Chapter 17

Identifying and analyzing the target audience is step

1

Defining the advertising objectives is step

2

Creating the advertising platform is step

3

Determining the advertising appropriation is step

4

Developing the media plan is step

5

Creating an advertising message step

6

Executing the campaign is step

7

Evaluating the effectiveness of the advertising campaign is step

8

When a company promotes its position on a public issue—for instance, a tax increase, sustainability, regulations, or international trade coalitions—institutional advertising is referred to as

Advocacy Advertising

A(n) ____ is a post test that asks subjects to identify recently seen ads and provides clues, such as a list of products, memories, company names, or trademarks, to jog their memories.

Aided recall test

The advertisement provokes an emotional and intellectual response from viewers due to the way the images and illustrations are designed. This is an example of a(n)

Artwork

Public relations materials include

Blogs

Your company is gearing up for a winter promotional event and you want to promote it. You have a lot of really great looking film footage from a recent ski and snowboarding event. This public relations situation would best be served by a(n)

Captioned Photograph

may include a readability study.

Communicaitons audit

includes a content analysis of messages.

Communication audit

To make direct product comparisons, marketers use a form of competitive advertising called

Comparative Advertising

Which of the following types of advertising would be the best to pursue to get your message out?

Competitive Advertising

_____ attempts to stimulate demand for a specific brand by promoting the brand's features, uses, and advantages sometimes through indirect or direct comparisons with competing brands.

Competitive advertising

____ consists of an advertisement's illustration and layout.

Consists

is used to pretest an ad campaign

Consumer jury

Marketers can control neither the____ nor the timing of the public relations communication.

Content

A company's advertisement features the tagline, "For all mankind." This is an example of a(n)

Copy

Is the written or verbal portion of the advertisement and may include headlines, sub-headlines, body copy, and signature.

Copy

Materials such as logos, business cards, stationery, and signs are created to make a firm immediately recognizable.

Corporate Identity

Business Cards are an example of

Corporate identity materials

Stationery is an example of

Corporate identity materials

Such as logos, business cards, stationery, and signs are created to make a firm immediately recognizable.

Corporate identity materials

Lets an advertiser compare the costs of several vehicles with a specific medium (such as two magazines) in relation to the number of people each vehicle reaches.

Cost comparison indicator

The position you propose for the soy sauce chips is "taste vacation." This applies to the ''____" step of in creating an advertising campaign.

Create advertising platform

Publicity-based public relations tools offer several advantages, including ______

Credibility

Broadcast television ratings are

Declining

You have been given a budget of $750,000. This applies to the ______ step of creating an advertising campaign.

Determine advertising appropriation

You plan to air television advertisements in the afternoons when suburban mothers tend to be at home with their children and purchase online advertisements targeted toward young people. This applies to the _____ step of creating an advertising campaign.

Develop media plan

identifies changes in public opinion affecting an organization.

Environmental monitoring

A firm that wants to match the advertising spending of its major competitors should appropriate its budget using a percent-of-sales approach.

False

A media plan is not necessary for a well-constructed advertising campaign.

False

Advertising agencies do not receive commissions from the media outlets they use in their campaigns.

False

Internal advertising departments do not have specialists in the various functions of advertising.

False

Small internal advertising departments usually do their advertising without outside assistance.

False

To avoid over- or under-spending the advertising appropriation, the firm should set it based on an arbitrary approach.

False

There has been a layer of cover-ups in your organization and they have just come to light by means of the media. Top executives have been arrested and your company is struggling. You are working with various departments in order to get the facts and determine how you will respond to the public. This public relations situation would best be served by a(n)

Feature Article

There has been a lot of discussion about the negative impact your company's activities is having on the greenhouse effect. You have scientific evidence to refute most of those claims. Dispersing this information would best be done through a(n)

Feature Article

There is a lot of talk about how the U.S. can reduce its dependence on foreign oil. Your engineers have discovered a number of ways that the average citizen can reduce their individual consumption. You would like to get this message out. This would best be done through a(n)

Feature Article

The customers most likely to buy the new soy sauce chips are suburban females aged 35-40 and 18-21 year olds in cities and suburban areas. This applies to the ''______" step of creating an advertising campaign.

Identify and analyze target audience

An advertisement includes graphs of statistics of food shortages in developing countries in order to show how large of a problem the new technology is aiming to solve. This is an example of a(n)

Illustration

The physical arrangement of the illustration and the copy (headline, subheadline, body copy, and signature)

Layout

Dozens of organizations are partnering to create awareness of the economic benefits of national climate and energy legislation. This public relations situation would best be served by a(n)

News Release

You were speaking at a conference for professionals in your industry and you made several contacts. A journalist approached you and expressed interest in writing an article about your services and introduced you to a business news broadcaster who interviewed you for a feature spot on their television program. The article and the television feature aired the next week. This public relations situation would best be served by a(n)

News Release

Your company just discovered a major deposit of oil reserves in the U.S. that could eliminate the country's need to import oil forever. This would best be conveyed through a(n)

News Release

Which of the following advertising appropriation approaches is defined as budgeting for an advertising campaign by multiplying the firm's past and expected sales by a standard percentage?

Percentage-of-sales approach

seeks to stimulate demand for product category.

Pioneer advertising

There was a major explosion at one of your refinery plants and various media outlets are circulating many erroneous details about the severity and environmental impact of the explosion. You need to get the facts out quickly and clearly. This would best be done through a(n)

Press Conference

You want to provide regular weekly updates on the status of the clean-up of an oil spill that occurred off the coast of Alaska two months ago. You want to make sure you can respond to all questions and concerns effectively. This would best be done through a(n)

Press Conference

Your client decides to increase prices for its services and inadvertently angers customers. In just a matter of days, subscriptions have decreased by 25 percent. The CEO issues an apology, however, it is not well articulated and customers become more infuriated. This public relations situation would best be served by a(n)

Press Conference

A meeting called to announce major news event.

Press conference

to announce major news events.

Press conference

Advocacy advertising _____________________________.

Promotes a firm's position on a public issue

A(n) ____is used to assess an organization's image among the public or to evaluate the effect of a specific public relations program.

Public Relations Audit

used to assess an organization's image.

Public relations audit

Annual Reports are an example of

Public relations materials

Company Magazines are an example of

Public relations materials

____ which is a part of public relations, is communication in news-story form about an organization, its products, or both, transmitted through a mass medium at no charge.

Publicity

Some magazine publishers print ___ in which advertisements and editorials vary between geographic regions.

Regional Issues

______ assures current users that they have made the right brand choice and tells them how to get the most satisfaction from that brand.

Reinforcement Advertising

_____ tells customers that an established brand is still around and still offers certain characteristics, uses, and advantages.

Reminder Advertising

Select which statement is not true about advertising agencies.

Small internal advertising departments usually do their advertising without outside assistance.

A(n) ____ is a blueprint that combines copy and visual material to show the sequence of major scenes in the commercial.

Storyboard

A(n)_____ is a blueprint that combines copy and visual material to show the sequence of major scenes in the commercial.

Storyboard

The advertisement depicts a series of scenes with accompanying text that tells the story of a teenager buying a car with her parents. This is an example of a(n)

Storyboard

This term is defined as the group of people at whom advertisements are aimed.

Target audience

Select the statement that does not represent key concepts that you would include in your knowledge-building session on developing an advertising campaign.

To avoid over- or under-spending the advertising appropriation, the firm should set it based on an arbitrary approach.

Advertising objectives must be stated in clear, precise, and measurable terms.

True

Large advertising agency personnel are usually more objective about a firm's products than its internal advertising personnel.

True

The campaign's execution must be planned carefully and extensively.

True

When a firm uses an ad agency, developing the ad campaign is usually a joint effort.

True

Select the statement that is true regarding dealing with unfavorable public relations.

Unfavorable public relations often are the result of unsafe products.

includes basic issues to be included in an advertising campaign.

advertising platform

may include a readership survey.

communications audit

Publicity, which is part of public relations, _________________________.

is transmitted through a mass medium at no charge

Publicity-based public relations tools have a ____ cost

low

Institutional advertising _____________________________.

promotes organizational images

Websites are an example of

public relations materials

measures the extent to which the general public views an organization as responsible.

social audit