Exam 15: Advertising and Public Relations

Comparative advertising is also known as ________ advertising.

An illustration, a headline, and a copy are the three ________ elements of an advertisement.

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?

You want to advertise your new product. You want good mass marketing coverage and low cost per exposure. You also want to combine sight, sound, and motion and make the advertisement appealing to the senses. You should choose ________ as your advertising media.

The first step in creating effective advertising messages is ________.

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

In an attempt to set the company apart from its competitors, Central Parcel Service (CPS) has its employees wear brown uniforms and drive brown trucks. What type of public relations tool is being used by CPS?

Branded entertainment involves making the brand an inseparable part of some other form of entertainment.

Which of the following message execution styles focuses on the company's skill and knowledge in making the product?

The National Pork Board developed "Pork. The Other White Meat" campaign. The campaign provided nutritional information and pork recipes in an attempt to encourage people to view pork as a tasty alternative to poultry and fish. Which of the following functions was the goal of this public relations campaign?

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

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

Describing available services and support is most likely a goal of ________ advertising.

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

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

One of the functions performed by a PR department is ________, which involves working with donors or members of nonprofit organizations to gain financial or volunteer support.

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." -When using public relations, the company pays for space and time in the media.

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." -PR can have a strong impact on public awareness at a much higher cost than advertising can.

Which of the following is most likely true about using a pulsing schedule for an ad?

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