Exam 17: Advertising and Public Relations

The main premise of _____ planning is that advertising works by influencing the brand choice of people who are ready to buy.

Which of the following statements about comparative advertising is true?

Cause-related marketing is when two competing companies come together to support a cause,such breast cancer research.

An ad for the new Magnifique perfume by Lancome shows that it can be purchased at Macy's.This ad was most likely an example of _____ advertising.

Stormbreaker,a new spy movie,details the story of Alex Rider who,after the death of his uncle,is recruited as an M16 spy.Armed with a special set of gadgets,Rider's mission is to save millions of lives.In James Bond fashion,the Cross pen serves as one of the key gadgets in the film.The maker of Cross pen paid to have its pen featured in this movie.This is an example of:

In the 1960s,there were only three television networks and most consumers only received these three channels plus a local channel.Now,consumers have more than 1,600 channels to choose from.This is an example of which problem facing media planners?

What is the most significant recent trend that has affected television advertising? Describe the trend and how it impacts television networks,and explain how television networks have been dealing with it.

_____ is the series of decisions advertisers make regarding the selection and use of media that will optimally and cost-effectively communicate the message to the target audience.

Gucci,a very expensive brand of clothing and accessories,show beautiful women wearing its products in magazine ads.What kind of an advertising appeal is this?

Advertisers are often concerned with the noise level in a medium.The medium that is assumed to have the lowest noise level is:

Why do companies with new brands that have a small market share tend to spend proportionately more for advertising and sales promotions compared to those with a large market share for existing products?

_____ advertising has the advantages of being both timely and geographically flexible.

The biggest category of sponsorships involves _____,which accounts for almost 68 percent of spending in sponsorships.

Advertising in the form of a 30-minute advertisement that resembles a TV talk show is called a(n):

Kia Motors runs television advertisements that encourage the purchase of their Kia Soul compact car.This is an example of _____ advertising.

Promotion is defined as any form of impersonal,paid communication in which the sponsor or company is identified.

Tobacco company Philip Morris runs television ads where they promote quitting smoking and direct viewers to a Web site for support and help.These ads are examples of _____ advertising.

An article in the Wall Street Journal about GM's turn around strategy and new upcoming product,the Volt,would be an example of:

A newspaper ad for General Mills cereal highlights its BoxTop Redemption program in which General Mills donates cash to schools when the schools redeem box tops from General Mills cereal.This ad focuses on:

_____ is the way the advertisement portrays its information.