Which of the following objectives of public relations focuses on dealing with
government officials and pending legislation?
a. Giving advice and counsel
b. Lobbying
c. Counteracting negative publicity
d. Preparing internal communications
Common use of social networking brings disclosure issues to different audiences, and
consumers should be aware of some vulnerabilities like loss of information control and
digital vigilance.
a. True
b. False
In the world of advertising, science is never allowed to judge art.
a. True
b. False
What is the first step in implementing the objective-and-task approach?
a. Identifying last year’s sales
b. Determining costs based on a build-up analysis
c. Comparing expenditures against industry benchmarks
d. Calculating a marginal analysis
Scenario43
The Lightning Rod is a fishing rod being introduced by Castaway Sports. At a
preliminary meeting with its agency, the president of Castaway Sports mentions that the
rod can improve casting distance for an average individual by more than 20 percent.
The account executive asks if the president has data to support this, and the president
says “Yes.” The agency proceeds to produce a series of television spots featuring a
wellknown sports celebrity using the rod and rating it as excellent. The spots run on
network television and trumpet the improved casting distance that the rod provides. The
slogan of the spots is “Lightning RodThe Finest Rod Ever Cast.” After about a week, a
competitor questions whether the rods really offer the improved performance Castaway
Sports claims, and decides to file a complaint with the FTC.
The FTC investigates the claim of “20 percent more casting distance” when using the
Lightning Rod. Castaway Sports admits that it has no actual data to support the claim
but believes it to be true. However, the FTC rules that Castaway Sports should stop
airing the ads, and in response the Lightning Rod advertisement was removed. This is
an example of a(n):
a. dissolution.
b. cease-and-desist order.
c. consent order.
d. appropriation.
In the context of social media advertising, paid media are advertisements that can be
purchased on a social network or other digital platforms.
a. True
b. False
A person’s standing in an American society is often based on social stratification, which
reflects the systematic inequalities within that society regarding:
a. caste and gender.
b. cultural engagement and emotional intelligence.
c. wealth, power, education, and status.
d. religious beliefs, morals, and values.
Scenario 15-2
The Sounds Good recording company is getting ready to release the first compact disc
from its newest band, Planet Moon. Sounds Good’s last three releases have been dismal
failures, and the struggling company needs a quick influx of cash. The owners decide to
use sales promotions to move the Planet Moon disc through record stores and into
customers’ hands.
Sounds Good commissions the design of fifty cardboard displays for record stores as
part of a short-term promotional display. This means that the display will be used for a
maximum of ____months.
a. three
b. six
c. twelve
d. sixteen
Gardner’s research indicates that a high level of creativity is tied to a high level of
emotional stability.
a. True
b. False
Scenario1-4
Target, a global discount retailer, generates around 65 billion dollars in sales, annually.
Additionally, the company employs more than 360,000 people worldwide. Target stores
carry just about every major brand imaginable. Additionally, Target carries a number of
its own brands including Market Pantry, Archer Farms, and Up and Up. Each of the
brand labels appears on different products throughout the storefor example, the Archer
Farms label appears on the retailer’s highest quality foods. The Market Pantry label
appears on food items as well, however these items are often sold at a significantly
lower price. The Up and Up label is on a large range of products ranging from paper
products to household cleaning supplies.
In a local newspaper, Target purchases and runs a message that does not refer to any of
the products it carries. Instead, it mentions that employees from each of its national
stores contribute to community projects such as The United Way. This is an example of:
a. corporate advertising.
b. a public service announcement.
c. direct response advertising.
d. advocacy advertising.
A typical markup charge for outside services is five to ten percent.
a. True
b. False
Nielsen Media Research found that much like TV viewers who want to avoid
commercials, the majority of video game players want to eliminate brand placements in
games.
a. True
b. False
The number of people or households that will be exposed to a media vehicle at least one
time during a particular period is referred to as frequency.
a. True
b. False
Advertisers track the youngest child living at home because when the child leaves
home, the consumption patterns of the family changes. This planning criterion is known
as ____ .
a. cultural capital
b. a life-stage variable
c. stratification
d. accessibility bonus
A phone directory like the Yellow Book provides a strong link to consumer buying
allowing people to follow through on their decisions to buy in a practical way.
a. True
b. False
Scenario 18-1
The brewing companies in the U.S. love to use public relations to keep their company
names in the minds of Americans and to promote their many brands of beer and ale.
Both traditional and innovative public relations activitiesusing both traditional and
innovative mediahelp to promote a positive public image, create brand awareness,
highlight the product line, and act as cost-effective ways to enhance the overall IBP
campaign. And these brewers use a variety of objectives and tools that support the field
of public relations.
A public relations firm has designed a website for a large brewing company. It provides
information on all its beverages, with a separate page for each, featuring how each was
imagined, concocted, tested, and named. It offers a contest to name the new fall lager
that will premiere later in the year. With this website, the company’s primary objective
is to:
a. increase public awareness for its brands.
b. increase the selling cost of its products.
c. help the management anticipate public reactions.
d. counteract negative publicity.
The ____ model shows that a brand’s best opportunity for success involves the
overlapping of four important factors: current relevance to the consumer, credibility or
consumer belief in the brand, differentiation or a recognition of uniqueness, and
‘stretch” or the potential for consumer relevance over time.
a. SWOT analysis
b. PEST analysis
c. Symantec brand opportunity
d. Porter’s four corners
By the late 1960s, advertisers had realized that advertisements had become:
a. uncreative.
b. ineffective to increase the sale of products.
c. a symbol of consumption.
d. purely informational in nature.
Which of the following is a similarity between habit and variety seeking?
a. They refer to the tendency of consumers to continue using a brand for many years.
b. They both involve a high degree of brand loyalty.
c. They involve a high degree of emotional connection to a brand.
d. They occur in settings where a decision isn”t involving.
Which of the following is one of the four major aspects of advertising that lower the
overall cost of products, according to proponents?
a. Market segmentation
b. Operating costs
c. Inelasticity of demand
d. Economies of scale
Scenario5-4
Torque, a car manufacturer, aims to make its slogan “Burn Rubber” known to every
individual in a way that they immediately associate it with the firm. The company has
created a social media page where almost a thousand fans have registered. However,
there are two competitors who advertise the same features as those of Torque’s cars. The
firm has a large number of customers who think it manufactures the best cars and there
is no other manufacturer better than Torque.
A lot of fans have joined Torque’s media page. This is an example of a _____.
a. life-stage variable
b. variety seeking process
c. brand community
d. advertising clutter
Haley Inc. is a company that manufactures products for babies and toddlers. It’s
advertising campaigns have carried various slogans over the years, but they have all
revolved around the same thematic core. This is an example of consistent positioning
approach.
a. True
b. False
Scenario2-2
Brush Strokes is an art supply store located in a town with a population of about
100,000 people. The town is also home to a major State University. Brush Strokes gets
a majority of its business from the student population. It uses the services of a local
full-service advertising agency to promote themselves. A large part of its marketing
budget has been used in running small advertisements in the local and school
newspapers at the beginning of each term. The advertising agency is now
recommending that Brush Strokes devote a majority of its budget to running television
spots during broadcasts of the University’s football and basketball games. While the
owners of Brush Strokes agree that they could be doing a better job of reaching a larger
portion of the student population, they have not come to any conclusions about the best
way to accomplish this.
The owners of Brush Strokes are concerned that their agency may be recommending
television advertising because it would be profitable for the agency. Brush Strokes can
avoid paying for ineffective advertising campaigns by changing to a system of
compensation.
a. commission
b. fee
c. pay-for-results
d. markup charge
Which of the following is a form of allowance allowed to retailers and wholesalers?
a. Free premiums
b. Rebates
c. Slotting fees
d. Push money
Which of the following women would make the best connector for a company?
a. A woman who is meticulous and likes to shop
b. A woman who is outgoing and likes to make friends
c. A woman who is imaginative and likes craft making
d. A woman who works in a library, is intelligent, and introverted
The main restriction of direct mail sweepstakes, as imposed by Congress, involves the
requirement that they are randomly and fairly distributed to a wide range of
communities and addresses throughout the 50 states.
a. True
b. False
An advertising agency develops a humorous advertisement campaign for a client.
However, some people at the agency are worried that the audience will not understand
the jokes. What type of research can the agency conduct to check if the audience
understands the ad?
a. A communication test
b. Developmental research
c. Secondary research
d. Projective techniques
Eye-tracking technology systems basically measure how long a person gazes at a
particular print ad or a particular part of the ad.
a. True
b. False
Which of the following is an important aspect of sponsorship assessment?
a. Judging whether a brand is receiving loyalty dividend
b. Measuring the overlap between an event’s participants and the marketer’s target
audience
c. Calculating the opportunities in associating brands with the distinctive images of
various sports
d. Remaining aggressive with event sponsorship campaigns
Characteristics and traits such as age, gender, race, marital status, income, education,
and occupation are widely used in ____segmentation.
a. geographic
b. psychographic
c. competitive
d. demographic
Below-the-line promotion is also referred to as____ .
a. big data
b. calculated media
c. unmeasured media
d. above-the-line promotion
A researcher is said to conduct field work when he or she joins in and actually takes
part in the study, usually in a taste test or other form of product testing.
a. True
b. False
The Internet may provide segmented audiences to a point, but it is not really a suitable
format for niche marketing.
a. True
b. False
When an NFL football player begins endorsing a line of energy bars and protein drinks,
he is required to genuinely demonstrate using the product in the advertisement although
does not have to utilize the product in day to day life.
a. True
b. False