Exam 15: Advertising and Public Relations

Companies use PR to build good relations with consumers, investors, the media, and their communities.

Advertising is a good way to ________, inform, and persuade.

News conferences, press tours, and grand openings are examples of ________, a type of tool commonly used by public relations professionals.

Explain how seasonality impacts media timing.

What is the first element that a reader most likely notices in a print ad?

Which term refers to the qualitative value of message exposure through a given medium?

________ is a measure of the percentage of people in a target market who are exposed to an ad campaign during a given period of time.

Standardization of advertising leads to lower advertising costs, greater global advertising coordination, and a more consistent worldwide image.

Describe any three message execution styles.

Which of the following is a major step in selecting advertising media?

Which of the following is a media measure?

How has clutter in television and other advertising media created an increasingly hostile advertising environment?

How does a personality symbol impact a brand?

The message execution style of personality symbol involves identifying and presenting ordinary people saying how much they like a product.

While cuts in advertising may appear to do little short-term harm to sales, reducing ad spending may cause long-term damage to a brand's image and market share.

The first step in creating effective advertising messages is ________.

Which of the following is a major element of developing an advertising strategy?

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.

In addition to advertainment, advertisers are creating content that ________.

Give an example of a slice-of-life message execution style.