Exam 15: Advertising and Public Relations

Some large corporations have developed ________ to help determine the optimal investment across various media; such tools are useful when determining the relationship between promotional spending and brand sales.

What is one of the primary goals of reminder advertising?

What will be the most likely objective of advertisements by Coca-Cola?

____________ becomes more important as competition _________.

Advertising is used mostly by which of the following?

An ad for a new convection oven shows a busy professional woman serving dinner to her family.The convection oven is seen in the background,and the headline reads,"The latest development in time travel." This is an example of what type of execution style?

Although television advertising is expensive for corporations,the cost per exposure is relatively low.

The goal of ________ is to make an advertisement so useful or entertaining that people want to watch it.

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." -Which of the following media options would MOST benefit Second Avenue's promotional efforts given the store's limited budget?

When selecting a media vehicle,the media planner looks both at the total cost of using a medium and at the ________.

The ________ or the creative concept will bring the message strategy to life in a distinctive and memorable way.

Advertising ________ define the jobs that advertising must do in the total marketing program.

Advertisements built around dream themes use which type of execution style?

The creative team must find the best way to execute an advertising message.Name and describe three of these styles of execution.

________ advertising becomes more important as competition increases.The company's objective is to build selective demand.

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

What is the first element that a reader notices in a print ad?

Participants of the reality show Survivor win a team contest and receive a gift basket of Crest toothpaste,Ivory soap,and Charmin toilet paper.P&G,the maker of these products,has just participated in advertainment.

Apex detergent is relatively undifferentiated from two other detergent brands,Acme and Brighton detergents.Therefore,Apex is most likely to require which of the following?

What are the three primary types of advertising objectives?