mktg. ch. 17 questions
The effectiveness of a public relations program is usually measured in terms of sales
FALSE Measuring the effectiveness of public relations programs can be performed by counting exposures in the media, identifying changes in public opinion due to a campaign, engaging in content analysis of messages, etc. It is not normally measured in terms of sales.
Publicity is a subset or part of public relations.
TRUE
Vista Advertising is an advertising agency hired by a company that manufactures coats and jackets. When Vista placed an order for $100,000 in advertising, it received a commission based on the traditional compensation method. This means that the advertising agency received _____ in compensation.
$15,000 Advertising agencies traditionally receive most of their compensation from a 15 percent commission paid by the media from which it makes purchases. Since the agency purchased $100,000 in advertising, it received a 15 percent commission of $15,000.
Turner Furniture, Inc., advertises the quality of its furniture in its commercials. The Comfy Couch Company wants to counter those ads with its own ads discussing the quality of its products. Which of the following types of advertising would the Comfy Couch Company most likely use?
Competitive This is an example of competitive advertising. Competitive advertising tries to stimulate demand for a specific brand by promoting its features, uses, and advantages relative to competing brands.
A ski resort has hired an advertising agency to develop an advertising campaign aimed at families with small children. The advertising agency should do which of the following first?
Define advertising objectives. The agency should define the advertising objectives. The ski resort has already completed the first step in developing an advertising campaign by identifying the target audience (families with small children), so the advertising agency should move to the next step and define the objectives.
Institutional advertising and promotional advertising are the two basic categories of product advertising.
FALSE There are two types of product advertising: pioneer and competitive.
To announce a major news event, an organization should use a news release.
False Press conferences are often called to announce major news events.
_____ are photographs, drawings, graphs, charts, and tables that draw attention, encourage audiences to read or listen to the copy, communicate an idea quickly, or convey ideas that are difficult to express.
Illustrations Illustrations are often photographs, but can also be drawings, graphs, charts, and tables that draw attention, encourage audiences to read or listen to the copy, communicate an idea quickly, or convey ideas that are difficult to express.
The Mayo Clinic airs commercials that explain how caring and friendly its doctors and staff are as well as how exceptional the quality of the service provided by the clinic is. This type of promotion is best described as
Institutional advertising Institutional advertising aims to create a more favorable view of a company as a whole in the eyes of various stakeholders. Because the commercials described highlight the qualities of the Mayo Clinic as a whole, this is an example of institutional advertising.
Which of the following is an example of native advertising?
Marriott partnered with digital entertainment site Reddit to sponsor a Reddit-like post asking users to provide "sales pitches" about what makes their neighborhoods special.
Which of the following is the best method a company can use to determine how many people heard the company's public relations message?
Measure changes in product awareness, knowledge, and attitudes resulting from the publicity campaign. Measuring changes in product awareness, knowledge, and attitudes can help get that information.
Limitations of using publicity-based public relations tools include all of the following except:
Reports made about companies by the media are not viewed as credible by viewers.
The statement of advertising objectives should include a benchmark—such as the current sales level—and indicate how much improvement is sought.
TRUE To provide precision and measurability, advertising objectives should contain benchmarks and indicate how far the advertiser wishes to move from these standards.
Maggie is choosing the type of media for a promotion campaign for Hershey candy bars. She has studied the advantages and disadvantages of each type of promotion and is considering using outdoor advertising. Which of the following is not a disadvantage of using outdoor advertising?
There is a long lead time for outdoor ads.
The CEO's response to stakeholders after a major oil spill informing them about what the firm will do to clean up the spill is an example of public relations.
True Feedback: Correct. Public relations is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders. Public relations is also used to respond to negative events.
A regional sporting goods retailer has hired an advertising agency. Most of the compensation received by the advertising agency is through
a 15% commission received from the media from which it purchased the advertising An agency traditionally receives most of its compensation from a 15 percent commission paid by the media from which it makes purchases. This means firms can obtain agency services for low or moderate cost.
You are a brand manager for a major retailer and your team has been airing a series of television commercials with the help of an outside ad agency. The vice president of your company does not believe the ads have been effective and wants you to do some research to find out whether customers have seen the ads. Which of the following should you use?
a recognition test You should run a recognition test. A recognition test is a posttest in which respondents are shown the actual ad and are asked if they recognize it. Unaided and aided recall tests would also be appropriate posttests.
When companies like Walgreens hire a(n) _____, Walgreens relies on them for copywriting, artwork, production, and formulation of the media plan.
advertising agency Companies hire advertising agencies, who they then rely on for copywriting, artwork, production, and formulation of the media plan.
If Betty Crocker stated, "We want our advertising to increase customer awareness of our new flavors of cake mix by 25 percent in the next six months," this would be an example of a(n)
advertising objective . This is an example of an advertising objective. Advertising objectives should be stated in measurable terms and provide benchmarks and a time frame. This objective provides a measurable goal (increase in customer awareness) with a benchmark (increase by 25 percent) and a time frame (in the next six months).
Before launching a new advertising campaign, marketers for Healthy Choice frozen dinners must determine the selling points that they want to include in the advertisements. The identification and organization of these selling points is called the ____________.
advertising platform Advertising appropriation is the total amount of money a marketer allocates for advertising for a specific time period.
Dana works for Starbucks in their advertising department. She has been asked to determine the basic selling points that should be included in the new advertisements for Starbucks. She is creating the
advertising platform Dana is creating the advertising platform. The advertising platform consists of the basic issues or selling points to be included in an advertising campaign
Kellogg's ran an advertising campaign asking customers to "Share Your Breakfast" in order to raise money to provide free breakfasts to children in need. This was an example of
advocacy advertising This is an example of advocacy advertising, which promotes a company's position on a public issue. This not only has social benefits but also helps build an organization's image.
At a budgeting meeting, Erik Burns, CFO of Mancuso Supplies, is discussing the budget for the upcoming year. He takes a look at the current year's numbers and decides that next year's advertising budget will be $50,000 more than this year's budget. Based on this information, Burns is most likely using the _____ approach to advertising appropriation.
arbitrary Burns is most likely using the arbitrary approach, which usually means a high-level executive in a firm states how much to spend on advertising for a certain period. This approach usually leads to underspending or overspending, but is expedient.
To advertise her dental practice, Lauren is planning on using the radio. She is looking over the copy for her ad and knows that in order to keep listeners' attention, it needs to
be informal and conversational Because radio listeners are not fully "tuned in" mentally to what they are hearing, radio copy should be informal and conversational to attract listeners' attention.
Beth works for the marketing department of a ski resort and is developing a new magazine ad for the resort. The ad has a phrase designed to attract readers' attention, an additional phrase that explains the main phrase, an image featuring the resort, and the name and trademark of the resort. What other important element should be included?
body copy The ad is missing the body copy, which can include multiple paragraphs that explain the advantages and benefits of the resort. The headline, a phrase designed to attract readers' attention, is already included.
The city of Boulder, Colorado, has built a new park that features the largest playground in the state. The city decides to send an image of the park with a description of the playground to news organizations throughout Colorado using the _____ public relations tool.
captioned photograph This is an example of a captioned photograph, which is a photograph with a brief description explaining its contents. Captioned photographs are effective for illustrating new or improved products with highly visible features.
If an advertising campaign is aimed at making customers' attitudes toward a brand more favorable, this means that the advertising objective have been stated in terms of
communication The objectives have been written in terms of communication. This means they are not designed to produce immediate sales.
Ford is planning on sending out news releases about its new car models and is interested in finding out whether potential consumers will understand the content of the news stories they may see about the new cars. To do so, they should conduct a
communications audit Ford should conduct a communications audit. This is used to analyze a content analysis of the message, a readability study, or a readership survey.
Parisian Dry Cleaners airs a series of radio ads that claim, "We are the fastest dry cleaners in town." This campaign would best be described as ____ advertising.
comparative
Fast-food companies will often compare their French fries to their competitors' fries. Mentioning the competitor's name, they will say that their fries scored better in taste tests. This type of advertising is best described as
comparative This is an example of comparative advertising. Comparative advertising compares the sponsored brand to one or more identified brands on the basis of one or more product characteristics. In this case, a fast-food company is comparing its fries to those of an identified competitor.
Coors advertises that its beer is the only one that is kept cold from the brewery to the store. This type of advertising is called ____________.
competitive
Verizon Wireless airs commercials using the slogan "Better matters" stating that it provides higher quality service than other carriers. This is an example of _____ advertising.
competitive This is an example of competitive advertising. Competitive advertising tries to stimulate demand for a specific brand by promoting its features, uses, and advantages relative to competing brands.
When Bounty paper towels are advertised as being the "Quicker Picker-Upper," suggesting that it cleans more efficiently than other paper towels, Bounty is using _____ advertising.
competitive This is an example of competitive advertising. Competitive advertising tries to stimulate demand for a specific brand by promoting its features, uses, and advantages relative to competing brands.
If Pampers were to set its advertising appropriation based on how much is spent on Huggies, they would be using the ____ approach.
competitive-matching . They would be using the competitive-matching approach, in which the advertising budget is determined by trying to match competitors' advertising outlays.
In the past, Cheetah Chews, a brand of candy, had determined its budget by trying to spend as much as other candy brands, but has recently decided to switch its appropriation method to one in which it identifies the cost required to meet certain goals. They are switching from the _____ approach to the _____ approach.
competitive-matching; objective-and-task They were using the competitive-matching approach, in which the advertising budget is determined by trying to match competitors' advertising outlays. They are now using the objective-and-task approach, which budgets for an advertising campaign by first determining its objectives and then calculating the cost of all the tasks needed to attain them.
Jonah is a member of his local gym. The gym has asked him and some other members to view a potential commercial set to air in the area. They were then asked to judge the commercial on several different dimensions. Jonah was a part of a(n)
consumer jury Jonah was a part of a consumer jury, which is a panel of a product's existing or potential buyers who pretest ads. In this case, Jonah was a member of his gym that was pretesting its commercial.
Maria is working on the advertising campaign for Mr. Clean cleaning solutions. They have updated the look of Mr. Clean and want to find out whether the new creative idea for Mr. Clean will be successful. In order to pretest the campaign, Maria should use a(n)
consumer jury Maria should use a consumer jury, which is a panel of a product's existing or potential buyers who pretest ads. A posttest is an evaluation of advertising effectiveness after the campaign.
Lean Cuisine is exploring launching a new television advertising campaign. In order to determine which television programs to air their new commercials, their media planners will use a(n) _____ to examine the advertising fee charged for each program in relation to the number of people each program reaches.
cost comparison indicator The media planners will use a cost comparison indicator. A cost comparison indicator is a means of comparing the costs of advertising vehicles in a specific medium in relation to the number of people reached.
Marilyn works for the Chicago Department of Tourism. She has been analyzing their advertising campaign and has recommended that they change the overall message of the advertising campaign from Chicago being a destination for families on a tight budget to a city where families can engage in many cultural activities. Marilyn's suggestion focuses most on which step of developing an advertising campaign?
creating the advertising platform She is creating the advertising platform. The target audience is the same, but the platform has changed. The advertising platform is the basic issues or selling points to be included in an advertising campaign.
You and your marketing team are in a meeting discussing whether you should use television or Internet advertising to promote a new product your firm will launch later this year. You are analyzing the advantages and disadvantages of each. Which of the following steps in the advertising campaign development process are you performing?
developing the media plan You are developing the media plan, which sets forth the exact media vehicles to be used and the dates and times the advertisements will appear.
An advertiser that wanted to use a medium that is highly selective, personal, and provided few distractions would likely select
direct mail As a medium, direct mail is highly selective, personal, has few distractions, little wasted circulation, has circulation controlled by the advertiser, stimulates actions, allows for novelty and performance measuring, and is hidden from competitors.
In choosing an advertising medium for her travel agency's advertising campaign, Marissa is avoiding media that have low or limited ability to reproduce high-quality images of multiple vacation destinations. Based on this information, Marissa will most likely choose which of the following media? \
direct mail Of these options, direct mail is the best option to reproduce high-quality images of multiple vacation destinations because direct mail allows the advertiser to be creative in designing a mailing.
An advantage of the arbitrary approach for determining the advertising appropriation is that it is
expedient While not scientific, the arbitrary approach to advertising appropriation is an expedient method.
A restaurant chain recently had several customers become sick after eating at one of their locations. In order to lessen the negative effects of the event, the restaurant should most likely
facilitate news coverage of the event The restaurant should facilitate news stories about the event because if news coverage is suppressed or if the company is uncooperative, rumors and other misinformation may replace facts and create public scrutiny.
Microsoft decided on an advertising campaign for its new tablet launched in October. The company would air commercials on TV for several weeks for the launch and then not have any commercials for four weeks. It would then run more commercials again in December for three weeks. Microsoft is using a _____ schedule for its advertising.
flighting This is a flighting schedule. A flighting schedule alternates periods of advertising with periods of no advertising.`
The number of times target customers are exposed to an advertisement is referred to as
frequency The number of times target customers are exposed to an advertisement is the definition of frequency. Reach is the percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period of time.
The media planners for Dr. Pepper are launching a new advertising campaign. As part of their media plan, they want to expose their target market to its new advertisement about five times each. This is their advertisement's
frequency The number of times target customers are exposed to an advertisement is the definition of frequency. Here, the Dr. Pepper media planners are exposing their target market to the advertisement five times.
Josh works in the marketing department for an airline and is reviewing the copy for an online ad. He is worried that nobody will read the entire advertisement, which includes the details of their improved frequent flyer program. In order for the ad to have the greatest impact, he is focusing his effort on the
headline The headline is a critical element of the copy because often it is the only part of the copy that people read. It should attract readers' attention and create enough interest to make them want to read the body copy.
Darnell is the marketing director for an automobile company and is reviewing a print advertisement that has been developed by the marketing team. He is paying extra attention to the _____, because it is a critical component of the copy that _____.
headline; is often the only part of the copy that is read The headline is a critical element of the copy because often it is the only part of the copy that people read. It should attract readers' attention and create enough interest to make them want to read the body copy.
SC Johnson airs television ads that highlight the qualities of the company rather than promote specific brands. These ads would best be described as _____ advertising.
institutional Institutional advertising aims to create a more favorable view of a company as a whole in the eyes of various stakeholders. Because the commercials described highlight the qualities of SC Johnson rather than brands, this is an example of institutional advertising.
Your company's CEO believes that the company's image is important and wants to create a favorable view of the company. She wants you to develop advertisements that focus on the company as a whole rather than the individual brands your company sells. What type of advertising campaign should you use to meet her expectations?
institutional advertising You should develop institutional advertising, which promotes organizational images, ideas, and political issues. It can be used to create or maintain an organizational image.
When someone designing an advertisement arranges the illustration, headline, body copy, and signature in the ad, this arrangement is referred to as the
layout The layout of an advertisement is the physical arrangement of the illustration and the copy (headline, subheadline, body copy, and signature).
Ross is putting together an Internet advertisement. He has the headline and copy he needs, but he is having problems arranging it all in the advertisement. This is a problem designing the
layout . Ross is having an issue putting together the layout. The layout is the physical arrangement of the illustration and the copy.
During which stage of the product life cycle is reminder advertising most appropriate?
maturity Reminder advertising is most appropriate for products in the maturity stage. It is used to remind consumers about an established brand's uses, characteristics, and benefits.
After developing the budget for advertising the Kia Soul automobile, marketing managers at Kia then determined what proportion of that budget would be spent on television, radio, and magazine advertisements based on the cost effectiveness of each. This subsequent allocation of the budget is known as a(n) ____ plan.
media
Greg is the marketing manager at Snyder School Supplies. The company has just set the advertising budget for the coming year and Greg is tasked with determining what portion of the budget is going to be spent on television, radio, and magazine advertisements as part of developing a(n) _____ plan
media A media plan is the plan that specifies the media vehicles to be used and the schedule for running advertisements. Here, Greg is figuring out which media to use for advertising the school supply company.
As Butterball plans its advertising campaign leading to Thanksgiving, it will need to remember that its desire to include images of its food will have an effect on its choice of advertising ___________.
medium The content of a message sometimes affects choice of medium. In this case, the desire to include images of food will require media that can reproduce high-quality color images. This means media such as television or magazines would be more appropriate than radio or newspapers.
The public relations department at Lowe's Home Improvement submits one page of typewritten copy to national newspapers and news web sites to announce its one-day, nationwide clean-up-local-parks event. This is an example of a __________.
news release
Lauren works for the public relations department for Burger King. She wrote up one page of copy about a new type of burger being offered in the restaurant and submitted it to national news services. This is an example of a
news release This is an example of a news release, which is usually a single page of typewritten copy containing fewer than 300 words and describing a company event or product.
When a company is attempting to create publicity for a new product they are launching, which of the following tools is the company most likely to use?
news release The most common publicity-based public relations tool is the news release, sometimes called a press release, which is usually a single page of typewritten copy containing fewer than 300 words and describing a company event or product.
George works for a tire manufacturer that has recently developed a new method of manufacturing their tires that makes the tires 3% darker than previous editions. Even though George is responsible for publicity of new products, he decides not to issue a news release since it would likely be rejected by the news media for
not being newsworthy . In order for news organizations to publish or broadcast information from a news release, they must consider the message to be newsworthy. This adaptation to the tire technology is not likely to be considered newsworthy by the news media.
Sony Corporation has a particular approach for determining its advertising appropriation. A problem with this technique, however, is that the people in the marketing department have difficulty estimating the level of effort needed to achieve certain goals. This problem is characteristic of the ____ approach.
objective-and-task
Ben & Jerry's is launching a new flavor of ice cream that they plan on supporting using advertising. In setting the budget using the _____ approach, their marketing team decided they wanted to have product awareness of the new flavor at 25% of existing Ben & Jerry customers and then determined how much it would cost to reach that goal.
objective-and-task They are using the objective-and-task approach. The objective-and-task approach budgets for an advertising campaign by first determining its objectives and then calculating the cost of all the tasks needed to attain them.
Sell-Net is a small local company that provides assistance to people who are trying to sell their belongings online. To create and implement their advertising campaign, it is most likely that Sell-Net will use
one or two employees In very small firms, one or two individuals are responsible for advertising (and for many other activities as well). These individuals usually depend heavily on local media for copywriting, artwork, and advice about media scheduling.
Kleine Industrial Products has been in a prolonged period of declining sales. The company's marketing director is concerned that the declining sales has reduced the advertising budget, which has perpetuated the decline. Based on this information, Kleine Industrial Products most likely uses the _____ approach to determine its advertising appropriation.
percent-of-sales They would most likely be using the percent-of-sales approach. Using this approach during declining sales will reduce the amount spent on advertising, which may further diminish sales.
The online streaming music service Spotify produces an advertisement in which a person is listening to music streaming over the Internet. She says that she enjoys the convenience of listening to music without needing to worry about her personal music library and the ability to create custom playlists on Spotify. The element of the commercial where the person discusses the convenience of an online streaming music service would best be classified as _____, while the focus on the custom playlists available in Spotify is best classified as _____.
pioneer advertising; competitive advertising The focus on online streaming music is pioneer advertising, which is an advertising that tries to stimulate demand for a product category rather than a specific brand. The focus on Spotify's playlists is an example of competitive advertising, which tries to stimulate demand for a specific brand by promoting its features, uses, and advantages relative to competing brands.
To announce its development of a solid fuel titanium rocket for the U.S. missile defense system, Unijet management feels it needs to get wide media coverage. Under these circumstances, which of the following would be its best alternative?
press conference
To announce a new drug-testing policy, Major League Baseball decides it needs to get wide media coverage, so it holds a(n) _____ and invites media personnel.
press conference This is an example of a press conference, a meeting called to announce major news events. Media personnel are invited and are usually supplied with various written materials and photographs.
If Marathon Petroleum developed a new plant-based alternative to fossil fuels, the best way to announce this to the public and get wide media coverage would most likely be through a(n)
press conference The best way to get wide media coverage would be through a press conference, a meeting called to announce major news events. Media personnel are invited and are usually supplied with various written materials and photographs
Nutri-Grain used a group of consumers to evaluate their new print advertisements. They asked the consumers their opinions of the ads before they launched the campaign. This is an example of a(n)
pretest This is an example of a pretest, which is an evaluation of advertisements performed before a campaign begins. A posttest is conducted after the campaign.
The National Pork Board aired commercials featuring the slogan "The Other White Meat." These commercials were designed to stimulate demand for a _____, which is known as _____ advertising
product category; pioneer The commercials are trying to increase consumption of pork, which is a product category. Advertising that tries to stimulate demand for a product category rather than a specific brand is known as pioneer advertising.
Toyota's sponsorship of a major Professional Golf Association tournament would be an example of a(n) ____ tool.
public relations
Bank of America is a major sponsor of the Susan G. Komen Race for the Cure, a series of 5K runs and walks to raise money for breast cancer research. This is an example of a(n) _____ tool.
public relations This is an example of a public relations tool. Sponsoring special events can be an effective means of increasing company or brand recognition with relatively minimal investment. Event sponsorship can gain companies considerable amounts of free media coverage.
Tiffani works for Mazda, where she works to create favorable relationships between Mazda and its customers, suppliers, employees, shareholders, the media, and other stakeholders. Tiffani is most likely employed in Mazda's _____ department.
public relations Tiffani most likely works in public relations. Public relations is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its internal and external stakeholders, including its customers, suppliers, employees, shareholders, and the media
Pepsi wants to find out how their public relations program in which they sponsor the Super Bowl Halftime Show has changed perceptions of the company. To do so, they should conduct a _______.
public relations audit
Local news reports sometimes include announcements about new stores opening in the area. These stories are most likely examples of
publicity These are most likely examples of publicity, which is communication in news-story form about an organization, its products, or both, transmitted through a mass medium at no charge.
Recently the local television station communicated a news story about the new specialized medical mart opened by Cleveland Clinic. The story provided information about the various services that the new medical mart would offer and how to get in touch with the service providers. This story is most likely an example of ________.
publicity Institutional advertising promotes organizational images, ideas, and political issues. It can be used to create or maintain an organizational image. This is not an example of institutional advertising.
When news reports are released that highlight a new charitable initiative launched by a company like Nordstrom, it is most likely an example of
publicity This is most likely an example of publicity, which is communication in news-story form about an organization, its products, or both, transmitted through a mass medium at no charge. This example is designed to enhance the company's image.
An advertising schedule in which a portion of the advertising campaign runs continuously during the entire campaign and additional advertising is used during specific times to intensify the level of communication with the target audience is called
pulsing A pulsing advertising schedule is one in which a portion of the advertising campaign runs continuously during the entire campaign and additional advertising is used during specific times to intensify the level of communication with the target audience. A flighting schedule alternates periods of advertising with periods of no advertising.
Stella's Diner runs advertisements at a steady rate in the local newspaper daily to encourage visitors, but intensifies its advertising with radio commercials featuring its monthly specials during the first week of each month. Stella's Diner is using a _____ media schedule.
pulsing This is a pulsing schedule. A flighting schedule alternates periods of advertising with periods of no advertising. A pulsing schedule is one in which a portion of the advertising campaign runs continuously during the entire campaign and additional advertising is used during specific times to intensify the level of communication with the target audience.
The primary goal of a media planner is to ____________.
reach the largest number of people in the target market within the budget constraints The media planner's primary goal is to reach the largest number of people in the advertising target that the budget will allow.
A new advertising campaign for CoverGirl cosmetics is beginning next week. Within the first six months of the campaign, the media planners want the new advertisement's _____ to be 45% of the target market and the _____ to be seven times.
reach; frequency The percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period of time. The number of times target customers are exposed to an advertisement is the definition of frequency. Here, the reach is 45 percent of the target market and the frequency is seven times.
Imagine you are at a grocery store and asked by a researcher to look at a print advertisement and asked if you recognize it. This would be an example of what kind of test?
recognition test This is an example of recognition test, which is a posttest in which respondents are shown an ad and asked if they recognize it. A pretest is the evaluation of advertisements performed before an advertising campaign begins.
If a smartphone manufacturer launches a series of online advertisements with a slogan of "Get the most out of your device," the advertisements are most likely using _____ advertising.
reinforcement This is an example of reinforcement advertising. Reinforcement advertising assures users that they chose the right brand and tells them how to get the most satisfaction from it. In this case, the manufacturer is creating ads designed to help users get the most satisfaction from their device.
In its advertising campaign, Coca-Cola tells its consumers that it is still available and that it has a history as a trusted brand. The commercials also focus on the advantages that Coca-Cola has to offer. This advertising would best be classified as
reminder This is an example of reminder advertising. Reminder advertising is used to remind consumers about an established brand's uses, characteristics, and benefits.
In its commercials, an insurance company claims that it is a company that has been "Trusted for over 75 years." This would most likely be considered _____ advertising.
reminder This is an example of reminder advertising. Reminder advertising is used to remind consumers about an established brand's uses, characteristics, and benefits.
Dan is responsible for developing the promotional campaign for Under Armour's new line of footwear for teens. He will be writing advertising campaign objectives that are aimed at increasing Under Armour's market share. This means his objectives are written in terms of
sales Dan is writing the objectives in terms of sales, which means they focus on increasing absolute dollar or unit sales, increasing sales by a certain percentage, or increasing market share.
Ted has a monitor inside his home that tracks when his television is on and what station he is watching. When he goes to the store, he gives an identification card that is scanned at checkout. Ted is providing researchers with
single-source data Ted is providing single-source data, which tracks consumers from their television sets to the checkout counter. This data is used to test the effectiveness of television advertisements.
Home Depot is interested in knowing how its efforts to act in a socially responsible manner through its Habitat for Humanity and disaster relief efforts have affected stakeholders' views of the company. Home Depot should conduct a(n) _________.
social audit A social audit measures the extent to which stakeholders view the firm as being socially responsible. Home Depot is interested in measuring how its social responsibility efforts in disaster relief and Habitat for Humanity have impacted how stakeholders view the firm.
Bank of America wants to find out whether its sponsorship of the Susan G. Komen Race for the Cure is having a positive effect on stakeholders' views of Bank of America's efforts to be a socially responsible company. Bank of America should conduct a
social audit Bank of America should conduct a social audit. A social audit is used when an organization wants to measure the extent to which stakeholders view it as being socially responsible.
Because a television advertisement contains both audio and visual material, copywriters and artists will combine copy and visual material in a _____ that depicts a series of miniature television screens showing the major scenes in the commercial with a description of the audio portion for each screen.
storyboard A storyboard depicts a series of miniature television screens showing the sequence of major scenes in the commercial. Beneath each screen is a description of the audio portion to be used with the video segment. Technical personnel use the storyboard as a blueprint when producing the commercial.
An advertising platform should consist of selling features that are important to consumers and are
strongly competitive features of the advertised brand An advertising platform consists of the basic issues or selling points to be included in an advertising campaign. It should consist of selling features that are important to consumers and are strongly competitive features of the advertised brand.
Lexus has designed its commercials to appeal to more affluent car drivers as its
target audience Lexus has selected affluent car drivers as its target audience. A target audience is the group of people at whom advertisements are aimed
Claire is the media planner for a small chain of restaurants in the Milwaukee area. She is deciding on an advertising medium. She is unsure about using _____ because of the high initial costs given her budget constraints even though the medium would have great impact.
television Television advertising has great impact on target consumers, but comes with high initial costs to produce and air the ads.
The advertising appropriation is
the advertising budget for a specific time period
When an organization uses an advertising agency, who usually develops the advertising campaign?
the firm and the agency working jointly When an organization uses an advertising agency, the firm and the agency usually develop the advertising campaign jointly.
Yvonne works for an advertising agency hired by a local restaurant that wants to increase its revenue by 5% this year. Yvonne proposes that the restaurant will need to spend an additional $25,000 on its advertising campaign to meet this objective. Yvonne is using which advertising appropriation approach?
the objective-and-task approach She is using the objective-and-task approach. The objective-and-task approach budgets for an advertising campaign by first determining its objectives and then calculating the cost of all the tasks needed to attain them.
Nike has set an advertising objective to increase market share by 5%. In developing the advertising appropriation, they are having trouble determining how much to increase their national advertising in order to reach that objective. This is a problem typical of which appropriation approach?
the objective-and-task approach This is a problem typically found in the objective-and-task approach. The objective-and-task approach budgets for an advertising campaign by first determining its objectives and then calculating the cost of all the tasks needed to attain them. It can be difficult to estimate the level of effort needed to attain certain objectives.
Consistent brand messages and images throughout all communications can help a brand maintain strength during a crisis.
true Experts insist that sending consistent brand messages and images throughout all communications at all times can help a brand maintain its strength even during a crisis.
Imagine you are at a grocery store and asked by a researcher what the last television commercial you saw was. This would be an example of what kind of test?
unaided recall test This is an example of an unaided recall test, which is a posttest in which respondents are asked to identify advertisements they have seen recently but are not given any recall cues. A pretest is the evaluation of advertisements performed before an advertising campaign begins.
