Exam 17: Advertising and Public Relations

In which medium do advertisers spend the most?

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.The Facebook promotion was trying to get consumers to visit the Toy 'R' Us Web site and stores to purchase holiday gifts.This describes the _____ of the campaign.

_____ measures the number of different target consumers who are exposed to a commercial at least once during a specific period.

An advertising _____ identifies a reason for a person to buy a product.

One of the advantages of television advertising is:

Advergaming is an Internet advertising format where companies put ad messages in Web-based or video games to advertise or promote products.

One method used for setting advertising objectives is:

_____ is the cost of reaching one member of the target market.

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.When Orville LeBlanc decided which media he would use to optimally and cost-effectively reach the store's target audience,he was engaged in developing a(n):

Name and briefly define three forms of product advertising.

Which form of advertising involves an organization expressing its views on controversial issues or responding to media attacks?

The first step in the advertising campaign decision process is to:

Instead of sending artfully arranged flower bouquets,an entrepreneur has developed fresh fruit bouquets and is marketing them under the name Edible Arrangements.The premium fruit is cut to mimic flowers,arranged in a basket,and carefully delivered to the recipient's home.One of the problems is convincing people that it is not a novelty product,but an attractive way to show how you feel about someone.Edible Arrangements will be using _____ advertising to promote its fruit bouquets.

Cranium,the Seattle-based toy company,has recently introduced Giggle Gear,a toy designed to let kids' imagination run wild.With the face and headpieces that make up Giggle Gear,kids can change themselves into aliens,fairies,bugs,and robots.What type of advertising will this company be using to promote this new toy?

A(n)_____ media schedule combines continuous scheduling throughout the year with a flighted schedule during the best sales periods.

General Mills put together a brochure titled,"A Guide to Good Food,Good Health," which it made available to elementary teachers at the beginning of a school year so that the teachers could use the brochures to explain to children why it is important to eat right.This is an example of which public relations tool?

Name and briefly define the two major types of advertising.

A newspaper article revealed that hazardous waste buried in an on-site landfill at a paper manufacturer were leaking into the local water supply.Even though the company quickly stopped the leak and paid for an additional water purification system for the town,it still received some very negative publicity.The company should have:

A print ad for Wydham hotels and resorts shows how different groups can benefit from their vacation whether it be playing as a family,a woman getting a massage,or a young couple enjoying some quality time together.Which executional style is being used in this ad?

Products such as snowblowers,chocolate Easter eggs,mittens,and sunscreen lotion are most likely to be advertised with a _____ media schedule.