15. Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders |
a. institutional |
16. Parisian Dry Cleaners airs a series of radio ads that claim, "We are the fastest dry cleaners in town." This campaign would best be described as _____ advertising. |
d. institutional |
17. The University of Iowa runs a series of ads throughout the Midwest on how friendly and helpful its faculty, staff, and students are as well as how outstanding its academic programs are. This type of promotion would best be characterized as _____. |
d. institutional advertising e. comparative advertising |
18. When a company promotes its position on a public issue, this is specifically referred to as _____ advertising. |
c. advocacy |
19. When Anheuser-Busch ran an advertising campaign featuring the slogan, "Know when to say when," it was using: a. competitive advertising. |
e. advocacy advertising. |
20. Tropicana orange juice has a television commercial where a young boy is drinking orange juice at dinner. He remarks that he likes the great taste of Tropicana anytime. The element of the commercial that focuses on drinking orange juice at dinner would be best classified as _____, while the focus on the great taste of Tropicana would be best classified as _____. |
b. pioneer advertising; competitive advertising |
21. The two major types of product advertising are: |
b. pioneer advertising and competitive advertising. |
22. The "Got milk?" print campaign is advertising that stimulates demand for a(n) _____, known as _____ advertising. |
a. product category; pioneer |
23. Which of the following lists forms of competitive advertising? |
c. Comparative, reminder, and reinforcement advertising |
24. When Volvo’s advertising campaign mentions that the Volvo CX60 has the highest safety rating of any European sedan, it is using _____ advertising. |
c. competitive |
25. Coors Inc. advertises that its beer is the only one that is kept cold from the brewery to the store. This type of advertising is called _____. |
b. competitive advertising |
26. 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. |
a. competitive |
27. Soft drink companies advertise |
c. comparative |
28. Brands that are promoted through comparative advertising are most likely to be _____. |
b. brands that are attempting to compete with market leaders |
29. The advertising campaign for Crest toothpaste lets consumers know about its newest flavor, and also mentions its history as an established brand. The ad also mentions Crest’s advantages and benefits. Crest’s advertising would be classified as _____. |
b. reminder advertising |
30. An advertisement for a multivitamin that claims, "We still bring you everything you need to get through your day in one pill," would most likely be considered as _____ advertising. |
d. reminder |
31. Reinforcement advertising is primarily targeted at: |
e. the current users of a particular product. |
32. Dial Soap’s advertising slogan "Aren’t you glad you use Dial? Don’t you wish everybody did?" exemplifies the use of _____ advertising. |
a. reinforcement |
33. The target audience for an advertising campaign is the: a. information base on which to develop the campaign. |
c. people at whom advertisements are aimed. |
34. The first stage in the development of any advertising campaign is: |
c. identifying the advertising target audience. |
35. The last stage in the development of any advertising campaign is: |
d. evaluating the effectiveness of advertising. |
36. After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed by: |
c. defining the advertising objectives. |
37. After the advertising budget is determined, the next step in creating an advertising campaign is: |
e. developing the media plan. |
38. The step in developing an advertising campaign that directly precedes campaign execution is: |
e. creating the advertising message. |
39. Suppose State Farm Insurance stated, "We want our advertising to increase our customer base for home and automobile insurance by 10 percent by the end of the fiscal year." This would be considered a(n) _____. |
d. advertising objective |
40. When developing an advertising campaign, benchmarks need to be included in the _____. |
c. statement of advertising objectives. |
41. Why should a benchmark statement be included in advertising objectives? |
d. Without a reference point, it is difficult to determine to what degree objectives have been accomplished. |
42. The owner of a professional baseball team asks the account representative of an advertising agency to develop an advertising campaign to bring more teenagers to the ballpark. At this point, the account representative logically begins to discuss establishing _____ for the campaign. |
a. the target audience |
43. Dan is responsible for developing the promotional campaign for Under Armour’s new line of footwear for teens. He will be writing advertising campaign objectives that are aimed at making the target customers’ attitudes more favorable toward Under Armour, which should be stated in terms of _____. |
a. communication |
44. If an advertising campaign is aimed at increasing brand awareness and consumers’ knowledge of a product’s features, the advertising objective should be stated in terms of _____. |
b. dollar sales |
45. An advertising platform is the: |
a. basic issue or selling point that an advertiser wishes to include in an advertising campaign. |
46. The basic issues or selling points that an advertiser wants to include in an advertising campaign form the: |
e. advertising platform. |
47. Before launching a new advertising campaign, marketers for Healthy Choice frozen dinners must determine the selling points that they want to include in the advertisements. The identification and organization of these selling points is called the _____. |
c. advertising platform |
48. Frederick Griffith of Griffith’s department stores tells his marketing director that he is tired of the constant price- centered advertising by the firm’s agency. "We have the best customer service in town, and I feel that is what we should be hanging our hats on," he states. This statement is most appropriate for use in which of the following stages of campaign development? |
b. Creating the platform |
49. An advertising platform should |
d. competitive products have as well. |
50. Chloe is employed by an advertising agency and is currently working on the advertising platform for a client. The most effective method of determining platform issues is to use _____. |
c. a survey of customers |
51. What is an advertising platform most commonly based upon? |
c. Customer surveys about what they consider the most important issues |
52. The total amount of money a marketer allocates for advertising for a specific time period is the _____. |
b. advertising appropriation |
53. Advertising appropriations are largest for _____. |
b. convenience goods |
54. Sony Corporation has a particular approach for determining its advertising appropriation. A problem with this technique, however, is that the people in the marketing department have difficulty estimating the level of effort needed to achieve certain goals. This problem is characteristic of the _____ approach. |
d. objective-and-task |
55. The main problem with using the objective-and-task approach to setting an advertising budget is that: |
d. the marketer may experience difficulty when trying to estimate accurately the level of effort needed to achieve goals. |
56. Danielle 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 percent. This approach is an example of _____ method of determining advertising expenditure levels. |
e. objective-and-task |
57. To determine how much money to spend on advertising, marketers for a new brand of caffeinated energy drink decided that they wanted the advertising to create awareness of the new flavor in 80 percent of the energy drink market within one month of introduction. The marketers then determined how much it would cost to reach this goal. This is an example of _____approach toward determining advertising budgets. |
a. objective-and-task |
58. When using the percentage-of-sales approach for determining the advertising appropriation, marketers: |
d. multiply the firm’s past sales, plus a factor for expected changes in sales by a standard percentage. |
59. If Target were to base its advertising appropriation on the amount that Walmart spends, it would be using the _____ approach. |
e. competition-matching |
60. Colin McKinney, director of marketing for Greenwald Industrial Products, complains to his advertising director that the continuing slump in orders has apparently been perpetuated by the firm’s failure to have the necessary advertising expenditures. Based on this information, Greenwald is most likely using the _____ approach to determine its advertising expenditures. |
a. percent-of-sales |
61. Alan is the CEO of Greensprings Landscaping Corp. At the recent budget planning meeting, Alan 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, Alan was using the _____. |
a. arbitrary approach |
62. An advantage of the percent-of-sales approach for determining the advertising appropriation is that _____. |
e. it is easy to implement |
63. After developing the budget for advertising the Kia Soul automobile, marketing managers at Kia Inc. determined what proportion of that budget would be spent on television, radio, and magazine advertisements based on the cost effectiveness of each. This subsequent allocation of the budget is known as a(n) _____ plan. |
b. media |
64. 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) _____. |
b. media plan |
65. The primary goal of a media planner is to: |
e. reach the largest number of people in the target market within the budget constraints. |
66. The percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period of time is the definition of _____. |
c. reach |
67. The maker of Huggies diapers is developing a media plan that involves trying to expose its target audience to its new advertisement about ten times. This is advertising _____. |
c. frequency |
68. Which of the following statements applies to media planning? |
b. The message content affects the types of media used for an advertising campaign. |
69. A tool that allows an advertiser to compare the costs of several media vehicles within a specific medium relative to the number of persons reached by each vehicle is called a(n) _____. |
a. cost comparison indicator |
70. Dominos is looking into magazine advertising for its pizza. The company wants to reach as many people as possible, but due to budget constraints Dominos must reach consumers as efficiently as possible. What can Domino’s use to evaluate various magazines? |
a. A cost comparison indicator |
71. The cost per thousand impressions (CPM) indicator shows: |
b. the cost to expose 1,000 people to a one-page magazine advertisement. |
72. The three general types of media schedules are: |
d. pulsing, continuous, and flighting. |
73. A schedule in which advertisements run for set periods of time, alternating with periods in which no ads run is known as _____ schedule. |
d. flighting |
74. Disney decided to run its new commercials for all of its theme parks several times a day for three weeks and then |
a. flighting |
75. If during an advertising campaign a certain portion of advertising runs continuously, and then during specific periods additional advertising is used to intensify the level of communication, a(n) _____ media schedule is being used. |
e. pulsing |
76. During the duration of an advertising campaign, Verizon Wireless ran television advertisements at a steady rate throughout the week and intensified its message with newspaper advertising in many major newspapers in the Sunday paper. Verizon Wireless used a(n)_____ media schedule. |
c. pulsing |
77. Brian and Tiffany are discussing the media plan for the opening of their new laundromat called Soap and Suds. While talking to Tiffany, Brian agrees that _____ has a tremendous impact. However, he feel that the upfront costs for such a campaign cannot be covered, at present, in their modest budget. |
c. television |
78. As Oscar Meyer puts together its advertising campaign for the summer, it will need to keep in mind that its desire to use outdoor advertising will have strong effects on its selection of the advertising _____. |
a. message |
79. A marketer who wants to include detailed information in advertisements would most likely use _____. |
d. magazines |
80. The verbal portion of an advertisement, including headlines, body, and signature, is called the _____. |
b. copy |
81. An ad’s _____ is designed to attract readers’ attention and develop interest so that they will read the entire advertisement. |
c. headline |
82. Todd is developing a print advertisement for Afflac. He knows that the _____ is a critical component of the copy because _____. |
b. headline; it is often the only part of the advertisement that is read |
83. As Will reads the copy for South Beach Hotel’s upcoming magazine ad in Southern Living, he worries that no one will spend the time to read all the details of the facilities his resort has to offer. Wanting to have the greatest impact, Will focuses his creative efforts on the _____. |
e. headline |
84. The identification of an advertisement’s sponsor is the _____. |
b. signature |
85. The advertising department for |
c. Signature |
86. Rachel is considering advertising her new restaurant on the radio to attract more customers. She knows that in order to attract listeners’ attention on the radio it will be important for her to: |
c. be both informal and conversational in tone. |
87. Steve is aware of the growth in |
b. trusted; permission; entertaining. |
88. When a copywriter and an artist combine the copy with the visual material for a television commercial, it usually is done through use of a _____. |
d. storyboard |
89. Artwork, a major part of most advertisements, consists of the: |
b. illustration and the layout. |
90. The _____ design element of an advertisement is used to attract attention, communicate an idea quickly, or communicate ideas that are difficult to put into words; the _____ is the physical arrangement of the illustration, headline, subheadline, body copy, and the signature. |
a. illustration; layout |
91. Brittany is choosing the type of media for a new promotional campaign for Halls cough drops. She knows that each type of media has both benefits and disadvantages. She is considering the Internet as a form of media. Which of the following is NOT a disadvantage of the Internet as a promotional medium? |
d. The message must be short and simple. |
92. Julie 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. Julie is having trouble determining the _____. |
e. layout |
93. The effectiveness of an advertising campaign can be measured: |
e. before, during, and after the campaign through the use of pretests, inquiries, and posttests. |
94. An evaluation performed before an advertising campaign begins is a _____. |
d. pretest |
95. Mike Stevens wonders whether the creative idea of using the character "Tom T. Turtle" as an image for marketing a new line of running shoes will be successful. He should suggest to his account representative that a(n) _____ be used to pretest the campaign. |
e. consumer jury |
96. A consumer jury is a: |
b. panel of potential buyers of the advertised product brought together to pretest an advertising message. |
97. General Mills used a panel of consumers to evaluate its Cheerios campaign featuring children who read the cereal box and try to persuade their parents to watch their cholesterol. These consumers judged the advertisements prior to the execution of the advertising campaign. This is an example of a(n) _____. |
a. pretest |
98. Matt was in a group considered to be actual or potential purchasers of a new mountain bike produced by Specialized Sports. He and the other consumers were shown three different advertisements and asked to judge several dimensions of each one. Matt was part of a(n) _____. |
c. consumer jury |
99. Measuring effectiveness during a campaign is usually accomplished by using _____. |
d. inquiries |
100. Recognition and recall tests are posttest methods based on _____. |
b. memory |
101. Some of the posttest methods for measuring advertising effectiveness are based on how well consumers remember advertising and include (1) recognition tests and (2) recall tests. What is the basic difference between these two approaches? |
a. The actual ads are shown in the former but not in the latter. |
102. Carla is stopped by a researcher at a shopping mall and asked which was the last television commercial she remembers seeing. This is an example of a(n) _____. |
a. unaided recall test |
103. When respondents are shown a list of various products, brands, and company names and then asked about |
e. aided recall test |
104. What is the primary justification marketers use for conducting recognition and recall tests? |
a. Researchers find that recalling an advertisement has a strong link to purchasing a product |
105. When individuals’ behaviors are tracked from television sets to checkout counters using equipment provided by the marketer, this is known as _____. |
b. single-source data |
106. Darcy presents an identification card at the supermarket checkout and has a microcomputer attached to her TV. Information from both of these is sent to a research facility. Darcy is providing: |
c. single-source data. |
107. An advertising campaign is typically developed by an individual or a few persons within the firm, an advertising department within the organization, or _____. |
a. an advertising agency |
108. Grant is responsible for the marketing promotions of a small firm of consultants. It is most likely that his firm will use _____ to create and implement its advertising campaigns. |
e. one or two individuals |
109. When an organization uses an advertising agency, _____develops the advertising campaign. |
b. the firm and the agency working jointly |
110. _____ provide businesses with copywriters, artists, production coordinators, media experts, researchers, and other highly skilled specialists. |
c. Advertising agencies |
111. Advertising agencies typically receive: |
e. a 15 percent commission paid by the media from which it makes purchases. |
112. 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 from the two media. |
e. $3,000 |
113. _____ is a broad set of communication activities used to create and maintain favorable relations between the organization and its stakeholders. |
d. Public relations |
114. Monroe works for NASCAR where his responsibilities include maintaining favorable relationships between the organization and its stakeholders. Monroe is most likely employed in _____. |
d. public relations |
115. Which of the following is not a public relations tool? |
e. Product sample |
116. Toyota’s sponsorship of a major Professional Golf Association tournament would be an example of a(n) _____ tool. |
b. public relations |
117. A major benefit of using event sponsorship is that it: |
c. can provide large amounts of free media coverage. |
118. Which of the following is the most important consideration when choosing an event to sponsor? |
a. Reasonable association between the event and the company’s product |
119. Recently the local television station communicated a news story about the new specialized medical mart opened by Cleveland Clinic. The story provided information about the various services that the new medical mart would offer and how to get in touch with the service providers. This story is most likely an example of _____. |
b. publicity |
120. Kohl’s, a department store featuring clothing and houseware, communicates in news story form about its organization and its efforts to support local children’s hospitals. This information is transmitted through mass media at no charge and is therefore called _____. |
e. publicity |
121. Which of the following is the most commonly used type of publicity-based public relations tool? |
a. News release |
122. A single page of typewritten copy that has 300 words or less and describes a company event or product is called a _____. |
d. news release |
123. The public relations department at Lowe’s Home Improvement submits one page of typewritten copy to national newspapers and news web sites to announce its one-day, nationwide clean-up-local-parks event. This is an example of a _____. |
c. news release |
124. If a company calls a meeting to announce a major news event, this is known as a _____. |
b. press conference |
125. To announce its development of a solid fuel titanium rocket for the U.S. missile defense system, Unijet management feels it needs to get wide media coverage. Under these circumstances, which of the following would be its best alternative? |
e. Press conference |
126. If researchers at Merck Pharmaceuticals develop a cure for prostate cancer, the best way to announce this to the public and get wide media coverage would be through a: |
e. press conference. |
127. Brian is responsible for the promotions and public relations of his firm, which produces rubber tires. A recent development in technology may change the way in which the rubber for tires is produced, allowing it to be sourced from the roots of dandelion plants. Brian would like to have a story run on the evening news or in the local newspaper about this development, but he knows that this story is likely to be rejected by media personnel because the material is: |
e. not newsworthy. |
128. The limitations in using publicity-based public relations tools stem primarily from the fact that: |
e. media personnel control the content of the communication. |
129. Which of the following is not an advantage of using publicity-based public relations tools? |
a. Control by media personnel of the content and timing of messages |
130. A firm can identify changes in public opinion that affect it by conducting _____. |
a. environmental monitoring |
131. A content analysis of an organization’s messages, readability studies, and readership surveys are all tools used to conduct a(n) _____. |
d. communications audit |
132. Home Depot is interested in knowing how its efforts to act in a socially responsible manner through its Habitat for Humanity and disaster relief efforts have affected stakeholders’ views of the company. Home Depot should conduct a(n) _____. |
a. social audit |
133. One way for a company to measure the effectiveness of its publicity-based public relations efforts is to: |
d. count the number of exposures in the media. |
134. In many instances the most appropriate way for a firm to cope with an event that leads to negative public relations is to: |
c. facilitate news coverage of the event. |
135. Refer to Scenario 18.1. Toyota’s television advertisements for the new Venza are examples of _____, while its Facebook ads are examples of _____ advertising. |
c. product advertising; social media |
136. Refer to Scenario 18.1. If the ads include both the Venza and the Ford Edge, they would be examples of _____. |
d. comparative advertising |
137. Refer to Scenario 18.1. Advertisements such as the one proposed above for the Camry and hybrid SUVs, are most likely an example of _____. |
e. reminder advertising |
138. Refer to Scenario 18.1. The advertising mentioned above in which Toyota features all brands of the company would be an example of _____. |
b. institutional advertising |
139. Refer to Scenario 18.2. In 2008, Cal Ripken, Jr. and State Farm teamed up to promote State Farm’s national teen driver safety program. The marketing division at State Farm produced a one-page document that described the partnership, which was then published in several national newspapers and on the Internet. The document from State Farm is an example of _____, while the publication in the newspapers is an example of _____. |
d. a news release; publicity |
140. Refer to Scenario 18.2. When deciding on its advertising allocation for the coming year, State Farm Insurance could choose to spend the same amount as Safe Auto, another auto insurance company, or it could allocate an amount that is 10% of last year’s premiums. If State Farm uses the same amount as Safe Auto, this method of advertising appropriation is known as the _____ approach; if State Farm uses the amount based on last year’s premiums, the method would be _____. |
a. competition-matching; percent-of-sales |
141. Refer to Scenario 18.2. If State |
d. a drop in sales would cause a drop in the advertising budget. |
142. Refer to Scenario 18.2. If State Farm Bank decided that it wanted to increase its number of bank customers by 10% in the coming year, it would most likely use the _____ approach to advertising allocation. |
c. objective-and-task |
143. Advertising is paid, nonpersonal communication transmitted through mass media. |
True |
144. Business organizations are the only major users of advertising. |
False |
145. Institutional advertising and promotional advertising are the two basic categories of advertising. |
False |
146. Advertisements that promote goods and services are called advocacy advertisements. |
False |
147. Product advertising is often used to stimulate demand directly. |
True |
148. If a commercial advertisement compares one brand of laundry detergent to another brand, this is a type of competitive advertising. |
True |
149. Pioneer advertising involves describing the features and benefits of a product in contrast to a direct competitor. a. True |
False |
150. If a restaurant, known for its delicious food and fun entertainment, does not serve alcohol, it is displaying advocacy advertising. |
False |
151. In a comparative advertisement, advertisers point out that their brand has characteristics that are superior to those of competing brands, but they do not actually mention the brand names of competitors. |
False |
152. Comparative advertisements mention the actual names of competing brands. |
True |
153. Reinforcement advertising tells current users how to get the most satisfaction from the brand they have chosen. a. True |
True |
154. Reminder advertising is not applicable to new products. |
True |
155. Almost all advertising campaigns are aimed at producing immediate sales. |
False |
156. Advertising objectives should be stated in clear, precise, and measurable terms. |
True |
157. The statement of advertising objectives should include a benchmark how much improvement is sought. |
True |
158. A marketer’s advertising platform should consist of issues that are important to consumers. |
True |
159. The advertising platform consists of the basic issues and selling points that an advertiser wishes to include in the campaign. |
True |
160. The advertising platform is the foundation on which campaign messages are built. |
True |
161. The advertising budgets for industrial products are usually large relative to the sales of the products. |
False |
162. When sales go up, advertising should be increased; when sales decline, advertising should be decreased. |
False |
163. To assume that sales create advertising is incorrect. |
True |
164. The arbitrary approach to setting an advertising budget often results in inappropriate spending of the firm’s resources. |
True |
165. The choice of media influences the content and form of the message. |
True |
166. A cost comparison indicator (such as CPM) should not be used to compare the cost and impact of a television commercial with the cost and impact of a newspaper advertisement. |
True |
167. The signature is not part of the verbal portion of an advertisement. |
False |
168. Radio copy should consist of short, familiar terms. |
True |
169. A layout includes only the illustrations used in an advertisement. |
False |
170. To be unbiased, a member of a consumer jury should not be a present user of the advertised product. |
False |
171. The effectiveness of an advertising campaign can be measured only after the completion of the campaign, when results are tabulated. |
False |
172. The type of posttest an advertiser uses is affected by the type of advertising objectives set by the advertiser. |
True |
173. In recall post-testing, respondents are shown the actual advertisement and are asked whether they recognize it. |
False |
174. Small firms generally depend on local newspapers and radio stations for assistance with advertising efforts. |
True |
175. Advertising departments may use independent research organizations or freelance specialists for some of their projects. |
True |
176. Ad agencies work jointly with their client firms to develop the ad campaigns. |
True |
177. Because ad agency personnel are outsiders to their client firms, they may not judge the firm’s product objectively. |
False |
178. Ad agencies and firms usually work together when creating an ad campaign because the agencies would act too subjectively on their own. |
False |
179. Because ad agencies often get commissions on media purchases, firms can obtain some agency services at moderate prices. |
True |
180. Jobs such as specialists, copywriters, artists, media buyers, and technical production coordinators are included in the public relations department of a large organization. |
False |
181. One way an advertising agency assists a firm is by taking care of all the grunt work in order to give its clients time to do the creative work on the campaign. |
False |
182. Advertising agencies often have more highly skilled people than the advertising departments of firms. |
True |
183. Small and medium-sized firms never use advertising agencies to produce campaigns for them. |
False |
184. Public relations, unlike advertising, is not particularly useful for promoting an organization’s image. |
False |
185. If a company is perceived positively by the public, employee morale is often higher. |
True |
186. Public relations is communication in news story form about an organization, its products, or both that is transmitted through a mass medium at no charge. |
False |
187. Event sponsorship can provide companies with a considerable amount of advertising. |
False |
188. Publicity is a subset or part of public relations. |
True |
189. To announce a major news event, an organization should use a news release. |
False |
190. A feature article is longer than a news release and is written for a particular publication. |
True |
191. Lack of control over the content and timing of public relations is a limitation in using publicity-based public relations tools. |
True |
192. A public relations audit is used to assess an organization’s image among the public or to evaluate the effect of a specific public relations program. |
True |
193. The effectiveness of a public relations program is usually measured in terms of sales. |
False |
194. A major way to reduce unfavorable public relations is to reduce the number of negative events. |
True |
195. An effective approach for dealing with potential unfavorable public relations resulting from a negative event is to discourage news coverage. |
False |
Chapter 16 – Advertising and Public Relations
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