Question 1

You are the head of marketing for a major oil company based in the United States. Recently, your company was involved in a major oil spill off the coast of Texas where millions of barrels of crude oil were accidentally released into the Gulf of Mexico. The negative publicity for your company has been fast and furious since the spill occurred. However, your company took a very proactive approach in managing the disaster and the resulting publicity. Now your CEO wants to assess how effective the company has been in repairing its image.??Which of the following would you recommend to the CEO?

Accepted Answer

A)  A communications audit
B)  A customer survey
C)  A public relations audit
D)  A press conference
E)  A social auditF) A) and B)
G) C) and D)

Question 2

Lack of control over the content and timing of public relations is a limitation in using publicity-based public relations tools.

Accepted Answer

A) True 
 B)False

Question 3

Your company CEO is a very socially conscious individual who believes in prudently utilizing the resources of the company to promote causes that are good for the environment and society-at-large. She recently asked you to work with the firm's outside ad agency to develop an advertising campaign that articulates the company's concern about climate change.??Which of the following types of advertising will you pursue to meet her expectations?

Accepted Answer

A)  Competitive advertising
B)  Comparative advertising
C)  Pioneer advertising
D)  Reminder advertising
E)  Advocacy advertisingF) B) and D)
G) All of the above

Question 4

The Bentley Agency places $2,500 in radio spots and $17,500 in television spots for Darnell Insurance in June. For its efforts this month, the agency "traditionally" would receive ____ in compensation.

Accepted Answer

A)  $2,500
B)  $10,000
C)  $1,000
D)  $5,500
E)  $3,000F) C) and D)
G) All of the above

Question 5

Jenna Reese is working on developing a magazine advertisement for Planet Fitness, a health and fitness club. She knows what she wants the advertisement to say and the illustrations she wants to use, but she is having a tough time putting it all together. Jenna is having trouble determining the

Accepted Answer

A)  storyboard.
B)  artwork.
C)  copy.
D)  presentation.
E)  layout.F) C) and D)
G) None of the above

Question 6

Fruit of the Loom is launching a new advertising campaign. Within the first six months of the campaign, the media planners want the new advertisement's _____ to be 25% of the target market and the _____ to be four times.

Accepted Answer

A)  reach; frequency
B)  goal; multiplier
C)  exposure; repetition
D)  range; rate
E)  impact; recurrenceF) A) and B)
G) A) and E)

Question 7

Reinforcement advertising tells current users how to get the most satisfaction from the brand they have chosen.

Accepted Answer

A) True 
 B)False

Question 8

After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed by

Accepted Answer

A)  creating the advertising platform.
B)  determining the financial resources available.
C)  defining the advertising objectives.
D)  developing a media plan.
E)  creating an advertising message.F) B) and D)
G) A) and E)

Question 9

Oliver is the CEO of Greensprings Landscaping. At the recent budget planning meeting, Oliver stated that last year's sales were down from the previous period. He then went on to say that Greensprings would have a budget of $100,000 for advertising in the coming year. In this instance, Oliver was using the

Accepted Answer

A)  arbitrary approach.
B)  executive decision process.
C)  objective-and-task approach.
D)  percentage-of-sales approach.
E)  competition-matching approach.F) All of the above
G) C) and E)

Question 10

Artwork, a major part of most advertisements, consists of the

Accepted Answer

A)  illustration and the signature.
B)  illustration and the layout.
C)  illustration and type of print used in the headlines.
D)  layout and the signature.
E)  method by which all the components are put together.F) B) and C)
G) A) and B)

Question 11

Advertising objectives should be stated in clear, precise, and measurable terms.

Accepted Answer

A) True 
 B)False

Question 12

To assume that sales create advertising is incorrect.

Accepted Answer

A) True 
 B)False

Question 13

A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the dates and times, is a(n)

Accepted Answer

A)  advertising plan.
B)  media plan.
C)  advertising message.
D)  advertising appropriation.
E)  media platform.F) None of the above
G) A) and E)

Question 14

An advertising platform is the

Accepted Answer

A)  basic issue or selling point that an advertiser wishes to include in an advertising campaign.
B)  objective of the advertising campaign, stated in precise and measurable terms.
C)  form in which the basic issues of the campaign should be presented.
D)  broad objectives of the advertising campaign.
E)  consumer advertising research conducted.F) B) and E)
G) A) and B)

Question 15

Comparative advertisements mention the actual names of competing brands.

Accepted Answer

A) True 
 B)False

Question 16

An advantage of the arbitrary approach for determining the advertising appropriation is that it is

Accepted Answer

A)  objective.
B)  unique.
C)  profitable.
D)  effective.
E)  expedient.F) D) and E)
G) A) and D)

Question 17

Wendy Robinson, account representative for EXpert Advertising, tells D'Orazio Tile Products that she is proposing to use 5 full-page, four-color ads in home-decorating magazines to achieve an increase in consumer and builder inquiries of 15%. This approach is an example of which of the following methods of determining advertising expenditure levels?

Accepted Answer

A)  Competitive parity
B)  Percent of sales
C)  Arbitrary
D)  Affordability
E)  Objective-and-taskF) A) and B)
G) All of the above

Question 18

The first stage in the development of any advertising campaign is

Accepted Answer

A)  creating the message.
B)  setting the budget.
C)  identifying the advertising target audience.
D)  defining the advertising objectives.
E)  creating the advertising platform.F) A) and B)
G) A) and E)

Question 19

To be unbiased, a member of a consumer jury should not be a present user of the advertised product.

Accepted Answer

A) True 
 B)False

Question 20

Tercile Products Company advertises a specific product heavily, and Carbone Products Company wants to offset the effects of that advertising. In this case, Carbone would most likely employ ____ advertising.

Accepted Answer

A)  competitive
B)  pioneer
C)  institutional
D)  primary
E)  nativeF) B) and E)
G) A) and B)

Exam 16: Advertising and Public Relations

Lack of control over the content and timing of public relations is a limitation in using publicity-based public relations tools.

Correct Answer
verified

An advantage of the arbitrary approach for determining the advertising appropriation is that it is

Correct Answer
verified

An advertising platform is the

Correct Answer
verified

Correct Answer
verified

Advertising objectives should be stated in clear, precise, and measurable terms.

Correct Answer
verified

Tercile Products Company advertises a specific product heavily, and Carbone Products Company wants to offset the effects of that advertising. In this case, Carbone would most likely employ ____ advertising.

Correct Answer
verified

After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed by

Correct Answer
verified

Comparative advertisements mention the actual names of competing brands.

Correct Answer
verified

A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the dates and times, is a(n)

Correct Answer
verified

The first stage in the development of any advertising campaign is

Correct Answer
verified

Fruit of the Loom is launching a new advertising campaign. Within the first six months of the campaign, the media planners want the new advertisement's _ to be 25% of the target market and the _ to be four times.

Correct Answer
verified

Correct Answer
verified

Artwork, a major part of most advertisements, consists of the

Correct Answer
verified

Reinforcement advertising tells current users how to get the most satisfaction from the brand they have chosen.

Correct Answer
verified

Jenna Reese is working on developing a magazine advertisement for Planet Fitness, a health and fitness club. She knows what she wants the advertisement to say and the illustrations she wants to use, but she is having a tough time putting it all together. Jenna is having trouble determining the

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

The Bentley Agency places $2,500 in radio spots and $17,500 in television spots for Darnell Insurance in June. For its efforts this month, the agency "traditionally" would receive ____ in compensation.

Correct Answer
verified

To assume that sales create advertising is incorrect.

Correct Answer
verified

To be unbiased, a member of a consumer jury should not be a present user of the advertised product.

Correct Answer
verified

Exam 16: Advertising and Public Relations

Lack of control over the content and timing of public relations is a limitation in using publicity-based public relations tools.

Correct AnswerverifiedShow Answer

An advantage of the arbitrary approach for determining the advertising appropriation is that it is

Correct AnswerverifiedShow Answer

An advertising platform is the

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Advertising objectives should be stated in clear, precise, and measurable terms.

Correct AnswerverifiedShow Answer

Tercile Products Company advertises a specific product heavily, and Carbone Products Company wants to offset the effects of that advertising. In this case, Carbone would most likely employ ____ advertising.

Correct AnswerverifiedShow Answer

After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed by

Correct AnswerverifiedShow Answer

Comparative advertisements mention the actual names of competing brands.

Correct AnswerverifiedShow Answer

A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the dates and times, is a(n)

Correct AnswerverifiedShow Answer

The first stage in the development of any advertising campaign is

Correct AnswerverifiedShow Answer

Fruit of the Loom is launching a new advertising campaign. Within the first six months of the campaign, the media planners want the new advertisement's _____ to be 25% of the target market and the _____ to be four times.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Artwork, a major part of most advertisements, consists of the

Correct AnswerverifiedShow Answer

Reinforcement advertising tells current users how to get the most satisfaction from the brand they have chosen.

Correct AnswerverifiedShow Answer

Jenna Reese is working on developing a magazine advertisement for Planet Fitness, a health and fitness club. She knows what she wants the advertisement to say and the illustrations she wants to use, but she is having a tough time putting it all together. Jenna is having trouble determining the

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The Bentley Agency places $2,500 in radio spots and $17,500 in television spots for Darnell Insurance in June. For its efforts this month, the agency "traditionally" would receive ____ in compensation.

Correct AnswerverifiedShow Answer

To assume that sales create advertising is incorrect.

Correct AnswerverifiedShow Answer

To be unbiased, a member of a consumer jury should not be a present user of the advertised product.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Fruit of the Loom is launching a new advertising campaign. Within the first six months of the campaign, the media planners want the new advertisement's _ to be 25% of the target market and the _ to be four times.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified