Although advertising is used mostly by business firms, a wide range of not-for-profit organizations, professionals, and social agencies also use advertising to promote their causes to various target publics. The forty-ninth largest advertising spender is what organization?
The U.S. government
When developing an advertising program, marketing managers must make four important decisions. Which one of the following is the fourth one of those four steps?
Evaluating advertising campaigns
There are several different objectives that an advertisement might be designed to accomplish in reaching a specified target within a distinct period of time. Which one of the following is an element of consumer behavior and is not directly related to advertising objectives?
An iPad competitor details its advantages over the iPad in a TV ad and concludes by jokingly saying, “Do you still think I am pretty?” What is the objective task of the Microsoft Surface’s ad?
How does the brand’s market share affect the amount spent on the advertising budget for the brand?
Building the market or taking market share from competitors requires larger advertising spending than does simply maintaining current share.
What are the two major elements that make up advertising strategy?
Creating advertising messages and selecting advertising media
What does the term “Madison and Vine” mean?
The merging of advertising and entertainment
The movie Castaways was written to have the main character work for FedEx and end up on an island in a FedEx plane crash. His only “companion” was a volleyball made by Wilson sporting goods. Wilson became the survivor’s sole companion and included getting a face drawn on him. What category does this tactic exemplify?
Budweiser ran an ad during the Super Bowl in January 2012, following 9-11, in which the team of Clydesdales hauled the Budweiser dray, stood in front of the Hudson River across from the Twin Towers where the World Trade Center had stood, and the entire team bowed in respect. This ad style builds __________ around the product or service, such as beauty, love, intrigue, serenity, or pride.
a mood or image
Maytag, for years, ran a campaign around the Maytag repairman, who was the “loneliest man in town.” The same actor played the role for several decades and was seen doing crossword puzzles, playing cards, or reading and waiting for a Maytag machine to break. What is the execution employed in this campaign?
Which of the following are legitimate characteristics of advertising appeals?
Meaningful, believable, and distinctive
Frito-Lay was looking for new flavors for potato chips and ran a multi-stage contest among consumers who submitted ideas for new chips. Those entries eventually were narrowed to three flavors which were then manufactured and tested in the market. What tactic was Frito-Lay employing?
The Progressive Insurance Ad campaign knows that the average person in the target market is exposed to the message 13 times in 3 months. What does this measure?
A print ad for a new BMW model says, “More powerful than Big Bertha,” has a picture of the car, and has two brief paragraphs describing the car’s power sources. What are the two paragraphs called?
What is the difference between consumer impressions and consumer expressions?
Impressions are the actual number of people who were exposed to the ad, and expressions are the number of comments generated by consumers.
How do media planners compute the cost for various media?
Cost per 1,000
There are several sequential decisions a marketer needs to make in developing an advertising program. What is the first step in this process? Which of the following is not a step correctly identified according to its position in the sequence?
Step 2: Determining what the advertising objectives are
What is the final step in the process of developing the advertising program?
Evaluating the communication
Which promotional tool is the least used of the major tools but has the ability to create a very favorable company image and build consumer awareness and preference at a low cost?
PR offers the IMC manager many advantages over other promotional tools. Which of the following primary benefits of public relations (PR) is inaccurate?
The cost per 1,000 is relatively high.
When the Milk Processor Education Program (MilkPEP), known for its successful “Got Milk?” campaign in previous years, created a campaign to promote the health benefits and boost consumption of chocolate milk through schools and other communities, what promotional tool did MilkPEP use?
Where are the costs derived for public relations?
Hiring staff to develop stories and press releases about the firm or brand
The PR Department in a firm performs many functions. Which one of the following is allocated to personnel in marketing other than the public relations staff?
Distribution of samples of the product
Marketers use several public relations tools. Which one of the following tools is used in the realm of marketing and not PR?
Contests and sweepstakes
Public relations people use a variety of materiPublic relations people use a variety of materials including annual reports, brochures, articles, company newsletters, and magazines to reach and influence their target markets. What are these materials called?als including annual reports, brochures, articles, company newsletters, and magazines to reach and influence their target markets. What are these materials called?