Chapter 12

Question 1

Advocacy advertising

Answer 1

institutional messages that state a firm’s position to sway public opinion

Question 2

Public Service Advertisements (PSA’s)

Answer 2

Promotion of non-profit organizations

Question 3

Account management (what do they do)

Answer 3

Develops campaign’s strategy, supervises day-to-day activities

Question 4

Creative services(what do they do)

Answer 4

Brings marketing objectives to life, creates the idea of the adds

Question 5

Research and marketing services(what do they do)

Answer 5

The brains: collect and analyze information

Question 6

Media planning(what do they do)

Answer 6

helps to determine which communication medium is the most effective

Question 7

The 6 steps in developing the advertising campaign

Answer 7

1: Identify target audience
2: Establish message and budget
3: Design the ads
4: Pre-test using surveys/focus groups
5: Choose the media type(s) and media schedule
6: Evaluate the advertising

Question 8

Copy testing

Answer 8

Measures effectiveness of ads

Question 9

Media planning

Answer 9

problem-solving process to get a message to a target group in an effective way

Question 10

Aperture

Answer 10

best ‘window’ (when and where) to reach target market

Question 11

Permission marketing

Answer 11

gives consumer the power to opt in or out – junk email boxes

Question 12

Media schedule

Answer 12

specifies exact media, when and how often the message should appear

Question 13

Impressions

Answer 13

number of people who will be exposed to a message