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Exam 16: Advertising and Public Relations

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Question 21

Multiple Choice

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Which of the following is not an advantage of using publicity-based public relations tools?

A) Control by media personnel of the content and timing of messages
B) Credibility
C) Strong news value
D) Follow-up word-of-mouth communications
E) A favorable perception of being endorsed by the media

F) A) and E)
G) A) and B)

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Question 22

Multiple Choice

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If a company calls a meeting to announce a major news event, this is known as a

A) media call.
B) press conference.
C) news release.
D) press release.
E) public service announcement.

F) C) and E)
G) None of the above

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Question 23

Multiple Choice

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____ provide businesses with copywriters, artists, production coordinators, media experts, researchers, and other highly skilled specialists.

The effectiveness of an advertising campaign can be measured only after the completion of the campaign, when results are tabulated.

Most often, the opinions of a firm's personnel are used to develop the advertising platform.

Publicity is a subset or part of public relations.

Public relations, unlike advertising, is not particularly useful for promoting an organization's image.

What steps should an organization take to be able to deal effectively with negative public relations?

When a company promotes its position on a public issue, this is specifically referred to as ____ advertising.

The "Got milk?" print campaign is advertising that stimulates demand for a ____, known as ____ advertising.

When individuals' behaviors are tracked from television sets to checkout counters using equipment provided by the marketer, this is known as

Advertising departments may use independent research organizations or freelance specialists for some of their projects.

To determine how much money to spend on advertising, marketers for a new brand of caffeinated energy drink decided that they wanted the advertising to create awareness of the new flavor in 80 percent of the energy drink market within one month of introduction. The marketers then determined how much it would cost to reach this goal. This is an example of which one of the following approaches to determining advertising budgets?

Kohl's, a department store featuring clothing and housewares, communicates in news story form about its organization and its efforts to support local children's hospitals. This information is transmitted through mass media at no charge and is therefore called

Rachel is considering advertising her new restaurant on the radio to attract more customers. She knows that in order to attract listeners' attention on the radio it will be important for her to

Which of the following statements is true about public relations?

A marketer's advertising platform should consist of issues that are important to consumers.

Which of the following lists forms of competitive advertising?

Advertisements that promote goods and services are called advocacy advertisements.

An advertising platform should consist of issues that are important to consumers. Selling features should be important to consumers and should be features that