Marketing CH 17

media plan

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)

institutional

Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called ____ advertising

defining the advertising objectives.

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

reminder

An ad for a multivitamin that claims, "We still bring you everything you need to get through your day in one vitamin," would most likely be considered ____ advertising.

single-source data

Anique presents an identification card at the supermarket checkout and has a microcomputer attached to her TV. Information from both of these is sent to a research facility. Anique is providing

be both informal and conversational in tone.

Astrid 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

public relations

Malik works for F1 where his responsibilities include maintaining favorable relationships between the organization and its stakeholders. Malik is most likely employed in

publicity

TJMaxx, an off-price retailer featuring clothing and housewares, communicates in news story form about its organization and its efforts to support local children's hospitals. This information is transmitted through mass media at no charge and is therefore called

Frequency

The maker of Huggies diapers is developing a media plan that involves trying to expose its target audience to its new advertisement about ten times. This is advertising

reach the largest number of people in the advertising target that the budget will allow

The media planner's primary goal is to

pulsing, continuous, and flighting

The three general types of media schedules are

pioneer and competitive

Two major types of product advertising are

advocacy advertising

When Mini Cooper ran an advertising campaign featuring the slogan, "Texting and Driving Don't Mix," it was using

advocacy

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

Product sample

Which of the following is NOT a public relations tool

Public relations

Which of the following is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its customers, suppliers, employees, shareholders, the media, educators, potential investors, government officials, and society in general?

Public relations audit

Which of the following is used to assess an organization's image among the public or to evaluate the effect of a specific public relations program?

Copywriting and artwork

Which of the following would most likely fall under the responsibility of an advertising agency?

Without a reference point, it is difficult to determine to what degree objectives have been accomplished

Why should a benchmark statement be included in advertising objectives?

Creating the advertising platform

You and your marketing team are conducting a series of focus groups with potential customers of a new product your firm is launching next year. The purpose of these focus groups is to find out what potential customers consider most important in the selection and use of this new product.

A consumer jury

You are a brand manager for a major retailer, and you just completed developing a series of advertisements with the help of your outside ad agency. You are excited about the ads and you are anxious to get the marketing vice president's opinion of the ads. Unfortunately, the vice president does not believe the ads will be effective. She wants you to do some type of effectiveness evaluation of the ads before the company spends a lot of money running them.

Institutional; product

______ advertising supports organizational images, ideas, and political issues while ______ advertising touts the uses, features, and benefits of goods and services.

pulsing

if during an advertising campaign a certain portion of advertising runs continuously, and then during specific periods additional advertising is used to intensify the level of communication, a(n) ____ media schedule is being used