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.
a. reinforcement
b. advocacy
c. comparative
d. reminder
e. institutional
31. 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.
d. all the stakeholders of an organization.
e. the current users of a particular product.
Chapter 16 – Advertising and Public Relations
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
b. offensive
c. comparative
d. institutional
e. defensive
33. 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 at whom advertisements are aimed.
d. overall goal of the advertising campaign.
e. sales objective to be achieved by the campaign.
Chapter 16 – Advertising and Public Relations
34. 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.
35. The last stage in the development of any advertising campaign is:
a. creating the advertising platform.
b. developing the media plan.
c. creating the advertising message.
d. evaluating the effectiveness of advertising.
e. defining the advertising objectives.
Chapter 16 – Advertising and Public Relations
36. After the target audience for an advertising campaign has been identified and analyzed, marketers should then
proceed by:
a. creating the advertising platform.
b. determining the financial resources available.
c. defining the advertising objectives.
d. developing a media plan.
e. creating an advertising message.
37. After the advertising budget is determined, the next step in creating an advertising campaign is:
a. creating the advertising message.
b. creating the advertising platform.
c. evaluating the advertising objectives.
d. executing the campaign.
e. developing the media plan.
Chapter 16 – Advertising and Public Relations
38. 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.
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) _____.
a. target audience goal
b. advertising platform
c. percent-of-sales approach
d. advertising objective
e. media plan goal
Chapter 16 – Advertising and Public Relations
40. When developing an advertising campaign, benchmarks need to be included in the _____.
a. campaign platform.
b. evaluation of the advertising effectiveness.
c. statement of advertising objectives.
d. media plan.
e. budget.
41. 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.
Chapter 16 – Advertising and Public Relations
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
b. a budget
c. a media plan
d. objectives
e. advertising directives
43. DanisresponsiblefordevelopingthepromotionalcampaignforUnderArmour’snewlineoffootwearforteens.
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
b. sales
c. demand
d. market
e. survey
Chapter 16 – Advertising and Public Relations
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 _____.
a. market share
b. dollar sales
c. unit sales
d. communication
e. long-run goals
45. 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. group of customers on whom research is conducted regarding the use of the product being advertised.
Chapter 16 – Advertising and Public Relations
46. The basic issues or selling points that an advertiser wants to include in an advertising campaign form the:
a. advertising objectives.
b. target audience objectives.
c. media plan.
d. advertising message.
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 _____.
a. advertising appropriation
b. objective-and-task approach
c. advertising platform
d. advertising objective
e. advertising budget
Chapter 16 – Advertising and Public Relations
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?
a. Determining the appropriations
b. Creating the platform
c. Identifying the target
d. Defining objectives
e. Developing the media plan
49. 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.
Chapter 16 – Advertising and Public Relations
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 _____.
a. opinions of personnel within the firm
b. opinions of advertising experts
c. a survey of customers
d. opinions of expert marketers in the industry
e. a chart that compares the issues addressed by the advertising campaign of a competing brand with that of
the brand to be advertised
51. What is an advertising platform most commonly based upon?
a. The opinions of employees within the firm or the advertising agency
b. Data collected from past marketing research about the brand
c. Customer surveys about what they consider the most important issues
d. Retailer information about potential consumers of the product
e. The advertising appropriation for that particular ad campaign
Chapter 16 – Advertising and Public Relations
52. The total amount of money a marketer allocates for advertising for a specific time period is the _____.
a. media plan
b. advertising appropriation
c. objective-and-task approach
d. promotion grant
e. advertising platform
53. Advertising appropriations are largest for _____.
a. business products
b. convenience goods
c. high-priced products
d. specialty goods
e. books
Chapter 16 – Advertising and Public Relations
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.
a. reliable-appropriation
b. match-competition
c. arbitrary
d. objective-and-task
e. percent-of-sales
55. The main problem with using the objective-and-task approach to setting an advertising budget is that:
a. it is based on the idea that sales create advertising rather than advertising creates sales.
b. it often results in overspending or underspending of the firm’s resources.
c. it does not achieve full potential in terms of stimulating demand.
d. the marketer may experience difficulty when trying to estimate accurately the level of effort needed to
achieve goals.
e. it is difficult to determine the objectives of the campaign.
Chapter 16 – Advertising and Public Relations
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.
a. competitive parity
b. percent of sales
c. arbitrary
d. affordability
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
b. percent of sales
c. competition matching
d. arbitrary allocation
e. past-year comparison
Chapter 16 – Advertising and Public Relations
58. 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 by a standard percentage.
e. use an industry standard to determine what percentage of their profits they want to allocate to advertising.
59. If Target were to base its advertising appropriation on the amount that Walmart spends, it would be using the
_____ approach.
a. objective-and-task
b. percent-of-sales
c. industry-standard
d. arbitrary
e. competition-matching
Chapter 16 – Advertising and Public Relations
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
b. objective-and-task
c. competition-matching
d. arbitrary
e. judgmental
61. Alan is the CEO of Greensprings Landscaping Corp. At the recent budget planning meeting, Alan stated that last
year’ssalesweredownfromthepreviousperiod.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
b. executive decision process
c. objective-and-task approach
d. percentage-of-sales approach
e. competition-matching approach
Chapter 16 – Advertising and Public Relations
62. An advantage of the percent-of-sales approach for determining the advertising appropriation is that _____.
a. it is objective
b. marketers can accurately estimate the level of effort needed to attain certain objectives.
c. it is scientific
d. it is logical and inexpensive
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.
a. advertisement-allocation
b. media
c. arbitrary allocation
d. objective-and-task
e. percent-of-sales
Chapter 16 – Advertising and Public Relations
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) _____.
a. advertising plan
b. media plan
c. advertising message
d. advertising appropriation
e. media platform
65. The primary goal of a media planner is to:
a. choose the best commercial spots available.
b. develop a message that works well with the firm’s target market.
c. achieve the appropriate message reach and frequency.
d. use a wide variety of media to ensure the entire target audience is exposed.
e. reach the largest number of people in the target market within the budget constraints.
Chapter 16 – Advertising and Public Relations
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 _____.
a. frequency
b. exposure
c. reach
d. targeting
e. push
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 _____.
a. reach
b. repetition
c. frequency
d. targeting
e. exposure
Chapter 16 – Advertising and Public Relations
68. Which of the following statements applies to media planning?
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.
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
b. media comparison selector
c. unit-price selector
d. cost/person index
e. vehicle/price indicator
Chapter 16 – Advertising and Public Relations