Exam 18: Advertising and Public Relations

The type of posttest an advertiser uses is affected by the type of advertising objectives set by the advertiser.

General Mills used a panel of consumers to evaluate its Cheerios campaign featuring children who read the cereal box and try to persuade their parents to watch their cholesterol.These consumers judged the advertisements prior to the execution of the advertising campaign.This is an example of a(n)

The University of Iowa runs a series of ads throughout the Midwest on how friendly and helpful its faculty,staff,and students are as well as how outstanding its academic programs are.This type of promotion would best be characterized as

As Oscar Meyer puts together its advertising campaign for the summer,it will need to keep in mind that its desire to use outdoor advertising will have strong effects on its selection of the advertising

Advertising agencies typically receive

A cost comparison indicator (such as CPM)should not be used to compare the cost and impact of a television commercial with the cost and impact of a newspaper advertisement.

Grant is responsible for the marketing promotions of a small firm of consultants.It is most likely that his firm will use ____ to create and implement its advertising campaigns.

Monroe works for NASCAR where his responsibilities include maintaining favorable relationships between the organization and its stakeholders.Monroe is most likely employed in ________.

Describe how the use of social media can strengthen the effectiveness of advertising.

During the duration of an advertising campaign,Verizon Wireless ran television advertisements at a steady rate throughout the week and intensified its message with newspaper advertising in many major newspapers in the Sunday paper.Verizon Wireless used a(n)____ media schedule.

Because ad agencies often get commissions on media purchases,firms can obtain some agency services at moderate prices.

The primary goal of a media planner is to

A major way to reduce unfavorable public relations is to reduce the number of negative events.

One way for a company to measure the effectiveness of its publicity-based public relations efforts is to

A tool that allows an advertiser to compare the costs of several media vehicles within a specific medium relative to the number of persons reached by each vehicle is called a(n)

Danielle Robinson,account representative for EXpert Advertising,tells D'Orazio Tile Products that she is proposing to use 5 full-page,four-color ads in home-decorating magazines to achieve an increase in consumer and builder inquiries of 15 percent.This approach is an example of which of the following methods of determining advertising expenditure levels?

Steve is aware of the growth in digital media advertising,particularly to certain target markets.The use of advertising on digital devices can alienate young consumers.Steve has uncovered recent research stating that young consumers are more likely to be receptive to advertising appearing on their digital devices if the source is _____;_____ has been given,and the messages are ______.

When developing an advertising campaign,benchmarks need to be included in the

The verbal portion of an advertisement,including headlines,body,and signature,is called the

What approaches can be used to evaluate the effectiveness of public relations programs?