Chapter 15:

Which type of advertising is heavily used for new product category​ introductions? Reminder Persuasive Comparative Attack Informative

Informative

Which type of advertising is important for​ mature, established​ brands? Attack Comparative Persuasive Informative

Reminder

​__________ advertising is more suitable for mature products.

Reminder

What is the first decision advertisers need to make when developing an advertising​ program? Setting advertising objectives Selecting the media Setting the budget Determining the message appeals Evaluating the​ program's effectiveness

Setting advertising objectives

A company holds a news conference to announce a new product launch. Which PR tool are they using in this​ example? Written materials Audiovisual materials Special events Public service activities Corporate identity materials

Special events

When does persuasive advertising become comparative​ advertising?

When a company directly or indirectly compares its brand to others

Which of the following statements does not accurately reflect​ PR's role in​ marketing? A. Lines between​ advertising, PR, and other content are becoming blurred. B. PR can be a powerful​ brand-building tool. C. As the use of earned and shared digital content grows​ rapidly, PR is playing a smaller role in marketing content management. D. PR pros are an​ organization's master storytellers E. Brand​ websites, blogs, and social media are marketing contents.

As the use of earned and shared digital content grows​ rapidly, PR is playing a smaller role in marketing content management.

Despite its potential​ strengths, public relations are occasionally described as a marketing stepchild because of all of the following reasons except​ __________. A. PR practitioners consider their job as simply communication B. the PR department is handled by third party C. the PR practitioners are interested in customer engagement and relationships D. the PR department is often located at corporate headquarters E. the PR practitioners are not interested in brand building

PR practitioners consider their job as simply communication

Which of the following statements about public relations is​ correct? The impact of public relations on public awareness comes at a much higher cost than advertising. Public relations is used only to promote products. Public relations captures a major portion of the overall marketing budget. The lines between advertising and public relations are becoming more and more blurred. Public relations cannot be used to engage consumers.

The lines between advertising and public relations are becoming more and more blurred.

What is media​ impact? The qualitative value of exposure to a message The return on investment from the ad campaign The number of times a person is exposed to a message The percentage of the target audience that is exposed to a message How much the chosen media engages the target audience

The qualitative value of exposure to a message

What is the intent of​ advertainment? To use humorous appeals that everyone agrees are funny To make ads and brand content into something that people actually want to watch To place brands in popular television shows To make ad messages credible To clearly separate the advertisement from the entertainment aspect

To make ads and brand content into something that people actually want to watch

It is common to see product placements-embedding brands as props within other​ programming, such as TV shows or movies. Product placements are a form of​ __________. branded entertainment sponsored content native advertising advertainment comparative advertising

branded entertainment

To bring the message strategy to life in a distinctive and memorable​ way, advertisers develop what is known as the​ "big idea". This big idea becomes the​ __________. message strategy creative appeal message content message execution style creative concept

creative concept

When iPhone was first introduced into the​ market, Apple highlighted its benefits and qualities. This type of advertising is referred to as​ __________.

informative advertising

The public relations function of​ __________ is used to build and maintain national or local community relationships. product publicity public affairs development press relations Lobbying

public affairs

Marketing management must first​ __________ when developing an advertising program. A. make media decisions B. set an advertising budget C. make message decisions D. set advertising objectives Your answer is correct.E. develop the advertising strategy

set advertising objectives

The reasons for considering public​ relations, which has a greater impact at a much lower cost than​ advertising, include​ __________. A. the frequency by which messages are available for promotion. B. the ease of selecting media from a variety of available choices. C. the rapid growth in the number of media​ multitaskers, people who absorb more than one medium at a time. D. the ease in tracking consumer impressions for a media placement. E. the possibility of stories to be picked up by different media

the possibility of stories to be picked up by different media

​__________ and​ __________ are core PR strengths and that plays well into the use of​ online, mobile, and social media. A. Logos; brochures B. Business​ cards; forms C. Stationary; signs D. Storytelling; engagement E. ​Pinterest; Twitter

​Storytelling; engagement