Exam 17: Advertising and Publicrelations

The primary goal of a media planner is to

Product advertising is often used to stimulate demand directly.

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

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

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 ____.

Advertising departments may use independent research organizations or freelance specialists for some of their projects.

When Anheuser-Busch ran an advertising campaign featuring the slogan,"Know when to say when," it was using

The limitations in using publicity-based public relations tools stem primarily from the fact that

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

The percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period of time is the definition of

Compare the competition-matching approach with the arbitrary approach in determining an advertising appropriation.Which method might more easily lead to overspending or underspending on the appropriation?

Soft drink companies advertise that their products beat the competition in national "taste tests," and they refer to the rival brands by name.This type of advertising is best described as

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

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 and in major national magazines.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

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?

Advertisements that promote goods and services are called advocacy advertisements.

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.

Pioneer advertising involves describing the features and benefits of a product in contrast to a direct competitor.

Subway decided to run its new commercials 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.Subway is using a ____ schedule for its advertising.

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)