Exam 17: Advertising and Public Relations

Ads for Sandals Resorts that prominently feature vacationers in real-life situations are using a _____ appeal.

An ad for an AT&T MasterCard offered zero percent interest on any balance transferred from another card by September 1,as well as no annual fee.What kind of an appeal is this ad using?

All of the following are common types of advertising appeals EXCEPT:

When Gillette introduced its Venus razor for women several years ago,it spent $100 million on advertising and other promotions and successfully boosted its market share.As an advertising consultant,you would advise Gillette to now:

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.If Orville LeBlanc is most interested in audience selectivity and production costs,he should select _____ as the store's primary advertising medium.

All of the following are executional styles for advertising EXCEPT:

DuPont has an advertisement that shows police officers describing how they were shot at close range in the line of duty.The advertisement explains that the lives of these public servants were saved by Kevlar bullet-proof vests and that Kevlar was invented by DuPont.This is an example of _____ advertising.

Ads on shopping carts at grocery stores and in video games are examples of:

Publicity consists of programs developed by a company to capitalize on the factors that will enhance the firm's image and minimize those that generate negative images.

The Tween Scene is a retail store catering to 8-12 year-old boys and girls.It advertises regularly both on radio and in the daily newspaper.The month prior to the beginning of each new school year,the store buys extra advertising space and time.This is an example of a(n)_____ scheduling plan.

Crisis management should begin before a crisis occurs.

The sponsorship of NASCAR is an example of a public relations activity.

Name five major advertising media.List two advantages and two disadvantages associated with the use of each.

Media vehicles like People magazine and The Chicago Tribune appeal to a wide cross section of the population.In contrast,Self magazine and The Food Network have high levels of:

_____ is the promotional mix element that evaluates public attitudes,identifies issues that may elicit public concern,and executes programs to gain public understanding and acceptance.

_____ is used by public relations specialists to handle the effects of unfavorable publicity.

Meek's Hunting Emporium is a retail store that carries all the products hunters need or think they need.It has set up an advertising plan that allows it to advertise every day prior to the opening of quail-,deer-,and turkey-hunting seasons on four local radio stations,as well as in the local newspapers.This is an example of a:

A(n)_____ is a desirable,exclusive,and believable advertising appeal selected as the theme for a campaign.

Comparative advertising:

The _____ is the channel used to convey a message to a target market.