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

Advertising agencies

Suppose State Farm Insurance stated, "We want our advertising to increase our customer base for home and automobile insurance 10 percent by the end of the year." This would be considered a(n)

advertising objective.

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

advocacy

An advertising platform is thev

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

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.

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

brands that are attempting to compete with market leaders.

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

In many instances the most appropriate way for a firm to cope with an event that leads to negative public relations is to

facilitate news coverage of the event.

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

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

media personnel control the content of the communication.

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.

Danielle Robinson, account representative for EXpert Advertising, tells D'Orazio Tile Products that she is proposing to use 5 full-page, four-color ads in home-decorating magazines to achieve an increase in consumer and builder inquiries of 15 percent. This approach is an example of which of the following methods of determining advertising expenditure levels?

objective-and-task

The target audience for an advertising campaign is the

people toward whom the advertisements are directed.

The major types of product advertising are

pioneer and competitive.

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

press conference.

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.

The identification of an advertisement's sponsor is the

signature

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

Carla is stopped by a researcher at a shopping mall and asked what was the last television commercial she remembers seeing. This is an example of a(n)

unaided recall test.