Exam 17: Advertising and Public Relations

A medium's ability to reach a precisely defined market is its:

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.The new campaign for the store is designed to stimulate demand for the LeBlanc's new store,given that the store is in the introductory stage of the product life cycle.The campaign would be considered:

In an advertisement for Planters peanuts and trail mix,a peanut wearing a monocle and a top hat and called Mr.Peanut represents the product quality.Mr.Peanut appears in all of the advertisements for Planters.This is an example of how a company can use a _____ executional style.

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.Toys 'R' Us advertises year-round but increases its advertising and promotional activity from October through December,which is when the majority of its sales occur for the year.Which type of media schedule does this describe?

In 2009,the top advertiser in the United States,according to dollars spent per year,was:

Many advertisements use celebrities that are liked by many people in hopes that consumers will buy the product that the celebrity endorses.Using celebrities to influence consumers to buy the product is an example of which advertising appeal?

A news story on the resignation of Steve Jobs as CEO of Apple-complete with descriptions of the numerous innovations he pioneered during his tenure-is an example of:

List and briefly describe five of the many functions commonly performed by public relations departments.

The advertising response function helps marketers:

A Wall Street Journal headline is "Best Buy Wins iPhone Lineup." This article represents _____ for Best Buy and Apple Inc.

ReaLemon juice relies on the slogan,"Fresh Lemon Taste Made Easy." What kind of an advertising appeal is this ad using?

Your company has decided to become the American producer of Chocomel,a Dutch soda that tastes like chocolate mousse.It is made from partially creamed milk,sugar,cocoa,and stabilizers.The price for one glass bottle will be $1.09.You are responsible for developing several advertisements for Chocomel.Name five common advertising appeals.For each appeal,give an example of a Chocomel advertisement message using that appeal.

Each year,Atlanta hosts the Peachtree Road Race,a running event that attracts many world-caliber racers.This year race officials also sanctioned a race conducted in Iraq so that soldiers from the state would not have to miss the annual event.The winners of the Mid-east race as well as scenes of the actual race were televised.In terms of a promotional mix,this Iraqi Peachtree Race was as example of:

Ads in which where Dunkin' Donuts tells consumers that more "hard-working" people prefer their coffee than the high-priced,"elitist" coffee sold at Starbucks are examples of _____ advertising.

A national chain of restaurants was accused of discriminating against African American customers.As the director of public relations for this chain,describe the public relations tool you would use to counter this negative publicity.

IBM runs television ads that show how their IT services can help a small Internet start up prepare for and solve any problems that may arise in their daily operations.This is an example of a:

Ads for Brita water filters describe how one Brita pitcher filter can reduce waste by effectively replacing as many as 300 standard plastic water bottles.What kind of an advertising appeal is this ad using?

Arkadium creates games adults and kids can play on the Internet.While people play these games advertising creatively appears in or around the game.Their clients include General Motors,NBC,Warner Bros. ,and more.Arkadium is creating _____ to reach target markets for its clients.

A print ad for Kraft Capri Sun drink packs says "take a sip of antioxidant protection" What kind of an advertising appeal is this ad using?

Every day around lunchtime,Rascal's Deli sends text messages advertising daily specials to customers on their GPS-enabled mobile phones.This is an example of: