Quiz 10- Advertising and PR

Scenario 17.2 If State Farm were to decide that its previous method of appropriating that advertising budget was ineffective, it could decide to allocate 2 percent of its total annual sales to advertising. However, one problem with this method is that:

A drop in slaes would cause a drop in the advertising budget

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

Todd is developing a print advertisement for Afflac. How knows that the __ is a critical component of the copy because __

Headline; it is often the only part of the advertisement that is read

??

Inquiries

The owner of a professional baseball team asks the account representative of an advertising agency to develop an advertising campaign to bring more teenagers to the ballpark. At this point, the account representatives logically beings to discuss establishing __ for the campaign.

Objectives

If researchers at Merck Pharmaceuticals develop a cure for prostate cancer, the best way to announce this to the public and get wide media coverage would be through a:

Press conference

The "Got Milk?" print campaign is advertising that stimulates demand for a __, known as __ advertising

Product category; pioneer

During the duration of an advertising campaign, Verizon Wireless ran television advertisements at a steady rate throughout the week and intensified its message with newspaper advertising in many major newspapers in the Sunday paper. Verizon Wireless used a __ media schedule.

Pulsing

The cost per thousand (CPM) indicator shows:

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

Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody did?" exemplifies the use of __ advertising:

reinforcement