Exam 15: Advertising and Public Relations

The advertisements that use the Aflac duck or the GEICO gecko are using the message execution style of ________.

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

Which of the following is an advantage of using newspapers as an advertising medium?

Why is reach an important measure for a marketer?

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

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

Corporate identity materials help create a corporate identity that the public immediately recognizes.

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

When Verizon Wireless began offering the iPhone, it used its "Can you hear me now?" slogan to attack AT&T's rumored spotty service. This example best illustrates ________.

When the advertising objective is to build primary demand for a new product category, ________ advertising will most likely be used.

What is an advertising objective? What are the three primary types of advertising objectives?

In its advertisements, Timex promotes its affordable and sturdy watches. Fossil emphasizes style and fashion in its advertisements, and Rolex stresses luxury and status. These are all examples of ________ appeals.

Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals.

Encouraging customers to switch brands is most likely the objective of ________ advertising.

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.

Refer to the scenario below to answer the following question(s). 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 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?

Refer to the scenario below to answer the following question(s). 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 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.

Discuss the concepts of advertainment and branded entertainment.

Glee and The Wall Street Journal are both examples of ________-specific media within each general media type.

Which message execution style involves presenting survey data indicating that a brand is better than other brands?