ADPR151 UNL Exam 1

A(n) ________ is a perception, often imbued with emotion, which results from experiences with and information about a company or a line of products.

brand

Which of the following is NOT considered a main type of market?

media

The term stakeholders refers to customers of a product as well as employees of the company that produces and markets the product.

true

Buzz is also known as ________.

word-of-mouth

Advertising can be used to transform a product into a distinctive brand.

true

The effectiveness of an advertisement is based on ________.

whether the stated objectives for the advertisement are met

It is typical for large companies to have only one advertising agency working for them, known as the agency of record.

false

Which of the following best explains why public relations and advertising need to find common ground and integrate their efforts?

Brand messages from public relations and advertising need to complement each other to create a consistent brand image.

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

stakeholders

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

true

What term is used to mean either a place where an exchange occurs or a particular type of buyer?

market

Synergy is created when the components of integrated marketing communication have more impact as a whole than they would individually

true

Artists, writers, songwriters, photographers, directors, producers, and printers are all examples of which type of "key player" in advertising?

suppliers

Advertising is effective only for informing consumers about products and services.

false

An ad prepared for use in a company's own publication or programming is known as a(n) ________ ad.

house

Public relations programs use advertising to create corporate visibility.

true

According to the text, what is the greatest asset an organization can have?

public goodwill

Word-of-mouth communication about a product is persuasive because people tend to have more faith in comments from friends and family members than in planned marketing communication messages.

true

To marketing communication partners, the company or firm behind a brand is referred to as the ________.

client

User-generated content is supplied by ________.

consumers

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

brand

The sponsor is identified in an advertising message.

true

Important people who influence the opinions of others are known as ________.

opinion leaders

A strategy or activity that makes a product more useful or appealing to consumers or distribution partners is called ________.

added value

The goal of marketing is achieved by matching a product's availability to the ________.

consumers' need, desire, or demand for the product

Some critics claim that advertising has a strong impact on how young women view themselves, often resulting in negative self-images. Some critics have even claimed that advertising is a major cause of eating disorders for young women because ads targeted to this demographic use unreasonably thin models. Which function of advertising does this best illustrate?

societal role

Advertising begins with the agency.

False

When using which type of advertising agency does an advertiser produce its own advertising?

in-house agency

Which IMC tool helps an organization and its publics relate to each other to the benefit of both?

public relations

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

False

The various marketing communication messages and brand experiences that create and maintain a brand are referred to collectively as ________.

brand communication

Which marketing mix element includes personal selling, advertising, public relations, sales promotion, direct marketing, and events and sponsorships?

promotion

Which marketing mix element includes product design, quality, performance, and packaging?

product

Your local newspaper is an example of ________.

a media channel

A creative ________ is typically a small ad agency that concentrates entirely on preparing the creative execution of the idea or the creative product.

boutique

During the Early Age of Agencies, Baker's Chocolate and Ivory Soap were two of the first products to use ________.

brand names

________ markets consist of companies that buy products or services to use in their own businesses or in making other products.

Business-to-business

In an advertising agency, which functional area acts as a liaison between the advertiser and the agency?

account management

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

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

strategy

Public relations is primarily used to generate sales.

false

During a World Cup held in Japan and South Korea, Puma got a well-known sushi chef to create a special Puma sushi roll that was served in select Japanese restaurants in cities around the world. Puma also discretely announced the sponsorship in its company-branded chopsticks, sake cups, and napkins. At the same time, Puma partnered with the Terence Conran design shop to sell an exclusive version of its World Cup soccer boot, holding weekend sushi-making events at the home furnishings store. Which marketing mix element does this strategy illustrate?

promotion

Which of the following is NOT considered main type of market?

media

Which of the following adds primarily psychological value to the product?

branding

Marcom is an abbreviation for ________.

marketing communication

The four tools of product, price, place, and promotion are collectively referred to as the ________.

marketing mix

Integrated marketing communications require a company's mass-market advertisements, website, email, and personal selling communications to have ________.

a consistent message, look, and feel

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

campaign

Which of the following is most closely associated with the introduction of mass production and a new emphasis on wider distribution of products?

the Industrial Revolution

The key to crisis management is to anticipate the possibility of a disaster and plan how to deal with the bad news and all the affected publics.

true

Which of the following is the most credible media?

earned

What is meant by the term "effective" with respect to advertising?

The advertising delivers the results the marketer has specified for the advertising.

In the evolution of advertising, which of the following came before the Early Age of Agencies?

The Early age of print

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

mass; nonpersonal

Which of the following positions in an advertising agency is most closely involved with creative development?

copywriter

The advertisers' desired impact on the target audience is formally stated as a(n) ________, which is the measurable goal or result that the advertising is intended to achieve.

objective

Advertising began as ________.

one-way communication

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

Public communication campaigns can be used to discourage behavior.

True

Which of the following is a way that a company can demonstrate its social responsibility by providing financial support to a good cause?

cause marketing

When a company distributes its products directly to buyers without the use of a reseller, the company is using ________.

direct marketing

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

identification

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

True

Delia's is a clothing retailer that targets teenage girls. It runs coordinated promotions for its catalogs, website, and retail outlets. It uses the same models in its catalog and print ads, as well as on its website. Delia's works to make sure its public relations activities and sales promotions harmonize with its advertising in all venues. From this information, you can infer that Delia's is using ________.

integrated marketing communication

A manufacturer of toilet tissue sent its brand mascot to help refurbish restrooms at fairgrounds across the country. As part of this project, each restroom was to provide fairgoers with a clean oasis featuring aromatherapy, soothing music, constant maintenance, and premium toilet tissue. Newspaper articles about the company's role in making restrooms inviting are an example of ________.

publicity

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

The trust on which goodwill is based comes from ________.

corporate integrity

Marty is an employee of Chevron/Texaco oil company. In terms of public relations, what term below best describes Marty?

stakeholder

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

Which "key player" in the advertising world is composed of the channels of communication that carry the message from the advertiser to the audience and from consumers back to companies?

media

Which of the following are considered "key players" in the marketing industry?

suppliers or vendors

marketers

agencies

distributors or retailers

The area of public relations that focuses on developing media contacts is called ________.

media relations

Most marketing communication dollars are spent on ________ markets.

Consumer

Which of the following is the idea that messages should be directed at particular groups of prospective buyers?

targeting

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

Public relations has greater perceived credibility.

When an advertiser hires an advertising agency, the advertiser becomes the agency's ________.

client

________ 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)

The marketing mix is also known as the ________.

four Ps

Corporate websites are important sources of external communication with stakeholders.

True

Which of the following is an example of publicity?

a newspaper article reporting on a benefit event sponsored by Whole Foods

With the adoption of social media, real-time marketing is becoming less and less important.

false

The promotion "P" of marketing is also known as ________.

brand communication

Which type of agency would most likely be able to purchase media at a low cost because it can group several clients' purchases together?

media-buying service

In an advertising agency, which of the following is usually responsible for gathering available intelligence on the market and consumers and for acting as the voice of the consumer?

account planning group

All the groups of people with which a company or organization interacts—such as employees, media, community groups, stockholders, and so forth—are known as ________.

publics

________ markets consist of people who buy products and services for personal or household use.

consumer

A brand's social media channels are categorized as ________ media.

owned

Only manufacturers advertise.

false

Ads for charitable and civic organizations that run free of charge on television or radio or in print media are known as ________.

public service announcements

Advertising is usually paid for by the ________.

advertiser

________ is a perception based on messages delivered by advertising and other marketing communication tools, whereas ________ is based on an organization's actual behavior.

Image; reputation

Which element of the marketing mix includes distribution channels and strategies?

place

Which of the following is most directly focused on companies working to create positive perceptions through efforts to do good works?

corporate social responsibility

Julie, who writes a witty daily blog about her life as a college student, has more than a thousand followers on X. 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 X posts are examples of ________.

earned media

Hamburgers and toothpaste are both examples of ________.

product

Signs and posters are examples of ________ media.

outdoor

Public relations tools are divided into which three categories?

paid, owned, and earned media

During the Early Age of Print stage in advertising's evolution, ads looked like what we call classified advertising today.

True

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

true

As competition in a product category increases, prices tend to increase.

false