Chapter 15 Review Quiz

C

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

D

What is the first decision advertisers need to make when developing an advertising​ program? A. Evaluating the​ program's effectiveness B. Setting the budget C. Selecting the media D. Setting advertising objectives E. Determining the message appeals

D

What is the first step in the media selection​ process? A. Choosing the media timing B. Determining the tone of the ad C. Choosing the media vehicle D. Determining​ reach, frequency,​ impact, and engagement E. Choosing the media type

A

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. reminder advertising C. an unethical practice D. informative advertising E. competitive advertising

D

Which execution style shows one or more​ "typical" people using the product in a normal​ setting? A. Fantasy Your answer is not correct.B. Scientific evidence C. Personality symbol D. Slice of life E. Mood or image

C

A company holds a news conference to announce a new product launch. Which PR tool are they using in this​ example? A. Public service activities B. Corporate identity materials C. Special events D. Written materials E. Audiovisual materials

D

Which of the following statements about advertising is​ correct? A. Advertising began in the early​ 1800's. B. Advertising is synonymous with public relations. C. Advertising is not useful for persuading an audience. D. In addition to​ businesses, advertising is used by many types of organizations. E. Over​ time, advertising has changed very little.

C

Advertising appeals should have three characteristics. These characteristics are​ __________. A. to be​ believable, to be​ distinctive, and to be consumer generated B. to be​ meaningful, to be​ believable, and to be humorous C. to be​ meaningful, to be​ believable, and to be distinctive D. to be​ meaningful, to be​ believable, and to use scientific evidence E. to be​ meaningful, to be​ distinctive, and to use scientific evidence

C

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

E

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

C

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

A

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

E

It is common to see product placementslong dash—embedding brands as props within other​ programming, such as TV shows or movies. Product placements are a form of​ __________. A. comparative advertising B. native advertising C. advertainment D. sponsored content E. branded entertainment

E

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

D

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

A

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

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

B

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

E

What is the intent of​ advertainment? A. To clearly separate the advertisement from the entertainment aspect B. To use humorous appeals that everyone agrees are funny C. To place brands in popular television shows D. To make ads and brand content into something that people actually want to watch E. To make ad messages credible

B

Which of the following statements about public relations is​ correct? A. Public relations cannot be used to engage consumers. 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 captures a major portion of the overall marketing budget. E. The impact of public relations on public awareness comes at a much higher cost than advertising.

B

Which of the following statements about setting an advertising budget is​ correct? A. 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. .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. Mature brands usually require higher advertising budgets as a ratio to sales.

A

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

E

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

D

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

C

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