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154. 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
155. A marketer's advertising platform should consist of issues that are important to consumers.
a.
True
b.
False
156. The advertising platform consists of the basic issues and selling points that an advertiser wishes to include in the
campaign.
a.
True
b.
False
157. The advertising platform is the foundation on which campaign messages are built.
a.
True
b.
False
158. Most often, the opinions of a firm's personnel are used to develop the advertising platform.
a.
True
b.
False
159. The advertising budgets for industrial products are usually large relative to the sales of the products.
a.
True
b.
False
160. When sales go up, advertising should be increased; when sales decline, advertising should be decreased.
a.
True
b.
False
161. To assume that sales create advertising is incorrect.
a.
True
b.
False
162. The arbitrary approach to setting an advertising budget often results in inappropriate spending of the firm's resources.
a.
True
b.
False
163. The choice of media influences the content and form of the message.
a.
True
b.
False
164. 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
165. The signature is not part of the verbal portion of an advertisement.
a.
True
b.
False
166. Radio copy should consist of short, familiar terms.
a.
True
b.
False
167. A layout includes only the illustrations used in an advertisement.
a.
True
b.
False
168. To be unbiased, a member of a consumer jury should not be a present user of the advertised product.
a.
True
b.
False
169. The effectiveness of an advertising campaign can be measured only after the completion of the campaign, when
results are tabulated.
a.
True
b.
False
170. The type of posttest an advertiser uses is affected by the type of advertising objectives set by the advertiser.
a.
True
b.
False
171. In unaided recall posttesting, respondents are shown the actual advertisement and are asked whether they recognize
it.
a.
True
b.
False
172. Small firms generally depend on local newspapers and radio stations for assistance with advertising efforts.
a.
True
b.
False
173. Advertising departments may use independent research organizations or freelance specialists for some of their
projects.
a.
True
b.
False
174. Ad agencies usually work jointly with the firms to develop the ad campaigns.
a.
True
b.
False
175. Because ad agency personnel are outsiders to the firms, they may not judge the firm's product objectively.
a.
True
b.
False
176. 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
177. Because ad agencies often get commissions on media purchases, firms can obtain some agency services at moderate
prices.
a.
True
b.
False
178. 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
179. Advertising agencies often have more highly skilled people than the advertising departments of firms.
a.
True
b.
False
180. Small and medium-sized firms never use advertising agencies to produce campaigns for them.
a.
True
b.
False
181. Public relations, unlike advertising, is not particularly useful for promoting an organization's image.
a.
True
b.
False
182. If a company is perceived positively by the public, employee morale is often higher.
a.
True
b.
False
183. 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
184. Event sponsorship can provide companies with a considerable amount of free media coverage.
a.
True
b.
False
185. Publicity is a subset or part of public relations.
a.
True
b.
False
186. To announce a major news event, an organization should use a news release.
a.
True
b.
False
187. A feature article is longer than a news release and is written for a particular publication.
a.
True
b.
False
188. 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
189. 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
190. The effectiveness of a public relations program is usually measured in terms of sales.
a.
True
b.
False
191. A major way to reduce unfavorable public relations is to reduce the number of negative events.
a.
True
b.
False
192. An effective approach for dealing with potential unfavorable public relations resulting from a negative event is to
discourage news coverage.
a.
True
b.
False
193. 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.
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
194. 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
195. You are the head of marketing for a major oil company based in the United States. Recently, your company was
involved in a major oil spill off the coast of Texas where millions of barrels of crude oil were accidentally released into
the Gulf of Mexico. The negative publicity for your company has been fast and furious since the spill occurred. However,
your company took a very proactive approach in managing the disaster and the resulting publicity. Now your CEO wants
to assess how effective the company has been in repairing its image.
Which of the following would you recommend to the CEO?
a.
A communications audit
b.
A customer survey
c.
A public relations audit
d.
A press conference
e.
A social audit
196. 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
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
197. 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
198. 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 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.
199. Public relations materials include which of the following?
a.
Logos
b.
Business cards
c.
Stationery
d.
Newsletters
e.
Signs
200. _____________ identifies changes in public opinion affecting an organization.
a.
A public relations audit
b.
A financial audit
c.
A communications audit
d.
A social audit
e.
Environmental monitoring
201. _____________ 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
202. 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.
