Marketing Ch.17 Part II

provide businesses with copywriters, artists, production coordinators, media experts, researchers, and other highly skilled specialists.

Advertising agencies

Which of the following is the most commonly used type of publicity-based public relations tool?

News release

A major benefit of using event sponsorship is that it

can provide large amounts of free media coverage.

Mike Stevens wonders whether the creative idea of using the character "Tom T. Turtle" as an image for marketing a new line of running shoes will be successful. He should suggest to his account representative that a(n) ____ be used to pretest the campaign.

consumer jury

An evaluation performed before an advertising campaign begins is a

pretest

Monroe works for NASCAR where his responsibilities include maintaining favorable relationships between the organization and its stakeholders. Monroe is most likely employed in

public relations.

Kohl's, a department store featuring clothing and housewares, communicates in news story form about its organization and its efforts to support local children's hospitals. This information is transmitted through mass media at no charge and is therefore called

publicity

If during an advertising campaign a certain portion of advertising runs continuously, and then during specific periods additional advertising is used to *intensify* the level of communication, a(n) ____ media schedule is being used.

pulsing

The identification of an advertisement's sponsor is the

signature

When a copywriter and an artist combine the copy with the visual material for a television commercial, it usually is done through use of

storyboard

Brian and Tiffany are discussing the media plan for the opening of their new bar/laundromat called Soap and Suds. He tells her that while he agrees that ____ has tremendous impact, he does not feel that the upfront costs for such a campaign are in the modest budget that presently exists.

television

The Bentley Agency places $2,500 in radio spots and $17,500 in television spots for Darnell Insurance in June. For its efforts this month, the agency "traditionally" would receive ____ in compensation.

$3,000

The verbal portion of an advertisement, including headlines, body, and signature, is called the

copy

A schedule in which advertisements run for set periods of time, alternating with periods in which no ads are run is known as

flighting

Disney decided to run its new commercials for all of its theme parks several times a day for three weeks and then not at all for two weeks. It will then run the commercials again for three more weeks. Disney is using a ____ schedule for its advertising.

flighting

An ad's ____ is designed to attract readers' attention and develop interest so that they will read the entire advertisement

headline

As Will reads the copy for South Beach Hotel's upcoming magazine ad in Southern Living, he worries that no one will spend the time to read all the details of the facilities his resort has to offer. Wanting to have the greatest impact, Will focuses his creative efforts on the

headline

Grant is responsible for the marketing promotions of a small firm of consultants. It is most likely that his firm will use ____ to create and implement its advertising campaigns.

one or two individuals

What is the primary justification marketers use for conducting recognition and recall tests?

People are more likely to buy a product they have seen advertised than one they have not seen advertised.

Which of the following is not a public relations tool?

Product sample

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

Public relations

During the duration of an advertising campaign, Verizon Wireless ran television advertisements at a steady rate throughout the week and *intensified* its message with newspaper advertising in many major newspapers in the Sunday paper. Verizon Wireless used a(n)____ media schedule.

Pulsing

The advertising department for the Pennzoil Corporation is working on a print advertisement for a new product. At this point, the layout contains a phrase to attract attention, an additional phrase to provide an explanation, an illustration to show the product, and a paragraph to explain the advantages and benefits of the product. What other important element should be included?

Signature

Which of the following is the most important consideration when choosing an event to sponsor?

That the product and the event are easily associated

Some of the posttest methods for measuring advertising effectiveness are based on how well consumers remember advertising and include (1) recognition tests and (2) recall tests. What is the basic difference between these two approaches?

The actual ads are shown in the former but not in the latter.

Brittany is choosing the type of media for a new promotional campaign for Halls cough drops. She knows that each type of media has both benefits and disadvantages. She is considering the Internet as a form of media. Which of the following is *not* a disadvantage of the Internet as a promotional medium?

The message must be short and simple.

Advertising agencies typically receive

a 15% commission paid by the media from which it makes purchases.

When respondents are shown a list of various products, brands, and company names and then asked about advertisements they have seen lately, researchers are conducting a(n)

aided recall test.

An advertising campaign is typically developed by an individual or a few persons within the firm, an advertising department within the organization, or

an advertising agency.

Rachel is considering advertising her new restaurant on the radio to attract more customers. She knows that in order to attract listeners' attention on the radio it will be important for her to

be both informal and conversational in tone.

The effectiveness of an advertising campaign can be measured

before, during, and after the campaign through the use of pretests, inquiries, and posttests.

Matt was in a group considered to be actual or potential purchasers of a new mountain bike produced by Specialized Sports. He and the other consumers were shown three different advertisements and asked to judge several dimensions of each one. Matt participated in a(n)

consumer jury.

Todd is developing a print advertisement for Aflac. He knows that the ______ is a critical component of the copy because _____.

headline; it is often the only part of the advertisement that is read

Artwork, a major part of most advertisements, consists of the

illustration and the layout.

The _____ design element of an advertisement is used to attract attention, communicate an idea quickly, or communicate ideas that are difficult to put into words; the ____ is the physical arrangement of the illustration, headline, subheadline, body copy, and the signature.

illustration; layout

Measuring effectiveness during a campaign is usually accomplished by using

inquiries

Julie Reese is working on developing a magazine advertisement for Planet Fitness, a health and fitness club. She knows what she wants the advertisement to say and the illustrations she wants to use, but she is having a tough time putting it all together. Julie is having trouble determining the

layout

marketer that wanted to include detailed information in advertisements would most likely use

magazines

The limitations in using publicity-based public relations tools stem primarily from the fact that

media personnel control the content of the communication.

Recognition and recall tests are posttest methods based on

memory

As Oscar Mayer puts together its advertising campaign for the summer, it will need to keep in mind that its desire to use billboard advertising will have strong effects on its selection of the advertising

message

A single page of typewritten copy that has 300 words or less and describes a company event or product is called a

news release.

Brian is responsible for the promotions and public relations of his firm, which produces rubber tires. A recent development in technology may change the way in which the rubber for tires is produced, allowing it to be sourced from the roots of dandelion plants. Brian would like to have a story run on the evening news or in the local newspaper about this development, but he knows that this story is likely to be rejected by media personnel because the material is

not newsworthy.

A consumer jury is a

panel of potential buyers of the advertised product brought together to pretest an advertising message.

If a company calls a meeting to announce a major news event, this is known as a

press conference.

If researchers at Merck Pharmaceuticals develop a cure for prostate cancer, the best way to announce this to the public and get wide media coverage would be through a

press conference.

General Mills used a panel of consumers to evaluate its Cheerios campaign featuring children who read the cereal box and try to persuade their parents to watch their cholesterol. These consumers judged the advertisements prior to the execution of the advertising campaign. This is an example of a(n)

pretest

Darcy presents an identification card at the supermarket checkout and has a microcomputer attached to her TV. Information from both of these is sent to a research facility. Darcy is providing

single-source data.

When individuals' behaviors are tracked from television sets to checkout counters using equipment provided by the marketer, this is known as

single-source data.

Steve is aware of the growth in digital media advertising, particularly to certain target markets. The use of advertising on digital devices can alienate young consumers. Steve has uncovered recent research stating that young consumers are more likely to be receptive to advertising appearing on their digital devices if the source is _____; _____ has been given, and the messages are ______.

trusted; permission; relevant or entertaining