Exam 17: Advertising and Public Relations

There are many snack foods for children,but only Nature's Path makes an organic snack designed for a child's palate.The product's unique selling proposition is that it is completely organic.

Ads on shopping carts at grocery stores and in video games are examples of:

Ads for M&M candy that prominently feature the M&M candies in real-life situations are using a _____ appeal.

IBM runs television ads that show how their IT services can help a small Internet start up prepare for and solve any problems that may arise in their daily operations.This is an example of a _____.

A medium's ability to reach a precisely defined market is its:

A national chain of restaurants was accused of discriminating against African American customers. As the director of public relations for this chain,describe the public relations tool you would use to counter this negative publicity.

A series of related advertisements focusing on a common theme,slogan,and set of advertising appeals is referred to as a(n):

_____ advertising has the advantages of being both timely and geographically flexible.

An Advil magazine print ad shows the same woman painting,at work,in the gym,and with her child.The ad states that Advil works on "all my pains wherever I hurt so I am ready for anything" Which executional style is being used in this ad?

A newspaper article revealed that hazardous waste buried in an on-site landfill at a paper manufacturer were leaking into the local water supply.Even though the company quickly stopped the leak and paid for an additional water purification system for the town,it still received some very negative publicity.The company should have:

When an advertiser decides how much space and/or time will be placed in each advertising medium that the company wants to use,the advertiser is determining its:

Tools for the public relations manager include all of the following EXCEPT:

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. Toys 'R' Us advertises year-round but increases its advertising and promotional activity from October through December,which is when the majority of its sales occur for the year. Which type of media schedule does this describe?

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.When Orville LeBlanc decided which media he would use to optimally and cost-effectively reach the store's target audience,he was engaged in developing a(n):

With a(n)_____ media schedule,the advertiser may schedule the ads heavily every other month to achieve a greater impact with an increased frequency and reach at those times.

Companies increasingly are using the Internet in their public relations strategies.

_____ is the cost of reaching one member of the target market.

General Mills has the "Box Top for Education" program in which several of the company's products have a little Box Top coupon on the package. Families buy the products and schools collect the coupons to redeem for money for the school. This is an example of:

Why do companies with new brands that have a small market share tend to spend proportionately more for advertising and sales promotions compared to those with a large market share for existing products?

The sponsorship of NASCAR is an example of a public relations activity.