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