Exam 15: Advertising and Public Relations

What is the term used to describe the idea that will be communicated to consumers through an advertisement?

All of the following are benefits of standardized global advertising EXCEPT ________.

Explain how a marketer might create an effective message strategy when marketing a product.

Give an example of how a company might run an experiment to measure the sales and profit effects of its advertising.

Scheduling ads unevenly,which is called ________,builds awareness that is intended to be carried over to the next advertising period.

________ becomes more important as competition increases.The company's objective is to build selective demand.

Reach,frequency,and impact are all ________ made when developing an advertising program.

Why is reach an important measure for a marketer?

After creating a message strategy statement,the advertiser must develop a compelling ________ that will bring the message strategy to life in a distinctive and memorable way.

A specific communication task to be accomplished with a specific target audience during a specific period of time is called an advertising objective.

P&G usually avoids humor that might take attention away from the message in the advertisement.

When Nescafe shows one of its buyers carefully selecting coffee beans,which type of execution style is being used?

One way to measure the ________ effects of advertising is to ________ past sales and past advertising expenditures.

Advertisers are taking advantage of "_____________" to "rifle in" on special market segments rather than use the "shotgun" approach offered by network broadcasting.

Branded entertainment involves making the brand an inseparable part of some other form of entertainment.

Which of the following is an objective of informative advertising?

The communication effects of advertisements and ad campaigns are more difficult to measure than the sales and profit effects.

How does a personality symbol impact a brand?

Soaring media costs,focused target marketing strategies,and the growing array of new media have increased the importance of ________.

All of the following require high advertising budgets EXCEPT ________.