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Created for Marketing, 9th Ed., by Lamb, Hair and McDaniel South-Western/Thomson Learning

Chapter 15 ± Advertising and Public Relations
Created by John T. Drea, Western Illinois University Click here to start

Who Wants to Be a Marketer? Round 1
Chapter 15 ± Advertising and Public Relations
Basic Terms Advertising Campaigns Media Name that Form! (Part 1)

Select another chapter

Go to Round 2

Go to Final Challenge!

Odds & Ends

100 200 300 400 500

100 200 300 400 500

100 200 300 400 500

100 200 300 400 500

100 200 300 400 500

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Basic Terms - 100 points
‡ Answer: It is any form of nonpersonal, paid communication in which the sponsor or company is identified. ‡ Question: What is advertising?

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Basic Terms - 200 points
‡ Answer: This two-word term describes a series of related advertisements focusing on a common theme, slogan, and set of advertising appeals. ‡ Question: What is an advertising campaign?

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300 points ‡ Answer: This term refers to a channel used to convey a message to the target market. ‡ Question: What is a medium? Back to the answer board .Basic Terms .

‡ Question: What is advertising response function? Back to the answer board .Basic Terms . However. after a certain point it leads to diminishing returns.400 points ‡ Answer: This term refers to the phenomenon in which spending on advertising leads to increases in market share and sales.

Basic Terms . and executes programs to gain public understanding and acceptance. identifies issues that may elicit public concern. ‡ Question: What is public relations? Back to the answer board .500 points ‡ Answer: It is the element of the promotional mix that evaluates public attitudes.

100 points ‡ Answer: It is a specific communication task an advertising campaign should accomplish for a specified target audience during a specified period.Advertising Campaigns . ‡ Question: What is an advertising objective? Back to the answer board .

200 points ‡ Answer: Sometimes abbreviated as a USP. it refers to a desirable. exclusive.Advertising Campaigns . and believable advertising appeal selected as the theme for a campaign. ‡ Question: What is a unique selling proposition? Back to the answer board .

Advertising Campaigns . ‡ Question: What is Defining Advertising Goals for Measured Advertising Results? Back to the answer board .300 points ‡ Answer: It is what DAGMAR stands for.

all advertising objectives should define the target market. and this. ‡ Question: What is specify the time frame in which the change is to occur? Back to the answer board .Advertising Campaigns . describe the desired change in a measure of effectiveness.400 points ‡ Answer: According to the DAGMAR approach for setting advertising objectives.

‡ Question: What are product benefits? Back to the answer board . It means that the goal of advertising is to sell this and not product attributes.500 points ‡ Answer: ³Sell the sizzle.Advertising Campaigns . not the steak´ is an old advertising expression.

more money is spent nationally on this type of media than any other. ‡ Question: What is television? (over 40%) Back to the answer board .100 points ‡ Answer: According to the text.Media .

Media .200 points ‡ Answer: Advantages of this medium include: ± low cost ± immediacy of the message ± highly portable ± can be scheduled on short notice ‡ Question: What is radio? Back to the answer board .

300 points ‡ Answer: This term refers to a series of decisions advertisers make regarding the selection and use of media to communicate the advertising message to the target market ‡ Question: What is media planning? Back to the answer board .Media .

it suffers from a short life for messages.400 points ‡ Answer: While this medium has advantages of an ability to reach a wide audience and provides creative opportunities for demonstration.Media . long lead times for production. and long-term advertiser commitments ‡ Question: What is television? Back to the answer board .

Go to the Open Challenge Question! . then click below.Determine how much of your total you want to wager.

Media .Open Challenge ‡ Answer: Of the following. it is the fastest growing medium. ± Television ± Outdoor ± Internet/World Wide Web ± Radio ‡ Question: What is Internet/World Wide Web? Back to the answer board .

ex: competitive.) ‡ Answer: This form of advertising is designed to enhance a company¶s image.Name that Form! (Part 1) . ‡ Question: What is institutional advertising? Back to the answer board . etc.100 points (answers/questions about advertising form. comparative. rather than to promote a particular product.

‡ Question: What is pioneering advertising? Back to the answer board .) ‡ Answer: This form of advertising is designed to stimulate primary demand for a new product category. ex: competitive.200 points (answers/questions about advertising forms.Name that Form! (Part 1) . comparative. etc.

300 points (answers/questions about advertising forms. ex: competitive. ‡ Question: What is comparative advertising? Back to the answer board . etc.) ‡ Answer: This form of advertising compares two or more specifically named or shown competing brands on one or more specific attributes. comparative.Name that Form! (Part 1) .

ex: competitive. comparative.) ‡ Answer: An example of this form of advertising would be a Subway ad featuring Jared Fogle.400 points (answers/questions about advertising forms. ‡ Question: What is competitive advertising? Back to the answer board .Name that Form! (Part 1) . etc. encouraging consumers to try Subway¶s new chicken sandwich.

) ‡ Answer: This is a general category of advertising focuses on the benefits of a specific good or service. comparative.500 points (answers/questions about advertising forms. competitive advertising. ‡ Question: What is product advertising? Back to the answer board . etc. It includes pioneering advertising. and comparative advertising.Name that Form!(Part 1) . ex: competitive.

‡ Question: What is the media mix? Back to the answer board .100 points ‡ Answer: This two-word term refers to the combination of media to be used in an advertising campaign.Odds & Ends .

6 billion (more than $12 million every day)? ‡ Question: What is Procter & Gamble? Back to the answer board .Odds & Ends . companies in advertising spending in 2005. spending over $4.200 points ‡ Answer: This company led all U.S.

skywriting. giant inflatables.300 points ‡ Answer: This flexible. ‡ Question: What is outdoor advertising? Back to the answer board . including billboards.Odds & Ends . and signs in sports arenas. low-cost medium may take a variety of forms.

400 points ‡ Answer: This is a thirty-minute (or longer) television advertisement that looks more like a TV talk show than a sales pitch.Odds & Ends . ‡ Question: What is an infomercial? Back to the answer board .

health club memberships (January).500 points ‡ Answer: It is the type of media schedule that is common for products purchased at certain times of the year. or suntan lotion (summer).Odds & Ends . ‡ Question: What is a seasonal media schedule? Back to the answer board . such as turkeys (holidays).

Who Wants to Be a Marketer? Round 2 Chapter 15 ± Advertising and Public Relations Name that Form! (Part 2) Of the following... Media Selection Public Relations Select another chapter Go to Final Challenge! Media Scheduling 100 200 300 400 500 100 200 300 400 500 100 200 300 400 500 100 200 300 400 500 100 200 300 400 500 Click on a point value to select an answer/question .

Whoops! You¶ve clicked on an area other than a point value or button. Please click below to return to the main answer board. Click to Return to the Answer Board .

Name that Form! (Part 2) . ex: competitive.100 points (answers/questions about advertising forms. comparative.) ‡ Answer: This form of advertising is designed to influence demand for a specific brand. ‡ Question: What is competitive advertising? Back to the answer board . An example would be Pepsi¶s ³Do the Dew´ campaign for Mountain Dew. etc.

200 points (answers/questions about advertising forms.) ‡ Answer: An example of this form of advertising would be ads for a chemical manufacturer that stress the positive impacts the company¶s products have on the lives of others. comparative. etc. ex: competitive.Name that Form! (Part 2) . ‡ Question: What is institutional advertising? Back to the answer board .

etc. ex: competitive.300 points (answers/questions about advertising forms.´ ‡ Question: What is comparative advertising? Back to the answer board .Name that Form! (Part 2) . comparative.) ‡ Answer: An example of this form of advertising would be and ad that states ³Taste tests show that two out of three consumers prefer the taste of Brand X over Brand Y.

400 points (answers/questions about advertising forms. comparative. ‡ Question: What is advocacy advertising? Back to the answer board . ex: competitive. It is frequently used to enhance a company¶s credibility among consumers who already favor the company¶s position.) ‡ Answer: A form of institutional advertising. it is used by an organization to express its views on controversial issues or respond to media attacks.Name that Form! (Part 2) . etc.

500 points (answers/questions about advertising forms.) ‡ Answer: As products move from the introductory stage of the product life cycle to the growth phase. ‡ Question: What is competitive advertising? Back to the answer board .Name that Form! (Part 2) . etc. ex: competitive. comparative. advertising typically shifts from pioneering advertising to this form.

it is the type of advertising most commonly associated with the introduction stage of the product life cycle... ± Competitive advertising ± Pioneering advertising ± Comparative advertising ± Institutional advertising ‡ Question: What is pioneering advertising? Back to the answer board . .Of the following.100 points ‡ Answer: Of the following.

then click below.Determine how much of your total you want to wager. Go to the Open Challenge Question! .

..Of the following. ± Serious/dramatic ads are less effective than humorous ads at changing negative attitudes. it is the statement that is NOT true.Open Challenge ‡ Answer: Of the following. ± Humorous ads are more effective at shaping attitudes when consumers have a positive image of the advertised brand. ± The average person spends four hours a day watching TV. . ‡ Question: What is serious/dramatic ads are less effective than humorous ads at changing negative attitudes? Back to the answer board .

± Develop the media scheduling strategy. ‡ Question: What is develop the media scheduling strategy? Back to the answer board .300 points ‡ Answer: Of the following.Of the following. ± Define the target audience ± Specify the desired percentage change in a specified measure of effectiveness. .. it is NOT a part of the DAGMAR approach to writing advertising objectives..

. . ± ± ± ± Demonstration Humorous Fear Lifestyle ‡ Question: What is fear? Back to the answer board . it is NOT one of the ³ten common executional styles for advertising´ cited in the text.400 points ‡ Answer: Of the following..Of the following.

. which is the largest) ± Newspaper advertising ± Magazine advertising ± Internet advertising ‡ Question: What is newspaper advertising? Back to the answer board .500 points ‡ Answer: Of the following...Of the following. it is the second largest media in terms of national spending (behind television.

Media Selection .100 points ‡ Answer: This is the cost of reaching one member of the target market. such as two magazines. It is particularly useful for comparing advertising alternatives within a medium. ‡ Question: What is cost per contact? (similar to cost per thousand) Back to the answer board .

200 points ‡ Answer: It is the number of times an individual is exposed to a message.Media Selection . ‡ Question: What is frequency? Back to the answer board .

300 points ‡ Answer: It is the number of different consumers that are exposed to an advertisement at least once during a specific period.Media Selection . ‡ Question: What is reach? Back to the answer board .

400 points ‡ Answer: This term refers to the ability of an advertising medium to reach a precisely defined market. ‡ Question: What is audience selectivity? Back to the answer board .Media Selection .

it is the most efficient media selection from the perspective of the advertiser. Cost per contact = $18 ± Channel B.Media Selection . ± Channel A. Cost per contact = $20 ± Channel C.500 points ‡ Answer: Of the following. Cost per contact = $30 ‡ Question: What is Channel A? (lowest cost per contact) Back to the answer board .

± Lobbying ± Writing advertising objectives ± Developing product publicity ‡ Question: What is writing advertising objectives? Back to the answer board .100 points ‡ Answer: Of the following. it is the one that is least likely to be done by a public relations department.Public Relations .

± Providing a product to a TV production company so that will be seen in a TV program.200 points ‡ Answer: Of the following. ‡ Question: What is providing a product to a TV production company so that will be seen in a TV program? Back to the answer board . ± Sponsoring an event that is newsworthy to achieve press coverage.Public Relations . ± Getting adequate shelf space in a retail setting. it is the best example of ³product placement´ in public relations.

‡ Question: What is crisis management? Back to the answer board .Public Relations . unfavorable event.300 points ‡ Answer: This term describes a coordinated effort to handle the effects of unfavorable publicity or of another unexpected.

‡ Question: What is sponsorship? Back to the answer board .400 points ‡ Answer: Vans¶ role in the Warped Tour is an example of this type of public relations.Public Relations .

500 points ‡ Answer: Sponsoring the Race for the Cure in association with the Susan G.Public Relations . Komen Breast Cancer Foundation. ‡ Question: What is cause-related marketing? Back to the answer board .

‡ Question: What is a continuous media schedule? Back to the answer board .Media Scheduling .100 points ‡ Answer: This type of media scheduling strategy involves scheduling advertisements to run steadily throughout the advertising period.

‡ Question: What is a flighted media schedule? Back to the answer board .200 points ‡ Answer: This type of media scheduling strategy involves scheduling ads heavily every other month. every other week.Media Scheduling . or some related pattern to achieve a greater impact at specific times.

300 points ‡ Answer: This form of media scheduling combines continuous scheduling with flighting (advertising throughout the year.Media Scheduling . but increasing advertising during peak sales periods.) ‡ Question: What is a pulsing media schedule? Back to the answer board .

400 points ‡ Answer: The type of media schedule that would be most common for products like Ivory soap or Tide detergent ‡ Question: What is a continuous media schedule? Back to the answer board .Media Scheduling .

This is done to ensure that the consumer will be exposed to the message right before he/she shops for the frequently purchased product. ‡ Question: What is recency planning? Back to the answer board .Media Scheduling . It suggests that advertisers should maintain a continuous schedule over as long a time as possible.500 points ‡ Answer: This is a new theory of media scheduling used for frequently purchased products.

‡Use the other piece of paper to write the ³question´ for the final challenge ³answer. ‡On one piece. it¶s time for Directions: ‡Get two pieces of paper.´ Click here for the Final Challenge Answer . write your team¶s wager.And now.

set the magazine aside.Final Challenge! ‡ Answer: One of the reasons magazines have a long life span. and come back to it at a later date to read more? . ‡ Question: What is a high pass-along rate or person reads articles.