Exam 18: Advertising and Public Relations

The cost per thousand (CPM)indicator shows

When Volvo's advertising campaign mentions the Volvo CX60 has the highest safety rating of any European sedan,it is using _______ advertising.

The effectiveness of an advertising campaign can be measured only after the completion of the campaign,when results are tabulated.

Frederick Griffith of Griffith's department stores tells his marketing director that he is tired of the constant price-centered advertising by the firm's agency."We have the best customer service in town,and I feel that is what we should be hanging our hats on," he states.This statement is most appropriate for use in which of the following stages of campaign development?

Reminder advertising is not applicable to new products.

Reinforcement advertising is primarily targeted at

If an advertising campaign is aimed at increasing brand awareness and consumers' knowledge of a product's features,the advertising objective should be stated in terms of

A content analysis of an organization's messages,readability studies,and readership surveys are all tools used to conduct a(n)

Dan is responsible for developing the promotional campaign for Under Armour's new line of footwear for teens.He will be writing advertising campaign objectives that are aimed at making the target customers' attitudes more favorable toward Under Armour,which should be stated in ____ terms.

Colin McKinney,director of marketing for Greenwald Industrial Products,complains to his advertising director that the continuing slump in orders has apparently been perpetuated by the firm's failure to have the necessary advertising expenditures.Based on this information,Greenwald is most likely using the ____ approach to determine its advertising expenditures.

In many instances the most appropriate way for a firm to cope with an event that leads to negative public relations is to

The _____ design element of an advertisement is used to attract attention,communicate an idea quickly,or communicate ideas that are difficult to put into words;the ____ is the physical arrangement of the illustration,headline,subheadline,body copy,and the signature.

A feature article is longer than a news release and is written for a particular publication.

Darcy presents an identification card at the supermarket checkout and has a microcomputer attached to her TV.Information from both of these is sent to a research facility.Darcy is providing

Scenario 18.1 Use the following to answer the questions. The Toyota Corporation is developing its promotional plan for the coming year and is considering several types of advertising to communicate its messages.Toyota will likely advertise its new vehicle,the Venza,on TV,on its website,in major national magazines,and through Facebook.It is possible that the ads could focus on the features of the Venza and its most likely competitor,the Ford Edge.Other forms of advertising that can be considered are ads that feature all of the Toyota brands in a single ad,while mentioning only the Toyota brand and its company's strengths.Finally,Toyota will probably continue to advertise updates of its cash cow brands,the Camry and the hybrid versions of its SUVs. -Refer to Scenario 18.1.Advertisements such as the one proposed above for the Camry and hybrid SUVs,are most likely an example of

When using the percentage-of-sales approach for determining the advertising appropriation,marketers

Matt was in a group considered to be actual or potential purchasers of a new mountain bike produced by Specialized Sports.He and the other consumers were shown three different advertisements and asked to judge several dimensions of each one.Matt participated in a(n)

Almost all advertising campaigns are aimed at producing immediate sales.

An ad for a multivitamin that claims,"We still bring you everything you need to get through your day in one vitamin," would most likely be considered ____ advertising.

Scenario 18.2 Use the following to answer the questions. The State Farm Group includes several companies.Probably the most well-known company in the group is the State Farm Insurance company,the largest auto and home insurer in the United States.State Farm Insurance provides protection for approximately 78 million policies on auto,fire,life,and health services.It is also a leading insurer of homes and autos in Canada.Another company in the State Farm group is the State Farm Bank,which was opened in 2000,beginning State Farm's entry into the financial services field.However,the State Farm Bank is not a traditional bank,in that it has no branch offices and its services are provided through State Farm agents,a call center,the mail,and on the Internet.It currently serves over 1.9 million bank accounts. -Refer to Scenario 18.2.If State Farm were to decide that its previous method of appropriating the advertising budget was ineffective,it could decide to allocate 2 percent of its total annual sales to advertising.However,one problem with this method is that