Exam 2

T or F: The availability of new advertising options and the rising costs associated with advertising are internal factors that influence advertising options decisions.

False

T or F: using various types of advertising decreases the likelihood of meeting the campaign objectives.

False

True or False: A disadvantage of digital marketing is the inability to measure its effectiveness in real time.

False

True or False: A disadvantage of print media is that the target audience does not have enough time to learn about the brand.

False

True or False: Advertising appeals play an important role in the efficiency of an advertisement.

False

True or False: Blogs are the most expensive way to reach a large audience.

False

True or False: Both SEO and PPC are a source of organic traffic to a company website.

False

True or False: Digital marketing is an effective way to disseminate information to a specific target audience and is more expensive compared to other marketing options.

False

True or False: Flyers are a cost-effective promotional tool that are inexpensive to create, print, and distribute, and for which measuring success is difficult.

False

True or False: Out-of-home advertising is one of the newest forms of advertising.

False

True or False: Public relations is perceived in the same light as advertising.

False

True or False: Publicity is controlled by the company so that the company can make sure it is positive.

False

True or False: The difference between digital advertising and mobile advertising is that digital ads only appear on websites while mobile ads appear only on tablets and smartphones.

False

True or False: The increase in available networks, cable, specialty stations, streaming services, and online videos has reduced the effectiveness of broadcast media.

False

True or False: The relative cost of public relations is very high.

False

True or False: Video advertising display advertisements appear only within online video content.

False

True or False: Videos that are informative and educate consumers are not effective at generating leads.

False

True or False: With more individuals finding information online, magazine advertising is no longer an important component to an integrated marketing campaign.

False

The goals of direct marketing are to create a brand image and ____.

Generate an immediate behavioral response

Direct marketing ____.

Is a valuable component to an integrated marketing campaign

Which of the following is a disadvantage of public relations?

It does not guarantee media time and space

Which of the following is an advantage of using public relations?

It is a cost-effective way to reach a target market.

Which of the following is not an advantage of tradeshows?

Low Cost

The main objective of ____ is to develop a framework to deliver the right message to the right target audience in the most efficient, cost-effective way

Media Planning

All of the following are goals of public relations, except ____.

None of these

Which of the following is a disadvantage of e-books?

None of these

Which of the following is a disadvantage of newspaper advertising?

Poor reproduction quality

Companies use ____ to announce significant news about the company.

Press Conferences

____ and direct selling are two methods of personal selling used to generate sales.

Telemarketing

Which of the following statements is true of the use of catalogs in the direct-marketing industry?

The emotional appeal of a traditional catalog exceeds that of online catalogs, and, ultimately, a traditional catalog is one of the best ways to drive consumers online.

Which of the following is true?

The key to success with direct mail marketing is the mailing list

Which of the following statements is true of infomercials?

The lower costs on cable and satellite channels have led to the growth of infomercials.

Which of the following statements is not true of mobile marketing?

Can be costly to customers who have to pay fees

Which of the following is a disadvantage associated with using out-of-home as an advertising option?

Clutter

True or False: Personal selling tools include sales presentations, demonstrations, referrals, and one-on-one conversations.

True

True or False: Public relations is designed to provide only positive information about a firm.

True

True or False: Radio advertisements are more flexible than magazine advertisements.

True

True or False: Search engine optimization and pay-per-click are the two components of search engine marketing.

True

True or False: The advantage of publicity over other promotional options is its credibility.

True

True or False: The best location to place a kiosk is in an area with the target audience currently shops.

True

True or False: The first three seconds of a TV advertisement are critical to capturing the audience's attention.

True

True or False: The four advertising categories are print, broadcast, internet, and out-of-home.

True

True or False: The needs of the target audience and the campaign objectives need to be evaluated when determining where to place ads.

True

True or False: The public relations process is ongoing.

True

True or False: The show-and-tell style of television advertising informs and educates while bringing the product / service story to life.

True

True or False: The three main goals of advertising are to inform, persuade, and remind.

True

True or False: Transit advertising places advertisements in public transit areas involving trains, subways, buses, and airports.

True

True or False: Two ways companies use videos in advertising are instream and outstream.

True

True or False: Videos that provide the highest marketing impact are those that are informational and educational.

True

True or False: When a department store notifies a customer of a special gift with purchase, the store is combining direct marketing with promotions.

True

True or False:A storyboard visualizes the storyline of the commercial by laying out the images and illustrations that will be used to tell the story.

True

True or False: An advantage of television advertising is the low cost per exposure.

True

True or False: As the PR media are not being compensated makes public relations messages a credible source of information.

True

True or False: Brochures are used as educational documents to provide information to potential customers about a company and its products / services.

True

True or False: Companies develop e-books to promote the expertise of the company.

True

True or False: Content distribution channels are the online tools used by a company to promote its content to potential customers.

True

True or False: Digital marketing is an effective tool for creating awareness for both small and large organizations.

True

True or False: Digital technologies are making billboards a viable advertising option and an area of future growth.

True

True or False: Direct marketing activities are supported by the other elements of the promotional mix.

True

True or False: Embedded marketing is when products are seen in TV shows, personal videos, movies, and video games.

True

True or False: Forms of out-of-home advertising include billboards, kiosks, and transit.

True

True or False: Location-based marketing increases purchases and promotes brand awareness.

True

True or False: Natural appeal showcases products in a honest, realistic, relatable way.

True

True or False: One of the main reasons businesses are concerned about public perception is that these perceptions may affect the sales of the company's products / services.

True

The five concepts to include when developing an advertisement include creating a hook, highlighting the problem, presenting the solution, ____, and stating a call to action.

Addressing concerns

Advantages of mobile marketing include ____.

All of these

Broadcast advertising uses which of the following media options?

All of these

Common types of content used by marketers in developing their content marketing strategy include ____.

All of these

Types of advertising appeals include which of the following?

All of these

Which of the following statements about public relations is true?

An effective public relations program continues over months or even years.

Katie watches a 30-minute TV show advertising a new skincare product. The show provides current customer testimonials promoting the results of the product. This is an example of ____.

An infomercial

Print media includes all of the following, except ____.

Billboards

Which of the following is not a disadvantage of SEO?

Builds brand awareness

Which of the following statements is true of digital marketing?

Digital marketing is an interactive medium that allows for a two-way flow of information.

Which of the following statements is true about the growth of direct marketing?

Digital technologies have made it easier for marketers to be successful in reaching desired target markets.

Which of the following statements is true?

Direct mail is not restricted to small companies.

Michelle has a consulting organization and wants to use her website to provide details about her company's profile. Michelle's primary objective in designing the website is to ____.

Disseminate information

____ is the management function that evaluates public attitudes and implements a program of action to earn public understanding and acceptance.

Public Relations

Which of the following is not an advantage of podcasts?

Reach a target audience with dissimilar interests

A local car dealership sends direct mail to potential customers, inviting them to visit to take a test drive and receive a discount on the purchase of a new vehicle. This is an example of direct marketing and ____.

Sales Promotion

Which of the following is not a benefit of brochures?

Short exposure time

Which of the following is not an advantage of print media?

Short lead times

Which of the following is not an advantage of TV advertising?

Short time slot

Which of the following is not an advantage of broadcast media?

Suitable for all products / services

The target market for public relations is ____.

The public

True or False: A good commercial script is engaging, has a clear storyline, uses the right tone, has an interesting theme, and articulates a clearly defined call to action.

True

True or False: A successful direct mail campaign is based on the mailing list, the ability to segment markets, and the offer.

True

True or False: Advertising appeals are used to grab the attention of the audience and trigger a response.

True

True or False: An advantage of content marketing is building long-term relationships with customers, increasing customer lifetime value.

True

True or False: An advantage of out-of-home advertising is its pervasiveness.

True