Chapter 15, Advertising and Public Relations Video Solutions, Principles of Marketing

Problem 1

Explain the decisions marketing managers make when developing an advertising program.

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00:39

Problem 2

Advertising should always aim to create immediate action. Do you agree? Explain your example

Srikar Katta

Numerade Educator

03:23

Problem 3

What is meant by the term native advertising?

Akash M

Numerade Educator

Problem 4

What is an advertising agency? Discuss the changes in advertising agencies today compared with how they operated in the past.

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Problem 5

Explain how the internet has become a key area for public relations activities.

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00:49

Search YouTube for three of your favorite television commercials, each using a different execution style. For each ad, identify the execution style used and the audience targeted. Is it a good ad? Be prepared to present the commercials and support your conclusions.

Kaylee Mcclellan

Numerade Educator

Problem 7

Advertising objectives can be classified by their primary purpose-to inform, persuade, or remind. In a small group, locate one advertisement that primarily informs, one that persuades, and one that reminds. Explain how each ad meets the desired objective.

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Problem 8

In early 2016, the Wounded Warrior Project suffered a major blow to its fundraising when reports surfaced suggesting that the nonprofit organization spent too much of its money on travel, conferences, and high-end events rather than direct assistance to wounded veterans. Research this case. Was the Wounded Warrior Project's public relations response to the alleged misspending accusations effective in reaching out to its donors and other audiences? Why or why not? How is social media changing the public relations process?

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Problem 9

Compare and contrast Facebook's, Google's, and Twitter's ad networks. Which is most effective for advertisers?

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05:29

Problem 10

Mobile advertising is one of the fastest-growing sectors of digital advertising, but how is mobile advertising effectiveness measured? Research this issue and create a report of your findings.

Willis James

Numerade Educator

01:01

Problem 11

Investigate the public relations industry in your own country. Is there a regulating organization? Are the agencies large or small? What is the spending on public relations? How does this compare to the United Kingdom?

Erwin Antoni

Numerade Educator

02:21

Problem 12

Suppose public relations is only necessary when something has gone wrong. Why do most comparies opt for a permanent PR cover?

Jennifer Stoner

Numerade Educator

00:40

Problem 13

If a standard banner reaches 670,000 impressions, what would be the cost to the advertiser?

Zach Steedman

Numerade Educator

03:14

Problem 14

Calculate the total cost for an email campaign to subscribers based on the cost of \$150 CPM.

Brittany Stefanilo

Numerade Educator

03:23

Problem 15

What is the advertising message in the Kmart "Big Gas Savings" ad?

Akash M

Numerade Educator

Problem 16

Why did Kmart choose to air this video on YouTube?

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01:08

Problem 17

Is this Kmart ad effective? Explain.

Jennifer Stoner

Numerade Educator

Problem 18

Why has Allstate's "good hands" slogan withstood the test of time to become advertising's longest-running slogan?

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01:51

Problem 19

Analyze Allstate's Mayhem ads based on the process of creating an advertising message as outlined in the text (for the latest Mayhem ads, check www.allstate.com/ mayhem-is-everywhere.aspx).