Exam 11: Communicating Customer Value: Advertising and Public Relations

The copy is the main block of text in a print advertisement.

You are looking to advertise your new product and you want good mass-marketing coverage and low cost per exposure.You should choose ________ as your advertising media.

Advertisers should use comparative advertising appeals cautiously.Which of the following is NOT one of the dangers of comparative advertising?

Persuasive advertising becomes comparative advertising,also known as ________,when a company directly or indirectly compares its brand with one or more other brands.

In the process of developing the advertising strategy,decisions about ________ are likely to be more important than decisions about the creative elements of the campaign.

The Melbourne Technical College wishes to contact Year 12 students at public schools in the state of Victoria.Which of the following media would be most effective and efficient?

Which promotional mix strategy directs marketing efforts toward final consumers?

Media multitaskers are people who consume more than one medium simultaneously.

A product in the maturity stage will often require ________ advertising.

Pulsing means scheduling ads evenly over a given period of time.

LG has an arrangement with selected TV networks that allows for its advertisements for air conditioners to be aired only when the temperature exceeds 36° C.This is an example of continuity in advertising.

Corporate sponsored conferences,press tours,laser shows,hot air balloons and educational programs designed to reach and interest target publics are examples of ________.

Which promotional tool is most effective in building up buyers' preferences,convictions and,most importantly,actions?

When selecting media,the advertiser must decide on the desired qualitative value,known as the ________,of a message through a given medium.

Which of the following criteria should be evident in a successful advertising appeal?

Participants of the reality show Big Brother had hot pizzas delivered to their home.Pizza Hut,responsible for delivering the pizzas,participated in buzz marketing.

Today's consumers do not need to rely on marketer-supplied information about products and services because they can use ________ to seek out a wealth of information.

In its advertisements,Apple promotes its Watch as supporting a fit and healthy lifestyle..Fossil emphasises style and fashion in its advertisements,while Rolex stresses luxury and status.These are all examples of ________ appeals.

When Proctor & Gamble developed the Mr.Clean Magic Eraser,the company needed to explain how the product cleans grime from walls without removing paint.What type of campaign was most likely used by Proctor & Gamble for the Mr.Clean Magic Eraser to introduce the new product to the market?

________ advertising is important for mature products since it helps to maintain customer relationships and keep consumers thinking about the product.