Exam 13: One to Many: Advertising, public Relations, and Consumer Sales Promotions

Introducing new products to consumers is not an objective that falls within the responsibilities of the PR department.

CGM,which stands for ________,includes online consumer comments,discussions,reviews,photos,images,videos,podcasts,and webcasts.

The current event television shows that are specifically designed to be broadcast in U.S.high school classrooms contain some ads from sponsors of the educational program.The ads reach this captive audience through the use of ________ media.

____________ in the form of logos,stationery,brochures,signs,business forms,business cards,buildings,uniforms,and company trucks can be used to help a company create an identity that the public immediately recognizes.

A manufacturer of toilet tissue sent its brand mascot to help refurbish restrooms at fairgrounds across the country.As part of this project,each restroom was to provide fairgoers with a clean oasis featuring aromatherapy,soothing music,constant maintenance,and premium toilet tissue.Newspaper articles about the company's role in making restrooms inviting are an example of ________.

Some television shows have shown actors drinking a cup of Starbucks coffee.In these instances,Starbucks has chosen ________ as a marketing tool.

Planning and implementing special events are typically responsibilities of ________.

Identify the traditional mass media vehicles and identify some of the strengths and weaknesses of each type.

One of the barriers to greater reliance on ________ is the difficulty of gauging its effectiveness

________ advertising promotes the company as a whole instead of the firm's individual products.

Guerrilla marketing strategies can be used to achieve public relations objectives.

When might a marketer be most likely to use a comparative ad?

During an episode of the TV show Everybody Loves Raymond,Ray knocked over an entire display of Ragu Express,a packaged pasta-and-sauce meal,when he was in the supermarket with his wife.What style of advertising was implemented during this television scene? Explain your answer.

What is a benefit of a demonstration ad for a product,and when is this type of execution format most useful?

Reach is a measure of how many times the average person in the target market is exposed to the message.

Web sites and mobile phones are examples of ________.

To compare the relative cost-effectiveness of different media and of spots run on different vehicles in the same medium,media planners use ________.

It is more difficult to assess the bottom-line impact of public relations activities than the bottom-line impact of advertising.

Which of the following types of sales promotions would NOT be offered to a final consumer?

Slice of life,lifestyle,and celebrity are all appeal styles used in public relations.