Exam 15: Advertising and Public Relations

The aim of advertainment is to make ads so entertaining or useful that people want to watch them.

Describe public relations and any three of its main functions.

What is an advertising objective? What are the three primary types of advertising objectives?

Which of the following is an objective of persuasive advertising?

The decisions about impact and engagement of an advertisement fall into the category of ________ decisions.

Kathy Champe, a public relations specialist for a regional chain of pharmacies, regularly contacts members of the local and statewide media with information about community events and charity fundraisers sponsored by her company. This is an example of the ________ function of public relations.

Give an example of testimonial evidence and explain the importance of the source.

In the context of media timing, ________ means making decisions on scheduling ads either following the seasonal pattern, opposing the seasonal pattern, or being the same all year.

Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals.

Describe the main objectives of informative advertising.

The advertisements that use the Aflac duck or the GEICO gecko are using the message execution style of ________.

Which of the following would be the most likely result of slashing ad spending for a product?

The advertiser must find the best approach, style, words, format, and ________ for executing the message.

Informative ads are used primarily in the growth stage of the product life cycle.

Advertisers should regularly evaluate two types of advertising results: the communication effects and the sales and profit effects. How are these two results measured?

You receive a report that 68 percent of your target market has been exposed to your ad campaign during a given period of time. Which of the following aspects of media selection is represented by this information?

Progressive Insurance uses Flo to represent its product. Which of the following message execution styles was used by Progressive Insurance?

Rather than measuring click-through rates, companies now want to track ________ as a more accurate measure of the engagement of the consumers in the message.

One of the functions performed by a PR department is ________, which involves building and maintaining relations with legislators and government officials to influence legislation and regulation.

Public relations specialists use several tools. Identify three of these tools and describe how they can help a company communicate with the public.