Chapter 18 – Advertising and Public Relations – Test Bank

| August 14, 2017

Chapter 18 – Advertising and Public Relations
1. Describe the major types of
advertising, and discuss how they differ.
2. What are the important issues to
consider when developing advertising objectives?
3. What are the major differences
between sales-based and communications-based advertising objectives?
4. What is an advertising platform?
What is the best way to develop a platform?
5. Compare the competition-matching
approach with the arbitrary approach in determining an advertising appropriation.
Which method might more easily lead to overspending or underspending on the
appropriation?
6. What are the major components of a
media plan? What limitations must be considered as the media plan is
implemented?
7. Why are headlines important?
8. What are the major components of
artwork?
9. Why would a marketer conduct a
posttest when the advertising campaign has already run and the dollars have
already been spent?
10. What are the advantages of
using an advertising agency to develop an advertising campaign?
11. What is public relations and for what
purposes is it used?
12. Discuss how event sponsorship can be
used as a public relations tool.
13. Identify and describe four
publicity-based public relations tools.
14. What approaches can be used to
evaluate the effectiveness of public relations programs?
15. What steps should an organization take
to be able to deal effectively with negative public relations?
16. Advertising is a promotion mix
ingredient that is a _________ communication.
17. Advertising
that aims to create a more favorable view of a company as a whole in the eyes
of various stakeholders is called __________ advertising.
a) institutional
b) product
c) organizational
d) pioneer
e) advocacy
18. First Union Bank airs a series of
radio ads that claim, “We are the friendly bank.” This campaign would bestbe
described as __________ advertising.
a) pioneer
b) target
c) product
d) institutional
e) comparative
19. The University of Iowa runs a series
of ads throughout the Midwest on how friendly and helpful its faculty, staff,
and students are as well as how outstanding its academic programs are. This
type of promotion would best be characterized as
a) public relations.
b) product advertising.
c) advocacy advertising.
d) institutional advertising.
e) comparative advertising.
20. When a company promotes its position
on a public issue, this is specifically referred to as ______ advertising.
a) institutional
b) product
c) advocacy
d) issue
e) competitive

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