All of the following are reasons that marketers are losing confidence in television advertising EXCEPT which one?
A) Ad clutter is increasing.
B) TV and other mass media still capture the lion's share of promotional budgets.
C) Many viewers are using DVRs.
D) Many consumers are using different media to watch programs.
E) TV audience size is on the decline.
Answer: B) TV and other mass media still capture the lion's share of promotional budgets.
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PR and Advertising
- In selecting media vehicles, the planner must balance media costs against several media effectiveness factors. First, the planner should evaluate the media vehicle's ________.
- 30 Rock and ABC World News Tonight are both examples of ________, specific media within a general media type.
- The media planner looks both at the total cost of using a medium and at the ________.
- Advertisers are increasingly shifting larger portions of their budgets to media that cost less and target more effectively. Which of the following does NOT benefit from this shift?
- For many years, ________ have dominated the media mix used by national advertisers.
- When selecting media, the advertiser must decide on the desired qualitative value, known as the ________, of a message through a given medium.
- _______ is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time.
- Which of the following is NOT one of the major steps in selecting advertising media?
- An amateur video showing the result of mixing Diet Coke with Mentos candies is an example of which growing trend in advertising?
- What is the first element that a reader typically notices in a print ad?
- The AFLAC duck and Tony the Tiger are examples of ________ used in successful advertising campaigns.
- Ads that are built around dream themes use which type of execution style?
- ______ is the message execution style that depicts one or more typical people using the product in a normal setting.
- Which of the following are the three characteristics an advertising appeal should have?
- After creating message strategy statements, the advertiser must develop a(n) ________ that will bring the message strategy to life in a distinctive and memorable way.
- ______ tend to be plain, straightforward outlines of benefits and positioning points that the advertiser wants to stress.
- Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals.
- ______ is the first step in creating effective advertising messages-deciding what general message will be communicated to consumers.
- Product placement in television programs and movies is an example of ________.
- The goal of ________ is to make an advertisement so useful that people want to watch it.
- A term that has come to represent the merging of advertising and entertainment in an effort to create new avenues for reaching consumers with more engaging messages is ________.
- VOD (video on demand) and DVRs (digital video recorders) present which of the following problems for marketers?
- To succeed, an advertisement must ________.
- Soaring media costs, focused target marketing strategies, and the growing array of new media have increased the importance of ________.
- Today, which of the following is often a more important element of developing an advertising strategy than the creative elements of the campaign?