Question 1

Which of the following is NOT true about public relations?

Accepted Answer

A)   PR has become increasingly important as costs of other forms of marketing communications continue to increase.
B)   Consumers have become increasing skeptical of marketing claims made in conventional media.
C)   Media coverage generated by PR is seen as more credible than paid advertising.
D)   With the growth of the Internet,PR is quickly losing its impact.
E)   Public relations activities often support other promotional efforts.F) None of the above
G) A) and C)

Question 2

To get us to remember their ad and the product or brand in the ad,advertisers must first

Accepted Answer

A)   use persuasion.
B)   offer incentives.
C)   create effective PSAs.
D)   get our attention.
E)   vary between flighting and pulsing scheduling.F) A) and B)
G) B) and D)

Question 3

When a product has gained a certain level of brand awareness,firms use __________ advertising to motivate consumers to take action.

Accepted Answer

A)   informative
B)   persuasive
C)   institutional
D)   discussive
E)   reminderF) A) and B)
G) B) and D)

Question 4

Estella is trying to create an advertising message that communicates the tangible features of her company's laptop computers,telling consumers about the relative advantages of her products as compared to other offerings in the market.Estella is trying to create a(n) __________ appeal.

Accepted Answer

A)   emotional
B)   niche marketing
C)   informational
D)   institutional
E)   reminderF) B) and C)
G) C) and E)

Question 5

Unlike advertising,public relations

Accepted Answer

A)   supports promotional efforts by generating "free" media attention.
B)   accounts for a greater increase in marketing spending.
C)   converts mass media advertising into direct marketing.
D)   is considered a human resources function.
E)   should not be considered as part of the marketing area.F) A) and B)
G) B) and E)

Question 6

Why do many people think advertising and marketing are synonymous?

Accepted Answer

Many people are not familiar w...

Question 7

Technically speaking,word-of-mouth advertising is

Accepted Answer

A)   always the best advertising.
B)   personal selling with paid consumer salespeople.
C)   an emotional media mix selling proposition.
D)   not really advertising.
E)   another name for political advertising.F) None of the above
G) D) and E)

Question 8

Kelly is the head of marketing for a nonprofit agency that supports the arts.She just received the go-ahead from her board of directors to conduct the agency's first-ever advertising campaign.Her first step will be to

Accepted Answer

A)   identify the target audience.
B)   set the advertising objectives.
C)   determine the advertising budget.
D)   evaluate and select the media.
E)   create the advertisements.F) A) and B)
G) B) and D)

Question 9

Actress Sissy Spacek once objected to a series of movie scenes that included her smoking a certain brand of cigarettes.She was probably objecting to a __________ arrangement the film company had made with an advertiser.

Accepted Answer

A)   promotional deal
B)   mass media buy
C)   product placement
D)   loyalty program
E)   samplingF) A) and B)
G) A) and E)

Question 10

The content of an advertising message is closely tied to

Accepted Answer

A)   recent institutional advertising.
B)   the characteristics of the media selected to carry the message.
C)   the opportunity for posttesting.
D)   the sales promotion opportunities.
E)   the coupon redemption rate.F) B) and E)
G) D) and E)

Question 11

Yesenia is working on an advertisement to promote consumer awareness of the danger of solar radiation causing skin cancer.Yesenia's first concern will be to

Accepted Answer

A)   get consumers' attention.
B)   enlist creative advertising designers.
C)   make sure firms producing sunscreen lotions approve.
D)   collect a petition in support of controls against global warming.
E)   use public relations to buy advertising space.F) B) and C)
G) D) and E)

Question 12

Which of the following is NOT a public relations tool?

Accepted Answer

A)   Donating a portion of profits to a charitable cause
B)   Coupons and rebates
C)   Event sponsorships
D)   News releases
E)   WebsitesF) A) and D)
G) All of the above

Question 13

After using market research to identify the target audience for his advertising campaign,Jorge will next use this information to

Accepted Answer

A)   develop creative advertising copy.
B)   assess the potential effectiveness of his ad campaign.
C)   buy advertising time.
D)   set explicit and measurable objectives for the campaign.
E)   develop PSAs for distribution in lieu of advertising.F) B) and D)
G) B) and C)

Question 14

Campbell's Soup Company ran a series of radio ads tied to local weather forecasts.Before an impending storm,the ads said "Time to stock up on Campbell's Soup." During the storm,the ads said,"Stay home and stay warm with Campbell's Soup." The first ad was __________ advertising,while the second ad was __________ advertising.

Accepted Answer

A)   informative; persuasive
B)   persuasive; reminder
C)   reminder; persuasive
D)   discussive; informative
E)   institutional; persuasiveF) B) and E)
G) A) and B)

Question 15

Thomas had conducted a thorough pretest before the new ad campaign,so he was fairly sure the elements would work together.A lot was riding on the success of the ad campaign,so he couldn't wait until the campaign was over to see how well it did.During the campaign,he will be monitoring the sales volumes on a daily basis as part of his

Accepted Answer

A)   cause-related marketing.
B)   economic monitoring.
C)   tracking.
D)   in-flight testing.
E)   simultaneous sampling.F) C) and E)
G) A) and B)

Question 16

__________ appeals help consumers make purchase decisions by offering facts in advertising messages and strong arguments built around relevant issues,explaining key benefits of the firm's products and services.

Accepted Answer

A)   Emotional
B)   Niche marketing
C)   Informational
D)   Institutional
E)   ReminderF) B) and D)
G) C) and D)

Question 17

Many small "main street" retailers find advertising either too expensive or ineffective.In this situation,these business owners turn to sales promotion to complement or augment their advertising efforts.Describe three kinds of sales promotion a small,main street retailer might use,including the advantages and disadvantages of each sales promotion method.

Accepted Answer

Answers will vary but could include almo...

Question 18

_____________ is a particularly good advertising medium for groceries and fast food.

Accepted Answer

A)   Television
B)   Internet
C)   Direct mail
D)   Radio
E)   NewspaperF) B) and D)
G) C) and E)

Question 19

Contests and sweepstakes are both forms of sales promotions,but a contest requires some sort of skill or effort,while a sweepstakes is a drawing of entrants' names.

Accepted Answer

A) True 
 B)False

Exam 19: Advertising,public Relations,and Sales Promotions

__________ appeals help consumers make purchase decisions by offering facts in advertising messages and strong arguments built around relevant issues,explaining key benefits of the firm's products and services.

Correct Answer
verified

Yesenia is working on an advertisement to promote consumer awareness of the danger of solar radiation causing skin cancer.Yesenia's first concern will be to

Correct Answer
verified

Unlike advertising,public relations

Correct Answer
verified

Kelly is the head of marketing for a nonprofit agency that supports the arts.She just received the go-ahead from her board of directors to conduct the agency's first-ever advertising campaign.Her first step will be to

Correct Answer
verified

Which of the following is NOT true about public relations?

Correct Answer
verified

Correct Answer
verified
Answers will vary but could include almo...
View Answer

Technically speaking,word-of-mouth advertising is

Correct Answer
verified

Estella is trying to create an advertising message that communicates the tangible features of her company's laptop computers,telling consumers about the relative advantages of her products as compared to other offerings in the market.Estella is trying to create a(n) __________ appeal.

Correct Answer
verified

When a product has gained a certain level of brand awareness,firms use __________ advertising to motivate consumers to take action.

Correct Answer
verified

Actress Sissy Spacek once objected to a series of movie scenes that included her smoking a certain brand of cigarettes.She was probably objecting to a __________ arrangement the film company had made with an advertiser.

Correct Answer
verified

To get us to remember their ad and the product or brand in the ad,advertisers must first

Correct Answer
verified

Which of the following is NOT a public relations tool?

Correct Answer
verified

_____________ is a particularly good advertising medium for groceries and fast food.

Correct Answer
verified

After using market research to identify the target audience for his advertising campaign,Jorge will next use this information to

Correct Answer
verified

The content of an advertising message is closely tied to

Correct Answer
verified

Contests and sweepstakes are both forms of sales promotions,but a contest requires some sort of skill or effort,while a sweepstakes is a drawing of entrants' names.

Correct Answer
verified

Correct Answer
verified

Why do many people think advertising and marketing are synonymous?

Correct Answer
verified
Many people are not familiar w...
View Answer

Correct Answer
verified

Exam 19: Advertising,public Relations,and Sales Promotions

__________ appeals help consumers make purchase decisions by offering facts in advertising messages and strong arguments built around relevant issues,explaining key benefits of the firm's products and services.

Correct AnswerverifiedShow Answer

Yesenia is working on an advertisement to promote consumer awareness of the danger of solar radiation causing skin cancer.Yesenia's first concern will be to

Correct AnswerverifiedShow Answer

Unlike advertising,public relations

Correct AnswerverifiedShow Answer

Kelly is the head of marketing for a nonprofit agency that supports the arts.She just received the go-ahead from her board of directors to conduct the agency's first-ever advertising campaign.Her first step will be to

Correct AnswerverifiedShow Answer

Which of the following is NOT true about public relations?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedAnswers will vary but could include almo...View AnswerShow Answer

Technically speaking,word-of-mouth advertising is

Correct AnswerverifiedShow Answer

Estella is trying to create an advertising message that communicates the tangible features of her company's laptop computers,telling consumers about the relative advantages of her products as compared to other offerings in the market.Estella is trying to create a(n) __________ appeal.

Correct AnswerverifiedShow Answer

When a product has gained a certain level of brand awareness,firms use __________ advertising to motivate consumers to take action.

Correct AnswerverifiedShow Answer

Actress Sissy Spacek once objected to a series of movie scenes that included her smoking a certain brand of cigarettes.She was probably objecting to a __________ arrangement the film company had made with an advertiser.

Correct AnswerverifiedShow Answer

To get us to remember their ad and the product or brand in the ad,advertisers must first

Correct AnswerverifiedShow Answer

Which of the following is NOT a public relations tool?

Correct AnswerverifiedShow Answer

_____________ is a particularly good advertising medium for groceries and fast food.

Correct AnswerverifiedShow Answer

After using market research to identify the target audience for his advertising campaign,Jorge will next use this information to

Correct AnswerverifiedShow Answer

The content of an advertising message is closely tied to

Correct AnswerverifiedShow Answer

Contests and sweepstakes are both forms of sales promotions,but a contest requires some sort of skill or effort,while a sweepstakes is a drawing of entrants' names.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Why do many people think advertising and marketing are synonymous?

Correct AnswerverifiedMany people are not familiar w...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified
Answers will vary but could include almo...
View Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Many people are not familiar w...
View Answer

Correct Answer
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