Deck 16: Advertising and Public Relations

Question 1

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

Answer 1

An advertising platform consists of the basic issues or selling points that an advertiser wishes to include in the advertising campaign. A single advertisement in an advertising campaign may contain one or several issues from the platform.
Although the platform sets forth the basic issues, it does not indicate how to present them.
An advertising platform should consist of issues important to customers. One of the best ways to determine those issues is to survey customers about what they consider most important in the selection and use of the product involved. Selling features must not only be important to customers, they should also be strongly competitive features of the advertised brand. Research is the most effective method for determining what issues to include in an advertising platform, but customer research can be expensive.
Because the advertising platform is a base on which to build the advertising message, marketers should analyze this stage carefully. It has been found that, if the message is viewed as useful, it will create greater brand trust. Campaigns will ultimately fail if the advertisements communicate information that consumers do not deem important when selecting and using the product.

Question 2

What are the major components of a media plan? What limitations must be considered as the media plan is implemented?

Answer 2

A media plan sets forth the exact media vehicles to be used and the dates and times the advertisements will appear. The plan determines how many people in the target audience will be exposed to the message. The method also determines, to some degree, the effects of the message on those specific target markets.
To formulate a media plan, the planners select the media for the campaign and prepare a time schedule for each medium. The media planner's primary goal is to reach the largest number of people in the advertising target that the budget will allow. A secondary goal is to achieve the appropriate message reach and frequency for the target audience while staying within budget. Reach refers to the percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period. Frequency is the number of times these targeted consumers are exposed to the advertisement.
The content of the message sometimes affects media choice. The cost of media is an important but troublesome consideration. Planners try to obtain the best coverage possible for each dollar spent. Media are selected by weighing the various advantages and disadvantages of each.
Like media selection decisions, media scheduling decisions are affected by numerous factors, such as target audience characteristics, product attributes, product seasonality, customer media behavior, and size of the advertising budget.

Question 3

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

Answer 3

A public relations audit is used to assess an organization's image among the public or to evaluate the effect of a specific public relations program. A communications audit may include a content analysis of messages, a readability study, or a readership survey.
One approach to measuring the effectiveness of publicity-based public relations is to count the number of exposures in the media. To determine which releases are published in print media and how often, an organization can hire a clipping service, a firm that clips and sends news releases to client companies.
Counting the number of media exposures does not reveal how many people have actually read or heard the company's message or what they thought about the message afterward. However, measuring changes in product awareness, knowledge, and attitudes resulting from the publicity campaign helps yield this information. To assess these changes, companies must measure these levels before and after public relations campaigns. Although precise measures are difficult to obtain, a firm's marketers should attempt to assess the impact of public relations efforts on the organization's sales. For example, critics' reviews of films can affect the films' box office performance.

Question 4

What are the components of a print ad? What are the functions of each component?

Question 5

The University of Iowa runs a series of ads throughout the Midwest on how friendly and helpful its faculty, staff, and students are as well as how outstanding its academic programs are. This type of promotion would best be characterized as .

A) public relations
B) product advertising
C) advocacy advertising
D) institutional advertising
E) comparative advertising

Question 6

What steps should an organization take to be able to deal effectively with negative public relations?

Question 7

What are the important issues that need to be considered in the process of developing advertising objectives?

Question 8

Parisian Dry Cleaners airs a series of radio ads that claim, "We are the fastest dry cleaners in town." This campaign would best be described as advertising.

A) pioneer
B) target
C) product
D) institutional
E) advocacy

Question 9

Describe the major types of advertising. Discuss the differences among them.

Question 10

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

A) institutional
B) product
C) organizational
D) pioneer
E) advocacy

Question 11

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

Question 12

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

Question 13

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

Question 14

What is meant by public relations? Discuss its purposes.

Question 15

Discuss how event sponsorship can be used as a public relations tool.

Question 16

Tropicana orange juice has a television commercial where a young boy is drinking orange juice at dinner. He remarks that he likes the great taste of Tropicana anytime. The element of the commercial that focuses on drinking orange juice at dinner would be best classified as , while the focus on the great taste of Tropicana would be best classified as .

A) comparative advertising; informative advertising
B) pioneer advertising; competitive advertising
C) institutional advertising; stimulating primary demand
D) product advertising; institutional
E) comparative advertising; competitive advertising

Question 17

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

A) competitive advertising.
B) public relations.
C) product advertising.
D) public service awareness.
E) advocacy advertising.

Question 18

When a company promotes its position on a public issue, this is specifically referred to as advertising.

A) institutional
B) product
C) advocacy
D) issue
E) competitive

Question 19

Discuss four publicity-based public relations tools.

Question 20

Describe the various methods used to evaluate the advertising effectiveness after a campaign.

Question 21

After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed by:

A) creating the advertising platform.
B) determining the financial resources available.
C) defining the advertising objectives.
D) developing a media plan.
E) creating an advertising message.

Question 22

When Volvo's advertising campaign mentions that the Volvo CX60 has the highest safety rating of any European sedan, it is using advertising.

A) advocacy
B) comparative
C) competitive
D) defensive
E) institutional

Question 23

The advertising campaign for Crest toothpaste lets consumers know about its newest flavor, and also mentions its history as an established brand. The ad also mentions Crest's advantages and benefits. Crest's advertising would be classified as .

A) repetitive advertising
B) reminder advertising
C) pioneer advertising
D) advocacy advertising
E) reinforcement advertising

Question 24

The step in developing an advertising campaign that directly precedes campaign execution is:

A) defining advertising objectives.
B) creating the advertising platform.
C) evaluating advertising effectiveness.
D) developing a media plan.
E) creating the advertising message.

Question 25

Tercile Products Company advertises a specific product heavily, and Carbone Products Company wants to offset the effects of that advertising. In this case, Carbone would most likely employ advertising.

A) competitive
B) pioneer
C) institutional
D) primary
E) target

Question 26

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

A) reinforcement
B) offensive
C) comparative
D) institutional
E) defensive

Question 27

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 .

A) pioneer
B) advocacy
C) comparative
D) defensive
E) selective

Question 28

After the advertising budget is determined, the next step in creating an advertising campaign is:

A) creating the advertising message.
B) creating the advertising platform.
C) evaluating the advertising objectives.
D) executing the campaign.
E) developing the media plan.

Question 29

The two major types of product advertising are:

A) institutional advertising and advocacy advertising.
B) pioneer advertising and competitive advertising.
C) competitive advertising and comparative advertising.
D) advocacy advertising and competitive advertising.
E) informative advertising and comparative advertising.

Question 30

When developing an advertising campaign, benchmarks need to be included in the .

A) campaign platform.
B) evaluation of the advertising effectiveness.
C) statement of advertising objectives.
D) media plan.
E) budget.

Question 31

An advertisement for a multivitamin that claims, "We still bring you everything you need to get through your day in one pill," would most likely be considered as advertising.

A) reinforcement
B) advocacy
C) comparative
D) reminder
E) institutional

Question 32

Reinforcement advertising is primarily targeted at:

A) new potential target markets.
B) users of competitors' brands and products.
C) anyone who uses that type of product.
D) all the stakeholders of an organization.
E) the current users of a particular product.

Question 33

Coors Inc. advertises that its beer is the only one that is kept cold from the brewery to the store. This type of advertising is called .

A) advocacy advertising
B) competitive advertising
C) comparative advertising
D) defensive advertising
E) institutional advertising

Question 34

The first stage in the development of any advertising campaign is:

A) creating the message.
B) setting the budget.
C) identifying the advertising target audience.
D) defining the advertising objectives.
E) creating the advertising platform.

Question 35

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

A) market leaders
B) brands that are attempting to compete with market leaders
C) primarily services rather than tangible goods
D) attempting to compete on a non-price basis
E) competing in a less competitive market

Question 36

The "Got milk?" print campaign is advertising that stimulates demand for a(n) , known as advertising.

A) product category; pioneer
B) product brand; competitive
C) product category; institutional
D) brand category; pioneer
E) product; comparative

Question 37

The target audience for an advertising campaign is the:

A) information base on which to develop the campaign.
B) geographic distribution of persons.
C) people at whom advertisements are aimed.
D) overall goal of the advertising campaign.
E) sales objective to be achieved by the campaign.

Question 38

Which of the following lists forms of competitive advertising?

A) Pioneer, comparative, and reminder advertising
B) Reminder, repetitive, and reinforcement advertising
C) Comparative, reminder, and reinforcement advertising
D) Institutional, product, and comparative advertising
E) Product, pioneer, and reminder advertising

Question 39

Suppose State Farm Insurance stated, "We want our advertising to increase our customer base for home and automobile insurance by 10 percent by the end of the fiscal year." This would be considered a(n) .

A) target audience goal
B) advertising platform
C) percent-of-sales approach
D) advertising objective
E) media plan goal

Question 40

The last stage in the development of any advertising campaign is:

A) creating the advertising platform.
B) developing the media plan.
C) creating the advertising message.
D) evaluating the effectiveness of advertising.
E) defining the advertising objectives.

Question 41

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

A) objective-and-task
B) percent-of-sales
C) industry-standard
D) arbitrary
E) competition-matching

Question 42

Chloe is employed by an advertising agency and is currently working on the advertising platform for a client. The most effective method of determining platform issues is to use .

A) opinions of personnel within the firm
B) opinions of advertising experts
C) a survey of customers
D) opinions of expert marketers in the industry
E) a chart that compares the issues addressed by the advertising campaign of a competing brand with that of the brand to be advertised

Question 43

An advertising platform should consist of issues that are important to consumers. Selling features should be important to consumers and should be features that:

A) competitive products lack.
B) can be seen easily in a photograph.
C) are familiar concepts to those in the target market.
D) competitive products have as well.
E) are reasonably inexpensive to develop.

Question 44

What is an advertising platform most commonly based upon?

A) The opinions of employees within the firm or the advertising agency
B) Data collected from past marketing research about the brand
C) Customer surveys about what they consider the most important issues
D) Retailer information about potential consumers of the product
E) The advertising appropriation for that particular ad campaign

Question 45

Why should a benchmark statement be included in advertising objectives?

A) Shareholders want to see where a company is in relation to competition.
B) It is useful in determining whether retailers have increased their sales over the year.
C) It gives an indication of how the advertising message is best presented.
D) Without a reference point, it is difficult to determine to what degree objectives have been accomplished.
E) Objectives become more easily attainable when such a statement is included.

Question 46

When using the percentage-of-sales approach for determining the advertising appropriation, marketers:

A) base their funding on a percentage of the competitors' sales.
B) multiply the firm's past sales by a set percentage they want to spend.
C) set sales objectives for the upcoming period and base appropriations on these goals.
D) multiply the firm's past sales, plus a factor for expected changes in sales by a standard percentage.
E) use an industry standard to determine what percentage of their profits they want to allocate to advertising.

Question 47

Before launching a new advertising campaign, marketers for Healthy Choice frozen dinners must determine the selling points that they want to include in the advertisements. The identification and organization of these selling points is called the .

A) advertising appropriation
B) objective-and-task approach
C) advertising platform
D) advertising objective
E) advertising budget

Question 48

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

A) it is based on the idea that sales create advertising rather than advertising creates sales.
B) it often results in overspending or underspending of the firm's resources.
C) it does not achieve full potential in terms of stimulating demand.
D) the marketer may experience difficulty when trying to estimate accurately the level of effort needed to achieve goals.
E) it is difficult to determine the objectives of the campaign.

Question 49

An advertising platform is the:

A) basic issue or selling point that an advertiser wishes to include in an advertising campaign.
B) objective of the advertising campaign stated in precise and measurable terms.
C) form in which the basic issues of the campaign should be presented.
D) broad objectives of the advertising campaign.
E) group of customers on whom research is conducted regarding the use of the product being advertised.

Question 50

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.

A) percent-of-sales
B) objective-and-task
C) competition-matching
D) arbitrary
E) judgmental

Question 51

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.

A) reliable-appropriation
B) match-competition
C) arbitrary
D) objective-and-task
E) percent-of-sales

Question 52

To determine how much money to spend on advertising, marketers for a new brand of caffeinated energy drink decided that they wanted the advertising to create awareness of the new flavor in 80 percent of the energy drink market within one month of introduction. The marketers then determined how much it would cost to reach this goal. This is an example of approach toward determining advertising budgets.

A) objective-and-task
B) percent of sales
C) competition matching
D) arbitrary allocation
E) past-year comparison

Question 53

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.

A) the target audience
B) a budget
C) a media plan
D) objectives
E) advertising directives

Question 54

Frederick Griffith of Griffith's department stores tells his marketing director that he is tired of the constant price- centered advertising by the firm's agency. "We have the best customer service in town, and I feel that is what we should be hanging our hats on," he states. This statement is most appropriate for use in which of the following stages of campaign development?

A) Determining the appropriations
B) Creating the platform
C) Identifying the target
D) Defining objectives
E) Developing the media plan

Question 55

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

A) media plan
B) advertising appropriation
C) objective-and-task approach
D) promotion grant
E) advertising platform

Question 56

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 of .

A) communication
B) sales
C) demand
D) market
E) survey

Question 57

Advertising appropriations are largest for .

A) business products
B) convenience goods
C) high-priced products
D) specialty goods
E) books

Question 58

The basic issues or selling points that an advertiser wants to include in an advertising campaign form the:

A) advertising objectives.
B) target audience objectives.
C) media plan.
D) advertising message.
E) advertising platform.

Question 59

Danielle Robinson, account representative for EXpert Advertising, tells D'Orazio Tile Products that she is proposing to use 5 full-page, four-color ads in home-decorating magazines to achieve an increase in consumer and builder inquiries of 15 percent. This approach is an example of method of determining advertising expenditure levels.

A) competitive parity
B) percent of sales
C) arbitrary
D) affordability
E) objective-and-task

Question 60

If an advertising campaign is aimed at increasing brand awareness and consumers' knowledge of a product's features, the advertising objective should be stated in terms of .

A) market share
B) dollar sales
C) unit sales
D) communication
E) long-run goals

Question 61

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

A) frequency
B) exposure
C) reach
D) targeting
E) push

Question 62

A tool that allows an advertiser to compare the costs of several media vehicles within a specific medium relative to the number of persons reached by each vehicle is called a(n) .

A) cost comparison indicator
B) media comparison selector
C) unit-price selector
D) cost/person index
E) vehicle/price indicator

Question 63

An advantage of the percent-of-sales approach for determining the advertising appropriation is that .

A) it is objective
B) marketers can accurately estimate the level of effort needed to attain certain objectives.
C) it is scientific
D) it is logical and inexpensive
E) it is easy to implement

Question 64

Which of the following statements applies to media planning?

A) Characteristics of the product are the most important consideration in selecting the media for a campaign.
B) The message content affects the types of media used for an advertising campaign.
C) The location of the advertising target is irrelevant in media planning.
D) Total media dollars spent on advertising have decreased over the last 30 years.
E) Regardless of the message to be conveyed, newspapers are one medium that is appropriate for almost any circumstances.

Question 65

The cost per thousand impressions (CPM) indicator shows:

A) the cost to expose 1,000 people to a television commercial.
B) the cost to expose 1,000 people to a one-page magazine advertisement.
C) the return on investment marketers get for their advertising dollar.
D) the cost to expose a million people to any type of advertisement.
E) how one media source compares to a different source for reaching target markets.

Question 66

Disney decided to run its new commercials for all of its theme parks 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. Disney is using a schedule for its advertising.

A) flighting
B) varying
C) continuous
D) pulsing
E) beating

Question 67

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 .

A) message
B) budget
C) platform
D) audience analysis
E) objectives

Question 68

If during an advertising campaign a certain portion of advertising runs continuously, and then during specific periods additional advertising is used to intensify the level of communication, a(n) media schedule is being used.

A) beating
B) alternating
C) flighting
D) continuous with emphasis
E) pulsing

Question 69

After developing the budget for advertising the Kia Soul automobile, marketing managers at Kia Inc. 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.

A) advertisement-allocation
B) media
C) arbitrary allocation
D) objective-and-task
E) percent-of-sales

Question 70

Alan is the CEO of Greensprings Landscaping Corp. At the recent budget planning meeting, Alan stated that last year's sales were down from the previous period. He then went on to say that Greensprings would have a budget of $100,000 for advertising in the coming year. In this instance, Alan was using the .

A) arbitrary approach
B) executive decision process
C) objective-and-task approach
D) percentage-of-sales approach
E) competition-matching approach

Question 71

The verbal portion of an advertisement, including headlines, body, and signature, is called the .

A) artwork
B) copy
C) storyboard
D) layout
E) script

Question 72

The three general types of media schedules are:

A) pulsing, beating, and continuous.
B) short, medium, and long-term.
C) morning, afternoon, and evening.
D) pulsing, continuous, and flighting.
E) light, heavy, and alternating.

Question 73

A schedule in which advertisements run for set periods of time, alternating with periods in which no ads run is known as schedule.

A) continuous
B) skipping
C) pulsing
D) flighting
E) alternating

Question 74

Brian and Tiffany are discussing the media plan for the opening of their new laundromat called Soap and Suds. While talking to Tiffany, Brian agrees that has a tremendous impact. However, he feel that the upfront costs for such a campaign cannot be covered, at present, in their modest budget.

A) radio
B) outdoor
C) television
D) the Internet
E) newspaper

Question 75

A marketer who wants to include detailed information in advertisements would most likely use _.

A) radio
B) television
C) outdoor displays
D) magazines
E) mass transit

Question 76

A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the dates and times, is a(n) .

A) advertising plan
B) media plan
C) advertising message
D) advertising appropriation
E) media platform

Question 77

The primary goal of a media planner is to:

A) choose the best commercial spots available.
B) develop a message that works well with the firm's target market.
C) achieve the appropriate message reach and frequency.
D) use a wide variety of media to ensure the entire target audience is exposed.
E) reach the largest number of people in the target market within the budget constraints.

Question 78

Dominos is looking into magazine advertising for its pizza. The company wants to reach as many people as possible, but due to budget constraints Dominos must reach consumers as efficiently as possible. What can Domino's use to evaluate various magazines?

A) A cost comparison indicator
B) The total circulation of the magazines
C) A list of the costs of a one-page ad in various magazines
D) The advertising appropriations for each magazine
E) An index of advertisement exposure

Question 79

The maker of Huggies diapers is developing a media plan that involves trying to expose its target audience to its new advertisement about ten times. This is advertising .

A) reach
B) repetition
C) frequency
D) targeting
E) exposure

Question 80

During the duration of an advertising campaign, Verizon Wireless ran television advertisements at a steady rate throughout the week and intensified its message with newspaper advertising in many major newspapers in the Sunday paper. Verizon Wireless used a(n) media schedule.

A) flighting
B) continuous
C) pulsing
D) alternating
E) multimedia