test 2

Question 1

Public relations

Answer 1

The management function that evaluates public attitudes and executes a program to earn public understanding and acceptance

Question 2

Biggest challenge of PR

Answer 2

There is a significant long term focus compared most other channels in the IMC campaign

Question 3

central goal of PR

Answer 3

establishing, reinforcing, or selling a companies reputation

Question 4

Publicity, press releases and cause related marketing

Answer 4

Publicity: Communications about company that are not directly paid for
Cause related marketing: when a company donates something to a charity and a corresponding transaction occurs (KFC breast cancer example)

Question 5

What are responses to bad publicity?

Answer 5

Rejection: Claim that it did not happen
Denial: company ignores the issue
Proactiveness: company apologizes and does something to fix issue

Question 6

What are some different ways to advertise in magazines?

Answer 6

Can be quarter page, half page or full page. Most desirable places to advertise are 1st 2nd 3rd and 4th covers

Question 7

Pros for magazine ads

Answer 7

high reproduction quality, creative flexibility, long life spans

Question 8

Cons for magazine ads

Answer 8

high amount of clutter, long lead time to place an ad, high costs, limited customer reach

Question 9

Circulation

Answer 9

The number of people who receive subscriptions to a particular magazine

Question 10

pass along readership

Answer 10

This is when a primary reader gives the magazine to another person or another person reads the magazine in public (lobbies or waiting rooms)

Question 11

total audience/readership

Answer 11

The number of people who subscribe multiplied by the average number of people who read that magazine

Question 12

5 types of out of home advertising

Answer 12

1. billboards
2. digital out of home media
3. aerial advertising (blimps)
   4, in store media (ads on shopping carts, coupon dispensers)
4. Wall murals (outdoor adverisments on brick walls)

Question 13

Well designed out of home advertising characteristics

Answer 13

Simple but bold designs
5 to 7 words
colorful imagery

Question 14

Cons to out of home advertising

Answer 14

limited message capabilities, wearout due to overexposure. Fleeting messages that are easily forgotten

Question 15

What is radio advertisings greatest strength?

Answer 15

It provides local advertisments

Question 16

dayparts?

Answer 16

Specific time frames that radio advertsiments are segmented into

Question 17

What are the 5 day parts

Answer 17

Morning drive time 5-9am
Midday 9-2
Afternoon/evening drive time 2-6
Night time 6-11
all night 11-5 

Drive times are highest radio traffic

Question 18

What is passive learning?

Answer 18

When you consumers learn about a product or brand by hearing the same thing over and over (happens with radio jingles a lot)

Question 19

What are pros of Radio ads

Answer 19

Can choose the demographic easily
high frequency
low cost of production
no visuals promotes imagination

Question 20

Cons of radio ads

Answer 20

usually lack of attention
creative strategy is limited
passive reception
audience fragmentation because of large number of stations

Question 21

For radio ads to succeed it must have one of 3 of these:

Answer 21

1. have a catch tune or jingle
2. include some engagement device
3. be downright intrusive

Question 22

Display ads

Answer 22

found throughout a newspaper. usually include illustrations, headlines, white space and other visual devices `

Question 23

A good display ad should:

Answer 23

avoid high quality photos
keep body copy to a minimum
feature large sturdy type

Question 24

Pros to newspaper advertising

Answer 24

High market penetration
loyal reader base
short lead times
geographic selectivity

Question 25

Cons to newspaper advertising

Answer 25

poor reproduction quality
short lifespans
declining relationship
no demographic selectivity

Question 26

When should newspapers be included for an IMC campaign

Answer 26

utilize sales promotion, reach older demographic, reach specific geographic location

Question 27

network advertising

Answer 27

nationwide programming. usually most expensive but has the highest reach

Question 28

spot advertising

Answer 28

ads on local tv

Question 29

syndicated advertising

Answer 29

this involves daytime talk shows and reruns of network shows

Question 30

cable television

Answer 30

specialized programming only available through paid subscription services

Question 31

Rating

Answer 31

percentage of households in an area that are tuned in at a specific time

rating = (amount of households tuned in/total number of households) x 100

Question 32

How to advertise? demonstration

Answer 32

shows an example of how well the product works (Swiffer)

Question 33

How to advertise? comparison

Answer 33

compares their product to another (the version to AT&T map)

Question 34

How to advertise? testimonial

Answer 34

person praises product based on their own personal experience with it

Question 35

How to advertise? image

Answer 35

Depicts a brand using imagery. (Ford going through mud)

Question 36

How to advertise? slice of life

Answer 36

depicts an easy to understand problem and then shows how the product could be the solution (husband breathing his nasty ass breath onto wife)

Question 37

How to advertise? Story telling

Answer 37

incorporates heavy emotional themes like excitement and drama that is related to the product (Five hour energy LETS do this)

Question 38

Pros to tv advertising

Answer 38

creative medium
high coverage, especially on network TV
High likelihood of atleast being seen
frequency of exposure leads to passive learning

Question 39

Cons to tv advertising

Answer 39

high amount of clutter
high costs
Zipping and zapping