Exam 15: Advertising and Public Relations

Competitive parity and task methods are considered when making decisions about ________.

Marketing management must make four important decisions when developing an advertising program. List and describe these four decisions.

The communication effects of advertisements and ad campaigns are more difficult to measure than the sales and profit effects.

Give an example of a slice-of-life message execution style.

List any four major media types and identify some of the strengths and weaknesses of each of them.

Describe any three message execution styles.

Advertising is the least used of the major promotion tools, although it has great potential for building consumer awareness and reference.

How does a personality symbol impact a brand?

The message execution style of personality symbol involves creating a character that represents the product.

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." -Second Avenue has just developed a 30-second television ad that features three different shoppers enthusiastically shopping in the store and appreciating its products. This ad uses the ________ execution style.

The most common form of advertainment is product placement.

In the context of media timing, ________ means scheduling ads evenly within a given period.

Which of the following promotion tools involves building up a positive corporate image and handling unfavorable stories and events?

The McDonald's fast-food restaurant chain uses Ronald McDonald, a clown character, as its primary mascot. Which message execution style is used by McDonalds?

Describe the main objectives of informative advertising.

The number of times an average person in the target market is exposed to a message is known as the ________ of the message.

A pharmaceutical ad features a world-renowned heart surgeon describing the benefits of the medication. Which of the following message execution styles is illustrated in this example?

Which of the following message execution styles features a highly believable or likable source endorsing the product?

Which of the following brands most likely requires heavy advertising in order to be set apart from similar products?

After determining its advertising objectives, a company's next step in developing an advertising program is to ________.