Advertising and Public Relations

Chapter 15 Advertising and Public Relations

1) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.

A) sales promotion

B) direct marketing

C) advertising

D) personal selling

E) public relations

Answer: C

Diff: 2 Page Ref: 430

Skill: Concept

Objective: 15-1

2) A company's total marketing communications package consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________.

A) the communications method

B) integrated marketing

C) the promotion mix

D) competitive marketing

E) target marketing

Answer: C

Diff: 1 Page Ref: 428

Skill: Concept

Objective: 15-1

3) According to the opening scenario, GEICO has become the fourth-largest insurance company by ________.

A) integrating humor and creativity into its minicampaigns

B) targeting a niche market of people with exceptional driving records

C) offering cost savings directly to customers without sales personnel

D) marketing its product through creative print ads in major magazines

E) creating a website that is appealing to both young and old drivers

Answer: A

Diff: 3 Page Ref: 428

Skill: Concept

Objective: 15-1

4) All of the following are important decisions during the process of developing an advertising program EXCEPT ________.

A) setting advertising objectives

B) setting the advertising budget

C) developing advertising strategy

D) selecting a target market

E) evaluating advertising campaigns

Answer: D

Diff: 2 Page Ref: 430-431

Skill: Concept

Objective: 15-2

5) Advertising ________ define the task that advertising must accomplish with a specific target audience during a specific period of time.

A) objectives

B) budgets

C) strategies

D) campaigns

E) evaluations

Answer: A

Diff: 1 Page Ref: 431...