Chapter 15

Which of the following statements is most likely true of public relations?

An effective public relations program continues over months or even years.

Which of the following is a major step in selecting advertising media?

Determining reach, frequency, and impact

You receive a report that 68 percent of your target market has been exposed to your ad campaign during a given period of time. Which of the following aspects of media selection is represented by this information?

Reach

Which of the following characterizes standardized global advertising?

a more consistent worldwide image

Which of the following is illustrated by an amateur 30-second video, developed by a consumer, telling the story of the online crafts marketplace, Etsy.com?

consumer-generated messages

When selecting a media vehicle, the media planner looks both at the total cost of using a medium and at the ________.

cost per thousand

When P&G developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. What type of campaign was most likely used by P&G for the Mr. Clean Magic Eraser?

informative advertising

In the context of media timing, ________ means making decisions on scheduling ads either following the seasonal pattern, opposing the seasonal pattern, or being the same all year.

pulsing

An ad for a new convection oven shows a busy professional woman using the convection oven to cook dinner for her family. Which of the following message execution styles is illustrated in this example?

slice of life

Snappy Cameras is launching a new advertising campaign to demonstrate the high quality of its digital cameras. Which media option would give the audience the most control over exposure to the ads and interactive capabilities?

the internet