Exam 15: Advertising and Public Relations

Which of the following is an example of an audiovisual material used by PR professionals?

The aim of ________ is to make an advertisement so useful or entertaining that people want to watch it.

Product placement in television programs and movies is an example of ________.

When Procter & Gamble (P&G) developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. What type of campaign was most likely used by P&G for the Mr. Clean Magic Eraser?

The first step in creating effective advertising messages is ________.

The most important objective of a reminder advertising is telling the market about a new product.

Which of the following is most likely an objective of informative advertising?

An ad for Athleta active wear shows a woman in a complex yoga pose and states: "If your body is your temple, build it one piece at a time." This ad uses the ________ execution style.

________ becomes more important as competition increases. With this type of advertising, a company's objective is to build selective demand.

The direct mail medium has very low cost per exposure.

An ad for a new convection oven shows a busy professional woman using the convection oven to cook dinner for her family. Which of the following message execution styles is illustrated in this example?

News conferences, press tours, and grand openings are examples of ________, a type of tool commonly used by public relations professionals.

What is the first element that a reader most likely notices in a print ad?

Which term refers to the qualitative value of message exposure through a given medium?

Describe public relations and any three of its main functions.

Persuasive advertising aims to build a selective demand.

Discuss the advantages of using the services of an advertising agency.

Recently, the increased use of online social networks and video sharing has reduced the need for advertising standardization with global brands.

The decisions about reach, frequency, and impact of an advertisement fall into the category of ________ decisions.

Refer to the scenario below to answer the following questions. Most clients of Second Avenue have learned about the store through word-of-mouth communication. This small retailer of quality secondhand children's clothing thrives on the sale of a vast inventory of children's clothing placed there on consignment. "Because small children grow so quickly," Second Avenue's owner commented, "they often outgrow many of their clothes before they've hardly been worn!" Second Avenue provides a way for people to sell their children's clothing, earn a few dollars, and buy the next larger size. "We're extremely picky about the condition of the clothing we stock," the owner stated, "but we sell most items at a 60 percent discount." -The owner of Second Avenue wants to establish a community clothing drive to collect clothes for a local children's shelter. The owner is planning to set up collection barrels outside Second Avenue. In this case, which of the following public relations tools is being used by the owner?