Exam 15: Advertising and Public Relations

IAMS Pet Food runs a commercial on the Animal Planet cable channel during an episode of The Dog Whisperer.The advertising agency for IAMS is taking advantage of which of the following?

ABC Advertising Agency was recently hired to create an advertising campaign for a local water park.Since the park is only open during the spring and summer months,_ plays a major role in the firm's decision about scheduling advertisements.

The Internet,video on demand (VOD),and DVD rentals present which of the following problems for marketers?

Which message execution style focuses on the company's skill and knowledge in making the product?

Companies are doing less and more as a result of an explosion of more focused media that better match today's targeting strategies.

The National Pork Board developed the very successful "Pork.The Other White Meat" campaign.The campaign provided nutritional information and pork recipes in an attempt to encourage consumers to view pork as a tasty alternative to poultry and fish.Which of the following functions was the goal of this public relations campaign?

When would a marketer most likely use a comparative ad?

The big idea or the creative concept may emerge as a(n),a phrase,or a combination of the two.

In small and large companies,advertising is typically handled by an individual or team in the sales department.

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

Some advertisers use edgy humor in their advertisements in order to break through the commercial clutter.This is an example of an advertisement's _ .

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

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.

Soaring media costs,focused target marketing strategies,and the growing array of new media have increased the importance of .

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

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

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

Lobbying,or building and maintaining relations with legislators and government officials to influence legislation and regulation,is part of .

News conferences,press tours,and grand openings are examples of ,a type of tool commonly used by public relations professionals.

What are the three characteristics advertising appeals should have?