Question 1

Which of the following is not a public relations tool?

Accepted Answer

A)   Feature article
B)   Company magazine
C)   News release
D)   Annual report
E)   Product sampleF) A) and B)
G) B) and D)

Question 2

The advertising budgets for industrial products are usually large relative to the sales of the products.

Accepted Answer

A) True 
 B)False

Question 3

An advantage of the arbitrary approach for determining the advertising appropriation is that it is

Accepted Answer

A)   objective.
B)   unique.
C)   profitable.
D)   effective.
E)   expedient.F) A) and C)
G) A) and E)

Question 4

Advertising is paid nonpersonal communication transmitted through mass media.

Accepted Answer

A) True 
 B)False

Question 5

The last stage in the development of any advertising campaign is

Accepted Answer

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.F) None of the above
G) A) and B)

Question 6

The cost per thousand (CPM)  indicator shows

Accepted Answer

A)   the cost to expose 1,000 people to a television commercial.
B)   the cost to expose 1,000 people to a one-page magazine advertisement.
C)   the return on investment marketers get for their advertising dollar.
D)   the cost to expose a million people to any type of advertisement.
E)   how one media source compares to a different source for reaching target markets.F) A) and B)
G) A) and D)

Question 7

A content analysis of an organization's messages, readability studies, and readership surveys are all tools used to conduct a(n)

Accepted Answer

A)   consumer survey.
B)   public relations audit.
C)   environmental audit.
D)   communications audit.
E)   social audit.F) C) and D)
G) A) and B)

Question 8

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.

Accepted Answer

A) True 
 B)False

Question 9

The step in developing an advertising campaign that directly precedes campaign execution is

Accepted Answer

A)   defining advertising objectives.
B)   creating the advertising platform.
C)   evaluating advertising effectiveness.
D)   developing a media plan.
E)   creating the advertising message.F) B) and D)
G) C) and D)

Question 10

Compare the competition-matching approach with the arbitrary approach in determining an advertising appropriation. Which method might more easily lead to overspending or underspending on the appropriation?

Accepted Answer

The competition-matching approach is one...

Question 11

Which of the following statements is true about public relations?

Accepted Answer

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.F) B) and D)
G) A) and E)

Question 12

Artwork, a major part of most advertisements, consists of the

Accepted Answer

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.F) C) and E)
G) B) and E)

Question 13

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

Accepted Answer

A)   market share.
B)   dollar sales.
C)   unit sales.
D)   communication.
E)   long-run goals.F) None of the above
G) B) and E)

Question 14

Reinforcement advertising is primarily targeted at

Accepted Answer

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.F) A) and B)
G) C) and D)

Question 15

A feature article is longer than a news release and is written for a particular publication.

Accepted Answer

A) True 
 B)False

Question 16

If researchers at Merck Pharmaceuticals develop a cure for prostate cancer, the best way to announce this to the public and get wide media coverage would be through a

Accepted Answer

A)   captioned paragraph.
B)   press release.
C)   feature article.
D)   sponsorship.
E)   press conference.F) All of the above
G) None of the above

Question 17

Ad agencies and firms usually work together when creating an ad campaign because the agencies would act too subjectively on their own.

Accepted Answer

A) True 
 B)False

Question 18

Native advertising and content marketing are the same thing.

Accepted Answer

A) True 
 B)False

Question 19

An advertising campaign is typically developed by an individual or a few persons within the firm, an advertising department within the organization, or

Accepted Answer

A)   an advertising agency.
B)   a group of media specialists.
C)   a group of multi-skilled managers.
D)   a "special projects" group.
E)   freelance advertising consultants.F) C) and E)
G) A) and B)

Question 20

A consumer jury is a

Accepted Answer

A)   group of consumers who have purchased the product before and can 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.F) B) and C)
G) A) and B)

Exam 17: Advertising and Public Relations

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

Correct AnswerverifiedShow Answer

The last stage in the development of any advertising campaign is

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

Artwork, a major part of most advertisements, consists of the

Correct AnswerverifiedShow Answer

A content analysis of an organization's messages, readability studies, and readership surveys are all tools used to conduct a(n)

Correct AnswerverifiedShow Answer

An advertising campaign is typically developed by an individual or a few persons within the firm, an advertising department within the organization, or

Correct AnswerverifiedShow Answer

A consumer jury is a

Correct AnswerverifiedShow Answer

The cost per thousand (CPM) indicator shows

Correct AnswerverifiedShow Answer

The step in developing an advertising campaign that directly precedes campaign execution is

Correct AnswerverifiedShow Answer

Native advertising and content marketing are the same thing.

Correct AnswerverifiedShow Answer

An advantage of the arbitrary approach for determining the advertising appropriation is that it is

Correct AnswerverifiedShow Answer

Which of the following is not a public relations tool?

Correct AnswerverifiedShow Answer

If researchers at Merck Pharmaceuticals develop a cure for prostate cancer, the best way to announce this to the public and get wide media coverage would be through a

Correct AnswerverifiedShow Answer

The advertising budgets for industrial products are usually large relative to the sales of the products.

Correct AnswerverifiedShow Answer

A feature article is longer than a news release and is written for a particular publication.

Correct AnswerverifiedShow Answer

Which of the following statements is true about public relations?

Correct AnswerverifiedShow Answer

Ad agencies and firms usually work together when creating an ad campaign because the agencies would act too subjectively on their own.

Correct AnswerverifiedShow Answer

Advertising is paid nonpersonal communication transmitted through mass media.

Correct AnswerverifiedShow Answer

Compare the competition-matching approach with the arbitrary approach in determining an advertising appropriation. Which method might more easily lead to overspending or underspending on the appropriation?

Correct AnswerverifiedThe competition-matching approach is one...View AnswerShow Answer

Reinforcement advertising is primarily targeted at

Correct AnswerverifiedShow Answer

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The competition-matching approach is one...
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