Exam 18: Advertising and Public Relations

If researchers at Merck Pharmaceuticals develop a cure for prostate cancer,the best way to announce this to the public and get wide media coverage would be through a

Domino's is looking into magazine advertising for its pizza.The company wants to reach as many people as possible,but due to budget constraints Domino's must reach consumers as efficiently as possible.What can Domino's use to evaluate various magazines?

What steps should an organization take to be able to deal effectively with negative public relations?

If during an advertising campaign a certain portion of advertising runs continuously,and then during specific periods additional advertising is used to intensify the level of communication,a(n)____ media schedule is being used.

Carla is stopped by a researcher at a shopping mall and asked what was last television commercial she remembers seeing was.This is an example of a(n)

An effective approach for dealing with potential unfavorable public relations resulting from a negative event is to discourage news coverage.

Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody did?" exemplifies the use of ____ advertising.

What is an advertising platform most commonly based upon?

If Target were to base its advertising appropriation on the amount that Walmart spends,it would be using the ____ approach.

Which of the following statements applies to media planning?

Brian and Tiffany are discussing the media plan for the opening of their new bar/laundromat called Soap and Suds.He tells her that while he agrees that ____ has tremendous impact,he does not feel that the upfront costs for such a campaign are in the modest budget that presently exists.

When a company promotes its position on a public issue,this is specifically referred to as ____ advertising.

Parisian Dry Cleaners airs a series of radio ads that claim,"We are the fastest dry cleaners in town." This campaign would best be described as ____ advertising.

The advertising platform is the foundation on which campaign messages are built.

The basic issues or selling points that an advertiser wants to include in an advertising campaign is (are)the

When Anheuser-Busch ran an advertising campaign featuring the slogan,"Know when to say when," it was using

The two major types of product advertising are

After the advertising budget is determined,the next step in creating an advertising campaign is

Ad agencies and firms usually work together when creating an ad campaign because the agencies would act too subjectively on their own.

Comparative advertisements mention the actual names of competing brands.