Exam 18: Advertising and Public Relations

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

Because ad agency personnel are outsiders to their client firms, they may not judge the firm's product objectively.

If a restaurant, known for its delicious food and fun entertainment, does not serve alcohol, it is displaying advocacy advertising.

A consumer jury is a

Domino's is looking into magazine advertising for its pizza. The company wants to reach as many people as possible, but due to budget constraints Domino's must reach consumers as efficiently as possible. What can Domino's use to evaluate various magazines?

Why would a marketer conduct a posttest when the advertising campaign has already run and the dollars have already been spent?

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.

The main problem with using the objective-and-task approach to setting an advertising budget is that

Todd is developing a print advertisement for Afflac. He knows that the ______ is a critical component of the copy because _____.

An evaluation performed before an advertising campaign begins is a

An advantage of the arbitrary approach for determining the advertising appropriation is that it is

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. When deciding on its advertising allocation for the coming year, State Farm Insurance could choose to spend the same amount as Safe Auto, another auto insurance company, or it could allocate an amount that is 10% of last year's premiums. If State Farm uses the same amount as Safe Auto, this method of advertising appropriation is known as the ____ approach; if State Farm uses the amount based on last year's premiums, the method would be _____.

What are the important issues to consider when developing advertising objectives?

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

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

What steps should an organization take to be able to deal effectively with negative public relations?

Publicity is a subset or part of public relations.

When individuals' behaviors are tracked from television sets to checkout counters using equipment provided by the marketer, this is known as

The advertising platform consists of the basic issues and selling points that an advertiser wishes to include in the campaign.

Disney decided to run its new commercials for all of its theme parks several times a day for three weeks and then not at all for two weeks. It will then run the commercials again for three more weeks. Disney is using a ____ schedule for its advertising.