Question 1

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

a. The major strength of publicity is it...

Question 2

An example of a horizontal cooperative advertising is

Accepted Answer

A)   a contract between a franchisor and franchisee covering national advertising.
B)   a contract among tenants of a regional shopping center to jointly promote a special Thanksgiving Day sale.
C)   point-of-purchase materials provided to several retailers by a wholesaler.
D)   a rebate offer to final consumers promoted by a retailer.

Question 3

All firms should develop contingency plans to deal with negative publicity.

Accepted Answer

A) True 
 B)False

Question 4

Because media are not paid for publicity, the overall costs of a publicity program for a company are virtually zero.

Accepted Answer

A) True 
 B)False

Question 5

A manufacturer and retailer would agree to share advertising costs in what type of advertising agreement?

Accepted Answer

A)   Distributed ads
B)   Horizontal cooperative advertising
C)   Vertical cooperative advertising
D)   Pull strategy

Question 6

A goal for advertising, in terms of its relationship with personal selling, is to

Accepted Answer

A)   close the sale.
B)   counter objections.
C)   provide specialized information to special customers.
D)   obtain audience awareness and liking for a firm's brands.

Question 7

Marketers have the LEAST degree of control with which promotional form?

Accepted Answer

A)   Subliminal advertising
B)   Publicity
C)   Public relations
D)   Personal selling

Question 8

For print media, the components of reach are

Accepted Answer

A)   circulation and waste.
B)   circulation and passalong rate.
C)   total circulation and the size of the target market.
D)   subscription and newsstand sales.

Question 9

For 2010 projections, newspapers and television are the two most preferred media (in terms of advertising expenditures) in the United States.

Accepted Answer

A) True 
 B)False

Question 10

Which of these is NOT a major potential benefit of a vertical cooperative-advertising agreement for a small retailer?

Accepted Answer

A)   It can conduct more advertising than planned.
B)   It can emphasize a well-known manufacturer's name in ads.
C)   It can gain access to professionally prepared ad materials.
D)   It can have flexibility in developing and using messages.

Question 11

For broadcast media, reach is comprised of both circulation and passalong rate.

Accepted Answer

A) True 
 B)False

Question 12

The medium with the highest passalong rate is

Accepted Answer

A)   magazines.
B)   daily newspapers.
C)   network television.
D)   cable television.

Question 13

The Following Questions are linked to this scenario: A small manufacturer of personal computers has two target market groups of customers: local and national. The local customers consist of people who live or work within a 7-mile radius of the store. Many are past customers who now seek to upgrade their equipment. The second target market consists of customers who are much more geographically dispersed.
-Which medium is most appropriate for targeted ad messages aimed at past customers who seek to upgrade their equipment?

Accepted Answer

A)   Direct mail
B)   Telephone directories
C)   Outdoor
D)   Daily newspaper

Question 14

A good public relations program

Accepted Answer

A)   has a contingency plan for company personnel to handle potential negative publicity.
B)   ignores requests for information regarding negative events from media.
C)   applies pressure to media by reducing advertising when those media run negative stories on a firm.
D)   applies pressure to media by engaging in law suits when those media run negative stories on a firm.

Question 15

The credibility of publicity-related messages is high because

Accepted Answer

A)   the media are independent.
B)   the media are paid by the sponsor.
C)   publicity-related messages are long.
D)   people pay more attention to publicity than advertising.

Question 16

Which statement best describes the relationship of advertising, personal selling, publicity, and public relations?

Accepted Answer

A)   Public relations includes all advertising, personal selling, and sales promotion activities that are image-related.
B)   Advertising, public relations, and publicity are always reported in independent media.
C)   Advertising, public relations, and publicity can be either demand- or image-directed.
D)   Advertising, public relations, and publicity are always forms of mass communication.

Question 17

In contrast to an in-house department, an outside agency has many more staff specialists.

Accepted Answer

A) True 
 B)False

Question 18

Which form of advertising responsibility is most likely to be used by a large, diversified firm?

Accepted Answer

A)   One ad agency to handle advertising for all product lines
B)   One ad agency to handle both advertising and public relations for all product lines
C)   A separate ad agency for each major product line
D)   A separate ad agency for each brand

Question 19

Which promotion tool works best with a pulling strategy?

Accepted Answer

A)   Massed promotion
B)   Distributed promotion
C)   Personal selling
D)   Advertising

Question 20

Narrowcasting enables small local retailers to efficiently use national media.

Accepted Answer

A) True 
 B)False

Exam 18: Advertising and Public Relations

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.

Correct Answer
Answered by ExamLex AI
a. The major strength of publicity is it...
View Answer

A good public relations program

Correct Answer
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Correct Answer
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Which of these is NOT a major potential benefit of a vertical cooperative-advertising agreement for a small retailer?

Correct Answer
verified

Marketers have the LEAST degree of control with which promotional form?

Correct Answer
verified

Which form of advertising responsibility is most likely to be used by a large, diversified firm?

Correct Answer
verified

Which promotion tool works best with a pulling strategy?

Correct Answer
verified

For print media, the components of reach are

Correct Answer
verified

For broadcast media, reach is comprised of both circulation and passalong rate.

Correct Answer
verified

In contrast to an in-house department, an outside agency has many more staff specialists.

Correct Answer
verified

The medium with the highest passalong rate is

Correct Answer
verified

For 2010 projections, newspapers and television are the two most preferred media (in terms of advertising expenditures) in the United States.

Correct Answer
verified

Because media are not paid for publicity, the overall costs of a publicity program for a company are virtually zero.

Correct Answer
verified

A goal for advertising, in terms of its relationship with personal selling, is to

Correct Answer
verified

All firms should develop contingency plans to deal with negative publicity.

Correct Answer
verified

Which statement best describes the relationship of advertising, personal selling, publicity, and public relations?

Correct Answer
verified

Narrowcasting enables small local retailers to efficiently use national media.

Correct Answer
verified

An example of a horizontal cooperative advertising is

Correct Answer
verified

A manufacturer and retailer would agree to share advertising costs in what type of advertising agreement?

Correct Answer
verified

The credibility of publicity-related messages is high because

Correct Answer
verified

Exam 18: Advertising and Public Relations

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.

Correct AnswerAnswered by ExamLex AIa. The major strength of publicity is it...View AnswerShow Answer

A good public relations program

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of these is NOT a major potential benefit of a vertical cooperative-advertising agreement for a small retailer?

Correct AnswerverifiedShow Answer

Marketers have the LEAST degree of control with which promotional form?

Correct AnswerverifiedShow Answer

Which form of advertising responsibility is most likely to be used by a large, diversified firm?

Correct AnswerverifiedShow Answer

Which promotion tool works best with a pulling strategy?

Correct AnswerverifiedShow Answer

For print media, the components of reach are

Correct AnswerverifiedShow Answer

For broadcast media, reach is comprised of both circulation and passalong rate.

Correct AnswerverifiedShow Answer

In contrast to an in-house department, an outside agency has many more staff specialists.

Correct AnswerverifiedShow Answer

The medium with the highest passalong rate is

Correct AnswerverifiedShow Answer

For 2010 projections, newspapers and television are the two most preferred media (in terms of advertising expenditures) in the United States.

Correct AnswerverifiedShow Answer

Because media are not paid for publicity, the overall costs of a publicity program for a company are virtually zero.

Correct AnswerverifiedShow Answer

A goal for advertising, in terms of its relationship with personal selling, is to

Correct AnswerverifiedShow Answer

All firms should develop contingency plans to deal with negative publicity.

Correct AnswerverifiedShow Answer

Which statement best describes the relationship of advertising, personal selling, publicity, and public relations?

Correct AnswerverifiedShow Answer

Narrowcasting enables small local retailers to efficiently use national media.

Correct AnswerverifiedShow Answer

An example of a horizontal cooperative advertising is

Correct AnswerverifiedShow Answer

A manufacturer and retailer would agree to share advertising costs in what type of advertising agreement?

Correct AnswerverifiedShow Answer

The credibility of publicity-related messages is high because

Correct AnswerverifiedShow Answer

Correct Answer
Answered by ExamLex AI
a. The major strength of publicity is it...
View Answer

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Correct Answer
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