Advertising and PR
22 important questions on Advertising and PR
What are the 4 types of advertising?
- Institutional advertising
- Retail and local advertising
- Consumer-generated advertising
What is institutional advertising?
What is advocacy advertising?
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What is public service advertisements?
What is an advertising campaign?
What is a limited-service agency?
What is a full-service agency?
What are 4 departments who make the communications concept reality?
- Creative services
- Research and marketing services
- Media planning
What are the 6 steps in developing an advertising campaign?
- Establish message and budget objectives
- Design the ads
- Test what ads will say
- Choose the media types and media schedule
- Evaluate the advertising
What is the creative strategy?
What is an advertising appeal?
What are the 7 major categories of media?
- Radio
- Newspapers
- Magazines
- Directories
- Out-of-home media (airships, bus ads)
- Place-based media
What are 5 ways to advertise on the internet?
- Buttons
- Search engine optimalization
- Pop up ads
What is a media schedule?
What is advertising exposure?
What is a continuous schedule?
What is a pulsing schedule?
What are 3 ways to measure the impact of an advertisement?
- Aided recall: It tests user the name of the brand and sometimes other clues to prompt answers.
- Attitudinal measures: It probe a bit more deeply by testing if consumer beliefs or feelings about a product before and after being exposed to messages about it.
What is public relations (PR)?
What are the 7 objectives of public relations?
- Introducing new products to consumers
- Influencing government legislation
- Enhancing the image of an organization
- Enhancing the image of a city, region or country
- Crisis management
- Calling attention to a firms involvement with community.
Which 5 things should be included in developing a campaign strategy?
- A situation analysis
- Specification of target audiences, messages to be communicated and specific program elements to be used.
- A timetable and budget
- Discussion of how the programme will be evaluated.
What are the 11 public relation activities?
- Internal PR
- Inverstor relations
- Lobbying
- Speech writing
- Corporate identity
- Media relations
- Sponsorships
- Special events
- Buzz building
- Advixe and consultancy
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