Question 1

What are the major differences between sales-based and communications-based advertising objectives?

Accepted Answer

The answer of What are the major differences between sales-based...

Question 2

Scenario 17.2
Use the following to answer the questions.
The State Farm Group includes several companies. Probably the most well-known company in the group is the State Farm Insurance company, the largest auto and home insurer in the United States. State Farm Insurance provides protection for approximately 78 million policies on auto, fire, life, and health services. It is also a leading insurer of homes and autos in Canada. Another company in the State Farm group is the State Farm Bank, which was opened in 2000, beginning State Farm's entry into the financial services field. However, the State Farm Bank is not a traditional bank, in that it has no branch offices and its services are provided through State Farm agents, a call center, the mail, and on the internet. It currently serves over 1.9 million bank accounts.
-Refer to Scenario 17.2. If State Farm were to decide that its previous method of appropriating the advertising budget was ineffective, it could decide to allocate 2 percent of its total annual sales to advertising. However, one problem with this method is that

Accepted Answer

A)  it makes the bookkeeping too difficult.
B)  it is tied too closely to sales forecasts.
C)  a sales decline leads to an increase in the advertising appropriation.
D)  a drop in sales would cause a drop in the advertising budget.
E)  competitors may have different advertising objectives.

Question 3

Darcy presents an identification card at the supermarket checkout and has a microcomputer attached to her TV. Information from both of these is sent to a research facility. Darcy is providing

Accepted Answer

A)  family behavior recording.
B)  individual consumer jury.
C)  single-source data.
D)  advertisement exposure data.
E)  detailed market research.

Question 4

Recognition and recall tests are posttest methods based on

Accepted Answer

A)  mail surveys.
B)  memory.
C)  inquiries.
D)  preferences.
E)  in-depth interviews.

Question 5

The most effective method of determining platform issues is to use a survey of

Accepted Answer

A)  personnel within the firm.
B)  individuals at the advertising agency.
C)  customers.
D)  marketers in the industry.
E)  advertising experts.

Question 6

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.

Question 7

If a company calls a meeting to announce a major news event, this is known as a

Accepted Answer

A)  media call.
B)  press conference.
C)  news release.
D)  press release.
E)  public service announcement.

Question 8

Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called ____ advertising.

Accepted Answer

A)  institutional
B)  product
C)  organizational
D)  pioneer
E)  advocacy

Question 9

Institutional advertising and promotional advertising are the two basic categories of advertising.

Accepted Answer

A) True 
 B)False

Question 10

When using the percentage-of-sales approach for determining the advertising appropriation, marketers

Accepted Answer

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 times a standard percentage.
E)  use an industry standard to determine what percentage of their profits they want to allocate to advertising.

Question 11

Advertising is a promotion mix ingredient that is a(n) ____________________ communication.

Accepted Answer

paid form ...

Question 12

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.

Accepted Answer

A)  percent-of-sales
B)  objective-and-task
C)  competition-matching
D)  arbitrary
E)  judgmental

Question 13

The effectiveness of an advertising campaign can be measured

Accepted Answer

A)  only after the campaign has been carried out completely and results have been tabulated.
B)  only before the campaign begins, to prevent unnecessary expenditures.
C)  during the campaign to determine whether more or less funds should be allocated, but not after the campaign.
D)  several weeks after the beginning of the campaign to determine whether the campaign is headed in the right direction.
E)  before, during, and after the campaign through the use of pretests, inquiries, and posttests.

Question 14

The effectiveness of an advertising campaign can be measured only after the completion of the campaign, when results are tabulated.

Accepted Answer

A) True 
 B)False

Question 15

The main problem with using the objective-and-task approach to setting an advertising budget is that

Accepted Answer

A)  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.

Question 16

When individuals' behaviors are tracked from television sets to checkout counters using equipment provided by the marketer, this is known as

Accepted Answer

A)  family behavior recording.
B)  single-source data.
C)  individual consumer jury.
D)  advertisement exposure data.
E)  detailed market research.

Question 17

The limitations in using publicity-based public relations tools stem primarily from the fact that

Accepted Answer

A)  marketers alter the length of publicity releases.
B)  publicity is never properly managed by media personnel.
C)  media personnel consider only unfavorable messages as newsworthy.
D)  it is time-consuming to convince media personnel that the information is newsworthy.
E)  media personnel control the content of the communication.

Question 18

What type of advertising points out a brand's features and advantages that fit consumers but may not be available in other brands?

Accepted Answer

A)  Reminder
B)  Reinforcement
C)  Competitive
D)  Defensive
E)  Institutional

Question 19

The three general types of media schedules are

Accepted Answer

A)  pulsing, beating, and continuous.
B)  short, medium, and long-term.
C)  morning, afternoon, and evening.
D)  pulsing, continuous, and flighting.
E)  light, heavy, and alternating.

Question 20

Pioneer advertising involves describing the features and benefits of a product in contrast to a direct competitor.

Accepted Answer

A) True 
 B)False

Exam 17: Advertising and Public Relations

When individuals' behaviors are tracked from television sets to checkout counters using equipment provided by the marketer, this is known as

Correct Answer
verified

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 Answer
verified

If a company calls a meeting to announce a major news event, this is known as a

Correct Answer
verified

The effectiveness of an advertising campaign can be measured

Correct Answer
verified

Correct Answer
verified

Advertising is a promotion mix ingredient that is a(n) ____________________ communication.

Correct Answer
verified
paid form ...
View Answer

Institutional advertising and promotional advertising are the two basic categories of advertising.

Correct Answer
verified

The most effective method of determining platform issues is to use a survey of

Correct Answer
verified

The main problem with using the objective-and-task approach to setting an advertising budget is that

Correct Answer
verified

Darcy presents an identification card at the supermarket checkout and has a microcomputer attached to her TV. Information from both of these is sent to a research facility. Darcy is providing

Correct Answer
verified

Pioneer advertising involves describing the features and benefits of a product in contrast to a direct competitor.

Correct Answer
verified

The effectiveness of an advertising campaign can be measured only after the completion of the campaign, when results are tabulated.

Correct Answer
verified

The three general types of media schedules are

Correct Answer
verified

The limitations in using publicity-based public relations tools stem primarily from the fact that

Correct Answer
verified

Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called ____ advertising.

Correct Answer
verified

What type of advertising points out a brand's features and advantages that fit consumers but may not be available in other brands?

Correct Answer
verified

Correct Answer
verified

What are the major differences between sales-based and communications-based advertising objectives?

Correct Answer
verified

When using the percentage-of-sales approach for determining the advertising appropriation, marketers

Correct Answer
verified

Recognition and recall tests are posttest methods based on

Correct Answer
verified

Exam 17: Advertising and Public Relations

When individuals' behaviors are tracked from television sets to checkout counters using equipment provided by the marketer, this is known as

Correct AnswerverifiedShow Answer

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

If a company calls a meeting to announce a major news event, this is known as a

Correct AnswerverifiedShow Answer

The effectiveness of an advertising campaign can be measured

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Advertising is a promotion mix ingredient that is a(n) ____________________ communication.

Correct Answerverifiedpaid form ...View AnswerShow Answer

Institutional advertising and promotional advertising are the two basic categories of advertising.

Correct AnswerverifiedShow Answer

The most effective method of determining platform issues is to use a survey of

Correct AnswerverifiedShow Answer

The main problem with using the objective-and-task approach to setting an advertising budget is that

Correct AnswerverifiedShow Answer

Darcy presents an identification card at the supermarket checkout and has a microcomputer attached to her TV. Information from both of these is sent to a research facility. Darcy is providing

Correct AnswerverifiedShow Answer

Pioneer advertising involves describing the features and benefits of a product in contrast to a direct competitor.

Correct AnswerverifiedShow Answer

The effectiveness of an advertising campaign can be measured only after the completion of the campaign, when results are tabulated.

Correct AnswerverifiedShow Answer

The three general types of media schedules are

Correct AnswerverifiedShow Answer

The limitations in using publicity-based public relations tools stem primarily from the fact that

Correct AnswerverifiedShow Answer

Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called ____ advertising.

Correct AnswerverifiedShow Answer

What type of advertising points out a brand's features and advantages that fit consumers but may not be available in other brands?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

What are the major differences between sales-based and communications-based advertising objectives?

Correct AnswerverifiedShow Answer

When using the percentage-of-sales approach for determining the advertising appropriation, marketers

Correct AnswerverifiedShow Answer

Recognition and recall tests are posttest methods based on

Correct AnswerverifiedShow Answer

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paid form ...
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