Question 1

Trainstar, a sportswear equipment manufacturer, releases a new line of energy drinks called VitaZing. The television ad for the energy drink shows people jogging, working out in a gym, and doing aerobics. The actors then take a break to drink VitaZing, which visibly re-energizes them and leads them to continue exercising. Which advertising methods most likely used in the VitaZing ad?

Accepted Answer

A)   personality symbol
B)   scientific evidence
C)   testimonial evidence
D)   technical expertise
E)   lifestyleF) C) and E)
G) A) and B)

Question 2

In an effort to better engage its younger consumers, Adidas relies entirely on digital and social media.

Accepted Answer

A) True 
 B)False  True

Question 3

Traditional mass media still make up a majority of today's media mixes.

Accepted Answer

A) True 
 B)False

Question 4

Rather than just creating and placing "TV ads" or "print ads" or "Snapchat branded stories," many marketers now view themselves more broadly as managers.

Accepted Answer

A)   integrated marketing communication
B)   direct marketing
C)   social media marketing
D)   content marketing
E)   multi-media marketingF) B) and E)
G) A) and E)

Question 5

In any medium, the relevance of advertising content to an audience is less important than how many people the advertisement reaches.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is a disadvantage of using a magazine as an advertising medium?

Accepted Answer

A)   It has low geographic selectivity.
B)   It consists of low-quality reproduction.
C)   It has low credibility and image.
D)   It involves high costs.
E)   It has a poor pass-along readership.F) A) and E)
G) None of the above D

Question 7

Which of the following is true of public relations?

Accepted Answer

A)   It involves training a dedicated sales force to meet customers.
B)   It provides quick incentives to make product purchases.
C)   It emphasizes news and events rather than sales.
D)   It cannot be used to dramatize a product or company.
E)   It is the most widely used promotional tool.F) B) and D)
G) None of the above

Question 8

The objective of advertising is to build primary demand.

Accepted Answer

A)   informative
B)   comparative
C)   persuasive
D)   personal
E)   reminderF) B) and C)
G) A) and D)

Question 9

How does public relations help in creating an integrated marketing communications system?

Accepted Answer

An integrated marketing communications s...

Question 10

A common PR tool is special events, ranging from news conferences and speeches, brand tours, and sponsorships to multimedia presentations or educational programs designed to reach and interest target publics.

Accepted Answer

A) True 
 B)False

Question 11

The method of setting an advertising budget typically overlooks how promotion affects sales.

Accepted Answer

A)   competitive parity
B)   affordable
C)   objective-and-task
D)   percentage-of-sales
E)   adaptive-controlF) B) and D)
G) B) and C)

Question 12

What are the different functions of a public relations (PR) department?

Accepted Answer

PR departments may perform any or all of...

Question 13

When a company issues a press release to announce a sizable donation to a national charity, it is using to generate goodwill and maintain a positive corporate image.

Accepted Answer

A)   personal selling
B)   public relations
C)   advertising
D)   sales promotion
E)   direct and digital marketingF) C) and D)
G) C) and E)

Question 14

Advertising's goal is to help move consumers through the buying process.

Accepted Answer

A) True 
 B)False

Question 15

Paid media refers to promotional channels owned and controlled by the company, including company websites, corporate blogs, owned social media pages, proprietary brand communities, sales forces, and events.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following media is most suitable for having consumers provide input on product design or features?

Accepted Answer

A)   social media
B)   television
C)   radio
D)   magazines
E)   billboardsF) A) and E)
G) B) and E)

Question 17

The competitive-parity method of setting promotion budgets prevents promotion wars between companies.

Accepted Answer

A) True 
 B)False  False

Question 18

Which statement is most likely true about the affordable method of setting an advertising budget?

Accepted Answer

A)   Spending on advertising is based on a competitor's advertising outlays.
B)   Spending on advertising is based on a predetermined percentage of current or forecasted sales for the year.
C)   Spending on advertising is calculated based on the financial objectives a company wishes to accomplish.
D)   Spending on advertising is calculated after operating expenses and capital outlays are deducted from total revenues.
E)   Spending on advertising is calculated as a percentage of the unit sales price.F) B) and C)
G) B) and D)

Question 19

Which of the following is an example of a firm utilizing public relations as a promotion tool?

Accepted Answer

A)   a firm providing interesting information about a product to the news media
B)   a firm informing customers of special discounts on its website
C)   a firm using its personal sales force at an expo to sell its products
D)   a firm sending its catalog directly to customers through e-mail
E)   a firm using a celebrity to endorse a product in a television commercialF) A) and C)
G) A) and B)

Question 20

Chic Eyewear, a producer of designer eyeglass frames, promotes their new line in national fashion magazines. Chic Eyewear lists the select optical retailers that carry their line at the bottom of their ads. This is an example of
A strategy.

Accepted Answer

A)   publish-subscribe
B)   direct marketing
C)   pull
D)   push
E)   vertical integrationF) B) and C)
G) C) and D)

Exam 12: Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

Correct Answer
verified

In an effort to better engage its younger consumers, Adidas relies entirely on digital and social media.

Correct Answer
verified
True

Traditional mass media still make up a majority of today's media mixes.

Correct Answer
verified

Rather than just creating and placing "TV ads" or "print ads" or "Snapchat branded stories," many marketers now view themselves more broadly as managers.

Correct Answer
verified

In any medium, the relevance of advertising content to an audience is less important than how many people the advertisement reaches.

Correct Answer
verified

Which of the following is a disadvantage of using a magazine as an advertising medium?

Correct Answer
verified
D

Which of the following is true of public relations?

Correct Answer
verified

The objective of advertising is to build primary demand.

Correct Answer
verified

How does public relations help in creating an integrated marketing communications system?

Correct Answer
verified
An integrated marketing communications s...
View Answer

A common PR tool is special events, ranging from news conferences and speeches, brand tours, and sponsorships to multimedia presentations or educational programs designed to reach and interest target publics.

Correct Answer
verified

The method of setting an advertising budget typically overlooks how promotion affects sales.

Correct Answer
verified

What are the different functions of a public relations (PR) department?

Correct Answer
verified
PR departments may perform any or all of...
View Answer

When a company issues a press release to announce a sizable donation to a national charity, it is using to generate goodwill and maintain a positive corporate image.

Correct Answer
verified

Advertising's goal is to help move consumers through the buying process.

Correct Answer
verified

Paid media refers to promotional channels owned and controlled by the company, including company websites, corporate blogs, owned social media pages, proprietary brand communities, sales forces, and events.

Correct Answer
verified

Which of the following media is most suitable for having consumers provide input on product design or features?

Correct Answer
verified

The competitive-parity method of setting promotion budgets prevents promotion wars between companies.

Correct Answer
verified
False

Which statement is most likely true about the affordable method of setting an advertising budget?

Correct Answer
verified

Which of the following is an example of a firm utilizing public relations as a promotion tool?

Correct Answer
verified

Chic Eyewear, a producer of designer eyeglass frames, promotes their new line in national fashion magazines. Chic Eyewear lists the select optical retailers that carry their line at the bottom of their ads. This is an example of A strategy.

Correct Answer
verified

Exam 12: Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

Correct AnswerverifiedShow Answer

In an effort to better engage its younger consumers, Adidas relies entirely on digital and social media.

Correct AnswerverifiedTrue

Traditional mass media still make up a majority of today's media mixes.

Correct AnswerverifiedShow Answer

Rather than just creating and placing "TV ads" or "print ads" or "Snapchat branded stories," many marketers now view themselves more broadly as managers.

Correct AnswerverifiedShow Answer

In any medium, the relevance of advertising content to an audience is less important than how many people the advertisement reaches.

Correct AnswerverifiedShow Answer

Which of the following is a disadvantage of using a magazine as an advertising medium?

Correct AnswerverifiedD

Which of the following is true of public relations?

Correct AnswerverifiedShow Answer

The objective of advertising is to build primary demand.

Correct AnswerverifiedShow Answer

How does public relations help in creating an integrated marketing communications system?

Correct AnswerverifiedAn integrated marketing communications s...View AnswerShow Answer

A common PR tool is special events, ranging from news conferences and speeches, brand tours, and sponsorships to multimedia presentations or educational programs designed to reach and interest target publics.

Correct AnswerverifiedShow Answer

The method of setting an advertising budget typically overlooks how promotion affects sales.

Correct AnswerverifiedShow Answer

What are the different functions of a public relations (PR) department?

Correct AnswerverifiedPR departments may perform any or all of...View AnswerShow Answer

When a company issues a press release to announce a sizable donation to a national charity, it is using to generate goodwill and maintain a positive corporate image.

Correct AnswerverifiedShow Answer

Advertising's goal is to help move consumers through the buying process.

Correct AnswerverifiedShow Answer

Paid media refers to promotional channels owned and controlled by the company, including company websites, corporate blogs, owned social media pages, proprietary brand communities, sales forces, and events.

Correct AnswerverifiedShow Answer

Which of the following media is most suitable for having consumers provide input on product design or features?

Correct AnswerverifiedShow Answer

The competitive-parity method of setting promotion budgets prevents promotion wars between companies.

Correct AnswerverifiedFalse

Which statement is most likely true about the affordable method of setting an advertising budget?

Correct AnswerverifiedShow Answer

Which of the following is an example of a firm utilizing public relations as a promotion tool?

Correct AnswerverifiedShow Answer

Chic Eyewear, a producer of designer eyeglass frames, promotes their new line in national fashion magazines. Chic Eyewear lists the select optical retailers that carry their line at the bottom of their ads. This is an example of A strategy.

Correct AnswerverifiedShow Answer

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True

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D

Correct Answer
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An integrated marketing communications s...
View Answer

Correct Answer
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Correct Answer
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PR departments may perform any or all of...
View Answer

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False

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