Exam 31: Advertising Public Relations and Sales Promotion

Allstate Insurance has mostly ditched its famous "in good hands" ads in favor of a character called "Mayhem," who shows up in your life at random - and trashes it.What kind of advertising appeal were these ads using?

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?

Media vehicles like People magazine and The Chicago Tribune appeal to a wide cross section of the population.In contrast,Self magazine and The Food Network have high levels of:

A(n)_____ is an extra item offered to the consumer,usually in exchange for some proof that the promoted product has been purchased.

When Gillette introduced its Venus razor for women several years ago,it spent $100 million on advertising and other promotions and successfully boosted its market share.As an advertising consultant,you would advise Gillette to now:

An example of product placement is when the judges on American Idol are shown sipping Coca-Cola during the broadcast.

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 General Motors,NBC,Warner Bros.,and more.Arkadium is creating _____ to reach target markets for its clients.

Martina buys cola every week at the grocery store,but she always buys whatever is on sale.Coca-Cola,Pepsi,RC Cola-it doesn't matter to her.She is happy with whatever costs the least.Martina would be characterized as a:

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

Describe some specific ways that companies are using the Internet in their public relations strategies.

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

Unlike advertising that establishes or maintains a company's identity,_____ advertising touts the benefits of a specific good or service.

How can advertising affect consumers?

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.

An appeal to vanity and egotism is the reason celebrity spokespeople are used so often in advertising.

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.

_____ advertising is an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand.

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

Advergaming is an Internet advertising format where companies put ad messages in Web-based or video games to advertise or promote products.

Humorous executional styles are more often used in radio and television advertising than in print or magazine advertising.