145. Institutional advertising and promotional advertising are the two basic categories of advertising.
a. True
b. False
146. Advertisements that promote goods and services are called advocacy advertisements.
a. True
b. False
147. Product advertising is often used to stimulate demand directly.
a. True
b. False
Chapter 16 – Advertising and Public Relations
148. If a commercial advertisement compares one brand of laundry detergent to another brand, this is a type of
competitive advertising.
a. True
b. False
149. Pioneer advertising involves describing the features and benefits of a product in contrast to a direct competitor.
a. True
b. False
150. If a restaurant, known for its delicious food and fun entertainment, does not serve alcohol, it is displaying advocacy
advertising.
a. True
b. False
Chapter 16 – Advertising and Public Relations
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.
a. True
b. False
152. Comparative advertisements mention the actual names of competing brands.
a. True
b. False
153. Reinforcement advertising tells current users how to get the most satisfaction from the brand they have chosen.
a. True
b. False
Chapter 16 – Advertising and Public Relations
154. Reminder advertising is not applicable to new products.
a. True
b. False
155. Almost all advertising campaigns are aimed at producing immediate sales.
a. True
b. False
156. Advertising objectives should be stated in clear, precise, and measurable terms.
a. True
b. False
Chapter 16 – Advertising and Public Relations
157. 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
158. A marketer’s advertising platform should consist of issues that are important to consumers.
a. True
b. False
159. The advertising platform consists of the basic issues and selling points that an advertiser wishes to include in the
campaign.
a. True
b. False
Chapter 16 – Advertising and Public Relations
160. The advertising platform is the foundation on which campaign messages are built.
a. True
b. False
161. The advertising budgets for industrial products are usually large relative to the sales of the products.
a. True
b. False
162. When sales go up, advertising should be increased; when sales decline, advertising should be decreased.
a. True
b. False
Chapter 16 – Advertising and Public Relations
163. To assume that sales create advertising is incorrect.
a. True
b. False
164. The arbitrary approach to setting an advertising budget often results in inappropriate spending of the firm’s
resources.
a. True
b. False
165. The choice of media influences the content and form of the message.
a. True
b. False
Chapter 16 – Advertising and Public Relations
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.
a. True
b. False
167. The signature is not part of the verbal portion of an advertisement.
a. True
b. False
168. Radio copy should consist of short, familiar terms.
a. True
b. False
Chapter 16 – Advertising and Public Relations
169. A layout includes only the illustrations used in an advertisement.
a. True
b. False
170. To be unbiased, a member of a consumer jury should not be a present user of the advertised product.
a. True
b. False
171. The effectiveness of an advertising campaign can be measured only after the completion of the campaign, when
results are tabulated.
a. True
b. False
Chapter 16 – Advertising and Public Relations
172. The type of posttest an advertiser uses is affected by the type of advertising objectives set by the advertiser.
a. True
b. False
173. In recall post-testing, respondents are shown the actual advertisement and are asked whether they recognize it.
a. True
b. False
174. Small firms generally depend on local newspapers and radio stations for assistance with advertising efforts.
a. True
b. False
Chapter 16 – Advertising and Public Relations
175. Advertising departments may use independent research organizations or freelance specialists for some of their
projects.
a. True
b. False
176. Ad agencies work jointly with their client firms to develop the ad campaigns.
a. True
b. False
177. Because ad agency personnel are outsiders to their client firms, they may not judge the firm’s product objectively.
a. True
b. False
Chapter 16 – Advertising and Public Relations
178. 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
179. Because ad agencies often get commissions on media purchases, firms can obtain some agency services at
moderate prices.
a. True
b. False
180. Jobs such as specialists, copywriters, artists, media buyers, and technical production coordinators are included in the
public relations department of a large organization.
a. True
b. False
Chapter 16 – Advertising and Public Relations
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.
a. True
b. False
182. Advertising agencies often have more highly skilled people than the advertising departments of firms.
a. True
b. False
183. Small and medium-sized firms never use advertising agencies to produce campaigns for them.
a. True
b. False
Chapter 16 – Advertising and Public Relations
184. Public relations, unlike advertising, is not particularly useful for promoting an organization’s image.
a. True
b. False
185. If a company is perceived positively by the public, employee morale is often higher.
a. True
b. False
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.
a. True
b. False
Chapter 16 – Advertising and Public Relations
187. Event sponsorship can provide companies with a considerable amount of advertising.
a. True
b. False
188. Publicity is a subset or part of public relations.
a. True
b. False
189. To announce a major news event, an organization should use a news release.
a. True
b. False
Chapter 16 – Advertising and Public Relations
190. A feature article is longer than a news release and is written for a particular publication.
a. True
b. False
191. 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
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.
a. True
b. False
Chapter 16 – Advertising and Public Relations
193. The effectiveness of a public relations program is usually measured in terms of sales.
a. True
b. False
194. A major way to reduce unfavorable public relations is to reduce the number of negative events.
a. True
b. False
195. An effective approach for dealing with potential unfavorable public relations resulting from a negative event is to
discourage news coverage.
a. True
b. False
Chapter 16 – Advertising and Public Relations