MAR4802-Lesson 15: Advertising and Public Relations

Product placement in television programs and movies is an example of ________.

Branded entertainment.

Companies are doing less ________ and more ________ as a result of an explosion of more focused media that better match today's targeting strategies.

Broadcasting; narrowcasting.

Persuasive advertising becomes ________ advertising when a company directly or indirectly compares its brand with one or more other brands.

Comparative

Suave ran ads featuring a woman with beautiful hair questioning "Suave or Matrix? Can You Tell?" This is an example of ________.

Comparative advertising.

________ means scheduling ads evenly within a given period. ________ means scheduling ads unevenly over a given time period.

Continuity; Pulsing.

The media planner looks both at the total cost of using a medium and at the ________.

Cost per thousand persons reached.

The number of times an average person in the target market is exposed to an ad is known as the ________.

Frequency.

Which of the following represents the merge between advertising and entertainment?

Madison & Vine.

Which message execution style depicts average people using a product in an everyday setting?

Slice of life.

What was one of the results of the "Quiznos vs. Subway TV Ad Challenge"?

Subway filed a lawsuit asserting that Quiznos ads made false claims about Subway.

A company's total marketing communications package consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________.

The promotion mix.

U-Frame-It is a small company that has hired a local ad agency to put together an advertising campaign. Which of the following questions should be answered first?

What are the communication and sales objectives of U-Frame-It?

The goal of ________ is to make an advertisement so useful that people want to watch it.

Advertainment.

What are the three characteristics of advertising appeals?

Advertising appeals should be meaningful, believable, and distinctive. Meaningful appeals point out benefits that make the product more desirable or interesting to consumers. Believable appeals lead consumers to believe that the product or service will deliver the promised benefits. Finally, distinctive appeals should tell how the product is better than the competing brands.

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called _______.

Advertising.

When a media planner determines whether an advertisement for dishwashing soap should be placed in Sports Illustrated or Good Housekeeping, the planner is evaluating the media vehicle's ________.

Audience quality.

The Internet, direct mail, magazines, and radio all offer advertisers which of the following advantages?

Audience selectivity.

What is a potential problem associated with comparative advertising?

Competitors respond with their own ads, which often results in negative publicity for both brands.

An amateur video showing the result of mixing Diet Coke with Mentos candies exemplifies which growing trend in advertising?

Consumer-generated messages.

How can consumer-generated ads benefit companies and their products?

Consumers become engaged in the product and consider its value in their lives.

The Internet, video on demand, and DVRs (digital video recorders) present which of the following problems for marketers?

Consumers have more choices about what to watch or not watch.

According to experts, what is the biggest potential problem facing advertainment?

Consumers will remember the advertisement but forget the brand.

After creating message strategy statements, the advertiser must develop a compelling ________ that will bring the message strategy to life in a distinctive and memorable way.

Creative concept.

Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals.

Customer benefits.

Name and describe the four major steps in media selection.

Decide on reach, frequency, and impact. Reach is a measure of the percentage of people that are exposed to the advertisement; frequency is the measure of how many times the average person is exposed to the message; impact is how people feel about the advertisement.

All of the following are major steps in advertising media selection EXCEPT ________.

Deciding on format elements.

In its advertisements, Timex promotes its affordable and sturdy watches. Fossil emphasizes style and fashion in its advertisements, while Rolex stresses luxury and status. These are all examples of ________ appeals.

Distinctive.

Unilever decided not to purchase advertising during the Super Bowl a second time because the maker of Dove ________.

Earned a better response for less money through an outdoor campaign.

Advertising is used mostly by not-for-profit organizations, professionals, and social agencies to promote their various causes to target publics.

False.

As described in the opening scenario, GEICO uses both a gecko and a caveman in its advertisements. GEICO combines humor and testimonial evidence in its message execution.

False.

Direct mail is one of the least expensive media on a per exposure basis.

False.

In advertising strategy, the creative department first creates good advertisements, and then the media department selects the best media, a system that almost always works very well.

False.

In small and large companies, advertising is typically handled by an individual or team in the sales department.

False.

Informative ads are used primarily in the growth stage of the product life cycle.

False.

Participants of the reality show Survivor win a team contest and receive a gift basket of Crest toothpaste, Ivory soap, and Charmin toilet paper. Proctor and Gamble, the maker of these products, has just participated in advertainment.

False.

Reach is a measure of how many times the average person in the target market is exposed to the message.

False.

Recently, the increased use of online social networks and video sharing has reduced the need for advertising standardization for global brands.

False.

Since China has lifted many of its international trade restrictions, corporations such as McDonalds and Coca- Cola now have only limited censorship rules governing their TV and radio advertising.

False.

Slice of life, lifestyle, and personality symbol are all execution styles used in public relations.

False.

The communication effects of advertisements and ad campaigns are more difficult to measure than the sales and profit effects.

False.

Weekend advertisements for Home Depot encourage consumers to visit the store immediately. Home Depot is practicing reminder advertising.

False.

Advertisements built around dream themes are using which type of execution style?

Fantasy.

To be successful, an advertisement must ________.

Gain the attention of consumers.

Apex detergent is relatively undifferentiated from two other detergent brands: Acme and Brighton detergent; therefore, Apex may require ________.

Heavy advertising to set it apart from others.

All of the following are benefits of standardized global advertising EXCEPT ________.

Higher appeal to varying demographics.

Mike's Bike Shop's has a new print advertisement appearing in the local newspaper. What will be the first element readers will notice in the advertisement?

Illustration.

What is the first element that a reader notices in a print ad?

Illustration.

When Proctor & Gamble 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 Proctor & Gamble for the Mr. Clean Magic Eraser?

Informative advertising.

When the advertising objective is to build primary demand for a new product category, ________ advertising will most likely be used.

Informative.

According to the opening scenario, GEICO has become the fourth-largest insurance company by ________.

Integrating humor and creativity into its minicampaigns.

An ad for a new convection oven shows a busy professional woman serving dinner to her family. The convection oven is seen in the background, and the headline reads, "The latest development in time travel." This is an example of what type of execution style?

Lifestyle.

All of the following are examples of specialized and highly-targeted media that an advertiser might use to reach smaller customer segments EXCEPT ________.

Magazines.

Quaker Oats has been selling oatmeal for many years and is a trusted leader in the oatmeal market. What will be the most likely objective of advertisements for a new flavor of oatmeal being introduced by Quaker Oats?

Maintain customer relationships.

What is one of the primary goals of reminder advertising?

Maintain customer relationships.

All of the following require high advertising budgets EXCEPT ________.

Mature brands.

Which of the following are the three characteristics of an advertising appeal?

Meaningful, believable, and distinctive.

According to the Association of National Advertisers, what is the most important issue for today's advertisers?

Measuring advertising's efficiency and effectiveness.

For the sake of accountability, advertisers must evaluate two types of advertising results: the communication effects and the sales and profit effects. How are these two results measured?

Measuring the communication effects of an ad or ad campaign tells whether the ads and media are communicating the ad message well. Individual ads can be tested before or after they are run. Before an ad is placed, the advertiser can show it to consumers, ask how they like it, and measure message recall or attitude changes resulting from it. After an ad is run, the advertiser can measure how the ad affected consumer recall or product awareness, knowledge, and preference. Pre- and post-evaluations of communication effects can be made for entire advertising campaigns as well. Advertisers have gotten pretty good at measuring the communication effects of their ads and ad campaigns. However, sales and profit effects of advertising are often much harder to measure. Sales and profits are affected by many factors other than advertisingsuch as product features, price, and availability. One way to measure the sales and profit effects of advertising is to compare past sales and profits with past advertising expenditures. Another way is through experiments. For example, to test the effects of different advertising spending levels, Coca-Cola could vary the amount it spends on advertising in different market areas and measure the differences in the resulting sales and profit levels. More complex experiments could be designed to include other variables, such as differences in the ads or media used.

Soaring media costs, focused target marketing strategies, and the growing array of new media have increased the importance of ________.

Media planning.

30 Rock and Newsweek are both examples of ________, specific media within each general media type.

Media vehicles.

The success of the MINI Let's Motor campaign exemplifies the partnership between which two elements?

Message and media.

________ tend to be straightforward outlines of benefits and positioning points that the advertiser wants to stress.

Message strategy statements.

What is the term used to describe the idea that will be communicated to consumers through an advertisement?

Message strategy.

Advertisers are increasingly shifting larger portions of their budgets to media that cost less and target more effectively. Which of the following is harmed the MOST by such a shift?

Network television.

Advertising ________ define the task that advertising must accomplish with a specific target audience during a specific period of time.

Objectives.

When AFLAC uses a duck to represent its product, which type of execution style is being employed?

Personality symbol.

The AFLAC duck and Tony the Tiger are examples of ________ used in successful advertising campaigns.

Personality symbols.

________ advertising becomes more important as competition increases. The company's objective is to build selective demand.

Persuasive.

Sales and profit effects of advertising are difficult to measure because of factors outside of the ad campaign such as ________.

Price and availability.

Scheduling ads unevenly, which is called ________, builds awareness that is intended to be carried over to the next advertising period.

Pulsing.

The advertiser must decide on the ________, or desired media impact, of a message in a specific medium.

Qualitative value.

________ is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time.

Reach.

An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________.

Remind.

Familiar products such as Coca-Cola are more likely to use ________.

Reminder advertising.

A product in the maturity stage will often require ________ advertising.

Reminder.

One way to measure the ________ effects of advertising is to ________ past sales and past advertising expenditures.

Sales; compare.

All of the following are important decisions during the process of developing an advertising program EXCEPT ________.

Selecting a target market.

Which of the following is an element of developing an advertising strategy?

Selecting advertising media.

Marketing management must make four important decisions when developing an advertising program. Name and describe these four decisions.

Set advertising objectives, which can be classified by primary purpose: whether the aim is to inform, persuade, or remind.

After determining its advertising objectives, the company's next step in developing an advertising program is to ________.

Set its advertising budget.

The creative team must find the best way to execute an advertising message. Name and describe three of these styles of execution.

Slice of life: shows one or more typical people using the product in a normal setting.

Some large corporations have developed ________ to help determine the optimal investment across various media; such tools are useful when determining the relationship between promotional spending and brand sales.

Statistical models.

Most international advertisers develop global ________ for the sake of efficiency, but they adapt their advertising ________ to make them responsive to local market needs and expectations.

Strategies; programs.

Which of the following is an objective of informative advertising?

Suggest new uses for a product.

When a pharmaceutical ad includes a world-renowned heart surgeon describing the benefits of the medication, which type of execution style is being used?

Technical expertise.

For many years, ________ have dominated the media mix used by national advertisers.

Television and magazines.

Identify four of the major media types and identify some of the strengths and weaknesses of each type.

Television: Advantages are good mass-marketing coverage, low cost per exposure, and appeals to the senses; weaknesses are high total costs and high clutter.

Apple has modified its "I'm a Mac; I'm a PC" ad campaign in Japan for which of the following reasons?

The Japanese culture views bragging as rude.

A company's total marketing communications mix is also called its promotion mix.

True.

A simple message idea can become a great ad campaign when a copywriter and an art director team up to develop creative concepts.

True.

A specific communication task to be accomplished with a specific target audience during a specific period of time is called an advertising objective.

True.

Although television advertising is expensive for corporations, the cost per exposure is relatively low.

True.

Professional athletes such as Tiger Woods, Peyton Manning, and Maria Sharapova are featured in advertisements for Gatorade. Gatorade is utilizing persuasive advertising.

True.

Scientific evidence is the execution style used when Subway advertises six subs for under six fat grams.

True.

Technical expertise, scientific evidence, and testimonial evidence are all examples of the execution styles that creative teams use in advertising products.

True.

Today's advertising agencies are staffed with specialists who can often perform advertising tasks better than a producer or retailer's own employees can.

True.

Which of the following may require heavy advertising in order to be set apart from similar products?

Undifferentiated brands.

The big idea or the creative concept may emerge as a(n) ________, a phrase, or a combination of the two.

Visualization.

American Eagle Outfitters has increased interest in its clothing products using which of the following advertising forms?

Webisodes.

What is the primary question that must be asked by an advertiser before deciding to run a commercial during the Super Bowl?

Will the commercial deliver a high return on advertising investment?