Advertising And Public Relations

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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

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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

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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

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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

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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

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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
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Question 7
Essay

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

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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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