Chapter 15:
Which type of advertising is heavily used for new product category introductions? Reminder Persuasive Comparative Attack Informative
Informative
Which type of advertising is important for mature, established brands? Attack Comparative Persuasive Informative
Reminder
__________ advertising is more suitable for mature products.
Reminder
What is the first decision advertisers need to make when developing an advertising program? Setting advertising objectives Selecting the media Setting the budget Determining the message appeals Evaluating the program's effectiveness
Setting advertising objectives
A company holds a news conference to announce a new product launch. Which PR tool are they using in this example? Written materials Audiovisual materials Special events Public service activities Corporate identity materials
Special events
When does persuasive advertising become comparative advertising?
When a company directly or indirectly compares its brand to others
Which of the following statements does not accurately reflect PR's role in marketing? A. Lines between advertising, PR, and other content are becoming blurred. B. PR can be a powerful brand-building tool. C. As the use of earned and shared digital content grows rapidly, PR is playing a smaller role in marketing content management. D. PR pros are an organization's master storytellers E. Brand websites, blogs, and social media are marketing contents.
As the use of earned and shared digital content grows rapidly, PR is playing a smaller role in marketing content management.
Despite its potential strengths, public relations are occasionally described as a marketing stepchild because of all of the following reasons except __________. A. PR practitioners consider their job as simply communication B. the PR department is handled by third party C. the PR practitioners are interested in customer engagement and relationships D. the PR department is often located at corporate headquarters E. the PR practitioners are not interested in brand building
PR practitioners consider their job as simply communication
Which of the following statements about public relations is correct? The impact of public relations on public awareness comes at a much higher cost than advertising. Public relations is used only to promote products. Public relations captures a major portion of the overall marketing budget. The lines between advertising and public relations are becoming more and more blurred. Public relations cannot be used to engage consumers.
The lines between advertising and public relations are becoming more and more blurred.
What is media impact? The qualitative value of exposure to a message The return on investment from the ad campaign The number of times a person is exposed to a message The percentage of the target audience that is exposed to a message How much the chosen media engages the target audience
The qualitative value of exposure to a message
What is the intent of advertainment? To use humorous appeals that everyone agrees are funny To make ads and brand content into something that people actually want to watch To place brands in popular television shows To make ad messages credible To clearly separate the advertisement from the entertainment aspect
To make ads and brand content into something that people actually want to watch
It is common to see product placements-embedding brands as props within other programming, such as TV shows or movies. Product placements are a form of __________. branded entertainment sponsored content native advertising advertainment comparative advertising
branded entertainment
To bring the message strategy to life in a distinctive and memorable way, advertisers develop what is known as the "big idea". This big idea becomes the __________. message strategy creative appeal message content message execution style creative concept
creative concept
When iPhone was first introduced into the market, Apple highlighted its benefits and qualities. This type of advertising is referred to as __________.
informative advertising
The public relations function of __________ is used to build and maintain national or local community relationships. product publicity public affairs development press relations Lobbying
public affairs
Marketing management must first __________ when developing an advertising program. A. make media decisions B. set an advertising budget C. make message decisions D. set advertising objectives Your answer is correct.E. develop the advertising strategy
set advertising objectives
The reasons for considering public relations, which has a greater impact at a much lower cost than advertising, include __________. A. the frequency by which messages are available for promotion. B. the ease of selecting media from a variety of available choices. C. the rapid growth in the number of media multitaskers, people who absorb more than one medium at a time. D. the ease in tracking consumer impressions for a media placement. E. the possibility of stories to be picked up by different media
the possibility of stories to be picked up by different media
__________ and __________ are core PR strengths and that plays well into the use of online, mobile, and social media. A. Logos; brochures B. Business cards; forms C. Stationary; signs D. Storytelling; engagement E. Pinterest; Twitter
Storytelling; engagement