Exam 17: Advertising and Public Relations

Ads for M&M candy that prominently feature the M&M candies in real-life situations are using a _____ appeal.

Arkadium creates games adults and kids can play on the Internet.While people play these games,advertising creatively appears in or around the game.Their clients include General Motors,NBC,Warner Bros. ,and more.Arkadium is creating _____ to reach target markets for its clients.

A print ad depicts a picture of a frozen dessert accompanied by information about the dessert: "two servings,only 300 calories per serving,no cholesterol,and 100 percent of the RDA of vitamins and minerals." This is an example of an advertisement selling the product's benefits.

Ads for General Foods International Coffees all feature the slogan "It stirs the soul." Given this information and the fact that the ads feature flowers,soft lights,and romantic settings,you know that these ads use a _____ executional style.

Gucci,a very expensive brand of clothing and accessories,show beautiful women wearing its products in magazine ads.What kind of an advertising appeal is this?

An emphasis on branding generally begins as firms use _____ advertising.

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.The Facebook promotion was trying to get consumers to visit the Toys "R" Us Web site and stores to purchase holiday gifts.This describes the _____ of the campaign.

The American Association of Retired Persons (AARP)fights to protect social programs such as Medicare and Social Security for senior citizens and runs television and print advertisements encouraging its members to contact their legislators about these topics.Such ads are examples of _____ advertising.

Each year,Atlanta hosts the Peachtree Road Race,a running event that attracts many world-caliber racers.This year,race officials also sanctioned a race conducted in Iraq so that soldiers from Georgia would not have to miss the annual event.The winners of the Mideast race as well as scenes of the actual race were televised.In terms of a promotional mix,this Iraqi Peachtree Race was as example of:

What is institutional advertising? How does advocacy advertising differ from institutional advertising?

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.Which type of product advertising is this campaign built around?

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.A feature article in a Houston newspaper describing the LeBlanc's Pecan Company store and what it sells would be an example of:

_____ is a measure of the number of times an individual is exposed to a brand message.It is used to measure the intensity of a specific medium's coverage.

Unlike advertising that establishes or maintains a company's identity,_____ advertising touts the benefits of a specific good or service.

Outdoor advertising:

Which form of advertising involves an organization expressing its views on controversial issues or responding to media attacks?

Define advertising and explain why new brands with small market share tend to spend proportionately more for advertising and sales promotion than those with a large market share.

A(n)_____ media schedule combines continuous scheduling throughout the year with a flighted schedule during the best sales periods.

In Times Square in New York City,there are huge outdoor signs everywhere advertising products,theater musicals,and services.Along with all the outdoor advertisements,people are bustling about,cars are beeping,vendors are trying to hand out coupons to events,and police are keeping a watchful eye on the revelry.Times Square exhibits:

Ads for Oreck vacuums claim that it removes 99 percent of allergens with its Hepa filter,which is based on testing from an independent laboratory.Which executional framework is this?