Exam 15: Advertising and Public Relations

An advertising agency is preparing a magazine ad that will feature a picture of a bowl of green beans featuring French's fried onions in the foreground. It is now trying to decide on an appropriate background for the bowl. In terms of the communications model, the agency is in the process of:

The headline is the most likely part of a print ad to be recalled by the consumer.

According to a study cited in your text, what proportion of firms made no attempt to measure the return on advertising investment?

A measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time is known as:

The factors that a company should consider when developing their integrated marketing communication programme are: (a) type of product and market, (b) "push versus pull" strategy, (c) buyer- readiness state, and (d) product life- cycle stage. Explain these factors.

Messages that encourage socially responsible public behaviour are termed community announcements rather than being classified as advertising.

Advertising frequency refers to how often a firm repeats its advertising message to reach a target market.

The use of sales effects as a measure of advertising effectiveness is problematic because:

The percentage- of- sales method of setting the promotion budget correctly views sales as the cause of promotion.

Business- to- business markets typically spend the most on which of the following forms of promotion?

Persuasive advertising becomes more important as competition increases and the firm attempts to build selective demand.

An advertising message should get attention, hold interest, arouse desire, and obtain action according to the model known as:

Which of the following environmental factors is having a major impact on modern marketing communications?

Media that carry messages without personal contact or feedback are called non- personal communication channels.

Buzz marketing is concerned with activities that cultivate opinion leaders with the prospect that they will inform others of the product or service in favourable terms.

Advertisements in which the sponsor's brand is directly pitted against the identified offerings of specified competitors are examples of:

Distinguish between reach and frequency. Which would be most important to firms seeking to build awareness? Would this be most important for building knowledge or conviction?

Unless it is based on forecasted sales, the percentage- of- sales method results in advertising being a cause rather than a result of sales.

McDonald's uses reminder advertising that runs steadily all year. This is an example of_________ in a media schedule.

According to the AIDA Model, an advertising message must first generate attention if it is to be successful.