Chapter 15 Advertising and Public Relations

Principles of Marketing, 19e (Kotler/Armstrong)
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
AACSB: Analytical thinking
Skill: Concept
Objective: LO 15.1: Define the role of advertising in the promotion mix.
Difficulty: Easy

2) Advertising is used mostly by .
A) governments
B) business firms
C) social agencies
D) independent professionals
E) not-for-profit organizations
Answer: B
AACSB: Analytical thinking
Skill: Concept
Objective: LO 15.1: Define the role of advertising in the promotion mix.
Difficulty: Easy

3) Marketing management must make important decisions when developing an advertising
program. Which of the following is NOT one of those decisions?
A) evaluating advertising effectiveness
B) developing advertising strategy
C) setting advertising objectives
D) designing products and distribution
E) setting the advertising budget
Answer: D
AACSB: Analytical thinking
Skill: Concept
Objective: LO 15.1: Define the role of advertising in the promotion mix.
Difficulty: Easy




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,4) Competitive parity and task methods are considered when making decisions about .
A) sales objectives
B) budget
C) message structure
D) media selection
E) message effectiveness
Answer: B
AACSB: Analytical thinking
Skill: Concept
Objective: LO 15.1: Define the role of advertising in the promotion mix.
Difficulty: Easy

5) Advertising is the least used of the major promotion tools, although it has great potential for
building consumer awareness and reference.
Answer: FALSE
AACSB: Written and oral communication
Skill: Concept
Objective: LO 15.1: Define the role of advertising in the promotion mix.
Difficulty: Moderate

6) Advertising is a good way to engage, inform, and persuade, regardless of the objective of the
message.
Answer: TRUE
AACSB: Written and oral communication
Skill: Concept
Objective: LO 15.1: Define the role of advertising in the promotion mix.
Difficulty: Moderate

7) Marketing management must make four important decisions when developing an advertising
program. Briefly describe these four decisions.
Answer: Marketing management should first set advertising objectives, which can be classified
by primary purpose: to inform, persuade, or remind. Next, the advertising budget needs to be
determined, which will often depend on the product's stage in the product life cycle. The third
step is to develop an advertising strategy, which involves message decisions and media
decisions. The last step is to evaluate the effectiveness of the advertising campaign.
AACSB: Analytical thinking; Written and oral communications
Skill: Concept
Objective: LO 15.1: Define the role of advertising in the promotion mix.
Difficulty: Moderate




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,8) The decisions about impact and engagement of an advertisement fall into the category of
decisions.
A) sales objectives
B) budget
C) message
D) media
E) advertising evaluations
Answer: D
AACSB: Analytical thinking
Skill: Concept
Objective: LO 15.2: Describe the major decisions involved in developing an advertising
program.
Difficulty: Easy

9) An advertising objective is classified by its primary purpose, which is to inform, persuade, or
.
A) reciprocate
B) compete
C) remind
D) explain
E) suggest
Answer: C
AACSB: Written and oral communication
Skill: Concept
Objective: LO 15.2: Describe the major decisions involved in developing an advertising
program.
Difficulty: Easy

10) Advertising objectives should be based on the marketing mix, positioning, and .
A) differentiation
B) past decisions about the target market
C) costs of different media choices
D) ability to create special events
E) novelty of the product advertised
Answer: B
AACSB: Written and oral communication
Skill: Concept
Objective: LO 15.2: Describe the major decisions involved in developing an advertising
program.
Difficulty: Easy




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, 11) Advertising is a good way to , inform, and persuade.
A) educate
B) create
C) define
D) engage
E) harvest
Answer: D
AACSB: Written and oral communication
Skill: Concept
Objective: LO 15.2: Describe the major decisions involved in developing an advertising
program.
Difficulty: Easy

12) Which of the following is most likely an objective of informative advertising?
A) build brand preference
B) change customer perceptions of brand value
C) encourage customers to switch brands
D) suggest new uses for a product
E) keep the brand in customer minds during off-seasons
Answer: D
AACSB: Analytical thinking
Skill: Concept
Objective: LO 15.2: Describe the major decisions involved in developing an advertising
program.
Difficulty: Challenging

13) When P&G developed the Mr. Clean Magic Eraser, the company needed to explain how the
product cleans grime from walls without removing paint. What type of campaign was most
likely used by P&G for the Mr. Clean Magic Eraser?
A) informative advertising
B) persuasive advertising
C) reminder advertising
D) developmental advertising
E) comparative advertising
Answer: A
AACSB: Reflective thinking
Skill: Application
Objective: LO 15.2: Describe the major decisions involved in developing an advertising
program.
Difficulty: Challenging




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