Exam 18: Advertising and Public Relations

What are the advantages of using an advertising agency to develop an advertising campaign?

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

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

When an organization uses an advertising agency, who usually develops the advertising campaign?

Advertising departments may use independent research organizations or freelance specialists for some of their projects.

Tropicana orange juice has a television commercial where a young boy is drinking orange juice at dinner. He remarks that he likes the great taste of Tropicana anytime. The element of the commercial that focuses on drinking orange juice at dinner would be best classified as ________, while the focus on the great taste of Tropicana would be best classified as ___.

Sony Corporation has a particular approach for determining its advertising appropriation. A problem with this technique, however, is that the people in the marketing department have difficulty estimating the level of effort needed to achieve certain goals. This problem is characteristic of the ____ approach.

While digital advertising is commonly used, many digital ads still fail to work. Which of the following is not one of the reasons that digital ads fail?

Which of the following statements applies to media planning?

A schedule in which advertisements run for set periods of time, alternating with periods in which no ads run is known as

Jobs such as specialists, copywriters, artists, media buyers, and technical production coordinators are included in the public relations department of a large organization.

Chloe is employed by an advertising agency and is currently working on the advertising platform for a client. Most often, the method of determining platform issues is to use the opinions of _____; however, the most effective method is to use _____.

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

The maker of Huggies diapers is developing a media plan that involves trying to expose its target audience to its new advertisement about ten times. This is advertising

Some of the posttest methods for measuring advertising effectiveness are based on how well consumers remember advertising and include (1) recognition tests and (2) recall tests. What is the basic difference between these two approaches?

____ provide businesses with copywriters, artists, production coordinators, media experts, researchers, and other highly skilled specialists.

The advertising platform is the foundation on which campaign messages are built.

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.