Exam 17: Advertising and Public Relations

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).

_____ is the cost of reaching one member of the target market.

What is public relations? What is publicity?

An ad for the General Electric Advantium microwave shows people rushing from one place to another and has the headline,"If your life moves this fast,maybe your oven should too." According to the ad,even though there never seems to be enough time to cook,this microwave will help you prepare home-cooked meals.This is an example of the use of a _____ executional style.

Advertisers are often concerned with the noise level in a medium.The medium that is assumed to have the lowest noise level is:

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.

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?

Name and briefly define three forms of product advertising.

IBM runs television ads that show how their information technology services can help a small Internet start-up prepare for and solve any problems that may arise in its daily operations.This is an example of a:

Why do companies with new brands that have a small market share tend to spend proportionately more for advertising and sales promotions compared to those with a large market share for existing products?

All of the following are executional styles for advertising EXCEPT:

Allstate Insurance has mostly ditched its famous "in good hands" ads in favor of a character called "Mayhem," who shows up in your life at random - and trashes it.What kind of advertising appeal were these ads using?

In 2009,the top advertiser in the United States,according to dollars spent per year,was:

Cause-related marketing is when two competing companies come together to support a cause,such as breast cancer research.

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.Toys "R" Us advertises year-round but increases its advertising and promotional activity from October through December,which is when the majority of its sales occur for the year.Which type of media schedule does this describe?

Meek's Hunting Emporium is a retail store that carries all the products hunters need or think they need.It has set up an advertising plan that allows it to advertise every day prior to the opening of quail-,deer-,and turkey-hunting seasons on four local radio stations,as well as in the local newspapers.This is an example of a:

A commercial for McDonald's shows kids having fun with their Happy Meals..This is an example of a demonstration executional style for advertising.

There are many snack foods for children,but only Nature's Path makes an organic snack designed for a child's palate.The product's unique selling proposition is that it is completely organic.

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

Crisis management should begin before a crisis occurs.