Marketing 17

____ is a broad set of communication activities used to create and maintain favorable relations between the organization and its stakeholders. Public relations

Public relations

The basic issues or selling points that an advertiser wants to include in an advertising campaign is (are) the

advertising platform.

If Target were to base its advertising appropriation on the amount that Walmart spends, it would be using the ____ approach.

competition-matching

The first stage in the development of any advertising campaign is

identifying the advertising target audience.

Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called ____ advertising.

institutional

After developing the budget for advertising the Kia Soul automobile, marketing managers at Kia then determined what proportion of that budget would be spent on television, radio, and magazine advertisements based on the cost effectiveness of each. This subsequent allocation of the budget is known as a(n) ____ plan.

media

A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the dates and times, is a(n)

media plan.

Sony Corporation has a particular approach for determining its advertising appropriation. A problem with this technique, however, is that the people in the marketing department have difficulty estimating the level of effort needed to achieve certain goals. This problem is characteristic of the ____ approach.

objective-and-task

Colin McKinney, director of marketing for Greenwald Industrial Products, complains to his advertising director that the continuing slump in orders has apparently been perpetuated by the firm's failure to have the necessary advertising expenditures. Based on this information, Greenwald is most likely using the ____ approach to determine its advertising expenditures.

percent-of-sales

The two major types of product advertising are

pioneer and competitive.