Exam 17: Advertising and Public Relations

The goal of competitive advertising is to influence demand for a specific brand.

M&M's famous slogan,"Melts in your mouth,not in your hand," is an example of a(n):

Magazine ads have a much shorter life span and pass-along rate than radio ads.

A magazine ad for Baker's Chocolate shows a picture of a luscious chocolate cookie and is headlined,"Love cleverly disguised as chocolate." Which executional style is being used in this ad?

A newspaper ad for General Mills cereal highlights its BoxTop Redemption program in which General Mills donates cash to schools when the schools redeem box tops from General Mills cereal.This ad focuses on:

Mobile advertising may be one of the most promising tactics for contacting consumers when they are thinking about a specific product.

A small high-tech company has just launched a new writing pen that has a memory,much like a small computer.The advertising campaign focuses on the innovativeness of the new product.This is an example of pioneering advertising.

A(n)_____ is a desirable,exclusive,and believable advertising appeal selected as the theme for a campaign.

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.When Orville LeBlanc decided which media he would use to optimally and cost-effectively reach the store's target audience,he was engaged in developing:

Which form of advertising is designed to influence demand for a specific brand?

_____ advertising is an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand.

Companies increasingly are using the Internet in their public relations strategies.

A print ad for Real Simple magazine shows a group of women sitting on a sofa talking and laughing.Which executional style is being used in this ad?

An advertising campaign:

Nature's Path makes EnviroKids brand organic cereals,rice bars,and cookies.It is determining whether to put its advertisements in newspapers or on television.Its primary concern is with how many people in its target market will be exposed to its ads.In other words,the company is concerned about frequency.

_____ advertising compares two or more specifically named or shown competing brands on one or more specific attributes.

Why do many brands with a large market share spend proportionally less on advertising compared to brands with small market share?

In an advertisement for Dow bathroom cleaner,animated,talking scrubbing bubbles are used to show how hard the bubbles work to clean.The lively scrubbing bubbles appear in all advertisements for this product and are depicted on the packaging.This is an example of a _____ executional style.

In advertising,the goal is to sell the _____,not the _____ of a product.

Placing advertising messages in Web-based or video games to advertise or promote a product,service,organization,or issue is known as: