Exam 15: Advertising and Public Relations

Steps involved in determining when and how to use product public relations include ________, choosing the PR message and media, implementing the PR plan, and evaluating the results, plus integrating with the full marketing communications effort.

Which of the following statements is true regarding the vital importance of the media-planning function?

Agencies bring an outside point of view to solving a company's problems, along with lots of experience from working with different clients and situations.

Keeping the brand in a customer's mind during off-seasons is most likely a goal of ________ advertising.

An IKEA ad shows consumers creating fanciful room designs with IKEA furniture, such as "a bedroom for a queen made by Bree and her sister, designed by IKEA." Which of the following message execution styles is illustrated in this example?

When P&G 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 P&G for the Mr. Clean Magic Eraser?

Describing available services and support is most likely a goal of ________ advertising.

Audience quality, audience engagement, and editorial quality are most likely to be considered when a media planner ________.

Marketing management must make important decisions when developing an advertising program. Which of the following is NOT one of those decisions?

Recently, the increased use of online social networks and video sharing has reduced the need for advertising standardization with global brands.

An ad for Athleta active wear shows a woman in a complex yoga pose and states: "If your body is your temple, build it one piece at a time." This ad uses the ________ execution style.

The McDonald's fast-food restaurant chain uses Ronald McDonald, a clown, as its primary character. Which message execution style is used by McDonald's?

Explain why an ad might need to be modified from one country to the next.

With the help of ________ systems, consumers can avoid watching ads.

How are companies taking advantage of interactive technologies to tap consumers for message ideas and actual ads? What are the benefits and disadvantages of consumer-generated advertising?

When a media planner determines whether an advertisement for diapers should be placed in Parents magazine or Sports Illustrated magazine, the planner is evaluating the media vehicle's ________.

Describe the three characteristics that advertising appeals should have?

When using public relations, the company pays for space and time in the media.

Discuss the advantages of using the services of an advertising agency.

When Verizon Wireless began offering the iPhone, it used its "Can you hear me now?" slogan to attack AT&T's rumored spotty service. This example best illustrates ________.