Exam 17: Advertising and Public Relations

In many instances the most appropriate way for a firm to cope with an event that leads to negative public relations is to

When Volvo's advertising campaign mentions the Volvo CX60 has the highest safety rating of any European sedan, it is using _______ advertising.

A layout includes only the illustrations used in an advertisement.

When respondents are shown a list of various products, brands, and company names and then asked about advertisements they have seen lately, researchers are conducting a(n)

Discuss how event sponsorship can be used as a public relations tool.

The advertising platform consists of the basic issues and selling points that an advertiser wishes to include in the campaign.

An effective approach for dealing with potential unfavorable public relations resulting from a negative event is to discourage news coverage.

Business organizations are the only major users of advertising.

Reminder advertising is not applicable to new products.

A tool that allows an advertiser to compare the costs of several media vehicles within a specific medium relative to the number of persons reached by each vehicle is called a(n)

_____________ identifies changes in public opinion affecting an organization.

Alan is the CEO of Greensprings Landscaping. At the recent budget planning meeting, Alan stated that last year's sales were down from the previous period. He then went on to say that Greensprings would have a budget of $100,000 for advertising in the coming year. In this instance, Alan was using the

In creating the advertising message, which of the following is not recommended when creating a slogan?

Scenario 17.2 Use the following to answer the questions. The State Farm Group includes several companies. Probably the most well-known company in the group is the State Farm Insurance company, the largest auto and home insurer in the United States. State Farm Insurance provides protection for approximately 78 million policies on auto, fire, life, and health services. It is also a leading insurer of homes and autos in Canada. Another company in the State Farm group is the State Farm Bank, which was opened in 2000, beginning State Farm's entry into the financial services field. However, the State Farm Bank is not a traditional bank, in that it has no branch offices and its services are provided through State Farm agents, a call center, the mail, and on the Internet. It currently serves over 1.9 million bank accounts. Refer to Scenario 17.2. In 2008, Cal Ripken Jr., and State Farm teamed up to promote State Farm's national teen driver safety program. The marketing division at State Farm produced a one-page document that described the partnership, which was then published in several national newspapers and on the Internet. The document from State Farm is an example of ____, while the publication in the newspapers is an example of ____.

If a company is perceived positively by the public, employee morale is often higher.

Advertising objectives should be stated in clear, precise, and measurable terms.

A cost comparison indicator (such as CPM) should not be used to compare the cost and impact of a television commercial with the cost and impact of a newspaper advertisement.

As Oscar Mayer puts together its advertising campaign for the summer, it will need to keep in mind that its desire to use billboard advertising will have strong effects on its selection of the advertising

Scenario 17.1 Use the following to answer the questions. The Toyota Motor Corporation is developing its promotional plan for the coming year and is considering several types of advertising to communicate its messages. Toyota will likely advertise its vehicle, the Venza, on TV, on its website, in major national magazines, and through Facebook. It is possible that the ads could focus on the features of the Venza and its most likely competitor, the Ford Edge. Other forms of advertising that can be considered are ads that feature all of the Toyota brands in a single ad, while mentioning only the Toyota brand and its company's strengths. Finally, Toyota will probably continue to advertise updates of its cash cow brands, the Camry and the hybrid versions of its SUVs. Refer to Scenario 17.1. If the ads include both the Venza and the Ford Edge, they would be examples of

In unaided recall posttesting, respondents are shown the actual advertisement and are asked whether they recognize it.