Advertising and Promotion Canadian 6th Edition Guolla

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MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the
question.

1) The primary objective of is to develop a framework that will deliver the message to the
target audience in the most efficient, cost-effective manner possible.
A) organizational planning B) media planning
C) market segmentation D) target marketing
Answer: B

2) The media plan:

A) requires the development of specific media objectives
B) has five formalized stages that cannot be omitted from the process
C) includes product development
D) includes sales and marketing forecasts and potentials
Answer: A

3) According to Media Digest's research on Canadian media expenditures, the media type which earns
the highest revenues is:
A) online B) magazines
C) daily newspapers D) television
Answer: A

4) Category need, brand awareness, brand attitude and brand trial are all examples of:
A) communication strategies B) media objectives
C) creative execution D) media strategies
Answer: B

1
5) If the advertiser selects media to allow immediate purchase of the brand, the media objective is most
likely:
A) category need B) brand attitude
C) brand trial D) media optimization
Answer: C

6) Media selected to ensure that a certain percentage of the target audience has favourable beliefs about
the brand's benefits are most likely satisfying a media objective.
A) brand attitude B) brand awareness
C) category need D) profit maximization
Answer: A

7) Campbell Soup is the market share leader in Canada, but many new competitors have entered the
market. In order to protect their leadership position and minimize consumers' switching to one of the
new brand entries, Campbell should set a media objective.
A) brand trial B) head-to-head
C) brand repeat purchase D) brand leadership
Answer: C

2
8) is the measure of the number of different audience members exposed at least once to a
media vehicle.
A) Exposure B) Viewer number C) Reach D) Frequency
Answer: C

9) Each of the following satisfies a brand awareness media objective EXCEPT:

A) Provide sufficient number of exposures to ensure that 60 percent of the target audience
recognizes the need for the product category.
B) Select media to provide coverage of 80 percent of the target audience this quarter.
C) Concentrate advertising during the target audience's peak purchasing time.
D) Provide sufficient number of exposures to ensure that 60 percent of the target audience
recognizes the brand name when it's suggested to them.
Answer: A

10) refers to the potential audience that might receive the message through a vehicle.
A) Reach B) Frequency C) Exposure D) Coverage
Answer: D

11) is the number of times a receiver is exposed to a message in a given time period.
A) Potency B) Frequency C) Coverage D) Reach
Answer: B

12) Which of the following is NOT a part of the media plan?

A) Determination of media coverage B) Marketing strategies
C) Media objectives D) Frequency estimates
Answer: B

13) The is the specific carrier within a media class.

A) media type B) medium
C) media vehicle D) television message
Answer: C

14) The Globe & Mail, Maclean's, and The National Post are all examples of:
A) communications decoders B) media strategies
C) media vehicles D) distribution channels
Answer: C

15) Media planning is not an easy task. Each of the following explains one of the difficulties inherent in
the process EXCEPT:
A) indifference of creative directors to the type of media chosen
B) difficulty in measuring the effectiveness of a medium
C) insufficient information on audience figures
D) inconsistent terminology
Answer: A

3
16) Which of the following explains why media planners have difficulty measuring the effectiveness of
advertising and promotions?
A) The media planner must usually balance quantitative data with subjective judgements based on
experience.
B) An opportunity to advertise within a new media vehicle might arise, requiring movement of
advertising dollars from one vehicle to another.
C) There is a debate as to whether media planning buying should be part of an advertising agency
or an independent agency.
D) Procurement specialists often put pressure on the media decisions in an effort to save money.
Answer: A

17) The wide variety ofmedia available to advertisers is called:

A) the media mix B) the media profile
C) the media strategy D) multi-media
Answer: A

18) Which of the following is NOT a factor affecting the choice of media used?
A) The size of the budget
B) Insufficient information on audience figures
C) The characteristics of the product or service
D) The behavioural objectives
Answer: B

19) Which of the following is NOT true about media planning?

A) The characteristics of the product or service may dictate which media type would be most
appropriate.
B) The choice of medium generally does not influence the consumer decision-making process.
C) The creative strategy being used may be the driving force behind the media strategy.
D) The media strategy being used may be the driving force behind the creative strategy.
Answer: B

20) Each of the following is a media characteristic which may affect the achievement of specific
communication objectives EXCEPT:
A) audience involvement B) audience reach
C) target audience selectivity D) geographic coverage
Answer: A

21) Each of the following is a media-usage characteristic which may affect the achievement of specific
communication objectives EXCEPT:
A) control for selective exposure B) amount of processing time
C) creativity for emotional responses D) cost efficiency
Answer: D

4
22) Whichof the following is a strength of television as a media choice?
A) Target audience selectivity B) Amount of processing time
C) Audience involvement D) Creativity for cognitive responses
Answer: D

23) Which of the following is a limitation of television as a media choice?

A) Selective exposure B) Frequency
C) Scheduling flexibility D) Cost efficiency
Answer: A

24) Whichof the following is a strength of radio as a media choice?

A) Amount of processing time B) Selective exposure
C) Clutter D) Absolute cost
Answer: D

25) Whichof the following is a limitation of radio as a media choice?

A) Geographic coverage B) Audience attention
C) Media image D) Target audience selectivity
Answer: B

26) Whichof the following is a strength of magazines as a media choice?

A) Frequency B) Lack of processing time
C) Audience involvement D) Reach
Answer: C

27) Which of the following is a limitation of magazines as a media choice?

A) Creativity for cognitive responses B) Selective exposure
C) Cost efficiency D) Target audience selectivity
Answer: C

28) Whichof the following is a strength of newspapers as a media choice?

A) Lack of clutter B) Target audience selectivity
C) Creativity for emotional responses D) Creativity for cognitive responses
Answer: D

29) Which
of the following is a limitation of newspapers as a media choice?
A) Amount of processing time B) Selective exposure
C) Absolute cost D) Target audience selectivity
Answer: B

30) Whichof the following is a strength of outdoor as a media choice?

A) Amount of processing time B) Audience involvement
C) Target audience coverage D) Reach
Answer: D

5
31) Which of the following is a limitation of outdoor as a media choice?
A) Cost efficiency B) Frequency
C) Media image D) Geographic coverage
Answer: C

32) Which of the following is a strength of transit as a media choice?

A) Creativity for cognitive responses B) Target audience selectivity
C) Scheduling flexibility D) Target audience coverage
Answer: A

33) Which of the following is a limitation of transit as a media choice?

A) Clutter B) Cost efficiency
C) Amount of processing time D) Absolute cost
Answer: A

34) Media buyers might choose to live with a relatively high degree of waste coverage because:
A) it allows for more specific targeting
B) the media employed are likely to be the most effective means of message delivery available
C) repetition is the most effective method for pioneering advertising
D) it best supports a flighting media schedule
Answer: B

35) Underwhat conditions are advertisers more likely to achieve full audience coverage with their
media buy?
A) When the audience is fragmented
B) When they are targeting a small number of customers or potential customers
C) In a high-involvement purchase situation
D) When media coverage reaches people who are not potential buyers or current users
Answer: B

36) The situation

in which media coverage exceeds the targeted audience is called:
A) waste coverage B) excess media expenditure
C) audience fragmentation D) underexposure
Answer: A

37) Nordstrom placed advertising for the launch of their new Toronto stores on mall posters within the
Eaton Centre, Yorkdale Plaza, and Sherway Gardens. These posters were seen by many people apart
from typical Nordstrom customers. This is an example of:
A) excess media expenditure B) media overexposure
C) media underexposure D) audience fragmentation
Answer: B

6
38) Tesla's research shows that approximately 65 percent of their target audience subscribes to The
Globe & Mail newspaper. If that is their only media vehicle, they will experience:
A) excess media expenditure
B) media overexposure
C) full market coverage
D) less media coverage than desired (underexposure)
Answer: D

39) helps marketers factor the rate of product usage by geographic area into the decision
process.
A) The ratio of product usage to availability
B) Statistics Canada's population growth analysis
C) The Brand Development Index
D) The Category Development Index
Answer: C

40) Which of the following is true about the Brand Development Index (BDI)?
A) BDI and CDI measure the same consumer behaviours.
B) BDI compares the brand's total sales in a given market area with the percentage of the total
population in that market.
C) BDI measures the ratio of product usage to availability in a particular market.
D) BDI indicates where a brand should maximize promotional spending, given their success in a
particular geographic area.
Answer: B

41) In calculating both the Brand Development Index (BDI) and the Category Development Index
(CDI), a media planner obtains the following results: High BDI and Low CDI. What do these results
imply?
A) Low market share and good market potential
B) Low market share and poor market potential
C) High market share and good market potential
D) High market share and monitor for sales decline
Answer: D

42) In calculating both the Brand Development Index (BDI) and the Category Development Index
(CDI), a media planner obtains the following results: Low BDI and Low CDI. What do these results
imply?
A) High market share and monitor for sales decline
B) High market share and good market potential
C) Low market share and good market potential
D) Low market share and poor market potential
Answer: D

7
43) In calculating both the Brand Development Index (BDI) and the Category Development Index
(CDI), a media planner obtains the following results: Low BDI and High CDI. What do these results
imply?
A) High market share; monitor for sales decline
B) Low market share; poor market potential
C) High market share; good market potential
D) Low market share; good market potential
Answer: D

44) Which of the following situations offers the advertiser the least attractive marketing opportunity?
A) Low BDI; high CDI B) High BDI; low CDI
C) High BDI; high CDI D) Low BDI; low CDI
Answer: D

45) Which of the following indices reflects a company with low market share in a given market?
A) Low category development index (CDI) B) High brand development index (BDI)
C) High category development index (CDI) D) Low brand development index (BDI)
Answer: D

46) Which of the following scenarios indicates that the brand is not doing well and it would be
worthwhile to determine the reasons and make some changes?
A) iPhone's share of the growing mobile phone market is at an all-time high.
B) Even though the popularity of Asian fast-food restaurants is on the rise, the Flying Wok has
seen a fifteen percent decline in sales over the past three months.
C) Nestle's Quik has a high market share in a declining powdered flavour market.
D) Just when Stephanie entered the specialty textile flooring market people don't seem to want
shag carpeting anymore.
Answer: B

47) In terms of advertising, scheduling constant advertising without variation is referred to as:
A) geographical weighting B) continuity
C) circulation D) flighting
Answer: B

48) Seasonal products such as Hallowe'en decorations and Valentine flowers would best make use of
which scheduling alternative?
A) Weighted ratings B) Flighting C) Pulsing D) Continuous
Answer: B

49) My product is silk ties, which are purchased at any time of the year, but more often at Christmas and
on Father's day. Given a limited budget, which strategy would likely be the most effective if I
wanted to try to stimulate trial and/or sales?
A) Share B) Continuous C) Pulsing D) Flighting
Answer: C

8
50) A product that may be consumed throughout the year, but has seasonal periods where consumption
is higher might best employ a(n) scheduling method.
A) oscillating B) continuous C) pulsing D) flighting
Answer: C

51) Which strategy would be most likely to be used by a marketer of dishwashing detergent?
A) Share growth B) Flighting C) Continuous D) Pulsing
Answer: C

52) Which scheduling method would be inappropriate for the product named?
A) Spring-blooming bulbs continuous B) Accounting services pulsing
C) Soft drinks pulsing D) Snow blower flighting
Answer: A

53) Chrysler would probably wish to pursue a scheduling strategy, while Rossignol Skis
would use a schedule.
A) pulsing; flighting B) continuous; pulsing
C) continuous; continuous D) flighting; pulsing
Answer: A

54) For which of the following products is an advertiser most likely to use continuity scheduling?
A) Swimming pool chemicals B) Wood burning stoves
C) Tickets to a hockey game D) Laundry detergent
Answer: D

55) It is generally felt that consumers should get exposure to the message as close as possible to when
they are going to make the purchase. On the basis of this idea, which would be the most effective
scheduling method for winter boots?
A) Flighting B) Pulsing C) Behavioural D) Continuous
Answer: A

56) is the employment of periods of advertising along with periods of non-advertising.

A) Weighting B) Continuity C) Flighting D) Pulsing
Answer: C

57) For which of the following products is an advertiser most likely to use a flighting schedule?
A) Cake mixes B) Snow tires
C) Shampoo D) Newspaper subscriptions
Answer: B

58) When advertising scheduling involves constant advertising with heavier efforts being made at
certain times, a(n) schedule is being employed.
A) weighting B) intermittent C) pulsing D) flighting
Answer: C

9
59) Recreationvehicles (RVs) advertise throughout the year but typically advertise more heavily June
and in September. This pattern represents which scheduling method?
A) Continuity B) Pulsing C) Oscillating D) Flighting
Answer: B

60) Disney World advertises itself as a vacation spot throughout the year, but it advertises more heavily
during the summer months and during the Christmas season when most people are vacationing. This
is an example of scheduling.
A) pulsing B) flighting
C) continuity D) geographical weighting
Answer: A

61) Which of the following is NOT an advantage inherent in the flighting method of schedule
advertising?
A) Extra strength during "on" periods
B) Cost efficiency
C) Continuous target coverage
D) Ability to include more than one advertising vehicle
Answer: C

62) Which of the following media strategies is suitable for a lesser-known product with a target
audience concentrated in a small area in Canada?
A) One that balances reach and frequency
B) One that emphasizes reach rather than frequency
C) One that emphasizes frequency rather than reach
D) One that uses a high cost per thousand approach
Answer: C

63) New brands need a very high level of , since the objective is to make all potential buyers
aware of the brand.
A) reach B) CPM C) GRPs D) frequency
Answer: A

64) Given
that a message is complex as far as comprehension is concerned, the strategy should be to
maximize at the expense of .
A) Reach; frequency B) Frequency; reach
C) Reach; GRPs D) Frequency; CPM
Answer: B

65) The the brand share, the the frequency level required.
A) lower; higher B) higher; higher C) higher; lower D) lower; lower
Answer: C

1
0
66) A company has a limited promotional budget. The target market is highly concentrated and has
already been shown to have high awareness and interest in the project. The goal of the promotional
strategy should be to:
A) increase frequency B) maximize reach
C) sacrifice frequency for reach D) maximize coverage
Answer: A

67) A company with a substantial advertising budget with little or no awareness in the target market
should:
A) sacrifice reach for continuity B) maximize reach
C) maximize coverage D) maximize frequency and sacrifice reach
Answer: B

68) is the number of target audience individuals exposed at least once to media vehicle in a
specific time period.
A) Reach B) Frequency C) Continuity D) Coverage
Answer: A

69) Unduplicated reach is:

A) total reach less duplicated reach
B) average reach multiplied by average frequency
C) total market coverage less duplicated reach
D) duplicated reach plus total reach
Answer: A

70) To calculate gross ratings points (GRPs), you will need to:
A) divide average frequency by costs B) divide reach times frequency by costs
C) multiply reach times frequency D) multiply CPM times average frequency
Answer: C

71) is a summary measure that combines reach and frequency.

A) Gross ratings points (GRPs) B) The Category Development Index (CDI)
C) The Brand Development Index (BDI) D) Target ratings points (TRPs)
Answer: A

72) The concept of is based on the assumption that one exposure to an ad may not be enough
to convey the desired message.
A) GRPs B) average reach
C) average frequency D) effective reach
Answer: D

73) No one knows the exact number of necessary for an ad to make an impact, although
advertisers have settled on as the minimum.
A) reach; two B) exposures; three C) GRPs; ten D) frequency; one
Answer: B

10
74) is the number of times the target audience reached by a media vehicle is exposed to the
vehicle over a specified period of time.
A) Effective frequency B) Average reach
C) Unduplicated reach D) Average frequency
Answer: D

75) Each of the following statements about frequency is true EXCEPT:

A) The lower the brand's share of voice, the higher the frequency required.
B) New brands generally require higher frequency levels.
C) The more unique the message, the higher the frequency level required.
D) Continuous scheduling requires less frequency than does pulsing or flighting.
Answer: C

76) Which of the following is NOT relevant to the vehicle source effect?
A) If the advertising message is relevant and compelling to the target audience, the choice of
media vehicle is less important.
B) Certain media vehicles enhance the message because they create a mood that carries over to the
communication.
C) People perceive ads differently depending on their context.
D) Media planners consider the most suitable media class and media vehicle for the target
audience and the message.
Answer: A

77) To evaluate the cost of print media, is used.

A)relative; CPRP B) absolute; CPM C) absolute; CPRP D) relative; CPM
Answer: D

78) CPM is an expression of for various media vehicles.

A) compared reach B) mode C) relative cost D) absolute cost
Answer: C

79) The estimated number of people who read the magazine without buying it is called:
A) overexposure B) unduplicated reach
C) pass-along rate D) absolute cost
Answer: C

80) A major problem with the use of cost per thousand figures is:
A) determining time spent reading the magazine
B) determining pass-along rates
C) determining an efficient way to estimate the effects of sweep periods
D) calculating cost estimates efficiently
Answer: B

11
81) If the circulation of the National Post is 400,000 readers, and the advertising cost per page is
$50,000, the CPM is:
A) $0.125 B) $8 C) $0.008 D) $125
Answer: D

82) Old Navy is planning a new print campaign. Which of the following media vehicles represents the
most attractive CPM?
A) The cost of a single-page ad in Metro Toronto newspaper (circulation - 205,000) is $22,500.
B) The cost of a single-page ad in Today's Parent Magazine (circulation - 116,000) is $22,000.
C) The cost of a single-page ad in Canadian Living Magazine (circulation - 425,000) is $53,000.
D) The cost of a single-page ad in The Toronto Star (circulation - 309,000) is $58,000.
Answer: A

83) The comparative cost figure used for broadcast media is:
A) the same as for print media, cost per thousand (CPM)
B) cost per ratings point (CPRP)
C) gross ratings point (GRP)
D) cost per point of contact (CPPC)
Answer: B

84) The media planning process concludes with the , which summarizes many of the media
strategy and media tactics decisions.
A) CPM B) blocking chart C) advertising plan D) marketing plan
Answer: B

85) In the marginal analysis approach to media budgeting, all of the following should be considered
EXCEPT:
A) gross margin net worth
B) advertising expenditures and other variable costs
C) fixed costs of advertising
D) sales
Answer: A

86) The S-shaped response function implies that:

A) sales effects will follow the microeconomic law of diminishing returns
B) sales will immediately increase then decrease
C) sales will immediately decrease then increase
D) initial advertising expenditures will have little impact on sales
Answer: D

12
87) The two models that are commonly used to explain the relationship between advertising and sales
are the:
A) S-shaped response function and the concave-upward function
B) marginal utility function and the S-shaped demand function
C) S-shaped demand function and the convex-downward function
D) concave-downward function and the S-shaped response function
Answer: D

88) The function is based on the microeconomic law of diminishing returns.

A) concave-downward B) marginal utility
C) concave-upward D) S-shaped demand
Answer: A

89) According to the S-shaped response curve:

A) initial outlays of the advertising budget have a substantial impact on sales
B) sales are not directly related to the size of the advertising budget
C) the carryover effect is especially true for low-priced, frequently purchased consumer products
D) the effects of advertising quickly begin to diminish
Answer: B

90) Amarketing firm decides to purchase media time in an attempt to sell its new product. After
purchasing approximately $1 million of time, it has noticed no impact on the sales of the product.
However, at $3 million, a substantial increase is shown. This might best be explained by:
A) an S-shaped response B) competitive parity
C) the objective and task method D) arbitrary allocation
Answer: A

91) The S-shaped response curve suggests that:

A) very low spending levels will not work
B) advertising effectiveness will not be related to spending
C) advertising effectiveness will vary according to spending levels
D) sales and spending on advertising are not directly related
Answer: C

92) Asa result of , large advertisers can maintain advertising shares that are smaller than their
market shares because they get lower advertising rates and accrue the advantages of advertising
several products jointly.
A) a concave-downward response B) differential advertising advantages
C) competitive parity D) economies of scale
Answer: D

13
93) When executives determine the budget amounts to be allocated for each department's advertising
expenditures, a approach is being used.
A) bottom-up B) top-down
C) marginal contribution D) contribution forecast
Answer: B

94) All
of the following are considered top-down approaches to determining budgets EXCEPT:
A) arbitrary allocation B) the affordable method
C) the percentage of sales method D) the objective and task method
Answer: D

95) Which of the following is NOT a top-down approach to budget setting?

A) Payout planning B) Return on investment
C) Competitive parity D) The affordable method
Answer: A

96) The method of budget setting consists of three steps: (1) defining the communication
objectives, (2) determining the strategies and tasks to attain them, and (3) estimating the costs
associated with performance of these strategies and tasks.
A) return on investment B) percentage of sales
C) objective and task D) arbitrary allocation
Answer: C

97) Which top-down budgeting method is being employed when expenditures are allocated by assigning
a budget based on gut feelings?
A) Arbitrary allocation B) Percentage of sales
C) Payout planning D) Affordable method
Answer: A

98) The most commonly utilized method of budget determination by large firms is:
A) the affordable method B) objective and task
C) percentage of sales D) competitive parity
Answer: C

99) To set an advertising budget, Entree cologne first examines competitors' advertising to sales ratios
published in trade magazines, and then allocates a percentage of sales dollars to the advertising
effort. Which two budgeting methods are being employed?
A) Payout planning and percentage of sales B) Competitive parity and percentage of sales
C) Competitive parity and payout planning D) Percentage of sales and objective and task
Answer: B

14
Another random document with
no related content on Scribd:
Ever triumphant! whose victorious charms,
Without the needless aid of high descent,
Had awed mankind, and taught the world’s great lords
To bow, and sue for grace. But who is he,
Fresh as a rose-bud newly blown, and fair
As opening lilies, on whom every eye
With joy and admiration dwells? See, see!
He reins his docile barb with manly grace.
Is it Adonis, for the chase array’d?
Or Britain’s second hope? Hail, blooming youth!
May all your virtues, with your years, improve,
Till, in consummate worth, you shine the pride
Of these our days, and, to succeeding times,
A bright example. As his guard of mutes
On the great sultan wait, with eyes deject,
And fix’d on earth, no voice, no sound, is heard
Within the wide serail, but all is hush’d,
And awful silence reigns; thus stand the pack,
Mute, and unmoved, and cowering low to earth,
While pass the glittering court, and royal pair:
So disciplined those hounds, and so reserved,
Whose honour ’tis to glad the hearts of kings:
But soon the winding horn, and huntsman’s voice,
Let loose the general chorus; far around
Joy spreads its wings, and the gay morning smiles.

BOOK III THE CHASE v. 405-429.

 Unharbour’d now, the royal stag forsakes
His wonted lair; he shakes his dappled sides,
And tosses high his beamy head; the copse
Beneath his antlers bends. What doubling shifts
He tries! not more the wily hare: in these
Would still persist, did not the full-mouth’d pack,
With dreadful concert, thunder in his rear.
The woods reply, the hunter’s cheering shouts
Float through the glades, and the wide forest rings.
How merrily they chant! their nostrils deep
Inhale the grateful steam. Such is the cry,
And such the harmonious din, the soldier deems
The battle kindling, and the statesman grave
Forgets his weighty cares; each age, each sex,
In the wild transport joins; luxuriant joy,
And pleasure in excess, sparkling, exult
On every brow, and revel unrestrained.
How happy art thou, man! when thou’rt no more
Thyself; when all the pangs, that grind thy soul,
In rapture, and in sweet oblivion lost,
Yield a short interval, and ease from pain!
See, the swift courser strains, his shining hoofs
Securely beat the solid ground. Who now
The dangerous pitfall fears, with tangling heath
High-overgrown? or who the quivering bog,

BOOK III THE CHASE v. 430-454.

Soft yielding to the step? All now is plain,
Plain as the strand, sea-laved, that stretches far
Beneath the rocky shore. Glades crossing glades,
The forest opens to our wondering view:
Such was the king’s command. Let tyrants fierce
Lay waste the world; his the more glorious part,
To check their pride; and when the brazen voice
Of war is hush’d, as erst victorious Rome,
To employ his station’d legions in the works
Of peace; to smooth the rugged wilderness,
To drain the stagnate fen, to raise the slope
Depending road, and to make gay the face
Of nature with the embellishments of art.
How melts my beating heart! as I behold
Each lovely nymph, our island’s boast and pride,
Push on the generous steed, that strokes along
O’er rough, o’er smooth; nor heeds the steepy hill,
Nor falters in the extended vale below;
Their garments loosely waving in the wind,
And all the flush of beauty in their cheeks:
While at their sides their pensive lovers wait,
Direct their dubious course; now chill’d with fear,
Solicitous, and now with love inflamed.
O grant, indulgent Heaven, no rising storm
May darken, with black wings, this glorious scene!

BOOK III THE CHASE v. 455-478.

Should some malignant power thus damp our joys,
Vain were the gloomy cave, such as, of old,
Betray’d to lawless love the Tyrian queen:
For Britain’s virtuous nymphs are chaste, as fair;
Spotless, unblamed, with equal triumph reign
In the dun gloom, as in the blaze of day.
Now the blown stag through woods, bogs, roads, and streams,
Has measured half the forest; but, alas!
He flies in vain; he flies not from his fears.
Though far he cast the lingering pack behind,
His haggard fancy still, with horror, views
The fell destroyer; still the fatal cry
Insults his ears, and wounds his trembling heart.
So the poor fury-haunted wretch, his hands
In guiltless blood distain’d, still seems to hear
The dying shrieks; and the pale threatening ghost
Moves as he moves, and, as he flies, pursues.
See here, his slot; up yon green hill he climbs,
Pants on its brow awhile; sadly looks back
On his pursuers, covering all the plain;
But, wrung with anguish, bears not long the sight,
Shoots down the steep, and sweats along the vale;
There mingles with the herd, where once he reign’d
Proud monarch of the groves; whose clashing beam

BOOK III THE CHASE v. 479-503.

His rivals awed, and whose exalted power
Was still rewarded with successful love.
But the base herd have learn’d the ways of men;
Averse they fly, or, with rebellious aim,
Chase him from thence: needless their impious deed,
The huntsman knows him by a thousand marks,
Black, and imboss’d; nor are his hounds deceived;
Too well distinguish these, and never leave
Their once devoted foe: familiar grows
His scent, and strong their appetite to kill.
Again he flies, and, with redoubled speed,
Skims o’er the lawn; still the tenacious crew
Hang on the track, aloud demand their prey,
And push him many a league. If haply then
Too far escaped, and the gay courtly train
Behind are cast, the huntsman’s clanging whip
Stops full their bold career: passive they stand,
Unmoved, an humble, an obsequious crowd,
As if, by stern Medusa, gazed to stones.
So, at their general’s voice, whole armies halt,
In full pursuit, and check their thirst of blood.
Soon, at the king’s command, like hasty streams
Damm’d up a while, they foam, and pour along
With fresh recruited might. The stag, who hoped
His foes were lost, now once more hears, astunn’d,

BOOK III THE CHASE v. 504-528.

The dreadful din: he shivers every limb;
He starts, he bounds; each bush presents a foe.
Press’d by the fresh relay, no pause allow’d,
Breathless and faint, he falters in his pace,
And lifts his weary limbs with pain, that scarce
Sustain their load: he pants, he sobs, appall’d;
Drops down his heavy head to earth, beneath
His cumbrous beams oppress’d. But if, perchance,
Some prying eye surprise him, soon he rears
Erect his towering front, bounds o’er the lawn,
With ill-dissembled vigour, to amuse
The knowing forester; who inly smiles
At his weak shifts, and unavailing frauds.
So midnight tapers waste their last remains,
Shine forth a while, and, as they blaze, expire.
From wood to wood redoubling thunders roll,
And bellow through the vales; the moving storm
Thickens amain, and loud triumphant shouts,
And horns, still warbling in each glade, prelude
To his approaching fate. And now, in view,
With hobbling gait, and high, exerts, amazed,
What strength is left: to the last dregs of life
Reduced, his spirits fail, on every side
Hemm’d in, besieged; not the least opening left
To gleaming hope, the unhappy’s last reserve.

BOOK III THE CHASE v. 529-553.

Where shall he turn? or whither fly? Despair
Gives courage to the weak. Resolved to die,
He fears no more, but rushes on his foes,
And deals his deaths around; beneath his feet
These grovelling lie, those, by his antlers gored,
Defile the ensanguined plain. Ah! see, distress’d,
He stands at bay against yon knotty trunk,
That covers well his rear, his front presents
An host of foes. O shun, ye noble train,
The rude encounter, and believe your lives
Your country’s due alone. As now aloof
They wing around, he finds his soul upraised,
To dare some great exploit; he charges home
Upon the broken pack, that, on each side,
Fly diverse; then, as o’er the turf he strains,
He vents the cooling stream, and, up the breeze,
Urges his course with eager violence:
Then takes the soil, and plunges in the flood
Precipitant; down the mid-stream he wafts
Along, till, like a ship distress’d, that runs
Into some winding creek, close to the verge
Of a small island, for his weary feet
Sure anchorage he finds, there skulks, immersed;
His nose, alone above the wave, draws in
The vital air; all else beneath the flood

BOOK III THE CHASE v. 554-578.

Conceal’d, and lost, deceives each prying eye
Of man or brute. In vain the crowding pack
Draw on the margin of the stream, or cut
The liquid wave with oary feet, that move
In equal time. The gliding waters leave
No trace behind, and his contracted pores
But sparingly perspire: the huntsman strains
His labouring lungs, and puffs his cheeks in vain.
At length a blood-hound, bold, studious to kill,
And exquisite of sense, winds him from far;
Headlong he leaps into the flood, his mouth
Loud-opening, spends amain, and his wide throat
Swells every note with joy; then fearless dives
Beneath the wave, hangs on his haunch, and wounds
The unhappy brute, that flounders in the stream,
Sorely distress’d, and, struggling, strives to mount
The steepy shore. Haply once more escaped;
Again he stands at bay, amid the groves
Of willows, bending low their downy heads.
Outrageous transport fires the greedy pack;
These swim the deep, and those crawl up with pain
The slippery bank, while others on firm land
Engage; the stag repels each bold assault,
Maintains his post, and wounds for wounds returns.
As when some wily corsair boards a ship

BOOK III THE CHASE v. 579-602.

Full-freighted, or from Africk’s golden coasts,
Or India’s wealthy strand, his bloody crew
Upon her deck he slings; these in the deep
Drop short, and swim to reach her steepy sides,
And, clinging, climb aloft; while those, on board,
Urge on the work of fate; the master bold,
Press’d to his last retreat, bravely resolves
To sink his wealth beneath the whelming wave,
His wealth, his foes, nor unrevenged to die.
So fares it with the stag; so he resolves
To plunge at once into the flood below,
Himself, his foes, in one deep gulf immersed.
Ere yet he executes this dire intent,
In wild disorder once more views the light;
Beneath a weight of woe he groans distress’d:
The tears run trickling down his hairy cheeks;
He weeps, nor weeps in vain. The king beholds
His wretched plight, and tenderness innate
Moves his great soul. Soon, at his high command,
Rebuked, the disappointed, hungry pack
Retire, submiss, and grumbling quit their prey.
Great prince! from thee, what may thy subjects hope;
So kind, and so beneficent to brutes?
O mercy, heavenly born! sweet attribute!

BOOK III THE CHASE v. 603-608.

Thou great, thou best prerogative of power!

Justice may guard the throne, but, join’d with thee,
On rocks of adamant it stands secure,
And braves the storm beneath; soon as thy smiles
Gild the rough deep, the foaming waves subside,
And all the noisy tumult sinks in peace.
BOOK IV
 Argument.
Of the necessity of destroying some beasts, and preserving others, for the use
of man. Of breeding of hounds; the season for this business. The choice of
the dog, of great moment. Of the litter of whelps. Of the number to be
reared. Of setting them out to their several walks. Care to be taken to
prevent their hunting too soon. Of entering the whelps. Of breaking them
from running at sheep. Of the diseases of hounds. Of their age. Of
madness; two sorts of it described, the dumb, and outrageous madness: its
dreadful effects. Burning of the wound recommended, as preventing all ill
consequences. The infectious hounds to be separated, and fed apart. The
vanity of trusting to the many infallible cures for this malady. The dismal
effects of the biting of a mad dog, upon man, described. Description of the
otter-hunting. The conclusion.
Whate’er of earth is form’d, to earth returns,
Dissolved: the various objects we behold,
Plants, animals, this whole material mass,
Are ever changing, ever new: the soul
Of man alone, that particle divine,
Escapes the wreck of worlds, when all things fail.
Hence great the distance ’twixt the beasts that perish,
And God’s bright image, man’s immortal race.
The brute creation are his property,
Subservient to his will, and for him made.
As hurtful, these he kills; as useful, those
Preserves; their sole and arbitrary king.
Should he not kill, as erst the Samian sage

BOOK IV THE CHASE v. 14-37.

Taught, unadvised, and Indian Brachmans now
As vainly preach, the teeming ravenous brutes
Might fill the scanty space of this terrene,
Incumbering all the globe. Should not his care
Improve his growing stock, their kinds might fail:
Man might once more on roots and acorns feed;
And through the deserts range, shivering, forlorn,
Quite destitute of every solace dear,
And every smiling gayety of life.
The prudent huntsman, therefore, will supply
With annual large recruits, his broken pack,
And propagate their kind. As from the root
Fresh scions still spring forth, and daily yield
New blooming honours to the parent tree.
Far shall his pack be famed, far sought his breed;
And princes, at their tables, feast those hounds
His hand presents, an acceptable boon.
Ere yet the sun through the bright ram has urged
His steepy course, or mother earth unbound
Her frozen bosom to the western gale;
When feather’d troops, their social leagues dissolved,
Select their mates, and on the leafless elm
The noisy rook builds high her wicker nest;
Mark well the wanton females of thy pack,

BOOK IV THE CHASE v. 38-62.

That curl their taper tails, and, frisking, court
Their piebald mates enamour’d: their red eyes
Flash fires impure; nor rest, nor food, they take,
Goaded by furious love. In separate cells
Confine them now, lest bloody civil wars
Annoy thy peaceful state. If left at large,
The growling rivals in dread battle join,
And rude encounter. On Scamander’s streams,
Heroes of old with far less fury fought,
For the bright Spartan dame, their valour’s prize.
Mangled and torn, thy favourite hounds shall lie,
Stretch’d on the ground; thy kennel shall appear
A field of blood: like some unhappy town,
In civil broils confused, while discord shakes
Her bloody scourge aloft, fierce parties rage,
Staining their impious hands in mutual death.
And still the best beloved, and bravest fall:
Such are the dire effects of lawless love.
Huntsman! these ills, by timely prudent care,
Prevent: for every longing dame select
Some happy paramour; to him, alone,
In leagues connubial join. Consider well
His lineage; what his fathers did of old,
Chiefs of the pack, and first to climb the rock,
Or plunge into the deep, or thread the brake,

BOOK IV THE CHASE v. 63-86.

With thorns sharp-pointed, plash’d, and briers in-woven.
Observe with care, his shape, sort, colour, size.
Nor will sagacious huntsmen less regard
His inward habits: the vain babbler shun,
Ever loquacious, ever in the wrong.
His foolish offspring shall offend thy ears
With false alarms, and loud impertinence.
Nor less the shifting cur avoid, that breaks
Illusive from the pack; to the next hedge
Devious he strays; there, every meuse he tries;
If haply then he cross the steaming scent,
Away he flies, vain-glorious; and exults,
As of the pack supreme, and in his speed
And strength unrivall’d. Lo! cast far behind,
His vex’d associates pant, and, labouring, strain
To climb the steep ascent. Soon as they reach
The insulting boaster, his false courage fails,
Behind he lags, doom’d to the fatal noose;
His master’s hate, and scorn of all the field.
What can from such be hoped, but a base brood
Of coward curs, a frantick, vagrant race?
When now the third revolving moon appears,
With sharpen’d horns, above the horizon’s brink,
Without Lucina’s aid, expect thy hopes

BOOK IV THE CHASE v. 87-110.

Are amply crown’d: short pangs produce to light
The smoking litter; crawling, helpless, blind,
Nature their guide, they seek the pouting teat,
That plenteous streams. Soon as the tender dam
Has form’d them with her tongue, with pleasure view
The marks of their renown’d progenitors;
Sure pledge of triumphs yet to come. All these
Select with joy; but to the merciless flood
Expose the dwindling refuse, nor o’erload
The indulgent mother. If thy heart relent,
Unwilling to destroy, a nurse provide,
And to the foster-parent give the care
Of thy superfluous brood: she’ll cherish kind
The alien offspring; pleased, thou shalt behold
Her tenderness, and hospitable love.
If frolick now, and playful, they desert
Their gloomy cell, and on the verdant turf,
With nerves improved, pursue the mimick chase,
Coursing around; unto thy choicest friends
Commit thy valued prize. The rustick dames
Shall at thy kennel wait, and in their laps
Receive thy growing hopes; with many a kiss
Caress, and dignify their little charge
With some great title, and resounding name

BOOK IV THE CHASE v. 111-135.

Of high import. But, cautious, here observe
To check their youthful ardour, nor permit
The unexperienced younker, immature,
Alone to range the woods, or haunt the brakes,
Where dodging conies sport: his nerves unstrung,
And strength unequal, the laborious chase
Shall stint his growth, and his rash forward youth
Contract such vicious habits, as thy care,
And late correction, never shall reclaim.
When to full strength arrived, mature and bold,
Conduct them to the field; not all at once,
But as thy cooler prudence shall direct,
Select a few, and form them, by degrees,
To stricter discipline. With these, consort
The stanch and steady sages of the pack,
By long experience versed in all the wiles,
And subtle doublings, of the various chase.
Easy the lesson of the youthful train,
When instinct prompts, and when example guides.
If the too forward younker, at the head,
Press boldly on, in wanton sportive mood,
Correct his haste, and let him feel, abash’d,
The ruling whip. But if he stoop behind,
In wary modest guise, to his own nose
Confiding sure, give him full scope to work

BOOK IV THE CHASE v. 136-160.

His winding way, and with thy voice applaud
His patience and his care; soon shalt thou view
The hopeful pupil leader of his tribe,
And all the listening pack attend his call.
Oft lead them forth where wanton lambkins play,
And bleating dams, with jealous eyes, observe
Their tender care. If at the crowding flock
He bay presumptuous, or with eager haste
Pursue them, scatter’d o’er the verdant plain,
In the foul fact attach’d, to the strong ram
Tie fast the rash offender. See! at first,
His horn’d companion, fearful and amazed,
Shall drag him, trembling, o’er the rugged ground,
Then with his load fatigued, shall turn a-head,
And, with his curl’d hard front, incessant peal
The panting wretch; till, breathless and astunn’d,
Stretch’d on the turf he lie. Then spare not thou
The twining whip, but ply his bleeding sides,
Lash after lash; and with thy threatening voice,
Harsh echoing from the hills, inculcate loud
His vile offence. Sooner shall trembling doves,
Escaped the hawk’s sharp talons, in mid air,
Assail their dangerous foe, than he once more
Disturb the peaceful flocks. In tender age,
Thus youth is train’d; as curious artists bend

BOOK IV THE CHASE v. 161-184.

The taper pliant twig, or potters form
Their soft and ductile clay to various shapes.
Nor is’t enough to breed, but to preserve
Must be the huntsman’s care. The stanch old hounds,
Guides of thy pack, though but in number few,
Are yet of great account; shall oft untie
The Gordian knot, when reason at a stand,
Puzzling, is lost, and all thy art is vain.
O’er clogging fallows, o’er dry plaster’d roads,
O’er floated meads, o’er plains with flocks distain’d,
Rank scenting, these must lead the dubious way.
As party chiefs, in senates who preside,
With pleaded reason, and with well-turn’d speech,
Conduct the staring multitude; so these
Direct the pack, who with joint cry approve,
And loudly boast discoveries not their own.
Unnumber’d accidents, and various ills,
Attend thy pack, hang hovering o’er their heads,
And point the way that leads to death’s dark cave.
Short is their span; few at the date arrive
Of ancient Argus, in old Homer’s song
So highly honour’d: kind, sagacious brute!
Not even Minerva’s wisdom could conceal
Thy much-loved master, from thy nicer sense.

BOOK IV THE CHASE v. 185-209.