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Welcome to
Created for MKTG, 1st CDN Ed.,
by Lamb, Hair, McDaniel, Kapoor, Klaise, and Appleby
Nelson Education
Chapter 15 – Advertising and Public Relations
Created by John T. Drea, Western Illinois University
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chapter
Who Wants to Be a Marketer?
Chapter 15 – Advertising
and Public Relations
Basic
Terms
Public
Relations
100
200
300
400
500
100
200
300
400
500
Go to
Final Challenge!
Media
Name
that Form!
Media
Scheduling
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
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Basic Terms - 100 points
• Answer: It is a specific communication task an
advertising campaign should accomplish for a
specified target audience during a specified
period.
• Question:
What is an advertising objective?
Back to the answer board
Basic Terms - 200 points
• Answer: This two-word term refers to the
combination of media to be used in an
advertising campaign.
• Question:
What is the media mix?
Back to the answer board
Basic Terms - 300 points
• Answer: Sometimes abbreviated as a USP, it
refers to a desirable, exclusive, and believable
advertising appeal selected as the theme for a
campaign.
• Question:
What is a unique selling
proposition?
Back to the answer board
Basic Terms - 400 points
• Answer: This term refers to the phenomenon
in which spending on advertising leads to
increases in market share and sales. However,
after a certain point it leads to diminishing
returns.
• Question:
What is advertising response
function?
Back to the answer board
Basic Terms - 500 points
• Answer: It is the element of the promotional
mix that evaluates public attitudes, identifies
issues that may elicit public concern, and
executes programs to gain public
understanding and acceptance.
• Question:
What is public relations?
Back to the answer board
Public Relations - 100 points
• Answer: Of the following, it is the one that is
least likely to be done by a public relations
department.
– Lobbying
– Writing advertising objectives
– Developing product publicity
• Question:
What is writing advertising
objectives?
Back to the answer board
Public Relations - 200 points
• Answer: Of the following, it is the best example of
“product placement” in public relations.
– Getting adequate shelf space in a retail setting.
– Sponsoring an event that is newsworthy to achieve press
coverage.
– Providing a product to a TV production company so that
will be seen in a TV program.
• 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
Public Relations - 300 points
• Answer: This term describes a coordinated
effort to handle the effects of unfavorable
publicity or of another unexpected,
unfavorable event.
• Question:
What is crisis management?
Back to the answer board
Public Relations - 400 points
• Answer: Sponsoring a rock concert or NASCAR
race is considered this type of sponsorship.
• Question:
What is event sponsorship?
Back to the answer board
Public Relations - 500 points
• Answer: Involves the association of a forprofit company with a nonprofit organization
whereby the company’s product is promoted
and money is raised for the nonprofit.
• Question:
What is cause-related
marketing?
Back to the answer board
Media - 100 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 - 200 points
• Answer: It is the number of times an
individual is exposed to a message.
• Question:
What is frequency?
Back to the answer board
Media - 300 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
Media - 400 points
• Answer: It is the number of different consumers
that are exposed to an advertisement at least
once during a specific period.
• Question:
What is reach?
Back to the answer board
Determine how much of your total
you want to wager, then click below.
Go to the
Open Challenge
Question!
Media - Open Challenge
• 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
Name that Form! - 100 points (answers/questions
about advertising form, ex: competitive, comparative, etc.)
• Answer: This form of advertising is designed to
enhance a company’s image, rather than to
promote a particular product.
• Question:
What is institutional advertising?
Back to the answer board
Name that Form! - 200 points (answers/questions
about advertising forms, ex: competitive, comparative, etc.)
• Answer: This form of advertising is designed
to stimulate primary demand for a new product
category.
• Question:
What is pioneering advertising?
Back to the answer board
Name that Form! - 300 points (answers/questions
about advertising forms, ex: competitive, comparative, etc.)
• Answer: This form of advertising compares two
or more specifically named or shown competing
brands on one or more specific attributes.
• Question:
What is comparative advertising?
Back to the answer board
Name that Form! - 400 points (answers/questions
about advertising forms, ex: competitive, comparative, etc.)
• Answer: As products move from the
introductory stage of the product life cycle to
the growth phase, advertising typically shifts
from pioneering advertising to this form.
• Question:
What is competitive advertising?
Back to the answer board
Name that Form! - 500 points (answers/questions
about advertising forms, ex: competitive, comparative, etc.)
• Answer: This is a general category of
advertising focuses on the benefits of a
specific good or service. It includes
pioneering advertising, competitive
advertising, and comparative advertising.
• Question:
What is product advertising?
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 continuous media
schedule?
Back to the answer board
Media Scheduling - 200 points
• Answer: This type of media scheduling
strategy involves scheduling ads heavily every
other month, every other week, or some related
pattern to achieve a greater impact at specific
times.
• Question:
What is a flighted media
schedule?
Back to the answer board
Media Scheduling - 300 points
• Answer: This form of media scheduling
combines continuous scheduling with flighting
(advertising throughout the year, but increasing
advertising during peak sales periods.)
• Question:
What is a pulsing media
schedule?
Back to the answer board
Media Scheduling - 400 points
• Answer: It is the type of media schedule that
is common for products purchased at certain
times of the year, such as turkeys (holidays),
health club memberships (January), or suntan
lotion (summer).
• Question:
What is a seasonal media
schedule?
Back to the answer board
Media Scheduling - 500 points
• Answer: This is a new theory of media scheduling
used for frequently purchased products. It suggests
that advertisers should maintain a continuous
schedule over as long a time as possible. 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
And now, it’s time for
Directions:
•Get two pieces of paper.
•On one piece, write your team’s wager.
•Use the other piece of paper to write the
“question” for the final challenge “answer.”
Click here for the Final Challenge Answer
Final Challenge!
• Answer: It is the type of advertising most
commonly associated with the introduction stage
of the product life cycle.
• Question:
What is pioneering advertising?