Marketing CH 15

How can public relations have a strong impact at a much lower cost than advertising?

Interesting brand stories, events, videos, or other content can be shared by sources out of the company's control, but to its benefit.

Advertising objectives should be based on the marketing mix, positioning, and ________.

past decisions about the target market

Brands in a market with many competitors and high advertising clutter must ________.

be advertised more heavily to be noticed in the marketplace

The main block of text in a print ad is referred to as the ________.

copy

In an attempt to set the company apart from its competitors, Central Parcel Service (CPS) has its employees wear brown uniforms and drive brown trucks. What type of public relations tool is being used by CPS? Group of answer choices

corporate identity materials

After creating a message strategy statement, the advertiser must develop a compelling ________ that will bring the message strategy to life in a distinctive and memorable way.

creative concept

Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals.

customer benefits

One of the functions performed by a PR department is ________, which involves working with donors or members of nonprofit organizations to gain financial or volunteer support.

development

In its advertisements, Timex promotes its affordable and sturdy watches. Fossil emphasizes style and fashion in its advertisements, and Rolex stresses luxury and status. These are all examples of ________ appeals.

distinctive

Advertising is a good way to ________, inform, and persuade.

engage

An IKEA ad shows consumers creating fanciful room designs with IKEA furniture, such as "a bedroom for a queen made by Bree and her sister, designed by IKEA." Which of the following message execution styles is illustrated in this example?

fantasy

Describing available services and support is most likely a goal of ________ advertising.

informative

One of the functions performed by a PR department is ________, which involves building and maintaining relations with legislators and government officials to influence legislation and regulation.

lobbying

Which term refers to the qualitative value of message exposure through a given medium?

media impact

Which of the following message execution styles features a highly believable or likable source endorsing the product?

testimonial evidence

Which of the following promotion tools involves building up a positive corporate image and handling unfavorable stories and events?

public relations

An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________.

remind

Which message execution style involves presenting survey data indicating that a brand is better than other brands?

scientific evidence

Which of the following message execution styles focuses on the company's skill and knowledge in making the product?

technical expertise

You want to advertise your new product. You want good mass marketing coverage and low cost per exposure. You also want to combine sight, sound, and motion and make the advertisement appealing to the senses. You should choose ________ as your advertising media.

television