Exam 17: Advertising and Public Relations

Because Samuel Cabot,Inc.,a manufacturer of premium-grade wood stains,wants to spend its promotional budget on advertisements that will have a long life span so the ad will be around when the homeowner needs such a product,it should use _____ advertising.

_____ advertising is designed to enhance a company's image rather than promote a particular product.

A commercial for frozen pot pies showed two moms sitting in the stands at their sons' soccer game talking about feeding their family this product. This is an example of a slice-of-life executional style for advertising.

Discuss social media marketing and describe how marketers use it to promote a product.

What is public relations? What is publicity?

The goal of advertising is to change people's values.

Many advertisements use celebrities that are liked by many people in hopes that consumers will buy the product that the celebrity endorses. Using celebrities to influence consumers to buy the product is an example of which advertising appeal?

Products in the latter stages of the product life cycle,which are advertised on a reminder basis,use a(n)_____ media schedule.

What is cause-related marketing? Describe an example of this public relations tool other than those given in the chapter.

Arkadium creates games adults and kids can play on the Internet.While people play these games advertising creatively appears in or around the game.Their clients include GM,NBC,WB and more.Arkadium is creating _____ to reach target markets for its clients.

Spending on advertising varies by industry.

An insurance company's advertisement poses the question,"Will your family survive if you die uninsured?" This is an example of a health appeal.

_____ measures the number of different target consumers who are exposed to a commercial at least once.

In Times Square in New York City there are huge outdoor signs everywhere advertising products,theatre musicals,and services.Along with all the outdoor advertisements there's also a lot of people bustling about,cars beeping,vendors trying to hand out coupons to events,and police keeping a watchful eye on the revelry.Times Square exhibits _____.

All of the following are common types of advertising appeals EXCEPT:

The first step in the advertising campaign decision process is to:

An ad for the General Electric Advantium microwave shows people rushing from one place to another and has the headline,"If your life moves this fast,maybe your oven should too." According to the ad,even though there never seems to be enough time to cook,this microwave will help you prepare home-cooked meals.This is an example of the use of a _____ executional style.

Which type of advertising is used to stimulate demand for a new product or product category?

In an advertisement for Dow bathroom cleaner,animated,talking scrubbing bubbles are used to show how hard the bubbles work to clean.The lively scrubbing bubbles appear in all advertisements for this product and are depicted on the packaging.This is an example of a _____ executional style.

Ads for Oreck vacuums claim that it removes 99% of allergens with its heppa filter,which is based on testing from an independent laboratory. Which executional framework is this?