Exam 17: Advertising and Public Relations

A feature of a product is called a(n):

Ads for Revlon cosmetics feature celebrities like Halle Berry,Kate Hudson,and Jessica Biel endorsing the product.These are examples of a _____ executional style for advertising.

Tools for the public relations manager include all of the following EXCEPT:

Prices on items sold by supermarkets change frequently,and they often offer special sales to match or beat the prices of their competitors.Therefore,_____would be a major consideration when a supermarket selects an advertising vehicle.

All of the following statements about postcampaign evaluation are true EXCEPT:

The American Association of Retired Persons (AARP)fights to protect social programs such as Medicare and Social Security for senior citizens and runs television and print advertisements encouraging its members to contact their legislators about these topics.Such ads are examples of _____ advertising.

A small,high-tech company has just launched a new writing pen that has a memory,much like a small computer.The advertising campaign focuses on the innovativeness of the new product.This is an example of pioneering advertising.

DAGMAR is an acronym for:

Ads for General Foods International Coffees all feature the slogan,"It stirs the soul." Given this information and the fact that the ads feature flowers,soft lights,and romantic settings,you know that these ads use a _____ executional style.

A print ad depicts a picture of a frozen dessert accompanied by information about the dessert: "two servings,only 300 calories per serving,no cholesterol,and 100 percent of the RDA of vitamins and minerals." This is an example of an advertisement selling the product's benefits.

Which of the following is what consumers will receive or achieve by using a product?

On Subway napkins,they compare the nutritional information for their 6-inch subs to McDonald's Big Mac and Burger King Whopper.This is an example of competitive advertising.

_____ is any form of impersonal,sponsor-paid,one-way mass communication.

An advertising campaign:

A commercial for McDonald's shows kids having fun with their Happy Meals.This is an example of a demonstration executional style for advertising.

Mobile advertising may be one of the most promising tactics for contacting consumers when they are thinking about a specific product.

_____ is a measure of the number of times an individual is exposed to a brand message.It is used to measure the intensity of a specific medium's coverage.

Nature's Path makes EnviroKids brand organic cereals,rice bars,and cookies.It is determining whether to put its advertisements in newspapers or on television.Its primary concern is with how many people in its target market will be exposed to its ads.In other words,the company is concerned about frequency.

Which of the following products is most likely to use a pulsing media schedule?

Which of the following involves the association of a for-profit company with a nonprofit organization?