Exam 15: Advertising and Public Relations

Skoda used a hard rock version of Julie Andrews' track "My Favorite Things" by the band Sound Tree to promote the new model of Fabia. Which of the following message execution styles is illustrated in this example?

To measure the ________ effects of an ad after it has aired, the advertiser can evaluate how the ad affected consumer recall, product awareness, and preference.

One of the functions performed by a PR department is ________, which involves building and maintaining relations with legislators and government officials to influence legislation and regulation.

Which of the following statements is most likely true about radio as an advertising medium?

Persuasive advertising becomes ________ advertising when a company directly or indirectly compares its brand with one or more other brands.

In the context of media timing, ________ means scheduling ads unevenly over a given time period.

Advertising media costs and availability differ vastly from country to country.

Coca-Cola cups prominently featured on episodes of American Idol are an example of ________.

An IKEA ad shows consumers creating fanciful room designs with IKEA furniture, such as "a bedroom for a queen made by Bree and her sister, designed by IKEA." Which of the following message execution styles is illustrated in this example?

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." -Which of the following media options would be the LEAST costly for Second Avenue's promotional efforts?

The term "media multitaskers" refers to ________.

Explain how seasonality impacts media timing.

A product in the maturity stage will most likely require ________ advertising.

In the context of media timing, the idea behind ________ is to advertise heavily for a short period to build awareness that carries over to the next advertising period.

Informative ads are used primarily in the growth stage of the product life cycle.

Explain why a public relations campaign can be a more cost-effective option for corporations than an advertising campaign.

Which message execution style depicts average people using a product in an everyday setting?

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

Which of the following is a major tool used by PR professionals?

Give an example of testimonial evidence.