Exam 15: Advertising and Public Relations

Snappy Cameras is launching a new advertising campaign to demonstrate the high quality of its digital cameras. Which media option would give the audience the most control over exposure to the ads and interactive capabilities?

The most common form of advertainment is product placement.

A company's Web site can be an important public relations vehicle.

Advertising is used mostly by ________.

To break through the clutter, many marketers have subscribed to a new merging of advertising and entertainment, dubbed ________.

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." -Companies use PR to build good relations with consumers, investors, the media, and their communities.

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

An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________.

Describe the continuity and pulsing advertisement schedules.

Progressive Insurance uses Flo to represent its product. Which of the following message execution styles was used by Progressive Insurance?

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

Logos, uniforms, brochures, and company trucks are all examples of ________ materials that can be used to help a company create a visual image which the public can immediately recognize.

Describe the main objectives of reminder advertising.

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

With the help of ________ systems, consumers can avoid watching ads.

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

A pulsing schedule involves scheduling ads unevenly over a given time period.

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

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

Which of the following is illustrated by an amateur 30-second video, developed by a consumer, telling the story of the online crafts marketplace, Etsy.com?