Exam 17: Advertising and Public Relations

The University of Iowa runs a series of ads throughout the Midwest on how friendly and helpful its faculty, staff, and students are as well as how outstanding its academic programs are. This type of promotion would best be characterized as

Mike Stevens wonders whether the creative idea of using the character "Tom T. Turtle" as an image for marketing a new line of running shoes will be successful. He should suggest to his account representative that a(n) ____ be used to pretest the campaign.

Recognition and recall tests are posttest methods based on

Describe the various methods used to evaluate the advertising effectiveness after a campaign.

Your company CEO is a very socially-conscious individual who believes in prudently utilizing the resources of the company to promote causes that are good for the environment and society-at-large. She recently asked you to work with the firm's outside ad agency to develop an advertising campaign that articulates the company's concern about global warming.Which of the following types of advertising will you pursue to meet her expectations? ​

_____________ identifies changes in public opinion affecting an organization.

If researchers at Merck Pharmaceuticals develop a cure for prostate cancer, the best way to announce this to the public and get wide media coverage would be through a

Almost all advertising campaigns are aimed at producing immediate sales.

A marketer's advertising platform should consist of issues that are important to consumers.

The statement of advertising objectives should include a benchmark-such as the current sales level-and indicate how much improvement is sought.

After the advertising budget is determined, the next step in creating an advertising campaign is

The advertising platform consists of the basic issues and selling points that an advertiser wishes to include in the campaign.

Recently the local television station communicated a news story about the new specialized medical mart opened by Cleveland Clinic. The story provided information about the various services that the new medical mart would offer and how to get in touch with the service providers. This story is most likely an example of

A firm can identify changes in public opinion that affect it by conducting

Danielle Robinson, account representative for EXpert Advertising, tells D'Orazio Tile Products that she is proposing to use 5 full-page, four-color ads in home-decorating magazines to achieve an increase in consumer and builder inquiries of 15 percent. This approach is an example of which of the following methods of determining advertising expenditure levels?

Which of the following is not a public relations tool?

Soft drink companies advertise that their products beat the competition in national "taste tests," and they refer to the rival brands by name. This type of advertising is best described as

Frederick Griffith of Griffith's department stores tells his marketing director that he is tired of the constant price-centered advertising by the firm's agency. "We have the best customer service in town, and I feel that is what we should be hanging our hats on," he states. This statement is most appropriate for use in which of the following stages of campaign development?

Product advertising is often used to stimulate demand directly.

What is public relations and for what purposes is it used?