Chapter 16: Advertising and Public Relations

What is Advertising?

• A paid form of personal communication that is transmitted to a audience through mass media.

• A free form of personal communication that is transmitted to a target audience through mass media.

• A free form of nonpersonal communication that is transmitted to a audience through mass media..

• A paid form of nonpersonal communication that is transmitted to a target audience through mass media.

What is the first major step in developing an advertising campaign?

• Identify and analyze the target audience

• Sell the product

• Promote product on a mass media platform

• Execute campaign

What is a target audience?

• Everyone

• Group of individuals to whom advertisements are aimed.

• Group of individuals to whom advertisements are not aimed.

• None of the above.

What is advertising appropriation?

• The advertising budget for a specific time period.

• The advertising budget for a long time period.

• The advertising targets that establish information base for a campaign.

• All of the above.

How many major steps are in developing an advertising campaign?

• seven

• three

• five

• eight

What is public relations?

• A narrow set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders.

• A broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders.

• A broad set of communication efforts used to create and maintain favorable relationships consumers.

• A narrow set of communication efforts used to create and maintain favorable relationships for the target market.

A feature article is a manuscript of up to ______ words prepared for a specific publication.

• 5000

• 2

• 1000

• 3000

Press conference is a________ used to announce major news events.

• assembly

• meeting

• conference

• event

To evaluate the effectiveness of their public relations programs, companies conduct ______ to determine how well their messages are reaching their audiences.

• studies

• surveys

• research

• labs

What is the name of Chapter 16?

• Public Relations Tools

• Advertising and Public Relations

• Advertising 101

• The Nature of Advertising and Public Relations