Exam 15: Advertising and Public Relations

Media that carry messages without personal contact or feedback are called:

A Hewlett Packard salesperson giving her sales presentation to a client is using a(n) _________communication channel.

Impact refers to the qualitative value of a message exposure through a given medium.

In the growth stage of the product life cycle, all promotion tools can be toned down because demand has its own momentum through word of mouth.

Coburg Auto Sales advertises regularly both on radio and in the daily newspaper. At strategic sales points such as the end of the month and holiday periods, Sam buys extra advertising space and time. This is an example of _________in a scheduling plan.

Many experts encourage the use of specific advertising goals stated in concrete, quantified terms. Given the fact that accurate measurement of advertising performance is difficult, if not impossible, why is the use of such objectives important?

Informative advertising works best for growing and mature products.

Two or more people communicate directly with each other in communications channels that are considered to be:

Fremantle Corporation stresses the quality, economy and durability of its product in its promotional messages. The firm is relying on:

What is public relations (PR)? Name and briefly explain the many different tools that PR departments use.

Opinion leaders are especially important in a firm's attempts to utilise word- of- mouth influence.

Reach measures the percentage of people in the target market exposed to an ad during a given period of time.

When the Bendigo Toy Company attempts to build heavy consumer demand for its new product through consumer advertising, it is employing a push strategy.

Mini Case 15- 2 Pitt Street Advertising is developing a marketing campaign for a cat food manufacturer. The manufacturer wants a pull strategy. The greatest emphasis has been placed on the design of a series of ads featuring cat owners and their cats. The agency has pretested the recall of these print ads. As part of the ad evaluation process, the agency determined the cat food manufacturer's share of voice is 28.6 per cent and its share of market is 31.4 per cent for its last ad campaign during which it spent $3 million. As part of this integrated marketing campaign, Pitt Street Advertising is also designing sales promotion activities. The cat food manufacturer wants to link the sales of its best- selling canned food to its new cat food that controls hairballs without cannibalising sales of the established product. This is the first- ever cat food that promises to control hairballs. As Pitt Street Advertising gears up for this campaign, the CEO of the cat food manufacturer announces he really wants to build community awareness of what the company does, especially its charitable work in the area of protecting wildlife and preventing cruelty to animals. This new promotional task is being added after most of the budget has already been allocated. Pitt Street Advertising is searching for a way to meet the CEO's goals within his current budget. -Refer to Mini Case 15- 2. How can Pitt Street Advertising best accomplish the new added- on goals of his CEO client, given budgetary restraints?

Usually the one- sided argument is the preferred approach in sales presentations.

A small town Ford dealership buys an ad in every issue of the weekly newspaper and four ads daily on the local radio station. The Ford dealer has used this pattern of advertising for almost five years. Which of the following terms best describes the Ford dealer's media timing?

A long running TV advertising campaign for Herron pain relief tablets claims that all common brands of analgesic are made from the same active ingredients but that Herron is the only brand that is Australian made and owned. In the background, viewers can see a collection of other brands, in which some of the brands are clearly recognizable from the distinctive shape of the packaging. These other brands include Herron's closest rival, Panadol. This is an example of _________advertising.

The media timing pattern in which advertising is run evenly throughout a given period is called:

The "Life Insurance Isn't for the People Who Die. It's for the People Who Live" ad showed a family being evicted from their home. This ad is an example of a(n)_________ appeal.

Media selection involves balancing media vehicles' cost efficiency against their impact.