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
