Exam 15: Advertising and Public Relations

Which of the following is NOT a benefit of adapting messages for a global advertising campaign?

The process of measuring how well an advertisement communicates its message, by measuring such things as ad recall, ad liking or attitude change is known as:

The set of symbols transmitted by the sender is the:

According to studies cited in your text, the most important factor in advertising success is the:

The competitive- parity method of setting the advertising budget supports the widely held view that spending what competitors spend on promotion helps prevent promotion wars.

Mini Case 15- 1 Aspirin is so potent that many in the health professions contend that if it were invented today, it would be only available by prescription. In 1897, Felix Hoffman chemically concocted the first synthetic aspirin compound, known as acetylsalicylic acid. At the time he was working for the Bayer Company. In 1899, Bayer Aspirin was introduced. It was the first tablet ever to be marketed as a water- soluble pill. Fifty billion aspirins are consumed worldwide annually. A variety of painkillers line the store shelves today, but only aspirin has been subject to rigourous scientific testing that shows it has long- term cardiovascular and anti- cancer benefits. In spite of these positive aspects, a particular concern is that aspirin might contribute to the very rare Reye's Syndrome in children, a disease that affects the brain and liver, has led to aspirin having an identity crisis. There is a generation of individuals who have grown up assuming other drugs have completely replaced aspirin. Ask someone for an aspirin these days, and you're likely to receive a Panadol or any other brand of pain killer. Aspirin manufacturers are trying to educate people that simple aspirin, especially when taken in low dosages, can have important preventive health benefits. -Refer to Mini Case 15- 1. What type of communication should the aspirin industry use if its goal is to promote the benefits of aspirin in a manner that the public perceive the message to be news rather than manufacturer- sponsored messages?

When selecting suitable media for an advertising campaign, the advertiser should consider which of the following?

Mini Case 15- 1 Aspirin is so potent that many in the health professions contend that if it were invented today, it would be only available by prescription. In 1897, Felix Hoffman chemically concocted the first synthetic aspirin compound, known as acetylsalicylic acid. At the time he was working for the Bayer Company. In 1899, Bayer Aspirin was introduced. It was the first tablet ever to be marketed as a water- soluble pill. Fifty billion aspirins are consumed worldwide annually. A variety of painkillers line the store shelves today, but only aspirin has been subject to rigourous scientific testing that shows it has long- term cardiovascular and anti- cancer benefits. In spite of these positive aspects, a particular concern is that aspirin might contribute to the very rare Reye's Syndrome in children, a disease that affects the brain and liver, has led to aspirin having an identity crisis. There is a generation of individuals who have grown up assuming other drugs have completely replaced aspirin. Ask someone for an aspirin these days, and you're likely to receive a Panadol or any other brand of pain killer. Aspirin manufacturers are trying to educate people that simple aspirin, especially when taken in low dosages, can have important preventive health benefits. -Refer to Mini Case 15- 1. In terms of buyer- readiness states, the aspirin industry ads need to create:

Promotional tools vary in cost effectiveness at different stages of buyer readiness. What promotional tools are most important when the buyer is in the awareness stage?

A staged occurrence that communicates messages to target audiences are known as:

Rational appeals relate product attributes or features to the consumer's desires or aspirations.

Bea Ware has estimated that a recent advertising campaign resulted in a sales increase of $20 million. She knows that her company spent $2.5 million on the campaign so she divides the sales increase by the advertising budget. Bea is estimating:

Assume you are advertising expensive Native African jewellery which sells to women belonging to higher socioeconomic segments. Credibility and prestige are important for this segment. The best medium for your advertising message is:

Discuss the concept of integrated marketing communications. What is it, how well is the concept accepted, and why or why isn't it accepted?

The attempt to build and/or maintain a good "corporate image" is referred to as:

Feedback is a major communication function as opposed to a major communication tool.

The ultimate goal of the firm's communication effort is typically to move the consumer to:

The largest advertising budget is controlled by:

The qualitative value of a medium's capacity to deliver relevant messages to an attentive and interested audience is known as:

Atmospheres are especially important in the sale of services and/or tangibles for which an appropriate image is important.