Exam 17: Advertising and Public Relations

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.One of their advertisements featured Mrs.LeBlanc showing how several of the products sold in the shop can be used when entertaining guests.This is an example of which executional style for advertising?

Americans for Balanced Energy Sources has spent $1.3 million on ads to say that coal-fired electric generating plants can be clean despite growing opposition to coal plants as many of the plants contribute directly to greenhouse gases leading to an accelerated increase in global warming.These ads are examples of _____ advertising.

A newspaper ad for General Mills cereal highlights its BoxTop Redemption program in which General Mills donates cash to schools when the schools redeem box tops from General Mills cereal.This ad focuses on:

DuPont has an advertisement that shows police officers describing how they were shot at close range in the line of duty.The advertisement explains that the lives of these public servants were saved by Kevlar bullet-proof vests and that Kevlar was invented by DuPont.This is an example of _____ advertising.

Ads for General Foods International Coffees all feature the slogan,"It stirs the soul." Given this information and the fact that the ads feature flowers,soft lights,and romantic settings,you know that these ads use a _____ executional style.

Why do many brands with a large market share spend proportionally less on advertising compared to brands with small market share?

Toys 'R' Us Retailers are using social media in unprecedented levels, with more than half of them using it for the 2009 holiday season. That's a monumental increase given the fact that only 4% used it in 2007. The majority focused on Facebook (76%), but they also used Twitter and MySpace. Toys 'R' Us was one of those retailers. The retailer enlisted basketball superstar, Shaquille O'Neal, in a "Join Shaq Give Back" promotion in which $1 was donated to a charity for every new Facebook fan. Shaq tweeted about his "Shaq-a-Claus" challenge to his 2.6 million followers. The Facebook site also focused on parents with the song "I don't want to grow up." -Refer to Toys 'R' Us. Which type of product advertising is this campaign built around?

Publicity consists of programs developed by a company to capitalize on the factors that will enhance the firm's image and minimize those that generate negative images.

A(n)_____ media schedule combines continuous scheduling throughout the year with a flighted schedule during the best sales periods.

Gucci,a very expensive brand of clothing and accessories,show beautiful women wearing its products in magazine ads. What kind of an advertising appeal is this?

The _____ is the channel used to convey a message to a target market.

A(n)_____ is a specific communication task that a campaign should accomplish for a specified target audience during a specified period of time.

Comparative advertising:

All of the following are true regarding stealth marketing EXCEPT:

An ad for Crystal Geyser bottled water shows why and how the bottler supports the reforestation of America's forests.What kind of an advertising appeal is this ad using?

Verizon runs ads that have a map floating over cellphone users' heads showing where they have 3G network capabilities,and the blue coloring on the map shows that Verizon's coverage is almost everywhere in the United States. The ads also show an unfortunate AT&T customer with a red-shaded map showing much less 3G network coverage throughout the United States.Verizon is using _____ advertising.

The Swine Palace Theater runs ads in the entertainment section of the local newspaper every first weekend of each month.This is a _____ scheduling plan.

Instead of sending artfully arranged flower bouquets,an entrepreneur has developed fresh fruit bouquets and is marketing them under the name Edible Arrangements.The premium fruit is cut to mimic flowers,arranged in a basket,and carefully delivered to the recipient's home.One of the problems is convincing people that it is not a novelty product,but an attractive way to show how you feel about someone.Edible Arrangements will be using _____ advertising to promote its fruit bouquets.

_____ is a measure of the number of times an individual is exposed to a brand message.It is used to measure the intensity of a specific medium's coverage.

Many people have trouble defining the term "casual dress" when it comes to what is appropriate to wear to work.Levi Strauss & Co.put together a newsletter and a video detailing what was suitable for casual work attire.Levi sent the video to human resources managers all over the United States.This is an example of: