Exam 17: Advertising and Public Relations

Myra, who works in the marketing department at a consumer electronics firm, is part of a team assigned to develop an advertising campaign for the firm's newest electronic product. Myra and her team have decided that they will take out advertisements in certain magazines that best reach their target market. Myra will also advertise heavily on the firm's website and social media pages. Finally, they agree that they should take out 30-second television advertisements that will run for two weeks on a pulsing schedule. At what stage are Myra and her team in the development of the advertising campaign?

Recognition and recall tests are posttest methods based on

If a commercial advertisement compares one brand of laundry detergent to another brand, this is a type of competitive advertising.

A marketer that wanted to include detailed information in advertisements would most likely use

The signature is not part of the verbal portion of an advertisement.

What are the major differences between sales-based and communications-based advertising objectives?

Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called ____ advertising.

Brian is responsible for the promotions and public relations of his firm, which produces rubber tires. A recent development in technology may change the way in which the rubber for tires is produced, allowing it to be sourced from the roots of dandelion plants. Brian would like to have a story run on the evening news or in the local newspaper about this development, but he knows that this story is likely to be rejected by media personnel because the material is

The percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period of time is the definition of

Scenario 17.1 Use the following to answer the questions. The Toyota 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. Toyota's television advertisements for the Venza are examples of

If a restaurant, known for its delicious food and fun entertainment, does not serve alcohol, it is displaying advocacy advertising.

As Will reads the copy for South Beach Hotel's upcoming magazine ad in Southern Living, he worries that no one will spend the time to read all the details of the facilities his resort has to offer. Wanting to have the greatest impact, Will focuses his creative efforts on the

Matt was in a group considered to be actual or potential purchasers of a new mountain bike produced by Specialized Sports. He and the other consumers were shown three different advertisements and asked to judge several dimensions of each one. Matt participated in a(n)

Brittany is choosing the type of media for a new promotional campaign for Halls cough drops. She knows that each type of media has both benefits and disadvantages. She is considering the Internet as a form of media. Which of the following is not a disadvantage of the Internet as a promotional medium?

During which stage of the product life cycle is pioneer advertising most appropriate?

Small and medium-sized firms never use advertising agencies to produce campaigns for them.

When a copywriter and an artist combine the copy with the visual material for a television commercial, it usually is done through use of a

Soft drink companies advertise that their products beat the competition in national "taste tests," and they refer to the rival brands by name. This type of advertising is best described as

Advertisements that promote goods and services are called advocacy advertisements.

What are the major components of a media plan? What factors must be considered as the media plan is implemented?