Reading Check #2 (Chapter4)

Prominent public relations activities fall into which of these areas?

________ blends historically different ways to communicate to an organization's various audiences and markets, creating campaigns that send different yet consistent messages.

According to the Pew Research Center, this group is now the fastest-growing ethnic group in the US, and boasts the highest income and best education rates.

A typical advertising agency in the US has four primary departments including...

Advertising is the activity of explicitly ___ for media space or time in order to direct ___ attention to certain goods or services.

Whereas advertising activities supply money directly to support particular media outlets, public relations activities supply ___ to media for stories.

This term, often associated with advertising and its impact on American life, refers to a situation in which the buying and selling of goods and services is a highly promoted value.

Production in the advertising industry...

A media vehicle that has been open to input from public relations practitioners.

Which of the following offerings are used by media firms to effectively attract marketers?

CPM is the basic measurement of advertising efficiency in all media.

Psychographic data is information that links demographic categories into personality characteristics of an audience.

Relationship marketing uses product placement and integration to seamlessly target and persuade unknowing consumers.

Media critics and scholars are no longer concerned about advertising to children, as there are several laws and protections that make them immune to corporate advertising and communication tactics.

Traditional advertising agencies and direct-marketing agencies are one in the same, in that they use similar strategies to create favorable impressions of products.

Agency holding companies are firms that own full-service advertising agencies, specialty agencies, research companies and more.

Media planners are agency personnel who make decisions about where to place advertisements.

In traditional advertising, immediate results are possible to observe.

Because of the importance of knowing what attracts journalists to particular stories, PR agencies often hire former journalists as their press contacts.

In today's complex marketing world, large agencies and networks rarely work with other organizations, instead of relying on in-house departments and companies.