Exam 17: Advertising and Public Relations

A print ad for Wyndham hotels and resorts shows how different groups can benefit from their vacation whether it be playing as a family,a woman getting a massage,or a young couple enjoying some quality time together.Which executional style is being used in this ad?

Burger King used a heavy metal rock band of masked chickens to promote its Chicken Fries.This is an example of which executional style of advertising?

An example of sales promotion for BK Chicken Fries would be to offer customers a 50 cents off coupon when they visit the Coq Roq Web site and click on the coupon icon.

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.One of their advertisements featured Mrs.LeBlanc showing how several of the products sold in the shop can be used when entertaining guests.This is an example of which executional style for advertising?

The goal of advertising is to change people's values.

Because Samuel Cabot,Inc. ,a manufacturer of premium-grade wood stains,wants to spend its promotional budget on advertisements that will have a long life span so the ad will be around when the home owner needs such a product,it should use _____ advertising.

When Gillette introduced its Venus razor for women several years ago,it spent $100 million on advertising and other promotions and successfully boosted its market share.As an advertising consultant,you would advise Gillette to now:

The biggest category of sponsorships involves _____,which accounts for almost 68 percent of spending in sponsorships.

List and briefly describe five of the many functions commonly performed by public relations departments.

Publicity:

In the 1960s,there were only three television networks and most consumers only received these three channels plus a local channel.Now,consumers have more than 1,600 channels to choose from.This is an example of which problem facing media planners?

Every day around lunchtime,Rascal's Deli sends text messages advertising daily specials to customers on their GPS-enabled mobile phones.This is an example of:

Which of the following statements about the selection of media for advertising is true?

Stormbreaker,a new spy movie,details the story of Alex Rider who,after the death of his uncle,is recruited as an M16 spy.Armed with a special set of gadgets,Rider's mission is to save millions of lives.In James Bond fashion,the Cross pen serves as one of the key gadgets in the film.The maker of the Cross pen paid to have its pen featured in this movie.This is an example of:

The ads for Liquid-Plumr drain cleaner show the product being applied to a clogged drain and the clog disappearing.These ads use a _____ executional style.

A feature of a product is called a(n):

In an advertisement for Planters peanuts and trail mix,a peanut wearing a monocle and a top hat and called Mr.Peanut represents the product quality.Mr.Peanut appears in all of the advertisements for Planters.This is an example of how a company can use a _____ executional style.

Ads on shopping carts at grocery stores and in video games are examples of:

Public information about a company,good,or service appearing in the mass media as a news item is:

Which of the following is what consumers will receive or achieve by using a product?