Chapter 17 Pt. 2

Question 1

Considerations for schedule for media plans:

Answer 1

Continuous schedule is constant. Flighting schedule is alternating times of on and off ads. Pulsing schedule is combination of the two.

Question 2

Sixth step of marketing campaign:

Answer 2

Create the ad message. Basic content and advertising message. Copy is verbal portion of the ad and identify the desire or problem, ask buyer to take action, ad claims, tell product benefits.

Question 3

Seventh step of marketing campaign:

Answer 3

Execute the campaign. Planning and coordination. On-time completion. Many people involved. Detailed schedules. Changes may be made in campaign.

Question 4

Eighth step of advertising effectiveness:

Answer 4

Evaluate advertising effectiveness. Measure achievement of objectives. (Pretest (before campaign)) Consumer Jury. During campaign look at inquiries to each ad type. (Posttest (after campaign)) look at change in awareness, sales or market share.

Question 5

Who develops an advertising campaign:

Answer 5

An individual or a few people within a firm. Firm’s own advertising department. An advertising agency.

Question 6

Public relations:

Answer 6

Communication to create and maintain favorable relationships between the firm and its wide range of stakeholders. Directed at internal or external stakeholders. Focuses on enhancing the image of the total organization.

Question 7

Public relations tools:

Answer 7

Corporate identity materials (logos signs), event sponsorship (firm pays for special event), speeches.

Question 8

Publicity-based public relations tools:

Answer 8

Communication through news story. News/press release, feature article, captioned photograph, press conference.

Question 9

Advantages of publicity:

Answer 9

Credibility, news value, word-of-mouth, media endorsement, perceived truthfulness, low cost.

Question 10

Advantages of publicity:

Answer 10

Credibility, news value, word-of-mouth, media endorsement, perceived truthfulness, low cost.

Question 11

Disadvantages of publicity:

Answer 11

Must be newsworthy, may shorten message, may not reach target, less control.

Question 12

Public relations effectiveness:

Answer 12

Environmental monitoring—identify change in public opinion that firm. PR audit—assess firms image or evaluate effect of PR campaign. Communications audit—message content analysis, readability study, or readership survey. Social audit—understand extend to which stakeholders firm as socially responsible.

Question 13

Dealing with unfavorable PR:

Answer 13

Unexpected or unfavorable publicity, quick and dramatic effects, can destroy firm reputation and positive customer attitudes, prevent and plan for it, respond quickly and honestly, keep communication open.