Exam 15: Advertising and Public Relations

What are the three primary types of advertising objectives?

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

Capture 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?

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

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

To be successful,an advertisement must .

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

In an attempt to change the perception that milk was unhealthy,the National Fluid Milk Processors Education Program established a sales promotion featuring celebrities with milk mustaches and the tag line "Got Milk?"

When would a marketer most likely use informative ads?

For the sake of accountability,advertisers must evaluate two types of advertising results: the communication effects and the sales and profit effects.How are these two results measured?

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

Which message execution style depicts average people using a product in an everyday setting?

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

The advertising agency hired by Mrs.Brown's Cookie Company has developed a series of commercials about the new cookie flavors created by the company.The head of the marketing department thinks that pulsing would be the most appropriate way to schedule the commercials.What is the potential benefit of pulsing the cookie ads?

Professional athletes such as Peyton Manning and Maria Sharapova are featured in advertisements for Gatorade.Gatorade is utilizing branded entertainment.

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

In its advertisements,Timex promotes its affordable and sturdy watches.Fossil emphasizes style and fashion in its advertisements,and Rolex stresses luxury and status.These are all examples of appeals.

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?

When Maxwell House shows one of its buyers carefully selecting coffee beans,which type of execution style is being used?

How does a personality symbol impact a brand?