Author Question: At present, the field of public relations does much more than its traditional role of managing ... (Read 62 times)

rachel9 · **on:** Jun 29, 2018

At present, the field of public relations does much more than its traditional role of managing goodwill with a
company's stakeholders and customers.
a. True
b. False
Indicate whether the statement is true or false

Question 2

Why is the objectives section of an advertising plan so important to an advertiser? Name at least three of the objectives described in the text. For each objective, list one important consideration for advertisers.

mtmmmmmk · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

True

Answer to Question 2

Advertising objectives identify the goals of the advertiser in concrete terms. Without them, there would be no solid direction for the campaign.
Brand awareness is a popular advertising objective. Creating or maintaining brand awareness is an indicator of consumer knowledge about the existence of the brand and the ease with which that knowledge can be retrieved from memory. Ease of retrieval from memory is important because for many consumer goods or services, it is predictive of market share.
Attitudes and beliefs can also be addressed in an advertising objective. This usually involves creating or changing attitudes and beliefs about the product. However, while attitudes may give a good indication of intentions and feelings about certain products, they do not necessarily predict actual buying behavior.
Purchase intent is another popular criteria in objective setting. The appeal of influencing purchase intent is that, compared to consumer attitudes, consumer intentions are closer to actual behavior, and thus closer to the desired sale.
Trial usage is an indicator of actual behavior and is commonly cited as an advertising objective. In the case of new products, stimulating trial use is critically important. Repeat purchase is aimed at the percentage of consumers who try a new product and then buy it a second time. The odds of long-term product success go way up when this percentage is high.
Brand switching is a challenging advertising objective. Convincing consumers to permanently switch brands is a noble goal but it is not easy to accomplishit can take a lot of time, effort, creativity, and money, and even then it may not be a successful venture.
Sales is sometimes listed as an advertising objective, but it can be a controversial one. The idea that advertisements should directly increase product sales is often disputed by marketers, since advertising is only one element in a complex market mix, and many other factors can affect sales.