Study
Homework Help
Writing
Blog
Pricing
Commerce and BusinessbackBusinessbackPrinciples of MarketingbackPrinciples of MarketingbackPractice Set 45back

Advertising And Public Relations

This question bank verified by Studydeets

Questions Bank

All Questions
Filter by:
Question 1
Free
Multiple Choice

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________ .

Choose correct answer/s
A

sales promotion

B

direct marketing

C

advertising

D

personal selling

E

public relations

Check answer
Question 2
Free
Multiple Choice

Advertising is used mostly by ________ .

Choose correct answer/s
A

governments

B

business firms

C

social agencies

D

independent professionals

E

not-for-profit organizations

Check answer
Question 3
Free
Multiple Choice

Marketing management must make important decisions when developing an advertising program. Which of the following is NOT one of those decisions?

Choose correct answer/s
A

evaluating advertising effectiveness

B

developing advertising strategy

C

setting advertising objectives

D

designing products and distribution

E

setting the advertising budget

Check answer
Question 4
Free
Multiple Choice

Competitive parity and task methods are considered when making decisions about ________ .

Choose correct answer/s
A

sales objectives

B

budget

C

message structure

D

media selection

E

message effectiveness

Check answer
Question 5
Free
True/False

Advertising is the least used of the major promotion tools, although it has great potential for building consumer awareness and reference.

Choose correct answer/s

True

False

Check answer
Question 6
True/False

Advertising is a good way to engage, inform, and persuade, regardless of the objective of the message.

Choose correct answer/s
True
False
To unlock the question
Question 7
Essay

Marketing management must make four important decisions when developing an advertising program. Briefly describe these four decisions.

To unlock the question
Question 8
Multiple Choice

The decisions about impact and engagement of an advertisement fall into the category of ________ decisions.

Choose correct answer/s
A
sales objectives
B
budget
C
message
D
media
E
advertising evaluations
To unlock the question
Question 9
Multiple Choice

An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________ .

Choose correct answer/s
A
reciprocate
B
compete
C
remind
D
explain
E
suggest
To unlock the question
Question 10
Multiple Choice

Advertising objectives should be based on the marketing mix, positioning, and ________ .

Choose correct answer/s
A
differentiation
B
past decisions about the target market
C
costs of different media choices
D
ability to create special events
E
novelty of the product advertised
To unlock the question
Question 11
Multiple Choice

Advertising is a good way to ________ , inform, and persuade.

Choose correct answer/s
A
educate
B
create
C
define
D
engage
E
harvest
To unlock the question
Question 12
Multiple Choice

Which of the following is most likely an objective of informative advertising?

Choose correct answer/s
A
build brand preference
B
change customer perceptions of brand value
C
encourage customers to switch brands
D
suggest new uses for a product
E
keep the brand in customer minds during off-seasons
To unlock the question
Question 13
Multiple Choice

When P&G developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. What type of campaign was most likely used by P&G for the Mr. Clean Magic Eraser?

Choose correct answer/s
A
informative advertising
B
persuasive advertising
C
reminder advertising
D
developmental advertising
E
comparative advertising
To unlock the question
Question 14
Multiple Choice

When the advertising objective is to build primary demand for a new product category, ________ advertising will most likely be used.

Choose correct answer/s
A
persuasive
B
informative
C
comparative
D
patronage
E
institutional
To unlock the question
Question 15
Multiple Choice

Which of the following is an objective of persuasive advertising?

Choose correct answer/s
A
communicate customer value
B
correct false impressions
C
describe available services and support
D
keep the brand in a customer's mind during off-seasons
E
engage customers and create brand community
To unlock the question
Question 16
Multiple Choice

________ becomes more important as competition increases. With this type of advertising, a company's objective is to build selective demand.

Choose correct answer/s
A
Institutional advertising
B
Informative advertising
C
Reminder advertising
D
Not-for-profit advertising
E
Persuasive advertising
To unlock the question
Question 17
Multiple Choice

Persuasive advertising becomes ________ advertising when a company directly or indirectly compares its brand with one or more other brands.

Choose correct answer/s
A
informative
B
reminder
C
attack
D
covert
E
institutional
To unlock the question
Question 18
Multiple Choice

Comparative advertising is also known as ________ advertising.

Choose correct answer/s
A
attack
B
institutional
C
covert
D
reminder
E
informative
To unlock the question
Question 19
Multiple Choice

When Verizon Wireless began offering the iPhone, it used its "Can you hear me now?" slogan to attack AT&T's rumored spotty service. This example best illustrates ________ .

Choose correct answer/s
A
informative advertising
B
reminder advertising
C
comparative advertising
D
covert advertising
E
institutional advertising
To unlock the question
Question 20
Multiple Choice

Encouraging customers to switch brands is most likely the objective of ________ advertising.

Choose correct answer/s
A
informative
B
reminder
C
covert
D
persuasive
E
institutional
To unlock the question