Exam 18: Advertising and Public Relations

The last stage in the development of any advertising campaign is

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

Advertising agencies often have more highly skilled people than the advertising departments of firms.

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.

The basic issues or selling points that an advertiser wants to include in an advertising campaign is (are) the

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.

Most often, the opinions of a firm's personnel are used to develop the advertising platform.

Which of the following is the most important consideration when choosing an event to sponsor?

Discuss how event sponsorship can be used as a public relations tool.

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 ______.

Describe the major types of advertising, and discuss how they differ.

When a company promotes its position on a public issue, this is specifically referred to as ____ advertising.

Mike Stevens wonders whether the creative idea of using the character "Tom T. Turtle" as an image for marketing a new line of running shoes will be successful. He should suggest to his account representative that a(n) ____ be used to pretest the campaign.

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?

The primary goal of a media planner is to

After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed by

A public relations audit is used to assess an organization's image among its publics or to evaluate the effect of a specific public relations program.

The total amount of money a marketer allocates for advertising for a specific time period is the

What are the components of a print ad? What are the functions of each component?

Brian is responsible for the promotions and public relations of his firm, which produces rubber tires. A recent development in technology may change the way in which the rubber for tires is produced, allowing it to be sourced from the roots of dandelion plants. Brian would like to have a story run on the evening news or in the local newspaper about this development, but he knows that this story is likely to be rejected by media personnel because the material is