Exam 17: Advertising and Public Relations

Products such as snowblowers,chocolate Easter eggs,mittens,and sunscreen lotion are most likely to be advertised with a _____ media schedule.

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

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.

Which of the following products is most likely to have a seasonal media schedule?

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

Products in the latter stages of the product life cycle,which are advertised on a reminder basis,use a(n)_____ media schedule.

Pepsi-Cola uses reminder advertising that runs steadily all year.This is an example of a _____ media schedule.

With a(n)_____ media schedule,the advertiser may schedule the ads heavily every other month to achieve a greater impact with an increased frequency and reach at those times.

Which of the following statements is NOT true about postcampaign evaluation?

Advergaming is an Internet advertising format where companies put ad messages in Web-based or video games to advertise or promote products.

Which of the following is a public relations strategy that involves getting a product,service,or company name to appear in a movie or television show?

There are several criteria used in selecting media in an advertising campaign.Name and briefly discuss the impact of five of these criteria used to select media.

Spending on advertising varies by industry.

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

One of the advantages of television advertising is:

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

Burger King needed crisis management to control the negative publicity surrounding the Coq Roq Web site,in order to keep the launch of Chicken Fries from being ruined.

Instead of sending artfully arranged flower bouquets,an entrepreneur has developed fresh fruit bouquets and is marketing them under the name Edible Arrangements.The premium fruit is cut to mimic flowers,arranged in a basket,and carefully delivered to the recipient's home.One of the problems is convincing people that it is not a novelty product,but an attractive way to show how you feel about someone.Edible Arrangements will be using _____ advertising to promote its fruit bouquets.

_____ measures the number of target consumers exposed to a commercial at least once during a specific period,usually four weeks.

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