MKTG 409 Chapter 17

Which of the following focuses on a product category rather than a specific brand? a. product advertising b. pioneer advertising c. competitive advertising d. comparative advertising e. advocacy advertising

Which of the following contrasts the promoted brand with one or more identified competing brands on the basis of one or more product characteristics? a. institutional advertising b. competitive advertising c. pioneer advertising d. comparative advertising e. product advertising

Digital advertising that matches the appearance and purpose of the content in which it is embedded is called _____. a. reinforcement advertising b. competitive advertising c. institutional advertising d. product advertising e. native advertising

The group of people at whom advertisements are aimed is called the _____. a. client public b. target market c. market segment d. target public e. target audience

Which of the following appropriation techniques is most logical? a. objective-and-task approach b. status quo approach c. percent-of-sales approach d. competition-matching approach e. arbitrary approach

Hallmark is using a strategy of running advertisements for set periods of time, alternating with periods in which no ads run. This is best described as _____. a. flighting b. continuous c. layout d. recall e. pulsing

The most critical copy in an advertisement is the _____. a. signature b. layout c. body copy d. headline e. subheadline

ACME Corp. is evaluating the effectiveness of a recent campaign by showing selected consumers the actual advertisement and asking whether they recognize it. ACME is probably using which method to evaluate its campaign? a. recognition test b. consumer jury c. aided recall test d. pretest e. unaided recall test

Which of the following is NOT one of the developers of an advertising campaign? a. a single individual b. an advertising agency c. an accounting firm d. the firm's advertising department e. a few people within the firm

Which of the following is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders? a. public relations b. sales promotion c. advertising campaign d. personal selling e. advertising

Which of the following publicity-based public relations tool is most common? a. press conference b. letters to the editor c. feature article d. captioned photograph e. news release

Which of the following is NOT a public relations tool? a. TV commercial b. executive speech c. event sponsorship d. news release e. managed social media account

Whenever ACME Corp. introduces a new product, it sends out a single page with typewritten copy containing fewer than 300 words and describing a company event or product called a(n) _____ and a photograph with a brief description explaining its contents, called a(n)_______. a. event sponsorship; captioned photograph. b. press release; even sponsorship. c. press release; captioned photograph. d. feature article; captioned photograph. e. press release; TV commercial.

Which of the following is used to assess an organization's image among the public or to evaluate the effect of a specific public relations program? a. public relations audit b. environmental scanning c. social audit d. environmental monitoring e. communications audit

To prevent unfavorable public relations or at least lessen its effect, the first thing a firm should do is _____. a. send inconsistent brand messages and images b. nothing at all because bad things just happen c. implement safety programs, inspections, training, and effective quality control procedures d. scapegoat e. apologize