Exam 18: Advertising and Public Relations

When sales go up, advertising should be increased; when sales decline, advertising should be decreased.

To announce a major news event, an organization should use a news release.

An ad's ____ is designed to attract readers' attention and develop interest so that they will read the entire advertisement.

A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the dates and times, is a(n)

The identification of an advertisement's sponsor is the

Rachel is considering advertising her new restaurant on the radio to attract more customers. She knows that in order to attract listeners' attention on the radio it will be important for her to

The "Got milk?" print campaign is advertising that stimulates demand for a(an) ____, known as ____ advertising.

Reminder advertising is not applicable to new products.

If a commercial advertisement compares one brand of laundry detergent to another brand, this is a type of competitive advertising.

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

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

Measuring effectiveness during a campaign is usually accomplished by using

The type of posttest an advertiser uses is affected by the type of advertising objectives set by the advertiser.

Describe how the use of social media can strengthen the effectiveness of advertising.

Grant is responsible for the marketing promotions of a small firm of consultants. It is most likely that his firm will use ____ to create and implement its advertising campaigns.

Identify and describe four publicity-based public relations tools.

Scenario 18.1 Use the following to answer the questions. The Toyota Corporation is developing its promotional plan for the coming year and is considering several types of advertising to communicate its messages. Toyota will likely advertise its new vehicle, the Venza, on TV, on its website, in major national magazines, and through Facebook. It is possible that the ads could focus on the features of the Venza and its most likely competitor, the Ford Edge. Other forms of advertising that can be considered are ads that feature all of the Toyota brands in a single ad, while mentioning only the Toyota brand and its company's strengths. Finally, Toyota will probably continue to advertise updates of its cash cow brands, the Camry and the hybrid versions of its SUVs. -Refer to Scenario 18.1. The advertising mentioned above in which Toyota features all brands of the company would be an example of

A marketer's advertising platform should consist of issues that are important to consumers.

Which of the following is not a public relations tool?

Which of the following lists forms of competitive advertising?