Advertising and Public Relations

Advertising campaign objectives that are aimed at making customers' attitudes more favorable are stated in ________ terms.

Communication

Which of the following lists forms of competitive advertising?

Comparative, reminder, reinforcement

Advertising appropriations are largest for which type of product?

Convenience goods

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

Advertising that focuses on stimulating demand for a product category is called _____ advertising.

Pioneer

Reinforcement advertising is primarily targeted at

The current users of a particular product

What is an advertising platform most commonly based upon?

The opinions of employees within the firm or the advertising agency

The total amount of money a marketer allocates for advertising for a specific time period is the

advertising appropriation.

When a company promotes its position on a public issue, this is specifically referred to as ______ advertising.

advocacy

An advertising platform is the

basic issue or selling point that an advertiser wishes to include in an advertising campaign.

Brands that are promoted through comparative advertising are most likely to be

brands that are attempting to compete with market leaders.

What type of advertising points out a brand's features and advantages that fit consumers but may not be available in other brands?

competitive

The step in developing an advertising campaign that directly precedes campaign execution is

creating the advertising message.

The most effective method of determining platform issues is to use a survey of

customers.

After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed by

defining the advertising objectives.

The last stage in the development of any advertising campaign is

evaluating the effectiveness of advertising.

The first stage in the development of any advertising campaign is

identifying the advertising target audience.

The target audience for an advertising campaign is the

people toward whom the advertisements are directed.

The two major types of product advertising are

pioneer and competitive.

Advertising that lets consumers know that an established brand still offers certain uses, characteristics, and advantages is _____ advertising.

reminder

When developing an advertising campaign, benchmarks need to be included in the

statement of advertising objectives.

Th2e main problem with using the objective-and-task approach to setting an advertising budget is

the marketer may experience difficulty when trying to estimate accurately the level of effort needed to achieve goals.