Exam 15: Advertising and Public Relations

A well- known model used to develop effective advertising messages is the AIDA model. AIDA is an acronym that stands for which of the following?

Chez Ritz depends heavily upon lighting, decor, music, gourmet cuisine, and impeccable service to signal its prestige image to current and potential patrons. The firm is using:

The process of planning and organising all a company's communication tools in a way that achieves synergies across the entire mix and across the various media elements is known as:

Designed environments that create or reinforce the buyer's leanings toward buying a product are called:

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 -What is the cost of reaching one thousand Marie Claire readers?

You receive a report that informs you that 60% of your target audience have been exposed to the advertising message in your lastest campaign, up to and including the current week. This is an example of:

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, foutr 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 -Given that the advertiser wants to reach the largest number of readers in the most efficient manner (i.e. in terms of cost per thousand), which magazine should be used for the campaign?

Public relations is an ineffective tool in the launch of a new product.

MasterFoods is an Australian producer of condiments, relishes and sauces, etc. It is preparing its promotional budget for next year. If its first step is to forecast next year's sales, then MasterFoods is using the_________ method.

Harry Curry is in the process of selecting media for an advertising campaign. He is studying some data provided by television networks that lists the number of people in various demographic markets who watch popular TV programmes at different times of the day. Harry is investigating:

Many well- known, mature brands rely almost exclusively on reminder advertising. What risks are involved in this strategy?

King Island Inc is preparing to introduce a new product. To achieve the firm's goal of building primary demand, King Island should employ:

Which of the following is NOT a benefit of standardised global advertising messages?

Compare and contrast advertising and public relations

Personal selling provides short- term incentives to encourage sales of a product in a manner which diminishes the need for sales promotion.

The distinct benefits of _________are its ability to communicate, its ability to act as an incentive, and its invitation to consumers to buy now.

Describe the two traditional print media vehicles.

Truly outstanding print advertisements will be noticed by more than 60 per cent of the audience.

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. What would be the most likely advertising objectives for the two cat food products; that is the established product and the new product?

A Melbourne based university wants to contact year 12 students studying at Victoria's public schools. Which of the following advertising options would be the most efficient way to reach this audience?