Exam 17: Advertising and Public Relations

Companies increasingly are using the Internet in their public relations strategies.

There are several criteria used in selecting media in an advertising campaign.Name and briefly discuss the impact of five of these criteria used to select media.

A magazine ad for Baker's chocolate shows a picture of a luscious chocolate cookie and is headlined,"Love cleverly disguised as chocolate." Which executional style is being used in this ad?

All of the following are used for making media mix decisions EXCEPT:

BMW of North America sponsored an instructional driving school for teenagers in major cities across the U.S.Teens received a training session that included driving techniques and accident avoidance skills.This is an example of:

Publicity:

When an advertiser decides how much space and/or time will be placed in each advertising medium that the company wants to use,the advertiser is determining its:

Allstate Insurance has mostly ditched its famous "in good hands" ads in favor of a character called "Mayhem," who shows up in your life at random - and trashes it.What kind of advertising appeal were these ads using?

LeBlanc's Pecan Company Betty and Orville LeBlanc recently opened LeBlanc's Pecan Company retail store.In addition to shelled and unshelled pecans,the Texas store sells pecan pies,tortes,fruitcakes,fudge,pralines,chocolate pecan bark,homemade pecan ice cream toppings,and jams and jellies.At this time,there are no other stores of this type in the Houston area.The LeBlancs are considering developing an advertising campaign for their store focusing on its wide assortment of pecan-related products.Orville LeBlanc has drawn up a list of communication tasks the advertising must accomplish.He used the DAGMAR approach to draw up this list. -Refer to LeBlanc's Pecan Company.A feature article in a Houston newspaper describing the LeBlanc's Pecan Company store and what it sells would be an example of:

A(n)_____ designates the medium or media to be used,the specific vehicles,and the insertion dates of the advertising.

Billboard advertisements often have to compete for a driver's attention with traffic,passengers,radio,or other billboards.Billboard advertising would be described as:

The advertising response function is a phenomenon in which increased spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing results.

Before any creative work can begin on an advertising campaign,it is important to:

Which public relations tool involves a company spending money to support an issue,cause,or event that is consistent with corporate objectives?

LeBlanc's Pecan Company Betty and Orville LeBlanc recently opened LeBlanc's Pecan Company retail store.In addition to shelled and unshelled pecans,the Texas store sells pecan pies,tortes,fruitcakes,fudge,pralines,chocolate pecan bark,homemade pecan ice cream toppings,and jams and jellies.At this time,there are no other stores of this type in the Houston area.The LeBlancs are considering developing an advertising campaign for their store focusing on its wide assortment of pecan-related products.Orville LeBlanc has drawn up a list of communication tasks the advertising must accomplish.He used the DAGMAR approach to draw up this list. -Refer to LeBlanc's Pecan Company.One of their advertisements featured Mrs.LeBlanc showing how several of the products sold in the shop can be used when entertaining guests.This is an example of which executional style for advertising?

Placing advertising messages in Web-based or video games to advertise or promote a product,service,organization,or issue is known as:

An appeal to love and romance is often used in selling cosmetics and perfume.

Which of the following is a public relations strategy that involves getting a product,service,or company name to appear in a movie or television show?

An article in Business Week about the reengineered Honda CRV is an example of:

Ads for Yoplait Greek Yogurt highlight that the product has twice the protein and three times the calcium of other yogurts.This advertising highlights: