Exam 17: Advertising and Public Relations

An article in Business Week about the reengineered Honda CRV is an example of:

Testing the effectiveness of a media campaign can be done either before or after the campaign is run.

Each year,Atlanta hosts the Peachtree Road Race,a running event that attracts many world-caliber racers.This year race officials also sanctioned a race conducted in Iraq so that soldiers from the state would not have to miss the annual event.The winners of the Mid-east race as well as scenes of the actual race were televised.In terms of a promotional mix,this Iraqi Peachtree Race was as example of:

_____ is the way the advertisement portrays its information.

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.The Facebook promotion was trying to get consumers to visit the Toy 'R' Us Web site and stores to purchase holiday gifts. This describes the _____ of the campaign.

A feature of a product is called a(n):

Television is an example of an advertising:

A print ad for Wydham hotels and resorts shows how different groups can benefit from their vacation whether it be playing as a family,a woman getting a massage,or a young couple enjoying some quality time together.Which executional style is being used in this ad?

How can advertising affect consumers?

An advertising _____ identifies a reason for a person to buy a product.

The UPS Store's advertising "What Brown Can do for You" whiteboard campaign tells business consumers that when it comes to getting their products delivered somewhere or need shipping software or ship products worldwide that UPS can help.The advertising is focusing on:

An advertising campaign:

Which form of advertising is designed to influence demand for a specific brand?

_____ is used by public relations specialists to handle the effects of unfavorable publicity.

In an advertisement for Planters peanuts and trail mix,a peanut wearing a monocle and a top hat and called Mr.Peanut represents the product quality.Mr.Peanut appears in all of the advertisements for Planters.This is an example of how a company can use a _____ executional style.

Prices on items sold by supermarkets change frequently,and they often offer special sales to match or beat the prices of their competitors.Therefore,_____would be a major consideration when a supermarket selects an advertising vehicle.

All of the following statements about postcampaign evaluation are true EXCEPT:

Which of the following statements about Internet advertising is true?

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.The new LeBlanc's Pecan Company advertisements focus on the wide assortment of products available at the LeBlanc's store.This advertising highlights:

Unlike other types of advertising,a comparative advertising campaign can be readily globalized.