Question 1

The choice of media influences the content and form of the message.

Accepted Answer

A) True 
 B)False

Question 2

Why is the headline of a print advertisement such a critical component of the copy?

Accepted Answer

A)  It determines the final layout design.
B)  It is often the only part of the advertisement that is read.
C)  It takes up the most space.
D)  It links the copy to the signature.
E)  It links the artwork to the signature.F) C) and D)
G) None of the above

Question 3

Why would a marketer conduct a posttest when the advertising campaign has already run and the dollars have already been spent?

Accepted Answer

A marketer would conduct a posttest afte...

Question 4

Product advertising is often used to stimulate demand directly.

Accepted Answer

A) True 
 B)False

Question 5

The total amount of money a marketer allocates for advertising for a specific time period is the

Accepted Answer

A)  marketing budget.
B)  advertising appropriation.
C)  objective-and-task approach.
D)  promotion grant.
E)  finances for advertising.F) C) and E)
G) C) and D)

Question 6

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.

Accepted Answer

A) True 
 B)False

Question 7

The effectiveness of a public relations program is usually measured in terms of sales.

Accepted Answer

A) True 
 B)False

Question 8

____ is a broad set of communication activities used to create and maintain favorable relations between the organization and its stakeholders.

Accepted Answer

A)  Advertising
B)  Selling
C)  A press strategy
D)  Public relations
E)  PublicityF) A) and C)
G) B) and D)

Question 9

An effective approach for dealing with potential unfavorable public relations resulting from a negative event is to discourage news coverage.

Accepted Answer

A) True 
 B)False

Question 10

If a company is perceived positively by the public, employee morale is often higher.

Accepted Answer

A) True 
 B)False

Question 11

As Will Marcum reads the copy for South Beach Hotel's upcoming magazine ad in Southern Living, he worries that no one will spend the time to read all the details of the facilities his resort has to offer. Wanting to have the greatest impact, Will focuses his creative efforts on the

Accepted Answer

A)  copy.
B)  body.
C)  text.
D)  signature.
E)  headline.F) C) and D)
G) B) and D)

Question 12

Advertisements that promote goods and services are called advocacy advertisements.

Accepted Answer

A) True 
 B)False

Question 13

To assume that sales create advertising is incorrect.

Accepted Answer

A) True 
 B)False

Question 14

To announce a major news event, an organization should use a news release.

Accepted Answer

A) True 
 B)False

Question 15

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) B) and C)
G) None of the above

Question 16

A single page of typewritten copy that has 300 words or less and describes a company event or product is called a

Accepted Answer

A)  press story.
B)  feature article.
C)  captioned paragraph.
D)  news release.
E)  publicity bulletin.F) All of the above
G) A) and B)

Question 17

The primary goal of a media planner is to

Accepted Answer

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

Question 18

Radio copy should consist of short, familiar terms.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

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) D) and E)
G) C) and E)

Exam 17: Advertising and Public Relations

If a company is perceived positively by the public, employee morale is often higher.

Correct AnswerverifiedShow Answer

A single page of typewritten copy that has 300 words or less and describes a company event or product is called a

Correct AnswerverifiedShow Answer

The total amount of money a marketer allocates for advertising for a specific time period is the

Correct AnswerverifiedShow Answer

An effective approach for dealing with potential unfavorable public relations resulting from a negative event is to discourage news coverage.

Correct AnswerverifiedShow Answer

To assume that sales create advertising is incorrect.

Correct AnswerverifiedShow Answer

To announce a major news event, an organization should use a news release.

Correct AnswerverifiedShow Answer

Why would a marketer conduct a posttest when the advertising campaign has already run and the dollars have already been spent?

Correct AnswerAnswered by ExamLex AIA marketer would conduct a posttest afte...View AnswerShow Answer

Product advertising is often used to stimulate demand directly.

Correct AnswerverifiedShow Answer

The choice of media influences the content and form of the message.

Correct AnswerverifiedShow Answer

The effectiveness of a public relations program is usually measured in terms of sales.

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

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

Correct AnswerverifiedShow Answer

____ is a broad set of communication activities used to create and maintain favorable relations between the organization and its stakeholders.

Correct AnswerverifiedShow Answer

Why is the headline of a print advertisement such a critical component of the copy?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

The primary goal of a media planner is to

Correct AnswerverifiedShow Answer

Radio copy should consist of short, familiar terms.

Correct AnswerverifiedShow Answer

As Will Marcum reads the copy for South Beach Hotel's upcoming magazine ad in Southern Living, he worries that no one will spend the time to read all the details of the facilities his resort has to offer. Wanting to have the greatest impact, Will focuses his creative efforts on the

Correct AnswerverifiedShow Answer

Advertisements that promote goods and services are called advocacy advertisements.

Correct AnswerverifiedShow Answer

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Answered by ExamLex AI
A marketer would conduct a posttest afte...
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