Chapter 17 exam review

Question 1

a paid form of nonpersonal communication that is transmitted to a target audience through mass media

Answer 1

advertising

Question 2

both large and small organizations use conventional and online promotional efforts like advertising to:

Answer 2

change their corporate image
build brand equity
launch new products
promote current brands

Question 3

promotes organizational images, ideas, and political issues; may be used to create a more favorable image of the organization

Answer 3

Institutional advertising

Question 4

a type of institutional advertising that promotes a company’s position on a public issue

Answer 4

advocacy advertising

Question 5

promotes the uses, features, and benefits of products

Answer 5

Product Advertising

Question 6

two types of product advertisement:

Answer 6

pioneer

competitive

Question 7

focuses on stimulating demand for a product category by informing potential buyers about the product

Answer 7

Pioneer advertising

Question 8

attempts to stimulate demand for a specific brand by indicating a brand’s features, uses, and advantages relative to competing brands

Answer 8

Competitive advertising

Question 9

types of competitive advertising

Answer 9

comparative advertising
reminder advertising
reinforcement advertising
narrative advertising

Question 10

compares the sponsor brand with other brand(s) on the basis of one or more product characteristics

Answer 10

Comparative advertising

Question 11

reminds customers that an established brand is still around and still offers certain characteristics and benefits

Answer 11

Reminder Advertising

Question 12

assures current customers that they have made the right choice and shows how to get the most satisfaction from the brand

Answer 12

Reinforcement advertising

Question 13

digital advertising that matches the appearance and purpose of the content in which it is assembled

Answer 13

narrative advertising

Question 14

designing a series of advertisements and placing them in various media to reach a certain audience

Answer 14

advertising campaigns

Question 15

what are the 8 basic steps to developing an advertising campaign

Answer 15

1. Identifying and analyzing the target audience
2. defining the advertising objectives
3. creating the advertising platform
4. determining advertising appropriation
5. developing the media plan
6. creating the advertising method
7. executing the campaign
8. evaluating advertising effectiveness

Question 16

the group of people at whom advertisements are aimed

Answer 16

target audience

Question 17

how must advertisers research the target audience?

Answer 17

location & geographic distribution
distribution of age, income, race, sex, and education
consumer attitudes regarding the purchase and use of the advertiser’s products and competing products

Question 18

define the advertising objectives

Answer 18

objectives guide campaign development
objectives should be stated clearly, precise, and in measurable terms
objectives in advertising are stated in terms of sales and communication
benchmarks help advertisers evaluate progress and success

Question 19

the basic issues or selling points an advertiser wishes to be included in the advertising campaign
should consist of issues important to customers
is the base on which a marketer builds the message and should be carefully constructed

Answer 19

Advertising platform

Question 20

the total amount of money a marketer advocates for advertising for a specific time period

Answer 20

advertising appropriation

Question 21

what are 4 factors that affect a firm’s budget?

Answer 21

geographic size of market, distribution of buyers, type of product, firm’s sales volume vs. competitor’s sales volume

Question 22

determining campaign objectives and then attempting to list the tasks required to accomplish them

Answer 22

objective-and-task approach

Question 23

marketers must multiply the firm’s past (plus a factor for growth or decline) by a standard percentage that the industry typically spends on advertisings

Answer 23

percent-of-sales approach

Question 24

trying to match competitor’s advertising appropriations

Answer 24

competition-match approach

Question 25

budget specified by high-level executive int the firm; can lead to under or over-spending

Answer 25

Arbitrary approach

Question 26

sets forth the exact media vehicles to be used and the dates and times the advertisements will appear

Answer 26

Media Plan

Question 27

the percentage of consumers in the target audience exposed to particular advertisements in a stated period q

Answer 27

Reach

Question 28

the number of times these targeted consumers are exposed to the advertisements

Answer 28

Frequency

Question 29

what are 3 factors the media planners must consider?

Answer 29

location and demographics of target audience sizes and types of audiences typical for each advertising medium think about alternative media like the internet or product placement

Question 30

compares the costs of ad vehicles within a specific medium relative to the number of people reached

Answer 30

cost comparison indicator

Question 31

three basic types of media schedules :

Answer 31

continuous, flighting, pulsing

Question 32

ads run at a constant level

Answer 32

continuous

Question 33

ads run periodically, alternating with periods when no ads run

Answer 33

flighting

Question 34

combining continuous and flighting

Answer 34

pulsing

Question 35

basic content and form od advertising messages are a function of several factors product's features, uses and benefits, target audience characteristic's, campaign objectives and advertising platform, and choice of media

Answer 35

6. Creating the advertising method

Question 36

is important as the only part of the copy people usually read

Answer 36

headline

Question 37

the written or verbal portion of advertisements

Answer 37

copy

Question 38

links the headline to the body copy

Answer 38

subheadlines

Question 39

is the main text

Answer 39

body copy

Question 40

a blueprint that combines copy and visual material to show the sequence of major scenes in a commercial

Answer 40

storyboard

Question 41

consists of an advertisement illustration and layout

Answer 41

artwork

Question 42

often photographs, but can be drawings, graphs, charts and tables; used to spark audience interest in an advertisement

Answer 42

illustrates

Question 43

the physical arrangement of an advertisement's illustrations and copy

Answer 43

layout

Question 44

requires extensive planning and coordination requires detailed schedules to ensure the various phases of work are finished on time management should be monitoring the quality of the work and taking corrective measures when necessary

Answer 44

7. executing the campaign

Question 45

evaluation of advertisements performed before the campaign begins

Answer 45

pretest

Question 46

a panel of existing or potential buyers of the advertised product who are asked to judge the advertisements

Answer 46

consumer jury

Question 47

evaluation of advertising effectiveness after the campaign

Answer 47

posttest

Question 48

individual respondents are shown the advertisement and ask whether they recognize it

Answer 48

recognition test

Question 49

asks subjects to identify recently-seen ads, but does not provide any clues

Answer 49

unaided recall

Question 50

asks subjects to identify recently-seen ads and provides clues to jog their memory

Answer 50

aided recall

Question 51

who develops the advertising campaign in small firms

Answer 51

one or two internal employees

Question 52

who develops the advertising campaign in larger firms

Answer 52

may have an advertising department, which could consist of a couple of generalists or many specialists; may use an advertising agency with skilled specialists; can be affordable

Question 53

a broad set of communication efforts used to create and maintain favorable relations between an organization and its stakeholders

Answer 53

public relations

Question 54

public relations tools:

Answer 54

written material (brochures, newsletters, magazines, annual reports corporate identity materials such as business cards and signs speeches digital material special events

Question 55

a part of public relations; is communication in news-story format about the organization and/or its products transmitted through mass media at no charge

Answer 55

publicity

Question 56

a short piece of copy publicizing an event or product

Answer 56

news release

Question 57

a manuscript of up to 3K words prepared for a specific publication

Answer 57

feature article

Question 58

a photo with a brief description of its contents

Answer 58

captioned photograph

Question 59

a meeting used to announce major news and events

Answer 59

press conference

Question 60

identifies changes in public opinion

Answer 60

environmental monitoring

Question 61

assesses an organization's public audit

Answer 61

PR Audit

Question 62

may include a content analysis of messages, a readability study, or a readership survey

Answer 62

communications audit

Question 63

measures the extent to which stakeholders view an organization as responsible

Answer 63

social audit