Exam 18: Advertising and Public Relations

The public relations department at Lowe's Home Improvement submits one page of typewritten copy to national newspapers and news web sites to announce its one-day, nationwide clean-up-local-parks event. This is an example of a

____ is a broad set of communication activities used to create and maintain favorable relations between the organization and its stakeholders.

A marketer that wanted to include detailed information in advertisements would most likely use

Reinforcement advertising is primarily targeted at

Brands that are promoted through comparative advertising are most likely to be

Frederick Griffith of Griffith's department stores tells his marketing director that he is tired of the constant price-centered advertising by the firm's agency. "We have the best customer service in town, and I feel that is what we should be hanging our hats on," he states. This statement is most appropriate for use in which of the following stages of campaign development?

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.

Product advertising is often used to stimulate demand directly.

Radio copy should consist of short, familiar terms.

Event sponsorship can provide companies with a considerable amount of advertising.

A feature article is longer than a news release and is written for a particular publication.

An ad for a multivitamin that claims, "We still bring you everything you need to get through your day in one vitamin," would most likely be considered ____ advertising.

Pioneer advertising involves describing the features and benefits of a product in contrast to a direct competitor.

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.

A cost comparison indicator (such as CPM) should not be used to compare the cost and impact of a television commercial with the cost and impact of a newspaper advertisement.

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

Advertising agencies typically receive

Advertising objectives should be stated in clear, precise, and measurable terms.

Before launching a new advertising campaign, marketers for Healthy Choice frozen dinners must determine the selling points that they want to include in the advertisements. The identification and organization of these selling points is called the

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)