Public Relations and Advertising Exam Review
Course Introduction
This course explores the fundamental principles and practices of public relations and advertising within the context of modern communications. Students will examine the strategic roles these disciplines play in shaping public perception, building brand identity, and influencing consumer behavior. Topics include media relations, message development, crisis management, campaign planning, and the integration of digital platforms. By analyzing real-world case studies and engaging in practical projects, students will develop essential skills in writing press releases, designing advertisements, and creating cohesive communication strategies for diverse audiences.
Recommended Textbook
Advertising and IMC Principles and Practice 9th Edition by Sandra Moriarty
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19 Chapters
2850 Verified Questions
2850 Flashcards
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Page 2
Chapter 1: The New World of Marketing Communication
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150 Verified Questions
150 Flashcards
Source URL: https://quizplus.com/quiz/29169
Sample Questions
Q1) How did increasing literacy rates and increased access to printed materials affect advertising in the Early Age of Print?
Answer: As printed materialsnewspapers, books, and pamphletsbecame more available, the first ads in these media also appeared. Newspaper and magazine ads began appearing in the 1700s.
Q2) Which of the following is NOT one of the four major staff functions in a full-service advertising agency?
A)marketing research
B)account management
C)creative services
D)media planning
E)account planning
Answer: A
Q3) The strategy of "ads as news" was not introduced until after World War II.
A)True
B)False
Answer: False
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Chapter 2: Integrated Brand Communication
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) To maximize the toothpaste market in China, Crest needs to convince more of the Chinese population to brush their teeth three times a day. Crest is most likely to use a standardized approach for its marketing in China.
A)True
B)False
Answer: False
Q2) During the 2003 World Cup, which was 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?
A)product
B)price
C)place
D)promotion
E)branding
Answer: D
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Page 4
Chapter 3: Brand Communication and Society
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) ________ are frameworks for right actions and are primarily the domain of religion and philosophy.
A)Missions
B)Ethics
C)Morals
D)Customs
E)Traditions
Answer: C
Q2) Which of the following tools is designed to help marketers and advertising specialists decide what to do when faced with an ethical dilemma?
A)a SWOT analysis
B)a Potter Box
C)a URL
D)the NARB
E)the BBB
Answer: B
Q3) Common designs or symbols can be copyrighted.
A)True
B)False
Answer: False
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Chapter 4: How Brand Communication Works
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150 Flashcards
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Sample Questions
Q1) Turning the page in the newspaper or a magazine, hitting the mute button on the television, tossing unopened mail that looks like an ad, and deleting spam without looking at it are all examples of consumers ________ the message.
A)decoding
B)encoding
C)perceiving
D)filtering
E)accepting
Q2) ________ is what happens when a product takes on meaning and is differentiated from other products in the category by virtue of its brand identity and image.
A)Resonance
B)Comprehension
C)Conditioned learning
D)Brand transformation
E)Affect
Q3) A researcher is paging through a magazine and asking respondents whether they remember seeing a particular ad. Explain which component of perception this is assessing.
Q4) Identify three of the key factors driving perception.
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Chapter 5: Segmenting and Targeting the Audience
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) In the United States, the Asian market is becoming a huge opportunity because it is growing faster than other ethnic groups.
A)True
B)False
Q2) Lex, Bob and Monique's oldest son who is away at college, lives with three other students in a house off-campus. According to the U.S. Census, Lex and the other students represent a ________.
A)target market
B)family
C)household
D)reference group
E)subculture
Q3) Because people are able to move between social classes, these classes are relatively impermanent and disordered divisions composed of members who do not share values, interests, or behaviors.
A)True
B)False
Q4) Define segmenting and targeting, and name and describe typical approaches to segmentation.
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Chapter 6: Strategic Research
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150 Flashcards
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Sample Questions
Q1) Using ________, a researcher might ask a respondent what he or she remembers without using a magazine or other medium to refresh the respondent's memory.
A)pretesting
B)aided recognition
C)unaided recognition
D)media research
E)semiotic analysis
Q2) Which of the following is NOT a type of research used in planning advertising and marketing communication?
A)market research
B)consumer research
C)advertising research
D)strategic research
E)segmentation research
Q3) Compare and contrast quantitative and qualitative research, and discuss uses of each.
Q4) Marketing research is informal research.
A)True
B)False
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Chapter 7: Strategic Planning
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) To ________ an objective, a planner uses a comparable effort, such as a similar product or prior brand campaign, to predict a logical goal.
A)target
B)differentiate
C)segment
D)position
E)benchmark
Q2) The outcome of strategic research usually reaches agency creative departments in the form of a strategy document called a ________.
A)communication brief
B)situation analysis
C)business plan
D)marketing plan
E)competitive brief
Q3) A business plan may cover a specific division of the company or a strategic business unit.
A)True
B)False
Q4) Describe the components and purpose of a SWOT analysis.
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Chapter 8: Creative Strategy
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) You have been asked by your supervisor to participate in a brainstorming session to come up with ideas for your company's advertising campaign. Explain what brainstorming is and why it is used.
Q2) Give a hypothetical example of a slice-of-life message execution style.
Q3) A creative brief is typically completed in outline form.
A)True
B)False
Q4) An idea that breaks through the clutter, gets attention, and sticks in memory is said to have ________.
A)relevance
B)originality
C)resonance
D)impact
E)association
Q5) Messages that ________ are designed to affect attitudes and create beliefs. A)reach emotions
B)teach
C)get attention
D)persuade
E)resonate
Page 10
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Chapter 9: Copywriting
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150 Flashcards
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Sample Questions
Q1) In a television ad, where does the action take place?
A)storyboard
B)script
C)cast
D)set
E)frame
Q2) Which element in print advertising conveys the main message so that people get the point of the ad?
A)headline
B)overline
C)body copy
D)subheads
E)tagline
Q3) The people appearing in a television commercial are referred to as the talent.
A)True
B)False
Q4) What kind of writing should a copywriter use when creating an ad that will be placed in a directory?
Q5) What is an advantage of magazine advertising over newspaper advertising?
Page 11
Q6) Which standard approach to writing body copy does this print ad represent?
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Chapter 10: Visual Communication
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150 Verified Questions
150 Flashcards
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Sample Questions
Q1) Stop motion and claymation are two types of animation.
A)True
B)False
Q2) Compare and contrast functional and aesthetic needs in design.
Q3) Morphing is a video technique in which one object gradually changes into another.
A)True
B)False
Q4) The appearance of an ad's printed matter in terms of the style and size of typefaces is known as ________.
A)medium
B)typography
C)layout
D)design
E)classification
Q5) Describe the challenge that was facing the creative team for the Altoids campaign described in the chapter's opening vignette.
Q6) When art directors use the word art, they mean only illustrations.
A)True
B)False
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Chapter 11: Media Basics
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150 Flashcards
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Sample Questions
Q1) A new pizza restaurant is opening in town. The owners of this restaurant decide to place an advertisement in the town newspaper announcing the date of their big opening. The owners of the restaurant are using ________.
A)mass media
B)interactive media
C)viral marketing
D)addressable media
E)broadcast media
Q2) Homemade videos and commercials posted on YouTube are examples of consumer-generated content.
A)True
B)False
Q3) Newspaper is the ________, and the Wall Street Journal is the ________.
A)vehicle; medium
B)medium; vehicle
C)medium; execution
D)execution; medium
E)reach; impression
Q4) Explain the difference between mass media and niche media.
Q5) Explain how media technology has changed from the print era to today.
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Chapter 12: Traditional Media
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150 Flashcards
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Sample Questions
Q1) Which of the following is NOT considered an advantage of advertising in newspapers?
A)market coverage
B)comparison shopping
C)reaches educated consumers
D)flexibility
E)long life span
Q2) One alternative that allows a national advertiser to pay the local rate is co-op advertising with a local retailer.
A)True
B)False
Q3) Name and describe one of the three forms of network television advertising.
Q4) The typical radio programming day is divided into five segments called ________.
A)listener groups
B)drive times
C)coverages
D)ratings
E)dayparts
Q5) What were some of the ways to ensure effective outdoor advertising discussed in Practical Tips?
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Chapter 13: Digital Media
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Sample Questions
Q1) ________ describes an approach to marketing that uses advertising driven by keywords that consumers use to search for information.
A)Search marketing
B)Search placement
C)Ad selecting
D)Social marketing
E)Micro-blogging
Q2) On the website Twitter, users post tweets no longer than 140 characters, otherwise known as ________.
A)social networks
B)chats
C)status updates
D)paid posts
E)micro-blogs
Q3) The primary method currently used to measure consumer response to Internet advertising is hits, which are the number of times a particular site is visited.
A)True
B)False
Q4) What are the purposes of online marketing communication?
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Chapter 14: Media Planning and Buying
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Sample Questions
Q1) Planners typically make heavier advertising allocations in weak sales areas because these are the areas that promise the greatest growth.
A)True
B)False
Q2) Media objectives refer to the repetition of message exposure.
A)True
B)False
Q3) ________ refers to the way the advertising is spread over the length of a campaign.
A)Continuity
B)Lead time
C)Duration
D)Flow
E)Just-in-time
Q4) When is NOT advisable to use radio in the media plan?
A)A local business wants to reach a local market.
B)There is a need to demonstrate the product.
C)There is a want to build frequency.
D)The ad is a reminder message.
E)The target audience aligns with certain types of music.
Page 16
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Chapter 15: Public Relations
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150 Flashcards
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Sample
Questions
Q1) 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)________.
A)opinion leader
B)advocacy advertiser
C)gatekeeper
D)third-party endorser
E)philanthropist
Q2) Companies that provide information to legislators in order to get their support and vote on a particular bill are using ________.
A)bribery
B)lobbying
C)corporate relations
D)gatekeeping
E)cause marketing
Q3) Do you think you have what it takes to work in public relations or public affairs? List five of the required skills for public relations managers or public affairs specialists.
Q4) In general, who are potential targets for Kellogg's public relations efforts?
Q5) Compare and contrast public relations and advertising.
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Chapter 16: Direct-Response
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150 Flashcards
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Sample Questions
Q1) What do you think Proactive Solution uses to track consumer purchases? How can they use this to restart customers who have joined the club but later quit?
Q2) Which type of direct-marketing list is a list of some specific category, such as sports car owners, new homebuyers, graduating seniors, or subscribers to a magazine?
A)data list
B)house list
C)compiled list
D)response list
E)prospect list
Q3) The three types of direct marketing lists are house lists, response lists, and directory lists.
A)True
B)False
Q4) Combining direct-mail lists is called merging, and deleting the repeat names is called purging.
A)True
B)False
Q5) Name and describe the five basic steps in direct marketing.
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Chapter 17: Promotions
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Sample Questions
Q1) A direct payment of cash or goods given to the retailer if the retailer agrees to set up a point-of-sale display is known as a ________.
A)buying allowance
B)bonus
C)dealer loader
D)display allowance
E)cooperative allowance
Q2) When two companies come together to offer a product, the effort is called
A)co-branding
B)sponsorship
C)cross promotion
D)tie-in marketing
E)continuity marketing
Q3) Turnover rate is an important measure of a promotion's effectiveness.
A)True
B)False
Q4) Describe four purposes of consumer promotions.
Q5) What are the two primary roles of the type of promotion used by Kraft in this example?
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Chapter 18: The Imc Umbrella
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Sample Questions
Q1) Rene is considering advertising for her gift shop located in Memphis, Tennessee. What is the first concern Rene should consider in targeting consumers?
A)demographics
B)geography
C)economics
D)psychographics
E)lifestyles
Q2) Business-to-business advertising never uses consumer media to deliver ads.
A)True
B)False
Q3) Name and describe the three main schools of thought on advertising across national borders.
Q4) The execution of a global campaign is usually no more complex than a national plan.
A)True
B)False
Q5) There were several tips regarding standardization advertising strategy in the text. List three tips for when to choose a standardized advertising strategy.
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Chapter 19: Evaluation of Effectiveness
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Sample Questions
Q1) Moment-by-moment tests are used to assess eye movement among respondents exposed to a print ad.
A)True
B)False
Q2) For evaluating sales promotion, ________ is the second most popular evaluation measure.
A)sales
B)response rate
C)redemption rate
D)awareness
E)conviction
Q3) Which type of testing takes place while the advertising is actually running?
A)diagnostic
B)concept testing
C)moment-by-moment tests
D)optimization testing
E)concurrent testing
Q4) Identify and briefly explain the three sorting exercises described in "A Matter of Practice" that enable the advertiser to see an ad through the eyes of its target audience.
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