Exam 17: Advertising and Public Relations

If an advertising campaign is aimed at increasing brand awareness and consumers' knowledge of a product's features, the advertising objective should be stated in terms of

An advertising platform should consist of issues that are important to consumers. Selling features should be important to consumers and should be features that

Parisian Dry Cleaners airs a series of radio ads that claim, "We are the fastest dry cleaners in town." This campaign would best be described as ____ advertising.

The identification of an advertisement's sponsor is the

What are the components of a print ad? What are the functions of each component?

Discuss how event sponsorship can be used as a public relations tool.

In a comparative advertisement, advertisers point out that their brand has characteristics that are superior to those of competing brands, but they do not actually mention the brand names of competitors.

Ad agencies usually work jointly with the firms to develop the ad campaigns.

Coors advertises that its beer is the only one that is kept cold from the brewery to the store. This type of advertising is called

In many instances the most appropriate way for a firm to cope with an event that leads to negative public relations is to

General Mills used a panel of consumers to evaluate its Cheerios campaign featuring children who read the cereal box and try to persuade their parents to watch their cholesterol. These consumers judged the advertisements prior to the execution of the advertising campaign. This is an example of a(n)

If a company is perceived positively by the public, employee morale is often higher.

Publicity is a subset or part of public relations.

The owner of a professional baseball team asks the account representative of an advertising agency to develop an advertising campaign to bring more teenagers to the ballpark. At this point, the account representative logically begins to discuss establishing ____ for the campaign.

What are the major components of a media plan? What limitations must be considered as the media plan is implemented?

A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the dates and times, is a(n)

Darcy presents an identification card at the supermarket checkout and has a microcomputer attached to her TV. Information from both of these is sent to a research facility. Darcy is providing

When Anheuser-Busch ran an advertising campaign featuring the slogan, "Know when to say when," it was using

Kohl's, a department store featuring clothing and housewares, communicates in news story form about its organization and its efforts to support local children's hospitals. This information is transmitted through mass media at no charge and is therefore called

A major way to reduce unfavorable public relations is to reduce the number of negative events.