Using the objective and task approach to determine an advertising budget a marketer would CHAPTER 17 REVIEW QUESTIONS Determine the objectives that the campaign should achieve and then estimate how much be spent to accomplish those objectives The kind of advertising that promotes organizational images ideas or political issues is If an advertiser pays 25 000 for a one page magazine advertisement and that magazine is read by 10 million people how much is the advertiser paying to reach 1 000 people To determine the effectiveness of a recent advertising campaign for Coast soap market researchers provided subjects with a list of soap brands and asked if the subjects remembered seeing advertisements for any of the listed products This exemplifies which of the following types of advertising evaluation methods Public relations are used to Institutional advertising 2 50 Aided recall test The target audience is The first step in the development of an advertising campaign is to A statement that indicates a firm s current condition or position is commonly known as a Which of the following statements about advertising objectives is false Benchmark Create and maintain favorable relationships between an organization and its publics The group of people at which the advertisement is aimed Identify and analyze a target market An advertising objective should not be restricted in terms of the time needed to accomplish it Reminder The basic issues or selling points that an advertiser wants to include in a campaign Increase the firm s market share That is based on the incorrect assumption that sales create advertising rather than that advertising creates sales Formulate a media plan that allows an advertisement to reach the largest number of people in the advertising target per dollar spent Magazines If Pepto Bismol were advertised as the old reliable this would exemplify which of the following categories of advertising An advertising platform consists of Which of the following is an example of an advertising objective stated in terms of sales The major disadvantages of the percent of sales approach for determining an advertising budget is The media planner s primary goal is to When advertisers want to show textures as well as numerous details they should use The part of an advertisement that links the headline to the body copy is the When creating a television commercial the copywriter and the artist combine the copy with the visual material through the use of a Outdoor displays Storyboard A consumer jury consists of Effectiveness during a campaign is usually measured by In evaluating the effectiveness of advertising subjects may be asked to identify advertisements that they have seen recently but are no shown any clues to stimulate their memories This evaluation technique is known as a n Consumers who will pretest an advertisement Inquires Unaided recall test Pioneer advertising Competitive advertising The type of advertising in which an advertiser mentions the actual names of competing brands is Travis Manufacturing Company has asked its advertising agency to develop a campaign that promotes its organizational image What kind of advertising is Travis asking for Reinforcement advertising is focused on consumers who Stimulates primary demand Stimulates selective demand Comparative advertising Institutional Already use the advertised brand