Reading Check #2

Prominent public relations activities fall into which of these areas?

__________ blends historically different ways to communicate to anorganization’s various audiences and markets, creating campaigns that senddifferent yet consistent messages.

According to the Pew Research Center, this group is now the fastest-growingethnic group in the United States, and boasts the highest income and besteducation rates.

A typical advertising agency in the United States has four primarydepartments, including...

Advertising is the activity of explicitly ____ for media space or time in orderto direct ______ attention to certain goods or services.

Whereas advertising activities supply money directly to support particularmedia 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 isa 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 attractmarketers?

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

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

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

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

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

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

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

In traditional advertising, immediate results are possible to observe.

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

In today’s complex marketing world, large agencies and networks rarelywork with other organizations, instead relying on in-house departments andcompanies.