direct mail? (Select three) a. Competitors can easily access b. Personal use of novelty c. Hidden from competitors d. Circulation controlled by advertiser e. Difficult to measure performance

b. Personal use of novelty c. Hidden from competitors d. Circulation controlled by advertiser

The pullback in digital ad spending was because P&G felt it went too narrow with targeting. For a massive consumer brand like P&G, overall reach is important because getting maximum reach is the only way to maintain or grow market share. Based on that goal, it's likely some of its ad spend shifted to which medium? a. Radio b. Television c. Digital Media d. Magazines

b. Television

When an organization uses an advertising agency, who usually develops the advertising campaign? a. The agency suggests ideas, and the firm chooses among them b. The firm and the agency working jointly c. The advertising department within an organization d. The agency's specialists

b. The firm and the agency working jointly

Scenario 17.1. Noonsa provides copywriting services for promotions from several clients. Anna works closely with her on the artwork for the promotions. After they are all finished, their colleague Rami arranges the artwork and copy. Currently, they are developing a print advertising campaign. If their manager approves their work, they will be able to go ahead and proceed to the next step in the development of the campaign. Refer to Scenario 17.1. Noonsa, Anna, and Rami most likely work at a(n) ___________________. a. public relations agency b. advertising agency c. consulting firm d. editing organization

b. advertising agency

According to the AIDA model, the copy should create ___________________ , produce ______________ , create desire, and ultimately result in an action. a. inspiration; awareness b. awareness; interest c. advocacy; inspiration d. inspiration; interest

b. awareness; interest

Ford is planning on sending out news releases about its new car models and is interested in finding out whether potential consumers will understand the content of the news stories they may see about the new cars. To do so, it should conduct a _______. a. social audit b. communications audit c. sponsorship-effectiveness audit d. public relations audit

b. communications audit

The National Pork Board aired commercials featuring the slogan "The Other White Meat." These commercials were designed to stimulate demand for a _______, which is known as _______ advertising. a. brand; product b. product category; pioneer c. brand; competitive d. product category; institutional

b. product category; pioneer

PepsiCo launched a massive sustainability campaign involving water conservation and rain forest preservation. It wants to create an image of being a strong corporate citizen. After the campaign, PepsiCo wants to measure the extent to which its stakeholders view it as being ethical and socially responsible. It should therefore conduct a(n) _______. a. communications audit b. social audit c. environmental audit d. ethical audit e. public relations audit

b. social audit

A marketing consultant suggested that Pepe's offer a gluten-free pizza that also is lower in fat—but still tastes great. The consultant then suggested that Pepe's run radio ads that specifically compare the attributes of its product with the pizza of its closest competitor. This would be considered which type of advertising? a. Competitive b. Pioneer c. Comparative d. Institutional

c. Comparative

Which type of advertising is designed to influence demand for a specific brand? a. Comparative b. Institutional c. Competitive d. Pioneer

c. Competitive

Marilyn works for the Chicago Department of Tourism. She has been analyzing its advertising campaign and has recommended that it change the overall message of the advertising campaign from Chicago being a destination for families on a tight budget to a city where families can engage in many cultural activities. Marilyn's suggestion focuses most on which step of developing an advertising campaign? a. Determining the advertising appropriation b. Defining the advertising objectives c. Creating the advertising platform d. Identifying the target audience

c. Creating the advertising platform

A ski resort has hired an advertising agency to develop an advertising campaign aimed at families with small children. The advertising agency should do which of the following first? a. Develop the media plan b. Identify the target audience c. Define advertising objectives d. Set the advertising budget

c. Define advertising objectives

Which type of advertising is a form of advertising that promotes organizational images, ideas, and political issues? a. Pioneer b. Competitive c. Institutional d. Comparative

c. Institutional

A very small firm is most likely to rely on which of the following in regards to its advertising needs? a. A national news distributor b. An independent advertising agency c. Local newspapers and broadcast stations d. A large public relations agency e. Its advertising department

c. Local newspapers and broadcast stations

Scenario 17.2. OkCupid paid popular community site BuzzFeed to publish a post on its site. The post is titled "Here's How to Be Super Dateable, According to OkCupid." The post followed the BuzzFeed format but also included links to download the OkCupid app. Refer to Scenario 17.2. What type of advertising is OkCupid using? a. Advocacy b. Comparative c. Native d. Pioneer e. Institutional

c. Native

Which type of advertising is intended to stimulate demand for a new product or category? a. Comparative b. Competitive c. Pioneer d. Institutional

c. Pioneer

What is an evaluation of advertisements performed before a campaign begins? a. Recognition test b. Aided recall test c. Pretest d. Inquiries

c. Pretest

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. Communications audit b. Environmental monitoring c. Public relations audit d. Social audit

c. Public relations audit

Which of the following is an example of public relations? a. Patagonia posts communication in a magazine with the headline "Do Not Buy This Jacket." b. The Container Store focuses extensively on employee training to enhance customer service. c. Target puts up a placard with the names and photos of employees recognized for exceptional service. d. Macy's sends out notices through its mobile app informing consumers of its super sale on July 4. e. Samsung creates a funny video that indirectly pokes fun at its competitor Apple.

c. Target puts up a placard with the names and photos of employees recognized for exceptional service.

If Betty Crocker stated, "We want our advertising to increase customer awareness of our new flavors of cake mix by 25 percent in the next six months," this would be an example of a(n) _______. a. percent-of-sales approach b. target audience goal c. advertising objective d. advertising platform

c. advertising objective

Wells Fargo's cross-selling scandal resulted in the creation of millions of fake accounts, betraying the trust of its customers. Wells Fargo has launched a series of campaigns to reestablish its credibility as a trusted bank. If Wells Fargo wants to identify changes in public opinion impacting the firm, it should conduct _______. a. a social audit b. a communications audit c. environmental monitoring d. an environmental audit e. an aided recall test

c. environmental monitoring

Scenario 17.2. OkCupid paid popular community site BuzzFeed to publish a post on its site. The post is titled "Here's How to Be Super Dateable, According to OkCupid." The post followed the BuzzFeed format but also included links to download the OkCupid app. Refer to Scenario 17.2 OkCupid wanted to know how effective its campaign was. It decided to survey a panel of users to measure how well they remembered the advertisement. OkCupid is currently in the _______ stage of the advertising campaign and is interested in implementing a(n) _______. a. developing the media plan; pretest b. choosing the advertising platform; posttest c. evaluating advertising effectiveness; posttest d. determining the advertising appropriation; unaided recall test e. creating the advertising message; consumer jury

c. evaluating advertising effectiveness; posttest

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

c. native advertising

Tiffani works for Mazda, where she works to create favorable relationships between Mazda and its customers, suppliers, employees, shareholders, the media, and other stakeholders. Tiffani is most likely employed in Mazda's _______ department. a. marketing b. sales c. public relations d. human resources

c. public relations

Pepsi wants to find out how its public relations program in which it sponsors the Super Bowl Halftime Show has changed perceptions of the company. To do so, it should conduct a _______. a. social audit b. sponsorship-effectiveness audit c. public relations audit d. communications audit

c. public relations audit

The advertising appropriation is _______. a. the plan that specifies the media vehicles to be used b. the correct way to develop the advertising message c. the advertising budget for a specific time period d. the basic issues or selling points to be included in an advertising campaign

c. the advertising budget for a specific time period

An agency traditionally receives most of its compensation from _______________________________________________________________________________. a. 15% commission paid by the company hiring it for their campaign b. 20% of whatever sales come as a result of the campaign c. 10% flat rate depending upon how much is spent for the campaign d. 15% commission paid by the media from which it makes its purchases

d. 15% commission paid by the media from which it makes its purchases

Rory is hiring a part-time graphic designer who will exclusively work on corporate identity materials for her company. Which of the following would be part of an organization's corporate identity materials? a. Coupons b. A courtesy phone call c. Lobbying efforts d. Business cards e. Annual discounts

d. Business cards

Stonybrook Organics—famous for its organic yogurt—came out with an advertisement that showed an idyllic setting of a cow resting comfortably in front of a barn. The headline read, "Grant a Farmer's Wish." The Stonyfield logo was at the top left. This is most likely to be what type of advertising? a. Product advertising b. Competitive advertising c. Comparative advertising d. Institutional advertising e. Pioneer advertising

d. Institutional advertising

What is the physical arrangement of an advertisement's photos and copy? a. Artwork b. Storyboard c. Illustrations d. Layout

d. Layout

A sunscreen company sends out a press release about its limited-edition products which benefit a nonprofit for skin cancer. Which of the following is the best way for the sunscreen company to measure the impact the public relations message had on attitudes toward the company? a. Examining discussions about the campaign on social media forums b. Performing a content analysis of the message c. Counting the number of media exposures d. Measuring attitude levels before and after the campaign e. Asking consumers for relevant feedback after the campaign

d. Measuring attitude levels before and after the campaign

Which of the following appropriation techniques multiplies the firm's past and expected sales by a standard percentage? a. Objective-and-task approach b. Competition-matching approach c. Arbitrary approach d. Percent-of-sales approach

d. Percent-of-sales approach

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. Personal selling b. Advertising c. Advertising campaign d. Public relations

d. Public relations

Which media selection consideration relates to the percent of target audience exposed to the ad at least once during a specified period? a. Frequency b. Target audience c. Objectives d. Reach

d. Reach

Nike has set an advertising objective to increase market share by 5 percent. In developing the advertising appropriation, it is having trouble determining how much to increase its national advertising to reach that objective. This is a problem typical of which appropriation approach? a. The percent-of-sales approach b. The arbitrary approach c. The competitive-matching approach d. The objective-and-task approach

d. The objective-and-task approach

Scenario 17.1. Noonsa's job is to provide copywriting services for promotions from several major clients. Anna works closely with her on the artwork for the promotions. After they are all finished, their colleague Rami arranges the artwork and copy. Currently, they are developing a print advertising campaign. If their manager approves their work, they will be able to go ahead and proceed to the next step in the development of the campaign. Refer to Scenario 17.1. Rami is most likely working on _______. a. the storyboard b. the headline c. a regional issue d. layout e. illustrations

d. layout

Shiloh works in marketing. He is part of team coming up with the content of a new advertisement for Bounty paper towels. Shiloh favors showing a large photo of the paper towels cleaning up a spill with the popular tagline, "Quicker Picker Upper." Another team member, Luanne, doesn't favor this idea. She believes they need to do something new and novel. Shiloh, however, thinks the tagline works to reiterate the message that Bounty is a good product for wiping up spills. Luanne prefers an advertisement that will describe how Bounty is superior to Brawny as sales of Brawny paper towels have recently increased. Shiloh favors a(n) _______ advertising approach, while Luanne favors a _______ approach. a. institutional; product b. reminder; reinforcement c. comparative; competitive d. reminder; comparative e. reinforcement; pioneer

d. reminder; comparative

Limitations of using publicity-based public relations tools include all the following, except _______. a. media personnel must judge the message to be newsworthy b. it may take a great deal of effort to convince media personnel of the news value of news releases c. public relations personnel do not control the content or timing of the communication by the media d. reports made about companies by the media are not viewed as credible by viewers

d. reports made about companies by the media are not viewed as credible by viewers

An advertising platform should consist of selling features that are important to consumers and are _______. a. inexpensive features to develop b. widely recognized by consumers c. easily identifiable as part of the advertised brand d. strongly competitive features of the advertised brand

d. strongly competitive features of the advertised brand

The J.Crew Ludlow Suit collection capitalizes on its positioning as "style with a substance." This is most likely the _______ for this particular J.Crew product line. a. advertising media plan b. advertising appropriation c. advertising campaign d. advertising objective e. advertising platform

e. advertising platform

Scenario 17.3. Every year on Independence Day, Nathan's Famous holds a hot dog eating contest. One year, Orbitz donated a travel package for the winner. The event always gets extensive media coverage. Refer to Scenario 17.3. The New York Times has covered the Nathan's Hot Dog Eating Contest in the past. This year it requested a photo of the winner during the contest eating hot dogs. It posted a large shot of the photo on the news website. Underneath it included a brief description of the contest and the winner. This is an example of a _______. a. content marketing tool b. press release c. product placement d. native advertisement e. captioned photograph

e. captioned photograph

Scenario 17.3. Every year on Independence Day, Nathan's Famous holds a hot dog eating contest. One year, Orbitz donated a travel package for the winner. The event always gets extensive media coverage. Refer to Scenario 17.3. Orbitz's donation of a travel package for the winner of Nathan's Hot Dog Eating Contest was most likely an attempt to generate positive _______. a. advertising b. content marketing c. viral marketing d. sales promotion e. public relations

e. public relations