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91. Artwork, a
major part of most advertisements, consists of the
a) illustration
and the signature.
b) illustration
and the layout.
c) illustration
and type of print used in the headlines.
d) layout
and the signature.
e) method by
which all the components are put together.
92. What
design element is used to attract attention, communicate an idea quickly, or
communicate ideas that are difficult to put into words?
a) Illustrations
b) Headlines
c) Copy
d) Layout
e) Signature

93. The
physical arrangement of the illustration, headline, subheadline, body copy, and
the signature is called the
a) artwork.
b) copy.
c) art
design.
d) layout.
e) storyboard.
94. Julie
Reese is working on developing a magazine advertisement for Curves For Women,
the ladies’ fitness chain. She knows what she wants the advertisement to say
and the illustrations she wants to use, but she is having a tough time putting
it all together. Julie is having trouble determining the
a) storyboard.
b) artwork.
c) copy.
d) presentation.
e) layout.
95. The
effectiveness of an advertising campaign can be measured
a) only
after the campaign has been carried out completely and results have been
tabulated.
b) only
before the campaign begins, to prevent unnecessary expenditures.
c) during
the campaign to determine whether more or less funds should be allocated, but
not after the campaign.
d) several
weeks after the beginning of the campaign to determine whether the campaign is
headed in the right direction.
e) before,
during, and after the campaign through the use of pretests, inquiries, and
posttests.

96. An
evaluation performed before an advertising campaign begins is a
a) consumer
exam.
b) posttest.
c) recognition
test.
d) pretest.
e) recall
test.
: 97. Mike Stevens wonders whether the creative
idea of using the character “Tom T. Turtle” as an image for marketing a new
line of running shoes will be successful. He should suggest to his account
representative that a(n) __________ be used to pretest the campaign.
a) storyboard
b) survey
c) experiment
d) GSR test
e) consumer
jury
98. A consumer
jury is a
a) group of
consumers who have purchased the product before that evaluate its
effectiveness.
b) panel of
potential buyers of the advertised product brought together to pretest an
advertising message.
c) panel of
buyers who review and evaluate an advertising message after it has been
circulated in certain regions.
d) group of
consumers who determine whether or not other consumers have been treated fairly
by companies.
e) panel of
consumer experts who rank the effectiveness of advertisements.
99. General
Mills used a panel of consumers to evaluate its Cheerios campaign featuring
children who read the cereal box and try to persuade their parents to watch
their cholesterol. These consumers judged the advertisements prior to the
execution of the advertising campaign. This is an example of a(n)
a) pretest.
b) inquiry.
c) recognition
test.
d) recall
test.
e) posttest.

100. Matt was in
a group considered to be actual or potential purchasers of a new mountain bike
produced by Specialized. He and the other consumers were shown three different
advertisements and asked to judge several dimensions of each one. Matt
participated in a(n)
a) posttest
consumer group.
b) panel of
advertising experts.
c) consumer
jury.
d) customer
ad panel.
e) ad
preview group.

101. Measuring
effectiveness during a campaign is usually accomplished by using
a) pretests.
b) posttests.
c) consumer
juries.
d) inquiries.
e) sales
force surveys.

102. Recognition
and recall tests are posttest methods based on
a) mail
surveys.
b) memory.
c) inquiries.
d) preferences.
e) in-depth
interviews.

103. Some of the
posttest methods for measuring advertising effectiveness are based on how well
consumers remember advertising and include (1) recognition tests and (2) recall
tests. What is the basic difference between these two approaches?
a) The actual
ads are shown in the former but not in the latter.
b) The
former method relies on memory alone, and the latter shows the actual ads.
c) One uses
a consumer jury; the other uses random individuals.
d) The
respondents are given class clues in the latter but not in the former.
e) One is
used primarily by the government, and the other is used by private businesses.

104. If a
consumer is shown a particular advertisement and asked if she has seen it
before, a(n) _____ is being performed.
a) pretest
b) consumer
jury test
c) recognition
test
d) unaided
recall test
e) aided
recall test

105. Carla is
stopped by a researcher at a shopping mall and asked what was last television
commercial she remembers seeing was. This is an example of a(n)
a) unaided
recall test.
b) pretest.
c) recognition
test.
d) aided
recall test.
e) memory
test.

106. When
respondents are shown a list of various products, brands, and company names and
then asked about advertisements they have seen lately, researchers are
conducting a(n)
a) unaided
recall test.
b) pretest.
c) recognition
test.
d) aided
recognition test.
e) aided
recall test.
107. What is the
primary justification marketers use for conducting recognition and recall
tests?
a) Researchers
find that recalling an advertisement has a strong link to purchasing a product.
b) People
have unfavorable views of advertising and are unlikely to purchase advertised
products.
c) Consumers
tend to enjoy participating in these tests and are likely to purchase the
products as a result.
d) People
are more likely to buy a product they have seen advertised than one they have
not seen advertised.
e) There is
a strong link between advertisement recall/recognition and word-of-mouth
communication.
108. When
individuals’ behaviors are tracked from television sets to checkout counters
using equipment provided by the marketer, this is known as
a) family
behavior recording.
b) single-source
data.
c) individual
consumer jury.
d) advertisement
exposure data.
e) detailed
market research.

109. Darcy presents
an identification card at the supermarket checkout and has a microcomputer
attached to her TV. Information from both of these is sent to a research
facility. Darcy is providing
a) family
behavior recording.
b) individual
consumer jury.
c) single-source
data.
d) advertisement
exposure data.
e) detailed
market research.

110. An
advertising campaign is typically developed by an individual or a few persons
within the firm, an advertising department within the organization, or
a) an
advertising agency.
b) a group
of media specialists.
c) a group
of multiskilled managers.
d) a
“special projects” group.
e) freelance
advertising consultants.

111. Generally,
in small firms, ___________ create(s) and implement(s) advertising campaigns.
a) an
advertising agency
b) a group
of multiskilled managers
c) an
advertising department
d) freelance
specialists
e) one or
two individuals

112. When an
organization uses an advertising agency, who usually develops the advertising
campaign?
a) The
agency’s specialists
b) The firm
and the agency working jointly
c) The
agency suggests ideas and the firm chooses among them
d) The
advertising department within an organization
e) An
individual or a few persons within the firm

113. ____
provide businesses with copywriters, artists, production coordinators, media
experts, researchers, and other highly skilled specialists.
a) Public
relation firms
b) Media
companies
c) Advertising
agencies
d) Production
companies
e) Promotion
experts
114. Advertising
agencies typically receive
a) large fees
from the companies whose ads they develop and place.
b) a 15
percent commission from the company whose product they are helping advertise.
c) a 10
percent commission from the advertising company and 10 percent from the media
they use.
d) a 25
percent commission paid by the media from which it makes purchases.
e) a 15
percent commission paid by the media from which it makes purchases.

115. The Bentley
Agency places $2,500 in radio spots and $17,500 in television spots for Darnell
Insurance in June. For its efforts this month, the agency “traditionally” would
receive ___________ in compensation.
a) $2,500
b) $10,000
c) $1,000
d) $5,500
e) $3,000
116. ___________
is a broad set of communication activities used to create and maintain
favorable relations between the organization and its stakeholders.
a) Advertising
b) Selling
c) A press
strategy
d) Public
relations
e) Publicity

117. Belinda
works for Burger King and her responsibilities include maintaining favorable
relationships between the organization and its stakeholders. Belinda works in
a) sales.
b) advertising.
c) human
resources.
d) public
relations.
e) imaging.

118. Which of
the following is not a public relations tool?
a) Feature
article
b) Company
magazine
c) News
release
d) Annual
report
e) Product
sample
119. Toyota’s
sponsorship of a major Professional Golf Association tournament would be an
example of a(n) ______ tool.
a) advertising
b) public
relations
c) sales
promotion
d) publicity
e) personal
selling

120. A major
benefit of using event sponsorship is that it
a) enhances
personal selling efforts.
b) provides
excellent support for advertisements.
c) can
provide large amounts of free media coverage.
d) is
cost-free.
e) neutralizes
the effects of unfavorable public relations.

121. Which of the
following is the most important consideration when choosing an event to
sponsor?
a) Reasonable
association between the event and the company’s product
b) The
length of the event
c) When the
event occurs
d) Whether
or not the event is a national event
e) The
specific name of the event

122. ___________
is communication in news story form about an organization or its products that
is transmitted through a mass medium at no charge.
a) Advertising
b) Publicity
c) Public
relations
d) Sales
promotion
e) Personal
selling

123. 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
a) news
reporting.
b) public
relations.
c) mass
communications.
d) free
advertising.
e) publicity.

124. Which of
the following is the most commonly used type of publicity-based public
relations tool?
a) News
release
b) Captioned
photograph
c) Feature
article
d) Press
conference
e) Letter to
the editor
125. A single
page of typewritten copy that has 300 words or less and describes a company
event or product is called a
a) press
story.
b) feature
article.
c) captioned
paragraph.
d) news
release.
e) publicity
bulletin.

126. The public
relations department at Lowe’s Home Improvement submits one page of typewritten
copy to national newspapers and news web sites to announce its one-day,
nationwide clean-up-local-parks event. This is an example of a
a) feature
article.
b) public
update.
c) news
release.
d) media
bulletin.
e) publicity
stunt.

127. 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.
128. To announce
its development of a solid fuel titanium rocket for the U.S. missile defense
system, Unijet management feels it needs to get wide media coverage. Under
these circumstances, which of the following would be its best alternative?
a) Captioned
photograph
b) Feature
article
c) Editorial
letters
d) Television
advertisement
e) Press
conference

129. If
researchers at Merck Pharmaceuticals develop a cure for prostate cancer, the
best way to announce this to the public and get wide media coverage would be
through a
a) captioned
paragraph.
b) press
release.
c) feature
article.
d) sponsorship.
e) press
conference.
130. A major
reason why a substantial amount of publicity material is rejected by media
personnel is that the material is
a) too long.
b) written
at too high a reading level.
c) submitted
by organizations that the media do not like.
d) not
persuasive enough.
e) not
newsworthy.
131. The
limitations in using publicity-based public relations tools stem primarily from
the fact that
a) marketers
alter the length of publicity releases.
b) publicity
is never properly managed by media personnel.
c) media
personnel consider only unfavorable messages as newsworthy.
d) it is
time-consuming to convince media personnel that the information is newsworthy.
e) media
personnel control the content of the communication.
132. 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
133. A firm can
identify changes in public opinion that affect it by conducting
a) environmental
monitoring.
b) consumer
polling.
c) a
consumer jury.
d) a
communications audit.
e) press
conferences.
134. A content
analysis of an organization’s messages, readability studies, and readership
surveys are all tools used to conduct a(n)
a) consumer
survey.
b) public
relations audit.
c) environmental
audit.
d) communications
audit.
e) social
audit.

135. Home Depot
is interested in knowing how its efforts to act in a socially responsible
manner through its Habitat for Humanity and disaster relief efforts have
affected stakeholders’ views of the company. Home Depot should conduct a(n)
a) social
audit.
b) publicity
audit.
c) environmental
audit.
d) communications
audit.
e) environmental
impact study.
136. One way for
a company to measure the effectiveness of its publicity-based public relations
efforts is to
a) tabulate
the equivalent in advertising dollars if the time and space were purchased.
b) ask for
return of reply cards.
c) calculate
market share increase.
d) count the
number of exposures in the media.
e) conduct
an environmental audit of media alternatives.
Ans: d

137. In many
instances the most appropriate way for a firm to cope with an event that leads
to negative public relations is to
a) discourage
news coverage of the event.
b) deny that
the event occurred.
c) facilitate
news coverage of the event.
d) hire a
public relations firm.
e) refrain
from publicity that reports the event.

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