Exam 17: Advertising and Public Relations

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

The Tween Scene is a retail store catering to 8- to 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.

Advertisers must evaluate several qualitative factors involved in media selection.Name at least three of them.

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

Which public relations tool involves a company spending money to support an issue,cause,or event that is consistent with corporate objectives?

One of the reasons why a retailer might avoid the use of newspaper advertising is:

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.

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

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

An article in the Wall Street Journal about GM's turnaround strategy and new upcoming product,the Volt,would be an example of:

How can advertising affect consumers?

Television is an example of an advertising:

_____ is the series of decisions advertisers make regarding the selection and use of media,allowing the marketer to optimally and cost-effectively communicate the message to the target audience.

What is the most significant recent trend that has affected television advertising? Describe the trend and how it impacts television networks,and explain how television networks have been dealing with it.

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.

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

Exxon Mobil has launched a series of ads promoting its commitment to alternative energy sources during a time when the company is recording record profits while consumers struggle with high gas prices and environmentalists are concerned that burning fossil fuels is contributing to the acceleration of global warming.This is an example of _____ advertising.

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

Advertising in the form of a 30-minute advertisement that resembles a television talk show is called a(n):

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.