Exam 15: Advertising and Public Relations

To measure the ________ effects of an ad after it has aired, the advertiser can evaluate how the ad affected consumer recall, product awareness, and preference.

You receive a report that 68 percent of your target market has been exposed to your ad campaign during a given period of time. Which of the following aspects of media selection is represented by this information?

The aim of advertainment is to make ads so entertaining or useful that people want to watch them.

Advertising is the least used of the major promotion tools, although it has great potential for building consumer awareness and reference.

Which of the following is one of the primary goals of reminder advertising?

Describe the four major steps in media selection.

Which of the following is an objective of persuasive advertising?

The number of times an average person in the target market is exposed to a message is known as the ________ of the message.

What is the first element that a reader most likely notices in a print ad?

Standardization of advertising leads to lower advertising costs, greater global advertising coordination, and a more consistent worldwide image.

Explain why an ad might need to be modified from one country to the next.

The term "media multitaskers" refers to ________.

Which of the following is a major element of developing an advertising strategy?

Which of the following is a disadvantage of using direct mail as an advertising medium?

Discuss the advantages of using the services of an advertising agency.

________ becomes more important as competition increases. With this type of advertising, a company's objective is to build selective demand.

Apple used an album by the band U2 to promote the Apple Watch announcement. Which of the following message execution styles is illustrated in this example?

Which of the following statements about magazines as an advertising medium is true?

Which of the following best explains why public relations is often overlooked as a tool for supporting product marketing objectives?

Kathy Champe, a public relations specialist for a regional chain of pharmacies, regularly contacts members of the local and statewide media with information about community events and charity fundraisers sponsored by her company. This is an example of the ________ function of public relations.