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.When Orville LeBlanc created the list of communication tasks the advertising must accomplish,he was setting his:

Public information about a company,good,or service appearing in the mass media as a news item is:

The primary advantage of newspaper advertising is demographic selectivity.

_____ advertising compares two or more specifically named or shown competing brands on one or more specific attributes.

Kraft's marketing efforts for its Macaroni & Cheese include television commercial and magazine inserts.These activities are all activities associated with:

DAGMAR is an acronym for:

Realemon juice relies on the slogan,"Fresh Lemon Taste Made Easy." What kind of an advertising appeal is this ad using?

How do public relations professionals use Internet Web sites?

List and briefly describe five of the many functions commonly performed by public relations departments.

Which of the following is what consumers will receive or achieve by using a product?

Budweiser uses reminder advertising that runs steadily all year.This is an example of a _____ media schedule.

Which form of advertising involves an organization expressing its views on controversial issues or responding to media attacks?

Stormbreaker,a new spymovie,details the story of Alex Rider who,after the death of his uncle,is recruited as an M16 spy.Armed with a special set of gadgets,Rider's mission is to save millions of lives.In James Bond fashion,the Cross pen serves as one of the key gadgets in the film.The maker of Cross pen paid to have its pen featured in this movie.This is an example of:

Eighty percent of all pregnant women suffer from morning sickness.In a large majority of women,the morning sickness is alleviated by ginger.Your company has developed Gin-Gins,an all-natural hard candy made from real ginger.You are responsible for developing advertisements for Gin-Gins.Name six common advertising executional styles.Then briefly describe how you would design five different Gin-Gins advertisements (one for each executional style you have listed).

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. By donating $1 to charity for every new Facebook fan,Toys 'R' Us is using:

UPS uses their "White-board" campaign to show how they can help a growing business with their problems.This is using a(n)_____.

Which of the following involves the association of a for-profit company with a nonprofit organization?

An ad for an AT&T MasterCard offered zero percent interest on any balance transferred from another card by September 1,as well as no annual fee.What kind of an advertising appeal is this ad using?

Ads for the Nutrisystem weight-loss system feature celebrities,like football great Dan Morino,showing how they lost weight on the program. This is an example of a _____ executional style for advertising.

Crisis management should begin before a crisis occurs.