Question 1

Briefly outline the market indications (i.e.when to use)for the following advertising objectives:
a.informative ads
b.comparative ad
c.reminder ads

Accepted Answer

The answer of Briefly outline the market indications (i.e.when to...

Question 2

Which of the following functions is LEAST likely to be performed by a public relations department?
A)product publicity
B)lobbying
C)public affairs
D)investor relations
E)media vehicle selection

Accepted Answer

While media vehicle selection might be relevant to public relations, it is generally the responsibility of the advertising department or an external media agency. The other options are all common functions of a public relations department.

Question 3

Business-to-consumer companies usually ________ more,putting more of their funds into advertising,followed by sales promotion,personal selling and then public relations.In contrast,business-to-business marketers tend to ________ more,putting more of their funds into personal selling,followed by sales promotion,advertising and public relations.

Accepted Answer

The answer of Business-to-consumer companies usually ________ more,putting more of...

Question 4

A promotion strategy that calls for spending a lot on advertising and consumer promotion to build up consumer demand is known as a ________ strategy.

Accepted Answer

The answer of A promotion strategy that calls for spending...

Question 5

________ advertising is used heavily when introducing a new product category as a means of building primary demand.In contrast,________ advertising becomes more important as competition increases.

Accepted Answer

The answer of ________ advertising is used heavily when introducing...

Question 6

Direct mail,catalogues,online marketing and telephone marketing are all examples of ________ ________.

Accepted Answer

The answer of Direct mail,catalogues,online marketing and telephone marketing are...

Question 7

Advertisers should regularly evaluate two types of advertising results: the ________ effects,and the ________ effects.

Accepted Answer

The answer of Advertisers should regularly evaluate two types of...

Question 8

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

Accepted Answer

News features, speeches, and special events are commonly used by public relations professionals to shape and control the image and reputation of their clients. These tools are often used to generate positive media coverage and influence public opinion. While advertising agencies, specialists, media buyers, and planners may also use these tools, they are not typically their primary focus or area of expertise.

Question 9

A public relations specialist for a regional chain of pharmacies regularly contacts members of the local and state-wide media with information about community events and charity fundraisers being sponsored by her company.This is an example of the ________ function of public relations.
A)press relations
B)product publicity
C)public affairs
D)lobbying
E)development

Accepted Answer

Press relations involve the communication and relationship building with members of the media to create positive coverage and publicity for a company or organization. In this case, the public relations specialist is regularly contacting members of the media to promote the company's community events and charity fundraisers, which falls under the press relations function of public relations.

Question 10

The four principal metrics used to measure media effectiveness in current use are ________,________,________ and ________.

Accepted Answer

The answer of The four principal metrics used to measure...

Question 11

________ advertising is important for mature products since it helps to maintain customer relationships and keep consumers thinking about the product.

Accepted Answer

The answer of ________ advertising is important for mature products...

Question 12

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

Accepted Answer

Lobbying is a function of public relations, which concerns maintaining relationships with various stakeholders, including government officials, to influence decisions and regulations. Message strategy refers to the content and tone of communication, press relations are focused on media outlets, and press agencies are organizations that provide news and information services. Mass market strategy is a broad approach to marketing aimed at reaching a large and diverse audience.

Question 13

When considering a print advertisement,the first thing the consumer typically notices is the ________,followed by ________ and finally the ________.

Accepted Answer

The answer of When considering a print advertisement,the first thing...

Question 14

A promotion strategy where the producer promotes the product to wholesalers,the wholesalers promote to retailers and the retailers promote to consumers is known as a ________ strategy.

Accepted Answer

The answer of A promotion strategy where the producer promotes...

Question 15

When non-profit organisations need financial or volunteer support,they often turn to public relations experts to help them in the area of ________.
A)public affairs
B)press relations
C)product publicity
D)development
E)lobbying

Accepted Answer

Development refers to the process of fundraising and soliciting donations for non-profit organisations. Public relations experts can help non-profit organisations in developing and implementing effective fundraising campaigns to acquire both financial and volunteer support.

Question 16

Discuss the ways that companies are leveraging interactive communications technologies to tap consumers for message ideas and actual ads.

Accepted Answer

The answer of Discuss the ways that companies are leveraging...

Question 17

For products that need to be demonstrated,messages on the medium of ________ may have more impact.

Accepted Answer

The answer of For products that need to be demonstrated,messages...

Question 18

________ ________ is typically the company's most expensive promotional tool.

Accepted Answer

The answer of ________ ________ is typically the company's most...

Question 19

Because so many factors affect advertising effectiveness,some controllable and others not,measuring the results of advertising spending remains a(n)________ ________.

Accepted Answer

The answer of Because so many factors affect advertising effectiveness,some...

Question 20

________ ________ refers to the process of creating and placing newsworthy information in the news media to attract attention to a person,product or service.

Accepted Answer

The answer of ________ ________ refers to the process of...

Quiz 11: Communicating Customer Value: Advertising and Public Relations

Briefly outline the market indications (i.e.when to use)for the following advertising objectives: a.informative ads b.comparative ad c.reminder ads

Which of the following functions is LEAST likely to be performed by a public relations department?

A promotion strategy that calls for spending a lot on advertising and consumer promotion to build up consumer demand is known as a ________ strategy.

advertising is used heavily when introducing a new product category as a means of building primary demand.In contrast, advertising becomes more important as competition increases.

Direct mail,catalogues,online marketing and telephone marketing are all examples of .

Advertisers should regularly evaluate two types of advertising results: the effects,and the effects.

News features,speeches and special events are tools of particular value to ________.

A public relations specialist for a regional chain of pharmacies regularly contacts members of the local and state-wide media with information about community events and charity fundraisers being sponsored by her company.This is an example of the ________ function of public relations.

The four principal metrics used to measure media effectiveness in current use are ,, and .

________ advertising is important for mature products since it helps to maintain customer relationships and keep consumers thinking about the product.

Lobbying,or building and maintaining relations with legislators and government officials to influence legislation and regulation,is a function of ________.

When considering a print advertisement,the first thing the consumer typically notices is the ,followed by and finally the .

A promotion strategy where the producer promotes the product to wholesalers,the wholesalers promote to retailers and the retailers promote to consumers is known as a ________ strategy.

When non-profit organisations need financial or volunteer support,they often turn to public relations experts to help them in the area of ________.

Discuss the ways that companies are leveraging interactive communications technologies to tap consumers for message ideas and actual ads.

For products that need to be demonstrated,messages on the medium of ________ may have more impact.

is typically the company's most expensive promotional tool.

Because so many factors affect advertising effectiveness,some controllable and others not,measuring the results of advertising spending remains a(n) .

refers to the process of creating and placing newsworthy information in the news media to attract attention to a person,product or service.