MKT 304 FULL FINAL EXAM WITH 100% DETAILED CORRECT ANSWERS
2025/2026 STUDY SET, Exams of Organization and Business Administration
e - ANSWERwhich of the following is an advantage associated with public
relations?
a. Strong connection of the receiver to the source.
b. High absolute cost but low relative cost.
c. Effectiveness at completing the communications product.
d. Ease with which PR activities are coordinated with other promotional
activities even when the activities are performed in different departments.
e. Use as an effective lead generator.
b - ANSWERCompany A is a major participant in the advertising and
promotion process. It attracts various others companies who buy space and
time with them which they can provide at discounted rates. Company A helps
these companies reach the target market effectively with the message.
Company A is a(n):
A. advertiser.
B. advertising agency.
C. media organization.
D. full service agency.
E. consultancy.
,Feelings or emotional attachment to the brand - ANSWERAccording to
McCann-Erickson's concept of emotional bonding, the strongest relationship
that develops between a brand and a consumer is based on:
A - ANSWERCoverGirl cosmetics have hired Drew Barrymore to appear in its
advertisements in order to help them capture the attention and interest of
the consumers. Through this, the ad illustrates the application of:
A. ad-to-consumer relevance.
B. brand-to-consumer relevance.
C. positioning strategy.
D. inherent drama.
E. an animatic.
B & C - ANSWERA commercial for Omachi shows singer My Linh preparing
breakfast for her husband and children. She also talks about her point of view
in choosing appropriate noodles for her family. This commercial is effective in
part because it utilizes _____ and _____ .
Select one or more:
a. slice-of-life
b. spokesperson-oriented
c. celebrity expertise
d. reputational
e. power-based
occur when a company pays to sponsor a section of a site - ANSWERRegular
sponsorships
b - ANSWERAdvertisers can prevent consumers from zapping commercials by:
A. introducing "commercial-free" programming.
,B. producing commercials that are meaningful and that attract and hold
attention.
C. devising shorter commercial formats.
D. using product placements.
E. advertising more on cable television.
c - ANSWERWhen we mention _____, it refers to commercials on local
television stations for which the advertisers negotiate directly with the
individual stations.
a. syndication
b. regional advertising
c. spot advertising
d. network advertising
e. sponsorship
e - ANSWERMeasuring the effectiveness of PR activities provides which of the
following advantages?
A. It helps deal with the problem of clutter.
B. It reduces the high absolute costs connected with PR activities.
C. It helps in reaching specific audience groups.
D. It helps in completing the communication process.
E. It gives management a way to judge the quality of public relations
achievements and activities.
a - ANSWERCompanies prefer sponsorship arrangements for buying
advertising time because:
, A. it allows companies to capitalize on the image of a high-quality program.
B. it gives the advertiser less control over the placement and the length of its
commercials.
C. it is relatively inexpensive.
D. sponsoring a show enables the advertiser to run more commercials per
hour since time regulations do not apply.
E. it broadens advertising reach, saves money, and reaches a more
aggregated market when compared to buying national spots.
b - ANSWERDisadvantages inherent in the use direct marketing include:
A. difficulty in obtaining effectiveness measurements.
B. poor image factors.
C. lack of flexibility.
D. difficulty in acquiring TV time.
E. lack of personalization
a - ANSWEROne of the primary advantages of using magazines as an
advertising medium is their:
A. selectivity.
B. low clutter level.
C. limited reach and frequency.
D. low absolute costs.
E. long lead time.
2025/2026 STUDY SET, Exams of Organization and Business Administration
e - ANSWERwhich of the following is an advantage associated with public
relations?
a. Strong connection of the receiver to the source.
b. High absolute cost but low relative cost.
c. Effectiveness at completing the communications product.
d. Ease with which PR activities are coordinated with other promotional
activities even when the activities are performed in different departments.
e. Use as an effective lead generator.
b - ANSWERCompany A is a major participant in the advertising and
promotion process. It attracts various others companies who buy space and
time with them which they can provide at discounted rates. Company A helps
these companies reach the target market effectively with the message.
Company A is a(n):
A. advertiser.
B. advertising agency.
C. media organization.
D. full service agency.
E. consultancy.
,Feelings or emotional attachment to the brand - ANSWERAccording to
McCann-Erickson's concept of emotional bonding, the strongest relationship
that develops between a brand and a consumer is based on:
A - ANSWERCoverGirl cosmetics have hired Drew Barrymore to appear in its
advertisements in order to help them capture the attention and interest of
the consumers. Through this, the ad illustrates the application of:
A. ad-to-consumer relevance.
B. brand-to-consumer relevance.
C. positioning strategy.
D. inherent drama.
E. an animatic.
B & C - ANSWERA commercial for Omachi shows singer My Linh preparing
breakfast for her husband and children. She also talks about her point of view
in choosing appropriate noodles for her family. This commercial is effective in
part because it utilizes _____ and _____ .
Select one or more:
a. slice-of-life
b. spokesperson-oriented
c. celebrity expertise
d. reputational
e. power-based
occur when a company pays to sponsor a section of a site - ANSWERRegular
sponsorships
b - ANSWERAdvertisers can prevent consumers from zapping commercials by:
A. introducing "commercial-free" programming.
,B. producing commercials that are meaningful and that attract and hold
attention.
C. devising shorter commercial formats.
D. using product placements.
E. advertising more on cable television.
c - ANSWERWhen we mention _____, it refers to commercials on local
television stations for which the advertisers negotiate directly with the
individual stations.
a. syndication
b. regional advertising
c. spot advertising
d. network advertising
e. sponsorship
e - ANSWERMeasuring the effectiveness of PR activities provides which of the
following advantages?
A. It helps deal with the problem of clutter.
B. It reduces the high absolute costs connected with PR activities.
C. It helps in reaching specific audience groups.
D. It helps in completing the communication process.
E. It gives management a way to judge the quality of public relations
achievements and activities.
a - ANSWERCompanies prefer sponsorship arrangements for buying
advertising time because:
, A. it allows companies to capitalize on the image of a high-quality program.
B. it gives the advertiser less control over the placement and the length of its
commercials.
C. it is relatively inexpensive.
D. sponsoring a show enables the advertiser to run more commercials per
hour since time regulations do not apply.
E. it broadens advertising reach, saves money, and reaches a more
aggregated market when compared to buying national spots.
b - ANSWERDisadvantages inherent in the use direct marketing include:
A. difficulty in obtaining effectiveness measurements.
B. poor image factors.
C. lack of flexibility.
D. difficulty in acquiring TV time.
E. lack of personalization
a - ANSWEROne of the primary advantages of using magazines as an
advertising medium is their:
A. selectivity.
B. low clutter level.
C. limited reach and frequency.
D. low absolute costs.
E. long lead time.
