Question 1

A difficulty with a manufacturer's using restrictive terms (with regard to media, messages, and minimum purchases) in a vertical cooperative-advertising plan is that these terms often lead to nonuse of such a plan by retailers.

Accepted Answer

Restrictive terms can limit retailers' flexibility and may discourage them from participating in the cooperative-advertising plan, leading to nonuse.

Question 2

Vertical cooperative-advertising programs allow small retailers to use media that would be considered too costly without such cooperative programs.

Accepted Answer

Vertical cooperative-advertising programs involve manufacturers and retailers sharing advertising costs, enabling smaller retailers to afford media placements that would otherwise be too expensive.

Question 3

The proper view of public relations is that it is needed infrequently; crisis fighting is used when bad reports are circulated by the media.

Accepted Answer

Public relations is an ongoing process that involves maintaining a positive image and relationship with the public, not just during crises.

Question 4

Advertising, publicity, personal selling, and sales promotion efforts that are image-directed are considered public relations.

Accepted Answer

The answer of Advertising, publicity, personal selling, and sales promotion...

Question 5

When deciding whether to use publicity, a firm must weigh the benefits of credibility, a mass audience, and low costs versus the lack of control of publicity messages.

Accepted Answer

Publicity can enhance credibility and reach a large audience at a low cost, but firms have limited control over how their messages are presented or interpreted.

Question 6

The lack of control over publicity by a firm means that it is inappropriate for that firm to base most of its promotional plan on this form of promotion.

Accepted Answer

Publicity is often unpredictable and uncontrollable, making it risky for a firm to rely heavily on it for their promotional strategy.

Question 7

To increase sales by a specified percent over the same period last year is the most appropriate objective for an office-equipment manufacturer's public relations efforts.

Accepted Answer

Public relations efforts typically focus on building brand reputation and managing communication rather than directly increasing sales, which is more aligned with marketing and sales objectives.

Question 8

In general, an in-house public relations department has better contacts and expertise than an outside public relations or publicity company.

Accepted Answer

An outside public relations company often has broader industry contacts and specialized expertise due to working with multiple clients across different sectors.

Question 9

Emergency publicity typically requires the use of distributed promotional effort.

Accepted Answer

The answer of Emergency publicity typically requires the use of...

Question 10

It is generally much more difficult to evaluate a public relations campaign's success or failure than an advertising campaign's.

Accepted Answer

The answer of It is generally much more difficult to...

Question 11

a.	Explain the relationship between advertising and public relations for a car manufacturer that has developed a new ecologically-acceptable automobile antifreeze.
b. For this firm, what are the most appropriate objectives for advertising? The most appropriate objectives for public relations?

Accepted Answer

The answer of a.	Explain the relationship between advertising and public...

Question 12

Business consulting firms seldom advertise for clients. Explain this practice in light of the special characteristics of advertising.

Accepted Answer

The answer of Business consulting firms seldom advertise for clients....

Question 13

What are the pros and cons of using an in-house versus an outside advertising agency?

Accepted Answer

The answer of What are the pros and cons of...

Question 14

Compare magazines, daily newspapers, commercial television, and direct mail on the basis of the following:
a. Waste.
b. Reach.
c. Frequency.
d. Message permanence.
e. Clutter.
f. Lead time.

Accepted Answer

The answer of Compare magazines, daily newspapers, commercial television, and...

Question 15

a.	Explain the role of reach, circulation, and passalong rate in media selection.
b. A medium can build circulation via subscriptions and sales of individual copies. Comment on both of these approaches from the perspective of a national advertiser.

Accepted Answer

The answer of a.	Explain the role of reach, circulation, and...

Question 16

Present a basic cooperative-advertising agreement between a manufacturer of stereo equipment and its electronics retailers. Describe the benefits and concerns for each participant.

Accepted Answer

The answer of Present a basic cooperative-advertising agreement between a...

Question 17

Explain how advertising, publicity, personal selling, and sales promotion could be considered as public relations activities.

Accepted Answer

The answer of Explain how advertising, publicity, personal selling, and...

Question 18

a.	Describe the major strengths and weaknesses of publicity versus advertising.
b. Why must publicity be viewed as complementary to advertising and not as a substitute for it?
c. What are the best uses of publicity? Explain your answer.

Accepted Answer

The answer of a.	Describe the major strengths and weaknesses of...

Question 19

How does the development of a public relations plan differ from that of an advertising plan?

Accepted Answer

The answer of How does the development of a public...

Question 20

a.	Describe three methods for evaluating the success or failure of a firm's $200,000 public relations campaign which is intended to stimulate brand awareness for its new line of machine tools.
b. How could a "free" publicity campaign cost a firm $200,000?

Accepted Answer

The answer of a.	Describe three methods for evaluating the success...

Quiz 18: Advertising and Public Relations