Exam 17: Advertising and Public Relations

_____________ may include a readership survey.

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.

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

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

To be unbiased, a member of a consumer jury should not be a present user of the advertised product.

Business organizations are the only major users of advertising.

In unaided recall posttesting, respondents are shown the actual advertisement and are asked whether they recognize it.

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

Matt was in a group considered to be actual or potential purchasers of a new mountain bike produced by Specialized Sports. He and the other consumers were shown three different advertisements and asked to judge several dimensions of each one. Matt participated in a(n)

Reinforcement advertising is primarily targeted at

A feature article is longer than a news release and is written for a particular publication.

Public relations is communication in news story form about an organization, its products, or both that is transmitted through a mass medium at no charge.

A major benefit of using event sponsorship is that it

Reinforcement advertising tells current users how to get the most satisfaction from the brand they have chosen.

Which of the following is the most commonly used type of publicity-based public relations tool?

Rachel is considering advertising her new restaurant on the radio to attract more customers. She knows that in order to attract listeners' attention on the radio it will be important for her to

What is an advertising platform? What is the best way to develop a platform?

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

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. In 2008, Cal Ripken, Jr. and State Farm teamed up to promote State Farm's national teen driver safety program. The marketing division at State Farm produced a one-page document that described the partnership, which was then published in several national newspapers and on the Internet. The document from State Farm is an example of ____, while the publication in the newspapers is an example of ____.

Brands that are promoted through comparative advertising are most likely to be