Chapter 17: Advertising, Public Relations, and Direct Response

Question 1

Define Advertising

Answer 1

The activity or profession of producing advertisements for commercial products or services. Advertising helps build brands (Flyers, Commercials, Social Media)

Question 2

Define the Advertising Response Function

Answer 2

Helps marketers establish the most effective dollar amount to spend on advertising. It demonstrates that there exists a diminishing return from advertising spending
- Helps build brands

Question 3

What are the Effects on Advertising on Consumers

Answer 3

Advertising helps to inform customers about products and services they are providing, Influences attitudes and beliefs (negative to a positive), can affect the way the consumer ranks brand attributes, and ultimately affects purchase decisions

Question 4

Define Institutional Advertising

Answer 4

Institutional or corporate advertising promotes the corporation as a whole and is designed to establish, change, or maintain the corporation’s identity.

Goal: Is to improve the image of the company or industry as a whole, and maintain a favourable attitude about the company (reputation)

Question 5

Define Product Advertising

Answer 5

Promotes the benefits of a specific good or service (individually)

Question 6

Define Pioneering Advertising

Answer 6

Stimulating Primary demand for new products or product category. This is heavily used during the Introductory stage of the product like cycle, and provides in-depth information about the benefits of the product class, and seeks to create interest

Question 7

Define Competitive Advertising

Answer 7

The goal is to influence demand for a specific brand; generally in the growth phase of the product life cycle where competition exists. This appeals more to emotions, advertisements stress subtle differences between brands, and it has a heavy emphasis on building recall of a brand name, and creating favourable attributes toward the brand (reputation)

Question 8

Define Comparative Advertising

Answer 8

Directly or indirectly comparing two or more competing brands on one or more specific attributes; Products experiencing sluggish growth or those entering the marketplace against strong competitors are more likely to employ comparative claims in their advertising. (In Canada advertisers should be careful when using this type of advertising. There are a number of key restrictions, including not creating a false impression, ensuring that the advertisement is not misleading, and making sure that all that is said in the ad is accurate).

Question 9

Define Advertising Campaigns

Answer 9

Series of related advertisements focusing on a common theme, slogan, and set of advertising appeals

Question 10

Define Advertising Objectives

Answer 10

Needed before any creative can begin. The specific communication task that a campaign should accomplish. This is for a specified target audience, and during a specified time period

Question 11

Define Developing and Evaluating Appeals

Answer 11

An advertising appeal identifies a reason for a person to buy a product. The advertising appeal selected for the campaign becomes the unique selling proposition (what makes the brand stand out)

Question 12

Define Profit as an evaluating appeals to a product

Answer 12

Informs consumers whether the product will save them money, make them money, or keep them from loosing money

Question 13

Define Health as an evaluating appeal to a product

Answer 13

Appeals to those who are body conscious or who want to be healthy

Question 14

Define Love or Romance as an evaluating appeal to a product

Answer 14

Appeals to the consumer, setting the profit apart in a competitive category, often used to sell cosmetics and perfume, it appeals to emotions

Question 15

Define Fear as an evaluating appeal to a product

Answer 15

Effectively encourages engagement, but as a powerful technique, advertisers need to exercise care

Question 16

Define Admiration as an evaluating appeal to a product

Answer 16

Often leads to the use of celebrity spokespeople in advertising

Question 17

Define Convenience as an evaluating appeal to a product

Answer 17

Communicates how the product or service will save time or money, or is easier or simpler to use

Question 18

Define Fun and Pleasure as an evaluating appeal to a product

Answer 18

Are often the key to advertising vacations, beer, amusement parks and more

Question 19

Define Environmental Consciousness as an evaluating appeal to a product

Answer 19

Centres on protecting the environment and being considerate of others in the community

Question 20

Define Emotion as an evaluating appeal to a product

Answer 20

The use of feelings to engage people to pay attention and ultimately buy

Question 21

Define Vanity and Egotism as an evaluating appeal to a product

Answer 21

Are used most often for expensive conspicuous items such as cars, clothing, etc.

Question 22

Define Executing the Message in Advertising

Answer 22

The way the advertisement portrays its information

Question 23

Define Slice of Life as a way to Execute the Message

Answer 23

Depicts people in settings, where the product would normally be used

Question 24

Define Lifestyle as a way to Execute the Message

Answer 24

Shows how well the product will fit in or enhance the consumer’s lifestyle

Question 25

Define Spokesperson/Testimonial as a way to Execute the Message

Answer 25

Can feature a celebrity, a company official, or some influential person

Question 26

Define Fantasy as a way to Execute the Message

Answer 26

Creates a fantasy for the viewer built around the use of the product

Question 27

Define Humorous as a way to Execute the Message

Answer 27

Advertisers often use humour in their ads to break through the clutter and be memorable

Question 28

Define Real/Animates Symbols as a way to Execute the Message

Answer 28

Creates a character that represents the product in advertisement. (i.e. Cleaning Man character for dish soap)

Question 29

Define Mood or Image as a way to Execute the Message

Answer 29

Builds a mood or an image around the product, such as peace, love, or beauty (i.e J’adore Dior)

Question 30

Define Demonstration as a way to Execute the Message

Answer 30

Shows the consumer the expected benefit. (Popular technique) (i.e Tide Laundry Detergent)

Question 31

Define Musical as a way to Execute the Message

Answer 31

Conveys advertisement through a song

Question 32

Define Scientific as a way to Execute the Message

Answer 32

Uses research or scientific evidence

Question 33

Define Post Campaign Evaluation

Answer 33

Testing ad effectiveness can be done ether before or after the campaign.

Before: a campaign is released, marketing managers use pretests to determine the best advertising appeal, layout, and media vehicle.

After: advertisers implement a campaign, they use several monitoring techniques to determine whether the campaign has met its goals. Even if a campaign has been highly successful, advertisers still typically do a post-campaign analysis to identify how it might have been more efficient and which factors contributed to its success.

Question 34

Define Media Planning in Advertising

Answer 34

The series of decisions advertisers make regarding the selection and use of media, to efficiently and cost-effectively communicate the message to the target audience (A major decision for advertisers is the choice of medium - which channel used to convey the message to a target market)

• Which types of media will best communicate the benefits their product or service to the target audience
• When and for how long the advertisement will run

Question 35

Define Media Selection

Answer 35

Both creative and media decisions are made at the same time.

Question 36

Define Cost per Contact as a Media Selection Consideration

Answer 36

Enables evaluation of alternative media

Question 37

Define Cost per Click as a Media Selection Consideration

Answer 37

Costs associated with clicking on a display or banner ad

Question 38

Define Reach as a Media Selection Consideration

Answer 38

Number of targets who are exposed to a commercial at least one in 4 week period

Question 39

Define Frequency as a Media Selection Consideration

Answer 39

Number of times an individual is exposed to a message during a specified time period

Question 40

Define Target Audience as a Media Selection Consideration

Answer 40

Audience selectivity; ability to reach a precisely defined target

Question 41

Define Flexibility as a Media Selection Consideration

Answer 41

Lead times

Question 42

Define Noise Levels as a Media Selection Consideration

Answer 42

Level of distraction; within the medium

Question 43

Define Lifespan as a Media Selection Consideration

Answer 43

Longevity of the message

Question 44

Define Fragmentation

Answer 44

Proliferation of media choices has created fragmentation; forcing media planners to pay as much attention to where they place the ads as to how often

Question 45

Define Qualitative Considerations

Answer 45

Attention to the program and commercial, involvement, program liking, lack of distractions, internet (multitasking media users)

Question 46

Define Media Scheduling

Answer 46

Designates the media to be used, the specific vehicles, and the dates of the advertising

Question 47

Define Continuous Media Schedule

Answer 47

Allows the advertising to run steadily throughout the advertising period

Question 48

Define Flighted Media Schedule

Answer 48

Advertisers may schedule the ads heavily every other month or every two weeks to achieve a greater impact with an increased frequency and reach at those times

Question 49

Define Pulsing Media Schedule

Answer 49

Combines continuous scheduling with flighted media schedule. Continuous advertising is simply heavier during the best sale periods

Question 50

Define Seasonal Media Schedule

Answer 50

Advertising is run only during times when the product is most likely to be purchased; Certain times of the year call for a seasonal media schedule; grater emphasis to coincide with sales patterns

Question 51

Define Media Buying

Answer 51

A negotiation process with media-buying agency earning commission on media dollars spent; The challenge is to build media plans that achieve the clients objectives at the lowest possible cost

Question 52

Define Public Relations

Answer 52

Evaluates public attitudes, identifies issues that may elect public concern, and executes programs to gain public understanding and acceptance. Public Relation campaigns strive to maintain a positive image of of the corporation in the eyes of the public

Question 53

Define Publicity

Answer 53

The effort to capture media attention (through articles or editorials in publications, and through human-interest stories on radio or television programs). Corporations usually initiate publicity by issuing a media release. Savvy publicity can often create overnight sensations or build up a reverse of goodwill with consumers

Question 54

Define Media Relations as a P.R Function

Answer 54

Placing positive, news worth information in the news media to attract attention to a product, a service, or a person associated with the firm or institution

Question 55

Define Product Publicity as a P.R Function

Answer 55

Publicizing specific products or services

Question 56

Define Corporate Communication as a P.R Function

Answer 56

Creating internal and external messages to promote an image of the firms or institutions

Question 57

Define Public Affairs as a P.R Function

Answer 57

Building and maintaining national or local community relations

Question 58

Define Lobbying as a P.R Function

Answer 58

Influencing legislators and government officials to promote or defeat legislation and regulation

Question 59

Define Employee and Investor Relations as a P.R Function

Answer 59

Maintaining a positive relationship with employees, shareholders, and others in the financial community

Question 60

Define Crisis Management as a P.R Function

Answer 60

Responding to unfavourable publicity or a negative event

Question 61

Define Publicity as a P.R Tool

Answer 61

Is instrumental in introducing new products and services. Publicity can help advertisers explain the special features of their new products by promoting free news stories or positive word of mouth

Question 62

Define Product Placement as a P.R Tool

Answer 62

A strategy that involves getting a product, service, or company name to appear in a movie, television show, radio program, magazine, newspaper, video game, or commercial for another product; on the internet; or at a special event. Good product placement, reinforces brand personality and positioning.

Question 63

Define Sponsorships as a P.R Tool

Answer 63

A company spending money to support an issue, a cause, or an event that is consistent with corporate objectives, such as improving brand awareness or enhancing corporate image

Question 64

Define Experimental Marketing as a P.R Tool

Answer 64

A form of marketing that helps the consumer experience the brand

Question 65

Define Internet as a P.R Tool

Answer 65

Companies are increasingly using the internet in their public relations strategies. Company websites are used to introduce new products, and promote existing ones, provide information to the media including through social media news releases, obtain consumer feedback, communication legislative and regulatory information, interact with customers and potential customers, etc.

Question 66

Define Direct Marketing as Direct Response Communication

Answer 66

Profitable results through targeted communications to a specified audience (one-to-one communication resulting in more targeted messaging, and more targeted relationship building)

Question 67

List 5 Key Elements

Answer 67

The offer: The catalyst that stimulates the response

The Creative: Must consider the unique creative considerations

The Media: Many forms of media - most common is direct mail

Response and Tracking: The strength of direct response is the ability to track and evaluate progress

Customer Call Centre: Key to success is the call centre to handle the customer request

Question 68

List the Tools

Answer 68

DR Broadcast: DRTV infomercials, DR Radio which are not popular

DR Print: To capitalize on the subscriber base of magazines

Telemarketing: Outbound and Inbound, Do not call list

Direct Mail: Addressed and unaddressed; delivered right to the customer

DR Internet: New and valuable tool, email.