Welcome to

Created for Marketing, 9th Ed.,

by Lamb, Hair and McDaniel
South-Western/Thomson Learning
Chapter 15 – Advertising and Public Relations
Created by John T. Drea, Western Illinois University

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 Select
Who Wants to Be a Marketer? Round 1 another
Go to
Round 2
chapter
Chapter 15 – Advertising
and Public Relations Go to
Final Challenge!
Name
Basic Advertising Media that Form! Odds &
Terms Campaigns (Part 1) Ends

100 100 100 100 100

200 200 200 200 200
300 300 300 300 300
400 400 400 400 400
500 500 500 500 500
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 Basic Terms - 100 points
• Answer: It is any form of nonpersonal, paid
communication in which the sponsor or
company is identified.
• Question: What is advertising?

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 Basic Terms - 200 points
• Answer: This two-word term describes a
series of related advertisements focusing on a
common theme, slogan, and set of advertising
appeals.
• Question: What is an advertising
campaign?

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 Basic Terms - 300 points
• Answer: This term refers to a channel used to
convey a message to the target market.
• Question: What is a medium?

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 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?

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 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?

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Advertising Campaigns - 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?

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Advertising Campaigns - 200 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?

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Advertising Campaigns - 300 points
• Answer: It is what DAGMAR stands for.
• Question: What is Defining Advertising
Goals for Measured
Advertising Results?

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Advertising Campaigns - 400 points
• Answer: According to the DAGMAR
approach for setting advertising objectives, all
advertising objectives should define the target
market, describe the desired change in a
measure of effectiveness, and this.
• Question: What is specify the time frame
in which the change is to
occur?
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Advertising Campaigns - 500 points
• Answer: “Sell the sizzle, not the steak” is an
old advertising expression. It means that the
goal of advertising is to sell this and not
product attributes.
• Question: What are product benefits?

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 Media - 100 points
• Answer: According to the text, more money is
spent nationally on this type of media than any
other.
• Question: What is television? (over 40%)

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 Media - 200 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?

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 Media - 300 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?

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 Media - 400 points
• Answer: While this medium has advantages of
an ability to reach a wide audience and
provides creative opportunities for
demonstration, it suffers from a short life for
messages, long lead times for production, and
long-term advertiser commitments
• Question: What is television?

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 Determine how much of your total
you want to wager, then click below.

Go to the
Open Challenge
Question!
 Media - Open Challenge
• Answer: Of the following, it is the fastest
growing medium.
– Television
– Outdoor
– Internet/World Wide Web
– Radio
• Question: What is Internet/World Wide
Web?
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 Name that Form! (Part 1) - 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?

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 Name that Form! (Part 1) - 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?

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 Name that Form! (Part 1) - 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?

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 Name that Form! (Part 1) - 400 points
(answers/questions about advertising forms, ex: competitive, comparative, etc.)

• Answer: An example of this form of advertising

would be a Subway ad featuring Jared Fogle,
encouraging consumers to try Subway’s new
chicken sandwich.
• Question: What is competitive advertising?

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 Name that Form!(Part 1) - 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?

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 Odds & Ends - 100 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?

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 Odds & Ends - 200 points
• Answer: This company led all U.S.
companies in advertising spending in 2005,
spending over $4.6 billion (more than $12
million every day)?
• Question: What is Procter & Gamble?

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 Odds & Ends - 300 points
• Answer: This flexible, low-cost medium may
take a variety of forms, including billboards,
skywriting, giant inflatables, and signs in sports
arenas.
• Question: What is outdoor advertising?

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 Odds & Ends - 400 points
• Answer: This is a thirty-minute (or longer)
television advertisement that looks more like a
TV talk show than a sales pitch.
• Question: What is an infomercial?

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 Odds & Ends - 500 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?

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 Select another
Who Wants to Be a Marketer? Round 2 chapter
Chapter 15 – Advertising
and Public Relations Go to
Final Challenge!

Name Of the Media Public Media

that Form! following... Selection Relations Scheduling
(Part 2)
100 100 100 100 100
200 200 200 200 200
300 300 300 300 300
400 400 400 400 400
500 500 500 500 500
Click on a point value to select an answer/question
Whoops! You’ve clicked on an
area other than a point value or
button. Please click below to
return to the main answer board.

Click to Return to the Answer Board

 Name that Form! (Part 2) - 100 points
(answers/questions about advertising forms, ex: competitive, comparative, etc.)

• Answer: This form of advertising is designed to

influence demand for a specific brand. An
example would be Pepsi’s “Do the Dew”
campaign for Mountain Dew.
• Question: What is competitive advertising?

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 Name that Form! (Part 2) - 200 points
(answers/questions about advertising forms, ex: competitive, comparative, etc.)

• Answer: An example of this form of advertising

would be ads for a chemical manufacturer that
stress the positive impacts the company’s
products have on the lives of others.
• Question: What is institutional advertising?

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 Name that Form! (Part 2) - 300 points
(answers/questions about advertising forms, ex: competitive, comparative, etc.)

• Answer: An example of this form of advertising

would be and ad that states “Taste tests show
that two out of three consumers prefer the taste
of Brand X over Brand Y.”
• Question: What is comparative advertising?

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 Name that Form! (Part 2) - 400 points
(answers/questions about advertising forms, ex: competitive, comparative, etc.)

• Answer: A form of institutional advertising,

it is used by an organization to express its
views on controversial issues or respond to
media attacks. It is frequently used to
enhance a company’s credibility among
consumers who already favor the company’s
position.
• Question: What is advocacy advertising?
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 Name that Form! (Part 2) - 500 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?

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 Of the following... - 100 points
• Answer: Of the following, it is the type of
advertising most commonly associated with the
introduction stage of the product life cycle.
– Competitive advertising
– Pioneering advertising
– Comparative advertising
– Institutional advertising
• Question: What is pioneering advertising?
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 Determine how much of your total
you want to wager, then click below.

Go to the
Open Challenge
Question!
Of the following... - Open Challenge
• Answer: Of the following, it is the statement that is
NOT true.
– The average person spends four hours a day watching TV.
– Serious/dramatic ads are less effective than humorous ads at
changing negative attitudes.
– Humorous ads are more effective at shaping attitudes when
consumers have a positive image of the advertised brand.
• Question:What is serious/dramatic ads are less
effective than humorous ads at changing negative
attitudes?

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 Of the following... - 300 points
• Answer: Of the following, it is NOT a part of the
DAGMAR approach to writing advertising objectives.
– Define the target audience
– Specify the desired percentage change in a specified
measure of effectiveness.
– Develop the media scheduling strategy.
• Question: What is develop the media scheduling
strategy?

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 Of the following... - 400 points
• Answer: Of the following, it is NOT one of
the “ten common executional styles for
advertising” cited in the text.
– Demonstration
– Humorous
– Fear
– Lifestyle
• Question: What is fear?
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 Of the following... - 500 points
• Answer: Of the following, it is the second largest
media in terms of national spending (behind
television, which is the largest)
– Newspaper advertising
– Magazine advertising
– Internet advertising
• Question: What is newspaper advertising?

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 Media Selection - 100 points
• Answer: This is the cost of reaching one
member of the target market. It is particularly
useful for comparing advertising alternatives
within a medium, such as two magazines.
• Question: What is cost per contact?
(similar to cost per thousand)

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 Media Selection - 200 points
• Answer: It is the number of times an
individual is exposed to a message.
• Question: What is frequency?

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 Media Selection - 300 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?

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 Media Selection - 400 points
• Answer: This term refers to the ability of an
advertising medium to reach a precisely
defined market.
• Question: What is audience selectivity?

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 Media Selection - 500 points
• Answer: Of the following, it is the most
efficient media selection from the perspective
of the advertiser.
– Channel A, Cost per contact = $18
– Channel B, Cost per contact = $20
– Channel C, Cost per contact = $30
• Question: What is Channel A? (lowest
cost per contact)
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 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?
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 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?

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 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?

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 Public Relations - 400 points
• Answer: Vans’ role in the Warped Tour is an
example of this type of public relations.
• Question: What is sponsorship?

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 Public Relations - 500 points
• Answer: Sponsoring the Race for the Cure in
association with the Susan G. Komen Breast
Cancer Foundation.
• Question: What is cause-related
marketing?

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 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?

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 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?

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 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?

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 Media Scheduling - 400 points
• Answer: The type of media schedule that
would be most common for products like
Ivory soap or Tide detergent
• Question: What is a continuous media
schedule?

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 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?

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 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: One of the reasons magazines have a
long life span.
• Question: What is a high pass-along rate or
person reads articles, set the magazine aside,
and come back to it at a later date to read
more?