Chapter 19 Advertising, Sales Promotion, and Public Relations

51. The first decision in developing an advertising program
is to __________.
a) set the budget
b) state the mission of the advertising program
c) identify the target audience
d) select the appeal
e) select the media

52. All of the following steps are part of the planning
process used to develop an organization’s advertising program EXCEPT
__________.
a) identify the target audience
b) specify the advertising objectives
c) write the advertising copy
d) pretest the advertising
e) schedule the advertising program

53. When developing the advertising program, which step
helps advertisers with other choices in the process such as selecting media and
evaluating a campaign?
a) Identify the target audience
b) Specify the advertising objectives
c) Design the advertising
d) Pretest the advertising
e) Schedule the advertising program

54. When developing the advertising program, specifying the
advertising objectives helps advertisers with other choices in the process such
as __________ and evaluating a campaign.
a) identifying the target audience
b) selecting media
c) designing the advertising
d) pretesting the advertising
e) scheduling the advertising program

55. When developing the advertising program, specifying the
advertising objectives helps advertisers with other choices in the process such
as selecting media and __________.
a) identifying the target audience
b) evaluating a campaign
c) designing the advertising
d) pretesting the advertising
e) scheduling the advertising program

56. Under the ____ strategy, the advertising budget will
constitute a larger proportion of the promotion budget.
a) push
b) draw
c) pull
d) advertising
e) pioneering

57. Which of the following greatly affects the company’s
advertising budget?
a) How elaborate the advertisements are
b) The advertising medium used
c) The amount of response the company receives from its
customers
d) All of the above
e) None of the above

58. Which of the following is true about advertising spots
in India?
a) The rates decrease during the broadcast of cricket
matches
b) The rates for top Indian television channels are higher
than a one-page ad in Shanghai Tatler
c) The prime-time spots for top Indian television
channels cost about 100,000 rupees.
d) The rates for advertising spots increase during the
broadcast of cricket matches.
e) All of the above

59. Most advertising messages are made up of two types of
elements. They are __________.
a) functional and persuasional
b) expository and persuasional
c) informational and persuasional
d) informational and creative
e) creative and expository

60. Information and persuasive content can be combined in
the form of __________.
a) sex, fear and humorous appeals
b) guilt and enrichment appeals
c) hierarchical need satisfiers
d) perceptual modifiers and need enhancers
e) none of the above