Question 1

Suppose State Farm Insurance stated, "We want our advertising to increase our customer base for home and automobile insurance 10 percent by the end of the fiscal year." This would be considered a(n)

Accepted Answer

A)   target audience goal.
B)   advertising platform.
C)   percent-of-sales approach.
D)   advertising objective.
E)   media plan goal.

Question 2

The identification of an advertisement's sponsor is the

Accepted Answer

A)   copy.
B)   signature.
C)   trademark.
D)   layout.
E)   subheadline.

Question 3

Which of the following statements is true about public relations?

Accepted Answer

A)   Publicity is not part of public relations.
B)   The most common publicity-based tool is the press conference.
C)   Marketers cannot control whether the media choose to publish their public relations material.
D)   Publicity-based public relations do not have limitations.
E)   Event sponsorship is not an effective public relations tool.

Question 4

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.

Accepted Answer

A)   flighting
B)   continuous
C)   pulsing
D)   alternating
E)   multimedia

Question 5

One way an advertising agency assists a firm is that it takes care of all the grunt work in order to give its clients time to do the creative work on the campaign.

Accepted Answer

A) True 
 B)False

Question 6

Why should a benchmark statement be included in advertising objectives?

Accepted Answer

A)   Shareholders want to see where a company is in relation to competition.
B)   It is useful in determining whether retailers have increased their sales over the year.
C)   It gives an indication of how the advertising message is best presented.
D)   Without a reference point, it is difficult to determine to what degree objectives have been accomplished.
E)   Objectives become more easily attainable when such a statement is included.

Question 7

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

Accepted Answer

A)   storyboard.
B)   artwork.
C)   copy.
D)   presentation.
E)   layout.

Question 8

When an advertiser defines objectives on the basis of sales, the objectives focus on increasing absolute dollar or unit sales, increasing sales by a certain percentage, or increasing the firm's market share.

Accepted Answer

A) True 
 B)False

Question 9

Event sponsorship can provide companies with a considerable amount of free media coverage.

Accepted Answer

A) True 
 B)False

Question 10

____ provide businesses with copywriters, artists, production coordinators, media experts, researchers, and other highly skilled specialists.

Accepted Answer

A)   Public relation firms
B)   Media companies
C)   Advertising agencies
D)   Production companies
E)   Promotion experts

Question 11

The arbitrary approach to setting an advertising budget often results in inappropriate spending of the firm's resources.

Accepted Answer

A) True 
 B)False

Question 12

What is an advertising platform? What is the best way to develop a platform?

Accepted Answer

An advertising platform consists of the ...

Question 13

Which of the following statements applies to media planning?

Accepted Answer

A)   Characteristics of the product are the most important consideration in selecting the media for a campaign.
B)   The message content affects the types of media used for an advertising campaign.
C)   The location of the advertising target is irrelevant in media planning.
D)   Total media dollars spent on advertising have decreased over the last 30 years.
E)   Regardless of the message to be conveyed, newspapers are one medium that is appropriate for almost any circumstances.

Question 14

Domino's is looking into magazine advertising for its pizza. The company wants to reach as many people as possible, but due to budget constraints Domino's must reach consumers as efficiently as possible. What can Domino's use to evaluate various magazines?

Accepted Answer

A)   A cost comparison indicator
B)   The total circulation of the magazines
C)   A list of the costs of a one-page ad in various magazines
D)   The advertising appropriations for each magazine
E)   An index of advertisement exposure

Question 15

Comparative advertisements mention the actual names of competing brands.

Accepted Answer

A) True 
 B)False

Question 16

Native advertising uses a platform outside of its own media.

Accepted Answer

A) True 
 B)False

Question 17

A car dealership is switching how it determines its advertising appropriation. They are moving from an approach where they set their budget based on their projected revenue for the coming year to one in which it identifies the cost required to meet certain goals. They are switching from the _____ approach to the _____ approach.

Accepted Answer

A)   competitive-matching; arbitrary
B)   percentage-of-sales; competitive-matching
C)   competitive-matching; objective-and-task
D)   percentage-of-sales; objective-and-task
E)   arbitrary; competitive-matching

Question 18

One way for a company to measure the effectiveness of its publicity-based public relations efforts is to

Accepted Answer

A)   tabulate the equivalent in advertising dollars if the time and space were purchased.
B)   ask for return of reply cards.
C)   calculate market share increase.
D)   count the number of exposures in the media.
E)   conduct an environmental audit of media alternatives.

Question 19

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.

Accepted Answer

A) True 
 B)False

Question 20

Lexus has designed its commercials to appeal to more affluent car drivers as its

Accepted Answer

A)   target audience.
B)   advertising objective.
C)   advertising platform.
D)   media plan.
E)   advertising message.

Exam 17: Advertising and Public Relations

When an advertiser defines objectives on the basis of sales, the objectives focus on increasing absolute dollar or unit sales, increasing sales by a certain percentage, or increasing the firm's market share.

Correct Answer
verified

One way for a company to measure the effectiveness of its publicity-based public relations efforts is to

Correct Answer
verified

Suppose State Farm Insurance stated, "We want our advertising to increase our customer base for home and automobile insurance 10 percent by the end of the fiscal year." This would be considered a(n)

Correct Answer
verified

Domino's is looking into magazine advertising for its pizza. The company wants to reach as many people as possible, but due to budget constraints Domino's must reach consumers as efficiently as possible. What can Domino's use to evaluate various magazines?

Correct Answer
verified

One way an advertising agency assists a firm is that it takes care of all the grunt work in order to give its clients time to do the creative work on the campaign.

Correct Answer
verified

Comparative advertisements mention the actual names of competing brands.

Correct Answer
verified

The arbitrary approach to setting an advertising budget often results in inappropriate spending of the firm's resources.

Correct Answer
verified

Event sponsorship can provide companies with a considerable amount of free media coverage.

Correct Answer
verified

Native advertising uses a platform outside of its own media.

Correct Answer
verified

Which of the following statements applies to media planning?

Correct Answer
verified

____ provide businesses with copywriters, artists, production coordinators, media experts, researchers, and other highly skilled specialists.

Correct Answer
verified

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

Correct Answer
verified

Why should a benchmark statement be included in advertising objectives?

Correct Answer
verified

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.

Correct Answer
verified

Correct Answer
verified

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.

Correct Answer
verified

The identification of an advertisement's sponsor is the

Correct Answer
verified

Which of the following statements is true about public relations?

Correct Answer
verified

What is an advertising platform? What is the best way to develop a platform?

Correct Answer
verified
An advertising platform consists of the ...
View Answer

Lexus has designed its commercials to appeal to more affluent car drivers as its

Correct Answer
verified

Exam 17: Advertising and Public Relations

When an advertiser defines objectives on the basis of sales, the objectives focus on increasing absolute dollar or unit sales, increasing sales by a certain percentage, or increasing the firm's market share.

Correct AnswerverifiedShow Answer

One way for a company to measure the effectiveness of its publicity-based public relations efforts is to

Correct AnswerverifiedShow Answer

Suppose State Farm Insurance stated, "We want our advertising to increase our customer base for home and automobile insurance 10 percent by the end of the fiscal year." This would be considered a(n)

Correct AnswerverifiedShow Answer

Domino's is looking into magazine advertising for its pizza. The company wants to reach as many people as possible, but due to budget constraints Domino's must reach consumers as efficiently as possible. What can Domino's use to evaluate various magazines?

Correct AnswerverifiedShow Answer

One way an advertising agency assists a firm is that it takes care of all the grunt work in order to give its clients time to do the creative work on the campaign.

Correct AnswerverifiedShow Answer

Comparative advertisements mention the actual names of competing brands.

Correct AnswerverifiedShow Answer

The arbitrary approach to setting an advertising budget often results in inappropriate spending of the firm's resources.

Correct AnswerverifiedShow Answer

Event sponsorship can provide companies with a considerable amount of free media coverage.

Correct AnswerverifiedShow Answer

Native advertising uses a platform outside of its own media.

Correct AnswerverifiedShow Answer

Which of the following statements applies to media planning?

Correct AnswerverifiedShow Answer

____ provide businesses with copywriters, artists, production coordinators, media experts, researchers, and other highly skilled specialists.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Why should a benchmark statement be included in advertising objectives?

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

The identification of an advertisement's sponsor is the

Correct AnswerverifiedShow Answer

Which of the following statements is true about public relations?

Correct AnswerverifiedShow Answer

What is an advertising platform? What is the best way to develop a platform?

Correct AnswerverifiedAn advertising platform consists of the ...View AnswerShow Answer

Lexus has designed its commercials to appeal to more affluent car drivers as its

Correct AnswerverifiedShow Answer

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verified

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verified

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verified

Correct Answer
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Correct Answer
verified
An advertising platform consists of the ...
View Answer

Correct Answer
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