Exam 17: Advertising and Public Relations

List and briefly describe the three basic types of media scheduling.Give an example of a product that would be likely to use each of these types of scheduling.

In advertising,the goal is to sell the _____,not the _____ of a product.

All of the following are true regarding stealth marketing EXCEPT:

Kraft's marketing efforts for its Macaroni & Cheese include television commercial and magazine inserts.These activities are all activities associated with:

What is public relations? What is publicity?

Which of the following statements about the selection of media for advertising is true?

The goal of advertising is to change people's values.

An appeal to vanity and egotism is the reason that celebrity spokespeople are used so often in advertising.

Describe some specific ways that companies are using the Internet in their public relations strategies.

What is cause-related marketing? Describe an example of this public relations tool other than those given in the chapter.

_____ advertising is designed to enhance a company's image rather than promote a particular product.

In an advertisement for Dow bathroom cleaner,animated,talking scrubbing bubbles are used to show how hard the bubbles work to clean.The lively scrubbing bubbles appear in all advertisements for this product and are depicted on the packaging.This is an example of a _____ executional style.

The primary advantage of newspaper advertising is demographic selectivity.

Eighty percent of all pregnant women suffer from morning sickness.In a large majority of women,the morning sickness is alleviated by ginger.Your company has developed Gin-Gins,an all-natural hard candy made from real ginger.You are responsible for developing advertisements for Gin-Gins.Name six common advertising executional styles.Then briefly describe how you would design five different Gin-Gins advertisements (one for each executional style you have listed).

General Mills has the "Box Top for Education" program in which several of the company's products have a little Box Top coupon on the package.Families buy the products and schools collect the coupons to redeem for money for the school.This is an example of:

Ads for Oreck vacuums claim that it removes 99 percent of allergens with its Hepa filter,which is based on testing from an independent laboratory.Which executional framework is this?

An Advil magazine print ad shows the same woman painting,at work,in the gym,and with her child.The ad states that Advil works on "all my pains wherever I hurt so I am ready for anything" Which executional style is being used in this ad?

Pioneering advertising,competitive advertising,and comparative advertising are all types of:

Which type of advertising is used to stimulate demand for a new product or product category?

Humorous executional styles are more often used in radio and television advertising than in print or magazine advertising.