Exam 15: Advertising and Public Relations

Name and describe the four major steps in media selection.

Illustrations,the headline,and the copy are three ________ elements of an advertisement.

Explain why an ad might need to be modified from one country to the next.

In a short essay,explain why a public relations campaign can be a more cost-effective option for corporations than an advertising campaign would be.

Today's advertising agencies are staffed with specialists who can often perform advertising tasks better than a producer or retailer's own employees can.

Which of the following may require heavy advertising in order to be set apart from similar products?

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

When a media planner determines whether an advertisement for diapers should be placed in Parents magazine or Women's Weekly,the planner is evaluating the media vehicle's ________.

Public relations specialists use several tools.Identify three of these tools and describe how they can help a company communicate with the public.

When would a marketer most likely use reminder ads?

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

Identify four of the major media types and identify some of the strengths and weaknesses of each type.

A brand's advertising budget often depends on its stage in the product life cycle.Mature brands usually require ________ budgets as a ratio to sales.

Advertising media costs ________ from country to country.

Advertising is a modern marketing tool; it was not used in the ancient world.

In addition to execution style,an advertiser must also choose a tone for an advertisement.

Refer to the scenario below to answer the following questions. Most of the clientele at 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." -The owner of Second Avenue wants to establish a community clothing drive to collect clothes for a local children's shelter.The owner will set up collection barrels outside Second Avenue.Which of the following public relations tools is the owner using?

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

Specific advertising programs must usually be adapted to meet ______________,media characteristics,and advertising regulations.

________ is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time.