Exam 15: Advertising and Public Relations

Since the ultimate goal of all promotional effort is to make a sale, promotional messages must primarily focus on stimulating a purchase.

An ad for life insurance that shows a father cradling a small child is using an emotional appeal.

Persuasive advertising has become less important for firms seeking to build selective demand.

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. The headline of an ad for another brand of pain killer with different active ingredients reads "Don't kill your babies by giving them aspirin!" This ad used a(n) appeal.

Which of the following would NOT normally be considered as a suitable medium for a mass communications campaign?

In terms of advertising expenditure, the fastest growing advertising medium is:

The mere fact that a firm achieves competitive- parity in its advertising budget does not guarantee that its promotional efforts will be as effective as those of its competitors.

The process of putting thought into symbolic form is called:

Dealing with legislators and government officials to promote or defeat legislation and regulation that potentially affects a firm's activities is known as:

The objective- and- task method is the most logical of all the budgetary methods a firm might use.

Word- of- mouth influence is especially important in the sale of products that are expensive, risky, or highly visible.

Muru Parkinson is a director of marketing communications for a manufacturer of small kitchen appliances. Explain what she should do at each of the six buyer- readiness stages.

When competition becomes more intense, advertisers have learned that persuasive messages are more effective.

If the Alice Springs Aboriginal Education Group used a slogan "A Mind is a Terrible Thing to Waste," it would be an example of a moral appeal.

Because of its less aggressive, impersonal nature, advertising is more persuasive than company salespeople.

The set of symbols transmitted by the sender is known as the message in the communications process.

After years of attempting to convince smokers to quit in order to protect their health, anti- smoking groups have switched to campaigns which stress the harmful effects of smoking on the smoker's children. These messages employ:

A skincare manufacturer is planning a magazine advertising campaign and wants to identify the best possible women's magazine for this task. Some preliminary background on the top selling Australian magazines, their readership and advertising rates has been prepared and is summarised in the figure Figure Ad rates and readership figures for selected women's magazines Magazine Title Advertising Rate (Full page, four colour) Readers hip ( Number of people ) Harper's Bazaar \ 10,500 213,000 Cleo \ 16,180 378,000 Cosmopolitan \ 18,950 529,000 Marie Claire \ 20,600 420,000 Vogue Australia \ 12,500 356,000 -Which of the five titles has the highest reach?

The process of planting a news story about a company or one of its products in the media is known as:

Any activity designed to build good relations with a company's various publics by obtaining publicity, building corporate image or handling unfavourable rumours is known as: