Chapter 17 Advertising and public Relations

What are the major steps used to develop an advertising campaign?

1. Identify and analyze target audience 2. Define advertising objectives 3. Create the advertising platform 4. Determine advertising appropriation 5. Develop media plan 6. Create advertising messages 7. Execute the campaign 8. Evaluate advertising effectiveness

Reminder advertising

Advertising used to remind consumers about an established brand's uses, characteristics, and benefits

competitive advertising

Tries to stimulate demand for a specific brand by promoting its features, uses, and advantages relative to competing brands

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. a.flighting b.pulsing c.variable d.continuous

a

An advertising platform should consist of selling features that are important to consumers and are _______. a.strongly competitive features of the advertised brand b.easily identifiable as part of the advertised brand c.widely recognized by consumers d.inexpensive features to develop

a.........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.

pioneer advertising

advertising that tries to stimulate demand for a product category rather than a specific brand by informing potential buyers about the product

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 _______. a.advertising appropriation b.advertising platform c.objective-and-task approach d.advertising objective

b

During which stage of the product life cycle is reminder advertising most appropriate? a.Introduction b.Maturity c.Growth d.Recession

b

Marilyn works for the Chicago Department of Tourism. She has been analyzing its advertising campaign and has recommended that it changes 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? a.Identifying the target audience b.Creating the advertising platform c.Defining the advertising objectives d.Determining the advertising appropriation

b

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? a.Defining the advertising objectives b.Developing the media plan c.Determining the advertising appropriation d.Creating the advertising platform

b

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. a.$5,000 b.$15,000 c.$10,000 d.$20,000

b 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.

Local news reports sometimes include announcements about new stores opening in the area. These stories are most likely examples of _______. a.press conferences b.sales promotions c.publicity d.direct marketing

c

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 _______. a.institutional advertising b.personal selling c.publicity d.sales promotion

c

The number of times target customers are exposed to an advertisement is referred to as _______. a.reach b.a media plan c.frequency d.exposure

c

When an organization uses an advertising agency, who usually develops the advertising campaign? a.The agency's specialists b.The agency suggests ideas and the firm chooses among them c.The firm and the agency working jointly d.The advertising department within an organization

c

When news reports are released that highlight a new charitable initiative launched by a company like Nordstrom, it is most likely an example of _______. a.institutional advertising b.a press conference c.publicity d.sales promotion

c

MillerCoors advertises that its beer is the only one that is kept cold from the brewery to the store. This type of advertising is called _______. a.pioneer b.comparative c.competitive d.native

c....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. MillerCoors is describing the benefits of its particular brand.

comparative advertising

compares the sponsored brand with one or more identified brands on the basis of one or more product characteristics

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? a.Set the advertising budget b.Develop the media plan c.Identify the target audience d.Define advertising objectives

d

In designing the advertising message, all of the following are likely to affect the message content, except _______. a.demographic characteristics of the audience b.the advertising campaign's objectives and platform c.the product's features and benefits d.the length of the advertising campaign

d

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 _______. a.body copy b.signature c.text d.headline

d

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 _______. a.publicity update b.press conference c.feature article d.news release

d

Limitations of using publicity-based public relations tools include all of the following, except _______. a.media personnel must judge the message to be newsworthy b.public relations personnel do not control the content or timing of the communication by the media c.it may take a great deal of effort to convince media personnel of the news value of news releases d.reports made about companies by the media are not viewed as credible by viewers

d

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? a.Captioned photograph b.Editorial letters c.Feature article d.Press conference

d......A press conference would be best because it is normally used to announce major news events. The media are invited.

Identify and analyze target audience

group of people at which advertisements are aimed.