Exam 17: Advertising and Public Relations

When a company promotes its position on a public issue, this is specifically referred to as ____ advertising.

Phillip works in the public relations department of his company. He sends a news release about a new product offering to several newspapers and television stations. Phillip knows from past experience that even when the media use his news releases, they often release the information at inopportune times. They will also sometimes cut out what Phillip believes are the most important points to make the news fit. However, Phillip accepts these disadvantages because free publicity offers the advantage of

A restaurant chain recently had several customers become sick after eating at one of their locations. In order to lessen the negative effects of the event, the restaurant should most likely

The advertising platform is the foundation on which campaign messages are built.

If during an advertising campaign a certain portion of advertising runs continuously, and then during specific periods additional advertising is used to intensify the level of communication, a(n) ____ media schedule is being used.

The basic issues or selling points that an advertiser wants to include in an advertising campaign is (are) the

Eric works at Apple. Apple just released an upgraded product offering for its iPhone. While the entire marketing department is working on advertising and public relations for the iPhone launch, Eric's assignment is to illustrate the highly visible features of the product in a print publication. Most importantly, he wants to show off and describe the improved features that differ from the previous version. To achieve his objective, Eric would most likely use a(n)

Brands that are promoted through comparative advertising are most likely to be

An ad for a multivitamin that claims, "We still bring you everything you need to get through your day in one vitamin," would most likely be considered ____ advertising.

To assume that sales create advertising is incorrect.

Francine works for a chemical manufacturer. A few days ago there was an accident at one of its plants, and several workers were exposed to dangerous chemicals. Some received burns and were hospitalized. As spokesperson for the firm, Francine has been getting calls all morning from news outlets wanting information. The best thing for Francine to do in this situation would be to

The two major types of product advertising are

A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the dates and times, is a(n)

The effectiveness of an advertising campaign can be measured only after the completion of the campaign, when results are tabulated.

Todd is developing a print advertisement for Aflac. He knows that the ______ is a critical component of the copy because _____.

Reinforcement advertising tells current users how to get the most satisfaction from the brand they have chosen.

Most often, the opinions of a firm's personnel are used to develop the advertising platform.

After the advertising budget is determined, the next step in creating an advertising campaign is

Kohl's, a department store featuring clothing and housewares, communicates in news story form about its organization and its efforts to support local children's hospitals. This information is transmitted through mass media at no charge and is therefore called

Tercile Products Company advertises a specific product heavily, and Carbone Products Company wants to offset the effects of that advertising. In this case, Carbone would most likely employ ____ advertising.