Exam 17: Advertising and Public Relations

What are the major differences between sales-based and communications-based advertising objectives?

The cost per thousand (CPM) indicator shows

You and your marketing team are conducting a series of focus groups with potential customers of a new product your firm is launching next year. The purpose of these focus groups is to find out what potential customers consider most important in the selection and use of this new product.Which of the following steps in the advertising campaign development process are you performing with this activity? ​

Toyota's sponsorship of a major Professional Golf Association tournament would be an example of a(n) ____ 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 ______.

A layout includes only the illustrations used in an advertisement.

When a copywriter and an artist combine the copy with the visual material for a television commercial, it usually is done through use of a

Reminder advertising is not applicable to new products.

Scenario 17.1 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 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 17.1. If the ads include both the Venza and the Ford Edge, they would be examples of​​

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

Dan is responsible for developing the promotional campaign for Under Armour's new line of footwear for teens. He will be writing advertising campaign objectives that are aimed at making the target customers' attitudes more favorable toward Under Armour, which should be stated in ____ terms.

The public relations department at Lowe's Home Improvement submits one page of typewritten copy to national newspapers and news web sites to announce its one-day, nationwide clean-up-local-parks event. This is an example of a

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

A consumer jury is a

A marketer that wanted to include detailed information in advertisements would most likely use

Comparative advertisements mention the actual names of competing brands.

Radio copy should consist of short, familiar terms.

Advertising is paid nonpersonal communication transmitted through mass media.

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

Which of the following is not an advantage of using publicity-based public relations tools?