ADPR 151

Which of the following is the most credible media?\*

earned

Products can be services and ideas, as well as goods.

True

Freelance writers, lighting specialists, and printers are examples of suppliers.

True

Bolls and Associates is an advertising agency that will develop a client's advertising campaign from strategy through execution and media exposure. However, Bolls and Associates does not actually produce the television commercials or shoot the photography for print ads; rather, the agency hires outside experts to produce those elements of the campaign. Which type of "key player" does Bolls and Associates use to produce client advertisements?

supplier

The parts of a strategic plan for public relations are represented by the acronym RPIE: research, planning, implementation, and evaluation.

True

Which of the following is an area in which public relations and advertising differ?

Public relations has greater perceived credibility.

Akou works behind the scenes at Chicago's most popular radio talk show, scheduling newsworthy guests to appear on air. In this role, Akou is a(n) \________.

Gatekeeper

Refer to the passage below to answer the questions that follow. Wendy's fast food restaurant had a situation in which a woman found a fingertip in her bowl of chili. Of course, customers were disgusted and sales at that particular Wendy's and Wendy's outlets nationwide went down. Fortunately for Wendy's, it was discovered weeks later that the accuser had a history of filing lawsuits against businesses, and the owner of the lost digit was a co-worker of the woman's husband. The Wendy's location in which this incident occurred received very favorable exposure in the local media once it was learned that the restaurant was victimized by this false accusation. To help rebuild Wendy's reputation, the corporate office encouraged franchisees to support local organizations in their communities, such as charities and schools. This practice is most likely known as \________.

cause marketing

Preference and loyalty strategies include providing information about warranties, customer service, and technical support.

True

Which of the following lists the three key effects, or domains, used in Moriarty's domains model?

awareness, learning, and persuasion

\________ communication is a form of two-way communication, a dialogue.

Interactive

\________ means people remember seeing the ad, and \________ means they remember what the ad said.

Recognition; recall

Signs and posters are examples of \________ media.

outdoor

In traditional advertising, the message is conveyed through different kinds of \________ media using mostly \________ messages.

mass; nonpersonal

Digital media have led to increased word-of-mouth conversations about advertising among friends.

True

Public relations is primarily used to generate sales.

False

Traditional methods for measuring the effectiveness of public relations do not fit digital media, so it is likely that methods for measuring effectiveness will evolve.

True

A group of informed, well-spoken people in a company who will discuss topics at the public's request is known as a \________.

speakers' bureau

Public relations messages based on current events are called \________.

real-time marketing

\________ is the process of making symbolic connections between a brand and characteristics, qualities, or lifestyles that cue the brand's image and personality.

Association

A critical factor in perception is relevance, which means the message connects on some personal level.

True

The desired impact of an advertisement on a target audience is formally stated as a set of \________.

objectives

Which of the following allows a customer to use a product without initially committing to a purchase?

trial

Which of the following is NOT a reason an advertising agency might hire an outside supplier?

Only suppliers are able to produce commercials.

Paid persuasive communication that uses mass and interactive media to reach broad audiences to connect an identified sponsor with a target audience is known as \________.

Advertising

An advertising \________ is a set of related ads that are variations on a theme.

campaign

Juana looked at her September issue of O magazine and did not see anything of interest. However, after her mother was diagnosed with bipolar disorder, Juana found the issue extremely interesting because it offered advice on how to help people who are suffering from this problem. The fact that the boring issue became quite interesting is most directly due to a change in \________.

relevance

The Canned Food Association of America wanted consumers to appreciate the benefits of canned foods. The group's magazine ad depicted a rather shapely, robotic-looking woman who was very shiny and contrasted with the dark background in the ad. Viewers had to look closely to learn that the ad was about the benefits of food in cans. Research indicated that consumers spent more time examining the ad because of its unusual imagery. On which component of perception was this unusual ad focused?

selection and attention

In which scenario is advertising most likely to thrive in a society?

when supply is greater than demand

Which of the following companies is typically among the top advertisers in the United States?

P&G

Persuasion can involve emotional messages as well as information?

True

Which of the following departments has the primary responsibility for managing the advertising process?

marketing services

The trust on which goodwill is based comes from \________.

corporate integrity

A brand with symbolic meanings typically represents something abstract such as tradition, love, or health.

True

Persuasion is the conscious intent on the part of the source to influence or motivate the receiver of a message to believe or do something.

True

Refer to the passage below to answer the following questions. Polo Ralph Lauren manufactures and sells high-quality, expensive brands of clothing as well as accessories, cosmetics, and home products. The company maintains complete control over the brand image and all of the functions necessary to develop, execute, and deliver advertising. Polo appeals to consumers' lifestyle aspirations. Its products are of high quality and better than most competitors' offerings. The objective in the company's advertising is to convey this image and the fashion statement it makes. When Polo Ralph Lauren advertises in fashion magazines, it focuses on the company's brand identity and image by merely showcasing a beautiful, well-dressed person without giving any information at all except the brand name. What type of advertising is this?

brand advertising

A freelance job typically pays better than a staff job in the short term.

True

Advertising does not serve a positive societal role.

False

What do companies provide to the media, either before or after a press conference, that contains important background information?

media kit

Benetton has often used ads that send a social message, such as showing AIDS victims dying or featuring death row inmates, to make people aware of these issues. What type of advertising is this?

advocacy advertising

Ian works in the public relations function in his company. When he wants exposure for some aspect of his company, he contacts people he knows, such as Lisa, a reporter for the local newspaper, or Anthony, Melissa, and Stephanie at the local television stations. Ian has worked hard to develop these media contacts. In public relations, this relationship management is known as \________.

media relations

Public relations programs use advertising to create corporate visibility.

True

Because it is easy to measure, brand reputation is not significant in determining brand value.

False

\________ is stronger than liking because it involves an element of self-identification.

Resonance

Whether or not the marketer plans for integrated marketing communication, people automatically integrate the messages from a brand and the experiences they have with that brand to create their own personal brand perception.

True

Jacob has voted Republican his entire life. No matter how many times he sees a television commercial for the Democratic candidate, he is not going to process the message and be influenced by it. What is hindering Jacob's reception of the message?

Internal noise

The advertising strategy of status appeal is used to persuade nonwealthy people to imitate the habits of rich people.

True

Advertising sent from one business to another is known as direct-response advertising.

False

Which of the following statements about public relations is FALSE?

Publicity and public relations are synonymous terms.

Which aspect of public relations most likely carries no direct media costs?

publicity

Employee communications programs and special events create buzz that an organization can control.

False

A feature story is a human interest story rather than a hard news story.

True

Which of the following is NOT a media gatekeeper?\*

public relations writer

The most common and long-standing explanation of advertising effects is referred to as AIDA, which stands for attitude, interest, decision, and action.

False

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured international film star Ziyi Zhang and offered readers a $1-off coupon to try the new makeup. In terms of the SMCR communication model, which of the following would be the best way for the source to measure feedback?

the number of people who redeem the coupon

Which of the following refers to the trustworthiness of a person delivering an advertising message?

credibility

Which of the following is the central purpose of advertising?

to sell a product

All award-winning ads are effective ads.

False

The strategy of "ads as news" was not introduced until after World War II.

False

The objectives in local advertising tend to focus on stimulating store traffic and creating a distinctive image for the retailer.

True

The American Academy of Pediatrics sponsored the creation of a 30-second television commercial encouraging parents to make time for at least 30 minutes of physical activity for their children every day. The commercial appears on many channels. This commercial is an example of a \________.

public service announcement

Public communication campaigns can be used to discourage behaviors

True

The key to effective crisis management is to put the blame on the responsible party as soon as possible.

False

Which of the following types of programs is used to discourage socially harmful behaviors?

public communication campaigns

Using \________, consumers choose messages to which they pay attention.

selective perception

Which of the following is NOT a component of the behavioral response in the Facets Model of Effects?

resonance

Which model works on the idea that advertising motivates people to think about the message, feel something about the product, and do something, such as try it or buy it?

think/feel/do model

Brand \________ reflects the degree to which the associations presented in a marketing message, as well as the consumer's interest, are connected to the brand.

linkage

Which key player makes the final decision about the target audience and the size of the advertising budget, in addition to approving the advertising plan?

client

Which of the following is one of the basic functions of advertising?

identification

According to the principles of integrated marketing communication, it is critical for \________.

all messages about a brand to present the same basic strategy

In an advertising agency, the traffic department and print production are part of \________.

internal operations

Which of the following is a core value of conduct spelled out in the Public Relations Society of America's Code of Ethics?

fairness

Advertising but not sales promotion can be used in support of public relations activities.

False

Programs that communicate information to employees are called \________.

employee relations

Sponsored events are an example of \________.

owned media

An attitude (respect, preference), an emotion (liking), and an action (repeat purchases) combine to make brand \________.

loyalty

Refer to the passage below to answer the following questions. Just For Me is a line of hair care products for pre-teenage girls, that is, girls between the ages of eight and twelve. This is the age when many young girls start to care about their looks and want to make their own decisions regarding their grooming. The manufacturer of this brand decided to use television advertising to inform and persuade girls about this line of products. The manufacturer of Just For Me products used an advertising agency to assist in developing the commercial so that it would communicate the desired meaning to the pre-teenage girl. Which element of the SMCR communication model does this represent?

encoding

Perfect Pizza is a local restaurant chain that has just launched an advertising campaign highlighting its new, expanded menu that includes healthier options. Advertisements are running in the local newspaper and on local radio stations. The \________ for this advertising campaign is to increase sales by 10% over the course of the month.

objective

Slogans, logos, imagery, and color are all examples of brand \________.

Signals

An in-house agency performs most, and sometimes all, of the functions of an outside advertising agency.

True

The "Blue Books" published by the J. Walter Thompson agency published \________.

media data

Until the 1990s, the main form of compensation for an advertising agency had been a \________.

15% commission on media billings

Which of the following departments in an advertising agency fulfills the three functions of research, planning, and buying?

media department

The key publics addressed by relationship programs in public relations are media, employees, the financial community, government, and the general public.

True

All the communication efforts aimed at the financial community are referred to as \________.

financial relations

Another term for publics is \________, which refers more specifically to people who have an interest, financial or not, in a company or organization.

stakeholders

Public relations specialists design ads, prepare written messages, and buy media time and space.

False

In the mass communication process, an actual HP printer advertisement in a magazine is called \________.

the message

Which of the following is an example of external noise that could hinder the consumer's reception of the message?

advertising clutter

Attitudes can be either rational or emotional.

True

\________ is the practice of coordinating all marketing communication tools so they send a consistent message using the same basic brand strategy.

Integrated marketing communications (IMC)

In which scenario is advertising most likely to thrive in a society?
when supply is greater than demand

Advertising helps us shape an image of ourselves by setting up role models with whom we can identify. Advertising also gives us a way to express ourselves in terms of our personalities and sense of style through the things we wear and use.

True

\________ advertising, which is the most visible type of advertising, focuses on the development of a long-term brand identity or image.

Brand

The \________ behind a marketing communication message is stated in measurable objectives in areas such as sales and brand reputation.

strategy

Julie, who writes a witty daily blog about her life as a college student, has more than a thousand followers on Twitter. Julie frequently mentions her experiences with brands, from fashion to dining, sometimes spreading positive word-of-mouth and sometimes spreading negative word-of-mouth. In public relations terms, Julie's blog and Twitter posts are examples of \________.

earned media

Which of the following is the term that describes what a group of people who share a common interest think about a particular issue?

public opinion

\________ contain video footage for a television newscast.

Video news releases

The area of public relations that focuses on developing media contacts (i.e., knowing who in the media might be interested in the organization's story) is called external relations.

False