Exam 15: Advertising and Public Relations

When would a marketer most likely use a comparative ad?

The advertiser must choose media that will ___________ rather than simply reach them.

Nations have used __________ to attract more tourists,foreign investment,and international support.

When would a marketer most likely use informative ads?

Garfield the Cat is an example of a ________.

Kathy Chow,a public relations specialist for a regional chain of pharmacies,regularly contacts members of the local and state-wide media with information about community events and charity fundraisers sponsored by her company.This is an example of the ________ function of public relations.

To be successful,an advertisement must ________.

Marketing management must make four important decisions when developing an advertising program.Name and describe these four decisions.

Audience quality,audience engagement,and editorial quality are all considerations when a media planner ________.

Which of the following is an element of developing an advertising strategy?

Direct mail is one of the least expensive media on a per exposure basis.

Companies can improve public goodwill by contributing money and time to public service activities.

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

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." -Second Avenue has just developed a 30-second radio ad that features three different shoppers enthusiastically recommending the store and its products.This ad uses the ________ execution style.

Expensive Coca-Cola television ads primarily build and maintain the Coca-Cola brand relationship rather than informing or persuading customers to buy in the short run.Coca Cola is practicing reminder advertising.

Reach is a measure of how many times the average person in the target market is exposed to the message.

Any paid form of non-personal presentation and promotion of ideas,goods,or services by an identified sponsor is called ________.

All of the following are major steps in advertising media selection EXCEPT ________.

A product in the maturity stage will often require ________ advertising.

The decision about which type of media to use for an ad campaign can be more critical than the decision about which creative elements to use.