Exam 14: Marketing Communications and Advertising

A(n)_____ is a specific communication task that a campaign should accomplish for a specified target audience during a specified period of time.

The _____ is the originator of the message in the communication process.

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.The new campaign for the store is designed to stimulate demand for the LeBlanc's new store,given that the store is in the introductory stage of the product life cycle.The campaign would be considered:

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.

In an advertisement for Planters peanuts and trail mix,a peanut wearing a monocle and a top hat and called Mr.Peanut represents the product quality.Mr.Peanut appears in all of the advertisements for Planters.This is an example of how a company can use a _____ executional style.

All of the following are used for making media mix decisions EXCEPT:

The Americans for Balanced Energy Choices has spent $1.3 million on billboard,newspaper,television and radio ads to rally public support for coal-fired electricity.The council has developed a(n)_____ that sets out how it will use all of the elements of the promotional mix to create a coordinated plan that will become an integral part of the organization's marketing strategy.

Your company has decided to become the American producer of Chocomel,a Dutch soda that tastes like chocolate mousse.It is made from partially creamed milk,sugar,cocoa,and stabilizers.The price for one glass bottle will be $1.09.You are responsible for developing several advertisements for Chocomel.Name five common advertising appeals.For each appeal,give an example of a Chocomel advertisement message using that appeal.

The receiver's response to a message is _____ to the source.

For communication to be effective:

_____ is probably the most important factor in determining the promotional mix.

Because Samuel Cabot,Inc.,a manufacturer of premium-grade wood stains,wants to spend its promotional budget on advertisements that will have a long life span so the ad will be around when the homeowner needs such a product,it should use _____ advertising.

The Swine Palace Theater runs ads in the entertainment section of the local newspaper every first weekend of each month.This is a _____ scheduling plan.

All of the following are advantages offered by radio to its advertisers EXCEPT:

Which of the following statements about comparative advertising is true?

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.

New Moon,the second movie in the vampire love-saga,has been promoted through TV,newspaper,magazine,Web sites,and merchandise.To make sure that all of the promotional messages are coordinated,the studio which produced it should use the:

In terms of the AIDA process,public relations has its greatest impact in gaining action from the targets of the message.

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

Detrol,a drug for an overactive bladder,runs a television ad where a empathetic female restroom sign jumps off the door and convinces a patient to have the "Detrol discussion" with her doctor as the patient,after multiple trips to the bathroom,obviously has an overactive bladder.This is an example of a(n)_____ ad.