15. Advertising and Public Relations

Question 1

Advertising

Answer 1

Any paid form of

1. nonpersonal presentation
2. promotion of ideas, goods, or services by an identified sponsor.

Question 2

Major Advertising Decisions (5) (objectives, budget, effectiveness and return, other considerations)

Answer 2

1. Setting advertising objectives
2. Setting the Advertising Budget
3. Evaluating Advertising Effectiveness and the Return on Advertising Investment
4. Other Advertising Considerations

Question 3

advertising objective (3 points)

Answer 3

A “specific communication task” to be accomplished
with “a specific target audience”
during a “specific period of time.”

Question 4

Possible advertising objectives

Answer 4

1. Informative advertising is used when introducing a new product category to build primary demand.
2. Persuasive advertising is important with increased competition to build selective demand.
3. Comparative advertising is when a company compares its brand with other brands.
4. Reminder advertising is important with mature products to help maintain customer relationships and keep customers thinking about the product.

Question 5

advertising budget (def, consider 3 points when setting)

Answer 5

The dollars and other resources allocated to a product or a company advertising program.

Factors to Consider
Stage in product life cycle
Market share
Competition

Question 6

advertising strategy

Answer 6

The strategy by which the company accomplishes its advertising objectives. It consists of two major elements: creating advertising messages and selecting advertising media.

Question 7

Madison & Vine

Answer 7

A term that has come to represent the “merging of advertising and entertainment” in an effort to “break through the clutter and create new avenues” for reaching customers with more engaging messages.

To break through the clutter, many marketers have subscribed to a new merging of advertising and entertainment, dubbed “Madison & Vine” in an effort to create new avenues for reaching consumers with more engaging messages. This merging of advertising and entertainment takes one of two forms: advertainment or branded entertainment.

The aim of advertainment is to make “ads themselves so entertaining, or so useful,” that people want to watch them. For example, the Super Bowl has become an annual advertainment showcase. And ads posted online before and after the big game draw tens of millions of views.
These days, it’s not unusual to see an entertaining ad or other brand content on YouTube before you see it on TV.
Moreover, beyond making their regular ads more engaging, advertisers are also creating “new content forms that look less like ads and more like short films or shows.”

Question 8

Advertising clutter

Answer 8

Today’s consumers, armed with an arsenal of weapons, can choose what they watch and don’t watch. Increasingly, they are choosing not to watch ads.

Question 9

Native advertising

Answer 9

Advertising or other brand-produced online content that looks in form and function like the other natural content surrounding it on a web or social media platform.
A related form of brand integration is so-called native advertising (also called sponsored content), Examples include Twitter’s promoted tweets, Facebook’s promoted stories, BuzzFeed’s sponsored posts, or Snapchat’s “brand story” ads, branded posts that appear in the app’s “Stories” feed.

Question 10

Message and content strategy (2 steps)

Answer 10

The “first step in creating effective advertising content” is to “plan a message strategy”—the general message that will be communicated to consumers.
+ Identifies consumer benefits
+ Follows from company’s broader positioning and customer value creation strategies

Question 11

Creative concept

Answer 11

The compelling “big idea” that will bring an advertising message strategy to life in a distinctive and memorable way.

Question 12

Message execution is when

Answer 12

the advertiser turns the big idea into an actual ad execution that will capture the target market’s attention and interest.

Question 13

Execution style

Answer 13

The approach, style, tone, words, and format used for executing an advertising message.

Question 14

Message execution also includes

Answer 14

- Tone
\+ Positive or negative
- Attention-getting words
- Format
\+ Illustration
\+ Headline
\+ Copy

Question 15

Consumer-generated content (submit ad message, incorporate the voice, engagement)

Answer 15

• Consumers submit ad message ideas, videos, and other brand content.
• Incorporates the voice of the customer into brand messages
• Generates greater customer engagement

Question 16

4 major steps in advertising media selection (reach… -> media types -> media vehicles -> media timing)

Answer 16

1. Determining “reach, frequency, impact, and engagement”
2. Choosing among major media “types”
3. Selecting specific media “vehicles”
4. Choosing media “timing”

Question 17

Reach

Answer 17

is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time.

Question 18

Frequency

Answer 18

is a measure of how many times the average person in the target market is exposed to the message.

Question 19

Impact

Answer 19

is the qualitative value of a message exposure through a given medium.

Question 20

Engagement

Answer 20

is a measure of things such as ratings, readership, listenership, and click-through rates.

Question 21

advertising media

Answer 21

The vehicles through which advertising messages are delivered to their intended audiences.

Question 22

Selecting specific media “vehicles” involves (presenting message effectively and efficiently)

Answer 22

decisions presenting the message effectively and efficiently to the target customer and must consider the message’s:
+ Impact
+ Effectiveness
+ Cost

Question 23

Deciding on media timing

Answer 23

When deciding on media timing, the planner must consider:
- Seasonality
- Pattern of the advertising
+ Continuity—scheduling evenly within a given period
+ Pulsing—scheduling unevenly within a given period

Question 24

return on advertising investment

Answer 24

The net return on advertising investment divided by the costs of the advertising investment.

Question 25

Communication effects

Answer 25

indicate whether the ad and media are communicating the ad message well and can be tested before or after the ad runs.

Question 26

Sales and profit effects

Answer 26

compare past sales and profits with past expenditures or through experiments.

Question 27

advertising agency (assist com)

Answer 27

A marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs.

Question 28

Other Advertising Considerations

Answer 28

• Organizing for advertising
  Agency vs. in-house
• International advertising decisions
  Standardization or Adaptation

Question 29

public relations (pr)

Answer 29

Building good relations with the company’s various publics by obtaining favorable publicity; building up a good corporate image; and handling or heading off unfavorable rumors, stories, and events.

Question 30

Press relations or press agency (creation and placing)

Answer 30

involves the creation and placing of newsworthy information to attract attention to a person, product, or service.

Question 31

Product publicity

Answer 31

involves publicizing specific products.

Question 32

Public affairs (national or local community relations)

Answer 32

involves building and maintaining national or local community relations.

Question 33

Lobbying

Answer 33

involves building and maintaining relations with legislators and government officials to influence legislation and regulation.

Question 34

Investor relations

Answer 34

involves maintaining relationships with shareholders and others in the financial community.

Question 35

Development (financial or volunteer support)

Answer 35

involves public relations with donors or members of nonprofit organizations to gain financial or volunteer support.

Question 36

The Role and Impact of PR

Answer 36

1. “Lower cost” than advertising
2. “Stronger impact” on public awareness than advertising
3. Has “power to engage” consumers and “make them part of the brand story”

Question 37

The creative concept

Answer 37

the compelling “big idea” that will bring an advertising message strategy to life in a distinctive and memorable way.
Characteristics of the appeals should be:
Meaningful
Believable
Distinctive