Exam 17: Advertising and Public Relations

Unlike advertising that establishes or maintains a company's identity,_____ advertising touts the benefits of a specific good or service.

How can advertising affect consumers?

One of the reasons why a retailer might avoid the use of newspaper advertising is:

Which form of advertising is designed to influence demand for a specific brand?

An ad for the General Electric Advantium microwave shows people rushing from one place to another and has the headline,"If your life moves this fast,maybe your oven should too." According to the ad,even though there never seems to be enough time to cook,this microwave will help you prepare home-cooked meals.This is an example of the use of a _____ executional style.

All of the following are advantages offered by radio to its advertisers EXCEPT:

Toys 'R' Us Retailers are using social media in unprecedented levels.In 2011,more than 90% of all U.S.retailers were using social media.That's a monumental increase given the fact that only 4% used it in 2007.About 70% are on Facebook and MySpace,and more than half use Twitter.Toys 'R' Us is one of those retailers.The retailer has enlisted basketball superstar Shaquille O'Neal in a "Join Shaq Give Back" promotion in which $1 is donated to a charity for every new Facebook fan.Shaq tweets about his "Shaq-a-Claus" challenge to his 4.3 million followers.The Facebook site also focuses on parents with the song "I don't want to grow up." -Refer to Toys 'R' Us.What appeal is Toy 'R' Us using by enlisting Shaquille O'Neal in the "Join Shaq Give Back" promotion?

Toys 'R' Us Retailers are using social media in unprecedented levels.In 2011,more than 90% of all U.S.retailers were using social media.That's a monumental increase given the fact that only 4% used it in 2007.About 70% are on Facebook and MySpace,and more than half use Twitter.Toys 'R' Us is one of those retailers.The retailer has enlisted basketball superstar Shaquille O'Neal in a "Join Shaq Give Back" promotion in which $1 is donated to a charity for every new Facebook fan.Shaq tweets about his "Shaq-a-Claus" challenge to his 4.3 million followers.The Facebook site also focuses on parents with the song "I don't want to grow up." -Refer to Toys 'R' Us.By donating $1 to charity for every new Facebook fan,Toys 'R' Us is using:

_____ advertising compares two or more specifically named or shown competing brands on one or more specific attributes.

Define advertising and explain why new brands with small market share tend to spend proportionately more for advertising and sales promotion than those with a large market share.

Products in the latter stages of the product life cycle,which are advertised on a reminder basis,use a(n)_____ media schedule.

M&M's famous slogan,"Melts in your mouth,not in your hand," is an example of a(n):

Exxon Mobil has launched a series of ads promoting their commitment to alternative energy sources during a time when they are recording record profits and consumers struggle with high gas prices and environmentalists are concerned that burning fossil fuels is contributing to the acceleration of global warming.This is an example of _____ advertising.

A(n)_____ is a specific communication task that a campaign should accomplish for a specified target audience during a specified period of time.

Public information about a company,good,or service appearing in the mass media as a news item is:

In Times Square in New York City there are huge outdoor signs everywhere advertising products,theatre musicals,and services.Along with all the outdoor advertisements,there are also a lot of people bustling about,cars beeping,vendors trying to hand out coupons to events,and police keeping a watchful eye on the revelry.Times Square exhibits:

Around election time every year,we see ads on television claiming that one candidate is superior to another in terms of experience,capability,and/or ethics.Sometimes opponents are named and even vilified in these _____ ads.

Historically,advertising in the United States has been oriented around corporations,not products.

Because Samuel Cabot,Inc. ,a manufacturer of premium-grade wood stains,wants to spend its promotional budget on advertisements that will have a long life span so the ad will be around when the homeowner needs such a product,it should use _____ advertising.

_____ advertising is an arrangement under which a manufacturer pays a percentage of the advertising cost for an ad that a retailer places for the manufacturer's brand.