Exam 18: Advertising and Public Relations

An ad's ____ is designed to attract readers' attention and develop interest so that they will read the entire advertisement.

Suppose State Farm Insurance stated,"We want our advertising to increase our customer base for home and automobile insurance 10 percent by the end of the fiscal year." This would be considered a(n)

Advertisements that promote goods and services are called advocacy advertisements.

The effectiveness of a public relations program is usually measured in terms of sales.

Advertising appropriations are largest for which type of product?

Small firms generally depend on local newspapers and radio stations for assistance with advertising efforts.

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.In 2008,Cal Ripken,Jr.and State Farm teamed up to promote State Farm's national teen driver safety program.The marketing division at State Farm produced a one-page document that described the partnership,which was then published in several national newspapers and on the Internet.The document from State Farm is an example of ____,while the publication in the newspapers is an example of ____.

The Bentley Agency places $2,500 in radio spots and $17,500 in television spots for Darnell Insurance in June.For its efforts this month,the agency "traditionally" would receive ____ in compensation.

After developing the budget for advertising the Kia Soul automobile,marketing managers at Kia then determined what proportion of that budget would be spent on television,radio,and magazine advertisements based on the cost effectiveness of each.This subsequent allocation of the budget is known as a(n)____ plan.

Public relations,unlike advertising,is not particularly useful for promoting an organization's image.

The advertising campaign for Crest toothpaste lets consumers know about its newest flavor,and also mentions its history as an established brand.The ad also mentions Crest's advantages and benefits.Crest's advertising would be classified as

Publicity is a subset or part of public relations.

The first stage in the development of any advertising campaign is

The advertising department for the Pennzoil Corporation is working on a print advertisement for a new product.At this point,the layout contains a phrase to attract attention,an additional phrase to provide an explanation,an illustration to show the product,and a paragraph to explain the advantages and benefits of the product.What other important element should be included?

Recognition and recall tests are posttest methods based on

The arbitrary approach to setting an advertising budget often results in inappropriate spending of the firm's resources.

If a company calls a meeting to announce a major news event,this is known as a

A single page of typewritten copy that has 300 words or less and describes a company event or product is called a

The owner of a professional baseball team asks the account representative of an advertising agency to develop an advertising campaign to bring more teenagers to the ballpark.At this point,the account representative logically begins to discuss establishing ____ for the campaign.

Lack of control over the content and timing of public relations is a limitation in using publicity-based public relations tools.