Chapter 18: Advertising and Public Relations

An advertising platform is the

basic issue or selling point that an advertiser wishes to include in an advertising campaign `

A marketer that wanted to include detailed information, including headlines, body, and signature, is called the

copy

A tool that allows an advertiser to compare the costs of several media vehicles within a specific medium relative to the number of persons reached by each vehicle is called an

cost comparison indicator

One way for a company to measure the effectiveness of its publicity-based public relations efforts is to

count the number of exposures in the media

The most effective method of determining platform issues is to use a survey of

customers

The target audience for an advertising campaign is the

people toward whom the advertisements are directed

Advertising that focuses on stimulating demand for a product category is called ________ advertising

pioneer advertising

If a company calls a meeting to announce a major news event, this is known as a

press conference

If during as advertisement campaign a certain portion of advertising runs continuously, and they during specific period additional advertising is used to intensify the level of communication, a ___________ media schedule is being used

pulsing media schedules

The three general types of media schedules are

pulsing, continuos, and fighting

The cost per thousand CPM indicator shows

the cost to expose 1,000 people to a one-page magazine advertisement

Reinforcement advertising is primarily targeted at

the current users of a particular product

The main problem with using the objective-and-task approach to setting ad advertising budget is that

the marketers may experience difficulty when trying to estimate accurately the level of effort needed to achieve goals.

Carla is stopped by a researcher at a shopping mall and asked what was the last television commercial she remembers seeing was. This is an example of

unaided recall test

What design element is used to attract attention, communicate an idea quickly, or communicate ideas that are difficult to put into words?

Illustrations

The basic issues or selling points that an advertiser wants to include in an advertising campaign is the

advertising platform

What is the primary justification marketers use for conducting recognition and recall tests?

People are more likely to buy a product that have seen advertised than one they have not seen

What is an advertising platform most commonly based upon?

The opinions of employees within the firm or the advertising agency

Advertising agencies typically receive

a 15% commission paid by the media from which it makes purchases

Which of the following list forms of competitive advertising?

comparative, reminder, reinforcement

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

institutional advertising

The identification of an advertisement's sponsor is the

signature

Why is the headline of a print advertisement such a critical component of the copy?

It is often the only part of the advertisement that is read

Which of the following is the most commonly used type of publicity-based public relations tool?

News Release

Two major types of product advertising are

Pioneer and competitive

A television advertisement showing the safety features of the Volvo Cross Country Wagon would be best classified as which of the following? Product advertising Pioneer advertising Defensive advertising Societal marketing Publicity

Product advertising

______ is a broad set of communication activities used to created and maintain favorable relations between the organization and its stakeholders

Public relations

Some of the posttest methods for measuring advertising effectiveness are based on how well consumer remember advertising and include 1. recognition tests and 2. recall tests. What is the basic difference between these two approaches

The actual ads are show int he former but not in the latter

When an organization uses an advertising agency, who usually develops the advertising campaign?

The firm and the agency working jointly

________ provides businesses with copywriters, artists, production coordinators, media experts, researchers, and other highly skilled specialists

advertising agencies

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

advertising frequency

Suppose State Farm insurance stated, "We want our advertising to increase our customer base for home and automobile insurance 10 percent by the need of the fiscal year". This would be considered an

advertising objective

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

advocacy advertising

Ad advertising campaign is typically developed by an individual or a few persons within the firm, an advertising department within the organization, or

an advertising agency

When the CEO or CFO of a company states how much the company should spend on advertising for the coming period, the company is using the

arbitrary approach

The effectiveness of an advertising campaign can be measured

before, during, and after the campaign through th use of pretests, inquiries, and posttests.

Brands that are promoted through comparative advertising are most likely to be

brands that are attempting to compete with market leaders

Advertising campaign objectives that are aimed at making customer's attitude more favorable are stated in _____________ terms

communication terms

A content analysis of an organizations messages, readability studies, and readership surveys are all tools used to conduct an

communications audit

Soft drink companies advertise that their products beat the constitutional in national "taste test" and they refer to the rival brands by name. This type of advertising is best describes as

comparative advertising

If Target were to base its advertising appropriation on the amount that Wal-mart spends, it would be using the _______ approach

competition-matching

What type of advertising points out a brand's features and advantages that fit consumers but may not be available in other brands

competitive advertising

Ad advertising platform should consist of issues that are important to consumers. Selling features should be important to consumers and should be features that

competitive products lack

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

defining the advertising objectives

After the advertising budget is determined, the next step in creating an advertising campaign is

developing the media plan

A from can identify changes in public opinion that affect it by conducting

environmental monitoring

The last stage in the development of and advertising campaign is

evaluating the effectiveness of advertising

An advantage of the arbitrary approach for determining the advertising appropriation is that it is

expedient

A schedule in which advertisements run for a set period of time, alternating with period in whig no ads run is known as

flighting

The first stage in the development of any advertising campaign is

identifying the advertising target audience

Artwork, a major part of most advertisements, consists of the

illustration and the layout

Measuring effectiveness during a campaign is usually accomplished by using

inquiries

The physical arrangement of the illustration, headline, sub headline, body copy, and the signature is called the

layout

After developing the budget for advertising GEO automobiles, marketing managers at General Motors ten determined what proportion of that budget would be spent on magazine, television, and radio advertisements based on the cost effectiveness of each. This subsequent allocation of the budget is known as

media

The limitations in using publicity-based public relations tools stem primarily from the fact that

media personnel control the content of the communication

A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the dates and times, is an

media plan

As Oscar Meyer puts together its advertising campaign for the summer, it will need to keep in mind that its desire to use outdoor advertising will have strong effects on its selection of the advertising

message

When using the percentage-of-sales approach for determining the advertising appropriation, marketers

multiply the firm's past sales plus a factor for expected changes in sales time a standard percent

A single page of typewritten copy that has 300 words or less and describes a company event or product is called a

new release

Sony Corp. has a particular approach for determining its advertising appropriation. A problem with this techniques, 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

A consumer jury is a

panel of potential buyers of the advertised product brought together to pretest an advertising message

______ is communication in news story form about an organization or its products that is transmitted through a mass medium at no charge

publicity

Advertising that lets consumers know that an establishes brand still offers certain uses, characteristics, and advantages is _______ advertising

reminder advertising

Home Depot is interested in knowing how its efforts to act in a socially responsible manner through its Habitat for Humanity disaster relief efforts have affected stakeholders views of the company. Home Depot should conduct an

social audit

When developing ad advertising campaign, benchmarks need to be included in the

statement of advertising objective

When a copywriter and an artist combine the copy with the visual material for a television commercial, it usually is done through us of a

storyboard

A major benefit of using event sponsorship is that it

can provide large amounts of free media coverage

The percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period of time is the definition of

reach

The primary goals of the media planer is

reach the largest number of people in the target market within the budget constrains

When individuals' behaviors are tracked from television sets to checkout counters using equipment provided by the marketers, this is known as

single-source data

The total amount of money a marketer allocated for advertising for a specific time period is the

advertising appropriation

Rachel is considering advertising her new restaurant on the radio to attract most customers. She knows that in order to attract listener's attention on the radio it will be important for her to

be both informal and conversational in tone