102) The most important objective of a reminder advertising is telling the market about a new
product.
103) Persuasive advertising aims to build a selective demand.
104) The aim of advertainment is to make ads so entertaining or useful that people want to watch
them.
105) The most common form of advertainment is product placement.
106) A brief glimpse of the latest LG phone on Grey’s Anatomy will be an example of an
advertainment.
107) Branded entertainment (or brand integrations) involves making the brand an inseparable
part of some other form of entertainment.
108) Professional athletes such as Peyton Manning and Maria Sharapova are featured in
advertisements for Gatorade. According to this information, Gatorade is utilizing branded
entertainment.
109) The purpose of advertising is to get consumers to think about or react to the product or
company in a certain way.
110) The message execution style of personality symbol involves creating a character that
represents the product.
111) In an endorsement style of execution, the endorsers can be ordinary people saying how
much they like a given product.
112) Reach is a measure of how many times the average person in the target market is exposed to
the message.
113) Although television advertising has high absolute costs, its cost per exposure is relatively
low.
114) The direct mail medium has very low cost per exposure.
115) A pulsing schedule involves scheduling ads unevenly over a given time period.
116) The communication effects of advertisements and ad campaigns are more difficult to
measure than the sales and profit effects.
117) Agencies bring an outside point of view to solving a company’s problems, along with lots of
experience from working with different clients and situations.
118) Recently, the increased use of online social networks and video sharing has reduced the
need for advertising standardization with global brands.
119) Standardization of advertising leads to lower advertising costs, greater global advertising
coordination, and a more consistent worldwide image.
120) Advertising media costs and availability differ vastly from country to country.
121) Companies use PR to build good relations with consumers, investors, the media, and their
communities.
122) PR can have a strong impact on public awareness at a much lower cost than advertising can.
123) When using public relations, the company pays for space and time in the media.
124) Corporate identity materials help create a corporate identity that the public immediately
recognizes.
125) A company’s Web site can be an important public relations vehicle.
126) Marketing management must make four important decisions when developing an
advertising program. List and describe these four decisions.
127) What are the three characteristics that advertising appeals should have?
128) Describe any three message execution styles.
129) How are companies taking advantage of interactive technologies to tap consumers for
message ideas and actual ads? What are the benefits and disadvantages of consumer-generated
advertising?
130) Describe the four major steps in media selection.
131) List any four major media types and identify some of the strengths and weaknesses of each
of them.
132) Advertisers should regularly evaluate two types of advertising results: the communication
effects and the sales and profit effects. How are these two results measured?
133) What is an advertising objective? What are the three primary types of advertising
objectives?
134) Describe the main objectives of informative advertising.
135) When would a marketer most likely use a comparative ad?
136) Describe the main objectives of reminder advertising.
137) How has clutter in television and other advertising media created an increasingly hostile
advertising environment?
138) Discuss the concepts of advertainment and branded entertainment.
139) Give an example of a slice-of-life message execution style.
140) How does a personality symbol impact a brand?
141) Give an example of testimonial evidence.
142) Why is reach an important measure for a marketer?
143) Describe the continuity and pulsing advertisement schedules.
144) Explain how seasonality impacts media timing.
145) Discuss the advantages of using the services of an advertising agency.
146) Explain why an ad might need to be modified from one country to the next.
147) Describe public relations and any three of its main functions.
148) Describe the significance of public relations as a mass-promotion tool.
149) Explain why a public relations campaign can be a more cost-effective option for
corporations than an advertising campaign.
150) Public relations specialists use several tools. Identify three of these tools and describe how
they can help a company communicate with the public.