Exam 17: Advertising and Public Relations

The last stage in the development of any advertising campaign is

If Target were to base its advertising appropriation on the amount that Walmart spends, it would be using the ____ approach.

Monroe works for NASCAR where his responsibilities include maintaining favorable relationships between the organization and its stakeholders. Monroe is most likely employed in ________.

Ad agencies and firms usually work together when creating an ad campaign because the agencies would act too subjectively on their own.

The two major types of product advertising are

Scenario 17.2 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 17.2. If State Farm Bank decided that it wanted to increase its number of bank customers by 10% in the coming year, it would most likely use the ____ approach to advertising allocation.

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.

Artwork, a major part of most advertisements, consists of the

Advertising agencies typically receive

A cost comparison indicator (such as CPM) should not be used to compare the cost and impact of a television commercial with the cost and impact of a newspaper advertisement.

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?

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

As Oscar Meyer puts together its advertising campaign for the summer, it will need to keep in mind that its desire to use outdoor advertising will have strong effects on its selection of the advertising

Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody did?" exemplifies the use of ____ advertising.

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.

An evaluation performed before an advertising campaign begins is a

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

Event sponsorship can provide companies with a considerable amount of free media coverage.

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