WorksheetsChapter 18 Advertising, Public Relations, and Sales Promotions
Total questions: 58
Worksheet time: 29mins
What is advertising?
A secret form of communication
A paid form of communication delivered through media from an identifiable source about an organization, product, service, or idea designed to persuade the receiver
Fill in the blank: Advertising is the ______ form of marketing communications.
least effective
most visible
Many actions take place before an ad is seen by the target audience.
True
False
Fill in the blank: The first step in planning and executing an advertising campaign is to _________.
Identify target audience
Design the advertisement
Fill in the blank: The second step in planning and executing an advertising campaign is to _________.
Set advertising objectives
Determine the budget
Fill in the blank: The third step in planning and executing an advertising campaign is to _________.
Design the advertisement
Determine the budget
Fill in the blank: The fourth step in planning and executing an advertising campaign is to _________.
Convey the message
Set the budget
Fill in the blank: The fifth step in planning and executing an advertising campaign is to _________
Evaluate and select media
Define the target audience
Fill in the blank: The sixth step in planning and executing an advertising campaign is to _________?
Create advertisements
Select the target audience
Why is it important to conduct research to identify the target audience?
To avoid using media
To set the tone and select the media
Identify and define the advertising strategy: Pull.
Designed to motivate consumers to demand products and force the channel to carry and sell the brand
Uses only price discounts to increase immediate sales
Identify and define the advertising strategy: Push.
Depends solely on social media influencers.
Relies on the channel members to move the brand.
Identify three objectives of advertising.
To limit market reach, discourage purchases, and decrease brand awareness
To inform, persuade, and remind consumers
What is the main focus of a Pull strategy in advertising objectives?
Reduce advertising costs
Get consumers to pull the product into the marketing channel
Fill in the blank: The Push strategy in advertising objectives aims to increase demand by focusing on ________, retailers, and salespeople.
designers
wholesalers
Identify three objectives of advertising. Fill in the blank: Informative advertising is used to create and ______ brand awareness in the early stages of a product's life cycle.
delay
build
Identify three objectives of advertising. Fill in the blank: Informative advertising helps to ______ the consumer through the buying cycle to a purchase.
confuse
push
Identify three objectives of advertising. Fill in the blank: Informative advertising is used to ______ customers about upcoming sales events or arrival of new merchandise.
confuse
inform
Fill in the blank: Persuasive advertising is generally used when _______ is most intense during the PLC.
innovation
competition
What is one possible use of persuasive advertising in the later stage of the PLC?
To reposition an established brand.
To inform customers about basic product features.
Identify three objectives of advertising. What is the main purpose of reminder advertising?
To discontinue a product
To remind or prompt repurchases
Under Federal Communication Commission rules, broadcasters must devote a specific amount of _______ to PSAs.
free airtime
sponsorship time
Considerations: The nature of the market and the product influence the size of the ________.
location
budget
Describe the different ways that advertisers appeal to consumers. List the 3 types of advertising appeal.
Direct, Indirect, Subtle
Informational, Emotional, Persuasive
What is an informational appeal in advertising?
Focuses on humor to entertain the audience.
Helps consumers make purchase decisions by offering factual information.
Describe the different ways that advertisers appeal to consumers. What is an emotional appeal in advertising?
Aims to satisfy consumers’ emotional desires rather than their utilitarian needs.
Focuses solely on providing factual information about the product.
Media planning is:
the process of selecting media channels to achieve marketing objectives
the management of public relations activities
Media mix refers to:
The process of mixing audio and video files
The combination of different media channels used in an advertising campaign
Which type of media is ideal for reaching large, anonymous audiences and includes outdoor/billboards, newspapers, magazines, radio, and television?
Direct mail
Mass media
Which type of media is more focused, reaches narrower segments, and targets unique demographics or interests?
Social media
Niche media
Which of the following is an example of niche media?
Billboards
HGTV
What is one advantage of Television as a medium?
Wide reach; incorporates sound and video.
Requires advanced technical skills to operate.
Match the following media types with their advantages:
Television
Wide reach; incorporates sound and video.
Radio
Relatively inexpensive; can be selectively targeted; wide reach.
Magazines
Very targeted; subscribers pass along to others.
Newspapers
Flexible; timely; able to localize.
What is one advantage of Internet/mobile as a medium?
Limited reach and low engagement.
Can be linked to detailed content; highly flexible and interactive; allows for specific targeting.
What is one disadvantage of Internet/mobile as a medium?
Becoming cluttered; the ad may be blocked by software on the computer.
It is only accessible to people over 50 years old.
What is one advantage of Outdoor/billboard as a medium?
Short message retention.
Relatively inexpensive; offers opportunities for repeat exposure.
What is one advantage of Direct marketing as a medium?
It does not require any customer data.
Highly targeted; allows for personalization.
Continuous runs ________ throughout the year.
steadily
quickly
Flighting is implemented in ________.
spurts
phases
Fill in the blank: Creativity should not __________ the message when creating advertisements.
overshadow
contradict
Fill in the blank: The execution style must match the __________ and objectives in advertisement creation.
budget
medium
Which federal agency regulates advertising?
FTC
FCC
FDA
USPS
ATF
Fill in the blank: The abbreviation FTC stands for _________
Federal Trade Commission
Federal Tax Council
Fill in the blank: The abbreviation FCC stands for _________.
Federal Communications Commission
Federal Control Corporation
Fill in the blank: The abbreviation FDA stands for _________.
Food and Drug Administration
Federal Department of Agriculture
Fill in the blank: The abbreviation USPS stands for _________.
United States Postal Service
United States Parcel Service
Fill in the blank: The abbreviation ATF stands for _________.
Bureau of Alcohol, Tobacco, Firearms and Explosives
Association of Technical Firearms
Which federal agency enforces federal consumer protection laws and truth in advertising laws?
Food and Drug Administration (FDA)
Federal Trade Commission (FTC)
What specific jurisdiction does the FCC have regarding advertising?
Enforces restrictions on broadcasting material that promotes lotteries, cigarettes, little cigars, or smokeless tobacco products, or that perpetuates a fraud. Also enforces laws that prohibit or limit obscene, indecent, or profane language.
Regulates the pricing of all advertising slots on television and radio.
The Food and Drug Administration (FDA) regulates package labeling and inserts, definition of terms such as light and organic, and required disclosure statements.
True
False
Which federal agency delivers mail and packages and regulates advertising that uses the mail and that involves fraud, obscenity, or lotteries?
The U.S. Postal Service (USPS)
Food and Drug Administration (FDA)
Which federal agency regulates the advertising for alcohol, including warning labels, and determines what constitutes false or misleading advertising?
The U.S. Postal Service (USPS)
Bureau of Alcohol, Tobacco, Firearms and Explosives (ATF)
Fill in the blank: The U.S. Postal Service (USPS) regulates advertising that uses the mail and that involves _______, obscenity, or lotteries.
fraud
copyright
Fill in the blank: ________ inform various constituencies about the activities of the organization and highlight specific areas of expertise.
Publications
Budgets
(a) highlight the organization or support cause-related marketing efforts.
Fill in the blank: ________ give required financial performance data and inform investors and others about the unique activities of the organization.
Annual reports
Financial statements
Press releases
Meeting minutes
Fill in the blank: ________ generate news coverage of the organization’s activities or products/services.
Media relations
Financial audits
Product design
Customer complaints
What are the advantages of using Coupons as a sales promotion?
Stimulates demand. Allows for direct tracking of sales.
Reduces brand loyalty.
Increases production costs.
Limits customer reach.
