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Chapter 16: Advertising and Public Relations
CLASS EXERCISES
Class Exercise 1: Evaluating the Effectiveness of Advertisements
The objective of this exercise is to recognize the purpose and uses of advertising and to evaluate the
effectiveness of various advertisements.
You can present this exercise in various ways. One way is to bring in copies of magazines or newspapers.
A second way is to show the class videotapes of commercials that you supply. Either approach makes for
an interesting class discussion. Instructor flexibility is required because your students’ answers depend on
what medium you select.
Prompt for students:
Review the advertisements and complete the following:
1. Identify ads that represent:
a. Institutional advertising
b. Product advertising
c. Pioneer advertising
d. Competitive advertising
e. Comparative advertising
f. Reminder advertising
g. Reinforcement advertising
2. Evaluate the effectiveness of each advertisement:
a. Does it have a clear objective?
b. Are the issues or selling points important to the target audiences?
Class Exercise 2: Advertising Slogans—How Memorable Are They?
The purpose of this exercise is to assess the effectiveness of advertising slogans regarding what they
communicate and how memorable they are. After discussing the answers, ask students to consider the
factors that help to make a slogan more easily recalled.
Identify the company or brand that is associated with each slogan.
Slogan
Company
1.
“We love to see you smile”
McDonald’s
2.
“Find new roads”
Chevrolet
3.
“Guts. Glory. Ram.”
Dodge Ram Truck
4.
“Always a Low Price. Always”
Walmart
5.
“It’s the Cheesiest”
Kraft Macaroni & Cheese
6.
“We’ll leave the light on”
Motel 6
7.
“Maybe She’s Born with It”
Maybelline
8.
“Eat Fresh”
Subway
9.
“You’re in Good Hands”
Allstate
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Chapter 16: Advertising and Public Relations
CHAPTER QUIZ
1. A firm’s _____ include(s) employees, customers, suppliers, stockholders, the media, government
agencies, and society, and all of these groups may have public relations efforts directed toward them.
a. stakeholders
b. shareholders
c. constituents
d. target markets
e. consumer jury
2. Advertising that promotes organizational images or ideas is __________ advertising.
a. defensive
b. product
c. competitive
d. comparative
e. institutional
3. A(n) ____________ audit is used to assess a company‘s image among the public.
a. communications
b. social
c. environmental
d. public relations
e. publicity
4. The assumption that sales create advertising is a disadvantage of which approach to setting an
advertising budget?
a. Arbitrary
b. Objective-and-task
c. Match-competition
d. Percent-of-sales
e. Consumer-survey
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Chapter 16: Advertising and Public Relations
SEMESTER PROJECT
In this chapter, you learned how advertising and public relations can be used by marketing managers to
achieve strategic marketing goals. In this exercise, you will examine how advertising and public relations
tools can assist you in achieving the goals for your product, you.
Step 1: Set an advertising objective for your product. What do you hope to achieve through your
advertising campaign?
Step 2: Choose your media. What media outlets will you use for your advertising campaign?
Step 3: Create your advertising message. What do you want the advertising to say about you?
Step 4: What public relations tools can you use to assist in meeting your strategic goals? How can you
implement a public relations campaign?
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Chapter 16: Advertising and Public Relations
ANSWERS TO ISSUES FOR DISCUSSION AND REVIEW
1. What is the difference between institutional and product advertising?
2. What is the difference between competitive advertising and comparative advertising?
3. What are the major steps in creating an advertising campaign?
4. What is a target audience? How does a marketer analyze the target audience after identifying
it?
5. Why is it necessary to define advertising objectives?
6. What is an advertising platform, and how is it used?
©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
7. What factors affect the size of an advertising budget? What techniques are used to determine
an advertising budget?
8. Describe the steps in developing a media plan.
The steps in developing a media plan are as follows:
9. What is the function of copy in an advertising message?
10. Discuss several ways to posttest the effectiveness of advertising.
Posttest evaluation of advertising may be performed in several ways, and the specific dimensions to
be tested are determined by the advertising objectives. If the objectives are set in communication
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©2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
11. What role does an advertising agency play in developing an advertising campaign?
12. What is public relations? Whom can an organization reach through public relations?
13. How do organizations use public relations tools? Give several examples you have observed
recently.
14. Explain the problems and limitations associated with publicity-based public relations.
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Chapter 16: Advertising and Public Relations
ANSWERS TO DEVELOPING YOUR MARKETING PLAN
The information obtained from these questions should assist students in developing various aspects
of their marketing plan found in the Interactive Marketing Plan exercise at www.cengagebrain.com.
1. What class and type of advertising would be most appropriate for your product?
2. Discuss the different methods for determining the advertising appropriation.
Determining advertising appropriation is not an easy task. It is the amount of money a marketer
3. Using Table 16.1 as a guide, evaluate the different types of media and determine which would
be most effective in meeting your promotional objectives (from Chapter 15).
(which are discussed in chapter 15). Students’ answers will vary.
4. What methods would you use to evaluate the effectiveness of your advertising campaign?
5. Review Table 16.3 and discuss possible uses for publicity in your promotional plan.
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Chapter 16: Advertising and Public Relations
Students’ answers will vary.
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Chapter 16: Advertising and Public Relations
COMMENTS ON VIDEO CASE 16: SCRIPPS NETWORK INTERACTIVE:
AN EXPERT AT CONNECTING ADVERTISERS WITH PROGRAMMING
Summary
Scripps Networks Interactive uses product placement and integration, use of social media platforms, and
promotion to get around advertising challenges such as people fast-forwarding through commercials or
using Internet platforms such as Netflix or Hulu. Scripps Networks Interactive is unique in that its
programming appeals to similar target markets with similar interests. Product placement and integration
work well with the lifestyle content of the company’s programming because viewers are interested in the
content being provided. Scripps has also found a way to integrate product placement into brick-and-
mortar locations as well as on digital space. A benefit of this integration is that the company and the
advertiser become cooperative marketing partners, where both are working from different directions to
promote the show and the product simultaneously.
Questions for Discussion
1. Why is the Food Network such an important venue for many advertisers?
Advertisements on the Food Network do not often seem like advertisements, which help consumers
2. Describe some of the ways that Scripps uses product placement on the Food Network.
Scripps uses partnerships between celebrities and brands, in which the celebrities promote the brand,
more relevant to consumers who are already interested in the show.
3. Why do you think even non-food advertisers are attracted to the Food Network?