Exam 17: Advertising and Public Relations

A print ad for Kraft Capri Sun drink packs says "take a sip of antioxidant protection" What kind of an advertising appeal is this ad using?

An appeal to vanity and egotism is the reason that celebrity spokespeople are used so often in advertising.

Kellogg's has a brand of Frosted Flakes that touts 1/3 less sugar on the packaging.This ad is emphasizing:

A print ad for Real Simple Magazine shows a group of women sitting on a sofa talking and laughing.Which executional style is being used in this ad?

Nature's Path makes EnviroKids brand organic cereals,rice bars,and cookies.It is determining whether to put its advertisements in newspapers or on television.Its primary concern is with how many people in its target market will be exposed to its ads.In other words,the company is concerned about frequency.

The ads for Tilex Mold & Mildew cleaner show the product being applied to a mildewed bathroom shower and the mildew disappearing.These ads use a _____ executional style.

Publicity:

What is institutional advertising? How does advocacy advertising differ from institutional advertising?

A small high-tech company has just launched a new writing pen that has a memory,much like a small computer.The advertising campaign focuses on the innovativeness of the new product.This is an example of pioneering advertising.

Exxon Mobil has launched a series of ads promoting their commitment to alternative energy sources during a time when they are recording record profits and consumers struggle with high gas prices and environmentalists are concerned that burning fossil fuels is contributing to the acceleration of global warming.This is an example of _____ advertising.

_____ advertising is an arrangement under which a manufacturer pays a percentage of the advertising cost for an ad that a retailer places for the manufacturer's brand.

Products such as surfboards,swimsuits,lawn mowers,allergy medication,and flower seeds are most likely to be advertised with a _____ media schedule.

Before any creative work can begin on an advertising campaign,it is important to:

General Mills put together a brochure titled,"A Guide to Good Food,Good Health," which it made available to elementary teachers at the beginning of a school year so that the teachers could use the brochures to explain to children why it is important to eat right.This is an example of which public relations tool?

LeBlanc's Pecan Company Betty and Orville LeBlanc recently opened LeBlanc's Pecan Company retail store. In addition to shelled and unshelled pecans, the Texas store sells pecan pies, tortes, fruitcakes, fudge, pralines, chocolate pecan bark, homemade pecan ice cream toppings, and jams and jellies. At this time, there are no other stores of this type in the Houston area. The LeBlancs are considering developing an advertising campaign for their store focusing on its wide assortment of pecan-related products. Orville LeBlanc has drawn up a list of communication tasks the advertising must accomplish. He used the DAGMAR approach to draw up this list. -Refer to LeBlanc's Pecan Company.A feature article in a Houston newspaper describing the LeBlanc's Pecan Company store and what it sells would be an example of:

A print ad depicts a picture of a frozen dessert accompanied by information about the dessert: "two servings,only 300 calories per serving,no cholesterol,and 100 percent of the RDA of vitamins and minerals." This is an example of an advertisement selling the product's benefits.

Billboard advertisements often have to compete for a driver's attention with traffic,passengers,radio,or other billboards.Billboard advertising would be described as:

Which of the following products is most likely to have a seasonal media schedule?

The Highway Transportation Agency once used ads showing real automobile accidents in which real people were killed in hopes of getting more drivers to use their seat belts. What kind of advertising appeal were these ads using?

When Gillette introduced its Venus razor for women several years ago,it spent $100 million on advertising and other promotions and successfully boosted its market share.As an advertising consultant,you would advise Gillette to now: