Exam 17: Advertising and Publicrelations

The Bentley Agency places $2,500 in radio spots and $17,500 in television spots for Darnell Insurance in June.For its efforts this month,the agency "traditionally" would receive ____ in compensation.

Lack of control over the content and timing of public relations is a limitation in using publicity-based public relations tools.

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

What are the advantages of using an advertising agency to develop an advertising campaign?

Carla is stopped by a researcher at a shopping mall and asked what was last television commercial she remembers seeing was.This is an example of a(n)

Mike Stevens wonders whether the creative idea of using the character "Tom T.Turtle" as an image for marketing a new line of running shoes will be successful.He should suggest to his account representative that a(n)____ be used to pretest the campaign.

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.

Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called ____ advertising.

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

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.

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

A layout includes only the illustrations used in an advertisement.

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

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

General Mills used a panel of consumers to evaluate its Cheerios campaign featuring children who read the cereal box and try to persuade their parents to watch their cholesterol.These consumers judged the advertisements prior to the execution of the advertising campaign.This is an example of a(n)

Advertising agencies often have more highly skilled people than the advertising departments of firms.

The first stage in the development of any advertising campaign is

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

Colin McKinney,director of marketing for Greenwald Industrial Products,complains to his advertising director that the continuing slump in orders has apparently been perpetuated by the firm's failure to have the necessary advertising expenditures.Based on this information,Greenwald is most likely using the ____ approach to determine its advertising expenditures.

What approaches can be used to evaluate the effectiveness of public relations programs?