Exam 17: Advertising and Public Relations

A news story on the resignation of Steve Jobs as CEO of Apple-complete with descriptions of the numerous innovations he pioneered during his tenure-is an example of:

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

The U.S.Army created a video game called America's Army to boost its recruiting efforts.The game is an example of:

Burger King's Coq Roq Web site,while controversial,had a direct influence on the sale of its Chicken Fries.

_____ is the way the advertisement portrays its information.

Many advertisements use celebrities who are liked by many people in hopes that consumers will buy the product that the celebrity endorses.Using celebrities to influence consumers to buy the product is an example of which advertising appeal?

Which of the following products is most likely to use a pulsing media schedule?

The main premise of _____ planning is that advertising works by influencing the brand choice of people who are ready to buy.

An article in BusinessWeek about the reengineered Honda CRV is an example of:

Which of the following statements about comparative advertising is true?

BMW of North America sponsored an instructional driving school for teenagers in major cities across the U.S.Teens received a training session that included driving techniques and accident avoidance skills.This is an example of:

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:

The DAGMAR approach is one method of setting advertising objectives.

Around election time every year,we see ads on television claiming that one candidate is superior to another in terms of experience,capability,and/or ethics.Sometimes opponents are named and even vilified in these _____ ads.

General Mills put together a brochure titled,"A Guide to Good Food,Good Health," which it made available to elementary teachers at the beginning of a school year so that the teachers could use the brochures to explain to children why it is important to eat right.This is an example of which public relations tool?

DAGMAR is an acronym for:

By using a Web site to promote Chicken Fries,Burger King chose a ________ in which to promote their new product.

An ad for Crystal Geyser bottled water shows why and how the bottler supports the reforestation of America's forests.What kind of an advertising appeal is this ad using?

Toys "R" Us Retailers are using social media in unprecedented levels.In 2011,more than 90% of all U.S.retailers were using social media.That's a monumental increase given the fact that only 4% used it in 2007.About 70% are on Facebook and MySpace,and more than half use Twitter.Toys "R" Us was one of those retailers.The retailer has enlisted basketball superstar,Shaquille O'Neal,in a "Join Shaq Give Back" promotion in which $1 is donated to a charity for every new Facebook fan.Shaq tweets about his "Shaq-a-Claus" challenge to his 4.3 million followers.The Facebook site also focuses on parents with the song "I don't want to grow up." -Refer to Toys "R" Us.What appeal is Toys "R" Us using by enlisting Shaquille O'Neal in the "Join Shaq Give Back" promotion?

The primary advantage of newspaper advertising is demographic selectivity.