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

Kathy Champe,a public relations specialist for a regional chain of pharmacies,regularly contacts members of the local and state-wide media with information about community events and charity fundraisers sponsored by her company.She is using ________.

Briefly describe four main objections to advertising.

Which of the following is the responsibility of an advertising agency's media planner?

Advertising "puffery" is a term for a(n)________.

Frequency is which of the following?

Describe the role of the public relations department in preparing a crisis-management plan.

What is the difference between institutional advertising and advocacy advertising?

Which of the following statements about magazines as an advertising medium is true?

Which of the following is true of advocacy advertising?

Which of the following promotion tools is most closely associated with building up a positive corporate image and handling unfavorable stories and events?

Apple recently ran ads featuring real people who had switched from Microsoft Windows-based PCs to Macs.When companies use people,actors,or sports celebrities to express the product's effectiveness,what kind of execution format is being used?

U-Frame-It is a small company that has hired a local ad agency to put together an advertising campaign.Which of the following questions should be addressed before the others?

Gross rating points (GRPs)are a measure of the quantity of media included in a given media plan.

Which of the following practices helps to protect consumers from spamming?

When the Pharmaceutical Manufacturers Association spent eight million dollars creating and placing a print campaign arguing that the most expensive drugs represent just five percent of national health care expenditures,the association was using public relations.

________ is a measure of the percentage of people in the target market who are exposed to the media vehicle at least once during a given time period.

The central idea of an ad is expressed in its ________.

A television commercial for Post Select cereal is an example of which of the following?

________ is a problem-solving process for getting an advertising message to a specific target audience in the most effective fashion.

What is the rationale for local advertising?