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Indicate whether the statement is true or false.
1. Almost all advertising campaigns are aimed at producing immediate sales.
a. True
b. False
2. Lack of control over the content and timing of public relations is a limitation in using publicity-based public relations
tools.
a. True
b. False
3. The statement of advertising objectives should include a benchmark—such as the current sales level—and indicate how
much improvement is sought.
a. True
b. False
4. Institutional advertising and promotional advertising are the two basic categories of advertising.
a. True
b. False
5. 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.
a. True
b. False
6. The choice of media influences the content and form of the message.
a. True
b. False
7. Advertising objectives should be stated in clear, precise, and measurable terms.
a. True
b. False
8. The effectiveness of a public relations program is usually measured in terms of sales.
a. True
b. False
9. To announce a major news event, an organization should use a news release.
a. True
b. False
10. Comparative advertisements mention the actual names of competing brands.
a. True
b. False
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11. When sales go up, advertising should be increased; when sales decline, advertising should be decreased.
a. True
b. False
12. Advertisements that promote goods and services are called advocacy advertisements.
a. True
b. False
13. The effectiveness of an advertising campaign can be measured only after the completion of the campaign, when
results are tabulated.
a. True
b. False
14. In unaided recall posttesting, respondents are shown the actual advertisement and are asked whether they recognize it.
a. True
b. False
15. If a commercial advertisement compares one brand of laundry detergent to another brand, this is a type of competitive
advertising.
a. True
b. False
16. Radio copy should consist of short, familiar terms.
a. True
b. False
17. Because ad agency personnel are outsiders to the firms, they may not judge the firm’s product objectively.
a. True
b. False
18. A major way to reduce unfavorable public relations is to reduce the number of negative events.
a. True
b. False
19. If a company is perceived positively by the public, employee morale is often higher.
a. True
b. False
20. Most often, the opinions of a firm’s personnel are used to develop the advertising platform.
a. True
b. False
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21. A public relations audit is used to assess an organization’s image among its publics or to evaluate the effect of a
specific public relations program.
a. True
b. False
22. Business organizations are the only major users of advertising.
a. True
b. False
23. Because ad agencies often get commissions on media purchases, firms can obtain some agency services at moderate
prices.
a. True
b. False
24. The signature is not part of the verbal portion of an advertisement.
a. True
b. False
25. A feature article is longer than a news release and is written for a particular publication.
a. True
b. False
26. Ad agencies usually work jointly with the firms to develop the ad campaigns.
a. True
b. False
27. The type of posttest an advertiser uses is affected by the type of advertising objectives set by the advertiser.
a. True
b. False
28. Small and medium-sized firms never use advertising agencies to produce campaigns for them.
a. True
b. False
29. A layout includes only the illustrations used in an advertisement.
a. True
b. False
30. The advertising platform consists of the basic issues and selling points that an advertiser wishes to include in the
campaign.
a. True
b. False
31. The arbitrary approach to setting an advertising budget often results in inappropriate spending of the firm’s resources.
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a. True
b. False
32. If a restaurant, known for its delicious food and fun entertainment, does not serve alcohol, it is displaying advocacy
advertising.
a. True
b. False
33. 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.
a. True
b. False
34. Publicity is a subset or part of public relations.
a. True
b. False
35. Public relations, unlike advertising, is not particularly useful for promoting an organization’s image.
a. True
b. False
36. Reinforcement advertising tells current users how to get the most satisfaction from the brand they have chosen.
a. True
b. False
37. Reminder advertising is not applicable to new products.
a. True
b. False
38. To assume that sales create advertising is incorrect.
a. True
b. False
39. The advertising budgets for industrial products are usually large relative to the sales of the products.
a. True
b. False
40. Event sponsorship can provide companies with a considerable amount of free media coverage.
a. True
b. False
41. 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.
a. True
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b. False
42. Product advertising is often used to stimulate demand directly.
a. True
b. False
43. The advertising platform is the foundation on which campaign messages are built.
a. True
b. False
44. Advertising is paid nonpersonal communication transmitted through mass media.
a. True
b. False
45. 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.
a. True
b. False
46. A marketer’s advertising platform should consist of issues that are important to consumers.
a. True
b. False
47. To be unbiased, a member of a consumer jury should not be a present user of the advertised product.
a. True
b. False
48. Small firms generally depend on local newspapers and radio stations for assistance with advertising efforts.
a. True
b. False
49. Advertising agencies often have more highly skilled people than the advertising departments of firms.
a. True
b. False
50. Advertising departments may use independent research organizations or freelance specialists for some of their
projects.
a. True
b. False
51. An effective approach for dealing with potential unfavorable public relations resulting from a negative event is to
discourage news coverage.
a. True
b. False
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52. Ad agencies and firms usually work together when creating an ad campaign because the agencies would act too
subjectively on their own.
a. True
b. False
Indicate the answer choice that best completes the statement or answers the question.
53. Advertising that stimulates demand for a product category by informing potential customers about the product’s
features, uses, and benefits is called ________________.
a. advocacy advertising
b. pioneer advertising
c. institutional advertising
d. competitive advertising
e. comparative advertising
54. You and your marketing team are conducting a series of focus groups with potential customers of a new product your
firm is launching next year. The purpose of these focus groups is to find out what potential customers consider most
important in the selection and use of this new product.
Which of the following steps in the advertising campaign development process are you performing with this activity?
a. Defining the advertising objectives
b. Determining the advertising appropriation
c. Developing the media plan
d. Creating the advertising platform
e. Identifying and analyzing the target audience
55. The limitations in using publicity-based public relations tools stem primarily from the fact that
a. marketers alter the length of publicity releases.
b. publicity is never properly managed by media personnel.
c. media personnel consider only unfavorable messages as newsworthy.
d. it is time-consuming to convince media personnel that the information is newsworthy.
e. media personnel control the content of the communication.
56. The total amount of money a marketer allocates for advertising for a specific time period is the
a. marketing budget.
b. advertising appropriation.
c. objective-and-task approach.
d. promotion grant.
e. finances for advertising.
57. When a company promotes its position on a public issue, this is specifically referred to as ____ advertising.
a. institutional
b. product
c. advocacy
d. issue
e. competitive
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58. _____________ may include a readership survey.
a. A public relations audit
b. A financial audit
c. A communications audit
d. A social audit
e. Environmental monitoring
Scenario 16.2
Use the following to answer the questions.
The State Farm Group includes several companies. Probably the most well-known company in the group is the State Farm
Insurance company, the largest auto and home insurer in the United States. State Farm Insurance provides protection for
approximately 78 million policies on auto, fire, life, and health services. It is also a leading insurer of homes and autos in
Canada. Another company in the State Farm group is the State Farm Bank, which was opened in 2000, beginning State
Farm’s entry into the financial services field. However, the State Farm Bank is not a traditional bank, in that it has no
branch offices and its services are provided through State Farm agents, a call center, the mail, and on the Internet. It
currently serves over 1.9 million bank accounts.
59. Refer to Scenario 16.2. 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 ____.
a. public relations; publicity
b. public relations; a news release
c. publicity; advocacy advertising
d. a news release; publicity
e. publicity; a news release
60. Advertising agencies typically receive
a. large fees from the companies whose ads they develop and place.
b. a 15 percent commission from the company whose product they are helping advertise.
c. a 10 percent commission from the advertising company and 10 percent from the media they use.
d. a 25 percent commission paid by the media from which it makes purchases.
e. a 15 percent commission paid by the media from which it makes purchases.
61. Monroe works for NASCAR where his responsibilities include maintaining favorable relationships between the
organization and its stakeholders. Monroe is most likely employed in ________.
a. sales.
b. advertising.
c. human resources.
d. public relations.
e. digital media marketing.
62. 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
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a. copy.
b. body.
c. text.
d. signature.
e. headline.
63. An evaluation performed before an advertising campaign begins is a
a. consumer exam.
b. posttest.
c. recognition test.
d. pretest.
e. recall test.
64. 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
___.
a. comparative advertising; informative advertising
b. pioneer advertising; competitive advertising
c. institutional advertising; stimulating primary demand
d. product advertising; institutional
e. comparative advertising; competitive advertising
65. After developing the budget for advertising the Kia Soul automobile, marketing managers at Kia then 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.
a. advertisement-allocation
b. media
c. arbitrary allocation
d. objective-and-task
e. percent-of-sales
66. Measuring effectiveness during a campaign is usually accomplished by using
a. pretests.
b. posttests.
c. consumer juries.
d. inquiries.
e. sales force surveys.
67. 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
a. repetitive.
b. reminder.
c. pioneer.
d. competitive.
e. reinforcement.
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68. What is the primary justification marketers use for conducting recognition and recall tests?
a. searchers find that recalling an advertisement has a strong link to purchasing a product.
b. People have unfavorable views of advertising and are unlikely to purchase advertised products.
c. Consumers tend to enjoy participating in these tests and are likely to purchase the products as a result.
d. People are more likely to buy a product they have seen advertised than one they have not seen advertised.
e. There is a strong link between advertisement recall/recognition and word–of-mouth communication.
69. 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 participated in a(n)
a. posttest consumer group.
b. panel of advertising experts.
c. consumer jury.
d. customer ad panel.
e. ad preview group.
70. 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.
b. inquiry.
c. recognition test.
d. recall test.
e. posttest.
71. 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?
a. Determining the appropriations
b. Creating the platform
c. Identifying the target
d. Defining objectives
e. Developing the media plan
72. The target audience for an advertising campaign is the
a. information base on which to develop the campaign.
b. geographic distribution of persons.
c. people toward whom the advertisements are directed.
d. overall goal of the advertising campaign.
e. sales objective to be achieved by the campaign.
73. 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 global
warming.
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Which of the following types of advertising will you pursue to meet her expectations?
a. Competitive advertising
b. Comparative advertising
c. Pioneer advertising
d. Reminder advertising
e. Advocacy advertising
74. 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.
b. a group of media specialists.
c. a group of multiskilled managers.
d. a “special projects” group.
e. freelance advertising consultants.
75. A schedule in which advertisements run for set periods of time, alternating with periods in which no ads run is known
as
a. continuous.
b. skipping.
c. pulsing.
d. flighting.
e. intervals.
76. The step in developing an advertising campaign that directly precedes campaign execution is
a. defining advertising objectives.
b. creating the advertising platform.
c. evaluating advertising effectiveness.
d. developing a media plan.
e. creating the advertising message.
77. ____ provide businesses with copywriters, artists, production coordinators, media experts, researchers, and other
highly skilled specialists.
a. Public relation firms
b. Media companies
c. Advertising agencies
d. Production companies
e. Promotion experts
78. A consumer jury is a
a. group of consumers who have purchased the product before that evaluate its effectiveness.
b. panel of existing or potential buyers of the advertised product brought together to pretest an advertising message.
c. panel of buyers who review and evaluate an advertising message after it has been circulated in certain regions.
d. group of consumers who determine whether or not other consumers have been treated fairly by companies.
e. panel of consumer experts who rank the effectiveness of advertisements.
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79. Amanda is determining the media plan for her tax accounting business. She is currently selecting an advertising
medium and is looking for a medium that is not expensive, allows for a short lead time, has large reach, and provides
frequent communication. Based on these, Amanda should avoid
a. direct mail
b. television
c. radio
d. outdoor advertising
e. magazines
80. Soft drink companies advertise that their products beat the competition in national “taste tests,” and they refer to the
rival brands by name. This type of advertising is best described as
a. pioneer.
b. competitive.
c. comparative.
d. defensive.
e. selective.
Scenario 16.1
Use the following to answer the questions.
The Toyota Corporation is developing its promotional plan for the coming year and is considering several types of
advertising to communicate its messages. Toyota will likely advertise its vehicle, the Venza, on TV, on its website, in
major national magazines, and through Facebook. It is possible that the ads could focus on the features of the Venza and
its most likely competitor, the Ford Edge. Other forms of advertising that can be considered are ads that feature all of the
Toyota brands in a single ad, while mentioning only the Toyota brand and its company’s strengths. Finally, Toyota will
probably continue to advertise updates of its cash cow brands, the Camry and the hybrid versions of its SUVs.
81. Refer to Scenario 16.1. If the ads include both the Venza and the Ford Edge, they would be examples of
a. institutional advertising.
b. public relations.
c. product advertising.
d. comparative advertising.
e. competitive advertising.
82. The two major types of product advertising are
a. institutional and advocacy.
b. pioneer and competitive.
c. competitive and comparative.
d. advocacy and competitive.
e. informative and comparative.
83. 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
a. family behavior recording.
b. individual consumer jury.
c. single-source data.
d. advertisement exposure data.
e. detailed market research.
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84. Refer to Scenario 16.2. 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.
a. arbitrary
b. competition-matching
c. objective-and-task
d. percent-of-sales
e. percent-of-customer
85. Artwork, a major part of most advertisements, consists of the
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.
86. Which of the following is the most important consideration when choosing an event to sponsor?
a. That the product and the event are easily associated.
b. The length and location of the event.
c. When the event occurs.
d. Whether or not the event is a national event.
e. The specific name of the event.
87. The verbal portion of an advertisement, including headlines, body, and signature, is called the
a. artwork.
b. copy.
c. storyboard.
d. layout.
e. script.
88. If a company calls a meeting to announce a major news event, this is known as a
a. media call.
b. press conference.
c. news release.
d. press release.
e. public service announcement.
89. 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
b. objective-and-task
c. competition-matching
d. arbitrary
e. judgmental
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90. The basic issues or selling points that an advertiser wants to include in an advertising campaign is (are) the
a. advertising objectives.
b. target audience objectives.
c. media plan.
d. advertising message.
e. advertising platform.
91. An advertising platform is the
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.
92. A major benefit of using event sponsorship is that it
a. enhances personal selling efforts.
b. provides excellent support for advertisements.
c. can provide large amounts of free media coverage.
d. is cost-free.
e. neutralizes the effects of unfavorable public relations.
93. 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.
a. reliable-appropriation
b. match-competition
c. arbitrary
d. objective-and-task
e. percent-of-sales
94. Which of the following lists forms of competitive advertising?
a. Pioneer, comparative, reminder
b. Reminder, repetitive, reinforcement
c. Comparative, reminder, reinforcement
d. Institutional, product, comparative
e. Product, pioneer, reminder
95. 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 which of the following methods of determining advertising expenditure
levels?
a. Competitive parity
b. Percent of sales
c. Arbitrary
d. Affordability
e. Objective-and-task
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96. An advantage of the arbitrary approach for determining the advertising appropriation is that it is
a. objective.
b. unique.
c. profitable.
d. effective.
e. expedient.
97. A content analysis of an organization’s messages, readability studies, and readership surveys are all tools used to
conduct a(n)
a. consumer survey.
b. public relations audit.
c. environmental audit.
d. communications audit.
e. social audit.
98. 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
a. feature article.
b. public update.
c. news release.
d. media bulletin.
e. publicity stunt.
99. When using the percentage-of-sales approach for determining the advertising appropriation, marketers
a. base their funding on a percentage of the competitors’ sales.
b. multiply the firm’s past sales by a set percentage they want to spend.
c. set sales objectives for the upcoming period and base appropriations on these goals.
d. multiply the firm’s past sales plus a factor for expected changes in sales times a standard percentage.
e. use an industry standard to determine what percentage of their profits they want to allocate to advertising.
100. A single page of typewritten copy that has 300 words or less and describes a company event or product is called a
a. press story.
b. feature article.
c. captioned paragraph.
d. news release.
e. publicity bulletin.
101. 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.
b. media comparison selector.
c. unit-price selector.
d. cost/person index.
e. vehicle/price indicator.
102. Which of the following is not a public relations tool?
a. Feature article
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b. Company magazine
c. News release
d. Annual report
e. Product sample
103. 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
a. use a high level of repetition.
b. buy a really long time slot to get all the information in.
c. be both informal and conversational in tone.
d. use a quick speaker to attract attention to the commercial.
e. say the restaurant’s name and location three separate times.
104. Why should a benchmark statement be included in advertising objectives?
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.
105. 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.
a. flighting
b. continuous
c. pulsing
d. alternating
e. multimedia
106. An advertising platform should consist of issues that are important to consumers. Selling features should be
important to consumers and should be features that
a. competitive products lack.
b. can be seen easily in a photograph.
c. are familiar concepts to those in the target market.
d. competitive products have as well.
e. are reasonably inexpensive to develop.
107. The advertising department for the Pennzoil Corporation is working on a print advertisement for a new product. At
this point, the layout contains a phrase to attract attention, an additional phrase to provide an explanation, an illustration to
show the product, and a paragraph to explain the advantages and benefits of the product. What other important element
should be included?
a. Headline
b. Subheadline
c. Signature
d. Artwork
e. Body copy
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108. The identification of an advertisement’s sponsor is the
a. copy.
b. signature.
c. trademark.
d. layout.
e. subheadline.
109. During which stage of the product life cycle is pioneer advertising most appropriate?
a. introduction
b. growth
c. maturity
d. recession
e. decline
110. 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
a. parallel format.
b. commercial layout.
c. layout procedure.
d. storyboard.
e. visual-impact process.
111. A restaurant chain recently had several customers become sick after eating at one of their locations. In order to
lessen the negative effects of the event, the restaurant should most likely
a. deny that the event occurred at the restaurant
b. blame one of its suppliers for the illnesses
c. facilitate news coverage of the event
d. discourage news coverage of the event
e. shut down the location until the issue is resolved
112. The first stage in the development of any advertising campaign is
a. creating the message.
b. setting the budget.
c. identifying the advertising target audience.
d. defining the advertising objectives.
e. creating the advertising platform.
Scenario 16.1
Use the following to answer the questions.
The Toyota Corporation is developing its promotional plan for the coming year and is considering several types of
advertising to communicate its messages. Toyota will likely advertise its vehicle, the Venza, on TV, on its website, in
major national magazines, and through Facebook. It is possible that the ads could focus on the features of the Venza and
its most likely competitor, the Ford Edge. Other forms of advertising that can be considered are ads that feature all of the
Toyota brands in a single ad, while mentioning only the Toyota brand and its company’s strengths. Finally, Toyota will
probably continue to advertise updates of its cash cow brands, the Camry and the hybrid versions of its SUVs.
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113. Refer to Scenario 16.1. Toyota’s television advertisements for the Venza are examples of _______.
a. publicity
b. institutional advertising
c. product advertising
d. comparative advertising
e. pioneer advertising
114. 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.
b. budget.
c. platform.
d. audience analysis.
e. objectives.
115. The “Got milk?” print campaign is advertising that stimulates demand for a ____, known as ____ advertising.
a. product category; pioneer
b. roduct brand; competitive
c. product category; institutional
d. brand category; pioneer
e. product; comparative
116. Which of the following statements is true about public relations?
a. Publicity is not part of public relations.
b. The most common publicity-based tool is the news release.
c. Marketers can 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.
Scenario 16.2
Use the following to answer the questions.
The State Farm Group includes several companies. Probably the most well-known company in the group is the State Farm
Insurance company, the largest auto and home insurer in the United States. State Farm Insurance provides protection for
approximately 78 million policies on auto, fire, life, and health services. It is also a leading insurer of homes and autos in
Canada. Another company in the State Farm group is the State Farm Bank, which was opened in 2000, beginning State
Farm’s entry into the financial services field. However, the State Farm Bank is not a traditional bank, in that it has no
branch offices and its services are provided through State Farm agents, a call center, the mail, and on the Internet. It
currently serves over 1.9 million bank accounts.
117. Refer to Scenario 16.2. 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
b. arbitrary; competition-matching
c. competition-matching; objective-and-task
d. arbitrary; objective-and-task
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e. objective-and-task; percent–of-sales
118. 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
b. a budget
c. a media plan
d. objectives
e. advertising directives
119. 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
a. reach.
b. repetition.
c. frequency.
d. targeting.
e. exposure.
120. One way for a company to measure the effectiveness of its publicity-based public relations efforts is to
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.
121. 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?
a. costs of precise targeting are high.
b. effects of promotion can be difficult to measure.
c. there are concerns about privacy.
d. the message must be short and simple.
e. there are concerns about security.
122. Carla is stopped by a researcher at a shopping mall and asked what was last television commercial she remembers
seeing was. This is an example of a(n)
a. unaided recall test.
b. pretest.
c. recognition test.
d. aided recall test.
e. memory test.
123. Reinforcement advertising is primarily targeted at
a. new potential target markets.
b. users of competitors’ brands and products.
c. anyone who uses that type of product.
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d. all the stakeholders of an organization.
e. the current users of a particular product.
124. The effectiveness of an advertising campaign can be measured
a. only after the campaign has been carried out completely and results have been tabulated.
b. only before the campaign begins, to prevent unnecessary expenditures.
c. during the campaign to determine whether more or less funds should be allocated, but not after the campaign.
d. several weeks after the beginning of the campaign to determine whether the campaign is headed in the right
direction.
e. before, during, and after the campaign through the use of pretests, inquiries, and posttests.
125. Refer to Scenario 16.1. The advertising mentioned above in which Toyota features all brands of the company would
be an example of
a. competitive advertising.
b. institutional advertising.
c. comparative advertising.
d. pioneer advertising.
e. product advertising.
126. 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
a. public relations.
b. product advertising.
c. advocacy advertising.
d. institutional advertising.
e. comparative advertising.
127. 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
b. Headline; layout
c. Layout; design
d. Layout; storyboard
e. Signature; layout
128. 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
b. pioneer
c. institutional
d. primary
e. target
129. You are a brand manager for a major retailer and you just completed developing a series of advertisements with the
help of your outside ad agency. You are excited about the ads and you are anxious the get the marketing vice president’s
opinion of the ads. Unfortunately, the vice president does not believe the ads will be effective. She wants you to do some
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type of effectiveness evaluation of the ads before the company spends a lot of money running them.
Which of following evaluation techniques should you use?
a. A consumer jury
b. A recognition test
c. An unaided recall test
d. An aided recall test
e. Any type of post test
130. 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?
a. Captioned photograph
b. Feature article
c. Editorial letters
d. Television advertisement
e. Press conference
131. 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.
a. beating
b. alternating
c. flighting
d. continuous with emphasis
e. pulsing
132. An advertiser that wanted to use a medium that allows for good reproduction quality, a long life to its message,
demographic selectivity, and the ability to provide detailed information would likely choose
a. direct mail
b. television
c. radio
d. outdoor advertising
e. magazines
133. 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
b. Credibility
c. Strong news value
d. Follow-up word-of-mouth communications
e. A favorable perception of being endorsed by the media
134. Recognition and recall tests are posttest methods based on
a. mail surveys.
b. memory.
c. inquiries.
d. preferences.
e. in-depth interviews.