Public Relations and Advertising Test Questions
Course Introduction
This course explores the principles, strategies, and ethical considerations of public relations and advertising within contemporary media landscapes. Students will examine the role of communication in building and maintaining positive relationships between organizations and their target audiences, as well as the development and execution of persuasive advertising campaigns. The course covers key topics such as media planning, message design, branding, crisis communication, and the integration of digital and traditional platforms. Through case studies, hands-on projects, and theoretical frameworks, students gain practical skills for crafting effective public relations strategies and advertising messages that influence public perception and drive organizational goals.
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Advertising and IMC Principles and Practice 10th Edition by Sandra Moriarty
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Page 2
Chapter 1: Advertising
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Q1) A ________ is a form of compensation that involves the agency billing the client each month based on the projected amount of work and the hourly rate charged for that work.
A) set fee system
B) value bill
C) commission
D) retainer
E) performance incentive
Answer: D
Q2) In the evolution of advertising,P.T.Barnum is known for which of the following?
A) conducting one of the first full ad campaigns
B) crafting the strategy of advertising as news
C) identifying the pulling power of headlines
D) scientifically measuring the effectiveness of advertisements
E) introducing the concept of status appeal
Answer: A
Q3) How can advertising deliver one-to-one communication with a large group of people?
Answer: Direct-response advertising,particularly those types that use digital media,addresses individual members of a targeted group.
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Chapter 2: Brand Communication
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Q1) When a company distributes its products directly to buyers without the use of a reseller,the company is using ________.
A) indirect marketing
B) no-channel marketing
C) direct marketing
D) indirect channel marketing
E) integrated marketing
Answer: C
Q2) What is the difference between a supply chain and a distribution chain?
Answer: A supply chain is made up of suppliers who produce components and ingredients that are sold to a manufacturer; a distribution chain is made up of all the companies that move a finished product from the manufacturer to its buyers.
Q3) Integrated marketing communications produces better communications ________.
A) consistency
B) sales
C) simplicity
D) variety
E) independence
Answer: A
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Chapter 3: Brand Communication and Society
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Q1) The Federal Communications Commission (FCC)can take action against
A) the media
B) advertisers
C) advertising agencies
D) manufacturers
E) suppliers
Answer: A
Q2) A copyright gives an organization the exclusive right to use or reproduce original work,such as an advertisement or package design,indefinitely.
A)True
B)False
Answer: False
Q3) A radio host who makes gender stereotyped references that are in poor taste could face action from the FTC.
A)True
B)False
Answer: False
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Page 5
Chapter 4: How Brand Communication Works
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Q1) Beautiful actresses appear in frequently repeated ads testifying to the quality of a brand of hair coloring products.This is an application of which the following?
A) brand evangelism
B) subliminal perception
C) cognitive learning
D) rehearsal
E) conditioned learning
Q2) ________ advertising is brand communication that gets through our perceptual filters,engages our attention,and makes a lasting impression on us.
A) Subliminal
B) Semiotic
C) Indirect
D) Direct
E) Breakthrough
Q3) What type of learning occurs when a presentation of facts,information,and explanations leads to understanding?
Q4) In the SMCR communication process,what is noise and why is it important?
Q5) Why is nonverbal communication important in brand messages? Provide examples.
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Page 6
Chapter 5: Segmenting and Targeting the Audience
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Q1) There is a trend in the United States toward rediscovering the flavor of regional cooking and the use of locally grown ingredients.People are choosing to spend hours in the kitchen using only the freshest ingredients to recreate local culinary traditions.This change in ________ is one of the reasons the number of farmers markets in the United States has increased by 70 percent in the last eight years.
A) needs
B) demographics
C) lifestyle
D) segmenting
E) life cycle
Q2) According to the U.S.Census,Monique,Bob,and the children are considered to be a
A) target market
B) family
C) culture
D) reference group
E) subculture
Q3) Explain how the VALS system categorizes consumers.
Q4) Compare and contrast the terms family and household.
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Chapter 6: Strategic Research
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Q1) One of Kraft's research projects had the objective of understanding competitors' advertisements.Name and describe the purpose of this type of background research.
Q2) Which form of data can usually be obtained more quickly and at a lower cost than the others?
A) primary
B) survey research
C) experimental research
D) secondary
E) ethnographic research
Q3) What is the most significant difference between a survey and an in-depth interview?
A) An in-depth interview is more accurate.
B) A survey cannot use random sampling.
C) A survey is person-to-person and an in-depth interview is online.
D) An in-depth interview is qualitative and a survey is quantitative.
E) An in-depth interview is considered primary research and a survey is secondary.
Q4) Name and describe some of the primary and secondary research suppliers that Kraft and its agencies might have purchased information from.
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Chapter 7: Strategic Planning
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Q1) A brand perception is created from information,feelings,and personal experiences with a brand.
A)True
B)False
Q2) For Hyundai Corporation,customers who care about the price of a car and its operating economy make up one ________.
A) market position
B) market value
C) market segment
D) strategic business unit (SBU)
E) share of mind
Q3) Emotions tend to generate conclusions but not necessarily actions,while thoughts and reasoning more frequently lead to actions.
A)True
B)False
Q4) Sales objectives may be set annually,quarterly,or even weekly.
A)True
B)False
Q5) Explain how 7-Up,described in "A Matter of Practice," repositioned its brand.
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Chapter 8: The Creative Side
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Q1) In an advertising agency,who manages the creative process?
A) the account planner
B) the copywriter
C) the creative director
D) the client
E) the art director
Q2) In the case where the core targeting and positioning strategies remain the same in different markets,execution needs to be the same.
A)True
B)False
Q3) Jell-O ads contain the phrase "Make some magic." All Ace Hardware store ads contain the statement "Life is an ongoing project." The American Dairy Farmers run ads that say,"Ahh,the power of cheese." These are all examples of ________.
A) jingles
B) testimonials
C) unique selling propositions
D) slogans
E) slice-of-life appeals
Q4) Explain the function of a key visual.
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Chapter 9: Promotional Writing
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Q1) The people appearing in a television commercial are referred to as the talent.
A)True
B)False
Q2) A ________ of an ad translates the foreign language copy into the original domestic language to check the accuracy of the message.
A) high-context translation
B) low-context translation
C) global translation
D) bilingual translation
E) back translation
Q3) Rob has been writing advertising copy for magazine ads for many years,but now he wants to venture into writing copy for Web ads.Explain how writing for the Web is going to be different for Rob.
Q4) Public relations writers follow the traditional "five Ws" form when writing news stories sent as news releases to external media.
A)True
B)False
Q5) List and describe five characteristics of effective copy that were given in the chapter.
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Chapter 10: Visual Communication
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Q1) Previously recorded images-either video,still slides,or moving film-are known as
A) morphs
B) stock footage
C) tip-ins
D) photostats
E) clip art
Q2) Kindrella is trying to convey a natural,no-nonsense tone in a print ad.Which of the following color(s)should she use in the ad?
A) earth tones
B) pastels
C) black and white
D) red and blue
E) red and yellow
Q3) A perfume maker wants to create an advertisement that gives consumers the chance to experience a new perfume.The perfume maker should choose to advertise in a magazine rather than in a newspaper.
A)True
B)False
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Page 12
Chapter 11: Media Basics
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Q1) Why is word-of-mouth such a powerful force in marketing communication?
Q2) All of the following are trends in the modern media landscape EXCEPT which one?
A) Media consumers are in control of their media.
B) Media consumers are passive rather than active.
C) Lives are media focused.
D) There are more media choices than ever before.
E) People use more than one medium at a time.
Q3) Paid media buys take the forms of_______ and ________.
A) share; impressions
B) space; time
C) circulation; impressions
D) ratings; share
E) reach; frequency
Q4) In traditional mass media,communication is a one-way process.
A)True
B)False
Q5) Impressions and circulation are different terms for the same measure.
A)True
B)False
Q6) Explain what is meant by the term media vehicle and give three examples.
Page 13
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Chapter 12: Paid Media
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Q1) Through innovations in interactivity called ________,viewers are able to participate in online advertising or to manipulate online ads by clicking or rolling over parts of the image.
A) search optimization
B) rich media
C) digital displays
D) social networking
E) micro-blogging
Q2) Radio is a highly segmented medium.
A)True
B)False
Q3) ________ provides audio files downloaded or streaming through a website.
A) Satellite radio
B) Cable radio
C) Low-power FM
D) Web radio
E) Public radio
Q4) Seasons is a new restaurant opening in town,and the owners know they should advertise to attract customers.Based on what you learned in this chapter,recommend some media options for this restaurant.
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Chapter 13: Owned, Interactive, and Earned Media
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Q1) Which of the following is most likely a B2B promotional event?
A) news conference
B) media tour
C) trade show
D) tech support
E) sampling
Q2) Sampling is a type of promotion that allows a consumer to try a product or service before buying it.
A)True
B)False
Q3) Which of the following is a FALSE statement about the use of mobile devices?
A) There are nearly as many mobile subscriptions as there are people on Earth.
B) Half of all global Internet users access the Internet using their mobile devices.
C) There are more mobile subscriptions in the United States than citizens in the United States.
D) More money is spent on mobile advertising than on television advertising.
E) All major U.S. wireless carriers expect to have high-speed broadband networks by 2014.
Q4) Explain the potential disadvantage of viral marketing.
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Chapter 14: Media Planning and Negotiation
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Q1) The term SoLoMo refers to the convergence of social,local,and mobile marketing.
A)True
B)False
Q2) Traditionally,outdoor boards have been purchased and measured in terms of ________,which are estimates of the percentages of the population who had the opportunity to see the sign.
A) coverage
B) exposure
C) showings
D) ratings
E) gross impressions
Q3) Compare and contrast continuous,pulsing,and flighting strategies.
Q4) Which of the following is most likely the best place to start when setting objectives for a media plan?
A) frequency
B) continuity
C) lead time
D) distribution
E) reach
Q5) List the six functions of a media buyer.
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Chapter 15: Public Relations
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Q1) A gap analysis is used to identify baselines from previous audits or audits of other related companies and industries so there is a point of comparison.
A)True
B)False
Q2) Advertising,publicity,and publications such as annual reports and collateral material are well-known tools of public relations.List three other,lesser-known,yet effective,public relations tools.
Q3) A ________ is a single event at which a company spokesperson makes a statement to media representatives.
A) media tour
B) press conference
C) sponsored event
D) speakers' forum
E) town hall forum
Q4) Employee communications programs and special events create buzz that an organization can control.
A)True
B)False
Q5) Give three tips for writing an email pitch letter.
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Chapter 16: Direct Response
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Questions
Q1) The financial contribution through sales volume of an individual customer or customer segment over a length of time is known as ________.
A) return on investment
B) lifetime customer value
C) customer contribution
D) customer loyalty
E) customer relationship assessment
Q2) Unwanted email is known as spam.
A)True
B)False
Q3) In a marketing database,the term expires means ________.
A) the customer is dead
B) the marketer no longer has permission to communicate with this customer
C) the customer name is no longer valid
D) the customer has not purchased from the marketer for more than 18 months
E) the customer's name has been merged to another list
Q4) One disadvantage of direct marketing is consumer frustration with too many catalogs and junk mail.
A)True
B)False
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Chapter 17: Promotions
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Q1) Which of the following most accurately describes an objective of advertising?
A) add tangible value to the product or service
B) encourage an immediate action
C) create a brand image over time
D) contribute to short-term profitability
E) emphasize price over value
Q2) Games and sweepstakes are both types of contests,only differing by the length of time they run.
A)True
B)False
Q3) Shoppers today are more brand loyal,so promotion incentives have to provide substantial incentives to encourage brand switching.
A)True
B)False
Q4) In what types of situations are price deals most likely to be effective?
Q5) How have loyalty programs become reward programs?
Q6) Nike was not a sponsor of the Olympics,but during a summer Olympics,Nike ran a "Bronze,Silver,and Gold" promotion while the games were occurring.Name and describe this marketing activity.
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Chapter 18: The Principles and Practice of IMC
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Q1) In IMC planning,what is the relationship between a strategy and a tactic?
Q2) Which of the following are two strategies for global advertising programs?
A) market-orientation and culture-orientation
B) standardization and localization
C) short-term and long-term
D) high-context and low-context
E) structured and unstructured
Q3) This year,Head Over Heels has the IMC objective of increasing share of wallet by 10% during the back-to-school sale season.Which IMC tools would you recommend for an IMC plan designed to meet this objective?
Q4) The global name for the Microsoft operating system Vista turned out to be a disparaging term for a frumpy old woman in Latvia.Microsoft had to adjust the name.This is an example of the need for ________ in international advertising campaigns.
A) adaptation
B) standardization
C) centralization
D) decentralization
E) bottom-up creativity
Q5) Explain how a centrally conceived international campaign can be cost efficient.
Page 20
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Chapter 19: Evaluating Imc Effectiveness
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Q1) Which of the following is a service that measures audiences for print media?
A) RADAR
B) Ameritest
C) Mediamark
D) Millward Brown
E) A.C. Nielsen
Q2) Both retail outlets where a brand is sold to consumers and manufacturers of the brand are interested in data gathered through scanner research.
A)True
B)False
Q3) One way to measure memory is to show an advertisement to people and ask them whether they remember having seen it before.This is known as a(n)________ test.
A) aided recall
B) recognition
C) semiotics
D) likability
E) attitude
Q4) Briefly explain the distinctions between pretesting,monitoring,and measurement of a campaign.
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