Question 1

Scheduling ads unevenly, or ________, builds awareness that is intended to be carried over to the next advertising period.
continuity
pulsing
hard hitting
sequencing
segmenting

Accepted Answer

The answer of Scheduling ads unevenly, or ________, builds awareness...

Question 2

30 Rock and Hockey Night in Canada are both examples of ________, specific media within a general media type.
alternative media
major media
media vehicles
media multitaskers
micromedia

Accepted Answer

The answer of 30 Rock and Hockey Night in Canada...

Question 3

A.Y.McDonald, a manufacturer of pumps and plumbing valves, employs regional salespeople to sell its products to wholesalers and cities.This is an example of ________.
sales promotion
personal selling
public relations
direct marketing
advertising

Accepted Answer

The answer of A.Y.McDonald, a manufacturer of pumps and plumbing...

Question 4

Advertisers are increasingly shifting larger portions of their budgets to media that cost less and target more effectively.Which of the following purchase options ignores this shift?
outdoor advertising
cable television
network television
digital satellite television systems
Internet advertising

Accepted Answer

The answer of Advertisers are increasingly shifting larger portions of...

Question 5

Tara Keegan owns Live Well, a small chain of health stores offering a variety of natural health products and related services.In order to implement integrated marketing communications, Tara has hired a marketing communications director, whose job it will be to ensure that each ________ will deliver a consistent and positive message about the company.
public relations message
brand contact
advertisement
logo
media vehicle

Accepted Answer

The answer of Tara Keegan owns Live Well, a small...

Question 6

The media planner looks both at the total cost of using a medium and at the ________.
cost per thousand persons reached
cost of premium offers
cost of the magazine it is using
opportunity cost
continuity cost

Accepted Answer

The answer of The media planner looks both at the...

Question 7

Lobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is a function of ________.
message strategy
press relations
press agencies
public relations
a mass market strategy

Accepted Answer

The answer of Lobbying, or building and maintaining relations with...

Question 8

La-Z-boy makes recliner armchairs.The company places some of its La-Z-boy chairs in a movie theatre.This is an example of what type of media?
alternative media
major media
media vehicles
media multitaskers
micromedia

Accepted Answer

The answer of La-Z-boy makes recliner armchairs.The company places some...

Question 9

________ means scheduling ads evenly within a given period.________ means scheduling ads unevenly over a given time period.
Pulsing; Continuity
Continuity; Seasonal
Continuity; Pulsing
Pulsing; Seasonal
Sequencing; Routing

Accepted Answer

The answer of ________ means scheduling ads evenly within a...

Question 10

Which of the following functions is least likely to be performed by a public relations department?
product publicity
lobbying
public affairs
investor relations
media vehicle selection

Accepted Answer

The answer of Which of the following functions is least...

Question 11

News features, speeches, and special events are tools of particular value to ________.
advertising agencies
advertising specialists
public relations professionals
media buyers
media planners

Accepted Answer

The answer of News features, speeches, and special events are...

Question 12

An e-mail from Amazon.ca offers free shipping on your next purchase of more than $35.This is an example of ________.
sales promotion
personal selling
public relations
an advertising objective
a push strategy

Accepted Answer

The answer of An e-mail from Amazon.ca offers free shipping...

Question 13

In selecting media vehicles, the planner must balance media costs against several media effectiveness factors.First, the planner should evaluate the media vehicle's ________.
audience quality
audience attention
editorial quality
market coverage
pass-along audience

Accepted Answer

The answer of In selecting media vehicles, the planner must...

Question 14

Advertising programs ________ from country to country.
usually are adapted
remain about the same
are rarely negotiated
are impossible to compare
are usually comparable

Accepted Answer

The answer of Advertising programs ________ from country to country.
usually...

Question 15

When nonprofit organizations need financial or volunteer support, they often turn to public relations experts to help them in the area of ________.
public affairs
press relations
product publicity
development
lobbying

Accepted Answer

The answer of When nonprofit organizations need financial or volunteer...

Question 16

Logos, stationery, brochures, signs, business forms, business cards, buildings, uniforms, and company trucks are all examples of ________ that help a company create an identity the public immediately recognizes.
direct marketing
social marketing
public service activities
corporate identity materials
special events

Accepted Answer

The answer of Logos, stationery, brochures, signs, business forms, business...

Question 17

One way to measure the ________ effects of advertising is to compare past sales with past advertising expenditures.
sales and profit
promotion and cost
communication
loyalty
interest and return

Accepted Answer

The answer of One way to measure the ________ effects...

Question 18

Large companies might use _________ to organize and deliver their advertising strategies.
lower advertising costs
greater global advertising penetration
higher appeal to varying demographics
consistent worldwide image
advertising agencies

Accepted Answer

The answer of Large companies might use _________ to organize...

Question 19

For many years, ________ have dominated the media mix used by national advertisers.
radio and television
television and magazines
direct mail and billboards
radio and digital media
newspapers and direct mail

Accepted Answer

The answer of For many years, ________ have dominated the...

Question 20

When selecting media, the advertiser must decide on the desired qualitative value, known as the ________, of a message through a given medium.
reach
media engagement
media impact
exposure costs
frequency

Accepted Answer

The answer of When selecting media, the advertiser must decide...

Quiz 12: Communicating Customer Value: Advertising and Public Relations

Scheduling ads unevenly, or ________, builds awareness that is intended to be carried over to the next advertising period. continuity pulsing hard hitting sequencing segmenting

30 Rock and Hockey Night in Canada are both examples of ________, specific media within a general media type. alternative media major media media vehicles media multitaskers micromedia

A.Y.McDonald, a manufacturer of pumps and plumbing valves, employs regional salespeople to sell its products to wholesalers and cities.This is an example of ________. sales promotion personal selling public relations direct marketing advertising

Advertisers are increasingly shifting larger portions of their budgets to media that cost less and target more effectively.Which of the following purchase options ignores this shift? outdoor advertising cable television network television digital satellite television systems Internet advertising

The media planner looks both at the total cost of using a medium and at the ________. cost per thousand persons reached cost of premium offers cost of the magazine it is using opportunity cost continuity cost

Lobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is a function of ________. message strategy press relations press agencies public relations a mass market strategy

La-Z-boy makes recliner armchairs.The company places some of its La-Z-boy chairs in a movie theatre.This is an example of what type of media? alternative media major media media vehicles media multitaskers micromedia

means scheduling ads evenly within a given period. means scheduling ads unevenly over a given time period. Pulsing; Continuity Continuity; Seasonal Continuity; Pulsing Pulsing; Seasonal Sequencing; Routing

Which of the following functions is least likely to be performed by a public relations department? product publicity lobbying public affairs investor relations media vehicle selection

News features, speeches, and special events are tools of particular value to ________. advertising agencies advertising specialists public relations professionals media buyers media planners

An e-mail from Amazon.ca offers free shipping on your next purchase of more than $35.This is an example of ________. sales promotion personal selling public relations an advertising objective a push strategy

In selecting media vehicles, the planner must balance media costs against several media effectiveness factors.First, the planner should evaluate the media vehicle's ________. audience quality audience attention editorial quality market coverage pass-along audience

Advertising programs ________ from country to country. usually are adapted remain about the same are rarely negotiated are impossible to compare are usually comparable

When nonprofit organizations need financial or volunteer support, they often turn to public relations experts to help them in the area of ________. public affairs press relations product publicity development lobbying

One way to measure the ________ effects of advertising is to compare past sales with past advertising expenditures. sales and profit promotion and cost communication loyalty interest and return

Large companies might use _________ to organize and deliver their advertising strategies. lower advertising costs greater global advertising penetration higher appeal to varying demographics consistent worldwide image advertising agencies

For many years, ________ have dominated the media mix used by national advertisers. radio and television television and magazines direct mail and billboards radio and digital media newspapers and direct mail

When selecting media, the advertiser must decide on the desired qualitative value, known as the ________, of a message through a given medium. reach media engagement media impact exposure costs frequency